The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Structural Relationship among Self Leadership, Attitude and Customer Orientation of Employees in Travel Agency

여행사 종사원의 셀프리더십, 태도 및 고객지향성의 구조적 관계

  • Received : 2010.02.02
  • Accepted : 2010.03.22
  • Published : 2010.05.28
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Abstract

The purpose of this study was to research the relationships among self-leadership, job satisfaction, organizational commitment and customer orientation one of the performance variables of employees in travel agency. As more and more travel agency organizations move toward competitive environments, organizational members at all levels are being encouraged to take greater responsibility for their own job tasks and work behaviors. Self-leadership involves the influence people exert over themselves to achieve the self-motivation and self-direction needed to accomplish desirable outcomes. To accomplish this study, it was determined that the analysis derived from a hypothesis and literature reviews and data collected from 206 employees in travel agency.The results of empirical analysis showed as follows. First, Self-leadership has a significant effect on job satisfaction, organizational commitment and customer orientation. Second, Job satisfaction has a significant effect on organizational commitment and customer orientation. Third, Organizational commitment has a significant effect on customer orientation. Based on these findings, the implications and limitations of the study were presented including some directions for future studies.

여행업은 인적자원에 대한 의존도가 매우 높은 산업으로 조직구성원들의 자발적이고 긍정적인 태도와 행동은 고객지향성과 같은 성과에 중요한 요인이다. 특히 여행업이 위기인 현 상황에서 조직은 구성원들에게 과거와는 다른 많은 과업과 직무행동에 또 다른 역할까지 요구하고 있다. 따라서 이러한 시점에 적합한 리더십은 자신이 스스로 목표를 설정하고 리더의 통제를 받지 않아도 자기 스스로 자신의 태도와 행동을 바람직한 방향으로 이끌어가는 리더십, 바로 셀프리더십이다. 본 연구는 셀프리더십이 조직구성원의 태도와 고객지향성에 미치는 영향관계를 실증적으로 규명하고자 하였다. 이러한 연구목적을 달성하기 위하여 해외송출실적 상위 10개의 여행사에 종사하는 구성원들을 대상으로 하여 206부의 설문지를 최종분석에 사용하였다. 연구결과, 첫째, 셀프리더십은 직무만족, 조직몰입 및 고객지향성에 유의한 영향을 미치는 것으로 나타났다. 또한 직무만족과 조직몰입, 직무만족과 고객지향성, 조직몰입과 고객지향성의 관계에서 모두유의성이 검증되었다. 이러한 연구결과를 바탕으로 이론 및 인적자원관리 측면에서의 시사점들이 논의되었고 연구의 한계점과 향후 연구방향을 제시하였다.

Keywords

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