외식서비스 기업의 혁신적 조직문화가 고객참여행동에 미치는 영향 : 조직몰입과 조직시민행동의 교차수준 매개효과

The purpose of this study was to investigate the relationship among innovative organization culture, organizational commitment, organizational citizenship behavior, and customer participation behavior in food service companies using a hierarchical linear modeling (multi-level analysis). In addition, the study empirically analyzed the mediating effects of organizational commitment and organizational citizenship behavior in the process of innovative organization culture leading to customer participation behavior. The sample for this study was based on the employees who are in charge of customer service through face-to-face contact at thirty food service companies in Korea with more than 500 employees, and also the customers who received the service from the employees. First, the innovative organization culture had a positive (+) influence on the organizational commitment of employees. Second, the relationship between organizational commitment and organizational citizenship behavior, which is an employee-level variable, was also significantly positive (+). Third, the relationship between organizational citizenship behavior and customer participation behavior showed significant (+) interaction. Finally, organizational commitment had no mediating effects between innovative organizational culture and organizational citizenship behavior. On the other hand, organizational citizenship behavior partially mediated the relationship between organizational commitment and customer participation behavior. Based on the results, we confirmed that the innovative organization culture is suitable for food service companies, and that organizational citizenship behavior and organizational commitment of service employees increase customer participation, which leads to management performance of organization.