This study is a empirical and documentary research purposed to investigate if the eco-oriented awareness of a hotel culinary staff has a significant affect on the eco-innovation capability achievement, and determine the influence of a customer-oriented culinary staff on the empowerment of the eco-innovation capability.
The verification of Hypothesis-1, the correlation between eco orientation and customer orientation, concludes that eco orientation has a significantly positive influence on customer orientation. The verification of Hypothesis-2, the correlation between customer orientation and eco-innovation capability achievement, concludes that customer orientation has a significantly positive influence on eco-innovation capability achievement. The verification of Hypothesis-3, the correlation between eco orientation and eco-innovation capability achievement, concludes that eco-friendly ingredients have a significantly positive influence on eco-innovation capability achievement.
These conclusions suggest the following discussions.
Firstly, the hotel culinary staff is educated and embodied with the company's vision and mission throughout his/her tenure with the hotel. Therefore, staff members with higher statuses and/or larger salaries tend to invest more time and effort for self-development than staff member with lower statuses and/or smaller salaries. It is shown that hotel culinary staffs having longer tenures possess a more stronger eco orientation and customer orientation than staff members with shorter tenures. The recent trend of more highly educated culinary staff members increases the overall customer orientation shown by the culinary staff. Even though the hotel industry has a high employment turnover rate, the culinary staff requires stronger professionalism than other staffs, and a culinary staff member has a higher pride in his/her technical profession. Therefore, once he/she fully molds into a member of the culinary staff, each staff member personally invests his/her time and effort to correlate with customers, to improve his/her skill in cooking, and to enhance eco-innovation capabilities.
Secondly, pro-active attitude toward eco orientation leads to efforts to empower eco-innovation capabilities, where culinary staff members who are highly concerned about the environment shows lower customer orientation. In other words, customers who fond hotel dining have higher priority on the convenience of the dining experience over eco-friendly aspects. This concludes that a stronger eco-oriented attitude of a culinary staff may hinder the customer oriented nature of the industry. Customers should learn this trend through experience.
Thirdly, for the customer orientation of a culinary staff, the customer relation-oriented approach of culinary staff complements the correlation between eco-friendly perspectives and eco-innovation capabilities. It is also concluded that a strict temperament for food ingredient selection shown by a culinary staff shall empower the eco-innovation capability through the customer oriented approach.