관광기업 감정노동 직원의 고객관련 사회적 스트레스 요인과 서비스 회복성과 간의 구조적 관계

다국어 초록 (Multilingual Abstract)

The philosophy that the customer is always right or the customer is king leads to unequal power in the customer-frontline employee transaction, requires the frontline employee to serve the customer in a friendly and polite manner, and encourages the frontline employee to please the customer at any cost. The customer has no formal obligation to be pleasant toward the frontline employee and display good manners. In a service firm where there is such a philosophy or a slogan, interacting with customers does not always appear to be a pleasure for frontline employees. Consequently, such employees are prone to high levels of stressful and demanding situations.
The principal objective of this study is to test a theoretical model purported to analyze the structural relationships among key constructs related to emotional labor, including emotional dissonance and emotional exhaustion and their antecedents (i.e., customer-related social stressors: disproportionate customer expectations, ambiguous customer expectations, disliked customers, and customer verbal aggression), and their dysfunctional effect on customer orienations and service recovery performance. The specific objectives of this study are four-fold: (1) to identify and categorize customer-related social stressors that precede the emotional dissonance and emotional exhaustion of frontline employees in the tourism industry and examine the relative effect of each factor directly related to emotional dissonance and emotional exhaustion; (2) to examine the impact of emotional dissonance on emotional exhaustion; (3) to assess the dysfunctional impacts of emotional dissonance on emotional exhaustion on customer orientation and service recovery performance; and (4) to examine the impact of customer orientation on service recovery performance.
Data were collected from 1,014 emotional labor workers (frontline employees) of travel agencies, tourist hotels, and tourist restaurants in Korea and a structural equation modeling was employed supported by AMOS 7.0 to test the structural model and hypotheses. Numerous researchers have proposed a two-stage model-building process for applying a structural equation modeling, in which the measurement model via a confirmatory factory analysis was tested before testing the structural model. The measurement model specifies how hypothetical constructs are measured in terms of the observed variables. Furthermore, the structural model specifies structural relationships among the latent variables and describes the amount of explained variance.
The results of the structural equation analysis indicated a positive associations among disproportionate customer expectations, disliked customers, customer verbal aggression, and emotional dissonance. There there also positive relationships in the direction with ambiguous customer expectations, disliked customers, and customer verbal aggression, as hypothesized.
With regard to the relationship of the emotional dissonance with emotional exhaustion, emotional dissonance has a significant positive effect on emotional exhaustion.
The results suggest that emotional dissonance and emotional exhaustion have significant negative impacts on customer orientation and service recovery performance.
Finally, with regard to the relationship of the customer orientation with service recovery performance, the results showed that customer orientation is a direct antecedent of service recovery performance.
The results provide several practical implications for the tourism industry in terms of key human resource management concerns, including training, team solidarity, compensation, and coping and employee retention.
In conclusion, this study verified the structural relationship among customer-related social stressors (disproportionate customer expectations, ambiguous customer expectations, disliked customers, and customer verbal aggression), emotional dissonance, emotional exhaustion, customer orientation, and service recovery performance, building a theoretical framework. It has suggested managements of tourism industry need to acknowledge that not all customer segments and not each individual customer are right for the firm. That is, tourism industry managers should find out the effects of problematic customers on the performance of their employees and on the profitability of the organization. This results in shifting from a strategy where the customer is always right or the customer is king to an alternative strategy, which is associated with the minimization of the number of problematic or wrong customers for the firm in the tourism industry.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구배경 및 문제제기 1
• 제 2 절 연구목적 5
• 제 3 절 연구범위 및 구성 6
• 1. 연구의 범위 6
• 2. 연구의 구성 6
• 제 2 장 이론적 배경 9
• 제 1 절 고객관련 사회적 스트레스 요인 9
• 1. 고객관련 사회적 스트레스 요인의 개념 및 정의 9
• 2. 고객관련 사회적 스트레스 요인의 유형 10
• 3. 고객관련 사회적 스트레스 요인에 관한 연구동향 13
• 제 2 절 감정부조화 17
• 1. 감정노동 17
• 2. 감정부조화의 개념 및 정의 19
• 3. 감정부조화의 유형 21
• 4. 감정부조화에 관한 연구동향 23
• 제 3 절 감정고갈 26
• 1. 직무소진의 차원 26
• 2. 감정고갈의 개념 및 정의 27
• 3. 감정고갈에 관한 연구동향 28
• 제 4 절 고객지향성 31
• 1. 고객지향성의 개념 및 정의 31
• 2. 고객지향성에 관한 연구동향 32
• 제 5 절 서비스 회복성과 35
• 1. 직무성과 35
• 2. 서비스 회복성과의 개념 및 정의 35
• 3. 서비스 회복성과에 관한 연구동향 37
• 제 3 장 연구설계 41
• 제 1 절 연구모형 및 가설 41
• 1. 연구모형 41
• 2. 연구가설 44
• 제 2 절 변수의 조작적 정의 및 설문지 구성 55
• 1. 변수의 조작적 정의 55
• 2. 설문지의 구성 60
• 제 3 절 표본 및 자료수집 62
• 제 4 절 분석절차 및 방법 65
• 제 4 장 분석결과 66
• 제 1 절 인구통계적 특성 66
• 제 2 절 측정모형 분석 68
• 1. 집중타당성 분석 68
• 2. 판별타당성 분석 72
• 3. 상관관계 분석 74
• 제 3 절 구조모형 분석 및 연구가설 검증 77
• 1. 구조모형 분석 77
• 2. 연구가설 검증 82
• 제 5 장 결론 87
• 제 1 절 연구의 요약 및 논의 87
• 제 2 절 연구의 의의 및 시사점 92
• 1. 연구의 의의 및 기여 92
• 2. 연구의 시사점 93
• 제 3 절 연구의 한계점 및 제언 96
• 참고문헌 97
• 설문지 112
• ABSTRACT 116