여행사 직원의 감정노동과 고객지향적 판매행동에서 감성지능의 조절효과 연구
A Study on the Relation between Travel Agency Worker's Emotional Labor and Their Customer-Oriented Selling Behavior : Focusing on the moderating effect of emotional intelligence
This study was conducted in order to examine travel agency workers’ emotional labor according to the job characteristics of travel agencies and the effects of such emotional labor on travel agency workers’ customer‐oriented selling behavior, to identify the moderating role of emotional intelligence for resolving cognitive dissonance reduction experienced by the workers in this process, and ultimately to spotlight the importance of emotional intelligence. The results of empirical analysis on the hypotheses formulated in this study are summarized as follows. First, job autonomy, job routineness and job feedback were found to have a positive effect on external behavior and internal behavior in travel agency workers’ emotional labor. Second, with regard to the effect of emotional labor on customer‐oriented selling behavior, both external behavior and internal behavior in emotional labor had a positive effect on customer‐oriented selling behavior. Fourth, with regard to the effect of emotional labor on customer‐oriented selling behavior, emotional intelligence played a moderating role between external behavior and customer‐oriented selling behavior, but not between internal behavior and customer‐oriented selling behavior. In conclusion, The results of this study suggest that travel agencies, which are highly dependent on human resources, should consider emotional intelligence in selecting their workers and improve the workers’ emotional intelligence through education and training.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 감정노동 2. 감정노동의 선행변수 3. 고객지향적 판매행동 4. 감성지능 Ⅲ. 연구설계 1. 연구모형 2. 가설설정 3. 변수의 정의 및 측정변수 4. 조사대상 및 분석방법 Ⅳ. 실증분석 1. 표본의 인구통계학적 특성 2. 신뢰도 및 타당성 검증 3. 가설 검증 Ⅴ. 결론 참고문헌
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