여성성이 은행혁신성에 미치는 영향: 고객관리와 조직학습을 중심으로
Customer relations, organizational learning, and innovativeness: Why femininity matters in Korean banks
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초록
본 연구는 고객관계관리와 조직학습능력이 조직의 경영혁신에 미치는 영향을 연구하고, 여성성이 이 관계를 어떻게 조절하는지에 초점을 맞추어 진행했다. 은행은 최근 우수고객 유치 및 서비스 개선, 고객만족도 향상에 관한 노력이 요구되고, 고객관계지향을 통한 역량 개선이 필요한 상황이며, 새롭게 습득한 지식과 지식을 빠르게 내재화하는 학습능력이 요구되고 있다. 하지만, 이러한 필요성에 비해 국내에서는 많은 연구들이 진행되지 않았다. 이에 본 연구에서는 금융기관의 혁신성에 고객관계지향과 조직학습이 어떠한 영향을 주는지를 살피고, 특히 여성의 배려지향성과 정서적 유대관계 중시 성향이 이러한 관계에 미치는 조절효과에 대해 분석했다. 국내 은행들의 부서 및 지점 141곳을 조사한 결과, 은행은 긴밀하고 원활한 고객관리를 지향하거나, 새로운 정보를 습득하고 활용하고자 하는 잠재능력이 높을수록 혁신적인 활동을 지향하는 가능성이 높게 나타났다. 아울러, 기존연구에서 여성적 문화는 혁신을 꺼리는 성향이 있어왔다는 연구결과와 달리 본 연구에서는 조직의 여성적인 성향이 고객관계관리가 혁신활동에 미치는 영향을 더욱 강화시키는 것으로 나타났다.
Abstract
An increasing number of Korean banks are seeking to enhance their innovative activities and outcomes for long-term survival and growth. However, little is known about how these banks use their customer relations and learning capability in order for their innovative activities. Prior works tended to focus only on the relationships between customer satisfaction and customer-firm performance relationships and neglect the possibility that their potential learning capabilities can help enhance their innovativeness. The current study examined the effects of customer relationship and learning capability on banks’ innovativeness. Then, this paper then examines the moderating effect of a feminine factor on these relationships. We propose that gender or feminity is likely to moderate these relationships in positive ways, drawing on previous research for gender relations. By analyzing the data of a multi-informant survey collected from 141 banking branches and work units in Korean banking industry, the current study showed that an organization’s relationship with its customers and its learning capability have significant and positive impact on its innovativeness, and also, feminity moderates the customer relationship-innovativeness link in a positve way.
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