호텔의 동기부여, 권한강화, 커뮤니케이션이 고객지향성에 미치는 실증적 연구 : 서울지역 특1급 체인호텔 식음료부서 중심으로 = (An) empirical study on the effects of motivation empowerment and communication on the customer-oriented in Hotel industry

다국어 초록 (Multilingual Abstract)

This thesis investigates the relationship between customer-oriented organizational intentions and organizational attributes itself such as motivation, communication, and empowerment. To achieve the purpose of the study, hypotheses are presented as follows.
First, demographical traits of hotel staff may be factors for success of internal marketing and customer-oriented organizational intention.
Second, job characteristics may be factors for success of internal marketing.
Third, motivation, communication, and empowerment may affect the customer-oriented organizational intention.
Sample of this study was collected from food and beverage department of 10 luxury hotels located in Seoul. A survey method was conducted to the sample from April 3 to April 21 in 2003. Collected data was carried out to be analyzed using SPSS 10.5 version. Established hypothesis for this study were examined with frequency test, descriptive test, t-test, single-factor experiment, and correlation analysis.
This study found male staff responded positively on empowerment that is taken place in organization while female staff rated relatively low against empowerment matter in the organization. Trust level among staff tested in this study also was identical between generations. Forties were more likely to trust co-workers than other age group. This study also found a unique result related to one's status in the organization. Part-timers were strongly tied each other in terms of internal marketing to being hired as a full-timer. Finally, managerial position and employees with hotel and tourism degree were more likely to show enthusiasm for customer-oriented organizational intention than entry-level staff and staff without hotel and tourism degree.
However, this study still has limitations. The sample of this study was insufficient to support the hypothesis with the founding. In addition, the sample was collected from food and beverage department only. When a further study with similar subjects is launched, the sample should be broadened to other departments as well. Comparison of internal marketing for hotels located in Seoul and local hotels can be a suggestion.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제제기 = 1
• 제2절 연구의 목적 = 2
• 제3절 연구 방법, 범위 및 구성 = 4
• 제2장 연구의 이론적 배경 = 7
• 제1절 내부마케팅의 이론적 고찰 = 7
• 1. 내부마케팅의 개념 = 7
• 2. 내부마케팅의 목적 = 9
• 3. 내부마케팅의 실행요인 = 10
• 제2절 내부마케팅의 성공요소 = 12
• 1. 직무만족의 개념 = 12
• 2. 동기부여 = 15
• 3. 커뮤니케이션 = 20
• 4. 권한강화 = 25
• 제3절 고객지향성 = 32
• 1. 고객지향성의 개념 = 32
• 2. 고객지향성의 접근방법 = 33
• 3. 고객지향성에 대한 선행연구 = 36
• 제4절 내부마케팅과 고객지향성의 관계분석 = 38
• 1. 직무만족요인인 동기부여와 고객지향성의 관계 = 38
• 2. 커뮤니케이션과 고객지향성의 관계 = 40
• 3. 권한강화와 고객지향성의 관계 = 41
• 제3장 연구의 설계 = 42
• 제1절 연구 모형과 가설의 설정 = 42
• 1. 연구 모형 = 42
• 2. 가설의 설정 = 43
• 제2절 실증조사의 설계 및 분석방법 = 44
• 1. 조사도구의 개발 = 44
• 2. 분석방법 = 45
• 3. 변수의 조작적 정의 = 45
• 4. 표본의 설계 = 46
• 제4장 실증분석 결과 = 47
• 제1절 표본의 일반적 특성 = 47
• 제2절 각 연구 단위에 대한 요인분석 및 신뢰도 검증 = 49
• 제3절 연구가설의 검증 = 58
• 제4절 분석결과의 요약 및 시사점 = 76
• 1. 요인분석결과 = 76
• 2. 시사점 및 제언 = 78
• 제5장 결론 = 79
• 제1절 연구의 요약 = 79
• 제2절 연구의 한계점 및 향후 연구 방향 = 82
• 참고문헌 = 83
• 설문서 = 93
• ABSTRACT = 99