헤어샵 종사자의 서비스일관성과 서비스유연성이 긍정적 정서표현과 직무성과에 미치는 영향 - 소상공인 헤어샵을 중심으로 -
The Effects of Service Consistency and Service Flexibility on Positive Emotional Display and Job Performance of Hair Shop Employees - Focusing on Small Hair Shops -
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초록
본 연구는 헤어샵 종사자의 서비스일관성과 서비스유연성이 긍정적 정서표현과 직무성과에 어떠한 영향을 미치는지 규명하 여 소상공인 헤어샵의 효율적 운영에 도움이 될 수 있는 기초자 료 및 정보를 제공하고자 하였으며 다음과 같은 결론을 얻었다. 첫째, 헤어샵 종사자의 서비스일관성과 서비스유연성이 긍정 적 정서표현에 미치는 영향을 살펴본 결과, 정(+)의 영향을 미 친다. 둘째, 헤어샵 종사자의 서비스일관성과 서비스유연성이 직무 성과에 미치는 영향을 살펴본 결과 정(+)의 영향을 미치는 것으 로 나타났다. 셋째, 헤어샵 종사자의 긍정적 정서표현이 직무성과에 미치 는 영향을 살펴본 결과 정(+)의 영향을 미치는 것으로 나타났 다. 고객을 대할 때 긍정적인 정서를 갖고 고객에게 직업에 맞는 이미지를 보여주고자 노력하며 내면에서 우러나오는 감정을 고 객이 느끼고 실제로 경험하기 위해 노력하는 긍정적 정서표현은 서비스 종사자의 직무성과에 유의미한 영향을 미친다는 것을 알 수 있었다. 본 연구는 미용 서비스 산업에서 다루어지지 않았던 서비스일 관성과 서비스유연성을 연구하여 나름의 의미가 있으나, 특정지 역에서 설문조사를 실시하였기에 일반화하기에는 제한이 따른 다. 후속 연구에서는 표본수를 전국적으로 확대하여 연구할 필 요성이 있음을 제언하는 바이다.
Abstract
Demand for beauty service industry is increasing in order to satisfy an individual's esthetic desires socially. The beauty service industry is highly dependent on workers as they directly provide customers with satisfaction through skills and services. It is a sensitive business that can immediately feel customer feedback due to the simultaneousness of production and consumption, and the service specialty is based on the intangible human service. The level of workers' skill and the service quality are the two essential parameters of competition which play a decisive role in the relationship with customers. the present study is intended to look into the effects of service consistency, which can provide service without deviation in accordance with the person, and service flexibility, which can properly deal with the problem of unexpected situations on positive emotional display and job performance of the small hair shop employees. To achieve this, SPSS Ver. 18.0 and Amos Ver. 18.0 were used for analysis of the collected data. The exploratory factor analysis, reliability analysis and confirmatory factor analysis were conducted using both the exogenous and endogenous variables to verify the validity and reliability of the measurement scales. The extracted values of concept reliability and average variance were calculated to inquire into the intensive validity. A correlation analysis was conducted to measure relationship between the drawn factors, and the verification of structural equation model was based on the research hypothesis. Results showed that service consistency and service flexibility had an effect on positive emotional display and job performance. In other words, service consistency, which can solve customers' problems positively through accurate job performance and accurate information delivery, and service flexibility that can provide the alternative service promptly by solving the problems in customer complaints or accidental situations could be important factors to improve the employees’ positive emotional display. In addition, their positive emotional display had an effect on their job performance, which evaluates their own performance by providing the service for convenience rapidly without error at all times in performing their job from a customer's perspective.
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