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시장지향성이 기업의 재무적 성과에 미치는 영향에 관한 연구: CRM 성과를 중심으로

The Effect of Market Orientation on Firm’s Financial Performance: Focus on the Mediating Role of CRM Performance

최선미|박흥수|우정|강성호
한국소비자학회 (Korean Society Of Consumer Studies)|2008.09|소비자학연구 (Journal of Consumer Studies)|제19권 제3호|pp. 21-38

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참고문헌

주제분류경제학

초록

본 연구는 기업의 시장지향적 마케팅 노력이 기업의 재무적 성과에 미치는 영향을 분석하는데 있어 매개 변수로서의 CRM성과에 초점을 맞추고 있다. 기존의 연구 결과들이 시장지향성과 기업의 재무적 성과와의 관계의 증명에 서로 상이한 결과를 나타내고 있는 바 이들의 관계를 매개하는 변수인 CRM 성과를 통해 시장지향성이 기업의 재무적 성과에 미치는 영향의 구체적 경로를 살펴보고자 하였다. 기업의 시장지향적 마케팅 활동을 경쟁지향성, 고객지향성, 협력지향성으로 구분하고 각각의 시장지향적 특성이 고객관계관리(CRM)성과를 통해 기업의 재무적 성과에 영향을 미친다는 가설을 제시하고 검증하였다. 가설을 검증하기 위해 시장지향적 마케팅 활동과 CRM성과, 그리고 재무적 성과를 개념화 하였으며 각 개념들간의 관계를 살펴보기 위하여 공변량 구조 분석을 실시하였다. 연구결과, 기업의 경쟁지향성과 고객지향성 그리고 협력지향성은 CRM성과에 긍정적 영향을 미치며 성공적인 CRM활동을 통해 기업의 재무적 성과에 긍정적 영향을 미치게 됨을 알 수 있었다. 따라서 마케팅 활동의 성과평가에 있어 투입되는 마케팅 자원에 따른 매출액의 변화와 같은 방식이 아닌 CRM활동에 대한 평가가 선행되어야 할 것이며 CRM 활동에 대한 평가가 마케팅 활동의 재무적 성과를 측정하는 중요한 매개변수로 파악되어야 될 것이다.

Abstract

This study focuses on the mediating role of customer relationship management (CRM) performance in analyzing the effect of corporate market orientation on financial performance. First, market orientation was divided into customer orientation, competitor orientation, and cooperative orientation. And then the hypothesis that each characteristic of market orientation affects financial performance through CRM performance was verified. To verify the hypothesis, the terms of market orientation, CRM performance, and financial performance were conceptualized. After the conceptualization, covariance structure modeling was used to examine the relationship among the concepts. As a result of the study, corporate competitor orientation, cooperative orientation and customer orientation had positive effect on CRM activity, and successful CRM activity had positive effect on corporate financial performance. Therefore, in evaluating marketing performance, evaluation of CRM activity should be preceded instead of evaluating changes in sales amount per inputted marketing resources. In addition, evaluation of CRM activity should be considered as an important mediating variable in measuring the financial performance of marketing activity.

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