서비스 실패와 서비스 회복이 직무만족과 대처반응에 미치는 영향
The Influence of Service Failure and Service Recovery on the Staff's Coping Response and Job Satisfaction
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본 연구는 서비스 실패와 서비스 회복이 종업원의 직무만족과 대처반응에 미치는 영향에 대해 이론적 고찰을 한 후, 변수 간 관계분석을 구조방정식 모형(Structural Equation Modeling:SEM)을 이용하여 그 효과를 실증적으로 분석하였다. 분석결과, 첫째, 서비스 실패는 직무만족에 유의한 부(-)의 영향을 미치지만 대처반응의 하위요인인 컨트롤(control)행동과 이탈((escape)행동에는 영향을 미치지 않는 것으로 나타났다. 둘째, 적절한 서비스 회복 조치는 종업원의 직무만족과 컨트롤행동에 유의한 정(+)의 영향을 미치지만 이탈행동에는 영향을 미치지 않는 것으로 나타났다. 셋째, 직무만족은 컨트롤행동과 이탈행동에 유의한 영향을 미치는 것으로 나타나, 서비스 실패와 대처반응, 그리고 서비스 회복과 이탈행동간의 관계에서 완전매개역할을 하는 것으로 나타났고, 서비스 회복과 컨트롤행동간의 관계에서는 부분매개역할을 하는 것으로 나타났다. 이러한 연구결과를 바탕으로 서비스 종업원의 업무태도 변화를 통한 서비스 품질향상을 위한 시사점에 대한 논의가 이루어졌다.
Abstract
This study makes a theoretical survey about the impact of the service failure and service recovery on staff’s job satisfaction and coping response, and analyzes the effect demonstratively by making an analysis about the relationship between these variables under the Structural Equation Modeling (SEM). The results of the analysis are following like three points below. First, Service Failure will have negative effect on the job satisfaction but doesn’t influence control action and escape action which are minor factors of coping response. Second, appropriate measures of service recovery have positive effects on staff’s job satisfaction and control action but have no influence on escape action. Third, job satisfaction plays a positive role in the control action and escape action. That is to say, on the one hand, job satisfaction functions as a complete medium between the service failure and coping response, and so do between service recovery and escape action too. On the other hand, it acts as a partial medium between service recovery and control action. Based on such results of study, the researchers carry out a controversial discussion about the subject matter-how to improve the service quantity by changing staff’s attitude towards customers.
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