호텔기업 구성원의 가치성향이 서비스지향성과 고객지향성에 미치는 영향

The main purpose of research is to confirm the structural relation among hotel employee's value orientation on service orientation and customer orientation. The sample used for date analysis are 309 hotel employee's in Seoul. The results of this study are summarized as followings. First, the positive and significant relationship between collectivism and service orientation, the negative and significant relationship between individualism and service orientation was proved. Second, the positive and significant relationship between collectivism and customer orientation, the negative and significant relationship between individualism and customer orientation was proved. This study has implications for hotel organization. Hiring employees with collectivism of value oriented is important for hotel organization.