조직구성원간 관계의 질이 고객지향성에 미치는 영향: 국내 H리조트를 대상으로 = The Effect of Relationship Quality among the Organizational Members on Customer Orientation: With H Family Resort in Gangwondo

다국어 초록 (Multilingual Abstract)

This research is to find out the causal relations of relationship quality, organizational commitment and customer orientation. So, the purpose of this research estimates the relations among the above constructs for a H domestic family resort in Gangwondo.
Empirical model is developed to test the effect of relationship quality among the organizational members on customer orientation. The data is analysed using structural equation model (SEM). The major findings are as follows. First the only respect, one of management trust, has significant effect an relationship satisfaction. However, credibility and fairness, the other two of management trust, have no significant effects on relationship satisfaction. Second, relationship satisfaction relates positively to organizational commitment and customer orientation indirectly. But this research does not show the positive relation between relationship satisfaction and customer orientation directly. Third, the findings reveal that the overall goodness fit index of the model is comparatively good and the model set in this research is significant. But the hypotheses about the relation between credibility and relationship satisfaction, the relation between fairness and relationship satisfaction, the relation between relationship satisfaction and customer orientation is not supported. At the end of the research, managerial implications, limitations, and future research directions are suggested.

참고문헌 (Reference)

1 Wilson, D.T., 2 (2): 55-66, 1994

2 조미옥, "훌륭한 일터(GWP)" 넥서스 비즈 2010

3 이관응, "훌륭한 일터" 엘테크 2002

4 황선아, "종업원의 고객지향성에 따른 관계 질(만족,신뢰,몰입)이재방문의도에 미치는 영향" 한국서비스경영학회 6 (6): 151-186, 2005

5 최창현, "조직구조와 혁신의 관계에 대한 연구. 한국행정학회" 28 (28): 469-480, 1994

6 박대식, "정부출연연구기관 연구원들의 직무만족과 조직몰입" 11 (11): 51-66, 1999

7 이원옥, "여행사 이용고객 신뢰형성의 영향요인에 관한 연구" 세종대학교 대학원 2006

8 이학식, "서비스품질과 서비스가치" 1 (1): 77-99, 1999

9 배병렬, "서비스제공자의 고객지향성이 관계 질 및 재구매의도에 미치는 영향" 한국마케팅학회 3 (3): 21-40, 2001

10 이유재, "서비스 품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구- 기존고객과 잠재고객의 비교를 중심으로-" 한국마케팅학회 18 (18): 67-97, 2003

11 여용재, "내부마케팅이 직무만족, 조직몰입 및 고객지향성에 미치는 영향에 관한 연구 : 정부출연연구기관을 중심으로" 공주대학교 대학원 2008

12 임종원, "기업간 관계구조를 통한 Relstionship Marketing 전략에 관한 연구. 서울대학교 경영연구소" 24 (24): 27-60, 1990

13 Kramer, R., "Trust, Distrust in Organizations" Russell Sage Foundation 2004

14 Saxe, R., "The SOCO Scale: A Measure of the Customer Orientation of Salespeople" 19 : 343-351, 1982

15 Dursch, Michael J., "The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers" 26 (26): 128-142, 1998

16 Meyer, J. P., "The Measurement, Antecedents of Affective, Continuance,, Normative Commitment to the Organization" 63 (63): 1990

17 Hartline, M., "The Management of Customer-Contact Service Employees: An Empirical Investigation" 60 : 52-70, 1996

18 Siguaw, J., "The Influence of the Market Orientation of the Firm on Sales Force Behavior, Attitudes" 31 : 106-116, 1994

19 Morgan, R. M., "The Commitment-Trust Theory of Relationship Marketing" 58 : 1994

20 Levering, Robert, "The 100 Best Companies to Work for in America" Plume 1984

21 Zeithaml, Valarie A., "Services Marketing" Integrating Customer Focus Across The Firm 2003

22 Hoffman, K. D., "Service Provider Job Satisfactional Customer Oriented Performance" 6 (6): 60-78, 1992

23 Parasuraman, A., "SERVQUAL : A Multiple-Item Scale For Measuring Consumer Perceptions of Service Quality" 64 (64): 12-40, 1988

24 Crosby, Lawrence, K., "Relationship Quality in Service Selling: An Interpersonal Influence Perspective" 54 : 68-81, 1990

25 Berry, L. L., "Relationship Marketing of Service-Growing Interest, Emerging Perspectives" 23 (23): 236-245, 1995

26 Porter, L. M., "Organizational Commitment, Job Satisfaction, Turnover among Psychiatric Technicians" 59 : 603-609, 1974

27 Cook, J., "New Work Attitude Measures of Trust, Organizational Commitment, , Personal Need Non-fulfillment" 53 : 39-52, 1980

28 Tse, D. K., "Model of Consumer Satisfaction Formulation : An Extension" 24 : 1998

29 Berry, L. L., "Marketing Services: Competing through Quality" Free Press 1991

30 Kotler, P., "Marketing Management: Analysis, Planning, Implementation, Control" Prentice-Hall 1994

31 Jaworski, B. J., "Market Orientation: Antecedents, Consequences" 57 : 53-70, 1993

32 Whitner, E. M., "Managers as Initiators of Trust : , Exchange Relationship Framework or Understanding Managerial Trustworthy behavior" 25 (25): 523-530, 1998

33 William, L. J., "Job Satisfaction, Organization Commitment as Predictors of Organization Citizenship, In-Role Behaviors" 17 (17): 601-617, 1991

34 Moorman, Christine, "Factors Affecting Trust in Market Relationships" 57 : 81-101, 1993

35 Kelly, S. W., "Developing Customer Orientation among Service Employees" 20 (20): 27-36, 1992

36 Deshpande, R., "Corporate Culture, Customer Orientation,, Innovativeness in Japanese Firms: A Quardrad Analysis" 57 : 23-27, 1993

37 Bitner, M. J., "Building Service Relationships. It’s all about promises" 23 (23): 246-251, 1995

38 William, L. J., "Antecedents, Consequence of Satisfaction, Commitment in Turnover Model: A Reanalysis Using Latent Variable Structural Equation Methods" 71 (71): 219-231, 1986

39 Mayer, R. C., "An Integrative Model of Organizational Trust" 20 (20): 1995

40 Wilson, D., "An Integrated Model of Buyer-Seller Relationships" 23 (23): 335-345, 1995

41 Bateman, T. S., "A Longitudinal Analysis of the Antecedents of Organizational Commitment" 27 : 94-97, 1984

42 Levering, Robert, "A Great Place to Work: What makes some employers so good(and most so bad)" Random House 1988