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The Effect of the Interpersonal Attraction of Service Employees on a Customer’s Perceived Value

Kim, Kwon-Soo 1 허진 2

1인덕대학교
2한국방송통신대학교

Excellent Accredited

ABSTRACT

This study examines the effect of interpersonal attraction among service company employees on a customer's perceived value. This was done in order to confirm the interpersonal attraction of service employees needed to enhance the performance of service companies. The categories of interpersonal attraction were defined in terms of physical attraction, social attraction, and task attraction. Perceived value was divided into quality value, emotional value, price value, and social value. The samples used were taken from those who had experienced receiving service in restaurants. This was done because restaurants are one of most common places in which most people often experience the attraction of a service provider. The survey was conducted in Seoul Station in an area of constant human movement with 317 questionnaires being used to obtain the results. By applying factor analysis, interpersonal attraction converged into three factors according to the research design. However, as the quality value and the price value converged into one factor, perceived value separated into three factors being: quality-price value, emotional value, and social value. As a result, task attraction had a positive effect on quality-price value but physical attraction had a negative effect on it. Task attraction and social attraction had a positive effect on emotional value. Physical attraction, task attraction, and social attraction all had a positive effect on social value.

Citation status

* References for papers published after 2022 are currently being built.