고객의 역기능적 행동이 소상공인 외식경영자의 경영성과 및 사업지속의도에 미치는 영향 : 회복탄력성의 조절효과를 중심으로 = The Effects of Dysfunctional Customer Behavior on Business Performance and Business Persistence Intention of Small Scale Food Service Entrepreneurs - Focused on the Moderating Effect of Resilience -

국문 초록 (Abstract)

1인 가구의 증가, 맞벌이 세대 수의 증가, 고령사회의 진입 등의 사회적 이슈
와 HMR 전문점, 배달 서비스 등의 등장은 외식시장 구조의 확대를 불러왔다.
이러한 변화에 따라 서비스업의 영역이 점차 확대되고 다양한 소비자들이 유
입됨에 따라 서비스 종사자들에게 감정노동의 근원이 되는 소비자들의 역기능
적 행동에 대한 문제가 사회적 이슈로 관심을 증폭시켰다. 기업에서는 이를
대응하기 위한 매뉴얼, 직원훈련 등을 통해 원칙을 마련하고 있지만, 소상공인
들에게 이러한 대응을 하기에는 경제적․물리적 여유 또한 부족한 실정이다.
이에 법적 가이드 마련, 법적 처벌 강화, 소비자 교육 등이 지속적으로 언급
되고 있지만 여전히 이루어지지 않고 있다는 실정이며, 소상공인들의 경영 어
려움이 지속되고 있는 상황에서 소상공인 외식경영자들의 경영지속을 위한 대
응방안, 외식경영자들에게 도움이 될 수 있는 차별적인 해결방안의 필요성이
제기되고 있다.
이에 본 연구에서는 고객의 역기능적 행동(언어폭력, 과도한 요구, 무례한 행
동)이 스트레스와 소진(정서적 고갈, 비인격화, 성취감 저하)을 통해 경영성과
와 사업지속의도에 유의한 영향을 미친다는 구조적 관계의 연구가설을 설정하
였다. 또한 역기능적 고객행동과 스트레스의 관계에서 회복탄력성에 따라 유
의한 조절효과가 존재하는지 검증하기 위한 연구가설을 설정하고 실증분석을
통한 검증을 실시하였다.
본 연구는 서울 소재 외식업 소상공인 경영자를 대상으로 2021년 2월 22일부
터 3월 12일까지 설문조사를 통해 이루어졌으며, 총 363부(95.5%)가 최종분석
에 사용되었다. 본 연구의 모형 및 연구가설을 토대로 구조방정식모형(SEM)
검증을 실시하였다.
본 연구의 결과는 다음과 같다.
첫째, 역기능적 고객행동 중 무례한 행동을 제외한 언어폭력과 과도한 요구
는 소상공인 외식경영자의 스트레스에 유의한 정(+)의 영향을 미치는 것으로
나타났다.
둘째, 역기능적 고객행동을 통한 소상공인 외식경영자의 스트레스는 소진에
유의한 정(+)의 영향을 미치는 것으로 나타났다.
셋째, 소상공인 외식경영자의 소진은 경영성과의 유의한 부(-)의 영향을 미치
는 것으로 나타났다.
넷째, 소상공인 외식경영자의 소진은 사업지속의도에도 유의한 부(-)의 영향
을 미치는 것으로 나타났다.
다섯째, 소상공인 외식경영자의 경영성과는 사업지속의도에 유의한 정(+)의
영향을 미치는 것으로 나타났다.
마지막으로, 역기능적 고객행동과 스트레스의 관계에서 회복탄력성은 부분적
으로 유의한 조절효과가 존재하는 것으로 나타났다.
본 연구를 통해 고객의 역기능적 행동이 소상공인 외식경영자의 스트레스와
소진을 불러온다는 것이 확인되었다. 대부분의 소상공인들은 영세하고 생계를
목적으로 사업을 운영하기 때문에 고객의 역기능적 행동에 대응방안을 마련한
다는 것은 사실상 불가능하다. 이에 관련 단체나 협회를 통해 소상공인의 의
견이 보다 신속하게 수렴되고 불합리한 고객 관행을 개선할 수 있는 방안을
조직적으로 모색할 필요가 있다.
가이드라인을 제작, 캠페인을 조성하는 등의 방안도 이루어져야 할 것이며,
고객의 무례한 언행과 관련된 법률적인 조언을 위한 대책과 심리적 지원체계
구축 등도 고려해야 할 것이다. 소상공인이 고객으로부터 자신을 방어할 수
있도록 심리적 역량을 향상시키는 체계적인 교육 제공과 함께 이들을 보호하
고자 하는 방안들을 조직적으로 강구하여야 할 것이며, 소상공인 외식경영자
들이 회복탄력성을 높일 수 있도록 정부 및 지자체의 적극적인 지원과 교육프
로그램, 소상공인 지원 자금대출, 창업교육, 컨설팅 등이 지속적으로 이루어져
야 할 것으로 사료된다.
본 연구를 통해 도출된 학문적 시사점과 실무적 시사점은 다음과 같다.
첫째, 최근 고객의 역기능적 행동에 대한 연구가 활발히 진행되어 왔지만 고
객의 부적절한 언행의 사각지대에 놓인 소상공인을 대상으로 진행된 연구는
전무하다. 이에 본 연구는 외식업 소상공인을 대상으로 고객의 역기능적 행동
에 대해 연구를 진행하였다는 점에서 의의가 있을 것으로 보인다. 특히 서비
스 기업들과는 달리 금전적 보상 등과 같은 과도한 요구가 소상공인의 스트레
스를 야기시키는 변인이라는 점에서 기존의 연구와 차별성을 가진다.
둘째, 사업지속의도와 관련된 대부분의 연구는 경영자 또는 사업체의 내부적
문제를 파악하기 위해 진행이 되었으나 본 연구는 고객이라는 외부적 요인으
로 인해 사업지속의도가 결정될 수 있다는 점을 확인한 연구로 의의가 있을
것으로 사료된다. 특히 고객의 불합리한 언행에 대응할 외식업 소상공인의 역
량이 부족함을 인지하고 관련 단체나 협회를 통해 이를 개선해야 함을 강조하
였다는 점에서 외식업 소상공인들에게 실질적인 도움을 줄 것으로 보인다.
셋째, 고객의 역기능적 행동과 스트레스의 인과관계에서 조절변수로써 회복
탄력성의 역할을 확인하였다는 점에서 연구의 의의가 있다. 지금까지 외식업
소상공인들은 자본력 부족과 인적자원관리에 대한 인식 부족으로 이를 관리하
고자 하는 시도가 부족하였다. 본 연구는 회복탄력성이 스트레스를 완화시킬
수 있다는 결과를 도출함으로써 소상공인의 심리적 역량의 중요성을 강조하였
다는 점에서 연구의 가치가 있을 것으로 보인다.

목차 (Table of Contents)

• 제 1 장 서 론 ················································································1
• 제 1 절 연구의 배경 및 문제 제기······························································1
• 1. 연구의 배경·····························································································1
• 2. 문제 제기·································································································4
• 제 2 절. 연구의 목적·······················································································7
• 제 3 절. 연구의 범위 및 구성·······································································8
• 1. 연구 범위·································································································8
• 2. 연구 구성·································································································9
• 제 2 장 이론적 배경 ···································································11
• 제 1 절 역기능적 고객행동··········································································11
• 1. 역기능적 고객행동의 개념 ·································································11
• 2. 역기능적 고객행동의 구성요소·························································15
• 3. 역기능적 고객행동의 선행연구고찰·················································20
• 제 2 절 스트레스····························································································21
• 1. 스트레스의 개념···················································································21
• 제 3 절 소진····································································································23
• 1. 소진의 개념···························································································23
• 2. 소진의 구성요소···················································································24
• 제 4 절 경영성과··························································································28
• 1. 경영성과의 개념···················································································28
• 제 5 절 사업지속의도····················································································30
• 1. 사업지속의도의 개념···········································································30
• 제 6 절 회복탄력성························································································32
• 1. 회복탄력성의 개념 ···············································································32
• 제 7 절 선행연구 고찰 ··················································································34
• 1. 역기능적 고객행동과 스트레스·························································34
• 2. 스트레스와 소진···················································································35
• 3. 소진과 경영성과···················································································36
• 4. 소진과 사업지속의도···········································································37
• 5. 경영성과와 사업지속의도···································································38
• 6. 회복탄력성의 조절효과·······································································39
• 제 3 장 연구 설계 ·······································································40
• 제 1 절 연구 모형 및 가설··········································································40
• 1. 연구모형·································································································40
• 2. 연구가설·································································································41
• 제 2 절 조사 설계 및 측정 도구································································48
• 1. 주요 변수의 조작적 정의 및 측정 도구 ·········································48
• 2. 조사 설계 및 자료 수집·····································································56
• 제 4 장 실증 분석 ·······································································59
• 제 1 절 표본의 특성······················································································59
• 1. 인구통계학적 특성 ···············································································59
• 2. 사업장 특성···························································································61
• 제 2 절 측정 항목 타당성 및 신뢰성 평가 ··············································63
• 1. 확인적 요인분석···················································································63
• 제 3 절 연구 가설 검증················································································71
• 1. 구조방정식 모형 분석에 의한 가설 검증·······································71
• 2. 직접효과 및 간접효과·········································································73
• 3. 회복탄력성의 조절효과·······································································75
• 4. 가설 검증 결과·····················································································77
• 제 5 장 결 론 ·············································································82
• 제 1 절 연구의 요약 및 결론······································································82
• 제 2 절 연구의 시사점··················································································88
• 제 3 절 연구의 한계 및 향후 연구 과제 ··················································90
• 1. 연구의 한계···························································································90
• 2. 향후 연구 과제·····················································································91
• [참 고 문 헌] ·······························································································92
• [설 문 지] ·····························································································120
• [ABSTRACT] ·····························································································123