오늘날 시장지향성이 새로운 경쟁우위의 원천으로서 전략적 선택에 크게 영향을 미치는 중요한 요소로서 등장하고 있지만, 이의 형성에 크게 영향을 미치는 조직문화에 대해서는 간과되어 온 측면이 있다. 조직문화는 조직의 지향가치로서 조직구성원에게 지속적인 선호성을 부여하며 의사소통에 영향을 미치고 행동에 정당성을 제공함으로써 조직구성원 개개인의 행위에 영향을 미치기 때문에 조직전체가 우월한 시장 가치창조를 지향하는 시장지향성을 공유하고 지향하기 위해서는 이러한 특성의 조직문화의 형성이 선행되어야 한다. 따라서 본 연구에서는 오늘날 해외체인호텔(chain hotel)의 활발한 국내시장 진출 등 극심한 경쟁에 노출되어 있는 호텔기업을 대상으로 기업의 조직문화와 시장지향성과 조직구성원의 조직몰입 및 고객지향성, 그리고 조직성과간의 영향관계를 규명하고자 한다. 따라서 본 연구에서는 기업의 조직문화가 시장지향성과 조직구성원의 조직몰입 및 고객지향성, 그리고 사업성과간의 영향관계를 규명하고자 하였다. 본 연구에서 도출된 실증적 연구의 분석결과는 다음과 같다.첫째, 혁신지향, 관계지향, 위계지향, 과업지향 등의 조직문화유형이 시장지향성에 미치는 영향을 분석한 결과, 과업지향문화는 시장지향성에 부(-)의 영향을 미치고, 혁신지향과 관계지향 문화는 시장지향성에 대하여 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 시장지향성과 성과와의 관계를 분석한 결과, 시장지향성과 조직몰입 및 시장지향성과 고객지향성은 모두 정(+)의 영향을 미치는 것으로 나타났다. 그리고 시장지향성과 조직성과의 관계도 시장 지향성이 높을수록 조직성과가 높아지는 것을 확인 할 수 있었다.

An Empirical Study on the Relationships of Market Orientation, Organizational Culture and Organizational Performance Chung, Dong-Seop Due to the service industry circumstance has been changing rapidly, the hotel service has become more important within interrelation to market orientation. First of all, The most important thing is cope with a difficulty of hotel company changing turbulent context. To the management of korean large-enterprise, there are so many important factors, for examples, organizational culture, market orientation and performance variable. Therefore, this research is attained understanding of market orientation, organizational culture and performance in the manner of a empirical method and examine all the good grasp of details. The purpose of this study is to establish an actual proof of influenced elements to culture style of company in the hotel service. To accomplish the purpose of this study, there are composed to 6 hypothesis are formatted as research purpose and research method. The research methods are literature and empirical survey. In particular empirical survey, these proposition are tested by questionnaire survey. Results are as follows: Firstly, organizational culture factor is important factor to market orientation to hotel company. Secondly, market orientation is important factor to the organizational performance. Thirdly, the fit of organizational culture and market orientation is positively affected with organizational performance. KeyWords:market orientation, organizational culture, organizational performance

An Empirical Study on the Relationships of Market Orientation, Organizational Culture and Organizational Performance Chung, Dong-Seop Due to the service industry circumstance has been changing rapidly, the hotel service has become more important within interrelation to market orientation. First of all, The most important thing is cope with a difficulty of hotel company changing turbulent context. To the management of korean large-enterprise, there are so many important factors, for examples, organizational culture, market orientation and performance variable. Therefore, this research is attained understanding of market orientation, organizational culture and performance in the manner of a empirical method and examine all the good grasp of details. The purpose of this study is to establish an actual proof of influenced elements to culture style of company in the hotel service. To accomplish the purpose of this study, there are composed to 6 hypothesis are formatted as research purpose and research method. The research methods are literature and empirical survey. In particular empirical survey, these proposition are tested by questionnaire survey. Results are as follows: Firstly, organizational culture factor is important factor to market orientation to hotel company. Secondly, market orientation is important factor to the organizational performance. Thirdly, the fit of organizational culture and market orientation is positively affected with organizational performance. KeyWords:market orientation, organizational culture, organizational performance

market orientation, organizational culture, organizational performance