CHOSUN

보험회사 지점장의 피그말리온 행위가 지점의 서비스지향성에 미치는 영향

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Author(s)
박명희
Issued Date
2009
Abstract
The Effect of the Pygmalion Behavior of Divisional Manager on Service Orientation through Group Efficacy and Branch office Commitment

Myung-hee, Park
Advisor : Prof. Jinchul Jung, Ph.D.
Department of Business Adminstration
Graduate School of Business Adminstration, Chosun University

This thesis focus on an empirical research of the effect of the pygmalion behavior of divisional manager on service orientation through group efficacy and branch office commitment.
Independent values are confidence inspiration and personal treatment. Dependent value is service orientation. Mediator values are group efficacy and branch office commitment.
The affirmative and optimistic effect of leader on the organization is keeping study. Moreover the importance of the performance is spreading to the level of group and organization as well as level of an individual.
To the empirical research of the pygmalion behavior of divisional manager on service orientation through group efficacy and branch office commitment, distribute survey to the a foreign insurance company about two hundred.
This study proposed six hypothesis. and the empirical research results supported everything. First, pygmalion behavior has significant positive influences on service orientation. Second, pygmalion behavior has significant positive influences group efficacy. Third, pygmalion behavior has significant positive influences branch office commitment. Fourth, the group efficacy has significant positive influences on service orientation. Fifth the branch office commitment has significant positive influences on service orientation. Lastly, mediator role of group efficacy and the branch office commitment have significant positive influences.
After all the research results have the following implications.
First, only confidence inspiration among the pygmalion values are the most value to the service orientation so that the leader's pygmalion behaviors need to the branch office. Second employee's group efficacy and the branch office commitment are the important values on the branch office. Lastly, pygmalion's direct effect as well as indirect effect has significant influences on service orientation.
Lastly, limited point is that a respondent of the survey. A respondent must be discriminate manager level from an employee level.

To conclude, To rising the service orientation of the foreign insurance company must make full use of the leader's pygmalion behavior. Moreover that is possible through the group efficacy and the branch office commitment


Key words: Pygmalion, Service orientation, group efficacy, branch office commitment
Alternative Title
The Effedt of the Pygmalion Rehavior of Divisional Manager on Service Orientation Group Efficacy and Branch Office Commitment
Alternative Author(s)
Park, Myung Hee
Affiliation
조선대학교 경영대학원
Department
경영대학원 경영학과
Advisor
정진철
Awarded Date
2009. 8
Table Of Contents
ABSTRACT

제1장 서 론 1
제1절 문제제기 및 연구의 목적 2
제2절 연구의 구성 4

제2장 이론적 배경 6
제1절 피그말리온 효과의 이론적 접근 6
1. 피그말리온 효과의 기본 개념 6
2. 기업에서의 피그말리온 효과 적용 10
제2절 효능감과 지점몰입의 개념 16
1. 자기효능감과 집단효능감의 개념 16
1) 자기 효능감 16
2) 집단 효능감 17
2. 지점몰입의 개념 22
제3절 서비스지향성의 개념 24
1. 서비스지향성의 개념과 차원 24
2. 서비스지향성 구성요소 25

제3장 연구모형과 가설설정 27
제1절 연구모형 27
제2절 연구가설 28
1. 피그말리온 행위가 서비스지향성에 미치는 영향 28
2. 피그말리온 행위가 효능감과 지점몰입에 미치는 영향 28
3. 효능감과 지점몰입이 서비스지향성에 미치는 영향 29
4. 효능감과 지점몰입의 매개효과 검증 30

제4장 연구방법 31
제1절 자료수집방법 31
1. 표본의 구성 31
2. 설문지의 구성 33
제2절 변수의 조작적 정의와 측정 33
1. 독립변수의 조작적 정의와 측정 33
2. 매개변수의 조작적 정의와 측정 35
3. 종속변수의 조작적 정의와 측정 36
제3절 자료의 분석방법 36

제5장 실증 분석 38
제1절 측정도구의 타당성 및 신뢰성 검증 38
1. 피그말리온 변수 측정 항목에 대한 요인 및 신뢰도분석 결과 38
2. 매개변수 측정항목에 대한 요인 및 신뢰도분석 결과 40
제2절 연구가설의 검증 41
1. 상관관계분석 41
2. 회귀분석 42


제6장 결론 및 시사점 50
제1절 연구결과의 요약 50
제2절 시사점 및 연구의 한계점 51

참고문헌
설 문 지
Degree
Master
Publisher
조선대학교 대학원
Citation
박명희. (2009). 보험회사 지점장의 피그말리온 행위가 지점의 서비스지향성에 미치는 영향
Type
Dissertation
URI
https://oak.chosun.ac.kr/handle/2020.oak/1530
http://chosun.dcollection.net/common/orgView/200000238379
Appears in Collections:
Business > Theses(Master)(경영대학원)
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