The Relationship among Organizational Support, Rewards, Organizational Identification and Customer-Oriented Behavior in the Hotel Industry

The purpose of this study is to examine the roles of organizational support, reward and organizational identification while focusing on the customer-oriented behavior in the hotel industry, to identify the strategies to improve the quality of services provided by hotel employees. First, organizational support had a positive impact both on organizational identification and customer-oriented behavior of hotel employees. Second, reward had a positive impact both on organizational identification and customer-oriented behavior of hotel employees. Third, organizational identification had a positive impact on customer-oriented behavior of hotel employees. This study suggested that organizational support and reward management of hotel organization had positive effects on the attitudes and behaviors of the employees who regarded the organization as a common fate and provided high quality service considering customer position.