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국내산업의 내부고객지향성이 시장지향성에 미치는 영향에 관한 연구

A Comparative Study on the Effect of Internal Customer Orientation on Market Orientation in Korean Industries

정기한|김대업|오재신
한국산업경영학회 (Korean Association Of Industrial Business Administrarion)|2004.11|경영연구 (Journal of Business Research)|제19권 제4호|pp. 161-198

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키워드

Market Orientation시장지향성조직학습내부마케팅Organizational LearningInternal MarketingInternal Customer Orientation내부고객지향성조직동태성Organizational Dynamics
주제분류경영학

초록

1990년에 발표된 핵심역량은 기업의 경쟁우위적 요소의 원천을 기업내부적 관점에서 고찰하여 많은 학계에 주목을 받았다. 같은 연도에 발표된 시장지향성은 기존의 마케팅 철학을 토대로 마케팅 활동의 영역이 마케팅 부문만이 아닌 기업의 모든 부서차원으로 확장된 개념이다. 이러한 개념들은 기업의 핵심적인 역량의 원천은 내부에서 비롯된다는 공통점을 가지고 있다.이러한 관점은 기업구성원인 종업원들의 활동측면에 적용되기 시작했으며, 이에 따라 부각된 개념이 내부마케팅, 조직동태성, 조직학습 등이다. 내부마케팅은 현재 마케팅 학계와 인적자원 학계에서 공통적으로 관심을 가지는 교차학문적인 영역으로, 종업원만족이 고객만족을 이끌어내는 중요한 선행요인이라는 것을 기본개념으로 하고 있다. 즉, 기업의 1차적인 고객은 외부의 고객이 아닌 종업원이며 이를 내부고객으로 인정하고 그에 따른 마케팅 활동을 구사해야 한다는 것이다. 또한 조직동태성이나 조직학습 역시 교차학문적인 영역으로 많은 문헌들에서 기업역량의 원천으로 제시되는 개념들이다. 조직내부의 동태성이나 학습에 관련된 연구는 개념정립과 함께 후속적인 실증연구가 이루어져 오고 있으나 내부마케팅 활동에 대한 실증적인 접근은 활발히 연구되지는 않고 있다. 따라서 문헌고찰을 토대로 새롭게 내부마케팅 활동의 구성요인들과 내부공급자와 내부고객간의 활동을 보다 구체적으로 제시하는 내부고객지향성 개념을 도출하고 이러한 활동들이 기업의 시장지향성에 미치는 영향관계를 구조방정식을 통해 분석하였다.분석 결과, 내부마케팅 구성요인들 중 권한위임과 내부커뮤니케이션은 조직동태성에, 보상시스템과 경영층지원 그리고 교육훈련은 조직학습에 영향을 미치는 것으로 나타났고 조직동태성과 조직학습은 내부고객지향성에 유의한 영향을 미쳤으며, 내부고객지향성은 시장지향성에 상대적으로 높은 영향을 미치는 것으로 나타났다.

Abstract

Market orientation emphasizes the capability of a firm to learn customers, competitors, and inter-functional coordination and to use this market intelligence of creating superior value in the marketplace. It has been proved that market orientation contributes to organizational performance. But the question is what the antecedents and consequents to superior market orientation are. Many service organizations realized that interactions between service providers and customers affected their performance. That is, service organizations' performance are increased by satisfied employees who generate satisfied customers. So the concept of internal marketing has arisen from service contexts, and has been deeply discussed in the academic literature for about twenty years. Academicians has interested in antecedents and consequences of market orientation and internal marketing. However, despite relationships of these concepts, a little literature has researched a integrative approach of those. Our study focuses on interrelationship among internal marketing, organizational dynamics, organizational learning, internal customer orientation, and market orientation. The effects of internal marketing, organizational learning and organizational dynamics on the level of internal customer orientation and market orientation were analysed by structure equation modeling. Finally, We discussed implications in integrated model perspectives.

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