호텔의 내부마케팅이 직무역량, 직무성과 및 고객지향성에 미치는 영향

Abstract

In recent years, the economy has developed and the quality of life and living standards of modern people have been continuously improved. As a result, the lifestyle has increased due to the increase of economic income, the leisure of life and the change of the level of education and labor- Travel, and leisure, and became increasingly popular for hotels that were regarded as exclusive properties in the upper floors. In particular, as the IT system developed, the online reservation system became popular and accelerated. As a result of the low cost carriers (LCC: Low Cost Carrier) and the increase of flights, the accessibility improved and the price competition among the hotel companies became more intense. The hotel industry is growing every year. Due to this social trend and trends in hotel industry, hotel companies that rely on human resources due to their hotel business characteristics will be very important factors in hotel management, such as securing appropriate hotel staff and ensuring that hotel employees have customer minds, customer service and job skills. This study was conducted for 9 employees of five - star hotels in Jeju Island. The offline questionnaires and the online questionnaires were used for the purpose of improving the completeness of the research. From September 18 to October 2, 2018, a survey was conducted for a total of 14 days. The questionnaire was used for the empirical analysis of 306 (93.4%) out of the total 320 items. The empirical analysis was conducted using the SPSS 20.0 program Respectively. For the analysis of data, exploratory factor analysis and reliability analysis were conducted for basic analysis, and then factors were analyzed through descriptive statistics and correlation analysis. Finally, hypothesis on the research model was finally verified through simple regression and multiple regression analysis. First, in relation to Hypothesis 1, The researcher analyzed the effect of hotel internal marketing on job competence. As a result, it showed that the subordinate factor of hotel internal marketing had a significant effect in order of authority delegation and education and training. Internal communication was not significant. Second, in relation to Hypothesis 2, job competence has a significant effect on job performance as a result of analyzing the effect of job competence on job performance. As a result of this study, the highest explanatory power and influence factor . Third, in relation to Hypothesis 3, we analyzed the effect of job competence on job performance. As a result, job competency had a significant effect on customer orientation. In order to improve the competence of hotel employees, employees are required to make judgments and decisions based on situations when they respond to customers, trust and confidence in employees, respect for originality and discretion, and so on. In addition, it is important to invest in continuous educational investment in employees through in-house marketing during hotel marketing and to improve practicality by improving practicality of education contents and improve productivity and efficiency of hotels. do. Job competence has a significant effect on job performance. In order to improve job performance, it is necessary to improve job competence. It is important to establish systematic institutional and policy strategies to delegate authority to enhance job performance. It is very important to maintain and invest in education such as OJT, Roll Play, Product Knowledge, Hotel Information, and Customer Satisfaction. . Job competence has a significant effect on customer orientation. This suggests that a high level of job competence will improve the stability of the work and the mind management ability, so that the customer orientation will be smoothly generated and the worker will be able to work more actively and promptly than other employees. Finally, through this study, it is expected to be utilized as useful information for better hotel management environment and competitiveness, such as change in perception of the importance of hotel manpower and strategy, I hope that the related research will be helpful for academic and practical purposes.