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서비스 종업원과 고객이 지각하는 조직분위기가 통제지각과 정서적 반응에 미치는 영향: 서비스접점 통제지각을 중심으로

The Effect of Employees and Customers' Perceived Organizational Climate on Perceived Control and Emotional Responses: Focused on Service Encounter Control

윤만희|김지한|윤경산
한국전략마케팅학회 (Korean Strategic Marketing Association)|2015.03|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제23권 제1호|pp. 107-136

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참고문헌

키워드

Service Quality직무만족Job Satisfaction서비스품질Customer Satisfaction고객만족종업원 통제지각고객통제지각조직분위기Employee's Perceived ControlCustomers' Perceived ControlOrganizational Climate

초록

본 연구는 서비스 종업원과 고객이 서비스접점에서 지각하는 접점통제에 대하여 논의하고, 이들 통제 지각에 영향을 미치는 조직 분위기(organizational climate perceptions)와 이들 통제가 효과를 미치는 정서적 결과를 검토한다. 우선 서비스접점에서 종업원이 지각하는 접점통제는 서비스지향적 분위기, 업무효율적 분위기와 같은 분위기 지각으로부터 어떤 영향을 받으며, 그들의 직무만족과 고객만족과 서비스품질에 대해서는 어떠한 영향을 미치고 있는지를 파악한다. 그리고 고객의 통제지각과 관련하여, 서비스접점의 물리적 환경이나 서비스 종업원이 보여주는 상호작용 공정성으로부터 어떤 영향을 받으며 고객만족과 서비스품질 평가에 어떤 결과를 가져다주는지를 검토한다. 또한 서비스접점에서의 종업원-고객 상호접촉(employee-customer interface) 특성을 고려하기 위해 고객과 종업원 통제지각 사이의 연관성을 파악하고 이들 통제 변수가 상대방의 정서적 평가에 대해 어떤 영향을 미치는지를 확인한다. 서비스 종업원과 고객 자료를 동시에 고려한 실증분석을 통하여 이들 당사자들의 서비스접점에 대한 통제지각은 서비스접점에서 중요한 역할을 하고 있음을 확인할 수 있었다. 구조방정식 결과에 의하면 조직 분위기 변수는 종업원과 고객의 통제지각에 유의한 영향을 미치는 것으로 나타났다. 그리고 종업원과 고객의 서비스접점 통제지각은 정서적 결과에 중요한 영향을 미치고 있음을 확인하였다.

Abstract

This paper explores the conceptual characteristics and construct about the perceived control over the service encounter simultaneously. This study examines the climate perceptions factors and the perceived control on emotional effects. In the concrete, the first, the service oriented climate and work efficiency climate are related to the job satisfaction, the customer satisfaction, and the service quality through the mediation of a service provider's self-reported perceived control of the service situation. The second, physical environment and interaction fairness are related to a customer satisfaction and service quality through the mediation of a service customer's self-reported perceived control of the service situation. And the last, interaction fairness was proposed to affect directly a customer satisfaction of the service situation. In the empirical study which used dyad of service provider and customer of the service situation, structural equation modeling presented a well-fit evidence that the perceived control in service encounter and emotional effects are influenced by their proposed antecedents. It was found that the organizational service climate factors have direct affect on the customer and employee's perceived control in the service encounter, and the customer and employee's perceived control impacts on emotional effects.

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