실버서비스 상황에서 종사자의 감정적 애착의 중요성과 그 유발요인 및 고객지향성과의 관계 = The Study on the Importance of Emotional Attachment in Silver Service and the Relationship Between the Emotional Attachment and the Stimulative Precedent Variables & Customer-Orientation

다국어 초록 (Multilingual Abstract)

This study focuses on the emotional attachment of silver service associates to the customers, which critically influences services' qualitative level. Considering silver consumers' characteristics, those associates react to their silver customers more sensitively than to the young customers. It is believed that such customer-oriented behaviors made by the associates play a decisive role in silver consumers' satisfaction. To examine the fact above, we classify the stimulative precedent variables of emotional attachment into three groups: organizational control area(internal marketing, organizational support, emotional express norms), individual control area(self-control, self-efficiency), social complementary area(social support). First, we verify the relationship between those variables and the emotional attachment of silver service associates. Second, we confirm the relationship between that emotional attachment and customer-orientation empirically.
The results show that it is important (1) to create free atmosphere for the associates to make emotional expressions in service organization, (2) to maximize individual control elements related to emotion, and (3) to acquire social support that help associates think they do the right things. It is also confirmed that the relationship between the emotional attachment and customer-orientation is very intimate. Conclusively speaking, we identified the emotional attachment as an important element to create customer-orientation of the associates in silver services settings. It is suggested that many organizations try to redouble their efforts to extract the emotional attachment from their employees, and need to emphasize these points.

국문 초록 (Abstract)

본 연구는 실버서비스 종사자들의 서비스 질적수준에 결정적인 영향을 미치는 감정적 반응 즉 감정적 애착에 초점을 맞추고 있다. 실버소비자의 특성을 고려할 때, 그들은 젊은 층과 달리 종사자의 감정적 애착에 보다 민감하게 반응할 것이며, 그러한 고객지향적인 종사자의 행동은 실버소비자의 서비스 만족에 큰 역할을 할 것이다. 이를 위해 감정적 애착의 선행요인으로 조직통제영역의 요인(내부마케팅, 조직지원, 감정표현규범), 개인통제영역의 요인(자아통제력, 자아효능감), 사회적 보완영역의 요인(사회적지지)으로 구분하여 실버서비스 종사자의 감정적 애착과의 관계를 이론적·실증적으로 살펴보고, 이러한 감정적 애착과 고객지향성의 관계를 살펴보고자 한다.
이러한 관계를 구조방정식 모델의 검증을 통하여 해당 가설을 검증한 결과, 첫째, 감정표현규범(조직통제영역의 요인)은 실버서비스 종사자의 감정적 애착에 유의한 영향을 미치지 못하는 것으로 나타났으며, 둘째, 개인통제영역의 자아통제력과 자아효능감은 실버서비스 종자사의 감정적 애착에 정(+)의 영향을 미치고 있는 것으로 나타났다. 셋째, 사회적 지지(사회적 보완요인)는 실버서비스 종사자의 감정적 애착에 정(+)의 영향을 미치는 것으로 나타났으며, 마지막으로 실버서비스 종사자의 감정적 애착과 고객지향성의 관계는 정(+)의 영향을 미치는 것으로 밝혀졌다. 결론적으로 실버서비스 상황에서 종사자의 감정적 애착은 실버소비자에 대한 고객지향성에 매우 중요한 요소로 밝혀졌다.

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