서비스 복잡성은 의료서비스 제공자에게 어떠한 영향을 미치는가?: 내부시장 지향성의 조절적 역할을 중심으로
How Does Service Complexity Influence Healthcare Service Providers?: Focusing on the Moderating Role of Internal Market Orientation
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초록
본 연구는 의료산업에 초점을 맞추어 서비스 제공자의 역할행동과 역할 외 행동을 감소시키는 구체적인 선행요인을 특정하고 해당 요인의 역할을 탐색하고자 하였다. 이를 위해, 본 연구에서는 의료서비스 제공자의 역할행동과 역할 외 행동에 영향을 주는 구체적인 선행요인으로 서비스 복잡성을 설정하였다. 또한, 본 연구에서는 서비스 복잡성이 의료서비스 제공자의 역할행동과 역할 외 행동에 영향을 미치는 과정에서 개인-직업 적합성의 인지적 과정을 거칠 것으로 제안하였다. 나아가, 본 연구에서는 의료서비스 제공자의 개인-직업 적합성에 대한 서비스 복잡성의 영향력을 의료서비스 조직의 내부시장 지향성이 조절하는지를 확인하였다. 본 연구에서는 선행연구를 조사하여 가설 및 연구모델을 구축하였으며, 분석을 수행하기 위하여 의료서비스 산업에 종사하는 종사자 중 고객과의 접점에서 서비스를 제공하는 의료서비스 제공자(간호사, 행정직원, 의료기사)를 대상으로 설문조사를 진행하였다. 가설을 검증한 결과 서비스 복잡성은 의료서비스 제공자의 개인-직업 적합성을 감소시키는 것을 확인하였다. 그리고 의료서비스 제공자의 개인-직업 적합성은 역할행동 및 역할 외 행동을 증가시키는 것을 검증하였다. 마지막으로, 의료서비스 조직의 내부시장 지향성은 의료서비스 제공자의 개인-직업 적합성에 대한 서비스 복잡성의 영향력을 완충하는 것을 발견하였다.
Abstract
This study focused on the healthcare service industry and sought to identify specific antecedent factors that reduce the in-role and extra-role behaviors of service providers and explore the role of these factors. To this end, it set service complexity as a specific antecedent factor affecting the in-role and extra-role behaviors of healthcare service providers. In addition, the study suggested that the cognitive process of person-job fit would be involved in the process through which service complexity affects the in-role and extra-role behaviors of healthcare service providers. Furthermore, this study examined whether the internal market orientation of healthcare service organizations moderates the influence of service complexity on the person-job fit of healthcare service providers. Based on previous studies, hypotheses and a research model were established, and a survey was conducted with healthcare service providers who interact directly with customers at the point of contact. The results of hypothesis testing confirmed that service complexity reduces the person-job fit of healthcare service providers. Additionally, it was verified that the person-job fit of healthcare service providers enhances both in-role and extra-role behaviors. Finally, the study found that the internal market orientation of healthcare organizations buffered the impact of service complexity on the person-job fit of healthcare service providers.
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