판매원의 서비스속성이 고객시민행동과 고객불량행동에 미치는 영향

Abstract

고객중심의 경영철학이 중요하게 인식됨에 따라 판매원의 역할이 더욱 강조되고 있다. 기업은 고객과 직접적인 접촉이 아닌 판매원을 통한 상호작용이 이루어지기 때문에 판매원의 태도 및 행동과 고객행동을 미침을 알 수 있다. 본 연구에서는 판매원의 행동이 고객 행동의 의사결정에 어떠한 영향을 미치는지에 대하여 윤리적 측면에서 살펴보고자 한다. 본 연구는 의류판매점을 이용한 대학원생 및 대학생을 대상으로 설정하여 설문조사를 실시하였다. 총 210부의 설문지를 배포하여 불성실하거나 중심화 경향을 보이는 22부를 제외 총 188부가 최종 분석에 활용하였다. 연구결과 서비스접점에서의 판매원의 서비스속성은 고객의 도덕적 판단에 긍정적 영향을 미침을 확인하였다. 도덕적 판단은 도덕적 감정과 고객시민행동에 유의한 영향을 미치는 것으로 나타나지만 고객불량행동에 유의한 영향을 미치는 것으로 나타나지 않았다. 긍정적인 도덕적 감정은 고객시민행동에 유의한 영향을 미치지만 고객불량행동에 유의한 영향 미치지 않았다. 부정적인 도덕적 감정은 감정적 고객시민행동과 고객불량행동에 유의한 영향을 미치는 것으로 나타났다. 본 연구에서는 연구결과에 따라 접합적인 관리방안을 제시하였다.|Each enterprise is raising fever to gain competitiveness following the recent trend that competition between retailers are becoming more keen. Thus the interest on customer’s behavior is increasing day by day. Most of the existing researches which about that influence employees’ service behavior on customer’s behavior had focused mainly on consumer psychology, for example perceived service quality, customer-satisfaction, but researches on the ethical aspect are inadequate. This thesis studied about the influence of salesperson’s service attributes on customer behavior in moral views. The objective of this study is to examine (1) how salesperson’s service attributes affect customer’s moral judgment and moral emotions, (2) how customer’s moral judgment and moral emotions influences customer citizenship behavior and customer badness behavior, (3) bringing forward the appropriate management strategies according to the research results. The model of hypotheses for this study was set up on basis of previous researches. The sample for this research were conducted for three weeks, using questionnaires with undergraduate students and graduate students enrolled at university in Korea, and 188 questionnaires were used in the analysis. The obtain data were analyzed with factor analysis, reliability analysis, confirmatory factor analysis, and multiple regression analysis. SPSS 12.0.1 was used for statistical programs of empirical analysis. The results of this study according to hypotheses testing are as follows: First, the salesperson’s service attribute which was composed of 3 factors, courtesy, trust and consideration affect in customer’s moral judgment about salesperson positively. That means salesperson service behavior which included moral informations have an important role in customer’moral decision making. As the result of existing researches courtesy had the biggest effect on customer’s moral judgment among these factors. Thus, in order to inducing the positive evaluation of salesperson from customer , we should pay most attention to developing the good courtesy performance. Second, it was analyzed that customer’s moral judgment had an effect on customer’s moral emotions which was divided into two dimensions, positive moral emotions and negative emotions. According to this result, we can know the fact that a variety of moral emotions could be elicited through the judgment of salesperson. Third, there was a signigicant positive effect for customer’s moral judgment on customer citizenship behavior, but did not have a significant negative effect on customer badness behavior. When customer make a positive moral judgment to salesperson’s service behavior, they will want to consider and treat salesperson with respect, and even give assistance to them. But when customer make a negative moral judgment to salesperson could not elicit customer badness behavior readily. Forth, customer’s positive moral emotions which includes gratitude, elevation, and pride had an positive effect on customer citizenship behavior. Customer’s negative moral emotions which includes anger and contempt had an negative effect on emotional customer citizenship behavior, and had an positive effect on customer badness behavior. This research contributed to the theories about salesperson’s service behavior and customer’s behavior by investigating the role of moral judgment and moral emotions. The findings of this study also provided important and relevant implications to retailers and policy makers in developing marketing strategies and persuasive message.