소규모 서비스 조직의 서비스몰입과 혁신성이 감성적 성과에 미치는 영향 = 고객지향성의 매개역할을 중심으로

다국어 초록 (Multilingual Abstract)

Economic slowdown has led to shrinking consumer confidence in the market. Service industry tends to be more sensitive to economy than other industries. Under the current environment, members of an organization should unite together to overcome the current difficulties. What matters most to do that is organizational commitment of members of an organization. It considerably holds true in small service organizations highly relying on human resources. In the perspective, this study was intended to empirically analyze the mediating role of customer orientation between service commitment, innovativeness and affective performance (organizational committment). For the investigation, 121 copies of questionnaire collected from employees working at a small skin-care organization in Korea. As a result of the analysis, first, service commitment significantly affected customer orientation. Therefore, clearly revealed were the effect relation between the two variables that are considered important in terms of the characteristic of a service job. Secondly, innovativeness positively affected customer orientation. The result indicated that service commitment and innovativeness turned out to be antecedent variables. Thirdly, customer orientation positively affected affective performance. It indicated that an increase in affective performance required inspiration of customer orientation. Fourthly, the mediating effect of customer orientation was found between service commitment, innovativeness, and affective performance. The result can be the most critical in this study. In conclusion, to create affective performance of the employees working for skin-care related service business through their service commitment and innovativeness, the role of customer orientation is considered to be the most important. As a result, by clearly revealing the relation of cause and effect between relevant variables, this study was intended to not only provide theoretical suggestions about management of a small service organization, but also offer empirical suggestions to make relevant people realize the importance of management strategies to inspire service commitment, innovativeness, and customer orientation and of the internal marketing for employees.