• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.356-367
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• 2021

This study is a study on how much organizational leadership influences customer orientation so that it can secure and maintain a continuous competitive advantage in the rapidly changing environment of corporate management and public organizations. it was approached through theoretical consideration of pygmalion leadership. The purpose of this study is as follows. First, a conceptual definition of the three research variables of pygmalion leadership and its constituent atmosphere, feedback, and output is given. Second, the casual relationship between the conceptually defined three research variables of pygmalion leadership and self-efficacy and organizational commitment was verified. Third, the casual relationship was verified on the extent to which pygmalion leadership influences customer orientation through self-efficacy and organizational commitment, which are parameters. Fourth, through the verification result of the casual relationship between the research variables constituting the research model of this study. It was intended to present an implication. In addition, the significance of direct causal relationships between the research variables of pygmalion leadership, mediating variables, and dependent variables, which constitute the verified research models was verified, and the results of hypothesis testing were presented, and the academic and practical implications of the results of this study were presented.