직원의 서비스 유형, 고객 동일시 및 인게이즈먼트가 고객 지향성에 미치는 영향 = The Effect of Employee Service Typology, Employee-Customer Identification and Engagement on Customer Orientation

다국어 초록 (Multilingual Abstract)

The purpose of this study is to academically investigate the influence of differences in the main service typologies of employees(good-domoinant logic:GDL vs. service-dominant logic:SDL) on customer orientation. Additionally, it aims to explore various factors that influence the relationship between the difference in employees’ service types and customer orientation such as customer-employee identification and engagement. A summary of the research findings is as follows.
First, the results for Hypothesis 1 indicate that employees with SDL show higher customer orientation than those with GDL. This can be interpreted as the result of standardization of employees’ performance through concentrated education and monitoring, as job or work in a simple good-dominant logic is very routine. Second, in the case of Hypothesis 2, employees with SDC are expected to show a higher degree of customer-employee identification than those who simply sell products with GDC, and there is a positive correlation between the degree of customer-employee identification and customer orientation. This is confirmed by the fact that the degree of employee’s customer-employee identification has been mediated between the service typologies of the employee and the customer orientation. Finally, for employees with GDL (vs. SDL), organizational-based engagement (vs. professional engagement) is primed and for employees corresponding to SDC (vs. GDC), job engagement (vs. organizational engagement) is primed when customer orientation is higher. It was confirmed that the customer orientation differs depending on the interaction between the employee’s service typologies (GDC vs. SDL) and engagement (professional engagement vs. organizational engagement). This study includes various management implications that can appear in businesses and organizations.