감정노동을 수반하는 접점직원의 관리에 관한 연구 = 자기결정성이론과 고객지향성을 중심으로

국문 초록 (Abstract)

본 연구는 이른바 ‘갑’질이 사회적 쟁점으로 등장하여 관심을 끌게 된 감정노동을 대상으로 한 연구다. 서비스노동은 기존의 제조경제 노동과는 달리 고객을 직접 상대하는, 즉 쌍방작용성이란 직무특성으로 인해 감정적 어려움을 겪게 되는데, 이를 감정노동이라 한다. 따라서 이런 직무를 담당하는 직원의 관리는 모순에 직면하게 되는데, 서비스품질과 생산성이다. 이 모순을 해결하기 위해 고안된 것이 서비스-이익사슬모델과 내부마케팅모델이다. 두 모델은 접점직원만족을 중심으로 논리를 전개하고 있어 유사한데, 접점직원이 감정노동을 수반하는 직무를 수행한다는 점을 간과하고 있는 한계를 공히 가지고 있다. 본 연구는 서비스경제로의 전환과 함께 인적자원관리 연구에서 새롭게 등장하고 있는 자기결정성이론과 접점서비스를 할 때 가장 중요한 신념으로 논의되는 고객지향성에 근거하여 두 모델의 한계를 극복하는 것이 목적이다. 이를 위해 구체적으로 세 가지 가설을 제기하여 대표적인 감정노동의 현장인 증권회사 인바운드 콜센타상담사를 대상으로 검증하였으며, 연구결과에 근거하여 감정노동을 수반하는 접점직원관리의 기존모델을 수정하는 방안을 제시하면 다음과 같다. 먼저, 두 모델 모두 자기결정성이 높은 관리방식인 서비스유연성으로 접점직원의 만족을 유도해야 한다는 점을 반영해야 할 것이다. 다음으로, 고객지향성을 두 모델 모두에 매개변수로 강조할 필요가 있다. 구체적으로 서비스-이익사슬은 “자기결정성이 있는 내부서비스품질 → 직원만족 → 고객지향성 → 서비스성과(고객만족, 고객애호도, 매출 및 이익 등)”로, 내부마케팅모델은 “자기결정성이 있는 내부마케팅활동 → 직원만족 → 고객지향성 → 서비스성과”로 수정할 것을 제안한다.

다국어 초록 (Multilingual Abstract)

The unethical behavior of party A(denoting the superior party in an unequal contractual relation), ‘Gapzil(in Korean)’, has become a social issue after the incident involving an executive of a big corporation and a cabin crew member of a Korean Air Flight. Although manufacturing economy was shifted to service economy and information economy, emotional labor hasn"t received attention by academic and social areas. This study is to analyze the management of emotional labor, while the existing study has studied these subjects focusing mostly on emotion and the emotion-coping strategy. To solve the paradox of enhancing service quality and productivity in the frontline service at the same time, the management of emotional labor has been approached with two models; service-profit chain and internal marketing. The two models, focus on the satisfaction of frontline employees and have a weakness of not considering the difficulty of emotional labor.
To solve the paradox, this study aims to find new ideas based on the self-determination theory and customer orientation. To that end, three hypotheses are proposed and tested using data from an in-bound call center of a Korean securities brokerage companies. The result shows that the service flexibility has a high impact on caller"s satisfaction. This is to say, among the internal marketing mix, self-determination factor is the key to solve the difficulties of emotional labor most effectively. Secondly, emotional labor"s satisfaction, mediated by customer orientation, has a positive effect on job performance. This is to say that the paradoxical task of enhancing both the employee satisfaction and service performance is solved through the deep belief of frontline employee towards customer orientation. Based on these findings, we can suggest two modified models as follows; “service quality based on self-determination → employee satisfaction → customer orientation → service performance”, “internal marketing based on self-determination → employee satisfaction → customer orientation → service performance.”

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 문제제기와 연구목적
• Ⅱ. 이론적 논의와 가설의 설정
• Ⅲ. 연구대상과 연구방법
• Ⅳ. 가설검정
• Ⅴ. 결론
• 참고문헌

참고문헌 (Reference)

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