호텔 조직문화가 종사원의 긍정심리자본 및 고객지향성에 미치는 영향

Abstract

It can be said that the most important and core goal of a hotel company representing the service industry is to satisfy customers. It is necessary to consider what effect it has. Therefore, it is verified what role the positive psychological capital of organizational members who are working to satisfy customers in the front-line hotel service field plays between the type of organizational culture and customer orientation, and strengthens customer-oriented services that the organization targets. It can be said that a systematic and strategic approach to increase organizational goals and performance is necessary. In particular, due to COVID-19 in the past few years, the hotel tourism service industry has experienced extreme difficulties that it has never experienced before. There was even a phenomenon of avoiding employment with a sudden drop in employment. Now, as we face the post-pandemic era, we will have to overcome difficulties and prepare for the heyday of the tourism industry once again. Therefore, this study was started to reduce the psychological anxiety of hotel service workers and to focus on customers and improve organizational performance by valuing positive factors rather than negative aspects. This study examines the structural relationship between organizational culture type, positive psychological capital, and customer orientation targeting hotel employees, and identifies the relationship between them, which ultimately leads to the development of the organization and individual of the hotel company. The purpose of this study is to help achieve this. In service companies such as hotels, it can be said that, above all, individual capabilities and positive emotions and attitudes in the field have a direct impact on customers. In addition, we would like to verify how individual psychological emotions and the propensity of the MZ generation affect the customer orientation, the ultimate goal of hotel resort companies, and suggest ways to improve performance. This study aims to study the effect of hotel organizational culture type on positive psychological capital and customer orientation, and to analyze the moderating effect of MZ generation tendency. The detailed purpose of this study is as follows. First, based on previous studies, the concept and characteristics of hotel organizational culture types are examined in detail, and the results of how each type affects them are confirmed. Second, based on previous studies, how the four sub-elements of positive psychological capital of hotel service workers, namely, self-efficacy, hope, resilience, and optimism affect customer orientation, and play the role between organizational culture type and customer orientation analyzing whether there is an effect of and identify the effect relationship. Third, a research model is presented to identify the effect of hotel organizational culture type on positive psychological capital and customer orientation of hotel service workers, and the effect on the relationship between variables is confirmed. Fourth, based on previous studies, the concept and characteristics of the MZ generation were considered, and their propensity showed a moderating effect in the relationship between hotel organizational culture type, positive psychological capital and customer orientation and by using their strengths, the organization and It provides direction for personal development. Fifth, the final results of the study were drawn, and through this, suggestions for overcoming COVID-19 in the hotel industry and revitalization of the hotel tourism industry along with academic meaning and recovering the morale of hotel service employees in the future for sustainable development of hotel companies. Based on the results of this study, the following theoretical implications are presented. First, corporate organizational culture has been studied for a long time and has been studied to achieve corporate goals. In addition, many studies must be continued for a long time to identify and analyze positive variables for customer satisfaction, which is an important factor for hotel companies in the service industry. Since most hotel resort companies focus only on the goal of increasing sales through external customer satisfaction, more academic research is needed. In the service industry, study on the factors influencing the positive mentality of employees on customers has produced academically meaningful results. Based on these results, the four types of organizational culture, namely clan culture, adhocracy culture, hierarchy culture, and market culture, were classified and verified for the purpose of the study and desired results. Second, it was confirmed that the positive psychological capital of hotel employees is an important factor at a time when the business environment is recovering after passing through the COVID-19 pandemic era. In recent rapid changes in the hotel and tourism industry, the positive psychological capital of organizational members should be studied in business administration and psychology. It was found through empirical analysis that hotel employees' positive psychological capital plays important role between hotel organizational culture and customer orientation. Studies on positive psychological capital targeting hotel workers are still insufficient compared to their importance. It can be said that more research is needed to clarify the psychological factors experienced by hotel employees and the psychological factors that they have from the outside, such as the culture and environment of the organization. This psychological factor, positive psychological capital, has academic significance in establishing the theory of positive psychological capital by recognizing the importance of this study and continuing follow-up research related to it. Third, the direction of customer orientation, the dependent variable of this study, can be said to be very important. In the hotel service industry, it can be said that it is an industry that relies on human services. This study can be said to have secured a direction toward customer orientation through positive psychology of hotel employees, thereby providing a theoretical basis for achieving performance and leading the way in competition. In addition, it was possible to present academic implications by verifying the hypotheses of these influence relationships. Finally, by differentiating from previous studies, it was verified what kind of change the propensity of the MZ generation gave and whether there was a moderating effect. The MZ generation tendency shows a distinct difference in generational identity from the older generation, such as industrialization and digitalization, collectivism and individual shareholderism, etc. (Rouse & Ross, 2018). Therefore, if most of the previous studies consisted of existing employees, this study identified the changing trend by classifying the MZ generation. It was confirmed that the MZ generation approaches organizational values and goals in a different way, and that this tendency also affects the relationship between organizational culture and customer orientation.