이 연구는 골프장 종사자를 대상으로 시장지향성이 조직유효성, 경영성과에 미치는 영향을 규명하는 데 목적이 있다. 연구대상은 서울·경기지역 골프장 종사자를 대상으로 유층집락 무선표집법을 이용하여 360명을 표집 하였다. 자료처리는 SPSS 13.0 프로그램을 이용하여 빈도분석, 탐색적 요인분석을 실시하였으며, AMOS 5.0 프로그램을 이용하여 각 측정모형의 구성타당도를 검증하기 위해 확인적 요인분석을 실시한 후, 이론모형의 적합도를 공변량 구조분석으로 검증하였다. 이상과 같은 연구결과 다음과 같은 결론을 얻었다. 첫째, 시장지향성은 조직유효성에 정(+)의 영향을 미쳤다. 둘째, 시장지향성은 경영성과에 정(+)의 영향을 미쳤다. 셋째, 조직유효성은 경영성과에 정(+)의 영향을 미쳤다.

This study was designed to shed light on the causal relationship among market orientation, organization effectiveness and management performance in golf country club. To accomplish such research purpose, researcher identified the causal relationship through Structural Equation Model (SEM) after having established relationship models among service orientation, organization effectiveness and management performances based on precedent research works and hypothetical model. 360 participants were sampled from the employees working for the golf courses located in Seoul and Gyeonggi region by using stratified cluster random sampling method. The resulting data were processed by means of frequency analysis and exploratory factor analysis using SPSS 13.0 program. And, to verify construct validity of each measurement model using AMOS 5.0 program, confirmatory factor analysis was conducted, then after, goodness-of-fit of the theoretical model was verified by means of covariance structure analysis. Results derived from the researches based on the aforementioned methods and data analyses are as follows: First, market orientation had positive (+) influence on organization effectiveness. Second, market orientation had positive influence on management performance. Third, organization effectiveness had positive (+) influence on management performance.