서비스 정당성 인식과 고객지향성과의 관계: 서비스 자기효능감의 매개효과와 고용불안 지각의 조절효과

The purpose of this study was to investigate how perceived service legitimacy affects service customer orientation and its mediated link through service self-efficacy. Also, we examine the perceived job insecurity moderates the relationship between perceived service legitimacy and service self-efficacy and conditional indirect effect reflected mediation and moderation effect. Based on the literature review, we establish the direct, mediate, moderate and moderated mediation effect hypothesis. Our research model is depicted as follow. For empirical test, survey method are performed and to overcome common method bias, ques tionnaires are collected by 2nd times. Total 357 questionnaires used for analysis. The results are as follows. First, perceived external and internal service legitimacy have positive impacts on service self-efficacy. Second, service self-efficacy has a positive impact on customer orientation. Third, perceived external and internal service legitimacy have positive impacts on customer orientation. further more service self-efficacy mediate between perceived external, internal service legitimacy and customer orientation. Fourth, perceived job insecurity have negative impact on service self-efficacy and moderate between internal service legitimacy and customer orientation. Under condition of high on perceived job insecurity, internal service legitimacy and customer orientation of positive relationship are decreased. Finally, service self-efficacy mediate internal service legitimacy and customer orientation relationship are significant low on perceived job insecurity that mean conditional indirect effect are reflected. Based on the results, we show perceived service legitimacy are critical determinant of service self-efficacy. Also if service company to devote to enhance employees customer orientation, they consider the build up legitimacy of service through service self-efficacy.