고객중심전략 실현을 위한 조직혁신에 관한 연구 = A Study on Organizational Innovation for Realizing Customer-Centric Strategy

다국어 초록 (Multilingual Abstract)

This study attempts to examine how the customer-centric strategy of offering three customer values (i.e., utilitarian customer value, affective customer value, and spiritual customer value) influences on organizational innovation types (i.e., people-based organizational innovation and structure-based organizational innovation). In turn, this study investigates the impact of each of the two organizational innovation types on customer happiness.
The empirical analysis results with 102 manufacturing firms show the following results. First, the customer-centric strategy of offering utilitarian customer value is more correlated with people-based organizational innovation than structure-based one, although it is significantly correlated with both people-based and structure-based organizational innovations. The strategy of offering affective customer value significantly correlated with both people-based and structure-based organizational innovations. On the contrary, offering spiritual customer value is heavily correlated with only structure- based organizational innovation. Second, organizational innovation has an impact on customer happiness in such a way: Each of people-based organizational innovation and structure-based organizational innovation contributed to enhancing both customer’s emotional happiness and economic happiness.

국문 초록 (Abstract)

본 연구는 고객가치 유형을 3가지 – 실용적 고객가치, 감성적 고객가치, 영성적 고객가치 – 유형으로 나누고, 이들 고객가치를 제공하려는 고객중심전략이 조직혁신에 어떠한 영향을 미치는지를 살펴보았다. 차례로, 본 연구는 각각의 조직혁신 노력이 고객행복에 미치는 영향을 조사하였다.
102개의 제조기업을 대상으로 실증분석을 실시한 결과 다음의 연구결과를 얻었다. 둘째, 실용적 고객가치 제공은 사람중심 조직혁신과 구조중심 조직혁신에 영향을 미쳤으며, 특별히 사람중심 조직혁신에 더욱 영향을 미쳤다. 감성적 고객가치 제공도 사람중심 조직혁신과 구조중심 조직혁신 모두에 영향을 주었다. 그리나 영성적 고객가치 제공은 오직 구조중심 조직혁신에만 영향을 주었다. 둘째, 사람중심 조직혁신과 구조중심 조직혁신은 고객의 경제적 행복과 감정적 행복에 모두 영향을 주었다.

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