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영어

The purpose of this study is to the effects of market orientation of travel agent on the job satisfaction and organization commitment of it’s employees. To perform this study, 229 usable responses were obtained for an empirical analysis. total 250 questionnaire were distributed to employees who have been working in travel agent dated from October 1th to 31th. Frequency analysis, exploratory factor analysis and reliability analysis were measured by using SPSS 18.0 accordingly. SEM was conducted to test the validity of the proposed model and the hypotheses by using AMOS 18.0. For the study structure, Market Orientation was divided with intelligent generation, intelligent dissemination and intelligent responsiveness. Job satisfaction and organization commitment were a single factor. The result has shown as follows: Hypothesis 1, among market orientation, only two factors which are intelligent dissemination and intelligent responsiveness have a positive effect on job satisfaction. Hypothesis 2, job satisfactions has a positive effect on organization commitment. Hypothesis 3, among market orientation, only two factors which are intelligent dissemination and intelligent responsiveness have effect on organization commitment by mediating job satisfaction. This study result has found that marketing orientation of travel agent is a source of competitive marketing advantage in travel agent business. This study suggests operational and theoretical implications on the market orientation in travel industry for great management performance by elevating employee’s job satisfaction and organization commitment.