보험회사 지점장의 피그말리온 행위가 지점의 서비스지향성에 미치는 영향

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