서비스 제공자들의 고객지향성이 직무만족에 미치는 영향 : Co-creation의 매개를 중심으로

최우리,박종희,김도일 한국마케팅관리학회 2020 마케팅관리연구 Vol.25 No.2

서비스 산업이 지속적으로 성장함에 따라 서비스 제공자들의 수와 다양성도 증가하고 있다. 그들이 겪는 감정적 소모와 감정 노동의 종류와 강도가 점차 증대되고 있다. 이에 따라 본 연구에서는 서비스 제공자들의 관점에서 접근하여 그들이 서비스 과정에서 부정적 감정을 덜 지각하고 직무 만족도를 향상시키는 방안으로 Co-Creation(가치공동창출, 이하 C.C)을 제안하고자 한다. 기존의 연구는 C.C가 제품과 브랜드를 디자인, 개발, 제조하여 전달하는 과정에서 소비자 관점에서 혜택이 있는 것으로 간주하였다. 본 연구에서는 이를 확장하여 서비스를 생산, 전달하는 상호작용 과정에 C.C를 적용하여 서비스 제공자의 관점에서 C.C를 검토하고자 한다. 본 연구는 서비스 제공자의 고객지향성이 사전 C.C단계의 서비스 행동과 C.C 과정 중의 서비스행동으로 구분되어 영향을 미치는 것으로 보았다. 그리고 서비스 제공 이전의 사전 C.C행동과 C.C과정 중의 행동은 서비스 제공자의 긍정적인 감정을 향상시키고 부정적인 감정을 완화시켜 결과적으로 직무 만족도에 상이한 영향을 미칠 것으로 보았다. 미용 서비스 제공자들을 대상으로 실증 분석한 결과는 다음과 같다. 서비스 제공자의 고객지향성 성향은 사전 C.C의 행동과 C.C 과정 중의 행동에 유의한 영향을 미치는 것으로 나타났다. 사전 C.C의 행동은 C.C 과정 중의 행동에 유의한 영향을 미치는 것으로 나타났다. C.C 과정 중의 행동은 긍정적인 감정에는 유의한 영향을 미치지만 부정적인 감정에는 유의한 영향을 미치지 않는 것으로 나타났다. 마지막으로 긍정적인 감정과 부정적인 감정은 직무 만족도에 유의한 영향을 미치는 것으로 나타났다. As the service industry continues to grow, so do the number and the diversity of service providers. The types and intensity of emotional consumption and emotional labor experienced by service providers are increasing. This study intends to suggest Co-Creation(C.C) as a way to approach the service provider's point of view and to make them less aware of negative emotions in the service process and to improve job satisfaction. In the past, C.C was considered the benefits from a consumer’s perspective in designing, developing, manufacturing and delivering products and brands. This study extends the past study and intends to examine C.C from the perspective of service providers by applying C.C to the interaction process of producing and delivering services. The purpose of this study is to suggest that the customer orientation of service providers affects the service behavior in the pre-C.C stage and the service behavior during the C.C process. In addition, the service behavior in the pre-C.C stage and the service behavior during the C.C process will affect positive and negative emotions of service providers and consequently the job satisfaction. The empirical results of the beauty service providers are as follows. The customer orientation of beauty service providers was found to have a significant effect on pre-C.C behavior and behavior during the C.C process. Pre-C.C behavior was found to have a significant effect on the behavior during the C.C process. Behavior during the C.C process had a significant effect on positive emotions, but not on negative emotions. Lastly, positive and negative emotions had a significant effect on job satisfaction.

서비스접점에서 다차원적 혜택이 소비자 참여에 미치는 영향- 서비스접점 종업원 인적 서비스를 중심으로 -

최우리,박종희,김도일 대한경영정보학회 2020 경영과 정보연구 Vol.39 No.2

본 연구는 서비스접점에서 소비자들이 보다 우수한 서비스를 제공받기 위하여 적극적인 소비자 참여를 수행하는요인을 다차원적으로 검토하여 소비자 참여의 주요 유발 요인을 규명하고자 한다. 또한 소비자 참여를 수행하는 동안 소비자들이 경험하는 긍정적 감정과 부정적 감정을 경험하는데 서비스접점 종업원의 서비스가 미치는 영향을 검토하고자 한다. 본 연구의 대상 서비스 산업은 미용 서비스이다. 미용 서비스는 상호작용의 시간이 상대적으로 길고, 소비자 참여의 정도가 서비스 결과에 큰 영향을 미칠 가능성이 크기 때문에 접점 종업원의 서비스가 중요한 산업 중의 하나이다. 실증 분석을 위하여 일반 소비자 446명을 대상으로 설문조사를 실시하였다. SPSS와 AMOS분석을 실행하였다. 연구 결과는 다음과 같다. 먼저, 관계적 혜택은 소비자 참여에 유의하지 않으며 기능적 혜택과 쾌락적 혜택은 유의한것으로 나타났다. 소비자 참여는 긍정적 감정에는 유의한 영향을 미치지만 부정적 감정에는 유의한 영향을 미치지못하는 것으로 나타났다. 접점 종업원의 서비스는 긍정적 감정과 부정적 감정 모두에 유의한 영향을 미치는 것으로나타났다. 마지막으로, 긍정적 감정과 부정적 감정은 모두 서비스 품질에 유의한 영향을 미치는 것으로 나타났다. 미용 서비스는 사회적 가시성이 높은 산업이기에 관계적 혜택은 소비자 참여를 유발하는데 유의한 영향을 미치지는 못하는 것으로 나타났다. 소비자들이 지각하는 부정적 감정이 서비스 품질에 유의한 영향을 미치지는 않았으나일부의 부정적 감정이 유의하지 않은 것으로 해석된다. 추후 연구에서는 부정적 감정 차원을 보다 면밀히 분류할 필요가 있을 것으로 판단된다. 또한 접점 종업원으로 인해 발생하는 감정을 검토할 필요가 있을 것이다. 마지막으로 접점 종업원의 다양한 서비스를 검토할 필요가 있을 것이다. This study intends to identify the main triggers of consumer participation behavior by multi-dimensionally reviewing factors affecting active participation behavior in order for consumers to receive better service at service encounter. We also want to review the impact of service contact employees' human services on consumers’ experience of positive and negative emotions while performing participation behavior. This study targeted beauty salon services. Beauty salon services are one of the most important industries for human services because of the relatively long time interaction and the high degree of consumer participation that has a great influence on service outcomes. For an empirical analysis survey was conducted on 446 general consumers. SPSS and AMOS analysis was performed. The results of this study are as follows. First, relational benefits were not significant for consumer participation behavior, and functional benefits and hedonic benefits were significant. Consumer participation behavior was found to have a significant effect on positive emotions, but not on negative emotions. It has been shown that the service provider's human service has a significant effect on both positive and negative emotions. Finally, both positive and negative emotions were found to have a significant effect on service quality. Since beauty services are an industry with high social visibility, it has been shown that relational benefits does not significantly affect consumer participation. Negative emotions perceived by consumers did not significantly affect service quality. It may mean that some negative emotions are insignificant. Further studies will need to classify the negative emotion dimension more closely. It is necessary to review the feelings arising from service employees. Finally, it is necessary to review the various types of services of contact employees.

‘논쟁적 에너지’ 원자력발전 해답을 찾기 위한 언론의 혜안 찾기

최우리 한국언론진흥재단 미디어본부 2023 월간 신문과 방송 Vol.630 No.0

소비자 관점의 소비자 참여행동이 서비스 품질, 가치 및 재구매 의도에 미치는 영향

최우리,박종희 한국마케팅관리학회 2009 마케팅관리연구 Vol.14 No.4

The importance of customer participation has been emphasized in the purchasing process of products or services. The previous studies on the customer’s participation mostly reviewed the benefit of customer participation from the perspective of service organization but not from the perspective of customers. This study claims that customer’s participation in the purchasing process of services can be recognized as a behavior which increases the result of services from customer’s perspective. Based on existing references, this study examines the patterns of participation behavior of customers to confirm their services result. Also, the study analyzed how each pattern of participation affects the customer’s decision on the quality of products, services value and the purpose of repurchase. Finally, this study also reviewed the customer participation suggested by Kellogg (1997). The consumer participation behavior for service quality assurance was divided into four forms : participation for relationship building with the service provider, participation for information exchange in the service encounter, participation for intervention in the service process and participations for suggestions to the service provider. The empirical findings showed that participation for relationship building with the service provider and participation for information exchange in the service encounter affect the service quality significantly. But participation for intervention in the service process and participations for suggestions to the service provider are not significant. And service quality affects service value and repurchase intention positively. Managerial implications and limitations were discussed, and some directions for future research were suggested. 최근 제품이나 서비스 구매과정에서 소비자 참여행동에 대한 중요성이 부각되고 있다. 그동안 소비자참여 에 관한 선행연구들에서는 소비자 참여행동의 혜택을 주로 서비스 조직의 관점에서 검토해 왔고, 소비자의 관점에서 접근하는 연구는 상대적으로 적었다. 본 연구는 서비스 구매과정에서 소비자참여가 소비자의 입장 에서 자신들이 제공받는 서비스 결과를 향상시키려는 행동으로 보았다. 이러한 관점에서 기존 문헌을 토대로 소비자가 서비스 결과를 확신하기 위해 수행하는 소비자의 참여행 동의 유형에 대해 검토하고, 이러한 참여의 각 유형이 소비자의 지각된 품질과 서비스 가치 그리고 재구매 의도에 어떠한 영향을 미치는지를 실증적으로 분석하였다. 또한 본 연구에서는 Kellogg 외(1997)에서 제안 한 소비자참여행동의 차원을 재검토하였다. 실증분석 결과 소비자들의 참여행동은 서비스 제공자와의 관계구축을 위한 참여, 서비스 과정 중의 정보 제공 참여, 서비스 과정에 개입 및 중재 참여행동, 그리고 서비스의 개선을 위한 제안 참여로 구분되었다. 이러한 참여행동은 서비스 품질지각에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 그리고 서비스 품질은 서비스 가치와 재구매 의도를 향상시키는 것으로 나타났다.

한국어 버전 Standardized Cosmesis and Health Nasal Outcomes Survey의 타당도 및 신뢰도 검증

최우리,김신애,김성희,장용주 대한이비인후과학회 2020 대한이비인후과학회지 두경부외과학 Vol.63 No.4

Background and Objectives The 10-item Standardized Cosmesis and Health Nasal OutcomesSurvey (SCHNOS) is a recently developed questionnaire for assessing both nasal obstructionand nasal cosmetic satisfaction. It is widely used in rhinoplasty clinics based on itshigh level of reliability and efficacy in Western countries. In this study we evaluated the validityof the Korean version of the SCHNOS (K-SCHNOS). Subjects and Method The SCHNOS was translated into easily-understandable Korean followingthe guideline of the developers. Twenty-seven patients undergoing rhinoplasty and a controlgroup of 29 non-rhinoplasty patients completed K-SCHNOS twice at intervals of 2 weeks regardlessof pre- or postoperative state. The K-SCHNOS was evaluated for internal consistency,test-retest reliability, and validity. Results Of the 56 study participants, 39 (69.6%) were male and 17 (30.4%) were female, withthe mean (standard deviation) age of 33.5 (12.9) years. Both obstructive domain and cosmeticdomains showed high internal consistency with their respective Cronbach’α values being 0.92and 0.91. The correlations in the test-retest analysis for each item were acceptable, ranging from0.6-0.82. The association between the obstructive domain and cosmetic domain was 0.48 (95%confidence interval, 0.32-0.61), indicating a very weak correlation. Conclusion The K-SCHNOS has proven to be a reliable and valid questionnaire to be used byKorean-speaking patients undergoing functional or cosmetic rhinoplasty.

자가보고 설문 데이터 기반 정신건강 검진도구 개발 예비 연구: 전반적 기능 상태와의 연관성을 중심으로

최우리,황우정,김현식,김민아,권준수 대한신경정신의학회 2022 신경정신의학 Vol.61 No.4

Objectives Mental health is not only closely related to daily functioning but also affects adaptability to issues in life. To date, however, there have been no simple and widely available screening tools that assess general mental health. Therefore, we sought to conduct a preliminary study for the development of a general mental health screening tool that can easily detect mental health problems at home. Methods We administered nine self-report questionnaires and the Global Assessment of Functioning (GAF) scale to 143 patients with psychosis, a typical mental illness, 125 subjects with a clinical high-risk for psychosis, a representative group with non-specific psychiatric symptoms such as depression or anxiety, and 118 healthy subjects as controls. A machine learning approach was used to identify a set of items that optimally predicted the GAF scores. A model was trained using the random forest algorithm, and the set limit was measured through ABC analysis to select the final set of questionnaire items. Results The results showed that 12 items from four questionnaires were included in the function prediction model; the Positive and Negative Affect Scale 1, 8, 17, 19, the Beck Depression Inventory 6, 14, the Symptom Checklist 3, 5, 15, 20, and the Affect Intensity Measure 39. The average mean squared error, which is representative of model performance, was 879.07. Conclusion These results suggest that these 12 self-report items could comprise a simple and easy mental health screening tool. We propose to conduct a follow-up study on a large general population to validate the clinical usefulness of this preliminary screening tool.

검찰 취재현장 이렇게 달라졌다

최우리 관훈클럽 2020 관훈저널 Vol.- No.154

The Impact of National Health Insurance Coverage on Compliance With Positive Airway Pressure Therapy in Patients With Obstructive Sleep Apnea

최우리,배미례,정유삼 대한이비인후과학회 2022 Clinical and Experimental Otorhinolaryngology Vol.15 No.1

Objectives. Compliance with positive airway pressure (PAP) in patients with obstructive sleep apnea (OSA) directly affects its treatment efficacy. Since July 2018, polysomnography and PAP therapy have been covered by the National Health Insurance (NHI), which has reduced the price barrier and promoted PAP therapy in Korea. This study aimed to compare changes in PAP compliance before and after NHI implementation. Methods. This study is a retrospective analysis in a tertiary hospital setting in Korea. From 2011 to 2019, patients with OSA (apnea-hypopnea index ≥5) treated using a PAP device for ≥1 month were included. They were classified as belonging to the pre-insurance (PI) group (having started PAP before July 2018) or the NHI group (having received a PAP reimbursement by the NHI service). We collected and analyzed medical records and PAP use information for between-group comparisons of compliance. We defined compliance as the percentage of usage days, the percentage of days with usage for ≥4 night hours, and average daily usage hours. Results. We included 146 and 100 patients in the PI and NHI groups, respectively. Automatic PAP mode and NHI were independent predictors of compliance B at the 3- and 9-month follow-up points. The NHI group showed significantly higher compliance A at 3, but not 9 months. For compliance B, the NHI group showed significantly higher compliance than the PI group at 1 month and 3 months, but not at 9 months. Compared with the PI group, the NHI group showed significantly higher compliance C only at 3 months. Conclusion. The NHI has positively affected PAP therapy in patients with OSA. Insurance policy may affect compliance within the first 3 months of PAP therapy.

언론, 기후위기에 어떻게 대처하고 있나

최우리 관훈클럽 2021 관훈저널 Vol.- No.159

20대들의 SNS 충동구매 이대로 괜찮은가? 인스타그램을 중심으로

최우리,윤한성,김도일 K기업경영연구원 2023 KBM Journal(K Business Management Journal) Vol.7 No.3

According to recent SNS precedent studies, the number of studies mentioning that mobile usage time has increased due to the COVID-19 situation and that there is a change in purchasing behavior as a result is increasing. In particular, the purchase pattern on Instagram, which is used as a major platform by the MZ generation, was different from the purchase pattern on existing SNS. The relationship between relative deprivation, conspicuous consumption, sympathetic consumption, and impulse purchase was reviewed as major situational characteristics that are mentioned as purchase patterns of the MZ generation. Analyzing the relationship between situational characteristics and impulse purchase by structurally analyzing the relationship between consumption propensity planned as consumer characteristics, and impulse purchase. In addition, the time exposed to social media has naturally increased in the COVID-19 situation, it is very important to review the impact of this increased exposure time on consumers' purchase behavior, especially impulse purchases. The role of moderating variables between exposure time and impulse purchase was also examined. As a result of the study, among the situational characteristics of consumers, conspicuous consumption had a significant positive effect on impulse purchase, while relative deprivation and sympathetic consumption did not have a significant effect on impulse purchase. It was found that planned consumption propensity as a consumer characteristic significantly reduced impulse purchases. It was confirmed that conspicuous consumption acts as a major influencing factor among consumers' consumption propensity, and it is confirmed that it is easily shared on SNS and acts as a means of expressing oneself, acting as a factor to certify the purchase of expensive products. The moderating effect of SNS exposure time was not significant. This is interpreted as the fact that factors such as the frequency of exposure of advertisements, the degree of relevance, and the reliability of advertisements are more important than the simple physical exposure time. It is judged that the exposure time needs to be continued in the future study.