호텔식음료종사원의 직무역량이 내부마케팅, 관계마케팅 및 시장지향성 전략에 미치는 영향 : 부산지역 특급호텔을 중심으로 Effects of Hotel Restaurant Employees' Job Competencies on Internal Marketing, Relationship Marketing, and Market Orientation Strategies : A Focused on the Deluxe Hotels in Busan
This study focused on the development of hotel F&B employees' competencies with the competency literature review. Through the 32 attributes, 6 factors were obtained: 'Human Resources Management Competencies', 'F&B Service Competencies', 'Operation Knowledge Competencies', 'Marketing Competencies', 'Information Technology Competencies', 'Self-Development Competencies'. In the exploratory factor analysis about the hotel core strategies,internal marketing strategy, relationship marketing strategy, and market orientation strategy were also identified as following factors: 'Employees' Benefit', 'Empowerment', 'Career development', 'Education and Training'; 'Customer Management', 'Customer Benefit'; 'Information Sharing', 'Information Generation', respectively. The research surveyed 316 samples and used Structural Equation Model for analysis and testing. The results show that hotel F&B employees' competencies('Human Resources Management Competencies', 'Operation Knowledge Competencies','Marketing Competencies') positively affects internal marketing strategy. The competencies have a significant relationship with relationship marketing and market orientation strategy, partially. Internal marketing strategy positively affects relationship marketing and market orientation strategy. Relationship marketing strategy also influenced market orientation strategy. Finally, the study closes with a discussion of our contributions and implications for theory and practice, limitations, and suggestions for future research.
This study focused on the development of hotel F&B employees' competencies with the competency literature review. Through the 32 attributes, 6 factors were obtained: 'Human Resources Management Competencies', 'F&B Service Competencies', 'Operation Knowledge Competencies', 'Marketing Competencies', 'Information Technology Competencies', 'Self-Development Competencies'. In the exploratory factor analysis about the hotel core strategies,internal marketing strategy, relationship marketing strategy, and market orientation strategy were also identified as following factors: 'Employees' Benefit', 'Empowerment', 'Career development', 'Education and Training'; 'Customer Management', 'Customer Benefit'; 'Information Sharing', 'Information Generation', respectively. The research surveyed 316 samples and used Structural Equation Model for analysis and testing. The results show that hotel F&B employees' competencies('Human Resources Management Competencies', 'Operation Knowledge Competencies','Marketing Competencies') positively affects internal marketing strategy. The competencies have a significant relationship with relationship marketing and market orientation strategy, partially. Internal marketing strategy positively affects relationship marketing and market orientation strategy. Relationship marketing strategy also influenced market orientation strategy. Finally, the study closes with a discussion of our contributions and implications for theory and practice, limitations, and suggestions for future research.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.