잠재성장모형으로 살펴본 고객 비시민성: 감정노동자의 감정지각능력 및 감정소진과의 영향관계 (Latent Growth Modeling of Customer Incivility: On the Relationships among Affect-appraisal, Customer Incivility and Emotional Exhaustion)

서지정보

· 발행기관 : 대한경영학회
· 수록지 정보 : 대한경영학회지 / 34권 / 6호 / 977 ~ 1006페이지
· 저자명 : 양경욱, 채연주

초록

감정노동자가 자신의 감정을 관리해야 하고 심리적 건강이 악화되는 경험을 하게 되는 것은 고객과의 관계 속에서 고객의 무례한 행동, 즉 고객 비시민성을 경험하기 때문인데, 아직까지 학계에서 고객 비시민성 연구는 큰 주목을 받지 못하고 있다. 본 연구는 감정노동이 고객과의 상호 관계에서 수행되는 노동이라는 관점에서, 고객 비시민성에 초점을 두고 그것의 이해를 확장하고자 한다. 이에 조직행동 분야에서는 거의 사용되지 않았던 잠재성장모형을 활용하는데, 이 모형은 고객 비시민성이 시간에 따라 변화하는 패턴 또는 경로를 확인 가능하게 한다. 지금까지 연구들은 고객 비시민성이 개인 내 변량을 가진다는 점을 확인하였고 따라서 시간에 따라 변화한다는 것은 입증했지만, 과연 어떤 패턴으로 변화할 것인지를 검증하지는 않았다. 본 연구는 211명의 판매원이 4주간 네 번 응답한 설문자료를 바탕으로 지난 연구들에서 주로 다루었던 고객 비시민성과 감정소진 사이의 관계를 잠재성장모형을 통해서 새롭게 드러내고자 했다. 그 결과, 고객 비시민성과 감정소진은 4주간에 걸쳐 선형 감소하는 패턴을 보였다. 양자의 초기값 및 4주간의 변화율은 서로 정(+)적 관계에 있었는데, 즉 고객 비시민성의 초기값이 높으면 감정소진의 초기값도 높았고 고객 비시민성의 4주간의 변화패턴과 감정소진 의 4주간의 변화패턴이 유사한 모습을 보였다. 또한 고객 비시민성의 초기값은 감정소진의 변화율에는 부(-)적 영향을 미쳤는데, 이는 고객 비시민성의 1주차 평균값이 높을수록 감정소진이 감소하는 정도가 낮다는 것을 의미하며, 고객 비시민성이 지연효과(lagged effect)를 가진다는 것을 시사한다. 한편 고객 비시민성의 선행요인 으로서 자기감정 및 타인감정 지각을 설정하고 잠재성장모형으로 검증한 결과, 고객 비시민성 초기값에 대해 자기감정 지각은 부(-)적, 타인감정 지각은 정(+)적 영향을 미쳤다. 고객 비시민성의 변화율에 대해서는 두 변수의 어떤 영향 관계도 발견되지 않았다. 본 논문은 고객 비시민성 연구에 새로운 분석적 시각을 더함으로써 고객 비시민성이 현실에서 나타나는 다양한 양상을 포착하고자 했고, 이를 통해 감정노동과정에서 고객과 감정노동자 간 상호성을 보다 더 명확히 규명하고자 했다.

영어초록

During the past 30 years, many studies have been examined emotional labor process but few has paid attention to the social relationships between service providers and customers. A customer's rude behavior or customer incivility not only harms emotional laborer’s health, but can also negatively affect organizational performance. Recent studies have shown that customer incivility results in service provider’s emotional exhaustion, depression, turnover intention, and absenteeism which in turn can negatively affect organizational performance. Despite of its theoretical importance, customer incivility has been still in the early stages of research. Accordingly, this study aims to address a gap in the literature and propose a new research direction. For this purpose, the latent growth modeling(LGM), which had been rarely used in the organizational behavior research, was employed in this study. Past studies have discovered that customer incivility has the within-individual variance, indicating that it changes over time within the individual. Previous studies have found that daily or weekly customer incivility has impact various forms of mental health on a daily or weekly basis. However, few studies have examined the growth trajectories of customer incivility in the long term. Therefore, previous studies have little investigated how customer incivility changes over time and its growth rate affects emotional exhaustion. What affects growth rate of customer incivility has also been little examined.
This study found that customer incivility decreased linearly using the four times survey data gathered from 211 sales people during the four weeks. Furthermore, by using the LGM, we found the hitherto little-known relationships between customer incivility and exhaustion. First, the initial value of customer incivility is positively related with those of emotional exhaustion. Second, the change rate of customer incivility is positively related with those of exhaustion. It means that emotional exhaustion changes over time following the change pattern of customer incivility. Finally, we found that the initial value of customer incivility is negatively associated with the change rate of exhaustion, suggesting that the former has the lagged effects on the latter. This study also examined how self- and others-emotions appraisal would be related with the initial value and change rate of customer incivility. It was revealed that whereas self-emotions appraisal is negatively related with the initial value of customer incivility, others-emotions appraisal is positively related with the latter. Since employees high in self-emotions appraisal know their own feelings relatively well, their would be able to express the required emotions, and thus would experience lower customer incivility. On the other hand, a person with high others-affect appraisal would be sensitive to the verbal and non-verbal expressions of customer, and thus would be more likely to recognize customer incivility.
This study has several theoretical implications. First, this study examined the growth trajectory of customer incivility using LGM. We found that the positive relationship between customer incivility and emotional exhaustion persists over a four-week period. Furthermore, we revealed that customer incivility has lagged-effects on employees’ emotional exhaustion. Thus, it can be said that customer incivility persistently affects employees’ mental health over a relatively long time. Second, this study is meaningful in that it showed the significance of the social relationships inherent in emotional labor. Finally, this study contributed to the literature by examining a variable that has not yet been considered so far as an antecedent to customer incivility. Previous research has relatively little focused on an antecedent factor to customer incivility while mainly focusing on its consequences. By adding a new analytical perspective to the research on customer incivility, this study attempted to suggest more thorough understanding of the mutual relationships between customer and service providers in the emotional labor process.

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