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서비스 접점에서의 고객행동이 종업원의 감정고갈 및 고객평가에 미치는 영향

The Effects of Customer Behaviors on Employees’ Emotional Exhaustion and Customer Evaluation in the Service Encounter

김대용|노태석|서문식
한국소비자학회 (Korean Society Of Consumer Studies)|2016.10|소비자학연구 (Journal of Consumer Studies)|제27권 제5호|pp. 111-138

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서비스 품질emotional exhaustionservice quality고객시민행동감정고갈고객참여행동customer citizenship behaviorcustomer participation고객평가customer evaluation
주제분류경제학

초록

오늘날, 서비스를 제공받는 고객들은 더 나은 서비스의 품질을 확신하기 위하여 서비스 접점에서 고객참여행동(CPB) 혹은 고객시민행동(CCB)을 한다. 또한 고객들은 스스로 그러한 행동을 수행함으로서 더 나은 서비스 품질(고객측면SQ)이 돌아오는 것은 당연한 결과라고 생각한다. 그러나 고객들의 참여 또는 시민행동이 항상 올바른 방향으로 행해지고 있다고 볼 수 있는가? 본 연구는 서비스 접점에서 서비스제공자가 지각하게 될 서비스 품질(직원측면SQ)에 영향을 미칠 수 있는 고객참여행동과 고객시민행동을 기반으로 하는 고객평가(CE)와 감정노동으로 인해 발생되는 감정고갈에 대한 영향을 논의한다. 추가적으로 감정고갈의 매개효과를 분석하여 그 중요성을 강조코자 하였다. 또한 본 연구에서는 기존 연구의 단방향적 접근에서 벗어나 현상과 실제 간 간극을 줄이고자 서비스접점에서 고객과 서비스제공자를 이원적(dyadic) 조사방법을 사용하여 평가함으로써 평가의 객관성을 확보하려 노력하였다. 본 연구의 결과는 아래와 같다. 첫째, 고객참여행동은 서비스 접점에서 서비스제공자가 가지는 고객평가에 긍정적인 영향을 보였고 서비스제공자가 가지는 감정고갈을 감소시키는 효과를 보였다. 또한 고객시민행동 역시 서비스제공자가 가지는 고객평가에 긍정적인 영향을 보였고 서비스제공자가 가지는 감정고갈을 감소시키는 효과를 보였다. 둘째, 서비스제공자가 서비스 접점에서 가지는 높은 수준의 감정노동 수행으로 발생된 감정고갈은 고객평가에 부정적인 영향을 보였고, 이러한 감정고갈은 실제 서비스제공자가 스스로 지각하는 서비스 품질에도 부정적인 영향을 미쳤다. 마지막으로 직원의 고객평가는 서비스제공자가 스스로 제공하는 서비스 품질에 대하여 긍정적인 영향을 보였고, 서비스제공자가 가지는 긍정적인 서비스 품질은 소비자가 지각하는 서비스 품질에도 긍정적인 결과를 가져오는 효과를 보였다. 본 연구에서는 서비스접점에서 고객의 참여행동과 시민행동에 대한 서비스제공자의 고객평가와 감정고갈이 서비스제공자가 스스로 지각하는 서비스 품질에 영향을 가져올 수 있으며, 이때 서비스제공자가 지각하는 서비스 품질은 고객이 최종적으로 지각하게 될 서비스 품질에 영향을 끼칠 수 있다는 점을 제시하고 있다. 또한 서비스제공자의 이성적인 고객평가에 영향을 미칠 수 있는 감정적인 부분인 감정고갈의 매개효과를 규명함으로써 긍정적인 고객참여행동과 고객시민행동을 유도하고 서비스 품질의 향상을 추구하는 서비스기업들을 위한 전략적인 시사점을 제공하였다.

Abstract

Today, customers receiving service show the customer participation behaviors(CPB) or customer citizenship behaviors(CCB) in the service encounter to be sure to have better service quality. Also, customers think that performing quality such behaviors would naturally result better service quality. However, can every customer participation or customer citizenship behavior conducted are effecting impacting in the right direction? This study argues about customer evaluation and emotional labor based on customer participation activities and customer citizenship behaviors that could have effects on the service quality perceived by service providers in the service encounter, and also especially to designed analyze the mediating effect of emotional exhaustion in the emotional aspect that could have influences on service providers' rational evaluation. Our research have several results, first, the customer participation activities had positive effects customer evaluation of service providers in the service encounter while also reduction of service providers' emotional exhaustion. Also, the customer citizenship behaviors showed positive effects on service providers' customer evaluation while showing effect to reduce their emotional exhaustion. Second, emotional exhaustion of service provider in the service encounter showed negative effect on customer evaluation, and such emotional exhaustion also had negative effect on the actual service quality perceived by service providers. Lastly, employees' customer evaluation showed positive effect on the service quality provided by themselves while positive service quality of service providers' had positive effect on consumer’s perception of service quality. This study suggests that service providers' customer evaluation and emotional exhaustion in regard of customer participation activities and citizenship behaviors in the service encounter can have effects on the service quality cognized by themselves, and the service quality cognized by service providers can eventually have effects on the service quality cognized customers. By examining the mediating effect of emotional exhaustion that can have effects on service providers' rational customer evaluation, it induces positive customer participation activities and customer citizenship behaviors, and also provides strategic implications for service businesses pursuing the improvement of service quality. In order to reduce such gaps, this study has secured the objectivity of the evaluation by using the dyadic research method for customers and service providers in the service encounter.

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