서비스업의 기업가지향성이 사업성과에 미치는 영향 - 학습지향성의 매개역할을 중심으로 - (Entrepreneurial Orientation in Service Industry's Effect on Business Performance -Focusing on the Mediating Role of Learning Orientation-)

서지정보

· 발행기관 : 한국서비스경영학회
· 수록지 정보 : 서비스경영학회지 / 14권 / 3호 / 55 ~ 78페이지
· 저자명 : 유봉호

초록

Since most beauty service shops are begun for earning income of livelihood type in small shops, the promotion aspects of organizational culture like the entrepreneurial orientation or the learning orientation are relatively lacked. Especially, the skin-care service industry is very dependent on the economic state, so many skin-care shops suffer from current economic slump. At a such time, the organizational members' cohesion is the most important. Therefore in order to reinforce the members' cohesion and to enhance the business performance, the skin-care shops should make the entrepreneurial / learning orientation organizational atmosphere. With such issues, this study empirically analyzed the learning orientation's mediation role in the relationships between the entrepreneurial orientation and the business performance.
For the purpose, this study conducted a survey owners of some small skin-care shops in Korea and statistically analyzed the 101 copies of questionnaire. The result of analysis as follows:First, it was found that the risk taking and the practiveness significantly influenced on the learning orientation. The result indicated that they were the antecedent variables for the learning orientation. Second, the learning orientation was appeared to positively influence on the business performance. Eventually in order to enhance the affective, quantitative performances, the owners should inspire the learning orientation to their employees. Third, as the core point of this study, it was identified that the learning orientation had the mediation effect between the both variances of risk taking and practiveness and the quantitative business performance. Also the practiveness demonstrated the learning orientation's mediating effect on the affective performance. Eventually, these results indicated that the proactive, risk taking organizations in the skin-care service industry, the learning orientation's role is very important in order to increase the business performance.
Based on the above findings, this study tried to provide theoretical and empirical implications related to the beauty service organization's management by clearly investigating the correlation among service organization's cultural variables.

영어초록

Since most beauty service shops are begun for earning income of livelihood type in small shops, the promotion aspects of organizational culture like the entrepreneurial orientation or the learning orientation are relatively lacked. Especially, the skin-care service industry is very dependent on the economic state, so many skin-care shops suffer from current economic slump. At a such time, the organizational members' cohesion is the most important. Therefore in order to reinforce the members' cohesion and to enhance the business performance, the skin-care shops should make the entrepreneurial / learning orientation organizational atmosphere. With such issues, this study empirically analyzed the learning orientation's mediation role in the relationships between the entrepreneurial orientation and the business performance.
For the purpose, this study conducted a survey owners of some small skin-care shops in Korea and statistically analyzed the 101 copies of questionnaire. The result of analysis as follows:First, it was found that the risk taking and the practiveness significantly influenced on the learning orientation. The result indicated that they were the antecedent variables for the learning orientation. Second, the learning orientation was appeared to positively influence on the business performance. Eventually in order to enhance the affective, quantitative performances, the owners should inspire the learning orientation to their employees. Third, as the core point of this study, it was identified that the learning orientation had the mediation effect between the both variances of risk taking and practiveness and the quantitative business performance. Also the practiveness demonstrated the learning orientation's mediating effect on the affective performance. Eventually, these results indicated that the proactive, risk taking organizations in the skin-care service industry, the learning orientation's role is very important in order to increase the business performance.
Based on the above findings, this study tried to provide theoretical and empirical implications related to the beauty service organization's management by clearly investigating the correlation among service organization's cultural variables.

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