마케팅 분야 세미나를 아래와 같이 개최하오니, 관심 있는 분들의 많은 참석 부탁 드립니다.

1. 일시: 2018년 4월 12일 (목), 16:00~17:20
2. 장소: 9호관 3층 9303강의실
3. 강사: 김사라 교수 (The University of Hong Kong)
4. 주제: Service with Emoticons: How Customers Interpret Service Employees’ Use of Emoticons in Online Service Encounters
5. 연구분야: 마케팅 분야
* Lecture will be delivered in Korean.

Abstract
Across six studies, including both laboratory and field experiments, the current research examines customers’ perceptions of a service employee’s use of emoticons in online service encounters. We show that customers perceive service employees who use emoticons as higher in warmth but lower in competence than those who do not (study 1). We also identify an emoticon’s unique characteristic that is distinct from nonverbal cues in face-to-face communications (study 2) and compare emoticons with other online casual languages, particularly internet slang (study 3). We further show that the proposed emoticon effects apply to both positive and negative emoticons and are conditional on customers’ relationship norm orientation (study 4). Specifically, communal-oriented (exchange-oriented) customers are more likely to infer higher warmth (lower competence) and thus to be more (less) satisfied with the service when a service employee uses emoticons. We also examine two practically important contextual factors, unsatisfactory service outcomes (study 5) and employees’ extra-role service behaviors (study 6), that can situationally override customers’ general relationship norm orientation and thus influence customers’ attitudes toward the service and actual purchasing behaviors