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호텔기업의 마케팅 민첩성이 직원의 잡크래프팅 및 서비스 혁신행동에 미치는 영향

The Impact of Hotel Firms' Marketing Agility on Employee Job Crafting and Service Innovative Behavior

정갑연|배문규
서비스사이언스학회 (The Society of Service Science)|2024.09|서비스 연구 (Journal Of Service Research and Studies)|제14권 제03호|pp. 79-101|DOI http://dx.doi.org/10.18807/jsrs.2024.14.3.079

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키워드

잡크래프팅Job Crafting호텔산업Hotel IndustryService Innovative BehaviorStrategic Human Resource Management전략적 인사관리마케팅 민첩성서비스혁신행동Marketing Agility
주제분류학제간연구

초록

본 연구는 급변하는 경영환경 속에서 국내 호텔산업이 직면한 불확실성을 배경으로, 호텔의 마케팅 민첩성이 직원의 잡크래프팅과 서비스 혁신행동에 미치는 영향을 규명하고자 한다. 포스트 코로나 시대를 맞아 호텔들은 시장 트렌드를 신속히감지하고 유연하게 대응함으로써 경쟁우위를 확보하고 지속가능한 성장을 도모해야 할 필요성이 커지고 있다. 대면 서비스비중이 높은 호텔산업의 특성 상 변화하는 고객 요구와 시장 역동성에 효과적으로 대처하기 위해서는 마케팅 민첩성이 핵심적인역량인 것이다. 그러나 조직 차원의 민첩한 마케팅 역량은 일선 직원들이 자발적으로 직무를 재설계하고 서비스 프로세스 혁신을주도할 때 비로소 진정한 의미를 갖게 된다. 이에 직원들이 자신의 직무 경계를 능동적으로 재정의하고 수정하는 행위인 잡크래프팅은 조직의 마케팅 민첩성과 개인의 혁신 행동을 매개하는 연결고리로서 작용할 수 있다. 연구 결과, 호텔의 반응성은과업, 관계, 인지크래프팅 모두에 유의한 긍정적인 영향을 미치는 것으로 나타났다. 신속성과 유연성의 경우 과업 및 관계크래프팅에대해서는 유의한 긍정적인 효과를 보였으나, 인지크래프팅에 대한 신속성의 효과는 유의하지 않은 것으로 확인되었다. 호텔의신속한 의사결정과 실행은 직원들이 업무의 의미와 정체성을 성찰하고 재해석하는 인지크래프팅 활동을 오히려 제약할 수있음과 환경 격변에 직면한 호텔 경영자들이 민첩성과 혁신성을 높이기 위한 실천적 방안을 모색하는 데 의미 있는 시사점을제공할 것으로 기대된다.

Abstract

This study aims to investigate the impact of hotel marketing agility on employee job crafting and service innovative behavior in the context of the uncertainties faced by the Korean hotel industry amidst a rapidly changing business environment. In the post-COVID era, hotel companies need to quickly detect market trends and respond flexibly to secure a competitive advantage and promote sustainable growth. Given the high proportion of face-to-face services in the hotel industry, marketing agility is emerging as a core competency to effectively cope with changing customer demands and market dynamics. However, an organization's agile marketing capabilities only take on true meaning when frontline employees voluntarily redesign their jobs and lead service process innovations. In this regard, job crafting, which refers to employees' active redefinition and modification of their job boundaries, can serve as a link between organizational agility and individual innovative behavior. By empirically analyzing the structural relationship between marketing agility, job crafting, and service innovative behavior in the hotel context, this study applies the concept of agility to the field of human resource management and provides new insights into the antecedents and outcomes of job crafting. The results show that hotel responsiveness has a significant positive impact on all three dimensions of job crafting. In the case of speed and flexibility, they had a significant positive effect on task and relational crafting, but the effect of speed on cognitive crafting was not significant. The implications of the study suggest that hotels' rapid decision-making and execution may actually constrain employees' cognitive crafting activities, such as reflecting on and reinterpreting the meaning and identity of their work. Furthermore, it is expected to provide meaningful insights for hotel managers facing environmental upheavals to seek practical measures to enhance agility and innovativeness.

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