판매원의 브랜드 관계가 지각된 고객지향성에 미치는 영향: 내·외부 고객의 관점에서 = Effect of Employee’s Brand Relationship on Perceived Customer Orientation: From External and Internal Customer Perspectives

다국어 초록 (Multilingual Abstract)

Internal branding represents an important managerial tool in directing the frontline employees for desired organizational performance. However, the majority of prior research on internal branding is based on consumer-brand relationship theory and has focused on effects of human resource practices without explicitly considering employee’s psychological intervening process and customer responses.
Based on the job demand and resource theory the authors theorized interactive effect of employee brand relationship and internal service quality on employee’s work engagement and subsequently affect customer orientation.
To examine the chain effect of employee’s behavioral change on customer’s response, this study has empirically connected the employee’s customer orientation and customer perceived customer orientation. Furthermore, as a context-specific factor, customer product involvement may enhance the importance of employee’s customer orientation in customer’s evaluation.
To test research hypotheses of this study, I surveyed customer contact employees and customers at five department stores in the Seoul metropolitan area. Direct face-to-face interviews were suggested on sales employees and customers based on judgment sampling method. Specially, the survey was conducted on the sales employees working at the store to measure the employees-brand relationship, internal service quality, job engagement, and customer-oriented behavior, and the interviewers asked the customers who interacted with employees responded to the measure product involvement and perceived customer orientation on the spot.
Empirical results using a sample of retail salespeople find that (1) employee brand relationship and internal service quality have positive interactive effects on work engagement, (2) work engagement has a positive effect on employee’s customer orientation, and (3) employee’s customer orientation and customer product involvement have a positive interactive effect on customer’s perceived customer orientation. These results indicate that internal branding researchers can benefit from considering the complex interactive effects of internal brand management as well as service focused organizational climate, which provide a more refined understanding of this important managerial tool.
Based on this, this study confirmed sales employees’ role of "boundary spanner" which connected the company and customers of the sales staff. Furthermore brand experience of the customers was created through the interaction with sales employees, The company should provide opportunities for the salesperson to internalize own brand before delivering the ideal brand image to customers.
Second, based on the internal marketing theory, internal service quality can be regarded as organizational resource, and it creates motivation for the work and enhances the work engagement of sales employees. Third, this study showed that sales employees’ work engagement induced customer-oriented behaviors that could convey an ideal brand image to customers. This is meaningful in that it has identified the effect of the service value chain in the a process of the relationship among the brand, employee and customers. Finally, this study confirms the direct link between employees customer-oriented behavior and actual consumers' perceived customer orientation using dyadic data.

국문 초록 (Abstract)

내부 브랜딩이란 기업이 조직의 성과를 달성하기 위해 내부 접점직원을 어떻게 관리할 것인가를 반영하는중요한 전략적 도구로 주목받고 있는 연구 분야 중 하나이다. 하지만 이전의 내부브랜딩에 대한 대부분의연구들이 고객-브랜드 관계이론 (consumer-brand relationship theory)을 이론적 근거로 제시되었으며, 조직내 인적자원관리시스템이 내부브랜딩에 어떤 영향을 미치는가를 중점으로 진행되어 왔다. 하지만 내부브랜딩이 종업원의 심리적 반응 및 고객의 반응에 어떻게 영향을 미치는 가에 대한 연구는 부족한 실정이었다. 따라서본 연구에서는 직무요구-자원이론(Job demand and resource theory)을 바탕으로 판매원이 인식하는 자신과브랜드와 관계 (brand relationship) 및 지각된 내부서비스 품질 (internal service quality)을 직무자원으로제시하고, 이를 통해 판매원의 직무열의(work engagement)와 판매원의 고객지향적 행동에 어떠한 영향을미치는 가를 실증적으로 검증하고자 한다. 또 판매원의 행동의 변화가 고객의 반응에 미치는 서비스 가치사슬효과(service value chain effect)를 검증하기 위하여 판매원의 고객지향적 행동과 고객의 지각된 고객지향성간의관계를 조사하였다. 뿐만 아니라 특정한 상황요인으로 고객의 제품관여도(product involvement)를 제시하여판매원의 고객지향성 행동과 고객의 지각된 고객지향성의 관계를 조절하는 조절변수로 제시하여 검증하였다.
본 연구를 수행하기 위해 수도권에 소재한 백화점의 5개 지점을 대상으로 입점한 매장들의 고객접점 직원들과 이용 고객들을 대상으로 설문조사를 실시하였으며 판매 직원과 고객을 대상으로 판단표본추출방법을 이용한 직접 대면조사를 실시하였다. 특히 판매원들의 직원-브랜드의 관계, 내부 서비스 품질, 직무열의 및 고객지향적 행동을 측정하기 위하여 점포에 근무중인 판매직원들 대상으로 설문을 진행하였으며, 고객의 제품 관여도와 지각된 고객지향성을 측정하기 위하여 접점 직원과 상호작용을 경험한 고객들을 대상으로 설문조사를진행하는 것이 적절하다고 판단하여 면접자들이 직접 현장에서 매장방문 고객들을 대상으로 설문조사에 협조를 요청한 후 이에 응답한 고객들을 대상으로 설문조사를 실시하였다. 이를 바탕으로 얻어진 유효한 188개의자료를 판매 직원으로부터 얻었으며, 376개의 응답을 고객으로부터 확보하였다.
이를 바탕으로 분석한 결과 1) 종업원의 브랜드 관계 및 내부서비스 품질간의 긍정적 상호작용이 직무열의에미치는 효과를 파악하고, 2) 직무열의가 판매원의 고객지향적 행동에 미치는 영향을 검증하였으며, 3) 판매원의고객지향적 행동과 고객의 지각된 고객지향성간의 관계 및 이 관계를 조절하는 고객의 제품관여도의 조절효과를 실증적으로 검증하였다.
이를 바탕으로 판매 직원들의 기업과 고객을 연결시켜주는 경계확장자(boundary spanner)의 역할을 수행한다는 점을 확인하였으며, 판매 직원들을 통해 고객들의 브랜드에 대한 경험이 형성되기 때문에 먼저 판매직원들은 이상적인 브랜드 이미지를 고객들에게 전달하기 이전에 스스로가 내재화를 시켜야 한다는 필요성을 확인할 수 있었다.

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