국제전자상거래 상 OSP의 지적재산권보호의무

박진아 법무부 2009 통상법률 Vol.- No.89

디지털정보의 전자상거래가 크게 늘어나고 국경을 넘는 디지털정보거래도 계속 증가하면서, 그 거래의 대상인 디지털정보가 지적재산권을 침해하는 경우가 많이 발생하고 있다. 최근 미국에서는 Universal Music Group이 온라인비디오사이트 운영자 Veoh Networks Inc.에게 이용자가 업로드한 저작권침해 비디오에 대한 저작권침해책임을 물어 제소하는 등 디지털정보거래를 둘러싸고 OSP의 지재권침해여부를 묻는 소송이 제기되고 있다. 국경을 넘는 디지털정보거래에 있어서 OSP의 지재권침해책임과 관련하여 먼저 국내법 차원에서 OSP의 지재권침해 정보거래에 대한 규율의무를 부과하는 법으로 우리나라에는 저작권법과 정보통신망법 등이 존재하고 미국, EU, 일본 등 선진각국에도 여러 입법이 존재하나, 디지털정보의 국제적 이동에 관하여는 국내외 입법의 어디에도 규정을 찾아볼 수 없다. 이러한 문제를 해결하기 위하여 정통망법이나 저작권법등을 개정하여 한국법을 역외적용하는 방안을 생각해 볼 수도 있으나, 역외적용에 따른 외국의 반발을 초래할 우려가 있다. 한국의 정통망법에 따른 구글에 대한 규제 시도와 구글의 규제에 복종하기를 회피한 예를 보더라도 역외적용은 많은 어려움을 가지고 있다고 할 것이다. 결국 현행 국내법으로는 이 문제에 대한 해결방안을 찾기 어렵다고 할 것이다. 또한 디지털콘텐츠의 경우에는 국경을 통과하더라도 세관을 거치지 않고 온라인으로 소비자에게 전송되므로 세관당국이 국제적 오프라인거래에서의 국경조치를 사이버상의 지적재산권침해물품을 단속하는 부문까지 확대할 수 있는지도 불명확하다. 따라서 관세법상의 국경조치를 디지털정보거래에까지 확장할 수 있는 법개정방안을 검토할 필요가 있다고 할 것이다. 이를 위하여 먼저 국가별 사이버 OSP책임에 관한 입법과 국제적 오프라인거래에 있어서 세관에 의한 국경조치를 검토한 후 국제 전자상거래에 있어서 OSP에 대한 지적재산권보호의무 부과방안으로서 관세법을 적용하여 해외에서 들어오는 디지털콘텐츠에 대한 통제를 가하는 방법을 고려하여 보았다. 정통망법 개정 등의 방법보다는 관세법을 개정하는 것이 국제규범과의 마찰이 적다는 점에서 현재로서는 유일한 국내법에 의한 규제방안이라 할 수 있는 관세법을 개정하는 방안을 제시하여 보았다. 그러나 국제전자상거래에 있어서 OSP에게 지적재산권보호의무를 지우는 문제는 궁극적으로는 TPIPs의 개정등 국제규범의 정립으로 해결하여야 할 것이다. Along with the continuous increase of digital information transactions internationally as well as domestically, we are experiencing a serious problem of the infringement of intellectual property rights with respect to the digital information. As a solution to this problem, the Korean Copyright Act has been amended to impose bigger responsibility to OSPs to monitor IP infringement and take appropriate measures by themselves. The Korean case law has developed to recognize higher liability of OSPs in IP infringement since their technical as well as financial capability to combat with IP infringement have been significantly improved. However, we need other legal tools to control OSPs to cope with international online IP infringements. International movement of the digital contents has a feature that it is transmitted to importers and consumers without going through customs. We may well consider the customs authority to take the border measures being stretched not only against the international off-line transactions but also against cyberspace transactions. For this purpose, first of all, I reviewed the border measures by the customs in international off-line transaction and the new legislations on OSP's liability. Then I considered put OSPs on obligations for protection of intellectual property rights in the international E-commerce under the Customs Act. It is not impossible to take border measures against IP infringement in the international digital information transactions, if the customs authorities are given the power to check international E-commerce to protect intellectual property. Also, in my opinion, there is little friction with the international rules should we empower the customs office to do so. Therefore, we need to consider amendment to the Customs Act, in order to expand the border measures to apply to international digital information transactions. It is desirable, however, that OSPs' duty for protection of intellectual property rights in the international E-commerce from the perspective of customs regulations be ultimately imposed through establishment of the international rules including revision of the TPIPs Agreement.

특집논문: 현대적 조세제도의 조망 : 국제조세조정에 관한 법률상 경정청구에 대한 고찰

이창희 ( Chang Hee Lee ),이재호 ( Jae Ho Lee ) 홍익대학교 법학연구소 2015 홍익법학 Vol.16 No.3

이 글은 국조법 제10조의 2의 경정청구 규정의 경정 요건을 해석 관점에서 살펴보았다. 경정요건은 청구권자와 경정사유, 청구기간 셋으로 나누어 볼 수 있다. 청구권자와 청구기간은 제1항에서 정하고 있는 내용에 별다른 해석상 문제가 없다. 즉, 청구권자는 해당 사업 연도의 법인세 과세표준 신고서를 제출한 납세의무자이고, 청구기간은 세관장의 경정처분이 있음을 안 날부터 2개월 이내이다. 경정사유는 국조법에서 정하고 있는 것과 모든 유형의 경정청구에 공통되는 것이 있다. 국조법 제10조의 2 제1항의 ‘세관장의 경정처분으로 인하여 관세의 과세가격과 법인세의 산정기준이 된 거래가격 간에 차이가 발생한 경우’는 세관장의 경정처분에 의해 증액된 관세의 과세가격이 신고한 법인세의 산정기준이 된 매입가격보다 높아진 경우를 뜻한다. 제2항의 ‘법인세의 산정기준이 된 해당 수입물품의 거래가격 산출방법과 계산근거 등이 제5조의 규정에 적합하다고 인정되는 경우’의 문구에서 제5조의 규정에 적합하다고 인정되는 대상은 ‘세관장에 의해 경정된 관세의 산정기준이 된 과세가격’으로 읽어야 한다. 그리고 제2항은 2014. 12. 23. 만들어져 2015. 1. 1. 부터 시행에 들어갔음에도, 2011. 12. 31. 만들어져 2012. 7. 1.부터 시행된 제1항과 마찬가지로 적용해야 한다. 경정사유로 어떤 형식의 경정청구에서나 요구되는 공통된 요건은 신고세액이 적법세액을 초과해야 한다는 것이다. 수입물품을 수입한 연도에 모두 판매한다고 가정한다면, 물품의 매입가액을 부인하고 증액된 관세의 과세가격을 정상가격으로 인정할 수 있는 경우 소득금액이 줄어들어야 위 요건을 만족한다. 소득금액이 줄어드는지는 관세 과세가격의 증액 부분이 자산의 취득가액을 구성하는지, 그 상대계정의 성질은 무엇인지의 측면에서 법인세법상 해석이 필요하다. 이러한 분석 틀에 따를 때, 매수인이 매도인에게 관세 과세가격의 증액부분을 매입대금으로 추가 지급해야 소득금액이 줄어들어 위 요건을 충족한다. 추가지 급이 없다면 관세 과세가격의 증액부분만큼 자산수증이익이 생겨 소득금액이 줄어들지 않아 위 요건을 충족하지 않는 것이 원칙이다. 예외적으로 추가지급이 없으면서도 위 요건을 충족하기 위해서는 소득금액이 줄어들면서 동시에 관세 과세가격의 증액부분에 대하여 소득과세가 이루어져야 한다. 거래상대국에서 증액된 관세의 과세가격을 정상가격으로 인정하고, 매수인이 매도인의 자회사 관계에 있어야 그런 예외적인 경우에 해당한다. This study reviews the reassessment requirements in the provisions regarding the request for reassessment under Article 10-2 of the Law for the Coordination of International Tax Affairs from the perspective of interpretation. The reassessment requirements can be classified into three categories, the person entitled to make the request, the reasons for reassessment and the period for making the request. With respect to the person entitled to make the request and the reasons for reassessment, there are no issues in the interpretation of the matters prescribed in paragraph 1. In other words, the person entitled to make the request is the taxpayer who has submitted a tax return of the corporate income tax of the relevant business year, and the period for making the request is within two months from the date on which the taxpayer became aware of a disposition of reassessment issued by the head of a customs office. In regard to the reasons for reassessment, there are a reason prescribed by the Law for the Coordination of International Tax Affairs and a reason commonly applicable to all types of requests for reassessment. The “case where any difference occurs between the taxable price for customs and the trade price used for calculating the corporate income tax due to a disposition of reassessment issued by the head of a customs office” under Article 10-2 of the Law for the Coordination of International Tax Affairs means the case where the taxable price for customs increased by a disposition of reassessment issued by the head of a customs office is greater than the purchase price used for calculating the corporate income tax. Of the text in paragraph 2 “where the calculation method of and calculation grounds for the trade price of the relevant imported goods which has been used for calculating the corporate income tax are deemed to be appropriate under the provisions of Article 5,” the subject that is deemed to be appropriate under the provisions of Article 5 should be correctly interpreted to refer to the “taxable price which is used for calculating the customs duties reassessed by the head of a customs office.” In addition, although paragaraph 2 was enacted on December 23, 2014 and entered into force on January 1, 2015, it should apply in the same way as paragraph 1 which was enacted on December 31, 2011 and entered into force on July 1, 2012. The reason for reassessment commonly required for all types of requests for reassessment is that the tax amount returned should exceed the lawful tax amount. In the case where the purchase price is denied and the increased taxable price for customs can be recognized as an arm`s length price in a transaction of importing goods, the above condition can be satisfied if the income amount is reduced. In order to determine whether or not the income amount is reduced, it is necessary to interpret whether the increased portion of the taxable price for customs composes the acquisition price of assets and what the nature of the opposite account is in accordance with the Corporate Income Tax Law. If observing such analytic frame, the income amount is reduced and the above condition is satisfied when the purchaser additionally pays to the seller the increased portion of the taxable price for customs as the purchase price. If there is no additional payment, an additional income is added to assets in the amount of the increased portion of the taxable price for customs and therefore the above requirement, in principle, cannot be satisfied. In order to satisfy the above requirement without additional payment, as an exception, the income amount should be reduced as well as taxes should be levied on the increased portion of the taxable price for customs. This exception can be recognized if the country of the counterparty to the transaction recognizes the increased taxable price for customs as an arm`s length price and the purchaser is a subsidiary of the seller.

국제 지역 또는 특별관습법

류병운 ( Byungwoon Lyou ) 홍익대학교 법학연구소 2015 홍익법학 Vol.16 No.2

International community does not yet reach at clear and consistent the definition and requirements of local customary or particular customary law. However, for the nature of international conflicts among certain countries, certain local customary law may be more important as the ICJ``s trial standards than (general) customary international law. Also, it is doubtful that the requirements of various local customary or particular customary laws could be discussed in one category. Because of these reasons, it is necessary to summarize and provide the concept and the requisites of local customary or special customary law including the basis of the binding effects and the burden of proof. Under lack of the clearly fixed concept of customary international law, it should be avoided like inordinate dogmatic access to meet the establishing requisites or any theory in black and white, asking for the evidence of a state’s consent as a basis of binding effects on the country. Without demarcation among general, local, or particular customary law, if international community rigorously asks state’s consent to establish customary law as the basis of binding effects like that in a treaty, it could not obtain possible standards for dispute resolution and not develop international law through international courts. Such a local customary, or particular customary law can be conceptualized and objectified in the way of recognizing the diverse practices of countries as well as considering the necessity of standards for dispute resolutions. This article will tidy up the various, uncertain definitions and establishing requisites for local customary or particular customary law and present clearer and more specific criteria. First of all, ‘generality of a practice’ is not a requisite to build up international customary law. According to the article 38 of the ICJ statute (former PCIJ statute), Under the article, which provides that “[t]he Court, whose function is to decide in accordance with international law such disputes as are submitted to it, shall apply… international custom, as evidence of a general practice accepted as law…”, only ‘general’ customary law would be recognized as the rule but local customary law or particular customary law might be excluded. However, ‘generality of a practice’ is not an indispensible requisite when the article was proposed in 1930s. The ICJ asks rather strict requisites for establishment of customary law in some cases but sometimes asks modified requisites for other cases. The opinion requiring more strict requisites for establishment of local customary law does not explain the some cases in which the ICJ found the existence of local customary law by rather modified requisites. Based on these reasons, this article divide the customary law into ① “general local customary law” in which the interests of local disputed parties get influence to that of other countries, ② “particular local customary law” in which the interests of local disputed parties (normally two countries) don’t influence to other countries’ interests. The countries insisting “general local customary law” are on the burden of proof for the establishing requisites of international customary law like customary practice as well as the existence of opinio juris, including belief that the custom exists as law. Thus, the repetition of practice and opinio juris are strictly required in order to recognize the presence of “general local customary law.” Also, the disputed parties should confirm opinio juris that those practices are bound to the customs. Mere frequent repetition of practices or even habitual practice is not enough by itself. In some cases in which the ICJ found “particular local customary law,” the court accepted the country’s argument of the practice existence without requesting clear proof about it. As a relaxing way of proving the presence of opinio juris, if the practice surely exists, the ICJ regards that opinio juris is accompanied with the practice. The relaxed requisites are applied to “particular local customary law” when dispute parties need normative standards to govern their legal relations and to resolve the dispute, or when there are historical practices between them. There is an argument that it is neither necessary nor desirable to increase the showing required to find opinio juris in special custom. Also, where the parties are interacting in a way that indicates the presence of opinio juris, there is no reason that international court should be reluctant to find the presence. This article intends to expand the concept of ‘opinio juris’ as an establishing requisite of “particular local customary law.” ‘Opinio juris’ is opinio juris sive necessitates. So, the concept could be expanded to ‘opinio juris or opinio necessitates.’ Accordingly the necessity of regulatory standards to solve the conflicts or to govern the relationship between disputed parties would be considered as opinio necessitates. Also, as an establishing requisite of “particular local customary law,” practices include a countries’ overlook or absence of persistent objection against the other country’s act. In short, if there are practices between disputed parties, “particular local customary law” is established when regulatory standards are necessary to govern the relationship between the parties or to solve the conflicts, where ‘opinio necessitates,’ exist.

대일전후보상소송과 국제인도법

박배근 동북아역사재단 2009 東北亞歷史論叢 Vol.- No.25

‘대일전후보상소송’은 청구의 유형과 법적 쟁점이 다양하다. 국제법적으로는 국제인도법에 기초한 피해자 개인청구권의 성립 여부가 주된 쟁점이 되어 왔다. 일본 국내 판결 중 대표적인 몇 개의 사례를 통하여, ‘개인청구권’으로 표현되는 법적 쟁점이 실제로 어떻게 다루어졌으며 어떤 개념적 오해와 혼란이 있는지를 검토하는 것이 본고의 목적이다. 우선 재판에서는 국제인도법이라고 하는 국제법을 근거로 청구가 제기되었기 때문에 개인의 국제법 주체성이 쟁점이 되었다. 다음으로, 개인의 국제법 주체성이라는 쟁점과도 연결된 문제로서 헤이그 육전협약 제3조상의 의무의 상대방이 국가인지 개인인지의 문제가 공방의 대상이 되었다. 마지막으로 국제법을 일본 국내 법원에서 직접적용하는 문제가 다투어졌다. 국제인도법을 청구의 근거로 삼은 대일전후보상소송은 일본의 국내 법원에서 제기된 소송이므로 국제법상 개인의 국제법주체성에 관한 일반 이론적인 논의나 주장을 펼칠 이유가 없었다. 소송은 국제법을 일반적으로 수용하고 있는 일본의 국내 법원에 제기된 것이므로, 재판에서 원용된 조약(또는 관습국제법) 규정이 개인의 권리를 규정하고 있으며 그것이 일본 국내 법원에서 재판의 기준으로 직접적용될 수 있는지의 여부가 핵심적인 쟁점이다. 판결은 헤이그 육전협약 제3조의 해석을 통하여 국가책임의 법리와 연결된 개인의 국제법주체성 부인의 논리로 원고의 청구 적격을 부정하고, 문제가 된 조약의 국내적용가능성에 관해서는 판단하지 않았다. 이는 원고의 청구가 국제법을 근거로 한 것이기는 하지만 일본의 국내법원에 제기되었다는 사실이 지니는 법적 의미를 심각하게 오해한 것이다. 피고와 판결은 헤이그 육전협약 제3조상의 해석론에 근거하여 개인의 국제법주체성을 부정하였지만, 이는 동 조항의 기초과정을 완전히 무시한 해석으로서 받아들이기 어렵다. 조약의 직접적용성이라는 관점에서 보면 일본 법원은 개인의 국제법주체성과 국가책임의 법리에 의존함이 없이 헌법 규정과 재판상의 실무 관행에 따라 헤이그 육전협약 제3조나 헤이그 육전규칙 및 기타 국제인도법상의 규정을 적용하여 피해자에 대한 구제를 부여할 것인지를 판단하는 것이 옳았다. 결론적으로 일본 사법부는 현대 국제법의 발전과 변화를 도외시하고 편협하고 낡은 국제법의 법리를 동원하여 일본군의 국제인도법 위반에 따른 피해의 구제나 국제인도법이 개인에게 부여한 권리의 실현을 거부하였다. 일본 정부 또는 사법부가 전후처리문제를 대하는 태도를 변화시키지 않는 한, 국가의 논리에 매몰당함이 없이 피해자에게 정당한 배상과 보상을 주는 전후처리의 실현은 불가능할 것으로 보인다. Various claims and legal issues have been raised and addressed in the so-called“ After War Compensation”suits against Japan which were brought to the Japanese domestic courts. Among them, whether victims’individual claims rights based on international humanitarian law should be recognized or not has been one of the most salient issue of international law. This study is to review how this issue of international law, namely the problem of“ individual claims rights”based on international law, has been treated by the plaintiffs, the defendants and the courts in the concrete suits. Through the critical review and examination of the problem, it also tries to clarify some conceptual misunderstandings of and confusion with the concept. In the After War Compensation suits, submissions to the Japanese domestic courts were partly based on international humanitarian law which composes a part of international law. So the problem of individual as a subject of international law became an object of keen debate. Whether State’s obligation provided in the Article 3 of the Hague Laws and Customs of War on Land Convention was owed towards other State Parties or individuals was another hot point of confrontation during the course of the suits. Whether relevant international law might be applied in the Japanese domestic courts to 192 동북아역사논총 25호 resolve the disputes also was a subject of controversy. As After War Compensation suits on the grounds of violation of international humanitarian law by Japanese government were raised before Japanese domestic courts, it was unnecessary for the parties to the suits to elaborate theoretical arguments concerning individual as a subject of international law. The suits were instituted before Japanese domestic courts and Japan has been generally incorporating international law as its domestic law. Therefore, what should be really contended were the problem whether individual’s right was stipulated in the treaties (or customary international law) invoked in the suits and, if it could be answered in the affirmative, whether those stipulations might be directly applicable as a criterion of judgment. The judgments of the suits negated plaintiffs’standing before the court on the ground that they could not be recognized as subjects of international law. They deduced this conclusion from the interpretation of the Article 3 of the Hague Laws and Customs of War on Land Convention. At the same time, they did not make any judgment with regard to the problem of the domestic applicability of the relevant treaties. This conclusion and attitude of the judgments seem to be the result of grave misunderstanding of the significance of the fact that plaintiffs’claims were submitted to the Japanese domestic courts, though their grounds were violation of rights vested to individuals by international law. The defendants and judgments of the suits were in concordance in that they both denied individual as a subject of international law through the interpretation of the Article 3 of the Hague Laws and Customs of War on Land Convention. However, this kind of interpretation of the provision lacks persuasiveness and is unacceptable when we take the travaux pre´aratoires of the Convention. When we see the problem under the perspective of the direct effect of treaty, it might be said that the Japanese courts would have been better to judge whether they should give remedy to the victims of Japanese government’s violation of international law solely in accordance with the courts practical usage and relevant article of the Japanese Constitution. It was not necessary for them to review and let their judgments be based on the discourse of individual as a subject of international law and the jurisprudence of State responsibility. Japanese courts’denial of allowing remedy to the victims of the violation of international humanitarian law and their refusal to implement individual’s rights under internation...

특허권침해의심물품에 대한 국경조치시 세관의 역할 재정립 방안

황성필(Hwang Sung Pill) 세창출판사 2010 창작과 권리 Vol.- No.59

Section 4 of the TRIPS Agreement stipulates special requirements related to border measures and Article 51 stipulates suspension of release against goods being suspected of infringing patent rights by customs authority. Meanwhile, the procedure must be available at least in respect of pirated copyright and counterfeit trademark goods. A reason to limit the application of the measure to "visibly infringing" goods, is that certain customs authorities may not be equipped to properly identify goods which may infringe, e.g. a patent claim of intricate patented-goods. From this point of view, this paper investigates the Customs' roles of the U.S., EU, Japan and China against suspected patent-right-infringing goods and draws a result that it is not easy for the Customs in the countries to decide whether the goods infringe the patent right or not. Recently, according to the concluded Korea-EU FTA, the Customs is going to enact provisions including patent right in subject matters pending customs clearance. With regards to this, this paper suggests a kind of ways to reestablish the roles of the Customs after considering the relationship the Korea Trade Commission which has implemented investigation and a substantial infringement-decision against suspected patent-right-infringing goods and the conformity with the TRIPS provisions: 1) the Customs staff need to enhance their expertise for suspending clearance against suspected patent-right-infringing goods which is difficult to seemingly clearly decide; 2) it is desirable that the Customs is responsible to not substantially decide infringement but only suspend suspected patent-right-infringing goods by considering a relationship with the roles of the Korea Trade Commission and TRIPS provisions; 3) to build up the conformity of suspending clearance by the Customs, the Council which is deliberative body temporarily operated by the Customs needs to be restructured to higher body as a decision-making body permanently operated; and 4) if the right holder lodge an application in writing with the Korea Trade Commission for a substantial infringement-decision, the application must be adopted with an evidence by amending the Customs Act Enforcement Order in order that the Customs can maintain the suspension of suspected patent-right-infringing goods.

판매원의 브랜드 관계가 지각된 고객지향성에 미치는 영향: 내·외부 고객의 관점에서

유재원 대한경영학회 2019 大韓經營學會誌 Vol.32 No.6

Internal branding represents an important managerial tool in directing the frontline employees for desired organizational performance. However, the majority of prior research on internal branding is based on consumer-brand relationship theory and has focused on effects of human resource practices without explicitly considering employee’s psychological intervening process and customer responses. Based on the job demand and resource theory the authors theorized interactive effect of employee brand relationship and internal service quality on employee’s work engagement and subsequently affect customer orientation. To examine the chain effect of employee’s behavioral change on customer’s response, this study has empirically connected the employee’s customer orientation and customer perceived customer orientation. Furthermore, as a context-specific factor, customer product involvement may enhance the importance of employee’s customer orientation in customer’s evaluation. To test research hypotheses of this study, I surveyed customer contact employees and customers at five department stores in the Seoul metropolitan area. Direct face-to-face interviews were suggested on sales employees and customers based on judgment sampling method. Specially, the survey was conducted on the sales employees working at the store to measure the employees-brand relationship, internal service quality, job engagement, and customer-oriented behavior, and the interviewers asked the customers who interacted with employees responded to the measure product involvement and perceived customer orientation on the spot. Empirical results using a sample of retail salespeople find that (1) employee brand relationship and internal service quality have positive interactive effects on work engagement, (2) work engagement has a positive effect on employee’s customer orientation, and (3) employee’s customer orientation and customer product involvement have a positive interactive effect on customer’s perceived customer orientation. These results indicate that internal branding researchers can benefit from considering the complex interactive effects of internal brand management as well as service focused organizational climate, which provide a more refined understanding of this important managerial tool. Based on this, this study confirmed sales employees’ role of "boundary spanner" which connected the company and customers of the sales staff. Furthermore brand experience of the customers was created through the interaction with sales employees, The company should provide opportunities for the salesperson to internalize own brand before delivering the ideal brand image to customers. Second, based on the internal marketing theory, internal service quality can be regarded as organizational resource, and it creates motivation for the work and enhances the work engagement of sales employees. Third, this study showed that sales employees’ work engagement induced customer-oriented behaviors that could convey an ideal brand image to customers. This is meaningful in that it has identified the effect of the service value chain in the a process of the relationship among the brand, employee and customers. Finally, this study confirms the direct link between employees customer-oriented behavior and actual consumers' perceived customer orientation using dyadic data. 내부 브랜딩이란 기업이 조직의 성과를 달성하기 위해 내부 접점직원을 어떻게 관리할 것인가를 반영하는중요한 전략적 도구로 주목받고 있는 연구 분야 중 하나이다. 하지만 이전의 내부브랜딩에 대한 대부분의연구들이 고객-브랜드 관계이론 (consumer-brand relationship theory)을 이론적 근거로 제시되었으며, 조직내 인적자원관리시스템이 내부브랜딩에 어떤 영향을 미치는가를 중점으로 진행되어 왔다. 하지만 내부브랜딩이 종업원의 심리적 반응 및 고객의 반응에 어떻게 영향을 미치는 가에 대한 연구는 부족한 실정이었다. 따라서본 연구에서는 직무요구-자원이론(Job demand and resource theory)을 바탕으로 판매원이 인식하는 자신과브랜드와 관계 (brand relationship) 및 지각된 내부서비스 품질 (internal service quality)을 직무자원으로제시하고, 이를 통해 판매원의 직무열의(work engagement)와 판매원의 고객지향적 행동에 어떠한 영향을미치는 가를 실증적으로 검증하고자 한다. 또 판매원의 행동의 변화가 고객의 반응에 미치는 서비스 가치사슬효과(service value chain effect)를 검증하기 위하여 판매원의 고객지향적 행동과 고객의 지각된 고객지향성간의관계를 조사하였다. 뿐만 아니라 특정한 상황요인으로 고객의 제품관여도(product involvement)를 제시하여판매원의 고객지향성 행동과 고객의 지각된 고객지향성의 관계를 조절하는 조절변수로 제시하여 검증하였다. 본 연구를 수행하기 위해 수도권에 소재한 백화점의 5개 지점을 대상으로 입점한 매장들의 고객접점 직원들과 이용 고객들을 대상으로 설문조사를 실시하였으며 판매 직원과 고객을 대상으로 판단표본추출방법을 이용한 직접 대면조사를 실시하였다. 특히 판매원들의 직원-브랜드의 관계, 내부 서비스 품질, 직무열의 및 고객지향적 행동을 측정하기 위하여 점포에 근무중인 판매직원들 대상으로 설문을 진행하였으며, 고객의 제품 관여도와 지각된 고객지향성을 측정하기 위하여 접점 직원과 상호작용을 경험한 고객들을 대상으로 설문조사를진행하는 것이 적절하다고 판단하여 면접자들이 직접 현장에서 매장방문 고객들을 대상으로 설문조사에 협조를 요청한 후 이에 응답한 고객들을 대상으로 설문조사를 실시하였다. 이를 바탕으로 얻어진 유효한 188개의자료를 판매 직원으로부터 얻었으며, 376개의 응답을 고객으로부터 확보하였다. 이를 바탕으로 분석한 결과 1) 종업원의 브랜드 관계 및 내부서비스 품질간의 긍정적 상호작용이 직무열의에미치는 효과를 파악하고, 2) 직무열의가 판매원의 고객지향적 행동에 미치는 영향을 검증하였으며, 3) 판매원의고객지향적 행동과 고객의 지각된 고객지향성간의 관계 및 이 관계를 조절하는 고객의 제품관여도의 조절효과를 실증적으로 검증하였다. 이를 바탕으로 판매 직원들의 기업과 고객을 연결시켜주는 경계확장자(boundary spanner)의 역할을 수행한다는 점을 확인하였으며, 판매 직원들을 통해 고객들의 브랜드에 대한 경험이 형성되기 때문에 먼저 판매직원들은 이상적인 브랜드 이미지를 고객들에게 전달하기 이전에 스스로가 내재화를 시켜야 한다는 필요성을 확인할 수 있었다.

내부․외부시장지향성이 서비스품질 및 내부․외부고객만족에 미치는 영향

박유식,한창희 한국기업경영학회 2012 기업경영연구 Vol.19 No.3

Internal marketing orientation is an area within the broader market orientation that remains relatively under-researched. An internal market orientation (IMO) is a philosophy for satisfying and motivating employees as internal customers to create organizational performance. It is on the belief that satisfied and motivated employees are essential if customers are to be satisfied. This paper examines the impact of internal market-orientation on market orientation (MO) and consequently organizational external performance. In this paper, the impact of internal market orientation on external market orientation was considered with the mediating effect of internal customer satisfaction (ICS) and consequently organizational performances perceived service quality (SQ) and external customer satisfaction (CS). Lings and Greenley (2009) provided the first quantitative evidence to support the long held assumption that internal marketing has an impact on marketing success. This study is to get more useful knowledge on the relationship between internal marketing and external marketing performance. In order to specify their strong relationship between two major components (internal marketing and external marketing performance) in our model, we considered five main factors (IMO, MO, ICS, SQ, and CS) and developed hypotheses. The purposes of this research were first, this study examined the role of IMO in developing an MO. This study focused on the concept of IMO and how it affects MO and ICS. Specifically, our research had a concern about whether ICS influences the MO directly or indirectly. Second, we tried to investigate how ICS and MO affect to SQ and CS as consequent performances. In order to achieve these purposes, we gathered data which composed of 117 pairs from H company’s employees (external customers or service beneficiary) as organizational buyers and the employees of corporative firms (internal customer or service providers) of H company were analyzed using structural equation modeling employing LISREL. There are two main results. First, MO wasn’t influenced by IMO directly, but IMO has an effect on ICS. This data indicates that the effect of IMO on MO is mediated by ICS. These results were similar results with Lings (2004) rather than Lings and Greenley (2009) who insisted on direct effect between IMO and MO. There is another difference between our study and Lings and Greenley (2009). Our study support previous researches arguing that internal marketing make their employees motivated to behave market orientation (Mohrw-Jackson, 1991). Lings and Greenley’s study revealed that employee motivation didn't influence their MO behavior. In the logical point of view, however, the result of our study is valid evidence rather than Greenley’s study, since motivation is a group of phenomena which affect the nature of an individual's behavior, the strength of the behavior, and the persistence of the behavior. In order to solve this discrepancy, more future empirical research to examine extended model is needed. Second, our results also support previous findings indicating a positive impact of MO on SQ which impact customer satisfaction. Moreover, the effect of MO on CS is mediated by perceived service quality. This kind of study is not rare, but confusing of the mediating effect of SQ to CS is remained. Our research had a little contribution to provide empirical evidence on the role of SQ on CS in the dyadic framework which was one of the main contributions of this study. Some research domain is studied dyadic framework such as measuring effects of internal marketing on the performance of external marketing. The core limitation of this study was sampled from only one company case which makes matter of generalization and difficulty of solid insistence of the results. The future research should have concern about expanding the idea of this study and should get rid of sampling matter by extracting from various types of companies. 내부시장지향성의 목적이 내부고객만족을 통해 종업원의 바람직한 시장지향적 행동을 창출하기 위한 것이므로 내부마케팅의 성과는 서비스품질과 고객만족에 긍정적으로 영향을 미칠 수 있어야 한다. 이 연구는 내부시장지향성과 시장지향성의 관계를 바탕으로 충분한 실증연구가 수행되지 않아 논란이 되고 있는 문제들과 관련하여 첫째, 내부시장지향성과 시장지향성의 관계에서 내부고객만족의 역할, 둘째, 시장지향성과 내부고객만족이 외부고객이 지각하는 서비스품질과 만족에 미치는 영향을 분석하여 이론적․관리적 시사점을 제안하였다. 이를 위해 서비스제공자인 내부고객과 서비스수혜자인 외부고객을 쌍으로 하여 설문조사가 수행되었다(dyadic research). 분석결과 내부시장지향성이 시장지향성에 직접 영향을 미치지 않고 매개변수인 내부 고객만족을 통해 시장지향성에 긍정적으로 영향을 주고 있었으며, 시장지향성은 서비스품질을 매개로 하여 외부고객의 만족에 이르게 된다는 것을 발견하였다. 또한 내부고객만족과 외부고객만족은 유의한 관련성이 있는 것으로 나타나 고객만족을 달성하기 위해서는 먼저 내부고객만족이 선행되어야 함을 제시하였다. 이 연구는 내부마케팅의 성과가 외부마케팅 성과로 어떻게 연결되는지에 관한 실증연구라는 점에서 의미를 찾을 수 있으며, 선행연구에서 명확히 밝혀지지 않은 논란들에 관한 추가적인 시사점을 제안할 수 있었다

판매원의 감정지능은 고객을 즐겁게 만들 수 있는가?

김상희(Sang Hee Kim) 한국경영학회 2010 經營學硏究 Vol.39 No.6

This study is suggesting salesperson`s emotional intelligence is one of abilities to consider customers and to express positive emotion to customers at service encounter. It is observed about the influence of this emotional intelligence upon salesperson`s selling behavior at the service encounter This study also shows how the salesperson`s this behavior influence the customers emotional response and behavior. In other words, it is examined whether salesperson`s emotional intelligence can make customer happy and promote positive behavior or not. In this purposes it is used empirical analysis to see whether the internal marketing called selection, education, and socialization in salesperson has ultimately the customers` positive response. It is offering an opportunity available for examining the internal marketing and the external marketing from the integrative perspective. The previous researchers have studied independently by separating internal and external marketing. A research with the aim or empirically verifying relevancy to this is insufficient. The prior studies have carried out independently by separating a research of the internal marketing on the influence of salesperson`s propensity, ability, and selling knowledge upon salesperson`s performance. On the other hand research on the external marketing on the influence of several stimuli in a selling situation upon customers recognition, behavior, and evaluation. However, what is important in marketing is to perform external marketing through internal marketing. A reason is that enterprise aims to perform the internal marketing by investigating lots of costs is because of loading to customers` positive responses through this. Accordingly, when salesperson perform service in the process of interacting with customers. the customer recognition on these peoples service needs to be grasp simultaneously. This will just become what properly measure an effect of internal marketing. As this is related to whether the management of employees through selection and education for employees can lead finally to customers` positive responses. The successful external-marketing strategy through the internal marketing will be a part that will need to be considered deeply from the marketing aspect. In this aspect, this study aims to attempt the integrated approach in the internal marketing and external marketing by examining the influence of the salesperson`s emotional intelligence upon the salesperson`s positive emotional expression and pro-social behavior to customer`s emotional response and behavior at the service encounter. The specific objectives of this study are as follows: Firstly, this study elms to examine about the influence of salesperson`s emotional ability upon salesperson`s selling behavior at the service encounter, This study suggests the positive emotional expression and the pro-social behavior to customer as salesperson`s selling behavior. Through this, it aims to examine about the influence of the salesperson`s emotional intelligence upon salesperson`s behavior in the actual selling situation. Second, the aim is to verify the influence of salespereon`s positive emotional expression and pro-social behavior upon customers` emotional response at the service encounter. In other words, the aim is to examine how the salesperson`s behavior influences by emotional intelligence upon customers` emotion at the service encounter. Third. to examine the influence of the customers` emotion, this is formed at the service encounter, upon customers` behavior, This study aims to examine whether salesperson`s emotional intelligence at service encounter has upon the selling behavior and whether this selling behavior has customers` emotion, thereby, possibly leading to resulting finally in customers` positive behavior-this study examine these three aspects. In other words, it aims to suggest a question about whether salesperson`s emotional intelligence makes customer happy and to verify this em

내부서비스품질이 내부고객만족과 기업성과에 미치는 영향에 관한 연구

권미영,윤관호 대한경영교육학회 2011 경영교육저널 Vol.19 No.-

서비스기업의 가장 중요한 화두는 고객만족경영이라고 할 수 있다. 특히 내부고객인 종업원의 만족은 외부고객의 만족에 영향을 주기 때문에 중요하다. 특히 금융서비스기업의 종업원의 경우 대부분 기업내에서 외부고객과 직접적인 접촉을 하고 외부고객에게 제공되는 서비스의 품질에 직접적으로 영향을 주게 된다. 종업원들이 어떠한 내부서비스품질을 제공 받는지에 따라 종업원 만족에 영향을 미치게 되며, 이는 궁극적으로 그들의 수행하는 외부서비스의 품질에 영향을 미치게 된다. 이러한 관점에서 본다면 내부고객에게 제공되는 내부서비스 품질은 종업원의 만족은 물론 기업의 성과향상을 위해 매우 중요한 요인이 된다. 따라서 본 논문에서는 금융서비스 기업에 종사하는 종업원들을 대상으로 내부서비스의 품질과 내부고객만족, 기업성과, 서비스 지향성 간의 관계를 실증적으로 분석하고자 한다. 내부서비스품질이 내부고객만족과 기업성과에 얼마나 영향을 주는지 알아보기 위하여 내부서비스 품질을 유형성, 커뮤니케이션, 보상, 적합성 요인으로 보고 이 요인이 내부고객만족과 사업성과, 서비스지향성 어떠한 관계를 가지는지 살펴보았다. 이를 통하여 내부서비스품질 요인들 중 보다 영향력이 큰 요인을 찾아봄으로써 내부고객만족도를 높이는 방안을 제시하고 조직의 발전과 성과향상을 도모하고자 한다. The most important topic is customer satisfaction management in service firms. Especially satisfaction of internal customers, employees, is important because it affects satisfaction of external customers. In particular, the majority of employees of financial services companies directly contacts with external customers in the companies and affects directly service quality that is provided to the external customers. According to provided internal service quality, employees affect the satisfaction. Ultimately, employees influence the external service that they provide. In this perspective, internal service quality provided to the internal customers is a crucial factor not only for employees satisfaction but also for achievement improvement of a corporation. Therefore, this study aims to analyse the relations empirically between internal service quality and internal customer satisfaction / company performance / service-orientation for employees in financial services companies. In order to check how much internal service quality affect internal customers satisfaction and company performance, the key factors of internal service quality are tangibles, communication, reward and suitability, and search the relations between these factors and internal customers satisfaction / company performance / service-orientation. Through this, by looking for more influential factor among the factors of internal service quality, this study will provide the method to increase internal customer satisfaction and aim organizational development and performance improvement.

중소기업 내부마케팅 요인이 고객지향성에 미치는영향에 대한 연구 : 내부고객만족과 조직신뢰의 매개효과를 중심으로

오영호(Oh Young Ho),백승수(Baek Seung Soo) 글로벌경영학회 2017 글로벌경영학회지 Vol.14 No.5

본 연구는 내부마케팅 연구에서 더욱더 나아가 기업의 형태에 따른 연구가 필요한 시점으로 보고 제조업을 기반으로 하는 중소기업에서 내부마케팅 요인, 내부고객만족, 조직신뢰, 고객지향성변수들의 관계를 연구하고자 하였다. 본 연구를 위해 대구·경북 지역 중소기업에 근무하는 내부직원 355명에 대해 설문조사 한 결과 다음과 같은 결론을 얻게 되었다. 내부마케팅 요인들 중에서 교육훈련, 보상시스템, 내부커뮤니케이션이 높아질수록 내부고객만족이 높아졌으며, 권한위임이 높아질수록 조직에 대한 신뢰는 높아졌다. 또한, 교육훈련과 보상시스템이 높을수록 고객지향성은 높아졌다. 특히 내부고객만족이 높아질수록 조직신뢰도가 높아졌으며 내부고객만족이 높아질수록 고객지향성도 높아졌다. 그리고 조직신뢰가 높아질수록 고객지향성도 높아진다는 결론을 얻었다. 본 연구는 제조업 기반의 중소기업을 대상으로 기존 연구가 미미했던 내부고객만족과 조직신뢰의 관계를 검증하였다. 내부고객만족이 높을수록 조직에 대한 신뢰도도 높다는 사실을 검증하였는데, 이는 기업 실무진에게 내부고객만족의 중요성을 시사할 수 있을 것이다. 그리하여 내부마케팅 요인에 따라 내부 고객의 만족이 높아질 수 있고, 이는 조직신뢰를 높일 수 있고 또한 고객지향성을 통해 기업의 가치를 높이고, 나아가 기업의 가치를 극대화 할 수 있을 것이다. The purpose of this study is to investigate the relationships among internal marketing factors, internal customer satisfaction, organizational trust, and customer orientation variables in SMEs based on manufacturing industry. As a result of the questionnaire survey of 355 internal employees in Daegu and Gyeongbuk area, the following conclusions were obtained. Among the internal marketing factors, the higher the level of education and training, the compensation system, and the internal communication, the higher the satisfaction of internal customers. The higher the delegation of authority, the higher the trust in the organization. Also, the higher the training and compensation system, the higher the customer orientation. In particular, the higher the internal customer satisfaction, the higher the organizational trust. The higher the internal customer satisfaction, the higher the customer orientation. And it is concluded that the higher the organizational trust, the higher the customer orientation. This study examines the relationship between internal customer satisfaction and organizational trust, which was insignificant for SMEs based on manufacturing. The higher the internal customer satisfaction, the higher the reliability of the organization. This suggests the importance of internal customer satisfaction to the executives. Therefore, internal customer satisfaction can be enhanced according to internal marketing factors, which can increase the trust of the organization, increase the corporate value through customer orientation, and maximize the enterprise value was concluded that the higher the organizational trust, the higher the customer orientation.