?냪ꗟꩆ뗘ꑪ뻇왛ꗺ멛륃뻍뫞뉺곣ꡳ꧒?†뫓ꑨ뷗ꓥ?????뻉뇐뇂?ꩌꪵꡱ?돕ꑨ ?????????ꩁ냈룉뇏꒣ꑀ교ꅂꩁ냈룉뇏ꯡ몡띎ꯗ뭐껸뙏ꯡ쓲ꛦ결띎맏꒧쏶ꭙ곣ꡳ?????????†곣ꡳꗍ?뛀ꓥ뾫???†††††?꒤?뗘?ꗁ?냪?ꑅ?ꑑ?ꑀ?꙾?꒻?ꓫ
교 쇂 쏣 뉍뇡ꅂꞤꙢ곣ꡳꯇꪺ떡ꩵ쁒뇦뗛ꓓ뚧뵷뵷ꙡ녱껼ꦤꑳ꿟뚡꽂뉻ꅁ끽끽뚳쏺ꖿꑛ쎴꧳샴ꑳ뚡ꛓ꒣뒲ꅁꚹ껉걍ꑊ늴쎮ꪺ뒺ꛢ뎺걏ꑀꓹ볤뉢때걖ꪺ싅뫑뫱꙰꿴ꪺ꿳귬ꅁꯜ쏸곛ꭈꛛꑶꝙ녎굮싷뙽덯쁒ꑓ뻫ꧥꪺ껕뛩ꅃ? 쇂쇂ꪨ뛽ꑛꕈ꣓ꑀꪽ맯Ꙣ굉ꯡ때ꯨꓗꪺꕉꕘꅁ꙰ꩇꡓꚳ녺귌귇ꪺꓤ꯹ꅁ띑걏꒣ꕩ꿠ꙷꓟ꣓ꫡ붬얪껑ꪺꅁꙝ결덯꣢꙾맯꣓뮡걏냸꣗ꪺꅂ곃뙑ꪺꅃꡓ엽ꝁ귌ꖢ뇦ꅁꙢꩆ뗘덯꣢꙾뻇녯ꯜꙨꅁꙐ껉ꑝꚨ녯ꯜꟖꅃ녺귌쁱쁱결낵ꪺꑀ꓁ꅁ낵꣠ꑬꪺꑀꪽ꧱Ꙣꓟ료ꅁꡓ뒱ꟑ끏ꅃ뛽뛽ꢭ엩ꑀꙖ꒣ꙮꅁꡃ럭ꖴ륱룜떹ꥰ껉ꅁꥰ셠걏녪뗛꽦땨뭐꒣둲Ꟗꅁ룲굺뮡깡료ꪺꪬꩰꅁꙝ결ꥰ꧈뻡ꓟ깡료ꛓ꿔뭾ꑆꕜ뷒ꅃ곣ꑇ뙽뻇ꭥꅁꪾ륄깡료롧샙ꖿ귈ꝸ쏸ꅁ결ꑆ꒣엽ꝁ귌결럐둯ꅁ쏸륌ꙡ뒣ꭥꙞꕨꫡ붬ꅁ셻ꢫꭥꅁꪨꪨꪾ륄ꡓ꒰믲뿺ꅁ땷걏뛫떹꣢ꑤ뛴ꅁꢺ걏ꕌꢭꑗ뛈꙳ꪺ뿺ꅁ럭껉녱ꕌꓢ꒤놵샲덯ꅁ럭껉ꑀ룴귺Ꙟꫡ붬ꅁꙝ결ꪾ륄꒺샄ꝴ뭗ꪺꪨꪨ꽵ꪺ걏쏶ꓟꅃ쇙ꚳ틵뿃(쎣뱺)ꅁ쇂쇂ꥰ맯깡료ꪺ산ꚣꅁ귴귴ꑀꪽ맯ꥰꯜ솫ꓭꅁ라끏ꛭꪺꅃꙐ껉쇙쇂쇂ꫡ붬ꪺꮼꅂꮼꑖ귌ꅂ뭏ꕟꪺ뢤뢤ꅂ뢤뛽ꫭ귴ꅂꫭꥪ(과)ꅁ꣤ꕌꙐ뻇ꩂ(귵맅ꅂꭃꞻꅂ뇒꒤ꅂꭩ?ꅂ걆뮷ꅂ뱺깓)뻇ꥦ(굩ꙷꅂ뚲몽)떥ꑈꅁꙢ쏸륌껀껉ꅁꝁ귌빁껉ꪺ쏶써ꅁ맯ꯜ궫굮ꅃ ꣓꣬ꩆ뗘꣢꙾ꅁ꧓뭘뻉뇐뇂ꩌꪵꡱꛑ깶ꪺ노ꓟ뇐뻉ꅁ녱ꛑ깶ꓩ녠ꪺꢭ뇐뭐ꢥꛦ꒤ꅁ뻇꣬ꑆ낵뻇냝ꪺ냵뗛볶ꟕꅂ쑙싔띖ꛦꅁꗾ띳ꪺꗍ겡믹귈왛ꅁ엽꧳ꚹ샲꽱ꙨꅃꙐ껉Ꙣꗍ겡ꑗꪺ곛덂ꅁ낣ꑆ맯때띌꒣ꛜꪺ럓압ꕾꅁꛑ깶ꪺ볖왛껶목엽귬ꖻ꒺Ꙗ싔ꛦꪺ덶몥엜녯뙽껔ꚳꛛꭈꅁꕂ살녯덗릺ꛛꑶꪺꖼ꣓ꅃ맯꧳ꛑ깶ꪺ띐쇂ꅁ쏸ꕈꗎꓥ꙲ꢥ뭹꣓ꫭꗜꅁ듁ꯝꛛꑶ꒵ꯡ꿠ꕈꙮꚨ둎꣓벢쇂ꛑ깶ꅃꚹꕾꅂꯕ쁱궷뷬ꕂꩶ뻇쑙싔ꪺ덜롱ꦾꛑ깶ꅁ낣ꑆ노ꓟꣳꝕ귌룑ꡍ곣ꡳꪺ뫃둢ꕾꅁꟳ걏볖꧳뭐Ꙑ뻇Ꙁ덂ꪺꙮꛑ깶ꅁ룲ꑪ덜ꛑ깶곛덂ꅁ맪Ꙣ걏ꗳꦯ뫖ꪺꅃꛓꞺꧺꛑ깶맯곣ꡳꪺ볶ꟕ뭐맯ꙡꓨꓥ꓆ꪺ꯹쓲쏶ꓟꅁꟳ걏결꧒띱궫ꅁ녱ꛑ깶ꢭꑗꅁ녯꣬ i
ꯜꙨ맯ꛛ땍뭐ꑈꓥꪺ띳띑ꩫꅁꛛ땍ꛓ땍ꪺꅁꑝꟳꕛꙡ쏶ꓟꫀ라뭐ꛛ땍ꪺ쏶ꭙ꒬냊ꅃꛜ꧳끬ꡄꗍꥒꛛꗑꅂ볶띒깡깸ꗍ겡ꅁ쑀ꕈ맪믚ꛦ냊꣓쏶ꓟꛛ땍ꪺ덜ꕀ볽ꛑ깶ꅁꭨ걏엽꧒띱꣘ꪺꅁꡃꚸ곝꣬ꕌꥍ꺮ꪺ띌꾺ꅁꛛꑶ때꒤뎣라덑ꕌꪺ볶놡꧒띐걖ꅃ쇙ꚳꕈꭥꪺꑪ뻇ꛑ깶빇닐ꚨ뇐뇂ꅁ쇂쇂녺때ꡰꪺ노ꓟ뇐뇂ꗾꑏꣳꝕꅁ걏ꝁ엽궫샲낵뻇냝ꪺ볖뷬ꅃꚹꕾ쇙ꚳ뎯?뗘ꛑ깶ꅁ띐쇂녺ꑦ룕껉ꪺ뫫앐ꯘꢥꅁ띑ꥰꪺꯘ쒳녎맯ꚳꟳ맪믚ꪺ산ꝕꅁ쇂쇂녺ꅃ 뻇ꥪ뭐Ꙑ뻇귌ꅁ띐쇂덯꣢꙾맯ꪺ럓압뭐곛덂ꅃ궺ꗽ뒣꣬ꎫꥪ(ꓽ뇓)ꅁꙢ곣ꑀ곣끑라ꪺꙀꑕ뭻쏑ꥰꛜ꒵ꅁ맯ꛓꢥꅂꥰ맪걏귓꽵꧊놡ꕂꚳ뒼뱺ꪺ뻇ꥪꅁꙢꝁ궱ꭥꅂ셠걏꿠릳ꑰ꿫ꪺ룲ꝁ곛덂ꅁ룲ꝁ곛덂ꯜ둲ꟖꛛꙢꅃꥹ뗓ꅁ쇂쇂ꥰ맯ꗍ겡ꑗꪺ산ꝕ뱎둈냝띸ꅁꥰ걏ꛬ뫉덤ꪺꙮ뻇ꥪꅃꚹꕾ쇙ꚳ앴뷎ꅂ냪뾳ꅂꡱ귫ꅂ굚쒣ꅂ쑟쑟ꅂ닺닺ꅂꥵꅂ꽱ꗍ떥뻇ꥪ귌ꅁ뭻쏑ꝁ귌꽵ꙮ! ꛜ꧳뭐ꑀ끟ꙐꗌꙀ굗륌꣓ꪺꙐ떡귌ꅁꯜ낪뾳뭐ꝁ귌Ꙣꩆ뗘ꑀ끟ꗍ겡뻇닟ꑆ꣢꙾ꅃ굄굄쏈랶Ꝅꅁꡓꚳꥰꖭ껉ꪺ꯹릪쁹ꅂ걘뭹ꙷ벢ꅁꕈ맯ꪺ굀ꓟ랾덱ꅁ띑ꕩ꿠ꗦ꒣꣬ꝁ덯볋ꪺꙮꩂꅃꖿꭨꅁꙀ녷쏸ꪺꙮꕓꅁ꽵써꧀귌곣ꑀ럭껉꒬곛럓압ꅂ릪쁹맯ꓨꪺ덂맒ꅁꢺ껉ꪺꙞ뻐꽵걏과ꙮꅉ뽯륆ꅁ쇂쇂ꝁ맯때ꡰꪺ놡ꅁ쇶땍꒣녠ꢣ궱ꗦ놡걏ꗃ쓲꙳ꪺ보쏑ꅉꚹꕾ쇙ꚳ볶ꓟ꒽꽱ꪺ띏뺤ꅂꕩ띒ꭎ쑒ꪺ뻥곀ꅂ과쑒ꑪꓨꪺꦯ뭔ꅂ겡볢뮨뉮ꪺ탔믶ꅂ뙽껔ꛛꭈꪺ쉌쉌ꅂ덲뷬쁈ꥍꪺꑰꓲꅁ떽ꓟ쁈ꥍꪺ쑒ꓫꅁ룲ꝁ귌ꑀ끟곛덂ꪺꗍ겡Ꙟ뻐ꅁꛜ꒵쏸ꕈꟑ끏!ꛓ둉떾ꅂꝧ녤ꅁ덯ꓩꑬ룲ꝁ귌ꑀ끟ꙙ뚺닡ꓑ셠걏꽓ꝏ뮴썐둲Ꟗꅁ룲ꝁ귌Ꙣꑀ끟꽵걏뗎ꅃ럭땍쇙ꚳꩌꪨꪨꅂꩌ뛽뛽ꅂ꧐ꩆꗽꗍꅂꮼꅂ굓ꓥꭔꓒ냼꛶냪ꅂ꛶뫕꣢ꛬꕩ띒ꪺꑰꩂꅁ쇂쇂ꝁ귌덯꣢꙾맯ꪺ럓압뭐쏶써ꅁꝁ귌걏Ꙣꫡ붬돌ꙮꪺ깡ꑈꅁꛜ꧳ꟓ깰ꅁ귓ꑈ맯ꝁꭨ걏ꚳ뮡꒣뫉ꪺ띐쇂! 쇙ꚳꕩ띒ꪺ곣ꑀ뻇ꥦ귌ꅁ닓ꓟ엩뙋ꪺꦯꅂꛛꭈ멽ꭇꪺ둀뱺ꅂꕩ띒ꑪꓨꪺꥹꝧꅂ겡볢럅걘ꪺ뉑튱ꅂ떽럅ꥍꪺ뽯ꅂ볖왛뙽껔ꪺ꧉뱺ꅁ룲ꝁ귌곛덂꽵걏뮴썐둲Ꟗꅃ쇂쇂ꯤꧺꑦ룕럭ꓑ꽓ꙡꭥ꣓결쎫ꝩꅁꝁ꽵떽ꅉ륆멡ꑪ귴ꅁ맯꧳ꝁ뻇닟뭻꽵ꅂꞶꞶ꒣귂ꪺ멁ꯗꅁ귓ꑈ뉠띐띱꣘ꅃꛜ꧳볙ꩶꅁ뭻쏑ꝁꯜ뙽ꓟ!ꯜ낪뾳 ii
꿠ꚳꝁ귌덯롳깶ꅂ뻇ꥪꥦꙐ뻇ꩂꑀꪽ곛뎭뗛ꖪꕫꅁ쇂쇂ꝁ귌! ꡃ럭ꑪꭂ륌ꯡꪺ륪ꓑ뉍뇡ꅁ셠걏꒣ꗑꛛꕄꙡ썍ꢮ녱ꩆ뗘ꯡ뙩ꑊꅁ쏤썍쏤녍ꩠ꧳샴슶ꑳ롹뚡ꪺ쑪목뚳쏺ꅁꣃꕂꕒ꓀ꙡ꣼럭꣨뉍뚢ꛛꙢꪺ맧쁒껰꩞ꅁ띑ꪺꓟꑷ멃멃ꙡ뿄ꑊ럭ꙡꪺ뎾돚ꅂ뗬믯ꅂꪯꝰꅂ궷꧘ꅂ껼샜ꅂ뢭띮ꅂꑳ두ꅂ럋볮꒤………………………………………………………..곆ꛜꙢꫡ붬덯뛴ꑧꙡꑗꅉ ꓥ뾫 뭸꧳ꩆ뗘 ꓐ 까ꫬ iii
꒤ ꓥ 뒣 굮 뷗ꓥꙗ뫙?ꩁ냈룉뇏꒣ꑀ교ꅂꩁ냈룉뇏몡띎ꯗ뭐껸뙏ꯡ쓲ꛦ결띎맏꒧쏶ꭙ곣ꡳ?껕?끼?꧒ꝏ?냪ꗟꩆ뗘ꑪ뻇왛ꗺ멛륃뻍뫞뉺곣ꡳ꧒?늦띾껉뚡뒣굮?ꑅꑑ뻇꙾ꯗ닄ꑇ뻇듁뫓ꑨ뻇ꛬ뷗ꓥ뒣굮?곣ꡳꗍ?뛀ꓥ뾫††††††††††††††††††뻉뇐뇂?ꩌꪵꡱ?돕ꑨ?뷗ꓥ뒣굮?? ?륌ꕨ쁜뚼ꩁ냈ꭾ뷨곣ꡳꅁ뗛궫ꝑꗎꩁ냈뙱ꫭ끷맯ꩁ냈뉻ꩰ뗻꛴띾ꫭ뉻ꅃ꫱듁ꭨꟳ뙩ꑀꡂ놴끑럭ꩁ냈늣ꗍ꿊ꖢ껉ꅁ띾꧒뇄꣺룉뇏놹걉ꅃꖻ곣ꡳ룕맏ꕈ룉뇏몡띎뙱ꫭꅝ剅䍏噓䅔ꅞ꣓셁룑압ꯈꙢ궱셻쁜뚼ꩁ냈ꖢ뭾껉ꅁ맯꧳띾룉뇏덂뉺ꪺ곝ꩫ뭐멁ꯗꅁ낣ꑆ맯뱶암ꩁ냈룉뇏듁뇦ꪺꭥ롭ꙝ꿀뙩ꛦ놴끑ꕾꅁ쇙뙩ꛓ놴끑ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄ꅂꩁ냈룉뇏꒣ꑀ교ꅂ룉뇏ꯡ몡띎ꯗ뭐껸뙏ꛦ결띎맏꒧뚡ꪺ뱶암ꅃꖻ곣ꡳꙢꓥ쑭놴끑꒤맯ꑗ굺ꙕ엜볆꒧쏶ꭙꞡ꓀ꝏ룔ꕛ뮡ꧺꅁꣃꕈ냪꒺쁜뚼띾결곣ꡳ뵤돲ꅁꝑꗎꑈ귻던뷍냝ꣷ뷕걤ꓨꚡꅁ끷맯뒿Ꙣ쁜뚼껸뙏꒤ꅁ비륊ꩁ냈룉뇏롧엧ꪺꗁ늳결꣼던맯뙈ꅁꙀ뭠뚰㜷?ꛬ볋ꖻ띎ꢣꕛꕈ꓀꩒ꅃ곣ꡳ떲ꩇ땯뉻ꖢ뭾쑙궫꧊ꅂꕩ놱꧊ꖢ뭾쉫ꙝꞡ맯ꩁ냈룉뇏듁뇦늣ꗍ엣뗛ꖿꙖ뱶암ꅃꛓꙢ룉뇏듁뇦ꅂ룉뇏셚껄ꅂ룉뇏꒣ꑀ교ꅂ룉뇏몡띎ꯗ떥엜볆쏶ꭙꓨ궱ꅁ떲ꩇ땯뉻ꩁ냈룉뇏듁뇦맯ꩁ냈룉뇏꒣ꑀ교ꝥ뉻엣뗛굴Ꙗ뱶암ꅆ땍ꛓ맯ꩁ냈룉뇏몡띎ꯗꡓꚳꝥ뉻엣뗛뱶암ꅆꩁ냈룉뇏셚껄맯ꩁ냈룉뇏꒣ꑀ교ꅂꩁ냈룉뇏몡띎ꯗꞡꝥ뉻엣뗛ꖿꙖ뱶암ꅆꛓꩁ냈룉뇏꒣ꑀ교맯ꩁ냈룉뇏몡띎ꯗꝥ뉻엣뗛ꖿꙖ뱶암ꅆꛜ꧳ꩁ냈룉뇏몡띎ꯗ맯압ꯈꦾ룛ꯗꝥ뉻엣뗛ꖿꙖ뱶암ꅁꛓ맯압ꯈꧪꯨꛦ결ꭨꝥ뉻엣뗛굴Ꙗ뱶암ꅃ??쏶쇤뗼?ꩁ냈ꖢ뭾ꅂꩁ냈룉뇏ꅂꖢ뭾쉫ꙝꅂꩁ냈ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄ꅂꩁ냈룉뇏꒣ꑀ교ꅂꩁ냈룉뇏몡띎ꯗꅂ압ꯈꦾ룛ꯗꅂ압ꯈꧪꯨꛦ결ꅃ iv
ABSTRACT Title: A study of the Relationship Among Service Recovery Disconfirmation, Service Recovery Satisfaction and Consumer Behavior Intention Author: Wen-Ham, Huang Abstract: This study extends previous research by applying RECOVSAT instrument to investigate Taiwanese with service failure and recovery experience while dining at restaurants in Taiwan. In addition to explore the impact of certain antecedents to service recovery expectation, the study discusses the relationships among service recovery expectation, service recovery performance, service recovery disconfirmation, service recovery satisfaction and consumer behavior intention via disconfirmation theory . The relationships of these variables were specified in the review of literature and a conceptual framework was proposed. A questionnaire survey with trained interviewer was employed. Each interviewer was required to interview 8-10 subjects. A total of 777 respondents with critical service failure and recovery experiences of restaurants in Taiwan were asked to participate in the study. The result indicates that both problem severity and controllability failure attribution had a positive effect on service recovery expectation. Service recovery expectation had a negative effect on service recovery disconfirmation, but no effect on service recovery satisfaction. Service recovery performance had positive effects on service recovery disconfirmation and service recovery satisfaction. Service recovery disconfirmation had a positive effect on service recovery satisfaction. Service recovery satisfaction had a positive effect on customer loyalty, but indicates a negative effect on customer compliant behavior. v
Key words: service failure, service recovery, failure attribution, service criticality, problem severity, service recovery expectation, service recovery performance, service recovery disconfirmation, service recovery satisfaction, customer loyalty, customer compliant behavior. vi
꒺?깥?ꗘ?뿽??교쇂쏣††………………………………………………………………………⸮???꒤ꓥ뒣굮†………………………………………………………………………⸮楶?굞ꓥ뒣굮†………………………………………………………………………⸮⁶?꒺깥ꗘ뿽†………………………………………………………………………⸮癩??ꫭꗘ뿽††………………………………………………………………………?癩???맏ꗘ뿽††………………………………………………………………………⸮⁸?닄ꑀ뎹††뫼뷗…………………………………………………………………⸮‱?닄ꑀ론††곣ꡳ냊뻷뭐굉뒺…………………………………………………‱?닄ꑇ론††곣ꡳ냝썄뭐ꗘꪺ…………………………………………………‶?닄ꑔ론††곣ꡳ걹땻…………………………………………………………?닄ꑇ뎹††ꓥ쑭놴끑………………………………………………………………ㄲ?닄ꑀ론††ꩁ냈ꖢ뭾…………………………………………………………ㄲ?닄ꑇ론††ꩁ냈룉뇏…………………………………………………………㈷?닄ꑔ론††ꖢ뭾쉫ꙝ…………………………………………………………㐰?닄ꕼ론?†?압ꯈ몡띎ꯗ뭐껸뙏ꛦ결띎맏꒧쏶ꭙ…………………………㐵?닄ꑔ뎹††곣ꡳ덝군………………………………………………………………㔴?††닄ꑀ론††곣ꡳ걛멣뭐곣ꡳ낲덝……………………………………………㔴?닄ꑇ론††냝ꣷ덝군……⸮……………⸮…………………………………㘳?닄ꑔ론††냝ꣷꭈ껄ꯗ뭐룪껆ꚬ뚰……………⸮…………………………㜰?닄ꕼ론††룪껆꓀꩒……⸮…………………………………………………㜶?닄ꕼ뎹††맪쏒곣ꡳ뭐떲ꩇ꓀꩒…………………………………………………㜹?††닄ꑀ론††냲ꖻ룪껆꓀꩒……⸮……………………………………………㜹?닄ꑇ론?ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄뭐ꩁ냈룉뇏꒣ꑀ교꒧ꓱ룻?꓀꩒…………………………………⸮…………………………㠴?닄ꑔ론††ꩁ냈룉뇏꒣ꑀ교꒧ꙝ꿀꓀꩒……………………………………㤰?닄ꕼ론††곛쏶꓀꩒…………………………………………………………㤳?닄꒭론††끪쉫꓀꩒…………………………………………………………㤶?닄꒭뎹††떲뷗뭐ꯘ쒳……………………………………………………………??††닄ꑀ론††떲ꩇ끑뷗뭐맪냈ꯘ쒳……………………………………………??닄ꑇ론††곣ꡳ궭꣮뭐ꯘ쒳…………………………………………………ㄱ??냑ꛒꓥ쑭†………………………………………………………………………⸮ㄱ??뿽ꑀ††띎ꢣ뷕걤ꫭ…………………………………………………………⸮ㄲ??뿽ꑇ††던뷍끖뵭뫵굮………………………………………………………⸮132 뿽ꑔ††던뷍끖뵭룑뮡………………………………………………………⸮ㄳ? vii
ꫭ ꗘ 뿽 ꫭ ??? ꩁ냈놵쒲곣ꡳꓨꙖ …………………………………………………14 ꫭ ??㈠ ꩁ냈ꖢ뭾꓀쏾ꓱ룻 …………………………………………………15 ꫭ ??㌠ ꙕ뻇곣ꡳꪺꩁ냈ꖢ뭾쏾ꮬ(압ꯈ왛쉉) ………………….……….18 ꫭ ??? 䉩瑮敲?䉯?潭猠☠䵯桲(1994)ꪺꩁ냈ꖢ뭾꓀쏾(닄ꑀ뵵귻ꑵ왛쉉) …21 ꫭ ??? ꩁ냈ꖢ뭾꓀쏾ꓱ룻(닄ꑀ뵵귻ꑵ뭐압ꯈ왛쉉) ……………………..22 ꫭ ??? ꩁ냈룉뇏닓뚵꒺깥꒧뻣뉺 ………………………………………..28 ꫭ ??? Ꙣ뭻ꪾ꒽ꖭ멣궱ꑕꅂꩁ냈룉뇏쓝꧊꒧꓀쏾뮡ꧺ ……………...… 32 ꫭ ??? ꩁ냈룉뇏떦늤꒺깥 ………………………………………………. 35 ꫭ ???? ꧪꯨꛦ결쏾ꮬ ……………………………………………………. 52 ꫭ ??? RECOVSAT뙱ꫭ꒤ꪺ꒻ꑪꩁ냈룉뇏꒧ꕄ굮멣궱………………… 67 ꫭ″?? 압ꯈꦾ룛ꯗꪺ냝뚵뎡ꗷ ……………………………………………69?ꫭ????? ꧪꯨ삳ꪺ냝뚵뎡ꗷ ……………….…………………………….. 69?ꫭ???? RECOVSAT뙱ꫭ꒤ꪺ꒻ꑪꕄ굮멣궱꒧ꭈꯗ듺룕………………….72?ꫭ???? 껸뙏ꯡ쓲ꛦ결띎맏꒧ꭈꯗ듺룕 …….………………………….. 73?ꫭ???? 귬꧊ꝏꓱ꣒ꑈꑦ꓀ꖬ뭐ꖻ곣ꡳ끴썂ꧢ볋뿯꣺…….……………….73?ꫭ???? 귬꙾쓖뱨ꓱ꣒ꑈꑦ꓀ꖬ뭐ꖻ곣ꡳ끴썂ꧢ볋뿯꣺…………………..74?ꫭ???㠠 룪껆꓀꩒ꓨꩫꗾ쓽ꫭ껦 …………….……………………………. .78?ꫭ???? 냲ꖻꫀ롧룪껆떲멣꓀꩒ …………….……………………………...81 ꫭ???? 쁜뚼껸뙏룪껆꓀꩒ ………………….……………………………...83?ꫭ???? ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄ꪺ닎군ꫭ ……..…………………..85?ꫭ‴?? ꩁ냈룉뇏꒣ꑀ교ꪺꚨ맯T샋ꥷ ………………..…………………..89?ꫭ???㔠 ꩁ냈룉뇏꒣ꑀ교ꪺꙝ꿀꓀꩒ …….……………..………………….92?ꫭ???? ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝꅂ룉뇏듁뇦꒧곛쏶꓀꩒…. 93?ꫭ???? 룉뇏듁뇦ꅂ룉뇏셚껄ꅂ룉뇏꒣ꑀ교뭐ꩁ냈룉뇏몡띎ꯗ꒧곛쏶 ꓀꩒ …………………………………………………………………94?ꫭ???㠠 ꩁ냈룉뇏꒣ꑀ교뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧곛쏶꓀꩒ ……………….95?ꫭ???㤠 ꩁ냈룉뇏ꯡ몡띎ꯗ뭐껸뙏ꯡ쓲ꛦ결띎맏꒧곛쏶꓀꩒ ………….95?ꫭ??? ꗳ궫굮꧊맯ꖢ뭾쑙궫꧊ꅆꗳ궫굮꧊맯ꕩ놱꧊ꖢ뭾쉫ꙝ꒧끪 쉫꓀꩒ …………………………….……………..………………….96?ꫭ???ㄱ? ꖢ뭾쉫ꙝ맯ꖢ뭾쑙궫꧊꒧끪쉫꓀꩒ …….…..…….……………….96?ꫭ‴?ㄲ? ꕩ놱꧊ꖢ뭾쉫ꙝ맯ꩁ냈룉뇏듁뇦ꅆꖢ뭾쑙궫꧊맯ꩁ냈룉뇏듁뇦 ꒧끪쉫꓀꩒……..……………………………………………………97?ꫭ???ㄳ ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄맯ꩁ냈룉뇏꒣ꑀ교꒧끪쉫꓀꩒ ….98?ꫭ???ㄴ? ꩁ냈룉뇏셚껄맯ꩁ냈룉뇏ꯡ몡띎ꯗ꒧끪쉫꓀꩒………..………….98?ꫭ???ㄵ ꩁ냈룉뇏꒣ꑀ교뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧Ꙩ꒸끪쉫꓀꩒ …..…… 100? viii
ꫭ??????††ꩁ냈룉뇏꒣ꑀ교ꙝꑬ?ㄷ귓?맯ꩁ냈룉뇏몡띎ꯗ꒧Ꙩ꒸끪쉫꓀꩒??ꫭ???ㄷ? ꩁ냈룉뇏ꯡ몡띎ꯗ뭐껸뙏ꯡ쓲ꛦ결띎맏꒧끪쉫꓀꩒ ………...104?ꫭ ??ㄸ 곣ꡳ낲덝엧쏒떲ꩇꫭ…………...….……………..………………...104? ix
맏 ꗘ 뿽 맏 1-1 곣ꡳ걹땻…………………………………………………..……………11 맏 2-1 ꩁ냈놵쒲볒ꚡ ...……………………………………………………….16 맏 3-1 곣ꡳ걛멣….…………………………………………………………….55 맏 3-2 닄ꑀ뚥걱곣ꡳ걛멣(ꩁ냈룉뇏듁뇦꒧ꭥ롭ꙝ꿀) .....………………… 55 맏 3-3 닄ꑇ뚥걱곣ꡳ걛멣(ꩁ냈룉뇏듁뇦-꒣ꑀ교뎡ꗷ) .....…………………58 맏 3-4 ꩁ냈ꖢ뭾뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧닕슴곣ꡳ걛멣 ……………………60 맏 4-1 ꛦꭥ듁뇦궫굮꧊뭐맪믚엩엧몡띎ꯗ꒧꓀꩒꽸끽......…………………86 맏 4-2 ꛦꭥ듁뇦궫굮꧊뭐맪믚엩엧몡띎ꯗ꒧깹볐맏…. ……………………87 ? x
닄ꑀ뎹 뫼 뷗 ꖻ뎹Ꙁ꓀결ꑔ론ꅁ궺ꗽ싇ꗑ맯뻣엩롧샙쁜뚼띾샴맒꒧뉻뙈왛맮ꕈ곛쏶뻇덎곣ꡳ떲ꩇ떥룪껆꛵쏒끑뷗ꅁ뮡ꧺꖻ곣ꡳ굉뒺뭐냊뻷ꅆ닄ꑇ론꧓쓲ꑗ론꒺깥꒧끑뷗ꅁꓞ뻉ꕘ곣ꡳ냝썄ꅁꣃ뒣ꕘꖻ곣ꡳꗘꪺꅆ닄ꑔ론ꭨ꒶닐곣ꡳ걹땻ꪺ냵ꛦ꒺깥ꅃ 닄ꑀ론 곣ꡳ굉뒺뭐냊뻷 냪깡롧샙ꪺ뙩ꡂ낣ꑆ덹ꚨ늣띾떲멣ꪺꙨ꒸땯깩ꕾꅁ쇙결냪ꑈ녡꣓싗룎ꪺꪫ뷨꣼ꙮꪺꗍ겡ꓴꖭꅃꙢ늣띾늣귈ꓱ꣒ꑗꅁ멉ꛜ2001꙾닄ꑇꥵ결ꓮꅁ뭏왗ꩁ냈띾늣귈ꓱ꣒뻣엩냪꒺ꗍ늣ꓲ썂꒧%ꅁ꣤꒤땯륳냢쁜뚼ꩁ냈띾ꗧ뻣엩냪꒺ꗍ늣ꓲ썂꒧%ꅆꛓꩁ냈띾둎띾ꑈ볆ꓱ궫ꑝ륆꣬%ꪺꓴ럇(ꛦ걆끼ꕄ군덂ꅁ2001)ꅃꗑꚹ곝꣓ꩁ냈띾Ꙣ냪꒺뉻꒵늣귈ꅂ둎띾ꑈ볆ꓱ꣒꒤ꞡ면곛럭궫굮ꪺꢤꛢꅁꩁ냈ꚭ뭐ꓩ녠ꗍ겡꒤ꪺ귌ꚨ녋꒣ꕩ꓀ꪺ쏶ꭙꅃ낣ꚹ꒧ꕾ냪ꗁ꧒녯ꪺꓩ꽱뱗ꕛꅂꪫ뷨ꗍ겡ꓴ럇꒧뒣ꅁꙐ껉ꑝ곛맯ꙡ녡냊ꗁꗍ꧊ꪺ껸뙏꒧ꮴ뻷ꅃꙢ냪ꗁ꧒녯ꓨ궱ꅁ냪ꑈꖭꞡ꙾꧒녯녱1991꙾ꪺ8,189과꒸ꅁ뒣ꛜ2001꙾ꪺ11,970과꒸(ꛦ걆끼ꕄ군덂ꅁ2001)ꅆꛓꙢ껸뙏ꓤꕘꓨ궱ꅂ궹ꭾ뚼껆ꓤꕘꗁ뚡껸뙏ꓱ궫ꗑ1991꙾ꪺ%궰ꛜ2000꙾ꪺ%ꅆꗦ덱덱끔ꓤꕘꭨꙝ꫱ꑔ꙾덱ꭈ냓ꭾ빐냢볶볩덱ꭈ뙏ꗎꑪ둔뱗ꕛꅁꓱ궫덶몥Ꙟꛜ%ꅆ볖ꓤꕘꗑ1991꙾꒧%ꛜ2000꙾ꪺ%ꅆ싥샸ꭏꯘꭨꗑ%뱗ꛜ%(ꛦ걆끼ꕄ군덂ꅁ2001)ꅃ쁈꧒녯ꓴ럇뒣낪ꅁ엣ꗜ냪ꑈ맯ꑀ꿫ꗁꗍ껸뙏궫ꓟꑷꗑꛧ궹꒧럅릡ꅁ신결귝압ꙕ뫘뇐ꅂ볖겡냊귓ꑈ싥샸ꭏ낷ꅁ냪ꑈꑷ녱ꗍ겡믝ꡄꪺ냲ꖻ몡ꢬꅁ뙩ꛓ덶몥ꕨ끬ꡄꗍ겡ꭾ뷨ꑗ꒧낪꣼ꅃꑀ꿫ꗁ늳ꪺꗍ겡믝ꡄꚭ뭐ꩁ냈띾뫲녋ꙡ덳쎴Ꙣꑀ끟ꅁꣃꕂꙢ끬ꡄꗍ겡ꭾ뷨뒣꒧Ꙑ껉ꅁꑝ곛맯ꙡ굮ꡄ낪ꭾ뷨ꪺꩁ냈ꯝ륊ꅃ 1
쁈뗛뉻꒵껸뙏띎쏑ꪺ낪몦ꅁ뫞뉺뭐ꩁ냈ꑈ귻ꖿ궱셻뗛ꓱꕈꦹꟳ녪꽐ꪺꩁ냈삣ꑏ(De Lisser, 1993)ꅃꑀꖹꩁ냈땯ꗍ꿊ꖢ껉ꅁ띾셠걏돌ꗽ비꣼꣬압ꯈꪺꧪꯨꅃ땍ꛓ굮꣏압ꯈ꧳ꡃꚸ껸뙏꒤뎣륆꣬돌꣎몡띎ꅁ맪Ꙣ걏꒣깥꧶ꅃꓗ꣤Ꙣ뭐압ꯈ꒬냊쁗셣ꪺ쁜뚼띾꒤ꕇ쏸ꕈ륆꣬ꅃꙝ결쁜뚼냓ꭾ걏ꗑ샴맒ꅂ덝돆ꅂ쁜궹ꩁ냈ꕼ꧒닕ꙘꛓꚨꪺꅁꙢ쁜뚼ꩁ냈뛇뮼륌땻꒤ꅁ걏꿊ꑀ꒣ꕩꪺꅉꙐ껉ꑝꙝ결쁜뚼늣ꭾꪺ때꧊ꅂ쁜뚼ꗍ늣뭐ꩁ냈ꪺ때ꩫ꓀돎꧊ꅂ쁜뚼늣ꭾꪺ엜늧꧊ꅂ쁜뚼늣ꭾ때ꩫ쁸꙳쁜뚼ꪺ뽗꽓꧊떥뱶암ꑕꅁꛓ덹ꚨ띾Ꙣ롧샧륌땻꒤ꪺ낪ꯗ꒣뵔ꥷ꧊(ꩌꪵꡱꅂ뱂꒸ꙷꅂ깝러뗘ꅂꟵꑀꗁꅂꩌ덳셯ꅁ2000)ꅃ둎ꙝ띾맯ꩁ냈ꭾ뷨둸뒤ꪺ꒣뵔ꥷꅁꛓ꣏녯껸뙏ꚳꕩ꿠Ꙣꖢ뭾땯ꗍꯡꅁ라맯ꖢ뭾ꖻꢭ뙩ꛦ걏ꝟ롧녠땯ꗍꅂꖢ뭾쉫뷖굴덤ꖢ뭾걏ꝟꕩꕈ륷ꗽ둸놱떥쉫ꙝꝐ쉟ꅁ곆ꛜ꧳늣ꗍꯡ쓲꒣Ꙑ녪ꯗꪺꧪꯨꅂ떴쇊뙒ꅂ굴궱ꑦ롏떥삳(Folkes,1984)ꅃꗑꑗꕩꪾꅂ압ꯈ맯ꖢ뭾ꪺ쉫ꙝꝐ쉟걏라뱶암꣬ꯡ쓲ꪺ껸뙏삳ꅁ꧒ꕈ압ꯈ띎ꢣ걏꒣깥뮴뗸ꪺꅃꙝꚹFirnstahl(1989)뭻결럭ꩁ냈덹ꚨꖢ뭾껉ꅁꗸ띾삳덺륌ꩁ냈룉뇏꣓륆꣬압ꯈ몡띎ꅃ Albrecht & Zemke꧳1985꙾ꪺ곣ꡳꕘ:Ꙣ맯꒽ꕱꚳꯨꢥꪺ압ꯈ꒤ꅁ꙰ꩇ꣤ꯨꢥ꣼꣬궫뗸ꕂ덑ꕛꕈ룑ꡍꅁꭨ곹ꚳ54%꣬74%ꪺ압ꯈ쇙라ꙁꯗꗺ압꒽ꕱꅃ꙰ꩇ압ꯈ띐꣬꒽ꕱ룑ꡍꯨꢥꪺ덴ꯗ곛럭Ꟗ껉ꅁꭨꙁꯗꗺ셻꒽ꕱꪺ압ꯈꓱ뉶ꕩꙁ낪륆95%ꕈꑗꅃ귈녯ꩠ띎ꪺ걏ꅁꑀꖹ덯압ꯈ뎣꿠샲녯몡띎ꪺ떪싐ꅁꭨꖭꞡꡃꑀ귓ꑈ라ꝩ뙄꒭ꛬ뿋(Albrecht & Zemke,1985)ꅃꗑꚹꕩꪾꅂꙮꪺꩁ냈룉뇏낣ꑆ라덹ꚨ싂압ꯈꙞ걹ꪺꪽ놵껄꽱ꕾꅁ쇙ꕩ덺륌ꖿ궱ꑦ롏ꪺ뱶암꣓뚡놵엳꣤ꕌ띳압ꯈꅁꕩꢣ굙맯압ꯈꧪꯨꚳꙮꪺ룉뇏덂뉺ꅁꪺ뵔걏ꚳꝕ꧳ꗸ띾ꪺ롧샧땯깩ꅃ 낣ꑆ녱압ꯈꙞ걹ꅂꖿ궱ꑦ롏떥꣓룑쓀룉뇏ꪺꙮ덂ꕾꅁ쇙ꕩ뙩ꛓ녱ꗸ띾롧샧셚껄ꪺꢤꯗꪽ놵꓁ꑊ샲ꝑ껖ꓟ꣓ꕛꕈ뮡ꧺꅃ녱ꚨꖻ껄꽱꣓곝ꅁꝬꓞꑀꛬ띳압ꯈ꧒ꫡ뙏ꪺꚨꖻ곹결뫻쎴ꑀꛬ뉻ꚳ압ꯈꪺ5궿(Desatnick,1988)ꅃꗸ띾굙띑녱띳압ꯈꢭꑗ 2
샲녯뭐귬ꚳ압ꯈ곛Ꙑꪺꝑ볭ꓴꖭꅁꭨ꧒믝ꕎ믹곹결귬ꚳ압ꯈꪺ16궿(Sellers,1989)ꅃ둎ꝑ볭껄꽱꣓곝ꅁꗸ띾굙꿠꣏압ꯈ걹ꖢ뉶궰ꛜ5%껉ꅁꭨ꧒늣ꗍꪺꝑ볭꣤늣띾꽓꧊ꪺ꒣Ꙑꕩ뒣ꩀ25%꣬85%꒣떥(Reichheld & Sasser ,1990)ꅃ ꒣뷗녱ꕾ뎡ꗸ띾뙈ꪺ뛬덹걏ꕈ꒺뎡ꚨꖻꝑ볭ꪺꢤꯗ꣓곝ꅁꚳ껄ꙡ덂뉺압ꯈꧪꯨꩁ냈ꖢ뭾ꅁꣃꖦ귌신엜결낪ꦾ룛ꯗꪺ압ꯈ롳ꅁ맯ꗸ띾ꛓꢥ걏ꖲ굮ꪺ(Hart ,Heskett & Sasser,1990ꅆBitner , Booms & Tereault,1990)ꅃꙝ결낪ꦾ룛ꯗ압ꯈ꧒덹ꚨꪺ껸뙏뙱뭐껸뙏ꚸ볆곒뮷뮷낪륌띳압ꯈꅁ걇ꕩ늣ꗍ듁꧊ꪺꖿ궱끝냈ꝑ꽱껄ꩇ(Reichheld & Sasser ,1990)ꅃꙝꚹꗸ띾삳녱압ꯈ걹ꖢ꧒덹ꚨꪺ뱶암꒤ꅁꕨ엩뭻압ꯈ믹귈ꪺ궫굮꧊ꅁ뙩ꛓ꯹쓲떽ꩁ냈ꭾ뷨ꅁꕈ샲녯압ꯈ몡띎ꅃ Kelley, Hoffman & Davis (1993)녱ꕴꑀꢤꯗꕨ놴끑ꩁ냈ꖢ뭾뭐룉뇏ꪺ쏶ꭙꅃꕌ귌뭻결럭ꗸ띾땯ꗍꖢ뭾껉ꅁꯪꙮ떹꒩띾ꖿ궱뻷라ꅁꕨ궫띳샋뗸ꩁ냈뛇뮼륌땻ꅁꣃꕩꕄ냊땯놸ꅂ룑ꡍ냝썄꧒Ꙣꅁ뙩ꛓꯘꗟ뭐압ꯈ듁ꪺ쏶ꭙꅃ땍ꛓꅁꣃ꒣걏꧒ꚳꪺꩁ냈룉뇏뎣꿠륆꣬압ꯈꞹꗾ몡띎ꪺ껄ꩇꅆ굙냵ꛦ꒣럭ꅁꛓ라뱗ꕛ압ꯈ꒣몡ꪺ놡뫼ꅃHart ,Heskett & Sasser (1990)ꪺ곣ꡳꝙ땯뉻ꚳ뙗륌ꑀꕢꕈꑗꪺꗸ띾ꝙꙝ덂뉺꒣럭ꅁꛓꕛ뉠압ꯈ맯ꗸ띾ꪺ굴궱Ꙍ뙈ꅃꗑꚹꕩꪾꅁꖢ뭾ꣃ꒣걏ꗾ땍맪걉ꩁ냈룉뇏ꯡꅁ둎꿠꣏압ꯈꞹꗾ몡띎ꅁꛓ걏뚷둎럭껉룉뇏놹걉쏾ꮬꅂ룉뇏뵤돲ꅂꗺ압ꗦ꧶뻺ꕶꅂ뉻돵놡맒떥뷑Ꙩꛒ뙱ꙝ꿀ꑾ꿠ꡍꥷ룉뇏ꭾ뷨ꪺꙮ썡ꅃ꣤꒤놡맒ꙝ꿀Ꙣꚹ엣뉻뷆싸ꪺ뉻뙈ꅁWebster & Sundaramꫭꗜ럭ꯡ맪믚ꖢ뭾ꪺ덗볒ꅂ땻ꯗ녪꽐ꙡ뷄삻뱶암꣬압ꯈ껉ꅁꚹ꣨압ꯈꕩ꿠라ꕈ껸뙏ꗳ궫굮꧊꣼띬ꪺ뉺ꗑꅁꕨ뿅뙱ꩁ냈ꖢ뭾ꪺ쑙궫뭐ꝟꅃꚹꕾ럭껸뙏ꗳ궫굮꧊Ꙣ압ꯈꓟꗘ꒤ꪺ녪ꯗ꒣Ꙑ껉ꅁꭨꚳꕩ꿠라궭꣮압ꯈꯡ쓲ꪺ껸뙏삳(Webster & Sundaram ,1998)ꅃ녱ꑗꕩꪾꗳ궫굮꧊뭐ꖢ뭾쑙궫꧊Ꙣ압ꯈꪺꯡ쓲껸뙏띎맏꒤ꅁ걏꣣ꚳ곛럭땻ꯗ꒧뱶암ꅁꙐ껉꣢귓엜볆ꦼꚹꪺ곛꒬꙳쏶ꭙ꣤뱶암ꩁ냈룉뇏듁뇦ꪺ땻ꯗꅁꗧ걏ꖻ곣ꡳ띑굮놴끑ꪺ뎡ꗷꅃ 3
ꛜ꧳듁뇦-꒣ꑀ교뉺뷗꣏ꗎ꧳ꩁ냈룉뇏겡냊꒧삳ꗎꑗꅁBoshoff꧳1999꙾ꪺ곣ꡳ꒤ꅁ뭻결ꩁ냈룉뇏몡띎ꯗ(Service Recovery SatisfactionꅆSRS)떥꧳ꩁ냈룉뇏듁뇦(Service Recovery ExpectationꅆSRE)뭐ꩁ냈룉뇏셚껄(Service Recovery Performance ; SRP)ꪺ깴뙚ꅁ굙SREꑪ꧳SRPꭨ라늣ꗍ굴Ꙗ꒣ꑀ교(ꚳ굴궱ꑦ롏뛇벽ꅂ압ꯈ걹ꖢ떥굴궱뱶암)ꅆSREꑰ꧳SRPꭨ라늣ꗍꖿꙖ꒣ꑀ교(ꚳꙮꪺ뙈ꅂ압ꯈꙁ쇊꣼ꥷꪺꩁ냈ꭾ뷨떥ꖿ궱뱶암)ꅁ귕굙ꗸ띾꒣꯹쓲떽룉뇏꒺깥ꪺꭾ뷨ꅁ곛ꭈ덯맯꧳ꗸ띾압ꯈꛓꢥꅁ때늧걏뫘ꑇꯗ뛋깠ꅃ 뺨뫞륌ꕨ냪꒺ꕾ뻇맯꧳ꩁ냈ꖢ뭾뭐ꩁ냈룉뇏ꪺ곣ꡳꑷꚳ덜Ꙩꅁꑪ뎣끷맯ꩁ냈ꖢ뭾ꅂ룉뇏ꪺ냲슦꓀쏾곣ꡳꑗ(Bitner , Booms & Tereault,1990;Kelley,Hoffman & Davis,1993;Bitner , Booms & Mohr, 1994)ꅁHoffman , Kelley & RotalskyꙢ1995꙾끷맯쁜뚼룉뇏곣ꡳ꒧쉫꿇결ꝋ뙏ꅂꚩ뒣꣑ꅂ쏘끥쁵ꯝ꣩ꅂ뫞뉺꣤ꕌ귻ꑵ꒶ꑊ덂뉺룑ꡍꅂ듀뒫ꅂꟳꖿ뿹뭾ꅂ륄며ꡓ삳떥8뚵ꩁ냈룉뇏놹걉ꅁ꣤꒤ꚩꅂ쁵ꯝ꣩ꅂꗑ뫞뉺ꕘ궱룑ꡍ룻결압ꯈ놵꣼ꅁꑪ뎡꓀라ꕈ듀뒫ꪺ룉뇏ꓨꚡꙨꅁ돌깴ꪺ껄ꩇ걏꒣낵ꗴ꛳덂뉺ꅃꗑ꧳꒧ꭥ룉뇏꓀쏾곣ꡳꪺ냲슦닏껚꒧뵴걇ꅁ꣏녯ꯡ쓲뻇녯ꕈ땯깩ꕘ덜Ꙩ곣ꡳꅁ꙰뷷낶낶(1996)뻚ꩁ냈룉뇏꒺깥ꅁ꣤곛꧊뷨쉫꿇꙰ꑕ쓝꧊ꅁ꓀ꝏ결1.룑쓀:ꕝ걁꒺ꅂꕾ뎡룑쓀(룑쓀꿊ꖢ땯ꗍ귬ꙝ)ꅆ2.룉쁶:ꭨ꓀결맪뷨룉쁶(ꕝꝴ떹꒩껸뙏ꚩꅂ믹꣩ꅂ뿺룉쁶떥귈ꪫꭾ뷟쁶떥ꩁ냈)ꅂꭄ맪뷨룉쁶(륄며ꅂ맯ꩁ냈꿊ꖢꪺꙞ삳ꅂꟳꖿ떥)ꅃꛓTax & Brown (1998)ꅆSmith, Bolton & Wagner (1999)ꭨ녎ꩁ냈룉뇏쓝꧊뻣Ꙙꚨ:1.룉쁶ꅂ2.룉뇏삳덴ꯗꅂ3.ꕄ냊룉뇏륄며껄ꩇꅃꣃꕈ뭻ꪾ꒽ꖭ뉺뷗꒧ꑔ멣궱맯삳끑뷗ꅁꣃꗑ떲ꩇ녯ꪾꅂ꒣Ꙑ쓝꧊껄ꩇ녎라맯떲ꩇꅂ땻Ꟈꅂ꒬냊떥ꑔ꒽ꖭ멣궱늣ꗍ꒣Ꙑ땻ꯗꪺ뱶암ꅁꣃꕂꕩꕈ샲녯Ꙙ뉺꣣엩ꪺ룑쓀ꅃꚳ뻇(Reichheld & Sasser ,1990;Tax & Brown,1998;Boshoff,1999)ꭨ녱룉뇏떦늤ꪺꢤꯗꅁ뽮랥ꙡ궱맯ꖢ뭾덂뉺ꅁ곆ꛜ뒣ꕘ꙰꛳ꕨ뫻앀뭐압ꯈ꒧뚡ꪺ쏶ꭙꅁꣃꕂ맯맪냈곉낵ꕘꯘ쒳ꅃ 4
ꗑꑗ굺꒺깥ꕩꕈ곝ꕘꩁ냈룉뇏곛쏶믢냬꒧곣ꡳ뵤쎥ꅁ냲꧳뻇덎ꑗ맯룓믢냬뙩ꑀꡂ놴꿁믝ꡄ뭐쁜뚼맪냈룉뇏뫞뉺꒧싹궫ꛒ뙱ꅁꖻ곣ꡳ룕맏셁룑ꅁ럭압ꯈ비륊ꩁ냈ꖢ뭾껉ꅁ꙰ꩇ녎ꖢ뭾쉫ꙝꅂꩁ냈ꗳ궫굮꧊ꖢ뭾쑙궫꧊떥엜볆ꕛꑊꛒ뙱껉ꅁ맯띾ꪺꩁ냈룉뇏듁뇦라ꚳ꒰믲땻ꯗꪺ뱶암ꅃꚹꕾꅁ굙ꕈ압ꯈ비꣼쁜뚼띾꧒뙩ꛦꪺ룉뇏놹걉결냲슦ꅁꕨꑆ룑압ꯈꭥ맯ꩁ냈룉뇏ꪺ듁뇦뭐꣤ꯡ맯룉뇏겡냊ꪺ셚껄뗻꛴걏ꝟ라뱶암꣬ꯡ쓲ꪺꩁ냈룉뇏꒣ꑀ교ꅂ룉뇏ꯡ몡띎ꯗꅁꕈ압ꯈꪺꯡ쓲껸뙏삳꙰압ꯈꧪꯨ삳ꅂꙁ쇊띎쑀압ꯈꦾ룛ꯗ떥냝썄ꅃꖻ곣ꡳ듁뇦낣ꑆ꿠뱗뙩뉺뷗ꑗ맯ꩁ냈룉뇏곣ꡳ믢냬ꪺ셁룑ꕈꝀ결ꯡ쓲곣ꡳꪺ냑ꛒꕾꅆꙐ껉Ᶎ뇦Ꙣ맪냈ꑗ뒣꣑떹쁜뚼띾Ꝁ결뇄꣺곛쏶룉뇏놹걉ꪺ냑ꛒꅁꕈ뒣냪꒺쁜뚼ꩁ냈ꓴ럇ꅃ 5
닄 ꑇ 론 곣 ꡳ 냝 썄 뭐 ꗘ ꪺ 럭압ꯈꙢ껸뙏꒤비륊ꖢ뭾껉ꅁ껸뙏셠걏룕맏ꕨꕘ뉻뙈땯ꗍꪺ귬ꙝꅁ꣓룑쓀결꒰믲ꅁ뙩ꛓꙁꕨꝀꯡ쓲껸뙏ꪺꛦ결ꡍ떦ꅁ꣒꙰ꡍꥷ걏ꝟ뭐냓깡쑾쓲뫻꯹뙒뷦쏶ꭙ떥ꅃꙢ늣ꭾꖢ뭾ꑕꅁ쉫ꙝ뉺뷗(the attribution theory)뒣꣑ꑆꑀ귓ꚳꗎꪺ뉺뷗냲슦꣓샋듺압ꯈꪺ삳(Valle & Wallendor,1977;Bettman ,1979; Richins,1983)ꅃꛓ덯곣ꡳ곒곛쑾ꙡ륂ꗎꙢꯡ쓲껸뙏ꧪꯨꛦ결ꪺ곣ꡳꑗꅃ꙰Folkes(1984)뒿룕맏ꕈꑔ쉫ꙝ멣궱결ꕄ뙢: 1.쎭ꥷ꧊(stability): ꖢ뭾걏ꝟ롧녠땯ꗍ걏곰땍낸땯ꪺ ꅆ2.덤ꗴ쉫쓝(locus ): 꿊ꖢ덤ꗴ걏굮쉫뷖(껸뙏냓깡)굴덤ꅆ3.ꕩ놱꣮뭐ꝟ(controllability): ꖢ뭾걏ꝟꕩꕈ놱꣮둸뒤ꅁ꣓ꑆ룑압ꯈ맯꧳늣ꭾ럥늫껉꧒낵ꕘꪺ삳뭐쉫ꙝꅁꣃ쉫꿇ꕘ압ꯈꙢ비륊늣ꭾ럥늫껉꧒낵ꕘꪺ삳ꚳꑔ: 1. 듁뇦삳(expecyancy reactions)ꅇ듁뇦ꗦ뒫ꅂ맯룉쁶ꮬꚡꪺ낾ꙮꅆ 2. ꖫ돵꒽ꖭ삳(markerplace equity reactions)ꅇ삳녯꒧끨듚ꑦ쁙륄며 ; 3.ꗍ껰삳(angry reactions)ꅇ맯냓깡ꗍ껰ꅂꕨ뛋깠냓깡떥ꅃFolkesꣃꕂ놵덳꧳1986ꅂ1987꙾ꪺꯡ쓲곣ꡳ떲ꩇ꒤땯뉻ꚹꑔ멣궱꒧꿊ꖢ쉫ꙝ꓀쏾뵔맪맯껸뙏ꯡ쓲삳(ꙁ쇊띎쑀ꅂ굴궱놡뫼떥)ꚳ뉠ꑊꪺ뱶암ꅃꙢ덤ꗴ쉫쓝ꓨ궱ꅁ곣ꡳ땯뉻껸뙏ꑪꙨ라녎맯늣ꭾ럥늫꒧덤쏸쉫롯꧳빐냢ꑪ꧳쇊뙒ꖻꢭ(Folkes & Kotsos ,1986ꅆꝤꗼ곂ꅁ1999ꅆ뛀ꭗ뗗ꅁ1999)ꅃ놴ꡳ꣤꒤뉻뙈ꅁꕩ꿠걏껸뙏ꪺꛛꝑ낾깴(self-serviing bias)꧒교ꅃ꧒뿗ꛛꝑ낾깴걏귓엩녠라녎ꚨꕜ쉫ꙝ꧳ꛛꑶꪺ꿠ꑏꝖꑏ떥꒺Ꙣꙝ꿀꧒덹ꚨꪺꅆꛓꖢ뇑ꪺ귬ꙝ쉫꥓꧳ꕾꙢꑈꑨꅂ샴맒떥ꕾꙢꙝ꿀ꪺ뛉Ꙗꅃ럭ꩁ냈땯ꗍꖢ뭾껉ꅁ껸뙏녠ꙝꖻꢭꑈ껦꽓뷨꒧깴늧ꅂꖢ뭾룪끔ꪺ놵ꚬ궭꣮ꅂꗦ꧶륌땻꒤ꑈ귻꒬냊ꅂ샴맒ꪫ떥굮꿀ꕩ꿠라ꪽ놵ꅂ뚡놵ꙡ뱶암꣬꿊ꖢ덤ꗴ쉫쓝꒧Ꝑꥷꅁꛓ뻉교껸뙏녎꿊ꖢ덤ꗴꑪ뎣쉫꥓꧳띾ꪺ뉻뙈땯ꗍꅃ결ꑆ륷ꢾꛛꝑ낾깴뱶암껸뙏맯꧳꿊ꖢ덤ꗴ쉫쓝ꪺ곉ꥷꅁ꧒ꕈꖻ곣ꡳꕵ놴끑쎭ꥷ꧊ꅂꕩ놱꣮뭐ꝟ떥쉫ꙝ멣궱ꪺ뱶암ꅃ 6
ꙢFolkes꧳1987꙾ꪺ곣ꡳ꒤ꕩꪾ륄ꅁ럭ꩁ냈땯ꗍꖢ뭾껉ꅁ압ꯈꙢꖢ뭾ꕩ놱뭐ꝟꪺ쉫ꙝꑗꅁꕩ놱꣮꧊쉫ꙝ뭐압ꯈ몡띎ꯗ꣢꒧뚡ꝥ뉻굴곛쏶ꅁꗧꝙꕩ놱꣮꧊쉫ꙝ띕낪ꅁ꣤몡띎ꯗ띕ꝃꅃꚹꕾ압ꯈ라ꙝꖢ뭾걏ꝟ롧녠쎭ꥷ낸땍ꙡ땯ꗍꅁ꣓Ꝑꥷꗸ띾ꩁ냈ꪺ믹귈둟귬꿠ꑏꅁꖢ뭾쎭ꥷ꧊쉫ꙝ띕낪ꅁ꣤몡띎ꯗ띕ꝃꅁ꣢ꗧ걏ꝥ뉻굴Ꙗꪺ쏶ꭙꅃꚹꕾ곣ꡳ엣ꗜꅂ낣ꑆ쎭ꥷ꧊ꕩ놱꧊ꖢ뭾쉫ꙝ라뱶암껸뙏ꯡ쓲ꛦ결ꕾꅁꩁ냈궫굮꧊(service criticality)ꖢ뭾냝썄쑙궫꧊(problem severity)ꑇꙝ꿀ꗧ라ꚳ꧒뱶암ꅃꩁ냈궫굮꧊걏맯꧳압ꯈꛓꢥꅁꩁ냈Ꙣ꣤ꓟꗘ꒤ꪺ궫굮땻ꯗ(Ostrom & Lacobucci,1995)ꅁꛓWebster & Sundaram ꧳1998꙾쉘ꕒ꣤롱결:Ꙣ걊ꥷꪺꩁ냈놵쒲꒤ꅁ압ꯈꑷꪾꚨꕜꩁ냈뛇끥ꪺ궫굮꧊ꅃ꣤곣ꡳ엣ꗜꙢ낪ꩁ냈궫굮꧊ꪺ놡ꩰꑕ(곛룻꧳ꝃꩁ냈궫굮꧊ꑕ)ꅁꩁ냈ꖢ뭾ꪺ땯ꗍ라뻉교껸뙏꒣몡ꪺ놡뫼ꑗ몦룻ꝃꪺ압ꯈꦾ룛ꯗ(Webster & Sundaram ,1998)ꅃꛓꖢ뭾냝썄ꪺ쑙궫꧊걏압ꯈ뭻ꥷꖢ뭾덹ꚨ뱶암ꪺ쑙궫땻ꯗꅃꙢLevesque & McDougall꧳2000꙾ꪺ곣ꡳ꒤엣ꗜꅁꙢ낪ꖢ뭾쑙궫꧊ꑕ(곛룻꧳ꝃꖢ뭾쑙궫꧊ꑕ)ꅁ껸뙏ꯡ쓲ꛦ결ꚳ굴Ꙗ삳꙳ꙢꅃꙐ껉ꗧꚳ곣ꡳ엣ꗜꅁꖢ뭾쑙궫꧊라늣ꗍꯡ쓲ꪺ뉖Ꙙ껄삳ꅁꙢ걙뫘놡ꩰꑕꅁ걏라뻉교룉뇏ꚳ껄꧊ꪺ궰ꝃꅁꚳ껉곆ꛜ꧳라ꞹꗾꡓꚳ룉뇏껄ꩇ(SmithꅁBolton & Wagner,1999)ꅃDarida떥ꑈ(1996)ꑝ꧳곣ꡳ꒤쏒맪ꩁ냈궫굮꧊ꖢ뭾냝썄ꪺ쑙궫꧊ꑇꪺ뵔라뱶암ꩁ냈룉뇏(뷟쁶ꅂ뒩ꝕ떥)ꪺꚳ껄몡띎땻ꯗꅃ ꗑ꧳ꑗ굺곣ꡳꑷ놴끑쎭ꥷ꧊ꅂꕩ놱꧊ꖢ뭾쉫ꙝꅂꩁ냈궫굮꧊ꖢ뭾쑙궫꧊뭐압ꯈ몡띎ꯗꪺ쏶ꭙꅁꖼꢣ맯ꩁ냈룉뇏놹걉뱶암ꪺ곛쏶곣ꡳꅁ꧒ꕈꖻ곣ꡳ띑구ꑗ굺엜볆ꛜꩁ냈룉뇏ꪺ곣ꡳ뵤쎥꣓뙩ꛦ끑뷗ꅃꚹꕾꅂꑗ굺엜볆ꦼꚹ뚡ꪺ쏶ꭙꗧ걏귈녯놴끑ꪺ쒳썄ꅁ걇ꓞ땯ꖻ곣ꡳ냝썄ꑀꅂꑇ꙰ꑕꅇ 냝썄ꑀ: ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝ(쎭ꥷ꧊ꅂꕩ놱꧊)떥엜볆ꦼꚹ뚡ꪺ쏶ꭙ꙰꛳ꅈ 냝썄ꑇ: ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝ(쎭ꥷ꧊ꅂꕩ놱꧊)걏ꝟ맯ꩁ냈룉뇏듁뇦덹ꚨ뱶암ꅈ 7
껸뙏맯뙈ꪺ뿯뻜녠ꗑ압ꯈ맯꣤ꩁ냈ꭾ뷨ꪺ뭻ꪾꅂ껸뙏엩엧ꕾꙢ룪끔ꅁ꣒꙰뱳ꝩꅂꚩꭐ빐겡냊ꅂꑦ롏ꯅ뛇ꅂꭾ땐ꪾꙗꯗ떥ꪺ놵ꚬ땻ꯗ떥꧒ꡍꥷꅃ Blodgett, Wakefield & Barnes(1995)ꕘ뱶암껸뙏맯꧳ꩁ냈뒣꣑ꪺ뿯뻜ꕄ굮ꚳ꣢귓쏶쇤ꙝ꿀ꅇꑀ걏ꗸ띾꧒뒣꣑ꪺꩁ냈ꓴ럇(ꕝ걁ꗸ띾뒣꣑ꩁ냈ꪺ삳멁ꯗꅂ떽ꯗꅂꭈ뿠ꯗꝙ껉꧊)ꅆꕴꑀꭨ걏ꗸ띾맯꧳압ꯈꧪꯨꪺ덂뉺ꓨꚡꅃ녱ꑗ굺곣ꡳꕩꪾꅂ껸뙏껉녠라뿯뻜Ꙣ낪ꩁ냈ꭾ뷨ꪺꦱ깡뙩ꛦ낪궫굮꧊ꪺ늣ꭾꩁ냈ꪺ껸뙏ꅁ돓꧳Ꙣꝃꩁ냈ꭾ뷨ꪺꦱ깡꒤껸뙏ꅁꙝ결껸뙏곛ꭈꦱ깡떹꒩ꪺ껸뙏ꭏ믙꧓뿕걏귈녯ꭈ뿠ꅁ꣤ꩁ냈ꫭ뉻걏ꕩꕈ덑듁ꯝꪺ(Levesque & McDougall,2000)ꅃꚹꕾParasuraman, Zeithaml, Berry(1985)떥뻇꒣뛈뭻Ꙑꩁ냈ꭾ뷨ꓴ럇걏압ꯈ맯꧳ꩁ냈ꪺꗽ듁뇦(expectation)뭐ꯡ뭻ꪾ(perception)ꑇꓱ룻꒧떲ꩇꅁꕂ뙩ꑀꡂꕈ듁뇦꒣ꑀ교뉺뷗(the expectancy disconfirmation theory)ꪺ랧꧀ꅁ뿅뙱압ꯈꙢꩁ냈뛇뮼륌땻꒤ꅂ걏ꝟ비꣼꣬꒽ꖭꪺꯝ륊ꅃꙝꚹ녱ꑗ굺꒺깥ꕩ뇀꒧ꅂꩁ냈걏ꕩꕈ덑듁ꯝꪺꅁꑀꖹꩁ냈땯ꗍꖢ뭾껉ꅁꦱ깡ꪺ룉뇏ꫭ뉻ꑝ걏ꕩꕈ덑륷듁ꪺꅁ덯쉉귌ꕩ녱Kelley & Davis ꧳1994꙾ꪺ곣ꡳ꒤ꕩ곝ꕘꅁꩁ냈ꭾ뷨(service quality)뭐압ꯈ닕슴꧓뿕(customer organizational commitment)맯ꩁ냈룉뇏듁뇦ꚳꪽ놵뱶암ꅆꛓ압ꯈ몡띎(customer satisfaction) 맯ꩁ냈룉뇏듁뇦ꕵꚳ뚡놵뱶암ꅃ굙압ꯈꙢꩁ냈뛇뮼륌땻꒤ꅁꕒ꓀띐꣼낪ꓴ럇ꪺꩁ냈ꭾ뷨ꅁ곛맯ꙡ라뒣꣤ꓟꗘ꒤ꪺ몡띎땻ꯗꅁꣃ뙩ꛓ뇀쉟띾ꩁ냈걏ꚳꭏ믙ꪺꅁ걏ꚳꢬ냷꿠ꑏ꣓맯곰땯롧녠꧊ꪺꖢ뭾뙩ꛦꞹ떽ꪺ룉뇏덂뉺ꅁꙝꛓ늣ꗍ맯ꩁ냈룉뇏ꪺ룻꣎듁뇦ꅃAndreassen꧳2000꙾ꪺ곣ꡳ땯뉻ꅁꩁ냈룉뇏맪믚ꭾ뷨뭻ꪾꅂꩁ냈룉뇏듁뇦꧒ꚨꪺꩁ냈룉뇏듁뇦꒣ꑀ교걏라뱶암ꩁ냈룉뇏ꯡ몡띎ꯗꅃꖼꢣ룉뇏듁뇦꒣ꑀ교꒧땻ꯗꡳ뎺맯ꩁ냈룉뇏ꯡ몡띎ꯗ라ꚳ꒰믲땻ꯗ뱶암ꅁꕈ맯꣤껸뙏ꯡ쓲ꛦ결띎맏떥떥ꅃ땍ꛓꅂꕈꑗ엜볆뚡꒧쏶ꭙ놴끑ꖼꢣ싧뉍ꅁꙝꚹꓞ땯ꑕꙃ냝썄ꑔꅂꕼꅁ룕맏싧뉍ꦼꚹꪺ쏶ꭙꅃ 냝썄ꑔ:Ꙣꩁ냈룉뇏겡냊꒧삳ꗎꑕꅁꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄ꅂꩁ냈룉뇏꒣ꑀ교뭐ꩁ냈룉뇏ꯡ몡띎ꯗ떥엜볆ꅁꦼꚹ뚡ꪺ쏶ꭙ결꛳ꅈ 8
냝썄ꕼ:ꩁ냈룉뇏ꯡ몡띎ꯗ뱶암껸뙏ꯡ쓲ꛦ결띎맏ꪺ땻ꯗ결꛳? 뺨뫞ꩁ냈룉뇏ꪺ궫굮꧊ꑷ덑꫱꣓ꪺ뻇ꅂ맪냈곉뫞뉺꧒ꥷ(Tax & Brown,1998)ꅃ꙰Andreassen(2000)ꕈ듁뇦꒣ꑀ교ꅂ뭻ꪾ꒽ꖭꅂ굴궱놡뫼떥꣓놴끑ꩁ냈룉뇏ꯡꪺ몡띎ꯗ곣ꡳꅆBoshoff(1999)ꕈꩁ냈룉뇏듁뇦꒣ꑀ교꒧랧꧀ꕨ뙩ꛦ룉뇏몡띎뙱ꫭ(RECOVSAT)ꪺ듺ꥷ곣ꡳꅃ땍ꛓꅂꕈꑗ냝썄ꖼꢣꧺ뵔싧뉍ꅁꙝꚹ뫮Ꙙꕈꑗ냝썄꧒굺ꅁꖻ곣ꡳꗘꪺꕩ쉫꿇ꚨ결ꑕꙃꑔ뚵: ꑀ.?ꑆ룑ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝ멣궱뭐ꩁ냈룉뇏듁뇦ꪺ쏶ꭙꅁꙁ뙩 ꛓ놴끑ꩁ냈룉뇏겡냊ꪺ뱶암뵤쎥ꅃ ꑇ.싧뉍듁뇦꒣ꑀ교뉺뷗Ꙣꩁ냈룉뇏믢냬꒧삳ꗎ맯ꯡ쓲껸뙏ꛦ결띎맏ꪺ뱶암ꅃ ꑔ.뒣꣑쁜뚼맪냈뫞뉺ꚳ쏶룉뇏덂뉺떦늤꒧덗릺ꯡ쓲뻇덎곣ꡳ땯깩꒧냑ꛒꅃ 9
닄 ꑔ 론 곣 ꡳ 걹 땻 Ꙣ뵔ꗟꖻ곣ꡳ굉뒺뭐냊뻷ꅂꚨ곣ꡳ냝썄곉ꥷ곣ꡳꗘꪺ꒧ꯡꅁꖻ론놵뗛ꑕ맏.1-1 ꧒ꗜ꒧곣ꡳ걹땻꒺깥ꅁ꣓ꑀꑀꙡ뙩ꛦ뎯굺뮡ꧺꅃ 곣ꡳ뵤돲뭐맯뙈 ꖻ곣ꡳ뵤돲싪ꥷ냪꒺쁜뚼띾ꅁꣃꕈ꫱ꑀ꙾꣓ꅁ뒿Ꙣ냪꒺뙩ꛦ쁜뚼껸뙏껉ꅁꚳ륌럭돵비꣼ꩁ냈ꖢ뭾롧엧ꪺ뭏왗ꙡ냏ꗁ늳결곣ꡳ맯뙈ꅁ꣓뙩ꛦ룪껆ꚬ뚰ꅃ 곛쏶ꓥ쑭Ꙟ압: ꓥ쑭놴끑궺ꗽ둎ꩁ냈ꖢ뭾뭐룉뇏떥곣ꡳ믢냬꒧땯깩걹구꣓뙩ꛦꙞ압ꕾꅁ쇙뙩ꛓ놴끑ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊뭐ꖢ뭾쉫ꙝ떥엜볆꒧ꓥ쑭꒺깥ꅃ쁈ꯡꙁꕈ압ꯈ몡띎왛쉉꣓놴끑Ꙣ듁뇦-꒣ꑀ교볒ꚡꑕꅁ껸뙏맯꧳ꩁ냈ꭾ뷨ꪺ뗻믹ꯡ쓲껸뙏ꛦ결띎맏꒧삳(꙰압ꯈꦾ룛ꯗ뭐압ꯈꧪꯨꛦ결)엜꓆꙰꛳ꅈ싇ꗑꓥ쑭놴끑ꅁ낣ꑆꕩ돾ꥷꖻ곣ꡳ걛멣ꪺ뉺뷗냲슦ꕾꅁ쇙ꕩ뻣뉺곛쏶곣ꡳ엜볆ꕈꝀ결냝ꣷ덝군꒧냑ꛒꅃ 곣ꡳ덝군 Ꙣ뵔ꗟ곣ꡳ걛멣ꯡꅁ쁈ꝙ뙩ꛦ맪쏒곣ꡳꪺ덝군ꅃꕝ걁냝ꣷ꒺깥꒧덝군ꅂꭈ껄ꯗ듺뙱ꅂꭥ듺ꅂꧢ볋ꅂ뵔ꗟ뷕걤ꓨꚡ뭐ꧢ볋뿯꣺ꓨꩫꅁ롧ꗑ룪껆덂뉺ꯡꅁꙁ껚뻚ꭥ굺ꪺ곣ꡳꗘꪺ뭐낲덝뙩ꛦ룪껆꓀꩒ꅃ??룪껆꓀꩒뭐낲덝샋ꥷ 끷맯ꑷ뻣뉺륌ꪺ룪껆ꕈ륷ꥷꪺ닎군ꓨꚡ꣓ꕛꕈ꓀꩒뻣뉺ꅁꣃ맯꓀꩒떲ꩇ꒩ꕈ뙩ꛦ끑뷗Ꙙ뉺룑쓀뮡ꧺꅃ 떲뷗ꅂ끑뷗ꅂꯘ쒳 돌ꯡ끷맯룪껆꓀꩒ꯡꪺ떲ꩇ뙩ꛦ떲뷗쉫꿇ꅁꣃ뭐ꭥ굺ꪺꓥ쑭꒺깥꣓맯럓끑뷗ꅁꕈ뵔맪Ꙟ삳륷ꗽ덝ꥷꪺ곣ꡳꗘꪺ뭐냝썄ꅁꣃ맯꧳ꯡ쓲뻇덎곣ꡳ뫞뉺맪냈뒣ꕘ빁럭ꪺꯘ쒳ꅃ 10
뵔ꗟ곣ꡳ굉뒺뭐냊뻷 곣ꡳ냝썄ꚨ 곉ꥷ곣ꡳꗘꪺꅂ뵤돲뭐맯뙈 뙩ꛦ곛쏶ꓥ쑭Ꙟ압 ꯘꗟ곣ꡳ걛멣뭐낲덝 곣ꡳ덝군 냝ꣷ덝군뭐ꧢ볋 냝ꣷꭥ듺 뷕뻣귗ꖿ ꧢ 볋 냝ꣷ뷕걤ꅂꙞꚬꅂ뻣뉺 룪껆꓀꩒뭐낲덝샋ꥷ 떲뷗ꅂ끑뷗ꅂꯘ쒳 맏. 1-1 곣ꡳ걹땻 11
닄 ꑇ 뎹 ꓥ 쑭 놴 끑 ꖻ뎹ꓥ쑭놴끑Ꙁ꓀결ꕼ론ꅁ닄ꑀ론ꗽ둎ꩁ냈ꖢ뭾곛쏶곣ꡳ꒧면뙩낵꡴닎뮡ꧺ뉠ꑊ꒶닐ꅁꣃ끑뷗ꗳ궫굮꧊뭐ꖢ뭾쑙궫꧊떥엜볆꒧꒺깥ꅆ닄ꑇ론녱ꩁ냈룉뇏껄삳뙽ꥬꅂꙁꟇ뮡ꧺ룉뇏꓀쏾곣ꡳꩁ냈룉뇏쓝꧊꒧쉫꿇ꅂ룉뇏떦늤꒺깥ꅂꣃ꒶닐듺뙱ꩁ냈룉뇏몡띎ꯗꪺꑵ꣣(RECOVSAT뙱ꫭ)ꅆ닄ꑔ론ꕈꖢ뭾쉫ꙝ멣궱결ꕄ뙢ꅁ꣓룑쓀ꖢ뭾굉ꯡꪺꙝꩇ쏶ꭙꅆ닄ꕼ론ꗽ끑뷗압ꯈ몡띎ꓥ쑭ꅁꙁꕈ압ꯈꦾ룛ꯗ뭐압ꯈꧪꯨꛦ결떥곛쏶ꯡ쓲껸뙏ꛦ결ꅁ꓀ꝏ놴끑뭐압ꯈ몡띎ꯗ꒧쏶ꭙꅃ 닄 ꑀ 론 ꩁ 냈 ꖢ 뭾 ꖻ론끷맯ꩁ냈ꖢ뭾ꗘꭥꙢ뻇덎믢냬ꑗꪺ곛쏶곣ꡳ뙩ꛦꓥ쑭Ꙟ압ꅃ궺ꗽ놴끑ꩁ냈놵쒲왛쉉ꕈ싧뉍ꩁ냈ꖢ뭾ꪺꖻ뷨ꅁꙁꕈꖢ뭾ꪺꖿ굴궱껄삳꣓걍룉뇏덂뉺ꪺꖲ굮꧊ꅁ쁈ꯡꙁ꒶닐껸뙏ꗳ궫굮꧊ꅂꩁ냈ꖢ뭾쑙궫꧊ꪺ꒺깥ꅁꣃ꒩ꕈ뫮Ꙙ끑뷗ꅃ ꑀꅂꩁ냈놵쒲 : Ꙣꩁ냈륌땻꒤ꅁꖢ뭾셠걏ꚳꕩ꿠땯ꗍꙢꡃ귓압ꯈ뭐띾꧒뒣꣑ꪺꩁ냈놵쒲쉉ꅁꝙ쏶쇤껉꣨(moment of truth)(Albrecht & Bradford,1989)ꅃꑀꖹꗴ꛳놵쒲쉉땯ꗍꖢ뭾껉ꅁꝙꚳꕩ꿠덹ꚨ압ꯈꪺ굴궱삳ꅃꗑ꧳ꩁ냈ꪺꗍ늣ꅂ껸뙏걏Ꙑ껉땯ꗍꪺ(Langeard, Bateson, Lovelock & Eiglier ,1981; Gronroos,1984;Zeithaml,Parasuraman & Berry,1985)ꅁ꣏녯ꩁ냈ꪺ뛇끥뭐ꩁ냈뒣꣑꣢뚡ꚳ녋꒣ꕩ꓀ꪺ쏶ꭙ꙳Ꙣꅃ압ꯈꙢ껸뙏륌땻꒤ꅁ믝뭐뒣꣑ꗍ늣ꩁ냈ꪺꑈ귻뙩ꛦꪽ놵꒬냊ꙘꝀꅃꙐ껉ꑝꙝꩁ냈꣣ꚳ때꧊ꪺ뵴걇ꅁ꣏녯압ꯈꙢꩁ냈륌땻꒤뚷ꕄ냊띪둍듀ꕎꭾ뵵꿁ꅁ꣒꙰ꩁ냈맪엩샴맒ꩁ냈ꑈ귻ꫭ뉻ꅂ곯뗛떥꣓뮲ꝕꛛꑶꕨ뗻ꥷ띾ꪺꭾ뷨ꫭ뉻ꅝShostack,1977ꅞꅃ 12
냲꧳ꑗ굺뉺ꗑꅁBinter & Booms(1981)쑾뛇닎ꛦ빐닕Ꙙꪺ4Pꅁꕝ걁늣ꭾ(Product)ꅂ믹껦(Price)ꅂ덱룴(Place)ꅂꭐ빐( Promotion)ꯡꅁ끷맯ꩁ냈뽗꽓ꪺ꽓꧊ꑓꙨ쉘ꕒ3P ꕝꝴ:1.맪엩쏒뻚(Physical evidence):맪엩샴맒꧒ꚳꚳꕩ띪둍ꪺ뵵꿁; 2.냑뭐(Participants):꧒ꚳꙢꩁ냈놵쒲꒤ꪺ냑뭐ꛦ결ꅁꕝ걁뉻돵ꩁ냈ꑈ귻압ꯈ;3.륌땻(Process):ꕝ걁땻Ꟈꅂ냵ꛦꓢꩫꩁ냈겡냊ꪺ뙩ꛦ떥ꅁ낵결ꞹ뻣ꪺꩁ냈ꛦ빐닕Ꙙ(7P)ꅃ Binter Ꙣ1990꙾ꪺ곣ꡳ꒤ꅁ뭻결맪엩쏒뻚냑뭐꣢뚵굮꿀Ꙣꩁ냈놵쒲볒ꚡ꒤ꅁ걏라뱶암꣬껸뙏Ꙣ궱셻ꩁ냈ꖢ뭾껉ꅁ맯ꖢ뭾쉫ꙝ뭐몡띎ꯗꪺꝐ쉟ꅃꙢ껸뙏꧒놵쒲꣬ꪺꩁ냈꒺깥꒤ꅁ낣ꑆ놵쒲늣ꭾ/ꩁ냈ꖻꢭ꧒녡꣓ꪺ껖ꓟ믹귈(냲ꖻ믝ꡄ)ꕾꅁꙐ껉ꑝ꣼ꕴꕾꦵꪺꕛ믹귈(ꑈ귻ꩁ냈ꅂ껰꩞ꅂ둌멡ꅂ맪엩샴맒ꅂꩁ냈륌땻깩뉻떥)ꅃ껸뙏라껚뻚뉻돵꧒비륊ꪺꩁ냈놵쒲ꅁ뭐ꗽꭥ꧒듁뇦ꪺꩁ냈뙩ꛦꓱ룻ꅁ뙩ꛓ뿅뙱ꩁ냈몡띎ꪺ낪ꝃꅃ 쏶꧳ꩁ냈놵쒲ꪺ곣ꡳꅁꖻ곣ꡳ뻣뉺썑ꖿ꒸꧳1995꙾ꪺꓥ쑭꙰ꑕꫭ.2-1ꅁ꣤꒤ꕄ굮ꕈ압ꯈ띐꣼ꪺꗘ볐맯뙈꣓냏ꝏꅁꕩ꓀결1.ꕈꩁ냈덝걉결껖ꓟꅆ2.ꩁ냈ꑈ귻뭐압ꯈ뚡꒧꒬냊떥꣢귓ꓨꙖ꣓곣ꡳꅃꭥ걏ꕄ녩Ꙣꩁ냈뉻돵ꅂ압ꯈ라뭐ꥐ돲샴맒ꪺ덝군ꅂ룋(decor)ꅂ끔꺧(signage)떥놵쒲ꅁ뙩ꛓꕄ왛Ꝑꥷꩁ냈ꭾ뷨ꪺꙮ썡ꅆꛓꯡꭨ뭻결압ꯈ라ꕈ뭐ꑈ귻ꩁ냈꒬냊ꪺ땻ꯗꅁꕨꡍꥷꑈ귻ꩁ냈ꭾ뷨ꪺ쁵Ꙉꅃ압ꯈ뭐ꩁ냈ꑈ귻꒧뚡ꪺ쏶ꭙ걏ꝥ뉻싹Ꙗ꒬냊ꪺꅁꩁ냈ꭾ뷨ꪺꙮ썡ꑝ걏ꗑꕄ압싹ꓨꕨꙀꙐ샧덹ꛓꡍꥷꪺꅃ 13
ꫭ.2-1:ꩁ냈놵쒲곣ꡳꓨꙖ ꕄ굮곣ꡳꓨꙖ ꒺ 깥 1.ꕈꩁ냈덝걉결껖ꓟ ꓀꩒압ꯈ뭐ꩁ냈샴맒(setting)ꪺ꒬냊륌땻ꅃ 압ꯈ녱ꩁ냈뉻돵꒤ꅁ맯ꚳꪫ(꙰쁜왕쉜덝ꅂ쁜꣣ꕾ왛뷃ꗍ떥)ꪺ띪둍ꚨ결ꩁ냈ꭾ뷨뭻ꪾꪺ궫굮꣓랽ꅃ 2.ꩁ냈ꑈ귻뭐압ꯈ뚡꓀꩒압ꯈ뭐ꑈ귻ꩁ냈꒬냊꒧륌땻ꅃ ꒧꒬냊 압ꯈ라ꕈ뭐ꑈ귻ꩁ냈ꪺ꒬냊ꗦ걹(꙰둈띹냝귔ꅂ멁ꯗ삳맯ꅂꪬꩰ덂뉺ꅁ믶깥뷍Ꙓ떥)ꅁ꣓Ꝑꥷꩁ냈ꭾ뷨ꪺꙮ썡ꅃ 룪껆꣓랽:썑ꖿ꒸(1995) 뫮Ꙙ꣤ꑗ뮡ꩫꅁꖻ곣ꡳ녎ꩁ냈놵쒲ꥷ롱결:ꅵꙢꑀ걱껉뚡꒺ꅁ껸뙏ꪽ놵뭐ꩁ냈뛇끥꡴닎ꪺ꒬냊ꅃꕝ걁뭐ꑈ귻Ꙣꩁ냈륌땻꒤ꪺ꒬냊ꅁ꣒꙰ꑈ귻압ꯈꪺ굮ꡄꅁ꣓결꣤뙩ꛦ쉉쁜ꅆ뭐맪엩덝걉ꪺ꒬냊ꅁ꣒꙰압ꯈ맯쁜왕ꪺ룋ꅂ뷕떥덝걉ꪺ띐쒱ꅁ꣤ꖦꚳꅂ때ꪺꙝ꿀ꅃꅶ ꑇꅂ ꩁ냈ꖢ뭾ꅇ 맯삳꙰ꑗꩁ냈놵쒲ꪺ뮡ꧺꅁ껸뙏Ꙣꩁ냈뛇끥륌땻꒤ꪺ꒬냊(ꕝ걁뭐ꑈ귻ꅂ맪엩샴맒덝걉ꅁ꣤ꖦꚳꅂ때ꪺꙝ꿀떥)ꅁꑀ땯ꗍꖢ뭾ꅁ엽압ꯈ늣ꗍ꒣둲꺮ꪺ띐쒱껉ꅁꭨ덯뫘뉻뙈둎뫙결ꩁ냈ꖢ뭾ꅃ 쏶꧳ꩁ냈ꖢ뭾ꪺꥷ롱꓀쏾ꅁꚳ덜Ꙩ뻇뒣ꕘ꒣Ꙑꪺ곝ꩫꅁ꣤꒤ Keaveney(1995)녎ꩁ냈ꖢ뭾ꑪ교냏꓀결껖ꓟꩁ냈꿊ꖢ(core service failure)뭐ꩁ냈놵쒲ꖢ뭾(service encounter failures)꣢ꑪ쏾ꅃꕌ둎ꩁ냈ꖻꢭ꧒덹ꚨꪺꖢ뭾압ꯈ뭐ꩁ냈뒣꣑뚡ꪺ꒬냊쏶ꭙꅁ꣓결ꩁ냈ꖢ뭾ꥷ롱ꅃꣃꕂ꓀ꝏ둎껖ꓟꩁ냈ꖢ뭾쉫꿇ꕘ뿹뭾(mistakes)ꅂꚬ뙏뭾깴(bill errors)ꅂꩁ냈ꡡ쏸(service catastrophes)떥ꑔ닓뚵ꅆꩁ냈놵쒲ꖢ뭾뻣뉺ꕘ꒣쏶ꓟꅝuncaringꅞꅂ꒣슧뮪ꅝimpoliteꅞꅂꖼꝙ껉삳ꅝunresponsiveꅞꅂ꒣녍띾ꅝunknowledgeableꅞ떥ꕼ닓뚵꒺깥(ꢣꫭ2-2)ꅁ결ꩁ냈ꖢ뭾낵ꕘ구ꗍ룑쓀ꅃꟳꚳ덜Ꙩ뻇(Hoffman,Kelley & Rotalsky ,1995 ; Mour & 14
Binter,1995ꅆAmy , Ruth & Janet , 1999)녎ꩁ냈ꖢ뭾ꕈ압ꯈꙢꩁ냈껉뚡쉉ꪺ띐꣼비륊ꅁ꣓슲돦릺꓀결떲ꩇ(outcome)뭐륌땻(process)꣢쏾ꅁꣃꕈꚹꥷ롱ꩁ냈ꖢ뭾ꪺ뫘쏾ꥍ꧊뷨(ꢣꫭ2-2꧒ꗜ) ꫭ.2-2:ꩁ냈ꖢ뭾꓀쏾ꓱ룻 뻇 ꩁ냈ꖢ뭾쏾ꮬ ꒺ 깥 ꧊ 뷨 Keaveney 1. ꕝ걁꧒ꚳ뭐ꩁ냈ꖻ뿹뭾: (1995) 껖ꓟꩁ냈꿊ꖢ ꢭꚳ쏶ꪺꖢ뭾꣤꙰ꩁ냈ꑈ귻끥뿹쁜궹떹압ꯈꅃ ꕌ덎냝썄ꪺ뿹ꚬ뙏뭾깴ꅇ꙰뿹뿺 뭾ꅃ ꩁ냈ꡡ쏸: ꝙ룓ꩁ냈덹ꚨ압ꯈ귓ꑈꅂ끝늣ꅂ껉뚡뿺떥띬ꖢꅃ 2. 압ꯈ뭐ꩁ냈귻ꑵ꒣쏶ꓟꅂ ꩁ냈놵쒲ꖢ뭾 뚡ꪺ꒬냊꧒땯ꗍꪺ꒣슧뮪ꅂ 꿊ꖢꅃ ꖼꝙ껉삳ꅂ ꒣녍띾 Hoffman,Kelley ꩁ냈ꖢ뭾쏾ꮬ ꒺ 깥 & Rotalsky ,(1995) 떲 ꩇ ꕎꫭ압ꯈ맪믚녱ꩁ냈꒤녯꣬ꪺꅃ꧳ꚹ꿊ꖢ꒤ꅁ압Mour&Binter,(199ꯈꣃꖼꞹꗾ녯꣬꣤삳녯꣬ꪺꩁ냈 5) 륌땻 ꕎꫭ압ꯈ걏꙰꛳놵꣼ꩁ냈ꅁ꧒녯꣬ꪺꩁ냈멁ꯗ걏Amy,Ruth& Janet , ꒰믲?Ꙣꚹ꿊ꖢ꒤ꅁ압ꯈ맯꧳ꩁ냈륌땻ꚳ꒣뗎ꩁꪺ(1999) 띐쒱ꅃ 룪껆꣓랽: Keaveney, 1995; Hoffman,Kelley & Rotalsky ,1995 ; Mour & Binter,1995; Amy ,Ruth & Janet , 1999) Binter(1990)떲Ꙙ압ꯈ몡띎ꅂꩁ냈ꛦ빐닕Ꙙꅂ쉫ꙝ뉺뷗꣓쉫떲ꕘꩁ냈놵쒲뗻뙱볒ꚡ(ꢣꑕ맏.2-1)ꅃꕌꝑꗎ3뫘룑쓀ꮬ멁(ꕾ뎡ꅂ꒺뎡ꅂꡓꚳ)ꅁ2뫘룑ꡍ냝썄ꪺꓨꚡ(뒣꣑뷟쁶ꅂ때뒣꣑뷟쁶)2뫘맪엩샴맒ꪬꩰ(닕슴꓆ꅂꭄ닕슴꓆)ꯘ멣ꑋ뫘볒샀놡맒ꅁ맯꣼던뙩ꛦ듺룕ꅃ꣤곣ꡳꕄ엩ꕈꞹ뻣ꙝꑬ맪엧덝군꣓뙩ꛦꅁꙕ뚵낲덝롧맪엧쏒맪ꚳꑕꙃ꒭뚵ꚨꗟ: 1. 럭ꩁ냈ꖢ뭾땯ꗍꯡꅁ압ꯈ뭻ꪾꗸ띾ꕩꕈ놱꣮룓ꖢ뭾껉ꅁ꣤삳라ꓱ귬ꗽ뭻결꒣ꕩ놱꣮껉ꅁ쇙ꟳꕛ꒣몡띎ꅃ 2. 럭ꩁ냈ꖢ뭾땯ꗍꯡꅁ압ꯈ뭻ꪾ룓ꖢ뭾걏쎭ꥷꪺ(껉녠궫뷆땯ꗍ)껉ꅁ꣤삳라ꓱ 15
귬ꗽ뭻결룓ꖢ뭾걏낸땯ꗳ껉ꅁ쇙ꟳꕛ꒣몡띎ꅃ 3. 럭귻ꑵꙖ압ꯈ뒣ꕘꖢ뭾ꭄꗸ띾ꖻꢭ덹ꚨꪺ룑쓀껉ꅁꓱ끟ꗑꗸ띾꒺뎡덹ꚨꪺꖢ뭾룑쓀ꅁ압ꯈꓱ룻꒣라쉫꥓꧳뱴냓ꪺ놱꣮ꖢ뭾ꅃ 4. 럭귻ꑵꙖ압ꯈ뒣ꕘꖢ뭾ꭄꗸ띾ꖻꢭ덹ꚨꪺ룑쓀껉ꅁꓱꡓꚳ뒣ꕘꗴ꛳ꖢ뭾룑쓀껉ꅁ압ꯈꓱ룻꒣라쉫꥓꧳뱴냓ꪺ놱꣮ꖢ뭾ꅃ 5. 럭ꩁ냈ꖢ뭾땯ꗍꙢ닕슴꓆ꪺꩁ냈샴맒껉(꙰꒫땍ꚳꟇꪺ맪엩샴맒)ꅁꓱ땯ꗍꙢꭄ닕슴꓆ꪺꩁ냈샴맒껉(꙰싸뛃때꡴닎ꪺ맪엩샴맒)ꅁ압ꯈ라뭻결꣤ꖢ뭾쎭ꥷ꧊룻ꝃ ꗑꕈꑗꚨꗟꪺ낲덝꣓곝ꅁ압ꯈꙢ궱셻ꖢ뭾ꪬꩰꅁ띎ꝙ륷듁ꪺꩁ냈ꫭ뉻ꑪ꧳맪믚뭻ꪾꪺꩁ냈셚껄ꝥ뉻굴Ꙗ꒣ꑀ교껉ꅁ뉻돵귻ꑵ맯꧳ꖢ뭾ꪺ덂뉺ꓨꚡꅁ꣒꙰룑쓀ꮬ멁ꅂ룉뇏덂뉺꒺깥ꅁꕈ뉻돵맪엩ꩁ냈샴맒걏ꝟ닕슴꓆떥굮꿀ꅁꪺ뵔라뱶암꣬압ꯈ맯꧳ꖢ뭾쉫ꙝ(쎭ꥷ꧊ꅂꕩ놱꧊)ꪺꝐ쉟ꅂꩁ냈놵쒲몡띎ꯗꅂ뭻ꪾꪺꩁ냈ꭾ뷨ꅁꕈꯡ쓲껸뙏ꛦ결떥ꅃ ꩁ냈ꛦ빐닕Ꙙ ꑦ롏 뭻ꪾꪺꩁ냈셚껄 듁뇦 쉫ꙝ ꩁ냈놵쒲 뭻ꪾꪺ ꩁ냈 ꒣ꑀ교 몡띎ꯗ ꩁ냈ꭾ뷨 신늾 ꗽꭥ멁ꯗ 륷듁ꩁ냈 ꩁ냈ꛦ빐닕Ꙙ ꦾ룛ꯗ ꩁ냈ꛦ빐닕Ꙙ 맏.2-1:ꩁ 냈 놵 쒲 볒 ꚡ 룪껆꣓랽: Binter , .(1990:71) 16
Kelley & Davis (1994)뭻결ꩁ냈ꖢ뭾ꅁ삳녱껉뚡ꅂ쑙궫꧊ꅂ쁗뉶떥ꑔ귓멣궱꣓ꕛꕈ놴끑ꅃꩁ냈ꖢ뭾ꪺ땯ꗍꅁ걏Ꙣ압ꯈ뭐ꩁ냈귻ꑵ꒧ꗴ꛳ꑀ귓놵쒲쉉ꅁꕝ걁녱닄ꑀꚸ놵쒲ꛜ돌ꯡꑀꚸ놵쒲ꅃꙝꚹꩁ냈놵쒲ꪺ늣ꗍꅁꝙꕩ꿠덹ꚨꩁ냈ꖢ뭾ꅃꛓGoodwin & Ross(1992)뭻결ꩁ냈꒧늣ꗍ껸뙏걏Ꙑ껉땯ꗍꅁꩁ냈뛇끥껉ꅁ뭐ꩁ냈꣑삳ꑈ꒣ꕩ꓀싷ꅃꙢꩁ냈뛇끥껉ꪺꗴ꛳ꑀ귓ꩁ냈놵쒲ꅁ굙늣ꗍꩁ냈ꖢ뭾ꅁ쑙궫땻ꯗꕩ녱띌ꑰꛜ랥ꑪꅁꕩ꿠라꣏압ꯈꚳ굴궱삳땯ꗍꅁ꧒ꕈꑀꖹ꧳ꩁ냈놵쒲륌땻꒤땯ꗍ꿊ꖢꅁ뎣라꣏압ꯈ꒣몡띎ꛓꚳꧪꯨꛦ결땯ꗍꅃ ꑔꅂꗑꩁ냈놵쒲왛쉉꣓놴끑ꩁ냈ꖢ뭾ꖻ뷨 Bitner(1990)Ꙣ뒣ꕘꩁ냈놵쒲볒ꚡ꒧ꯡꅁꙐ꙾ꭋ뭐Booms & Tetreault(1990)녱ꩁ냈놵쒲꒤비륊ꪺꢤꯗꅁꝑꗎ쏶쇤ꗳ덎ꩫ(Cricital Incident Techniqre,CIT)꓁ꑊ놴끑ꩁ냈ꖢ뭾ꪺꖻ뷨ꅃꯡ쓲ꗧꚳꙨꛬ뻇ꑊ덯ꓨ궱ꪺ곣ꡳꅃꖻ곣ꡳ꓀ꝏ뻣뉺ꗑ압ꯈ닄ꑀ뵵귻ꑵꪺꢤꯗ꓁ꑊ놴끑ꖢ뭾ꪬꩰꪺ꓀쏾ꅁ꣓ꑆ룑륌ꕨ뻇맯꧳ꖢ뭾ꖻ뷨ꪺꕄ굮꓀쏾결꛳ꅈ돌ꯡꙁ쉫꿇뻣뉺ꕘꙢ꒣Ꙑ늣띾샴맒ꑕꪺꩁ냈ꖢ뭾ꖻ뷨ꅃ (ꑀ)ꕈ압ꯈ왛쉉꣓곝ꩁ냈ꖢ뭾꓀쏾: Bitner,Booms &Tereault (1990)ꪺ곣ꡳ뙽뇒ꑆꩁ냈ꖢ뭾곣ꡳꪺꗽ뫝ꅁ꣤쉫꿇ꕘꑔ뫘ꕄ굮ꪺꛦ결ꫭ뉻ꅇ1.귻ꑵ맯ꩁ냈뛇뮼꡴닎ꖢ뭾ꪺꙞ삳ꅂ2.귻ꑵ맯압ꯈꪺ꽓껭믝ꡄ낾ꙮ굮ꡄ꒧Ꙟ삳ꅂ3.귻ꑵꛛ땯ꛛꕄ꧊ꪺꛦ결ꅁꣃꕈ쁜뚼ꅂ껈쁝ꅂ꿨떥늣띾ꅁ깩뙽ꑪ덗볒쏶쇤ꗳ꓀쏾곣ꡳꅃ뷕걤떲ꩇ뵔뭻덯ꑔꑪ꓀쏾ꪺ뵔빁ꗎ꧳뱳꩸ꪺꩁ냈띾ꅁꙐ껉ꑝꓞ땯ꯡ쓲뻇곛쑾ꕈ덯꓀쏾결냲슦ꅁ륂ꗎ꣬꣤ꕌꟳ뉠ꑊꪺ곣ꡳꑗ(Bitner , Booms & Tereault ,1990ꅆKelley , Hoffman & Davis,1993ꅆKelley , Hoffman & Rotalsky ,1995ꅆ빇닐ꚨꅁ1997)(ꢣꫭ.2-3)ꅃꗑ꧳곣ꡳ늣띾ꪺ깴늧ꅁ꣏녯ꖢ뭾쏾ꮬꪺ떲ꩇꑝ꒣뫉곛Ꙑꅃ놴ꡳ꣤귬ꙝꕩ꿠걏ꙕ늣띾롧샧ꮬ멁ꅂ샴맒ꅂꩁ냈ꝥ뉻떥ꙝ꿀꒣Ꙑ꧒덹ꚨꪺꅁꙢꖻ뷨ꑗꅂ꒴둠Bitner,Booms &Tereault (1990)럭ꫬꪺꑔꑪ꓀쏾뵤돲ꅃꕈꑕꭨ껉뚡뚶Ꟈꑀꑀ꒶닐꣤꓀쏾꒺깥ꅇ 17
ꫭ.2-3ꙕ뻇곣ꡳꪺꩁ냈ꖢ뭾쏾ꮬ(압ꯈ왛쉉) 뻇 (ꑀ) (ꑇ) (ꑔ) (ꕼ) ꙾Bitner Kelley , Kelley , 빇닐ꚨ (1997) ꕎ ,Booms Hoffman Hoffman 늣 &Tereault (1990) & Davis ( 1993) & Rotalsky ( 1995) 띾 쁜뚼ꅂ껈쁝ꅂ꿨륳냢띾 쁜뚼띾 냪꒺륳냢ꩁ냈띾 떥늣띾 곣ꡳ쏶쇤ꗳ덎ꩫ 쏶쇤ꗳ덎ꩫ 쏶쇤ꗳ덎ꩫ 쏶쇤ꗳ덎ꩫ ꓨꩫ 쏶쇤ꗳ볆700ꗳ 쏶쇤ꗳ볆661ꗳ 쏶쇤ꗳ볆373ꗳ 쏶쇤ꗳ볆803ꗳ A: 1.맯때ꩫ뒣꣑ꪺꩁ1.걆떦ꖢ뭾 1.늣ꭾ꿊뎴 1.ꩁ냈걆떦ꖢ뭾 귻ꑵ냈ꪺꙞ삳 2.뵷멃ꅂ때ꩫ뒣꣑2.뵷멃ꖼ뒣꣑ꩁ2.ꦵ뿰ꩁ냈 맯ꩁ2.맯꒣Ꙙ뉺ꪺꦵ뿰ꩁ냈 냈 3.볐믹ꩁ냈 냈뛇껉뚡ꪺꙞ삳 3.꡴닎굱믹뿹뭾 3.덝돆ꑗꪺ냝썄 4.ꕝ룋ꩁ냈 뮼꡴3.맯꣤ꕌ껖ꓟꩁ냈4.ꕝ룋뿹뭾 4.꒽ꕱ걆떦꒣ꧺ뵔 5.늣ꭾ꿊뎴 닎ꖢꖢ뭾ꪺꙞ삳 5.꿊덦 5.냢ꞹꅂ뷦셪 6.꿊덦 뭾ꪺ 6.늣ꭾ꿊뎴 7.뿹뭾ꩁ냈 Ꙟ 7.륷쇊덦ꭾꡡ쏸 8.뫻귗ꖢ뭾 삳 8.귗뭐뫻귗 9.뿹뭾끔꺧 B:4.맯압ꯈ꽓껭믝ꡄ10.꽓껭ꪺ굱돦6.쁜궹ꖼ꯶압ꯈ굮9.귻ꑵ삳꒣꣎ 귻ꑵ꒧삳 굮ꡄ ꡄ꧒뉩뷕 10.뿹뭾꧓뭻 맯압5.맯압ꯈ꽓ꚳ낾ꙮ11.압ꯈ꧓뭻뿹뭾 7.깹ꛬꙷ뇆 ꯈ꽓꒧삳 껭믝6.맯압ꯈꛛ뭻뿹뭾 ꡄ낾꒧삳 ꙮꪺ7.맯ꑺ쉚꣤ꕌ압ꯈ Ꙟ삳 껉ꪺ삳 C:8.맯압ꯈꪺ쏶럓 12.끏녢뿹뭾 8.뛇끥쁜궹ꪺ뿹뭾 11.끏녢뿹뭾 귻ꑵ9.꒣둍녠ꪺ귻ꑵꛦ13.놱압ꯈ낽엑 9.쁜궹뿲ꖢ 12.ꩁ냈멁ꯗ꒣꣎ ꛛ땯결 14.덹ꚨ압ꯈ꣼땾 10.녢돦뿹뭾 13.ꖼ삳 ꛛꕄ10.ꓥ꓆덗뵤ꑕꪺ15.맯압ꯈꪺ멺뗸 14.땾맒 ꧊ꪺ귻ꑵꛦ결 늨ꦿ 15.듛쑆 ꛦ 11.뻣엩ꪺ롧엧 결 12.꧳랥ꑪ삣ꑏꑕꪺ삳 18
돌ꚭꗑ압ꯈꪺ왛꧓쓲Bitner , Booms ꕈ쁜뚼띾결맯뙈ꅁ싪ꥷ냪꒺륳냢ꩁ냈 쉉ꅁ꣓놴끑Ꙣꩁ냈& Tereault (1990)ꪺ곣ꣃ쏒ꧺCIT빁ꗎ꧳띾뙩ꛦ맪쏒곣ꡳꅁ곣 놵쒲꒤ꅁ압ꯈ몡띎ꡳꅁꣃ삳ꗎꛜ륳냢ꩁ냈ꖢ뭾뭐룉뇏꒧싇ꚹ땯뉻냪ꑈꙢ륳ꡳ /꒣몡띎ꪺꩁ냈띾뙩ꛦ곣ꡳꅁꕂ쉫ꭥꯡ쏶ꭙ곣ꡳꅃꚹ냢ꩁ냈띾꒤ꅁ꧒비꽓 ꗳꅁꣃꓞ땯ꯡ쓲뻇꿇ꕘ덜Ꙩ륳냢띾꽓떲ꩇ뒣꣑띾덜Ꙩ륊ꪺꩁ냈ꖢ뭾ꩁ쉉 맯꧳ꩁ냈ꖢ뭾ꚳꪺꖢ뭾쏾ꮬꚳ꽱ꪺ룪끔ꅁꕝ걁냈룉뇏ꅃ ꓀쏾곣ꡳꪺ껄ꩫꅃ (retail failures)ꅁꚹꩁ냈뛇끥ꅂ걆떦 ꕾ쇙뻣뉺ꕘꕏ압ꯈꚨ귻ꑵ끖뵭떥ꓨ 몡띎/꒣몡띎ꪺ룉궱ꥹꅃ 뇏놹걉ꅁ뒣꣑띾꣣엩ꪺꩁ냈왛맮ꅃ ꧺ굺ꩁ냈ꖢ뭾ꪺ1.궺ꯗ뙩ꛦꩁ냈룉ꑪ교뭐Kelley , 뫮Ꙙ꣤ꑗ곣ꡳ 냝 놡론꒺깥(덤ꗴ쉫뇏ꪺ꒺깥ꚬ뚰 Hoffman & ꣷ 쓝ꅂꙡ쉉ꅂ껉뚡ꅂ2.ꧺ굺ꩁ냈ꖢ뭾ꅂDavis(1993)ꪺ냝ꣷ놴 땯ꗍ귬ꙝ떥) ꩁ냈룉뇏ꪺ놡론꒺꒺깥곛ꙐꅃꙨ뱗뉋끑 깥(덤ꗴ쉫쓝ꅂꙡ맯ꩁ냈ꖢ뭾쑙궫땻꒺ 쉉ꅂ껉뚡ꅂ땯ꗍ귬ꯗꪺ뗻ꥷꅃ 깥 ꙝ떥) 3.뗻꛴ꩁ냈룉뇏몡띎ꯗꅂꙁ쇊띎쑀 룪껆꣓랽:Bitner , Booms & Tereault ,1990ꅆKelley , Hoffman & Davis,1993ꅆKelley , Hoffman & Rotalsky ,1995ꅆ빇닐ꚨꅁ1997) 륌ꕨꙢꩁ냈룉뇏ꪺ냲슦꓀쏾곣ꡳꑗꅁHoffman , Kelley & Rotalsky(1995)끷맯쁜뚼띾뙩ꛦ룉뇏놹걉쉫꿇ꕘ쁜궹ꝋ뙏ꅂꚩ뒣꣑ꅂ쏘끥쁵ꯝ꣩ꅂ뫞뉺꣤ꕌ귻ꑵ꒶ꑊ덂뉺룑ꡍꅂ듀뒫ꅂꟳꖿ뿹뭾ꅂ륄며ꡓ삳떥8뚵ꅁ꣤꒤ꚩꅂ쁵ꯝ꣩ꅂꗑ뫞뉺ꕘ궱룑ꡍ룻결압ꯈ놵꣼ꅁꑪ뎡꓀라ꕈ듀뒫ꪺ룉뇏ꓨꚡꙨꅁ돌깴ꪺ껄ꩇ걏꒣낵ꗴ꛳덂뉺(ꢣꫭ.2-3꒧(ꑔ))ꅃꗑ꧳냪ꕾ뻇맯꧳ꩁ냈ꖢ뭾꓀쏾ꚳ룔뫉ꪺ곣ꡳꅁ뙩ꛓꓞ땯냪뻇빇닐ꚨ(1997)싪ꥷ냪꒺륳냢ꩁ냈띾뙩ꛦ맪쏒곣ꡳꅁꕈꑆ룑냪꒺압ꯈ맯꧳ꖢ뭾ꪬꩰꪺꝐꥷꅃꖻ곣ꡳ결ꑆꓱ룻Ꙑ볋륳냢띾ꖢ뭾샴맒ꑕꅁ압ꯈ걏ꝟ라ꙝ냪ꝏꅂꗁ놡ꓥ꓆ꪺ깴늧ꅁꛓꚳ꒣Ꙑꪺ뱶암ꅃꙝꚹ꽓ꝏꕈKelley , Hoffman & Davis (1993)뭐빇닐ꚨ(1997)꣢곣ꡳꅁ꣓뙩ꛦ뻣뉺(ꢣꫭ.2-3꒧(ꑇ)ꅂ(ꕼ)ꪺ꒺깥)ꅃ꣤꒤Ꙣꩁ냈뛇뮼꡴닎ꪺꖢ뭾ꓨ궱ꅁ땯뉻ꭥ곣ꡳꚳ뿹뭾끔꺧륷쇊늣ꭾꡡ 19
쏸떥꣢뚵ꖢ뭾ꅁꛓꯡꭨꚳ뿹뭾ꩁ냈ꅆꛜ꧳귻ꑵ귓ꑈꛦ결ꖢ뭾ꪺꓨ궱ꅁꭥ곣ꡳ땯뉻ꚳ놱압ꯈ낽엑ꅁꯡꭨꚳꩁ냈멁ꯗ꒣꣎듛쑆떥꣢뚵ꅃ 녱ꑗ굺끑뷗ꕩ땯뉻Ꙣ륳냢ꖢ뭾ꓨ궱ꅁꗑ꧳냪놡ꓥ꓆ꪺ꒣Ꙑ뻇Ꙣ뭻ꪾꝐ쉟ꑗꪺ깴늧ꅁꙝꛓ맯덯ꗳ덹ꚨ꒣ꙐꥒꙗꑪꙨꙘꕇ꣤띎ꪺ꓀쏾룑쓀ꅃ꽓ꝏꪺ걏ꅁꙢ빇닐ꚨ꧳1997꙾ꪺ곣ꡳ꒤ꕘ띳ꪺꩁ냈ꖢ뭾 듛쑆ꅁ띎ꝙꗸ띾ꑈ귻륈냓띾륄뱷ꩫ덗ꚳ뭗띎듛쑆압ꯈꪺ놡땯ꗍꅁꛓꚹ뚵꿊ꖢꙢ과냪ꕈꭥꪺ곣ꡳꑗ걏ꡓꚳꪺꅃꕩꢣꩁ냈ꖢ뭾ꕩ꿠라ꙝ결냪ꝏꓥ꓆ꅂ걆떦ꩫꕏꫀ라궷ꭕ닟멄떥ꙝ꿀덹ꚨ꒣Ꙑ뱶암ꅁꙝꚹꝙ걏Ꙑꑀ늣띾ꝏꅁꗧ귈녯ꕨ녱꒣Ꙑꓥ꓆냪깡꒤ꕴꛦ뷕걤ꅃ 뫮Ꙙꕈꑗ뻇띎ꢣꅁꖻ곣ꡳ맯ꩁ냈ꖢ뭾ꪺꖻ뷨쉫꿇꙰ꑕ: 1.ꩁ냈뛇끥꡴닎ꖢ뭾: 걏럭ꗸ띾뒣꣑압ꯈꕄ굮ꪺ껖ꓟꩁ냈ꅂꝀ띾걹땻ꅂꑈ귻겡냊ꙕ뚵걆떦덗ꥷ떥ꙝ꿀땯ꗍ꿊ꖢ껉ꅁ덑압ꯈꕄ왛뭻ꥷ라뱶암꣤압ꯈ몡띎ꪺꩁ냈ꖢ뭾ꅃ 2.압ꯈ꽓껭굮ꡄ뭐낾ꙮ뎡ꗷ: 걏Ꙣꖿ녠ꩁ냈뛇뮼륌땻꒧ꕾꅁ뉻돵ꑈ귻삳압ꯈ꽓껭ꪺ굮ꡄ귓ꑈ낾ꙮ꒧뒣ꕘꅁꛓ결꣤ꩁ냈ꪺ뎡꓀ꅃ럭ꩁ냈ꑈ귻때ꩫ몡ꢬ압ꯈ꧒뒣ꕘꪺ꽓ꝏ굮ꡄ껉ꅁꭨ압ꯈ라ꙝꩁ냈ꪺ꒣뙧꣬ꛓ늣ꗍ꒣둲Ꟗꪺ띐쒱ꅃ 3.귻ꑵ귓ꑈꛦ결뎡ꗷ: 걏귻ꑵꪺ귓ꑈꩁ냈멁ꯗꅁꩁ냈덎띱띾뫫꾫떥ꛦ결꿊ꖢꅁ쑙궫ꙡ뱶암꣬압ꯈ맯꧳뻣엩ꩁ냈뛇끥ꪺ왛띐ꅁ걏Ɜ쎪꣬뻣엩ꩁ냈뛇끥ꪺ땻Ꟈꅁ꣏녯압ꯈꙝ결뉻돵귻ꑵꩁ냈ꪺ꒣빁럭ꅁꛓ늣ꗍ꒣둲Ꟗꪺ띐쒱ꅃ (ꑇ)ꕈ귻ꑵ왛쉉꣓곝ꩁ냈ꖢ뭾꓀쏾 롧ꗑꑗ굺뻇ꕈ압ꯈ왛쉉꣓곝ꯝꩁ냈ꖢ뭾꓀쏾곣ꡳꅁꑪ교뻣뉺ꕘA:귻ꑵ맯ꩁ냈뛇뮼꡴닎ꖢ뭾ꪺꙞ삳ꅆB:귻ꑵ맯압ꯈ믝ꡄ뷐ꡄ꒧Ꙟ삳ꅆC:귻ꑵꛛ땯ꛛꕄ 20
꧊ꪺꛦ결떥ꑔꑪ쏾ꪺꖢ뭾놡ꯡꅃBitner,Booms & Mohr(1994)뭻결굙돦녱압ꯈꢤꯗ꣓꓁ꑊ뉻돵ꖢ뭾ꪬꩰꪺꝐ쉟ꅁꕩ꿠라늣ꗍ곣ꡳꑗꪺ뭻ꪾ낾깴ꅁ뻉교뎡꓀ꖢ뭾ꪬꩰꪺ뿲멼ꅃ결ꑆ엽곣ꡳ떲ꩇꟳꞹ떽뙧ꗾꅁꙝꚹBitner떥ꑈ(1994)ꙁꯗ륂ꗎCITꩫꅁ녱닄ꑀ뵵귻ꑵꗟ돵(쏶쇤ꗳ볆:774ꗳ)꣓ꯈ왛ꑆ룑뉻돵꽵맪ꖢ뭾ꪬꩰꪺ곝ꩫꅁꣃꓱ럓럭껉Bitner et al.(1990)ꪺ곣ꡳ늣띾ꅂ샴맒ꅂ륌땻꣓낵결ꚹꚸ곣ꡳ냵ꛦꪺ냲슦ꅁ꣓ꙀꙐꓱ룻Ꙣꩁ냈ꖢ뭾놡ꩰꑕꅂ압ꯈ뭐닄ꑀ뵵귻ꑵꙕꛛꪺ곝ꩫ꙰꛳ꅈ떲ꩇ엣ꗜ낣ꑆꑗ굺ꑔꑪ쏾ꪺꖢ뭾놡ꕾꅁꙨꕘ닄ꕼ쏾:ꚳ냝썄ꪺ압ꯈꛦ결ꕾ(ꢣꑕꫭ.2-4)ꅃ ꫭ.2-4ꅂBitner , Booms & Mohr (1994)ꪺꩁ냈ꖢ뭾꓀쏾(닄ꑀ뵵귻ꑵꪺ왛쉉): 닄ꕼ쏾ꖢ뭾(D): 1.끳빋ꪺ압ꯈꑺ쉚(drunkenness) ꚳ냝썄ꪺ압ꯈꛦ결 2.압ꯈꢥ쏣엩ꑗꪺꛃ(problematic customer behavior) (verbal and physical abuse) 3.압ꯈ맯꧳꒽ꕱ걆떦ꪺ꽽썡 (breaking company policies or laws) 4.꒣ꙘꝀꪺ압ꯈ (uncooperative customer) 룪껆꣓랽 Bitner,Booms & Mohr(1994) ꣤꒤룓곣ꡳꙢꖢ뭾덂뉺떲ꩇꫭꗜ꒣몡띎꒧ꗳꑕꅁ녱닄ꑀ뵵귻ꑵ(377ꗳ)뭐압ꯈ(352ꗳ)왛쉉꣓곝(ꢣꫭ.2-5)ꅁ곣ꡳ엣ꗜ맯꧳A:귻ꑵ맯ꩁ냈뛇뮼꡴닎ꖢ뭾ꪺꙞ삳(%ꅆ%)B:귻ꑵ맯압ꯈ믝ꡄ뷐ꡄ꒧Ꙟ삳(%ꅆ%)떥꣢쏾ꪺꖢ뭾ꓱ꣒ꅁꑪ교곛꫱ꅆꛓꙢC:귻ꑵꛛ땯ꛛꕄ꧊ꪺꛦ결뎡꓀ꅁꢣ쑡껭깴늧(귻ꑵ왛쉉결%ꅆ압ꯈ왛쉉결%)ꅃꚹꕾ굙ꕈꭥ뵵귻ꑵ(377ꛬ)왛쉉꣓곝닄ꕼ쏾ꚳ냝썄ꪺ압ꯈꛦ결ꖢ뭾ꓨ궱ꅁ떲ꩇ엣ꗜ뎺ꚳ83ꛬ(22%)ꪺ귻ꑵꫭꗜꖢ뭾냝썄걏ꕘ꧳압ꯈꖻꢭꅆ꒧ꅂ굙녱압ꯈ(352ꛬ)ꢤꯗ꣓곝닄ꕼ쏾ꖢ뭾ꅁ걏ꝥ뉻륳ꪺꪬ멁ꅃ 뇀ꡳ룓곣ꡳ떲ꩇ뉻뙈ꅁꕩ꿠걏ꛛꝑ낾깴ꪺ뵴걇ꅁ덹ꚨꩁ냈귻ꑵ압ꯈ꣢곒꒣쑀녎꿊ꖢ덤ꗴ쉫뷑꧳ꛛꑶꢭꑗ꧒교ꅃ귻ꑵ결ꑆ쇗ꝋꑗꕱꪺꖿ덤뵼ꅁꛓ녎꿊ꖢ덤ꗴ쉫뷑꧳압ꯈꢭꑗꅆ곛ꪺ압ꯈꑝꚳꕩ꿠결ꑆ굮ꭏ믙ꛛꢭꪺ껸뙏둌쑙ꅁ쇗ꝋ껸 21
뙏껉ꪺ삪Ꞽ껰꩞ꅁꛓ녎꿊ꖢ덤ꗴ쉫뷑꧳귻ꑵꖻꢭꅃ뫮ꑗ꧒굺ꅁꕩꪾ굙꿠Ꙑ껉녱닄ꑀ뵵귻ꑵ압ꯈꪺ왛쉉꣓곝ꖢ뭾ꪺ덤ꗴ쉫쓝ꅁꭨ룻꿠꒽ꖭꯈ왛ꙡ싧뉍ꖢ뭾ꗳꪺꖻ뷨ꅁꣃꕂ쇗ꝋ곣ꡳꑗꪺ늳Ꙩ낾뭾땯ꗍꅃꗑꚹꕩꪾꅂꗑ꧳ꩁ냈귻ꑵꅂ압ꯈꦼꚹꙕꛛꪺ뭻ꪾ깴늧ꅁ꣏녯ꖢ뭾ꗳ꒺깥ꝥ뉻Ꙩ꒸뷆싸ꪺ뉻뙈꙳Ꙣꅃꙝꚹꅂ결ꑆ굮꿠ꚳ껄ꙡ덂뉺ꖢ뭾냝썄ꅁ놽낣ꖢ뭾꧒녡꣓ꪺ꒣껰꩞ꅁ압ꯈꅂꩁ냈귻ꑵ싹ꓨ곒뚷Ꙣ꒬냊ꙮꪺꭥ뒣ꑕ뙩ꛦꩁ냈ꖢ뭾ꪺꯡ쓲덂뉺ꅁ꙰ꚹ낪ꭾ뷨ꪺꩁ냈ꑾ라ꕩ꿠ꕘ뉻꧳싹ꓨꗦ꧶꒧뚡ꅁ굙걏ꦿ뗸ꦼꚹ뚡ꪺ꒬냊쏶ꭙꅁꢺ녎라덹ꚨꩁ냈샴론ꑗ꒣ꕩ뽩럀ꪺ꿊뎴ꅃ ꫭ.2-5ꩁ냈ꖢ뭾꓀쏾ꓱ룻(닄ꑀ뵵귻ꑵ뭐압ꯈꪺ왛쉉): ꖢ뭾ꗳ떲ꩇ ꖢ 뭾 ꓀ 쏾 몡 띎 ꒣몡띎 셠 군 볆뙱 ꛊ꓀ꓱ 볆뙱 ꛊ꓀ꓱ 볆뙱 ꛊ꓀ꓱ A:귻ꑵ맯ꩁ냈뛇뮼꡴닎ꖢ뭾ꪺꙞ삳 귻ꑵ왛쉉* 109 % 195 % 304 % 압ꯈ왛쉉** 81 % 151 % 232 % B:귻ꑵ맯압ꯈ믝ꡄ뷐ꡄ꒧Ꙟ삳 귻ꑵ왛쉉* 196 % 62 % 258 % 압ꯈ왛쉉** 114 % 55 % 169 % C:귻ꑵꛛ땯ꛛꕄ꧊ꪺꛦ결 귻ꑵ왛쉉* 89 % 37 % 126 % 압ꯈ왛쉉** 152 % 146 % 298 % D.ꚳ냝썄ꪺ압ꯈꛦ결 귻ꑵ왛쉉* 3 8% 83 22% 86 % 압ꯈ왛쉉** 0 0% 0 0% 0 0% 셠 군 귻ꑵ왛쉉* 397 % 377 % 774 100% 압ꯈ왛쉉** 347 % 352 % 699 100% 룪껆꣓랽 Bitner,Booms & Mohr(1994) *.압ꯈ왛쉉꒧볆뻚ꕘꛛBitner , Booms & Tereault ꧳1990꙾꒧곣ꡳ **.귻ꑵ왛쉉꒧볆뻚ꕘꛛBitner,Booms & Mohr꧳1994꙾꒧곣ꡳ ꕼꅂꩁ냈ꖢ뭾ꪺꯡ쓲껄삳 ꩁ냈ꖢ뭾ꪺ땯ꗍꅁ쇶땍맯ꗸ띾ꖻꢭ라덹ꚨ꒣ꕩ뽩럀ꪺ굴궱껄삳(꙰압ꯈꧪ 22
ꯨꅂ압ꯈ신늾ꅂ굴궱ꑦ롏ꅂ압ꯈꦾ룛ꯗꑕ궰ꅂꗸ띾뙈ꝃ뢨떥뉻뙈)ꕾꅁꙐ껉맯랥ꑏ꺶뾳낣맺ꪺꗸ띾ꛓꢥꅁꑝ엣ꗜ꣤ꖿ궱뽮랥ꪺ믹귈꙳Ꙣꅃꕈꑕꭨ끷맯ꩁ냈ꖢ뭾ꯡ쓲ꪺꖿ굴궱껄삳꓀ꝏ놴끑: (ꑀ).굴궱껄삳: Johnson & Hewa(1997)ꕈ냓띾륂끥띾(commercial carrier)결꣒ꅁ땯뉻굙륂끥땯ꗍꖢ뭾껉ꅁꢺꙝꖢ뭾ꛓ뻉교놡뫼꒣몡ꪺ압ꯈ녎라꣏륂끥냓굴뻡썂ꕾꪺꖢ뭾ꚨꖻꕝ걁:1.압ꯈꧪꯨꫭ뉻:압ꯈꕩ꿠ꙝꖢ뭾땯ꗍꛓ라ꚳ굴궱ꪺ놡뫼삳ꅁ꣒꙰ꑦ쁙셮궵ꧪꯨꅂꫭ놡벫ꯣ꒣꺮ꅂꛦ냊쒳ꅂ꽽썡돸둟떥ꅆ2.압ꯈ엜론(customer defection):압ꯈꕩ꿠ꙝ놡뫼꒣몡ꛓ싷ꕨ걏신늾ꛜ꣤ꕌ쑶ꪧꕨ껸뙏ꅆ3.굴궱ꑦ롏(negative word-of-mouth)꒧뛇ꝇ:Ꙣ압ꯈ롧뻺ꖢ뭾엩엧ꯡꅁ녎꣤꒣ꙮꪺꩁ냈ꫭ뉻뛇벽떹뙧비뿋ꪾ륄ꅁ싇ꕈ륆꣬뚡놵ꧨ꣮ꅆ4.ꭄ륷듁ꪺꖢ뭾ꚨꖻ:ꗸ띾Ꙣ궱셻ꭄ륷듁ꪺꖢ뭾ꑕꅁꦹꦹ뚷ꫡ뙏썂ꕾꪺ뿺뙩ꛦ뷟쁶ꕈ꣤ꕌꪺ껉뚡ꅂꑈꑏꕨ뙩ꛦ룉뇏ꅆ5.돠ꖢ볧Ꙣ냓뻷:ꚹ뉻뙈떴ꑪ뎡ꗷ걏ꗑ압ꯈ맯냓깡뙩ꛦ굴궱ꑦ롏ꪺ뛇ꝇ꧒덹ꚨꪺ때뱶암ꅁ꣒꙰냓앁ꅂꗸ띾뙈ꅂ압ꯈ닕슴꧓뿕ꅂ압ꯈꦾ룛ꯗ떥ꑕ궰ꅁꛓ뫞뉺ꦹꦹꦿ늤꣤뱶암뉠ꯗꅁ걇녠꧳때꒤돠ꖢꝙ녎샲녯ꪺ볧Ꙣ냓뻷ꅃ롧ꗑꑗ굺꒺깥엣ꗜꅁꖻ곣ꡳꕩꑪ교쉫꿇ꑗ굺ꖢ뭾ꚨꖻ결꣢쏾ꅇ꣤ꑀ결ꪽ놵꧊띬깠ꅁ띎ꝙꗸ띾ꙝ결ꩁ냈ꖢ뭾덂뉺꒧ꖢ럭ꅁ꣏녯껸뙏ꙝ꒣몡띎꣤ꫭ뉻ꅁꛓꕈ맪믚ꛦ냊꣓ꪽ놵덹ꚨꗸ띾샧륂ꑗꪺ굴궱뱶암ꅁ꙰ꑗ굺1ꅂ2ꅂ3뚵ꅆ꣤ꑇꭨ결뚡놵꧊뛋깠ꅁ띎ꝙꙝ결ꖢ뭾ꪺꯡ쓲굴궱껄삳ꅁ꣏녯ꗸ띾돠ꖢ귬ꖻ삳ꚳꪺꝑ꽱뭐룪늣ꅁ ꙰ꑗ굺4ꅂ5뚵꣢뎡ꗷꅃ (ꑇ).ꖿ궱뇒ꗜ(끦Ꙗꯤꛒ): 쇶땍ꩁ냈ꖢ뭾꧒덹ꚨꪺꯡ쓲룉뇏ꫡ뙏ꕩ꿠ꯜ뙑ꅁ덯ꕩ뗸결ꑀ귓샋뗸Ꝁ띾걹땻ꭾ뷨뭐껄뉶ꪺ뻷라ꅃ꙰ꩇꗸ띾뒤뻷라ꕛꕈ떽ꅁ녎라꣏ꟳꙨ압ꯈ맯ꗸ띾띐꣬몡띎ꅃꙝꚹ녱꧊둠샴ꪺ왛쉉꣓곝ꅁꩁ냈뛇뮼꡴닎ꪺ떽녎라꣏덂뉺ꖢ뭾ꪺꚨꖻ궰ꝃ(Firnstahl,1989)ꅃꙢ뫻꯹걊ꚳ압ꯈꓨ궱ꅁꧪꯨꪺ뒣ꕘꖿꙮ떹꒩ꗸ띾뙩ꛦ룉뇏ꪺ떴꣎뻷라ꅃ륌ꕨ곣ꡳ엣ꗜ뒿롧비륊ꙮ룉뇏ꪺ압ꯈꅁ꣤ꙁ쇊띎쑀ꅂꦾ룛ꯗ뮷ꓱ 23
ꡓꚳ비륊ꗴ꛳ꖢ뭾ꪺ압ꯈ쇙굮낪(Gilly,1987;Brown, 2000)ꅃꗑꑗꕩꪾꅁꩁ냈ꖢ뭾ꪺ땯ꗍꡓ꒰믲꒣ꙮꅁꛓꕩꕈꕛ덴걍냝썄꧒Ꙣꅁ싇ꕈ떽ꩁ냈Ꝁ띾걹땻뭐귻ꑵ꿀뷨ꅁ뙩ꛓ엽압ꯈ맯ꗸ띾덂뉺ꙍ뻷ꪺ꿠ꑏꟳꚳꭈꓟꅃ ꒭ꅂ껸뙏ꗳ궫굮꧊(service criticality)ꅇ Webster & Sundaram Ꙣ1998꙾ꪺ곣ꡳ꒤ꅁ뭻결압ꯈ맯ꩁ냈ꖢ뭾ꪺ뭻ꪾ놡띐Ꙟ삳라꣼ꑕꙃꙝ꿀:1.ꩁ냈룉뇏놹걉쏾ꮬꅆ2.룉뇏떲ꩇꪺ뵤돲ꅁ꣒꙰끝냈뷟쁶ꪺꑪꑰꅆ3.압ꯈꗺ압ꗦ꧶ꪺ뻺ꕶꅆ4.띾놵꣼압ꯈꧪꯨꪺ땻Ꟈꖻ뷨ꅆ5.놡맒ꙝ꿀떥ꅁꛓ엣뉻뷆싸ꪺ뉻뙈ꅃ꣤꒤놡맒ꙝ꿀Ꙣ룓곣ꡳ꒤끑뷗녯꽓ꝏ뉠ꑊꅁꕌ귌ꫭꗜ럭껸뙏ꗳ궫굮꧊Ꙣ압ꯈꓟꗘ꒤ꪺ녪ꯗ꒣Ꙑ껉ꅁꕩ꿠라궭꣮압ꯈꯡ쓲ꪺꙞ삳ꅃꙢ덯료귌뫙꒧결껸뙏ꗳ궫굮꧊(service criticality)ꅁꝙ걏압ꯈꑷꪾꚨꕜꩁ냈뛇끥Ꙣ걊ꥷꩁ냈놵쒲꒤ꪺ궫굮꧊ꅃ ꛜ꧳껸뙏ꗳ궫굮꧊Ꙣ압ꯈ궱셻ꖢ뭾ꯡꪺꛦ결띎맏걏꒰믲ꅈ덯쉉ꕩ녱Webster & Sundaram Ꙣ1998꙾ꪺ곣ꡳ꧒ꗜꅁ룉뇏놹걉쏾ꮬꅂꩁ냈궫굮꧊라맯압ꯈ몡띎ꯗꦾ룛ꯗ늣ꗍ엣뗛뱶암ꅃ꣤꒤룉뇏놹걉Ꙩ꒸꓆라맯압ꯈꛦ결띎맏(몡띎ꯗꦾ룛ꯗ)늣ꗍꖿꙖꪺ쏶ꭙꅆꛓ껸뙏ꗳ궫굮꧊맯꣤ꛦ결띎맏ꝥ뉻굴Ꙗꪺ쏶ꭙꅃꙐ껉녱Clarke & Belk ꧳1979꙾ꪺ곣ꡳ녯ꪾꅁ늣ꭾ쇊뙒ꪺꗘꪺ라뭐압ꯈ낪ꯗ냑뭐늣ꗍ뫲녋ꪺ쏶셰ꅃ꙰럭압ꯈ쇊뙒늣ꭾ걏굮럭낵슧ꪫ끥ꕘ껉ꅁ라ꓱꗎ꧳ꑀ꿫ꗘꪺ껉ꅁ꣤쏶꓁ꖢ뭾ꪺ땻ꯗ쇙굮낪ꅃꚹꕾ녱Webster & Sundaram (1998)ꪺ곣ꡳ땯뉻ꅁ껸뙏맯꧳띾Ꙣ낪ꩁ냈궫굮꧊ꪺꖢ뭾ꑕꅁꗟꝙ뒣꣑ꙁꚸ룉뇏ꫭ뉻ꪺ몡띎땻ꯗ라ꓱꙢꝃꩁ냈궫굮꧊ꪺ놡맒ꑕ쇙굮낪ꅃꗑꑗ궱ꓥ쑭꓀꩒떲ꩇ엣ꗜꅁ럭뫞뉺Ꙣꖢ뭾ꑕꅁ띑맯ꧪꯨ압ꯈ낵ꕘꩁ냈룉뇏놹걉껉ꅁ삳ꗽꛒ뱻ꩁ냈껸뙏Ꙣ압ꯈꓟꗘ꒤ꪺ궫굮꧊뭐ꝟꅁꙁ꣤맪믚ꪬꩰ꒩ꕈ삳엜ꅁ낵ꕘ빁ꥹꪺ룉뇏ꡍ떦ꑾ걏ꅃ ꒻ꅂꩁ냈ꖢ뭾쑙궫꧊(problem severity)ꅇ 24
ꙢBest & AndreasenꙢ1977꙾맯껸뙏쇊뙒냓ꭾ뷕걤곣ꡳ꒤ꅁ땯뉻냝썄쑙궫꧊라뱶암껸뙏맯꧳냝썄ꪺꪾ쒱꧊뭐ꛦ냊ꪺ뿯뻜ꅃ곛룻꧳ꝴ뵫ꖼꪾꪺ늣ꭾ꿊ꖢꑕꅁ껸뙏맯꧳ꧺ뵔뉍뒷ꕂ뷄삻땻ꯗ낪ꪺ늣ꭾ꿊ꖢ걏ꓱ룻뇓띐ꪺꅁꣃꕂꙢ늣ꭾ껄ꗎ뢨깴륌ꑪꪺ놡ꑕꅁ껸뙏꒣몡ꪺ띐꣼ꕩ꿠ꟳ결녪꽐ꅆꙐ볋ꙡꅁ굙녱덤ꗴ쉫쓝ꪺꢤꯗ꣓곝냝썄쑙궫꧊ꅁ쑙궫꧊낪ꪺꖢ뭾ꕩ꿠라ꓞ끟껸뙏맯꿊ꖢ덤ꗴ쉫쓝ꪺꩠ띎ꅁꣃꕂ껚뻚꿊ꖢ꒺깥꣓뙩ꛦ쉫ꙝꝐ쉟ꅁ뙩ꛓꕘꖢ뭾껚랽ꅁ꣓맯ꚹꚸ껸뙏꿊ꖢ뙩ꛦꗦꯝꅃ뫮Ꙙ곛쏶뻇ꪺ곣ꡳ뻣뉺ꯡꅁꖻ곣ꡳꕩ녱ꖢ뭾쑙궫꧊ꢤꯗ꣓꓁ꑊ껸뙏쇊ꯡꛦ결ꪺ놴끑ꅁ땯뉻ꖢ뭾냝썄꙰ꩇ띕쑙궫ꅁꭨ뒣ꕘꧪꯨꪺꕩ꿠꧊라띕낪ꅁ압ꯈꦾ룛ꯗ라띕ꝃ(Levesque & McDougall , 2000)ꅃ ꑃ.껸뙏ꗳ궫굮꧊뭐ꩁ냈ꖢ뭾쑙궫꧊ꪺ쏶ꭙ Kelley & Davis(1994)뭻결럭ꖢ뭾쑙궫땻ꯗ뱗ꕛ껉ꅁ압ꯈ녎라듁뇦띾꿠ꕈ빁ꥹꪺ룉뇏놹걉꣓뙩ꛦ덂뉺ꅁ뙩ꛓ걍ꕘꚹꚸ껸뙏ꗳꙢꖦ귌ꓟꗘ꒤ꪺ궫굮땻ꯗꅃꛓWebster & Sundaram (1998)ꑝ뮡럭ꯡ맪믚ꖢ뭾ꪺ덗볒쑙궫땻ꯗ녪꽐ꙡ뷄삻뱶암꣬압ꯈ껉ꅁꚹ꣨압ꯈꕩ꿠라ꕈ껸뙏ꗳꪺ궫굮뭐ꝟꅁ꣓뙩ꑀꡂ뿅뙱ꩁ냈ꖢ뭾ꪺ쑙궫땻ꯗꅃ롧ꗑꑗ굺곛쏶ꓥ쑭뻣뉺ꅁ귌ꕩꑪ교ꑆ룑껸뙏ꗳ궫굮꧊뭐ꩁ냈ꖢ뭾쑙궫꧊꣢엜볆ꦼꚹ뚡ꪺ꙳쏶ꭙꅃ 쇶땍귌ꕩꕈ귓ꝏ녯ꪾꗳ궫굮꧊뭐ꖢ뭾쑙궫꧊Ꙣ압ꯈꪺꯡ쓲껸뙏띎맏꒤ꅁ걏꣣ꚳ곛럭땻ꯗꪺ굴궱뱶암ꅁ땍ꛓ결ꑆ뙩ꑀꡂ놴둍꣢엜볆ꦼꚹꪺ꙳쏶ꭙ꣤뱶암룉뇏ꯡ몡띎ꪺ땻ꯗꅃLevesque & McDougall (2000)룕맏녎꣢엜볆삳ꗎ꧳볒샀ꖢ뭾놡맒꒤ꅁ띑싇ꗑ꒣Ꙑ띾ꝏꅂ꒣Ꙑ룉뇏놹걉ꅂ꒣Ꙑꗳ궫굮꧊뭐ꖢ뭾쑙궫꧊꒧맪엧덝군ꅁ꣓놴끑껸뙏ꗳ궫굮꧊뭐ꩁ냈ꖢ뭾쑙궫꧊꣢꒧뚡ꪺ쏶ꭙꅃꖻ곣ꡳ녱ꕌ귌ꪺ곣ꡳ떲ꩇ꒤뻜꣺곛쏶뎡ꗷꚳꑇꅇ1.럭껖ꓟꖢ뭾ꅝꡓꚳ샲녯ꪺꩁ냈unavailability or denial of service뿰ꦵdelay떥ꑇ뫘ꅞ땯ꗍ껉ꅁ띾ꪺ룉뇏놹걉Ꙣ낪ꩁ냈궫굮꧊ꑕꅁꓱꝃꩁ냈궫굮꧊ꑕꅁ맯ꯡ쓲껸뙏띎쑀ꪺ굴궱뱶암쇙굮녪꽐ꅆ 25
2. 띾ꪺ룉뇏놹걉럭땯ꗍꙢ낪껖ꓟꖢ뭾(낪쑙궫꧊)껉ꅁꓱ땯ꗍꙢꝃ껖ꓟꖢ뭾ꅁ맯ꯡ쓲껸뙏띎쑀ꪺ굴궱뱶암쇙굮ꟳꕛ녪꽐ꅃ녱ꑗ굺ꪺ떲ꩇꕩꕈꙞ삳쏒ꧺꗳ궫굮꧊뭐ꖢ뭾쑙궫꧊Ꙣ압ꯈꪺꯡ쓲껸뙏띎맏꒤ꅁ걏꣣ꚳ곛럭땻ꯗ꒧쏶셰ꪺꅃ 떲뭹: Ꙣꩁ냈ꖢ뭾룉뇏믢냬ꪺ곣ꡳꯤ뫻ꑗꅁꫬ듁뻇ꑪꙨ뗛궫꧳ꖢ뭾뫘쏾ꪺ띪뚰꓀쏾ꅂꖢ뭾쓝꧊ꪺ쉫꿇ꅂꩁ냈뛇뮼듁뚡ꪺꖢ뭾륷ꢾ궱셻ꖢ뭾땯ꗍ껉꧒삳뇄꣺ꪺ놹걉Ꙟ삳(Binter , ꅆHart,Heskett,&Sasser,1990ꅆKeaveney,1995ꅆKelley ,Hoffman& Davis 1993ꅆKelley ,Hoffman & Rotalsky , 1995)ꅃ꫱ꛓ꣬Kelley & Davis(1994)ꑾ녎궫ꓟ신늾ꛜꑆ룑압ꯈꖻꢭ맯ꖢ뭾룉뇏ꩁ냈ꪺ뭻Ꙑ띐꣼ꅂꯡ쓲룉뇏떦늤떥곣ꡳꓨꙖꑗꅃ녱ꑀ덳ꛪꪺ곣ꡳ꿟떸ꑕꅁ귌맯꧳ꩁ냈ꖢ뭾Ꙩꑆꟳ뉠ꑀ뱨ꪺꑆ룑뭐뭻쏑ꅁꙐ껉ꑝ싇ꗑ맯덯곣ꡳ떲ꩇꪺ뉠ꑊ귥꩒ꅁꑆ룑ꩁ냈ꖢ뭾덂뉺꒧ꖲ굮꧊ꅃꚹꕾ맯꧳맪냈뫞뉺ꛓꢥꅁꚳ껄ꪺꖢ뭾꓀꩒ꅁ낣ꑆꕩꕈꛛ샋뗸뙩ꩁ냈뛇뮼껉ꪺ꿊ꖢꅁꑆ룑ꭥ뵵귻ꑵꪺꩁ냈ꛦ결ꅁ낵결ꯡ쓲룉뇏떦늤ꪺ냑ꛒ룉뇏끖뵭ꪺ뻚ꕾꅁ곆ꛜ쇙ꕩ싇ꗑ끬시ꖫ돵껸뙏ꪺ삳닟꧊ꅁ뙩ꛓꯘꗟꙮꪺ압ꯈ쏶ꭙ뫞뉺ꅃ귕굙뫞뉺꿠떽ꕛꝑꗎꅁ곛ꭈ덯녎걏롧샧뫞뉺ꑗꪺ돌꣎ꝑ뺹ꅃ 26
닄 ꑇ 론 ꩁ 냈 룉 뇏 ꑗꑀ론ꚳ쏶ꩁ냈ꖢ뭾ꪺ곛쏶ꓥ쑭Ꙟ압꒤ꅁ낣ꑆ맯ꩁ냈ꖢ뭾ꪺ끟랽ꅂꖻ뷨ꅂ쏾ꝏ뭐뱶암떥ꚳ뉠꣨ꪺꑆ룑ꕾꅁꙐ껉ꑝ곰엣ꕘ냵ꛦ룉뇏덂뉺ꪺꖲ굮꧊ꅃ놵뗛ꖻ론둎녱ꩁ냈룉뇏ꪺ껄꽱뙽ꥬꅁꣃ룉뇏곛쏶곣ꡳ꒧면뙩ꅁꟇ꒶닐곣ꡳꪺꓨꙖꅂꚨꩇꪺ쉫꿇ꩁ냈룉뇏쓝꧊ꪺ놴끑ꅁ돌ꯡꙁ녎ꙕ뻇ꪺ룉뇏떦늤랧꧀(ꕝꝴRECOVSAT뙱ꫭ)ꑀꑀ뙩ꛦ꒶닐ꅃ ꑀꅂꩁ냈룉뇏껄삳: ꩁ냈룉뇏걏ꩁ냈뒣꣑맯꧳ꩁ냈ꪺ꿊뎴ꖢ뭾꧒뇄꣺ꪺꛦ냊삳(Gronroos,1984)ꅃAlbrecht & Zemke (1985)ꥍGoodman(1989)떥ꑈ꧳1980꙾ꕎꪺ곣ꡳꝙꑷꕘꩁ냈룉뇏ꕩ떽ꩁ냈ꖢ뭾ꪺ냝썄ꅁꗸ띾굙걏맯꧳ꩁ냈룉뇏꒣ꕛꕈ궫뗸ꅁꖲꥷ라덹ꚨꟳꑪꪺ띬ꖢꅃBitner, Booms & Mohr(1994) 떥ꑈꗧꫭꗜꅁꙢ쇙ꖼ륆꣬압ꯈ꧒뭻ꥷꪺ륳꿊쉉ꩁ냈꒧ꭥꅁꗸ띾ꕩ꿠믝꯹쓲굴뻡궫띳뒣꣑ꩁ냈ꅂ결꒣ꩁ냈뙩ꛦ뷟쁶ꅂ돠ꖢ압ꯈꅂ굴궱ꑦ롏ꅂ궰ꝃ귻ꑵꑨ껰떥ꚨꖻꅃꕩꢣꑀꖹꖢ뭾땯ꗍ껉ꅁ굙꒣ꗟꝙ뙩ꛦ룉뇏ꅁꭨ맯꧳ꗸ띾샧륂ꛓꢥ녎라ꚳ랥ꑪꪺ뱶암ꅃFirnstahl(1989)ꑝ뭻결ꗸ띾맪ꛦꩁ냈룉뇏ꅁ쇶땍라꣏땵듁ꚨꖻ뱗ꕛꅁꕩ뙘ꚹ뻷라ꕨ떽ꩁ냈뛇뮼꡴닎ꅁ싇ꚹ륆ꚨ듁샧륂ꚨꖻꑕ궰ꪺꗘꪺꅃ ꑇꅂꩁ냈룉뇏ꪺ꓀쏾꒺깥: ꚹ뎡ꗷ꒶닐ꙕ뻇맯룉뇏꓀쏾ꪺ곣ꡳ떲ꩇꅁꣃ룔닓뮡ꧺꚳ쏶룉뇏곣ꡳꪺꓨꙖꅂꚨꩇ쉫꿇ꅁꣃꕂꕈ뭻ꪾ꒽ꖭ뉺뷗꣓꓁ꑊꩁ냈룉뇏쓝꧊ꪺ놴끑ꅃ (ꑀ)ꩁ냈룉뇏ꪺ닓뎡꓀쏾: ꛛBitner,Booms &Tereault (1990)ꪺ곣ꡳ뙽뇒ꑆꩁ냈ꖢ뭾곣ꡳꪺ뙽뫝ꯡꅁꯡ쓲뻇곛쑾ꕈꙕ뫘꒣Ꙑꪺꩁ냈띾결ꗘ볐ꅁ깩뙽ꑪ덗볒쏶쇤ꗳ꓀쏾곣ꡳꅁ꣤꒤ꑝꓞ 27
땯뻇꙰Kelley , Hoffman & Davis (1993); Hoffman , Kelley & Rotalsky (1995) ;빇닐ꚨ (1997)떥ꑈ곛쑾ꙁ맯ꩁ냈룉뇏ꪺ꒺깥뙩ꛦ띪뚰ꅁ꣤곣ꡳ늣띾뭐ꕄ굮곣ꡳ땯뉻뻣뉺꙰ꑕꫭ.2-6꧒ꗜ: ꫭ.2-6ꩁ냈룉뇏곛쏶곣ꡳ꒧뻣뉺ꅇ Ꝁ/꙾ꕎ Kelley , Hoffman & Hoffman , Kelley & 빇닐ꚨ(1997) Davis(1993) Rotalsky(1995) 곣ꡳ늣띾 륳냢띾 쁜뚼띾 륳냢ꩁ냈띾 곣ꡳꓨꩫ 쏶쇤ꗳ덎ꩫ(CIT) 쏶쇤ꗳ덎ꩫ(CIT) 쏶쇤ꗳ덎ꩫ(CIT) 룉뇏놹걉 1.뒣꣑ꚩ(discount) 1.ꝋ뙏(free food) 1.ꖼ뇄꣺ꩁ냈룉뇏 2.ꟳꖿ뿹뭾(correction) 2.ꚩ뒣꣑(discount) 2.ꟳ뒫 3.ꗑꕄ뫞귻ꑵ꒶ꑊ룑ꡍ3.쏘끥쁵ꯝ(coupon) 3.ꝋ뙏쏘끥 (manager/employee 4.뫞뉺귻ꑵ꒶ꑊ4.믹쁵ꯝ intervention) 덂뉺룑ꡍ(managerial 5.쏘끥슧ꪫ 4.썂ꕾ룉쁶 intervention) 6.쏘끥쁵ꯝ꣩ (correction plus) 5.듀뒫(replacement) 7.ꑈ귻ꑦ쁙ꧪ며 5.ꟳ뒫늣ꭾ(replacement) 6.ꟳꖿ(correction) 8.ꗟꝙꟳꖿ멁ꯗ 6.륄며(apology) 7.륄며(apology) 9.ꕄ뫞ꕘ궱룑ꡍ 7.끨듚(refund) 8.ꡓ삳(nothing) 10.둣꓆ꮬ덂뉺 8.압ꯈꕄ냊뒣ꕘꟳꖿ (customer initiated correction) 9.떹꒩껸뙏뽮꓀ (store credit) 10.꒣몡ꟳꖿ뿹뭾ꪺꓨꚡ (unsatisfactory correction) 11.뿹뭾쉘ꑪ (failure escalation) 12.꒣낵ꗴ꛳덂뉺(nothing) ꕄ굮땯뉻 ꕈꟳ뒫늣ꭾꪺ룉뇏ꓨꚡ결룻꣎룉뇏껄ꩇꚳ압ꯈ돌몡띎ꪺ덂뉺돌Ꙩ ꚩꅂ쁵ꯝ꣩ꅂꗑ뫞뉺ꓨꚡ결ꝋ뙏꣺녯늣돌깴ꪺ걏꒣낵ꗴ꛳덂뉺껄ꕘ궱룑ꡍꅃ ꭾꩁ냈. 굙ꙁꕛꑗꩇ ꑪ뎡꓀라ꕈ듀뒫ꪺ룉맪뷨ꪫꭾꪺ룉쁶ꯡ,뇏ꓨꚡꙨ 라꣏압ꯈꟳꕛ몡띎ꅃ 돌꒣몡띎ꪺ덂뉺ꓨꚡ결ꖼ낵ꗴ꛳덂뉺. 28
귓ꑈ냲ꖻ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗ ꧊ꝏꅂ꙾쓖ꅂ뇐땻꧊ꝏꅂ꙾쓖ꅂ뇐땻룪껆엜뚵 ꯗꅂ쁜왕뫘쏾 ꯗꅂ슾띾ꅂ꧒녯ꚬꑊ 맯ꯡ쓲곣1.끷맯륳냢띾ꪺ꽓ꥷ뎡꓀1.ꕩꙢꩁ냈ꖢ뭾뭐룉ꩁ냈룉뇏꒧꣤ꕌ곛ꡳ꒧ꯘ쒳 뙩ꛦ뷕걤ꅁꕈ듺ꪾ껸뙏뇏ꗳꕩ꿠땯ꗍꪺꭥ쏶압ꯈ삳ꅁꗧ걏ꕩ맯꧳꒣Ꙑꮬ멁ꪺ륳냢띾걏뒣떲ꩇꅁ꙰닕슴ꅂ귻ꙁ놴끑뎡꓀ꅁ꙰꒣ꝟꚳ꒣Ꙑ륷듁ꅃ ꑵ뛉Ꙗꅂ압ꯈ뛉Ꙗ떥ꕛꪺꩁ냈룉뇏맯압ꯈ2.륂ꗎ뗻꛴룉뇏놹걉뙩ꛦꕈ곣ꡳꅃ ꦾ룛ꯗ껸뙏ꧪꖢ뭾녪ꯗꪺꝐꥷ 2.ꗧꕩ뷕걤압ꯈ맯꧳ꯨꛦ결꒧뱶암ꅃ 3.뷕걤뭐ꖢ뭾ꚳ쏶ꪺ룪ꩁ냈ꖢ뭾ꪺ띐꣼뱶암껆ꅁꗑ껸뙏ꪺꢤꯗ꒤ꕩ룉뇏놹걉맯압ꯈ몡꿠ꕝꝴ뿺ꅂꓟ뉺ꅂ놡뫼띎ꯗꅂ뭻ꪾꩁ냈ꭾ뷨ꅂ꒣ꓨꭋꪺ띬ꖢꅆꗑ띾뭻ꪾ룉뇏믹귈ꅂꯡ쓲압ꪺꢤꯗꕩ꿠ꕝꝴ끝냈ꅂ압ꯈꦾ룛ꯗ떥엜볆ꪺ뱶ꯈ굴궱ꑦ롏떥띬ꖢꅃ 암ꅃ 4.ꯡ쓲곣ꡳ낣ꑆ륂ꗎCITꩫꕾꅁꕩ룕맏륂ꗎ뷕걤곣ꡳꩫ맪엧ꩫ꣓ꑆ룑ꩁ냈ꖢ뭾ꅂꩁ냈룉뇏꣤뭐ꩁ냈ꭾ뷨ꅂ압ꯈ몡띎ꯗ쇊뙒띎쑀떥쏶ꭙ꒧놴끑ꅃ 룪껆꣓랽ꅇꅝKelley , Hoffman & Davis , 1993; Hoffman , Kelley & Rotalsky ,1995 ;빇닐ꚨ ,1997ꅞ ꗑꕈꑗ뻇곣ꡳ맯ꩁ냈룉뇏놹걉뻣뉺쉫꿇ꅁꕄ굮ꚳ륄며ꅂ뗽ꧺ때뿹ꅂ룑쓀뉺ꗑꅂ쇗ꝋ땯ꗍꅂ듀뒫ꅂꚳꚩꅂ쁵ꯝ꣩ꅂꗑ뫞뉺ꕘ궱룑ꡍ떥룉뇏닓뚵꒺깥꣓곝ꅁ꣤꒤ꙝꙕ늣띾꽓꧊(걊ꚳ룪랽)ꅂ띾ꪺ룉쁶띎쑀ꖢ뭾ꗳꪺ쑙궫땻ꯗ떥뷑Ꙩꙝ꿀꒧깴늧ꅁ꣏녯룉뇏꒺깥꣣ꚳꙨ꒸뱳꩸ꪺ궱Ꙗꅃ (ꑇ)ꩁ냈룉뇏ꪺ곣ꡳꓨꙖꚨꩇ쉫꿇: 땍ꛓꭥ굺곣ꡳ(Kelley , Hoffman & Davis , 1993; Hoffman , Kelley & Rotalsky ,1995 ;빇닐ꚨ ,1997)ꪺ궫ꓟꕵ뚰꒤Ꙣꩁ냈룉뇏닓뚵꒺깥ꪺ띪뚰ꅁꣃꖼ맯덯닓뚵뙩ꛦ쉫꿇뻣뉺걏맯ꯡ쓲곛쏶엜볆ꪺ껄삳뙩ꛦ뉠ꑊꪺ놴끑ꅁꕈ교ꯡ쓲뻇결ꑆ곣ꡳ덝군ꑗꪺꛒ뙱ꅁ꿉꿉곛쑾ꕈꙨ뫘ꢤꯗ꣓꓁ꑊꩁ냈룉뇏꒺깥맯ꯡ쓲껄삳 29
ꪺ놴끑ꅃ ꙰Conlon & Murray(1996)Ꙣ룉뇏놹걉꒤ꪺ룑쓀뎡꓀뙩ꛦ뉠ꑊ놴끑ꅁ땯뉻ꚳꑕꙃ꒻뚵룑쓀쏾ꮬ:1.륄며(apology):꧓뭻뿹뭾ꅂ2.ꑈ귻뉺ꗑ뙩ꛦ녪앇(excuse):꒣럇돆꧓뭻뿹뭾ꅂ3.ꗑꑈ귻쏒ꧺꖿ럭(justification):꧓뭻꒽ꕱ삳맯ꚹ꿊ꖢ뙩ꛦ굴덤ꅁ꒣뭻결덯꿊ꖢ녎라뱶암꣬뻣엩ꪺꩁ냈ꭾ뷨ꅂ4.륄며ꣃ쏒ꧺꖿ럭(both apology and justification)ꅂ5.ꑈ귻걇띎쇗ꝋꦿ뗸ꧪꯨ(avoiding or ignoring the complaint)ꅂ6.ꫭꗜ늣ꭾ믝굮ꗦꙞꅁꗑ꒽ꕱ뗻꛴ꯡꑾ꿠덂뉺(requests that the product be returned for evaluation by the company)ꅃ 냪꒺뻇곛쑾끷맯륌ꕨ냪ꕾꓥ쑭ꑝ뎰쓲쉫꿇ꕘ꒣Ꙑ뫘쏾ꪺ룉뇏놹걉꙰뷷낶낶(1996) 뻣뉺ꕘ꣢뫘ꕄ굮ꪺꩁ냈룉뇏놹걉ꅁ꓀ꝏ결1.룑쓀:ꕝ걁꒺뎡룑쓀(룑쓀ꖢ뭾귬ꙝꕘꛛ꧳띾ꖻꢭ꒺뎡)ꅂꕾ뎡룑쓀(룑쓀ꖢ뭾귬ꙝꭄꕘꛛ꧳띾ꖻꢭ)ꅆ2.룉쁶:ꭨ꓀결맪뷨룉쁶(ꩁ냈ꅂ뿺룉쁶)ꅂꭄ맪뷨룉쁶(륄며)ꅃ Ꝥꗼ곂(1999)끷맯꿨띾뻣뉺ꕘꑔ뚵ꕄ굮ꪺ룉뇏놹걉꙰ꑕ: 1.륄며ꕛ룑쓀:ꕝꝴꑦ쁙륄며ꅂ낪뚥뫞뉺ꑈ귻륄며ꅂ룑쓀꿊ꖢ땯ꗍ귬ꙝꅂ뮡ꧺ덂뉺꿊ꖢꪺ룉뇏놡ꩰꅆ2.ꭄ맪뷨룉쁶:ꕝꝴ맯ꩁ냈꿊ꖢꪺꙞ삳ꅂꟳꖿꅂꝋ뙏ꪺ쉉ꓟꅂ뚼껆슧ꪫꪺ룉쁶ꅆ3.맪뷨룉쁶:ꕝꝴ떹꒩껸뙏ꚩꅂꝋ뙏뻷늼ꅂ믹꣩ꅂ뿺룉쁶떥귈ꪫꭾ뷟쁶떥ꅃ ꣤꒤곣ꡳ맯꧳Ꝥꗼ곂(1999)Ꙣꭄ맪뷨룉쁶뎡ꗷ꒤ꅁ녎ꟳꖿꅂꝋ뙏ꪺ쉉ꓟꅂ뚼껆슧ꪫ룉쁶떥뚵ꗘ꿇ꑊꚹ뎡ꗷ꒤ꅁ띐꣬뷨뫃ꅃꙝ결껚뻚ꭄ맪뷨룉쁶뭐맪뷨룉쁶뎡ꗷꙕꛛꪺ꒺깥ꅁ꣢Ꙣ릺꓀곉ꥷꑗꪺ뵔ꚳ볒뵫꒣뉍꒧덂ꅃꯡꑈꙢ냑ꛒꚹ덂껉ꅁꥹ싔띖뇄ꗎꅃ Ꙣ쉫꿇룉뇏닓뚵꒺깥ꓨ궱ꅂꗑ꧳ꙕ깡뻇꓁ꑊ끑뷗ꪺꓨꙖ꓀ꅁꭐ꣏룉뇏꒺깥ꚳ꒣Ꙑ궱Ꙗꪺ쓝꧊ꝥ뉻ꅁ꣏녯뻇덎ꑗ맯룉뇏꒺깥ꪺ끑뷗ꟳ꣣꡴닎ꅂ뇸뉺꓆ꅁ엽 30
ꯡ쓲뻇녯ꕈ둎꣤곣ꡳ덝군ꑗꪺ믝ꡄꛒ뙱ꅁꛓꟳ뙩ꑀꡂꙡ놴둍룉뇏쓝꧊뭐꣤ꕌ곛쏶엜볆ꪺ뱶암ꅃ (ꑔ)ꕈ뭻ꪾ꒽ꖭ뉺뷗꓁ꑊꩁ냈룉뇏쓝꧊ꪺ놴끑: 럭압ꯈ궱셻ꩁ냈ꖢ뭾껉ꅁꕌ귌라녱ꖻꢭꪺ껸뙏ꖢ뭾롧엧꒤ꅁ녎맪믚샲녯ꪺ룉뇏꒺깥뭐륷듁뭻ꪾꪺ룉뇏ꯝ륊뙩ꛦꓱ룻ꅁꑀꖹ덯ꑇ뚡ꖢ뷕ꅁꭨꚨ꧒뿗ꪺ꒣꒽ꖭꅁꛓ압ꯈꑝꙝ룉뇏ꪺꙁꯗꖢ뭾ꅁꛓꟳꕛ띐꣬꒣몡띎ꅃꯡ쓲뻇ꑝꙝ덯귓뉻뙈ꪺ꙳Ꙣꅁ뙩ꛓꗸ맏ꕈ뭻ꪾ꒽ꖭ뉺뷗(Equity theory)꣓맯룉뇏쓝꧊뙩ꛦ귥꩒ꅃTax & Brown (1998)뭻결압ꯈ라녱ꑕ굺뭻ꪾ꒽ꖭꪺꑔ귓ꢤꯗ꣓곝ꯝꩁ냈룉뇏: 1. 떲ꩇ꒽ꖭ(outcome fairness): 압ꯈ라쏶ꓟꛛꑶ뒣ꕘꧪꯨꯡꅁ라녱띾ꢺ녯꣬꒰믲떲ꩇꅃ곣ꡳ엣ꗜ띐꣬몡띎ꪺ압ꯈꑪꙨ걏ꙝ꒽ꕱ덹ꚨ꣤꒣ꭋꅁ꧒ꕈ뭻결뷟쁶ꅂ끨뒫ꅂ귗뉺떥ꩁ냈ꕩꕈ륆꣬ꚹ뎡ꗷꪺ몡띎ꅃ 2. 땻Ꟈ꒽ꖭ(procedural fairness): 룉뇏땻Ꟈ꒧걆떦ꅂ덗ꥷ럭ꑈꕩ꿠ꫡ뙏꒧껉뚡ꅃ곣ꡳ엣ꗜ띐꣬몡띎ꪺ압ꯈꑪꙨ걏ꙝ꒽ꕱ뭻뿹꒧멁ꯗꑑ꓀ꧺꟖꖿ뵔ꅁꕂ뉀꒣땓뿝ꙡꖿ꿊ꖢꅃ 3. ꒬냊꒽ꖭ(interactional fairness): 압ꯈ뭐ꩁ냈뉻돵ꑈ귻꒧뚡ꪺꑈ믚쏶ꭙ꒬냊ꅃꫭꗜ꒽ꖭꪺꛦ결ꕝ걁ꫭ뉻ꕘꚳ슧뿋꓁ꕂ룛ꓟ쏶써ꪺ멁ꯗꅆ뉍랡룑쓀Ꝁ띾꿊ꖢꪺ귬ꙝꅁꣃ덝ꩫ룑ꡍ냝썄ꅃ Tax & Brown (1998)ꪺ곣ꡳ떲ꩇ엣ꗜꕈꑗꑔ귓꒽ꖭ멣궱녪꽐ꙡ뱶암압ꯈ맯꧳ꧪꯨ덂뉺ꪺ뗻믹ꅁ띎ꝙ룉뇏ꯡ몡띎ꯗꅁ꣤룑쓀셠엜늧뙱결85%ꅃꗑꑗꕩꪾꅁ굙ꕈꚹꑔ멣궱꣓낵결ꚳ껄룑ꡍꩁ냈ꖢ뭾ꪺ냲슦ꅁ곛ꭈ녎ꕩꕈꑪ둔뒣압ꯈ몡띎ꯗ뭐ꦾ룛ꯗꅃꓱ끟ꗴꗑ꒽ꕱ돦ꓨ궱뙩ꛦꩁ냈룉뇏ꛓꢥꅁ뒣꣑압ꯈ뿯뻜ꪺ뻷라룻꿠뱗ꕛ꣤몡띎ꯗꅃꖻ곣ꡳ결ꑆ싧뉍ꩁ냈룉뇏쓝꧊Ꙣ뭻ꪾ꒽ꖭ멣궱ꑕꪺ꓀쏾ꅁ뻣뉺곛쏶뻇ꪺ곣ꡳ꙰ꫭ.2-7꙰ꑕ: 31
ꫭ.2-7Ꙣ뭻ꪾ꒽ꖭ멣궱ꑕꅂꩁ냈룉뇏쓝꧊꒧꓀쏾뮡ꧺꅇ ꩁ냈룉뇏쓝꧊ ꥷ 롱 뮡 ꧺ ꒽ꖭ멣궱 압ꯈ몡띎귬ꙝ ꗸ띾ꗑ꧳ꩁ냈ꖢ뭾ꗳꅁꛓ결떲ꩇ꒽ꖭ: 1.ꕈꚩꅂꝋ뙏쏘룉쁶ꓨꚡ 삱룉압ꯈ띬ꖢꅁ꧒뒣꣑ꪺꙕ뫘압ꯈ쏶ꩠꧪ끥냓ꭾꅂ끨뙏ꅂ(compensation) 맪뷨룉쁶ꓨꚡꅃ ꯨꯡ덂뉺꒧믹꣩…..떥룉뇏ꓨ 떲ꩇꅃ ꚡꅁ꣓맯압ꯈ뙩ꛦ 덂뉺ꅃ 2.뒣꣑뿯뻜뻷라뿭럓압ꯈ꧒뒣ꕘ꒧ꯘ쒳ꅃ Ꙣꩁ냈ꖢ뭾땯ꗍꯡꅁ압ꯈ떥ꯝ땻Ꟈ꒽ꖭ: 1.ꗸ띾ꕄ냊꧓뻡뿹룉뇏Ꙟ삳냵ꗸ띾덂뉺룉쁶ꚹꩁ냈ꖢ뭾ꚳ쏶ꧪꯨꪺ뭾ꅃ ꛦ덂뉺ꪺ덴ꯗ ꗳ꧒뻺롧ꪺ껉뚡ꅃ 덗ꥷꅂ걆떦2.덂뉺덴ꯗꟖꅃ (response 덂뉺껉뚡ꅃ 3.닄ꑀ뵵ꑈ귻럭돵speed) 덂뉺ꅃ 4.ꕒ꓀뇂앶ꅁꙝ삳 압ꯈ귓ꝏ믝ꡄꅁ뱵꧊덂뉺ꅃ 륄며(apology) Ꙣꖢ뭾땯ꗍꯡꅁ띾ꕈꚳ슧ꪺ꒬냊꒽ꖭ: 1.덂뉺ꑈ귻멁ꯗ 랾덱ꅂ쏶써ꅁꣃ뭻Ꙑ압ꯈꪺ띐압ꯈ뭐ꩁ냈(슧뮪ꅂ쏶써ꅂ룛 ꣼ꅃ 뒣꣑ꪺꑈ맪)ꅃ ꕄ냊꧊띾Ꙣ압ꯈ뒣ꕘꧪꯨꭥꅁꕄ냊믚쏶ꭙ꒬냊ꅃ 2.뉍랡룔뫉룑쓀ꩁ(initiation) 뙩ꛦꩁ냈룉뇏ꅃ 냈ꖢ뭾ꪺ귬ꙝꅃ 3.ꫭ뉻룑ꡍ냝썄ꪺꩁ냈ꑈ귻덂뉺Ꙣꩁ냈ꖢ뭾땯ꗍꯡꅁ압ꯈ떥ꯝꝖꑏꅃ 멁ꯗ ꗸ띾덂뉺룉쁶ꚹꩁ냈ꖢ뭾 ꗳ꧒뻺롧ꪺ껉뚡ꅃ 룪껆꣓랽: (Tax & Brown ,1998ꅆTax , Brown & Chandrashekaran ,1998ꅆSmith, Bolton & Wagner ,1999ꅆ뎯뻥ꓑꅁ2000ꅆ뎯Ɪ뗘ꅁ2000) ꗑꚹ뎡ꗷꪺ끑뷗꣓곝ꅁꩁ냈룉뇏쓝꧊ꪺ뵔ꕩ덺륌뭻ꪾ꒽ꖭ뉺뷗꣓샲녯Ꙙ뉺ꅂ꣣엩ꪺ룑쓀ꅁꙐ껉ꕩ녯ꪾ룉쁶ꓨꚡꅂ룉뇏Ꙟ삳냵ꛦ덴ꯗꅂ륄며ꅂ룉뇏ꕄ냊꧊ꅂꑈ귻멁ꯗ떥꒣Ꙑ룉뇏쓝꧊껄ꩇ녎라맯떲ꩇꅂ땻Ꟈꅂ꒬냊떥ꑔ꒽ꖭ멣궱늣ꗍ꒣Ꙑ땻ꯗꪺ뱶암(Tax & Brown ,1998ꅆSmith, Bolton & Wagner ,1999)ꅃꚹꕾꅂꗑ꧳덯룉뇏 32
쓝꧊룻빁Ꙙ닕ꚨꙨ뫘볒샀룉뇏놡맒ꪺ뵴걇ꅁ꣏녯ꑪꙨ볆곣ꡳ(Smith, Bolton & Wagner ,1999ꅆ뎯Ɪ뗘ꅁ2000ꅆ뎯뻥ꓑꅁ2000ꅆ쇺뫻꒤ꅁ2001)뿯뻜맪엧ꙝꑬꓨ껦ꩫ꣓듺룕꣼던Ꙣ룉뇏ꪬꩰꑕꪺ삳ꅃ ꑔꅂꩁ냈룉뇏떦늤ꪺ꒶닐: Hart, Heskett & Sasser (1990)꒧곣ꡳ걏ꕈ압ꯈ걹ꖢꅂꗸ띾ꝑ볭띬ꖢꪺ왛쉉꣓끑뷗맪ꛦꩁ냈룉뇏ꪺꙮ덂궫굮꧊ꅃꖦ귌ꣃ쉫떲ꕘꗸ띾뙩ꛦꚳ껄룉뇏겡냊ꪺꑃ뚵륌땻ꕈ꣑냑ꛒ꙰ꑕ: 1. 뿅뙱ꚳ껄ꩁ냈룉뇏ꪺꚨꖻꅆ2.ꖴ꽽압ꯈ맯ꖢ뭾삳ꪺꡉ쁱ꅁꣃ빁껉ꙡ뛉얥ꧪꯨ셮궵ꅂ릪쁹ꧪꯨꪺ뒣ꕘꅆ3.ꭥ륷듺압ꯈ꧒듁뇦ꪺꩁ냈룉뇏ꅆ4.Ꟗ덴뇄꣺룉뇏놹걉ꅆ5. 맯귻ꑵ뙩ꛦ룉뇏겡냊ꪺ뇐끖뵭ꅆ6.뇂앶꒩닄ꑀ뵵귻ꑵꅁ엽귻ꑵ꿠ꕒ꓀둸뒤룉뇏Ꝁ띾ꪺ꒺깥뭐삳ꅆ7.떲ꟴ룉뇏샴론ꅁꣃꙞ룪끔떹압ꯈꅁ엽압ꯈꚳ궿꣼둌궫ꪺ띐쒱ꅃ Spreng, Harrel & Mackoy(1995)끷맯410ꛬꙢ띨깡륌땻꒤ꚳꖢ뭾롧엧ꪺ껸뙏꧒뙩ꛦꩁ냈ꖢ뭾덂뉺ꪺ곣ꡳ꒤땯뉻ꅁ곛맯꧳ꕝ룋빁럭ꅁ띨륂럇껉뭐ꝟꅂꕱ뻷ꩁ냈ꫭ뉻ꅂꪫꭾ롧띨륂ꯡꪺ띬뛋땻ꯗ떥귬꣓ꩁ냈쓝꧊ꅁꩁ냈뛇뮼륌땻ꯡꪺ룉뇏맯꧳뻣엩몡띎ꯗ압ꯈꛦ결띎맏(ꙁ쇊띎쑀ꅂꑦ롏)ꚳ엣뗛ꪺ뱶암ꅃ롧륌ꯡ룉뇏ꛓ궰ꝃꑆꗽꭥꖢ뭾꧒덹ꚨꪺ굴궱뱶암ꅃ꣏압ꯈ신늾ꖢ뭾쉫꥓ꪺꓨꙖꅁꣃꕂ곛ꭈ룉뇏걏꒽ꖭꪺꅃ Spreng떥ꑈꣃ끷맯ꩁ냈룉뇏떦늤뒣ꕘ꙰ꑕꯘ쒳: 1.꒽ꕱ믝땯깩ꕘꛢꪺ룉뇏덗릺ꅁꣃ궫ꓟ꧱Ꙣ뭐압ꯈ롧녠놵쒲ꪺ귻ꑵꢭꑗꅃꕒ꓀떹꒩귻ꑵ룉뇏겡냊ꪺ끖뵭빁럭ꪺ뷡앶ꅁ꣏녯ꕌ귌궱셻ꖢ뭾껉ꅁ꿠녱깥덂뉺ꅁꣃꕂ엽압ꯈ몡띎ꅃ 2.ꑀꖹ맪ꛦ룉뇏군릺ꅁ띾삳뽮랥릪쁹껸뙏뙩ꛦꧪꯨꅃ띾덺륌ꧪꯨꅁꑾ꿠냷ꚳ룻Ꙩ뻷라꣓뫻쎴압ꯈꅃ 33
3.ꗸ띾삳뱦띖뗻꛴륷뫢꓀끴ꅁ롧륌닓ꓟ꛴뫢ꯡꅁꙁꡍꥷꓨ껗(맯걊ꚳ압ꯈ뙩ꛦ룉뇏/Ꝭꓞ띳압ꯈ)ꪺ맪걉ꅃ Johnson & Hewa(1997)끷맯냓띾륂끥띾(commercial carrier)ꅁꚬ뚰ꑆ150귓ꩁ냈룉뇏ꗳꅁꣃ꣤꒺깥뻣뉺ꕘ녠ꢣꪺ꒻뚵ꩁ냈룉뇏떦늤꙰ꑕ(ꢣꫭ.2-8): ꑀ. 맯ꕘ셮ꧪꯨꪺ룉뇏덂뉺(Squeeaky wheel): 럭띾얥꣬압ꯈꪺꧪꯨ삳ꯡꅁꑾꕈ귓껗덂뉺ꪺꓨꚡ뙩ꛦ룉뇏ꅁꣃꕂꡓꚳꑀꥷꪺ덂뉺볒ꚡꅁꞹꗾ뗸럭껉압ꯈꧪꯨꪺ땻ꯗꅂ놡맒ꅂ냝썄쑙궫ꯗ떥덂뉺ꅆꛜ꧳ꡓꚳꕘ셮ꧪꯨꪺ꒣몡압ꯈꦹꦹ걏덑띾ꦿ뗸ꪺꑀ롳ꅃ룉뇏ꚳ껄땻ꯗ결꒻뚵떦늤꒤돌ꝃꅁꙐ껉ꑝ걏돌녠ꢣꪺ룉뇏떦늤ꅃ ꑇ. ꡴닎꓆Ꙟ삳ꅝSystematic responseꅞꅇ ꚹ쏾룉뇏놹걉뗸ꩁ냈ꖢ뭾걏때ꩫꞹꗾ쇗ꝋꪺꅁꙝꚹ띾믝굮껉껉끷맯ꖢ뭾쏾ꮬ낵ꚳ껄ꪺꝐ쉟샀ꥷꅂꟳ띳빁럭ꪺ룉뇏놹걉ꅁꣃꕂꚳ꡴닎ꙡꕨ뽮랥Ꙟ삳ꅃ뭐ꭥ곛Ꙑ꒧덂곒걏덑냊ꙡ놵꣼압ꯈꧪꯨꝩꪾꛓ뙩ꛦ룉뇏Ꙟ삳ꅆ곛늧꒧덂ꭨ걏ꑷ롧녎ꩁ냈ꖢ뭾ꙃ결룉뇏군땥뙩ꛦꪺꑀ뎡ꗷꅃ ꑔ. ꚭꢾ뵤륷쒵(Distant early warning line ;DEW line): ꚹ쏾룉뇏놹걉Ꙣ볧Ꙣꩁ냈ꖢ뭾땯ꗍꭥꅁꑷ낵ꙮ륷쒵럇돆ꅁꕈ듁꿠ꢾ뵤ꖢ뭾ꪺ땯ꗍ궰ꝃ꣤굴궱뱶암땻ꯗꅃ녪꓆닄ꑇ뚵룉뇏떦늤(꡴닎꓆Ꙟ삳)맯ꗽ륷쒵럇돆ꪺ꒣ꢬ꒧덂ꅃ ꕼ. 륳꿊쉉ꩁ냈룉뇏(Zero defects): ꚹ쏾룉뇏놹걉Ꙣ교ꑏꕨ낣꧳ꩁ냈뛇뮼륌땻꒤ꕩ꿠뻉교ꩁ냈꿊ꖢ땯ꗍꪺ뿹뭾ꅁ뙩ꛓ륆꣬ꩁ냈ꪺ륳꿊쉉ꅃ ꒭. 릪쁹ꖢ뭾ꪺ땯ꗍꅁ싇ꕈ깩뉻꣤룉뇏ꖩ(Instigate failure and recovery): ꚹ쏾룉뇏놹걉녪뷕Ꙣꩁ냈ꖢ뭾륌땻꒤ꅁꕈ맪믚낪뙗ꪺ룉뇏ꖩ뙩ꛦ덂뉺ꅁꕈ샲녯낪ꯗꪺ압ꯈꦾ룛ꯗꅃ ꒻. ꕨ맯쑶ꪧꪺꖢ뭾뙩ꛦ룉뇏(On deck): 34
ꚹ쏾룉뇏놹걉녪뷕Ꙣ쑶ꪧ맯ꓢ때ꩫ덂뉺ꖢ뭾ꪺ놡ꑕꅁ띾ꕄ냊ꕘ궱결압ꯈ뙩ꛦ덂뉺ꅁꕈ띩녯압ꯈꪺꭈꗴꅃ ꫭ.2-8:ꩁ냈룉뇏떦늤꒺깥: 룉 뇏 떦 늤 쁵 쉉 꿊 쉉 1.맯ꕘ셮ꧪꯨ룉뇏덂뉺 ꫡ뙏띇믹 때ꥷ룉뇏볒ꚡꅂ룻꒣결압ꯈꭈꗴ 2.꡴닎꓆Ꙟ삳 뒣꣑ꥷ룉뇏볒 May become out of date ꚡꅂ룻결압ꯈꭈꗴ 3.ꚭꢾ뵤륷쒵 궰ꝃꖢ뭾맯압ꯈ ꧒믝꓀꩒ꚨꖻ꧹뙑ꅂ뚷녠뫊뗸ꩁ냈뛇뱶암땻ꯗ 뮼륌땻 4.륳꿊쉉룉뇏 뇆낣ꩁ냈꿊ꖢ Ꙣ낪ꯗ엜늧ꪺꩁ냈뛇뮼륌땻꒤ꅂ걏쏸ꕈ륆꣬ꪺꅆ믝ꫡꑪ뙱껉뚡ꅂ뿺ꅂ룪랽ꑊ꧳ꩁ냈ꭾ뷨뫻꯹ 5.릪쁹ꖢ뭾땯ꗍꅁ 뱗ꕛ압ꯈꦾ룛ꯗ 때ꩫꞹꗾꛒ뙱둸뒤ꩁ냈꿊ꖢ맯압ꯈ꒧싇ꕈ깩뉻꣤룉뇏ꖩ 뱶암 6.ꕨ맯쑶ꪧꪺꖢ뭾뙩 쒹녯띳압ꯈ 쑶ꪧꪺꖢ뭾룪끔샲녯꒣꧶ ꛦ룉뇏 룪껆꣓랽: Johnson & Hewa(1997) Tax & Brown (1998)껚뻚ꧪꯨ압ꯈ맯꧳ꩁ냈룉뇏ꪺ뗻꛴ꅁ덶ꡂ땯깩ꕘꑀ깍뒣낪ꩁ냈룉뇏셚껄ꪺ땻Ꟈ뭐낵ꩫꅁ꣤ꕼ뚵룉뇏땻Ꟈ꒺깥꙰ꑕ: 1.뵔뭻ꩁ냈ꖢ뭾: 덺륌셚껄볐럇꒧덝ꗟꅂ맯귻ꑵ룑뮡ꩁ냈룉뇏꒧궫굮꧊ꅂ뇐뻉압 ꯈ꙰꛳ꚨꕜ륆ꚨꧪꯨ꒩띾ꑆ룑ꅃ 2.룑ꡍ압ꯈ냝썄: 덺륌뒣꣑꒽ꖭꪺ떲ꩇ(룉쁶ꪺ떲ꩇ)ꅂ땻Ꟈ(덂뉺ꪺ륌땻)ꅂ꒬냊(덂 뉺ꪺ꒬냊쏶ꭙ)엽압ꯈ띐꣬몡띎ꅃ 3.맯ꩁ냈ꖢ뭾뙩ꛦ랾덱뭐꓀쏾: 덺륌ꧪꯨꫭ껦ꪺ덝ꗟꅂ뗻꛴뉻돵ꧪꯨ꿊ꖢꅂ녎압ꯈꪺꧪꯨ띎ꢣ뙩ꛦꚬ뚰ꅂ꓀쏾뻣뉺ꅁ귻ꑵꙁ뇐끖뵭ꅁꣃꕂꕩꭐ꣏뫞뉺끷맯꒣Ꙑ압ꯈ롳샀ꥷꙨ꒸ꪺꛦ빐떦늤ꅃ 4.뻣Ꙙ룪껆떽뻣엩ꩁ냈: 덺륌꯹쓲ꙡꚬ뚰ꩁ냈ꭾ뷨룪껆ꅁ뛇끥룪껆ꅁꣃ꒣ 쉟ꙡ맯ꩁ냈ꭾ뷨걹땻ꪺ떽뙩ꛦꑈꑏꅂꪫꑏꅂꓟꑏꪺ룪ꅁ꣓뒣ꩁ냈룉뇏 ꯡꪺ뻣엩몡띎땻ꯗꅃ 35
Brown(2000)뒿뮡Ꝭꚬ띳압ꯈ걏궫굮ꪺꅁꗸ띾ꑝ굮엩뭻꣬ꯘꗟ걊ꚳ압ꯈꪺꦾ룛ꯗꗧ걏꣨꒣깥뵷ꪺꅃꩁ냈룉뇏걏냶압ꯈꦾ룛ꯗꪺꝑ뺹꒧ꑀꅃꩁ냈셚껄ꙮꪺꗸ띾껉녠덺륌뱳꩸ꅂ뻣엩꧊ꪺ룉뇏떦늤꣓뫻쎴압ꯈꦾ룛ꯗꅁꛓ덯떦늤ꑪ교ꕩꕈ쉫꿇꙰ꑕꕼ뚵: 1.녎귻ꑵ롵뚱ꅂ끖뵭뇂앶ꕛꑊ꧳Ꙩ꒸룉뇏떦늤꒤ꅃ 2.ꯘꗟ룉뇏땻Ꟈꓞ뿅뙱볐럇ꅃ 3.뒣꣑슲꧶Ꙩ꒸ꪺꗓ뙄뫞륄ꅁ릪쁹압ꯈ뙩ꛦꧪꯨꅁ꣏룉뇏Ꙟ삳꿠냷ꗟꝙ덂뉺ꅃ 4.ꭏ꽤압ꯈ껸뙏룪끔ꅂ끏뿽ꩁ냈ꖢ뭾ꗳ귻ꑵꙞ삳ꅁꣃꯘꗟ룪껆깷ꅁꕈ뙩ꛦ 압ꯈ뫻쎴룉뇏꡴닎ꪺ뻣뉺ꅃ ꗑꕈꑗꙕ뻇꧒뒣ꕘꪺ룉뇏떦늤ꅁ쇶땍ꫡ뙏곆Ꙩꕂ땻Ꟈ셣싸ꅁ꙰ꩇ롧륌ꗸ띾뇄ꗎꣃ뢨맪꧳ꩁ냈럭꒤ꅁꭨ녎결띾ꕄ곙ꑕ덜Ꙩ볧Ꙣꪺꖢ뭾ꚨꖻꅁꣃꕩ쒹녯덜Ꙩꖿ궱ꪺ압ꯈꯡ쓲ꛦ결ꅁꝙ꙰ꖿ궱ꑦ롏ꯅ뛇ꅂ압ꯈ닕슴꧓뿕ꅂꙁ쇊띎쑀ꅂ압ꯈꦾ룛ꯗꗸ띾뙈떥ꅃꙐ껉곣ꡳꗧ엣ꗜꅇ굙ꗸ띾ꭩ꧳결룉뇏겡냊뙩ꛦ룪ꅁꭨ녎라꣏꣤ꝑ볭ꚨ30-150%ꖪꕫ(Brown,2000)ꅃꕩꢣꩁ냈룉뇏꒣돦ꕵ맯압ꯈꚳ꽱ꅁ맯꧳ꗸ띾ꛓꢥꅂꟳ걏ꑀ뚵귈녯룪냑뭐ꪺ겡냊ꅃ ꕼꅂ듺뙱ꩁ냈룉뇏몡띎ꯗ꒧ꑵ꣣: ꩁ냈룉뇏몡띎뙱ꫭRECOVSAT 듁뇦걏압ꯈ띐쒱ꩁ냈뱴냓삳룓(should)뒣꣑꒰믲ꩁ냈떹껸뙏ꅁꛓ꒣걏녎굮(would)뒣꣑꒰믲ꩁ냈떹껸뙏(Parasuraman ,Zelthaml & Berry,1988:17)ꅃ곛Ꙑꪺ랧꧀ꑝ덑Boshoff(1999)삳ꗎꛜꩁ냈룉뇏겡냊ꑗꅁꕌ뭻결비꣼ꖢ뭾ꪺ뱴냓삳룓ꪾ륄압ꯈ맯꧳룉뇏ꫭ뉻ꪺ듁뇦Ꙟ삳걏꒰믲ꅃ띎ꝙꙢꩁ냈땯ꗍꖢ뭾ꑕꅁ압ꯈ띐쒱뱴냓삳룓뒣꣑꒰믲룉뇏놹걉떹ꕌ귌ꅁꛓ꒣걏녎굮뒣꣑꒰믲룉뇏놹걉ꅃꙐ껉Boshoffꑝ뭻결쁈ꯡꩁ냈룉뇏셚껄ꪺ뗻ꥷ녎라ꡍꥷ압ꯈ맯꧳ꩁ냈룉뇏ꪺ몡띎땻ꯗꅃ걏ꙝ결럭껉꿊ꕆ듺뙱ꩁ냈룉뇏ꯡ몡띎ꯗꪺꑵ꣣ꅁ꣏녯뱴냓Ꙣ뙩ꛦ압ꯈ룉뇏몡띎ꯗ꒧듺뙱 36
껉ꅂ궿꣼궭꣮ꅃꙝꚹꭐ꣏Boshoff(1999)뾳끟ꑆ꓀꩒압ꯈꪺ룉뇏듁뇦꣓곉ꥷꩁ냈룉뇏몡띎ꯗꪺ쓝꧊ꅆ뙩ꛓ뻚ꭥ굺곣ꡳ떲ꩇ땯깩ꑀ귓듺뙱ꩁ냈룉뇏몡띎ꯗꪺꑵ꣣(RECOVSAT)ꅃ 궺ꗽ결ꑆꚬ뚰뱶암ꩁ냈룉뇏ꯡ몡띎ꯗꪺ뷑Ꙩ쓝꧊ꅁBoshoff 끷맯ꑔꛬ꿨ꅂ믈ꛦ떥꒣Ꙑ늣띾곉ꕄ뫞뙩ꛦ뉠ꯗ던뷍ꅁꣃ끷맯뒿Ꙣ꿨ꅂ믈ꛦ떥늣띾뙩ꛦ껸뙏ꪺ12ꛬ롳늳뙩ꛦ땊쉉많엩ꩫꅁꕂꝑꗎ압ꯈ띎ꢣꕤꅂꭈ꣧떥ꑔ뫘뫞륄꣓뙩ꛦꚬ뚰ꅁ룕맏녱꒤뱳꩸ꙡꑆ룑압ꯈ맯꧳ꩁ냈ꖢ뭾ꯡꪺ룉뇏덂뉺ꪺ곝ꩫꅁ떲ꩇꑪ교꓀결15귓쓝꧊ꅃBoshoff ꕈ덯쓝꧊결냲슦ꅁ싇ꗑ맪쏒곣ꡳꪺ뙩ꛦꅁꣃꝑꗎꙝ꿀꓀꩒꣓뗑꣺ꕘꙘ빁ꪺꩁ냈룉뇏쓝꧊꒧멣궱ꅁ뭳ꝀRECOVSAT뙱ꫭꅃꣃꕂ둎RECOVSAT뙩ꑀꡂꙡꕨ낵ꭈꅂ껄ꯗꪺ샋엧ꅃ떲ꩇ땯뉻꣤ꭈꯗ볆뙗륌( Cronbach’s alpha)ꅆꛜ꧳RECOVSAT걏ꝟ꿠듺뙱ꩁ냈룉뇏쓝꧊꣤몡띎ꯗ떥ꯘ멣껄ꯗ(Construct validity)ꅁ띎ꝙ듺뙱ꑵ꣣걏ꝟ듺녯뉺뷗륷듺ꪺ떲ꩇꅃBoshoffꭨꗑꑔ뫘껄ꯗꑵ꣣꣓듺뙱꙰ꑕ:쇍Ꙑ껄ꯗ(Convergent validity)ꅁ띎ꝙꙕ뫘꒣Ꙑꪺ쏒뻚걏ꝟ뎣ꓤ꯹듺뙱ꑵ꣣ꅆ냏ꝏ껄ꯗ(Discriminant validity)ꅁ띎ꝙ걏ꝟ듺뙱ꑵ꣣꧒녯ꪺ떲ꩇ뭐듺꣤ꕌꪫ엩ꪺ떲ꩇ꒣Ꙑꅆ뉺뷗껄ꯗ(Nomological validity)ꅁ띎ꝙ룓뙱ꫭ뭐뉺뷗ꑗ곛쏶ꪺ멣꧀뚡ꚳ빁럭ꪺ곛꒬쏶덳떥(ꚶ걘굙ꅁ2000)ꅁ꣓맯RECOVSAT뙩ꛦ듺룕ꅃꙢ쇍Ꙑ껄ꯗꓨ궱:ꩁ냈룉뇏ꯡ몡띎ꯗ뭐ꑀ꿫몡띎ꯗ꒧뚡ꚳ엣뗛ꖿ곛쏶(꣤ꭙ볆결.369, p<.0001)ꅁ닅Ꙙ쇍Ꙑ껄ꯗꪺ귬ꭨꅁ띎ꝙꩁ냈룉뇏ꯡ몡띎ꯗ뭐꣤ꕌ곛Ꙑ멣꧀(ꑀ꿫몡띎ꯗ)ꚳꖿꙖ쏶덳ꅆ냏ꝏ껄ꯗꓨ궱:ꩁ냈룉뇏ꯡ몡띎ꯗ뭐ꩁ냈ꭾ뷨(.115)ꅂ믹껦(.189)꒧뚡꣤곛쏶꧊꒣낪ꅁ닅Ꙙ냏ꝏ껄ꯗꪺ귬ꭨꅁ띎ꝙ룓뙱ꫭ뭐뉺뷗ꑗ꒣곛쏶ꪺ멣꧀ꡓꚳ곛꒬쏶덳ꅆ뉺뷗껄ꯗꓨ궱 ꩁ냈룉뇏ꯡ몡띎ꯗ빁ꯗꙡ뭐ꦾ룛ꯗ(.268)ꝥ뉻ꖿ곛쏶ꅁ닅Ꙙ뉺뷗껄ꯗꪺ귬ꭨꅃ곣ꡳ떲ꩇ땯뉻RECOVSAT뙱ꫭ꣣돆ꕈꑗꑔ뫘껄ꯗꅃꗑꑗ굺ꭈꅂ껄ꯗꪺ뎯굺ꅁ엣ꗜRECOVSAT뙱ꫭꪺ뵔꿠ꗎ꣓듺룕껸뙏Ꙣꩁ냈룉뇏ꯡ꒧몡띎ꯗꅃ 37
RECOVSAT녎뗻꛴꒺깥꓀ꚨꑕꙃ꒻뚵멣궱끑뷗:1.ꑈ귻맯룉뇏덂뉺ꪺ멁ꯗ랾덱ꖩ(Communication)ꅆ2.빁럭뷡꒩ꑈ귻뙩ꛦ룉뇏ꡍ떦ꪺ앶ꑏ(Empowerment)ꅆ3.빁껉Ꙟ룉뇏뙩ꯗ룪끔(Feedback)ꅆ4.룉쁶ꓨꚡ(Atonement)ꅆ5.ꧺ뵔슲굮룑쓀ꖢ뭾귬ꙝ(Explanation)ꅆ6.맪엩샴맒ꅂ덝걉ꅂꑈ귻곯뗛떥ꕾꙢꚳ꒧볐럇걏ꝟ꣣돆(Tangibles)ꅃ Boshoff(1999)뭻결RECOVSAT뙱ꫭꪺ땯깩ꅁꙢꖼ꣓녎꿠냷ꚨ결ꩁ냈뫞뉺ꪺꚳ꽱ꑵ꣣ꅁꣃꕂ륷듁꿠결ꗸ띾녡꣓ꑕꙃ끞쑭:1.군뫢뻣엩셚껄ꫭ뉻ꪺ몡띎꓀볆ꅆ2.뿅뙱닄ꑀ뵵귻ꑵꪺꩁ냈룉뇏셚껄ꅆ3.산압ꯈ뱦뗸룓ꗸ띾뙩ꛦꩁ냈룉뇏셚껄걏ꝟꚳ껄ꅆ4.낵결ꗸ띾닕슴Ꙣ뙩ꛦꩁ냈룉뇏몡띎ꯗ뷕걤ꪺꭥ뒣냑ꛒꅆ5.ꕩꕘꙢ뫻쎴ꚨꕜꪺ압ꯈ쏶ꭙꑕꅁ쎪ꗸ띾땯깩ꪺ냝썄꧒Ꙣꅃ Bejou & Palmer (1998)뭻결럭ꩁ냈ꖢ뭾땯ꗍ껉ꅁ덺륌ꚳ껄ꪺ꧓뿕압ꯈꭈ뿠ꅁ라꣏압ꯈ맯꒽ꕱꪺꦾ룛ꯗ뒣낪ꅁꙐ껉ꑝ뱗ꕛꑆ압ꯈꖼ꣓ꙁ쇊ꪺ띎쑀ꅃꗑꑗ굺ꓥ쑭ꕩꕈ곝ꕘꅁ굙걏맯꧳꒣Ꙑ띾ꝏꅁ뙩ꛦꩁ냈ꖢ뭾뭐룉뇏놹걉ꪺ꓀쏾냏륪곣ꡳꅁ녎ꚳꝕ꧳룓꽓ꥷ늣띾꒧띾ꟳ뙩ꑀꡂꑆ룑꽵ꖿꕏ껸뙏몡띎걏꒣몡띎ꪺꩁ냈ꫭ뉻ꅁꣃꕩ뻚ꚹ곣샀ꕘꕏ압ꯈ몡띎ꪺ룉뇏놹걉ꅁ맯뻣엩ꩁ냈ꭾ뷨꿠냷Ꙗꑗ썫ꅃꙢ껸뙏ꭏ앀띎쏑낪몦ꪺ껉ꕎꅁ덯녎라걏ꣳꝕ띾ꗃ쓲롧샧ꪺꝑ뺹ꅃ ꒭.떲뭹: 덜Ꙩ뻇얳꧳ꖢ뭾땯ꗍ꒧ꯡꅁꩁ냈룉뇏맯꧳압ꯈꅂꗸ띾ꪺ궫굮꧊ꅁ꧒ꕈꗽꯡꑊꩁ냈룉뇏ꪺ곣ꡳ믢냬ꅃ녱꒣Ꙑ멁ꪺ룉뇏꓀쏾떥냲슦꧊쉫꿇곣ꡳ뙽ꥬꅁ멃멃덶몥꽁꣬룉뇏쓝꧊ꪺ꓀꩒ꅁ뙩ꛓ싇ꗑꙕꚡ뉺뷗(꙰꒽ꖭ뉺뷗ꅂ듁뇦꒣ꑀ교뉺뷗)결냲슦ꅁ꓁ꑊ룉뇏ꯡ껸뙏ꛦ결ꪺ곣ꡳ끑뷗ꅁꣃ땯깩ꛜ뉻꒵룉뇏떦늤ꅂꯘ쒳꒧뒣꣑결ꓮꅁꗑꚹꕩ곝ꕘꩁ냈룉뇏ꪺ곣ꡳ믢냬걏ꟳꕛꙡ싗맪Ꙩ꒸ꅃ 38
ꗑ꧳ꩁ냈룉뇏곣ꡳꪺꙨ꒸꧊ꅁ꣏녯Ꙣꩁ냈룉뇏ꥷ롱꒧곉ꥷ때ꩫꧺ뵔싧뉍ꅁꖻ곣ꡳ듁뇦꿠싇ꗑꓥ쑭꒺깥ꪺ뻣뉺ꅁꟳꕛꑆ룑ꩁ냈룉뇏믢냬ꪺ곣ꡳ땯깩ꅂꢫꙖꅂ뵤돲ꅁꣃꕂꟳ꿠뉠ꪾ꣤꒺뉛ꅃ결ꡄ곣ꡳ엜볆ꥷ롱꿠ꧺ뒷ꅁꖻ곣ꡳ뫮Ꙙꑗ굺ꓥ쑭꒺깥꧒ꗜꅁ룕맏맯ꩁ냈룉뇏궫띳쓄굺꙰ꑕ:껸뙏Ꙣꩁ냈뛇끥ꪺ꒬냊륌땻꒤ꅁꝙꕝ걁뭐ꑈ귻ꅂ맪엩샴맒덝걉ꅁ꣤ꖦꚳꅂ때ꪺꙝ꿀떥ꅁꑀꖹ늣ꗍ꒣둲꺮ꪺ띐쒱껉ꅁꝙ덑뭻ꥷ결ꖢ뭾땯ꗍꅆꚹ껉ꩁ냈뒣꣑결ꑆꖭ꺧압ꯈꪺ굴궱놡뫼ꅁ뇄꣺곛쏶ꛦ냊꣓맯ꩁ냈꿊뎴ꅂꖢ뭾뙩ꛦ덂뉺ꅁ덯놹걉ꝙ뫙결ꩁ냈룉뇏ꅃ 39
닄 ꑔ 론 ꖢ 뭾 쉫 ꙝ ꚹ론꒺깥ꕄ굮ꗽ꒶닐쉫ꙝꥷ롱뭐꣤삳ꗎ뵤쎥ꅁ쁈ꯡꙁ놴꿁Ꙣ쉫ꙝ꓀쏾꧊뷨ꑕꅁꙕ멣궱굉ꯡ꧒ꕎꫭꪺꝴ롱ꅆ돌ꯡꭨ끑뷗쉫ꙝ멣궱Ꙣ냓띾ꗦ꧶꿊ꖢꑕ꒧삳ꗎ뭐꣤맯ꯡ쓲껸뙏ꛦ결띎맏꒧뱶암ꅃ ꑀ.?쉫ꙝ삳ꗎ뵤쎥ꅇ 쉫ꙝꑄ걏Ꙣ꒣뵔ꥷꪬꩰꑕꅁꗵ뿠ꕩ둍뵵꿁ꛓꯡ낵ꕘꪺꝐ쉟ꛦ결ꅃꖦ걏ꗑꯡ떲ꩇ뇀뷗ꛜꭥ귬ꙝꪺ륌땻ꅁꣃꕂ믝굮ꗵ뿠ꕾ곉ꪫꪺ뵵꿁꣓뙩ꛦꙝꩇ뇀뷗ꅃ덺륌쉫ꙝ꓀꩒ꅂ압ꯈ꒣ꗺꕵ걏ꕩꕈ녱ꖢ뭾럭꒤ꅁ띪둍결꛳라땯ꗍꪺ귬ꙝꅁꣃꕘꙘ뉺ꪺ룑쓀뉺ꗑꕾꅁ쇙ꕩ산ꝕꗸ띾ꑆ룑압ꯈꙢ늣ꭾ꿊ꖢ껉ꪺꯡ쓲삳ꅁꕈ꣑띾뒣ꕘꚳ껄ꪺ룑ꡍ맯떦ꅝFolkes, 1984ꅞꅃ 맪ꑗ쉫ꙝ뉺뷗끟랽ꑷꑛꅁ뮷ꛛ1958꙾Heider꧒뗛ꪺꅵꑈ믚쏶ꭙꓟ뉺뻇ꅶ(The Psychology of Interpersonal Relations)ꑀ껑뙽ꥬꅁHeiderꝙ룕맏ꝑꗎ쑙싔ꪺ곬뻇ꓨꩫ꣓맯쉫ꙝ뙩ꛦ뉠ꑊꙡ놴꿁ꅁꕌ뭻결쉫ꙝ걏귓엩맯꧳ꛛꑶꕌꑈꛦ결ꙝꩇ롧엧꓀꩒륌ꯡꅁꛓ녎ꛦ결귬ꙝ쉫뷑꧳꒺Ꙣꛦ결ꖻꑈꕾꙢ샴맒ꙝ꿀꒧뻺땻ꅃ슲ꢥ꒧ꅂꗑ꧳귓엩ꖻꢭ뭻ꪾ꒧깴늧ꅁ맯ꛦ결떲ꩇꪺ룑쓀뭐쉫ꙝꗧ라ꚳ꧒꒣ꙐꅃꙐ껉ꑝꗑ꧳ꯡ쓲덜Ꙩ뻇곣ꡳꪺꑊꅁ꣏녯쉫ꙝ뉺뷗꒣쉟ꙡꙢꓟ뉺뻇믢냬덶몥ꚨ굟ꞧꅃ Jones & Nisbett꧳1972꙾ꪺ곣ꡳ꒤ꅁ뻣뉺ꕘ쉫ꙝ뉺뷗꧒쏶ꓟꪺ냝썄꧒Ꙣꅁ녱ꑕ궱귌ꕩꕈꑪ늤ꪾ륄ꑀ꿫ꫀ라왛맮꧒쏶ꓟ쉫ꙝꪺꓨꙖꢫ뛕: 1.ꭐ꣏ꫀ라왛맮ꚬ뚰덂뉺뭐ꗳ뻉ꙝꚳ쏶룪끔ꅁꙐ껉깩뙽쉫ꙝ륌땻ꪺꙝ꿀결꛳ꅈꝙ결꒰믲굮뙩ꛦ쉫ꙝꅈꙢꢺ놡ꩰꑕ라뙩ꛦ쉫ꙝ겡냊ꅈ 40
2.뱶암ꫀ라왛맮쉫ꙝꝐ쉟ꪺꙝ꿀결꛳ꅈꝙ꙰꛳꣓뙩ꛦ쉫ꙝꅈ꧒륂ꗎꪺ룪끔ꮬ멁결꛳ꅈ꙰꛳끷맯덯룪끔꣓뙩ꛦ덂뉺ꅈꛓꚳꢺꙝ꿀ꕩ꿠라ꕨ뱶암쉫ꙝꝐ쉟ꪺꖿ뵔꧊ꅈ 3.ꫀ라왛맮꧒낵ꪺ쉫ꙝꝐ쉟꣣ꚳꢺ냲ꖻ쏾ꮬꅈ 4.ꚨ꽓ꥷ쉫ꙝꝐ쉟ꕩ꿠뻉교ꪺꯡꩇ결꛳ꅈ 녱ꑗ굺꒺깥ꕩꑆ룑쉫ꙝꪺꓨꙖꢫ뛕꒧ꕾꅁꙐ껉ꖻ곣ꡳ뇽땯깩ꪺ쉫ꙝꓨꙖ뗛궫꧳ꖢ뭾쉫ꙝꕩ꿠뻉교ꪺꯡ쓲껸뙏ꛦ결띎맏ꖢ뭾쉫ꙝꪺ꓀쏾멣궱ꅁꝙ룻낾꧳ꑗ굺냝썄ꕼꅂꑔꅃ Mizerski ,Golden,& Kernan(1979)띐꧳ꙕ깡맯쉫ꙝ랧꧀ꪺ룑쓀꓀ꅁ때ꩫ맯꣤랧꧀낵꡴닎꓆ꪺ뻣뉺ꅁꙝꛓ쉫꿇뻣뉺ꕘꑗ굺ꕄ굮ꪺꕼ뚵쉫ꙝ뉺뷗ꅁ꙰Jones & Davisꪺ맯떥뇀뷗뉺뷗(The Theory of Correspondence Inference,1965 ) ; Bemꪺꛛꪾ쒱뉺뷗(Self-perception Theory ,1965 ) ; Kelley꧳1967꙾ꪺ쉫ꙝ뉺뷗떥ꅃ녱ꢺ껉끟ꅂ쉫ꙝ뉺뷗ꑷ낳땍ꚨ결럭껉ꫀ라ꓟ뉺뻇꒤ꅁ룻꣼앷ꫯꪺ뉺뷗(Harvey & Weary , 1984; Ross & Fletcher , 1985)ꅃ땯깩ꛜ꒵ꅂ쉫ꙝ뉺뷗ꑷ뻖ꚳ꣤ꞹ뻣ꓣ맪ꪺ뉠ꭰ냲슦ꅁꣃ꣤꽁끑뷗ꪺ뱨궱ꅂ뵤돲랥결뱳꩸ꅁ녠결꣤ꕌ뻇덎ꅂ띾곉믢냬꧒삳ꗎꅃ ꑇ.쉫ꙝ꓀쏾꧊뷨ꅇ Ꙣ룑쓀ꗳ떲ꩇꪺ뉻뙈귬ꙝ껉ꅁꑈ귌덱녠뛉Ꙗ꣏ꗎꕈꑕꑔ뚵쉫ꙝ멣궱꣓귥꩒ꗳꅁ룑쓀귬ꙝ: 1.놱꣮ꪺ덤ꗴ쉫쓝(locus of control): Rotter(1966)ꕘ귓엩굙뭻결뱗녪Ꝁꗎ꒧늣ꗍꅁ걏ꛛꑶꖻꢭꛦ결떲ꩇ걏뭐ꗍ꣣돆ꪺ꽓뷨ꅂ꿠ꑏ꧒덹ꚨꪺꅁꚹ껉귓ꑈ맯ꙝꩇ쏶ꭙꥍ놱꣮룻뛉Ꙗ꧳꒺놱ꭈ꧀ꪺꪬ멁ꑕꅆ꒧ꅂ굙귓엩곛ꭈ뱗녪Ꝁꗎ꒧늣ꗍꅁꑄ걏냲꧳ꛛꢭ때ꩫ놱꣮뱶암ꪺꕾꙢꙝ꿀(꙰뻷라ꅂꥒ륂떥)ꅁꛛꑶ걏때ꩫ엜ꑺ륷ꪺꅁ룻낾꧳ꕾ놱ꭈ꧀ꪺꪬ멁(닸뚮쓵ꅁꗁ88)ꅃFolkes(1984)ꭨ녎덤ꗴ쉫쓝(locus)ꪺ랧꧀ꪽ놵삳ꗎꙢꯡ쓲ꪺ늣ꭾ꿊ꖢ쉫ꙝ 41
곣ꡳ꒤ꅁꕌ뭻결Ꙣ룓놡맒ꑕ(비륊늣ꭾ꿊ꖢ)ꪺ껸뙏ꅁ라뿯뻜ꗑ뷖꣓뻡굴ꅂ룑ꡍ룓꿊ꖢ덤ꗴꅃ덤ꗴ쉫쓝덯료ꪺ걏ꅇꅵ꿊ꖢ덤ꗴ걏굮쉫뷖(껸뙏냓깡)꣓굴덤룑ꡍꪺꅶꅃ 2.쎭ꥷ꧊(stability): Weiner(1972)뭻결ꗺꕈ놱꣮ꪺ덤ꗴ쉫쓝멣궱(locus of control)꣓맯덜Ꙩꪫ뙩ꛦ쉫ꙝ곣ꡳ룑쓀ꅁꚳꖢꯈ왛ꅁ꧒ꕈꙢ냑끵Heiderꪺ냲ꖻ걛멣ꑕꅁ쑾Rotter(1966)꧒뒣ꕘꪺ놱꣮ꭈ꧀멣궱ꯡꅁ구ꗍꕘ쎭ꥷ꧊결닄ꑇ귓쉫ꙝ멣궱ꅁꛓ쎭ꥷ꧊덯료ꪺ걏귬ꙝꪺꑛ볈땻ꯗꅃWeinerꗸ맏떲Ꙙ놱꣮ꪺ덤ꗴ쉫쓝ꭈ꧀(꒺/ꕾꙢ놱꣮)뭐쎭ꥷ꧊(쎭ꥷ뭐ꝟ)꣢쉫ꙝ멣궱ꅁꗑ덯꣢멣궱ꗦ슴ꚨꗦꕼ귓ꙝ꿀(꿠ꑏꅂꝖꑏꅂꑵꝀ쏸ꯗꅂ륂껰)꣓ꯘ멣ꕒ맪ꑇꙖꯗ쉫ꙝ볒ꚡꪺ꒺깥ꅃꛓFolkes(1984)Ꙣꯡ쓲ꪺ늣ꭾ꿊ꖢ쉫ꙝ곣ꡳ꒤ꅁ녎쎭ꥷ꧊룑쓀결:ꅵꖢ뭾걏롧녠땯ꗍ걏곰땍낸땯ꪺꅶꅃ 3.ꕩ놱꧊(controllability): Weiner(1979)꧓쓲꒧ꭥꑇꙖꯗ쉫ꙝ볒ꚡꅁ뉋ꕛꕩ놱꧊결닄ꑔ귓쉫ꙝ멣궱ꅃ덯료ꕩ놱꧊ꪺ걏ꗳ땯ꗍꪺ귬ꙝ꿠덑귓ꑈ띎쑀꿠ꑏ꧒놱꣮ꪺꅁ뙗ꕘ귓ꑈ띎쑀꿠ꑏ꧒꿠놱꣮ꪺ뵤돲ꅃꙢꕴꛦ룉ꕛ(ꢭꓟꪬꩰ)뭐(ꕌꑈ산ꝕ)떥꣢ꙝ꿀ꑕꅁ꣓ꯘ멣ꕒ맪ꑔꙖꯗ쉫ꙝ볒ꚡꪺ꒺깥ꅃꛓFolkes(1984)Ꙣꯡ쓲ꪺ늣ꭾ꿊ꖢ쉫ꙝ곣ꡳ꒤ꅁ녎ꕩ놱꧊룑쓀결:ꅵ늣ꭾ꿊ꖢ걏ꝟꕩꕈ륷ꗽ둸놱ꅶꅃ ꑔ.쉫ꙝ멣궱Ꙣ껸뙏ꗦ꧶꿊ꖢꑕ꒧삳ꗎ뭐ꯡ쓲껸뙏ꛦ결띎맏꒧뱶암 쇶땍쉫ꙝ뉺뷗꒴덑럭껉ꪺꓟ뉺뻇ꅂ뇐뻇믢냬ꪺ뻇귌곝ꙮꅁ쇙걏ꚳ뻇꙰Folkes(1988)뭻결쉫ꙝꙢ껸뙏ꛦ결곣ꡳ믢냬꒤ꪺ뱶암ꑏ쇙꒣냷ꅃꕌꫭꗜ꿠녎쉫ꙝ랧꧀삳ꗎ꧳냓띾ꗦ꧶ꑗꪺ껸뙏ꛦ결곣ꡳ쇙걏꒣Ꙩꅁꕂ룑쓀ꙡ꒣냷뉠ꑊꯪ럭ꅃꙝꚹꕌ룕맏놵덳ꕈ쉫ꙝꑔ멣궱결냲슦ꅁ꣓뉠ꯗꙡ꓁ꑊ놴끑압ꯈꙢꗦ꧶ꖢ뭾꒧ꑕꪺꯡ쓲껸뙏삳떥곣ꡳꅁꕈꑕꭨ꓀ꝏ뙩ꛦ뻣뉺뮡ꧺ: 42
Folkes(1984)싇ꗑ륌ꕨ뻇맯껸뙏ꧪꯨ꧒녯꒧엧쏒ꅁ룕맏ꕈ쉫ꙝ뉺뷗(attribution theory)꣓ꯘ멣껸뙏Ꙣ늣ꭾ꿊ꖢ뭐ꧪꯨꛦ결꣢꒧뚡ꪺ쏶셰꧊ꅃꣃ뻚쎭ꥷ꧊(stability)ꅂ덤ꗴ쉫쓝(locus )ꅂꕩ놱꣮뭐ꝟ(controllability)떥ꑔ쉫ꙝ멣궱결ꕄ뙢ꅁ뻚꣼던쉫ꙝ늣ꭾ럥늫껉ꪺ놡ꅁ쉫꿇ꕘꑋ뚵쏾ꝏ닕Ꙙꅝ쎭ꥷ꧊:쎭ꥷ/꒣쎭ꥷꅂ덤ꗴ쉫쓝:뭳덹냓/껸뙏ꅂ놱꣮꧊:ꕩ놱/꒣ꕩ놱ꅞꅁ꣓뷕걤늣ꭾ럥늫꒧귬ꙝ뭐압ꯈ삳ꅁꣃ놴끑쉫ꙝꑔ멣궱뭐껸뙏삳꒧뚡ꪺ쏶ꭙꅃ꣤꒤ꭥꑔꑪ쉫ꙝ놡결ꅇ1.쎭ꥷꕂ결뭳덹냓꧒놱꣮ꅂ2.꒣쎭ꥷꕂ결뭳덹냓꧒놱꣮ꅂ3.쎭ꥷ꒣결뭳덹냓꧒놱꣮ꅃ녱떲ꩇ땯뉻ꅁ꒣뷗꣤놡ꩰ결쎭ꥷ꒣쎭ꥷꅁ껸뙏라녎늣ꭾ럥늫꒧귬ꙝꑪ뎡꓀쉫꥓꧳뭳덹냓꧒놱꣮ꅃꚹꕾꅂ룓곣ꡳꝑꗎꑋ뫘꒣Ꙑ닕Ꙙꪺ볒샀맪엧ꅁ꣓ꑆ룑압ꯈ맯꧳늣ꭾ럥늫껉꧒낵ꕘꪺ삳뭐쉫ꙝꅁ꣤꒤압ꯈꙢ비륊늣ꭾ럥늫껉ꪺ삳ꚳꑔ: 1.듁뇦삳(expectancy reactions):듁뇦ꖼ꣓ꚳ꧒엜ꅂ맯뷟쁶꒧낾ꙮꅃ 2.ꖫ돵꒽ꖭ삳(marketplace equity reactions):륄며ꅂ뷟쁶ꅃ 3.ꗍ껰삳(angry reactions):맯뱴냓띐쒱벫ꯣꅂ꽽썡뱴냓샧띾ꅃ 뫮Ꙙꕈꑗ떲ꩇ땯뉻ꅁ쎭ꥷ꧊라뱶암ꖼ꣓냝썄쑾쓲땯ꗍꪺꕩ꿠꧊뭐뿯뻜낾띒ꪺ뷟쁶ꓨꚡꅆ럭냝썄ꪺ땯ꗍ뭐뱴냓ꚳ쏶껉ꅁꭨ껸뙏뭻결삳룓녯꣬뷟쁶뭐륄며ꅆꛜ꧳냝썄ꕩ놱꣮ꕂ뭐뱴냓ꚳ쏶껉ꅁꭨ껸뙏라ꗍ껰ꣃꕂ띑굮꽽썡뱴냓샧띾ꅃ ꙢFolkes(1984)끷맯늣ꭾ럥늫껉ꅁ꧒낵ꕘꪺ삳뭐쉫ꙝꯡꅃFolkes, Koletsky & Graham (1987)뙩ꛓꕈ궸뻷궼ꯈ뻚덹ꚨ뉻돵꽚뻷ꦵ뭾ꪺꪬꩰ꣓뙩ꛦ쎭ꥷ꧊ꅂꕩ놱꧊쉫ꙝ놴끑ꅁꣃꕛꑊ궼ꯈ럇껉띦궼꽚뻷끟궸꒧궫굮꧊ꅁ꣓ꪽꅂ뚡놵ꙡꑆ룑압ꯈꙢ꽚뻷ꦵ뭾껉ꅁ꧒늣ꗍꪺ굴궱놡뫼ꅁꙁ쇊띎쑀ꅁ뭐ꖢ뭾ꧪꯨ꒧뚡걏ꝟꚳ쏶ꅃ압ꯈ굙녎궸꿨ꦵ뭾꒧뉺ꗑ쉫꥓꧳꿨꒽ꕱꪺ목꒣롧ꓟꅁ곛맯쉫뷑꧳썡ꓑ껰ꙝ꿀ꅁ압ꯈꚳ룻낪ꪺꧪꯨ뛉ꙖꅆꙐ껉굙압ꯈ띐꣼꣬꽚뻷ꦵ뭾ꗳ귬ꙝ걏쎭ꥷꕂ궫싐ꙡ땯ꗍꅁꭨꚹ뫘띐꣼녎라놡뫼신결굴궱ꣃꕂ라뱶암꣬ꖼ꣓ꪺ띦뻷띎쑀ꅃ뒫ꢥ꒧ꅁꖢ뭾땯 43
ꗍ껉ꅁ굙압ꯈꪾ륄꒽ꕱ꿠놱꣮ꖢ뭾땯ꗍꪺ귬ꙝꅁ라ꓱ끟꒽ꕱ때ꩫ놱꣮ꖢ뭾땯ꗍꪺ귬ꙝꅁ띐꣬룻꒣몡띎ꅁꝙ놱꣮꧊쉫ꙝ띕낪ꅁ몡띎ꯗ띕ꝃꅁ꣢ꚳꙖꪺ곛쏶ꅃꚹꕾꅁ굙압ꯈ뭻결ꖢ뭾뉻뙈ꣃꭄ낸땍ꅁ걏녠녠땯ꗍꪺꅁꭨ라써뫃꒽ꕱꝀ띾ꪺꭾ뷨ꅁꛓ띐꣬ꓱ룻꒣몡띎ꅁ띎ꝙ쎭ꥷ꧊쉫ꙝ띕낪ꅁ몡띎ꯗ띕ꝃꅁ꣢ꚳꙖꪺ곛쏶ꅃꙐ껉곣ꡳꕘ쎭ꥷ꧊뭐ꝟꅂꕩ놱꣮뭐ꝟꅂꗳ궫굮꧊떥ꭥ롭ꙝ꿀ꅁ맯꧳ꙁ쇊띎쑀ꅂ압ꯈꧪꯨꚳ뗛ꪽ놵ꪺ뱶암ꅆ맯압ꯈ굴궱놡뫼ꛓꢥꅁꕵꚳ뚡놵뱶암ꅃ 땍ꛓꣃ꒣걏꧒ꚳ뵵꿁꣓랽곒걏ꖿ뵔때뭾ꪺꅁ쉫ꙝꛦ결ꚳꕩ꿠ꙝꑀ뚵꒣ꖿ뵔ꪺ룪끔꣓랽ꅁꛓ덹ꚨ뿹뭾ꪺ쉫ꙝꝐ쉟ꅃꗑ꧳뵵꿁ꖻꢭꪺ꒣ꕩ빡꧊ꅁꕈ교ꙝꩇꝐ쉟ꕩ꿠걏Ꙣ꒣뵔ꥷꪺꪬꩰꑕ꧒낵ꕘꪺꝐ쉟ꅃKelley뭻결쉫ꙝꕩ꿠ꦹꦹ꿊ꕆꙨꚸ왛맮ꪺ껉뚡뭐냊뻷ꅁ꧒ꕈ럭쉫ꙝꕵ꿠둎럭ꚸ왛맮꧒녯ꪺ룪끔꣓뙩ꛦ뇀쉟껉ꅁꖦꕵ꿠ꕈ꒧ꭥ곛쏶ꪺꗳ롧뻺걊ꚳꪺꙝꩇ왛꧀결뻚ꅁ꣓뙩ꛓ낵ꕘꝐ쉟(Kelley,1967;1973)ꅃ 왛맮맯꧳ꛦ결꒧ꛦ결꧒낵ꪺ꓀꩒뭐쉫ꙝꅁ라뱶암꣤맯꧳ꛦ결덤ꗴꪺ쉫쓝ꅁꖼ꣓ꛦ결ꪺ듁뇦ꅂ뗻믹ꅁꕈ맯꣤꧒뇄꣺ꪺ삳ꅝHeider,1958ꅞꅃ녱ꕈꑗ곛쏶쉫ꙝ곣ꡳ꒤ꕩ곝ꕘꅁ늣ꭾ꿊ꖢꑀꖹ땯ꗍꅁ껸뙏라ꖻ꿠ꙡ맯꧳ꩁ냈꒺깥뙩ꛦ쉫ꙝ뗻쉟ꅁ뙩ꛓ싇ꗑ뗻믹녪ꯗꛓꡍꥷꕘ덜Ꙩꯡ쓲ꪺꛦ결삳ꅃ ꕼ.떲뭹: ꗑ꧳쉫ꙝ뉺뷗뉯꽁끑뷗ꪺ뵤돲뱳꩸ꅁ결ꑆ꿠ꚳ껄Ꙟ삳ꖻ곣ꡳꕄ썄ꕂ꓁꒤껖ꓟ꒧끑뷗ꅁ꧒ꕈꖻ론녎끑뷗ꕄ뙢꧱롭꧳ꖢ뭾쉫ꙝ멣궱꒧놴꿁ꅁ룕맏ꑆ룑Ꙣꖢ뭾쉫ꙝ멣궱ꑕ,껸뙏꒧삳뭐ꯡ쓲껸뙏띎맏떥뱶암ꅃꟆ뇦싇ꗑꚹ뎡ꗷ꒧ꑆ룑ꯘ멣ꖻ곣ꡳꯡ쓲ꪺ걛멣ꅃꛜ꧳Ꙣ덤ꗴ쉫쓝멣궱ꅂꚳ곣ꡳ떲ꩇ엣ꗜ껸뙏ꑪꙨ라녎맯늣ꭾ럥늫꒧덤쏸쉫롯꧳빐냢ꢭꑗ(Folkes & Kotsos ,1986ꅆꝤꗼ곂ꅁ1999ꅆ뛀ꭗ뗗ꅁ1999)ꅃ결ꑆ륷ꢾꛛꝑ낾깴(self-serving bias)라뱶암껸뙏맯꧳꿊ꖢ덤ꗴ쉫쓝ꪺ곉ꥷꅁ꧒ꕈꖻ곣ꡳꕵ놴끑쎭ꥷ꧊ꅂꕩ놱꣮뭐ꝟ떥쉫ꙝ멣궱ꪺ뱶암ꅃ 44
닄ꕼ론 압ꯈ몡띎ꯗ뭐껸뙏ꛦ결띎맏꒧쏶ꭙ ꖻ론궺ꗽ녱압ꯈ몡띎뎡ꗷꅁ놴끑몡띎ꯗ꒧Ꙩ꒸꒺깥꣤Ꙣ맪냈뫞뉺ꑗꪺꕎꫭ뉛롱ꅂ볐뙈뱸떥ꅃꙁ덶ꡂꓞ뻉꣬맯껸뙏ꯡ쓲ꛦ결띎맏꒧끑뷗ꅁꕂ녎궫ꓟ뚰꒤꧳압ꯈꦾ룛ꯗ뭐압ꯈꧪꯨꛦ결떥꣢끑뷗ꅁꕈꦵ쓲압ꯈ몡띎ꯗ뭐껸뙏ꛦ결띎맏꒧쏶ꭙꅃ ꑀ.? 압ꯈ몡띎ꯗ꒧놴끑 쁈뗛껸뙏띎쏑ꪺ낪몦ꖫ돵쑶ꪧꪺ뽅꽐ꅁ압ꯈ몡띎ꯗꑷꚨ결뉻꒵ꗸ띾롧샧껉ꕄ굮ꪺ뿅뙱볐ꅃꙝꚹꅁ쏶꧳껸뙏몡띎ꯗꪺ놴끑엣녯꓀ꕾ궫굮ꅃꗑ꧳압ꯈ몡띎ꯗ꣼꣬ꯜꙨꙝ꿀뱶암ꅁ꙰껸뙏ꭥꪺ듁뇦뭐놵꣼ꩁ냈ꯡ맯ꩁ냈ꪺ뭻ꪾ떥ꅁ걇ꗎ꣓뿅뙱압ꯈ몡띎ꪺ궱ꙖꚳꯜꙨꅁꑝꙝ결몡띎ꯗꪺ곛쏶곣ꡳ늳Ꙩ뷆싸ꅁ결ꑆ꿠ꓨꭋ싧뉍ꅁ꧒ꕈꖻ곣ꡳ녎ꕈꩁ냈ꭾ뷨ꪺꢤꯗ꓁ꑊꅁ꣓놴끑압ꯈ몡띎ꯗꅃ 녱륌ꕨ곛쏶ꪺ껸뙏ꛦ결곣ꡳ꒤ꅝSpreng , Harrell & Mackoy , 1995; Webster & Sundaram ,1998; Smith , Bolton, & Wagner ,1999ꅞꅁꕩ땯뉻껸뙏몡띎ꯗ녠덑덜Ꙩ뻇꺳꣓뭐꣤ꕌ껸뙏ꛦ결엜볆뙩ꛦ놴끑ꅃꗑ꧳껸뙏몡띎ꯗ엣뗛ꙡ뭐덜ꙨꙘ빁ꪺꯡ쓲떲ꩇꚳ곛쏶ꅁ쒴꙰뮼뱗ꪺ압ꯈꦾ룛ꯗꅂꖿ궱ꑦ롏ꯅ뛇ꅂ룻ꙮꪺ샲ꝑ꿠ꑏ(Webster & Sundaram ,1998)ꅃ꧒ꕈ꣏녯띾꽓ꝏ궫뗸껸뙏Ꙣ뻣엩ꩁ냈륌땻꒤ꅁ뻚꣤쇊뙒롧엧ꛓ낵ꕘꪺ뻣엩몡띎ꯗ뗻꛴ꅃ Westbrook(1980)뭻결몡띎걏껸뙏맪믚녱늣ꭾ꒤ꪺ엩엧ꅁꣃ뭐ꗽꭥ맯늣ꭾꪺ듁뇦꣓Ꝁꑇꓱ룻ꪺ뭻ꪾ뗻믹ꅁ굙맪믚셚껄뙗륌떥꧳ꗽꭥ듁뇦ꅁ껸뙏녎라늣ꗍ몡띎ꅃOliver(1981)ꭨ녱ꕴꑀꓨ궱꣓곝ꅁ몡띎ꯗ걏껸뙏꛱쁈꽓ꥷ껸뙏롧엧(transaction-specific)ꅁꛓ늣ꗍ놡뫼꓆ꪺ삳뭐냲ꖻ멁ꯗꅁꣃꕂ걏듁뇦꒣ꑀ교 45
(disconfirmation)뭐ꗽꭥ껸뙏롧엧ꪺ놡띐(affect)Ꙑ껉꙳Ꙣ껉ꅁ꧒늣ꗍꪺ뫮Ꙙꓟ뉺ꪬ멁ꅃ땍ꛓꅂ몡띎ꯗꑝꚳꕩ꿠뻚귓ꑈ듁뇦ꓴ럇꒧깴늧ꅁꛓꚳ꒣Ꙑ땻ꯗ꒧ꫭ뉻ꅃꛜ꧳귓ꑈ듁뇦ꓴ럇꒧뚡ꅁꑝꚳꕩ꿠라덑ꑀ꒺ꕾꙢꙝ꿀(꙰압ꯈ롧엧ꅂꑦ롏ꅂꩁ냈뚵ꗘꪺ뭻ꪾ뫲ꯦꗳ땯ꗍ떥)꧒뱶암ꅁꛓ쁈껉엜ꪺꅝParasuraman , Berry , & Zeithaml ,1991ꅞꅃ ꛜ꧳ꩁ냈ꭾ뷨ꭨ걏압ꯈꙢ늣ꭾꩁ냈뛇끥륌땻꒤ꅁ맯ꩁ냈ꪺꑀ뫘꯹ꑛꅂꚳ껄ꪺ듁듺ꥷ뗻꛴ꅁꖦ걏ꑀ뫘ꕩꕈꗎ멁ꯗ꣓뗸꒧ꪺ뗻믹ꅝBerry , Zeithaml , & Parasuraman ,1985ꅞꅃ꧒ꕈ압ꯈ몡띎걏압ꯈ맯꧒놵꣼ꩁ냈꒧ꭾ뷨ꪺ삳ꅁꖦꕩꗎ꣓뿅뙱늣ꭾꩁ냈뻣엩ꭾ뷨ꪺꙮ썡뭐ꝟꅃꢥ꒧ꅁꩁ냈뒣꣑ꕩꕈ싇ꗑ맯ꛛꢭꩁ냈ꭾ뷨꒧굮ꡄꅁ꣓뙩ꛓ륆꣬압ꯈ몡띎ꅃ 압ꯈꙢ뗻꛴ꩁ냈ꭾ뷨껉ꅁ덱녠라ꕈꭥꪺ듁뇦뭐맪믚뭻ꪾꪺꩁ냈셚껄꣓뙩ꛦꩁ냈ꭾ뷨ꪺꙮ썡ꓱ룻ꅁ뙩ꛓꡍꥷ압ꯈ몡띎ꪺ땻ꯗꅃꙝꚹ몡띎ꯗꕩꗎ꧳뿅뙱늣ꭾꩁ냈뻣엩ꭾ뷨ꪺꙮ썡뭐ꝟꅃ녱Berry , Zeithaml , & Parasuraman Ꙣ1985꙾맯ꩁ냈ꭾ뷨ꪺ곣ꡳ땯뉻ꅁꩁ냈ꭾ뷨덑뗸결ꑀ뫘ꚳ쏶꧳ꩁ냈쁵뙖꧊ꪺ뻣엩Ꝑ쉟멁ꯗꅁꖦ걏ꑀ뫘듁ꪺ뻣엩꧊뗻뙱ꅃ뭻ꪾꪺꩁ냈ꭾ뷨(perceived service quality ; PSQ)걏껸뙏맯ꗸ띾ꫭ뉻ꪺꗾ궱Ꝑ쉟ꅁꖦ걏ꑀ뫘멁ꯗꅁ걏ꪾ쒱뭐륷듁ꪺꓱ룻떲ꩇꅃ슲ꢥ꒧ꅂ둎걏ꪾ쒱뭐륷듁ꪺ깴뙚(discrepancy)꒣ꑀ교(disconfirmation)ꅃ압ꯈ맯꧳ꩁ냈ꭾ뷨ꪺ뭻ꪾ걏꣓ꛛ륷듁ꩁ냈(expected service; ES)ꅁ띎ꝙ압ꯈꗽ뭻결띾삳룓뒣꣑ꪺꩁ냈ꫭ뉻뭐뭻ꪾꩁ냈(perceived service; PS)ꅁ띎ꝙ압ꯈ맯ꩁ냈껸뙏ꪺ맪믚띐꣼꒧꣢깴뙚(discrepancy)ꓱ룻ꅃ럭ESꑪ꧳PS껉ꅁ압ꯈ맯ꩁ냈ꭾ뷨꒣몡띎(때ꩫ놵꣼ꪺꭾ뷨)ꅆES떥꧳PS껉ꅁꭨꫭꗜ몡띎(몡띎ꪺꭾ뷨)ꅆ럭ESꑰ꧳PS껉ꅁꭨꫭꗜ압ꯈ맯ꩁ냈ꭾ뷨ꭄ녠몡띎(뉺띑ꪺꭾ뷨)ꅃ 녱ꑗ굺꒺깥ꕩꑆ룑ꅁ뿅뙱듁뇦뭐셚껄ꪺꖢ엧떲ꩇ(disconfirmation)걏ꕩꕈꗎ꣓ 46
ꫭꗜꩁ냈ꭾ뷨ꪺ땻ꯗꅃ땍ꛓꩁ냈겡냊ꣃ꒣걏Ꙣ껸뙏엩엧ꞹ늣ꭾ(ꩁ냈)ꯡꅁ둎쁈ꝙ떲ꟴꪺꅁꛓ걏띾놵뗛굮뙩ꛦꑕꑀꚸꩁ냈겡냊ꪺ뙽ꥬꅃꙝꚹBoshoff꧳1999꙾ꅁꕈOliver(1980)ꪺ듁뇦꒣ꑀ교뉺뷗(the expectancy disconfirmation theory)결냲슦ꅁ삳ꗎꙢꩁ냈룉뇏ꑗꅃꕌ뭻결ꩁ냈룉뇏몡띎ꯗ (service recovery satisfaction; SRS)떥꧳ꩁ냈룉뇏듁뇦(service recovery expectation; SRE)뭐ꩁ냈룉뇏셚껄(service recovery performance ; SRP)ꪺ깴뙚ꅃ굙SREꑪ꧳SRPꭨ늣ꗍ굴Ꙗ꒣ꑀ교ꅆSREꑰ꧳SRPꭨ라늣ꗍꖿꙖ꒣ꑀ교ꅃꛓ룉뇏듁뇦꒣ꑀ교ꪺ떲ꩇ라뻉교ꗸ띾뙈ꅂ압ꯈꙁ쇊꣼ꥷꪺꩁ냈ꭾ뷨ꅂꑦ롏뛇벽ꅂ압ꯈ걹ꖢ떥ꖿ굴궱뱶암ꅃ 녱Spreng, , Harrell & Mackoy(1995)끷맯띨깡띾꧒뙩ꛦꪺꩁ냈룉뇏곣ꡳꅁ땯뉻압ꯈ곛ꭈ굙ꩁ냈뒣꣑꧓뭻꣤뿹뭾ꅁꣃ롧ꗑꚳ껄ꪺꩁ냈룉뇏꣓뭐압ꯈ뙩ꛦ랾덱껉ꅁꭨ녎라꣏압ꯈ듮ꝃ꣤ꖢ뭾ꪺ굴궱뱶암ꅁꣃ신늾압ꯈ쉫꥓ꖢ뭾ꪺꓨꙖꅃ걇ꩁ냈룉뇏ꪺꖿ궱껄ꩇ걏ꕩꕈ궰ꝃ귬ꥬꖢ뭾녡떹압ꯈꪺ꒣뱶암ꅃꚹꕾ곣ꡳ떲ꩇ땯뉻ꩁ냈룉뇏ꯡ몡띎ꯗ맯꧳뻣엩몡띎ꯗ꣣ꚳ엣뗛꒧ꖿꙖ곛쏶ꅆꛓ뻣엩몡띎ꯗ뭐ꑦ롏ꅂꙁ쇊띎쑀ꝥ뉻엣뗛꒧ꖿ곛쏶ꅃ엣ꗜ압ꯈ굙띕몡띎ꅁꭨ띕ꚳꕩ꿠ꙁꚸ뙩ꛦ껸뙏ꅁꣃꙖ뿋뛇벽ꖿ궱ꪺꑦ롏ꅃ 롧ꗑꑗ걱곣ꡳ엣ꗜꅁ귌뇀듺압ꯈ몡띎ꯗ꒧낪ꝃꕩ꿠ꪽ놵뚡놵ꙡ뱶암꣬압ꯈꯡ쓲ꪺ껸뙏ꛦ결(꙰ꖿ굴궱ꑦ롏ꅂꙁ쇊띎쑀떥)ꅃꙐ껉ꗸ띾ꖼ꣓ꪺ빐냢ꝑ볭뭐냓앁뙈ꑝꦹꦹ꛱쁈뗛ꯡ쓲꒣Ꙑ땻ꯗꪺ껸뙏삳ꅁꛓ끟끟뢨뢨ꅃꙝꚹ싇ꗑ압ꯈ몡띎ꯗ꒧뷕걤ꅁ롧뉺ꑈ낣ꑆꕩꕈꑆ룑ꗸ띾맪믚롧샧ꪺ셚껄ꓴ럇꒧ꕾꅁ쇙ꕩꚳ껄ꙡ둸뒤압ꯈꪺ믝ꡄ삳ꅃ맯꧳맪냈뫞뉺ꛓꢥꅁ몡띎ꯗ때ꭄ걏ꑀ뚵ꙮꪺ뫞뉺ꑵ꣣ꅃꑟꣴꗁ(1994)끷맯압ꯈ몡띎ꯗ쉫꿇꙰ꑕꕜ꿠ꅇ (ꑀ)ꑆ룑압ꯈ맯꒽ꕱ꧒뒣꣑ꪺ늣ꭾꥍ돒냈ꪺ맪믚띐꣼ꅁꣃ뻚ꚹ샀ꥷ띳떦늤ꅃ (ꑇ)놴ꡳꖢꕨ압ꯈꪺ귬ꙝꅁ샀ꥷꟳ꣎ꪺꩁ냈떦늤ꅃ (ꑔ)압ꯈ맯늣ꭾꩁ냈ꪺ듁뇦ꅁ라뱶암꣬껸뙏ꯡꪺ몡띎땻ꯗꅁꙝꚹꗸ띾ꖲ뚷덺 47
륌빁럭ꪺ랾덱뭐ꯅ뛇ꅁ녎맯ꗸ띾꧒뒣꣑ꪺ늣ꭾꩁ냈ꪺꅵꖿ뵔ꪺ듁뇦ꅶ뛇뿩떹압ꯈꅃ (ꕼ)ꕩ뭐륌ꕨꙐ띾Ꝁꓱ룻ꅁꧺ셁ꗸ띾듁Ꙣ압ꯈꓟꗘ꒤ꪺ뗻믹ꅁ꙰ꚹꕩ굱ꥷꟳꚳ껄ꪺ쑶ꪧ떦늤ꅃ 맪ꑗꅁ둍ꡄꝑ볭돌ꑪ꓆ꖻ걏ꑪ뎡ꗷꗸ띾꧒뿭둠ꪺꕄ굮롧샧ꗘ볐ꅃꗸ띾뇽륆ꚨꚹꗘꪺꅁ녯ꗽ엽압ꯈ맯뉻ꚳ늣ꭾ꒧뒣꣑띐꣬몡띎ꑾꛦꅁ꙰ꚹꑾ꿠꽤ꛭ결볆늳Ꙩꪺꦾ맪압ꯈꅁꣃ뒣낪ꗸ띾ꪺꖫ돵ꚳ뉶ꅁ꣏ꝑ꽱뱗ꕛꅃ ꑇ.껸뙏ꛦ결띎맏꒧놴끑 껸뙏Ꙣ꣏ꗎ늣ꭾꩁ냈ꯡꅁ라녎ꛛꢭ롧뻺엩엧ꪺ띐꣼ꅁ꓆결꒺Ꙣꓟ뉺뗻쉟ꪺ뻚ꅁ뙩ꛓꡍꥷ맯룓늣ꭾꩁ냈ꪺ돟립ꙮ둣(꙰몡띎뭐ꝟ떥)ꅁꣃꕂ꧳Ꙑ껉뚡놵ꙡ뱶암꣬껸뙏ꯡ쓲ꪺꛦ결ꫭ뉻ꅃFolkes(1988)뭻결껸뙏ꪺꙁ쇊걏ꑀ귓ꙝꩇ쏶ꭙꅁꑝ둎걏ꕌ귌ꗑ꧒쇊뙒ꪺ늣ꭾꩁ냈륷듁ꑀ귓ꧺ뵔ꪺ떲ꩇꅃ껸뙏맯꧳꧒믝ꡄꪺ뚵ꗘ라ꚳꧺ뵔ꪺ듁뇦ꅁ꙰ꩇ뭐압ꯈ꒧듁뇦꒣닅Ꙙꅁ껸뙏라띐꣬ꖼ륆꣬뉺띑ꅁ놵뗛ꭨ뭻결꒣몡띎ꅁ뙩ꛓ뱶암꣬ꯡ쓲ꪺꛦ결띎맏ꅃꛓHoward & Sheth Ꙣ1969꙾ꪺ곣ꡳꗧꕘ압ꯈ몡띎걏껸뙏ꛦ결곣ꡳꪺ궫굮엜볆ꅁꛓ몡띎땻ꯗꪺ낪ꝃꑝ녎라뱶암압ꯈꖼ꣓ꙁꯗ쇊뙒ꪺ띎쑀뭐꣤ꕌ쇊뙒ꛦ결(ꕝ걁ꭾ땐ꦾ룛ꯗꅂꖿ궱ꑦ롏떥)ꅃ땍ꛓ굮걏비꣼ꖢ뭾ꪺ압ꯈꙢ껸뙏엩엧꒤ꅁ녯꒣꣬띾몡띎Ꙙ뉺ꪺ룉뇏껉ꅁꢺ믲압ꯈꑝ녎ꕩ꿠ꕈ맪믚ꪺꧪꯨꛦ냊(ꡰꑕꧪꯨꅂ꒽뙽ꧪꯨ떥)굴궱놡뫼삳(벫ꯣꅂꖢ뇦떥)ꅁ맯ꩁ냈뒣꣑ꫭ륆꒣몡꒧띎ꅃꗑ꧳껸뙏ꦾ룛ꯗ꧒ꕝꝴꪺ꒺깥뱨ꚸ뱳꩸ꅁꕂ맯ꗸ띾ꪺ맪냈롧샧ꚳ꣤뉠뮷ꪺ뱶암ꅁ꧒ꕈ귈녯뙩ꛓꕨ놴끑ꅆꙐ껉ꙁꕛꑗꖻ곣ꡳ꽁압ꯈ맯꧳ꖢ뭾덂뉺ꯡꪺꛦ결놴끑꒧뵴걇ꅃꙝꚹꅂꖻ곣ꡳꕵ맯껸뙏ꛦ결띎맏꒤ꪺ껸뙏ꦾ룛ꯗꅂ압ꯈꧪꯨꛦ결떥ꑇ뚵ꛦ결엜볆ꕨ뙩ꛦ놴끑ꅁꣃꕂ땊쉉뚰꒤Ꙣ압ꯈ몡띎ꯗ뭐덯엜볆뚡ꪺ쏶ꭙ놴끑ꑗꅃ 48
(ꑀ). 압ꯈ몡띎뭐ꦾ룛ꯗ뚡ꪺ쏶ꭙ: 껸뙏ꦾ룛ꯗꫭꗜ껸뙏맯꧳늣ꭾ뭐ꩁ냈ꪺꛦ결뛉ꙖꅁꙐ껉ꖦꑝ걏뱶암껸뙏맪믚쇊뙒ꛦ결ꪺ궫ꑪꙝ꿀꒧ꑀ(Selnes,1993)ꅃꚳ뻇맯압ꯈꦾ룛ꯗ낵ꕘꕈꑕꥷ롱ꅁGuest(1994)뭻결ꦾ룛ꯗ걏압ꯈꙢꑀꥷ껉뚡꒺맯늣ꭾꩁ냈ꪺ낾ꙮ땻ꯗꅆꛓMassy, Montgomery ,& Morrison(1970)ꭨꕈ압ꯈ궫뷆쇊뙒Ꙑꑀ냓ꭾ놡ꩰ꒧ꕩ꿠꧊꣓ꥷ롱ꦾ룛ꯗꅆSingh & Sirdeshmukh(2000)ꭨ녱압ꯈ뫻꯹ꪺꢤꯗ꣓룑쓀ꅁꦾ룛ꯗ걏껸뙏쑀띎쑾쓲뭐ꩁ냈뒣꣑뫻꯹쏶ꭙꪺꑀ뫘ꛦ결뛉Ꙗ(behavioral intention)ꅃ ꑀꛬ꣣ꚳꦾ룛ꯗꪺ압ꯈ삳믝꣣돆ꑕꙃꕼ뚵꽓쉉:1.롧녠꧊ꪺ쇊뙒ꅂ2.쇊뙒룓꒽ꕱ꧒뒣꣑ꪺꙕꚡ늣ꭾꩁ냈ꅂ3.꿠결룓꒽ꕱꯘꗟꙮꪺꖿ궱ꑦ롏ꅂ4.때뗸꧳룓꒽ꕱ쑶ꪧ맯ꓢꭐ빐겡냊(Griffin,1995)ꅃJones & Sasser(1995)ꭨ녱압ꯈ삳ꛦ결ꪺ땻ꯗꅁ꣓녎ꦾ룛ꯗ꓀결ꑕꙃꑔ뚵뿅뙱:1.ꙁ쇊띎쑀ꅁꝙ압ꯈꖻꢭꙁꯗ궫뷆뙩ꛦ곛Ꙑ껸뙏ꪺ띎쑀ꅂ2.냲ꖻꛦ결: 돌꫱ꑀꚸ쇊뙒껉뚡ꅂ쇊뙒쁗뉶ꅂ쇊뙒볆뙱떥ꛦ결ꅂ3.구ꗍꛦ결:껸뙏꒶닐ꅂ꒽뙽뇀싋ꅂꑦ롏떥ꅁꝙ압ꯈꙢ몡띎껸뙏ꯡꅁ뇀싋ꕌꑈꭥ꣓껸뙏꒧냊Ꝁꅃꗑꑗꕩꪾꅂ압ꯈꦾ룛ꯗ꧒놴끑ꪺ뵤돲랥결뱳꩸ꅃ ꚹꕾꅂ끷맯압ꯈ몡띎ꪺ뱶암ꕈꦾ룛ꯗ뿅뙱ꪺ놴끑ꑗꅁCardozo(1965)뭻결압ꯈ몡띎라녡냊ꙁꚸ쇊뙒ꛦ결ꅁꣃ놵꣼늣ꭾ뵵ꑗ꣤ꕌ늣ꭾꅁꕈ라ꚳ룻ꙮꪺꑦ롏뛇벽ꅃꙐ껉Sirohi , McLaughlin, & Wittink떥뻇ꅁꑝꙢ1998꙾끷맯16000ꛬꙢ덳싪뙗ꖫ뙩ꛦ껸뙏ꪺ압ꯈꅁ뙩ꛦꦾ룛ꯗꪺ곣ꡳ꒤쏒ꧺꅇ압ꯈꦾ룛ꯗ걏ꕩꗎꙁ쇊띎맏ꅂ쇊뙒볆뙱ꕈꙖꑈ뇀싋떥ꙝ꿀꣓ꕛꕈ듺뙱ꅁꛓ압ꯈꦾ룛ꯗꪺ늣ꗍ걏ꚳ뿠꧳ꩁ냈ꪺꭾ뷨뭐압ꯈ맯빐냢꒧냓ꭾꭾ뷨ꪺ띐꣼ꅃ 녱Folkes , Koletsky , & Graham ꧳1987꙾ꪺ곣ꡳ떲ꩇꅁ귌ꕩ땯뉻몡띎ꯗ뭐압ꯈꦾ룛ꪺ쏶ꭙꅁꙢ곣ꡳ꒤낲덝압ꯈ녎궸꿨ꦵ뭾꒧뉺ꗑ쉫꥓꧳꿨꒽ꕱꪺ목꒣롧ꓟꅁ곛맯쉫뷑꧳썡ꓑ껰ꙝ꿀ꅁ압ꯈꚳ룻낪ꪺꧪꯨ뛉ꙖꅆꙐ껉굙압ꯈ띐꣼꣬꽚뻷 49
ꦵ뭾ꗳ귬ꙝ걏쎭ꥷꕂ궫싐ꙡ땯ꗍꅁꭨꚹ뫘띐꣼녎라놡뫼신결굴궱ꣃꕂ라뱶암꣬ꖼ꣓ꪺ띦뻷띎쑀(ꦾ룛ꯗ궰ꝃ)ꅃꛓSpreng ,Harrell ,& Mackoy(1995)ꭨ끷맯띨깡띾뙩ꛦꩁ냈룉뇏꒧곣ꡳꅁ곣ꡳ땯뉻ꩁ냈룉뇏ꯡ몡띎ꯗ뭐뻣엩몡띎ꯗ꒧뚡ꝥ뉻엣뗛꒧ꖿ곛쏶ꅆꛓ뻣엩몡띎ꯗ뭐ꑦ롏ꅂꙁ쇊띎쑀ꝥ뉻엣뗛꒧ꖿ곛쏶ꅃ껚뻚ꕈꑗ엣ꗜꅂ압ꯈ굙Ꙣ껸뙏떲ꟴꯡ륆꣬몡띎껉ꅁꭨ띕ꚳꕩ꿠ꙁꯗ뙩ꛦꑕꚸ껸뙏ꅁ곆ꛜ꧳Ꙗ뿋뛇벽ꖿ궱ꑦ롏ꅁ꣓뇀싋ꕌꑈꭥꦹ덯ꩁ냈ꙮꪺ띾뙩ꛦꗦ꧶ꅃꙐ껉Shoemaker & Lewis(1999)ꑝ뭻결압ꯈꦾ룛ꯗ꒧뿅뙱삳꧳압ꯈꙁ쇊ꛦ결뭐녱Ꙙ맙쏶ꭙ겡냊꒧ꕩ꿠꧊떥꣢ꓨ궱꣓뙩ꛦ뿅뙱ꅃ 압ꯈ낣ꑆ덺륌ꙁꚸ쇊뙒Ꙑꑀ늣ꭾ(ꩁ냈)꣓ꫭꗜ맯띾ꪺꓤ꯹ꕾꅁꑦ롏ꟳ걏맯ꩁ냈ꙮ띾ꪺꑀ뫘궫ꑪ릪쁹ꅃAnderson , Cales & Donald꧳1994꙾ꪺ곣ꡳ땯뉻ꅇ껸뙏맯ꩁ냈ꪺꪾ쒱ꭾ뷨라꣼꣤ꕌ껸뙏꧒뱶암ꅁꣃꕂ라녎꣤껸뙏띐꣼덺륌걊ꚳꪺꑈ믚쏶ꭙꕛꕈꯅ뛇ꅃꙝꚹ싇ꗑ압ꯈꦼꚹ뚡ꪺꑦꛕ곛뛇ꅁ띾낣ꑆ녯꣬ꙮꪺꗸ띾뙈ꝋ뙏ꪺ뱳ꝩꯅ뛇ꕾꅁ쇙뚡놵ꙡ녯꣬볧Ꙣꪺ때뵡냓뻷ꅃꙐ껉꾸Ꙣ압ꯈ껸뙏ꪺꗟ돵꣓곝ꅁꑦ롏쇙걏쇊뙒ꡍ떦꒤ꪺ궫굮끔꺧ꛒ뙱꒧ꑀꅃ ꕴꕾ귈녯ꩠ띎ꪺ걏ꙢShoemaker & Lewis꧳1999꙾맯꧳깔볖늣띾ꪺ곣ꡳꕘꅁ압ꯈ몡띎뭐압ꯈꦾ룛ꦼꚹ뚡ꪺ쏶ꭙꅁ쇶땍ꝥꖿꙖ덳떲ꅁꣃ꒣뫲녋ꅃꑝ둎걏맯꧳ꦾ룛ꛓꢥꅁ몡띎쇶땍걏꣤ꖲ굮ꪺ뇸ꗳꅁ걏떴ꭄ걏ꕒ꓀ꪺ뇸ꗳꅃ슲ꢥ꒧ꅁꑝ둎걏몡띎ꪺ압ꯈꖼꖲ라맯귬꣓ꗦ꧶ꪺꗸ띾ꭏꚳꦾ룛ꅃꙢ롧Shoemaker & Lewis놴꿁끑뷗꒧ꑕꅁ낵ꕘꑕꙃꕼ쉉쉫떲:1.압ꯈꙁꯗ궫뷆껸뙏ꪺꕩ꿠꧊꒣낪(ꕩ꿠쉫꧳늣띾쓝꧊ꅂ압ꯈ껸뙏꧊뷨ꅂ껸뙏껉뻷떥볧Ꙣꙝ꿀)ꅂ2.압ꯈ맯띳꥟ꪫ꒧끬둍듁뇦뮷돓꧳ꙁꯗ꣏ꗎ껸뙏ꪺ뇽ꡄꅂ3.맯꧳믹껦낪ꝃ꒧삳룻결뇓띐ꅁ꧶덑꣤ꕌ꣣ꚳ믹껦쑶ꪧꑏꪺ띾꧒Ꝭꓞꅂ4.압ꯈꣃꖼꞹꗾ띐꣼꣬띾뽮랥뽅쁹ꪺꦾ룛꧒Ꝭꓞ(꙰ꖼꕄ냊ꙡ뭐압ꯈꯘꗟꙮꪺ쏶ꭙꅂꖼ녪ꑏ뇀빐꒶닐ꛛꑶꪺ늣ꭾ꒩압ꯈꅂꗸ띾뙈꒣ꧺ엣떥)ꅃ쇶땍몡띎ꪺ압ꯈ꒣ꑀꥷ꿠녠ꭏꦾ룛ꅂ곛맯ꛓꢥꦾ룛ꯗ랥낪ꪺ압ꯈ걏 50
라맯꣤ꗦ꧶ꪺꗸ띾띐꣬몡띎ꅃꕵ굮ꗸ띾꿠떽꧳꣏ꗎꚹ륄ꅁ곛ꭈꥷ꿠ꑛꗃ쓲롧샧ꅃ ꗑꑗꕩꑆ룑ꅂ압ꯈꦾ룛ꯗꪺꑗꩀ띎뿗껸뙏Ꙣꖼ꣓궫뷆쇊뙒ꪺ뻷라ꑪ뱗ꅁꗸ띾ꑝ라ꙝ압ꯈ맯꣤ꑪ둔ꓤ꯹ꅂ라ꚳ쎭ꥷꅂꑪ뙱ꚬ꽱ꙮꪺꙗ앁떥ꅁ꧒ꕈꅂꗸ띾ꙢꝖꑏ녪꓆뭐압ꯈ쏶ꭙꪺ뫻꯹꒧빬ꅁ쇙믝ꕄ냊ꙡ뒣ꖫ돵압ꯈꪺꦾ룛ꯗꅁꑆ룑압ꯈꪺ믝ꡄ띎ꢣꅁ꙰ꚹ덯볋ꑾ꿠꣏ꗸ띾뭐압ꯈꪺ쏶ꭙ걏뿄겢ꥍ뿓ꪺꅃ 뫮Ꙙꕈꑗ꒺깥ꅂꖻ곣ꡳ뇄ꗎParasuraman , Zeithmal & Berry꧳1996꙾끷맯ꩁ냈ꭾ뷨몡띎ꯡ꒧껸뙏ꯡ쓲ꛦ결곣ꡳ떲ꩇꅁ꣤꒤뿅뙱압ꯈꦾ룛ꛦ결ꚳꑕꙃ꒭뚵: 1.룲꣤ꕌꑈ뙄뮡룓띾ꪺꙮꩁ냈ꫭ뉻ꅂ2.럭ꚳꑈ둍ꡄꝁꪺꯘ쒳껉ꅁꝁ라뇀싋룓띾ꅂ3.뇀싋뿋꣓ꚹ꒽ꕱ껸뙏ꅂ4.ꕈꚹ띾결닄ꑀ쁵ꗽꗦ꧶맯뙈ꅂ5.ꖼ꣓둘꙾꒺ꅂ라뭐룓띾ꙁ뙩ꛦꟳꙨꗦ꧶껸뙏ꅃ꓀ꝏ녱압ꯈꙁ쇊띎쑀뭐구ꗍꛦ결떥꣢멣궱ꅁ꣓꓁ꑊ놴끑압ꯈ몡띎ꗸ띾샧륂뱶암ꪺ쏶ꭙꅃꗸ맏녱압ꯈꦾ룛ꛦ결꣓꓁ꑊ놴끑압ꯈꙢ뻺롧ꩁ냈룉뇏ꯡꪺ몡띎땻ꯗꅃ (ꑇ).압ꯈ몡띎뭐압ꯈꧪꯨꛦ결(Customer Compliant Behavior, CCB)뚡꒧쏶ꭙ: 압ꯈꧪꯨꛦ결걏ꗑ꧳껸뙏ꪾ쒱꒣몡ꪺ놡띐ꅁꛓꓞ땯ꪺꯡ쓲삳ꅁꙝꚹꅁ굙압ꯈꡓꚳꪾ쒱꒣몡ꪺ삳껉ꅁꭨ꒣꿠뗸결압ꯈꧪꯨꛦ결(Day,1980)ꅃ ꗑ꧳ꩁ냈ꖢ뭾ꪺ땯ꗍꅁ덹ꚨ압ꯈꙢ껸뙏껉ꅁꙝ결꒣둲Ꟗꪺ늣ꗍꅁꛓꕩ꿠라ꚳꧪꯨꛦ결ꕘ뉻ꅃꑀ뻇(Day & Landon,1977; Day,1980; Singh ,1988)ꚳ얲꧳압ꯈꙢ궱맯ꖢ뭾껉ꅁ꧒늣ꗍꪺꧪꯨꛦ결뭐땻ꯗ꒧깴늧ꅁꕩ꿠라뱶암꣬ꗸ띾ꪺ롧샧ꫭ뉻ꅃꙝꛓ뙩ꛦ압ꯈꧪꯨꛦ결꒧곣ꡳꅁꚳ쏶뻇맯ꧪꯨꛦ결ꪺ꓀쏾뻣뉺꙰ꑕꫭ.2-9ꗜꅃ 51
ꫭ.2-9ꧪꯨꛦ결쏾ꮬ 뻇 ꧪ ꯨ ꛦ 결 ꓀ 쏾 ꒺ 깥 Day & 때 Landon ꚳ ꡰꑕꛦ냊 쒵ꝩ뿋ꩂꙮ (1977) 뇄 ꧨ꣮뷦ꓨ뭳덹냓 ꣺ ꩫꯟꛦ냊 ꛦ ꒽뙽ꛦ냊 Ꙗ꒽Ꙁ많엩ꡰꑈ뻷멣뙄 냊 ꪽ놵Ꙗ띾ꡄ쁶 Day(1980) 때 ꚳ 1.둍ꡄ뷟쁶(redress Ꙗ뭳덹냓ꧪꯨ 뇄 seeking) 뇄꣺ꩫꯟꛦ냊 ꣺ 2.ꧪꯨ(complaining) 엜ꖼ꣓쇊뙒ꛦ결 ꛦ 덺륌굴궱ꑦ쁙ꯅ뛇꣓엜ꕌꑈꛦ냊 결 3.귓ꑈꧨ꣮ ꒣ꙁꙖ룓띾뙩ꛦ껸뙏 (personal boycott) Singh(1988) 1.셮궵삳(voice) ꟑ끏ꚹꅁ꒣뇄꣺ꛦ냊 ꑕꚸꗦ꧶ꑀꥷꙖ띾ꧪꯨ ꗟꝙ덱ꪾ냓ꦱꅁ굮ꡄ룑ꡍ냝썄 2.ꡰꑕ삳(private) ꒣ꙁ뭐룓냓ꦱ뙩ꛦꗦ꧶ 녎꒣둲Ꟗ롧뻺ꝩ뙄뿋ꩂꙮ 쒵ꝩ뿋ꩂꙮ꒣굮ꕨ룓냓ꦱ껸뙏 3.Ꙗ닄ꑔ많엩삳(third party) Ꙗ껸ꭏ뻷멣ꗓ뙄ꅁꥥ뷐룑ꡍ Ꙗ껸ꭏ뻷멣ꗓ뙄ꅁ쒵ꝩꑪ깡 ꣬ꩫ끼뇄꣺ꩫꯟꛦ냊 덺륌돸꿈둃엩뛇벽 뻇 ꧪꯨ압ꯈ꓀쏾 ꛦ 냊 꽓 뱸 Singh(1990) 1.덑냊 ꒣뇄꣺ꛦ냊 2.땯셮 ꕵꚳꕘ셮ꛦ냊 3.뽅ꯣ ꕘ셮뭐ꡰꑕꛦ냊 4.ꕄ냊 ꕘ셮ꅁꡰꑕꛦ냊뭐닄ꑔ많엩ꛦ냊 룪껆꣓랽: (Day & Landon,1977; Day,1980; Singh ,1988; Singh,1990) ꫭ2-9꒺깥ꑄ녎ꙕ뻇맯ꧪꯨꛦ결뫘쏾꒩ꕈ닓꓀ꅃ꣤꒤Day(1980)놵쓲꒧ꭥ(Day & Landon,1977)맯ꧪꯨꛦ결ꪺ꓀쏾곣ꡳꅁ뒣ꕘꕈꧪꯨꗘꪺ꣓뙩ꛦ꓀쏾ꅁꙀꚳꑕꙃꑔ뚵:1.ꡄ쁶:ꪽ놵뚡놵ꙡꙖ띾둍ꡄ뷟쁶ꅂ2.ꧪꯨ:뛇륆꒣몡띎ꛓꭄ둍ꡄ룉 52
쁶ꅂ3.귓ꑈꧨ꣮:꒣ꙁ쑾쓲쇊뙒ꅃꛓSingh(1990)ꑝ끷맯ꧪꯨ압ꯈꪺ꽓꧊쉫꿇결ꕈꑕꕼ롳: 1.덑냊:꒣뇄꣺ꛦ냊; 2.땯셮:ꕵꚳꕘ셮ꛦ냊; 3.뽅ꯣ:ꕘ셮뭐ꡰꑕꛦ냊 ; 4.ꕄ냊:ꕘ셮ꅂꡰꑕꛦ냊뭐닄ꑔ많엩ꛦ냊ꅃ녎Day(1980)뭐Singh(1990)맯압ꯈꧪꯨꗘꪺ쉫꿇ꧪꯨꯈ롳뫮Ꙙ꒧ꅁꣃ뭐Singh & Shefali (1991)ꪺ곣ꡳ떲ꩇ곛Ꙍ쏒ꑕꅁ땯뉻껸뙏꒣몡ꪺ땻ꯗ뭐ꕘ셮ꧪꯨꝥ뉻ꖿ곛쏶ꅃ땍ꛓ압ꯈ끨ꕘꗦ꧶뭐굴궱ꑦ롏ꭨꙢ꒣몡땻ꯗ꣬륆쉥껄ꩇ껉ꅁꑾ라엣뗛뱗ꕛꅁꚹ떲ꩇ엣ꗜ럭압ꯈ꒣몡ꪺ놡뫼띕낪껉ꅁ멁ꯗ뭐ꛦ결ꪺ쏶ꭙꭨ띕녪ꅃꚹꕾDay(1984)ꭨ뮡ꧺ껸뙏라둠ꑕꙃ4뚵ꙝ꿀ꛒ뙱ꅁꛓꡍꥷ걏ꝟꙖ띾뒣ꕘꧪꯨ:1.껸뙏ꗳ궫굮꧊:늣ꭾ궫굮꧊ꅂ믹껦ꅂꫀ라썮ꗺꯗ껸뙏꧒믝껉뚡ꅆ2.ꪾ쏑뭐롧엧:ꕈꭥ쇊뙒ꚸ볆ꅂ맯늣ꭾꪺꪾ쏑ꑆ룑ꅂꪾ쒱꿠ꑏꕈꭥꧪꯨꪺ롧엧ꅆ3.둍ꡄ뷟쁶ꪺꝸ쏸ꯗ:껉뚡뭐ꚨꖻꅆ4.ꧪꯨꚨꕜꪺ뻷뉶:걏ꝟ라녯꣬ꖿ궱ꪺ삳ꭏ쏒ꅃ녱ꑗ굺뻣뉺ꪺ꒺깥룑꩒ꅁꕩꕈ뒣꣑띾Ꙣ뭐ꧪꯨ압ꯈ뙩ꛦꙮ룉뇏덂뉺껉ꪺ냑ꛒ뻚ꅃ ꗑ꧳ꩁ냈ꖢ뭾ꪺ땯ꗍꅁ덹ꚨ압ꯈꙢ껸뙏껉ꅁ늣ꗍ꒣둲Ꟗꅃꙝꚹꭋ땯ꗍꧪꯨꛦ결ꅃDay(1980)ꕘ압ꯈꧪꯨꛦ결ꅁ결륆ꚨ걙꽓ꥷꗘꪺꅃ압ꯈꕩꕈ뒣ꕘꙕ뫘뉺ꗑ꣓뇄꣺ꧪꯨꛦ냊ꅃ뻚뷕걤엣ꗜ:ꖭꞡꑀꛬ띐꣬몡띎ꪺ압ꯈ라Ꙗꑔ귓ꑈꕨ뙄뮡몡띎ꪺ껸뙏롧엧ꅃ꒧ꅁꑀꛬ띐꣬꒣몡띎ꪺ압ꯈꭨ라뭐11귓ꑈꕨ뙄뮡꒣몡띎ꪺ껸뙏롧엧(John Goodman,1989)ꅃꗑꚹꕩꪾꧪꯨꛦ결굙꒣롧ꗸ띾Ꞵ떽덂뉺ꅁꙢ압ꯈꑦꛕ곛뛇ꑕꅁ꣤뱶암뵤돲녎라ꯜꑪꅃꙝꚹ럭ꩁ냈땯ꗍꖢ뭾껉ꅁꗸ띾삳쁵ꗽꞴ떽덂뉺압ꯈ꧒뒣ꕘ꣓ꪺꧪꯨꅁꑾ걏ꗸ띾꽵ꖿ룑ꡍ압ꯈ냝썄ꪺ껖ꓟ꧒Ꙣꅃ 뫮Ꙙꕈꑗ꒺깥ꅂꖻ곣ꡳ뇄ꗎParasuraman , Zeithmal & Berry꧳1996꙾끷맯ꩁ냈ꭾ뷨몡띎ꯡ꒧껸뙏ꯡ쓲ꛦ결곣ꡳ떲ꩇꅁ꣤꒤뿅뙱압ꯈꧪꯨꛦ결ꚳꑕꙃꕼ뚵: 1. 압ꯈ라신늾ꛜ꣤ꕌ뒣꣑룻꣎ꩁ냈ꪺ쁜왕껸뙏ꅂ2.ꝩ뙄뿋ꅁꚹꚸꗎ쁜ꪺ굴궱롧엧ꅂ3.Ꙗꕾ곉ꅝ꙰껸ꭏ많엩ꅂꑪ늳뛇벽둃엩ꅞꗓ뙄ꧪꯨꅂ4.ꪽ놵Ꙗ쁜왕ꗓ뙄ꧪꯨꅃꗸ맏녱압ꯈꧪꯨꛦ결쏾ꮬ꣓꓁ꑊ놴끑압ꯈꙢ뻺롧ꩁ냈룉뇏ꯡꪺ몡띎땻ꯗꅃ 53
닄 ꑔ 뎹 곣 ꡳ 덝 군 ꖻ뎹곣ꡳ덝군Ꙁ꓀결ꕼ론ꅁ닄ꑀ론곣ꡳ걛멣뭐곣ꡳ낲덝ꅁꕄ굮뻚닄ꑇ뎹ꓥ쑭놴끑맯곣ꡳ꒺깥덶ꡂ뙩ꛦ뇀구ꅁ뙩ꛓꓤ꯹곣ꡳ걛멣꒧ꯘꗟꅁꙐ껉ꑝ녡ꕘ곣ꡳ낲덝ꅆ닄ꑇ론냝ꣷ덝군ꅁ끷맯곣ꡳꗘꪺꅂ맯뙈덝군빁꓁ꪺ냝ꣷ꒺깥ꅁ꣤꒤ꣃ맯곣ꡳ엜볆꒩ꕈꥷ롱뭐뿅뙱ꅆ닄ꑔ론냝ꣷꭈ껄ꯗ듺룕뭐룪껆ꚬ뚰ꅁ끷맯냝ꣷꭈ껄ꯗ듺룕ꅂꭥ듺ꅂ곣ꡳ맯뙈ꅂꧢ볋덝군뭐룪껆ꚬ뚰떥ꡂ왊뙩ꛦ뮡ꧺꅆ닄ꕼ론룪껆꓀꩒ꅁ뮡ꧺ냝ꣷ룪껆롧Ꙟꚬ덂뉺ꯡꅁꝙ륂ꗎꙕ뚵닎군ꓨꚡ꣓뙩ꛦ곣ꡳ낲덝꒧엧쏒ꅂ룑쓀뭐꓀꩒ꅃ 닄 ꑀ 론 곣 ꡳ 걛 멣 뭐 곣 ꡳ 낲 덝 ꖻ곣ꡳ걛멣(맏3-1)ꕩ꓀꣢뚥걱꒶닐ꅁ닄ꑀ뚥걱(맏3-2)결뱶암ꩁ냈룉뇏듁뇦꒧ꭥ롭ꙝ꿀ꪺ걛멣ꅁ꣤꒤뎯ꙃꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝꅂꩁ냈룉뇏듁뇦떥엜볆뚡꒧쏶ꭙꅆ닄ꑇ뚥걱(맏3-3)ꭨꕈ듁뇦ꅂ셚껄ꅂ꒣ꑀ교ꅂ몡띎ꯗꅂ껸뙏띎맏떥엜볆결냲슦ꅁꣃ삳ꗎ꧳ꩁ냈룉뇏겡냊꒤ꅁꗸ맏룑쓀ꚹ걛멣ꑕꪺ엜볆쏶ꭙꅃꡃꑀ걱ꕈ꒺깥룑꩒꣓ꛪ셰뮡ꧺꙕ엜볆꒧뚡ꪺ쏶ꭙꅁꕈ럓ꙕ뉺뷗ꛓ땯깩ꕘ꣓ꪺ곛쏶곣ꡳ걛멣ꅁ돌ꯡꙝ삳닄ꑀ뎹꧒뒣ꕘꪺ곣ꡳ냝썄ꅁꛓ녱꒤덶ꑀ뇀뻉ꕘ곣ꡳ낲덝ꅃ 54
곣ꡳ걛멣: ꩁ냈ꗳ 궫 굮 ꧊ ꩁ냈 ꖢ 뭾 쉫 ꙝ 룉뇏 듁뇦 ꖢ 뭾 룉뇏 껸뙏 쑙 궫 ꧊ 룉 뇏 ꯡ몡 ꛦ결 ꒣ ꑀ 교 띎ꯗ 띎맏 ꩁ냈 룉뇏 셚껄 맏3 – 1 곣 ꡳ 걛 멣 닄ꑀ뚥걱 곣ꡳ걛멣 ꗳ궫굮꧊ ꩁ냈 ꖢ 뭾 쉫 ꙝ 룉뇏 듁뇦 ꖢ뭾쑙궫꧊ 맏3 – 2 닄ꑀ뚥걱곣ꡳ걛멣 (ꩁ냈룉뇏듁뇦꒧ꭥ롭ꙝ꿀) 걛멣꒺깥룑꩒뭐곣ꡳ낲덝뇀구: ꑀ.?ꩁ냈ꗳ궫굮꧊뭐ꖢ뭾쑙궫꧊꒧쏶ꭙ Hocutt,Chakraborty, & Mowen(1997)뭻결럭ꖢ뭾땯ꗍ껉ꅁ압ꯈꙢ낪ꯗ엽ꡂꅂꙞ삳ꅂꙐ뉺ꓟ뭐슧뮪ꪺ룉뇏놡맒ꑕꅁ꣤룉뇏ꯡ몡띎ꯗꕩ꿠룻때ꖢ뭾땯ꗍ껉꣓녯ꟳ낪ꅃꙝꚹꙢ낪ꩁ냈룉뇏ꪺꫭ뉻ꑕꅁ걏ꚳꕩ꿠ꚳ껄듮뮴ꖢ뭾맯압ꯈ덹ꚨꪺ뷄삻(McCollough & Yadav ,2000)ꅃ 55
곛ꙡꅁꚳ곣ꡳ떲ꩇꕘ비꣼ꖢ뭾ꪺ압ꯈ꒣ꑀꥷ라ꙝ룉뇏ꫭ뉻ꪺ낪ꓴ럇ꅁꛓꚳ룻낪ꪺ몡띎ꯗ뗻믹ꅃ꙰Kelley, Hoffman,& DavisꙢ1993꙾맯륳냢띾꧒낵ꪺ곣ꡳ꒤땯뉻ꅁ압ꯈ맯꧳ꟳꖿꕛ룉뇏(Correction plus recovery)꒧몡띎ꯗ()ꓱ돦꿂ꟳꖿ룉뇏(Correction recovery)꒧몡띎ꯗ()땹ꝃꅃ꧒뿗ꟳꖿꕛ룉뇏ꅁ걏낣ꑆ맯ꖢ뭾뙩ꛦꟳꖿꕾꅁ쇙맯압ꯈ뙩ꛦ썂ꕾꪺ뷟쁶ꅃMcCollough & Yadav뇀듺압ꯈ맯ꭥꚳ룻ꝃꪺ몡띎뗻믹떲ꩇꅁꕩ꿠뭐ꫬꚸꖢ뭾ꪺ쑙궫꧊ꚳ쏶ꅃ녱ꑗ굺곣ꡳꓱ룻ꕩ땯뉻ꅁ때뷗ꙁꯧ믲ꞹ떽ꪺꯡ룉뇏ꅁꑝ꒣꿠ꞹꗾꖭ둟압ꯈ럭ꫬ덑ꖢ뭾뛋깠ꪺꓟ놡ꅃꛓ압ꯈ맯꧳룉뇏ꩁ냈ꪺ몡띎뗻믹ꑝ꒣걏ꗺ녱띾Ꙣ룉뇏꒺깥ꑗꪺ냵ꛦ땻ꯗ꣓뙩ꛦꛒ뙱ꅃꙝꚹꙢ룉뇏ꫭ뉻걏ꝟꚳ껄뒣뻣엩몡띎ꯗꪺ쒳썄ꑗꅁꗑ꧳ꑪꙨ볆뻇ꕵ끑뷗Ꙣꫬꚸꖢ뭾ꑕꅁ룉뇏ꫭ뉻맯꧳압ꯈ몡띎Ꙟ둟꒧돦Ꙗ쏶ꭙꅁ엣ꓖꙖꑗ끬랹ꫬꚸꖢ뭾ꪺ쑙궫꧊ꅂꗳ궫굮꧊걏ꝟ라뱶암ꯡ쓲룉뇏ꫭ뉻맯뻣엩몡띎ꪺꚨ껄ꅃ꧒ꕈꖻ곣ꡳ룕맏녱ꖢ뭾맯압ꯈ꧒덹ꚨꪺ뷄삻(ꫬꚸꖢ뭾ꪺ쑙궫꧊)룓껸뙏ꗳ맯압ꯈꪺ궫굮꧊(ꗳ궫굮꧊)ꅁ꣓곣ꡳ덯엜볆걏ꝟ라뱶암ꯡ쓲룉뇏ꫭ뉻맯뻣엩몡띎ꪺꚨ껄ꅃꑝ둎걏럭압ꯈ뭻ꥷꫬꚸꖢ뭾ꑷ쑙궫ꙍ꣤앶꽱ꅁꕂꗳꪺ궫굮꧊ꑷ꒣걏ꯡ쓲룉뇏ꕩꕈ삱룉ꪺꅃꙢ꒣ꕩ귬뷌맯ꓨꩁ냈ꛦ결ꑕꅁ둎뫢띾ꚳꙁꙮꪺꩁ냈룉뇏ꫭ뉻ꑝ걏깻뙏꩐땍ꅁꛓ라꣏룉뇏ꯡ압ꯈ몡띎ꑪ둔궰ꝃ(ꩁ냈ꖢ뭾륌ꑪꅁ꣒꙰싥ꗍ싥샸Ꝑ쉟뿹뭾덹ꚨ꽦녷ꚺꑠꪺ싥샸꿉,ꚹ껉끼ꓨ뙩ꛦꙁꙮꪺ룉뇏ꑝ때샙꧳)ꅃ Ꙑ껉ꩁ냈룉뇏ꪺꚨ껄꣼꣬ꑀꖲ굮뇸ꗳ(꙰ꖢ뭾쑙궫꧊ꅂꖢ뭾ꗳ궫굮꧊)꧒궭꣮ꅁ곛Ꙑꖢ뭾꒺깥Ꙣ꒣Ꙑ껸뙏놡맒ꑕ(꽚뻷뿰ꦵꅂ끥쁜뿰ꦵ)ꅁ압ꯈ맯꧳ꖢ뭾꧒덹ꚨꪺ뷄삻ꅁ라ꚳ꒣Ꙑ땻ꯗꪺꧪꯨ삳ꅃ꣒꙰럭압ꯈ얥꣬꽚뻷ꙝ걇셻껉뿰ꦵ껉ꅁ라벫ꯣꙡꙖ띾ꧪꯨꣃ꿁꣺뷟쁶ꕈ룑ꡍ냝썄ꅆꛓꙢ쁜왕ꗎ쁜ꪺ압ꯈꅁ굙걏궱셻끥쁜뿰ꦵꪺꪬꩰ껉ꅁ꣤삳ꕩ꿠꒣ꢣ녯ꓱꭥ녪꽐ꅃ땍ꛓ굙걏Ꙣ곛Ꙑꖢ뭾뷄삻룻ꝃꪺ꣤ꕌꖢ뭾ꑕꅁ압ꯈꑪꙨ뿯뻜꒣ꕨꙖ띾ꧪꯨꅃ덯쉉ꑝ녱Richins Ꙣ1983,1987 56
꙾ꪺ곣ꡳ꒤땯뉻ꅁꙢꝃ뷄삻꧊ꪺꖢ뭾ꪬꩰꑕꅂ압ꯈꑪꙨ뿯뻜꒣ꕨꙖ띾ꧪꯨ꿁뷟ꅂꟳꖿꅆ땍ꛓ압ꯈꙢ낪뷄삻ꪺꖢ뭾ꪬꩰꑕ꒧ꫭ뉻걏곛ꅃ꒣륌덯ꣃ꒣ꫭꗜ덯압ꯈ걏ꗃ뮷ꡉ쁱ꪺꅁꑀꖹꚳꧪꯨ뒣ꕘ껉ꅁ껸뙏ꭨ라맯ꖢ뭾Ꝑ쉟늣ꗍ낪ꯗꪺ궫뗸ꅃ Ꙑ껉ꖢ뭾꧒녡꣓ꪺ뷄삻ꑝꙝꑈꛓ늧ꅃꙐ볋ꪺꖢ뭾놡론(녱덴궹ꦱ꒺녯꣬뭇썡ꪺꑔꧺꩶ)Ꙣ꒣Ꙑ놡맒ꑕꪺ압ꯈ(녱깥ꙡꙢꦱ꒺ꗎ쁜ꕞꚣꙡꕾ녡싷뙽)ꪺ띐꣼뭻ꪾꑕꅁ껸뙏ꗳꪺ궫굮뭐ꝟꕩ꿠라뱶암압ꯈꕄꯈ왛ꪺꝐꥷꅁ뙩ꛓꭐꚨꚹꚸꖢ뭾맯압ꯈꪺ뷄삻(ꖢ뭾쑙궫꧊)뗻믹 (McCollough & Yadav , 2000)ꅃ 뫮ꑗ꧒굺ꅂꓞ뻉ꕘꖻ곣ꡳꚨꑕꙃ낲덝(H1) : H1 . ꩁ냈ꗳꪺ궫굮꧊라맯ꖢ뭾쑙궫땻ꯗꪺꝐ쉟늣ꗍꖿꙖ뱶암 ꑇ.?ꩁ냈ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊뭐ꖢ뭾쉫ꙝꪺ쏶ꭙ Folkes (1984)뭻결럭늣ꭾ땯ꗍ꿊ꖢ껉ꅁ껸뙏라ꙝ꣤ꖢ뭾ꪺ비륊띐꣼ꅁꛓ낵ꕘ쉫ꙝꝐ쉟(꣤꒺깥ꚳꕩ놱꧊ꅂ쎭ꥷ꧊ꅂ덤ꗴ쉫쓝떥ꑔ뚵멣궱)ꅁ녱덯쉫ꙝ떲ꩇꙁꡍꥷ압ꯈꯡ쓲ꪺ껸뙏삳(꣤꓀쏾결듁뇦삳ꅂꖫ돵꒽ꖭ삳ꅂꗍ껰삳떥)ꅃꙐ껉Folkes꧳1987꙾꒧곣ꡳ꒤ꅁ뻚뉻돵꽚뻷ꦵ뭾ꪺꪬꩰꅁ굮ꡄ띦궼궸뻷꒧궼ꯈ끷맯쎭ꥷ꧊ꅂꕩ놱꣮꧊뙩ꛦ쉫ꙝꝐ쉟ꅁꕈꑆ룑Ꙣ꽚뻷ꦵ뭾ꑕ꧒늣ꗍꪺ굴궱놡뫼ꅂꙁ쇊띎쑀ꅁ맯ꖢ뭾ꪺꧪꯨꦼꚹ꒧뚡걏ꝟꚳ뱶암ꅃ꧒ꕈꖻ곣ꡳ띑ꑆ룑압ꯈ맯ꖢ뭾쉫ꙝꝐ쉟(ꕩ놱ꅂ쎭ꥷ꧊)ꅂ라꒣라뱶암꣬맯ꖢ뭾쑙궫땻ꯗꪺꝐꥷꅆꩁ냈껸뙏ꗳꙢ압ꯈꓟꗘ꒤ꪺ궫굮땻ꯗ라꒣라맯ꖢ뭾쉫ꙝ(ꕩ놱ꅂ쎭ꥷ꧊)늣ꗍ뱶암ꅃ 뫮ꑗ꧒굺ꅂꓞ뻉ꕘꖻ곣ꡳꚨꑕꙃ꣢뚵낲덝(H2-3) : H2. ꖢ뭾쉫ꙝ(ꕩ놱ꅂ쎭ꥷ꧊)라맯ꖢ뭾쑙궫땻ꯗꪺꝐ쉟늣ꗍꖿꙖ뱶암 H3. ꩁ냈ꗳꪺ궫굮꧊라맯ꖢ뭾쉫ꙝ(ꕩ놱ꅂ쎭ꥷ꧊)늣ꗍꖿꙖ뱶암 ꑔ.ꩁ냈룉뇏듁뇦뎡ꗷ Binter꧳1990꙾꧒뒣ꕘꪺꩁ냈놵쒲볒ꚡ(ꢣ닄ꑇ뎹닄ꑀ론)꒤ꅁ뭻결럭맪믚뭻 57
ꪾꪺꩁ냈셚껄뭐륷듁ꪺꩁ냈듁뇦땯ꗍ꒣ꑀ교껉ꅁꭨ듁뇦꒣ꑀ교녎라뱶암압ꯈ낵쉫ꙝꝐ쉟ꅁ뙩ꛓꙁꡍꥷꩁ냈놵쒲ꪺ몡띎땻ꯗꅃ녱ꑗ굺곣ꡳ꒤ꕩ땯뉻듁뇦꒣ꑀ교ꪺ땊쉉덑Binter싪ꥷ꧳ꖢ뭾땯ꗍꯡꅁ껸뙏꣤ꖢ뭾비륊꧒낵ꕘꪺꝐ쉟뿅뙱ꅃ땍ꛓꅂ럭Ꙣꖢ뭾땯ꗍꑕꅁ껸뙏Ꙣ롧뻺룉뇏겡냊ꪺ륌땻꒤ꅁꡳ뎺라꒣라맯띾ꪺꯡ쓲룉뇏꒺깥늣ꗍ꒰믲땻ꯗꪺ듁ꯝꅁ덯ꚨ결곣ꡳ띑굮뉠ꑊ놴끑ꪺꙡꓨꅃꚹꕾBlodgett, Wakefield & Barnes(1995)뭻결뱶암껸뙏맯꧳ꩁ냈뒣꣑ꪺ뿯뻜ꕄ굮ꚳ꣢귓쏶쇤ꙝ꿀ꅇꑀ걏ꗸ띾꧒뒣꣑ꪺꩁ냈ꓴ럇(ꕝ걁ꗸ띾뒣꣑ꩁ냈ꪺ삳멁ꯗꅂ떽ꯗꅂꭈ뿠ꯗꝙ껉꧊)ꅆ꣤ꑇꭨ걏ꗸ띾맯꧳압ꯈꧪꯨꪺ덂뉺ꓨꚡꅃꗑꑗ꧒ꪾꅂ껸뙏Ꙣ뙩ꛦ뉺띑껸뙏꒧ꭥꅁ걏ꚳꕩ꿠뻚ꭥ맯Ꙑ뷨띾ꪺ륷듁ꫭ뉻ꅁ뿯뻜빁럭ꪺ껸뙏맯뙈뙩ꛦꗦ꧶ꅃ굙압ꯈꙢꩁ냈뛇뮼륌땻꒤ꅁꕒ꓀띐꣼ꩁ냈ꭾ뷨ꪺ낪ꓴ럇ꅁꭨ곛맯ꙡ라뒣압ꯈꓟ꒤ꪺ몡띎ꯗꅆ뙩ꛓ뇀쉟띾ꩁ냈걏ꚳꭏ믙ꪺꅁ걏ꚳꢬ냷꿠ꑏ꣓맯ꖢ뭾뙩ꛦꞹ떽ꪺ룉뇏덂뉺ꅁꙝꛓ늣ꗍ맯ꩁ냈룉뇏ꪺ룻꣎듁뇦ꅃ뫮Ꙙꕈꑗ꒺깥ꅁꖻ곣ꡳ띑놴끑껸뙏라꒣라꣤ꖢ뭾비륊꧒낵ꕘꪺꝐ쉟ꅝꖢ뭾쉫ꙝꅂꗳꪺ궫굮꧊ꅂꖢ뭾쑙궫땻ꯗꅞꅁꛓꕨ뱶암맯띾ꯡ쓲룉뇏ꪺ듁ꯝꅃ 뫮ꑗ꧒굺ꅂꓞ뻉ꕘꖻ곣ꡳꚨꑕꙃ낲덝(H4-6) : H4. ꖢ뭾쉫ꙝ(ꕩ놱ꅂ쎭ꥷ꧊)라맯ꩁ냈룉뇏듁뇦늣ꗍꖿꙖ뱶암 H5. ꩁ냈ꗳꪺ궫굮꧊라맯ꩁ냈룉뇏듁뇦늣ꗍꖿꙖ뱶암 H6. ꖢ뭾쑙궫땻ꯗ라맯ꩁ냈룉뇏듁뇦늣ꗍꖿꙖ뱶암 닄ꑇ뚥걱 곣ꡳ걛멣 ꩁ냈룉뇏듁뇦 껸뙏 ꯡ쓲 ꩁ냈룉뇏꒣ꑀ교 ꩁ냈룉뇏ꯡ몡띎ꯗ ꛦ결 띎맏 ꩁ냈룉뇏셚껄 맏3 – 3 닄ꑇ뚥걱곣ꡳ걛멣(ꩁ냈룉뇏듁뇦꒣ꑀ교뎡ꗷ) 58
ꕼ.ꩁ냈룉뇏듁뇦꒣ꑀ교뎡ꗷ Montfort , Masurel & Rijn(2000)꧓쓲ꭥꑈ곣ꡳ떲ꩇꕈLISREL(뵵꧊떲멣쏶ꭙꓨ땻ꚡ)샋듺껸뙏듁뇦ꅂ셚껄ꅂ꒣ꑀ교ꅂ몡띎ꅂꙁ쇊띎쑀떥엜볆뚡꒧쏶ꭙꅃ떲ꩇ땯뉻Ꙣ뿄ꩁ냈띾꒤ꅁ꒣ꑀ교뭐껸뙏듁뇦ꅂ셚껄꒧쏶ꭙ걏꓀ꝏ꙳Ꙣꪺꅁ듁뇦멣궱꒣라ꪽ놵ꙡ뱶암몡띎ꯗꅃ뒫ꢥ꒧ꅂꑝ둎걏듁뇦롧ꗑ꒣ꑀ교멣궱ꅁ뛈맯꧳압ꯈ몡띎ꯗ땯ꗍ뚡놵ꪺ뱶암ꅃ껸뙏맯늣ꭾ셚껄꒧뭻ꪾꭨ맯압ꯈ몡띎ꯗꚳ녪꽐ꪺꖿꙖ뱶암ꅃ ꅹ듁뇦-셚껄-꒣ꑀ교-몡띎ꯗꅺꦼꚹ꒧뚡ꪺ쏶ꭙ걏꙰꛳ꥏꅈ덜Ꙩ뻇맯꧳ꕈꑗ엜볆꒧뚡ꪺ쏶ꭙ뙩ꛦ맪쏒곣ꡳꅁOliver(1980)뭻결ꅵ듁뇦-꒣ꑀ교ꅶ걏몡띎ꪺꭥꙝ엜볆ꅁ꒣ꑀ교Ꙣ볒ꚡ꒤걏돌ꗽ뱶암몡띎ꯗꅃChurchil & Suprenant(1982)ꪽ놵ꕘ듁뇦뭐셚껄맯꒣ꑀ교ꪺ뱶암ꅁꕈ듁뇦맯셚껄ꪺ뱶암ꅃTse & Wilton(1988)ꭨꧺꗕꕘ셚껄맯몡띎ꯗ꒧뱶암ꅃ꒧ꯡOliver꧳1993꙾ꭨꦵ압ꯈ몡띎-꒣ꑀ교볒ꚡ(Customer Satisfaction/Disconfirmation ,CS/D)ꅁ땯뉻뱶암몡띎ꯗꪺ돌ꕄ굮엜볆결꒣ꑀ교ꪺ뭻ꪾꅃWoodruff , Cadotte & Jenkies (1983)ꕘ듁뇦멣궱Ꙣꭾ땐ꚨ껄ꓱ룻껉라덑엩엧(perceived service)꧒꣺ꕎꅁOliver(1981)ꑝꕈ듁뇦꣓뗻꛴몡띎ꯗꅁꙝꚹ듁뇦Ꙑ껉ꗧ라뱶암꣬셚껄ꅃ녱ꑗ굺꒺깥ꕩꑆ룑엜볆ꦼꚹ뚡ꪺ쏶ꭙ꒧ꕾꅁꙐ껉ꗧꕩ뿅뙱듁뇦뭐셚껄ꪺ꒣ꑀ교떲ꩇ걏ꕩꕈꗎ꣓ꫭꗜꩁ냈ꭾ뷨땻ꯗꅃ 땍ꛓꅂꩁ냈겡냊ꣃ꒣걏Ꙣ껸뙏엩엧ꞹ늣ꭾꩁ냈ꯡꅁ둎쁈ꝙ떲ꟴꪺꅁꛓ걏띾놵뗛굮뙩ꛦꑕꑀꚸꩁ냈겡냊ꪺ뙽ꥬꅃBoshoff(1999)결ꑆ꿠뙩ꑀꡂꚳ껄ꙡ셁룑껸뙏맯ꩁ냈룉뇏ꪺ몡띎떲ꩇꅁ륂ꗎ듁뇦-꒣ꑀ교뉺뷗(the expectancy- disconfirmation theory)ꅁ덺륌ꩁ냈룉뇏뙱ꫭꅝRECOVSATꅞ뗻꛴압ꯈ맯ꩁ냈룉뇏ꪺ몡띎떲ꩇꅃꕌ뭻결ꩁ냈룉뇏몡띎ꯗ(Service Recovery Satisfaction ; SRS)떥꧳ꩁ냈룉뇏듁뇦(Service Recovery Expectation ; SRE)뭐ꩁ냈룉뇏셚껄(Service Recovery Performance ; SRP)ꪺ깴뙚ꅁ굙SRE ꑪ꧳ SRPꭨ라늣ꗍ굴Ꙗ꒣ꑀ교 59
(Negative Disconfirmation)ꅁ띎ꝙꚳ굴궱ꑦ롏뛇벽ꅂ압ꯈ걹ꖢ떥굴궱뱶암)ꅆSRE ꑰ꧳ SRPꭨ라늣ꗍꖿꙖ꒣ꑀ교(Positive Disconfirmation)ꅁ띎ꝙꚳꙮꪺ뙈ꅂ압ꯈꙁ쇊꣼ꥷꪺꩁ냈ꭾ뷨떥ꖿ궱뱶암ꅃꗑ꧳룉뇏셚껄ꪺ뗻꛴꒺깥륌꧳뱳꩸ꖢ땊ꅁ꧒ꕈBoshoffꙢRECOVSAT꒤ꅂꑪ교룉뇏셚껄꒺깥꓀ꚨ꒻ꑪ뗻꛴멣궱:1.ꑈ귻맯룉뇏덂뉺ꪺ멁ꯗ랾덱ꖩ(Communication)ꅂ2.빁럭뷡꒩ꑈ귻뙩ꛦ룉뇏ꡍ떦ꪺ앶ꑏ(Empowerment)ꅂ3.빁껉Ꙟ룉뇏뙩ꯗ룪끔(Feedback)ꅂ4.룉쁶ꓨꚡ(Atonement)ꅂ5.ꧺ뵔슲굮룑쓀ꅝExplanationꅞꅂ6.맪엩샴맒ꅂ덝걉ꅂꑈ귻곯뗛떥ꕾꙢꚳ꒧볐럇걏ꝟ꣣돆(Tangibles)ꅃBoshoffꗸ맏싇ꗑ꣤룉뇏꓀쏾멣궱ꅁ꣏띾ꭋ꧳맯ꩁ냈룉뇏셚껄ꕨ뙩ꛦ뗻꛴ꅁ뙩ꛓ뿅뙱압ꯈꙢꩁ냈룉뇏ꯡꪺ몡띎땻ꯗꅃ ꛜ꧳ꅹ듁뇦-꒣ꑀ교뉺뷗ꅺꙢꩁ냈룉뇏겡냊ꪺ곣ꡳ삳ꗎꑗꅁMcCollough & Yadav ꑝ꧳2000꙾ꪺ곣ꡳ꒤ꅁ룕맏ꕈꫬꚸ꒣ꑀ교(ꖢ뭾듁뇦뭐ꩁ냈셚껄꒧ꓱ룻)뭐룉뇏꒣ꑀ교(룉뇏듁뇦뭐룉뇏셚껄꒧ꓱ룻)꣢결뻣엩몡띎ꯗ꒧뱶암낵ꓱ룻ꅃꕈ맪엧놡맒ꪺ맯럓ꓨꚡꅁ끷맯ꚳ비륊ꖼ비륊ꩁ냈ꖢ뭾꒧압ꯈꪺ룉뇏ꯡ몡띎ꯗꝀꪽ놵ꪺꓱ룻(ꢣ맏3-4)ꅃ꣤꒤꧒뿗ꪺ룉뇏꒣ꑀ교ꭙꩁ냈룉뇏듁뇦ꅝ압ꯈ뭻결ꩁ냈뒣꣑ꅁꙢꩁ냈ꖢ뭾ꪺ놡ꩰꑕ녎뇄꣺ꪺꛦ냊ꅞ뭐ꩁ냈룉뇏ꫭ뉻ꅝꙢꩁ냈ꖢ뭾ꑕꅂ압ꯈ꧒맪믚띐꣼꣬ꪺ룉뇏ꯝ륊ꅞ꒧뚡ꪺ깴뙚ꅃ ꖢ 뭾듁뇦 ꫬꚸ꒣ꑀ교 ꩁ냈셚껄 몡 띎 ꯗ 룉 뇏듁뇦 룉뇏꒣ꑀ교 룉뇏셚껄 맏.3-4ꩁ냈ꖢ뭾뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧닕슴곣ꡳ걛멣 룪껆꣓랽:McCollough & Yadav ( 2000) 60
녱룓곣ꡳ떲ꩇ꒤ꕩꕈꑆ룑ꅁ쇶땍Ꙣ걊ꥷꪺꩁ냈ꖢ뭾ꑕꅁꫬꚸ꒣ꑀ교맯꧳뻣엩몡띎ꯗ꒧뱶암꧊라ꓱ룉뇏꒣ꑀ교ꑪꅃ걏ꙮꪺꩁ냈룉뇏꿠ꚳ껄듮뮴ꖢ뭾맯꧳압ꯈ몡띎ꯗꪺ뛋깠ꅁꙝꚹ럭ꖢ냈땯ꗍ껉ꅁꩁ냈뒣꣑삳뒣꣑뙗륌압ꯈ륷듁ꪺ룉뇏ꫭ뉻ꅃꚹꕾꩁ냈룉뇏ꯡ몡띎ꯗꑄ결Ꝑ쉟룉뇏ꫭ뉻ꪺ볐럇ꅁ룉뇏ꫭ뉻걏룉뇏꒣ꑀ교ꪺꕄ굮륷듺ꙝꑬꅃ룉뇏ꫭ뉻띎ꝙ룉뇏셚껄ꅃ꒣ꙮꪺꩁ냈룉뇏ꅁ라ꙝ압ꯈ듁뇦ꪺ싹궫뢨깴ꅝdouble deviationꅁꩁ냈ꫬꚸ듁뇦꒣ꑀ교뭐ꩁ냈룉뇏듁뇦꒣ꑀ교꒧ꓱ룻ꅞꅁꛓ꣏녯압ꯈ몡띎ꕛ덴ꑕ럆ꅃꙝꚹꖻ곣ꡳ뭻결ꩁ냈룉뇏꒣ꑀ교뎡ꗷ걏귈녯뉠ꑊ놴끑ꪺꅁ걇녎듁뇦꒣ꑀ교뉺뷗깍ꗎꙢꩁ냈룉뇏ꑗꅁ듁꿠뮲ꝕꖻ곣ꡳꪺ뙩ꛦꅃ ꚹꕾ녱Levesque & McDougall꧳2000꙾ꪺ곣ꡳ녯ꪾꅁ껸뙏돟띒ꛜ낪ꩁ냈ꭾ뷨ꪺꦱ깡뙩ꛦ낪궫굮꧊ꪺ늣ꭾ(ꩁ냈)껸뙏ꅁꙝ결껸뙏곛ꭈꦱ깡떹꒩ꪺ껸뙏ꭏ믙꧓뿕걏귈녯ꭈ뿠ꅁ꣤ꩁ냈ꫭ뉻걏ꕩꕈ덑듁ꯝꪺꅃꙐ뉺ꑀꖹꩁ냈땯ꗍꖢ뭾껉ꅁꦱ깡ꪺ룉뇏ꫭ뉻걏ꑝꚳꕩ꿠덑륷듁ꪺꅁ덯쉉ꕩ녱Kelley & Davis ꧳1994꙾ꪺ곣ꡳ떲ꩇ:ꅵꩁ냈ꭾ뷨뭐맯ꩁ냈룉뇏듁뇦ꚳꪽ놵뱶암ꅁ압ꯈ몡띎맯ꩁ냈룉뇏듁뇦ꚳ뚡놵뱶암ꅶ꒤ꕩ곝ꕘꅃꑀꖹꗸ띾ꣃꖼ낵ꕘ꙰압ꯈ륷듁ꪺ낪룉뇏ꫭ뉻껉ꅁꭨ압ꯈꪺ룉뇏ꯡ몡띎ꯗ녎ꕩ꿠라ꑕ궰ꅃ꒧ꅂ럭ꗸ띾ꪺꩁ냈룉뇏셚껄낪껉ꅁꭨ꣤압ꯈꪺ룉뇏ꯡ몡띎ꯗ녎ꕩ꿠라ꑗꅃ 뫮ꑗ꧒굺ꅂꓞ뻉ꕘꖻ곣ꡳꚨꑕꙃ꒻뚵낲덝(H7-12 ) : H7. 압ꯈꙢ롧ꗑꩁ냈룉뇏꒧륌땻ꅁ꣤ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄꒧뚡라ꚳ엣뗛깴늧꙳Ꙣ H8. ꩁ냈룉뇏듁뇦라맯룉뇏꒣ꑀ교늣ꗍ굴Ꙗ뱶암 H9. ꩁ냈룉뇏셚껄라맯룉뇏꒣ꑀ교늣ꗍꖿꙖ뱶암 H10.ꩁ냈룉뇏듁뇦라맯ꩁ냈룉뇏ꯡ몡띎ꯗ늣ꗍ굴Ꙗ뱶암 H11.ꩁ냈룉뇏셚껄라맯ꩁ냈룉뇏ꯡ몡띎ꯗ늣ꗍꖿꙖ뱶암 H12.ꩁ냈룉뇏꒣ꑀ교라맯ꩁ냈룉뇏ꯡ몡띎ꯗ늣ꗍꖿꙖ뱶암 61
꒭ꅂꩁ냈룉뇏몡띎ꯗ맯껸뙏ꛦ결띎맏꒧뱶암: 압ꯈꙢ뻺롧냓띾ꗦ꧶ꯡꅁ꒣뷗Ꙣ껸뙏륌땻꒤걏Ꙣ껸뙏떲ꟴꯡꅁ뎣라꒣ꛛ쒱ꙡ뻚늣ꭾꩁ냈ꪺꫭ뉻ꅁ꣓뙩ꛦ몡띎땻ꯗꪺꕄ왛Ꝑꥷꅃꛓ덯ꕄ왛ꪺ띎ꢣ뗻믹ꭨꚳ랥ꑪꪺꕩ꿠라ꕨ뱶암꣬띾ꯡ쓲ꪺ롧샧셚껄뭐ꙗ앁뙈떥ꅃ녱ꖿ궱ꪺ껄꽱꣓곝ꅁ압ꯈ몡띎ꯗ엣뗛ꙡ뭐Ꙙ빁ꪺ껸뙏ꯡ쓲ꛦ결곛쏶ꅁ쒴꙰뮼뱗ꪺ압ꯈꦾ룛ꯗꅂꖿ궱ꑦ롏ꯅ뛇ꅂ룻ꙮꪺ샲ꝑ꿠ꑏꅁꙝꚹꩁ냈뱴냓ꪺ룉뇏떲ꩇꅂ압ꯈ몡띎ꯗꅂ듁돑빬ꪺꕛ믹귈뭐샲ꝑ꿠ꑏ곒뫲녋ꙡ곛꒬쏶셰(Webster & Sundaram ,1998)ꅃꛜ꧳몡띎ꯗ뭐ꑦ롏ꅂꙁ쇊띎쑀뚡ꪺ쏶ꭙꅁꕩ녱 Spreng , Harrell & MackoyꙢ1995꙾ꪺ곣ꡳ땯뉻ꩁ냈룉뇏ꯡ몡띎ꯗ(ꝙ압ꯈ맯ꩁ냈ꑈ귻ꩁ냈룉뇏꒧ꓨꚡ꒧몡띎)뭐뻣엩몡띎ꯗ꒧뚡ꝥ뉻엣뗛꒧ꖿ곛쏶ꅆꛓ뻣엩몡띎ꯗ뭐ꑦ롏ꅂꙁ쇊띎쑀ꝥ뉻엣뗛꒧ꖿ곛쏶ꅃꗧꝙ압ꯈ굙띕몡띎ꅁꭨ띕ꚳꕩ꿠ꙁꚸ뙩ꛦ껸뙏ꅁꣃꙖ뿋뛇벽ꖿ궱ꪺꑦ롏ꅃꙢ굴궱뱶암ꓨ궱(꙰압ꯈꧪꯨ)ꅁSingh꧳1988꙾ꪺ껸뙏ꧪꯨ띎맏뭐ꛦ결꒧곣ꡳ꒤ꕩꪾꅁ압ꯈꙢ뻺롧ꩁ냈ꖢ뭾ꯡꅁ굙ꙝꩁ냈꒣몡띎ꛓ늣ꗍ꒣둲Ꟗꪺ띐쒱껉ꅁꚹ꣨껸뙏싇ꗑꙕ뫘ꧪꯨꓨꚡ(꙰셮궵ꅂꡰꑕꅂꙖ닄ꑔꧪꯨ떥)꣓맯띾뙩ꛦ꒣몡ꪺ쒳ꧨ꣮떥ꅃ곆ꛜ꧳라ꚳ신늾ꛦ결땯ꗍ(Keaveney,1995)ꅃꗑꚹꕩꪾ압ꯈꦾ룛ꯗꅂꧪꯨ삳떥엜볆걏꿠냷룔뫉ꙡ삳껸뙏Ꙣ뻺롧ꩁ냈ꯡꅁ꧒늣ꗍꪺꯡ쓲ꖿ굴궱ꛦ결ꅃ Spreng , Harrell & MackoyꙢ1995꙾ꪺ곣ꡳꕘꅁ롧륌ꩁ냈룉뇏ꯡꅁ맯꧳압ꯈ뻣엩몡띎ꯗ뭐ꖼ꣓ꙁ쇊띎쑀ꪺ뱶암ꟳ돓꧳뛈꧳맪믚ꫬꡂꩁ냈놵쒲껉ꪺ뱶암ꅃꙝꚹ결ꑆꕒ맪ꖻ곣ꡳ맯꧳껸뙏ꯡ쓲ꛦ결뱶암ꪺ꒺깥ꅁꙝꚹꖻ곣ꡳ띑ꑆ룑Ꙣꩁ냈룉뇏몡띎ꯗꑕꅁ압ꯈꦾ룛ꯗꅂ압ꯈꧪꯨ삳떥ꛦ결엜볆ꅁꡳ뎺라ꚳ꒰믲땻ꯗꪺ뱶암엜꓆ꅃ 뫮ꑗ꧒굺ꅂꓞ뻉ꕘꖻ곣ꡳꚨꑕꙃꑇ뚵낲덝(H13-14 ) : H13. ꩁ냈룉뇏ꯡ몡띎ꯗ라맯압ꯈꦾ룛ꯗ늣ꗍꖿꙖ뱶암 H14. ꩁ냈룉뇏ꯡ몡띎ꯗ라맯ꧪꯨ삳늣ꗍ굴Ꙗ뱶암 62
닄 ꑇ 론 냝ꣷ덝군 ꖻ론ꗽ끷맯냝ꣷ꒺깥ꅂꗘꪺ뙩ꛦ뮡ꧺꅁꙁꑀꑀꙡ끷맯냝ꣷ녍ꚳꙗ뗼곣ꡳ뵤돲낵ꕘꥷ롱ꅃꚹꕾ끷맯ꑗ론꧒굺엜볆ꪺꑀ꿫꧊랧꧀신뒫결맪믚ꕩ듺뙱ꪺ뻞Ꝁ꧊ꥷ롱ꅁ뿅뙱뚵ꗘ뭐뿅뙱ꓨꚡ꓀ꝏ꒩ꕈ뮡ꧺꅃ ꑀ.?냝ꣷ덝군꒺깥뭐ꗘꪺ ꖻ냝ꣷ덝군ꕩ꓀결꒭ꑪ뎡ꗷ(ꢣ뿽ꑀ)ꅁꕈꑕ꓀ꝏ뙩ꛦ뮡ꧺ: 닄ꑀ뎡ꗷ:꣼던비륊쁜뚼ꖢ뭾뭐룉뇏덂뉺ꪺ꒺깥뭐떲ꩇꅃ ꖻ곣ꡳ결ꑆ뵔ꭏꚹꚸ냝ꣷ뷕걤맯뙈닅Ꙙ볋ꖻ뿯꣺ꪺ볐럇ꅁꕂ꿠뉠ꯗꙡ맯꣼던럭ꚸꪺ껸뙏롧엧뙩ꛦꑆ룑ꅁꕈꕢ떲멣뙽꧱ꚡ냝뚵ꚬ뚰꣼던Ꙣ쁜뚼ꖢ뭾ꑕꪺ륌땻ꅂ떲ꩇ띾꧒뇄꣺ꪺ룉뇏덂뉺떥꒺깥ꅃꛜ꧳꣼던럭껉껸뙏겡냊샴맒(ꕝ걁쁜왕ꙡ쉉ꛬ롭ꅂ쁜왕ꙗ뫙ꅂꚹꚸ쁜뚼껸뙏멁ꅂꡃꑈꖭꞡ쁜뚼껸뙏썂떥)ꅁꭨ뇄ꯊ뎬ꚡ냝뚵ꅁ꣓꣑꣼던뙩ꛦ뛱떪ꅃ 닄ꑇ뎡ꗷ: Ꙣ럭ꚸ쁜뚼껸뙏ꗳꑕꅁ꣤ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝ(쎭ꥷ꧊ꅂ놱꣮꧊)ꩁ냈룉뇏ꯡ몡띎ꯗ꒧듺뙱ꅃ ꚹ뎡ꗷꕄ굮결ꑆ룑꣼던Ꙣꚹꚸ쁜뚼ꖢ뭾ꗳꑕꅁ맯꧳ꑗ굺냝뚵ꪺ멁ꯗꅃꙀ군ꚳ꒭귓돦ꑀ냝뚵ꅁ뿅뙱ꓘꯗꭨ뇄10-point Likert Scaleꅃ 닄ꑔ뎡ꗷ: 녯ꪾ꣼던Ꙣ럭ꚸꩁ냈룉뇏겡냊ꑕꪺ룉뇏듁뇦ꅂ룉뇏셚껄뭐룉뇏꒣ꑀ교꒧삳ꅃ ꕈRECOVSAT뙱ꫭꪺ17귓ꩁ냈룉뇏냝뚵(뇄10 point Likert scale)결냲슦ꅁ둎ꭥ맯ꩁ냈룉뇏ꪺꑀ꿫듁뇦(궫굮뭐ꝟ)뭐ꯡ맪믚엩엧(몡띎뭐ꝟ)꓀ꝏ뿅뙱ꅁ뙩ꛓ녯ꪾ꣼던Ꙣ럭ꚸꩁ냈룉뇏겡냊ꑕꪺ룉뇏듁뇦ꅂ룉뇏셚껄뭐룉뇏꒣ꑀ교ꅃ 63
닄ꕼ뎡ꗷ: ꣼던ꯡ쓲껸뙏ꛦ결띎맏ꅃ ꚹ뎡ꗷꕈ압ꯈꦾ룛ꯗ(꒭귓냝뚵)뭐압ꯈꧪꯨ(ꕼ귓냝뚵)떥엜볆ꅁꣃꕈꑑ쉉 Likertꓘꯗ듺뙱꣼던Ꙣ롧뻺룉뇏덂뉺ꯡꪺꛦ결띎맏ꅃꚹ뎡ꗷ셠군ꚳꑅ썄ꅁ꣑꣼던냩뿯ꅃ 닄꒭뎡ꗷ: ꣼던냲ꖻꫀ롧굉뒺룪껆ꅃ ꚹ뎡ꗷꕄ굮ꕝ걁꧊ꝏꅂ꙾쓖ꅂ슾띾ꅂꛭꙡꅂ뇐땻ꯗꅂꖭꞡꓫꚬꑊ떥꒻귓냲ꖻꫀ롧냝뚵ꅁꙐ껉ꣃꕈꯊ뎬ꚡ냝뚵꣓띪뚰룪껆ꅁ돌ꯡꙁ뷐꣼던꽤ꑕꥭꙗ뭐륱룜ꅁꕈ꣑꣤ꯡ샋껖ꅃ ꑇ.냝ꣷꙗ뗼ꥷ롱: (ꑀ)쁜왕뵤돲꒧싪ꥷ: 럓ꅹ꒤뗘ꗁ냪ꛦ띾샧띾뚵ꗘ볐럇ꅺ맯쁜쁝띾꒧덗ꥷꅝꑚ녱꒤ꅂꛨꅂ꣤ꕌꙕꚡ쁜궹꣑삳ꅁ믢ꚳ냵럓꒧쁜왕ꅂ뚺ꦱꅂ궹냳떥ꛦ띾ꞡ쓝꒧ꅃ껈쁝꧒쓝쁜왕꒧믢ꚳ뚼궹ꦱ냵럓ꛓ뽗ꗟ롧샧ꅁꗧ쉫ꑊꚹ쏾ꅞꅃꖻ곣ꡳ껚뻚낪곮굞(1994)ꪺꓥ쑭뻣뉺ꅁ꧒ꥷ롱ꪺ쁜왕걏뻖ꚳꥷ샧띾돵꧒ꅂ뒣꣑깹ꛬꅁꣃ뚷ꚳꑈ귻꣓결압ꯈ뙩ꛦ쉉쁜ꅂ끥쁜ꩁ냈ꑗ껠ꪺꙡꓨꅃ결ꑆ셙ꑰ곣ꡳ뵤돲ꅁꖻ곣ꡳ띪뚰ꩁꖢ뭾ꪺ쁜왕뵤돲ꅁ꒣ꕝ걁꙰돁럭돒떥덴궹ꦱꅂꑧ싻ꮰꅂꑳ껼늣ꦱꅂꖭ믹ꛛꝕ쁜ꅂꓴ믥쓑궹ꅂ뽎쎾쉉ꓟ떥ꑀ꿫뗳Ꝼꑰꙙꦱꅂ룴쏤앵ꅁ냠끳ꯎꅂ끳ꝡꅂꥀ냘ꅂ꩷ꩪ공꿹떥뚼껆ꦱꅃ (ꑇ)쁜뚼ꖢ뭾: 럭압ꯈꙢꗎ쁜뉻돵ꅁꙝ결꒣Ꙙ녠뉺ꪺꖢ뭾(꙰귻ꑵ멁ꯗ꒣꣎ꅂ끥뿹쁜궹ꅂ쁜궹ꭾ뷨꒣ꙮꅂꦵ뿰쁜궹끥륆떥)꒧땯ꗍꅁꙝꛓ덹ꚨ압ꯈ꒣둲Ꟗꅂ꒣몡띎ꅂ꒣ꓨꭋꪺ땾멁ꅁꣃ녎띎ꢣ걍떹ꩁ냈ꑈ귻ꑆ룑ꅃ 64
(ꑔ)ꩁ냈룉뇏: 곛맯꧳ꖢ뭾꧒덹ꚨ압ꯈ꒣둲Ꟗꅂ꒣몡띎ꪺ놡ꩰꅁꑷ롧ꪾ륄ꖢ뭾땯ꗍꪺ뉻 돵ꑈ귻낵ꕘꅝꖼ낵ꕘꅞ껸낣압ꯈꧪꯨꪺ룉쁶덂뉺ꛦ냊(꙰륄며ꅂ뷟쁶떥) ꅃ ꑔ.곣ꡳ엜볆ꪺ뻞Ꝁ꧊ꥷ롱뭐뿅뙱 1.ꩁ냈ꗳ궫굮꧊(Service criticality) (1)뻞Ꝁꮬꥷ롱: Ꙣ압ꯈꖻꢭ뭻ꪾꑕꅂꚹꚸ쁜뚼껸뙏ꗳꙢ압ꯈꓟꗘ꒤ꪺ궫굮땻ꯗꅃ (2)뿅뙱뚵ꗘ뭐ꓨꚡ: ꕈ돦ꑀ뚵ꗘ뿅뙱ꩁ냈ꗳ궫굮꧊ꅁꣃꕈꑑ쉉Likertꓘꯗ (1결ꡓ꒰믲ꅂ5결궫굮ꅂ10결ꭄ녠궫굮)꣓뙩ꛦꅃ 2.ꖢ뭾쑙궫꧊(Problem severity) (1)뻞Ꝁꮬꥷ롱: 럭압ꯈꙢ쁜뚼껸뙏륌땻꒤땯ꗍꖢ뭾껉ꅁ맯압ꯈꖻꢭ덹ꚨ껉뚡ꅂ뿺ꅂ뫫꾫ꑗꪺ띬ꖢꅁ꣏꣤꒣ꭋꝸ쉚ꪺ땻ꯗꅃ (2)뿅뙱뚵ꗘ뭐ꓨꚡ: ꕈ돦ꑀ뚵ꗘ뿅뙱ꖢ뭾쑙궫꧊ꅁꣃꕈꑑ쉉Likertꓘꯗ(1결뮴띌ꅂ5결쑙궫ꅂ10결ꭄ녠쑙궫)꣓뙩ꛦꅃ 3.ꕩ놱꧊쉫ꙝ(Controllability) (1)뻞Ꝁꮬꥷ롱: 압ꯈ뻚뉻돵ꖢ뭾땯ꗍꪺ귬ꙝꅁ뙩ꛓꝐꥷ룓쁜왕ꕩꕈ둸뒤놱꣮ꪺ땻ꯗꅃ (2)뿅뙱뚵ꗘ뭐ꓨꚡ: 껚뻚FolkesꙢ1984꙾뙩ꛦ쁜뚼꿊ꖢꪺ쉫ꙝ뭐압ꯈ삳ꪺ곣ꡳ뷕걤꒤ꅁꕘ 65
ꚳ쏶ꕩ놱꧊쉫ꙝ꒧냝뚵뿅뙱ꅃꣃꕈ돦ꑀ뚵ꗘꅂꑑ쉉Likertꓘꯗ(1결ꞹꗾ꒣꿠놱꣮ꅂ5결뒶덱ꅂ10결ꞹꗾꕩꕈ놱꣮)꣓뿅뙱ꖢ뭾ꕩ둸놱ꪺ땻ꯗꅃ 4.쎭ꥷ꧊쉫ꙝ(Stability) (1)뻞Ꝁꮬꥷ롱: 압ꯈ꣤뉻돵ꖢ뭾ꪺꪬꩰꅁ뙩ꛓꝐꥷ쏾ꚹꚸꖢ뭾ꙁꯗ땯ꗍꪺꕩ꿠꧊ꅃ (2)뿅뙱ꓨꚡꅂ뚵ꗘ: 껚뻚FolkesꙢ뷕걤쁜뚼꿊ꖢꪺ쉫ꙝ뭐압ꯈ삳ꪺ곣ꡳ꒤ꅁꕘꚳ쏶쎭ꥷ꧊쉫ꙝ꒧냝뚵뿅뙱ꅃꣃꕈ돦ꑀ뚵ꗘꅂꑑ쉉Likertꓘꯗ(1결꒣ꕩ꿠ꙁ땯ꗍꅂ5결뒶덱ꅂ10결롧녠땯ꗍ)꣓뿅뙱ꖼ꣓ꖢ뭾땯ꗍꪺꕩ꿠꧊ꅃ 5.ꩁ냈룉뇏듁뇦(Service Recovery Expectation) (1)뻞Ꝁꮬꥷ롱: Ꙣ압ꯈꗽ맯ꩁ냈룉뇏룪끔(ꑦ롏ꅂ귓ꑈ믝ꡄꅂ륌ꕨ롧엧떥)ꪺ걊꙳뭻ꪾꑕꅁ맯꧳띾Ꙣ뙩ꛦ룉뇏덂뉺껉ꅁ꧒듁뇦녯꣬ꪺ맯ꯝ(꙰Ꙑ뉺ꓟꅂ쏶써ꅂ륄며ꅂ룑쓀ꅂꭏ쏒ꅂ꣼둌궫떥)ꅃ (2)뿅뙱ꓨꚡꅂ뚵ꗘ: ꚳ쏶ꩁ냈룉뇏듁뇦뎡ꗷꪺ냝ꣷ냝썄ꅁ럓RECOVSAT뙱ꫭ꒤ꪺ꒻ꑪꩁ냈룉뇏ꪺꕄ굮멣궱ꅁꕈ17귓냝썄뿯뚵꣓뙩ꛦꩁ냈룉뇏뎡ꗷꪺ꒺깥(꙰ꑕꫭ3-1ꗜ)ꅃ뿅뙱ꓨꚡꕈꑑ쉉Likertꓘꯗ(ꗑ1=ꭄ녠꒣궫굮ꅆ5=뒶덱ꅆ10=ꭄ녠궫굮)꣓뙩ꛦꩁ냈룉뇏듁뇦꒧뿅뙱ꅃ 6.ꩁ냈룉뇏셚껄(Service Recovery Performance) (1)뻞Ꝁꮬꥷ롱: 럭쁜뚼ꖢ뭾땯ꗍ껉ꅂ껸뙏뻚ꩁ냈뒣꣑떽ꯡ덂뉺ꪺꫭ뉻ꅁ꣓뙩ꛦ셚껄뗻뙱ꅃ 66
(2)뿅뙱ꓨꚡꅂ뚵ꗘ: 럓RECOVSAT뙱ꫭ꒤ꪺ꒻ꑪꩁ냈룉뇏ꪺꕄ굮멣궱ꅁꕈ17귓냝썄뿯뚵꣓뙩ꛦꩁ냈룉뇏뎡ꗷꪺ꒺깥(꙰ꫭ3-1ꗜ)ꅃ뿅뙱ꓨꚡꕈꑑ쉉Likertꓘꯗ(ꗑ1=ꭄ녠꒣몡띎ꅂ5=뒶덱ꅂ10=ꭄ녠몡띎)꣓뙩ꛦꩁ냈룉뇏셚껄꒧뿅뙱ꅃ ꫭ3-1ꅇRECOVSAT뙱ꫭ꒤ꪺ꒻ꑪꩁ냈룉뇏꒧ꕄ굮멣궱 곛쏶냝ꣷ썄ꗘ: (Ꙁꑑꑃ썄) ꑀ. 1.덂뉺압ꯈꧪꯨꪺꑈ귻Ꙣ뒣꣑ꚳ쏶ꧪꯨ룪끔ꪺꙞ껉ꅁCommunication style삳룓굮뉍랡ꙡ뛇륆랾덱ꅃ 2.럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ듁뇦ꩁ냈ꑈ귻꿠냷Ꙗ(Ꙁ꒭뚵) 뒣ꕘ냝썄ꅁꕈ산ꝕ싧뉍땯ꪬꩰꅃ 3.ꩁ냈ꑈ귻Ꙣ덂뉺ꧪꯨ걇껉ꅁ삳룓굮떽엩ꑈ띎ꅃ 4.ꑈ귻Ꙣ덂뉺ꧪꯨ껉ꅁ삳룓굮엽압ꯈ띐꣬ꕩꕈꭈ뿠ꪺꅃ 5.룑ꡍ압ꯈꧪꯨꪺ낵ꩫ삳럭굮룛맪ꅃ ꑇ 6.ꗓ뙄ꧪꯨꪺ맯뙈꿠결룑ꡍ냝썄ꅁ맯걏궫굮ꪺꅃ Empowerment 7.엽삳ꧪꯨꪺ맯뙈ꅁ굙ꖲ뚷굮ꕴꑀꛬꑈ귻꣓룑ꡍ(Ꙁꑔ뚵) 냝썄껉ꅁ덯라엽띐꣬꒣둲Ꟗꅃ 8.럭ꧪꯨ굮ꗑꩁ냈ꑈ귻뛇ꛜꑕꑀꛬ껉ꅁ라ꕏ라립럐ꅃ ꑔ. 9.럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ듁뇦꒽ꕱ꿠냷ꕈ껑궱ꭈFeedback ꣧Ꙗꝩꪾ냝썄룑ꡍꪺ뙩깩ꅃ ?Ꙁꑇ뚵??10.럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ듁뇦꿠녯꣬껑궱륄며ꅃ ꕼ. 11.뒣꣑Ꙉ뷨ꩁ냈ꪺ꒽ꕱꅁ삳룓굮맯ꯈꑈ꧒비꣼꣬ꪺ끝냈Atonement 띬ꖢ뙩ꛦ륄며ꅃ (Ꙁꑔ뚵) 12.Ꙉ뷨ꩁ냈꒣귈녯엽녱ꑦ덕뇇ꕘ뿺꣓ꅃ 13럭맯꒣ꙮꩁ냈ꧪꯨ껉ꅁ듁뇦ꩁ냈ꑈ귻꿠ꚳ슧뮪ꅃ ꒭ 14.럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ듁뇦ꩁ냈ꑈ귻꿠뒣꣑ Explanation ꅁꖢ뭾결꒰믲라땯ꗍꪺ룑쓀ꅃ (Ꙁꑇ뚵) 15.럭ꖢ뭾땯ꗍꅂ덑ꧪꯨꪺꩁ냈귻꒣꿠냷뒣꣑ꅁꖢ 뭾결꒰믲라땯ꗍꪺ몡띎룑쓀껉ꅁ덯라엽띐꣬꒣둲Ꟗꅃ ꒻ 16.ꩁ냈ꑈ귻Ꙣ덂뉺ꧪꯨ걇껉ꅁꛧ뗛삳룓굮뻣볤빁럭ꅃ Tangibles 17.ꩁ냈ꑈ귻Ꙣ덂뉺ꧪꯨ걇껉ꅁ삳룓굮롭ꢭ꧳뻣믴ꅂ뉍볤ꪺ녍띾샴맒ꅃ (Ꙁꑇ뚵) 룪껆꣓랽:Boshoff(1999) 67
7.룉뇏꒣ꑀ교(Recovery Disconfirmation) (1)뻞Ꝁꮬꥷ롱: ꩁ냈룉뇏셚껄뭐ꩁ냈룉뇏듁뇦꒧깴뙚ꓱ룻ꅃ (2)뿅뙱ꓨꚡꅂ뚵ꗘ: ꩁ냈룉뇏꒣ꑀ교걏껚뻚ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄꒧뚡ꦼꚹꪺ뗻꓀껸꣓ꡍꥷꅃ굙맪믚ꩁ냈룉뇏셚껄(SRP)ꑪ꧳ꩁ냈룉뇏듁뇦(SRE)ꅁꭨ라늣ꗍꖿꙖ꒣ꑀ교(Positive Dicconfirmation)ꅆ꒧굙맪믚ꩁ냈룉뇏셚껄(SRP)ꑰ꧳ꩁ냈룉뇏듁뇦(SRE)ꅁꭨ라늣ꗍ굴Ꙗ꒣ꑀ교(Negative Dicconfirmation)(Boshoff,1999)ꅃ 8.룉뇏ꯡ몡띎ꯗ(Service Recovery Satisfaction) (1)뻞Ꝁꮬꥷ롱: ꖻ곣ꡳ냑ꛒOliverꙢ1981꙾ꪺ곣ꡳ끷맯압ꯈ몡띎꧒뒣ꕘꪺ놡띐꧊왛쉉ꅁꣃꕂ삳ꗎ꧳룉뇏겡냊ꅁ녯ꕘꕈꑕꥷ롱:압ꯈꙢ뻺롧ꩁ냈룉뇏ꯡꅁ맯뻣엩ꩁ냈ꪺ몡띎뗻믹ꅁ굙압ꯈꕄ왛뭻ꥷꩁ냈룉뇏ꙮꅁꭋ늣ꗍ몡띎ꅆ굙꒧ꅁꭨ결꒣몡띎ꅃ (2)뿅뙱ꓨꚡꅂ뚵ꗘ: ꕈ돦ꑀ뚵ꗘ뿅뙱룉뇏ꯡ몡띎ꯗꅁꣃꕈꑑ쉉Likertꓘꯗ(1결ꭄ녠꒣몡띎ꅂ5결뒶덱ꅂ10결ꭄ녠몡띎)꣓뿅뙱 뻚ꖻ곣ꡳꓥ쑭ꅁ껸뙏ꛦ결띎맏ꑪ교꓀결압ꯈꦾ룛ꯗꅂꧪꯨ삳떥꣢ꓨ궱꣓뙩ꛦ끑뷗꙰ꑕꅇ 9.압ꯈꦾ룛ꯗ(Customer Loyalty): (1)뻞Ꝁꮬꥷ롱: 압ꯈꙢꑀꥷ껉뚡꒺맯쇊뙒맯뙈뙩ꛦ궫뷆껸뙏ꪺ띎쑀땻ꯗꅁꣃꕂ쑀띎녎꣤껸뙏롧엧꓀ꅂ뇀싋꒩ꑈꅁꕈꛦ냊꣓ꫭ뉻맯쇊뙒맯뙈ꪺ뭻Ꙑ뭐ꓤ꯹ꅃ (2)뿅뙱ꓨꚡꅂ뚵ꗘ: ꕈParasuraman , Zeithmal ,& Berry Ꙣ1996꙾Ꙣꩁ냈ꭾ뷨ꑕꪺꛦ결띎맏떲ꩇ꒤ꅁꚳ쏶압ꯈꦾ룛ꯗꪺ냝뚵뎡ꗷ결냲슦(ꑕꫭ3-2)ꅁꙀ군ꚳꑕꙃ5귓냝뚵ꅁꣃꕈ 68
ꑑ쉉Likertꓘꯗ(ꗑ1=ꭄ녠꒣Ꙑ띎ꅂ5=뒶덱ꅂ10=ꭄ녠Ꙑ띎)꣓뿅뙱ꅃ ꫭ.3-2: 압ꯈꦾ룛ꯗꪺ냝뚵뎡ꗷ ꛦ결띎맏 냝 뚵 ꒺ 깥 1.라룲꣤ꕌꑈ뙄뮡룓띾ꪺꙮꩁ냈ꫭ뉻ꅃ 2.럭ꚳꑈ둍ꡄꝁꪺꯘ쒳껉ꅁꝁ라뇀싋룓띾ꅃ 압ꯈꦾ룛ꯗ 3.라뇀싋뿋꣓ꚹ꒽ꕱ껸뙏ꅃ 4.라ꕈꚹ띾결닄ꑀ쁵ꗽꗦ꧶맯뙈ꅃ 5.Ꙣꖼ꣓둘꙾꒺ꅂꝁ라뭐룓띾ꙁ뙩ꛦꟳꙨꗦ꧶껸뙏ꅃ 룪껆꣓랽: Parasuraman , Zeithmal & Berry (1996) 10.ꧪꯨ삳(Complaint Reaction): (1)뻞Ꝁꮬꥷ롱: 압ꯈꙢ롧뻺쁜뚼ꖢ뭾ꯡꅁ맯띾꧒뒣꣑ꪺ룉뇏ꩁ냈늣ꗍ꒣몡껉ꅁꕩ꿠라뙩ꛦꧪꯨꪺ땻ꯗꅃ (2)뿅뙱ꓨꚡꅂ뚵ꗘ: A압ꯈꧪꯨ띎쑀: ꕈ돦ꑀ냝뚵꣓뿅뙱ꅁꣃꕈꑑ쉉Likertꓘꯗ(1결랥꒣ꕩ꿠ꅂ5결뒶덱ꅂ10결ꭄ녠ꕩ꿠)꣓뙩ꛦ뿅뙱ꅃ Bꧪꯨ삳 ꕈParasuraman , Zeithmal ,& Berry Ꙣ1996꙾Ꙣꩁ냈ꭾ뷨ꑕꪺꛦ결띎맏떲ꩇ꒤ꅁꚳ쏶ꧪꯨ삳ꪺ냝뚵뎡ꗷ결냲슦(ꑕꫭ.3-3)ꅁꙀ군ꚳꑕꙃ4귓냝뚵ꅃꣃꕈꑑ쉉Likertꓘꯗ(ꗑ1=ꭄ녠꒣Ꙑ띎ꅂ5=뒶덱ꅂ10=ꭄ녠Ꙑ띎)꣓맯압ꯈꧪꯨ삳뙩ꛦ뿅뙱꙰ꑕ: ꫭ.3-3ꅇꧪꯨ삳ꪺ냝뚵뎡ꗷ ꛦ결띎맏 냝 뚵 ꒺ 깥 1.녺라신늾ꛜ꣤ꕌ뒣꣑룻꣎ꩁ냈ꪺ쁜왕껸뙏ꅃ ꧪꯨ삳 2.녺라ꝩ뙄뿋ꅁꚹꚸꗎ쁜ꪺ굴궱롧엧ꅃ 3.녺라Ꙗꕾ곉ꅝ꙰껸ꭏ많엩ꅂꑪ늳뛇벽둃엩ꅞꗓ뙄ꧪꯨꅃ 4.녺라ꪽ놵Ꙗ쁜왕ꗓ뙄ꧪꯨꅃ 룪껆꣓랽: Parasuraman , Zeithmal & Berry (1996) 69
닄ꑔ론 냝ꣷꭈ껄ꯗ뭐룪껆ꚬ뚰 ꖻ론ꗽ끷맯냝ꣷ껄ꯗ냝썄뙩ꛦ듺ꥷꅁ쁈ꯡꙁ뮡ꧺ냝ꣷꭥ듺륌땻ꅂ냝ꣷꭈꯗ듺ꥷ떲ꩇꅁ돌ꯡꙁꑀꑀ굺뮡ꧢ볋덝군ꅂ냝ꣷ걉듺걹땻뭐냝ꣷꙞꚬ떲ꩇꅃ ꑀ.냝ꣷ껄ꯗ듺ꥷ Ꙣ뗻껖냝ꣷ껄ꯗꓨ궱ꅁ결ꑆ뗻ꥷ냝ꣷ걏ꝟ꣣ꚳ꒺깥껄ꯗ(content validity)ꅁ띎ꝙ듺뙱ꑵ꣣걏ꝟ빁꓁ꙡ뉛뭜꣺볋꣬곣ꡳ꧒굮듺뙱엜뚵꒧꧒ꚳꯘ멣꒺깥ꅃꖻ곣ꡳ뇄꣺녍깡껄ꯗꩫꅁ쇜뷐냪꒺곛쏶쁜뚼믢냬ꪺꑔꛬ뻇녍깡끷맯냝ꣷ뙩ꛦ꒺깥껄ꯗ꒧듺룕ꅁ둎냝ꣷ꒺깥꒧Ꙙ빁꧊ꅁ덶뚵뙩ꛦ뿅뙱ꅁ뗻ꥷ샋냝ꣷ꒺ꙕ냝뚵걏ꝟ꿠빁럭ꙡ듺뙱꧒믝ꪺ꒺깥ꅁ썄ꗘ걏ꝟ꿠뉛뭜곣ꡳ꧒굮놴끑ꪺꕄꚮꅁ썄띎걏ꝟ뉍뒷ꧺ뵔ꅃ 롧ꗑꑔꛬ뻇녍깡뗻ꥷ떲ꩇ뭻결ꅁꖻ냝ꣷ뷑Ꙩ엜뚵꒺깥뵔맪꿠ꚳ껄ꙡ뉛뭜ꖻ곣ꡳꕄꚮꅁꙕ냝뚵ꞡ꿠듺뙱ꕘ꧒쓝엜뚵꧒뇽뗻꛴ꪺ꽓뷨꒺깥ꅃ ꚹꕾ결ꑆ샋듺냝ꣷ걏ꝟ닅Ꙙꫭ궱껄ꯗ(face validity)ꅁ띎ꝙ곣ꡳꕩ녱듺뙱ꑵ꣣ꪺꫭ궱뉛띎꣓Ꝑ쉟ꅁ룓ꑵ꣣띑굮ꫭ륆ꪺ랧꧀걏ꝟ뭐곣ꡳ꧒띑ꪺ띎꧀곛ꮴꙘ⡌楴睩測‱㤹ꅃ㔩결ꡄ냝ꣷ꒺깥꿠엽꣼던맯뙈Ꙙ빁뛱떪ꅁ곣ꡳ꓀ꝏ냓뷐꣢닕ꑈ귻(닄ꑀ닕:30ꛬꩆ뗘ꑪ뻇뻇ꗍ)(닄ꑇ닕:20ꛬ곛쏶쁜뚼녱띾ꑈ귻ꅂꩆ뗘ꑪ뻇왛ꗺ곣ꡳ꧒뫓ꑨꗍꅂꑀ꿫쁜뚼껸뙏)꣓룕뛱냝ꣷꅃꚹ껉곣ꡳ뷐ꡄ꣼던뚷둎냝ꣷ꒺깥꒤꧒꣏ꗎꪺ꙲뗼ꅂ냝썄뇆ꙃ뚶Ꟈꅂ썄ꗘ걏ꝟ뷆싸쏸살ꅂꚳ때꿊멼냝썄ꅂꝀ떪뚡걏ꝟꢬ냷떥냝썄ꅁ뒣ꕘ띎ꢣꅃꙢ꣼던냝ꣷ뛱떪ꞹꚨꯡꅁ곣ꡳ쁈ꝙ뭐꣼던덶ꑀ맯냝ꣷ썄ꗘ꒺깥꣓뙩ꛦ끑뷗ꅃꖻ곣ꡳ싇ꗑ뭐꣼던끑뷗ꪺ륌땻꒤ꅁ꣓뵔ꭏ떪던꧒뭻ꪾꪺ썄띎ꅁ뭐곣ꡳꗽ꧒덝ꥷꪺ꒺깥걏ꝟꑀ교ꅁ굙륊꒣ꑀ교덂ꅁꭨ쁈ꝙ뙩ꛦ귗뷕뻣ꅃꙢ냝ꣷ뙩ꛦ귗뷕뻣ꯡꅁꙁꚸ뷐귬ꑈ귻꣓뙩ꛦ샋뗸ꅁꕈꡄ녯냝ꣷ꒺깥걏ꝟꚳ껄ꅁ꙰ꚹ땻Ꟈ궫뷆ꅁꪽ꣬냝ꣷ꒺깥꿠ꚳ껄듺뙱결ꓮꅃ 70
ꑇ냝ꣷꭥ았듺룕 냝ꣷ롧ꗑꑗ굺륌땻ꅁ롧륌귗뷕뻣ꯡꅁ돌ꯡ꧳ꗁ냪ꑅꑑ꙾ꑑꑇꓫꑗꚯ끷맯40ꛬꩆ뗘ꑪ뻇ꗸ뫞꡴뻇ꗍ뙩ꛦꭥ았듺룕(pilot test)ꅃ곣ꡳꛛꑶꗽ뮡ꧺ꣓띎ꅂ냝ꣷ꒺깥뛱뱧ꓨꩫꅁꙢ듺룕륌땻꒤왛맮ꑆ룑떪던뛱뱧껉ꪺ셼냊삳듺뙱Ꝁ떪껉뚡ꅃ떲ꩇ뛈뷕뻣냝ꣷꪩ궱룉뱧냝귔뭹ꅁ냝ꣷ꒺깥때궫ꑪ귗ꅁꛜ꧳뛱떪껉뚡곹15ꛜ20꓀쓁ꖪꕫꅃ ꑔ냝ꣷꭈꯗ듺ꥷ Ꙣ뗻껖냝ꣷꭈꯗꓨ궱ꅁ뇄ꗎL. J. Cronbach ꧒돐ꪺa ꭙ볆ꕨ꓀꩒뿅뙱뚵ꗘ뚡ꑀ교땻ꯗ/꒺뎡ꑀ교꧊(inter-item consistency)ꅁ띎ꝙꑕ꣒꧒ꗜRECOVSAT뙱ꫭ꒤Ꙁꚳ17귓냝뚵꣓듺뙱ꩁ냈룉뇏몡띎ꅁꣃꕂ꣤쓝꧊꓀ꚨ꒻귓멣궱ꅁ굙17귓냝뚵ꗾ뎣꿠냷뫫뵔ꙡ듺뙱ꕘꩁ냈룉뇏몡띎ꅁꢺ믲ꡃ귓멣궱냝뚵꧒듺녯ꪺꚸ뙱ꫭ꓀볆꒧뚡삳룓ꝥ뉻낪ꯗꕂꖿꙖꪺ곛쏶ꅃ끷맯ꭥ았듺룕ꪺ40ꗷ냝ꣷ(맯뙈:ꩆ뗘ꑪ뻇ꗸ뫞꡴뻇ꗍ)ꅁ낣ꑆEmpowerment멣궱(a 귈=)ꕾꅁ꣤빬뚵ꗘ꒧a 귈ꞡ뙗륌ꅁꞡꑪ교닅Ꙙ냝ꣷ꒺뎡ꑀ교꧊ꪺ냲ꖻ굮ꡄ(ꢣꑕꫭ3-4ꅁ3-5)ꅁꙝꚹ륅뙩ꛦꖿꚡ걉듺ꅃꛓꙢꖿꚡ걉듺ꪺ777ꗷ냝ꣷ꒧ꭈꯗ꓀꩒꒤(ꢣꑕꫭ3-4ꅁ3-5)ꅁa 귈ꞡ뙗륌ꅁꝙꫭꗜꭈꯗ랥낪ꅁꗾ뎡ꑪ교닅Ꙙ냝ꣷ꒺뎡ꑀ교꧊ꪺ냲ꖻ굮ꡄꅃ 71
ꫭ3-4ꅇRECOVSAT뙱ꫭ꒤ꪺ꒻ꑪꕄ굮멣궱꒧ꭈꯗ듺룕 ꒻ꑪ멣궱 냝 뚵 ꒺ 깥 Cronbach a귈 (ꭥ았듺룕) (ꖿꚡ걉듺) ꑀ. 1.덂뉺압ꯈꧪꯨꪺꑈ귻Ꙣ뒣꣑ꚳ쏶ꧪꯨ룪 Communication 끔ꪺꙞ껉ꅁ삳룓굮뉍랡ꙡ뛇륆랾덱ꅃ style2.럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ듁뇦ꩁ냈 귻꿠Ꙗ뒣ꕘ냝썄ꅁꕈꝕ싧뉍땯ꪬꩰꅃ (Ꙁ꒭뚵) 3.ꩁ냈ꑈ귻Ꙣ덂뉺ꧪꯨ껉ꅁ삳떽엩ꑈ띎ꅃ 4.ꩁ냈ꑈ귻Ꙣ덂뉺ꧪꯨ걇껉ꅁ삳룓굮엽압ꯈ띐꣬ꕩꕈꭈ뿠ꪺꅃ 5.룑ꡍ압ꯈꧪꯨꪺ낵ꩫ삳럭굮룛맪ꅃ ꑇ. 6.ꗓ뙄ꧪꯨꪺ맯뙈꿠냷결룑ꡍ냝썄ꅁ Empowerment 맯 걏궫굮ꪺꅃ (Ꙁꑔ뚵) 7.엽삳ꧪꯨꪺ맯뙈ꅁ굙ꖲ뚷굮ꕴꑀ ꛬꑈ귻꣓룑ꡍ냝썄껉ꅁ덯라엽꒣둲Ꟗꅃ 8.럭ꧪꯨ굮ꗑꩁ냈ꑈ귻뛇ꛜꑕꑀꛬ껉ꅁ덯라ꕏ라띐꣬립럐ꅃ ꑔ 9.럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ듁뇦꒽ꕱ Feedback 꿠 ꕈ 껑궱ꭈ꣧Ꙗꝩꪾ냝썄룑ꡍꪺ뙩깩ꅃ (Ꙁꑇ뚵) 10.럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ듁뇦꿠냷 녯꣬껑궱ꪺ륄며ꅃ ꕼ. 11.뒣꣑Ꙉ뷨ꩁ냈ꪺ꒽ꕱꅁ삳룓굮맯ꯈꑈ꧒ Atonement 비 ꣼ ꣬ ꪺ 끝냈띬ꖢ뙩ꛦ륄며ꅃ (Ꙁꑔ뚵) 12.Ꙉ뷨ꩁ냈꒣귈녯엽녱ꑦ덕뇇ꕘ뿺꣓ꅃ 13럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ듁뇦ꩁ냈ꑈ귻꿠ꚳ슧뮪ꅃ ꒭. 14.럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ듁뇦ꑈ Explanation 귻 꿠 뒣꣑ꅁꖢ뭾결꒰믲라땯ꗍꪺ룑쓀ꅃ (Ꙁꑇ뚵) 15.럭ꖢ뭾땯ꗍꅂ덑ꧪꯨꪺꩁ냈ꑈ귻꒣ 꿠냷뒣꣑ꅁꖢ뭾결꒰믲라땯ꗍꪺ몡띎룑 쓀껉ꅁ덯라엽띐꣬꒣둲Ꟗꅃ ꒻. 16.ꩁ냈ꑈ귻Ꙣ덂뉺ꧪꯨ껉ꅁꛧ뗛삳굮뻣볤 Tangibles 빁 럭 ꅃ (Ꙁꑇ뚵) 17.ꩁ냈ꑈ귻Ꙣ덂뉺ꧪꯨ걇껉ꅁ삳룓굮롭ꢭ꧳뻣믴ꅂ뉍볤ꪺ녍띾샴맒ꅃ ? 72
ꫭ???껸뙏ꯡ쓲ꛦ결띎맏냝뚵꒺깥꒧ꭈꯗ듺룕?ꛦ 결 Cronbach a귈 띎 맏 냝 뚵 ꒺ 깥 (ꭥ았듺룕) (ꖿꚡ걉듺) 1.라룲꣤ꕌꑈ뙄뮡룓쁜왕ꪺꙮꩁ냈ꫭ뉻ꅃ 압 ꯈ 2.럭ꚳꑈ둍ꡄꝁꪺꯘ쒳껉ꅁꝁ라뇀싋룓쁜왕ꅃ 3.라뇀싋뿋꣓ꚹ쁜왕껸뙏ꅃ ꦾ룛ꯗ 4.라ꕈꚹ쁜왕결닄ꑀ쁵ꗽꗦ꧶맯뙈ꅃ 5.Ꙣꖼ꣓ꝁ라Ꙣ덯깡쁜왕뙩ꛦꟳꙨꚸ껸뙏ꅃ 6.녺라신늾ꛜ꣤ꕌ뒣꣑룻꣎ꩁ냈ꪺ쁜왕껸뙏ꅃ ꧪ ꯨ 7.녺라ꝩ뙄뿋ꅁꚹꚸꗎ쁜ꪺ굴궱롧엧ꅃ 8.녺라Ꙗꕾ곉ꅝ꙰껸ꭏ많엩ꅂꑪ늳뛇벽둃엩ꅞ 삳 ꗓ뙄ꧪꯨꅃ 9.녺라ꪽ놵Ꙗ쁜왕ꗓ뙄ꧪꯨꅃ 뗹:ꕈꑗ냝뚵ꪺ듺뙱ꓘꯗꞡ결1-10쉉ꟵꝊ꽓뗻뙱ꓘꯗ ꕼ.곣ꡳ맯뙈뵤돲뭐ꧢ볋덝군 ꖻ곣ꡳ맯뙈ꕈ꫱ꑀ꙾꣓ꅁꙢ냪꒺뙩ꛦ쁜뚼껸뙏껉ꅁꚳ륌럭돵비꣼ꩁ냈ꖢ뭾롧엧ꕂ뒿ꕄ냊걍꒩맯ꓨꪾ륄ꪺ뭏왗ꙡ냏15랳ꕈꑗꗁ늳결꣼던맯뙈ꅁꕈꑈ귻던뷍냝ꣷ뷕걤ꪺꓨꚡ뙩ꛦ룪껆ꚬ뚰ꅃꙢꧢ볋ꓨ궱결쇗ꝋ볋ꖻꓱ꣒륌꧳뚰꒤Ꙣ걙ꑀ꣼던롳ꛓ늣ꗍ곣ꡳ낾뭾ꅁꖻ곣ꡳ뇄꣺끴썂ꧢ볋ꅁ띎ꝙ싇ꗑ볋ꖻ꒧뿯뻜떽꣤ꕎꫭ꧊ꅁ꣏녯볋ꖻ뭐ꗀ엩꒤꣣ꚳ걙뫘꽓뷨ꪺꓱ뉶룻결ꑀ교ꅃꖻ곣ꡳ끷맯꧊ꝏ뭐꙾쓖뱨ꅁ뻚ꗁ냪89꙾뭏왗ꙡ냏ꑈꑦ꓀ꖬ룪껆ꥷ꙰ꑕ곛맯ꓱ꣒ꅁꖻ곣ꡳꡫꑫ꧊ꝏ꓀ꖬꓱ꣒곹결1ꓱ1꒧ꓱ꣒뙩ꛦ꓀끴(ꢣꫭ3-6)ꅆꙕ꙾쓖뱨꓀ꖬꓱ꣒ꅁ띎ꝙ15-29랳ꅇ30-49랳ꅇ50랳ꕈꑗ곹결3ꓱ4ꓱ3꒧ꓱ꣒뙩ꛦ꓀끴(ꢣꫭ3-7)ꅃ ꫭ3-6귬꧊ꝏꓱ꣒ꑈꑦ꓀ꖬ뭐ꖻ곣ꡳ끴썂ꧢ볋뿯꣺ ꧊ꝏ뎡ꗷ 15랳ꕈꑗ꒧ꡫ꧊ 15랳ꕈꑗ꒧ꑫ꧊ 15랳ꕈꑗ셠ꑈꑦ 15랳ꕈꑗꗁ늳꧊ꝏ볆뙱 8,942,419ꑈ 8,631,160ꑈ 17,573,579ꑈ 15랳ꕈꑗꗁ늳꧊ꝏꓱ꣒ % % 100% ꖻ곣ꡳ끴썂ꧢ볋(꧊ꝏꓱ꣒)ꅇꡫꑫꓱ=1ꅇ1 룪껆꣓랽:꒺걆뎡닎군덂(2001) 73
ꫭ3-7귬꙾쓖뱨ꓱ꣒ꑈꑦ꓀ꖬ뭐ꖻ곣ꡳ끴썂ꧢ볋뿯꣺ 귬ꑈꑦ 볆뙱 끴썂ꧢ볋 뿯꣺꙾쓖뱨볆뙱 끴썂ꧢ볋꙾쓖ꓱ꣒꓀ꖬ ꙾쓖꓀ꖬ 뿯꣺꙾쓖 0-14랳 4,703,000ꑈ 0-14랳ꑈꑦ 0 0 15-19랳 1,875,000ꑈ % 20-24랳 2,002,000ꑈ 15-29랳ꑈꑦ 5,656,000ꑈ (5,656,000 / 17,574,000) 25-29랳 1,779,000ꑈ 30-39랳 3,829,000ꑈ 30-49랳ꑈꑦ 7,313,000ꑈ % 40-49랳 3,484,000ꑈ (7,313,000 / 17,574,000) 50-59랳 1,914,000ꑈ 50랳ꕈꑗꑈꑦ4,605,000ꑈ % 60랳ꕈꑗ 2,691,000ꑈ (4,605,000 / 17,574,000) Total 22,277,000ꑈ Total 17,574,000ꑈ 100% ꗁ냪89꙾ꕸ믔ꙡ냏ꑈꑦ ꖻ곣ꡳ끴썂ꧢ볋(꙾쓖뱨ꓱ꣒) 15-29랳ꅇ30-49랳ꅇ50랳ꕈꑗ=3ꅇ4ꅇ3 룪껆꣓랽:ꛦ걆끼ꕄ군덂(2001) ꒭.냝ꣷ걉듺뙩ꛦ ꖻ곣ꡳꙢꗾ곙ꕟ뎡ꅝꓥ꓆ꑪ뻇ꅞꅂ꒤뎡ꅝꩆ껼ꑪ뻇ꅞꅂ뎡ꅝ낪뚯쁜껈뻇끼ꅞꅂꩆ뎡ꅝꩆ뗘ꑪ뻇ꅞ꓀ꝏ둍쑀띎ꙘꝀꪺꑪ녍끼껕ꅁ롵뷐뻇ꗍꝀ결던뷍귻ꅁꕈꣳꝕ냝ꣷꪺ땯꧱ꅃꡃꛬ던뷍귻곒믝굮뙩ꛦꭥ던뷍꒧끖뵭ꅁ곣ꡳ낣ꑆꗽ벶뱧던뷍귻끖뵭뫵굮(뿽ꑇ)ꅂ던뷍끖뵭룑뮡ꅝ뿽ꑔꅞ낵결던뷍끖뵭ꪺ껑궱뻚ꕾꅁꣃ덺륌ꛦꭥ던뷍끖뵭랾덱ꅁ뮡ꧺꖻ곣ꡳꓨꩫꅂ곣ꡳꕄꚮꅂ걉듺ꖩꅂ맪믚뵤꣒룕면ꅂꕩ꿠비륊ꪺꝸ쏸떥ꅁ꣓뵔ꭏ던뷍륌땻뭐떲ꩇꪺꭾ뷨ꅃꝑꗎꢤꛢ면ꅁ꣏뻇ꗍꗽꕈ꣢ꑈ결ꑀ닕ꅁ맪ꙡ뵭닟던뷍뛱ꣷ꒧ꓨꚡꅁ돌ꯡꙁꑀꑀ샋걤뻇ꗍꪺ던뷍돸ꝩꅃ꙰륆꣬굮ꡄꓨꕩꚨ결Ꙙ껦던귻ꅁꖭꞡꡃꛬ던귻믝ꚬ뚰8-10귓볋ꖻꅃ 던뷍ꗽ둍닅Ꙙ곣ꡳꕄ썄뭐ꧢ볋ꪺ맯뙈ꅁ롧륌꣼던Ꙑ띎ꅁ뮡ꧺ냝ꣷ뷕걤꒺깥떪룟ꓨꚡꅁꝙꗑ곣ꡳ뒣ꕘ냝썄ꅁꛓ꣼던ꛛꛦ뛱뱧ꪺꓨꚡ뙩ꛦ룪껆ꚬ뚰ꅃFlanagan(1954)뭻결ꅁꗑ꣼던Ꙣ던뷍귻궱ꭥ뛱뱧ꅁ낣ꑆꕩꕈꭏ꽤ꑈ귻던뷍ꪺ귓ꑈ놵쒲ꅝpersonal contactꅞꅂꙢ뉻돵룑쓀Ꙟ떪냝썄ꪺ쁵쉉ꅁꣃꕩꕈ듮ꓖꙝ결 74
Ꙩ닕던뷍ꑈ귻꧒ꕩ꿠ꓞ끟꒧냝썄ꅁ꣒꙰던뷍ꑈ귻뚡꒧낾뭾(inter-interviewer bias)ꅂ뿯뻜꧊ꙡ얥꣺끏뿽던뷍꒺깥ꅂ끏뿽뵳뿨꒺깥껉꒧낾늧(variation)ꅃꙢ던뷍륌땻꒤ꅂ던뷍귻믝둸놱뉻돵던뷍껉ꪺꭾ뷨ꅁꣃ뗸놡ꩰ꒩ꕈ빁ꯗꙡꣳꝕ꣼던ꞹꚨ냝ꣷ뷕걤ꅁꣃ꧳돌ꯡ굮ꡄ꣼던꽤ꑕ륱룜뭐꽵맪ꥭꙗꅁꕈꭋ곣ꡳ뙩ꛦꯡꧢ걤끬시ꅃ냝ꣷꖿꚡ걉듺결ꗁ냪91꙾1ꓫ3ꓩ꣬2ꓫ25ꓩꅃ땯ꕘ냝ꣷ셠볆결950ꗷꅁꙞꚬ냝ꣷ볆결805ꗷꅁꙞꚬ뉶곹%ꅁ맪믚ꚳ껄냝ꣷꗷ볆결777ꗷꅃ 75
닄ꕼ론 룪껆꓀꩒뭐ꓨꩫ ꖻ곣ꡳ륂ꗎꕈꑕꓨꩫ(ꢣꫭ3-8뮡ꧺ)ꅁ맯ꑷꚬ뚰룪껆뙩ꛦ꓀꩒ꅁ듁꿠륆ꚨꖻ곣ꡳ꒧ꗘꪺꅃꕈꑕ꓀ꝏ뮡ꧺ: ꑀ.뇔굺꧊닎군(Descriptive statistics) ꝑꗎ뇔굺꧊닎군꓀꩒꣓ꝥ뉻꣼던냲ꖻ룪껆ꪺꚸ볆꓀끴ꅂꓱ꣒ꅂꖭꞡ볆엜늧ꪬꩰ떥ꅁꕈꑆ룑Ꙟꚬ볋ꖻꙢ귓ꑈꫀ롧꽓뱸ꑕꪺ꓀ꖬ놡ꩰꙕ냝뚵ꪺ녪깺ꅂ낪ꝃꅂ몡띎ꅂ쑙궫뭐ꝟ떥땻ꯗꅁ꣤꓀꩒뵤돲꙰ꑕ꧒ꗜ: 1.꣼던냲ꖻꫀ롧굉뒺룪껆: ꝴ꧊ꝏꅂ꙾쓖ꅂ슾띾ꅂ뉻꒵ꛭꙡꅂ뇐땻ꯗꅂꖭꞡꓫꚬꑊ떥꒻뚵ꅃ 2.쁜뚼껸뙏룪껆: ꝴ쁜왕ꙡ쉉ꛬ롭ꅂ쁜왕롧샧ꮬ멁ꅂꚹꚸ쁜뚼ꖭꞡ껸뙏썂떥ꑔ뚵ꅃ 3.ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄ꅂꩁ냈룉뇏꒣ꑀ교꒧뇆Ꟈꅃ ꑇ.곛볋ꖻT샋ꥷ(Pair T test) 곛볋ꖻꫭꗜ꣢닕볋ꖻ꒧뚡ꦼꚹꚳ쏶셰꙳Ꙣꅃꖻ곣ꡳ싇ꗑ곛볋ꖻT샋ꥷ꣓샋듺ꕈRECOVSAT뙱ꫭꪺ17귓ꩁ냈룉뇏냝뚵ꅁꙐꑀ꣼던ꪺꭥꩁ냈룉뇏듁뇦뭐ꯡꩁ냈룉뇏셚껄꣢꒧깴늧ꅃ ꑔ.궫굮꧊/셚껄꓀꩒(.Importance – Performance Analysis; ) ?Ꙣ껸뙏맯꧳쁜왕ꩁ냈룉뇏ꪺꭥ듁뇦?궫굮꧊?뭐ꯡ엩엧?몡띎ꯗ?ꪺ뭻ꪾꑕꅁ륂ꗎ압ꯈ몡띎쓝꧊꽸끽꣓맯RECOVSAT뙱ꫭꪺ17귓ꩁ냈룉뇏냝뚵뙩ꛦꓱ룻ꅃ싇ꗑ궫굮꧊뭐몡띎ꯗ떥꣢궱Ꙗꪺ냏륪꓀꩒ꅁ낣ꑆ꿠산ꝕ곣ꡳꅂ맪냈뫞뉺ꟳꕛꙡꑆ룑ꩁ냈룉뇏쓝꧊ꪺꙕꛛ쇍뛕땯깩ꕾꅁ쇙꿠ꚨ결롧샧Ꙣ맪냈뫞뉺ꑗꪺꡍ떦ꝑ뺹ꅃ 76
ꕼ.ꙝ꿀꓀꩒(Factor analysis) ꙝ꿀꓀꩒ꪺꗎ띎걏녎결볆늳Ꙩꪺ엜볆뽀셙ꚨ결볆룻ꓖꪺ둘귓뫫슲엜볆ꅁꛓ덯뫫슲엜볆ꝙ결ꙝ꿀ꅃ덯ꙝ꿀ꕩꕈꚳ껄ꙡꫭ륆결볆늳Ꙩꪺ엜볆ꅁꕂꡃ귓ꙝ꿀ꦼꚹ꒧뚡궫야뉻뙈ꯜꓖꅃꖻ곣ꡳ끷맯RECOVSAT뙱ꫭ꒤17귓ꩁ냈룉뇏꒣ꑀ교냝뚵뙩ꛦꙝ꿀꓀꩒ꅃ ꒭.곛쏶꓀꩒(Correlation analysis) 곛쏶꓀꩒ꭙꚬ뚰룪껆ꅁꕈꡍꥷ꣢귓Ꙩ귓ꕩ볆뙱꓆ꪺ엜뚵꒧뚡걏ꝟꚳ쏶ꭙ꙳Ꙣꅁꕈꦼꚹ꒧뚡ꪺ쏶ꭙꅁꕈ곛쏶ꭙ볆(coefficient of correlation)꣓ꫭꗜꅃꖻ곣ꡳ싇ꗑ곛쏶꓀꩒꣓ꕘ곣ꡳ낲덝꒤ꅁꙕ엜볆ꪺ곛쏶땻ꯗꦼꚹ꒧뚡ꪺ쏶ꭙꅃ ꒻.끪쉫꓀꩒(Regression Analysis): 끪쉫꓀꩒ꭙꕘ엜볆뚡ꪺ쏶ꭙꚡꅁꝑꗎꛛ엜볆꣓맯삳엜볆낵륷듺ꅁ싇ꕈ뗻꛴ꛛ엜볆맯삳엜볆꒧껄ꗎꅃꖻ곣ꡳꕈ슲돦끪쉫꣓꓀꩒ꙕ엜볆뚡꒧쏶ꭙꅁꛓꙨ꒸끪쉫ꭨ걏ꗎ꣓놴듺ꩁ냈룉뇏꒣ꑀ교맯ꩁ냈룉뇏ꯡ몡띎ꯗꪺ쏶ꭙꅃ 77
ꫭ.3-8룪껆꓀꩒ꓨꩫꗾ쓽ꫭ껦: 낲덝 엜 뚵 ꒺ 깥 ꓀꩒ꓨꩫ 1.꣼던냲ꖻꫀ롧굉뒺룪껆: ꝴ꧊ꝏꅂ꙾쓖ꅂ슾띾ꅂ뉻꒵ꛭꙡꅂ뇐땻ꯗꅂꖭꞡꓫ ꚬꑊ떥꒻뚵ꅃ 2.쁜뚼껸뙏룪껆 : ꝴ쁜왕ꙡ쉉ꛬ롭ꅂ쁜왕롧샧ꮬ멁ꅂꚹꚸ쁜뚼ꖭꞡ껸뙏뇔굺꧊닎군 썂떥ꑔ뚵ꅃ 3.룉뇏듁뇦ꅂ룉뇏셚껄ꅂ룉뇏꒣ꑀ교꒧뇆Ꟈꅃ 17귓ꩁ냈룉뇏꒣ꑀ교 ꙝ꿀꓀꩒ H1 ꩁ냈ꗳ궫굮꧊ ꖢ뭾쑙궫땻ꯗ H2 ꖢ뭾쉫ꙝ(ꕩ놱ꅂ쎭ꥷ꧊) ꖢ뭾쑙궫땻ꯗ H3 ꩁ냈ꗳ궫굮꧊ ꖢ뭾쉫ꙝ(ꕩ놱ꅂ쎭ꥷ꧊) 곛쏶꓀꩒ H4 ꖢ뭾쉫ꙝ(ꕩ놱ꅂ쎭ꥷ꧊) 슲돦끪쉫꓀꩒ H5 ꩁ냈ꗳ궫굮꧊ ꩁ냈룉뇏듁뇦 H6 ꖢ뭾쑙궫땻ꯗ H7 ꩁ냈룉뇏듁뇦 ꩁ냈룉뇏셚껄 ꚨ맯T샋ꥷ .꓀꩒ꩫ H8 ꩁ냈룉뇏듁뇦 ꩁ냈룉뇏꒣ꑀ교 H9 ꩁ냈룉뇏셚껄 ꩁ냈룉뇏꒣ꑀ교 곛쏶꓀꩒ H10 ꩁ냈룉뇏듁뇦 ꩁ냈룉뇏ꯡ몡띎ꯗ 슲돦끪쉫꓀꩒ H11 ꩁ냈룉뇏셚껄 ꩁ냈룉뇏ꯡ몡띎ꯗ H12 ꩁ냈룉뇏꒣ꑀ교 ꩁ냈룉뇏ꯡ몡띎ꯗ 곛쏶꓀꩒ Ꙩ꒸끪쉫꓀꩒ H13 ꩁ냈룉뇏ꯡ몡띎ꯗ 압ꯈꦾ룛ꯗ 곛쏶꓀꩒ H14 ꩁ냈룉뇏ꯡ몡띎ꯗ 압ꯈꧪꯨ삳 슲돦끪쉫꓀꩒ 78
닄 ꕼ 뎹 맪쏒곣ꡳ떲ꩇ뭐꓀꩒ ꖻ뎹ꕄ굮맯Ꙟ싐ꪺꚳ껄냝ꣷ뙩ꛦ꓀꩒ꅁ꒺깥Ꙁ꓀결ꕈꑕ꒭론ꅁ닄ꑀ론끷맯ꚳ껄볋ꖻꪺ냲ꖻꫀ롧굉뒺룪껆뙩ꛦ뇔굺꧊닎군꓀꩒ꅆ닄ꑇ론ꕈRECOVSAT뙱ꫭ꒤꒧17귓ꩁ냈룉뇏냝뚵결냲슦ꅁ꣓맯ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄뭐ꩁ냈룉뇏꒣ꑀ교뙩ꛦ뇔굺꧊꓀꩒꒧ꓱ룻ꅁꚹꕾ쇙ꕛꑊ.ꩫ꓀꩒ꚨ맯T샋ꥷ꓀꩒ꅆ닄ꑔ론끷맯ꩁ냈룉뇏꒣ꑀ교ꅁ뙩ꛦꙝ꿀꓀꩒ꅆ닄ꕼ론끷맯ꙕ엜볆뙩ꛦ곛쏶꓀꩒ꅁꕈ뒣꣑낲덝샋ꥷꪺ냲슦ꅆ닄꒭론ꝑꗎ끪쉫꓀꩒ꕈ샋ꥷ곣ꡳ낲덝ꅃ 닄ꑀ론 냲ꖻ룪껆꓀꩒ ꖻ론뻚Ꙟꚬꪺꚳ껄냝ꣷꅁ륂ꗎ뇔굺꧊닎군꓀ꝏ맯꣼던ꪺ냲ꖻꫀ롧룪껆쁜뚼껸뙏룪껆뙩ꛦ꓀꩒ꅃꭥ꒺깥ꕝꝴ꧊ꝏꅂ꙾쓖ꅂ슾띾ꅂ뉻꒵ꛭꙡꅂ뇐땻ꯗꅂꖭꞡꓫꚬꑊ떥꒻뚵(ꢣꫭ4-1)ꅆꛓꯡ꒺깥ꭨꕝꝴ쁜왕ꙡ쉉ꛬ롭ꅂ쁜왕롧샧ꮬ멁ꅂꚹꚸ쁜뚼ꖭꞡ껸뙏썂떥ꑔ뚵(ꢣꫭ4-2)ꅃ ꑀ.냲ꖻꫀ롧룪껆꓀꩒ ꣼던냲ꖻ굉뒺룪껆롧쁗뉶ꚸ볆닎군ꅁꙢ꧊ꝏꓨ궱ꅁꕈꑫ꧊Ꙩꅁꚳ431ꛬ(%)ꅂꡫ꧊ꭨ결344ꛬ(%)ꅃ녎ꑗ굺볆뻚뭐ꗁ냪89꙾뭏왗ꙡ냏15랳(ꝴ)ꕈꑗꑈꑦ꧊ꝏꓱ꣒(ꑫ꧊%ꅂꡫ꧊ꭨ%ꖪꕫ)(ꢣꫭ3-6)꣓뙩ꛦ맯럓껉ꅁ땯뉻볋ꖻꚬ뚰Ꙣ꧊ꝏꓱ꣒ꓨ궱ꚳꑫ꧊ꑪ꧳ꡫ꧊ꪺ뉻뙈땯ꗍꅃ Ꙣ꙾쓖ꓨ궱ꅁꕄ굮ꕈ꒤ꞧ꙾30-39랳결ꕄꅁꚳ189ꛬ(%)ꅂ꣤ꚸꭨ결ꓖ꙾20-24랳ꅁꚳ156ꛬ(%)ꅆ닄ꑔꭨ결50-59랳ꅁꚳ147ꛬ(%)ꅃ꣤ꕌꟇ결25-29랳ꅁꚳ115ꛬ(%)ꅂ40-49랳ꅁꚳ106ꛬ(%)ꅂ15-19랳ꅁꚳ38ꛬ(%)ꅂ60랳ꕈꑗꅁꚳ26ꛬ(%)ꅃꖻ곣ꡳ결ꑆ볋ꖻꚬ뚰ꭋꝑꕂ꒣ꖢ귬ꖻꑈꑦꪺ꙾쓖꓀ꖬ꒧뵴걇ꅁꙝꚹ뇄꣺끴썂ꧢ볋ꕈꗁ냪89꙾ꕸ왗ꙡ냏15랳(ꝴ)ꕈꑗꑈꑦꓱ꣒꣓맯꙾쓖뙩ꛦ슲돦릺꓀ꅁ띎ꝙ15-29랳:30-49랳:50랳ꕈꑗ꒧꣼던ꗁ늳ꓱ꣒결3ꅇ4ꅇ3꒧꓀ꖬ(ꢣꫭ3-7)ꅃꕈꑗ꙾쓖볆뻚뻚ꑔꑪ꙾쓖뱨 79
Ꟈ뻣뉺결15-29랳ꅁꚳ309ꛬ(%)ꅂ30-49랳ꅁꚳ295ꛬ(%)ꅂ50랳ꕈꑗꅁꚳ173ꛬ(%)ꅃ녱ꑗ굺볆뻚ꓱ꣒뭐ꖻ곣ꡳꗽ꧒덝ꥷꪺ꙾쓖궭썂ꓱ꣒꣓뙩ꛦ맯럓껉ꅁ땯뉻ꗑ꧳던귻둍Ꙙ빁ꪺ꣼던꒣꧶ꅁꙁꕛꑗ던뷍ꗴ냈믝궭껉륆ꚨꅁ결ꑆ꿠엽던귻Ꙙ뉺ꙡꞹꚨ륷듁ꗘ볐ꅁꙝꚹ꒹덜던귻뗸맪믚놡ꩰ꒩ꕈ끵뙱뱗듮던뷍맯뙈ꪺ꙾쓖ꓱ꣒ꅁꙝꚹ떲ꩇ낣ꑆ30-49랳뎡ꗷꚳ녎꫱ꕼꚨꪺꓱ꣒꒧ꕾꅁ꣤ꕌ15-29랳뎡ꗷ뙗ꕘ귬꙾쓖뱨ꓱ꣒ꪺꑀꚨꅁꛓ50랳ꕈꑗ뎡ꗷꭨꓖ꧳귬꙾쓖뱨ꓱ꣒ꪺꑋ귓ꛊ꓀쉉ꅁ꣢ꞡꖼ꿠ꚳ껄Ꙟ삳곣ꡳ귬ꥷ꒧꣼던ꓱ꣒ꅃ Ꙣ슾띾ꓨ궱ꅁꕈ뻇ꗍ결ꕄꅁꚳ199ꛬ(%)ꅂ꣤ꚸ결굸꒽뇐ꑈ귻ꅁꚳ166ꛬ(%)ꅂ닄ꑔꭨ걏녱냓띾겡냊꧊뷨ꪺꗁ늳ꅁꚳ154ꛬ(%)ꅃ꣤ꕌꟇ결깡뫞뭐ꛛꗑ띾ꅁꙕ결65ꛬ(%)ꅂꑵ띾43ꛬ(%)ꅂ끨ꗰ35ꛬ(%)ꅂ꣤ꕌ31ꛬ(4%)ꅂꯝ띾꒤10ꛬ(%)ꅂ륁ꩌ몮ꪪ쑱띾:9ꛬ(%)ꅃ쏶꧳볋ꖻ꧒ꝥ뉻ꪺ슾띾ꓱ꣒ꅁ뎺ꚳ뻇ꗍꙨꪺ놡땯ꗍꅁ롧곣ꡳ뇀듺ꕩ꿠걏던뷍귻떲멣Ꙩ걏ꑪ녍뻇ꗍ꒧뵴걇꧒교ꅃꚹꕾꖻ곣ꡳ뛈맯꣼던맯뙈ꪺ꧊ꝏ뭐꙾쓖꣓뙩ꛦ끴썂ꧢ볋ꅁꣃꖼ맯슾띾뎡ꗷꙁ꒩ꕈ궭꣮ꅁ던귻결ꑆ꿠ꚨꕜ륆ꚨ볋ꖻꚬ뚰ꑗꪺ볆뙱ꅁꙝꚹ라ꚳ뻇ꗍꓱ꣒룻Ꙩꪺ놡땯ꗍꅃ Ꙣ뉻꒵ꛭꙡꓨ궱ꅁꗑ꧳던뷍뻇ꗍ떲멣Ꙩꕢ걏싷깡둎얪꧒닕ꚨꅁꕂꙝꙡ뉺ꛬ롭ꚬ뚰꒧ꭋꅁ꧒ꕈꝥ뉻ꩆ뎡ꙡ냏(ꥹꅂꫡꅂꩆ뾤)ꗁ늳ꅁꚳ255ꛬ(%)결돌Ꙩꅂ꣤ꚸꭨ결ꕸꕟꖫꅁꚳ165ꛬ(%)ꅂ닄ꑔ결꒤뎡ꙡ냏(꒤ꅂ맼ꅂꅂ뚳떥뾤ꖫ)ꅁꚳ154ꛬ(%)ꅃ굙ꕸꕟꖫꪺ꣼던ꙁꕛꑗ냲ꅂꕟꅂ껧ꅂꛋꅂ굝떥ꕟ뎡뾤ꖫ146ꛬ(%)ꅁꭨ뻣귓ꑪꕸꕟꙡ냏녎낪륆40%ꅁ꙰ꚹ걍ꕘ뭏왗ꕟ뎡ꙡ냏ꕄ굮껸뙏ꪺ띎ꢣꅁ걇삳ꚳ꣤ꕎꫭ꧊꙳Ꙣꅃꛜ꧳뎡ꙡ냏(낪뚯ꖫꅂ맅ꅂꅂ낪ꅂꯌꅂ볪떥뾤ꖫ)ꅁꗑ꧳룓ꙡ냏껸뙏꣼던ꓱ뉶룻ꓖ꒧뵴걇ꅁꙝꚹꕵꚳ51ꛬ(%)ꪺ꣼던볆뻚ꅁ걏ꖻ곣ꡳ룻결꒣ꢬ꒧덂ꅆꛓ냪ꕾꙡ냏ꅁꭨꚳ6ꛬ(%)ꅃ Ꙣ뇐땻ꯗꓨ궱ꅁꕄ굮ꕈꑪ뻇녍곬결ꕄꅁꚳ449ꛬ(%)ꅂ꣤ꚸꭨ결낪꒤슾ꅁꚳ163ꛬ(%)ꅂ닄ꑔꭨ결곣ꡳ꧒ꕈꑗ떥낪뻇뻺ꅁꚳ93ꛬ(%)ꅂ돌ꯡꭨ결냪꒤(ꝴ)ꕈꑕ뻇뻺ꅁꚳ72ꛬ(%)ꅃꛜ꧳ꖭꞡꓫꚬꑊꓨ궱ꅁꕄ굮ꕈ 80
20001-40000꒸결ꕄꅁꚳ217ꛬ(%)ꅂ꣤ꚸꭨ결때롧녠ꚬꑊꅁꚳ207ꛬ(%)ꅂꛓ닄ꑔꭨ결40001-60000꒸ꅁꚳ151ꛬ(%)ꅃ꣤ꕌꟇ결20000꒸ꕈꑕꅁꚳ93ꛬ(12%)ꅂ60001-80000꒸ꅁꚳ70ꛬ(%)ꅂ10롕꒸ꕈꑗꅁꚳ23ꛬ(%)ꅂ80001-100000꒸ꅁꚳ16ꛬ(%)ꅃ ꫭ.4-1:냲ꖻꫀ롧룪껆떲멣꓀꩒ 엜 볆 ꛊ꓀ꓱ 볆 뙱 엜 볆 ꛊ꓀ꓱ 볆 뙱 ꧊ ꝏ ꡫ꧊ % 345 ꑫ꧊ % 432 total 100% 777 ꙾ 쓖 15-19 랳 % 38 40-49랳 % 106 20-24랳 % 156 50-59랳 % 147 25-29랳 % 115 60랳ꕈꑗ % 26 30-39랳 % 189 total 100% 777 슾 띾 뻇ꗍ % 199 냓띾 % 154 깡뫞 % 65 굸꒽뇐 % 166 끨ꗰ % 35 ꑵ띾 % 43 ꯝ띾꒤ % 10 륁ꅂꩌꅂ몮ꅂꪪꅂ쑱띾 % 9 ꣤ꕌ % 31 ꛛꗑ띾 % 65 total 100% 777 뉻꒵ꛭꙡ ꕸꕟꖫ % 165 ꒤ꅂ맼ꅂ뚳ꅂ % 154 ꕟꅂ냲ꅂ껧ꅂꛋꅂ굝 % 146 ꥹꅂꫡꅂꩆ % 255 낪뚯ꖫ % 28 냪ꕾꙡ냏 % 6 맅ꅂꅂ낪ꅂꯌꅂ볪 % 23 total 100% 777 뇐땻ꯗ 냪꒤(ꝴ)ꕈꑕ % 72 낪꒤슾 21% 163 곣ꡳ꧒ꕈꑗ 12% 93 ꑪ뻇녍곬 % 449 total 100% 777 ꖭꞡꓫꚬꑊ 때롧녠꧊ꚬꑊ % 207 60001-80000꒸ % 70 20000꒸ꕈꑕ % 93 80001-100000꒸ % 16 20001-40000꒸ % 217 10롕꒸ꕈꑗ % 23 40001-60000꒸ % 151 total 100% 777 81
ꑇ.쁜뚼껸뙏룪껆꓀꩒: ꖻ곣ꡳ끷맯꣼던Ꙍ뙈돌뉠꣨ꪺꖢ뭾롧뻺결Ꙟ떪냲슦ꅁꙢ꣤꧒껸뙏ꪺ쁜왕ꙡ쉉ꛬ롭ꓨ궱ꅁꕈꕸꕟꖫꚳ218ꛬ(%)ꅂ꣤ꚸ결ꩆ뎡ꙡ냏(ꥹꅂꫡꅂꩆ뾤)ꚳ215ꛬ(%)ꅂꙁ꣓ꭨ결꒤뎡ꙡ냏(꒤ꅂ맼ꅂꅂ뚳뾤)ꅁꚳ158ꛬ(%)ꅂ냲ꅂꕟꅂ껧ꅂꛋꅂ굝떥ꕟ뎡뾤ꖫꚳ123ꛬ(%)ꅂꛜ꧳뎡ꙡ냏(낪뚯ꖫꅂ맅ꅂꅂ낪ꅂꯌꅂ볪떥뾤ꖫ)ꅁꙘ군ꚳ63ꛬ(%)ꅃ녱ꑗ굺볆뻚꒺깥엣ꗜ곣ꡳ뵤돲뉛랧ꗾ곙ꙕꙡꅁ꣤꒤ꑓꕈꑪꕸꕟꙡ냏결ꕄ(44%)ꅁꛓ뎡ꙡ냏ꕵꚳ8%ꅁꚹ냏냬볋ꖻꚬ뚰룻ꓖꅁ결ꖻ곣ꡳ룻결뿲뻑꒧덂ꅃ Ꙣ쁜왕롧샧ꮬ멁ꓨ궱ꅁꕈꑀ꿫ꛨꚡ쁜왕결ꕄꅁꚳ223ꛬ(%)ꅂ꣤ꚸ결ꑀ꿫꒤ꚡ쁜왕ꅁꚳ213ꛬ(%)ꅂ닄ꑔꭨ결뷆Ꙙꚡ쁜왕ꅁꚳ119ꛬ(%)ꅃ꣤ꕌꟇ결ꙕ냪궷ꣽ쁜왕ꅁꚳ81ꛬ(%)ꅂ뚺ꦱ꒤ꚡ쁜왕ꅁꚳ65ꛬ(%)ꅂ뚺ꦱꛨꚡ쁜왕ꅁꚳ31ꛬ(%)ꅂ꣤ꕌ쁜왕ꅁꚳ25ꛬ(%)ꅂ뚺ꦱꙕꚡ궷ꣽ쁜왕ꅁꚳ20ꛬ(%)ꅃ귈녯ꩠ띎ꪺ걏굙녎뚺ꦱ롧샧쁜왕(꒤ꅂꛨꅂꙕ냪궷ꣽ떥)볆뻚ꕨ낣껉ꅁꕩ땯뉻ꚳ85%ꪺ꣼던ꗁ늳ꅁ꣤럭ꚸ쁜뚼ꖢ뭾롧엧걏ꕘ꧳ꑀ꿫롧샧ꮬ멁ꪺ쁜왕ꅃ롧뇀듺ꕩ꿠걏ꑀ꿫ꗁ늳ꖭ껉꣬뚺ꦱ덝쁜왕뙩ꛦ쁜뚼껸뙏ꪺꚸ볆룻ꓖꕾꅁꑝ덜ꙝ결Ꙣ뻣엩ꩁ냈ꭾ뷨ꪺꓱ룻ꑗꅁ뚺ꦱ덝쁜왕깩뉻ꪺꩁ냈ꓴ럇ꓱ꣤ꕌꑀ꿫쁜왕룻낪꧒교ꅃ Ꙣꖭꞡ껸뙏썂ꓨ궱ꅁꕄ굮결201-400꒸ꅁꚳ314ꛬ(%)ꅂ꣤ꚸ결401-600꒸ꅁꚳ192ꛬ(%)ꅂ닄ꑔꭨ결200꒸ꕈꑕꅁꚳ112ꛬ(%)ꅃ꣤ꕌꟇ결601-800꒸ꅁꚳ75ꛬ(%)ꅂ꣤ꚸ결801-1000꒸ꅁꚳ34ꛬ(%)ꅂ1001-1200꒸ꅁꚳ23ꛬ(%)ꅂ1200꒸ꕈꑗ썂꒧ꓱ꣒ꞡꝃ꧳1%ꅃꕩꢣꚹꚸ뷕걤볋ꖻꪺꖭꞡ껸뙏썂ꕈ200꒸ꕈꑗ떴ꑪꙨ볆(곹86%)ꅃ 82
ꫭ.4-2:쁜뚼껸뙏룪껆꓀꩒ 쁜왕ꙡ쉉ꛬ롭 ꕸꕟꖫ % 218 ꕟꅂ냲ꅂ껧ꅂꛋꅂ굝 % 123 ꒤ꅂ맼ꅂ뚳ꅂ % 158 낪뚯ꖫ % 40 ꥹꅂꫡꅂꩆ % 215 맅ꅂꅂ낪ꅂꯌꅂ볪 % 23 total 100% 777 쁜뚼껸뙏ꮬ멁 뚺ꦱ꒤ꚡ쁜왕 % 65 뚺ꦱꛨꚡ쁜왕 % 31 궷ꣽ쁜왕 % 81 뚺ꦱꙕꚡ궷ꣽ쁜왕 % 20 뷆Ꙙꚡ쁜왕 % 119 ꑀ꿫꒤ꚡ쁜쁝 % 213 ꣤ꕌ % 25 ꑀ꿫ꛨꚡ쁜쁝 % 223 total 100% 777 귓ꑈꖭꞡ쁜뚼껸뙏썂 200꒸ꕈꑕ % 112 201-400꒸ % 314 1401-1600꒸ % 7 401-600꒸ % 192 1601-1800꒸ % 1 601-800꒸ % 75 1801-2000꒸ % 5 801-1000꒸ % 34 2001-2200꒸ % 6 1001-1200꒸ % 23 2201꒸ꕈꑗ % 4 1201-1400꒸ % 4 total 100% 777 83
닄 ꑇ 론 ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄뭐룉뇏꒣ꑀ교꒧ꓱ룻꓀꩒ ꖻ론ꕈRECOVSAT뙱ꫭ꒤꒧17귓ꩁ냈룉뇏냝뚵결냲슦ꅁꗽ꓀ꝏ럓ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄ꅂꩁ냈룉뇏꒣ꑀ교떥ꑔ뎡ꗷ뙩ꛦꖭꞡ볆꒧뇆Ꟈꅃꙁ17귓ꩁ냈룉뇏냝뚵ꪺ룉뇏듁뇦ꅂ룉뇏셚껄ꖭꞡ볆볆뻚ꅁꕈ.ꩫ꣓뙩ꛦꩁ냈룉뇏겡냊궫굮꧊뭐꣤몡띎ꯗ꒧ꓱ룻ꅃ돌ꯡꣃꕈꚨ맯T샋ꥷ꣓샋듺ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄꒧뚡걏ꝟꚳ엣뗛깴늧꙳Ꙣꅃ ꑀ.꣼던ꩁ냈룉뇏듁뇦꒧꓀꩒ Ꙣ17귓ꩁ냈룉뇏냝뚵꒤(ꢣꫭ4-3)ꅁ룉뇏듁뇦뇆Ꟈ룻낪ꪺꭥꕼ뚵ꕄ굮결냝뚵13압ꯈꧪꯨ껉ꑈ귻꿠ꚳ슧뮪(ꖭꞡ귈)ꅂ냝뚵3ꑈ귻덂뉺ꧪꯨ껉떽엩ꑈ띎(ꖭꞡ귈)뭐냝뚵5ꩁ냈ꑈ귻꿠룛띎룑ꡍꧪꯨ(ꖭꞡ귈)ꅂ냝뚵1ꑈ귻뉍랡랾덱ꧪꯨ룪끔(ꖭꞡ귈)ꅆꛓ룉뇏듁뇦뇆Ꟈ곛맯룻ꝃꪺꭥꑔ뚵ꕄ굮결냝뚵10압ꯈ꿠녯꣬껑궱륄며(ꖭꞡ귈)ꅂ냝뚵9맯ꓨ꿠ꕈ껑궱돸ꝩ냝썄덂뉺룑ꡍ뙩깩(ꖭꞡ귈)ꅂ냝뚵7뚷ꕴꑀꛬꑈ귻꣓룉뇏껉ꅁ라꒣둲Ꟗ(ꖭꞡ귈)ꅃ ꑇ.꣼던ꩁ냈룉뇏셚껄꒧꓀꩒ Ꙣ17귓ꩁ냈룉뇏냝뚵꒤(ꢣꫭ4-3)ꅁ룉뇏셚껄뇆Ꟈ룻낪ꪺꭥꑔ뚵ꕄ굮결냝뚵16ꩁ냈ꑈ귻ꛧ뗛뻣볤(ꖭꞡ귈)ꅂ냝뚵17뻣볤ꪺ녍띾ꩁ냈샴맒(ꖭꞡ귈)ꅂ냝뚵13압ꯈꧪꯨ껉ꑈ귻꿠ꚳ슧뮪(ꖭꞡ귈)ꅆꛓ룉뇏셚껄뇆Ꟈ곛맯룻ꝃꪺꭥꑔ뚵ꕄ굮결냝뚵10:압ꯈ꿠녯꣬껑궱륄며(ꖭꞡ귈)ꅂ냝뚵9맯ꓨ꿠ꕈ껑궱돸ꝩ냝썄덂뉺룑ꡍ뙩깩(ꖭꞡ귈)ꅂ냝뚵12Ꙉ뷨ꩁ냈꒣귈녯ꕉ뙏(ꖭꞡ귈)ꅃ 84
ꫭ4-3:ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄ꪺ닎군ꫭ ꩁ냈룉뇏듁뇦 ꩁ냈룉뇏셚껄 ꩁ냈룉뇏냝뚵 ꖭꞡ볆 볐럇깴 뇆Ꟈ ꖭꞡ볆 볐럇깴 뇆Ꟈ 1.ꑈ귻뉍랡랾덱ꧪꯨ룪끔 4 7 2.ꑈ귻ꕄ냊싧뉍ꖢ뭾놡 8 9 3.ꑈ귻덂뉺ꧪꯨ껉떽엩ꑈ띎 2 8 4.덂뉺ꧪꯨ꿠엽압ꯈ띐꣬ꭈ뿠 5 12 5.ꩁ냈ꑈ귻꿠룛띎룑ꡍꧪꯨ 2 5 6.ꗓ뙄맯뙈꿠룑ꡍ냝썄 7 4 7.신뒫ꑈ귻ꩁ냈라꒣둲Ꟗ 15 10 8.신뒫ꑈ귻ꩁ냈라띐립럐 14 14 9.ꕈ껑궱돸ꝩ냝썄덂뉺뙩깩 16 16 10.녯꣬껑궱륄며 17 17 11.삳맯Ꙉ뷨ꩁ냈륄며 5 11 12.Ꙉ뷨ꩁ냈꒣귈녯ꕉ뙏 11 15 13.압ꯈꧪꯨ껉ꑈ귻꿠ꚳ슧뮪 1 3 14.ꑈ귻맯ꖢ뭾뒣ꕘ룑쓀 9 6 15.꒣몡ꑈ귻꒣룑쓀ꖢ뭾 10 13 16.ꑈ귻ꛧ뗛뻣볤 13 1 17.뻣볤ꪺ녍띾ꩁ냈샴맒 12 2 셠ꖭꞡ귈 뗹ꑀ:ꩁ냈룉뇏듁뇦걏녱ꅵ1ꅶ:ꭄ녠꒣궫굮 ꣬ꅵ10ꅶ: ꭄ녠궫굮ꅃ 뗹ꑇ:ꩁ냈룉뇏셚껄걏녱ꅵ1ꅶ:ꭄ녠꒣몡띎 ꣬ꅵ10ꅶ: ꭄ녠몡띎ꅃ ꑔ.ꕈꩫ꣓꓀꩒뿅뙱ꩁ냈룉뇏냝뚵 ꚹ뎡ꗷ삳ꗎꩫꅁ녎쁜뚼껸뙏맯꧳띾ꩁ냈룉뇏겡냊꒧ꩁ냈룉뇏듁뇦뗸결궫굮땻ꯗꅁꛓꩁ냈룉뇏셚껄ꭨ뗸결ꫭ뉻땻ꯗꅁ뙩ꛓꕈBarsky & Labagh(1992)꧒뒣ꕘ압ꯈ몡띎꽸끽(Customer-satisfaction matrix)결냲슦ꅁ궫굮꧊뭐몡띎ꯗ떥꣢Ꙗꯗ꓀ꚨ쏶쇤쁵뛕(Critical Strength)ꅂ때띎롱쁵뛕(Insignificant Strength)ꅂ볧Ꙣꯂ꿙( Potential Threat)ꅂ궷쁉뭐뻷라(Risk & Opportunity)떥ꕼ귓뙈궭ꅁ맯17귓ꩁ냈룉뇏냝뚵Ꙣ쁜뚼룉뇏겡냊꒧멁뛕ꕨ뙩ꛦ놴끑ꅃ ꕈꩁ냈룉뇏듁뇦결뻮뙢(X뙢)ꅁꛓꩁ냈룉뇏셚껄결셡뙢(Y뙢)ꅁ멣ꚨ맏4-1꒧ 85
깹볐맏ꅁꙁ꣢ꙕꛛ셠ꖭꞡ귈결냲슦ꅁ띎ꝙꩁ냈룉뇏듁뇦()뭐ꩁ냈룉뇏셚껄()ꅁ꣓꓁돎ꚨAꅂBꅂCꅂD떥ꕼ귓뙈궭ꅁ꣤ꕎꫭ띎롱꙰ꑕ: A뙈궭(쏶쇤쁵뛕)ꫭꗜ압ꯈ맯뢨꧳ꚹ냏ꪺ룉뇏엜뚵듁뇦궫굮꧊낪ꕂ몡띎ꯗꑝ낪ꅃ띎ꝙ뢨Ꙣꚹ뙈궭꒧엜볆삳믝꯹쓲뫻꯹(Keep up the Good Work)ꅃ맯꧳띾ꛓꢥꅁ굙꿠꯹쓲ꭏ꯹꣤ꑀ교꧊ꓴ럇ꅁ샲꣺압ꯈ몡띎뭐낪ꯗꭈ뿠ꅁ곛ꭈ덯쓝꧊녎ꕩꚨ결띾ꚨꕜ롧샧ꪺ쏶쇤쁵뛕ꅆB뙈궭(때띎롱쁵뛕)ꫭꗜ압ꯈ맯뢨꧳ꚹ냏ꪺ룉뇏엜뚵듁뇦궫굮꧊꒣낪ꅁ몡띎ꯗ낪ꅁ엣ꗜꚹ뙈궭꒧엜볆걏ꝥ뉻꣑떹륌ꯗ(Possible Overkill)꒧뉻뙈ꅃ맯꧳쁜뚼껸뙏ꛓꢥꅂ덯엜볆ꕵ꿠몡ꢬ꣤ꑀ꿫꧊꒧냲ꖻ믝ꡄꛓꑷꅁꙝꚹ띾꒣ꗎ륌ꯗꙡꑊ때뿗ꪺ껉뚡ꅂꑈꑏꅂ끝냈떥ꚨꖻꙢ덯료ꅆC뙈궭(볧Ꙣꯂ꿙)ꫭꗜ압ꯈ맯뢨꧳ꚹ냏ꪺ룉뇏엜뚵듁뇦궫굮꧊뭐몡띎ꯗ곒ꝃꅃ곛룻꧳AꅂB꣢뙈궭ꑕ꒧엜볆ꅁ뢨ꙢC뙈궭꒧엜볆ꝥ뉻쁵ꗽꚸꟇ룻ꝃ(Low Priority)꒧뉻뙈ꅆD뙈궭(궷쁉뭐뻷라)ꫭꗜ압ꯈ맯뢨꧳ꚹ냏ꪺ룉뇏엜뚵듁뇦궫굮꧊낪ꅁ몡띎ꯗꝃꅃ쁜뚼띾삳맯덯엜볆ꑊ낪ꯗ녍ꩠ(Concentrate Here)꣓롧샧ꑾ걏ꅃꕈꑕ끷맯RECOVSAT뙱ꫭ꒤꒧17귓ꩁ냈룉뇏냝뚵꣓ꕛ꓀꩒: 낪 몡 B뙈궭 A뙈궭 띎 (때띎롱쁵뛕 /꣑떹륌ꯗ ) (쏶쇤쁵뛕/꯹쓲ꭏ꯹ꣃ둍ꡄ땯깩) ꯗ C뙈궭 D뙈궭 ꝃ (볧Ꙣꯂ꿙/ꚸ굮롧샧궫ꓟ) (궷쁉뭐뻷라/삳녍ꩠ롧샧궲) ꝃ 낪 궫 굮 ꯗ 맏4-1 ꛦꭥ듁뇦궫굮꧊뭐맪믚엩엧몡띎ꯗ꒧꓀꩒꽸끽 (ꑀ).쏶쇤쁵뛕꓀꩒(A뙈궭): ꗑ맏4-2ꕩꪾꅁ뢨꧳A뙈궭꒧엜뚵결13.ꧪꯨ껉ꑈ귻꿠ꚳ슧뮪ꅂ6.ꗓ뙄맯뙈꿠산룑ꡍ냝썄ꅂ5.ꑈ귻룛띎룑ꡍꧪꯨꅂ3.ꑈ귻덂뉺ꧪꯨ껉떽엩ꑈ띎ꅂ14.ꑈ귻꿠뒣꣑ꖢ뭾결꛳땯ꗍꪺ룑쓀ꅂ1.ꑈ귻뉍랡랾덱ꧪꯨ룪끔ꅂ2.ꑈ귻꿠산싧뉍뉻돵ꖢ 86
뭾놡떥ꑃ뚵ꅃ녱ꑗ굺룉뇏엜뚵ꕩ녯ꪾꅁ곛맯꧳꣤ꕌ엜뚵ꛓꢥꅁ압ꯈꪺꛦꭥ듁뇦궫굮꧊뭐맪믚엩엧몡띎ꯗꞡ낪ꅁ엣ꗜ쁜뚼띾삳쑾쓲ꭏ꯹덯ꅁꙐ껉ꗧꕩ곝낵ꖼ꣓땯깩ꩁ냈룉뇏꒧ꙮ냲슦ꅃ 7 B뙈궭 A뙈궭 ꆹ16 ꆹ17 몡 ꆹ13 6 ꆹ6 띎 ꆹ14 ꆹ5 ꆹ7 ꆹ2 ꆹ1 ꆹ3 ꆹ11 ꯗ ꆹ8 ꆹ15 ꆹ4 ꆹ 5 12 ꆹ9 D뙈궭 C뙈궭 ꆹ10 5 6 7 9 궫 굮 ꯗ 맏4-2 ꛦꭥ듁뇦궫굮꧊뭐맪믚엩엧몡띎ꯗ꒧깹볐맏 뗹: 1.ꑈ귻뉍랡랾덱ꧪꯨ룪끔 1 0 .녯 ꣬껑궱륄며 2.ꑈ귻ꕄ냊싧뉍ꖢ뭾놡 11 . 삳 맯 Ꙉ뷨ꩁ냈륄며 3.ꑈ귻덂뉺ꧪꯨ껉꿠떽엩ꑈ띎 1 2 .Ꙉ 뷨 ꩁ 냈 ꒣ 귈 녯ꕉ뙏 4.ꑈ귻덂뉺ꧪꯨ껉꿠엽압ꯈ띐꣬ꭈ뿠 1 3 .ꧪ ꯨ 껉 ꑈ 귻 꿠 ꚳ슧뮪 5.ꑈ귻룛띎룑ꡍꧪꯨ 1 4 .ꑈ 귻맯ꖢ뭾뒣ꕘ룑쓀 6.ꗓ뙄맯뙈꿠룑ꡍ냝썄 1 5 .꒣ 몡ꑈ귻꒣룑쓀ꖢ뭾 7.신뒫ꑈ귻ꩁ냈라꒣둲Ꟗ 1 6 .ꑈ 귻ꛧ뗛뻣볤 8.신뒫ꑈ귻ꩁ냈라띐립럐 1 7 .뻣 볤ꪺ녍띾ꩁ냈샴맒 9.ꕈ껑궱돸ꝩ냝썄덂뉺룑ꡍ뙩ꯗ (ꑇ). 때띎롱쁵뛕꓀꩒(B뙈궭): ꗑ맏4-2ꕩꪾꅁ뢨꧳B뙈궭꒧엜뚵결:16.ꑈ귻ꛧ뗛뻣볤ꅂ17.뻣볤ꪺ녍띾ꩁ냈샴맒ꅂ7.뚷ꕴꑀꛬꑈ귻껉,라꒣둲Ꟗ떥ꑔ뚵ꅃ녱ꑗ굺룉뇏엜뚵ꕩ녯ꪾꅁ곛맯꧳꣤ 87
ꕌ엜뚵ꛓꢥꅁ압ꯈꪺ맪믚엩엧몡띎ꯗ낪ꅁꛦꭥ듁뇦궫굮꧊ꝃꅁ엣ꗜ덯엜뚵쇶엽압ꯈ몡ꢬꅁ땍ꛓ압ꯈꙐ껉ꑝ뭻결덯엜뚵꒴걏ꑀ꿫쁜뚼ꩁ냈ꪺ냲ꖻ믝ꡄꅁ꣤궫굮꧊꒣낪ꅁ쁜뚼띾때뚷륌ꯗ녪뷕ꅃ (ꑔ).볧Ꙣꯂ꿙꓀꩒(C뙈궭): ꗑ맏4-2ꕩꪾꅁ뢨꧳C뙈궭꒧엜뚵결:8.믝ꕴꑀꛬꑈ귻껉,라립럐ꅂ12.꒣ꙮꪺꩁ냈꒣귈녯ꕉ뙏ꅂ9.ꕈ껑궱돸ꝩ냝썄덂뉺룑ꡍ뙩깩ꅂ10.녯꣬껑궱륄며떥ꕼ뚵ꅃ녱ꑗ굺룉뇏엜뚵ꕩ녯ꪾꅁ곛맯꧳꣤ꕌ엜뚵ꛓꢥꅁ압ꯈꛦꭥ듁뇦궫굮꧊뭐맪믚엩엧몡띎ꯗꞡꝃꅁ엣ꗜ덯엜뚵ꞡ쓝ꚸ굮ꪺꅂ곆ꛜ꧳꙳Ꙣꪺꖲ굮꧊꒣낪ꅃ (ꕼ).궷쁉뭐뻷라꓀꩒(D뙈궭): ꗑ맏4-2ꕩꪾꅁ뢨꧳D뙈궭꒧엜뚵결:11.뒣꣑Ꙉ뷨ꩁ냈ꪺ꒽ꕱ삳룓륄며ꅂ4.ꑈ귻덂뉺ꧪꯨ껉꿠엽압ꯈ띐꣬ꕩꭈ뿠ꪺꅂ15.때ꩫ뒣꣑ꖢ뭾결꛳라땯ꗍꪺ룑쓀껉,라꒣둲Ꟗ떥ꑔ뚵ꅃ녱ꑗ굺룉뇏엜뚵ꕩ녯ꪾꅁ곛맯꧳꣤ꕌ엜뚵ꛓꢥꅁ압ꯈꪺꛦꭥ듁뇦궫굮꧊낪ꅁ맪믚엩엧몡띎ꯗꝃꅁ엣ꗜ압ꯈ궫뗸덯엜뚵꒺깥ꅁ땍ꛓ쁜뚼ꩁ냈ꫭ뉻걏엽압ꯈ꒣몡띎ꅃ ꕼ.꣼던ꩁ냈룉뇏꒣ꑀ교꒧뇆Ꟈ 녱ꫭ.4-4꣓둎ꩁ냈룉뇏꒣ꑀ교뎡ꗷ꣓뙩ꛦ끑뷗ꅁꙢ17귓냝뚵꒤ꅂ꣼던쇶땍둎곛Ꙑ룉뇏냝뚵꒺깥꣓뙩ꛦꙞ떪ꅁꙢꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄꒧뚡ꅁꗑ꧳ꩁ냈룉뇏꒣ꑀ교볆뻚걏ꗑꩁ냈룉뇏셚껄듮놼ꩁ냈룉뇏듁뇦ꯡ꧒녯ꅁꙁꕛꑗꩁ냈룉뇏듁뇦볆뻚ꞡꑰ꧳ꩁ냈룉뇏셚껄볆뻚꒧뵴걇ꅁ꣏녯꧒ꚳ룉뇏꒣ꑀ교볆뻚(ꖭꞡ볆)ꞡ결굴귈ꅁ엣ꗜ꣼던맯꧳쁜뚼띾럭ꚸꪺ룉뇏ꫭ뉻ꞡ꒣꙰ꗽ륷듁ꅃ ꛜ꧳Ꙣ17귓ꩁ냈룉뇏냝뚵꒤(ꢣꫭ4-4)ꅁꩁ냈룉뇏꒣ꑀ교뇆Ꟈ룻ꝃꪺꭥ꒭뚵ꕄ굮결냝뚵3ꩁ냈ꑈ귻덂뉺ꧪꯨ껉꿠떽엩ꑈ띎(ꖭꞡ귈)ꅂ냝뚵5ꩁ냈ꑈ귻꿠룛띎룑ꡍꧪꯨ(ꖭꞡ귈)ꅂ냝뚵12Ꙉ뷨ꩁ냈꒣귈녯ꕉ뙏(ꖭꞡ귈)ꅂ냝뚵4:ꩁ냈 88
ꑈ귻덂뉺ꧪꯨ껉꿠엽압ꯈ띐꣬ꭈ뿠ꪺ(ꖭꞡ귈)ꅂ냝뚵11뒣꣑Ꙉ뷨ꩁ냈ꪺ쁜왕삳룓륄며(ꖭꞡ귈)ꅆꛓ룉뇏꒣ꑀ교뇆Ꟈ곛맯룻낪ꪺꭥꑔ뚵ꕄ굮결냝뚵16ꩁ냈ꑈ귻ꛧ뗛뻣볤(ꖭꞡ귈)ꅂ냝뚵10압ꯈ꿠녯꣬껑궱륄며(ꖭꞡ귈)ꅂ냝뚵17뻣볤ꪺ녍띾ꩁ냈샴맒(ꖭꞡ귈)ꅃ ꒭.ꚨ맯T샋ꥷ(pair T test)꓀꩒ 끷맯17귓ꩁ냈룉뇏냝뚵ꅁꖻ곣ꡳ뙩ꑀꡂ샋ꥷ꣼던맯꧳ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄꒧뚡ꅁ걏ꝟ롧뻺ꩁ냈룉뇏맯ꯝ꒧ꯡꅁ걏ꝟ라ꚳ엣뗛깴늧꙳Ꙣꅃ녱ꑕ굺볆뻚(ꫭ4-4)엣ꗜ껸뙏롧뻺ꩁ냈룉뇏맯ꯝ꒧ꯡꅁ걏라ꚳ엣뗛깴늧꙳ꙢꅃꙢꚹ놵꣼곣ꡳ낲덝7ꅁꝙ압ꯈꙢ롧ꗑꩁ냈룉뇏꒧륌땻꒤ꅁ꣤ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄꒧뚡라ꚳ엣뗛깴늧꙳Ꙣꅃ ꫭ4-4:ꩁ냈룉뇏꒣ꑀ교꒧ꚨ맯T샋ꥷ ꚨ맯엜볆깴늧 ꖭꞡ볆 볐럇깴 뇆Ꟈ 깴늧ꪺ95%ꭈ뿠냏뚡 T 엣뗛꧊ 룉뇏꒣ꑀ교냝뚵 ꑗ곉 ꑕ곉 (싹Ꟁ) 3.ꑈ귻덂뉺ꧪꯨ껉떽엩ꑈ띎 1 .000 5.ꩁ냈ꑈ귻꿠룛띎룑ꡍꧪꯨ 2 .000 12.Ꙉ뷨ꩁ냈꒣귈녯ꕉ뙏 3 .000 4.덂뉺ꧪꯨ엽압ꯈ띐꣬ꭈ뿠 4 .000 11.삳맯Ꙉ뷨ꩁ냈륄며 5 .000 1.ꑈ귻뉍랡랾덱ꧪꯨ룪끔 6 .000 2.ꑈ귻ꕄ냊싧뉍ꖢ뭾놡 7 .000 6.ꗓ뙄맯뙈꿠룑ꡍ냝썄 8 .000 13.압ꯈꧪꯨ껉ꑈ귻꿠ꚳ슧뮪 9 .000 14.ꑈ귻맯ꖢ뭾뒣ꕘ룑쓀 10 .000 15.꒣몡ꑈ귻꒣룑쓀ꖢ뭾 11 .000 8.신뒫ꑈ귻ꩁ냈라띐립럐 12 .000 7.신뒫ꑈ귻ꩁ냈라꒣둲Ꟗ 13 .000 9.ꕈ껑궱돸ꝩ냝썄룑ꡍ뙩깩 14 .000 17.뻣볤ꪺ녍띾ꩁ냈샴맒 15 .000 10.녯꣬껑궱륄며 16 .000 16.ꑈ귻ꛧ뗛뻣볤 17 .000 뗹.ꕈꑗ룉뇏꒣ꑀ교볆뻚샲꣺ꅁ걏롧ꗑꭥ듁뇦뭐ꯡ맪믚엩엧꣢곛듮ꯡ녯꒧ꅃ 89
닄ꑔ론 ꩁ냈룉뇏꒣ꑀ교꒧ꙝ꿀꓀꩒ 결ꑆ꿠녎RECOVSAT뙱ꫭ꒤꒧17귓ꩁ냈룉뇏꒣ꑀ교냝뚵ꅁ뗑꣺뽀셙ꚨ룻ꓖꪺ뫫슲ꙝ꿀ꅁꙝꚹ싇ꗑꙝ꿀꓀꩒ꣃꝑꗎ꣤ꕄꚨꗷ꓀꩒ꩫꅁꙁꕈ돌ꑪ엜늧볆신뙢ꩫ꣓뙩ꛦꪽꗦ신뙢ꅃꕈKaiser-Meyer-Olkin(KMO)뭐Bartlett’s뉹샋ꥷ(Bartlett test of sphericity)ꅁ꣤꒤KMO귈결ꕂBartlett’s뉹샋ꥷꕤꓨ귈ꗧ륆꣬엣뗛ꅁ걇ꞡ빁Ꙙ뙩ꛦꙝ꿀꓀꩒ꅃ돌ꯡ꣺ꙝ꿀굴닼뙱ꑪ꧳꒧꒭귓ꙝ꿀ꅁ꣤셠룑쓀엜늧뙱결%(ꢣꫭ4-5꧒ꗜ)ꅁꕈꑕ꓀ꝏ뮡ꧺ꒧ꅇ ꙝ꿀ꑀꅇꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩ ꕝ걁8귓엜볆ꅁ룑쓀엜늧뙱결%ꅁ꣤엜볆ꙝ꿀굴닼뙱꒧낪ꝃꅁ꣓꓀ꝏ뎯ꙃ결: 5.룛띎룑ꡍꧪꯨꅂ4.ꑈ귻꿠엽압ꯈ띐꣬ꕩꭈ뿠ꪺꅂ3.ꑈ귻꿠떽엩ꑈ띎ꅂ2.ꑈ귻꿠산싧뉍뉻돵ꖢ뭾놡ꅂ1.뉍랡뒣꣑Ꙟ룉뇏룪끔ꅂ6.ꗓ뙄맯뙈꿠산룑ꡍ냝썄ꅂ13.ꑈ귻꿠ꚳ슧뮪ꅂ11.뒣꣑Ꙉ뷨ꩁ냈ꪺ꒽ꕱ삳룓륄며ꅃꕈꑗ엜볆ꙝ뭐ꑈ귻맯룉뇏덂뉺ꪺ멁ꯗꅂ랾덱ꖩꅂ룉쁶ꓨꚡꚳ쏶ꅁ꧒ꕈꥒꙗ결ꅵꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩꅶꅃ ꙝ꿀ꑇꅇ슲굮룑쓀ꖢ뭾귬ꙝ ꕝ걁3귓엜볆ꅁ룑쓀엜늧뙱결%ꅁ꣤엜볆ꙝ꿀굴닼뙱꒧낪ꝃꅁ꣓꓀ꝏ뎯ꙃ결: 12.꒣ꙮꪺꩁ냈꒣귈녯ꕉ뙏ꅂ15.때ꩫ뒣꣑ꖢ뭾결꛳라땯ꗍꪺ룑쓀껉,라꒣둲Ꟗꅂ14.ꑈ귻꿠뒣꣑ꖢ뭾결꛳땯ꗍꪺ룑쓀ꅃꕈꑗ엜볆ꙝ뭐ꑈ귻걏ꝟ꿠ꧺ뵔슲굮ꙡ룑쓀ꖢ뭾귬ꙝꚳ쏶ꅁ꧒ꕈꥒꙗ결ꅵ슲굮룑쓀ꖢ뭾귬ꙝꅶꅃ ꙝ꿀ꑔꅇ샴맒ꅂꑈ귻곯뗛떥ꚳ덝걉 ꕝ걁2귓엜볆ꅁ룑쓀엜늧뙱결%ꅁ꣤엜볆ꙝ꿀굴닼뙱꒧낪ꝃꅁ꣓꓀ 90
ꝏ뎯ꙃ결: 16.ꑈ귻ꛧ뗛뻣볤ꅂ17.뻣볤ꪺ녍띾ꩁ냈샴맒ꅁꕈꑗ엜볆ꙝ뭐맪엩샴맒ꅂ덝걉ꅂꑈ귻곯뗛떥ꕾꙢꚳ꒧볐럇걏ꝟ꣣돆ꚳ쏶ꅁ꧒ꕈꥒꙗ결ꅵ샴맒ꅂꑈ귻곯뗛떥ꚳ덝걉ꅶꅃ ꙝ꿀ꕼꅇ껑궱룉뇏룪끔Ꙟ ꕝ걁2귓엜볆ꅁ룑쓀엜늧뙱결%ꅁ꣤엜볆ꙝ꿀굴닼뙱꒧낪ꝃꅁ꣓꓀ꝏ뎯ꙃ결: 9.ꕈ껑궱륄며Ꙗ돸ꝩ룉뇏뙩ꯗ꒺깥ꅂ10.녯꣬껑궱륄며ꅁꕈꑗ엜볆ꙝ뭐빁껉Ꙟ룉뇏뙩ꯗ룪끔ꚳ쏶ꅁ꧒ꕈꥒꙗ결ꅵ껑궱룉뇏룪끔Ꙟꅶꅃ ꙝ꿀꒭ꅇ신늾떹꣤ꕌꑈ귻꣓룉뇏 ꕝ걁2귓엜볆ꅁ룑쓀엜늧뙱결%ꅁ꣤엜볆ꙝ꿀굴닼뙱꒧낪ꝃꅁ꣓꓀ꝏ뎯ꙃ결: 7.뚷ꕴꑀꛬꑈ귻껉,라꒣둲Ꟗꅂ8.믝ꕴꑀꛬꑈ귻껉,라립럐ꅃꕈꑗ엜볆ꙝ뭐비륊ꖢ뭾ꪬꩰ껉믝싇ꗑ꣤ꕌꑈ귻(꙰ꕄ뫞ꅂ룪뉠ꩁ냈귻떥)꣓떽ꯡꚳ쏶ꅁ꧒ꕈꥒꙗ결ꅵ신늾떹꣤ꕌꑈ귻꣓룉뇏ꅶꅃ 91
ꫭ4-5:ꩁ냈룉뇏꒣ꑀ교꒧ꙝ꿀꓀꩒ ꙝ꿀ꑀ ꙝ꿀ꑇ ꙝ꿀ꑔ ꙝ꿀ꕼ ꙝ꿀꒭ Ꙁ덱꧊ 엜 뚵 ꑈ귻룉뇏덂슲굮룑쓀샴맒ꅂꑈ귻껑궱룉뇏신늾꣤ꕌ 뉺꒺깥뭐멁ꖢ뭾귬ꙝ 곯뗛떥ꚳ룪끔Ꙟ ꑈ귻꣓룉 ꯗꖩ 덝걉 뇏 5.ꩁ냈ꑈ귻꿠룛띎룑ꡍꧪꯨ .832 .173 .124 .153 .185 .795 4.덂뉺ꧪꯨ꿠엽압ꯈ띐꣬ꭈ뿠 .824 .258 .134 .102 .157 .799 3.ꑈ귻덂뉺ꧪꯨ껉떽엩ꑈ띎 .814 .261 .162 .109 .169 .797 2.ꑈ귻ꕄ냊싧뉍ꖢ뭾놡 .764 .235 .148 .158 .151 .708 1.ꑈ귻뉍랡랾덱ꧪꯨ룪끔 .736 .267 .211 .115 .150 .693 6.ꗓ뙄맯뙈꿠룑ꡍ냝썄 .688 .144 .243 .208 .333 .707 13.압ꯈꧪꯨ껉ꑈ귻꿠ꚳ슧뮪 .596 .511 .329 .145 .119 .759 11.삳맯Ꙉ뷨ꩁ냈륄며 .571 .506 .214 .253 -02 .701 12.Ꙉ뷨ꩁ냈꒣귈녯ꕉ뙏 .337 .756 -02 .213 .168 .768 15.꒣몡ꑈ귻꒣룑쓀ꖢ뭾 .383 .607 .372 .132 .228 .723 14.ꑈ귻맯ꖢ뭾뒣ꕘ룑쓀 .495 .586 .327 .191 .174 .762 16.ꑈ귻ꛧ뗛뻣볤 .232 .195 .846 .179 .203 .881 17.뻣볤ꪺ녍띾ꩁ냈샴맒 .250 .204 .836 .190 .168 .868 10.녯꣬껑궱륄며 .171 .175 .202 .876 .162 .894 9.ꕈ껑궱돸ꝩ냝썄덂뉺뙩깩 .212 .175 .146 .870 .193 .892 7.신뒫ꑈ귻ꩁ냈라꒣둲Ꟗ .220 .132 .166 .203 .850 .857 8.신뒫ꑈ귻ꩁ냈라띐립럐 .290 .194 .197 .160 .807 .838 꽓뱸귈 룑쓀엜늧뙱(%) 닖뽮룑쓀엜늧뙱(%) 뗹.ꕈꑗ17귓ꩁ냈룉뇏꒣ꑀ교냝뚵볆뻚ꅁ걏롧ꗑꭥꑀ꿫듁뇦뭐ꯡ맪믚엩엧꣢곛듮ꯡ꧒녯ꅃ 덺륌ꙝ꿀꓀꩒꒧뗑꣺ꅂꖻ곣ꡳ낣ꑆꕩꑪ교곝ꕘ룉뇏꒣ꑀ교ꪺ꓀쏾꒺깥ꕾꅁ쇙ꕩ싇ꗑ곛쏶꓀꩒뭐Ꙩ꒸끪쉫꓀꩒ꅁ꣓뙩ꑀꡂꙡꑆ룑꒭뚵ꩁ냈룉뇏꒣ꑀ교ꙝ꿀뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧뚡ꪺ쏶ꭙ뱶암땻ꯗꅃ 92
닄 ꕼ 론 곛 쏶 ꓀ ꩒ ꖻ론덺륌곛쏶꓀꩒꣓ꑆ룑ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝꅂꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄ꩁ냈룉뇏꒣ꑀ교ꅂꩁ냈룉뇏ꯡ몡띎ꯗ뭐껸뙏ꯡ쓲ꛦ결띎맏떥엜볆뚡꒧쏶ꭙꅁꛓ싇ꗑ곛쏶꓀꩒꒧떲ꩇ꣓ꕘ곣ꡳ낲덝꒤ꅁꙕ엜볆ꪺ곛쏶땻ꯗꅃ ꑀꅂꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝꅂꩁ냈룉뇏듁뇦꒧쏶ꭙ 녱ꑕꫭ4-6ꪺꗖ몸듋곛쏶꓀꩒ꕩꑆ룑ꗳ궫굮꧊ꞡ뭐ꖢ뭾쑙궫ꯗ(ꍜ=ꅆP<)ꅂꕩ놱꧊ꖢ뭾쉫ꙝ(ꍜ=ꅆP<)꒧뚡꙳ꚳ엣뗛곛쏶ꅁ귈녯뙩ꑀꡂꕨ샋ꥷ곣ꡳ낲덝(H1ꅂH3)ꅃꖢ뭾쑙궫꧊ꞡ뭐ꕩ놱꧊ꖢ뭾쉫ꙝ(ꍜ=ꅆP<)ꅂ쎭ꥷ꧊ꖢ뭾쉫ꙝ(ꍜ=ꅆP<)꒧뚡꙳ꚳ엣뗛곛쏶ꅁ귈녯뙩ꑀꡂꕨ놴끑ꖢ뭾쉫ꙝ맯ꖢ뭾쑙궫ꯗꪺ뱶암껄ꩇ(H2)ꅃꖢ뭾쑙궫ꯗ(ꍜ=ꅆP<)ꅂꕩ놱꧊ꖢ뭾쉫ꙝ(ꍜ=ꅆP<)ꞡ뭐ꩁ냈룉뇏듁뇦꙳ꚳ엣뗛곛쏶ꅁꗧ귈녯뙩ꑀꡂꕨ샋ꥷ곣ꡳ낲덝(H4ꅂH6)ꅃꛓꗳ궫굮꧊뭐ꩁ냈룉뇏듁뇦ꅁꭨꡓ륆꣬엣뗛곛쏶ꅁ꧒ꕈ떴곣ꡳ낲덝H5ꅃꛜ꧳ꗳ궫굮꧊뭐쎭ꥷ꧊ꖢ뭾쉫ꙝꅂ쎭ꥷ꧊ꖢ뭾쉫ꙝ뭐ꩁ냈룉뇏듁뇦꒧뚡ꅁꞡꡓ륆꣬엣뗛곛쏶ꅃ ꫭ4-6:ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝꅂꩁ냈룉뇏듁뇦꒧곛쏶꓀꩒ ꗳ궫굮꧊ ꖢ뭾쑙궫꧊ ꕩ놱꧊쉫ꙝ 쎭ꥷ꧊쉫ꙝ ꩁ냈룉뇏듁뇦 ꗳ궫굮꧊ ꖢ뭾쑙궫꧊ .235** ꕩ놱꧊쉫ꙝ .082* .126** 쎭ꥷ꧊쉫ꙝ .338** .086** ꩁ냈룉뇏듁뇦 .057 .116** .177** .059 뗹.**.엣뗛ꓴ럇결껉(싹Ꟁ)ꅁ곛쏶엣뗛ꅃ *.엣뗛ꓴ럇결껉(싹Ꟁ)ꅁ곛쏶엣뗛ꅃ ꑇ. ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄뭐ꩁ냈룉뇏꒣ꑀ교꒧쏶ꭙ 녱ꑕꫭ4-7ꕩꑆ룑ꅁꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏꒣ꑀ교(ꍜ= ꅆP<)꒧ 93
뚡꙳ꚳ엣뗛Ꙗ곛쏶ꅆꩁ냈룉뇏셚껄ꭨ뭐ꩁ냈룉뇏꒣ꑀ교(ꍜ= ꅆP<)꒧뚡꙳ꚳ엣뗛ꖿꙖ곛쏶ꅃ귈녯뙩ꑀꡂꕨ샋ꥷ곣ꡳ낲덝8:ꩁ냈룉뇏듁뇦라맯룉뇏꒣ꑀ교늣ꗍꖿꙖ뱶암ꅃ낲덝9:ꩁ냈룉뇏셚껄라맯룉뇏꒣ꑀ교늣ꗍꖿꙖ뱶암ꅃ ꫭ4-7:룉뇏듁뇦ꅂ룉뇏셚껄ꅂ룉뇏꒣ꑀ교뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧곛쏶꓀꩒ ꩁ냈룉뇏듁뇦 ꩁ냈룉뇏셚껄 ꩁ냈룉뇏꒣ꑀ교 ꩁ냈룉뇏ꯡ몡띎ꯗ ꩁ냈룉뇏듁뇦 ꩁ냈룉뇏셚껄 ꩁ냈룉뇏꒣ꑀ교 ** ** ꩁ냈룉뇏ꯡ몡띎ꯗ ** ** 뗹.**.엣뗛ꓴ럇결껉(싹Ꟁ)ꅁ곛쏶엣뗛ꅃ ꑔ. ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧쏶ꭙ 녱ꑗꫭ4-7ꪺꗖ몸듋곛쏶꓀꩒ꕩꑆ룑ꅁꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏ꯡ몡띎ꯗ(ꍜ= ꅆP>)꒧뚡ꡓꚳ곛쏶꙳Ꙣꅁ떴곣ꡳ낲덝10ꅆꛜ꧳ꩁ냈룉뇏셚껄ꭨ뭐ꩁ냈룉뇏ꯡ몡띎ꯗ(ꍜ= ꅆP<)꒧뚡꙳ꚳ엣뗛ꖿꙖ곛쏶ꅃ귈녯뙩ꑀꡂꕨ샋ꥷ곣ꡳ낲덝11:ꩁ냈룉뇏셚껄라맯룉뇏ꯡ몡띎ꯗ늣ꗍꖿꙖ뱶암ꅃ ꕼ.룉뇏꒣ꑀ교뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧쏶ꭙ 덯료띑녎룉뇏꒣ꑀ교ꪺ꒭뚵ꙝ꿀꣓뭐룉뇏ꯡ몡띎ꯗ꒧뚡ꅁ꣓뙩ꛦ곛쏶꓀꩒ꅁꕈꑕ꒺깥엣ꗜꙢꑕꫭ4-8꒤ꅃꗑꗖ몸듋곛쏶꓀꩒ꕩꑆ룑:ꩁ냈룉뇏ꯡ몡띎ꯗ꓀ꝏ뭐ꙝ꿀ꑀꅵꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩꅶ(ꍜ=ꅆP<)껉ꅂꙝ꿀ꑇꅵ슲굮룑쓀ꖢ뭾귬ꙝꅶ(ꍜ=ꅆP<)껉ꅂꙝ꿀ꑔꅵ샴맒ꅂꑈ귻곯뗛떥ꚳ덝걉ꅶ(ꍜ=ꅆP<)껉ꅂꙝ꿀ꕼꅵ껑궱룉뇏룪끔Ꙟꅶ(ꍜ=ꅆP<)껉ꅁ꣢꒧뚡ꞡꝥ뉻낪ꯗ엣뗛ꖿ곛쏶ꅃ녱ꑗ녯ꪾ룉뇏꒣ꑀ교(5귓ꙝ꿀)뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧쏶ꭙꅃ낣ꑆꙝ꿀꒭ꅵ신늾꣤ꕌꑈ귻꣓룉뇏ꅶ뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧뚡ꡓꚳ곛쏶ꕾꅁ꣤ꕌꕼ귓룉뇏꒣ꑀ교ꙝ꿀뎣뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧뚡ꅁꚳꖿꙖꪺ엣뗛곛쏶ꅁꚹ떲ꩇ귈녯뙩ꑀꡂꙡꕨ샋ꥷ곣ꡳ낲덝12ꅇ룉뇏꒣ꑀ교라맯ꩁ냈룉뇏ꯡ몡띎ꯗ늣ꗍꖿꙖ뱶암ꅃ 94
ꫭ4-8:ꩁ냈룉뇏꒣ꑀ교뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧쏶ꭙ ꙝ꿀ꑀ ꙝ꿀ꑇ ꙝ꿀ꑔ ꙝ꿀ꕼ ꙝ꿀꒭ ꩁ냈룉뇏ꑈ귻룉뇏덂슲굮룑쓀ꖢ뭾샴맒ꅂꑈ귻곯껑궱룉뇏룪끔신늾꣤ꕌꑈꯡ몡띎ꯗ 뉺꒺깥뭐멁귬ꙝ 뗛떥ꚳ덝걉 Ꙟ 귻꣓룉뇏 ꯗꖩ ꙝ꿀ꑀ ꙝ꿀ꑇ ꙝ꿀ꑔ ꙝ꿀ꕼ ꙝ꿀꒭ 룉뇏ꯡ몡띎ꯗ .506** .155** .144** .101** 뗹.**.엣뗛ꓴ럇결껉(싹Ꟁ)ꅁ곛쏶엣뗛ꅃ ꒭ꅂꩁ냈룉뇏ꯡ몡띎ꯗ뭐껸뙏ꯡ쓲ꛦ결띎맏(압ꯈꦾ룛ꯗꅂ압ꯈꧪꯨ)꒧쏶ꭙ 녱ꫭ4-9ꪺꗖ몸듋곛쏶꓀꩒ꕩꑆ룑ꅁꩁ냈룉뇏ꯡ몡띎ꯗ뭐압ꯈꦾ룛ꯗ꒧뚡꙳ꚳ엣뗛ꖿꙖ곛쏶(ꍜ=ꅆP<)ꅃꛓꩁ냈룉뇏ꯡ몡띎ꯗ뭐압ꯈꧪꯨ꒧뚡ꭨ꙳ꚳ엣뗛Ꙗ곛쏶(ꍜ= ꅆP<)ꅃꗑꑗ굺떲ꩇ녯ꪾꩁ냈룉뇏ꯡ몡띎ꯗ뭐압ꯈꦾ룛ꯗꅂ압ꯈꧪꯨ꒧쏶ꭙ꙳Ꙣꯡꅁ놵뗛ꕩ뙩ꑀꡂꙡꓤ꯹ꯡ쓲ꕈ끪쉫꓀꩒꣓엧쏒곣ꡳ낲덝13:ꩁ냈룉뇏ꯡ몡띎ꯗ라맯압ꯈꦾ룛ꯗ늣ꗍꖿꙖ뱶암ꅁ곣ꡳ낲덝14:ꩁ냈룉뇏ꯡ몡띎ꯗ라맯ꧪꯨ삳늣ꗍ굴Ꙗ뱶암ꅃ ꫭ4-9:ꩁ냈룉뇏ꯡ몡띎ꯗ뭐껸뙏ꯡ쓲ꛦ결띎맏꒧쏶ꭙ 엜 볆 ꩁ냈룉뇏ꯡ몡띎ꯗ 압ꯈꦾ룛ꯗ 압ꯈꧪꯨ ꩁ냈룉뇏ꯡ몡띎ꯗ 압ꯈꦾ룛ꯗ ** 압ꯈꧪꯨ ** ** 뗹ꑀꅂ**.엣뗛ꓴ럇결껉(싹Ꟁ)ꅁ곛쏶엣뗛ꅃ 뗹ꑇꅂꖭꞡꦾ룛ꯗ:녎듺뙱ꦾ룛ꯗꪺ꒭냝뚵꒩ꕈꕛ셠ꖭꞡꛓ녯꒧ꅃ 뗹ꑔꅂꖭꞡ압ꯈꧪꯨ:녎듺뙱압ꯈꧪꯨꪺꕼ냝뚵꒩ꕈꕛ셠ꖭꞡꛓ녯꒧ꅃ 95
닄 ꒭ 론 끪 쉫 ꓀ ꩒ ꖻ론ꗧꦵ쓲ꑗ론곛쏶꓀꩒꒧떲ꩇꅁꕈ끪쉫꓀꩒뙩ꑀꡂ꓀꩒ꙕ곣ꡳ낲덝꒤ꪺ엜볆쏶ꭙꅃ ꑀ.?ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝ뭐ꩁ냈룉뇏듁뇦꒧쏶ꭙ (ꑀ).ꗳ궫굮꧊맯ꖢ뭾쑙궫꧊ꅆꗳ궫굮꧊맯ꕩ놱꧊ꖢ뭾쉫ꙝ꒧끪쉫꓀꩒ ꕈ슲돦끪쉫샋ꥷ엜볆뚡꒧쏶ꭙ(룔닓꓀꩒ꢣꑕꫭ4-10)ꅃ떲ꩇ땯뉻P귈ꑰ꧳ꅁꭨ륆엣뗛ꓴ럇ꅁꕂ끪쉫ꭙ볆결ꖿ볆ꅁꫭꗜꗳ궫굮꧊맯ꖢ뭾쑙궫꧊ꅂꗳ궫굮꧊맯ꕩ놱꧊ꖢ뭾쉫ꙝ꣣ꚳꖿꙖꕂ엣뗛ꪺ쏶ꭙꅁꚹ떲ꩇ뭐곣ꡳ낲덝H1곛닅ꅁ맯꧳곣ꡳ낲덝H3ꭨ뇄뎡꓀놵꣼ꅃ ꫭ4-10:ꗳ궫굮꧊맯ꖢ뭾쑙궫꧊ꅆꗳ궫굮꧊맯ꕩ놱꧊ꖢ뭾쉫ꙝ꒧끪쉫꓀꩒ 삳엜볆:ꖢ뭾쑙궫꧊ 삳엜볆: ꕩ놱꧊ꖢ뭾쉫ꙝ ꛛ엜볆 끪쉫ꭙ볆(B) t귈 P귈 ꛛ엜볆 끪쉫ꭙ볆(B) T귈 P귈 ꗳ궫굮꧊ * ꗳ궫굮꧊ -02 * R-square= ꅂAdj-R-square= ꅂ R-square=ꅂAdj-R-square= ꅂ F귈= F귈= (ꑇ).ꩁ냈ꖢ뭾쉫ꙝ(쎭ꥷ꧊ꅂꕩ놱꧊)맯ꖢ뭾쑙궫꧊꒧끪쉫꓀꩒ ꕈ슲돦끪쉫샋ꥷ꣢꒧쏶ꭙ(룔닓꓀꩒ꢣꑕꫭ4-11)ꅁ떲ꩇ땯뉻P귈ꑰ꧳ꅁꭨ륆엣뗛ꓴ럇ꅁꕂ끪쉫ꭙ볆결ꖿ볆ꅁꫭꗜ쎭ꥷ꧊ꖢ뭾쉫ꙝꅂꕩ놱꧊ꖢ뭾쉫ꙝꞡ맯ꖢ뭾쑙궫꧊꣣ꚳꖿꙖꕂ엣뗛ꪺ쏶ꭙꅁꚹ떲ꩇ뭐곣ꡳ낲덝H2곛닅ꅃ ꫭ4-11:ꖢ뭾쉫ꙝ(쎭ꥷ꧊ꅂꕩ놱꧊)맯ꖢ뭾쑙궫꧊꒧끪쉫꓀꩒ 삳엜볆:ꖢ뭾쑙궫꧊ 삳엜볆: ꖢ뭾쑙궫꧊ ꛛ엜볆 끪쉫ꭙ볆(B) t귈 P귈 ꛛ엜볆 끪쉫ꭙ볆(B) T귈 P귈 쎭ꥷ꧊쉫ꙝ * ꕩ놱꧊쉫ꙝ * R-square= ꅂAdj-R-square=ꅂ R-square= ꅂ Adj-R-square=ꅂ F귈= F귈= 96
(ꑔ).ꕩ놱꧊쉫ꙝ맯ꩁ냈룉뇏듁뇦ꅆꖢ뭾쑙궫꧊맯ꩁ냈룉뇏듁뇦꒧끪쉫꓀꩒ ꕈ슲돦끪쉫샋ꥷ꣢꒧쏶ꭙ(룔닓꓀꩒ꢣꑕꫭ4-12)ꅁ떲ꩇ땯뉻P<ꅁꭨ륆엣뗛ꓴ럇ꅁꕂ끪쉫ꭙ볆결ꖿ볆ꅁꖢ뭾쑙궫꧊ꅂꕩ놱꧊쉫ꙝꞡ맯ꩁ냈룉뇏듁뇦ꫭꗜ꣣ꚳꖿꙖꕂ엣뗛ꪺ쏶ꭙꅁꚹ떲ꩇ뭐곣ꡳ낲덝H6곛닅ꅁ맯꧳곣ꡳ낲덝H4ꭨ뇄뎡꓀놵꣼ꅃ ꫭ4-12:ꕩ놱꧊쉫ꙝ맯ꩁ냈룉뇏듁뇦ꅆꖢ뭾쑙궫꧊맯ꩁ냈룉뇏듁뇦꒧끪쉫꓀꩒ 삳엜볆: ꩁ냈룉뇏듁뇦 삳엜볆: ꩁ냈룉뇏듁뇦 ꛛ엜볆 끪쉫ꭙ볆(B) t귈 P귈 ꛛ엜볆 끪쉫ꭙ볆(B) t귈 P귈 ꕩ놱꧊쉫ꙝ * ꖢ뭾쑙궫꧊ -02 * R-square= ꅂAdj-R-square=ꅂ R-square= ꅂ Adj-R-square=ꅂ F귈= F귈= ꢣꑗꫭ4-10ꅂ4-11ꅂ4-12꒧룔닓꓀꩒떲ꩇꅁ쇶땍ꙕ닕끪쉫떲ꩇ꒧룑쓀엜늧땻ꯗꞡ꒣낪ꅁꑝꫭꗜꪺ뵔ꕩ꿠ꚳ꣤ꕌ볧Ꙣ엜볆꣓꒶ꑊ꣢엜볆ꪺ룑쓀엜늧꒧뱶암땻ꯗꅁ덯뉻뙈귈녯뙩ꑀꡂꙡꕨ끬걤놴꿁ꅃ ꑇ. ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄맯ꩁ냈룉뇏꒣ꑀ교꒧뱶암 ꕈ슲돦끪쉫샋ꥷꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏꒣ꑀ교꣢꒧쏶ꭙꅁ떲ꩇ땯뉻P귈ꑰ꧳ꅁꭨ륆엣뗛ꓴ럇ꅁꕂ끪쉫ꭙ볆결굴볆ꅁꫭꗜꩁ냈룉뇏듁뇦맯ꩁ냈룉뇏꒣ꑀ교꣣ꚳꙖꕂ엣뗛ꪺ쏶ꭙꅁꚹ떲ꩇ뭐곣ꡳ낲덝H8곛닅ꅃꛓꩁ냈룉뇏셚껄뭐ꩁ냈룉뇏꒣ꑀ교꒧쏶ꭙꅁ떲ꩇ땯뉻P귈ꑰ꧳ꅁꭨ륆엣뗛ꓴ럇ꅁꕂ끪쉫ꭙ볆결ꖿ볆ꅁꫭꗜꩁ냈룉뇏셚껄맯ꩁ냈룉뇏꒣ꑀ교꣣ꚳꖿꙖꕂ엣뗛ꪺ쏶ꭙꅁꚹ떲ꩇ뭐곣ꡳ낲덝H9곛닅(룔닓꓀꩒ꢣꑕꫭ4-13)ꅃ 97
ꫭ4-13:ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄맯ꩁ냈룉뇏꒣ꑀ교꒧끪쉫꓀꩒ 삳엜볆: ꩁ냈룉뇏듁뇦 삳엜볆: ꩁ냈룉뇏셚껄 ꛛ엜볆 끪쉫ꭙ볆(B) t귈 P귈 ꛛ엜볆 끪쉫ꭙ볆(B) t귈 P귈 룉뇏꒣ꑀ교 * 룉뇏꒣ꑀ교 * R-square= ꅂAdj-R-square=ꅂ R-square= ꅂ Adj-R-square=ꅂ F귈= F귈= ꑔ. ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧쏶ꭙ 녱ꫭ4-7ꪺꕩꑆ룑ꅁꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏ꯡ몡띎ꯗ(ꍜ= ꅆP>)꒧뚡ꡓꚳ곛쏶꙳Ꙣꅁ떴곣ꡳ낲덝10ꅆꛜ꧳ꩁ냈룉뇏셚껄ꭨ뭐ꩁ냈룉뇏ꯡ몡띎ꯗ(ꍜ= ꅆP<)꒧뚡꙳ꚳ엣뗛ꖿꙖ곛쏶ꅃ귈녯뙩ꑀꡂꕨ샋ꥷ곣ꡳ낲덝11:ꩁ냈룉뇏셚껄라맯룉뇏ꯡ몡띎ꯗ늣ꗍꖿꙖ뱶암ꅃ ꕈ슲돦끪쉫샋ꥷꩁ냈룉뇏셚껄뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꣢꒧쏶ꭙ(ꢣꑕꫭ 4-14)ꅁ떲ꩇ땯뉻P귈ꑰ꧳ꅁ륆꣬엣뗛ꓴ럇ꅁꕂ끪쉫ꭙ볆결ꖿꅁꫭꗜꩁ냈룉뇏셚껄맯ꩁ냈룉뇏ꯡ몡띎ꯗ꣣ꚳꖿꙖꕂ엣뗛ꪺ쏶ꭙꅁꚹ떲ꩇ뭐곣ꡳ낲덝H11곛닅ꅃ ꫭ4-14:ꩁ냈룉뇏셚껄맯ꩁ냈룉뇏ꯡ몡띎ꯗ꒧끪쉫꓀꩒ 삳엜볆:ꩁ냈룉뇏셚껄 끪쉫ꭙ볆(B) t귈 P귈 ꛛ엜볆:룉뇏ꯡ몡띎ꯗ * R-square= ꅂ Adj-R-square=ꅂ F귈= ꕼꅂꩁ냈룉뇏꒣ꑀ교맯ꩁ냈룉뇏ꯡ몡띎ꯗ꒧쏶ꭙ (ꑀ) 룉뇏꒣ꑀ교떥꒭멣궱맯ꩁ냈룉뇏ꯡ몡띎ꯗ꒧쏶ꭙ ꗑ꧳ꩁ냈룉뇏꒣ꑀ교롧ꙝ꿀꓀꩒뗑꣺ꕘ:ꑀ.ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩꅂꑇ.슲굮룑쓀ꖢ뭾귬ꙝꅂꑔ.샴맒ꅂꑈ귻곯뗛떥ꚳ덝걉ꅂꕼ.룉뇏룪끔Ꙟꅂ꒭.신늾꣤ꕌꑈ귻꣓룉뇏떥꒭ꙝ꿀ꅃꖻ곣ꡳꕈꙨ꒸끪쉫꣓샋ꥷꩁ냈룉뇏꒣ꑀ교떥꒭멣궱뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꣢꒧쏶ꭙꅃ 98
녱ꫭ4-15ꕩ녯ꪾꙨ꒸끪쉫꓀꩒꒧떲ꩇꅃꙢ끪쉫볒ꚡꪺ빁Ꙙꯗꓨ궱ꅁꩁ냈룉뇏꒣ꑀ교꒭ꙝ꿀맯ꩁ냈룉뇏ꯡ몡띎ꯗ꒧Ꙩ꒸곛쏶ꭙ볆(R=)ꅁꗑꚹ엣ꗜꕩꪾ꣼던ꪺ쁜뚼껸뙏Ꙣꩁ냈룉뇏꒣ꑀ교떥꒭멣궱ꑕꅁ맯꧳ꩁ냈룉뇏ꯡ몡띎ꯗꚳ낪ꯗꖿꙖꪺꓴ럇ꅃꛓ꣤ꡍꥷꭙ볆(R-square=)꒧ꝥ뉻ꅁꫭꗜꩁ냈룉뇏ꯡ몡띎ꯗ꒧엜늧ꚳ%ꕩ롧ꗑꩁ냈룉뇏꒣ꑀ교떥꒭멣궱꣓룑쓀ꅃꛜ꧳F귈결ꅂSignificant F=꒧볆뻚ꝥ뉻ꅁꫭꗜꩁ냈룉뇏꒣ꑀ교멣궱맯ꩁ냈룉뇏ꯡ몡띎ꯗꪺ뱶암걏엣뗛ꪺꅃꚹꕾꙢꙀ뵵꧊ꓨ궱ꅁꛛ엜볆뚡ꕩ꿠꙳Ꙣ엣뗛곛쏶ꛓꚳꅵꙀ뵵꧊ꅶ꒧냝썄ꅁꙝꚹꖻ곣ꡳꗽꕈVIF(variance inflation factors)꒧ꓨꚡ뙩ꛦꙀ뵵꧊샋ꥷꅁ굙VIF귈ꑪ꧳10ꅁꭨ꙳ꙢꙀ뵵꧊ꅆ꒧ꅂꭨ때Ꙁ뵵꧊꙳Ꙣ(Neter, Wasserman & Kutner,1985)ꅁ샋엧떲ꩇ땯뉻ꙕꛛ엜볆ꪺVIF귈ꞡ결1ꅁ걇곛쏶ꣃ꒣엣뗛ꅁ꒣뱶암Ꙩ꒸끪쉫꒧떲ꩇꅃ ꙢꙨ꒸끪쉫꓀꩒꒤ꅂ볐럇꓆끪쉫ꭙ볆(Beta)ꕩꗎ꣓룑쓀ꩁ냈룉뇏꒣ꑀ교떥꒭멣궱(ꛛ엜볆)맯ꩁ냈룉뇏ꯡ몡띎ꯗ(삳엜볆)ꪺ곛맯궫굮땻ꯗ(끞쑭꧊)ꅃꙢꫭ4-15꒤ꕩ땯뉻ꩁ냈룉뇏꒣ꑀ교ꕼ멣궱꒧P귈ꞡꑰ꧳ꅁ곒륆꣬엣뗛ꓴ럇ꅁꫭꗜꩁ냈룉뇏꒣ꑀ교맯ꩁ냈룉뇏ꯡ몡띎ꯗꚳ엣뗛뱶암ꅃꛜ꧳룉뇏꒣ꑀ교멣궱뚡ꪺ곛맯궫굮땻ꯗꑝꙐ껉덑쏶ꩠ뗛ꅁ꣤꒤ꕈꙝ꿀ꑀ.ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩ맯ꩁ냈룉뇏ꯡ몡띎ꯗꪺꖿꙖ뱶암돌ꑪ(Beta귈결)ꅁ꣤ꚸꟇ결ꙝ꿀ꑇ.슲굮룑쓀ꖢ뭾귬ꙝ(Beta귈결)ꅂꙝ꿀ꑔ.샴맒ꅂꑈ귻곯뗛떥ꚳ덝걉(Beta귈결)ꅂꙝ꿀ꕼ.껑궱룉뇏룪끔Ꙟ(Beta귈결)떥ꕼ멣궱맯압ꯈ룉뇏ꯡ몡띎ꯗꪺ뱶암땻ꯗꅃ녱ꑗ굺떲ꩇ엣ꗜ굙Ꙣꙝ꿀ꑀ.ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩꑗ뱗ꕛꑀ돦ꛬ껉ꅁꭨ녎뻉교뻣엩ꩁ냈룉뇏ꯡ몡띎ꯗꑗ돦ꛬꅁ꣤ꕌꙝ꿀ꑇꅂꑔꅂꕼꗧ걏꙰ꚹꅃꛜ꧳ꙝ꿀꒭신늾꣤ꕌꑈ귻꣓룉뇏ꭨꡓꚳ맯ꩁ냈룉뇏ꯡ몡띎ꯗ늣ꗍ엣뗛뱶암ꅝP=>ꅞꅃ 99
ꫭ4-15:ꩁ냈룉뇏꒣ꑀ교멣궱맯ꩁ냈룉뇏ꯡ몡띎ꯗ꒧Ꙩ꒸끪쉫꓀꩒ 삳엜볆: ꩁ냈룉뇏ꯡ몡띎ꯗ ꛛ엜볆: ꑀ.ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩꅂꑇ.슲굮룑쓀ꖢ뭾귬ꙝꅂꑔ.샴맒ꅂꑈ귻곯뗛떥ꚳ덝걉ꅂꕼ.껑궱룉뇏룪끔Ꙟꅂ꒭.신늾꣤ꕌꑈ귻꣓룉뇏떥꒭ꙝ꿀 빁Ꙙꯗ:Multiple R=ꅂR-square= ꅂAdjusted-R-square= 엜늧볆꓀꩒ ꛛꗑꯗ ꖭꓨꥍ ꖭꞡꖭꓨꥍ 끪쉫 5 득깴 765 F=ꅂSignificant F= ꛛ 엜 볆 ꖼ볐럇꓆끪볐럇뭾 볐럇꓆끪쉫t 귈 P 귈 VIF귈 쉫ꭙ볆(B) ꭙ볆(Beta) 녠 볆 * ꙝ꿀ꑀꅇꑈ귻룉뇏덂뉺 * ꒺깥뭐멁ꯗꖩ ꙝ꿀ꑇ * 슲굮룑쓀ꖢ뭾귬ꙝ ꙝ꿀ꑔꅇ샴맒ꅂꑈ귻곯 * 뗛떥ꚳ덝걉 ꙝ꿀ꕼꅇ * 껑궱룉뇏룪끔Ꙟ ꙝ꿀꒭ 신늾꣤ꕌꑈ귻꣓룉뇏 ꣤볐럇꓆끪쉫ꓨ땻ꚡ결 Y =ꍝ1 X1+ꍝ2 X2+ꍝ3 X3+ꍝ4 X4+ꍝ5 X5 Y =ꩁ냈룉뇏ꯡ몡띎ꯗ X1=ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩ ꍝ1= X2=슲굮룑쓀ꖢ뭾귬ꙝ ꍝ2= X3=샴맒ꅂꑈ귻곯뗛떥ꚳ덝걉 ꍝ3= X4=껑궱룉뇏룪끔Ꙟ ꍝ4= X5=신늾떹꣤ꕌꑈ귻꣓룉뇏 ꍝ5= ꩁ냈룉뇏ꯡ몡띎ꯗ= ꅵꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩꅶ꒧몡띎ꯗ+ ꅵ슲굮룑쓀ꖢ뭾귬ꙝꅶ꒧몡띎ꯗ+ ꅵ샴맒ꅂꑈ귻곯뗛떥ꚳ덝걉ꅶ꒧몡띎ꯗ+ ꅵ껑궱룉뇏룪끔Ꙟꅶ꒧몡띎ꯗ+ ꅵ신늾떹꣤ꕌꑈ귻꣓룉뇏ꅶ꒧몡띎ꯗꅃ 100
뻣엩ꛓꢥꅂꙨ꒸끪쉫떲ꩇ땯뉻꣤ꕌꩁ냈룉뇏꒣ꑀ교ꙝ꿀ꅝꑀ.ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩꅂꑇ.슲굮룑쓀ꖢ뭾귬ꙝꅂꑔ.샴맒ꅂꑈ귻곯뗛떥ꚳ덝걉ꅂꕼ.룉뇏룪끔Ꙟ떥멣궱ꅞꞡꕩ빁꓁ꙡ룑쓀맯꣤ꩁ냈룉뇏ꯡ몡띎ꯗꪺ뱶암ꅃꙝꚹꅂ곣ꡳ낲덝12ꚨꗟꅁꝙꩁ냈룉뇏꒣ꑀ교맯ꩁ냈룉뇏ꯡ몡띎ꯗꚳꖿꙖꪺ엣뗛뱶암ꅃꙐ껉롧ꑗ굺꒺깥엣ꗜꩁ냈룉뇏꒣ꑀ교걏ꝥ뉻굴Ꙗꪺ떲ꩇꅁꫭꗜꚹꚸ꣼던Ꙣ롧뻺쁜뚼ꖢ뭾ꪬꩰꯡꅁꑪꙨ맯꣤룉뇏꒺깥걏띐꣬꒣몡띎ꪺꅃꚹ뉻뙈롧곣ꡳ뇀듺ꅁꕩ꿠걏ꕸ왗뉻꒵ꑪꙨ쁜뚼ꩁ냈룉뇏ꪺꭾ뷨ꫭ뉻ꥼꖼ뱳샲냪꒺ꗁ늳ꪺ몡띎뭻Ꙑꅃ (ꑇ) 룉뇏꒣ꑀ교떥17ꙝꑬ맯ꩁ냈룉뇏ꯡ몡띎ꯗ꒧쏶ꭙ 롧륌ꑗ굺꒭뚵룉뇏꒣ꑀ교ꙝ꿀맯ꩁ냈룉뇏ꯡ몡띎ꯗꪺꙨ꒸끪쉫꓀꩒ꯡꅁ떲ꩇ땯뉻ꙝ꿀ꑀꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩꅂꙝ꿀ꑇ슲굮룑쓀ꖢ뭾귬ꙝꅂꙝ꿀ꑔ샴맒ꅂꑈ귻곯뗛떥ꚳ덝걉ꅂꙝ꿀ꕼ껑궱룉뇏룪끔Ꙟ떥ꕼ뚵ꙝ꿀ꅁ맯꧳ꩁ냈룉뇏ꯡ몡띎ꯗꚳ엣뗛뱶암ꅃ땍ꛓꅂꙢ볐럇꓆끪쉫ꭙ볆(Beta)ꓨ궱ꅁꟇꝥ뉻ꅂꅂꅂ꒧볆뻚ꅃ꣤꒤ꕈꙝ꿀ꑀ.ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩ맯ꩁ냈룉뇏ꯡ몡띎ꯗꪺꖿꙖ뱶암땻ꯗ돌ꑪꅁꕂ뭐꣤ꕌꙝ꿀깴뙚곆ꑪꅃ결ꑆ뙩ꑀꡂ싧뉍ꑗ굺뉻뙈꒧깴뙚ꅁꙝꚹꅂꖻ곣ꡳ뙩ꛓꕨ닓뎡샋ꥷꩁ냈룉뇏꒣ꑀ교떥17귓ꙝꑬ뭐ꩁ냈룉뇏ꯡ몡띎ꯗ꒧쏶ꭙꅃ 녱ꫭ.4-16ꕩ녯ꪾꙨ꒸끪쉫꓀꩒꒧떲ꩇꅃꙢ끪쉫볒ꚡꪺ빁Ꙙꯗꓨ궱ꅁꩁ냈룉뇏꒣ꑀ교17귓ꙝꑬ맯ꩁ냈룉뇏ꯡ몡띎ꯗ꒧Ꙩ꒸곛쏶ꭙ볆(R=)ꅁꗑꚹ엣ꗜꕩꪾ꣼던ꪺ쁜뚼껸뙏Ꙣꩁ냈룉뇏꒣ꑀ교떥꒭멣궱ꑕꅁ맯꧳ꩁ냈룉뇏ꯡ몡띎ꯗꚳ낪ꯗꖿꙖꪺꓴ럇ꅃꛓ꣤ꡍꥷꭙ볆(R-square=)꒧ꝥ뉻ꅁꫭꗜꩁ냈룉뇏ꯡ몡띎ꯗ꒧엜늧ꚳ%ꕩ롧ꗑꩁ냈룉뇏꒣ꑀ교떥17ꙝꑬ꣓룑쓀ꅃꛜ꧳F귈결ꅂSignificant F=꒧볆뻚ꝥ뉻ꅁꫭꗜꩁ냈룉뇏꒣ꑀ교떥17귓ꙝꑬ맯ꩁ냈룉뇏ꯡ몡띎ꯗꪺ뱶암걏엣뗛ꪺꅃꚹꕾꙢꙀ뵵꧊샋ꥷꓨ궱ꅁꛓVIFꪺ뵤돲Ꙣ꣬꒧뚡ꅁ엣ꗜ엜볆꒧뚡ꣃ때Ꙁ뵵꧊꙳Ꙣꅁ걇곛쏶ꣃ꒣엣뗛ꅁ꒣뱶암Ꙩ꒸끪쉫꒧떲ꩇꅃ 101
떲ꩇ엣ꗜꙢ17귓ꩁ냈룉뇏꒣ꑀ교ꙝꑬ꒤ꅁꕵꚳ3.ꑈ귻꿠떽엩ꑈ띎ꅂ1.뉍랡뒣꣑Ꙟ룉뇏룪끔ꅂ6.ꗓ뙄맯뙈꿠룑ꡍ냝썄ꅂ11.삳맯Ꙉ뷨ꩁ냈륄며ꅂ8.신뒫ꑈ귻ꩁ냈라띐립럐떥꒭뚵ꙝꑬ맯ꩁ냈룉뇏몡띎ꯗꚳ엣뗛뱶암ꅁ꣤볐럇꓆끪쉫ꭙ볆(Beta)Ꟈ결.238ꅂ.229ꅂ.145ꅂ.136ꅂꅃꙞ삳ꑗ굺ꙕ룉뇏꒣ꑀ교멣궱꒺깥ꅁ낣ꑆꙝꑬ8ꕾꅂ꣤ꕌꕼ뚵ꙝꑬ곒쉫꧳ꙝ꿀ꑀ ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩ꒧꒺깥ꅁꗑꚹ볆뻚엣ꗜꅁ녯ꕈꙞ삳ꙝ꿀ꑀ맯꧳ꩁ냈룉뇏몡띎ꯗꪺꖿꙖ뱶암땻ꯗ돌ꑪꅁꕂ뭐꣤ꕌꙝ꿀깴뙚곆ꑪ꒧뉻뙈ꅃ녱ꕈꑗ꒺깥녯ꪾ냪꒺쁜뚼껸뙏Ꙣꩁ냈ꖢ뭾ꑕꅁ맯꧳띾ꪺꙕ뚵룉뇏ꫭ뉻ꅁ룻결Ꙣ띎ꑗ굺꒭뚵꒺깥ꅁꙐ껉맯꧳냪꒺쁜뚼띾ꛓꢥꅁ덯ꗧ걏냵ꛦ룉뇏맪냈ꑗꪺ냑ꛒ뻚ꅃ 102
ꫭ4-16: ꩁ냈룉뇏꒣ꑀ교ꙝꑬ(17귓)맯ꩁ냈룉뇏ꯡ몡띎ꯗ꒧Ꙩ꒸끪쉫꓀꩒ 삳엜볆: ꩁ냈룉뇏ꯡ몡띎ꯗ ꛛ엜볆: 17귓ꩁ냈룉뇏냝뚵 빁Ꙙꯗ:Multiple R=ꅂR-square= ꅂAdjusted-R-square= 엜늧볆꓀꩒ ꛛꗑꯗ ꖭꓨꥍ ꖭꞡꖭꓨꥍ 끪쉫 16 득깴 754 F=ꅂSignificant F= ꛛ 엜 볆 ꖼ볐럇꓆끪쉫볐럇뭾 볐럇꓆끪쉫ꭙt 귈 P 귈 VIF귈 ꭙ볆(B) 볆(Beta) 녠 볆 .000 1.뉍랡뒣꣑Ꙟ룉뇏룪끔 .222 .130 .229 .000* 2.ꑈ귻꿠싧뉍ꖢ뭾놡 -02 .047 .579 3.ꑈ귻꿠떽엩ꑈ띎 .236 .049 .238 .000* 4.ꑈ귻꿠엽압ꯈ띐꣬ꭈ뿠 -02 .056 .610 5.ꑈ귻룛띎룑ꡍꧪꯨ -02 .053 .072 .192 6.ꗓ뙄맯뙈꿠룑ꡍ냝썄 .142 .048 .145 .003* 7.신뒫ꑈ귻ꩁ냈라꒣둲Ꟗ -02 .040 .530 8.신뒫ꑈ귻ꩁ냈라띐립럐 -02 .042 .042* 9.ꕈ껑궱돸ꝩ룉뇏뙩ꯗ -02 .044 .705 10.녯꣬껑궱륄며 -02 .041 .563 .574 11.삳맯Ꙉ뷨ꩁ냈륄며 .126 .045 .136 .006* 12.Ꙉ뷨ꩁ냈꒣귈녯ꕉ뙏 -02 .036 .548 13.ꑈ귻꿠ꚳ슧뮪 -02 .053 .018 .333 .739 14.ꑈ귻맯ꖢ뭾뒣ꕘ룑쓀 -02 .051 .462 15.꒣몡ꑈ귻꒣룑쓀ꖢ뭾 -02 .045 .729 16.ꑈ귻ꛧ뗛뻣볤 -02 .058 .044 .863 .388 17.뻣볤ꪺ녍띾ꩁ냈샴맒 -02 .055 .814 ꒭.ꩁ냈룉뇏ꯡ몡띎ꯗ맯껸뙏ꯡ쓲ꛦ결띎맏(압ꯈꦾ룛ꯗꅂ압ꯈꧪꯨ)꒧뱶암 ꕈ슲돦끪쉫샋ꥷꩁ냈룉뇏ꯡ몡띎ꯗ뭐압ꯈꦾ룛ꯗ꣢꒧쏶ꭙꅁ떲ꩇ땯뉻P귈()ꑰ꧳ꅁꭨ륆엣뗛ꓴ럇ꅁꕂ끪쉫ꭙ볆()결ꖿ귈ꅁꫭꗜꩁ냈룉뇏ꯡ몡띎ꯗ맯압ꯈꦾ룛ꯗ꣣ꚳꙖꕂ엣뗛ꪺ쏶ꭙꅁꚹ떲ꩇ뭐곣ꡳ낲덝H13곛닅ꅃꛓꩁ냈룉뇏ꯡ몡띎ꯗ뭐압ꯈꧪꯨ꒧쏶ꭙꅁ떲ꩇ땯뉻P귈()ꑰ꧳ꅁꭨ륆엣뗛 103
ꓴ럇ꅁꕂ끪쉫ꭙ볆()결굴귈ꅁꫭꗜꩁ냈룉뇏ꯡ몡띎ꯗ맯압ꯈꧪꯨ꣣ꚳꙖꕂ엣뗛ꪺ쏶ꭙꅁꚹ떲ꩇ뭐곣ꡳ낲덝H14곛닅(룔닓꓀꩒ꢣꫭ4-17)ꅃ ꫭ4-17:ꩁ냈룉뇏ꯡ몡띎ꯗ맯껸뙏ꛦ결띎맏(압ꯈꦾ룛ꯗꅂ압ꯈꧪꯨ)꒧끪쉫꓀꩒ 삳엜볆: ꩁ냈룉뇏ꯡ몡띎ꯗ 삳엜볆: ꩁ냈룉뇏ꯡ몡띎ꯗ ꛛ엜볆 끪쉫ꭙ볆(B) t귈 P귈 ꛛ엜볆 끪쉫ꭙ볆T귈 P귈 (B) 압ꯈꦾ룛ꯗ * 압ꯈꧪꯨ * R-square= ꅂAdj-R-square=ꅂ R-square= ꅂAdj-R-square=ꅂ F귈= F귈= 돌ꯡꅂꖻ곣ꡳ쉫떲닄ꕼ뎹룪껆꓀꩒꒧곣ꡳ낲덝떲ꩇꅁ뻣뉺꙰ꑕꫭ4-18꧒ꗜ: ꫭ4-18ꅇ곣ꡳ낲덝엧쏒떲ꩇꫭ 뵳뢹 곣 ꡳ 낲 덝 ꒺ 깥 낲덝떲ꩇ H1 ꩁ냈ꗳꪺ궫굮꧊라맯ꖢ뭾쑙궫땻ꯗꪺꝐ쉟늣ꗍꖿꙖ뱶암 놵꣼낲덝 H2 ꩁ냈ꖢ뭾쉫ꙝ라맯ꖢ뭾쑙궫ꯗꪺꝐ쉟늣ꗍꖿꙖ뱶암 놵꣼낲덝 2-1 쎭ꥷ꧊ꖢ뭾쉫ꙝ라맯ꖢ뭾쑙궫땻ꯗꪺꝐ쉟늣ꗍꖿꙖ뱶암 놵꣼낲덝 2-2 ꕩ놱꧊ꖢ뭾쉫ꙝ라맯ꖢ뭾쑙궫땻ꯗꪺꝐ쉟늣ꗍꖿꙖ뱶암 놵꣼낲덝 H3 ꗳ궫굮꧊라맯ꖢ뭾쉫ꙝ(ꕩ놱ꅂ쎭ꥷ꧊)늣ꗍꖿꙖ뱶암 뎡ꗷ놵꣼낲덝 3-1 ꩁ냈ꗳ궫굮꧊라맯쎭ꥷ꧊ꖢ뭾쉫ꙝ늣ꗍꖿꙖ뱶암 떴낲덝 3-2 ꩁ냈ꗳ궫굮꧊라맯ꕩ놱꧊ꖢ뭾쉫ꙝ늣ꗍꖿꙖ뱶암 놵꣼낲덝 H4 ꖢ뭾쉫ꙝ(ꕩ놱ꅂ쎭ꥷ꧊)라맯ꩁ냈룉뇏듁뇦늣ꗍꖿꙖ뱶암 뎡ꗷ놵꣼낲덝 4-1 쎭ꥷ꧊ꖢ뭾쉫ꙝ라맯ꩁ냈룉뇏듁뇦늣ꗍꖿꙖ뱶암 떴낲덝 4-2 ꕩ놱꧊ꖢ뭾쉫ꙝ라맯ꩁ냈룉뇏듁뇦늣ꗍꖿꙖ뱶암 놵꣼낲덝 H5 ꩁ냈ꗳꪺ궫굮꧊라맯ꩁ냈룉뇏듁뇦늣ꗍꖿꙖ뱶암 떴낲덝 H6 ꖢ뭾쑙궫땻ꯗ라맯ꩁ냈룉뇏듁뇦늣ꗍꖿꙖ뱶암 놵꣼낲덝 H7 압ꯈꙢ롧ꗑꩁ냈룉뇏꒧륌땻ꅁ꣤ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏놵꣼낲덝 셚껄꒧뚡라ꚳ엣뗛깴늧꙳Ꙣ H8 ꩁ냈룉뇏듁뇦라맯룉뇏꒣ꑀ교늣ꗍ굴Ꙗ뱶암 놵꣼낲덝 H9 ꩁ냈룉뇏셚껄라맯룉뇏꒣ꑀ교늣ꗍꖿꙖ뱶암 놵꣼낲덝 H10 ꩁ냈룉뇏듁뇦라맯ꩁ냈룉뇏ꯡ몡띎ꯗ늣ꗍ굴Ꙗ뱶암 떴낲덝 H11 ꩁ냈룉뇏셚껄라맯ꩁ냈룉뇏ꯡ몡띎ꯗ늣ꗍꖿꙖ뱶암 놵꣼낲덝 H12 룉뇏꒣ꑀ교라맯ꩁ냈룉뇏ꯡ몡띎ꯗ늣ꗍꖿꙖ뱶암 놵꣼낲덝 H13 ꩁ냈룉뇏ꯡ몡띎ꯗ라맯압ꯈꦾ룛ꯗ늣ꗍꖿꙖ뱶암 놵꣼낲덝 H14 ꩁ냈룉뇏ꯡ몡띎ꯗ라맯ꧪꯨ삳늣ꗍ굴Ꙗ뱶암 놵꣼낲덝 104
닄 ꒭ 뎹 떲 뷗 뭐 ꯘ 쒳 ꖻ뎹럓닄ꕼ뎹닎군꓀꩒꒧궫굮떲ꩇꅁ꓀ꝏ뒣ꕘ끑뷗ꅁꣃ뒣ꕘ맪냈ꯘ쒳떹롧샧뫞뉺낵결걉떦ꑗꪺ냑ꛒ뻚ꅃꙐ껉샋뗸ꕘꖻ곣ꡳ궭꣮꧒Ꙣꅁꣃ떹꒩ꯡ쓲뻇ꑀ곣ꡳꓨꙖ뭐ꯘ쒳ꅃ 닄 ꑀ 론 떲ꩇ끑뷗뭐맪냈ꯘ쒳 ꑀ.ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝ뭐ꩁ냈룉뇏듁뇦꒧끑뷗 Ꙣꩁ냈룉뇏믢냬ꪺ뫞뉺ꯤ뫻ꑗꅁꚭ듁ꑪꙨ뗛궫꧳ꩁ냈뛇뮼듁뚡ꪺꖢ뭾륷ꢾ궱셻ꖢ뭾땯ꗍ껉꧒삳뇄꣺ꪺ놹걉Ꙟ삳(Hart,Heskett,&Sasser,1990)ꅃ꫱ꛓ꣬1994꙾ꅁKelley & Davisꑾ궫ꓟ신늾ꛜꑆ룑압ꯈꖻꢭ맯룉뇏ꩁ냈ꪺ뭻Ꙑ띐꣼ꑗ(꙰ꩁ냈룉뇏륷듁ꅂꯡ쓲껸뙏ꛦ결떥)ꅁꖦ귌뭻결ꯘ멣ꑀ귓꿠엽압ꯈ꧶꧳뿫쏑룉뇏ꚨ껄ꪺ랧꧀(ꩁ냈룉뇏륷듁)ꅁ맯꧳ꗸ띾ꛓꢥ걏궫굮ꪺꅁꙝ결ꖦ꿠꣏압ꯈ맯꧳ꯡ쓲ꩁ냈뻣엩왛띐늣ꗍꖿꙖꪺ뱶암ꅃꙐ껉싇ꗑ곣ꡳ쏒맪ꅁ압ꯈꑷ뭻ꪾꪺꩁ냈ꭾ뷨(Perceived Service Quality)뭐압ꯈ닕슴꧓뿕(Customer Organizational Commitment)라ꪽ놵뱶암꣬압ꯈ맯꧳돌ꯡꩁ냈룉뇏ꪺ륷듁ꅃꑝꙝ꙰ꚹꅂ걇ꓞ땯ꖻ곣ꡳ띑ꕴꛦ놴듺꣤ꕌ라뱶암ꩁ냈룉뇏듁뇦ꪺ꒶ꑊ엜볆ꅁ떲ꩇ쏒맪ꕵꚳꖢ뭾쑙궫꧊뭐ꕩ놱꧊ꖢ뭾쉫ꙝ떥꣢엜볆라Ꙣ압ꯈꚨ돌ꯡꪺ룉뇏륷듁ꑗ늣ꗍ뱶암ꅃꢬꢣꖢ뭾맯압ꯈ꧒덹ꚨꯡ쓲뱶암ꪺ녪ꯗ걏라뱶암꣬ꯡ꣓압ꯈ맯꧳룓ꗸ띾룉뇏ꫭ뉻ꪺ륷듁ꅃꙐ껉맯꧳압ꯈꛓꢥꅂꗸ띾걏ꝟ꿠맯ꖢ뭾뇄꣺ꚳ껄놱꣮뭐ꝟꅁꑝ라뱶암꣬압ꯈ맯꧳룓ꗸ띾ꖢ뭾덂뉺ꪺ듁뇦Ꝑꥷꅃ ꑇ?ꩁ냈룉뇏듁뇦ꅂꩁ냈룉뇏셚껄뭐룉뇏꒣ꑀ교꒧끑뷗?(ꑀ) ꩁ냈룉뇏듁뇦뇆Ꟈ꒧끑뷗 105
끷맯17귓룉뇏냝뚵ꅁ뻚ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄떥꣢ꙕꛛ꒧뇆ꟇꅁꙢꩁ냈룉뇏듁뇦뇆Ꟈ룻낪ꓨ궱ꅁ땯뉻꣼던맯꧳ꩁ냈ꑈ귻ꪺ룉뇏멁ꯗ덎ꅁ꙰ꑈ귻믝ꚳ슧뮪ꅂ떽엩ꑈ띎ꅂ룛띎룑ꡍꧪꯨꅂ꿠뉍랡뒣꣑Ꙟ룉뇏룪끔떥ꅁ걏룻결궫뗸ꪺꅁꚹ셼엣ꗜꙢꩁ냈룉뇏ꪺ륌땻꒤ꅂ껸뙏궺궫뭐ꭥ뵵ꑈ귻꒧뚡ꪺ꒬냊쏶ꭙꅁ꧒ꕈꅂ쁜뚼뫞뉺삳ꗽ맯압ꯈ녪꓆덯ꓨ궱ꪺꭾ뷨ꫭ뉻ꅁꑾ꿠륷ꗽ샲녯압ꯈ룉뇏몡띎ꪺ궺굮Ꙍ뙈ꅃ곛맯ꙡꅂꩁ냈룉뇏듁뇦뇆Ꟈ룻ꝃꓨ궱ꅁ땯뉻꣼던맯꧳꿠ꝟ녯꣬꣓ꛛ띾ꓨ궱ꪺ껑궱ꓥꗳ륄며ꅂꕈ껑궱륄며돸ꝩ룉뇏뙩ꯗ꒺깥뚷ꕴꑀꛬꑈ귻꣓룉뇏껉ꅁ걏룻결꒣궫뗸ꪺꅃꕩꪾꙢꖢ뭾땯ꗍ껉ꅂ압ꯈꟆ뇦꿠샲녯돌ꗟꝙꪺ룉뇏Ꙟ삳덴ꯗꅁꙝꚹ맯꧳ꕈ껑궱륄며돸ꝩ룉뇏뙩ꯗ뚷ꕴꑀꛬꑈ귻꣓룉뇏떥ꥹ꒧궫뗸땻ꯗꅁꝥ뉻룻ꝃꪺ뉻뙈ꅃ (ꑇ) ꩁ냈룉뇏셚껄뇆Ꟈ꒧끑뷗 ꩁ냈룉뇏셚껄뇆Ꟈ룻ꝃꓨ궱ꅁ꣼던ꑪ뎣뭻Ꙑ쁜왕꒣ꙮꪺ룉뇏ꩁ냈ꫭ뉻걏꒣귈녯압ꯈ결꣤ꕉ뙏ꪺ띐꣼ꅁꙐ껉ꑪꙨ볆ꪺ압ꯈ뎣뭻결쁜왕ꓨ궱낣ꑆ럭돵뙩ꛦꑦ쁙륄며ꅂ맪뷨룉뇏끝냈꧊룉쁶ꕾꅁꛓꙢ쑀띎ꕈ껑궱Ꙟ룉뇏뙩ꯗ룪끔꒺깥ꫭ륆ꖿꚡ껑궱륄며ꓨ궱ꅁꖼꢣꑪꙨ띾ꚳ뙩ꑀꡂꪺ룉뇏ꛦ냊ꫭ뉻ꅁ뇀ꡳ꣤귬ꙝꅁꕩ꿠걏궭꧳ꗎ쁜껉뚡ꪺ땵볈ꅂ럭껉쁜왕룉뇏꿀뷨꒧땻ꯗꅂ룉뇏ꚨꖻꅂꙞ삳덴ꯗ꒧ꗟꝙꚨ껄ꛒ뙱럭껉녱쁜뚼겡냊ꪺ뚡떥ꙝ꿀ꛒ뙱꧒교ꅃꛓ룉뇏셚껄뇆Ꟈ곛맯룻낪ꓨ궱ꅁ꣼던ꑪ뎣몡띎ꕂ뭻결ꩁ냈ꑈ귻ꛧ뗛뻣볤ꅂ뻣볤녍띾ꩁ냈샴맒ꅂꑈ귻꿠ꚳ슧뮪떥꒺깥걏쁜뚼ꩁ냈ꑈ귻샴맒꧒삳ꖲ돆ꪺ냲ꖻ굮ꡄꅃ (ꑔ) ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄꒧뫮Ꙙ끑뷗 ꕈꑕ둎ꩁ냈룉뇏떥17귓냝뚵뎡ꗷꅁ낵ꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄꒧뫮Ꙙ꓀꩒ꅁꕈ놴끑압ꯈꙢ쁜뚼껸뙏룉뇏겡냊꒤ꪺ곝ꩫꅁ덺륌.ꩫ꒧꓀꩒떲ꩇꅁ낣ꑆꕩ뻣엩꧊ꙡꕘ띾Ꙣ쁜뚼룉뇏ꩁ냈ꑗꪺ쁵꿊쉉ꕾꅁ쇙ꕩꚳ껄뒣꣑띾Ꙣ룉뇏맪 106
냈ꑗ꒧뙩뭐땯깩쇍뛕ꅃꕈꑕꭨ걏ꙕ멣궱ꪺ꓀꩒꒺깥: A.쏶쇤쁵뛕꓀꩒(Critical Strength) 압ꯈ뭻결Ꙣ17뚵ꩁ냈룉뇏겡냊꒺깥꒤ꅁꭥ듁뇦궫굮꧊ꕂ맪믚엩엧몡띎ꯗꞡ낪ꅁꚳ13.ꑈ귻꿠ꚳ슧뮪ꅂ6.ꗓ뙄맯뙈꿠산룑ꡍ냝썄ꅂ5.ꑈ귻룛띎룑ꡍꧪꯨꅂ3.ꑈ귻덂뉺ꧪꯨ껉꿠떽엩ꑈ띎ꅂ14.ꑈ귻꿠뒣꣑ꖢ뭾결꛳땯ꗍꪺ룑쓀ꅂ1.ꑈ귻뉍랡랾덱ꧪꯨ룪끔ꅂ2.ꑈ귻꿠ꕄ냊산싧뉍뉻돵ꖢ뭾놡떥ꑃ뚵ꅃꑗ굺룉뇏엜뚵결압ꯈꙢ냪꒺뻣엩쁜뚼룉뇏겡냊꒤ꅁ뭻결ꓱ룻궫굮ꕂ몡띎ꪺꅃ엣ꗜ띾삳꯹쓲ꭏ꯹덯룉뇏ꙝꑬꅁ꽓ꝏ걏ꭥ뵵ꑈ귻ꓨ궱ꅁ삳ꕛ녪꣤룉뇏ꩁ냈꒧삳맯ꅂ멁ꯗ덂뉺ꖩ떥ꅁꣃ꧳ꖭ껉끖뵭뇐꒤ꕛꑊ쁜뚼ꖢ뭾꒧볒샀ꪬꩰꅁ꣓엽ꭥ뵵귻ꑵ뙩ꛦ맪닟면뵭ꅁ뱗ꕛ꣤ꙍ뻷덂뉺ꪺ꿠ꑏꅂ삳뭐셸쏑ꅆꣃ꧳Ꙑ껉ꯘ쒳띾ꥹ빁ꯗꑕ꧱룉뇏앶궭꧳ꭥ뵵귻ꑵꓢꑗꅁ엽귻ꑵꙢꕒ꓀뇂앶꒧ꑕꅁ녯ꕈꗟꝙꙡꙞ삳압ꯈꧪꯨ덂뉺뉻돵ꪺ곰땯ꪬꩰꅁ엽압ꯈ녯꣬돌ꢳ덴ꙮꪺ룉뇏ꩁ냈뙩ꛓ륆꣬압ꯈ맯꧳룉뇏ꭾ뷨꒧굮ꡄꅃ B.때띎롱쁵뛕꓀꩒(Insignificant Strength) 곛맯꧳꣤ꕌ엜뚵ꛓꢥꅁ맪믚엩엧몡띎ꯗ낪ꅁꛦꭥ듁뇦궫굮꧊ꝃꅁꚳ:16.ꑈ귻ꛧ뗛뻣볤ꅂ17.뻣볤ꪺ녍띾ꩁ냈샴맒ꅂ7.뚷ꕴꑀꛬꑈ귻껉,라꒣둲Ꟗ떥ꑔ뚵ꅃ엣ꗜ덯엜뚵쇶륆ꚨ압ꯈꑀ꿫꧊ꪺ냲ꖻ믝ꡄꅁ꣤궫굮꧊꒣낪ꅁꯘ쒳쁜뚼띾ꕩ뗸꣤결ꖼ꣓뻷라땯깩꒧냲슦쁵뛕ꅁꣃꕂ때뚷Ꙣꚹ덂륌ꯗ녪뷕ꅃ C. 볧Ꙣꯂ꿙꓀꩒( Potential Threat) 압ꯈ뭻결Ꙣ17뚵ꩁ냈룉뇏겡냊꒺깥꒤ꅁꭥ듁뇦궫굮꧊ꕂ맪믚엩엧몡띎ꯗꞡꝃꅁꚳ8.믝ꕴꑀꛬꑈ귻껉,라립럐ꅂ12.꒣ꙮꪺꩁ냈꒣귈녯ꕉ뙏ꅂ9.ꕈ껑궱륄며Ꙗ돸ꝩ룉뇏뙩ꯗ꒺깥ꅂ10.녯꣬껑궱륄며떥ꕼ뚵ꅃ녱ꑗ굺룉뇏엜뚵ꕩ녯ꪾꅁ곛맯꧳꣤ꕌ엜뚵ꛓꢥꅁꚹ뙈궭엜뚵ꞡ쓝ꚸ굮ꪺꅁ곆ꛜ꙳Ꙣꪺꖲ굮꧊꒣낪ꅃꙝꚹꯘ쒳띾뚷ꕛꕈ뗻꛴맯압ꯈꪺꚨ껄ꯡꅁꙁꡍꥷ걏ꝟ꒩ꕈ꙳쓲ꅂ궲띳걏뱯 107
낣ꅁ녎룉뇏룪랽낵ꚳ껄꿠ꪺ덂뉺ꅃꚹꕾ쏶꧳9ꅂ10.꣢뚵꒺깥꒣결압ꯈ궫뗸ꕂ몡띎ꪺ귬ꙝꅁꕩ꿠걏ꧪꯨ압ꯈꙢ비륊쁜뚼ꖢ뭾꒧럭껉ꅁꕩ꿠궭꧳ꗎ쁜껉뚡ꪺ땵볈ꅂ럭껉쁜왕룉뇏꿀뷨꒧땻ꯗꅂ룉뇏ꚨꖻꅂꙞ삳덴ꯗ꒧ꗟꝙꚨ껄ꛒ뙱럭껉녱쁜뚼겡냊ꪺ뚡떥ꙝ꿀ꅁ꧒ꕈꅂ때ꩫ꣏압ꯈꙢ맪믚ꪺ쁜뚼룉뇏겡냊꒤ꅁ샲녯껑궱ꪺ룉뇏룪끔Ꙟꅁꕈ교맯ꩁ냈룉뇏몡띎ꯗꪺ뱶암땻ꯗ꒣ꑪꅃꙝꚹꅂꙢꑗ굺뷑Ꙩꙝ꿀샴맒ꑕ꒧ꛒ뙱ꅁꯘ쒳냪꒺쁜뚼띾삳녪꓆ꩁ냈귻ꑵꙢ뉻돵꒤뭐압ꯈꪺ꒬냊ꫭ뉻ꅁꣃꕂꕈꑦ쁙뮡ꧺꓨꚡ꣓맯ꧪꯨ압ꯈ뙩ꛦ룉뇏룪끔Ꙟꅁ꣓꣏압ꯈꙢꑆ룑땯ꪬꩰꯡꅁ녯ꕈꙖ맯ꓨ낵ꕘ빁럭ꪺꙞ삳ꡍꥷꅃ D.궷쁉뭐뻷라꓀꩒(Risk & Opportunity) 곛맯꧳꣤ꕌ엜뚵ꛓꢥꅁꭥ듁뇦궫굮꧊낪ꅁ맪믚엩엧몡띎ꯗꝃꅁꚳ11.뒣꣑Ꙉ뷨ꩁ냈ꪺ꒽ꕱ삳룓륄며ꅂ4.ꑈ귻덂뉺ꧪꯨ껉꿠엽압ꯈ띐꣬ꕩꭈ뿠ꪺꅂ15.때ꩫ뒣꣑ꖢ뭾결꛳라땯ꗍꪺ룑쓀껉ꅁ라꒣둲Ꟗ떥ꑔ뚵ꅃ녱ꑗ굺룉뇏엜뚵ꕩ녯ꪾꅁ엣ꗜ압ꯈ궫뗸덯엜뚵꒺깥ꅁ땍ꛓ쁜뚼ꩁ냈ꫭ뉻걏엽압ꯈ꒣몡띎ꅃꙝꚹꯘ쒳띾삳꧳ꖭ껉Ꙩꕛ끖뵭ꭥ뵵귻ꑵꪺꑦ쁙삳맯ꅁꣃ엽압ꯈ띐꣬ꭈ뿠ꅃꚹꕾꙢ싧뉍ꖢ뭾쉫쓝ꯡꅁ쁈ꝙꙖ압ꯈꫭꗜ며띎뮡ꧺ룑쓀ꖢ뭾귬ꙝꅁꙮ엽압ꯈꙢꑆ룑땯ꪬꩰꯡꅁ녯ꕈꙖ맯ꓨ낵ꕘ빁럭ꪺꙞ삳ꡍꥷꅁꕈ꓆룑싹ꓨꗦ꧶ꑕꪺ볧Ꙣꯂ꿙ꅃ (ꕼ) ꩁ냈룉뇏꒣ꑀ교뇆Ꟈ꒧끑뷗 ꚹꕾꅂꗑ볆뻚엣ꗜ녯ꪾ껸뙏롧뻺ꩁ냈룉뇏맯ꯝ꒧ꯡꅁ걏라ꚳ엣뗛깴늧꙳Ꙣꅁꕂ녱곣ꡳ떲ꩇ녯ꪾ(ꢣꫭ4-3)ꅁꗑ꧳ꙕ냝뚵ꭥ듁뇦볆뻚ꞡ낪꧳ꯡ엩엧몡띎볆뻚ꅁ교꣏룉뇏꒣ꑀ교볆뻚(ꖭꞡ볆)ꞡꝥ뉻굴귈ꅁꙁꕛꑗ룉뇏꒣ꑀ교뭐룉뇏몡띎ꯗ꒧뚡ꝥ뉻ꖿꙖ곛쏶ꅁ뚡놵뇀쉟꣼던뒶륍꒣몡띎띾ꗘꭥꪺ쁜뚼룉뇏ꫭ뉻ꅃꛜ꧳ꩁ냈룉뇏꒣ꑀ교뇆Ꟈ룻ꝃꓨ궱ꅁ꣼던뒶륍맯꧳ꑈ귻ꩁ냈ꪺ룉뇏멁ꯗꅂ덎ꅂꕩꭈ뿠땻ꯗ떥ꓨ궱ꅁꝥ뉻굴Ꙗ꒣ꑀ교(ꖭꞡ귈꣬)ꅃ녱ꑗ굺떲ꩇ엣ꗜꅁ냪꒺쁜뚼띾곛쏶녱띾ꑈ귻삳ꗽꙢ셻돵ꖢ뭾덂뉺ꪺ멁ꯗꅂ덎떥ꓨ궱뙽ꥬꕛ녪ꅁ 108
ꣃ룕맏Ꙣꩁ냈룉뇏륌땻꒤꣏압ꯈ띐꣬둌궫뗎빁ꛛꙢꪺ띐쒱ꅁꑾ꿠뙩ꛓꙢ압ꯈꓟꗘ꒤ꯘꗟ끟룉뇏ꩁ냈ꭾ뷨ꪺꙮꙌ뙈ꅃ ꑔ.룉뇏듁뇦뭐룉뇏셚껄꣢맯룉뇏꒣ꑀ교ꅂ룉뇏ꯡ몡띎ꯗ꒧끑뷗 ꗑ꧳쁜왕ꩁ냈띾ꪺ꽓꧊ꅁ꙰쁜뚼늣ꭾ때꧊ꅂ쁜뚼ꗍ늣뭐ꩁ냈때ꩫ꓀돎꧊ꅝꅂ쁜뚼늣ꭾ엜늧꧊ꅂ쁜뚼늣ꭾ때ꩫ쁸꙳쁜뚼뽗꽓꧊떥뱶암ꑕ떥뱶암(ꩌꪵꡱ떥ꑈꅁ2000)ꅁ꣏녯껸뙏Ꙣ녱껸뙏꧊ꩁ냈껉ꅁꯜ쏸ꕨ뵔ꥷ꧒ꚳꙝ꿀ꅁꙝꚹꅂ압ꯈ꒧듁ꯝ걏룻ꝸ쏸뿅뙱ꪺꅃꛜ꧳셚껄ꭨ덑뗸결압ꯈ맯늣ꭾ뭐ꩁ냈ꪺ맪믚엩엧ꅃOliver & DeSarbo(1988)뷨뫃셚껄라쉚뛃압ꯈꙞ삳ꪺ뛉Ꙗꅁ꣒꙰ꅇ듁뇦ꅂ꒣ꑀ교ꅂ앶ꝑ뭐쓝꧊ꅃ꣒꙰ꅇ럭셚껄뗻꛴꣣ꚳ녪꽐ꪺꕄ왛뭻ꪾ껉ꅁ셚껄ꓱ꒣ꧺ뵔ꪺ듁뇦ꟳ꣣맪뷨뱨궱ꅁ꽓ꝏ걏ꩁ냈띾ꅃꗑ꧳ꩁ냈꒣꿠ꗽꗍ늣ꅁꙁꕛꑗ꒣ꓓ꿠뮴꧶Ꝑ쉟ꩁ냈ꪺ늧뷨꧊ꅁ꣏녯껸뙏ꯜ쏸ꚳ껄ꙡ뗻쉟ꩁ냈ꪺ쁵ꙈꅃꙝꚹꅂꙢ뷑Ꙩꩁ냈꽓꧊꒧ꭥ뒣ꑕꅂ압ꯈ맯꧳ꩁ냈ꯡ셚껄ꪺꝐ쉟ꛛ땍ꓱꭥ맯ꩁ냈ꪺ듁뇦굮꣓녯ꧺ뵔뉍랡ꙨꑆꅁꙐ껉꣢맯꧳몡띎ꯗ꒧뱶암ꅁꯡꩁ냈ꪺ셚껄뗻꛴ꑝ걏ꓱꭥꩁ냈듁뇦꣓녯엣뗛(Montfort , Masurel & Rijn , 2000)ꅃ ꖻ곣ꡳ떲ꩇ뭐뻇(Oliver,1980,1981,1993; Churchil & Suprenant,1982 ; Tse & Wilton,1988; Woodruff , Cadotte & Jenkies ,1983 ; Montfort , Masurel & Rijn,2000)떥곣ꡳ떲ꩇ곛맯삳ꅁ쇶땍ꩁ냈룉뇏듁뇦뭐룉뇏셚껄맯ꩁ냈룉뇏꒣ꑀ교ꅆ룉뇏셚껄뭐룉뇏꒣ꑀ교맯룉뇏ꯡ몡띎ꯗꞡꚳ뱶암ꅃ걏Ꙣꖻ곣ꡳ떲ꩇ꒤ꅂ룉뇏듁뇦뭐룉뇏ꯡ몡띎ꯗ꒧뚡ꡓꚳꝥ뉻륷듁ꪺ엣뗛곛쏶뱶암ꅃ결ꑆ룑쓀ꚹ뉻뙈ꅁꖻ곣ꡳꙁ맯Montfort , Masurel & Rijn꧳2000꙾ꕈLISREL(뵵꧊떲멣쏶ꭙꓨ땻ꚡ)샋듺껸뙏ꅵ듁뇦-셚껄-꒣ꑀ교-몡띎-ꙁ쇊ꅶ뚡꒧쏶ꭙ곣ꡳ떲ꩇꅁꕨ뉠ꑊꙡ놴끑ꑆ룑ꅁ땯뉻Ꙣ뿄ꩁ냈띾꒤ꅁ꒣ꑀ교뭐껸뙏듁뇦ꅂ셚껄꒧쏶ꭙ걏꓀ꝏ꙳Ꙣꪺꅁ듁뇦멣궱꒣라ꪽ놵ꙡ뱶암몡띎ꯗꅃ뒫ꢥ꒧ꅂꑝ둎걏듁뇦롧ꗑ꒣ꑀ교멣궱ꅁ뛈맯꧳압ꯈ몡띎ꯗ땯ꗍ뚡놵ꪺ뱶암ꅃ껸뙏맯늣ꭾ셚껄꒧뭻ꪾꭨ맯압ꯈ몡띎ꯗꚳ녪꽐ꪺꖿꙖ뱶암ꅃ 109
ꕈꑗ꒺깥ꕩ빁럭ꙡ룑쓀ꖻ곣ꡳ낲덝꒧떲ꩇꅃ ꕼ.ꩁ냈룉뇏꒣ꑀ교맯ꩁ냈룉뇏ꯡ몡띎ꯗ꒧끑뷗 쉫떲ꑗ굺ꩁ냈룉뇏꒣ꑀ교ꙝ꿀떲ꩇꅁꕈꙝ꿀ꑀ ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩ멣궱맯ꩁ냈룉뇏몡띎ꯗꪺꖿꙖ뱶암돌ꑪꅃ결ꑆ뙩ꑀꡂꑆ룑압ꯈ맯꧳룉뇏ꫭ뉻ꪺ맪믚곝ꩫꅁꕈ낵결쁜뚼띾Ꙣ룉뇏걉떦ꪺꛒ뙱ꅃꙝꚹ뙩ꛓꙁ꓀꩒17뚵룉뇏꒣ꑀ교냝뚵맯꧳ꩁ냈룉뇏ꯡ몡띎ꯗ꒧뱶암꒺깥ꅁ곣ꡳ떲ꩇ엣ꗜꙢ맯ꩁ냈룉뇏몡띎ꯗꚳ엣뗛뱶암ꪺ5뚵룉뇏꒣ꑀ교ꙝꑬ꒤ꅁꕵꚳ3.ꑈ귻꿠떽엩ꑈ띎ꅂ1.뉍랡뒣꣑Ꙟ룉뇏룪끔ꅂ6.ꗓ뙄맯뙈꿠룑ꡍ냝썄ꅂ11.삳맯Ꙉ뷨ꩁ냈륄며떥ꕼ뚵ꙝꑬ맯ꩁ냈룉뇏몡띎ꯗꚳ엣뗛뱶암ꅃꛓ덯ꕼ뚵ꙝꑬ곒ꕘ꧳ꙝ꿀ꑀ ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩ꒧꒺깥ꅃꗑꚹ엣ꗜꅂꙢ룉뇏ꩁ냈ꫭ뉻꒤ꅁ쁜뚼껸뙏걏룻결궫뗸 ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩ멣궱ꅁꙝꚹ덯료끷맯ꚹ멣궱꣓뙩ꛦ뮡ꧺ맯쁜뚼띾뙩ꛦ맪냈ꑗꪺꯘ쒳ꅃ쏶꧳ꙝ꿀ꑀ.ꑈ귻룉뇏덂뉺꒺깥뭐멁ꯗꖩ멣궱ꅁ땯뉻압ꯈꙢ쁜뚼ꖢ뭾땯ꗍ껉ꅁ맯꧳ꯡꩁ냈룉뇏몡띎ꯗ꒧ꕄ굮뗻쉟뻚ꅁ궺궫ꩁ냈ꑈ귻맯룉뇏덂뉺ꪺ셻돵멁ꯗꅂ냵ꛦ덴ꯗꅂ뭐압ꯈ꒧뚡ꪺ꒬냊랾덱ꖩꅁꕈ띾Ꙣ맪ꛦ룉쁶꒧꒺깥떥ꓨ궱걏ꝟꯪ럭ꅃꑪ뎡ꗷ압ꯈꙢ녎ꧪꯨꕄ냊걍꒩쁜왕귻ꑵꯡꅁꟆ뇦꿠ꢳ덴ꙡꙢ땵껉뚡꒺녱맯ꓨꪺ룉뇏Ꙟ삳꒺깥꒤녯꣬떲ꩇꅁꛓ꣤룉뇏몡띎ꪺ땻ꯗ뫝뗸띾꧒뒣꣑ꪺ룉쁶뵤돲ꑪꑰꅁꝙ녱꒣Ꙟ삳ꧪꯨ띎ꢣꅂꑦ쁙륄며ꅂꟳꖿ뿹뭾ꅂ듀뒫늣ꭾꩁ냈꒺깥ꅂ곆ꛜ꧳뒣꣑믹껦ꚩꅂ쏘끥떥귈쁜쉉ꅂ쁵ꯝ꣩ꝋ뙏떥맪뷨꧊ꪺ끝냈룉쁶떥ꅁꙁ꒩ꕈꡍꥷ맯꣤룉뇏ꫭ뉻꒧몡띎땻ꯗꅃꙐ껉꾸Ꙣ꒬냊꒽ꖭꪺꢤꯗ꣓곝ꅁ압ꯈꟳꕛ궫뗸뭐뉻돵ꩁ냈ꑈ귻꒧뚡ꪺꑈ믚쏶ꭙ꒬냊ꅁꝙꩁ냈ꑈ귻Ꙣ룉뇏륌땻꒤맯압ꯈꫭ뉻ꕘ룛삵뿋꓁ꕂ쏶써ꚳ슧ꪺ멁ꯗꅁꣃꕂ빁꓁ꙡ뉍랡룑쓀Ꙟ삳꣓ꛛ압ꯈꪺꧪꯨ띎ꢣꅁꕈ꓆룑럭껉싹ꓨꪺ뫲녩껰꩞ꅃꙝꚹꅂꯘ쒳쁜뚼띾꧳ꩁ냈ꑈ귻룉뇏덂뉺ꪺ멁ꯗꅂꖩꕄ냊Ꙟ삳덴ꯗ떥ꓨ궱ꅁ삳떹꒩ꭥ뵵귻ꑵꧺ뵔ꪺ룉뇏냵ꛦ땻Ꟈꅂꥷ듁쓩뿩ꗸ띾ꩁ냈압ꯈꪺ뉺꧀ꅁ꣓뇐귻ꑵ빁럭ꪺ뫫꾫꧊맪뷨꧊볺쁹ꅁ꣓녪꓆귻ꑵ맯꧳룉뇏ꩁ냈ꪺ볶ꟕꅃꛜ꧳룉쁶꒺깥꒧뵤돲ꅂꑝꯘ쒳띾꒣굮ꝛ놤껉뚡ꅂ뿺ꅂ돒냈 110
떥ꚨꖻ꣓맯ꧪꯨ압ꯈ뙩ꛦ룉뇏ꩁ냈ꅁ뺨뙱ꯚꖭ압ꯈꙢ쁜뚼껸뙏껉ꪺ꒣몡놡뫼ꅃꙝꚹꅂ맯꧳압ꯈꛓꢥꅂꗸ띾걏ꝟ꿠ꚳ껄ꙡꯘꗟ압ꯈ뭐귻ꑵꙢ룉뇏꒬냊륌땻꒤꒧랾덱Ꙙ뿓빁껉ꙡꫭ뉻꣤룉뇏녍띾ꫭ뉻엽압ꯈ뱥ꓟꭈꗴ결꣤궺굮덂뉺꒧륄ꅃ ꑰ떲: Brown(2000)뒿뮡Ꝭꚬ띳압ꯈ걏궫굮ꪺꅁꗸ띾ꑝ굮엩뭻꣬ꯘꗟ걊ꚳ압ꯈꪺꦾ룛ꯗꗧ걏꣨꒣깥뵷ꪺꅃꩁ냈룉뇏걏냶압ꯈꦾ룛ꯗꪺꝑ뺹꒧ꑀꅃꩁ냈셚껄ꙮꪺꗸ띾껉녠덺륌뻣엩꧊ꪺ룉뇏떦늤꣓뫻쎴압ꯈꦾ룛ꯗꅁꛓꑪ교쉫꿇꙰ꑕꕼ뚵: 1.녎귻ꑵ롵뚱ꅂ끖뵭뇂앶ꕛꑊ꧳Ꙩ꒸룉뇏떦늤꒤ꅃ 2.ꯘꗟ룉뇏땻Ꟈꓞ뿅뙱볐럇ꅃ 3.뒣꣑슲꧶Ꙩ꒸ꪺꗓ뙄뫞륄ꅁ릪쁹압ꯈ뙩ꛦꧪꯨꅁ꣏룉뇏Ꙟ삳꿠냷ꗟꝙ덂뉺ꅃ 4.ꭏ꽤압ꯈ껸뙏룪끔ꅂ끏뿽ꩁ냈ꖢ뭾ꗳ귻ꑵꙞ삳ꅁꣃꯘꗟ룪껆깷ꅁꕈ뙩ꛦ 압ꯈ뫻쎴룉뇏꡴닎ꪺ뻣뉺ꅃ 굙맯ꖢ뭾꿠뇄꣺ꚳ껄놱꣮껉ꅁꭨ곛맯ꙡ라뱶암꣬압ꯈ맯꧳룓ꗸ띾룉뇏ꭾ뷨꒧몡띎ꭈ뿠ꅃ꧒ꕈꯘ쒳띾Ꙣ맯압ꯈ뙩ꛦꩁ냈뛇끥껉ꅁ삳ꗽꙡ맯ꭥ뵵귻ꑵ낵ꙮꖢ뭾륷ꢾ뇐ꅁ럓ꖢ뭾쑙궫꒧녪ꯗ꒩ꕈ맯ꕩ꿠덹ꚨꪺꖢ뭾꣓뙩ꛦ륷ꢾ껸ꯚꅁ뫉ꕩ꿠ꙡ맯꧒ꚳꖢ뭾ꪬꩰꗽ꣓뙩ꛦ둸놱삳맯ꅃꛜ꧳셻돵ꖢ뭾ꪺ덂뉺ꅁꑈ귻덂뉺ꪺ룉뇏ꓢꩫꅂ삳맯멁ꯗ떥ꅁ곒ꚳ뿠꧳ꖭ껉맯귻ꑵꪺ끖뵭굮ꡄꅃ낲꣏ꗸ띾꿠냷ꚳ껄뒣압ꯈꓟꗘ꒤ꪺ룉뇏ꭏ믙ꅁ곛ꭈ녎ꚳꝕ꧳ꗸ띾Ꙣꖼ꣓샧륂껉ꅁ닖뽮ꕘ때궭ꪺꝑ냲ꅃ 111
닄 ꑇ 론 곣ꡳ궭꣮뭐ꯘ쒳 ꑀ.곣ꡳ궭꣮ (ꑀ) 뛱떪끬뻐ꗳ궭꣮: ꖻ곣ꡳ굮ꡄ뛱ꣷ끷맯륌ꕨꑀ꙾꒺Ꙣ꽓ꥷ쁜뚼뵤돲ꪺ쁜왕ꗎ쁜껉ꅁꕂ비륊Ꙍ뙈돌뉠꣨ꪺꖢ뭾ꗳ뛱뱧냝ꣷꅁꣃ뻚ꩁ냈ꖢ뭾꓀ꝏ꣓뛱뱧ꭥ룉뇏듁뇦뭐ꯡ룉뇏엩엧떥17뚵냝뚵ꅃ꙰ꩇꩁ냈ꖢ뭾ꗳ띪뚰ꕈ꽵맪놡맒결꓀꩒볋ꖻꪺ룜ꅁꭨꙢ냵ꛦꑗꯜ꒣깥꧶륷ꗽ굮ꡄ뛱떪ꕨ뙩ꛦ룉뇏륷듁꒧뛱뱧ꅁꙐ껉쇙굮Ꙣ비륊ꩁ냈ꖢ뭾ꯡꅁꙁꕴꛦ뛱뱧꣤ꯡ룉뇏엩엧ꅃꚹꕾꅂꗑ꧳ꖢ뭾ꗳ땯ꗍ껉뚡뭐맪믚뛱떪냝ꣷ껉뚡ꅁꑷꚳ껉뚡ꑗꪺ깴뙚ꅃꙢ덯걱껉뚡꒺ꅁ뛱떪ꚳꕩ꿠ꙝ결비륊꣤ꕌꖢ뭾ꗳꪺꑺ쉚ꅁꛓ뱶암ꑆꛛꑶ귬ꗽꙌ뙈돌뉠꣨ꪺꖢ뭾ꗳꙞ뻐곝ꩫꅁꙢ꣤ꕄꯈ왛곝ꩫ꒣Ꙑ뭐ꕾ뎡ꙝ꿀쏸뻗꣤꒶ꑊꑕꅁ뛱떪끬랹Ꙟ뻐맯룓ꗳ꒧ꭥꪺ룉뇏륷듁뭐룉뇏엩엧떥곝ꩫ라꒣라ꕨ뱶암꣬ꅁꛓ덯꒧뚡걏ꝟꚳ뭾깴늣ꗍꅁ맪결ꖻ곣ꡳ궭꣮ꅃ (ꑇ)맯꧳볒샀ꖢ뭾놡맒맪엧뭐꽵맪ꖢ뭾놡맒ꑕꪺ궭꣮뭐깴늧: ꗑ꧳껉뚡ꅂ뿺ꅂꑈꑏ뭐쁜뚼띾끴Ꙙ띎쑀룪랽ꛒ뙱ꑗ떥뷑Ꙩ궭꣮ꛒ뙱ꅁ꣏녯ꖻ곣ꡳ때ꩫꕈ럭ꚸ쁜뚼룉뇏ꫭ뉻결냲럇ꅁ뷐꣼던꣤ꭥ룉뇏륷듁뭐ꯡ룉뇏엩엧떥꣢뎡ꗷ꣓꓀ꝏ끷맯17뚵냝뚵뙩ꛦ뛱뱧ꅁꚹ결ꖻ곣ꡳ덝군ꑗꪺ꿊뻑꒧덂ꅃꙝꚹ결ꑆ룪껆ꚬ뚰ꑗꪺꓨꭋꅁꖻ곣ꡳ신ꛓ끷맯꣼던Ꙣꖢ뭾땯ꗍꯡꅁ뻚럭껉쁜뚼띾뉻돵꧒맪걉ꪺ룉뇏ꫭ뉻꣓뙩ꛦꭥ듁뇦뭐ꯡ셚껄ꪺ뿅뙱ꅃ쇶땍곣ꡳ때ꩫ맯ꖿꙢ땯ꗍ꒤ꪺꖢ뭾꣓ꪽ놵뙩ꛦ놱꣮ꅁ뻉교떲ꩇꕩ꿠때ꩫ뭐꣤ꕌꞹꗾ꣨띎ꕈ볒샀ꖢ뭾놡맒꣓뙩ꛦꪺ맪엧떲ꩇ곛ꓱ샀ꅃ땍ꛓꙢ꣼던ꖻꢭ맪믚ꪺ룉뇏롧뻺ꑗꅁꚹꩫ압ꑆ곣ꡳꖻꢭ냵ꛦ껉ꪺ꽵맪꧊ꅁ덯ꕩ꿠걏볒샀놡맒맪엧ꩫ꧒때ꩫ륆꣬ꪺꅃꛜ꧳ꯡ쓲곣ꡳ꙰꛳Ꙑ껉Ꙣ귝꣣ꕩ놱꣮꧊(륷ꢾꕾꑏ꒶ꑊ)뭐꽵맪꧊꒧ꛒ뙱ꑕꅁ꓀ꝏꕈꭥ룉뇏듁뇦뭐ꯡ룉뇏엩엧떥꣢뚥걱꣓뙩ꛦ듺뙱ꅁꕈ곰꽽곣ꡳ룪랽ꑗꪺ맪믚궭꣮ꅁ곛ꭈ덯뎣걏ꯡ쓲곣ꡳ꒵ꯡ랥ꯝꝖꑏ꒧덂ꅃ 112
(ꑔ) ꙕ냪냪놡ꓥ꓆깴늧뻉교剅䍏噓䅔뙱ꫭ떲ꩇ꒣ꑀꥷꗾ궱빁ꗎ꧳뭏왗ꙡ냏: 녱ꭥ궱ꪺꓥ쑭놴끑꒤ꅁꙢHoffman ?ㄹ㤵?끷맯쁜뚼띾쉫꿇뻣뉺ꕘ쁜궹ꝋ뙏ꅂꚩ뒣꣑ꅂ쏘끥쁵ꯝ꣩ꅂ뫞뉺꣤ꕌ귻ꑵ꒶ꑊ덂뉺룑ꡍꅂ듀뒫ꅂꟳꖿ뿹뭾ꅂ륄며ꡓ삳떥?뚵쁜뚼룉뇏놹걉ꅁ꣤꒤ꚩꅂ쁵ꯝ꣩ꅂꗑ뫞뉺ꕘ궱룑ꡍ룻결압ꯈ놵꣼ꅁꑪ뎡꓀라ꕈ듀뒫ꪺ룉뇏ꓨꚡꙨꅁ돌깴ꪺ껄ꩇ걏꒣낵ꗴ꛳덂뉺ꅆꛓ냪꒺곛쏶곣ꡳ(ꩌꪵꡱꅂ뛀ꓥ뾫ꅁ2001)ꭨ뻣뉺ꕘꡓꚳ룉뇏ꅂꟳ뒫띳ꪺꖿ뵔ꪺ쁜궹ꅂ룉ꢬ썂ꅂ룉ꢬ쁜궹ꅂꙢꯈꑈꝩꪾꯡꑾ끥쁜ꅂꩁ냈ꑈ귻뙩ꛦ뉻돵ꟳꖿꅂꩁ냈ꑈ귻뙩ꛦ룓낵ꛓꖼ낵ꪺꅂ엜ꩁ냈멁ꯗꅂ뒫ꑈꩁ냈ꅂ륄며ꅂ륄며ꣃ끥믹꣩ꅂ륄며ꣃꕛ끥ꩆꛨꅂ뷐압ꯈꛛꑶꡍꥷ떥ㄳ뚵쁜뚼룉뇏놹걉ꅁ꣤꒤ꕈꡓꚳ룉뇏ꅂ륄며ꅂꟳ뒫띳ꪺꖿ뵔ꪺ쁜궹떥ꑔ뫘ꩁ냈룉뇏놹걉돌결뒶륍ꅁꙢ룉뇏몡띎ꯗꓨ궱ꅁꭨꕈ륄며ꣃꕛ끥ꩆꛨꅂ엜ꩁ냈멁ꯗꅂ룉ꢬ썂결ꭥꑔ뚵ꩁ냈룉뇏몡띎ꯗ룻낪ꅃꗑꑗ굺곣ꡳ떲ꩇꕩꢣ맪뷨룉뇏룉쁶뵔맪맯꧳ꧪꯨ압ꯈꪺ룉뇏ꯡ몡띎ꯗꚳ뗛곛럭땻ꯗꪺ뱶암ꅃꗑ꧳ꖻ곣ꡳꞹꗾ뇄ꗎ剅䍏噓䅔뙱ꫭꝀ결냝ꣷ꒺깥ꅁ맪뷨룉뇏룉쁶뎡ꗷ: 11.삳맯Ꙉ뷨ꩁ냈륄며ꅂ12.Ꙉ뷨ꩁ냈꒣귈녯ꕉ뙏ꅂ13.압ꯈꧪꯨ껉ꑈ귻꿠ꚳ슧뮪ꅁ꧳ꖻ곣ꡳ꒤멣궱깴늧꒣엣뗛ꅁ뇀듺ꕩ꿠걏ꙝ결냝뚵꒺깥ꣃ꒣ꞹꗾ닅Ꙙ냪냪놡ꓥ꓆ꅃꙝꚹꅁꯘ쒳ꯡ쓲곣ꡳꕩꙢ맪뷨룉뇏룉쁶뎡ꗷꅁ끷맯냪쁜뚼뻇덎놴끑꓀꩒ꕘꪺ떲ꩇꅁ꣒꙰륄며ꣃꕛ끥ꩆꛨꅂ엜ꩁ냈멁ꯗꅂ룉ꢬ썂떥낵결냝뚵꒺깥ꅁ싇ꕈꚳ껄ꙡ듺뙱ꕘ냪꒺쁜뚼껸뙏맯꧳룉뇏덂뉺ꪺ삳뭐멁ꯗꅃ ꑇꯡ쓲곣ꡳꯘ쒳 ?ꑀ?신늾맯꣤ꕌ띾뫘뙩ꛦ곣ꡳ끑뷗??ꗑ꧳쁜뚼띾꽓ꚳ꒧꧊뷨ꅁ꙰ꗎ쁜껉뚡ꪺ땵볈ꅂ쁜뚼띾냵ꛦ룉뇏꿀뷨꒧땻ꯗꅂ룉뇏ꚨꖻ꒧굴뻡ꅂꙞ삳덴ꯗ꒧ꗟꝙꚨ껄ꛒ뙱럭껉녱쁜뚼겡냊ꪺ뚡떥ꙝ꿀ꛒ뙱ꅁ꣏녯곣ꡳ떲ꩇꚳꙨ꒸꓆ꪺ뉻뙈늣ꗍꅃ결ꑆꟳꕛ싧뉍꒣Ꙑ놵쒲땻ꯗ꒧왛ꗺꩁ냈띾맯꧳룉뇏겡냊ꪺ삳꒺깥냵ꛦꚨ껄ꅁꯘ쒳ꯡ쓲곣ꡳ뵤돲쉘ꛜ꿨띾ꅂ껈쁝 113
띾ꅂ껈ꛦꫀꅂ껈륃ꩁ냈곛쏶뫴꾸떥늣띾ꅁꕈ뱗ꕛ맯꒣Ꙑ띾뫘꒧ꑆ룑ꅃ? ?ꑇ?ꕈ䱉卒䕌?뵵꧊떲멣쏶ꭙꓨ땻ꚡ?샋듺ꅵꩁ냈룉뇏듁뇦?ꩁ냈룉뇏셚껄?ꩁ냈룉뇏꒣ꑀ교?ꩁ냈룉뇏몡띎ꯗꅶ뚡꒧쏶ꭙ??ꗑ꧳ꖻ곣ꡳ걛멣걏ꕈꩁ냈듁뇦-꒣ꑀ교뉺뷗결냲슦ꅁ꣓꓁ꑊꩁ냈룉뇏겡냊꒧놴끑ꅁꣃꕈ꣤덝ꥷꪺ닎군ꓨꚡ꣓엧쏒꓀꩒ꦼꚹ뚡ꪺ쏶ꭙꅃ쇶땍륆ꚨ륷듁곣ꡳꪺꗘꪺꚨ껄ꅁ엜볆뚡ꦼꚹ뚡뱶암ꪺ쏶ꭙꅁꙢ뻣엩룑쓀뮡ꧺꑗꝥ뉻꒣ꢬ꒧뉻뙈ꅃ굙뇄ꗎ䱉卒䕌꓀꩒볒ꚡꅁꭨꕩꕈ곝ꕘꙢꚹ볒ꚡꑕ엜볆뚡꒧ꦼꚹꪽ놵ꅂ뚡놵ꪺꙝꩇ쏶ꭙꅁꕩꚳꝕ꧳ꖻ곣ꡳ맯꧳룓볒ꚡ엜볆뚡꒧뻣엩룑쓀꿠ꑏꅃ? (ꑔ)ꕛꑊ압ꯈꗦ꧶뻺ꕶ엜뚵 녱ꖻ곣ꡳ꒤ꕩ녯ꪾ꒣Ꙑꪺꧪꯨ압ꯈꙢꩁ냈ꖢ뭾ꑕꪺ뭻ꪾ놡띐Ꙟ삳라꣼꣬놡맒ꙝ꿀ꅁ꙰껸뙏ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝ떥엜볆뱶암ꅁꛓ늣ꗍ뷆싸Ꙩ꒸ꪺ껸뙏삳ꅃꙐ볋ꪺꅁ럭ꩁ냈ꖢ뭾땯ꗍ껉ꅁ껸뙏뭐띾쏶ꭙ꒣Ꙑꪺꗦ꧶뻺ꕶꪬꩰꗧꚳꕩ꿠라늣ꗍ꒣Ꙑ땻ꯗ궱Ꙗꪺꯡ쓲껸뙏삳ꅃ띎ꝙꙢ곛Ꙑꪺꖢ뭾ꪬꩰꑕꅁ뭐룓띾ꗦ꧶ꚸ볆뭐껉뚡깴뙚꒣Ꙑꪺ압ꯈ맯꧳띾룉뇏덂뉺ꪺ삳뭐ꫬꚸ뙩ꛦ쁜뚼껸뙏ꪺ압ꯈꕩ꿠ꚳ꧒꒣ꙐꅃꙢWebster & Sundaram ꧳1998꙾ꪺ곣ꡳ꒤ꅁ땯뉻압ꯈꗺ압ꗦ꧶ꪺ뻺ꕶꪺ뵔라뱶암꣬압ꯈ맯ꩁ냈ꖢ뭾ꪺ뭻ꪾ놡띐Ꙟ삳ꅃꙝꚹꯘ쒳ꯡ쓲곣ꡳꕩꙢꚹ뎡ꗷꙨ낵귥꩒놴끑ꅁ싇ꕈ싧뉍ꚹ뎡ꗷꪺꑆ룑꒣ꢬꅃ (ꕼ)ꕛ녪껸뙏귓ꑈꫀ롧엜뚵뭐쁜뚼껸뙏엜뚵꒧꓀꩒ ꗑ꧳ꖻ곣ꡳ꧒놴끑ꪺ궱Ꙗ뗛궫꧳ꅵꩁ냈룉뇏듁뇦?ꩁ냈룉뇏셚껄?ꩁ냈룉뇏꒣ꑀ교?ꩁ냈룉뇏몡띎ꯗꅶ뚡꒧볒ꚡ엧쏒ꅁ맯꧳ꑀ꿫꒣Ꙑꫀ롧굉뒺ꪺ압ꯈ걏ꝟ라ꝥ뉻꒣Ꙑ땻ꯗꪺ쁜뚼ꖢ뭾뭐룉뇏듁뇦뭐엩엧ꅆ꒣Ꙑ껸뙏뭐롧샧뱨ꚸꪺ쁜왕Ꙣꩁ냈룉뇏ꪺꭾ뷨ꑗ걏ꝟ라ꚳ꧒꒣Ꙑꅆ꒣Ꙑꪺ껸뙏ꗳ궫굮꧊ꅂꖢ뭾쑙궫꧊ꅂꖢ뭾쉫ꙝ떥엜볆ꑕꅁ압ꯈ걏ꝟ라ꙝꙕꛛꫀ롧굉뒺ꪺ꒣Ꙑ늣ꗍ깴늧ꅁꕈꑗꞡ귈녯뙩ꑀꡂꕨ샋엧ꅃ? 114
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던뷍귻?†††††††?†††††띎ꢣ뷕걤ꫭ††††?던뷍껉뚡?††ꓫ††ꓩ??뿋띒ꪺ꣼던ꅁ녺ꙮꅉ?††결ꑆ룑냪ꗁ늳Ꙣ쁜왕ꗎ쁜껉ꅁ궱셻ꩁ냈ꖢ뭾ꪺ멁ꯗ뭐삳ꅃ귌띑?뷐녺벷ꕘꑀ쉉껉뚡Ꙟ띑ꑀꑕꅁ껚뻚녺륌ꕨꙢ쁜왕ꗎ쁜ꪺ롧엧ꅁ럭뉻돵땯ꗍ?ꕏ녺꒣둲Ꟗꅂ꒣몡띎ꅂ곆ꛜ걏꒣닅Ꙙ녠뉺ꪺꪬꩰ껉ꅁ띾걏꙰꛳덂뉺ꅁꕈ?녺맯덯ꗳꪺ곝ꩫꅃ?삵뷐녺ꕈꛛꢭ롧엧꧱ꓟ뛱뱧ꕈꑕ꒺깥ꅁ녺ꪺ쑟뙑띎ꢣ녎결ꖻ곣ꡳ녡꣓?쏶쇤꧊ꪺ뱶암ꅃꖻ냝ꣷ뛈낵뻇덎곣ꡳ꒧ꗎꅁ녺ꪺꗴ꛳귓ꑈ룪껆띎ꢣ떴맯?ꭏ녋ꅁ띱뷐ꙷꓟꝀ떪ꅁ띐쇂녺맯ꖻ곣ꡳꪺ릩ꑏꓤ꯹ꅉ†띱꾬†?ꢭ엩ꙷ녤ꅂ꙰띎ꅉ?††††††††††††††††††?냪ꗟꩆ뗘ꑪ뻇?왛ꗺ멛륃뻍뫞뉺곣ꡳ꧒?††††††††††††††††††††††††?뻉뇐뇂㨠ꩌꪵꡱ?돕ꑨ??†††††††††††††††††††††††††?곣ꡳꗍ㨠뛀ꓥ뾫†††?띱ꑗ??ꖻ냝ꣷ꧒ꪺ쁜왕걏뻖ꚳꥷ샧띾돵꧒ꅂ뒣꣑깹ꛬꅁꣃ뚷ꚳꑈ귻꣓결압ꯈ뙩ꛦ쉉쁜ꅂ끥쁜ꩁ냈ꪺꙡꓨꅃ꒣ꕝ걁꙰돁럭돒떥덴궹ꦱꅂꑧ싻ꮰꅂꑳ껼늣ꦱꅂꖭ믹ꛛꝕ쁜ꅂꓴ믥쓑궹ꅂ뽎쎾쉉ꓟ떥ꑀ꿫뗳Ꝼꑰꙙꦱꅂ룴쏤앵ꅁ냠끳ꯎꅂ끳ꝡꅂꥀ냘ꅂ꩷ꩪ공꿹떥뚼껆ꦱꅃ??닄ꑀ뎡ꗷ?뷐녺Ꙟ띑ꑀꑕꅂ륌ꕨꑀ꙾꒺Ꙣ쁜왕ꗎ쁜껉ꅁꚳ꒰믲ꖢ뭾ꗳ걏녺ꛜ꒵꒴Ꙍ뙈뉠꣨ꪺꅁ굙ꚳꅂ뷐녺둎룓ꗳꙞ떪ꑕꙃ냝썄ꅃ? ㄮ쁜왕ꙡ쉉ꛬ롭? ꕟ뎡ꙡ냏(1.ꆼꕸꕟꖫꅂ2.ꆼꕟꅂ냲ꅂ껧ꅂꛋꅂ굝(뾤)ꖫ) 뎡ꙡ냏(3.ꆼ낪뚯ꖫꅂ4.ꆼ맅ꅂꅂ낪ꅂꯌꅂ볪(뾤)ꖫ) ꒤뎡ꙡ냏(5.ꆼ꒤ꅂ맼ꅂ뚳ꅂ(뾤)ꖫ) ꩆ뎡ꙡ냏(6.ꆼꥹꅂꫡꅂꩆ(뾤)ꖫ)?㈮쁜왕ꙗ뫙? 彟彟彟彟彟彟彟彟彟彟彟彟彟????ꖢ뭾꒺깥ꪺ륌땻ꅇ럭껉땯ꗍꑆ꒰믲ꅈ맯ꓨꪾ륄덯귓ꖢ뭾뛜ꅈ걏뷖ꗽꕄ냊땯쒱뿹뭾ꅈꅝꩁ냈ꑈ귻ꅂ녺ꖻꑈꅂ닄ꑔ꙰ꑈꝩꪾꅞꅁ뷐둎ꗳ꒺깥룔닓둹굺ꅃ??????????? 128
??맯꧳덯귓ꖢ뭾ꅁ뉻돵ꑈ귻낵ꑆ꒰믲룉뇏ꛦ냊ꅈ???????ꚹꚸ쁜뚼껸뙏ꪺ멁결꛳ꅈ?ㄮꆼ뚺ꦱ꒤ꚡ쁜왕?ꕸꅂꑴꅂ롦ꅂꚿꅂ껽ꅂ듰ꅂ떥꒤ꚡ뗦ꛢ⤠?†††††††??㈮ꆼ뚺ꦱꛨꚡ쁜왕?ꩫꅂ롱ꅂ뱷ꅂ과떥ꛨꚡ뗦ꛢ??㌮ꆼ뚺ꦱꙕꚡ궷ꣽ쁜왕?낣ꑆ꒤ꛨꚡ쁜궹ꕾꅂ꣤ꕌ녍뷦ꙕ냪쁜궹ꅁ꙰ꓩꅂ껵ꅂ쇺떥??㐮ꆼꑀ꿫꒤ꚡ쁜왕??㔮ꆼꑀ꿫ꛨꚡ쁜왕?†???㘮ꆼ궷ꣽ쁜왕??㜮ꆼ뷆Ꙙꚡ쁜왕?ꕝ걁꒤ꛨꙕꚡ궷ꣽ???8?ꆼ꣤ꕌꅝ뷐뮡ꧺ彟彟彟彟彟彟彟?ꅞ??.ꡃꑈꖭꞡ쁜뚼껸뙏썂??ㄮꆼ㈰?꒸ꕈꑕ?†?㈮ꆼ㈰??㐰?꒸††?㌮ꆼ㐰??㘰?꒸††?4.ꆼ㘰??㠰?꒸??㔮ꆼ㠰??〰꒸?†㘮ꆼ???ㄲ〰꒸?†㜮ꆼㄲ〱-1400꒸†?㠮ꆼㄴ〱?ㄶ〰꒸?9?ꆼㄶ〱-1800꒸ 10.ꆼㄸ〱?㈰〰꒸??ㄱ?ꆼ㈰〱?㈲〰꒸??12?ꆼ㈲〱꒸ꕈꑗ ?닄ꑇ뎡ꗷ?ꑕꙃ냝뚵뷐녺럓썄띎ꪽ놵냩뿯꙰ꑕ??ꪺꓘꯗ꓀볆??ꑀ.덯ꚸ꣬쁜왕ꗎ쁜ꅁ맯녺ꪺ궫굮꧊결꛳??1 2 3 4 5 6 7 8 9 10?ꡓ꒰믲궫굮 뒶덱 ꭄ녠궫굮??ꑇ.녺뭻결룓쁜왕ꚹꚸꖢ뭾맯녺뱶암ꪺ쑙궫땻ꯗ결?†?†††††??1 2 3 4 5 6 7 8 9 10 ꒣ꓓ쑙궫 뒶덱 ꭄ녠쑙궫?ꑔ. 녺뭻결룓쁜왕ꅁꙁ땯ꗍ쏾ꚹꚸꩁ냈ꖢ뭾ꪺꕩ꿠꧊결? 1 2 3 4 5 6 7 8 9 10 ꒣ꕩ꿠ꙁ땯ꗍ 뒶덱 롧녠땯ꗍ ꕼ.녺뭻결ꚹꚸꖢ뭾땯ꗍꪺ귬ꙝꅁ룓쁜왕ꕩꕈ놱꣮ꪺ땻ꯗ꙰꛳?††††††††††?1 2 3 4 5 6 7 8 9 10 ꞹꗾ꒣꿠놱꣮ 뒶덱 ꞹꗾꕩꕈ놱꣮??꒭?녺맯룓쁜왕Ꙣꖢ뭾ꯡꪺ룉뇏덂뉺ꅁ몡띎땻ꯗ결꛳ꅈ?1 2 3 4 5 6 7 8 9 10 ꭄ녠꒣몡띎††††††††††††뒶덱†††††††††††††?ꭄ녠몡띎? ††††††††††††††††††††††††††? 129
닄ꑔ뎡ꗷ?Ꙣꓩ녠ꗍ겡꒤ꅁ럭귌비륊꣬ꩁ냈ꖢ뭾껉ꅁ맯꧳띾삳ꚳꪺ덂뉺ꓨꚡꅁ귌뒶륍뎣ꚳꑀ걊꙳ꪺꙌ뙈곝ꩫꅆ땍ꛓ덯ꚸꖢ뭾ꅁ띾맪믚ꪺ덂뉺ꓨꚡꕩ꿠라뭐녺꒧ꭥ듁ꯝꪺꅁꚳ꧒ꕘꑊꅃ결ꑆ굮ꑆ룑꣢꒧뚡ꪺ깴뙚ꅁ꧒ꕈ띑뷐녺둎Ꙑꑀ냝뚵ꅁ꣓꓀ꝏ뙩ꛦꑀ꿫듁뇦뭐맪믚엩엧ꪺ뿅뙱ꅃꖪ낼ꪺꑀ꿫듁뇦ꅁ뷐녺ꖭ녠듁뇦띾덂뉺ꧪꯨ껉ꅁ룓냝뚵꒺깥맯녺귓ꑈꪺ궫굮꧊Ꝁ뗻뙱ꅆꕫ낼ꪺ맪믚엩엧ꅁꭨ뷐끷맯덯ꚸꩁ냈ꖢ뭾ꅁ띾ꪺ맪믚덂뉺ꓨꚡꅁ녺귓ꑈꪺ몡띎땻ꯗꝀ뗻꛴ꅃ뷐ꪽ놵냩뿯꙰ꑕ??ꪺꓘꯗ꓀볆ꅃ????†††††††††††††††††?ꑀ?꿫?듁?뇦?††?†?맪?믚?엩?엧?††††††††††††?†††††††??ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††††ㄠ㈠㌠㐠㔠㘠㜠㠠?㤠††††††††††††††††††??ꭄ녠꒣궫굮††††ꭄ녠궫굮†††ꭄ녠꒣몡띎†††?ꭄ녠몡띎 1.덂뉺압ꯈꧪꯨꪺꑈ귻ꅁꙢ뒣꣑ꚳ쏶ꧪꯨ 룪끔ꪺꙞ껉ꅁ뉍랡ꙡ뛇륆랾덱ꅃ…………..ㄠ㈠㌠㐠㔠㘠㜠㠠?㤠?†?††?ㄠ㈠㌠㐠㔠㘠㜠㠠 㤠 ???럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁꩁ냈ꑈ귻꿠?냷Ꙗ뒣ꕘ냝썄ꅁꕈ산ꝕ싧뉍땯ꪬꩰꅃ?†ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠†††??ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠??㌮ꩁ냈ꑈ귻Ꙣ덂뉺ꧪꯨ걇껉ꅁ떽엩ꑈ띎ꅃ?†ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠†††??ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠†?㐮ꩁ냈ꑈ귻Ꙣ덂뉺ꚳꧪꯨꪺ압ꯈ껉ꅁ엽??압ꯈ띐꣬ꕩꕈꭈ뿠ꅃ…………………………?ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠†††??ㄠ㈠㌠㐠㔠㘠㠠㜠㤠††?㔮룛맪ꙡ룑ꡍ압ꯈꧪꯨꅃ………………………?ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††?†?ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠?㘮ꗓ뙄ꧪꯨꪺ맯뙈꿠냷결룑ꡍ냝썄ꅃ†?†ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††††ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠†??㜮럭삳ꧪꯨꪺ맯뙈ꅁꖲ뚷굮ꕴꑀꛬ?ꑈ귻꣓룑ꡍ냝썄껉ꅁ덯엽띐꣬꒣둲Ꟗꅃ?†ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††††ㄠ㈠㌠㐠㔠㘠㜠㠠?†㤠†?††??㠮ꧪꯨ굮ꗑꩁ냈ꑈ귻뛇ꛜꑕꑀꛬꅁ라엽?립럐ꅃ…………………………………………?ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††††ㄠ㈠㌠㐠㔠㘠㜠㠠?㤠㤮럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ꒽ꕱ꿠냷ꕈ?껑궱ꭈ꣧Ꙗꝩꪾ냝썄룑ꡍꪺ뙩깩ꅃ†††?ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††††ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††???럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁ녯꣬껑궱?륄며ꅃ…………………………………………?ㄠ㈠㌠㐠㔠‸㘠?‹‱〠†††?ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††??ㄱ?뒣꣑Ꙉ뷨ꩁ냈ꪺ쁜왕ꅁ맯ꯈꑈ꧒비꣼?꣬ꪺ띬ꖢ뙩ꛦ륄며ꅃ………………………?ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††††ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠†††?ㄲ?꒣ꙮꪺꩁ냈꒣귈녯ꕉ뙏??ꅝꩁ냈ꭾ뷨뭐꣤ꕉ뙏썂ꚨꖿꓱꅞ………… .ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††††ㄠ㈠㌠㐠㔠㘠㜠㠠?㤠ㄳ?럭맯꒣ꙮꪺꩁ냈ꧪꯨꅁꩁ냈ꑈ귻꿠?ꚳ슧뮪ꅃ………………………………………?ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††††ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠?ㄴ?럭맯꒣ꙮꪺꩁ냈ꧪꯨ껉ꅁꩁ냈ꑈ귻?꿠뒣꣑ꅁꖢ뭾결꒰믲라땯ꗍꪺ룑쓀ꅃ††?ㄠ㈠㌠㐠㔠㘠㜠㠠?㤠†??†?†ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠†††?ㄵ?럭ꖢ뭾땯ꗍꅁ덑ꧪꯨꪺꑈ귻ꅁ때ꩫ뒣꣑?ꖢ뭾결꛳라땯ꗍꪺ룑쓀ꅁ엽꒣둲Ꟗꅃ?†ㄠ㈠㌠㐠㔠㘠㜠㠠㤠†?†??†?ㄠ㈠㌠㐠㔠㘠‹㜠‱?†?†††?ㄶ?ꩁ냈ꑈ귻덂뉺ꧪꯨ껉ꅁꛧ뗛뻣볤빁럭ꅃ††ㄠ㈠㌠㐠㔠㘠㜠㠠?㤠†?††?ㄠ㈠㌠㐠㔠㘠㜠㠠?㤠ㄷ?ꩁ냈ꑈ귻Ꙣ덂뉺ꧪꯨ걇껉ꅁ롭ꢭ꧳뻣믴??ꅂ뉍볤ꪺ녍띾샴맒ꅃ…………………………?ㄠ㈠㌠㐠㔠㘠㜠㠠?㤠†?†?†?ㄠ㈠㌠㐠㔠㘠㜠㠠†㤠††††††††††††† 130
닄ꕼ뎡ꗷ?럭녺롧뻺ꚹꚸ룉뇏덂뉺ꯡꅁ녺맯덯깡쁜왕꒵ꯡꪺ멁ꯗꅂꛦ냊걏꒰믲ꅈ뷐녺럓ꕈꑕ냝뚵ꪺ꒺깥ꅁꪽ놵냩뿯꙰ꑕ??ꪺꓘꯗ꓀볆ꅃ?돦뿯???1 2 3 4 5 6 7 8 9 10 떴맯꒣ꕩ꿠†††††††††††뒶덱††††††††††††?떴맯ꕩ꿠? 1.녺라ꝩ뙄꣤ꕌꑈꅁ룓쁜왕ꪺꙮꩁ냈ꫭ뉻ꅃ…………….ㄠ㈠㌠㐠㔠㘠㜠㠠㤠?2.럭ꚳꑈ뷐녺ꯘ쒳ꗎ쁜ꙡ쉉껉ꅁ녺라뇀싋룓쁜왕ꅃ……….ㄠ㈠㌠㐠㔠㘠㜠㠠㤠?3.녺라릪쁹뿋꣓ꚹ쁜왕껸뙏ꅃ…………………………….ㄠ㈠㌠㐠㔠㘠㜠㠠㤠?4.녺라ꕈꚹ쁜왕결닄ꑀ쁵ꗽꗎ쁜뿯뻜ꅃ…………………….ㄠ㈠㌠㐠㔠㘠㜠㠠㤠?5.Ꙣꖼ꣓녺꣬덯깡쁜왕뙩ꛦ껸뙏ꪺꚸ볆라엜Ꙩꅃ………….ㄠ㈠㌠㐠㔠㘠㜠㠠㤠?6.녺라신늾ꛜ꣤ꕌ뒣꣑룻꣎ꩁ냈ꪺ쁜왕껸뙏ꅃ…………….ㄠ㈠㌠㐠㔠㘠㜠㠠㤠??.녺라ꝩ뙄뿋ꅁꚹꚸꗎ쁜ꪺ굴궱롧엧ꅃ………………….ㄠ㈠㌠㐠㔠㘠㜠㠠㤠 8.녺라Ꙗꕾ곉ꅝ꙰껸ꭏ많엩ꅂꑪ늳뛇벽둃엩떥ꅞꗓ뙄ꧪꯨㄠ㈠㌠㐠㔠㘠㜠㠠㤠 9.녺라ꪽ놵Ꙗ쁜왕ꗓ뙄ꧪꯨꅃ ……………………………...ㄠ㈠㌠㐠㔠㘠㜠㠠㤠??닄꒭뎡ꗷ?냲ꖻ굉뒺룪껆??ꑀ.꧊ꝏꅇㄮꆼꡫ†㈮ꆼꑫ†?ꑇ.꙾쓖ꅇㄮꆼ‱??ㄹ랳?†㈮ꆼ′??㈴랳†?㌮ꆼ′??㈹랳??†††?㐮ꆼ″??㌹랳†‵?ꆼ‴??㐹랳†‶?ꆼ‵??㔹랳?†㜮ꆼ‶?랳ꕈꑗ?ꑔ.슾띾ꅇ1.ꆼ뻇ꗍ†?㈮ꆼ냓띾†?㌮ꆼ굸꒽뇐†㐮ꆼꑵ띾†??㔮ꆼ륁ꩌꪪ몮쑱띾?㘮ꆼꛛꗑ띾?㜮ꆼ깡뫞†?㠮ꆼ끨ꗰ††㤮ꆼꯝ띾꒤‱〮ꆼ꣤ꕌ彟彟?ꕼ.뉻꒵ꛭꙡꅇ ꕟ뎡ꙡ냏(1.ꆼꕸꕟꖫꅂ2.ꆼꕟꅂ냲ꅂ껧ꅂꛋꅂ굝(뾤)ꖫ) 뎡ꙡ냏(3.ꆼ낪뚯ꖫꅂ4.ꆼ맅ꅂꅂ낪ꅂꯌꅂ볪(뾤)ꖫ) ꒤뎡ꙡ냏(5.ꆼ꒤ꅂ맼ꅂ뚳ꅂ(뾤)ꖫ) ꩆ뎡ꙡ냏(6.ꆼꥹꅂꫡꅂꩆ(뾤)ꖫ) ꅂ꣤ꕌꙡ냏(7.ꆼ냪ꕾ) ꒭.뇐땻ꯗ㨱?ꆼ냪꒤?ꝴ?ꕈꑕ′?ꆼ낪꒤슾″?ꆼꑪ뻇녍곬‴?ꆼ곣ꡳ꧒ꕈꑗ?꒻.ꖭꞡꓫꚬꑊ㨠ㄮꆼ때롧녠ꚬꑊ††㈮ꆼ?0000꒸ꕈꑕ†?㌮ꆼ㈰〰ㅾ㐰〰?꒸?†???ꆼ?0001縶〰〰꒸?㔮ꆼ㘰〰ㅾ?〰〰꒸?㘮ꆼ?0001縱〰〰?꒸?㜮ꆼ롕꒸ꕈꑗ??꣼던ꥭꙗ㨠†††††††?륱룜㨠†††††††?†††??ꖻ냝ꣷ꣬ꚹ떲ꟴꅁ띐쇂녺ꪺ뛱떪ꅁ띱꾬?꙰띎‡? 131
뿽 ꑇ 던 뷍 귻 끖 뵭 뫵 굮 끖뵭ꗘꪺ: 결ꑆ산ꝕꙐ뻇ꟳꕛ셁룑쁜뚼ꩁ냈ꪺ꒺뉛ꅁꚳꖲ굮엽Ꙑ뻇끷맯ꩁ냈ꖢ뭾뎡꓀Ꙩꕛꕈ셁룑ꅃꝑꗎ냝ꣷ던뷍ꅁꙐ뻇꿠Ꙩ놵쒲껸뙏ꅂ셁룑ꕌ귌Ꙣꗎ쁜껉꧒ꕩ꿠비륊꒧놡맒ꅃ냝ꣷ뷕걤걏ꑀ꿫쁜뚼띾녠ꗎ꒧뷕걤ꑵ꣣ꅁꙐ뻇ꚳꖲ굮덺륌뵭닟ꕨ셁룑뷕걤ꗘꪺꅂ냝ꣷ덝군ꅂ냝ꣷ걉듺떲ꩇ꓀꩒ꅃ결ꑆ산ꝕꙐ뻇Ꙣ냝ꣷ땯꧱ꭥꅁ꿠냷ꚭꓩ뙩ꑊꪬꩰꅁꑆ룑뻣엩냝ꣷ뷕걤ꪺ뙩ꛦ샴론ꅂꗾꓥ꒺깥ꅆꣃ뮲ꝕꙐ뻇꿠냷빁ꯗꙡꓞ꣼던맯뙈뙩ꛦ냝ꣷ뛱떪ꅁꕈ듁냝ꣷ뷕걤꿠냷륆ꚨ꣤ꕜ껄ꅁꕈꑕ던뷍ꩠ띎뚵뷐룔닓빜얪ꅃ 닄ꑀ뎡ꗷ:뭻쏑꣼던ꅂꙗ뗼룑쓀뷕걤뙩ꛦ 1.꣼던맯뙈: 뭏왗ꙡ냏뒿롧ꚳꙢ쁜왕ꗎ쁜비륊쁜뚼ꖢ뭾ꅁꣃ뒿Ꙗ맯ꓨ삳룓ꖢ뭾꒺깥ꪺꑀ꿫ꗁ늳결ꕄꅝ꙰룓맯뙈때ꚹ롧엧ꅁꭨ꧱뇳룓볋ꖻꅞꅁꣃꕈ15랳(ꑪ곹냪ꅂ낪꒤뚥걱ꪺ뻇ꗍ)ꕈꑗꪺ꙾쓖뱨결꣼던맯뙈ꅃ 2.싪ꥷ쁜왕뵤돲: ꖻ냝ꣷ꧒ꪺ쁜왕걏ꅹ뻖ꚳꥷ샧띾돵꧒ꅂ뒣꣑깹ꛬꅁꣃ뚷ꚳꑈ귻꣓결압ꯈ뙩ꛦ쉉쁜ꅂ끥쁜ꩁ냈ꪺꙡꓨꅺꅃ ꒣ꕝ걁꙰돁럭돒떥덴궹ꦱꅂꑧ싻ꮰꅂꑳ껼늣ꦱꅂꖭ믹ꛛꝕ쁜ꅂꓴ믥쓑궹ꅂ뽎쎾쉉ꓟ떥ꑀ꿫뗳Ꝼꑰꙙꦱꅂ룴쏤앵ꅁ냠끳ꯎꅂ끳ꝡꅂꥀ냘ꅂ꩷ꩪ공꿹떥뚼껆ꦱꅃ?㌮룑쓀ꙗ뗼??愮쁜뚼ꖢ뭾??Ꙣꕾꗎ쁜껉ꅁ럭뉻돵땯ꗍ?꙰귻ꑵ멁ꯗ꒣꣎ꅂ끥뿹쁜궹ꅂ쁜궹ꭾ뷨꒣ꙮꅂꦵ뿰쁜궹끥륆떥?ꪺꖢ뭾껉ꅁꛓꕏ녺꒣둲Ꟗꅂ꒣몡띎ꅂ꒣ꓨꭋꪺ땾멁ꅁꣃꚳ녎띎ꢣ걍떹ꩁ냈ꑈ귻ꑆ룑ꪾ륄ꅃ?戮ꩁ냈룉뇏??곛맯꧳ꖢ뭾꧒덹ꚨ압ꯈꪺ꒣둲Ꟗꅂ꒣몡띎ꪺ땾멁ꅁꑷ롧ꪾ륄ꖢ뭾귬ꙝꪺ뉻돵ꑈ귻낵ꕘꅝꖼ낵ꕘꅞ껸낣ꝁꧪꯨꪺ룉쁶덂뉺ꛦ냊ꅃ?꙰륄며ꅂ뷟쁶떥?ꅃ?4.ꧢ볋ꓨꚡ: a.냝ꣷ땯꧱ꓱ꣒: ꡃꑀꛬꙐ뻇굴덤ꑑꗷ냝ꣷꅁ꣤꒤19-29랳3ꛬꅆ30-49랳4ꛬꅆ50랳ꕈꑗ3ꛬꅃꑀꥷ굮닅Ꙙꚹ꙾쓖룪썂궭꣮ꅃ 戮냝ꣷ땯꧱ꩠ띎뚵??뷐던뷍귻Ꙣ뿯뻜땯꧱맯뙈껉ꅁ뚷ꩠ띎꣼던맯뙈ꪺ꧊ꝏꅁ뺨뙱ꕈ놵꫱ꡫ?ꑫ㴱㨱ꪺꓱ꣒꣓땯꧱ꅃ? 닄ꑇ뎡ꗷ:던뷍ꛦꭥ럇돆 ㄮ뷐Ꙑ뻇륷ꗽ럇돆?ꓤ귬ꑬ떧?ꓤ륝떧? 132
㈮뷐Ꙑ뻇ꗽꗽ럇돆보얪ꑆ룑ꖻ던뷍뫵굮?㌮뻣엩던뷍껉뚡ꑪ곹ㄵ-40꓀쓁(ꙝꑈꛓ늧) 4.뷐Ꙑ뻇ꕈꙮꪺꓟ놡뭐멁ꯗꕨ궱맯ꡃꑀꚸꪺ던뷍ꅁꣃꕂ멁ꯗ굮룛삵ꅁ굙륊꣬던뷍ꚳ쎪ꅁꟆ뇦Ꙑ뻇뫉ꑀ꓁돌ꑪꪺ굀ꓟꕨꝖꑏꕈ굵ꅃ?㔮뷐Ꙑ뻇Ꙣ냝ꣷ뷕걤ꯡꅁꙢ냝ꣷ닄ꑀ궶돌ꑗ뫝뛱ꑊ던뷍껉뚡Ꙑ뻇ꥭꙗꅁꕈ녯ꪾꡃꛬꙐ뻇굴덤뎡ꗷꅆꣃꙢ냝ꣷ뷕걤돌ꯡꅂꙢ냝ꣷ돌ꯡꑀ궶돌ꑕ뫝뛱ꑊ꣼던ꥭꙗ륱룜ꅁ뷐ꡃꛬ꣼던Ꝗꑏ륆꣬ꚹ굮ꡄꅁ?ꙝ결덯걏ꭋ꧳ꕈꯡ샋엧냝ꣷ꒺깥ꪺ돌ꙮ덱끔뻷라ꅁ뷐ꡃꛬ꣼던Ꙗ꣼던뮡ꧺꣃ꒣걏ꡃꑀꛬ뎣라덑륱룜던뷍꣬ꅁ꧒ꕈ뷐ꖦ귌꒣굮뻡ꓟꛛꑶꪺ쇴ꡰ꣼꣬ꖴ쉚℩ꅁ돌ꯡ쇙걏Ᶎ뇦ꡃꛬ꣼던Ꙣ꣼던륌땻꒤ꅂꝖꑏꕈ굵ꙡꕨꞹꚨ냝ꣷ뷕걤ꅁ꒣굮뮴뗸뻣엩냝ꣷ뷕걤ꪺ꒺깥뭐륌땻ꅃ?㘮뷐Ꙑ뻇돌ꯡꙢꚬꙞ냝ꣷ껉ꅁ뷐ꗽꗾ뎡샋걤ꑀ륍ꚳ때멼떪뛱뿹꒧덂ꅁ굙ꚳꅁ뮰뫲뷐꣼던ꙁ룉ꕒꑀꑕꅆ굙맯ꓨꫭꗜ꒣쑀띎뛱ꪺ룜ꅁꭨꕈꑦ쁙룉냝ꪺꓨꚡꅁꗎ륝떧뱧ꑕꕨꅁꣃ볐ꗜꧺ엣ꅃ?㜮굙땯뉻꣼던꓄뿯꣤ꕌ㨠†††††?껉ꅁꭨ뷐ꖦ뮡ꧺꣃ뛱뱧꒺깥ꅃ??닄ꑔ뎡ꗷꅂ냝ꣷ뙩ꛦ땻Ꟈ??꣼던ꭥꪺ냝귔뭹?ꑕꙃ뚶Ꟈ뙩ꛦ????ꝁꙮꅉ꒣ꪾ륄녺걏ꝟ꿠벷ꕘꑀ껉뚡ꅁ귌띑Ꙗ녺뷐뇐ꑀ냝썄ꅁ꒣ꗎ뻡ꓟꖻ냝ꣷ뛈낵뻇덎곣ꡳ꒧ꗎꅁ녺ꪺꗴ꛳귓ꑈ룪껆띎ꢣ떴맯ꭏ녋ꅁ띱뷐ꙷꓟꝀ떪ꅁ쇂쇂ꅉ쑀띎ꅂꭨ뙩ꛦꑕꙃ곛쏶ꥹꅆ꒣쑀띎ꅂꭨ룛삵ꙡ쇂쇂ꖦꪺ떴????굙쑀띎ꅂꭨ뙩ꛦ꣼던ꪺ냲ꖻ뇸ꗳ?녺ꙮꅉ뷐냝ꑀꑕꅂ녺꒵꙾뙑ꦰ둘랳†††ꅁꅝꕩꕈꛛꛦꝐ쉟ꅞ굙륆꣬녺ꪺ냲ꖻ굮ꡄꅁꭨꕩꕈ뙽ꥬ뙩ꛦꑕꙃ던뷍ꥹꅃ굙ꡓꚳꅁꭨ쇂쇂ꕌꅁꣃ뮡ꅵꖴ쉚ꑆꅶ! ??굙냝ꣷ뚶ꝑ뙩ꛦ뷕걤ꅁ뷐Ꙑ뻇쁈껉ꩠ띎꣼던ꪺ믝ꡄ뫃냝ꅁꣃ꒽ꖿ빁ꯗꙡ산ꝕ꣼던뙩ꛦ뷕걤뛱뱧ꅁꣃ쁈껉쁈ꙡꩠ띎ꛛꑶꪺ멁ꯗ걏ꝟ룛삵ꅁ엽꣼던꽤ꑕꙮꙌ뙈ꅃ???굙냝ꣷꞹꚨ뷕걤ꅁꭨꙐ뻇돌ꯡ믝띐쇂꣼던ꅁ쑀띎ꫡ뙏덯믲Ꙩꪺ껉뚡꣓뙩ꛦ냝ꣷ뷕걤ꅁ띐쇂녺맯ꖻ곣ꡳꪺ릩ꑏꓤ꯹ꅉ띱꾬†ꢭ엩ꙷ녤ꅂ꙰띎ꅉ? 닄ꕼ뎡ꗷ:ꑆ룑냝ꣷ꒺깥?냝ꣷ꒺깥Ꙁ꓀결꒭ꑪ뎡ꗷ??닄ꑀ뎡ꗷ?결꣼던뒿비륊쁜뚼ꖢ뭾ꪺ꒺깥?ꕝ걁땯ꗍ껉뚡ꅂꙡ쉉ꛬ롭ꅂ쁜왕ꙗ뫙ꅂꖢ뭾륌땻떲ꩇ?ꅂ띾꧒뇄꣺ꪺ룉뇏덂뉺꒺깥ꅂꚹꚸ쁜뚼껸뙏멁ꅂꡃꑈꖭꞡ쁜뚼껸뙏썂떥ꅃ?닄ꑇ뎡ꗷ?ꑆ룑쁜뚼껸뙏ꗳ궫굮꧊ꅂ쁜뚼ꖢ뭾쑙궫꧊ꖢ뭾쉫ꙝ?쎭ꥷ꧊ꅂ놱꣮꧊?떥ꅂꩁ냈ꑈ귻ꪺ녍띾땻ꯗꅂꧪꯨꕩ꿠꧊ꅂ룉뇏몡띎ꯗꅃ?닄ꑔ뎡ꗷ?듺뙱꣼던Ꙣꩁ냈룉뇏냝뚵ꑕꪺꩁ냈룉뇏듁뇦뭐ꩁ냈룉뇏셚껄ꅃ?닄ꕼ뎡ꗷ?ꑆ룑꣼던Ꙣ롧뻺ꚹꚸꩁ냈룉뇏ꑕꪺꯡ쓲ꛦ결띎맏ꅃ?닄꒭뎡ꗷ?냲ꖻꫀ롧굉뒺룪껆ꅃ??? 133
??ꕈꑕꭨ끷맯꽓ꝏꩠ띎ꪺ냝썄ꅁ꓀ꝏ뙩ꛦ뮡ꧺꅇ?뷐녺Ꙟ띑ꑀꑕꅂ륌ꕨꑀ꙾꒺Ꙣ쁜왕ꗎ쁜껉ꅁꚳ꒰믲ꖢ뭾ꗳ걏녺ꛜ꒵꒴Ꙍ뙈뉠꣨ꪺꅁ굙ꚳꅂ뷐녺둎룓ꗳꙞ떪ꑕꙃ냝썄ꅃ?닄ꑀ뎡ꗷ?ꩁ냈ꖢ뭾뭐룉뇏덂뉺ꪺꗳꚬ뚰??ㄮ땯ꗍ껉뚡??ꑪ곹뙚싷뉻Ꙣꚳ彟彟彟?귓ꓫ?㈮쁜왕ꙡ쉉ꛬ롭? ꕟ뎡ꙡ냏(1.ꆼꕸꕟꖫꅂ2.ꆼꕟꅂ냲ꅂ껧ꅂꛋꅂ굝(뾤)ꖫ) 뎡ꙡ냏(3.ꆼ낪뚯ꖫꅂ4.ꆼ맅ꅂꅂ낪ꅂꯌꅂ볪(뾤)ꖫ) ꒤뎡ꙡ냏(5.ꆼ꒤ꅂ맼ꅂ뚳ꅂ(뾤)ꖫ) ꩆ뎡ꙡ냏(6.ꆼꥹꅂꫡꅂꩆ(뾤)ꖫ)?㌮쁜왕ꙗ뫙? 彟彟彟彟彟彟彟彟彟彟彟彟彟???㐮ꖢ뭾꒺깥ꪺ륌땻ꅇ럭껉땯ꗍꑆ꒰믲ꅈ맯ꓨꪾ륄덯귓ꖢ뭾뛜ꅈ럭ꖢ뭾땯ꗍ껉ꅂ걏뷖ꗽꕄ냊땯쒱뿹뭾ꅈꅝꩁ냈ꑈ귻ꅂ녺ꖻꑈꅂ닄ꑔ꙰ꑈꝩꪾꅞꅃ뷐둎ꗳ꒺깥뺨뙱룔닓둹굺ꅃ?㔮맯꧳덯귓ꖢ뭾ꅁ뉻돵ꑈ귻낵ꑆ꒰믲룉뇏ꛦ냊ꅈ??ꩠ띎뚵????ꅹ뷐ꙕꛬ뚷산ꝕ꣼던ꅁ꧒뛱뱧Ꙣ냝ꣷꑗꪺꖢ뭾꒺깥ꅁꖲ뚷굮걍떹맯ꓨꩁ냈ꑈ귻ꪾ륄ꖢ뭾ꅁꝟꭨ꒧ꯡ꧒뛱뱧ꪺꩁ냈룉뇏꒺깥ꅁ녎라맯ꯡ쓲ꪺ룪껆꓀꩒늣ꗍ쏶쇤꧊ꪺ뱶암ꅁꕩ꿠라꣏뻣ꗷꢯ굗뛱떪ꪺ냝ꣷ엜ꚨ때껄ꅃꅺ???ꅹ굙ꖢ뭾꒺깥ꕘ뉻덜Ꙩ쏾꙰ꑕꪺꪬꩰ뉖ꙘꙢꑀ끟ꅁꢺ믲돌ꯡ쇙녯ꙁ뷐꣼던ꑦ쁙ꫭꗜꛛꑶ돌궫뗸ꅂ돌꒶띎ꪺꖢ뭾걏꒰믲ꅁ땍ꯡꙁ뷐던뷍귻ꗎ륝떧냩뿯꣤꒤ꕄ굮꒺깥걏껑뱧꣼던돌궫뗸ꪺꙡꓨꅃꅺ??뵤꣒??꙰뙩ꑊꙢꛨ쁜왕ꙙ뚺ꅁ1.Ꞥꑆꯜꑛꅁ뗦쇙ꡓꑗ꣓ꅃꪽ꣬걍떹ꩁ냈ꑈ귻ꪾ륄ꅁꑾ산끥ꑗꅃ돌ꯡꑓ땯쒱2.쁈쁜쏘ꪺꡆ꧔ꣽ륄꒣ꙮꅁ걤냝떲ꩇ귬꣓ꡆ꧔ꑷ륌듁ꅃꛓꕂ3.ꩁ냈ꗍ멁ꯗꑑ꓀둣Ꙉꅁ엽ꯜ꒣낪뾳!??굙ꕘ뉻쏾ꕈꑗꖢ뭾꒺깥ꚳ덜Ꙩ?꙰ㄮ㈮㌮뚵?껉ꅁ뷐던뷍귻ꗟꝙꑦ쁙룟냝ꅁ덯ㄮ㈮㌮뚵ꢺꑀ귓걏꣼던돌꒶띎ꅂ돌꒣둲Ꟗꪺꙡꓨꅁ뷐던뷍귻뻚꣤뿯뻜ꅁꗎ륝떧Ꙣꕄ굮꒺깥ꑗ뙩ꛦ냩뿯ꅂ걏껑뱧꒧ꅃ??ꕈꑗ?ꅂ?꣢뚵ꭄ녠궫굮ꅁ뷐꒣굮ꦿ뗸℩????ꅹ뷐Ꙑ뻇Ꙣ덯료뚷산ꝕ꣼던Ꙟ띑ꑀꑕꅁ끏뻐룻뉠꣨ꪺꖢ뭾걏꒰믲ꅁ땯ꗍꖢ뭾륌땻걏꒰믲ꅈ결꒰믲놡ꛓꗍ껰ꅂ꒣둲Ꟗꅂ꒣몡띎?뷐ꖦ귌ꑪ랧둹굺ꑀꑕ?ꅺ?? 134
??ꅹ뷐Ꙑ뻇Ꙣ덯료뚷산ꝕ꣼던Ꙟ띑ꑀꑕꅁ럭껉뉻돵ꑈ귻낵ꑆ꒰믲룉뇏ꛦ냊?꒣뫞ꚳ걏ꡓꚳ룉뇏?ꅁ뷐꣼던ꧺꗕ뛱뱧뉍랡?ꅺ???ꅹ굙륊꣬꣼던뛈뛈ꕈꓖ볆ꪺꑀꅂꑇꕹ룜녡륌ꅁ뷐Ꙑ뻇ꕈꥍ떽ꪺ뭹껰?꙰꯴끕녺ꅁ녺걏꒣걏꿠뮡ꧺꪺꙁ뉍랡ꑀ쉉ꅁ덯료ꙮ릳Ꟗ굮ꞹ뻣ꑆꅁꕵ깴녺ꙁ룉ꕒ둘ꕹꛓꑷꅁ꯴끕ꅁꙁ산ꑀꑕꚣꅁꙮ뛜℩ꗟꝙꙁ끬냝ꑕꕨꅁ꒣굮엽꒺깥룪끔륌ꓖꅁ꣏녯ꯡ꣓곣ꡳ때ꩫ꣤Ꝑꥷꅺ???ꅹ돌ꯡ굙륊꣬꣼던ꙝ결꧈돂럐ꅁꛓ뛈뛈ꕈꓖ볆ꪺꑀꅂꑇꕹ룜녡륌ꅁꙁꯧ믲쑕뮡뛱뱧ꑝ꒣쑀띎ꅁꭨ뷐Ꙑ뻇ꛛꑶ뿋ꛛ룟냝꣼던띎ꢣꅁ뷐빁ꯗꙡꕈ륝떧룉ꕒ뛱뱧삳룓ꚳꪺ꒺깥?꙰땯ꗍꖢ뭾ꪺ끟ꙝ걏꒰믲ꅁ륌땻걏ꯧ믲땯ꗍꪺꅁ맯ꓨ?ꩁ냈ꑈ귻?낵ꑆ꒰믲엽ꝁ꒣몡띎?ꅺ?朮굙륊꣬꙾ꪺ꣼던ꅁ뷐ꕈ럅ꥍꚳ슧ꪺ멁ꯗꕨ궱맯ꖦ귌ꅁꣃꚳ굀ꓟꙡꣳꝕꖦ귌Ꝁ떪ꅁ굙ꖲ굮껉ꅂꕩ듀꙾꣼던녎썄ꗘ냡떹ꖦ귌얥ꅁꙁ뷐ꖦ귌꣓Ꝁ떪ꅃ? ꅹꛜ꧳꣤ꕌ꒺깥뷐곝냝ꣷꅁ굙꒣살ꅂ뷐ꕄ냊뭐곣ꡳ셰떸끑뷗ꅃꅺ 135
뿽 ꑔ 던 뷍 끖 뵭 룑 뮡 닄ꑀꡂ왊›
슲꒶???ㄮ?뮡ꧺꚹꚸ던뷍끖뵭룑뮡ꪺꗘꪺ?㈮?뮡ꧺ던뷍ꑵꝀ꒺깥뎯굺??ꑪ랧냝ꣷ땯꧱듁뚡ꅂ꣼던맯뙈ꅂ걉듺ꙡ쉉뵤돲ꅂ맪믚셻돵ꪺ냵ꛦ굮뚵ꅂ던뷍귻ꪺꑵꝀ앶덤ꅂꑷ뛱뱧냝ꣷ꒧ꯡ쓲녈Ꙟ덂뉺ꅹ녈Ꙟꑷ뛱냝ꣷꪺ돌ꯡ녈ꕘ듁궭ꅺ떥떥????닄ꑇꡂ왊›?냝ꣷ룕뛱???ㄮ?꒶닐냝ꣷ꒺깥?꒭ꑪ꓀쏾걱뢨?뛱뱧ꓨꚡ?㈮?뷐던뷍귻ꛛꑶ맪믚룕뛱냝ꣷ??愮Ꙑ껉룑뮡ꛛꑶ뙽ꥬ군뙱뛱뱧껉뚡ꅁꪽ꣬냝ꣷ뱧ꞹ결ꓮ???Ꙣ냝ꣷ뛱뱧륌땻꒤ꅁ룑뮡ꣳꝕ던뷍귻뚶ꝑ뛱뱧냝ꣷ꒺깥ꅁꣃ룑ꡍ꣤뫃뱻??㌮?Ꙣꗾ엩던뷍귻뱧ꞹ냝ꣷꯡꅁ닎ꑀꙡ룟냝꣤냝ꣷ뫃뱻꒧덂ꑀ곰땯꽓ꝏꪬꩰꅁꣃ꒩ꕈ룑쓀Ꙟ싐ꅆꙐ껉ꣃ뵔뭻맯ꓨ걏ꝟ꽵ꖿꙡꞹꗾꑆ룑냝ꣷ꒺깥꒤ꪺ썄띎ꅃ???닄ꑔꡂ왊›
던뷍끖뵭뮡ꧺ???ㄮ?뮡ꧺ던뷍귻끖뵭뫵굮꒺깥ꅁꣃ맯럓냝ꣷ꒺깥?㈮?닄ꑀ뎡ꗷ?뮡ꧺ꣼던맯뙈ꅂ싪ꥷ쁜왕뵤돲ꅂ쁜뚼ꖢ뭾뭐ꩁ냈룉뇏ꪺꙗ뗼룑쓀ꅂꧢ볋ꓨꚡ?룑뮡뗸맪믚놡ꩰ꒩ꕈꛛꛦ뷕뻣땯꧱ꓱ꣒ꡃꑈ땯꧱볆뙱??㌮?닄ꑇ뎡ꗷ?던뷍ꛦꭥ럇돆???덂뉺멼떪껉ꪺ룉뇏ꪬꩰꅂ던뷍귻꣼던ꪺꥭꙗ륱룜ꅂ던뷍껉뚡떥??㐮?닄ꑔ뎡ꗷ㨠냝ꣷ뙩ꛦ땻?㔮?닄ꕼ뎡ꗷ?ꑆ룑냝ꣷ꒺깥냵ꛦꩠ띎닓뚵??ꓱ맯냝ꣷ꒺깥ꅁ귬ꭨꑗ룑뮡ꑀꑀ럓썄ꗘ뚶Ꟈ솿굺ꅂꣃ뗸맪믚럭돵던뷍귻ꪺꑆ룑땻ꯗ꣓꒩ꕈ뱗듮룑뮡냝ꣷ꒺깥ꅂ썄띎ꅂ뿯뚵ꪺ떪싐ꓨꚡ떥??㘮?돌ꯡ뮡ꧺꑷ뛱냝ꣷꙞ싐ꪺ덂뉺ꓨꚡ??럓룑뮡뭳ꥷꪺ껉뚡결냝ꣷ돌ꯡ녈ꕘꪺ멉ꓮ듁궭?? 136
