서비스연구 (Journal of Service Research and Studies)

  • 제12권3호
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  • Pages.45-59
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  • 2022
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  • 2234-2850(pISSN)
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  • 2466-1813(eISSN)
서비스사이언스학회 (The Society of service Science)
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텔레마케팅 조직구성원이 인식한 변혁적 리더십이 조직성과에 미치는 영향-팔로워십의 조절효과를 중심으로

The effect of transformational leadership recognized by members of the telemarketing organization on organizational performance-centered on the moderating effect of followership

  • 심지현 (숙명여자대학교 인적자원개발학과)
  • 투고 : 2022.06.16
  • 심사 : 2022.09.26
  • 발행 : 2022.09.30
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초록

본 연구는 조직성과 극대화를 위해 2000년대 이후 크게 확대되고 있는 텔레마케팅 조직에서 이들이 인지하는 상사의 변혁적 리더십이 조직성과에 어떤 영향을 미치는지 조사하고자 하였다. 특히 본 연구는 팔로워십에 주목하여 조직구성원이 인식한 변혁적 리더십의 조직성과에 대한 관계에서의 조절효과를 탐색하였다. 텔레마케터들은 서비스 접점에서 마케팅 측면에서 기업 성과에 큰 영향을 있지만, 이들의 업무 특수성을 고려한 체계적 관리는 부족한 상황이다. 본 연구에서 설정한 연구모형검증을 위하여, 국내 콜센터 10곳에서 수집한 321개의 설문지를 분석하였다. 신뢰도, 상관관계, 요인분석, 위계적 회귀분석이 수행되었으며, 분석결과 텔레마케팅 조직구성원이 인식한 변혁적 리더십은 조직성과에 긍정적인 영향을 주는 것으로 나타났다. 또한 팔로워십의 4가지 하위변인인 목표일치성, 능동적 참여, 비판적 사고, 팀정신 모두 조직성과에 정적인(+) 영향을 주며, 이중 목표일치성과 능동적 참여는 변혁적 리더십과 조직성과의 관계를 조절하는 것으로 확인되었다. 본 연구결과는 텔레마케팅 조직 내에서 고객과 통화가 시작된 시점에서 자신의 지식과 경험을 바탕으로 1:1 대응을 해야 하는 텔레마케터의 특수한 업무환경을 고려할 때 리더가 개별 구성원의 역량에 맞도록 자기 개발과 동기부여를 해야 함을 강조한다. 또한 텔레마케터가 상대적으로 조직 내의 활동과 업무수행에 적극적으로 참여할 수 없는 상황과 고용의 불안정성이 존재하는 상황에서 실무적으로도 많은 시사점을 갖고 있다. 실무적으로는 텔레마케팅 서비스 조직에서 변혁적리더십과 팔로워십을 높이기 위한 기업교육적인 역할의 필요성과 구성원들이 팔로워십을 발휘할 수 있는 분위기를 마련하고, 의사소통 구조를 개방하는 등 다양한 환경구축의 필요성을 시사한다.

This study attempted to investigate how the transformational leadership perceived by flowers of telemarketing organizations. In particular, this study explored the moderating effect of followership in the relationship between transformational leadership and organizational performance. To verify the research model, 321 surveys collected from 10 domestic call centers were analyzed. Reliability, correlation, factor analysis, and hierarchical regression analysis were performed, and as a result of the analysis, it was found that the transformational leadership in the telemarketing organizations had a positive effect on organizational performance. In addition, it was confirmed that goal consistency, proactive participation, critical thinking, and team spirit, which are the four sub-variables of followership, all have a positive (+) effect on organizational performance, and both goal consistency and proactive participation moderate the relationship between transformational leadership and organizational performance. Considering the special working environment of telemarketing organizations, the results of this study suggest the need for a corporate educational role to increase transformational leadership and followership and the need to build environments by setting up an atmosphere for members to exercise follow-up, and opening up communication structures for members to follow.

키워드

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