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korean management review - Vol. 45 , No. 1
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korean management review - Vol. 45, No. 1, pp. 295-328
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 29 Feb 2016
Received 22 Dec 2014 Revised 13 Nov 2015 Accepted 24 Dec 2015
DOI: https://doi.org/10.17287/kmr.2016.45.1.295

The Influence of Customer Service Representatives’ Perceived Customer Verbal Abuse on Emotional Labor and Emotional Exhaustion in the Context of Call Centers
Sujeong Choi* ; Kiju Cheong**
*Research Professor, Free21Plus e-Service Team, Chonnam National University, First Author
**Professor, Dept. of Business Administration, Chonnam National University, Corresponding Author

콜센터에서 상담사의 지각된 고객언어폭력이 감정노동과 감정소진에 미치는 영향
최수정* ; 정기주**
*(주저자) 전남대학교 공짜21플러스e-서비스사업단 연구교수 (mischoisj@chonnam.ac.kr)
**(교신저자) 전남대학교 경영학부 교수 (kcheong3@chonnam.ac.kr)
Funding Information ▼
Abstract

The service industry is dominated by the notions of customer sovereignty, such as “The customer is always right”, “The customer is king” and “Service with a smile.” These notions create unequal power relationships between customer service representatives (CSRs) and customers, whereby CSRs are easily exposed to customer-instigated aggression. However, little is known about how customer mistreatment influences CSRs in the context of call centers which has become a typical service encounter of a firm. In this regard, this study sheds light on the consequences of customer verbal abuse that CSRs are frequently facing during the interaction with customers. Customer verbal abuse is defined as the extent to which CSRs are exposed to rude, uncivil verbal aggression, such as yelling, threats or insults. In general, the majority of incoming calls from customers that CSRs should handle all day long in call centers involve complaints about the firm’s products or service. On the phone, unsatisfied customers are likely to express their anger more easily against CSRs who are invisible. Therefore, verbal abuse of CSRs is the most effective means that customers express their anger at the firm because customers believe that CSRs work for it. Accordingly, customer verbal abuse is emerging as a major issue in call centers particularly, as a strong predictor of CSRs’ job burnout.

Under the circumstance, this study attempts to examine the process of CSRs’ job burnout, applying the theoretical framework regarding employee job burnout that explains stressors, strain (i.e., job burnout) and consequences. That is, stressors trigger job burnout and thereby bring about negative outcomes to individuals and/or organizations. In this study, we consider customer verbal abuse and emotional labor as main stressors causing CSRs’ job burnout (i.e., emotional exhaustion). More specifically, we divide stressors into two dimensions: customer-triggered and service role-triggered dimensions. In this study, customer verbal abuse refers to a stressor triggered by customers whereas emotional labor is one triggered by the service work. Further, we classify emotional labor into two types: surface acting and deep acting. As the consequences of emotional exhaustion, this study focuses on job performance and turnover intention. In a nutshell, the main purpose of this study is two-fold: first, we empirically verify how customer verbal abuse is associated with surface acting and deep acting and further CSR emotional exhaustion and job performancen in the context of call centers. Second, this study identifies the key determinant of CSR turnover intention.

To test the proposed research model and hypotheses, we collected data on CSRs from two insurance call centers, such as life insurance and automobile/firm insurance. A total of 218 were used for the PLS (Partial Least Squares) analysis. The major findings of this study are as follows. First, customer verbal abuse is a strong predictor of CSR emotional exhaustion. Moreover, customer verbal abuse increases surface acting but has nothing to do with deep acting. Under the customer sovereignty paradigm, CSRs are frequently, consistently exposed to irritated customers’ rude and uncivil verbal aggression during the interaction with customers. Although call center managers recognize that superior customer service is generated by their CSRs, they are passive about solving CSRs’ difficulties namely, customer verbal abuse. Furthermore, call centers demand CSRs to endure customer verbal abuse to achieve their service goals. However, our results imply that call centers should take more interest in protecting CSRs from frequent customer aggression, showing the result that customer verbal abuse greatly increases CSRs' emotional exhaustion and surface acting.

Second, concerning the relationship between emotional labor and emotional exhaustion/job performance, surface acting increases job performance as well as emotional exhaustion. On the contrary, although deep acting increases job performance, it does not bring about emotional exhaustion. Rather, deep acting contributes to decreasing emotional exhaustion. That is, deep acting enables CSRs to deliver emotional authenticity by internalizing emotions displayed, which in turn creates high job performance. When CSRs have justification for the emotions expressed to customers, emotional exhaustion is reduced.

Finally, in comparison with job performance, emotional exhaustion is a stronger predictor of CSR turnover intention in the context of call centers. Our results indicate that emotional exhaustion considerably leads to increased turnover intention while it is negatively related to job performance. Besides, job performance has nothing to do with turnover intention. The results imply that the main reason form CSR turnover intention is job burnout. Overall, this study concludes that customer verbal abuse and emotional labor are essential issues to be solved immediately in call centers in order to reduce high CSR turnover intention and to create superior customer service.

초록

오늘날 서비스 산업은 “고객은 항상 옳다”, “고객은 왕이다”, “미소를 띨 정도의 서비스” 등의 고객주권 패러다임에 의해 주도되고 있다. 이러한 사고는 서비스 종업원과 고객 간의 관계를 불평등하게 만들며, 이 관계 속에서 종업원은 고객으로부터 가해지는 부당한 행동들에 빈번히 노출되고 있다. 하지만 고객의 이러한 행동들이 조직에 미치는 영향들을 체계적으로 설명할 수 있는 학문적 논의가 매우 부족한 상황이다. 선행연구는 서비스 접점에서 종업원의 핵심 스트레스 원인이 ‘고객’으로부터 기인한다는 점에 동의하면서도 이 부분은 조직이 통제할 수 없는 영역으로 가정하고 연구의 범위에서 제외하였다. 결과적으로 서비스 종업원이 고객과의 상호작용과정에서 어떠한 문제들로 인하여 심각한 스트레스가 발생하고 있는지를 설명할 수 있는 명확한 개념과 측정도구가 매우 부족하다. 이러한 상황에서 본 연구는 콜센터에서 고객서비스를 담당하는 서비스 종업원 즉 상담사들을 대상으로 이들이 경험하는 고객언어폭력을 개념화하고 측정해 보고자 시도한다. 콜센터에서 고객은 직접 대면하지 않는 상담사에게 자신의 분노와 적대감을 보다 쉽게 표출하는 경향이 있으며, 전화상에서 고객이 사용할 수 있는 대표적인 수단이 바로 언어공격이기 때문이다. 그럼에도 불구하고 상담사는 감정표현규범에 따라 자신의 감정을 억제하고 조직이 요구하는 감정을 표현하는 감정노동을 수행하고 있다. 이러한 인식하에 본 연구는 고객언어폭력을 상담사의 핵심 스트레스 원인으로 고려하고 직무탈진감의 프로세스에 통합해 보고자 한다. 즉 스트레스 원인-감정소진-부정적 결과로 이어지는 직무탈진감의 프로세스에 고객언어폭력을 중요한 스트레스 원인으로 포함시키고자 한다. 구체적으로 본 연구는 상담사의 감정소진을 야기하는 핵심 스트레스 원인을 고객차원(즉 고객언어폭력)과 업무차원(즉 감정노동)의 두 가지 차원에서 설명해 보고자 한다. 아울러 고객언어폭력과 감정노동 간의 관계를 밝히고자 한다. 마지막으로 본 연구는 감정소진이 직무성과와 이직의도에 미치는 효과를 검증하고자 한다.

제안된 연구모형과 연구가설을 검증하기 위해 본 연구는 생명 및 화재 보험업의 인바운드 콜센터 2곳에서 근무하는 여성상담사로부터 수집한 218개의 데이터를 가지고 PLS(Partial Least Squares) 분석을 수행하였다. 주요 분석결과는 다음과 같다. 첫째, 고객언어폭력은 상담사의 감정소진을 예측하는데 매우 영향력 있는 선행변수이다. 둘째, 고객언어폭력은 상담사의 감정노동 중에서 표면행동을 상당히 증가시키는데 비해 내면행동과는 관련이 없다. 셋째, 표면행동은 직무성과를 증가시키는 동시에 감정소진을 크게 유발하지만 내면행동은 직무성과를 증가시킬 뿐만 아니라 감정소진의 감소에도 기여한다. 마지막으로, 감정소진은 상담사의 이직의도를 결정짓는 핵심변수이다. 본 연구는 상담사가 경험하는 높은 감정소진의 원인을 업무차원과 고객차원의 서로 다른 관점에서 설명할 수 있다는 점에서 새로운 통찰력을 제공한다. 이와 더불어 본 연구는 콜센터에서 상담사의 이직의도를 예측하는데 직무성과보다는 감정소진이 더욱 영향력 있는 변수임을 입증하였다는 점에서 의의가 있다.

Keywords: Customer Verbal Abuse, Emotional Labor, Emotional Exhaustion, Job Performance, Turnover Intention, Call Center
키워드: 고객언어폭력, 감정노동, 감정소진, 직무성과, 이직의도, 상담사, 콜센터
Acknowledgments

이 논문은 2013년도 전남대학교 학술연구비 지원에 의하여 연구되었음

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∙저자 최수정은 현재 전남대학교 공짜21플러스 e-서비스사업단의 연구교수로 재직 중이다. 전남대학교 대학원에서 MIS분야로 경영학석사와 박사 학위를 취득하였다. 박사학위 이후에 한국콜센터산업정보연구소의 책임연구원으로 근무하였다. 다수의 논문을 경영학연구와 APJIS를 비롯한 국내저널에 게재하였으며 International Journal of Information Management, Information Technology and Management, Managing Service Quality를 비롯한 국외저널에 게재하였다. 최근의 주요 연구분야는 정보기술과 서비스경쟁력(콜센터 분야), 모바일상거래, 소셜네트워크서비스이다.

∙저자 정기주는 전남대, 동 대학원 졸업 후, 미국 알라배마대학교에서 마케팅 박사학위 취득 후에 퍼듀대학교에서 조교수로 근무 중 Jon Anton교수로부터 콜센터를 알게 되었다. 현재는 전남대학교 경영학부에서 교수로 재직 중이며, 한국고객센터산업연구소를 운영하며, 고객센터학회창립 (2007) 및 15회차 고객센터산업컨퍼런스 개최, APCCAL(환태평양 콜센터단체장협의회) 한국대표로 활동 중이다. 주요 연구분야는 고객센터 서비스품질, 계량적 콜센터관리, 고객센터 운영혁신 등이다.

 
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