서비스 보증이 종업원의 서비스몰입과 고객지향성에 미치는 영향 = The Effects of Service Guarantee on Employees' Service Involvement and Customer Orientation

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the impact of customers service guarantee on employees' service involvement and customer orientation. The study also aims to define variables such as service employees' perceived role definiteness and sense of responsibility that take an intermediation role between service guarantee and customer orientation with 230 retail store's employees data. To verify the relation of each variable, structural equation model analysis using AMOS5.0 is performed. The results show that the organization's communications and support about service guarantee affairs all have significant effects on both perceived role definiteness and senses of responsibility, the employees' belief in service guarantee only has a significant effect on perceived role definiteness, but not affected employees' senses of responsibility significantly. Also, employees' senses of responsibility have significant effects on both employees' service involvement and customer orientation, but perceived role definiteness only has a significant effect on customer orientation. It's also be found that the high service involvement level can make employees more customer orientated in this study.According to those results, the service managers should allow the service employees have a voice in the guarantee development so as to develop a dependable service guarantees. On the other hand, managers should provide enough informations and supports to help the service employees involved in service and more customer orientated with reducing their role ambiguity and improving their senses of responsibility.

국문 초록 (Abstract)

본 연구는 서비스 보증이 종업원의 서비스몰입과 고객지향성에 미치는 영향을 규명하는데 그 목적이 있다. 구체적으로 본 연구에서는 서비스 보증에 대한 종업원의 신뢰, 보증 관련 커뮤니케이션, 보증업무수행 등을 독립변수로 하고 종업원의 역할명확성지각과 책임지각을 매개변수로 설정하여, 이들이 종속변수인 서비스몰입과 고객지향성에 어떠한 영향을 미치는지를 분석하였다.
대형할인점의 서비스 종업원을 대상으로 실증 분석한 결과, 서비스보증에 대한 종업원의 신뢰가 높을수록, 보증업무와 관련된 조직 내의 커뮤니케이션과 지원 수준이 높을수록 종업원들의 역할명확성 지각수준이 높아지는 것으로 나타났다. 보증관련 커뮤니케이션과 지원은 종업원의 책임의식에 유의한 영향을 미치는 것으로 나타났으나 보증신뢰는 유의한 영향력을 보여주지 못했다. 역할명확성지각은 종업원의 고객지향성에 유의한 영향을 미친 것으로 나타났으나 서비스몰입에 대한 영향효과는 통계적으로 유의하지 않았다. 또한 역할명확성 지각이 높을수록, 책임지각과 서비스몰입이 높을수록, 서비스 종업원들의 고객지향성이 높아지는 것으로 나타났으며, 서비스보증과 종업원의 고객지향성의 관계에서 역할명확성지각과 책임지각이 매개변수의 역할을 하고 있음을 통계적으로 확인하였다.

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