The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The Effect of Job Satisfaction and Organizational Citizenship Behavior on Customer Orientation - Focused on Fashion Product Employees in Department Stores -

직무 만족과 조직 시민 행동이 고객 지향성에 미치는 영향 - 백화점 패션 제품 판매원을 중심으로 -

  • Chung, Myung-Sun (Human Ecology Research Institute, Chonnam National University) ;
  • Kim, Sung-Eun (Dept. of Clothing and Textiles, Chonnam National University)
  • 정명선 (전남대학교 생활과학연구소) ;
  • 김성은 (전남대학교 생활과학대학 의류학과)
  • Published : 2007.08.31
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Abstract

The purpose of this study was to empirically examine the effect of job satisfaction and organizational citizenship behavior on customer orientation to investigate the causal relationships among these variables. The questionnaires was administered to 121 fashion product employees of department stores in Gwang-ju city during February $10{\sim}15$, 2006. For analysis of data, frequency, factor analysis, t-test, ANOVA, regression analysis, and path analysis were applied. The results indicated that job satisfaction of employees significantly influenced customer orientation(p<0.001) and organizational citizenship behavior(p<0.001). The organizational citizenship behavior of employees significantly influenced customer orientation(p<0.001). The job satisfaction had both direct and indirect effects on customer orientation mediated by organizational citizenship behavior.

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