감정노동이 고객지향성과 직무성과에 미치는 영향

Abstract

ABSTRACT

The Effect of Emotional Labor on Customer Orientation and Job Performance - Focusing on Korean and Chinese Emotional Laborers -

Song Choong-hwan Advisor : prof. Jong-rok Yun, Ph.D. Department of Business Adminstration Graduate School of Chosun University

This study analyses the effect of emotional labor behavior (basic internal action, internal behavior of interaction, internal focus of control, basic surface actions, and deep surface action) of emotional laborers from Korea and China has on customer orientation based on the results of existing studies. Analyses the effect customer orientation has on job performance. Analyses any moderating effects of organizational socialization between emotional labor behavior and customer orientation. Recently, as the importance of the service industry is becoming bigger and customer satisfaction and touch service have been considered as a means to determine a competitive advantage of companies, human emotions have been commercialized. Therefore, Jobs which require emotional labor at contact points with customers are increasing. In this recently- increasing service industry, the need for emotional labor behavior is increasing. Therefore, this study categorized emotional labor into internal behavior and surface behavior to test their effects on the customer orientation and service performance. Also, this study compared inbound to outbound labor behavior. The results of the study are summarized as follows: When the effects emotional labor behavior had on customer orientation was examined, the surface behavior of inbound labor behavior did not have a significant effect on customer orientation while internal behavior had a significant effect on customer interaction. Surface behavior and the internal behavior of outbound labor behavior had a significant effect on customer orientation and customer orientation had a significant effect on job performance. When mediating effects of customer orientation were examined, it was discovered that the relationship between internal behavior and job performance of the subjects were mediated by customer orientation. This study examined the moderating effect of emotional labor behavior in inbound and outbound labor behavior on customer orientation. To test the path factor and significance of the group with high organizational socialization and the group with low organizational socialization, this study conducted a multi-group analysis. Specific results of the analysis are presented as follows: Organizational socialization had a moderating effect on customer orientation. That is, as for the effects of internal behavior on customer orientation, the group with high customer orientation was more organizationally socialized than the group with low customer orientation. Customer orientation was higher and had a moderating effect. To test the path factor and significance between the group with high organizational socialization and the group with low organizational socialization, this study conducted a multi-group analysis. The results are presented as follows: As for the effect of surface activity on customer orientation, organizational socialization had a moderating effect on it.(t=2.874). That is, the effect of surface behavior on customer orientation was higher in the group with high organizational socialization than the group with low organizational socialization. Recognizing that emotional labor behavior is important in the recently-increasing service industry, this study examined the effect of emotional labor behavior of labor behavior who were engaged in emotional labor on customer orientation and job performance in order to present suggestions on the control of human resources and for higher performance. Also by analysing any moderating effect of organizational socialization, this study presented effective strategies for organizational socialization. It is expected that this study would present strategies for effective human resources control based on a comparative analysis between inbound and outbound labor behavior, However, as this study did not have more extensive samples and focused only on labor behavior due to the research scale and budget, the results have limitations in that they could not be generalized. Further research will be more extensive to develop effective strategies for higher customer orientation and better job performance.