• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.376-390
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• 2016

The purpose of present study is to investigate mediating effects of emotional labor in the links between communication ability of small businessmen and customer orientation behavior. In detail, it is demonstrated both impacts of communication ability on customer orientation behavior and emotional labor (surface acting, deep acting), and of emotional labor (surface acting, deep acting) on customer orientation behavior. Furthermore, mediating effects of emotional labor (surface acting, deep acting) will be verified. The data for analysis was collected from 270 employees in small businessmen located in Jeju. The results are as follows. First, the main impacts of communication ability on customer orientation behavior and emotional labor (surface acting, deep acting) were statistically significant, in addition, emotional labor (surface acting) was positively associated with customer orientation behavior. Surface acting as a mediator was partially mediated the relation. The result will help to understand the importance for communication ability in small businessmen, and it suggests the crucial implecation in the communication study of service suppliers.

• Journal of Digital Convergence
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• v.11 no.11
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• pp.603-611
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• 2013

This study examines the impact of job stress on customer-oriented boundary-spanning behavior with the mediating effects of organizational commitment. The survey data was collected from 147 employees working at a hospital and analyzed statistically by using SPSS 18.0 and AMOS 18.0. The result of this study are as follows. Hypothesis 1, Job stress has a negative influence on organizational commitment. Hypothesis 2, Organizational commitment has a positive influence on customer-oriented boundary-spanning behavior. Hypothesis 3, Job stress has a negatively significant impact on customer-oriented boundary-spanning behavior. Accordingly, Organizational commitment has the role of partially mediating the effect between job stress and customer-oriented boundary-spanning behavior. This means that employees working at the point of meeting customers must reduce their job stress in order to improve the service quality of a hospital and creating solutions to reduce job stress of hospital employees can increase customer-oriented boundary-spanning behavior.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.429-438
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• 2012

The purpose of this study was to investigate the effects of organization citizenship behavior of casino employees and organization commitment, organization commitment and customer orientation, organization citizenship behavior and customer orientation. In order to analyze data of this study, a questionnaire survey was conducted with employees of casino in Gangwon-do. This study considers organization citizenship behavior of casino employees and examines the method of enhancement of organization citizenship behavior, organization commitment and customer orientation for development of casino industry. The results of the study were as follows. First, organization citizenship behavior had a statistically significant effect on citizenship, sportsmanship. Second, organization commitment had a statistically significant effect on customer orientation. Third, altruism and sportsmanship had statistically significant effects on customer orientation, citizenship had a statistically significant effect on satisfaction of customer need, conscientious action had a statistically significant effect on customer reception service.

• Journal of the Korean Society for Railway
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• v.17 no.4
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• pp.289-296
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• 2014

This study analyzes, based on survey of the behavior of 288 railroad tour conductors. how deep acting and surface acting, which were both classified as emotional labor, influence customer orientation. It also analyzes the moderating effect of POS (perceived organizational support) on emotional labor and customer orientation. The following are the summarized results of the analysis. First, railroad tour conductors' deep acting has a positive influence on customer orientation. And surface acting has a negative effect on it. Second, after the moderating effect of POS has been studied, it is found that POS does not appear to have a moderating effect on customer orientation of deep acting but does appear to have a moderating effect on customer orientation of surface acting. In conclusion, this study implies that it is important, to railroad tour conductors, that organizational level support enhance customer orientation; it is also important to manage railroad tour conductors' emotions in order to enhance customer orientation.

• Journal of the Korean Society of Food Science and Nutrition
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• v.45 no.11
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• pp.1673-1680
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• 2016

The purpose of this study was to examine how customer orientation (CO) reduces employee stress to customers (CSS). As emotional labor strategies [surface acting (SA) and deep acting (DA)] may mediate a role between CO and CSS, we verified multiple parallel mediator roles of SA and DA between CO and CSS. Our survey was administered to 323 school foodservice employees in Daegu and Gyeongbuk. The results show that CO increased DA but did not decrease SA, and SA had a positive effect on CSS while DA did not influence CSS. These results did not support the parallel multiple mediator model. We conducted post-hoc model modification and proposed the serial multiple mediator model as a modified model. As a result, CO increased DA, DA reduced SA, and SA showed a positive relation with CSS. This double mediating effect through DA and SA between CO and CSS was significant. Based on these results, we found that CO did not have a direct effect on SA and CSS. DA did not directly reduce CSS while CO reduced SA and CSS through DA indirectly. DA had a negative effect on CSS through SA indirectly. Finally, implications and limitations of this are discussed.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.5
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• pp.113-128
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• 2017

This Study Examined the Effects of Disgruntled Customers' Behaviors on the Emotional Dissonance of Service Workers, the Effects of Emotional Dissonance on Emotional Exhaustion, and the Effects of Emotional Dissonance on Turnover Intention and Customer Orientation. In Addition, this Study Examined the Moderating Effects of Emotional Labor Strategies(both surface acting and deep acting), in the Relationship Between Customers' Disgruntled Behaviors and Emotional Dissonance. A Survey was Conducted on Hospital Workers and Drew the Following Results. First, Disgruntled Behavior had a Positively Significant Effect on Emotional Dissonance. Second, Emotional Dissonance had a Positively Significant Effect on Emotional Exhaustion. Third, Emotional Exhaustion had a Positively Significant Effect on Turnover Intention but Negatively Significant Effect on Customer Orientation. Finally, According to a Hierarchical Regression Analysis, Disgruntled Behavior and a Moderating Variable, Surface Acting had a Significant Interaction Effect on Dependent Variable, Emotional Dissonance, but Disgruntled Behavior and a Moderating Variable, Deep Acting did not.

• Asia Marketing Journal
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• v.2 no.1
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• pp.99-117
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• 2000

서비스는 고객과 종업원간의 상호접촉을 통해 전달되기 때문에 고객접점 직원의 태도와 행동은 고객의 서비스 품질 평가와 만족수준에 매우 큰 영향을 미치며, 우수한 품질의 서비스를 제공하기 위해서는 고객접점 직원들의 관리가 서비스업의 성공에 매우 중한 요인이 된다. 본 연구는 서비스제공에 있어서의 조직의 서비스지향성과 종업원외 직무만족이 서비스 제공 시 종업원들의 태도와 행동에 영향을 미치는가를 밝히기 위해 다중회귀분석을 실시하였다. 그 결과 조직의 서비스 지향성과 종업원의 직무만족이 종업원들의 서비스 지향적인 태도와 행동에 유의하게 영향을 미치고 있음이 확인되었으며, 서비스품질의 각 차원별로 종업원의 서비스지향성율 측정하고 영향 요인들을 비교한 결과, 각 차원들 간에 주요 영향 변수들이 차이가 있음이 밝혀졌다.

• Asia Marketing Journal
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• v.11 no.4
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• pp.1-19
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• 2010

The role of customers in product, service production and delivery is getting more important. Especially, customers' progressive participation in service circumstance bring to success of service delivery and improve service quality. Recently, the studies related to Customer Citizenship Behavior (CCB) which leaves to the discretion of customer is conducting in marketing area. However, the prior study concentrates on antecedents of CCB but it mixed antecedents of CCB and customer participation behavior. Also, there is insufficient related to the consequence of CCB in long-term relationship between service organization and customer. This study examines the effect of customer citizenship behavior on long-term orientation between service organization and customer. The results show that significant effects of citizenship behavior of customer. First, the relationship between customer's perception of justice and CCB was significant. Second, the relationship between customer's perception of support from service organization and CCB was significant. Third, the relationship between customer's perception of value and CCB was significant. Lastly, CCB significantly affect on Long-Term Orientation between service organization and customer.

• The Journal of the Korea Contents Association
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• v.10 no.5
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• pp.398-406
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• 2010

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.

• Culinary science and hospitality research
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• v.18 no.4
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• pp.84-99
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• 2012

This paper investigated the effects of employee's personality on organizational citizenship behavior(OCB) and customer orientation in service business. Based on the literature search about personality, OCB and customer orientation, this study conducted a survey to total 207 service employees who engage in food service business. The findings of the research are as follows. First, service employee's personality consists of neuroticism, extroversion, agreeableness, conscientiousness and intelligence. Second, service employee's OCB is affected by intelligence, agreeableness, conscientiousness and extroversion of a service employee. Third, service employee's extroversion, agreeableness, conscientiousness and intelligence positively affect service employee's customer orientation, and service employee's neuroticism negatively affect service employee's customer orientation. Fourth, service employee's customer orientation is affected by employee's OCB. The findings of this research shows that service employee's personality affects OCB and customer orientation.