내부시장지향성이 조직동일시를 통해 조직시민행동과 혁신행동에 미치는 영향 : 심리적 계약위반의 조절효과

Recently, companies are struggling to come up with strategies to respond to the rapidly changing business environment and diverse consumer needs and grow. In particular, SMEs and service companies are paying more attention to employees' attitudes and behaviors toward the organization because the role of employees is important in the success or failure of companies compared to other industries. Therefore, this study aims to confirm the effect of corporate internal market orientation on employees' attitudes and behaviors. Specifically, it is intended to verify whether internal market orientation improves organizational citizenship behavior and innovative behavior through organizational identification, and to confirm the neg- ative impact of employee-perceived psychological contract breach on the relationship between employee attitudes and behaviors. For the study, a questionnaire was constructed based on previous studies, and a questionnaire was conducted on employees engaged in small and medium-sized enterprises in the metropoli- tan area and Chungcheong-do to carry out this. A total of 315 copies of data were collected and analyzed through 310 copies excluding 5 copies of unfaithful answers, and the results are as follows. First, it was found that internal market orientation improves organizational identification. Second, it was found that the higher the employee perceives organizational identification, the more positive the organizational citizenship behavior and innovative behavior. Third, it was confirmed that internal market orientation had a positive (+) effect on organizational citizenship behavior and innovative behavior. Fourth, it was found that psycho- logical contract breach weakened the relationship between organizational identification and in- dividual-oriented organizational citizenship behavior and innovative behavior, but it was confirmed that it did not affect the relationship with organizational citizenship behavior. Fifth, it was found that organiza- tional identification mediates the relationship between internal market orientation and organizational citizen- ship behavior and innovative behavior. As a result of the study, it was confirmed that the company's internalmarket orientation could actually increase the efficiency of corporate performance without having a positive effect on employees' attitudes and behaviors. It is also confirmed that employee perceived of psychological contract breach can express negative feelings about the organization in a way that is difficult for the organ- ization to recognize, providing implications for the entity to develop strategies for maintaining stable employ- ment relationships with its employees.