종업원 서비스몰입의 선행요인 및 고객이 인지한 서비스품질에의 영향 = Antecedents of Employees’ Service Commitment and Perceived Service Quality by Customers

다국어 초록 (Multilingual Abstract)

  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.

국문 초록 (Abstract)

  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.

목차 (Table of Contents)

• 〈초록〉
  Ⅰ. 서론
  Ⅱ. 문헌조사 및 가설설정
  Ⅲ. 실증연구
  Ⅳ. 연구결과
  Ⅴ. 결론
  참고문헌
  ABSTRACT
  

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