DOI QR코드

DOI QR Code

금융기관의 디지털플랫폼역량과 고객지향성이 서비스혁신행동에 미치는 영향연구

A Study on the Effects of Digital Platform Capabilities and Customer Orientation of Financial Institutions on Service Innovation Behavior

  • 김상철 (대전대학교 융합컨설팅학과) ;
  • 서영욱 (대전대학교 융합컨설팅학과)
  • Kim, Sang-Chul (Department of Business Consulting, Dae Jeon University) ;
  • Seo, Young-Wook (Department of Business Consulting, Dae Jeon University)
  • 투고 : 2020.09.23
  • 심사 : 2020.10.20
  • 발행 : 2020.10.28

초록

본 연구는 금융기관의 디지털플랫폼 역량과 고객지향성이 활용·탐색을 통하여 서비스혁신행동에 미치는 영향의 구조적 관계를 살펴보고자 하는데 목적이 있다. 연구모형 검증을 위하여 금융기관종사자를 대상으로 설문조사를 실시하였으며, 최종 280부의 설문지를 SPSS 25와 SmartPLS 2.0을 사용하여 분석하였다. 주요 연구결과로는 첫째, 디지털플랫폼역량은 활용과 탐색에 긍정적인 영향을 미친다. 둘째, 고객지향성은 활용에 긍정적인 영향을 미치지만, 탐색에는 긍정적인 영향을 미치지 않는다. 셋째, 활용과 탐색은 모두 서비스혁신행동에 긍정적인 영향을 미치는 것으로 나타났다. 이를 통해 본 연구는 금융기관의 서비스혁신행동에 영향을 미치는 디지털플랫폼역량과 고객지향성의 관계를 새롭게 조명하였으며, 실증연구를 통한 연구의 범위를 확대하였다. 향후 연구에서는 다양한 변수 및 연구표본을 대상으로 한 연구의 시도가 필요하다 하겠다.

The purpose of this study is to examine the structural relationship between the digital platform capabilities of financial institutions and the impact of customer orientation on service innovation behavior through exploitation/exploration. A survey was conducted on employees of financial institutions to verify the research model, and the final 280 copies of the questionnaire were analyzed using SPSS 25 and SmartPLS 2.0. As a major research result, First, digital platform competency has a positive effect on exploitation and exploration. Second, customer orientation has a positive effect on exploitation, but not on exploration. Third, both exploitation and exploration have a positive impact on service innovation behavior. Through this research, this study shed new light on the relationship between digital platform capability and customer orientation that affects service innovation behavior of financial institutions, and expanded the scope of research through empirical research. Future research will require research attempts on various variables and research samples.

키워드

참고문헌

  1. I. Pollari & A. Ruddenklau. (2019). Pulse of Fintech H2 2019
  2. J. C. Narver & S. F. Slater. (1990). The effect of a market orientation on business profitability, Journal of marketing, 54(4), 20-35. DOI : 10.1177/002224299005400403
  3. R. W. Ruekert. (1992). Developing a market orientation: an organizational strategy perspective, International journal of research in marketing, 9(3), 225-245. DOI : 10.1016/0167-8116(92)90019-H
  4. K. Boudreau & K. Lakhani. (2009). How to manage outside innovation, MIT Sloan management review, 50(4), 69.
  5. J. H. Seo. (2019). The Rise of the Open Banking Era and Future Challenges, Financial Brief, 28(13), 3-12.
  6. R. Harris, R. McAdam, I. McCausland & R. Reid. (2013). Levels of innovation within SMEs in peripheral regions : the role of business improvement initiatives, Journal of Small Business and Enterprise Development. 20(1), 102-124. DOI : 10.1108/14626001311298439
  7. Iansiti, M. & Levien, R. (2004). The keystone advantage: what the new dynamics of business ecosystems mean for strategy, innovation, and sustainability. Harvard Business Press.
  8. M. A. Cusumano & A. Gawer. (2002). The elements of platform leadership, MIT Sloan management review, 43(3), 51.
  9. C. P. Armstrong & V. Sambamurthy. (1999). Information Technology Assimilation in Firms: The Influence of Senior Leadership and IT Infrastructures, Information systems research, 10(4), 304-327. DOI : 10.1287/isre.10.4.304
  10. T. Ravichandran & Y. Liu. (2007). Leadership Processes, Environmental Factors and IT Investment Strategies , Woring Paper, Lally School of Mgmt & Technology, RPI, Troy, NY.
  11. M. W. Lee, M. J. Oh. & S. C. Kim. (2016). "Effects of IT Resources on the Work Efficiency and Corporate Performance in The Mobile Smart-Work Environment", Journal of Digital Convergence, 14(5), 165-176. DOI : 10.14400/JDC.2016.14.5.165
  12. N. Wang, H. Liang, W. Zhong, Y. Xue & J. Xiao. (2012). Resource structuring or capability building? An empirical study of the business value of information technology, Journal of Management Information Systems , 29(2), 325-367. DOI : 10.2753/MIS0742-1222290211
  13. J. H. Yoo & W. Y. Cho. (2018). Corporate Strategies and Platform Capabilities in the Digital Transformation Era, Communications of the Korean Institute of Information Scientists and Engineer, 36(9), 34-43.
  14. R. Saxe & B. A. Weitz. (1982). The SOCO scale: A measure of the customer orientation of salespeople, Journal of marketing research, 19(3), 343-351. DOI : 10.1177/002224378201900307
  15. D. H. Kwon & C. H. Cho. (2020). The Effect of Emotional Labor on Job Burnout and Customer Orientation according to Emotional Intelligence of Apartment Security Guar, Global Business Administration Review, 17, 229-252. https://doi.org/10.38115/asgba.2020.17.3.229
  16. J. H. Joo & H. B. Lee. (2013). The Moderating Effect of Servant Leadership on Relationship between Job Stress and Customer Orientation: In Case of Ministry of Patriots and Veterans Affairs, Korean Journal of Local Government & Administration Studies, 27(2), 65-91. https://doi.org/10.18398/kjlgas.2013.27.2.65
  17. T. Y. Park, C. S. Song. & H. K. Shin. (2019). "A Study on the Effect of Customer Orientation and Technology Orientation on Innovation Capacity", Journal of Digital Convergence, 17(11), 171-181. DOI : 10.14400/JDC.2019.17.11.171
  18. P. Kotler, J. Makens & J. Bowens. (1996). Marketing for Hospitality and Tourism. New Jersey: PrenticeHall.
  19. K. D. Hoffman & T. N. Ingram. (1992). Service provider job satisfaction and customer, Journal of Services Marketing. DOI : 10.1108/08876049210035872
  20. T. J. Brown, J. C. Mowen, D. T. Donavan & J. W. Licata. (2002). The customer orientation of service workers: Personality trait effects on self-and supervisor performance ratings, Journal of Marketing Research, 39(1), 110-119. DOI : 10.1509/jmkr.39.1.110.18928
  21. J. G. March. (1991). Exploration and exploitation in organizational learning, Organization science, 2(1), 71-87. DOI : 10.1287/orsc.2.1.71
  22. Z. He & P. Wong. (2004). Exploration vs. exploitation: An empirical test of the ambidexterity hypothesis, Organization science, 15(4), 481-494. DOI : 10.1287/orsc.1040.0078
  23. J. A. Baum, S. X. Li & J. M. Usher. (2000). Making the next move: How experiential and vicarious learning shape the locations of chains' acquisitions, Administrative Science Quarterly, 45(4), 766-801. DOI : 10.2307/2667019
  24. M. J. Benner & M. Tushman. (2002). Process management and technological innovation: A longitudinal study of the photography and paint industries, Administrative Science Quarterly, 47(4), 676-707. DOI : 10.2307/3094913
  25. H. J. Kim & N. K. Park. (2010). The Conceptual Definition and Future Study Plan for Exploration and Exploitation Studies, Journal of Strategic Management, 13(3), 1-34.
  26. W. K. Smith & M. L. Tushman. (2005). Managing strategic contradictions: A top management model for managing innovation streams, Organization science, 16(5), 522-536. DOI : 10.1287/orsc.1050.0134
  27. S. M. Moon & M. G. Heo. (2013). The harmony between exploitation and exploration: Multidimensional approach to organizational ambidexterity, Business Administration Research, 42(1), 293-320.
  28. G. Hamel. (2009). Moon shots for management, Harvard business review, 87(2), 91-98.
  29. Kottler, J. A. (2010). On being a therapist. John Wiley & Sons.
  30. P. Boumgarden, J. Nickerson & T. R. Zenger. (2012). Sailing into the wind: Exploring the relationships among ambidexterity, vacillation, and organizational performance, Strategic Manage Journal, 33(6), 587-610. DOI : 10.1002/smj.1972
  31. J. J. Jansen, Z. Simsek & Q. Cao. (2012). Ambidexterity and performance in multiunit contexts: Cross-level moderating effects of structural and resource attributes, Strategic Manage Journal, 33(11), 1286-1303. DOI : 10.1002/smj.1977
  32. C. A. Siren, M. Kohtamaki & A. Kuckertz. (2012). Exploration and exploitation strategies, profit performance, and the mediating role of strategic learning: Escaping the exploitation trap, Strategic Entrepreneurship Journal, 6(1), 18-41. DOI : 10.1002/sej.1126
  33. D. Ballantyne, P. Frow, R. J. Varey & A. Payne. (2011). Value propositions as communication practice: Taking a wider view, Industrial Marketing Management, 40(2), 202-210. DOI : 10.1016/j.indmarman.2010.06.032
  34. H. Snyder, L. Witell, A. Gustafsson, P. Fombelle & P. Kristensson. (2016). Identifying categories of service innovation: A review and synthesis of the literature, Journal of Business Research, 69(7), 2401-2408. DOI : 10.1016/j.jbusres.2016.01.009
  35. A. Ordanini & A. Parasuraman. (2011). Service innovation viewed through a service-dominant logic lens: a conceptual framework and empirical analysis, Journal of Service Research, 14(1), 3-23. DOI : 10.1177/1094670510385332
  36. S. G. Scott & R. A. Bruce. (1994). Determinants of innovative behavior: A path model of individual innovation in the workplace, Academy of management journal, 37(3), 580-607. DOI : 10.5465/256701
  37. J. W. Lee. (2002). Distribution Justice as a Moderator in the Relationship between Job Demands and Innovative Work Behavior, Human Resource Management, 26, 113-130.
  38. B. S. Song. (2006). The Relationship between Charisma Leadership, Innovative Job Motivation, and Innovative Behavior and Moderating Effects Trust in Leader and Innovative Climate, The Review of Business History, 41, 187-210.
  39. J. K. Kim. (2017). "The Effect of Emotional Intelligence on Organizational Citizenship Behavior and Innovative Behavior in Manufacture of Automobile industry", Journal of Digital Convergence, 15(2), 67-80. DOI : 10.14400/JDC.2017.15.2.67
  40. S. Bharadwaj, A. Bharadwaj & E. Bendoly. (2007). The performance effects of complementarities between information systems, marketing, manufacturing, and supply chain processes, Information systems research, 18(4), 437-453. DOI : 10.1287/isre.1070.0148
  41. N. Roberts & V. Grover. (2012). Leveraging information technology infrastructure to facilitate a firm's customer agility and competitive activity: An empirical investigation, Journal of Management Information Systems, 28(4), 231-270. DOI : 10.2753/MIS0742-1222280409
  42. D. J. Teece, G. Pisano & A. Shuen. (1997). Dynamic capabilities and strategic management, Strategic Manage Journal, 18(7), 509-533. DOI : 10.1002/(SICI)1097-0266(199708)18:7<509::AIDSMJ882> 3.0.CO;2-Z
  43. C. B. Gibson & J. Birkinshaw. (2004). The antecedents, consequences, and mediating role of organizational ambidexterity, Academy of management Journal, 47(2), 209-226. DOI : 10.5465/20159573
  44. S. Y. Yang & K. B. Kim. (2015). Effect of Cabin Servicescape on Cabin Crew's emotional response and Job Satisfaction and Passenger Orientation in the Airlines Industry, Tourism Management Research Organization, 19(4), 21-40.
  45. M. J. Benner & M. L. Tushman. (2003). Exploitation, exploration, and process management: The productivity dilemma revisited, Academy of management review, 28(2), 238-256. DOI : 10.5465/amr.2003.9416096
  46. O. Lee, V. Sambamurthy, K. H. Lim & K. K. Wei. (2015). How does IT ambidexterity impact organizational agility?, Information Systems Research, 26(2), 398-417. DOI : 10.1287/isre.2015.0577
  47. H. J. Choi. (2015). A Structural Model of Innovative Organizational Climate, Innovative Behavior, Leader-Member Exchange, Service Advantage and Adaptive Performance in the Hotel Industry, Journal of Tourism & Leisure Research, 27(9), 241-258.
  48. T. M. Amabile. (1988). A model of creativity and innovation in organizations, Research in organizational behavior, 10(1), 123-167.
  49. Van de Ven & Andrew H. (1986). Central problems in the management of innovation, Management science, 32(5), 590-607. DOI : 10.1287/mnsc.32.5.590
  50. K. K. Yeoh & R. Mahmood. (2013). The relationship between pro-innovation organizational climate, leader-member exchange and innovative work behavior: A study among the knowledge workers of the knowledge intensive business services in Malaysia, Business Management Dynamics, 2(8), 15-30.
  51. T. Ravichandran. (2018). Exploring the relationships between IT competence, innovation capacity and organizational agility, The Journal of Strategic Information Systems, 27(1), 22-42. DOI : 10.1016/j.jsis.2017.07.002
  52. C. P. Armstrong & V. Sambamurthy. (1999). Information technology assimilation in firms: The influence of senior leadership and IT infrastructures, Information systems research, 10(4), 304-327. DOI : 10.1287/isre.10.4.304
  53. A. Rai, R. Patnayakuni & N. Patnayakuni. (1997). Technology investment and business performance, Communications of the ACM, 40(7), 89-97. https://doi.org/10.1145/256175.256191
  54. N. B. Duncan. (1995). Capturing flexibility of information technology infrastructure: A study of resource characteristics and their measure, Journal of management information systems, 12(2), 37-57. DOI : 10.1080/07421222.1995.11518080
  55. A. Zuraik & L. Kelly. (2019). The role of CEO transformational leadership and innovation climate in exploration and exploitation, European Journal of Innovation Management. DOI : 10.1108/EJIM-10-2017-0142
  56. J. J. Jansen, Van Den Bosch, Frans AJ & H. W. Volberda. (2006). Exploratory innovation, exploitative innovation, and performance: Effects of organizational antecedents and environmental moderators, Management science, 52(11), 1661-1674. DOI : 10.1287/mnsc.1060.0576
  57. M. M. Hu, J. Horng & Y. C. Sun. (2009). Hospitality teams: Knowledge sharing and service innovation performance, Tourism management, 30(1), 41-50. DOI : 10.1016/j.tourman.2008.04.009
  58. M. Lansiti & R. Levien. (2004). The keystone advantage: What the new dynamics of business ecosystems mean for strategy, innovation, and sustainability, Harvard Business School Press.
  59. Y. J. Jeong & J. K. Yoon. (2017). Differential Effects of Social Capital and Cultural Capital on Exploration, Exploitation, and Performance in the Team, Journal of Organization and Management, 41, 1-36.
  60. W. Zhan & Y. Luo. (2008). Performance implications of capability exploitation and upgrading in international joint ventures, Management International Review, 48(2), 227-253. DOI : 10.1007/s11575-008-0013-0
  61. H. J. Oh & K. M. Lee. (2011). A study on innovative work behavior in financial institution's employees, Journal of the Korea Service Management Society, 12(3), 109-131.