The Exploratory Study of Effect of Competitive Environment on Organizational Service Orientation in Korean Deluxe Hotels

This study explores how organizational service orientation of hotels is affected by competitive environments. To investigate this question on the personal level executives, managers, supervisors, and employees of 87 super deluxe hotels and deluxe hotels were asked to answer a questionnaire. Two hundred fifty nine valid questionnaires (134 from super deluxe hotels, and 125 from deluxe hotels) were returned. Regression analysis was performed on the data using SPSS P/C+ 10.0 and the results are as follows: Firstly, the higher fluctuation in markets gets, the higher service orientation of hotels gets. Secondly, the higher competitive hostility gets, the higher service orientation of hotels gets. Thirdly, fluctuation in technological turbulence is not likely to affect significantly service orientation of hotels as a whole but it has a positive effect on service leadership and service rewards. Lastly, this study suggests how management could affect organizational service orientation of hotels and what future studies should be about.