A Study on the Factors Affect on Opticians’ Customer Orientation

Abstract

Purpose : The purpose of this study is to analyze how the certain efforts of the optical shops affect on opticiansʼ job satisfaction and organizational commitment, and to analyze how opticiansʼ job satisfaction and organizational commitment affect on the customer orientation and to suggest the method of maintaining competitiveness.Methods : Two hundred opticians took participations on the surveys via the Internet survey method and social network system (SNS), and SPSS 18.0 statistics program was used for data analysis; frequency analysis, T-test, factor analysis, reliability analysis, and multiple linear regression analysis were conducted.Results : It is analyzed the differences on the job satisfaction and organizational commitment in accordance with type of optical shops, conducting 5 working days/week and flexible time. As a result, higher job satisfaction is presented with 5 working days/week. Relationships with co-workers statistically affect on job satisfaction positively and emotional labor and work overload statistically affect on job satisfaction negatively. In addition, relationships with co-workers and reward statistically affect on organizational commitment positively and emotional labor and work overload statistically affect on organizational commitment negatively. And opticiansʼ job satisfaction and organizational commitment statistically affect on customer satisfaction positively.Conclusion : It is necessary for the optical shops to make an effort for their opticians to improve the job satisfaction and organizational commitment. And to do so, it is needed to form trusting and respecting relationships with co-workers or superiors. In addition, it is necessary to have continuous communication and education for opticiansʼ self-management. Also, it is needed to establish an effective reward system.