무역항 운영조직의 시장지향성이 공급사슬성과와 경영성과에 미치는 영향: 부산항과 인천항을 중심으로

국문 초록 (Abstract)

항만운영조직의 시장지향성이란 항만운영조직이 고객니즈와 선호 등과 같은 정보를 시장에서 획득한 이후 이러한 정보에 기초하여 기업 활동을 수행하여야 할 뿐만 아니라 경쟁세력과 법적, 제도적 규제체제를 고려하여야 함을 의미한다. 그러므로 동태적인 경영환경에서 항만마케팅 담당자들은 고객니즈 변화와 경쟁항만의 행동에 대한 즉각적인 대응을 위하여 지속적인 마케팅믹스 변화관리를 효과적으로 수행하여야 한다. 이상에서와 같은 연구배경을 바탕으로 본 논문에서는 항만운영조직의 시장지향성이 공급사슬성과와 경영성과에 어떠한 영향을 미치는지를 확인하고자 하였다. 제안된 연구가설의 검증결과에 따르면, 시장지향성이 공급사슬성과에 직접적인 영향을 미치며 경영성과에 간접적인 영향을 미치는 것으로 나타나 시장지향성과 경영성과간의 인과관계에서 공급사슬성과의 매개효과를 확인할 수 있었다.

다국어 초록 (Multilingual Abstract)

Market orientation of a port implies that a business obtains information from customers about their needs and preferences and then takes action based on that information, while considering competition and regulations. In a dynamic environment as a inter-port competition, port marketers continuously modify their offering mix in response to and in anticipation of changing needs and competing ports’ actions. Such consistent efforts by a market-oriented port narrow the perceptual gap between the firm’s management and its customers. The purpose of this paper is to demonstrate the relationship among market orientation, supply chain performance, and management performance in port industry and provide some managerial findings for developing port marketing strategy. According to the empirical results, it is analyzed that the market orientation have some positive influences on supply chain performance and management performance of a port. Supply chain performance as a mediator accounted for the relationship between market orientation and management performance. The managerial findings of this research are also briefly discussed.

목차 (Table of Contents)

• 요약
• I. 서론
• II. 이론적 배경 및 연구가설
• 2.1 시장지향성 (market orientation)- 132 -
• 2.2 공급사슬성과 (supply chain performance)
• 2.3 경영성과 (management performance)
• 2.4 연구가설의 도출
• III. 연구방법
• 3.1 자료수집
• 3.2 측정도구의 개발
• IV. 분석결과
• 4.1 표본의 인구통계학적 특성
• 4.2 측정모형
• 4.3 구조모형
• V. 결론 및 시사점
• 참고문헌
• Abstract

참고문헌 (Reference)

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