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정기한(Chung Ki-Han),신재익(Shin Jae-Ik),최현희(Choi Hyeon-Hee) 한국비영리학회 2008 한국비영리연구 Vol.6 No.3
The purpose of this study is to identify the factors affecting business performance in non-profit institution of voluntary public service. The results show that internal communication, senior leadership, and strategic reward affect internal customer satisfaction positively except train and development and empowerment. Internal communication affects internal customer satisfaction more than senior leadership and strategic reward. Also, they show that internal communication and strategic reward affect external customer orientation positively but empowerment has a negative influence on it. In profit organizations empowerment factor is very important because the survive or higher performance of firms depends on employee’s productivity. Strategic reward affects external customer orientation more than internal communication. In addition, they show that internal customer satisfaction affects external customer orientation and that internal customer satisfaction and external customer orientation have an effect on business performance positively. Internal customer satisfaction affects business performance more than external customer orientation. Marketing implication is that internal marketing mix strongly relates to organizational competencies and business performance. Therefore, for prosperity of voluntary public service of non-profit institution managers should improve and reinforce internal marketing mix. 오늘날 복잡한 현대사회의 문제를 해결하는데 정부의 힘만으로는 한계가 있어 기업 또는 민간단체의 사회봉사활동의 역할이 더욱더 필요하게 되었다. 본 연구에서는 비영리사회봉사단체의 조직성과에 미치는 영향요인으로 내부마케팅 믹스(훈련과 개발, 내부커뮤니케이션, 권한위임, 리더십, 전략적 보상)와 조직역량(내부고객만족, 외부고객지향성)을 사용하였다. 실증분석 결과 내부고객만족에 미치는 영향정도는 내부커뮤니케이션, 리더십, 전략적 보상 순이었다. 외부고객지향성에 미치는 영향정도는 권한위임, 전략적 보상, 내부커뮤니케이션 순이지만 영리조직인 기업과 달리 권한위임이 외부고객지향성에 부정적으로 영향을 미치는 점이다. 조직성과에 미치는 영향정도는 내부고객만족, 외부고객지향성 순이었다. 비영리사회봉사단체의 조직성과를 향상시키기 위해 조직역량인 내부고객만족과 외부고객지향성을 개선해야 하며, 이를 위해 내부마케팅 믹스의 개발과 관리에 모든 역량을 투입해야 한다.
기업이미지와 경영성과에 대한 시장지향성의 영향: 중소 이노비즈와 비이노비즈 기업의 조절효과
정기한 ( Ki Han Chung ),정경효 ( Kyeong Hyo Jung ),신재익 ( Jae Ik Shin ) 한국생산성학회 2013 生産性論集 Vol.27 No.1
The purpose of this study is to investigate the relationship among market orientation, company image, and business performance of small manufacturing enterprises in Korea. The results show that information dissemination and information responsiveness of market orientation positively affect company image except information generation. Information dissemination positively affects business performance except information generation and information responsiveness. However, information responsiveness indirectly affects business performance. Company image positively affects business performance. The moderating effects of Inno-Biz firms between market orientation and business performance are not significant. Therefore, it is identified that the role of market orientation is very important to enhance company image and business performance of small manufacturing enterprises. For this, managers should make efforts to build effective market orientation as organizational culture to improve innovativeness, company image, and business performance.
정기한(Ki-han Chung),신재익(Jae-ik Shin) 한국인터넷전자상거래학회 2009 인터넷전자상거래연구 Vol.9 No.2
The purpose of this study is to identify the relationship among e-service quality, relationship quality(e-trust and e-commitment), and customer loyalty. The results of this study are as follows. First, site design, product features, security, and informativeness positively affect internet shopping mall's reputation. Second, internet shopping mall's reputation positively affects e-trust and e-commitment of relationship quality. Third, e-trust positively affects e-commitment in online environments. Fourth, e-trust and e-commitment of relationship quality positively affect customer loyalty. Fifth, the four factors of e-service quality have indirect effects on e-trust, e-commitment, and customer loyalty through moderator variables(reputation, e-trust, and e-commitment). Therefore, managers should enhance reputation, relationship quality, and customer loyalty through the improvement of e-service quality to maintain competitive advantage.