Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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An Empirical Study on the Emotional Intelligence and Customer Orientation Call center Consultants in e-Business Marketing

e-비즈니스 마케팅에서 콜센터 상담사의 감정지능과 고객지향에 대한 분석

  • 송형철 (동원대학교 사회경영학부 e-비즈니스과)
  • Received : 2021.08.26
  • Accepted : 2021.10.20
  • Published : 2021.10.28
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Abstract

This study is to investigate the impact of emotional intelligence of online shopping mall call center counselor on customer orientation. The SPSS 25.0 ststistics program was applied for the empirical analysis 148(87.05%)of 170 copies are used for final data analysis. The implications of results are as follows. First, use of emotion, a subfactor of emotional Intelligence, has shown to have a significant positive effect on customer orientation. Second, other's emotional appraisal, a subfactor of emotional Intelligence, has shown to have a significant positive effect on customer orientation. Third, self emotional appraisal, a subfactor of emotional Intelligence, has shown to have a significant positive effect on customer orientation. Fourth, regulation of emotion, a subfactor of emotional Intelligence, has shown to have a significant positive effect on customer orientation.

본 연구는 감정지능이 개인적 특징으로 전문화된 구성원의 이직을 방지하는 것과 고객지향이 중요하므로 고객지향과의 관계를 온라인쇼핑몰 콜센터 상담사를 대상으로 검증하였다. 배포한 170부 중 불성실한 응답 22부를 제외한 148부(87.05%)가 분석에 이용되었다. 실증분석에 활용된 도구는 SPSS 25.0이다. 연구결과는 다음과 같다. 첫째, 감정활용은 고객지향에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 타인감정인식도 고객지향에 정(+)의 방향으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 자기감정인식은 고객지향에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 감정조절성은 고객지향에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구의 시사점은 자신이 느끼는 감정의 원인과 자신의 감정을 이해하여야 고객의 요구에 즉각적으로 응대하고 고객의 일을 본인의 일처럼 생각하여 고객지향성을 가질 수 있다는 것이다.

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References

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