Theme park employee satisfaction and customer orientation

Abstract

The purpose of this study was to explore the relationship between front-line employee job satisfaction and customer orientation. Data for this study were collected through the use of a survey instrument completed by 146 front-line employees of a regional theme park in the southeast United States. Simple Linear Regression analysis was used to test the relationships under review. Results of this study showed that employees who are more satisfied with the relationship they enjoy with co-workers have a higher customer orientation. Significant relationships were not found between any other dimension of job satisfaction (including overall job satisfaction) and employee customer orientation. In addition, no significant relationship was found between any demographic characteristics reviewed and customer orientation. Results found in this study run contrary to previous results of studies conducted in non-recreation-related work environments. The results of this study suggest that employees of recreation-related organizations respond differently to job satisfactions as they relate to customer orientation rather than employees of other business types. Results of this study may help theme park managers better facilitate customer orientation through improved relationships between front-line employees.