CAJ | 학술논문

服务的不可分离性等特征使得服务企业、一线员工、顾客三者在服务品牌关系中密不可分，品牌人格化趋势和人际交往理论的应用让互动行为在其中变得日益重要，但有关互动与品牌关系的研究尚少有涉及。本文综合有关文献的成果构建了三维互动行为与服务品牌关系研究模型，通过实证分析发现：（1）企业和顾客共同参与的公益活动等互动行为对顾客品牌忠诚的作用最强；（2）企业与员工互动行为正向影响员工与顾客的互动，突出了员工在三维互动中的“使者”地位和企业引导的必要性；（3）服务员工与顾客的互动行为对顾客品牌情感的影响最大。本文还为服务企业应开展哪些互动行为提供了具体的建议。
복무적불가분리성등특정사득복무기업、일선원공、고객삼자재복무품패관계중밀불가분，품패인격화추세화인제교왕이론적응용양호동행위재기중변득일익중요，단유관호동여품패관계적연구상소유섭급。본문종합유관문헌적성과구건료삼유호동행위여복무품패관계연구모형，통과실증분석발현：（1）기업화고객공동삼여적공익활동등호동행위대고객품패충성적작용최강；（2）기업여원공호동행위정향영향원공여고객적호동，돌출료원공재삼유호동중적“사자”지위화기업인도적필요성；（3）복무원공여고객적호동행위대고객품패정감적영향최대。본문환위복무기업응개전나사호동행위제공료구체적건의。
The inseparability of the service makes the company, frontline-employee and customer getting more closer, the tendency of brand-personalization and the adoption of the sociometry in the services give the interaction an important role in advancing a brand. While there are seldom researches on this theme, so herein we construct a model about the three- dimension-interactions acting on the service brand relationship and testify it. The results show that：（ 1 ） Company-cus- tomer interactions greatly affect the customers＇ loyalty to the brand; （2） Company-employee interactions contribute to employee-customer interactions, this link highlights the employee＇s roles; （3）Employee-customer interactions evidently promote the customers＇ affects to a service brand. Finally, some useful suggestions were provided for the managers.