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korean management review - Vol. 47 , No. 1
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[ Article ]
korean management review - Vol. 47, No. 1, pp. 153-175
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 28 Feb 2018
Received 24 Oct 2017 Accepted 14 Jan 2018
DOI: https://doi.org/10.17287/kmr.2018.47.1.153

Establishing Relationship between Corporation and Customer-Contact Employees: Psychological Response of Customer-Contact Employees toward Relationship Bonds
Myoung Soung Lee* ; Sang-Lin Han**
*School of Business, Kyungpook National University, Korea, First Author
**School of Business, Hanyang University, Korea, Corresponding Author

기업과 서비스 접점 종업원의 관계 맺기: 관계유대에 대한 서비스 접점 종업원의 심리적 반응
이명성* ; 한상린**
*(주저자) 경북대학교 경영대학 (soung@knu.ac.kr)
**(교신저자) 한양대학교 경영대학 (slhan@hanyang.ac.kr)
Abstract

The previous studies on relationship marketing put emphasis on the importance of the relationship between corporation and employees owing to its effects toward external customers but they lack the empirical evidence in the academic aspect. Moreover, even though the variations of corporate performance are being identified owing to the way of treating employees, the discussion for establishing the relationship between corporation and employees is not taking place. The relationship marketing literature examines relationship bonds as the strategy for relationship establishment and the literature identified that relationship bonds is decisive in the relational performance toward customers. This relationship bonds is sought as the strategy to enhance the relationship between corporation and customers and the relationship between corporations but the studies on employees is insufficient. Thus, this study aimed to explore the effects of relationship bonds on customer-contact employees. Specifically, firstly, it tried to figure out the effects of the three elements of relationship bonds(financial bonds, social bonds, and structural bonds) toward emotional exhaustion and job satisfaction through the person-job fit of customer-contact employees and secondly, it tried to examine the moderating effect of work period as the relationship period which is the relational characteristic between relationship bonds and person-job fit. For this objective, this study conducted questionnaire surveys targeting 365 service providers of financial and insurance industry.

As a result of the analysis, financial bonds, social bonds, and structural bonds were found to have positive influence on person-job fit of customer-contact employees. In addition, the customer-contact employees with high person-job fit had a low emotional exhaustion and were satisfied with their job. Also, emotional exhaustion was found to be the factor which make customer-contact employees unsatisfied with their job. Meanwhile, financial bonds and structural bonds do not have a moderating effect with regard to the work period. But work period moderates positive influence of social bonds on person-job fit.

초록

관계마케팅에 대한 선행연구들은 외부 고객과의 관계에 미치는 영향력 때문에 기업과 종업원 간의 관계의 중요성을 강조하고 있지만 학술적 측면의 실증적인 증거는 부족하다. 더군다나 종업원을 대하는 기업의 방식으로 인해 기업의 성과가 달라지는 것을 확인하고 있음에도 기업과 종업원 간의 관계를 구축하기 위한 논의는 이루어지지 않고 있다. 관계마케팅 문헌에서는 관계구축을 위한 전략으로 관계유대를 살펴보고 있으며, 관계유대가 고객에 대한 관계적 성과에 결정적으로 작용하는 것을 확인하고 있다. 이러한 관계유대는 선행연구에서 기업과 고객 및 기업과 기업과의 관계를 향상하고 유지시키기 위한 전략으로는 살펴보고 있으나, 종업원과 관련된 연구는 미흡하다. 따라서 본 연구는 관계유대가 서비스 접점 종업원에 어떠한 영향을 미치는지 탐색하고자 하였다. 구체적으로는 (1) 관계유대의 세 가지 요소인 경제적 유대, 사회적 유대, 구조적 유대가 서비스 접점 종업원의 개인-직업 적합성을 통해 감정고갈과 직무만족에 어떠한 영향을 미치는지 살펴보고자 하였으며, (2) 관계유대와 개인-직업 적합성 사이에 관계적 특성인 관계기간으로서 근무기간의 조절효과를 살펴보고자 하였다. 이를 위해 본 연구에서는 금융 및 보험 산업 서비스 제공자 365명을 대상으로 설문조사를 실시하여 분석에 활용하였다.

분석결과 기업의 관계유대 전략인 경제적 유대와 사회적 유대, 그리고 구조적 유대는 서비스 접점 종업원의 개인-직업 적합성을 향상 시키는 것으로 나타났다. 그리고 개인-직업 적합성이 높은 서비스 접점 종업원일수록 감정고갈이 줄어들며 직무에 만족하는 것으로 나타났다. 그리고 감정고갈은 서비스 접점 종업원이 직무를 만족하지 못하게 하는 요인으로 확인되었다. 한편, 근무기간의 조절효과와 관련하여 경제적 유대와 구조적 유대는 조절효과가 나타나지 않으나 사회적 유대의 경우 서비스 접점 종업원의 근무기간이 길수록 개인이 직업에 더 적합하게 느끼는 것으로 나타났다.

Keywords: customer-contact employee, relationship bonds, person-job fit, emotional exhaustion, job satisfaction, work period
키워드: 서비스 접점 종업원, 관계유대, 개인-직업적합성, 감정고갈, 직무만족, 근무기간
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• 저자 이명성은 현재 경북대학교 경영대학 초빙교수로 재직 중이며 한양대학교 대학원에서 경영학박사를 취득하였다. 세부전공은 마케팅이며 주요연구분야는 서비스 접점 종업원의 소진 및 직무열의에 미치는 요인 및 결과, 감정노동, 관계마케팅 등이다.

• 저자 한상린은 현재 한양대학교 경영학부 교수로 재직 중이며 미국 Pennsylvania State University에서 경영학박사를 취득하였다. 세부전공은 마케팅이며 주요 연구분야는 B2B마케팅, 유통전략, 서비스마케팅, 신상품전략 등이다.

 
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