호텔 종사원이 지각한 기업 이미지가 고객지향성에 미치는 영향

Abstract

This study aims to examine the effect of corporate image perceived by hotel internal customers on customer orientation. For achieving this study purpose, existing literature reviews were investigated. After setting a research model and hypotheses based on the literature reviews, there was a survey with employees from 7 luxury hotels in Jeju Special Self-Governing Province and empirical analysis was conducted. In order to prevent that a total of 200 questionnaires are concentrated in one hotel, 20 to 30 questionnaires containing diverse demographic items were distributed to each hotel. A total of 180 questionnaires were collected, but finally, 174 questionnaires except 6 ones with unreliable responses were used for empirical analysis. For analysis, frequency analysis, reliability analysis, factor analysis, Pearson correlation analysis and regression analysis were carried out, and Sobel test was used to verify the mediating effect. The study results from empirical analysis are as follows. First, corporate images perceived by hotel internal customers had a significantly positive effect on self-efficacy of employees. A corporate image is classified into 3 factors. Factor 1 is 'CEO leadership' (6 attributes; a CEO respected by employees, autonomous job performance, value criteria for problem solving, a CEO respected by a local community, a CEO with management philosophy and congruence between CEO's behavior and instructions). Factor 2 is 'social behavior of the organization' (6 attributes, including the history of the organization influencing a boost in morale, the history to increase trust in the organization, a contribution to the development of consumers, feeling proud of the history and the tradition of the organization and the proud history of the organization). Factor 3 is 'external assessment' (3 attributes; holding a leading position compared to other companies and exerting an influence, high job preference and feeling proud of high position and treatment in the same field). In order to analyze the effect of corporate image on customer orientation, multiple regression analysis was carried out. As a result, all the three factors significantly influenced customer orientation. This means corporate images of hotels have a significant effect on self-efficacy of employees. Second, self-efficacy of employees had a significantly positive influence on customer orientation. This implies self-efficacy of employees significantly affects customer orientation. Third, corporate images of hotels had a significantly positive influence on customer orientation. Also, self-efficacy had a significant mediating effect in the relation between corporate images of hotels and customer orientation. Fourth, regression analysis was performed to identify if the effect of hotel corporate image on customer orientation depended on regular employment and non-regular employment. As a result, for regular employees, self-efficacy had a significant mediating effect in the relation between corporate images of hotels and customer orientation, whereas for non-regular employees, it had a significant full mediating effect. These study findings support the previous studies on corporate images of hotels and customer orientation and reveal that corporate images significantly influence customer orientation by the medium of self-efficacy of employees. Moreover, it was found that for regular employees, self-efficacy had a significantly positive influence on corporate images of hotels and customer orientation, but for non-regular employees, it had a significantly negative influence.