카지노 직무교육이 카지노 딜러의 자긍심, 조직몰입, 고객지향성에 미치는 영향

다국어 초록 (Multilingual Abstract)

ABSTRACT

The Effects of "Job Training" on Casino Dealer's self-esteem, Commitment for Organization and Customer Orientation.

Sang-Woon Lee
Department of Hotel Management
The Graduate School of Tourism
Sejong University

Casino dealers are members who face customers for the most time at the service encounter and perform their job due to the nature of business in casino firms. With the diversity of customers' desires and the rise of service level, the education and training for casino dealers who work at the encounter are not optional but compulsory for casino firms. Human services of casino dealers, who contact with customers to produce and sell services, must be therefore improved. And to do so, what is most important is to cultivate casino dealers of talent through efficient training by recognizing a need for their job training.
This study puts emphasis on understanding the effects of casino dealers' job training on their self esteem, organizational commitment and customer orientation in casino firms. The purpose of this study was to propose the direction of their job training by understanding the actual effects of their job training in casino firms through a literature review on the current status of casino industry, their job training, self-esteem, organizational commitment and customer orientation.
Based on the preceding researches, hypotheses, which need to verify in a positive analysis, were set by the classification into job training, self-esteem, organizational commitment and customer orientation. 6 hypotheses of the effects of job training on self-esteem, organizational commitment and customer orientation, the effects of self-esteem on organizational commitment and customer orientation, and the effects of commitment on customer orientation were suggested. Total 3 factors were derived from a factor analysis of casino dealers' job training, which got each factor set up with a name of their job training, service training, job competency training.
Research subjects for hypothesis testing were selected as “S” casino dealers in Seoul to carry out a survey. Total 400 questionnaires were distributed and 390 questionnaires were collected. 385 questionnaires among collected 390 questionnaires were used for analysis data.
First, casino dealers' job training had a significant effect on their self-esteem in order of their job training, service training and job competency training by independent variables. Casino dealers have to recognize the importance and value of their job to show positive and active behaviors because they have high self-esteem of their job attitude. In other words, their job training is an important factor to improve their self-esteem.
Second, their job training had a significant effect on their customer orientation in order of their service training and job competency training by independent variables. In other words, to improve their customer orientation, their service training and job competency training to improve expertise and service technologies are important factors.
Third, their job training had a significant effect on their organizational commitment in order of their job training, service training and job competency training by independent variables. Their individual growth is of help to organizational development through the adaptation of them to various environments. In other words, their job training is an important factor for organizational commitment.
Fourth, their self-esteem had a significant effect on their organizational commitment and customer orientation. In other words, their high self-esteem of working at casino firms has an effect on their job performance, and shows a propensity for their customer orientation. Consequently, their self-esteem is an important factor to improve their organizational commitment and customer orientation.
Fifth, their organizational commitment had a significant effect on their customer orientation. Their organizational commitment by a strong sense of belonging establishes trust and keeps up with the relationship between them and customers, understands customers' desires and needs, and achieves casino firms' goal in the long term. Consequently, their organizational commitment is an important factor to improve their customer orientation.
Based on the results stated above, casino dealers' job training suggests ways for their self-esteem, organizational commitment and customer orientation as follows.
Firth, their continuous job training should be conducted.
They must be able to acquire expertise, improve specialized skills, and strengthen their competency through their job training to have customer-oriented mind in a positive attitude toward customers.
Second, they must have their strong pride and self-esteem of working in casino firms, and their self-esteem of their job.
Third, they must be able to perform their job as best they can in their casino firms, recognize the problems as their problems when they have problems, and make a commitment to their organization with a strong sense of belonging.
Fourth, they must try to satisfy customers' desires through their continuous job training, have a constant understanding of customers' attention, perform their customer-oriented job through creative services.
In conclusion, this study could understand the effects of casino dealers' job training on their self-esteem, organizational commitment and customer orientation. And the results of this study have significance for activating casino employees' job training by giving the direction to their job training in the future.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구의 배경 및 문제제기 1
• 제 2 절 연구의 목적 3
• 제 3 절 연구의 방법 및 연구의 구성 4
• 1. 연구의 방법 4
• 2. 연구의 범위 5
• 제 2 장 이론적 배경 7
• 제 1 절 카지노 산업의 이해 7
• 1. 카지노산업의 정의 7
• 2. 카지노산업의 특성 9
• 3. 국내카지노산업의 발전 형황 10
• 4. 카지노 딜러의 개념 및 역활 15
• 제 2 절 카지노 딜러 직무교육 17
• 1. 카지노 딜러 직무교육 17
• 2. 카지노 딜러 훈련교육 21
• 3. 카지노 딜러 서비스교육 23
• 4. 카지노 딜러의 직무역량강화교육 25
• 제 3 절 자긍심에 대한 고찰 28
• 1. 자긍심의 개념 및 유형 28
• 2. 자긍심과 관련된 선행연구 32
• 제 4 절 조직몰입에 대한 고찰 33
• 1. 조직몰입의 개념 및 유형 33
• 2. 조직몰입과 관련된 선행연구 36
• 제 5 절 고객지향성에 대한 고찰 37
• 1. 고객지향성의 개념 및 유형 37
• 2. 고객지향성과 관련된 선행연구 41
• 제 3 장 연구 설계 42
• 제 1 절 연구모형 42
• 제 2 절 가설설정 43
• 1. 직무교육과 자긍심의 관계 43
• 2. 직무교육과 고객지향성의 관계 44
• 3. 직무교육과 조직몰입의 관계 45
• 4. 자긍심과 조직몰입의 관계 45
• 5. 자긍심과 고객지향성의 관계 46
• 6. 조직몰입과 고객지향성의 관계 47
• 제 3 절 조사 설계 및 분석방법 48
• 1. 변수의 조작적 정의 48
• 2. 설문지의 구성 51
• 3. 표본 설계 및 자료수집 52
• 4. 분석방법 52
• 제 4 장 연구결과 54
• 제 1 절 조사대상자의 일반적 특성 54
• 제 2 절 측정도구의 신뢰도 및 타당성 검증 56
• 1. 카지노 딜러 직무교육에 대한 타당성 및 신뢰도 검증 57
• 2. 자긍심에 대한 타당성 및 신뢰도 검증 59
• 3. 조직몰입에 대한 타당성 및 신뢰도 검증 59
• 4. 고객지향성에 대한 타당성 및 신뢰도 검증 60
• 제 3 절 기술적 통계적 분석 62
• 1. 카지노 딜러 직무교육 62
• 2. 자긍심, 조직몰입, 고객지향성 65
• 제 4 절 가설의 검증 67
• 1. 각 변수 간 상관관계검증 67
• 2. 가설의 검증 68
• 제 5 절 연구의 시사점 73
• 1. 학문적 시사점 73
• 2. 실무적 시사점 74
• 제 5 장 결론 75
• 제 1 절 연구결과 요약 및 결론 75
• 제 2 절 연구의 한계점 및 향후 연구과제 79
• 참고문헌 81
• 1. 국내문헌 81
• 2. 국외문헌 85
• 설문지 87
• ABSTRACT 92