서비스품질이 매개변수일 때, 시장지향성은 고객성과에 직접적으로 영향을 미치는가?

• 영문명: Does Market Orientation influence Performance Directly? The Mediating Role of Service Quality.
• 발행기관: 한국상품학회
• 저자명: 박성용(Park Seong-Y)
• 간행물 정보: 『상품학연구』제23권 제1호, 45~71쪽, 전체 27쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.04.01

영문 초록

The market orientation and service quality have been considered two major contributors to organizational performance. However, market orientation studies and service quality studies overlook the relationship between market orientation and service quality when they consider the determinants of performance. The main purpose of this paper is to integrate all the relevant frameworks for market orientation, service quality, and customer performance relationship. Furthermore, we examine the cause and effect relationship in market orientation and customer performance empirically. We suggest that service quality be used as mediator in this relationship. Using the health-provision office data, we examine the direct impact of market orientation on customer performance such as customer satisfaction, repeat buying, employment satisfaction. Empirical results show that when service quality is used as a mediator, the fitness of structural equation modelling gets improved and the direct impact of market orientation disappears. The strategic implication for this result is that enhancing market orientation is not good enough for them to achieve superior customer performance. In order to achieve higher customer performance, higher service quality should be attained. Higher service quality can be obtained by engaging in more market orientation.

목차

Ⅰ. 서론

Ⅱ. 관련 문헌 연구

Ⅲ. 연구가설과 모형

Ⅳ. 실증분석

Ⅴ. 결론 및 한계점

참고문헌

Summary