• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.1-22
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• 2007

Customer satisfaction is important in an increasingly competitive and global marketplace. This implies that customer service is a critical factor for many organizations. In service encounter context, customer satisfaction is affected by employees' attitudes and behaviors. Accordingly, service firms have been focusing on selecting high quality of service employees, which resulted the ability to identify and select quality service- or customer- oriented employees to become critical for an organization's success. It was suggested that customer service orientation links to performance and subsequent organizational revenue. Moreover, it was found that service encounter failures were among the major reasons for customers' service switch. Therefore, the selection of customer service oriented employees is a key factor in establishing customer service - a potential source of sustained competitive advantage. However, the measurement of employee service orientation is more confusing than that of definitive answers. The difficulty of measuring service orientation is attributed to the use of broad versus narrow measures of personality. Advocates for the broad perspective prefer using basic personality constructs, such as the Big Five personality traits. On the contrary, the latter prefer a construct-oriented approach of personality research that provides a better measure of job performance because it requires the specification of the relationship of the personality traits with multiple dimensions of job performance. The customer service orientation was defined as "a set of basic individual predispositions and an inclination to provide service, to be courteous and to be helpful in dealing with customers and associates." Similarly, it is a fact that the Big five personality traits are predictors of customer orientation, and employee's self- and supervisor performance. They propose that basic personality traits may be too far removed from focal service behaviors to be able to predict specific service behaviors (customer orientation) and service worker performance. Also, customer orientation is defined as "an employee's tendency or predisposition to meet customer needs in an on-the-job context." This means that people who have job-relevant personality traits such as concern, empathy, and conscientiousness will be more adept at customer service than people who do not possess these traits. However, little attention has been given to the exploration of the service orientation of customer-contact employees who play a key role in creating satisfactory service encounters in the hospitality industry except for Kim, McCahon, & Miller (2003)'s study, especially in family restaurants context. Thus, the purposes of this study are to examine and validate the customer service orientation of customer-contact employees using the instrument developed by Donavan (1999) in Korean family restaurants, because the scale was developed to measure the personality traits related job behaviors. And this study explores the relationships between customer service orientation, job satisfaction, organizational commitment, and self service performance using structural equation modeling (SEM). And this study explores the relationships between customer service orientation, job satisfaction, organizational commitment, and self service performance using structural equation modeling (SEM). For these purposes the author developed several hypotheses as follows: H1: Employee's service orientation is associated with service performance. H2: Employee's service orientation is positively associated with job satisfaction. H3: Employee's service orientation is positively associated with organizational commitment. H4: Service performance is positively associated with job satisfaction. H5: Service performance is positively associated with organizational commitment. H6: Job satisfaction is negatively associated with organizational commitment. The data were collected from 278 employees in 5 deluxe hotels located in Pusan, Korea. The researcher contacted the manager of the restaurants, and managers consented to administer surveys to their employees. The survey was executed during one month period in the October of 2007. The data were analyzed with structural equation modeling with LISREL 8.7 W. The result of the overall model analysis appeared as follows: $X^2$=122.638 (p = 0.00), df=59, GFI=.936, AGFI=.901, NFI=.948, CFI=.971, RMSEA=.0625. Since the result of the overall model analysis demonstrated a good fit, we could further analyze our data. The findings can be summarized as follows: First, the greater the employee service orientation, the greater the service performance. Second, the greater the employee service orientation, the greater the job satisfaction. Third, the greater the employee service orientation, the greater the organizational commitment. Fourth, the greater the service performance, the greater the job satisfaction. Fifth, the greater the service performance, the greater the organizational commitment. Finally, the greater the job satisfaction, the greater the organizational commitment. Seventh, the greater the customer satisfaction, the greater the customer loyalty.

• Korean Journal of Environment and Ecology
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• v.22 no.3
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• pp.249-259
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• 2008

The purpose of this study was to analyze the users' behaviors and to suggest development strategies in Uljin Kumgang pine tree(Pinus densiflora for. erecta) eco-forest(UKPEF), which is located in Kyeongbuk. The data were collected by interviewing 122 visitors to september 3 from august 29, 2007 with a constructed questionnaire. The results of the analysis are as follows. 1. The major visitors of UKPEF are male and the age between 20 to 30, the residents of the Uljin county with relatively high academic background. 2. The motive of visiting UKPEF is mainly by the beauty and taste of Kumgang pine tree and the condition of the forest. The visitors are mainly composed of family, not big group. 3. The visitors of UKPEF have obtained information about the Kumgang fine tree forest mainly from friends, not from the internet or travel agency. 4. The visitors of UKPEF pointed out lack of convenient facilities such as toilets and water-supply facilities. However, visitors are satisfied by the condition of the forest. 5. The visitors of UKPEF set a high value on Kumgang fine tree, So, more active marketing strategy about Uljin Kumgang pine tree has to be established. 6. The visitors of UKPEF are more satisfied by the Uljin Kumgang pine tree forest than expected. The development strategies of UKPEF are suggest as follows. (1) Auto tram system has to be set up and new trail should be constructed to attract more visitors and people of other regions. (2) To attract group tourists, new program should be developed. (3) Advertisement through internet or travel agency has to be developed. (4) Government(local) should make a plan to register the forest as World natural heritage. (5) Monitoring and evaluation system has to be developed to satisfy tourists. In conclusion, the efforts of taking care of and preserving the UKPEF should be made at the national level. I hope that more Koreans can have chance to feel and experience the value and excellence ofthe Uljin Kumgang pine tree(Pinus densiflora for. erecta)

• Journal of East-West Nursing Research
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• v.8 no.1
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• pp.81-88
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• 2003

This research has been conducted to examine the cognition and attitude of nursing students on Oriental Nursing, the subject of this research being 789 nursing students from 9 different universities who took the Oriental Nursing class. A questionnaire, the construct validity and reliability of which have been verified through enquiries into records and references as well as preliminary researches, was used as a research tool. The questionnaire, a set of 86 questions, was developed by the researchers of this study, and the reliability of the questionnaire is Cronbach's=.85. The collected data have been analysed using SPSS windows programme 11.0 for t-test and ANOVA, and the results are as follows: 1. There was a significant difference in cognition and attitude points according to the academic year (F=14.15, p=.000). After the post-hoc test, it was revealed that the points of the students in their 4th year were significantly higher than the points of the students in their 2nd or 3rd year. 2. There was a significant difference in cognition and attitude points according to the credits the students have taken (F=28.66, p=.000). After the post-hoc test, it was revealed that the points of the students who have taken from $3{\sim}5$ to $6{\sim}8$ credits were significantly higher than the points of those who have taken from 1 to 2 credits. 3. There was a significant difference in cognition and attitude points according to the period of time the students have experienced Oriental Nursing (F=32.06, p=.000). After the post-hoc test, it was revealed that the points of the students who have practised Oriental Nursing from 1 to 2 weeks were significantly higher than the points of those who have not practised it at all. 4. There was no significant difference in cognition and attitude points according to the treatment or hospitalisation of the students themselves or their family members. 5. The cognition and attitude points of the students who are deeply interested in Oriental Nursing were significantly higher than the points of those who are not (t=8.83, p=.000). 6. The cognition and attitude points of the students who have higher expectations for the development of Oriental Nursing were significantly higher than the points of those who have not(t=5.90, p=.000). 7. The cognition and attitude points of the students who believe that the Oriental Nursing will contribute to the expansion of the roles of nurses were significantly higher than the points of those who do not (t=6.60, p=.000). 8. The cognition and attitude points of the students who expect that the Oriental Nursing will be effective in prevention of chronic diseases were significantly higher than the points of those who do not (t=5.80, p=.000). According to the results above, it was confirmed that proper education on Oriental Nursing can have affirmative effects on the cognition and attitude of the nursing students towards Oriental Nursing.