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비전 명료성이 은행원의 역할행동과 고객지향성에 미치는 영향: 서비스 효능감의 매개효과

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Author(s)
이선미
Issued Date
2020
Abstract
ABSTRACT

The Effects of Perceived Vision Salience on Banker's In-Role Behavior and Service Orientation : The Service Efficacy as A Mediator

by Lee, Sun Mi
Advisor: Cho, Yoonhyung, Ph. D.
Graduate School of Business Administration,
Chosun University


The purpose of this study examine the effect of perceived organizational vision salience on employees' in-role behavior and customer orientation. Also, this research verify the mediation effect of service efficacy on those of relationship.
Based on literature review organizational vision salience, in-role behavior, customer orientation and service efficacy, I set up and drawing the main effect and mediating effect hypotheses. To test the hypotheses, survey method was performed. Total 180 employees selected sample from bank-industry.
The results are as follows. First, perceived organizational vision salience significantly increase in-role behavior toward organization. Second, perceived organizational vision salience is positively related to customer orientation. Third, perceived organizational vision salience significantly increase employees' service efficacy. Finally, service efficacy mediated between perceived organizational vision salience and in-role behavior.
Based on the results, perceived organizational vision salience can have profound impact on the success of service-efficacy which increase employee's in-role behavior. Also, I found that service-efficacy mediated between perceived organizational vision salience and customer orientation.

Key words : organizational vision salience, service efficacy, in-role behavior, customer orientation
ABSTRACT

The Effects of Perceived Vision Salience on Banker's In-Role Behavior and Service Orientation : The Service Efficacy as A Mediator

by Lee, Sun Mi
Advisor: Cho, Yoonhyung, Ph. D.
Graduate School of Business Administration,
Chosun University


The purpose of this study examine the effect of perceived organizational vision salience on employees' in-role behavior and customer orientation. Also, this research verify the mediation effect of service efficacy on those of relationship.
Based on literature review organizational vision salience, in-role behavior, customer orientation and service efficacy, I set up and drawing the main effect and mediating effect hypotheses. To test the hypotheses, survey method was performed. Total 180 employees selected sample from bank-industry.
The results are as follows. First, perceived organizational vision salience significantly increase in-role behavior toward organization. Second, perceived organizational vision salience is positively related to customer orientation. Third, perceived organizational vision salience significantly increase employees' service efficacy. Finally, service efficacy mediated between perceived organizational vision salience and in-role behavior.
Based on the results, perceived organizational vision salience can have profound impact on the success of service-efficacy which increase employee's in-role behavior. Also, I found that service-efficacy mediated between perceived organizational vision salience and customer orientation.

Key words : organizational vision salience, service efficacy, in-role behavior, customer orientation
Alternative Title
The Effects of Perceived Vision Salience on Banker's In-Role Behavior and Service Orientation : The Service Efficacy as A Mediator
Alternative Author(s)
Lee Sun Mi
Affiliation
광주은행
Department
경영대학원 경영학과
Advisor
조윤형
Awarded Date
2020. 2
Table Of Contents
제 Ⅰ 장 서 론 1

제 Ⅱ 장 이론적 배경 3
제 1 절 조직비전의 명료성 3
제 2 절 역할행동 7
제 3 절 고객지향성 9
제 4 절 서비스 효능감 11

제 Ⅲ 장 연구설계 13
제 1 절 연구모형설계 13
제 2 절 변수의 조작적 정의와 측정 19
제 3 절 조사방법과 표본구성 23

제 Ⅳ 장 실증분석 결과 27
제 1 절 기술통계, 신뢰성 및 타당성 27
제 2 절 연구가설의 검증 31

제 Ⅴ 장 결 론 35
제 1 절 연구결과 요약 및 의의 35
제 2 절 연구의 한계 및 제언 38

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[부록] 설문지 46
Degree
Master
Publisher
조선대학교 경영대학원
Citation
이선미. (2020). 비전 명료성이 은행원의 역할행동과 고객지향성에 미치는 영향: 서비스 효능감의 매개효과
Type
Dissertation
URI
https://oak.chosun.ac.kr/handle/2020.oak/1701
http://chosun.dcollection.net/common/orgView/200000285163
Appears in Collections:
Business > Theses(Master)(경영대학원)
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