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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 49, No. 3, pp.627-654
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2020
Received 22 Oct 2019 Revised 26 Feb 2020 Accepted 25 Mar 2020
DOI: https://doi.org/10.17287/kmr.2020.49.3.627

고객의 시민성 및 비시민성과 감정노동: 다층매개모형의 구성과 검증

채연주* ; 양경욱**
*(주저자) 전북대학교 경영학과 조교수 yjchae@jbnu.ac.kr
**(교신저자) 연세대학교 경영연구소 전문연구원 ygoonnet@yonsei.ac.kr
Customer (in)Civility and Emotional Labor: Testing a Multilevel Mediation Model
Yeon Joo Chae* ; Kyunguk Yang**
*Assistant Professor, Department of Business Administration, Jeonbuk National University, First Author
**Researcher, Yonsei Business Research Institute, Corresponding Author

초록

감정노동은 개념상 고객과의 관계를 전제하지만 고객의 행동을 포괄한 감정노동연구는 상대적으로 많지 않다. 더욱이 고객의 행동을 고려하더라도 지금까지의 연구들은 대부분 고객의 비시민성(혹은 부정적 행동)에만 초점을 맞추는 경향이 있다. 관계성은 부정적 측면과 긍정적 측면이 공존하는 개념이기에 감정노동자들이 고객과의 상호관계를 통해 경험하는 심리적 건강을 전체적으로 조망하기 위해서는 고객의 긍정적 행동도 고려할 필요가 있다. 본 연구는 감정노동연구의 개인 내적(intrapersonal) 관점을 넘어 상호적(interpersonal) 관점에서 고객의 행동(시민성과 비시민성)이 감정노동자들의 감정소진에 미치는 직접효과와 감정노동전략(표면연기와 내면연기)을 통한 간접효과를 개인 내(within)/개인 간(between) 두 수준에서 검증해보았다. 판매사원 211명이 4주에 걸쳐 네 번 설문한 자료를 토대로 가설을 검증한 결과, 가설의 예측대로 고객의 비시민성은 감정소진에 정(+)의 영향을 미치며, 그 관계를 표면연기가 매개했다. 반면 고객의 시민성은 내면연기와는 정(+)의 관계를 갖지만, 감정소진에 대한 내면연기의 매개효과는 나타나지 않았다. 본 연구는 비시민성과 표면연기를 넘어, 지금까지 고객행동을 포괄한 감정노동연구에서 간과되어 왔던 시민성 및 내면연기를 함께 파악했다는 데 그 의의를 갖는다. 더불어 개인 내/개인 간 수준 모두에서 고객행동과 감정노동전략 그리고 감정소진의 관계를 파악함으로써 감정노동연구의 폭을 확장했다는 데 그 의의가 있다.

Abstract

While emotional labor conceptually presupposes the social relationships between service employees and customers, there have been few emotional labor studies which take into consideration customer’s behaviors. Moreover, even when considering customer’s behaviors, most studies have tended to focus on customers’ negative behaviors (or in other words, customer incivility). As the social relationships can be positive or negative, it is necessary to consider customer civility as well as incivility to gain a full understanding of employees’ psychological health affected by their interactions with customers. Beyond the intrapersonal view of emotional labor, this study investigated the direct effects of customer (in)civility on employees’ emotional exhaustion and the mediating effects of emotional labor strategies(surface and deep acting) at the within- and between-individual levels. We tested our hypotheses by using the longitudinal data gathered from the four-wave surveys on 211 sales people over a four-week period. This study found that customer incivility is positively associated with employees’ emotional exhaustion and that surface acting mediates this relationship. On the other hand, customer civility is positively related with employees’ deep acting, but the mediating effect of deep acting on the relationship between customer civility and employees’ emotional exhaustion was not supported. This study has theoretical implication in that it found the effect of customer civility on exhaustion and its association with deep acting, which have been overlooked in emotional labor studies. In addition, our study contributes to the literature by examining the relationships between customer (in)civility, emotional labor and emotional exhaustion at the within- and between-individual levels.

Keywords:

customer civility, customer incivility, surface acting, deep acting, emotional exhaustion

키워드:

고객시민성, 고객비시민성, 표면연기, 내면연기, 감정소진

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• 저자 채연주는 현재 전북대학교 경영학과의 인사조직 전공 조교수로 재직 중이다. 연세대학교 경영학과 대학원에서 석사 및 박사 학위를 취득하였다. 주요연구분야는 정체성, 동일시, 감정노동, 불안정 노동 등이다.

• 저자 양경욱은 연세대학교 경영학과에서 석사 및 박사 학위를 취득하였다. 주요 연구분야는 감정노동, 직장 내 괴롭힘, 사회적 정체성, 불안정 노동 등이다. Organization, Journal of Industrial Relations, 경영학연구, 인사조직연구, 조직과인사관리연구, 산업노동연구 등의 국내․외 학술지에 논문을 출판하였다. 현재 정체성 작업과 플랫폼 노동에 관심을 가지고 연구를 수행하고 있다.