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2011, Vol.35, No.3

  • 1.

    The Effect of Ethical Work Climate on Person - Environment Fit, Organizational Conflict, Job Satisfaction, and Organizational Commitment in the Hotel Food Service Context

    이두진 | Lee, Yong-ki | Jung, Hye-Lyun and 1other persons | 2011, 35(3) | pp.13~36 | number of Cited : 15
    This study was to examine the structural relationships among the ethical work climate, person-environment fit, organizational conflict, job satisfaction, and organizational commitment. Data were collected from 276 employees of six hotel restaurants in Seoul on March 2009. Results of a structural equation model analysis indicated that ethical work climate made only partial impacts on person-environment fit. It suggested that ethical work climate tended to do not much influence on the employees' person-environment fit yet in the Korean hotel restaurant setting. Results also showed that person-environment fit tended to do not significantly mitigate the organizational conflict of the employees, while it tended to make positive impact on job satisfaction and organizational commitment. Moreover, results did not show a clear mediating effect of organizational conflict in between person-environment fit and job satisfaction. Limitation and future research directions were also discussed.
  • 2.

    Country Classification Scheme on Asia Foodservice Market

    한경수 | 신선화 | 2011, 35(3) | pp.37~55 | number of Cited : 1
    In order to provide overseas expansion strategies of food service company into Asian market, this study classified Asian food service market. Data on 23 socio-economic characteristics of the 37 Asian countries were collected from UN, World Bank, Asian Development Bank, and MSU Ciber. Results of a factor analysis on the 23 variables yield five different dimensions of a country's socio-economic characteristics(i.e., quality of life, infrastructure, level of advancement, price stability, and market potential). Result from a cluster analysis on the 37 countries, which was based on the five factors, delineated six different clusters of Asian food service market. South Korea was classified as cluster 4 with Japan, Brunei and Malaysia, while China was classified as cluster 1 with Thailand, Turkey, Kazakhstan and Russia. The characteristics of each of the six clusters and practical implications were also discussed.
  • 3.

    The Influence of Brand Personality on Satisfaction and Loyalty in Coffeeshop Industry: A Focus on the Mediating Effect of Brand Congruency

    김상희 | 김민화 | Park Jae Min | 2011, 35(3) | pp.57~83 | number of Cited : 46
    Coffee industry has been growing continuously and the coffeeshop brand(such as Starbucks etc.) became a trend for the young generation to express their social class and personal characteristics. At first, this study was to identify whether coffeeshop brand personality factors influence brand congruency, satisfaction and loyalty. Second, it also tried to verify the mediating role brand congruency which might work in between brand personality and brand attitude. Data were collected using a web survey method from 300 coffeeshop users on July 2010. Results of regression analyses showed that 'honest·rationality' and 'high-class·sophisticated' factor of coffeeshop brand personality influenced brand congruency, satisfaction and loyalty positively. Results of hierarchical mediation regression analyses verified the mediation role of brand congruence, which suggested that some brand personality factors improved satisfaction and loyalty through brand congruency. Limitations and future research directions were discussed.
  • 4.

    Examining the Effect of Wedding Planner's Job Characteristics on Job Attitude and Intention to Turnover

    lim jae moon | 송영석 | 2011, 35(3) | pp.85~109 | number of Cited : 6
    This study investigated the effect of wedding planner's job characteristics on their job attitude and intention to turnover. Based on the review of related literature, several research hypotheses were established and empirically tested. Data were collected from 398 wedding planners in Seoul from June to August 2009. Results of a structural equation analysis showed that some aspects of the respondents' job characteristics(i.e. task significance, autonomy, feedback) significantly influenced their level of job satisfaction. In contrast, other aspects of the respondents' job characteristics(i.e., skill variety and task identity) did not significantly effect their level of job satisfaction. In addition, all the respondents' job characteristics except for the skill variety also significantly influenced on the respondents' level of organization committment and intention to turnover. Finally, the respondents level of job satisfaction, organization commitment negatively affected turnover intention.
  • 5.

    The Effects of Dining-out Values on Customer Satisfaction: A Comparison between Mature Consumers and Non-Mature Customers

    남궁영 | 유원위 | 2011, 35(3) | pp.111~132 | number of Cited : 13
    Abstract PDF
    Given the growing number of older people in the society, the consumer behaviors of this group are an increasingly important area for marketers and practitioners. This study focused on the dining-out values of older consumers as compared to younger consumers in the foodservice industry. Data were collected from 407 people in Seoul and Gyeonggi province from June to July 2010. Results of a factor analysis suggested three different factors of dining-out value: 'hedonic/experiential value,' 'utilitarian/economic value,' and 'convenience value.' Results also revealed that hedonic value and utilitarian value significantly affect customer satisfaction among younger respondent group, while only hedonic value had a positive significant effect on customer satisfaction among older respondent group. Based on the findings from this study, implications for the successful management of consumers' value perceptions in restaurant management were discussed.
  • 6.

    The Impact of LOHAS Image of Korean Food on Quality, Satisfaction, and Behavior Intention: A Case Study of Chinese Tourists Visiting Korea

    Lee, Ae-Ja | Kim Hong Bin | Sukbin Cha | 2011, 35(3) | pp.133~153 | number of Cited : 20
    Surveying 208 Chinese tourists visiting Korea, this study aimed to delineate the underlying dimensions of LOHAS image on Korean food and to analyze the relationships between the LOHAS image, quality, satisfaction of Korean food and behavioral intention among the respondents. Results of a factor analysis yielded two dimensions of LOHAS image of Korean food(i.e., pro-environment & health) and two dimensions of Korean food quality(i.e., menu diversity/value & restaurant environment). Results of a structural equation model analysis showed that the respondents' perception on the pro-environment image of Korean food had positive effect on their perception of menu diversity/value of Korean food and Korean restaurant environment. Results also indicated that the respondents' perception on the Korean restaurant environment had positive effect on their level of satisfaction of Korean food. Finally, the respondents' level of satisfaction on Korean food had positive effect on their behavioral intention. Implications and future research directions were also discussed.
  • 7.

    Importance and Performance of Franchisor's Support Services: A Comparison Based on Foodservice Franchisor and Franchisee's Life-Cycle Stage

    Lee Dong-cheul | Chong,Yu-kyeong | 2011, 35(3) | pp.155~175 | number of Cited : 6
    Based on the franchiser life-cycle stage concept, this study was to investigate franchisor's optimal support services to franchisee. First, two types of life-cycle, franchisee's life-cycle perception on their own merchants and franchisor corporate's life-cycle stage based on their establishment year were considered. Then, the level of importance and performance of five different types of franchisor's support service(management support, education and menu support, promotion support, food material support) were examined according to the two types of life stage. Data were collected from 321 foodservice franchisees in Busan and Gyungnam Province from December 2006 to March 2007. Results showed that the franchisees' perceived life cycle were different from franchisors' life-cycle stage. Results also indicated that the level of importance and performance of franchisors' support services were partially different from those of franchisees'. Results from this study suggest that franchisors should provide appropriate support services according to the outlets' life-cycle.
  • 8.

    The Structural Relationship among Work-family Conflict, Social Support, Burnout, and Job Satisfaction of Hotel Employees

    강태완 | 현계담 | Moon-Soo Cho | 2011, 35(3) | pp.177~199 | number of Cited : 27
    Work-family conflict is an important issue in the hotel human resource management. The study examined the structural relationships among work-family conflict, social support, burnout and job satisfaction. To test the hypotheses among the constructs, data were collected from 221 hotel employees at 7 five-star hotels in Jeju province on November 2010. Results of a structural equation model analysis showed that respondents' perception on their experience of work-family conflict were negatively associated with their perception of social support and job satisfaction. In contrast, the respondents' perception of work-family conflicted were positive related to the level of burnout. Results also indicated that the respondents' experience of social support tended to mitigate the level of burnout and enhance the level of job satisfaction. Implications for human resources manager and employee stress management were discussed.
  • 9.

    Examining the Structure Relationship between the Perception of Cultural Marketing, Brand Equity and Royalty among Coffeeshop Users

    Jeonghee Noh | 장한별 | 2011, 35(3) | pp.201~223 | number of Cited : 56
    This study was to examine the effects of cultural marketing of coffee shop on its brand equity and customer royalty. Based on the reviews of related literature, cultural marketing were measured in terms of four dimensions(i.e., cultural promotion, cultural activity support, cultural display, cultural image) and brand equity was measured in terms of three dimensions(brand recognition, brand image, and perceived quality). Data were collected from 613 coffeeshop users in Seoul and Daegue on August 2010. Results of a structural equation model analysis showed that overall the respondents' evaluation on the cultural marketing of coffee shops had partial positive influence on their perception of brand equity and royalty. However, all the three dimensions of brand equity(i.e., brand recognition and brand image, and perceived quality) were positively associated with brand loyalty. Based on these findings, marketing and management implications were also discussed.
  • 10.

    The Impact of Convention Destination Image on Intention to Recommend: The Moderating Effect of Convention Destination Personality

    Heyryon Lee | Yoon Yooshik | 2011, 35(3) | pp.225~241 | number of Cited : 26
    This study was to identify the underlying dimensions of convention destination personality and to examine the moderating effect of destination personality on the relationship between destination image and convention attendees' intention to recommend. Data were collected from 283 foreign attendees who participated international conventions held in Seoul. Result of a confirmatory factor analysis indicated that perception of convention destination personality was 3-dimensional: sincerity, excitement, and competence. Results also showed that the excitement dimension of destination personality tended to moderate the impact of affective image on attendees' intention to recommend, while the competence dimension was likely to have a significant impact on the relationship between cognitive image and intention to recommend. Marketing implications and future research directions were also discussed.
  • 11.

    The Effect of Coffee Shop Customers' Experiential Value on Brand Attitude and Brand Loyalty: A Focus on the Moderating Effect of Brand Nationality

    Hyung-Min Choi | Lee,Hyung-Ryong | 2011, 35(3) | pp.243~266 | number of Cited : 140
    This study was to examine the effect of coffee shop customers' experiential value on their brand attitude and brand loyalty. It also investigated the moderating effect of brand nationality on the relationship between the customers' experiential value and brand attitude/royalty . Data were collected from 491 coffee shop customers who visited three Korean brand and one American brand coffee shops in Seoul from late May to early July 2010. Results of a factor analysis yielded three dimensions of customers' experiential value (i.e. hedonic, functional, and economic value). Results of hierarchical regression analysis indicated that the respondents' hedonic and functional value significantly influenced both their brand attitude and brand loyalty, while economic value did not have a significant effect on brand attitude and brand loyalty. Results also showed that the effect of functional value on brand attitude was moderated by brand nationality. Implications, limitations and future research directions of the study were also discussed.
  • 12.

    A Cross-cultural Analysis on the Evaluation of the Hotel Brand Equity: A Comparison between Individualism and Collectivism

    Lee Tae Sook | 김철원 | 2011, 35(3) | pp.267~286 | number of Cited : 7
    Abstract PDF
    This study was to compare the evaluation of hotel brand equity between two different cultural character groups: individualistic group and collectivistic group. Singelis et al.(1995)'s INDCOL scale was used to measure an individual's cultural characteristic and Lassar et al.(1995)'s five dimension scale was employed to measure the hotel brand equity Data were collected from 180 Koreans and 100 foreigners from 7 countries at the Incheon International Airport on April 2010. Results of a factor analysis yielded four dimensions of brand equity including performance, social image, value, and attachment. Results of multi-group covariance structural analysis revealed that there was no significant differences in the path coefficients of the measurement model of brand equity between individualistic group and collectivistic group. Practical implications and limitation of the study were also discussed.
  • 13.

    An Evaluation of Slow City Tourism Development: A Focus on the Case of Jeungdo

    강신겸 | 도경록 | 2011, 35(3) | pp.287~306 | number of Cited : 8
    This study was to evaluate the performance of slow city tourism development as it was perceived by local residents and tourists. Data were collected from 328 visitors and 178 residents of Jeungdo, the first chittaslow city in Asia and Korea, on July 2009. Results from empirical investigation showed that tourism development based on slowcity concept in Jeungdo has not much decreased negative socio-cultural impact, while it has contributed a little to the changes of recognition on the economic effects. Results also indicated that there was a significant difference between residents and tourists on their evaluation of environmental impacts of Jeungdo slowcity tourism development. This suggests that it might create conflicts for Jeungdo tourism development in the future. Policy implications and limitation of the study were also discussed.
  • 14.

    An Examination of the Relationship between Serious Leisure Tendency and Leisure Motivation

    정철 | 고미영 | Oh Sang-Hoon | 2011, 35(3) | pp.307~327 | number of Cited : 18
    The study examined the causal relationship between serious leisure tendency and leisure motivation. Based the review of related literature, a conceptual model of serious leisure tendency and leisure motivation was developed. Then, in order to test the model, data were collected from 200 serious leisure participants in Jeju province from July to October in 2008. Most of the respondents had a membership at a sport club like baseball, soccer, bowling, and golf club. Second-order confirmatory analysis, structural equation model analysis, and canonical correlation analysis were used to test the conceptual model. Results indicated that the tendency for serious leisure consisted of six sub-dimensions, and that the leisure motivation consisted of four sub-factors. Results also showed that the second-order serious leisure construct strongly influenced the second-order leisure motivation construct. Results from this study supported the finding from previous studies that there was a positive relationship between tendency for serious leisure and leisure motivation.
  • 15.

    A Study on Improvement of Key Performance Indicator(KPI) for Performance Management of Golf Operating Company

    Koo, Wonil | 2011, 35(3) | pp.329~348 | number of Cited : 2
    Because many golf courses are constructed nationwide, there will be a point where supply exceeds demand, and in accordance with this, it is inevitable situation to compete infinitively for survival among golf courses. In order to survival in such competitions, the executive officer must establish the clear criteria and manage based on such, can expect higher profitability than competing golf courses. However, even with such a need, it is true that such is of least interest to create systematic management indicators in current situation of good profitability and many demands for golf. Thus, the vast majority of golf courses are managing based on general management performance indicators such as total sales, per customer transaction, net profit during the term, etc. Accordingly, this study tries to be a help to executives who manage the golf course or working staff by providing with the process of reestablishing KPI, managed by national professional golf company appropriate enough to current business environment in a form of example.