본 연구는 고객의 무례행동이 서비스지향 OCB에 미치는 부정적인 영 향을 분석하고, 그 과정에서 표면연기와 직무소진이 어떠한 역할을 하는 지 살펴보았다. 첫째, 고객의 무례행동은 서비스지향적 OCB와 부정적 관 계를 가질 것으로 예측하였다. 둘째, 고객의 무례행동이 서비스지향적 OCB 에 부정적인 영향을 미치는 과정에서 직무소진이 주요 매개 변수로 작용 할 가능성이 클 것으로 예측하였다. 셋째, 고객의 무례행동은 서비스지향 OCB에 부정적인 영향을 미치는 관계에서 표면연기가 중요한 매개 역할 을 할 것으로 예측하였다. 이를 검증하기 위하여 2020년 10월 15일부터 11월 4일까지 약 20일간 국내 공기업에서 운영하는 수도권 소재 사업장 을 방문하여 고객접점 종사원을 대상으로 설문조사를 진행하였고, 기존 의 선행연구들을 토대로 가설을 설정하고 검증하였다. 분석 결과 고객의 무례행동은 서비스지향 OCB에 부정적인 영향을 미치고, 표면연기와 직 무소진은 고객의 무례행동이 서비스지향 OCB에 미치는 부정적인 영향을 매개하는 것으로 나타났다. 이와 관련하여 이론적·실무적 시사점을 제시 하고, 본 연구의 한계 및 향후 연구의 방향성을 제시하였다.

The two purposes of this study were to understand service encounters in Korean restaurants by foreigners living in Korea and to examine the effect of service encounters on the customer's emotion feelings, customer satisfaction, and behavioral intention. Based on the reactions of a total of 614 foreigners obtained by empirical research, this study reviews the reliability and fitness of the research model, and verifies a total of 4 hypotheses using the Amos program. The hypothesized relationships in the model were tested simultaneously using a structural equation model (SEM). The proposed model provided an adequate fit to the data: χ2 683.466 (df=216), CMIN/df 3.164, RMR 0.095, GFI 0.911, AGFI 0.886, NFI 0.933, CFI 0.953, and RMSEA 0.059. As a result of empirical analysis, the physical environment, interactions with employees, and interactions with other customers were quantified as service encounter factors in Korean restaurants. These factors were indicated to have an influence on customer's emotion feelings. Also, customer's emotion feelings had a positive influence on customer satisfaction and behavioral intent. Limitations and future research are also discussed.

The purpose of this study was to understand the interrelationships between customers' perception of service encounter elements, customers' emotional response and customer satisfaction in a family restaurant. Based on a total of 408 samples, this study reviewed the reliability and fitness of the research model and verified a total of 4 hypotheses using the Amos program. The hypothesized relationships of the model were tested simultaneously using a structural equation model (SEM). The proposed model provided an adequate fit to the data, χ2=821.151 (df=333), CMIN/df 2.466, GFI .878, NFI .927, IFI .955, TLI .949, CFI .955, RMSEA .060. The results showed that human factor (β=.426) and physical factor (β=.266) as service encounter elements in family restaurants were indicated to have a positive (+) influence on customers' positive emotion. For influence of customers' negative emotion, human factor (β=-.157) was surveyed to have a negative (-) influence. Also, customers' positive emotion (β=.716) and negative emotion (β=-.081) had significant effects on customer satisfaction. Limitations and future research directions are also discussed.