Journal of the Korea Safety Management & Science (대한안전경영과학회지)

Korea Safety Management & Science (대한안전경영과학회)
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A Study on Variables Affecting Customer Orientation of Service Organizations

서비스 조직의 고객지향성에 영향을 미치는 변수에 관한 연구

  • Lim, Jong-Bin (Icheon Nonghyup) ;
  • Kim, Yong-Beom (Department of Airline Service, Korea National University of Transportation) ;
  • Choi, Yu-Jin (Department of Airline Service, Korea National University of Transportation)
  • 임종빈 (이천 농협) ;
  • 김용범 (한국교통대학교 항공서비스학과) ;
  • 최유진 (한국교통대학교 항공서비스학과)
  • Received : 2016.10.21
  • Accepted : 2016.12.20
  • Published : 2016.12.30
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Abstract

Service industry can be divided largely into commercial industry, banking industry, insurance industry, advertising industry, and tourism industry. Of these, banking industry is playing an essential role as it constitutes the backbone of economy. Banking industry, which belongs to financial industry, is sensitive to external environment. In this kind of industry, internal dynamics of an organization is very important. The purpose of this research is to find out what kind of influence the relation of internal dynamics perceived by members of Nonghyup organization has on customer orientation via quality of internal service. For the purpose, we have reviewed preceding studies on variables that affect customer orientation and developed a measuring tool in a form that fits banking organizations. Internal service quality, job satisfaction, and organizational immersion which play a mediating role in the model of this research not only turned out to have a significant influence on customer orientation, they also turned out to have the strongest influence. This research has academic significance as it carried out a research with an emphasis on variables that affect customer orientation of members of Nonghyup organization. Regarding practical significance, it was intended to present useful data that can be utilized for an analysis of internal service quality management and capability of human resource management.

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