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직무 만족-불만족에 대한 결정요인으로서 인지된 혁신성 수준의 역할에 대한 연구 : 텍스트 마이닝 기법의 활용

The Role of Perceived Innovativeness as a Factor Determining Job Satisfaction and Dissatisfaction : An Application of Text Mining Techniques

박기완|한윤지|김종대|송승연|장호준|서교원
서비스마케팅학회 (Service Marketing Association)|2022.06|서비스마케팅저널 (Services Marketing Journal)|제15권 제1호|pp. 5-25|DOI 10.56352/SMJ.2022.15.1.01

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키워드

Job SatisfactionText Mining텍스트 마이닝직무만족도내부마케팅Internal Marketing인지된 혁신성거래적 보상 요인관계적 보상 요인Perceived InnovativenessTransactional RewardsRelational Rewards

초록

본 연구는 신속한 결제수단의 변화로 인해 경영 혁신이 요구되는 국내 카드 발행 기업을 중심으로 금융기업 내 직원 만족도에영향을 주는 요인을 파악한다. 구체적으로 브랜드가 가진 혁신성 이미지에 따라 내부 직원의 직무 만족-불만족 요인이 어떻게달라지는지를 고찰하였다. 이를 위해 본 연구는 기업평가 사이트 웹 크롤링(web crawling)을 통해 잡플래닛(Jobplanet)에게시된 내부직원들의 텍스트 평가 자료를 수집하고, 텍스트 마이닝을 이용한 빈도 분석, 계층적 군집 분석, 그리고 회귀 분석을시행하였다. 연구 결과, 보수적 이미지의 기업에 비해 혁신적 이미지를 가진 기업의 직원들은 관계적 보상과 거래적 보상 중전자에 대한 기대가 상대적으로 높았으며, 이러한 기대의 차이가 기업 평가에 유의미한 영향을 준다는 점을 확인하였다. 즉, 직원들은 기업의 인지된 혁신성 수준에 따라 기대하는 보상이 충족될 때 직무 만족도가 높았던 반면, 충족되지 않을 경우 직무불만족이 높아지는 것을 확인하였다. 본 연구는 기업이 가진 브랜드 이미지에 따라 직무 만족도 결정 요인의 중요도가 달라질수 있다는 사실을 규명하고, 이를 텍스트 마이닝 기법으로 도출하였다는 점에서 직무 만족도를 향상시키기 위한 내부 마케팅문헌에 기여하였다. 또한, 내부 마케팅을 효과적으로 디자인하기 위한 기업 실무자들에게도 유용한 시사점을 제공하였다.

Abstract

The present research aims to identify factors affecting employees’ job satisfaction in the financial industry, as domestic credit card issuing companies require innovative job performance, mainly due to rapid changes in digital payment systems. Focusing on the perceived innovativeness, we examine whether consumers’ expectations about the factors determining job (dis)satisfaction vary depending on the external corporate image. To do so, we collect data by web-crawling texts from a job review site, Jobplanet. Among various machine learning techniques, frequency analysis, hierarchical clustering, and regression analysis are used to derive insight into internal marketing. The results show that employees expect high relational (vs. transactional) compensation for companies with high (vs. low) innovative brand images. When such expectations are not fulfilled adequately, employees experience job dissatisfaction. The present study indicates that the importance of job satisfaction factors depends on the firm’s brand image, which is critical to the related literature. And our results can contribute to managers and marketers in the industry who design the internal marketing strategy to improve job satisfaction.

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