초록 열기/닫기 버튼
이 연구의 의도는 수도권 특등급 관광호텔을 대상으로 시장지향성과 경영성과를 실증적으로 접근하는데 있다. 유효표본 360부가 분석에 활용되었으며 호텔종사원들이 분석대상이었다. 구조방정식모델이 분석도구로 사용되었으며, 제안모델의 적합도는 양호한 것으로 분석되었다(χ2=981.708(df=548, p=0.000), Q=1.791, GFI=0.958, AGFI=0.914, RMSEA=0.060, NFI=0.984, CFI=0.972). 분석결과 제안된 가설인 시장지향성과 저원가전략 간, 시장지향성과 차별화전략 간, 시장지향성과 경영성과 간, 차별화전략과 경영성과 간, 그리고 저원가전략과 경영성과 간 모두 지지되는 것으로 나타났으며, 분석결과와 관련한 논의를 제시하였다.
Current study that has been conducted the relationship among market orientation, low price strategy, differential strategy, and management performance of the hotel industries. Research model and hypotheses were established through the literature review and the survey was conducted for a month from July 5th through August 4th in 2006 and judgment sampling of non-probability. Hypotheses were tested through field study conducted for 360 hotel management employees.A structural equation model was specified to test the hypotheses and was analyzed through AMOS 4.0(Figure 2). The model's goodness-of-fit was acceptable in general with χ2=981.708(df=548, p=0.000), Q=1.791, GFI=0.958, AGFI=0.914, RMSEA=0.060, NFI=0.984, CFI=0.972). The relationships predicted by the previous five hypotheses(for instance: market orientation and low price strategy, market orientation and differential strategy, market orientation and management performance, low price strategy and management performance, and differential strategy and management performance) were statistically significant with the same direction predicted by the hypotheses(Figure 2). The authors discussed the present findings and limitations as well as directions for future research were also discussed.
키워드열기/닫기 버튼
market orientation, low price strategy, differential strategy, customer satisfaction, management performance
