서비스표준화, 직무만족 및 고객지향성 간의 관계

This research addresses the effects of standardization in service industry. We develop a scale to measure the service standardization and analyze the relationship among the service standardization, job satisfaction and customer orientation. We suggest the scale of service standardization level measured by process, infrastructure and compliance. The research model including above three variables is developed and validated with hypotheses. For the empirical analysis, 332 surveys are used and analyzed by using SPSS. Consequently, the level of service standardization has positive influences on job satisfaction and customer orientation significantly. Especially, compliance is more influential than process and infrastructure. Also, job satisfaction has a significant influence on customer orientation. These results have a practical implication that establishment and activation of the service standard can be utilized as strategic means for improvements of job satisfaction and customer orientation.