고객수요 불확실성이 제품개발 유연성과 고객만족성과에 미치는 영향 : 시장지향성의 매개효과를 중심으로
The Effects of Customer Demand's Uncertainty on Product Development Flexibility and Customer Satisfaction Performance: Mediating Role of Market-Orientation
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초록
본 연구는 고객수요의 불확실성이 제품개발 유연성과 고객만족 성과에 미치는 영향을 검증하기 위하여 모델을 수립하고, 국내 제조업 192개 기업을 대상으로 설문 조사를 실시하였다. 수집된 자료를 바탕으로 구조 방정식 모형을 통해 변수간의 관계를 설명하고, 고객수요의 불확실성과 제품개발 유연성 사이의 매개 효과로서의 시장지향성의 영향을 실증적으로 검증하였다. 결과적으로 본 연구는 고객수요 불확실성이 시장지향성을 매개로 하여 제품개발 유연성에 유의한 영향을 미치고, 제품개발 유연성이 고객만족 성과에 유의한 영향을 미치는 것을 확인하였다. 이에 본 연구는 고객수요 불확실성과 제품개발 유연성과의 관계에서 시장지향성의 매개 역할을 확인함으로써 고객수요와 관련한 불확실성을 제거하거나 완화하기 위하여 기업의 시장지향성이 중요한 의미를 갖는다는 점을 실무자들에게 제시하고 있다.
Abstract
We empirically show that the effects of customer demand's uncertainty on product development flexibility and customer satisfaction performance with survey data of 192 various firms of domestic manufacturing industries. In structural equation model, we focus on the mediating effects of market-orientation with Sobel test. This study provides evidences that customer demand's uncertainty enhances market-orientation and product development flexibility sequentially but, it doesn't enhance product development flexibility directly. The results also show that product development flexibility improves customer satisfaction performance positively. As we provide the mediating role of market-orientation in relationship of customer demand's uncertainty and product development flexibility, we differentiate the prior studies and give the practical implication to managers.
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