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서비스 종업원의 목표지향성과 고객지향성이 감정노동과 직무만족에 미치는 영향

Effects of Service Employees’ Goal and Customer Orientation on Emotional Labor and Job Satisfaction

조성도|김경은
한국전략마케팅학회 (Korean Strategic Marketing Association)|2013.03|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제21권 제1호|pp. 1-21

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참고문헌

키워드

감정노동직무만족Emotional LaborJob Satisfaction고객지향성Customer OrientationLearning Goal Orientation서비스 종업원학습 목표지향성성과 목표지향성Performance Goal OrientationService Employees

초록

본 연구는 서비스 종업원의 고객지향적 성격과 목표지향성이 감정노동의 내면행위와 표면행위를 통해 직무만족에 어떤 영향을 미치는 지 알아보았다. 감정노동의 내면행위는 실제 자신의 내면 동기 및 감정과 일치하게 표현하는 것이고 표면행위는 내면 감정과 다른 조작된 표현을 하는 것이다. 은행 서비스 종업원을 대상으로 실증분석을 한 결과 서비스 종업원의 고객지향적 성격은 감정노동의 내면 행위에 긍정적 영향을 미쳤으나 표면행위와는 유의한 관련성이 없었다. 그리고 목표지향성은 학습 목표지향성과 성과 목표지향성이 있는데 학습 목표지향성은 자신이 새로운 것을 배우고 과거보다 발전하는데 초점을 두는 것이다. 성과 목표지향성은 다른 서비스 종업원보다 더 나은 성과를 달성하는데 중점을 두는 것이다. 실증분석 결과 학습 목표지향성은 감정노동의 내면행위에 유의한 영향을 미쳤고 성과 목표지향성은 표면행위에 유의한 영향을 주었다. 그리고 감정노동의 내면행위는 직무만족을 향상시켰으나 표면행위는 감소시켰다. 이는 고객지향적이고 학습 목표지향적 성격을 가진 서비스 종업원은 내면행위를 하여 직무만족이 높다는 것을 알 수 있다. 따라서 서비스 종업원을 선발할 때 성격 특성을 고려할 필요가 있고 목표지향성을 변화시키는 교육 체계가 중요하다.

Abstract

Service employees' emotional labor has been one of critical topics in services marketing in terms of affecting job satisfaction, service quality and customer satisfaction. This study focuses on service employees' personalities and specifies two types of emotional labor, deep acting and surface acting, and tests the effects of customer orientation and goal orientation on two kinds of emotional labor and job satisfaction. The reason that customer orientation is examined together with goal orientation is that customer orientation is considered as a personality construct by several studies. We chose to study bank services to conduct the survey. 280 questionnaires were distributed and 271 bank service employee completed the questionnaires. Finally 270 questionnaires were used for the hypotheses testing. We conduct the Cronbach α test and confirmatory factor analysis to assess the reliability and the validity of the measures. The coefficient values of all constructs are greater than .7 and all average variance extracted(AVE) estimates are greater than .5. Therefore we conclude that the measures have acceptable convergent validity and reliability. In order to assess the discriminant validity, we compare the shared variance of all possible pairs of constructs with AVE values. AVE values are greater than the shared variance values. Thus, the measures demonstrate adequate discriminant validity. The results show that learning goal orientation is positively associated with deep acting of emotional labor and performance goal orientation influences surface acting of emotional labor positively. Also customer orientation personality has a significant influence on deep acting of emotional labor. However it does not affect surface acting significantly. In the relationship between emotional labour and job satisfaction, only deep acting of emotional labor has a positive influence on job satisfaction. Therefore, based upon the results of this research we can maintain that services companies need to enhance deep acting of emotional labor by selecting service employees who have customer orientation and learning goal orientation personalities. Additionally services employees' learning goal orientation could be cultivated through various education activities in the services firms.

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