Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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A Study on the Mediating Effect of Self-Efficacy in the Relationship between Self-leadership and Customer Orientation: Focusing on Airline Cabin Crew

셀프리더십과 고객지향성의 관계에서 자기효능감의 매개효과: 항공사 객실승무원 중심으로

  • Kwon, Do-Hee (Department of Airline Tourism Management, Youngsan University) ;
  • Lee, Seung-hae (Graduate School of Counseling Psychology, Hanyang University)
  • 권도희 (영산대학교 항공관광학과) ;
  • 이승해 (한양대학교 상담심리대학원 상담심리학과)
  • Received : 2022.07.11
  • Accepted : 2022.08.04
  • Published : 2022.09.30
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Abstract

Purpose: The purpose of this study is to analyze the effect of self-leadership on self-efficacy and customer orientation and to verify whether there is a mediating effect of self-efficy on the relationship between self-leadership and customer orientation. Methods: To verify these research problems, the subjects of this study were a total of 300 Korean cabin crew members working for domestic and foreign airlines who received distributed questionnaires and 247 copies wee analysed using the SPSS 20.0 program. Results: First, it can be seen that the self-leadership of airline cabin crew has a significant positive (+) effect on self-efficacy, indicating that self-leadership has a positive effect on the self-efficacy of the members of the organization. Second, it was found that self-efficacy had a positive (+) effect on the customer orientation of airline cabin crew, and it was analyzed that self-efficacy played a partial mediating role in the relationship between self-leadership and customer orientation. Third, it was found that self-leadership had a positive (+) effect on customer orientation, and it was proved that behavior-oriented strategy, constructive accident pattern, and natural compensation strategy, which are three sub-factors of self-leadership of cabin crew, have an influence on customer orientation. Conclusion: based on these findings, the theoretical and practical implications of this study and directions for future research were presented.

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References

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