본 연구의 목적은 호텔기업을 대상으로 경영형태에 따라 기업문화와 시장지향성, 고객지향성에 대한 구조적 관계를 제시하고 이들 간의 관계를 규명하는 데 있다. 본 연구의 목적을 달성하기 위해 선행연구 및 문헌 고찰을 통해 연구의 실증에 사용될 속성을 도출하고 실증 분석을 통해 가설을 검증하는 방법으로 연구를 전개하였다. 조사대상은 서울 소재 특 1급 19개의 호텔 중 외국계 체인 호텔(management contract hotel과 franchise hotel 포함) ①Ritz calton, ②Grand Hyatt, ③Grand Hilton 등 3개의 호텔과, 비록 경영형태는 franchise hotel의 성격을 띠고 있지만 인사의 독립성, 한국인 총지배인, 직원 교육과정 등에 있어 owning company의 지배성향이 강한 ①Sheraton Grande Walkerhill과 독립호텔인 ②Lotte hotel ③Silla hotel 등 총 6개 호텔에 근무하고 있는 3년차 (정직) 이상의 직원을 대상으로 하였다. 연구의 목적을 수행하기 위하여 4개 영역 20개의 가설을 설정하여 세부적인 검증을 수행하였다. 이를 위하여 호텔 조직문화를 ...
본 연구의 목적은 호텔기업을 대상으로 경영형태에 따라 기업문화와 시장지향성, 고객지향성에 대한 구조적 관계를 제시하고 이들 간의 관계를 규명하는 데 있다. 본 연구의 목적을 달성하기 위해 선행연구 및 문헌 고찰을 통해 연구의 실증에 사용될 속성을 도출하고 실증 분석을 통해 가설을 검증하는 방법으로 연구를 전개하였다. 조사대상은 서울 소재 특 1급 19개의 호텔 중 외국계 체인 호텔(management contract hotel과 franchise hotel 포함) ①Ritz calton, ②Grand Hyatt, ③Grand Hilton 등 3개의 호텔과, 비록 경영형태는 franchise hotel의 성격을 띠고 있지만 인사의 독립성, 한국인 총지배인, 직원 교육과정 등에 있어 owning company의 지배성향이 강한 ①Sheraton Grande Walkerhill과 독립호텔인 ②Lotte hotel ③Silla hotel 등 총 6개 호텔에 근무하고 있는 3년차 (정직) 이상의 직원을 대상으로 하였다. 연구의 목적을 수행하기 위하여 4개 영역 20개의 가설을 설정하여 세부적인 검증을 수행하였다. 이를 위하여 호텔 조직문화를 독립변수로 설정하고 시장지향성, 고객지향성을 종속변수로, 호텔경영형태를 조절변수로 설정하였다. 각 변수의 요인분석을 실시하였으며 호텔 조직문화는 4가지 요인으로 혁신지향문화, 관계지향문화, 과업지향문화, 위계지향문화로 명명하였으며, 시장지향성은 정보창출, 정보확산, 정보반응 등의 3가지 요인으로 명명하였다. 고객지향성은 고객지향성요인으로 명명하였으며 조절변수는 국내체인 호텔과 해외체인 호텔로 구분하였다. 가설 1은 ‘호텔 조직문화는 시장지향성에 유의한 영향을 미칠 것이다’라는 대가설과 호텔 조직문화의 혁신지향문화, 관계지향문화, 과업지향문화, 위계지향문화의 4가지 하위요인, 시장지향성의 정보창출, 정보확산, 정보반응 등 3가지 하위요인의 관계를 밝히는 12가지 하위가설을 설정한 결과, 호텔 조직문화는 과업지향문화를 제외한 혁신지향문화, 관계지향문화, 위계지향문화 3가지가 시장지향성 정보창출, 정보확산, 정보반응과의 회귀분석을 통하여 가설이 부분 채택되었다. 이는 종래 연구에서 위계지향문화가 시장지향성과 영향관계가 없다는 연구결과들과는 상이한 것으로, 경기침체로 인한 효과적인 내부통제 및 효율적인 운영에서 기인한 것으로 사료된다. 가설 2는 ‘호텔 조직문화는 고객지향성에 유의한 영향을 미칠 것이다’라는 가설로 회귀분석 결과 호텔 조직문화의 4가지 하위요인들은 모두 고객지향성에 유의한 영향을 미치는 것으로 나타났다. 이는 인적서비스 기업의 특징으로 풀이된다. 가설 3과 4를 검증하기 위하여 chow-test와 Z-test를 실시하였는데, 가설 3 ‘호텔 조직문화는 경영형태에 따라 시장지향성에 유의한 영향을 미칠 것이다’라는 가설은 시장지향성의 3가지 하위요인 중 정보반응에 영향을 미치는 것으로 나타나 부분 채택되었다. 특히 국내호텔의 경우 혁신지향문화, 위계지향문화, 관계지향문화 순으로 정보반응에 영향을 미치는 것으로 나타났으며, 해외체인의 경우 위계지향문화, 혁신지향문화 순으로 시장지향성에 영향을 미치는 것으로 나타났다. 이는 시장지향성에 대해 국내체인 호텔의 경우 혁신이, 해외체인 호텔의 경우 위계지향, 즉 통제가 더 큰 영향을 미치는 것으로 나타났다. 가설 4 ‘호텔 조직문화는 경영형태에 따라 시장지향성에 유의한 영향을 미칠 것이다’라는 가설은 채택되었다. 고객지향성에 대해 국내호텔의 경우 위계지향문화, 혁신지향문화 순으로 영향이 미치는 것으로 나타났으며, 해외체인의 경우는 국내체인과는 정반대로 관계지향문화, 과업지향문화가 유효한 것으로 나타났다.
본 연구의 목적은 호텔기업을 대상으로 경영형태에 따라 기업문화와 시장지향성, 고객지향성에 대한 구조적 관계를 제시하고 이들 간의 관계를 규명하는 데 있다. 본 연구의 목적을 달성하기 위해 선행연구 및 문헌 고찰을 통해 연구의 실증에 사용될 속성을 도출하고 실증 분석을 통해 가설을 검증하는 방법으로 연구를 전개하였다. 조사대상은 서울 소재 특 1급 19개의 호텔 중 외국계 체인 호텔(management contract hotel과 franchise hotel 포함) ①Ritz calton, ②Grand Hyatt, ③Grand Hilton 등 3개의 호텔과, 비록 경영형태는 franchise hotel의 성격을 띠고 있지만 인사의 독립성, 한국인 총지배인, 직원 교육과정 등에 있어 owning company의 지배성향이 강한 ①Sheraton Grande Walkerhill과 독립호텔인 ②Lotte hotel ③Silla hotel 등 총 6개 호텔에 근무하고 있는 3년차 (정직) 이상의 직원을 대상으로 하였다. 연구의 목적을 수행하기 위하여 4개 영역 20개의 가설을 설정하여 세부적인 검증을 수행하였다. 이를 위하여 호텔 조직문화를 독립변수로 설정하고 시장지향성, 고객지향성을 종속변수로, 호텔경영형태를 조절변수로 설정하였다. 각 변수의 요인분석을 실시하였으며 호텔 조직문화는 4가지 요인으로 혁신지향문화, 관계지향문화, 과업지향문화, 위계지향문화로 명명하였으며, 시장지향성은 정보창출, 정보확산, 정보반응 등의 3가지 요인으로 명명하였다. 고객지향성은 고객지향성요인으로 명명하였으며 조절변수는 국내체인 호텔과 해외체인 호텔로 구분하였다. 가설 1은 ‘호텔 조직문화는 시장지향성에 유의한 영향을 미칠 것이다’라는 대가설과 호텔 조직문화의 혁신지향문화, 관계지향문화, 과업지향문화, 위계지향문화의 4가지 하위요인, 시장지향성의 정보창출, 정보확산, 정보반응 등 3가지 하위요인의 관계를 밝히는 12가지 하위가설을 설정한 결과, 호텔 조직문화는 과업지향문화를 제외한 혁신지향문화, 관계지향문화, 위계지향문화 3가지가 시장지향성 정보창출, 정보확산, 정보반응과의 회귀분석을 통하여 가설이 부분 채택되었다. 이는 종래 연구에서 위계지향문화가 시장지향성과 영향관계가 없다는 연구결과들과는 상이한 것으로, 경기침체로 인한 효과적인 내부통제 및 효율적인 운영에서 기인한 것으로 사료된다. 가설 2는 ‘호텔 조직문화는 고객지향성에 유의한 영향을 미칠 것이다’라는 가설로 회귀분석 결과 호텔 조직문화의 4가지 하위요인들은 모두 고객지향성에 유의한 영향을 미치는 것으로 나타났다. 이는 인적서비스 기업의 특징으로 풀이된다. 가설 3과 4를 검증하기 위하여 chow-test와 Z-test를 실시하였는데, 가설 3 ‘호텔 조직문화는 경영형태에 따라 시장지향성에 유의한 영향을 미칠 것이다’라는 가설은 시장지향성의 3가지 하위요인 중 정보반응에 영향을 미치는 것으로 나타나 부분 채택되었다. 특히 국내호텔의 경우 혁신지향문화, 위계지향문화, 관계지향문화 순으로 정보반응에 영향을 미치는 것으로 나타났으며, 해외체인의 경우 위계지향문화, 혁신지향문화 순으로 시장지향성에 영향을 미치는 것으로 나타났다. 이는 시장지향성에 대해 국내체인 호텔의 경우 혁신이, 해외체인 호텔의 경우 위계지향, 즉 통제가 더 큰 영향을 미치는 것으로 나타났다. 가설 4 ‘호텔 조직문화는 경영형태에 따라 시장지향성에 유의한 영향을 미칠 것이다’라는 가설은 채택되었다. 고객지향성에 대해 국내호텔의 경우 위계지향문화, 혁신지향문화 순으로 영향이 미치는 것으로 나타났으며, 해외체인의 경우는 국내체인과는 정반대로 관계지향문화, 과업지향문화가 유효한 것으로 나타났다.
Hotel business nowadays has transformed into consumer’s perspective which effected highly on other business’ products and service compared to the past. In order to succeed and see growth of we have to offer the best products and service to guest to fulfill their wants and have the consumers’ to beli...
Hotel business nowadays has transformed into consumer’s perspective which effected highly on other business’ products and service compared to the past. In order to succeed and see growth of we have to offer the best products and service to guest to fulfill their wants and have the consumers’ to believe that it is worth what they are paying. “We will not be satisfied unless our guest is satisfied”, for instance GE or LG has been building great credibility to guest without imprinting their slogan. Philip Kotler(2010) stated on Market 3.0; that the world is watching in a perception of value. In order to survive in this world of value, hotel industry has to compete. Many researches are being done on becoming the best. By looking into the researches we can find how much of an impact that constructional culture reflects on management performance(Choi Hoon-tae, Lee Gwang-ok, 2011; Han, 2012), also market oriented highly effects the management performance and researchers found that it reflects on bringing the outcome/result(Smirich, 1983; Choi Jung-hwan, 2010; Choi Young-soo, 2005; Homburg & Pflesser, 2000; Kala, Spillan and Oscar, 2005). In addition to corporate competition, marketing is currently is focused on important issues on activating substantial market orientation(Kim Bong-kwan, Lee Kang-ho, 2008). Market Orientation, nowadays plays a high role in highly effecting ‘corporate culture’(Jung Dong-sub, 2007). In order for corporate to execute continuously, needed to focus on how the organization is affecting the corporate culture and is essential to know in what ways(Narver & Slater, 1990). Furthermore corporate has had differentiate core competencies; focusing on market power, economies of scale, market share and growth but recently has changed on focusing in providing customers with the most valuables(Oh Jae-shin, Jeong Ki-han, Kim Dae-eob, 2005). Corporate culture is mainly being used as a source to improve organizational performance(Kim Young-jo, Park San-un, 1998) important business elements to determine the performance of the company’s business strategy(Yeo Eun-ah, Park Kwang-hee, Kim Moon-young, 2008) and can effect direct management performance(Doran, Haddad & Chow, 2003). This visualization has become a recent enterprise according to the characteristics of its corporate culture based on business goals and to set to the right direction. If Market orientation is a corporate culture than consumer orientation is a customer culture in an employee’s view. Many of the previous researches had considered consumer orientation as a sub-factor(Peter & Waterman, 1982; Deshpande, 1993; Day & Wensley, 1998). This practice brings different views; corporate-wide is to market orientation and personal-wide is to consumer orientation(Siguaw, Brown and Widing, 1994; Naver & Slater, 1990; Kohli & Jaworski, 1990). According to Seo Kyung-won(2007)’s study, consumer orientation brings positive management performance and in order to secure revenue and needs to be considered separately from corporate orientation. There was a research of how consumer orientation effects the corporate culture by Park Joo-san(2009) but how organizational culture in hotel industry effects the consumer orientation is still considered poorly. Difference in management forms/style is also researched poorly. Management contracted hotel and franchised hotel shows the difference of hotel environments when majority of the staffs are local(Korean). This had also appeared on Hofsted(1980)’s study, even global branded corporate showed cultural relativism and the following country reflected their country’s cultural difference into corporate culture and which can also predict smaller corporate can influence organizational culture. This research is to identify the relationships of corporate cultures in corporate orientation and consumer orientation influenced by management forms of hotel industries. To reach the goal of this research I have studied the previous researches and had surveyed some questionnaire. This study was researched Seoul, Korea’s 5 star hotels; among the 19 hotels foreign brand chain hotel(including management contract hotel and franchise hotel) ①Ritz Carlton, ②Grand Hyatt, ③Grand Hilton, these 3 hotels were managed in the form of franchise hotel but personnel of independence, under Korean General manager and employment training. By Further studied had proved that ①Sheraton Grande Walkerhill is managed strongly by owner company, ②Lotte hotel is an independent hotel, ③Silla hotel etc, researched was done by people; with 3 years of working experience (as permanent) at 6 different type hotels. This studying had selected 6 hotels: 3 foreign brand hotels operated under management contract or franchised. International management system is being used and including Walkerhill hotel 3 of the hotels mentioned above is having independent brands and can be a good contrast among other hotels. This case studying had selected to do a research on staffs with over 3 years of working experience for the reason of staffs with less than 3 years of experience may not have enough knowledge to provide concrete results. I have asked the director of Human Resource in Sheraton Grande Hotel and explained the thesis and purpose of the survey and asked to distribute to 6 other chained hotels. 60 sheets of the surveys were distributed to 6 different hotels and total of 360 copies were handed out. 326 were handed back in(90.5%). 11 copies had been eliminated for the reason for ‘missing value’ and total and 315(87.5%) copies had been considered as valid sample and by hypothesis testing these statistical analysis were used for the studying. 315 respondents were divided into different categories: sex, years of experience, age, role, located departments and for conducting an this study, we divided and set up the hypothesis of twenty on four domains are to verified further details about. To achieve this goal
Hotel business nowadays has transformed into consumer’s perspective which effected highly on other business’ products and service compared to the past. In order to succeed and see growth of we have to offer the best products and service to guest to fulfill their wants and have the consumers’ to believe that it is worth what they are paying. “We will not be satisfied unless our guest is satisfied”, for instance GE or LG has been building great credibility to guest without imprinting their slogan. Philip Kotler(2010) stated on Market 3.0; that the world is watching in a perception of value. In order to survive in this world of value, hotel industry has to compete. Many researches are being done on becoming the best. By looking into the researches we can find how much of an impact that constructional culture reflects on management performance(Choi Hoon-tae, Lee Gwang-ok, 2011; Han, 2012), also market oriented highly effects the management performance and researchers found that it reflects on bringing the outcome/result(Smirich, 1983; Choi Jung-hwan, 2010; Choi Young-soo, 2005; Homburg & Pflesser, 2000; Kala, Spillan and Oscar, 2005). In addition to corporate competition, marketing is currently is focused on important issues on activating substantial market orientation(Kim Bong-kwan, Lee Kang-ho, 2008). Market Orientation, nowadays plays a high role in highly effecting ‘corporate culture’(Jung Dong-sub, 2007). In order for corporate to execute continuously, needed to focus on how the organization is affecting the corporate culture and is essential to know in what ways(Narver & Slater, 1990). Furthermore corporate has had differentiate core competencies; focusing on market power, economies of scale, market share and growth but recently has changed on focusing in providing customers with the most valuables(Oh Jae-shin, Jeong Ki-han, Kim Dae-eob, 2005). Corporate culture is mainly being used as a source to improve organizational performance(Kim Young-jo, Park San-un, 1998) important business elements to determine the performance of the company’s business strategy(Yeo Eun-ah, Park Kwang-hee, Kim Moon-young, 2008) and can effect direct management performance(Doran, Haddad & Chow, 2003). This visualization has become a recent enterprise according to the characteristics of its corporate culture based on business goals and to set to the right direction. If Market orientation is a corporate culture than consumer orientation is a customer culture in an employee’s view. Many of the previous researches had considered consumer orientation as a sub-factor(Peter & Waterman, 1982; Deshpande, 1993; Day & Wensley, 1998). This practice brings different views; corporate-wide is to market orientation and personal-wide is to consumer orientation(Siguaw, Brown and Widing, 1994; Naver & Slater, 1990; Kohli & Jaworski, 1990). According to Seo Kyung-won(2007)’s study, consumer orientation brings positive management performance and in order to secure revenue and needs to be considered separately from corporate orientation. There was a research of how consumer orientation effects the corporate culture by Park Joo-san(2009) but how organizational culture in hotel industry effects the consumer orientation is still considered poorly. Difference in management forms/style is also researched poorly. Management contracted hotel and franchised hotel shows the difference of hotel environments when majority of the staffs are local(Korean). This had also appeared on Hofsted(1980)’s study, even global branded corporate showed cultural relativism and the following country reflected their country’s cultural difference into corporate culture and which can also predict smaller corporate can influence organizational culture. This research is to identify the relationships of corporate cultures in corporate orientation and consumer orientation influenced by management forms of hotel industries. To reach the goal of this research I have studied the previous researches and had surveyed some questionnaire. This study was researched Seoul, Korea’s 5 star hotels; among the 19 hotels foreign brand chain hotel(including management contract hotel and franchise hotel) ①Ritz Carlton, ②Grand Hyatt, ③Grand Hilton, these 3 hotels were managed in the form of franchise hotel but personnel of independence, under Korean General manager and employment training. By Further studied had proved that ①Sheraton Grande Walkerhill is managed strongly by owner company, ②Lotte hotel is an independent hotel, ③Silla hotel etc, researched was done by people; with 3 years of working experience (as permanent) at 6 different type hotels. This studying had selected 6 hotels: 3 foreign brand hotels operated under management contract or franchised. International management system is being used and including Walkerhill hotel 3 of the hotels mentioned above is having independent brands and can be a good contrast among other hotels. This case studying had selected to do a research on staffs with over 3 years of working experience for the reason of staffs with less than 3 years of experience may not have enough knowledge to provide concrete results. I have asked the director of Human Resource in Sheraton Grande Hotel and explained the thesis and purpose of the survey and asked to distribute to 6 other chained hotels. 60 sheets of the surveys were distributed to 6 different hotels and total of 360 copies were handed out. 326 were handed back in(90.5%). 11 copies had been eliminated for the reason for ‘missing value’ and total and 315(87.5%) copies had been considered as valid sample and by hypothesis testing these statistical analysis were used for the studying. 315 respondents were divided into different categories: sex, years of experience, age, role, located departments and for conducting an this study, we divided and set up the hypothesis of twenty on four domains are to verified further details about. To achieve this goal
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