기업의 디지털 전환이 기업성과에 미치는 영향: 고객 가치의 매개효과를 중심으로 = The Impact of Corporate Digital Transformation on Corporate Performance: Focusing on the Mediating Effects of Functional, Symbolic, Experiential, Emotional, and Social Values

다국어 초록 (Multilingual Abstract)

This study examined the impact of corporate strategy attributes, digital transformation, and dynamic capabilities on corporate performance through customer value. In particular, we are paying attention to the function of digital transformation that affects market performance such as corporate image and brand awareness, unlike traditional financial performance. As corporate strategy attributes, we examined the relationship between customer orientation and technology orientation with emotional and social values in addition to the traditional customer values of symbolic, functional, and experiential values. Digital quality was subdivided into system quality, information quality, and service quality. The relationship between three digital qualities and customer value was examined. In addition, dynamic capabilities, which have been covered in traditional strategic management research, were introduced as antecedent variables that affect market performance through the mediation of customer value at the same level as corporate strategy attributes and digital transformation. As an analysis method, an online survey was conducted targeting office workers working in domestic manufacturing, service, and IT-related companies, and the survey data of the final 114 respondents was used for empirical analysis. The specific analysis tool was the PLS structural equation model. Adopted. As a result of the analysis, the main facts discovered were as follows: 1) Neither customer orientation nor technology orientation had an effect on customer value as a corporate strategy attribute, and 2) information quality, as a component of digital transformation, had a significant relationship with customer value. No, system quality and service quality were found to affect different types of customer value. In addition, 3) all items of dynamic capability showed significant results on value, 4) among customer values, only social value affected the company's market performance, and 5) uncertainty did not appear to have an effect on the company's market performance.

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