고객센터에서 상담사의 직무탈진감이 고객지향성, 직무만족 및 이직의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

A customer center is a specialized division of a firm that directly deals with customer interactions at the front-line service encounter. From firm`s perspective, a customer center is a key division that executes customer relationship management (CRM) by which customer satisfaction and customer loyalty are maintained and new potential customers are acquired. On the other side of the coin, customers view customer centers as a major channel to contact firms due to an enriched accessibility and convenience promised by the centers. Recently, telephone contacts to customer centers have been, at large, active worldwide. However, the online chatting and video counseling, attributable to ongoing development in IT technology, have been widely getting into deployment. While these trends indicate an increasing importance in the functioning of the customer centers from both firms` and customers` perspectives, attention and resource allocation on customer service representative (CSR) are insufficient. The role and job obligation of the CSR are getting much important and sophisticated. Nevertheless, the social recognition for the CSR`s job function has still remained relatively low. Under these circumstances, this study focuses on CSRs` job burnout-the most troublesome situation on work. In a customer center, CSRs are easily exposed to high levels of job burnout during a large number of interactions with customers who have various service demands and complaints. Job burnout of a CSR give rise to negative outcomes like high turnover, reduced customer orientation and decreased job satisfaction to a customer center. Therefore, job burnout of a CSR is an important part to be considered in managing a customer center. To explain CSRs` job burnout, we derive the most severe factors, postulated in the literature, that are vulnerable to increase job burnout as well as the factors that decrease the burnout. We consider role ambiguity, work overload, an emotional labor as the factors increasing job burnout. The decreasing factors, on the other side, consist of monitoring and/or feedback, supervisor`s support, and career path development. In this study, we empirically assess the individual effects of those factors on job burnout. Next, we examine how job burnout is essentially related to the variables on performance such as turnover intention, customer orientation, and job satisfaction. In addition, we empirically test the relationships among job satisfaction, customer orientation, and turnover intention. A survey was conducted with CSRs in the customer center. A total of 272 responses from six customer centers were used for the analysis. The major findings are as follows. First, CSR`s job burnout increases due to role ambiguity, work overload, and emotional labour. Generally, customer centers have the standard job manual for customer service which describes CSR`s role, responsibility, and authority. In addition, customer centers continue to offer training and learning programs to a CSR. This is effective to reduce CSR`s role ambiguity, and consequently it is beneficial to diminishing job burnout. When a CSR experiences work overload, that is, a CSR has a difficulty to deal with works at a given time, CSR`s job burnout increases. Therefore, a customer center tries to resolve work overload of a CSR by grasping a reasonable workload. In terms of emotional labour, a customer center should try to manage an emotional labour of a CSR experiencing in many interactions with customers. A CSR does an emotional labour in that a CSR continuously expresses a certain emotion required by an organization irrespective of own real emotion and thinking. Second, only supervisor support is effective in decreasing job burnout while monitoring/feedback and career path development are not statistically significant for job burnout. Note that offering a CSR career path to discourage turnover could increase job burnout although the effect of career path on job burnout is not sig

참고문헌 (Reference)

1 김홍기, "효율적인 상담원 관리에 관한 제언: 아웃바운드 Sales 센터 중심" 8 : 96-103, 2006

2 이수광, "호텔 종사원의 경력특성이 경력몰입과 고객지향성에 미치는 영향" 한국경영학회 35 (35): 557-577, 2006

3 김성필, "항공사 종업원이 지각하는 승진장벽이 조직몰입, 직무만족 및 이직의도에 미치는 영향에 관한 연구" 대한관광경영학회 22 (22): 65-87, 2007

4 지윤정, "한국형 콜센터를 위한 3자(상담원, 관리자, 회사)의 과제" 8 : 10-24, 2006

5 김상희, "판매원의 감정지능과 탈진감 및 고객 지향적 판매행동의 관계에 관한 연구" 한국경영학회 35 (35): 183-225, 2006

6 서문식, "판매원의 감정부조화와 감정적 고갈이 고객지향성 및 고객의 서비스품질 평가에 미치는 영향" 한국마케팅학회 17 (17): 47-75, 2002

7 황태철, "콜센터시스템" 신광문화사 2004

8 송현수, "콜센터 매니지먼트" 새로운제안 2002

9 신강현, "직무탈진과 직무열의의 요구-자원 모델에서 정서노동전략의 역할 - 콜센터 상담원을 대상으로 -" 한국산업및조직심리학회 19 (19): 573-596, 2006

10 최수정, "인바운드 고객센터에서 서비스품질의 제고를 위한 상담사 직무만족 관리" 대한경영학회 22 (22): 3259-3285, 2009

11 강병서, "인과분석을 위한 연구방법론" 무역경영사 2002

12 이희영, "쇼핑센터 종업원의 개별직무특성과 이직의도 간의 관계에 대한 직무만족과 조직몰입의 매개작용" 한국마케팅과학회 10 (10): 27-43, 2002

13 정민정, "성별과 직급에 따른 직무스트레스원에서의 차이" 한국건강심리학회 9 (9): 729-742, 2004

14 윤장원, "서비스직에서 직무요구와 직무자원이 직무탈진에 미치는 영향과 개인특성의 조절효과" 대한경영학회 19 (19): 2531-2559, 2006

15 윤만희, "서비스종업원의 교환관계인식이 역할내외적행위수행에 미치는 영향" 한국경영학회 34 (34): 783-813, 2005

16 양범선, "서비스 종업원의 정신적 고갈에 관한 연구" 한국서비스경영학회 7 (7): 223-248, 2006

17 김남재, "서비스 종업원의 역할모호성이 고객지향성에 미치는 영향에 관한 연구" 한국경영학회 31 (31): 1-1183, 2002

18 윤만희, "서비스 접점 종업원 지원이 고객의 서비스 품질 평가에 미치는 영향" 29 (29): 65-83, 2000

19 안톤, 존, "상담원 이직의 최소화 (Minimizing Agent Turnover)" 안톤컨설팅 20-25, 2004

20 안운석, "내부마케팅에 관한 실증적 연구" 22 : 59-84, 2000

21 최수정, "고객센터에서 상담사의 셀프리더십이 상담품질, 고객만족, 신규매출에 미치는 영향" 한국산업경제학회 22 (22): 1807-1832, 2009

22 Locke, E. A., "What Is Job Satisfaction?" 4 : 309-336, 1969

23 Bakker, A. B., "Using the Job Demands-Resources Model to Predict Burnout and Performance" 43 (43): 83-104, 2004

24 Maslach, C., "Understanding Burnout: Definitional Issues in Analyzing a Complex Phenomenon. in: Job Stress and Burnout" Sage 29-40, 1982

25 Bhagat, R. S., "Total Life Stress: A Multimethod Validation of the Construct and Its Effects on Organizationally Valued Outcomes and Withdrawal Behaviors" 70 : 202-214, 1985

26 Maslach, C., "The Truth about Burnout" Jossey Bass 1997

27 Bluedorn, A. C., "The Theories of Turnover: Causes, Effects, and Meaning" 1 : 75-122, 1982

28 Saxe, R., "The SOCO Scale: A Measure of the Customer Orientation of Salespeople" 19 : 343-351, 1982

29 Schmidt, S. W., "The Relationship Between Satisfaction with Workplace Training and Overall Job Satisfaction" 18 : 481-498, 2007

30 Schufeli, W. B., "The Maslach Burnout Inventory-General Survey. in: The Maslach Burnout Inventory Manual, 3rd ed" Consulting Psychologies Press 19-26, 1996

31 Hartline, M. D., "The Management of Customer-Contact Service Employees: An Empirical Investigation" 60 : 52-70, 1996

32 Hochschild, A. R., "The Managed Heart: Commercialisation of Human Feeling" University of California Press 1983

33 Demerouti, E., "The Job Demands-Resources Model of Burnout" 86 (86): 499-512, 2001

34 Pontes, M. C.F., "The Identification of Inbound Call Center Agents’ Competencies that are related to Callers’ Repurchase Intentions" 14 : 41-49, 2000

35 Holman, D., "The Effects of Performance Monitoring on Emotional Labor and Well-Being in Call Centers" 26 : 57-81, 2002

36 Wong, C. S., "The Effects of Leader and Follower Emotional Intelligence on Performance and Attitude: An Exploratory Study?" 13 (13): 243-274, 2002

37 Churchill, G. A., "The Determinants of Salesperson Performance: A Meta-Analysis" 22 : 103-118, 1985

38 Brown, T. J., "The Customer Orientation of Service Workers: Personality Trait Determinants and Effects on Self- and Supervisor Performance Ratings" 39 : 110-119, 2002

39 Maslach, C., "The Burnout Syndrome in the Day Care Setting" 6 : 100-113, 1977

40 Kahill. S., "Symptoms of Professional Burnout:A Review of the Empirical Evidence" 29 : 284-297, 1988

41 Hobfoll, S. E., "Social and Psychological Resources and Adaptation" 6 : 307-324, 2002

42 de Ruyter, K., "Role Stress in Call Centers: Its Effects on Employee Performance and Satisfaction" 15 : 23-49, 2001

43 Rizzo, J. R., "Role Conflict and Ambiguity in Complex Organizations, Administrative in Complex Organizations" 15 : 150-163, 1970

44 Stanton, J. M., "Reactions to Employee Performance Monitoring: Framework Review, and Research Directions" 13 : 85-113, 2000

45 Robbins, S. P., "Organizational behavior (11th ed.)" Pearson Education 2005

46 Quick, J. C., "Organizational Stress and Preventive Management" McGraw-Hill 1984

47 Feinberg, R. A., "Operational Determinants of Caller Satisfaction in the Banking/financial Services Call Center" 20 (20): 2002

48 Hair, J. F., "Multivariate Data Analysis" Division of Petroleum Publishing Co. 1979

49 Etzion, D., "Moderating Effect of Social Support on the Stress-Burnout Relationship" 69 (69): 615-622, 1984

50 Chiu, C., "Modeling Turnover Intentions and Their Antecedents Using the Locus of Control as a Moderator: A Case of Customer Service Employees" 16 : 481-499, 1995

51 Braff, A., "Mobiles's Dissatisfied Customer" 3 : 25-31, 2004

52 Hom, P. W., "Meta-Analysis of Antecedents and Correlates of Employee Turnover: Update, Moderator Tests, and Research Implication for the Next Millennium" 26 (26): 463-488, 2000

53 Maslach, C., "Maslach Burnout Inventory Manual (3rd ed.)" Consulting Psychologists press 1996

54 Maslach, C., "Maslach Burnout Inventory Manual (2nd ed.)" Consulting Psychologiests Press 1986

55 Berry, L. L., "Marketing Services - Competing Through Quality" Free Press 151-, 1991

56 배병렬, "LISREL 구조방정식모델 -이해와 활용" 도서출판 청람 2005

57 Schaufeli, W. B., "Job Demands, Job Resources, and Their Relationship with Burnout and Engagement: A Multi-sample Study" 25 : 293-315, 2004

58 George, W. R., "Internal Marketing and Organizational Behavior: A Partnership in Developing Customer-Conscious Employees at Every Level" 20 : 63-70, 1990

59 Donavan, D. T., "Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors" 68 : 128-146, 2004

60 Mahesh, V. S., "Improving Call Centre Agent Performance: A UKIndia Study Based on the Agents' Point of View" 17 (17): 136-157, 2006

61 Maslach, C., "Historical and conceptual development of burnout. in: Professional burnout: Recent developments in theory and research" Taylor Francis 1-16, 1993

62 Ghiselli, R., "Foodservice Equipment Trends" 3 (3): 67-74, 2001

63 Bitner, M. J., "Evaluating Service Encounters:The Effects of Physical Surroundings and Employee Respondence" 54 : 69-82, 1990

64 Lee, M., "Ethical Mindsets of Christianity and Confucianism; A Comparative Study" 12 : 13-27, 1999

65 Schneider, B., "Employee and Customer Perceptions of Service in Banks: Replication and Extension" 70 : 423-433, 1985

66 Belicki, K,, "Employ and Patient Designed Study of Burnout and Job Satisfaction in a Chronic Care Hospital" 12 (12): 37-45, 1996

67 Brotheridge, C. M., "Emotional Labor and Burnout: Comparing Two Perspectives of 'People Work'" 60 : 17-39, 2002

68 Gaines, J., "Emotional Exhaustion in a High-stress Organization" 26 : 567-586, 1983

69 Maslach, C., "Early Predictors of Job Burnout and Engagement" 93 (93): 498-512, 2008

70 Kasturi, A., "Delivering Service at Call Centres: A Critical Realist’s View of the Frontline Employees’ World of Work and Effectiveness" The University of Buckingham 2004

71 Chalykoff, J., "Computer-Aided Monitoring: Its Influence on Employee Job Satisfaction and Turnover" 42 : 807-834, 1989

72 Miller, K. I., "Communication and Empathy as Precursors to Burnout among Human Service Worker" 17 : 300-326, 1988

73 Anton, J,, "Call Center Management By the Numbers" Ichor Business Books, Purdue University Press 1997

74 Brown, S. P., "Antecedents and Consequence of Salesperson Job Satisfaction: Meta-Analysis and Assessment of Causal" 30 : 63-77, 1993

75 Cohen, S., "After Effects of Stress on Human Performance and Social Behavior:Review of Research and Theory" 88 : 82-108, 1980

76 Cordes, C. L., "A Review and An Integration of Research on Job Burnout" 18 (18): 621-656, 1993

77 Lee, R. T., "A Meta-Analytic Examination of the Correlates of the Three Dimensions of Job Burnout" 81 (81): 123-133, 1996

78 한국콜센터산업정보연구소, "2005 콜센터산업통계 보고서, 내부보고서" 2005