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자기결정성 요인이 고객참여와 브랜드몰입 및 브랜드충성도에 미치는 영향 - 5성호텔 객실이용고객을 중심으로-
손영아,이형룡 한국관광학회 2018 관광학연구 Vol.42 No.5
본 연구는 국내 5성호텔 객실이용고객을 대상으로 자기결정성 기본심리욕구 요인인 자율성, 유능성, 관계성이 고객참여, 브랜드몰입 및 브랜드충성도에 미치는 영향관계를 알아보기 위해서 진행하였다. 이를 위해 최근 1년 이내 국내 5성호텔 객실이용고객을 모집단으로 설정하였다. 설문조사는 2018년 2월 1일부터 2월 10일까지 실시하였고, 온라인설문을 통해 353부를 배포하여 301부를 실증분석에 활용하였다. 연구 분석은 SPSS 22.0과 AMOS 22.0을 사용하여 빈도분석, 기술통계분석, 확인적 요인분석, 그리고 구조모형 검증을 실시하였다. 분석결과에 따르면 자기결정성 요인으로는 자율성, 유능성, 관계성의 3가지 요인으로 구성하고, 고객참여와의 관계에서 정(+)의 영향관계가 있음을 확인하였고, 고객참여는 고객의 브랜드몰입과 브랜드충성도 관계에도 정(+)의 유의한 영향관계가 있음을 확인하였다. 마지막으로 5성호텔 객실이용고객의 브랜드몰입 또한 브랜드충성도에 정(+)의 유의한 영향관계가 있음을 확인할 수 있었다. 이러한 연구결과들을 바탕으로 고객참여를 결정짓는 선행요인인 자기결정성 요인을 적용하여 고객참여를 규명하고 이에 따른 브랜드몰입, 브랜드충성도의 관계를 확인할 수 있었다. 호텔기업의 수익증진을 위한 새로운 마케팅 방안과 함께 업계와 학계에 의미 있는 시사점을 제시하고자 한다. This study was carried out to find out the autonomy, competence, and relatedness, which are self-determined psychological needs, on customer participation, brand commitment, and brand loyalty for customers using five-star hotel rooms in Korea. The survey was conducted from February 1 to February 10, 2018. A total of 353 copies were distributed online, and 301 copies were used for the empirical analysis. For the research analysis, SPSS 22.0 and AMOS 22.0 were used to carry out frequency analysis, descriptive statistical analysis, confirmatory factor analysis, and structural model verification. According to the analyses results, self-determination factors consisted of three factors of autonomy, competence, and relatedness, and they were found to have a positive (+) effect in relation to customer participation. Also, customer participation was found to have a positive (+) effect in relation to consumers' brand commitment and brand loyalty. Finally, brand commitment of customers using five-star hotel rooms was also found to have a positive (+) significant influence relationship with brand loyalty. With new marketing plans to increase the profits of hotel companies, this study provides meaningful implications for the industry and academia.
호텔직원의 일-생활 균형에 따른 주관적 웰빙이 직무열의와 프리젠티즘에 미치는 영향
손영아,이형룡 (사)한국관광레저학회 2019 관광레저연구 Vol.31 No.6
Even though human resources are really important in hotel industry, the accelerated environmental changes and irregular working environment have caused not only health problems and imbalances in work-life but disputes between labor and management, as well as individual inner conflicts. This study empirically verified the structural relations between work-life balance, subjective well-being, job engagement, and presenteeism of hotel employees. Completing the questionnaire based on preceding researches to verify the hypotheses, the survey was conducted targeting employees currently working at four & five star hotels in Seoul for a year or longer, with the use of convenience sampling. The collected data was analyzed by using SPSS, AMOS. In order to understand the general characteristics and job-related characteristics of research subjects, the frequency analysis was conducted. To evaluate the internal consistency between each measurement items, and also to secure the reliability and validity of measuring tools, the confirmatory factor analysis, reliability analysis, and correlation analysis were performed. Also, to verify the hypotheses of this study, the structural equation model was used for analysis.
손영화 ( Young Hoa Son ) 한국상사판례학회 2012 상사판례연구 Vol.25 No.4
The social company is the company which accomplishes a profit act while pursuing a social purpose. It is self-evident today that a nation cannot be in charge of the welfare for all society fragility hierarchies under the situation that a global economic crisis comes successively, and yet is not completely solved. One alternative plan which can solve such a welfare blind spot zone is a social company. Therefore we need nomothetic supplement and the law interpretation so that it is activated a social company in a dimension of the company law. The following suggestion is a legislation in the company law and an interpretation direction for the social company in this article. At first we have a needing that designed the current commercial law restrictions rule for no voting right or voting right restrictions stocks more flexibly in the case of a social company. The second, there is the stockholder who thinks this to be contribution when acquire the stocks of the social company. Therefore we may solve this problem as if publishing the various class shares like as zero dividend stocks and dividend stocks. We have to consider whether legislative amendment to the commercial law is needed. The third, a social company are dissolved, the issue of distribution of the remaining assets occurs. It is difficult to accept so-called Non-Profit Company in the current commercial law. The nomothetic solution that can accept Non-Profit Company is required by the revision of the commercial law. The fourth, a social company, the company originally thinks of a purpose social than profit characteristics more momentously. Therefore the director in the social company gives priority to the main purpose of the company called the social purpose over profit characteristics and must carry out duties. When a director gives priority to the social purpose that is a company original purpose, and a company suffers damage from the profit-related side; the exercising of the director is not violated of the fiduciary duty(duty of care). The fifth, when a director damages the company for social purpose accomplishment (social activity), the social company, it is not become a target of the shareholder lawsuit. Because such a social purpose is a purpose prescribing in the articles of association of the company. The court will have to reject the suit when a stockholder states representative suit. The sixth, there are many problems so that the social company where is in a company form moves into action. At least we will have to put grounds rule for the corporate social responsibility in the commercial law that is the fundamental law of company.