서비스혁신 활동이 서비스기업의 경쟁우위에 미치는 영향: 내부마케팅과 고객관계관리의 매개효과, 직원행동 조절효과 중심으로

In this study, we explored how service innovation, which was gaining increasing attention, affected internal marketing and customer relationship management, and again impacted a company's competitive advantage. We tried to find out how these relationships change in response to employee behavior. In addition, we tried to look at the substantial influence of such a research model through empirical research on what kind of difference there is depending on the categories of service company. The current study attempted to address the relationship among service innovation, internal marketing, customer relationship management and competitive advantage. In doing so, the current study identified service innovation, internal marketing, customer relationship management and competitive advantage based on the review of extant literature. In fact, as a result of empirical analysis targeting 152 service companies in Korea, it was clarified that service innovation had a positive (+) significant impact on internal marketing and customer relationship management, and internal marketing and customer relationship management had a positive (+) significant impact on competitive advantage. It also revealed that internal marketing and customer relationship manage- ment doubly and completely mediated the relationship between service innovation and competitive advantage. In the assessment of the moderating effect of employee behavior in the relationship among service innovation, internal marketing, customer relationship management and competitive advantage; in- ternal marketing and customer relationship management relationship, internal marketing and competitive advantage relationship, customer relationship management and competitive advantage relationship only were shown to have those effects. It was revealed that the effect of service innovation on internal marketing, customer relationship management, and competitive advantage was not adjusted. Finally, looking at the differences between categories of service companies, we found that internal marketing was significant only in the case of its impact on customer relationship management. Based on these research results, in this research, we proposed the direction of future research by presenting related academic practice suggestions and the limits clarified in this research.