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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 45, No. 3, pp.795-827
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2016
Received 17 Feb 2015 Revised 10 Jan 2016 Accepted 21 Feb 2016
DOI: https://doi.org/10.17287/kmr.2016.45.3.795

고객공격행동이 근로자들의 직장 내 일탈행동에 미치는 영향: 심리적 소유감의 조절효과

공혜원* ; 김효선**
*(주저자) 중앙대학교 경영학과 시간강사 chomiri79@cau.ac.kr
**(교신저자) 중앙대학교 경영경제대학 경영학부 부교수 hkim3@cau.ac.kr
The Effect of Customer Aggression on Workplace Deviant Behavior: Focus on the Moderating Effect of Psychological Ownership
Hyewon Kong* ; Hyosun Kim**
*Lecturer, School of Business Administration, Chung-Ang University, First Author
**Associate professor, College School of Business Administration, Chung-Ang University, Corresponding Author

초록

최근 서비스 조직에서 발생하는 고객공격행동, 소위 ‘갑질행동’이 사회적 이슈가 되고 있다. 고객공격행동은 근로자들의 근로의욕을 감소시킴으로써 직무성과 저하를 초래할 뿐만 아니라, 근로자들의 비윤리적 행동을 유발함으로써 조직에 막대한 재정적 손실을 초래할 수 있다. 그럼에도 불구하고 기업은 여전히 근로자 및 조직이 고객만족에 어떠한 영향을 미칠 수 있는가에만 관심이 있지, 반대로 고객 특히 근로자들에게 공격행동을 보이는 고객이 근로자 및 조직성과에 어떠한 영향을 미칠 수 있는지를 조명한 연구는 부족한 상황이다.

이러한 취지에서, 본 연구는 근로자들이 지각한 고객공격행동과 심리적 소유감이 조직 내 근로자들의 일탈행동(조직 일탈행동, 대인관계 일탈행동)에 미치는 효과를 살펴보고, 이들 관계에 있어 심리적 소유감이 어떠한 조절적 역할을 하는지에 대해 규명하고자 하였다. 본 연구 표본은 고객과 상호작용이 빈번하게 발생하는 1,2금융 종사자 및 금융 콜센터 서비스 종사자들이며, 이들을 대상으로 설문조사가 이뤄졌다. 총 394부의 설문지가 가설 검증 분석에 활용되었고, 분석방법은 Ping의 구조방정식 모형을 통한 조절효과 검증방법을 실시하였다.

분석 결과, 근로자들이 지각한 고객공격행동이 증가할수록 조직 일탈행동을 증가시키는 것으로 나타났고, 심리적 소유감은 조직 및 대인관계 일탈행동을 감소시키는 것으로 확인되었다. 심리적 소유감의 조절효과를 살펴본 결과, 고객공격행동과 대인관계 일탈행동의 관계에 대해서만 조절효과가 유의한 것으로 확인되었다. 구체적으로, 심리적 소유감 수준이 높은 사람은 심리적 소유감이 낮은 사람보다 고객공격행동을 많이 경험할수록 대인관계 일탈행동을 가파르게 증가시키는 것으로 확인되었다.

이러한 결과는 조직이 더 이상 ‘고객’이라는 명목 하에 고객들의 부적절한 행동들에 대해 좌시할 것이 아니라, 효과적인 조직성과 및 인적자원관리를 위해 선별적인 고객 대응 방침 마련의 필요성을 시사한다. 또한 심리적 소유감은 조직에 긍정적 영향을 미칠 수 있지만, 근로자들이 처한 상황(고객공격행동)에 따라 조직에 부정적 영향을 미칠 수 도 있다는 ‘양날의 칼’과 같은 효과가 있음을 주지해야한다. 따라서 조직 관리자들은 보다 적극적인 내부 제도 정비를 통해 근로자들의 생산성 향상은 물론 인권 보호에 앞장섬으로써 보다 효과적이며, 윤리적인 기업으로 발전할 수 있을 것으로 생각된다.

Abstract

Recently, customer aggression occurring in the service organization has become a social issue. “The customer is always right” is a omnipresent organizational mantra, followed closely by “service with a smile”(Rafaeli and Sutton, 1987). In fact that in a consumer-centered economy it is impossible to ignore the effects of customer satisfaction on organizational performance. However, the core problem of these formulas is a power imbalance between customers and employees, that may lead customer to take advantage of employees.

Indeed, many studies are reporting the dark side of customer-employee transactions, where service providers are targets of customer aggression. Such experiences can cause organizational as well as personal costs. For instance, customer aggression has been found to be a predictor of job burnout, absence, turnover intension, and emotional exhaustion (Ben-Zur and Yagil, 2005; Glomb, 2002; Grandey et al., 2004; Harris and Reynolds, 2003). Moreover, customer aggression has been found to predict a decrease in job performance, an increase in employee withdrawal behavior(공혜원, 김효선, 2014; Bedi and Schat, 2007; Glomb, 2002).

It is revealed that psychological ownership can influence job attitude and behavior of employees (Pierce et al., 2001). Although It has been reported that customer aggression has negative effect on employees and organizations, but little attention has been given to the study on the relationship among customer aggression, deviant behavior, and psychological ownership is unknown. Especially, very few attempts have been made at the moderating effect of psychological ownership.

Therefore, the purpose of this study is to examine the main effect of customer aggression and psychological ownership on deviant behavior(Organizational deviance, Interpersonal deviance) and the moderating effect of psychological ownership on the relationship between customer aggression and deviant behavior.

It was hypothesized, in this study, that 1) Customer aggression is positively related to organizational deviance and interpersonal deviance. 2) Psychological ownership is negatively related to organizational deviance and interpersonal deviance. 3) The positive relationship between customer aggression and deviant behavior(organizational and interpersonal deviance) is stronger for those who had lower psychological ownership.

To test these relationships empirically, we collected data from 394 workers engaging in financial services, including those who work in the banking sector and customer call center of banks. A SEM (structural equation model) was used for the test of hypotheses.

Findings are as follows. First, it is confirmed that customer aggression increases both organizational deviance and interpersonal deviance. Second, those who had higher psychological ownership were less likely to show organizational deviance. However, the relationship between psychological ownership and interpersonal deviance is not significant. Lastly, it turned out that the moderating effect of psychological ownership is significant only in the relationship between customer aggression and interpersonal deviance. For instance, an employee with a high level of psychological ownership increases interpersonal deviant behavior for colleagues in the case where customer aggression increases.

The findings of this study suggest that organizations should no longer turn a blind eye to inappropriate customer behavior under the pretext of serving customers. Rather, organizations should prepare a selective customer response policy. Also, organization managers should keep in mind that psychological ownership is a “double-edged sword” that has both positive and negative effects on the organization, and take precautions in the proposal of human resource management solutions in the future.

Keywords:

customer aggression, psychological ownership, deviant behavior, destructive deviant behavior, workplace behavior, structural equation model(SEM), moderating effect

키워드:

공격행동, 일탈행동, 심리적 소유감, 구조방정식, 조절효과

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·저자 공혜원은 현재 중앙대학교 경영대학 시간강사로 재직 중이다. 충북대학교 경영학과를 졸업하였고, 중앙대학교에서 경영학 석, 박사를 취득하였다. 주요 연구 분야는 감정노동, 정서, 사회적 책임 등이다.

·저자 김효선은 현재 중앙대학교 경영대학 부교수로 재직 중이다. 서울대학교 심리학 학, 석사를 졸업하였고, 미국 카네기멜론을 거쳐 MIT에서 경영학 박사를 취득하였다. 박사 학위 취득 이후에는 Hitotsubashi University에서 교환학생으로 있었고, Seikei University에서 전임강사로 재직한 바 있다. 주요 연구 분야는 일가정 양립, 여성리더십, 조직정체성, 조직문화, 감정노동 등이다.