외식업체 종사자의 고객지향성이 조직성과에 미치는 영향에 관한 연구
The Effects of Employed Customer Orientation on Organizational Performance in Foodservice Industry
- 발행기관 강릉대학교 대학원
- 지도교수 최웅
- 발행년도 2009
- 학위수여년월 2009. 2
- 학위명 박사
- 학과 및 전공 관광학과
- 원문페이지 vi, 129 p.
- 본문언어 한국어
초록/요약
The purpose of this study is to analyze influencing and moderating factors of customer orientation among restaurant employees, and its effect on organizational performance. The empirical analysis of this research was taken from restaurant employees in both Seoul and Kyonggi Province. A total of 300 questionnaires were distributed from July 1st to July 30th, 2008, and 217 samples (72.3%) were used for an empirical analysis. AMOS Ver. 4.0 and SPSS Ver 13.0 were employed to analyze the unidimensionality of research concepts and reliability test and confirmatory factor analysis were performed. It was also used multiple correlation analysis to verify for bias validity. Both structural equation modeling and hierachical regression analysis were employed to verify research hypotheses. Personal and organizational characteristics were adopted as influencing factors of customer orientation among restaurant employees, and organizational commitment and organizational citizenship behavior were adopted as organizational performance of this research. Exploratory factor analysis on customer orientation identified three underlying dimensions; customer needs recognition, service enhancement, and customer needs fulfillment. Exploratory factor analyses identified five underlying dimensions of personal characteristics as external, openness, amiable, stable, sincere, and four underlying dimensions of organizational characteristics as rewards, training, empowerment, support from management. The findings and implications can be summarized as follows: First, there were significant effect of customer orientation on both organizational commitment and organizational citizenship behavior. The results highlight the importance of recruitment. It is very important to hire the right personnel from the beginning. Second, there was significant effect of support from management on customer orientation. It implies that the role of management is crucial in implement of customer orientation among employees. Third, there was also significant effect of empowerment on customer orientation. It implies that empowerment helps employees respond fast to customer needs or wants. On the contrary, there was no significant relationships between rewards or training and customer orientation. It implies that both rewards and training mediate job satisfaction before customer orientation, which also proves the importance of empowerment in the implementation of customer orientation. Fourth, there were significant effect of both service enhancement and customer needs fulfillment on organizational commitment. And there was significant effect of customer needs recognition on organizational citizenship behavior. Those results imply that customer orientation worked for organizational performance such as organizational commitment and organization citizenship behavior. Fifth, external, amiable, and openness of personal characteristics showed significant moderating effect between organizational characteristics and customer orientation. It implies that personal characteristics such as external, amiable, and openness are necessary among employees in effective implement of customer orientation. It also highlights the importance of hiring right personnel in restaurant business. Conclusively, the results of this study generally support the hypothesized model and provide strong support for the idea that the relationships between organizational characteristics and customer orientation, and organizational performance, and personal characteristics have moderating effects in the relationships between organizational characteristics and customer orientation. The proposed model provides restaurant managers with valuable information for hiring and controlling employees in order to build a successfully competitive organization.
more목차
제 1 장 서 론 = 1
제 1 절 문제의 제기 = 1
제 2 절 연구의 목적 = 3
제 3 절 연구의 방법 및 범위 = 5
제 2 장 이론적 고찰 = 7
제 1 절 고객지향성 = 7
1. 고객지향성의 개념 = 7
2. 고객 지향성의 요인 = 9
제 2 절 개인특성 = 13
1. 개인의 성격 = 13
2. 성격이론 = 14
3. 5요인 성격모델 = 19
제 3 절 조직특성 = 22
1. 조직특성의 개념 및 유인효과 = 22
2. 조직특성 요인 = 25
제 4 절 조직성과 = 34
1. 조직몰입 = 34
2. 조직시민행동 = 40
제 3 장 연구설계 = 47
제 1 절 연구모형 및 가설의 설정 = 47
1. 연구 모형 = 47
2. 연구가설의 설정 = 48
제 2 절 변수의 조작적 정의 및 측정도구의 선정 = 52
1. 고용형태 = 52
2. 고객지향성 = 52
3. 개인특성 = 53
4. 조직특성 = 54
5. 조직성과 = 54
제 3 절 표본의 설계 및 분석방법 = 56
1. 표본의 설계 = 56
2. 분석방법 = 57
제 4 장 실증분석 = 58
제 1 절 표본의 일반적 특성 = 58
제 2 절 측정변수의 기술분석 = 59
1. 고객지향성에 대한 기술분석 = 59
2. 개인특성에 대한 기술분석 = 60
3. 조직특성에 대한 기술분석 = 62
4. 조직성과에 대한 기술분석 = 63
제 3 절 신뢰성 및 타당성 검정 = 65
1. 고객지향성에 대한 신뢰성 및 타당성 검정 = 65
2. 개인특성에 대한 신뢰성 및 타당성 검정 = 67
3. 조직특성에 대한 신뢰성 및 타당성 검정 = 69
4. 조직성과에 대한 신뢰성 및 타당성 검정 = 70
5. 연구개념에 대한 집중타당성 및 판별타당성 = 72
제 4 절 연구가설 검정 = 75
1. 조직특성과 고객지향성 그리고 조직성과의 인과관계 = 75
2. 조직특성과 고객지향성의 영향관계에서 개인성격의 조절효과 = 79
제 5 장 결 론 = 102
제 1 절 연구의 요약 = 102
제 2절 연구결과의 시사점 및 한계점 = 105
참고문헌 = 109
ABSTRACT = 121
설문지 = 125
