면세점 고객관계관리 운용이 판매종사원의 직무만족 및 조직몰입에 미치는 영향 (Influence of Duty-free Shop CRM on Employee’s Job Satisfaction and Organizational Commitment)

서지정보

· 발행기관 : 한국기업경영학회
· 수록지 정보 : 기업경영연구 / 19권 / 5호 / 215 ~ 230페이지
· 저자명 : 우경진, 김정헌, 양승훈

초록

관광객은 쇼핑을 통해 관광체험에 대한 기억을 기념품의 형태로 남긴다. 또한 쇼핑행위 자체는 관광비용 지출에서 상당부분을 차지한다. 면세점은 관광객의 쇼핑행위가 주로 일어나는 곳이고 최근 지속적인 성장세를 보여주고 있는 반면 면세점에서 근무하는 판매원들은 직무불만족과 이직률 증가라는 문제점을 가지고 있다. 본 연구는 면세점이 고객만족을 통한 경쟁력 확보를 위해 운영하고 있는 고객관계관리(CRM) 시스템을 어떻게 판매원에게 내면화시키고 이를 직무만족과 직무몰입으로 연결시킬 수 있는가를 알아보았다. 서울과 부산에 위치한 면세점에서 직접고객을 대면하고 구축된 고객관리관계를 운용하는 일선 판매원 251명을 대상으로 한 연구결과 고객관계관리 운용이 직무만족 및 조직몰입에, 직무만족이 조직몰입에 유의한 영향을 미치는 것으로 나타났다. 이를 통해서 고객관계관리는 단순한 직무효율성 차원이 아닌 조직의 문화로 승화 시켜야 비로소 고객만족을 내부적 직무만족으로 연결시켜야 함을 시사점으로 제시한다

영어초록

Shopping is integral parts of tourist's behaviors in tourism context. Tourist experience is intangible in nature, which leave him or her only handful memories after the vacation. One of efforts to overcome intangibility of experience to take picture and purchase souvenir. Recent heydays of duty-free shop is in part explain vacationer's high involvement in shopping with high value item in duty-free lower price tag.
The idea of research note with that hostile job environment prevailing hospitality industry also are found in duty-free shop sales person, Fully noticing that human resources are core competency in hospitality and sales industry, job dissatisfaction and low organizational commitment will eventually lead to high turnover rate.
On the other hand, duty-free shops strategically have deployed CRM(customer relationship management) to gain the competitiveness and enhance the satisfaction level. CRM is not merely IT system that operated by sales-person but have far reaching effect on organizational system, strategy and shared value. It is managerial priority that how sale-person internalize idea of market and customer orientation incorporated in CRM. The objective of study is that whether CRM can internalize the market and customer orientation at employee level, hypothetizing the variables such as job satisfaction and organizational commitment.
Self-administered questionnaire are designed in high validity and reliability. Conducting factor analysis yielded KMO(Kaiswe-Meyer-Olkin) Test yielded .889 and Bartlett's Test of Sphericity were 1839.543 and significant level of .000. Cronbach alpha test were acceptable over .780’s. Over the 251 questionnaire was collected from sample group in “L” duty-free shop sales person in Seoul and Busan over four weeks from September 13 2010 to October 9 2010. Reflecting duty free shop job market, 96% of sample were female in their 20’s and 30’s.
Finding reveled that CRM can significantly influenced to employee’s job satisfaction and organizational commitment and also job satisfaction significantly influenced organizational commitment. Unfortunately, some of variables failed to validate hypothesis, especially “benefit and information” and “special care program” proved not significantly effect the job satisfaction and organizational commitment. It is interpreted that CRM methods above are already namely, de-facto standard in industry and they are expected not to be impressive on working condition. More elaborared CRM techniques are required. For the practitioners, CRM should not be a mere operating system but be internalized by employee as corporate culture.

참고자료

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