고객만족경영 지속성의 핵심요인과 성과에 대한 연구 = (A) study on the customer satisfaction management sustainability : key factors and performance

국문 초록 (Abstract)

성공적인 고객만족경영(Customer Satisfaction Management)실현을 위해서는 고객만족경영의 도입, 지속적 유지와 활성화를 위한 운영의 시스템을 발굴하여 어떤 운영요소에 초점을 맞춰야 하는지에 대한 분석이 필요하다. 본 연구에서는 고객만족경영의 지속성 확보를 위해 MB(Malcolm Baldrige)모델 관점에서 고객만족경영의 지속적 실현을 가능하게 하는 핵심요인들을 도출하고 고객만족경영 활동의 지속성이 기업의 내·외부 성과에 미치는 영향을 규명하고자 한다.
KS-SQI(Korean Standard Service Quality Index) 인증기업과 2011년 한국 서비스기업 대상 수상기업 중 실무자 인터뷰와 설문조사가 가능한 기업의 관리자를 대상으로 설문을 실시하였다. 설문 항목은 2011년 5월~6월에 Pre-test를 통해 고객만족경영의 운영시스템 요인을 발굴하였고, 고객만족경영의 지속성 지표를 찾기 위해 설문 내용을 보완하여 2011년 7~9월에 설문을 실시하였다.
고객만족경영의 운영시스템, 지속성 요인(CSM 추진활동, CSM 활동수준), 성과지표와의 관계에 대한 연구결과를 정리하면 다음과 같다.
첫째, 고객만족경영 운영시스템이 CSM의 지속성과 프로세스 성과, 고객 성과에 유의미한 영향을 미친다는 것이다. 성공적인 고객만족경영 시스템 구축을 위해서는 CS리더십, 고객지향 HRM(Human Resource Management), CSM평가시스템, 그리고 팀웍 4가지 요소가 반드시 갖추어져야 할 것이다.
둘째, CSM의 지속성은 프로세스 성과를 통해 고객 성과에 유의미한 영향을 주고 있다. 지속성 지표는 CSM 추진활동을 나타내는 중간 관리자의 몰입, CSM 전담부서의 활동, 프로세스 개선활동, CSM 지속가능성, 그리고 형성적(formative)지표인 CSM 활동수준은 기업의 고객만족 강도, 협력업체의 교육 강도, 실시간 VOC(Voice of Customer) 피드백을 들 수 있다.
셋째, 프로세스 성과가 고객 성과에 긍정적인 영향을 주는 것을 확인하였다. 고객의 대기시간 감축, 짧은 업무처리 시간, 의사결정 프로세스의 간소화, 프로세스 개선을 통한 비용절감, 고객의 요구를 반영한 프로세스 재설계 및 서비스 환경의 개선이라는 프로세스 성과는 경쟁기업 보다 높은 서비스를 제공함으로써 고객만족도를 높일 수 있다.
고객만족경영 우수기업을 대상으로 CSM 지속성과 성과에 대한 실증분석을 실시함으로써, 성과에 유의미한 영향을 주는 고객만족경영을 위한 운영시스템과 지속적인 고객만족 활동의 공통요인을 찾아낼 수 있었다. 지속적으로 고객만족경영을 유지할 수 있는 운영관리 활동과 활동수준을 세분화함으로써 구체적이고 체계적인 고객만족경영 활동을 실시할 수 있을 것이다.

다국어 초록 (Multilingual Abstract)

Successful achievement of Customer Satisfaction Management(CSM) requires adoption of customer satisfaction management, developing the operating systems to sustain maintenance and activate for analyze key success operating factors.
This study examines a sustainable CSM on MB(Malcolm
Baldrige)model viewpoint to draw key success factors and
investigating affects on firms' internal & external performance.
Survey aims at practitioner interview and manager level, among KS-SQI(Korean Standard Service Quality Index) certified firm or Korea service enterprise awarded firm. Questionnaires are developing CSM operating system factors through pretest in May and June, 2011.
The results of CSM operating system factors, Sustainable
factors(CSM activity, CSM level) and performance indicator
relationships are as follow.
First, Customer Satisfaction Management operating system affects on sustainability of CSM, process performance and customer performance. CS leadership, customer oriented HRM(Human Resource Management), CSM evaluation system and four factors of team-work are required to achieve successful Customer Satisfaction Management.
Second, sustainability of CSM affects on customer performance through process performance, sustainability index contains mid-managers commitment, CSM teams activity, process improvement activities, CSM consistency. CSM activity level, formative index, contains reinforcement of firm's customer satisfaction and subcontractor's education, real time VOC(Voice of Customer) feedback.
Third, process performance affects on customer performance. Process performance which contains customer's waiting time reduction, short business time, brief decision making process, cost reduction through process improvement, process reengineering for customer needs and service environment improvement provides better service than competitors.
Four factors of CSM operating system(CS leadership, customer oriented HRM, CSM evaluation system and team-work) also affect on customer performance.
This study empirically investigates that effective CSM operating system makes possible to better customer performance.
The findings of this study are the key factors of operation system for customer satisfaction management and sustainablility index through empirical study of CSM consistency performance for customer satisfaction top company. Implementing the specific and systematic
customer satisfaction management activity is possible through segmentation of operation management activity and activity level for maintaining the consistent customer satisfaction management.

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