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종업원의 적응성과 서비스지향성이 고객가치에 미치는 영향

Influences of Employees’Adaptability and Service Orientation on Customer Value

강기두|조성|초필연
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2014.04|상품학연구 (Journal of Product Research)|제32권 제2호|pp. 89-107|DOI 10.36345/kacst.2014.32.2.006

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참고문헌

키워드

지각된 가치Perceived value관계효익서비스 지향성Relational benefitService-OrientationAdaptive selling behavior적응적 판매 행동고객의 지식수준종업원의 전문성Customer knowledge levelEmployee expertise
주제분류경영학

초록

연구목적: 본 연구에서는 고객의 관점에서 바라본 종업원의 적응적 행동과 서비스지향성이 고객들이 지각하는 가치인식, 그리고 관계효익에 어떤 영향을 미치는지, 그리고 이러한 관계는 종업원의 전문성과 고객들의 지식수준에 따라 어떻게 차이가 나는지를 살펴보고자 한다. 연구 설계 및 방법론: 연구목적의 달성을 위해 확증적 요인분석, 확인적 요인분석, 위계적 회귀분석, 다중집단 분석으로 고객의 관점, 종업원의 관점, 고객의 지식수준 그리고 종업원의 전문성이라는 조절변수를 투입하여 실행하였다. 300명의 조사 대상을 선출하여 불성실한 답변 48부 제외, 252부의 가용한 답변을 최종분석에 활용하였다. 분석 및 연구 결과: 연구 결과, 종업원의 적응적 판매행동의 관계효익만 제외하고 모든 신뢰 차원에서 서비스지향성과 지각된 가치가 관계효익에 효과가 있는 것으로 나타났다. 고객의 지식수준이라는 조절변수는 종업원의 적응성과 서비스지향성이 관계효익에 끼치는 영향을 조절하는 효과가 없다는 결과가 도출되었으며 종업원 전문성이라는 조절변수는 종업원의 적응성과 서비스지향성이 관계효익에 끼치는 영향을 조절하는 효과가 있는 것으로 도출되었다. 시사점 및 연구의 한계점: 본 연구는 고객의 관점으로 살펴보는 종업원의 적응성과 서비스지향성이라는 개념들을 분석하여 관계자들의 이해를 돕기 위한 학문적 시사점과 서비스 제공자인 기업들의 입장에서 본 연구의 결과를 어떻게 실무에 응용할지에 대한 실무적 시사점 제공에 초점을 두었다. 향후 연구방향: 향후 연구들은 고객의 관점에서 바라보는 종업원의 적응성과 서비스지향성에 대한 연구를 많이 시도할 수 있으며, 조절변수로 사용된 고객의 지식수준이 종업원의 적응성과 서비스지향성과 관계효익 간의 관계에 영향을 끼칠지에 대해 시도할 수 있다. 공헌점: 본 연구는 다양한 욕구를 가지고 있는 고객에게 더 낳은 품질의 맞춤형 서비스를 빠르고 쾌적하게 제공하고 보다 더 친절해지기 위한 끊임없는 종업원의 노력은 고객 만족에 결정적인 역할을 하며 이는 곧 기업의 성과와 직결된다.

Abstract

Purpose: The current study aimed to investigate the effect of adaptive selling behavior and service-orientation from the customer' s point of view upon their perceived value and relational benefit. Furthermore, among these mentioned relationships, the differences in the levels of employee expertise and customer knowledge were assessed. Design/methodology/approach: A questionnaire-based survey was conducted on 300 people, of which, 48 were excluded for providing false answers: hence, a total of 252 participants were adapted in the final analysis. In order to achieve the research purposes, confirmatory factor analysis(CFA), hierarchical regression analysis and multi-group analysis were implemented. Results/findings: The results of the study demonstrated that employees service orientation only has a significant impact on the relational benefit and consequently, relational benefit also has a significant influence on the perceived values. In relation to the moderating effect, customers perception on employees expert is shown to significantly moderate the relationships between employees adaptive selling behavior/service orientation and the relational benefit. Research implications/limitations: While the current study reassessed the relationships among employees adaptive selling behavior, service orientation, relational benefit, and perceived value, this study is unique because test those relationships from the customers perspective. Simultaneously, the moderating effects of employees expert and customers knowledge were assessed. However, several limitations, particularly regarding the measures related to adaptive selling behaviors were noted because it was relatively new. Future work/research: Future research should re-test the relationships suggested in the current study, especially from the customer' s' point of view. Further, the moderating role of customers knowledge and others should also be retested. Moreover in order to attain external validity, other research settings should be attempted. Originality/value: While it was assessed from the customers point of view, it was re-confirmed that employees ’ s adaptive and service oriented behavior have positive impacts on customers perceptions, such as relational benefit and perceived value. Because many constructs addressed in the current study were primarily discussed in the context of employees perspective, the current study provides some directions for future studies. In particular , the propositions for moderating the role of employees expert and customers knowledge have a unique aspect in the current study.

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