earticle

영어

The purpose of this study was to analyze the effects of core self-evaluation (CSE) on innovative behavior and customer orientation among golf course service employees. A total of 308 employees working at six golf courses located in the Seoul and Chungcheong regions participated in the survey. The collected data were analyzed using SPSS 26.0 and AMOS 26.0 through confirmatory factor analysis, reliability tests, correlation analysis, and structural equation modeling. The results showed that, first, CSE had a significant positive effect on innovative behavior, with self-efficacy and self-esteem showing relatively stronger effects among its sub-dimensions. Second, CSE also had a positive effect on customer orientation, where emotional stability and self-efficacy were identified as key contributors. Third, innovative behavior positively influenced customer orientation, indicating that creative and proactive work behavior enhances customer-centered service attitudes. These findings suggest that the internal psychological capabilities of service employees are a critical factor in improving golf course service quality. From a managerial perspective, this study highlights the importance of developing recruitment, training, and reward systems that consider employees’ core self-evaluations. Furthermore, fostering an innovation-friendly and emotionally supportive organizational culture can enhance customer-oriented service performance.