콜센터 상담사의 감정적, 계산적 몰입의 선행 요인과 서비스품질, 이직의도에 미치는 영향 -사회 교환이론과 내부마케팅 관점- = Antecedents and Consequences of Emotional and Calculative Commitments of Call Center Agents and Impact on Service Quality and Turnover Intention - From Social Exchange Theory and Internal Marketing Perspectives -

국문 초록 (Abstract)

고객 서비스와 판매를 위해 콜센터의 중요성이 커지면서 콜센터 상담사의 높은 이직율과 낮은 조직 몰입이 중요한 문제로 대두되고 있다. 기존 콜센터 상담사 관련 연구들은 조직몰입에 영향을 미치는 변수들을 종합적으로 실증 분석하지 않았다. 본 연구는 내부 마케팅, 사회 교환이론, 개인특성 변수들과 콜센터 상담사의 감정적 몰입, 계산적 몰입의 관계를 종합적으로 살펴보고 이직의도와 서비스 품질에 미치는 영향을 분석하였다. 실증분석 결과 내부 마케팅 변수인 교육훈련, 보상시스템, 권한위임 중 보상시스템만 계산적 몰입에 직접적인 영향을 주었다. 하지만 내부 마케팅 변수들은 지각된 조직지원을 통해 감정적 몰입과 계산적 몰입에 유의한 영향을 미쳤다. 사회적 교환이론과 관련된 지각된 조직지원, 리더-구성원 관계는 감정적 몰입과 계산적 몰입에 긍정적 영향을 미쳤다. 또한 개인특성 변수인 개인-직무 적합성과 직무효능감도 감정적 몰입과 계산적 몰입에 유의한 영향을 미쳤다. 그리고 감정적 몰입, 계산적 몰입은 서비스 품질을 향상시켰으나 이직의도 감소는 감정적 몰입에서만 유의하게 감소했다. 콜센터 상담사 관리에서 감정적 몰입이 중요했으며 내부 마케팅 활동은 콜센터 상담사들이 지각한 조직 지원을 향상시켜 감정적 몰입을 높이고 서비스 품질과 이직의도 감소에 영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

As roles of call centers have been important, high turnover rate and low organizational commitments of call center agents have been critical issues. Prior research on managing call center agents has not investigated comprehensively factors that affect organizational commitments. This study overall analyzes how emotional and calculative commitments are affected by the constructs that are based upon internal marketing theory, social exchange theory and personal characteristics, and lead to services quality and decreasing turnover intention. According to the results, among internal marketing variables only compensations directly influence calculative commitments However, training and empowerment affect emotional and calculative commitments indirectly through perceived organizational support. Perceived organizational support and leader-employee relationships are positively associated with two types of commitments. Those constructs are derived from social exchange theory. Additionally person-job fit and self-efficacy enhance two commitments. Furthermore, emotional commitments play a more significant role in improving services quality and diminishing turnover intention of call center agents than calculative commitments.

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