Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
권호 표지

Impact of Transformational Leadership and Internal Marketing on Management Performance with the Mediation of Job Satisfaction and Customer Orientation: Focus on Clothing Store Managers

변혁적 리더십, 내부마케팅이 구성원들의 직무만족, 고객지향성을 매개로 경영성과에 미치는 영향: 의류매장 관리자를 중심으로

  • 최정희 (대전대학교 융합컨설팅학과) ;
  • 박우진 (연세대학교 정경대학 경영학부) ;
  • 배병윤 (연세대학교 정경대학 경영학부)
  • Received : 2020.01.09
  • Accepted : 2020.02.19
  • Published : 2020.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to examine how the variables of managerial competencies, namely transformational leadership, internal marketing, and structural influences, affect managerial performance through job satisfaction and customer orientation, by focusing on managers of clothing stores. Furthermore, the study aims to draw implications in connection with academic or practical start-ups that can improve management performance. Through examples of transformational leadership, internal marketing, and management performance of the previous study, the significance of the study is further stressed. Also, based on the previous study, this study empirically analyzes what results can be expected, focusing on managers of retail clothing stores, department stores, franchise stores, etc. In this study, we conduct an empirical analysis of 305 managers of retail clothing stores, department stores, franchise stores, etc. Because the results of the empirical analysis are from experiments at clothing stores first, it is found that managers' transformational leadership must go through a mediating effect process, which is job satisfaction for management performance. Second, it is found that transformational leadership must also go through a mediating effect process, which is customer orientation for management performance. Third, it is found that internal marketing must also go through a mediating effect process, which is job satisfaction for management performance. Therefore, as the researcher sought to verify, there is a complete mediating effect in retail clothing stores, department stores, franchise stores, etc., and it is confirmed that its role is significant. A study on whether or not entrepreneurship, as a control variable, affects business performance is conducted to find the statistical values that can be determine management performance when managers of retail clothing stores, department stores, and franchise stores answer entrepreneurial surveys with education- and knowledge-intensive backgrounds. As a result, with the statistical figures, it is confirmed that the managers are striving to improve their management performance based on their education- and knowledge-intensive backgrounds. Based on the research results, this study tried to test the parameters that can improve the management performance through empirical analysis centering on managers, Furthermore, the study attempted to draw implications for academic, practical, and start-ups that can improve management performance.

본 연구의 목적은 의류매장의 관리자를 중심으로 변혁적 리더십이라는 관리적 역량과 내부마케팅이라는 구조적 영향이 구성원들의 직무만족, 고객지향성을 매개로 경영성과에 영향을 미치는 변수를 검증하려 했고, 더 나아가 경영성과를 향상시킬 수 있는 학문적 또는 실무적 창업과도 연계한 시사점을 도출하려 했다. 선행연구의 변혁적 리더십, 내부마케팅, 경영성과 등 사례를 통해 더욱 그 중요성을 이해하게 되었고, 선행연구를 배경으로 유통의류점, 백화점, 대리점 등 관리자를 중심으로 어떤 결과가 예측되는지 실증분석하게 되었다. 따라서 본 연구는 유통의류점, 백화점, 대리점 등 관리자 305명을 대상으로 실증연구를 실시하였다. 실증분석결과 첫째 의류매장을 통한 실험결과 관리자의 변혁적 리더십이 경영성과를 달성하기 위해서는 직무만족이라는 매개효과 과정을 거쳐야 함을 확인하였다. 둘째 변혁적 리더십이 경영성과를 달성하기 위해서는 고객지향성이라는 매개효과 과정을 거쳐야 함을 확인하였다. 셋째 내부마케팅이 경영성과를 달성하기 위해서는 직무만족이라는 매개효과 과정을 거쳐야 함을 확인하였다. 따라서 연구자가 보고자 했던 매개효과의 역할이 유통의류점, 백화점, 대리점 등에서는 완전 매개효과를 나타냄으로써 그 역할수행이 중요하게 이루어지고 있음을 확인하였다. 기업가정신을 통제변수로 하여 경영성과에 영향을 미치는지 연구를 하게 된 사례는 유통의류점, 백화점, 대리점 관리자가 평소 교육과 지식 등을 집약한 상태로 기업가적인 설문을 이행하였을 경우 경영성과로 드러날 수 있는 통계적 수치는 얼마나 나타날까? 연구자 의도로 검증하게 되었다. 따라서 구성원들의 평소 교육과 지식 등 집약된 상태는 경영성과를 높이기 위해 노력하고 있음을 통계적 수치로 검증하였다. 이와 같이 연구결과를 바탕으로 본 연구는 관리자를 중심으로 실증분석을 통해 경영성과를 향상시킬 수 있는 매개변수를 검정하려 했고, 더 나아가 경영성과를 향상시킬 수 있는 학문적, 실무적 그리고 창업과도 연계한 시사점을 도출하려 했다.

Keywords

References

  1. Ahn, T. U., & Kang, T. W.(2019). The Impacts of Startups Entrepreneurship on Business Performance: Focused on the Mediating Effect of Dynamic Capabilities. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 14(4), 39-49.
  2. Arnett, D. B., Laverie, D. A., & McLane, C.(2002). Using job satisfaction and pride as internal-marketing tools. Cornell hotel and restaurant administration quarterly, 43(2), 87-96. https://doi.org/10.1177/001088040204300209
  3. Bass, B. M.(1985). Leadership: Good, better, best. Organizational dynamics, 13(3), 26-40. https://doi.org/10.1016/0090-2616(85)90028-2
  4. Bong, J. H., Kim, H, S., & Choi, H. J.(2019). Authentic leadership and customer orientation. Korean Journal of Hospitality & Tourism, 28(6), 83-92. https://doi.org/10.24992/KJHT.2019.08.28.06.83.
  5. Bowman, E. H., & Singh, H.(1993). Corporate restructuring: Reconfiguring the firm. Strategic Management Journal, 14(S1) 5-14. https://doi.org/10.1002/smj.4250140903
  6. Burns, J. M.(1978). Leadership and followership, Leadership. 18-23.
  7. Byeon, J. Y., Lee, S. G., & Gang, S. B.(2018). The Effect of Customer Orientation on Management Performance in the Sixth Industry: Focusing on the Moderating Effect of Environmental Orientation. The Korean Society of Business Venturing: Conference Papers, 35-40.
  8. Cho, C. H., & Kim, S. A.(2007). The Effect of Service Quality on Service Value and Customer Satisfaction in the Exhibition Fair: Focusing on the KIAF. Journal of Korea Service Management Society, 8(2), 151-174. https://doi.org/10.15706/jksms.2007.8.2.007
  9. Cho, H. J., & Kim, S. S.(2018). The Effects of Customer Orientation of Delivery drivers on Service Quality and Management Performance of Third Party Logistics Firms. Journal of Korea Service Management Society, 19(4), 73-96. https://doi.org/10.15706/jksms.2018.19.4.004
  10. Cohen, E.(1984). The sociology of tourism: approaches, issues, and findings. Annual review of sociology, 10(1), 373-392. https://doi.org/10.1146/annurev.so.10.080184.002105
  11. Covin, J. G., & Slevin, D. P.(1991). A conceptual model of entrepreneurship as firm behavior. Entrepreneurship theory and practice, 16(1), 7-26. https://doi.org/10.1177/104225879101600102
  12. Deluga, R. J.(1988). Relationship of transformational and transactional leadership with employee influencing strategies. Group & Organization Studies, 13(4), 456-467. https://doi.org/10.1177/105960118801300404
  13. Fornell, C.(1992). A national customer satisfaction barometer: the Swedish experience. Journal of marketing, 56(1), 6-21. https://doi.org/10.1177/002224299205600103
  14. Fournet, G. P., Distefano Jr, M. K., & Pryer, M. W.(1966). Job satisfaction: Issues and problems. Personnel psychology, 19(2), 165-183. https://doi.org/10.1111/j.1744-6570.1966.tb02026.x
  15. Fullam, C., Lando, A. R., Johansen, M. L., Reyes, A., & Szaloczy, D. M.(1998). The triad of empowerment: Leadership, environment, and professional traits. Nursing Economics, 16(5), 254-259.
  16. Gwinner, R. F.(1968). Base Theory In Formulation of Sales Strategy. MSU Business Topics-Michigan State Universtiy, 16(4), 37-44.
  17. Hair, Jr, J. F., Black, W. C., Babin, B. J., Ande3rson, R. E., & Tatham, R. L.(2010). SEM: An introduction. Multivariate data analysis: A global perspective. 629-686.
  18. Hater, J. J., & Bass, B. M.(1988). Superiors' evaluations and subordinates' perceptions of transformational and transactional leadership. Journal of Applied psychology, 73(4), 695. https://doi.org/10.1037/0021-9010.73.4.695
  19. Hong, S. H., & Park, H. J.(2019). A Study on the effects of Supervisory Support and Peer Support on Job Satisfaction and Customer Orientation of Airline Cabin Crew. Journal of Tourism Enhancement, 7(3), 39-56. https://doi.org/10.35498/kotes.2019.7.3.039
  20. Huh, Y, D., & Hong, W. G.(2018). Effects of the Job Environment of Korea Cultural Tourism Commentators on the Relationship between Job. Satisfaction and Business Performance Journal of Tourism and Leisure Research, 30(11), 531-547. https://doi.org/10.31336/JTLR.2018.11.30.11.531
  21. Jeon, Y. D., Lee, J. H,, & Kim, D. G.(2018). Effects of Interactive Use of PMS on Business Performance: Focused on Procedural Fairness, Job Satisfaction. Korean International Accounting Review, 82, 1-23.
  22. Jung, Y. J., & Jeon, H. J.(2018). The Effect of Leadership Characteristics of CEO on Internal Customer Satisfaction & Managerial Performance:Moderate Effect with Reputation & Size of Hospital. Journal of Korea Service Management Society, 19(1), 177-197. https://doi.org/10.15706/jksms.2018.19.1.009
  23. Kang S. J.(2007). The tragic ambiguity and its subversive meaning in The White Devil. Studies on English Language & Literature, 33(4), 1-19. https://doi.org/10.21559/AELLK.2007.33.4.001
  24. Kim, K. A., & Lee, H. C.(2019). The effect of internal marketing of a hotel on job satisfaction of internal customers: Focused on the moderating effects of emotional intelligence. International Journal of Tourism and Hospitality Research, 33(3), 155-168. https://doi.org/10.21298/IJTHR.2019.3.33.3.155
  25. Kim, H. E., & Park, S. U.(2019). The Effect of Job Satisfaction of Hair Designer on Business Performance. Journal of the Korean Society of Cosmetology, 25(3), 563-570.
  26. Kim, H. J., & Lim, K. U.(2018). The effect of internal marketing of low-cost airlines on job satisfaction, organizational commitment, and customer orientation of cabin crew. International Journal of Tourism and Hospitality Research, 32(8), 83-98. https://doi.org/10.21298/ijthr.2018.08.32.8.83
  27. Kim, J. W.(2007). A Study of the Satisfaction with Duty of Men in Postal Services and Their Cusomer-orientation. The Korea Service Management Society, 8(4), 59-88. https://doi.org/10.15706/jksms.2007.8.4.003
  28. Kim, N. R., & Kim, J. W.(2018). The Structural Relationships between the Internal Marketing, Market Orientation, Business Performance in Golf Brand. Korean Journal of Sports Science, 27(2), 479-490. https://doi.org/10.35159/kjss.2018.06.27.2.479
  29. Kim, S. J.(2014). Effects of Self Leadership on the Customer Oriented Public Service: A Case of Local Government Public Officials. Journal of the Korea Contents Association, 14(11), 713-721 https://doi.org/10.5392/JKCA.2014.14.11.713
  30. Kim, T. Y., & Lee, S. N.(2018). The Mediating Effect of Job Satisfaction on the Relationship between Internal Marketing and the Customer Orientation of Employees in the Beauty Service Industry. Asian Journal of Beauty and Cosmetology, 16(4), 555-567. https://doi.org/10.20402/ajbc.2018.0252
  31. Lee, E. J., kim, I., & Hwng, S. J.(2011). A Study on the Effects of Internal Marketing Factors of Fashion Brands on Job Satisfaction and Customer Orientation of Salespersons: Focusing on Salespersons of Fashion Brands Targeting Middle-aged Customers. Journal of the Korean Society of Fashion Design, 11(3), 29-45.
  32. Lee, H. J.(2018). The effect of hotel middle managers' fun leadership onself-efficacy and customer orientation. International Journal of Tourism and Hospitality Research, 32(11), 127-139. https://doi.org/10.21298/ijthr.2018.11.32.11.127
  33. Lee, H. M., & Oh, Y. H.(2018). A Study on the Effects of Internal Marketing Elements on the Job Satisfaction, Organizational Commitment, Turnover Intention and Customer Orientation. Korean Jouranl of Business Administration, 31(1), 49-74. https://doi.org/10.18032/kaaba.2018.31.1.49
  34. Lee, H. S., Kim, Y., & Lee, Y. K.(1998). Market Orientation and Business Performance: Mediating Roles of Employees Satisfaction, Customer Satisfaction, and Corporate Image. korean management review, 27(1), 157-184.
  35. Lee, J. S.(2018). Effects of Transformational Leaderships of Hotel Managers on Job Satisfaction and Efficacy. Journal of Tourism and Leisure Research, 30(2), 493-507.
  36. Lee, S. H.(2005). The Effects of Empowerment on Job Satisfaction and Organizational Commitment. International Journal of Tourism and Hospitality Research, 19(3), 95-108.
  37. Lee, Y. N., & Jeon, A. U.(2019). The Influence of Airline Ground Staff's Job Competencies on Job Satisfaction and Customer Orientation. Journal of Tourism and Leisure Research, 31(9), 371-389.
  38. Lim, D. W.(2019). An Empirical Study on the Influence of Market Sensing Capacity on Internal Customer Satisfaction and Management Performance. Korean Management Consulting Review, 19(1), 159-173.
  39. Lim, S. E.(2018). The Effect of Purser's Transformational Leadership and Educational Service Quality on Business Performance in Airline. Tourism Research, 43(1), 185-205. https://doi.org/10.32780/KTIDOI.2018.43.1.185
  40. Oh, H. K., Park, S. S., & Won, M. Y.(2011). A Study on the Effect of K-Airline Cabin Team Leader's Capability to Leadership Satisfaction. Journal of Aviation Development of Korea, 1, 63-87.
  41. Oh, Y. S., & Byun, K. I.(2008). The Influence of Empowerment on Job-Satisfaction, Organizational Commitment and Customer Orientation in Hotel Kitchen Employees. Korea journal of tourism Research, 8(4), 59-88.
  42. Park, J. E., Kim, S. A., & Park, S. C.(2018). An Empirical Study in How the Internal Marketing Affects the Customer Orientation. The Journal of Professional Management, 21(4), 303-324.
  43. Park, S. Y., & Lee, D. H.(2019). The Effects of CEO' s Compassionate Rationalism Leadership Strategies on Innovation Activities and Business Performance in SMEs. Journal of society of Korea industrial and systems engineering, 42(3), 70-79. https://doi.org/10.11627/jkise.2019.42.3.070
  44. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P.(2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879. https://doi.org/10.1037/0021-9010.88.5.879
  45. Porter, L. W., & Steers, R. M.(1973). Organizational, work, and personal factors in employee turnover and absenteeism. Psychological bulletin, 80(2), 151. https://doi.org/10.1037/h0034829
  46. Rafiq, M., & Ahmed, P. K.(2000). Advances in the internal marketing concept: definition, synthesis and extension. Journal of services marketing, 14(6), 449-462. https://doi.org/10.1108/08876040010347589
  47. Reardon, K. K., & Enis, B.(1990). Communication Forum: Establishing a Companywide Customer Orientation through Persuasive Internal Marketing. Management Communication Quarterly, 3(3), 376-387. https://doi.org/10.1177/0893318990003003005
  48. Reichheld, F. F., & Sasser, W. E.(1990). Zero defeofions: Quoliiy comes to services. Harvard business review, 68(5), 105-111.
  49. Ryu, J. Y., Park, J. S., & Park, K. B.(2013). The Effects of Transformational Leadership on Job Satisfaction and Job Performance: Focused on Deluxe Hotel Culinary Staff. Culinary Science & Hospitality Research, 19(3), 194-208. https://doi.org/10.20878/cshr.2013.19.3.014014014
  50. Saxe, R., & Weitz, B. A.(1982). The SOCO scale: a measure of the customer orientation of salespeople. Journal of marketing research, 19(3), 343-351. https://doi.org/10.1177/002224378201900307
  51. Smith, D. H.(1999). The effective grassroots association II: Organizational factors that produce external impact. Nonprofit Management and Leadership, 10(1), 103-116. https://doi.org/10.1002/nml.10109
  52. Suh, C. J., Lee, S. K., & Song, I. B.(2018). The Effects of Ethical Management on Relationship Quality, Customer Orientation and Financial Performance: Focusing on Pharmaceutical Companies. Journal of Korea Service Management Society, 19(2), 77-97. https://doi.org/10.15706/jksms.2018.19.2.004
  53. Yi, S. W., & Hong, S. S.(2019). The Study on the Effect of the Authentic Leadership on the Business Performance: Focusing on the Mediating Effects of the Psychological Empowerment, Job Satisfaction and Job Performance. Global Business Administration Review, 16(2), 43-68. https://doi.org/10.38115/asgba.2019.16.2.43
  54. Yoon, H. S., Song, I. B., & Kim, Y. J.(2018). Influence of Personal Characteristics and Background Characteristics on Entrepreneurship and Perceived Business Performance in Entrepreneurs as Independent Business Owners of Network Marketing. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 13(4), 233-244. https://doi.org/10.16972/apjbve.13.4.201808.233
  55. Yoo, P. H., & Kwon, H. J.(1996). A Study on the Employee Segmentation and the Product Policy for the Internal Customers. Korea management review, 25(2), 245-279.
  56. Young, Y. H., Nam, K. S., & Lee, S. I.(2019). The Effects of Transformational Leadership and Transactional Leadership of SMEs's Managers on Job Satisfaction: Focusing on Mediating Effects of Leader Trust. Korean Review of Corporation Management, 10(3), 327-347. https://doi.org/10.20434/KRICM.2019.10.10.3.327
  57. Zairi, M., Letza, S. R., & Oakland, J. S.(1994). Does TQM impact on bottom-line results?. The TQM Magazine, 6(1), 38-43. https://doi.org/10.1108/09544789410052750