텔레마케터의 대인서비스 역량이 경영성과에 미치는 영향에 관한 연구

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A study on the Effects of Telemarketers service orientation on business performance

Song, Chung-Hwan
Advisor : prof. Jong-rok Yoon, Ph.D.
Department of Business Adminstration
Graduate School of Chosun University

Increasing competition between companies in situations where the service economy, recently recognized the importance of corporate and market share by acquiring customers, but to generate revenue has recognized the importance of marketing management. Such a market structure that appears to fit the new means of marketing, telemarketing convenience for the consumer, enabling cost savings for companies, and marketing as a way to profitable large scale industries are growing. Successful Telemarketing plays an important role for one of the factors that telemarketing is the subject of telemarketers. Depending on the mission and how telemarketers company's sales and image can have a significant impact on since. Many companies currently operating in the telemarketers has been selected. Telemarketers promising professions for women known as the 21st century, and many businesses in the actual training conducted by employing telemarketers and telemarketers, but academic research on the situation analysis is insufficient. This research service telemarketers interpersonal competence, service orientation and business performance of the structural relationship that aims to understand. To achieve this purpose, the configuration information, the validity of the first survey and a survey to understand the reality of the investigation was conducted.
This study, such a relationship in business performance management strategy for the company to increase the company's personal services performed in terms of organizational capacity of the service-oriented management of the company and how variables affect is to understand.
results of this survey based on a preliminary survey questionnaire 2012 with reorganized March 23 to April 20 of a total 29 days over the validity of this information to improve the telecommunications, finance and insurance, service charge telemarketers engaged in total of 300 copies to distribute to target 300 were collected. Poor response of these 216 samples, except 84 copies were used in the empirical analysis.
Results of this study can be summarized as follows.
First, personal service, interpersonal skills and service capabilities in the relationship between management and the business performance positive (+) had a significant influence.
The interpersonal relationship between service capacity and service orientation, service orientation, interpersonal service capabilities in the positive (+) had a significant influence. In other words, personal service capabilities greatly improve the service orientation means that it has influence.
Service orientation and business performance management and service orientation in relation to a significant positive influence.
Service orientation, interpersonal service station business performance verification between the mediating effect is found to have a complete mediating effect.
The implications of this study are as follows:
This study via the service orientation, interpersonal service capabilities to influence the business performance implications can be found in that describes the hayeotdaneun. The findings of the Adult Services Competency telemarketers have a direct impact on the business performance showed, service orientation to mediate a positive impact on business performance showed that.
From the perspective of the management of the relevant telemarketers effective internal marketing strategy for the establishment of executive agencies of the telemarketers themselves must change. First, telemarketers and service companies recognize that the service sector as practitioners of the need to change your perspective on the internal customer has.
Iin the future, especially to the strengthening of personal service if you must be armed with service-oriented organization's vision and strategy accordingly presented properly working in the customer contact personnel actively telemarketer must assist customers to be serviced is. So break away from the existing management aspects of a customer oriented leave to guide the entire organization and to get out of the fact that the year is suggested.
Essential role of telemarketers, and most important target is the representative. Representatives of telemarketers ignoring their unique feelings, needs driven by a one-sided Gospel According to St seungjinje the practice of annual salary and the ability to import jachit because side effects, contributed to the high representative and the appropriate award, in a good direction to staff who do not Motivation can be an effective reward system (incentives) must be enforced, will be needed.
Addition, the company's business team and the wealth that serve as the operation of autonomous institutions clinic or center is required. Personnel responsible for financial and personnel operations and decision-making authority, and an independent assessment about the clinic or center of the structure of the high contribution of personnel management to increase achievement award will be a way.
Alternative Title
A study on the Effects of Telemarketers personal service orientation on business performance:서비스지향성의 매개효과 검증
Alternative Author(s)
Song, Choong Hwan
경영대학원 경영학과
경영대학원 경영학석사학위과정
Awarded Date
Table Of Contents
목 차


I. 서 론 1
1.1. 문제제기 및 연구의 목적 1
1.2. 연구의 방법과 범위 2
1.3. 논문의 구성 2

Ⅱ. 이론적 배경 4
2.1. 대인서비스 역량 4
2.1.1 역량의 개념 4
2.1.2 역량의 구조 6
2.1.3 역량의 유형 7
2.1.4 역량모델의 선행연구 9
2.1.5 서비스역량의 선행연구 15
2.2 서비스지향성 23
2.2.1 서비스지향성의 개념 23
2.2.2 서비스지향성의 구성요소 25
2.2.3 서비스지향성에 대한 선행연구 33
2.3 경영성과 35
2.3.1 경영성과의 개념 35
2.3.2 경영성과에 관한 선행연구 37
2.4 대인서비스 역량과 서비스지향성과 경영성과와의 관계 39

Ⅲ. 연구 모형의 설계 및 가설의 설정 44
3.1 연구모형 44
3.2. 가설의 설정 44
3.2.1 텔레마케터의 서비스역량과 경영성과와의 관계 44
3.2.2 텔레마케터의 서비스역량과 서비스지향성과의 관계 45
3.2.3 서비스지향성과 경영성과와의 관계 46

Ⅳ. 연구방법 48
4.1. 변수의 조작적 정의 및 측정 48
4.1.1 변수의 조작적 정의 48
4.1.2 설문지 구성 및 측정 50
4.2. 표본의 선정 및 분석방법 51
4.2.1 표본 선정 및 자료수집 51
4.2.2 표본의 특성 51

Ⅴ. 실증분석 53
5.1. 신뢰성 및 타당성 검증 53
5.2 변수들간의 상관관계 분석 56
5.3 연구가설의 검증 56
5.3.1 : 가설Ⅰ의 검증 58
5.3.2 : 가설Ⅱ의 검증 59
5.3.3 : 가설Ⅲ의 검증 59
5.3.4 : 가설Ⅳ의 검증 60

Ⅵ. 결론 62
6.1 연구결과의 요약 62
6.2 연구의 한계점 및 앞으로의 연구 방향 63

부 록

표 목 차

역량의 정의 5
Sparrow의 역량 구분 8
Boyatzis의 역량모델 16
Spencer & Spencer의 일반적 역량모델 18
캐빈매니저 역량 19
역량모델의 활용 22
인적자원관리 시스템에 역량모델을 활용 시 장점 23
서비스 회복 프로세스 30
서비스지향성과 관련된 선행연구 34
서비스지향성의 개념 35
전략적 차원에서의 경영성과 38
서비스지향성과 고객지향성변수 측정 50
표본의 일반적 특성 52
탐색적 요인분석 결과 54
측정항목의 신뢰성 분석 55
상관관계분석 56
Baron과 Kenny의 3단계 매개회귀분석 방법 57
대인서비스역량과 경영성과 간의 분석결과 58
대인서비스역량과 서비스지향성 간의 분석결과 59
회귀분석(경영성과) 60
대인서비스역량과 경영성과에 대한 서비스지향성의 매개효과 검증 61

그 림 목 차

연구의 구성도 3
역량구조의 내면과 표면 7
역량모델의 개발 과정 12
서비스지향성 구성요소 25
조직의 서비스지향성 구성요소 26
권한위임의 영향 28
서비스회복 프로세스 30
연구모형 44
조선대학교 경영대학원
송충환. (2012). 텔레마케터의 대인서비스 역량이 경영성과에 미치는 영향에 관한 연구.
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Business > 3. Theses(Master)
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