The Effects of Coaching Competency on Organizational Commitment, Job Satisfaction and Customer Orientation

: The purpose of this study is to empirically verify the influence of coaching competency on organizational commitment, job satisfaction and customer orientation. For the study, a survey was conducted from June 10 to June 24, 2023, on 203 professional coaches who were certified as Korea Association Coach (KAC) or higher by the Korea Coach Association. The results of the empirical analysis are as follows. As a result of the study, it was found that coaching competency (voluntary behavior, emotional perception, and logical thinking) had a significant positive (+) influence on organizational commitment and job satisfaction. In addition, it was analyzed that organizational commitment had a significant positive (+) effect on job satisfaction. Furthermore, it was found that job satisfaction had a significant positive (+) influence on customer orientation. However, it was found that organizational commitment did not significantly affect customer orientation. According to the results of empirical analysis, first, it can be confirmed that organizational commitment is closely related to voluntary behavior, emotional perception and logical thinking which are the main factors of coaching competency. Second, it can be said that organizational members focus on sense of belonging, achievement of goals, and continuous work when experiencing strong commitment and connectivity to the organization. Third, it was confirmed that customer orientation can be further enhanced through satisfaction with human relationships among members, a sense of accomplishment with work, and general job satisfaction. Therefore, in order to enhance the customer orientation of members, it is necessary to establish a strategy in the direction of further enhancing the commitment and loyalty to the organization by strengthening the coaching staff's coaching competency. In other words, companies need to further strengthen their coaches' capabilities to discover customer needs, provide services that customers want, and further satisfy customers' needs.