중국 시장 서비스 접점의 커뮤니케이션과 고객의 긍정적 감정, 신뢰, 브랜드 몰입의 관계: 고객 참여의 조절 효과를 중심으로

As the service encounter provides products and services through face-to-face contact with the customer, the role of the employee is very important, and communication, which is an interaction means between the employees and customers, has a very important influence on the customer's emotional response. In order to improve the quality of interaction between employees and customers, it is important to maintain the quality of communication that employees perform. However, many service companies have not recognized the important role of their employees, so they only try to drive marketing strategies such as promotional activities, price discounts to attract customers. It is very difficult to maintain customers for a long period of time by simply performing a marketing activity such as a price discount because that the customers place more emphasis on experience or feeling in service delivery process than the service itself. The purpose of this study is to examine how the service encounter in China induces positive emotions of customers through effective communication and how these emotions relate to trust and brand commitment. To do this, 356 subjects who had visited the Chinese service companies were surveyed and the research model and hypothesis were verified using SPSS and AMOS statistical analysis. The results of the study are as follows. First, positive verbal and nonverbal communication of employees at the service encounter positively affect customers' positive emotions. Second, customers' positive emotions formed in the process of interacting with employees positively affects trust and brand commitment. Third, customer participation plays a positive role between the relationship of employees' communication and customers' positive emotions, the positive emotions and trust. Based on the results of this study, we can learn that how can the managers and employees of the service encounter induce positive emotions of customers through effective communication means, and in this process, it will be meaningful for them to raise the level of customer participation to improve the positive effect of communication on the positive emotions and the positive effect of positive emotions on the trust.