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The Mediation Effect of Female Customer Orientation on the Relationship between Womenomics and Product Sales
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논문 기본 정보

Type
Academic journal
Author
Park Hyun-Jung (충북대학교) Choi Hyang Mi (충남대학교)
Journal
한국무역연구원 무역연구 무역연구 제18권 제1호 KCI Accredited Journals
Published
2022.2
Pages
105 - 115 (11page)
DOI
http://dx.doi.org/10.16980/jitc.18.1.202202.105

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The Mediation Effect of Female Customer Orientation on the Relationship between Womenomics and Product Sales
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Abstract· Keywords

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Purpose ? The purpose of this paper is to investigate whether the expansion of female participation affects product sales and how female workers can enhance female customer orientation related to product sales. It sheds light on market orientation to comprehensively understand the impact of womenomics from the two perspectives of the labor force and consumers. Design/Methodology/Approach ? Using longitudinal data from the Korean Women Manager Panel Survey conducted by Korean Women's Development Institute from 2016-2018, the study examined the effect of womenomics on product sales and the mediation effect of female customer orientation on the relationship. Findings ? Results indicate that a female CEO, the ratio of female directors, and the educational background of female employees did not positively affect product sales. Only the ratio of female full-time employees was positively associated with product sales. The level of identifying women's needs and reflecting them in strategies fully mediated the relationship between the ratio of female full-time workers and product sales. Research Implications ? Increasing female employees may enhance female customer orientation by improving products/services or better fulfilling customer needs If such market orientation is not guaranteed, the effect of womenomics is limited. The findings contribute to establishing corporate cultures for gender equality and strategic management orientation.
#Female Customer Orientation #Product Sales #Womenomics

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