비전 명료성이 은행원의 역할행동과 고객지향성에 미치는 영향: 서비스 효능감의 매개효과

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