서비스 기업의 시장지향성이 기업의 장기적 성과에 미치는 영향

An Investigation into the Effects of Market Orientation on Long Term Performance of Service Corporation

This study investigates the relationship between market orientation and organizational citizenship behavior. And how rationality of organizational structure, rationality of middle manager, rationality of performance estimation play a mediating role between market orientation and organizational citizenship behavior. In addition, this study investigates whether organizational citizenship behavior improve business performance. In this study, author regard organizational citizenship behavior as long term performance of service corporation. The results can be summarized as follows: First, the greater the market orientation, the greater the rationality of organizational structure. Second, the greater the market orientation, the greater rationality of middle manager. Third the greater the market orientation, the greater the rationality of performance. Fourth, the relationship between rationality of organizational structure and organizational citizenship behavior. Fifth, the greater the rationality of middle manager, the greater the organizational citizenship behavior. Sixth, the greater the rationality of performance, the greater the organizational citizenship behavior. Finally, a positive relationship appeared to exist between organizational citizenship behavior and business performance.