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Expecting that face giving, lower level, the cultural values of Korea, will make changes in organization effectiveness of a sports center, this study attempts to provide empirical data to the internal marketing management strategy of a sports service company by structurally identifying relationship between face giving and communication, supervisor support, job performance. The research target is the regular employees working in comprehensive sports centers located in Seoul and Gyeonggi Province and total 286 people of data was used in the final statistical treatment. As statistical methods for hypothesis testing, Confirmatory Factor Analysis(CFA) using AMOS and Structural Equation Model(SEM) were conducted. The results are as follows. First, face giving have significant effect to quality of communication relation, supervisor support, and job performance. Second, quality of communication relation have significant effect to supervisor support, but they have insignificant effect to job performance. Third, supervisor support have significant effect to job performance.
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