서비스 제공자의 불량행동 유형화에 관한 연구

This study primarily intended to investigate into the multidimensional structure of service provider’s dysfunctional behavior by reestablishing the concept of the behavior based on the behavioral characteristics of dysfunctional behavior. Also, this study focused on exploring the differential influence of consumer responses based on the types of service provider’s dysfunctional behavior. The results of the research can be summarized as follows. In the first stage, in-depth interview was carried out based on phenomenological method to examine the various types of service provider’s dysfunctional behavior perceived by consumers. As a result, service provider’s dysfunctional behavior can be divided into four types of neglectful badness behavior, onlooking badness behavior, unsympathetic badness behavior, and counterproductive badness behavior depending on the interaction and intentionality. In the second stage, an additional qualitative research was conducted to explore the differential influence of consumer responses based on the types of service provider’s bad behavior. In the second stage, an additional qualitative research was conducted to explore the differential influence of consumer responses based on the types of service provider’s dysfunctional behavior. As a result, unsympathetic badness behavior and counterproductive badness behavior showed higher negative emotions compared with neglectful badness behavior and onlooking badness behavior. Also, depending on these emotional responses, unsympathetic badness behavior and counterproductive badness behavior showed higher negative behavioral responses. Based on these results, the study provided valuable theoretical and managerial implications and directions for future research.