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The objectives of this study is to investigate the effect of employees’ satisfaction of fringe benefit on service orientation in the hotel industry, and the moderating effect of demographic variables on the relationship between satisfaction of fringe benefit and service orientation. Data were collected from the five star hotel employees in Seoul, South Korea. Hypotheses were examined by using structural equation model analysis. The results are as follows. At first, fringe benefit was categorized as financial support, facility operation, living support and culture support, and service orientation was categorized as correct and differentiated service, comfort and quick service and voluntary service by using factor analysis. As a result of hypothesis 1, satisfaction of fringe benefit had a significant impact on service orientation. Specifically, facility operation, living support and culture support of fringe benefit influenced significantly correct and differentiated service, comfort and quick service and voluntary service of service orientation. As a result of hypothesis 2, moderating effect of tenure and age among demographic variables on the relationship between satisfaction of fringe benefit and service orientation was confirmed. Firstly, job tenure moderated significantly the relationship between living support and service orientation. Secondly, age and job tenure moderated significantly the relationship between culture support and service orientation. The results can suggest practical implications to design appropriate fringe benefit programs to human resource managers.
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