초록 열기/닫기 버튼
본 연구에서는 점차 큰 주목을 받고 있는 서비스혁신이 내부마케팅과 고객관계관리에 어떤 영향을 미치며, 이는 다시 기업의 경쟁우위에 어떤 영향을 미치는지를 살피고, 이러한 관계가 직원행동에 따라 어떻게 달라지는 지를 살펴보고자 하였다. 또한 이와 같은 연구모형에서 서비스 기업의 유형에 따라 어떤 차이가 있는지 실증연 구를 통해 실질적인 영향력을 살펴보도록 하였다. 실제 국내 152개 서비스 기업을 대상으로 한 실증분석 결과, 서비스혁신은 내부마케팅과 고객관계관리에 유의한 정(+)의 영향을 미치는 것으로 나타났으며, 내부마케팅과 고객관계관리는 다시 경쟁우위에 정(+)의 유의한 영향을 미치는 것으로 나타났다. 또한 내부마케팅과 고객관계관리는 서비스혁신과 경쟁우위 간의 관계 를 이중으로 완전히 매개하는 것으로 나타났으며, 직원 행동은 내부마케팅과 고객관계관리가 경쟁우위에 미치 는 영향에 대해 조절효과를 나타내는 것으로 밝혀졌고, 서비스혁신이 내부마케팅, 고객관계관리 및 경쟁우위에 미치는 영향에 대해 조절효과를 나타내지 않는 것으로 밝혀졌다. 마지막으로 서비스기업의 유형에 따른 차이를 살펴본 결과 내부마케팅이 고객관계관리에 미치는 영향의 경우에만 유의한 것으로 나타났다. 이러한 연구 결과를 토대로 본 연구에서는 관련된 학문적 실무적 시사점을 제시하였고, 본 연구에서 드러난 한계점을 함께 제시함으로써 향후 연구 방향에 대해 제안을 하였다.
In this study, we explored how service innovation, which was gaining increasing attention, affected internal marketing and customer relationship management, and again impacted a company's competitive advantage. We tried to find out how these relationships change in response to employee behavior. In addition, we tried to look at the substantial influence of such a research model through empirical research on what kind of difference there is depending on the categories of service company. The current study attempted to address the relationship among service innovation, internal marketing, customer relationship management and competitive advantage. In doing so, the current study identified service innovation, internal marketing, customer relationship management and competitive advantage based on the review of extant literature. In fact, as a result of empirical analysis targeting 152 service companies in Korea, it was clarified that service innovation had a positive (+) significant impact on internal marketing and customer relationship management, and internal marketing and customer relationship management had a positive (+) significant impact on competitive advantage. It also revealed that internal marketing and customer relationship manage- ment doubly and completely mediated the relationship between service innovation and competitive advantage. In the assessment of the moderating effect of employee behavior in the relationship among service innovation, internal marketing, customer relationship management and competitive advantage; in- ternal marketing and customer relationship management relationship, internal marketing and competitive advantage relationship, customer relationship management and competitive advantage relationship only were shown to have those effects. It was revealed that the effect of service innovation on internal marketing, customer relationship management, and competitive advantage was not adjusted. Finally, looking at the differences between categories of service companies, we found that internal marketing was significant only in the case of its impact on customer relationship management. Based on these research results, in this research, we proposed the direction of future research by presenting related academic practice suggestions and the limits clarified in this research.
키워드열기/닫기 버튼
Service Innovation, Internal Marketing, Customer Relationship Management, Employee Behavior, Competitive Advantage, Service Companies Categories
