영업사원의 지각된 감정노동 활동이 직무소진, 직무열의에 의한 이직의도와 고객지향성에 미치는 영향 : 감정지능의 조절효과를 중심으로 = (The) effects of salesperson's emotional labor on turnover and customer orientation mediated by burnout and work engagement : the moderating effect of emotional intelligence

다국어 초록 (Multilingual Abstract)

Today, the corporations are required to undergo changes due to changing global economy and fierce competition. The corporations need to properly utilize material and immaterial assets. Especially, at the point of contact with customers, the salesperson of insurance companies, automobile dealer, and pharmaceutical companies, in which salesperson is of high importance, act in order to satisfy the customers on behalf of the company. The corporations expect for salesperson to express exemplary emotional and the extent that salesperson experience has an effect on many results.
This research project studied the effect of emotional labor of salesperson on turnover and customer orientation mediated by burnout and work engagement, and whether the emotional intelligence of salesperson has moderating effect. First, this research defined the theoretical grounds of emotional labor, burnout, and work engagement. Second, it was confirmed that emotional labor is different from burnout into exhaustion, cynicism and work engagement into vigor, dedication by categorizing emotional labor into surface acting and deep acting. Third, it studied whether salesperson emotional intelligence has moderated effect in relation to emotional labor, burnout, and work engagement. Fourth, an empirical analysis was performed via survey by establishing research model that was derived from theoretical basis of precedent studies. The survey was carried out by interviewing method and the 216 salespersons were designated as sample. In order to analyze data SPSS 12.0 was employed. Frequency analysis was performed in order to find general characteristic of sample; reliability analysis and factor analysis were performed in order to verify reliability and validity of measurement. In order to verify suitability of research model, confirmatory factor analysis was done to confirm construct validity and construct reliability. Research hypothesis were tested by structural equation modeling using Amos 5.0. The results of analysis are summarized as follows:
First, The surface acting which is sub-dimension of emotional labor affects exhaustion and cynicism of burnout, work engagement affect negatively dedication and do not affect to vigor. Deep acting which is a sub-dimension of emotional labor affect negatively exhaustion and affect positively cynicism vigor. Second, exhaustion and cynicism of burnout positively affect turnover; exhaustion of burnout was shown to have a positive effect on customer orientation, but cynicism does not have any relevancy. Third, vigor of work engagement has no effect with turnover and dedication was shown to negatively affect turnover. Vigor and dedication of work engagement were shown to positively affect customer orientation. Fourth, emotional intelligence had partial moderating effect on the relation with emotional labor, burnout, and work engagement.
The implications of this results is that surface acting and deep acting are not the same concept as emotional labor and that the positive impact of job burnout on customer orientation can be different if the salesperson are different. The role of emotional intelligence as moderating variable was confirmed. Moreover, it is hoped that in business organizations salesperson are recognized as emotional labor and it is implied that internal marketing should be reinforced and continuos monitoring is necessary. The limitation of this study was sampling of salesperson. Research geared towards various types of business and comparative study for different industries were suggested.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 문제제기 1
• 제2절 연구목적 4
• 제 2장 이론적 배경 5
• 제1절 감정노동 5
• 1. 감정노동의 개념 5
• 2. 감정노동의 구성요소 7
• 3. 감정노동의 선행연구 10
• 제2절 직무소진 13
• 1. 직무소진의 개념 3
• 2. 직무소진의 원인 17
• 2. 직무소진의 선행연구 18
• 제3절 직무열의 20
• 1. 직무열의의 개념 20
• 2. 직무열의의 선행연구 22
• 제4절 이직의도 25
• 1. 이직의 개념 25
• 2. 이직의도 27
• 3. 이직의 선행연구 28
• 제5절 고객지향성 30
• 1. 고객지향성의 개념 30
• 2. 고객지향성의 구성요소 31
• 3. 고객지향성의 선행연구 33
• 제6절 감정지능 36
• 1. 감정지능의 개념 36
• 2. 감정지능의 구성요소 37
• 3. 감정지능의 선행연구 38
• 제3장 연구모형의 설계 및 연구가설 41
• 제1절 연구모형의 설계 41
• 제2절 연구가설의 설정 42
• 1. 감정노동과 직무소진 및 직무열의와의 관계 42
• 2. 직무소진과 이직의도 및 고객지향성과의 관계 44
• 3. 직무열의와 이직의도 및 고객지향성과의 관계 45
• 4. 감정지능의 조절효과 46
• 제3절 변수의 조작적 정의와 측정도구 49
• 1. 감정노동 49
• 2. 직무소진 50
• 3. 직무열의 51
• 4. 이직의도 52
• 5. 고객지향성 53
• 6. 감정지능 53
• 제4절 연구방법 55
• 1. 조사방법 55
• 2. 통계방법 56
• 제 4장 실증분석 및 결과 57
• 제1절 기술통계 57
• 제2절 측정도구의 신뢰성 검토 59
• 1. 신뢰도분석 59
• 2. 탐색적 요인분석 60
• 3. 개념 간 상관관계 분석 62
• 4. 개념 타당도 63
• 5. 확인적 요인분석 64
• 제3절 연구가설의 검증 67
• 1. 가설검증 67
• 2. 조절효과 검증 72
• 제4절 추가분석 78
• 1. 자신의 감정이해 조절효과 78
• 2. 타인의 감정이해 조절효과 80
• 3. 감정의 활용 82
• 4. 감정조절 조절효과 83
• 제5장 결론 및 한계점 86
• 제1절 연구결과 및 논의 86
• 1. 연구결과의 요약 86
• 2. 시사점 88
• 제2절 연구의 한계 및 향후 연구과제 91
• 참고문헌 93
• 부록 111