본문 바로가기
KERD
논문KCI 등재

서비스 종업원의 대인적 불공정성과 고객 불평 관계에서의 감정 역할 -분노매개와 감정조절-

The Role of Emotion in the Relationship between Service Employee’s Interpersonal Injustice and Customer Complaint: Anger Mediation and Emotion Regulations

윤만희
한국산업경영학회 (Korean Association Of Industrial Business Administrarion)|2019.05|경영연구 (Journal of Business Research)|제34권 제2호|pp. 57-84|DOI 10.22903/jbr.2019.34.2.57

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

분노Anger정서사건이론Cognitive Reappraisal감정억제인지재평가Emotion SuppressionAffective Event Theory대인적 불공정성Interpersonal Injustice
주제분류경영학

초록

본 연구는 그간 마케팅에서 주목을 받아 온 고객 불평 문제를 감정 프로세스(emotion process)로 보고 이를 감정발생과정과 감정조절 측면에서 접근하였다. 정서사건이론에 따라 고객이 서비스접점에서 경험하는 종업원의 불공정한 행위(정서적 사건)가 분노(정서적 반응)를 통해 불평의도(정서적 행위)에 영향을 미치는 과정을 분석하였다. 그리고 주요 감정조절전략인 인지재평가와 감정억제가 감정발생과정 초반(감정경험)과 후반(감정표출) 단계 각각에서 조절변수의 역할을 수행하고 있는지를 검토하였다. 서비스실패 시나리오와 설문지를 통해 수집한 자료(n=662)를 사용하여 매개회귀분석을 실시한 결과, 서비스 현장에서 고객이 경험하는 종업원의 대인적인 불공정한 행위는 그들이 불평하고자 하는 의도에 직접 영향을 미칠 뿐만 아니라 분노를 통해 간접적으로도 유의한 영향을 미치고 있음을 확인할 수 있었다. 그리고 조절매개회귀분석을 통해, 정서적 사건에 대한 고객의 인지재평가는 분노(감정반응)를 야기하는 과정에서 감정조절을 하여, 감정억제는 감정 발생 과정 후반부 즉 감정표현 단계에서 유의하게 작동하고 있음을 확인하였다. 본 연구는 정서사건이론과 감정조절이론을 결합함으로써 불평 행위에 이르는 고객의 감정처리 과정을 보다 포괄적으로 검토하였다. 효과적인 고객 불평 관리를 위해서는 단순히 구매 후 고객 만족도에 집착하기보다는 고객이 경험하는 감정생성과 조절메커니즘을 체계적으로 이해하는 것이 필요할 것이다.

Abstract

This study explored customer complaints in a perspective of affective process which includes both emotion generative process and emotion regulation processes. Based on affective events theory (AET), which was initially developed and widely used in the human resources management (HRM) field, this paper examined whether the employee injustice (affective event) perceived by customers in service encounter indirectly influences their complaint intention (affective behavior) through anger (affective reaction). Drawing upon regulation theories, it also examined whether the cognitive reappraisal strategy controls the emotion experience in the early stage of affective generative process, and whether the emotion suppression controls the emotion expression in the late stage of affective generative process. Data were collected from 662 college students in Korea and Vietnam using service failure scenarios and questionnaires. Regression results showed that customer’s anger mediates the relationship between his/her perceived employee injustice and complaint intention. As a proactive emotion regulation strategy, cognitive reappraisal significantly interacted with employee injustice in predicting anger and also moderated the indirect effect of employee injustice on complaint intention. Emotion suppression strategy also significantly interacted with anger in predicting complaint intention and moderated the indirect effect of employee injustice on complaint intention. This study deepened affective understanding of complaints by incorporating both affective event theory and emotion-regulation theories in predicting customer complaining behavior. For the effective complaining management, service management should systematically understand customer’s emotion generative process and emotion regulation mechanism rather than simply sticking to customer satisfaction scores.

참고문헌 (47)

  1. 공혜원, "직장 내 정서 경험에 따른 감정노동 프로세스 모델 구축에 관한 연구: 근거 이론을 중심으로", Korea Business Review, 18(4), pp.325~356 (2014), 한국경영학회
  2. 이유하, "여행사슬 내 서비스 실패가 장애인 관광자의 인지적·감정적·행동적 반응에 미치는영향 - 신체적 모습 관점에서 -", 관광학연구, 41(10), pp.27~49 (2017), 한국관광학회[DOI]
  3. Ashkanasy, N. M., "Managing Emotions in The Workplace", pp.3~22 (2002)
  4. Ashton-James, C. E., "The effect of affect in organizational settings", pp.23~46 (2005), Emerald Group Publishing Limited
  5. Bagozzi, R. P., "The role of emotions in marketing", Journal of the Academy of Marketing Science, 27(2), pp.184~206 (1999)
  6. Baron, R. M., "The moderator-mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations", Journal of Personality and Social Psychology, 51(6), pp.1173~1182 (1986)
  7. Bitner, M. J., "The service encounter : diagnosing favorable and unfavorable incidents", Journal of marketing, 54(1), pp.71~84 (1990)
  8. Bougie, R., "Angry customers don’t come back, they get back : The experience and behavioral implications of anger and dissatisfaction in services", Journal of the Academy of Marketing Science, 31(4), pp.377~393 (2003)
  9. Bowen, D. E., "Boundary-spanning-role employees and the service encounter : Some guidelines for management and research", The Service Encounter, 127, pp.148~ (1985)
  10. Chebat, J. C., "How emotions mediate the effects of perceived justice on loyalty in service recovery situations : an empirical study", Journal of Business Research, 58(5), pp.664~673 (2005)
  11. Colquitt, J. A., "On the dimensionality of organizational justice : A construct validation of a measure", Journal of Applied Psychology, 6(3), pp.386~400 (2001)
  12. Cropanzano, R., "Emotions in the Workplace: Research, Theory, and Practice", pp.2000, Quorum Books
  13. Davidow, M., "Organizational responses to customer complaints : What works and what doesn’t", Journal of Service Research, 5(3), pp.225~250 (2003)
  14. Edwards, J. R., "Methods for integrating moderation and mediation : A general analytical framework using moderated path analysis", Psychological Methods, 12(1), pp.1~ (2007)
  15. Feick, L. F., "Latent class models for the analysis of behavioral hierarchies", Journal of Marketing Research, 24, pp.174~186 (1987)
  16. Folkes, V., "A field study of causal inferences and consumer reaction : The view from the airport", Journal of Consumer Research, 14, pp.534~539 (1987)
  17. Folkman, S., "An analysis of coping in a middle-aged community sample", Journal of Health and Social Behavior, 21, pp.219~239 (1980)
  18. Frijda, N. H., "Handbook of Emotions" (1993), Guilford Press
  19. Gabbott, M., "Emotional intelligence as a moderator of coping strategies and service outcomes in circumstances of service failure", Journal of Service Research, 14(2), pp.234~248 (2010)
  20. Grandey, A., "Emotion regulation in the workplace : A new way to conceptualize emotional labor", Journal of Occupational Health Psychology, 5(1), pp.95~110 (2000)
  21. Gross, J. J., "The emerging field of emotion regulation : An intergrative review", Review of General Psychology, 2(3), pp.271~299 (1998)
  22. Gross, J. J., "Individual differences in two emotion-regulation processes : Implications for affect, relationships, and well-being", Journal of Personality and Social Psychology, 85, pp.348~362 (2003)
  23. Hayes, A. F., "Beyond Baron and Kenny : Statistical mediation analysis in the new millennium", Communication Monographs, 76(4), pp.408~420 (2009)
  24. Hayes, A. F., "PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling", ~ (2012)
  25. Hogarth, J. M., "Consumer complaints and third parties: Determinants of consumer satisfaction with complaint resolution efforts", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, pp.74~87 (2001)
  26. Kowalski, R. M., "Complaints and complaining : Functions, antecedents and consequences", Psychological Bulletin, 119(2), pp.179~196 (1996)
  27. Lazarus, R. S., "Psychological Stress and The Coping Process" (1966), McGraw-Hill
  28. Lazarus, R. S., "Emotion and Adaptation" (1991), Oxford University Press
  29. McCollough, M. A., "An empirical investigation of customer satisfaction after service failure and recovery", Journal of Service Research, 3(2), pp.121~137 (2000)
  30. Nyer, P. U., "Modeling the cognitive antecedents of post-consumption emotions", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 10, pp.80~90 (1997)
  31. Paterson, J. M., "Managing Emotions in the Workplace", pp.25~44 (2002), Sharpe
  32. Perera, S., "What Have We Learned? Ten Years On", pp.75~106 (2011), Emerald Group Publishing Limited
  33. Preacher, K. J., "SPSS and SAS procedures for estimating indirect effects in simple mediation models", Behavior Research Methods, Instruments, & Computers, 36(4), pp.717~731 (2004)
  34. Preacher, K. J., "Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediaton models", Behavior Research Methods, 40(3), pp.879~891 (2008)
  35. Richins, M. L., "Negative word-of-mouth by dissatisfied consumers : A pilot study", Journal of Marketing, 47, pp.68~78 (1983)
  36. Roseman, I. J., "Appraisal determinants of discrete emotions", Cognition and Emotion, 5, pp.161~200 (1991)
  37. Russell-Bennett, R., "What Have We Learned? Ten Years On", pp.151~166 (2011), Emerald Group Publishing Limited
  38. Russell-Bennett, R., "What Have We Learned? Ten Years On", pp.167~193 (2011), Emerald Group Publishing Limited
  39. Rupp, D. E., ""When customers lash out : The effects of customer interactional injustice, on emotional labor and the mediating role of discrete emotions", Journal of Applied Psychology, 91(4), pp.971~978 (2006)
  40. Singh, J., "Consumer complaint intentions and behavior : Definitional and taxonomical issues", Journal of Marketing, 52, pp.93~107 (1988)
  41. Singh, J., "A typology of consumer dissatisfaction response styles", Journal of Retailing, 66(1), pp.57~987 (1990)
  42. Singh, J., "When customer complain : A path analysis of the key antecedents of consumer complaint response estimates", Journal of the Academy of Marketing Science, 24(4), pp.350~365 (1996)
  43. Smith, A. K., "The effect of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgments", Journal of the Academy of Marketing Science, 30(1), pp.5~23 (2002)
  44. Sobel, M. E., "Asymptotic confidence intervals for indirect effects in structural equation models", Sociological Methodology, 13, pp.290~312 (1982)
  45. Stephens, N., "Why don't some people complain? A cognitive-emotive process model of consumer complaint behavior", Journal of the Academy of Marketing Science, 26(3), pp.172~189 (1998)
  46. Weiss, H. M., "Affective events theory : A theoretical discussion of affective experiences at work", Research in Organizational Behavior, 18, pp.1~74 (1996)
  47. Weiss, H. M., "Effects of justice conditions on discrete emotions", Journal of Applied Psychology, 84, pp.786~794 (1999)

관련 논문AI추천

Does Angry Customers Immediately Complain? :A Moderated Mediation Analysis윤만희, Pham, Van Hanh한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2017 · 제25권 제1호예상정서가 고객불평, 불만해결 및 결과정서에 미치는 영향: 종단적 연구김주현, 윤만희한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2015 · 제23권 제3호브랜드 실패 경험에 따른 소비자 분노 과정과 브랜드 명성의 조절효과최숙희, 최순화사회과학연구소 · 사회과학연구2013 · 제39권 제2호서비스회복 공정성이 고객의 잔여감정에 미치는 영향: 브랜드관계품질의 조절효과김상희대한산업경영학회 · 산업융합연구2023 · 제21권 제12호당신의 고객들은 종업원의 진심을 알고 있을까?: 서비스실패회복 상황에서 서비스 공정성의 영향과 서비스 진정성의 매개효과에 관한 연구안명아, 한상린한국소비문화학회 · 소비문화연구2016 · 제19권 제1호서비스접점에서 고객의 화에 대한 반응: 판매원 대 다른 고객의 관점박경애한국의류산업학회 · 한국의류산업학회지2010 · 제12권 제5호

이 간행물의 다른 논문 (7건)

비선형 공적분 방법을 이용한 원/달러 환율과 KOSPI지수 사이의 관계에 대한 연구김상배pp. 1-21비언어적 커뮤니케이션, 서비스품질, 전문성, 신뢰 간의 관계에 대한 연구박성민, 김채복, 박찬권pp. 23-55이익의 질 개념에 관한 연구 -국제회계기준 도입이후 전문가 그룹 설문조사를 바탕으로-문상혁, 송혜진, 김상헌, 변정희pp. 85-109지주회사 전환 동기의 사례연구김한수pp. 111-131Influences of Absorptive capacity and Social capital on Reverse Knowledge Transfer오금식pp. 133-156
원문 보기