관리자의 변혁적 리더십과 관계차원이 사업지향성과 내부마케팅 성과에 미치는 영향에 관한 연구

This study conducts an empirical analysis on the influence of managers' transformationalleadership on subordinates' performance, focusing on the mediate effects of subordinates' marketorientation and entrepreneurship, in the context of direct selling especially in Multi LevelMarketing (hereinafter MLM). This study also tests to verify whether there are any differences in the influences of managers'transformational leadership on subordinates' performance depending on alternative items ofleadership. For data collection, this study conducted a face-to-face survey with 290 MLMdistributors and all questionnaires were used for this analysis excepting questionnaires. As a statistic method, this study conducts regression analyses by dividing personal traits ofalternative items of leadership such as job ability, professional propensity. This regressionanalysis reveals that there is a positive(+) influence of managers' transformational leadership onsubordinates' performance, and there also is a mediate effect of subordinates' market orientationand entrepreneurship between managers' transformational leadership and subordinates'performance, with a positive(+) influence of subordinates' market orientation andentrepreneurship on subordinates' performance. And this analysis finds a significant influence ofmanagers' communication and trust on subordinates' market orientation and entrepreneurship, anda mediate effect of subordinates' market orientation and entrepreneurship is found, with apositive(+) influence of managers' transformational leadership, market orientation andentrepreneurship on downliners' performance. Therefore, this study shows that managers' transformational leadership is an important variableleading subordinates' performance, and subordinates' personal traits also are important variablesto their performance. As for management, it suggests if, in MLM industry, transformational leadership training tomanagers are more uld be probable limitations in proving causal relationship between independentand dependent variables due to sampling bias, measurement errors and statical methodsemployed.