초록

기존의 유머관련 연구들 대부분이 유머를 사용하는 사용자 관점에서 얻게 되는 긍정적인 효과에만 관심을 가지고 있었다. 또한 이들 연구자들은 유머를 단일차원의 개념으로써 다루고 있을 뿐, 유머의 다양한 유형에 대한 분류와 이와 관련된 연구는 다소 소홀한 실정이다. 본 연구는 유머를 사용하는 사람의 관점이 아니라 유머를 지각하는 상대방의 관점에 초점을 두고, 서비스 산업을 대상으로 서비스 제공자의 유머사용에 대한 고객의 반응을 살펴본 것이다. 따라서 본 연구의 목적을 제시하면 다음과 같다. 첫째, 서비스 제공자의 자기 강화적 유머와 자기 비하적 유머가 고객의 심리적 반응(진정성, 즐거움, 신뢰, 친밀감)에 어떠한 영향을 미치는지를 살펴보고자 한다. 둘째, 고객이 지각한 서비스 제공자의 진정성과 즐거움, 신뢰, 친밀감이 고객의 만족에 어떠한 영향을 미치는지를 규명하고자 하였다. 가설검증 결과, 우선, 서비스 제공자의 자기 강화적 유머와 자기 비하적 유머는 모두 고객이 지각하는 서비스 제공자에 대한 진정성과 즐거움, 신뢰, 친밀감에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 고객이 지각하는 서비스 제공자에 대한 진정성과 즐거움, 신뢰, 친밀감은 고객만족에 모두 긍정적인 영향을 미치는 것으로 나타났다.

키워드

자기 강화적 유머, 자기 비하적 유머, 진정성, 즐거움, 신뢰, 친밀감, 고객만족

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