This study pertains to what effects communication, relation with fellow and relation with upper-class as satisfaction factor of relationship in the organizations of tour guides for foreign tourists have on job satisfaction, and organizational citizenship behavior as job attitude.
The details of the purpose of this study are as follows.
1) Grasp of the effects of communication, relation with fellow and relation with upper-class as satisfaction factor of relationship on job satisfaction.
2) Study on the effect of job satisfaction.
3) Understanding of what effects job attitude has on organizational citizen ship behavior.
Therefore, the main purpose of this study is researching the structural relationship among various combined factors which affect the improvement of organizational citizenship behavior of tour guides at direct service point.
Questionnaires was used as the method of collecting data for positive analysis. 306 tour guides as an effective sample who are working in the areas of Seoul and Pusan had participated in the survey.
SPSSIO was adopted as the basic step of statistical analysis for the verification of study model. As for the lower elements according to individual factors, their reliability and propriety were acquired through the first verification of reliability and factor analysis by Cronbach-Alpha coefficient. For the second verification of factor analysis and model, LISREL(Linear Structural Relation)8.30 analysis had been performed, which could reveal both the relationships among individual factors and the direct and indirect effects between individual factors and the whole structure.
The summary of the results of positive analysis of the study goes as follows.
Firstly, it was revealed that communication and relation with upper-class as satisfaction factor of relationship had the actual effects on job satisfaction. This shows no difference between this study and the previous study of Neale & Northcraft(1991) and Farnlam(1989). It can be understood that the more satisfactory communication and relation with upper-class becomes, the higher job satisfaction.
Secondly, the study said that relation with fellow had no effects on job satisfaction. This is a different result from the study of Konvsky & Pugh(1994) and Ho-1k Chang(2002). The result seems to be due to the characteristic of the job, tour guiding that a single tour guide leads a group of tourists.
Thirdly, it was shown that job satisfaction. This is not much different from the study of Smith, Gregory & Cannon(1996) and Susskind, Borchgrevink, Kacmar & Brymer(200). Furthermore, it shows that the understanding of job satisfaction of tour guides in service business which affects results in the phenomenon that the higher job satisfaction gets.
Finally, the study showed that job satisfaction and effects on organizational citizenship behavior. The previous study of Smith(1983) and Dienhart & Gregoire(1993) had produced the same result as this study which shows that job satisfaction makes a proportional effect on the improvement in service quality and organizational citizenship behavior.
Conclusively, the better communication, relation with fellow and relation with upper-class as satisfaction factor of relationship in the job of tour guide are kept, the more job satisfaction. In the end, the organizational citizenship behavior of tour guides improves. Therefore, managers of Travel Agencies must reform poor working conditions and constitute the circumstances where the low level of job satisfaction can be improved by perceiving the results of this study.