고속철도 승무원의 국적 및 유니폼 착용이 승객의 서비스 인식에 미치는 영향

In the case of airlines, there are cases where flight attendants are required to wear a free suit instead of a uniform. Also in the case of airlines, the service is provided by flight attendants with foreign nationality. So, in the case of high-speed trains, how would passengers react if a crew member wearing a free suit instead of a uniform, or a crew member of a foreign nationality, not a Korean, provided the service? This study suggested that uniforms and nationality of the high-speed train crew would act as a priming cue for passengers. In other words, it was expected that the uniform of the crew would activate the concept of service expertise in the mind of passengers, and that the Korean nationality would also expect higher quality of service compared to foreign nationals. As a result, it was assumed that the degree of dissatisfaction among passengers in case of service failure would be greater for uniform than for crew members' free clothing, and that Korean nationality would be greater than that of foreign nationality. According to experimental study, these hypotheses were supported. Specifically, under the negative quality of the service of the Korean crew, passengers showed a more not generousness of the failure of the service and a more unforgivable attitude toward the uniformed crew than in the case of the free-dress crew. This is because uniforms have raised expectations of service quality over free wear. Meanwhile, whether the service of foreign crews wore uniforms and free wear under negative service was not different in generosity or degree of forgiveness of passengers. Analysts say that this is because the effect of nationality has overwhelmed the effect of uniform. In other words, it suggests that expectations for services whether a foreign crew wears a uniform or a free suit are not high because of his nationality. These results were verified by mediation testing. If the service is expected to be limited or insufficient, it gives an implication that it is worth considering the introduction of a free-dress crew or a foreign crew member.