시장지향성과 관계마케팅지향성이 서비스 기업성과에 미치는 영향에 관한 연구

Abstract

ABSTRACT

The Effects of Market Orientation and Relationship Marketing Orientation on Service Business Performance

Seo, Changsun Advised by Prof. Hwang, Yoon Yong Ph. D. Department of Business Administration Graduate School of Chosun University

Recently, service companies are increasingly in need of core competency management in order to create sustainable competitive advantage for survival in fiercely competitive markets. Service companies need to focus on internal resources to achieve their goals, which is the most fundamental factor in the enterprise's market and market-oriented efforts. In addition, since external performance of a service company can be maximized through internal performance, internal customer management, as well as efforts to improve service quality inside the company, are indispensable. In addition to service quality management, there has been an increasing interest in employee well-being management in recent years in order to improve the quality of work and maintain a happy workplace. Emotional well-being is the subjective assessment of the psychological, mental, and emotional states of employees and how they feel about their work(Daniels, 2000). However, the concept of emotional well-being is emphasized here, as various emotions in the work experience have been highlighted as factors affecting the formation of employees' identities(Grandey, 2000; Bendapudi, 2002). In this paper, we examine the internal and external factors of enterprise management from an integrated perspective to identify the core competencies of service companies in an intensified competition situation, as well as to contribute internally to desirable enterprise activities and externally to developing competencies appropriate for the company. Specifically, in this study, we tried to suggest the direction of company development by verifying the relationship between external marketing factors and internal marketing factors of employees as perceived by employees. The reason for conducting the survey from the point of view of the employees is that, in the case of the service company, the source for achieving the enterprise performance starts from the internal resources of the enterprise, and the internal recognition level and systematization of the enterprise capability level should be prioritized prior to the response of the customer or the market to be. In this study, the questionnaire survey was conducted for the employees of domestic life insurers for about two months, then a final analysis of 213 questionnaires was conducted. After analyzing the reliability and validity through the SPSS12.0 program, the final results were obtained using the statistical analysis method with Lisrel8.0 for verifying the set hypotheses.

The results of the study are as follows:

First, market orientation is proven to be an important factor that plays a large role in enhancing internal and external customers 'and customers' service quality. Therefore, it is suggested that continuous efforts should be made to increase the value of the company by better utilizing and sharing information regarding the company and its market. Second, relationship marketing orientation is a factor that enhances service quality, and smooths communication between company and customer. It is an essential management tool for improving intangible product and service quality provided by life insurance companies in particular. Since insurance products are used as a preventive measure against risks that may arise in the future, sustained relationship building activities can help differentiate products and improve their quality. However, it is suggested that the positive role of the employee-customer relationship should be continuously monitored by the company so that negative perceptions do not occur between employees and customers in relation marketing activities. Third, it is evident that the greater the satisfaction of employees, the more positive effect it has on customers. In addition, it can be seen that the better the overall evaluation of the employees, the higher the happiness level of each individual employee. This is because the nature of the life insurance business is characterized by the dynamic activities of the contact employees. It is clear that the employees' goal attainment activities to maximize customer satisfaction have a direct effect on the customer as well as a positive effect on the individual employee's emotions. Therefore, it is necessary to increase the employees' positive perceptions by discovering factors that can basically satisfy those involved in the contact activities with customers and to improve job environment and motivational factors. Fourth, it can be seen that the positive response of customers and the emotional value of employees increase along with the perception that they are providing a good service within the company. Therefore, companies recognize the importance of service quality, suggesting that system development and enterprise-wide efforts to provide high quality products and services should be continuously carried out. Fifth, as the customer's positive impression of the company increases, the customer has a desire to select the products and services provided by the company, which leads to the positive action of the customer. Therefore, in the case of insurance products, once the selected product affects the continuous performance of the company, efforts to reduce the bounce rate of the customer must be made. To this end, we provide personalized service by customer segmentation and continuous contact with customers, which should be managed through the Internet. The results of this study are as follows. First, we examined the effect of market orientation and relationship marketing orientation as perceived by employees of service firms on employee satisfaction, customer satisfaction, and service quality. Then, employee satisfaction and service quality were measured by customer satisfaction, emotional well-being and financial performance. Also, we examined the effect of customer satisfaction on emotional well-being and the financial aptitude of employees. The purpose of this study is to suggest a way to increase the competitiveness of service companies by considering internal and external marketing factors. Through consideration of these factors, companies maximize synergy in achieving corporate goals through relationships.

KeyWord : Market Orientation, Relationship Marketing Orientation, Employee Satisfaction, Customer Satisfaction, Service Quality, Emotional Well-being, Financial Performance