• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.2
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• pp.152-164
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• 2012

This study develops a valid and reliable scale to evaluate customer orientation for clothing salespeople in order to provide a foundation for systematic and empirical research in the apparel industry. The study was conducted in two phases. First, a scale was developed to evaluate the customer orientation of clothing salespeople through a qualitative method. The second phase involved the verification of the validity of the developed evaluation questions through a quantitative method. The subjects of this study were 327 clothing salespeople, and the results were analyzed using AMOS 7.0 and SPSS 15.0. The results were as follows: First, customer orientation questions were elicited from in-depth interviews with fashion sales-people, analyses of fashion magazine articles, and previous studies. From the results, 38 preliminary questions were selected based on categorization, modification, and expert analyses of the content validity. Second, in order to verify the validity of the customer orientation scale that consisted of 24 questions in 7 factors, we performed a verification of the convergent validity through an assessment of the magnitude of standardization factor loading, average variance extracted (AVE), and construct reliability. Discriminant validity was verified using the AVE of each of the two constructs and a comparison of the square of the correlation between the constructs. According to the results, the measured values were above or near the guideline values that demonstrates the validity of the customer orientation scale.

• The Journal of the Korea Contents Association
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• v.16 no.2
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• pp.174-185
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• 2016

Internal marketing is the marketing activities of organizations that have a service mind to give satisfaction to the employees for the satisfaction of external customers. This Study tried to analyse the impacts of internal marketing on the customer orientation and loyalty, collecting a data to use a standardized questionnaires. This Study was conducted for 731 participants in a single general hospital in Gyeonggi Province with factor analysis, correlation analysis and linear regression analysis. The main findings of this study are as follows. First, it was found that the effect of internal marketing on customer orientation had the impact on leadership, internal communication and educational training having the statistically significant effects. Second, it was found that the effect of internal marketing on loyalty had the impact on leadership, internal communication, working environment, compensation and benefits and educational training having the statistically significant effects. Third, the effect of customer orientation on loyalty have the statistically significant effects and it was shown that if a customer orientation go up, there will be higher loyalty. I'm hope that it should be sought concrete plans for internal marketing activity to improve a customer orientation and loyalty.

• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.237-246
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• 2014

The purpose of this study is to examine the relationship between customer orientation and organizational justice in hotel industry. Data were collected from employees who are working in the hotels of Seoul, South Korea and total 321 was used in data analysis. As a result of multiple regression analysis, the distributive justice and interactional justice had a positive effect on the customer orientation. However, the procedural justice had no effect on the customer orientation. Moreover, the type of employee moderates the effect between distributive and procedural justice and customer orientation, but, there was no significant moderated effect of employment type between the interactive justice and the customer orientation.

• Journal of the Korea Convergence Society
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• v.9 no.10
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• pp.599-607
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• 2018

The purpose of this study was to identify the influence of job esteem and empathy on customer orientation of college nursing students in the convergence society. The participants were 213 college nursing students, data were collected between July to August, 2018. Data were analyzed using t-test, ANONA, Pearson Correlation, Multiple regression. The factors influencing customer orientation were empathy, job esteem, communication with patients, and perception of customer orientation. These factors explained 32.0% of variance in customer orientation. Therefore, in order to improve the customer orientation of nursing students, education courses and intervention for improving cognitive empathy and finding ways to improve job esteem are needed.

• Korea Journal of Hospital Management
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• v.16 no.2
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• pp.53-77
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• 2011

This study is focused on analyzing whether strategic human resource management practices influence organizational effectiveness such as organizational citizenship behavior and customer orientation. In addition, it also aims to analyze the mediating effect of perceived organizational support between strategic human resource management practices and organizational citizenship behavior and customer orientation. The samples are from five Veterans Hospital and of 344 questionnaires collected, 311 were used in the final analysis. SPSS(18.0) and AMOS(16.0) were employed to describe data and test hypotheses. The findings are as follows: First of all, it is found that education and training and hiring management have positive effects on perceived organizational support while only education and training has a positive effect on organizational citizenship behavior. Secondly, results reveal that career management and hiring management influences customer orientation while only perceived organizational support does organizational citizenship behavior and customer orientation affects organizational citizenship behavior. Thirdly, it is also found that perceived organizational support mediates the relationship between career management and organizational citizenship behavior and that between hiring management and organizational citizenship behavior. In other words, perceived organizational support is a full mediator between career management and organizational citizenship behavior and between hiring management and organizational citizenship behavior because there is no direct effect of career management and hiring management on organizational citizenship. However, results show that any perceived organizational support doesn't mediate the relationship between all strategic human resource management practices and customer orientation.

• Journal of the Korean Dietetic Association
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• v.19 no.1
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• pp.82-94
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• 2013

The purposes of this study were to measure the service mind and customer orientation of employees and to identify the effect of service mind on customer orientation in elementary school foodservices. The questionnaires were distributed to foodservice employees of the 19 elementary schools, but collected from 12 schools in Gwangju, Gyeonggi. The statistical data analysis was completed using SPSS (ver. 18.0) for the independent sample t-test, ANOVA, Cronbach's alpha, principal component analysis, hierarchical & K-means cluster analysis, Pearson' correlation analysis, and multiple regression analysis. Foodservice employees highly rated their service mind (3.94 out of 5 points), especially their perceptions on the importance of service (4.13 points). The effort to provide service was significantly different depending on the serving place (P<0.05). Employees had a high level of customer orientation (4.02 points), which was significantly influenced by age, position, or career (P<0.05), and cook license (P<0.01). As a result of cluster analysis for service mind, employees were divided into two groups: a low-service mind group (cluster 1) and a high-service mind group (cluster 2). Cluster 2 had a significantly higher overall customer orientation than cluster 1 (P<0.001). The pride in providing services (${\beta}$=0.390, P<0.01) and the perception of the importance of services (${\beta}$=0.297, P<0.05) showed a significant and positive effect on customer orientation.

• Journal of Digital Convergence
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• v.14 no.9
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• pp.99-109
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• 2016

This paper aims to examine the role of mediating effect of trust to leaders on the relation between internal marketing and customer orientation. A survey was conducted to examine the responses of 570 employees. Reliability, confirmatory factor analysis and structural equal modeling were used for results. The following are the summary of hypothesis test. First, internal marketing has positive effect on customer orientation. Second, internal marketing has positive effect on employee's trust to leaders. Third, trust to leaders has positive effect on customer orientation. Fourth, the mediating effects of trust to leaders partially mediated the relationships among empowerment, training, reward, internal communication and customer orientation and fully mediated the relationship between management support and customer orientation. Therefore, the results of this study have many theoretical and practical implications.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.419-429
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• 2021

The purpose of this study is to investigate the effects of service guarantees of tourist hotels on employees' perception of role clarity and customer orientation. Specifically, this study analyzed how the employees' perception of role clarity as a parameter, with the employees' reliability, guarantee-related communication, guarantee limitation, and organizational support as independent variables, affected the dependent variable, customer orientation. As a result of empirical analysis of employees in the first grade hotel in Seoul, it was analyzed that the higher the reliability of employees in service guarantee, the higher the communication and organizational support in the organization related to guarantee work, the higher the role clarity and perception level of employees. The higher the reliability, guarantee limitation and organizational support level of guarantee, the higher the customer orientation, but the guarantee-related communication did not show significant influence. The perception degree of role clarity of employees has a significant effect on customer orientation. According to those results of this analysis, this study examined the influence of each configuration of service guarantee of tourist hotel employees on customer orientation, and presented various academic and practical implications.

• Journal of Distribution Science
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• v.20 no.9
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• pp.109-126
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• 2022

Purpose: The role of salespersons' emotions in effective selling behavior garners attention among scholars and practitioners. Previous studies have investigated the effects of emotional intelligence and emotional labor on sales success separately. However, to understand the whole process, the relationships among salespersons' cognition, emotions, and behaviors should be considered simultaneously. Accordingly, we uniquely examined how salespersons' emotional intelligence (emotional antecedent) and customer orientation (cognitive antecedent) influence their emotional labor (deep acting vs. surface acting), adaptive selling behavior, and the selling results in the retail environment. Research design, data, and methodology: To improve methodological rigor, we used the dyadic approach. We measured 182 salespersons' emotional intelligence, customer orientation, and emotional labor, and 364 customers assessed the salespersons' adaptive selling behavior and selling results in the insurance and duty-free department retailing sectors. Result: The findings suggest that salespersons' customer orientation and emotional intelligence relate to deep-acting of emotional labor, affecting their adaptive selling behavior and relationship quality with customers. Conclusions: As for managerial implications, sales managers may well consider emotional intelligence levels when selecting salespersons in the retail industry. Additionally, practical training programs are required to cultivate customer orientation, emotional intelligence, and deep acting while performing emotional labor.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.139-146
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• 2012

The emotional factor has not been focused in e-learning studies. But the emotions of student are very important in e-learning because it is a self-regulated learning. This study is focused on the emotional factor in e-learning. This study examines the effect of perceived customer orientation to emotional presence, commitment and customer satisfaction in e-learning. The results of this study showed that the perceived customer orientation effect to the commitment about the learning and the customer satisfaction in e-learning.