여행사종사원 감정부조화가 직무탈진과 고객지향성에 미치는 영향 : 자기효능감을 조절변수로

국문 초록 (Abstract)

논문개요

서비스 기업의 특성상 고객만족과 이윤이라는 가장 큰 목적이 서비스 종사원들에 의해 이루어지기 때문에, 영업성과의 성패는 고객과 직접 상대하는 종사원관리에 있다 해도 과언이 아니다. 따라서 본 연구에서는 여행업 종사원의 감정부조화가 직무탈진(직무 비관여, 감정적 고갈)과 고객지향성에 미치는 영향에 살펴보고, 직무탈진과 고객지향성의 관계에서 자기효능감이 조절변수로서 직무탈진에 감소효과를 검증해보고자 하는데 그 목적이 있다.
본 연구의 결과 첫째, 감정부조화가 직무탈진에 정(+)의 영향을 미치는 것으로 분석되었다. 이는 종사원이 수행하도록 부여받은 역할과 자신의 지향성이나 내면 및 가치관 사이의 불일치에서 발생하는 갈등으로 표현되는 개인의 역할갈등의 일종인 감정부조화가 직무에 대한 회피 현상인 직무 비관여와 직무탈진의 가장 핵심적인 요인으로 간주되어지는 감정적인 고갈 현상 등을 초래한다고 볼 수 있다.
둘째, 직무탈진이 고객지향성에 미치는 영향을 검증한 결과 감정적 고갈은 고객지향성에 유의한 부(-)의 영향을 미치는 것으로 나타났다. 따라서 종사원들이 고객과의 관계에서 경험하게 되는 감정적 고갈의 상태를 벗어나기 위한 수단을 필요로 한다. 예를 들어 멘토(mentor)제도 등을 운영하여 부하직원이 느끼는 감정부조화나 그로 인한 직무스트레스를 대화나 비공식적인 루트를 통한 지원을 통해 사전에 예방할 수 있는 방법을 간구해 볼 수 있으며, 동료 간에는 동료의식을 키워줄 수 있는 프로그램을 운영해 볼 수 있을 것이다.
셋째, 감정부조화가 고객지향성에 부(-)의 영향을 미치고 있는 것으로 분석되었다. 따라서 영업부문의 매니저들은 종사원의 감정부조화를 감소시키기 위한 노력의 일환으로 예방 사례를 수집하여 교육프로그램을 개발하고 정기적인 교육과 상담 등을 통해 감정부조화를 줄여야 할 것이다.
넷째, 직무탈진과 고객지향성 간의 영향관계에서 자기효능감은 조절역할을 하는 것으로 나타났다. 이는 종사원 교육을 통해 얻게 되는 서비스제공 능력 외에도 자신에 대한 자기효능감이 높은 종사원은 감정적 고갈의 상태를 완화시켜 좀 더 고객지향적인 서비스를 제공하고 있음을 의미한다. 따라서 여행사 인사담당자들은 종사원 선발 시 자기효능감 검사를 통해 자기효능감이 높은 지원자를 채용할 수 있으며, 현재 근무하고 있는 종사원들을 대상으로 자기효능감을 높이는 교육을 통해 감정적 고갈 상태를 해소해 나갈 수도 있을 것이다.
전체적인 결과를 고려하여 볼 때 내부 마케팅의 차원에서 감정노동 수행에 대한 별도의 직․간접적인 보상방안을 시행해 보는 것도 고려해야 한다. 그동안 많은 서비스 산업에서 간과되어 왔던 감정노동에 대한 정당한 평가와 보상을 시행함으로써 종사원으로 하여금 일과 보상관리 부분에 대한 공정성을 제고시키는 한 방안이 될 수 있다.
뿐만 아니라, 이러한 보상책은 감정노동 수행자로 하여금 건강한 자아개념의 훼손 등 감정부조화와 직무탈진이 조직구성원의 심리적 안녕과 태도에 미칠 수 있는 여러 가지 심각한 부정적 영향을 적절히 완화시켜 주는 역할도 할 것이다.

목차 (Table of Contents)

• < 목 차 >
• 표목차 ⅳ
• 그림목차 ⅳ
• 감사의 글 ⅴ
• 논문개요 ⅵ
• 제 1 장 서론 ·····························································1
• 제 1 절 문제제기와 연구목적 ·······································1
• 1. 문제제기 ··························································1
• 2. 연구목적 ··························································4
• 제 2 절 연구범위와 방법 ···············································5
• 1. 연구범위 ··························································5
• 2. 연구방법 ··························································6
• 제 2 장 이론적 배경 ····················································7
• 제 1 절 감정부조화 ·····················································7
• 1. 감정부조화 개념 ·······················································7
• 2. 감정부조화 영향요인 ··················································9
• 3. 감정부조화와 직무탈진 선행연구 ····································12
• 4. 감정부조화와 고객지향성 선행연구 ·································13
• 제 2 절 직무탈진 ·······················································14
• 1. 탈진 개념 ························································14
• 2. 직무탈진 ···································································15
• 3. 직무탈진과 고객지향성 선행연구 ····································21
• 제 3 절 고객지향성 ····················································23
• 1. 고객지향성 개념 ······················································23
• 2. 고객지향성 차원 ······················································24
• 제 4 절 자기효능감 ····················································25
• 1. 자기효능감의 개념과 차원 ·············································26
• 2. 자기효능감과 고객지향성 간 관계 ····································31
• 3. 자기효능감 조절효과····················································32
• 제 5 절 감정부조화와 관련한 여행업에서의 선행연구··················33
• 제 3 장 조사 설계 ······················································· 35
• 제 1 절 연구 모형과 가설설정 ···································35
• 1. 연구모형 ····························································35
• 2. 가설설정 ·························································35
• 제 2 절 변수의 조작적 정의 ··········································40
• 1. 감정부조화 ·······················································40
• 2. 직무탈진 ·····················································40
• 3. 고객지향성 ·························································41
• 4. 자기효능감 ·························································41
• 제 3 절 측정도구와 조사방법 ········································42
• 1. 측정도구 ·······················································42
• 2. 조사대상과 기간 ············································42
• 3. 자료 분석방법 ·············································43
• 제 4 장 실증분석························································· 44
• 제 1 절 표본의 일반적 특성 ···········································44
• 제 2 절 측정척도 평가 ··············································46
• 1. 신뢰성 검증 ·······························································46
• 2. 타당성 검증 ······························································49
• 제 3 절 연구모형 검증 ··············································55
• 1. 감정부조화와 직무탈진 간 관계 ··································55
• 2. 직무탈진과 고객지향성 간 관계 ··································58
• 3. 감정부조화와 고객지향성 간 관계································59
• 4. 직무탈진과 고객지향성 간 관계에서의 자기효능감 조절효과·······60
• 제 5 장 결론 ······························································63
• 참고문헌 68
• 설문지 79
• Abstract 83