골프장 캐디의 감정노동이 직무소진과 직무스트레스 및 고객지향성에 미치는 영향

Abstract

Purpose: This study aims at analyzing the effect of Caddy’s emotionalal bor on job burnout, job stress and customer orientation.BR Method: For this, the researcher selected the caddies who are workin gin the golf courses currently registered in Korea Golf Course Association and conducted a survey targeting 394 caddies working at 5 golf courses. The measurement tools for this research were multiple regression analysis and path analysis by using SPSSWIN 20.0 program.BR Results: Internal behavior of emotional labor appeared to display negtaive effect on job burnout. On the contrary, surface acting appeared to have a positive effect on job burnout. Also, like as job burnout, job stresses displayed negative effect on internal behavior and positive effect on surface acting. That is, internal behavior acts as a factor that raises job burnout and stresses, while surface acting displays an effect that reduces job burnout and stresses. However, with regard to customer orientation, on the contrary, internal behavior displayed positive effect and surface acting displayed negative effect. Depersonalization and sense of accomplishment decline as job burnout displayed negative effect on customer orientation, while the stresses of excessive role displayed negative effect on customer orientation, and roel conflict and role ambiguity displayed positive effect partly on customer orientation.BR Conclusion: First, there are differences in age, career and marital statsu of socio-demographic characteristics. Married persons with high age and many experiences appaers to highly recognize internal behavior of emotional labor, customer orientation and colleague. Second, internal behavior of emotional labor appears to display negative effect on job burnout. Third, there is a direct causal effect between emotional labor and customer orientation.