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커피전문점 직원의 조직시민행동이 직무만족과 고객지향성에 미치는 영향 -체인브랜드를 중심으로-

The Effects of Coffee Shop Employees' Organizational Citizenship Behaviors(OCB) on Job Satisfaction and Customer-Orientation-Focused Chain Brand-

김지회|전현모
한국호텔리조트학회 (Korea Hotel & Resort Association)|2014.11|호텔리조트연구 (Journal of Hotel & Resort)|제13권 제3호|pp. 73-90

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키워드

Job satisfactionCoffee shopCustomer-orientationOrganization citizenship behavior
주제분류관광학

초록

This study was intended to examine the effect of service employees' organizational citizenship behavior on their job satisfaction and toward customer-orientation. To investigate the relationship between these variables, two hundreds and twenty six sample data were derived from a questionnaire survey in two typical brands of coffee shop which are directly operating multi-shops in Korea, and the method of multiple and linear regression analyses were used to analyze the data. The results of this research are demonstrating that the positive and significant relationship exists among the organizational citizenship behavior, job satisfaction, and customer-orientation. Specifically the employee's organizational citizenship behavior partially affects their job satisfaction and customer orientation, and the job satisfaction influences the customer orientation. Based on the results, to increase job satisfaction and customer-orientation of employees’ in coffee shops, it is suggested that more educational training programs for employees to enhance their citizenship behaviors which boost loyalty to the company and compliance with their policy.

Abstract

This study was intended to examine the effect of service employees' organizational citizenship behavior on their job satisfaction and toward customer-orientation. To investigate the relationship between these variables, two hundreds and twenty six sample data were derived from a questionnaire survey in two typical brands of coffee shop which are directly operating multi-shops in Korea, and the method of multiple and linear regression analyses were used to analyze the data. The results of this research are demonstrating that the positive and significant relationship exists among the organizational citizenship behavior, job satisfaction, and customer-orientation. Specifically the employee's organizational citizenship behavior partially affects their job satisfaction and customer orientation, and the job satisfaction influences the customer orientation. Based on the results, to increase job satisfaction and customer-orientation of employees’ in coffee shops, it is suggested that more educational training programs for employees to enhance their citizenship behaviors which boost loyalty to the company and compliance with their policy.

참고문헌 (53)

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