해운기업의 서비스지향성과 조직구성원의 고객지향성 및 만족이 기업성과에 미치는 영향

Abstract

The purpose of this study is to analyze the relationship between employee satisfaction of shipping company in improving business performance via service orientated efforts and customer oriented attitude in continuously providing service to customers vis-a｀-vis business performance, and analyze its effect empirically.

In order to achieve the purpose of this study, literature survey and review related to service orientation, customer orientation, employee satisfaction and business performance were carried out and constructed research model. The data investigating the effect of service orientation, customer orientation and employee satisfaction to business performance in shipping company were collected from 244 persons working in shipowner's companies registered with Korea Shipowner's Association along with branches/agencies of foreign shipowner's companies located in Korea by the use of questionnaire method. For analyzing the data, multivariate data analysis method such as frequency, reliability, factor analysis and multi-regression analysis were utilized accordingly.

The final results and conclusions are as follows

determine factors that deserve to be strengthened or revised vis-a｀-vis their goals so that they can form realistic marketing strategy to heighten their competitiveness.

1) Bestowing adequate rights and responsibilities upon workers to quickly respond to customer demand and work situations is mostly important in conceptualizing a marketing system in which employees grasp customer needs and provides customer satisfactory services. It is also important for managers to exercise leadership on the organizational atmosphere by acquiring a certain entrepreneurial philosophy and attitude in order to acquire the employees invest time and effort to generate profits through long-run customer relations.

2) Education and training aimed at developing employee personnel's capacity to provide outstanding service are mostly important to level up their satisfaction on their duties, allow them to embody their development value in the future of and within the company as one, and make them devote to providing outstanding customer service. These should be considered along with compensation and incentives towards human resource personnel who provide outstanding service.

3) The creation of an environment in which employees take pride of their company and make commitments to the company's goals should be prioritized to let them respond to customers with marketing concept position. Moreover, both executives and managers should enhance workers？ work satisfaction to promote customer relations and provide excellent service.

4) Entrepreneurs and managers of shipping companies should consider the relationship with clients to improve business performance so that employees may provide high quality service to and closely interact with customers at their desired time. Entrepreneurs and managers should also maintain and improve the organization so that it responds to post-service process and attract new customers.

5) A corporation should acknowledge that providing employees with commitments and compassion to the company as well as creating an environment in which they can work with pride and determination act as a crucial factor in boosting business performance.

6) Instructing the employees who are closest to customers knowledge and technology necessary to improve service providing ability and acquire expertise, as well as giving them incentives to continuously provide quality service are methods to maximize business performance.

Based on the empirical analysis, this project aims at guiding shipping companies to: equip with service and customer-oriented system to fulfill needs of a variety of customers and provide them with excellent service