종업원 서비스몰입의 선행요인 및 고객이 인지한 서비스품질에의 영향

김레슬리(Leslie Kim),이지만(Jiman Lee) 한국인사조직학회 2008 인사조직연구 Vol.16 No.1

  There are many studies that focus either on service quality or on service commitment. Yet few studies have been done as to how the two interact. This study focuses on the dyadic relationship between front-line employees and customers receiving their services. Drawing on the individual characteristic theory and the exchange theory, this study develops a research model with six independent variables-willingness for providing service, understanding of customer service, job autonomy, job challenge, job pressure and job routinization-and examines their effects on employee commitment to service. In addition, it verifies the direct effects of the independent variables on customer perception on service quality and their indirect effects through the mediating impact of employee commitment to service.<BR>  Data were collected from 1) 117 front-line hotel employees using a questionnaire that measures the independent variables and employee commitment to service and 2) 172 customers whose perception on service quality was measured. Among them, 102 paired responses were used for the data analyses. Hierarchical regressions tests were used to test the research model.<BR>  Seven hypotheses were set up and tested. First, job challenge will have a significant effect on quality commitment positively. Secondly, job autonomy will have a significant effect on quality commitment positively. Thirdly, job routinization will have a significant effect on quality commitment negatively. Fourthly, job pressure will have a significant effect on quality commitment negatively. Fifthly, an employee’s willingness for providing service will have a significant effect on quality commitment positively. Sixthly, an employee’s understanding of customer service will have a significant effect on quality commitment positively. Seventhly, service commitment will have a significant effect on quality commitment positively. Additionally, the study tests how service quality is influenced by its antecedents directly and/or indirectly through their effects on service commitment. Thus, the study is an exploratory research, examining the mediating effect of service commitment between service quality and its antecedents.<BR>  Results are as follows. Firstly, four variables understanding of customer service, willingness for providing service, job challenge and job autonomy are positively related to employee commitment to service at the significant level, whereas job pressure has a negative relationship at the significant level. Secondly, willingness for providing service and understanding of customer service appears to have significant impact on service quality through the mediating impact of employee commitment to service. The impact was not a direct but an indirect one.<BR>  The findings indicate that the two factors such as willingness for providing service and understanding of customer service play more important roles in enhancing customer perception on service quality than employee reciprocal attitudes in return for the job characteristics. This implies that, in order to improve service quality at the hotel, it is important to invest in education and training programs to improve employees’ positive attitudes and understanding for service quality. Compared with the education and training programs, the job redesigning programs for providing employees with favorable job characteristics are less important for enhancing the service quality.   본 연구는 종업원의 서비스몰입(employee commitment to customer service)과 고객이 인지한 서비스품질(service quality)의 선행요인을 규명하기 위해 수행되었다. 구체적으로 서비스몰입의 선행요인을 조사하고 서비스몰입이 서비스품질에 미치는 영향과 선행요인들과 서비스품질 사이에서 보이는 매개효과를 조사하였다. 호텔서비스 산업에서 고객을 직접 응대하는 접점종업원과 이들이 제공하는 서비스를 이용하는 고객 간의 양자관계(dyadic relationship)에 초점을 두고 독립변수와 서비스몰입은 종업원을 대상으로, 서비스품질은 종업원의 서비스를 제공받은 고객을 대상으로 설문조사를 실시하였다. 종업원과 고객으로부터 수집된 102쌍의 자료를 분석에 이용하였고, 또한 매개효과를 검증하기 위해 위계적 회귀 분석방법을 사용하였다.<BR>  분석결과, 첫째, 접점종업원의 서비스 제공의지, 서비스에 대한 이해도, 직무도 전성, 직무자율성의 네 가지 변수가 유의한 수준에서 서비스몰입에 정(+)의 영향을 미치며, 직무압력은 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 서비스몰입은 서비스품질에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로, 서비스몰입은 서비스 제공의지, 서비스에 대한 이해도가 서비스품질에 미치는 영향을 매개하는 것으로 나타났다.<BR>  연구결과는 서비스품질의 향상을 위해서 제조업에서 일반적으로 강조되어 온 직무재설계를 통한 작업장 혁신전략뿐 아니라 접점종업원의 개인적 자질을 향상시키는 교육 및 훈련에 대한 투자도 매우 중요하다는 점을 시사하고 있다. 그리고 종업원의 개인적 자질은 입사 전의 자질에 의해서도 많은 영향을 받으므로 서비스 조직들은 양질의 인력을 선발ㆍ채용하기 위한 효과적인 인력관리 방안의 수립을 고려해야 할 것이다.

미용 서비스품질이 관계품질과 행동의도에 미치는 영향

류은정(Eun Jeong Ryou),박세희(Se Hee Park) 한국디자인문화학회 2013 한국디자인문화학회지 Vol.19 No.2

미용서비스 시장의 경쟁이 치열해지는 상황에서 차별화된 미용 서비스품질은 고객충성도와 추천 활동을 증가시키기 위한 마케팅 전략적 요소로 활용될 수 있다. 이에 본 연구는 미용 서비스품질의 차원을 파악하고, 각 차원별로 관계품질 및 행동 의도에 미치는 영향을 파악하고자 하였다. 자료 수집을 위해 부산지역의 20대 여성 소비자에게 2012년 11월 12일부터 25일까지 설문지를 배부하였으며, 그 중에서 최종 268부를 분석에 사용하였다. 수집된 자료의 통계 분석은 SPSS 20.0을 이용하여 빈도분석, Cronbach`s α, 요인분석, 회귀분석 등을 실시하였다. 연구 결과는 다음과 같다. 첫째, 미용 서비스 품질은 신뢰성, 유형성, 전문성, 공감성, 응답성의 다섯 개 차원으로 분류되었으며, 관계품질 차원은 만족, 신뢰, 몰입으로 구성되었다. 둘째, 응답성을 제외한 네 차원의 미용 서비스품질은 관계품질에 유의한 영향을 미쳤다. 그 중에서 공감성과 전문성은 관계품질의 모든 차원에 가장 유의한 영향을 미치는 것으로 나타나 고객관계 형성에 결정적요인임을 밝혔다. 또한 신뢰성 차원은 신뢰와 만족에, 유형성은 만족에 각각 긍정적 영향을 미쳤다. 셋째, 모든 차원의 관계품질은 재이용의도와 추천의도 같은 행동의도에 유의한 정적 영향을 미쳤으며, 그중에서 몰입이 가장 결정적 역할을 하였다. 공감성과 신뢰성, 전문성의 서비스품질은 행동의도에 직접 영향을 미쳤다. 이상의 결과를 통해 서비스 품질이 높을수록 관계품질이 높아지며, 만족, 신뢰, 몰입의 관계품질이 높아질수록 재이용의도와 긍정적 구전 효과가 높아지는 관계를 확인할 수 있었다. In an increasingly competitive condition of the beauty service industry, the differentiated beauty service quality can be used for the marketing strategic elements to increase the customer royalty and recommendation activities. Therefore, the purposes of this study are to analyse the dimensions of beauty service quality and to investigate the effects of the beauty service quality toward the relationship quality and the behavioral intention. The data of 268 women in twenties were collected through the survey in Busan on November 12~25 in 2012. The statistical analyses were carried out in the forms of frequency, factor analysis, Cronbach`s α, and multiple regression of SPSS WIN 20.0. The results of the study were as follows: First, the beauty service quality was perceived as the five factors of empathy, tangibles, expertise, reliability and responsiveness. The relationship quality was composed of trust, satisfaction and commitment. Second, four factors of the beauty service quality except responsiveness had an significant effect on the relationship quality. Above all, empathy and expertise were the most important factors in the beauty service that have influenced on all dimensions of the relationship quality. Also reliability and tangible factors of the beauty service quality had the positive effects on trust and satisfaction respectively. Third, all factors of the relationship quality had a positive influence on the behavioral intention such as revisit intention and recommendation intention. The commitment of the relationship quality was the most effective factor for the promotion of behavioral intention. And empathy, expertise and reliability of the beauty service quality had a influence on the behavioral intention directively. From the results described above, those were identified that the higher the beauty service quality, the more increasable the relationship quality and also the higher the relationship quality, the more the revisit intention and recommendation intention.

셀프서비스 기술의 품질차원과 고객만족의 관계

이정호 한국유통경영학회 2019 유통경영학회지 Vol.22 No.5

Purpose: The number of self-service technology users has recently increased in steep, which started to distributors more opportunities to enter into new service delivery system. Along with the growing importance of quality factors, and self-service technology convenience, there have been voices over the need of systematic research into verification of the relationship between those related variables by breaking down either self-service technology quality or perceived satisfaction in multidimensional aspects, which has been studied form a single dimensional perspective. Therefore, this study investigates how the self-service technology quality from a multidimensional perspective of the construct affects perceived satisfaction. And this study is to provide the quality factors which influence customer satisfaction in self-service technology and to examine the mediating effect of perceived service quality on these casual relationships. Research design, data, and methodology: This study presents a new modified Information System Success Model for measuring quality factors of self-service technology and investigates relationships between these factors and customer satisfaction. This study was conducted a survey targeting the self-service technology users and collected 209 questionnaires in Korea. The data collected through the survey was analyzed using measurement model analysis by using SPSS 22.0 and AMOS 20.0. The test methods of the hypotheses are correlation analysis, regression analysis, and mediated regression analysis. In particular, the measurement model used for this study divided quality of self-service technology into two dimensions such as information quality and system quality. And the mediated regression analysis tested the hypotheses for this study. Results: The results of this study are as follows; regarding the influence of quality dimension of self-service technology on customer satisfaction, it was found that the effects of information quality and system quality were significant on customer satisfaction. And it was found that information quality has stronger positive effect on customer satisfaction than system quality, which in turn, there is full mediating effects of perceived service quality on these relationships. Conclusions: The great spread of self-service technologies is driving distributors to reshape their service delivery systems, which started to them more opportunities to improve operating efficiency. This study can provide implications for quality strategy and effective alternatives for operating self-service technologies.

정보서비스품질이 고객로열티에 미치는 영향에 관한 연구: 고객관계관리 관점

김형수,김승하,김영걸,Kim, Hyung-Su,Gim, Seung-Ha,Kim, Young-Gul 한국경영정보학회 2008 Asia Pacific Journal of Information Systems Vol.18 No.1

As managing customer relationship gets more important, companies are strengthening information service using multi-channels to their customers as a part of their customer relationship management (CRM) initiatives. It means companies are now accepting such information services not as simple information -delivering tools, but as strategic initiatives for acquiring and maintaining customer loyalty. In this paper, we attempt to validate whether or not such various information services would impact on organizational performance in terms of CRM strategy. More specifically, our research objective is to answer the next three questions: first, how to construct the instruments to measure not information quality but information service quality?; second, which attributes of information service quality can influence corporate image and customer loyalty?; finally, does each information service type have unique characteristics compared with others in terms of influencing corporate image and customer loyalty? With respect to providing answers to those questions, the previous studies had been limited in that those studies failed to consider the variety of types of information service or restricted the quality of information service to information quality. An appropriate research model answering the above questions should consider the fact that most companies are utilizing multi channels for their information services, and include the recent strategic information service such as customer online community. Moreover, since corporate information service could be regarded as a type of products or services delivered to customer, it is necessary to adopt the criteria for assessing customer's perceived value when to measure the quality of information service. Therefore, considering both multi-channels and multi-traits may enable us to tell the detailed causal routes showing which quality attributes of which information service would affect corporate image and customer loyalty. As information service channels, we include not only homepage and DM (direct mail), which are the most frequently applied information service channels, but also online community, which is getting more strategic importance in recent years. With respect to information service quality, we abstract information quality, convenience of information service, and timeliness of information service through a wide range of relevant literature reviews. As our dependant variables, we consider corporate image and customer loyalty that both of them are the critical determinants of organizational performance, and also attempt to grasp the relationship between the two constructs. We conducted a huge online survey at the homepage of one of representative dairy companies in Korea, and gathered 367 valid samples from 407 customers. The reliability and validity of our measurements were tested by using Cronbach's alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis. The results from data analysis demonstrated that timeliness and convenience of homepage have positive effects on both corporate image and customer loyalty. In terms of DM, its' information quality was represented to influence both corporate image and customer loyalty, but we found its' convenience have a positive effect only on corporate image. With respect to online community, we found its timeliness contribute significantly both to corporate image and customer loyalty. Finally, as we expected, corporate image was revealed to provide a great influence to customer loyalty. This paper provides several academic and practical implications. Firstly, we think our research reinforces CRM literatures by developing the instruments for measuring information service quality. The previous relevant studies have mainly depended on the measurements of information quality or service quality which were developed independently. Secondly, the fact

기술기반 셀프서비스와 인적 서비스가 서비스 품질에 미치는 영향 비교

우지현,조성도 한국무역연구원 2020 무역연구 Vol.16 No.5

Purpose The purpose of this study is to examine the impact of service-providing channels on service quality. Additionally this study analyzes the moderating effects of service types such as transactional and relational services. In this study service quality is composed of interaction quality, outcome quality and physical evidence quality. Design/Methodology/Approach This research conducts between-subject experiments by using scenarios. The independent variable is a service-providing channel(technology-based self-service and service employees)and the moderating variable is a service type(relational and transactional services). 280 respondents participate in the experiments. In order to test the hypotheses t-test is used. Also this study draw additional implications by using ANOVA. Findings Results shows that a service type plays a moderating role between service-providing channels and service quality. In relational services service employees have more positive influences on interaction and outcome quality than technology-based self-services. But two service-providing channels have the same effects statistically on physical evidence quality in relational services. In transactional services technology-based self-services have more positive influences on interaction quality, outcome quality and physical evidence quality. Research Implications When technology-based self-services and other automation services are introduced service types and situations need to be considered for improving service quality. Technologies could not ensure high service quality for customers in particular services.

상담서비스 품질에 대한 상담사의 인식에 영향을 미치는 요인 - 전자제품 상담서비스를 중심으로 -

이은희,이명희 한국소비자정책교육학회 2019 소비자정책교육연구 Vol.15 No.1

Improving the quality of counseling services has reasonable and satisfactory results for both the trading partners, the business, the consumer, and the society as a whole. Therefore, under the premise that improving the quality of counseling services is very important, this study aims to contribute to improve service quality by identifying factors affecting counselors' service quality awareness. In particular, it was sought to identify the impact of related variables on the sub-dimensions that make up the service quality, and to identify the effects of related variables and sub-dimensions on the comprehensive recognition of the quality of the counseling service. The results of the analysis with a total of 301 effective data collected for counselors working at the customer center are as follows. First, the average value of the sub-factors of the quality of the counseling service was 5.48 for response and reliability, 5.10 for certainty, 5.07 for empathy, and 4.19 for accessibility (7 Likert scale). The average value of accessibility was the lowest among the sub-factors, but it does not affect the comprehensive perception of the quality of counseling services. Second, certainty was the highest at .389, followed by the altruistic tendency .352 and the response and reliability .207 on the total effect on the comprehensive recognition of the quality of the counseling service. Third, supervisory support was the highest at 5.71, followed by peer support at 5.44 and altruistic tendency at 5.26 on the average value of counselors' work-related characteristics. On the other hand, the emotion and body exhaustion is 5.10 and the work tightness is 4.85. So counselors think that they receive a little support from their bosses or colleagues, but they also feel a little negative about their work. Fourth, the altruistic tendency of the counselor affects both all the sub-factors and the comprehensive perception of the quality of the counseling service, and was the second highest in the total causal effect. Work tightness was affecting comprehensive perceptions through certainty. Peer support was mediated through response reliability and conviction, and boss support was mediated through empathy, which had a positive impact on the comprehensive perception of quality of counseling service. 상담 서비스 품질 향상은 거래당사자인 기업과 소비자, 그리고 사회 전체 모두에게 합리적이고 만족스러운 결과를 가져온다. 따라서 본 연구에서는 상담 서비스 품질 향상이 매우 중요하다는 전제 하에, 상담사들의 서비스 품질 인식에 영향을 미치는 요인을 파악함으로써 서비스 품질 향상에 기여할 수 있는 기초자료를 제공하고자 하였다. 특히 서비스 품질을 구성하는 하위 차원들에 대한 관련변수의 영향을 파악하고, 또한 관련변수와 하위차원들이 상담서비스 품질의 종합적 인식에 미치는 영향을 규명하고자 하였다. 조사대상은 고객센터에서 근무하는 상담사를 대상으로 하였으며, 연구 결과는 다음과 같다. 첫째, 상담서비스 품질 하위요인들의 평균값은 대응신뢰성이 5.48, 확신성이 5.10, 공감성이 5.07, 접근성이 4.19로 나타났으며(7점 리커트 척도), 접근성의 경우는 평균값이 하위요인들중 가장 낮게 나타났는데도 불구하고, 상담서비스 품질의 종합적 인식에 영향을 미치지 않는 것으로 나타났다. 둘째, 상담서비스 품질의 종합적 인식에 미치는 총효과에 있어 확신성이 .389로 가장 높게 나타났고 다음으로 이타적 성향 .352, 대응신뢰성 .207의 순서로 나타났다. 셋째, 상담사의 업무관련 특성의 평균값을 보면 상사지원이 5.71로 가장 높게 나타났고 동료지원이 5.44, 이타적 성향이 5.26으로 나타났다. 이에 반해 감정육체소진은 5.10, 업무촉박성은 4.85로 나타나, 상사나 동료의 지원을 약간 받는다고 생각하고 있으나 업무로 인한 부정적 측면도 다소 느낀다고 할 수 있다. 넷째, 상담사의 업무관련 특성 중 이타적 성향은 상담서비스 품질의 하위요인 모두와 종합적 인식에 영향을 미치는 것으로 나타났으며 총인과 효과도 두 번째로 높게 나타났다. 업무촉박성은 상담서비스 품질 하위요인 중 확신성을 매개로 종합적 인식에 영향을 미치고 있었다. 동료지원은 대응신뢰성과 확신성을 매개로 하여 상담서비스 품질의 종합적 인식에 정적 영향을 미치고 있었다. 이에 반해 상사지원은 공감성을 매개로 하여 상담서비스 품질의 종합적 인식에 정적 영향을 미치고 있었다. 다섯째, 여성이 남성보다 업무촉박성과 감정육체소진은 더욱 크게 느끼는 반면 상담 서비스의 대응신뢰성과 확신성 및 종합적 인식을 낮게 평가하고 있었다. 연령에 있어서는 40대 집단이 다른 집단에 비해 이타적 성향도 높고 상담서비스의 공감성과 대응신뢰성 및 종합적 인식이 높은 것으로 나타났다. 또한 근속년수에 있어서도 근속년수가 긴 집단이 이타적 성향, 상담서비스의 공감성, 대응신뢰성, 확신성 및 종합적 인식이 높은 경향을 보인다.

서비스 유형별 서비스 품질 차원이 고객만족에 미치는 영향 : 실용적 vs. 쾌락적 서비스의 비교 연구

이유재,이청림 서비스마케팅학회 2023 서비스마케팅저널 Vol.16 No.2

This study investigated the varying impact of service quality dimensions on customer satisfaction based on different service types. These service types were categorized as utilitarian and hedonic services. The study utilized the KS-SQI 3.0 model, which measures service quality across four dimensions: service outcome, interaction, environmental quality, and social quality. The findings of the analysis indicated that, in utilitarian services, service quality dimensions other than interaction quality significantly influence customer satisfaction. On the other hand, all four service quality dimensions were found to positively impact customer satisfaction in the context of hedonic services Furthermore, the study revealed that the relative influence of service quality dimensions on customer satisfaction differs depending on the service type. The effect of outcome quality on customer satisfaction was found to be more pronounced in utilitarian services compared to hedonic services. Additionally, the effect of environmental quality on customer satisfaction was found to be greater in hedonic services. However, the impact of interaction quality and social quality did not exhibit a distinction between the two service types. These results suggest that, for enhancing customer satisfaction of utilitarian services, emphasizing service outcome quality proves to be most effective among the various dimensions of service quality. Conversely, for hedonic services, allocating more resources toward enhancing environmental quality is shown to be more effective. 본 연구는 서비스 유형에 따라 서비스 품질의 각 차원이 고객만족에 미치는 상대적 영향력을 살펴보았다. 서비스 유형은 실용적서비스와 쾌락적 서비스로 구분하였으며, 서비스 품질을 결과, 상호작용, 환경, 사회적 품질의 4개 차원으로 측정하는 KS-SQI 3.0 모형을 활용하였다. 실증 분석결과, 실용적 서비스에서는 상호작용품질을 제외한 서비스 품질 차원들이 고객만족에 유의한영향을 미쳤다. 반면 쾌락적 서비스에서는 4개의 서비스 품질 차원 모두 고객만족에 긍정적으로 영향을 주었다. 또한 서비스 품질 차원이 고객만족에 미치는 상대적 영향력은 서비스 유형에 따라 차이가 있는 것으로 나타났다. 결과품질이고객만족에 미치는 영향은 쾌락적 서비스보다 실용적 서비스에서 더 크게 나타났으며, 환경품질이 고객만족에 미치는 영향은실용적 서비스보다 쾌락적 서비스에서 더 큰 것으로 나타났다. 상호작용품질과 사회품질의 영향력은 실용적 서비스와 쾌락적서비스 간에 차이를 나타내지 않았다. 이러한 결과는 실용적 서비스의 고객만족을 높이기 위해서는 서비스 품질의 여러 차원중에서 서비스 결과 품질에 주력하는 것이 가장 효과적이며, 쾌락적 서비스의 경우 환경품질을 향상하는데 더 많은 자원을투입하는 것이 효과적임을 시사해준다.

서비스 유통 관점에서 아동복지기관 서비스질의 전달에 대한 인식과 이용자만족도에 미치는 영향

엄경호,김진우 한국유통과학회 2015 유통과학연구 Vol.13 No.8

Purpose - This study reviews the delivery of child welfare service quality and examines how the dimensions of the variables of customer satisfaction impact the results from a service distribution perspective. This study differs from existing research since it proposes that a recognized level of child welfare service quality is necessary to achieve customer satisfaction from the perspective of service distribution. Research design, data, and methodology - This study explores child welfare service quality factors that affect customer satisfaction. The study examines and analyzes demographic variables, service quality dimensions, and the causal relationships between child welfare service quality and customer satisfaction. Data from 300 child welfare cases were collected from organizations in Korea in the areas of Busan and Gyeongsangnamdo. The methods of analysis are as follow. First, using descriptive analysis frequency, the percentages were evaluated to assess the demographic variables. Second, Cronbach's α was used to test reliability and to evaluate the internal consistency of the measuring of items. Third, multiple regression analysis was conducted to find out how much the independent variable can affect customer satisfaction. Results - Five factors of child welfare service quality were identified in three categories: process quality (assurance, empathy), results quality (reliability, caring), and physical environment quality (tangibles). There were significant differences among the effects of the child welfare service quality factors on customer satisfaction. A multiple regression analysis was done with process quality (assurance, empathy), results quality (reliability, caring) and physical environment quality (tangibles) to test the hypothesis: assurance (t=2.434, p<0.05), empathy (t=3.677, p<0.001), reliability (t=3.271, p<0.05), caring (t=4.380, p<0.000), and tangibles (t=3.654, p<0.01) had a positive influence on child welfare service quality from a service distribution perspective. Therefore, hypotheses 1, 2, 3, 4, and 5 were supported. In addition, multiple regression analysis on the effects of the variables showed that caring (β=0.273), empathy (β =0.246), tangibles (β=0.265), reliability (β=0.152), and assurance (β=0.131) all had a positive and strong influence on child welfare service quality from a service distribution perspective. Therefore, all child welfare service quality categories (process, results and physical environment quality) were positively statistically significant. Conclusion - In this study, the main findings can be summarized as follows. First, the quality of service of child welfare consists of three dimensions of quality: process quality, results quality, and physical environment quality. The results of the multiple regression analysis also showed that caring and reliability were confirmed as more meaningful variables by the increasing loading factors. Second, the family members involved in child welfare proposed caring as the most important variable among the dimensions of service quality. Third, the results of the hypothesis testing using regression showed that all child welfare service quality factors had a positive impact on customer satisfaction. The results of the study could provide useful information to help increase the effectiveness of delivery strategies for child welfare service quality from a service distribution perspective.

서비스 접점에서의 고객행동이 종업원의 감정고갈 및 고객평가에 미치는 영향

서문식 ( Suh Munshik ),김대용 ( Kim Daeyong ),노태석 ( Rho Taeseok ) 한국소비자학회 2016 소비자학연구 Vol.27 No.5

오늘날, 서비스를 제공받는 고객들은 더 나은 서비스의 품질을 확신하기 위하여 서비스 접점에서 고객참여행동(CPB) 혹은 고객시민행동(CCB)을 한다. 또한 고객들은 스스로 그러한 행동을 수행함으로서 더 나은 서비스 품질(고객측면SQ)이 돌아오는 것은 당연한 결과라고 생각한다. 그러나 고객들의 참여 또는 시민행동이 항상 올바른 방향으로 행해지고 있다고 볼 수 있는가? 본 연구는 서비스 접점에서 서비스제공자가 지각하게 될 서비스 품질(직원측면SQ)에 영향을 미칠 수 있는 고객참여행동과 고객시민행동을 기반으로 하는 고객평가(CE)와 감정노동으로 인해 발생되는 감정고갈에 대한 영향을 논의한다. 추가적으로 감정고갈의 매개효과를 분석하여 그 중요성을 강조코자 하였다. 또한 본 연구에서는 기존 연구의 단방향적 접근에서 벗어나 현상과 실제 간 간극을 줄이고자 서비스접점에서 고객과 서비스제공자를 이원적(dyadic) 조사방법을 사용하여 평가함으로써 평가의 객관성을 확보하려 노력하였다. 본 연구의 결과는 아래와 같다. 첫째, 고객참여행동은 서비스 접점에서 서비스제공자가 가지는 고객평가에 긍정적인 영향을 보였고 서비스제공자가 가지는 감정고갈을 감소시키는 효과를 보였다. 또한 고객시민행동 역시 서비스제공자가 가지는 고객평가에 긍정적인 영향을 보였고 서비스제공자가 가지는 감정고갈을 감소시키는 효과를 보였다. 둘째, 서비스제공자가 서비스 접점에서 가지는 높은 수준의 감정노동 수행으로 발생된 감정고갈은 고객평가에 부정적인 영향을 보였고, 이러한 감정고갈은 실제 서비스제공자가 스스로 지각하는 서비스 품질에도 부정적인 영향을 미쳤다. 마지막으로 직원의 고객평가는 서비스제공자가 스스로 제공하는 서비스 품질에 대하여 긍정적인 영향을 보였고, 서비스제공자가 가지는 긍정적인 서비스 품질은 소비자가 지각하는 서비스 품질에도 긍정적인 결과를 가져오는 효과를 보였다. 본 연구에서는 서비스접점에서 고객의 참여행동과 시민행동에 대한 서비스제공자의 고객평가와 감정고갈이 서비스제공자가 스스로 지각하는 서비스 품질에 영향을 가져올 수 있으며, 이때 서비스제공자가 지각하는 서비스 품질은 고객이 최종적으로 지각하게 될 서비스 품질에 영향을 끼칠 수 있다는 점을 제시하고 있다. 또한 서비스제공자의 이성적인 고객평가에 영향을 미칠 수 있는 감정적인 부분인 감정고갈의 매개효과를 규명함으로써 긍정적인 고객참여행동과 고객시민행동을 유도하고 서비스 품질의 향상을 추구하는 서비스기업들을 위한 전략적인 시사점을 제공하였다. Today, customers receiving service show the customer participation behaviors(CPB) or customer citizenship behaviors(CCB) in the service encounter to be sure to have better service quality. Also, customers think that performing quality such behaviors would naturally result better service quality. However, can every customer participation or customer citizenship behavior conducted are effecting impacting in the right direction? This study argues about customer evaluation and emotional labor based on customer participation activities and customer citizenship behaviors that could have effects on the service quality perceived by service providers in the service encounter, and also especially to designed analyze the mediating effect of emotional exhaustion in the emotional aspect that could have influences on service providers` rational evaluation. Our research have several results, first, the customer participation activities had positive effects customer evaluation of service providers in the service encounter while also reduction of service providers` emotional exhaustion. Also, the customer citizenship behaviors showed positive effects on service providers` customer evaluation while showing effect to reduce their emotional exhaustion. Second, emotional exhaustion of service provider in the service encounter showed negative effect on customer evaluation, and such emotional exhaustion also had negative effect on the actual service quality perceived by service providers. Lastly, employees` customer evaluation showed positive effect on the service quality provided by themselves while positive service quality of service providers` had positive effect on consumer`s perception of service quality. This study suggests that service providers` customer evaluation and emotional exhaustion in regard of customer participation activities and citizenship behaviors in the service encounter can have effects on the service quality cognized by themselves, and the service quality cognized by service providers can eventually have effects on the service quality cognized customers. By examining the mediating effect of emotional exhaustion that can have effects on service providers` rational customer evaluation, it induces positive customer participation activities and customer citizenship behaviors, and also provides strategic implications for service businesses pursuing the improvement of service quality. In order to reduce such gaps, this study has secured the objectivity of the evaluation by using the dyadic research method for customers and service providers in the service encounter.

온라인민원서비스품질 측정모형 연구

김성홍(Sung-Hong Kim) 한국생산관리학회 2007 韓國生産管理學會誌 Vol.18 No.3

  공공서비스가 인터넷과 같은 전자적 네트워크를 통해 제공되면서 온라인민원서비스품질은 중요한 이슈로 등장하고 있다. 온라인민원서비스품질을 체계적으로 측정하기 위해 본 연구는 온라인민원서비스품질을 평가할 수 있는 모델을 개발하였으며, 온라인민원서비스품질과 품질성과를 측정하기 위한 설문지를 개발하였다.<BR>  본 연구는 온라인민원서비스 이용경험이 있는 3,200명의 국민을 대상으로 설문조사를 수행하고, 확인적 요인분석을 통해 온라인민원서비스품질 측정항목의 신뢰도 및 타당성을 검증하였으며, 온라인민원서비스품질과 품질성과의 관계를 분석하였다.<BR>  본 연구의 주요결과는 다음과 같다. 첫째, 본원적 서비스, 부가서비스, 개인화, 적극지원성, 신뢰성, 절차적절성, 접근용이성, 이용편리성, 심미성은 온라인민원서비스의 중요한 구성요인이다. 둘째, 결과품질, 준비품질, 절차품질, 매체유형성은 온라인민원서비스품질의 중요한 구성 차원이다. 셋째, 온라인민원서비스품질 구성차원 가운데 결과품질, 절차품질, 매체유형성은 품질성과에 유의한 영향을 미치지만 준비품질은 품질성과에 유의한 영향을 미치지 않는다.   As public service has transferred through electronic network like the Internet, public e-service quality is emerging as a critical issue. To measure systematically performances of public e-service, this paper develops a model to evaluate the public e-service quality. This study employs a survey questionnaire to evaluate the public e-service quality and quality performance.<BR>  Drawing upon a sample of 3,200 citizens used to public e-service and working within the framework of confirmatory factor analysis(CFA), this study examines the structure and dimensionality, and reliability and validity of the public e-service quality instrument. The relationship among public e-service quality and quality performance is also analyzed.<BR>  The major findings of this study are as follows. First, essential service, public service, personalization, positive assistance, reliability, process appropriateness, ease of accessibility, convenience, and aesthetics are the critical construct of public e-service quality. Second, outcome quality, preparation quality, process quality, and media tangibles are the critical dimension of public e-service quality. Third, outcome quality, process quality, and media tangibles of public e-service quality affect quality performance, but preparation quality doesn’t.