한국생산성학회

Today's service industry such as bank, banker’s customer orientation is more and more important because of service employees who exhibit a high degree of customer orientation engage in behaviors that increase the satisfaction of their customers and leading to competitive advantage and profit for service firms faced uncertain and competition environment to survival. So that many researchers have been conducted researches to identify antecedents variables of customer orientation. Based on the this research focus, we draw the perceived vision salience and CSR(corporate social responsibility) legitimacy are critical determinants of customer orientation that aim of this research was to investigate perceived vision salience and CSR legitimacy on the bankers’ customer orientation. Also we focus on domain-specific self-efficacy of service context are mediated between those of relationship based on the social cognitive theory(Bandura, 1989). After literature review, we proposed main effect and mediating effect hypothesis. To test hypothesis, survey method are performed which sample was set for K Bank located in Gwangju. The survey period was conducted twice in early June and late August 2019, with a time gap of about 3 months to overcome common method bias problem. Total 180 questionnaires used for analysis. The results are as follows. First, perceived vision salience have significantly positive impact on bankers’ customer orientation. however, perceived CSR legitimacy does not. Second, perceived vision salience and CSR legitimacy have significantly positive impact on service self-efficacy. Third service self-efficacy mediated relationship between perceived vision salience, CSR legitimacy and customer orientation. we found that bank show salient and shared the vision are beneficial to the bankers’ appropriate behavior when interacting with customers. Also bankers who perceive CSR activity of their bank is legitimate are more likely to engage in high level of service self-efficacy and then high on service self-efficacy leading to bankers’ understanding of customers' requirements for the effective delivery of needs and preferences and obtaining information through effective communication, and creating additional value. Managerial perspective, an organization should strive to develop, maintain enhance customer orientation to articulate salient vision and CSR activity are legitimated, and provide an insight into the necessary for the development of a customer orientation.