팔로워십이 영업‧마케팅 직군 구성원의 고객지향성에 미치는 영향 : 정서적 조직몰입을 통한 조직지원인식의 조절된 매개효과

Recent studies have shown that the followership of organizational members has a positive effect on organizational effectiveness variables such as job satisfaction and organizational commitment. It was also found that followership has a positive effect on task performance and contextual performance, which is the general and fundamental expectation that an organization expects from its members. This study was conducted on members of the sales and marketing divisions who primarily perform customer duties to verify the effectiveness of followership on the performance of the employees in those divisions. The research model validated in this study is shown below. The main results from the rigorous statistical analysis are as follows. A confirmatory factor analysis showed that the key fit index of the model were acceptable. All the variables used in the analysis showed that both the convergent and discriminant validity were acceptable. Subsequently, the effect of followership on customer orientation was verified by the mediation model which separating the effect of followership into direct and indirect effects through affective organizational commitment. Verification has shown that both direct and indirect paths have significant positive effects. The above-mentioned model was then verified for the moderated mediation effect by considering perceived organizational support as a moderator between followership and affective organizational commitment. The results of the verification showed that the moderation effect of perceived organizational support on the mediation effect of affective organizational commitment was significant. Specifically, the effect of perceived organizational support on customer orientation by moderating the mediation effect was stronger for the employees with lower followership. These findings confirm that followership is a major precursor to positive customer orientation for members of the sales and marketing divisions. In this relationship, the moderated mediation effect of perceived organizational support through affective organizational commitment was also identified, resulting in multi-faceted organizational considerations for enhancing the customer oriented performance. For example, to enhance affective organizational commitment that mediates the relationship between followership and customer orientation, variables such as leadership and organizational justice could be considered which are closely related with both followership and affective organizational commitment. In addition, strategic organizational support considering the sub-dimensional status of followership could be taken into account based on complementary role of organizational support between followership and affective organizational commitment. Based on these findings, the implications and limitations of the research were discussed.