서비스 프로세스 실현을 위한 고객접점채널간 협력이 직무만족과 성과에 미치는 영향

국문 초록 (Abstract)

오늘날 고객의 욕구가 다양해지고 서비스에 대한 기대수준이 높아짐에 따라 고객의 기대를 하나의 접점에서 완성하고 실현하는 것은 매우 어려운 일이 되어가고 있다. 이에 기업들은 고도화된 서비스 프로세스를 실현하기 위해 하나의 접점에서 탈피하여 온라인과 오프라인, 대면과 비대면, 인바운드와 아웃바운드 채널을 망라하는 다양한 접점을 운영하고 있으며 이 접점들이 얼마나 유기적인 관계를 형성하고 협력하느냐는 서비스 성공을 설명하는 중요한 변수가 되고 있다. 특히 한 접점에서 모든 서비스가 마무리 되는 과거와 달리 이제는 타 접점의 지원과 협력수준이 서비스 완성을 위해 중요한 만큼 이를 이끌어 낼 수 있는 환경과 그 결과를 이해하는 것은 매우 시급한 과제라 할 수 있다. 그러나 기존의 연구들은 주로 한 접점내의 관계 또는 한 접점의 수직적 교환관계에 중점을 둠으로써 한 접점을 벗어난 수평적 관계라 할 수 있는 타 접점과의 유기적인 관계를 조망하는데 미흡하였다.
이에 본 연구는 고객서비스 기능을 수행하는 접점 채널간의 협력관계를 규명하고 이들이 업무를 수행하는 내부 구성원들의 태도와 성과에 어떤 영향을 미치는지, 나아가 타 접점간의 협력에 영향을 미치는 선행변수에는 어떤 것들이 있는지 관계특성 차원에서 규명하였다. 구체적으로 타 접점간 협력에 영향을 미치는 관계특성으로 관계규범, 상호의존성, 커뮤니케이션 용이성을 제시하였으며, 나아가 협력이 접점 직원들의 직무만족과 직무성과에 미치는 영향력을 분석하였다. 분석결과 관계규범, 상호의존성, 커뮤니케이션 용이성 순으로 협력에 긍정적인 영향력을 미치는 것으로 나타났으며, 직무만족에는 관계규범만이 영향을 미치는 것으로 나타났다. 타접점간 협력은 직무만족과 직무성과를 높이는 것으로 나타났으며 이러한 결과에 대한 이론적, 실무적 시사점을 제시하였다.

다국어 초록 (Multilingual Abstract)

Researchers and managers have little examined the importance of frontline service encounters. In recent years, as customer’s needs and expectations for high service quality are diversified and sophisticated, it is getting harder to realize the overall service process in a single contact point. Therefore, many companies manage various frontline service encounters, including online, offline, inbound or outbound channels, and emphasize the interactive nature between service encounters. Although marketing researchers have identified various exchange relationships of service encounter-perceived organizational support (POS), leader-member exchange, team (internal)-member exchange, and customer-member exchange, there has been scant research regarding how service encounters are interrelated to each other.
This research suggests cooperation as an exchange relationship between service encounters. Cooperation, the willful contribution of individuals, groups, and so on, to the successful completion of common tasks and/or to the achievement of mutual objectives, is a critical issue for substantial success of organizations. From the perspective of service firms where a wide variety of service encounters are managed, the most important thing for both channel management and organizational outcomes is mutual coordination between service encounters. Therefore, this research tries to focus on cooperation between service encounters, not cooperation within a single service encounter, and thus extends the previous research on frontline service encounters’ exchange relationships.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 가설설정
• Ⅲ. 연구방법
• Ⅳ. 논의 및 향후 연구방향
• 참고문헌
• Abstract

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