백화점 및 대형할인점의 인적서비스 아웃소싱수준이 서비스품질에 미치는 영향에 관한 연구 = (A) study on the effects of human outsourcing extent on service quality in department store and retail store

국문 초록 (Abstract)

세계적으로 모든 기업의 가장 중요한 핵심 키워드는 경쟁력강화일 것이다. 경쟁력강화가 단순히 기업의 확장만을 의미하는 것이 아닌 기업의 생존전략이 된 것이다. 특히 국내 유통업은 유통시장의 개방과 저가를 무기로 하는 다양한 신업태로부터 유례없는 도전을 받고 있다. 시장개방이 제품의 가격을 하락시키고, 비교우위에 따른 특화를 촉진시켜 생산성과 산업구조를 향상시키며, 자원의 효율적 배분을 달성하는 등 긍정적인 효과를 가져다준다는 점과 더불어 유통시장 개방에 따른 유통산업의 발달, 물가안정, 고용촉진, 소비자 만족도의 증가 등의 긍정적인 측면이 있을 것이다. 반면 긍정적인 효과를 가져다주는 과정에서 구조조정이 발생하며 이때 구조조정의 대상이 되는 산업은 새로운 환경에 대응․적응해야 하는 부담을 가지게 된다.
이러한 상황에서 유통업계는 경쟁력을 확보하기 위해서 본원적인 서비스 차별화를 추구하면서도 운영비용을 절감해야하는 대단히 어려운 여건에 처해 있다. 이러한 이유 때문에 유통업계에서는 운영비용을 절감하기 위해 자사 인력으로 제공하던 각종 인적 서비스를 아웃소싱(outsourcing)하는 추세가 분명해지고 있다. 물론 유통선진국인 미국, 일본, 독일, 프랑스 등의 국가에서도 고객에게 제공하는 많은 서비스 영역을 외부에 의존하고 있는 것은 사실이다.
이렇게 국내외 기업 모두 아웃소싱이 광범위하고 빠르게 확산되고 있으나 그 목적에는 큰 차이가 있어 보인다. 일본과 미국 등 선진국 기업들이 아웃소싱을 서비스의 고도화, 전문화, 다양화, 업무스피드 향상, 경영자원의 재배분, 비용절감 등의 다양한 목적에서 활용하고 있는데 비해(DaeWoo Economic Research Institute, 1998) 국내기업들은 주로 경비절감의 차원에서 아웃소싱을 추진하고 있다(류재헌, 1998). 이러한 현상은 유통기업인 백화점과 대형할인점에서도 다를 바가 없다(이철우, 1999). 백화점과 할인점의 고객 서비스 제공자를 자사의 내부인력으로 할 것인가, 아니면 아웃소싱 할 것인가 하는 문제는 쉬운 문제인 것처럼 보일지 모르나 그렇게 간단한 문제만은 아니다. 원가절감만이 경쟁의 유일한 요소인 업계에서는 문제가 되지 않겠지만 서비스품질이 고객만족을 좌우하는 백화점과 할인점의 경우 아웃소싱이 고객만족을 제고하는 방향으로 작용하지 않는다면 인건비절감 이상으로 매출에 심각한 영향을 줄 수도 있기 때문이다. 그러므로 서비스의 특성을 고려하여 서비스의 유형별로 아웃소싱 여부를 결정하여야 한다는 도무라세이치(戶村聖一, 1998)의 주장은 매우 타당한 것이다.
국내 백화점 및 할인점들은 조직 및 인적자원의 효율적인 관리와 경제적인 효율성을 위해 서비스 제공인력의 아웃소싱을 확대하고 있다. 그러나 아웃소싱에 의한 인적서비스와 서비스의 품질과의 영향관계를 이론적으로나 실증적으로 연구된 바가 없다. 아웃소싱의 효과를 단순히 경제성이나 효율성에서 찾고 있기 때문에 서비스품질(service quality)이란 근본적인 측면이 외면 내지 도외시되고 있는 실정이다.
따라서 본 연구는 백화점 및 할인점에서 제공하는 여러 유형의 인적 서비스의 아웃소싱이 거래비용이론에 입각해서 평가해 볼 때 타당하게 이루어지고 있는 것인지를 점검하기 위하여 거래비용이론이 주장하고 있는 행동 불확실성, 환경 불확실성, 기회주의 성향의 서비스 환경 특성이 실제로 백화점 및 할인점의 아웃소싱 수준에 어떻게 반영되고 있는가를 조사하고 더 나아가 인적 서비스의 아웃소싱수준이 고객들의 서비스 품질지각에 어떤 영향을 미치며, 인적 서비스 유형에 따른 서비스품질 구성요인이 총체적 서비스품질에 어떠한 영향을 미치는지를 규명하기 위하여 이 주제를 선정하였으며, 구체적인 연구목적을 다음과 같이 설정하였다.
첫째, 국내 백화점 및 할인점들의 현실적인 인적 서비스에 대한 아웃소싱 수준이 거래비용이론 입장에서 볼 때 어느 정도 타당성을 갖는 것인가? 즉 서비스유형별 서비스 환경특성과 아웃소싱 수준의 관계를 규명하는 것이다.
둘째, 백화점 및 할인점의 아웃소싱 수준은 고객이 지각하는 서비스품질에 어떠한 영향을 미치는지를 규명하는 것이다.
셋째, 서비스유형에 따른 서비스품질 구성요인과 총체적인 서비스품질관계로써 판매 서비스, A/S, 주차 서비스의 총체적인 서비스품질에 영향을 미치는 요인이 무엇인지를 규명하는 것이다.
넷째, 이러한 연구결과를 토대로 아웃소싱에 적합한 인적서비스를 유형화하여 백화점과 할인점의 인적서비스의 아웃소싱에 대한 경험적 근거를 제시하려는 것이다.

다국어 초록 (Multilingual Abstract)

Faced with unprecedented challenges such as the opening of the distribution market and a variety of new business practices armed with low prices, department stores are now undergoing a period of hardship.
In order to secure a competitive edge, they must not only pursue the service differentiation, but they also display merchandising. In this situation, department stores are becoming more and more dependent on variety of human services and which the quality of service plays a decisive role in providing customer satisfaction, it may bring serious problems if service quality work in the direction of enhancing the customer satisfaction. In this situation, department stores and Retail Stores are becoming more and more dependent on outsourcing for a variety of human services, which have provided customers with their own personnel ability. therefore, outsourcing should be work in the direction of enhancing the customer satisfaction.

The purpose of the study is as follow:
First, from the theoretical point of view, to define to what degree a variety of service environments influence the level of outsourcing when it is decided.
Second, to study what kind of influence it will bring to the quality difference felt by customers if department stores and Retail Stores depend on outsourcing for their human services.
Third, to find whether or not such an influence brings any difference in accordance with the service type.

This study is comprised of two parts: research on literature and a survey.
The research on literature study is comprised of two major components. Here, all literature pertaining to outsourcing, transaction cost analysis which provides theoretical basis for outsourcing and other related literature are reviewed.
In addition, all research papers pertaining to service quality, and customer satisfaction are summarized in order to produce research models as well as research hypotheses. In order to verify suggested hypotheses, questionnaires were given to managers and 4,152 department stores and retail stores customer of 84 department stores and retail stores. For managers of department stores and retail stores, service environment and outsourcing ratio in the three service types(i.e., sales, A/S and parking) were analyzed. For customers of department stores and retail stores, survey of how they felt about changes in service quality by sector after the outsourcing was taken.

The proposed hypothesis are as follows;
Hypothesis 1: Among environment elements suggested by transaction cost analysis pertaining to service environment, environmental uncertainties as well as action uncertainties will have significant relationships in the level of outsourcing in any kind of service statistically.

Hypothesis 2: Service quality elements consisted of responsiveness, reliability, tangibles(courtesy) and empathy will have effect on the level of outsourcing.

Hypothesis 3: Service quality elements consisted of responsiveness, reliability, tangibles(courtesy) and empathy will have effect on the service type.

The relationship among Constructs of Model were analysed by using simple regression analysis, multiple regression analysis with SPSS 12.0.

The proposed hypothesis and consequence are as follows;
This research focused on practical problems, rather on theoretical points of view. Since there were no precedent studies, this research cannot but adopt this practical approach of survey. As a result, this study projects the following suggestions which served as the limiting factors of this study, but, at the same time, can be subjects for further research

I desire that this research process offers organizations an opportunity to learn: to learn about organization's strengths and weaknesses.
The meaning of this study is likely that it studied emerged issues as well as it looked into existing studies. However, this study also a little bit had difficulty in securing the validity of application scope and analytic methodology even though precise measuring tools are essential for the selection of variables and analytic methodology.
In addition to the difficulty in securing a variety of variables or factors due to the limitation to some department stores and retail stores consequently led to a limited reflection of data on this study. Therefore, further studies should develop more precise methodology to be used for the analysis to secure more detailed factors.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구의 배경 및 목적 1
• 제 2 절 연구의 방법 및 구성 4
• 제 2 장 이론적 고찰 5
• 제 1 절 백화점과 할인점에 대한 고찰 5
• 1. 백화점의 개념 및 특성 5
• 2. 할인점의 개념 및 특성 8
• 3. 백화점과 할인점의 서비스품질 12
• 제 2 절 아웃소싱의 개념 27
• 1. 아웃소싱의 개념 및 접근방법 27
• 2. 거래비용이론 32
• 3. 거래비용과 인적서비스의 아웃소싱과의 관계 46
• 제 3 장 연구모형과 조사설계 53
• 제 1 절 연구모형의 설계 53
• 1. 연구모형 53
• 2. 연구가설의 설정 56
• 제 2 절 조사설계 62
• 1. 조사대상의 선정 62
• 2. 설문의 구성 및 자료분석방법 62
• 제 4 장 결과분석 및 해석 67
• 제 1 절 자료수집 67
• 1. 자료수집 67
• 2. 표본의 구성 67
• 제 2절 연구가설의 검증 75
• 1. 서비스 환경특성과 아웃소싱 수준의 관계 75
• 2. 아웃소싱수준과 서비스품질과의 관계 87
• 3. 서비스유형에 따른 서비스품질 구성요인과 총체적 서비스품질의 관계 96
• 4. 검증결과의 요약 102
• 제 5 장 결론 및 제언 105
• 제 1 절 연구의 결과 및 의의 105
• 제 2 절 연구결과의 한계 및 연구과제 108
• 참고문헌 111
• 설문지 131
• ABSTRACT 145

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