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2014, Vol.38, No.8

  • 1.

    The Effect of Hotel Employees’ Ethical Leadership on InnovationBehavior Using Structural Equation Modeling:Focused on Mediating Roles of LMX and Employee Engagement

    Dong-Woo Koo | Sae Mi Lee | 송승열 | 2014, 38(8) | pp.11~35 | number of Cited : 28
    Abstract
    This study was to examine the structural relationships among ethical leadership, LMX(Leader-Member-Exchange), job engagement, organization engagement, and innovation behavior. For these purposes, the author developed several hypotheses and collected data from 290 hotel employees. The data were analyzed using frequence, reliability, and confirmatory factor analysis, and SEM(structural equation modeling) with SPSS/WIN 18.0 and AMOS 20.0. The findings can be summarized as follows: First, ethical leadership had a positive effect on LMX. Second, LMX influenced on job engagement, organization engagement, and innovation behavior. Third, job engagement had a positive effect on innovation behavior. Fourth, organization engagement had a statistically positive effect on innovation behavior. In the conclusion part, finally, these findings were discussed and then implications and limitations were provided.
  • 2.

    The Relationship between Faculty Trust, Flow on Learning,and Academic Achievement :Based on Perceptions of Hotel and Tourism Students

    Kim, Byeong Yong | 2014, 38(8) | pp.37~55 | number of Cited : 15
    Abstract
    The purpose of the study was to investigate relationships between faculty trust, which consists of intimacy, leadership, expertise, and teaching ability, flow on learning, and academic achievement. The data were collected through a survey to undergraduate students majoring in hotel and tourism from one university in Gyeonggi province. A total of 232 students participated in the study. Descriptive statistics, correlation analysis, and structural equation modeling were deployed to examine descriptive information and the relations among variables by using the SPSS Win 21.0 and AMOS 7.0 statistical programs. Results showed that three factors for faculty trust except for teaching ability had significant effects on flow on learning. In addition, academic achievement was significantly affected by flow on learning. Implications for future research and practice are discussed.
  • 3.

    The Effect of Interaction between Unjust Working Environment and Possibility to Be Permanent Worker on Organizational Commitment and Work Happiness of Contract Worker in Hotel

    KwonSoo Kim | 2014, 38(8) | pp.57~74 | number of Cited : 9
    Abstract
    This study aims to confirm the effect of interaction between unjust working environment and possibility to be permanent worker on organizational commitment and work happiness of contract worker in hotel. Thus, 216 samples extracted from contract workers of special hotels in Seoul were used for this study. According to the results, unjust working environment does not affect organizational commitment but possibility to be permanent worker affect positively. Unjust working environment affect work happiness negatively but organizational commitment positively. And negative effect of unjust working environment on work happiness is reduced by moderating effect of possibility to be permanent worker.
  • 4.

    The Effect of Brand Personality on Consumer-Brand Relationships, Consumer Satisfaction, and Brand Loyalty: A Focus on Starbucks

    Dohee Kim | Yeong Gug Kim | 2014, 38(8) | pp.75~100 | number of Cited : 16
    Abstract
    The purpose of this research is to investigate the effect of Starbucks' brand personality on consumer-brand relationships, consumer satisfaction, and brand loyalty. Another purpose is to examine the mediating role of the consumer- brand relationship between brand personality and consumer satisfaction and brand loyalty. A convenience sample of 340 customers who have visited a Starbucks coffee shop at least one time was analyzed. The study's findings show that brand personality had a positive effect on the consumer-brand relationship and consumer satisfaction. The consumer-brand relationship also positively influenced consumer satisfaction and brand loyalty. Further, consumer satisfaction positively influenced brand loyalty. However, brand personality had an indirect effect on brand loyalty through the consumer- brand relationship. This study also found that consumer-brand relationships play an important role in mediating between brand personality and consumer satisfaction and brand loyalty. The theoretical and practical implications are discussed for the coffee shop market.
  • 5.

    The Effect of Restaurant Products Purchaser's Emotionfor Impulse Buying in Social Commerce

    CHUNG NAMHO | 송효근 | 2014, 38(8) | pp.101~127 | number of Cited : 6
    Abstract PDF
    The development of mobile technology and simplified payment, however, make people do impulse buying, and it helps the social commerce web site to generate sales sharply. Meanwhile, the previous researches on the social commerce only is concerned about consumer behavior on rational thinking so that there is not enough research on impulse buying. Impulse buying put a different complexion on consumer behavior when it compares to planned shopping behavior, and it is based on the emotion. Hence, a study of impulse buying that is accompanied by psychological, emotional change is needed, not the research on decision making process in purchasing based on consumer’s rational thinking. In this research, we surveyed about restaurant product which is frequently purchased on the social commerce. The authors propose perceived ease of use, perceived enjoyment, discounted price, and merchandise attractiveness as requisite of cognition. Then, this study investigates the effect of restaurants product purchaser's emotion for impulse buying in social commerce.
  • 6.

    The Effects of Work Centrality on Leisure-Friendly Organizational Culture, Work-Leisure Conflict and Life Satisfaction in Foodservice Employees

    Kim, Young-Gook | Sukbin Cha | 2014, 38(8) | pp.129~148 | number of Cited : 8
    Abstract
    This study was to investigate the effects of work centrality on leisure-friendly organizational culture, work-leisure conflict and life satisfaction. among foodservice employees. The data collected from a survey of 244 employees in foodservice industry was analyzed using a Structural Equation Modeling. The results revealed that work centrality influenced life satisfaction indirectly through leisure-friendly organizational culture. Also, work centrality influenced life satisfaction indirectly through work-leisure conflict. Work centrality had direct effects on work-leisure conflict as well as indirect effects on work-leisure conflict through leisure-friendly organizational culture. In addition, leisure- friendly organizational culture and work-leisure conflict had perfect mediating role between work centrality and life satisfaction. Work-leisure conflict had perfect mediating role between work centrality and life satisfaction. However, leisure-friendly organizational culture had partial mediating role between work centrality and work-leisure conflict. Work-leisure conflict had partial mediating role between leisure-friendly organizational culture and life satisfaction. Implications and suggestions for future studies were discussed.
  • 7.

    The Effect of the Emotional Labor on Job Satisfaction andOrganizational Commitment for Food Service Encounter Employment

    홍석도 | CHUNG LANA | 2014, 38(8) | pp.149~178 | number of Cited : 17
    Abstract
    The purpose of this study was to confirm how emotional labor affects job satisfaction and organizational commitment by dividing emotional labor into external behavior, internal behavior, and emotional dissonance. The study targeting the chef who are at the customer interaction point in hotels and restaurants was conducted. As a result of verifying the established hypothesis through regression analysis, external behavior appeared not to give significant effect to the job satisfaction of employees, and internal behavior significantly caused positive effects while emotional dissonance significantly gave negative effects to job satisfaction. It was also shown that only internal behavior positively affected organizational commitment, and it was verified that job satisfaction and organizational behavior are both related to the preceding research. Consequentially, it was revealed that emotional labor of chefs affect job satisfaction and organizational behavior directly and indirectly improving job satisfaction, and various systems that can elevate the organizational behavior by motivating employees are needed.
  • 8.

    The Effects of Promotion Types on Consumers' Perceptions andPurchasing Attitudes towards Beverage Products

    Yoon, Sun-Oh | Hwang Johye | 2014, 38(8) | pp.179~202 | number of Cited : 5
    Abstract
    This study looks into the consumers’ different perceptions of the price-off promotion and the bonus-pack promotion, to understand how the perceptions on the reduced loss and the increased gain would influence the purchasing attitudes towards beverage products. In order to achieve the research objectives, the study designed four different testing advertisements by applying the hedonic goods and the utilitarian goods to both the price-off promotion and the bonus-pack promotion. The study, then, conducted a questionnaire to consumers and they experienced one of the four different types at random. The valid samples of 135 copies of the questionnaire were collected. The findings indicated that consumers determined the price-off as the reduced loss and the bonus-pack as the increased gain at both the hedonic goods and the utilitarian goods. Importantly, while for the utilitarian goods, both the increased gain and the reduced loss influenced the purchasing attitudes, for the hedonic goods, only the increased gain influenced the purchasing attitudes. Furthermore, the study confirmed that the sales promotion types would not make differences in the consumers’ purchasing attitude despite the differences in their perceived values.
  • 9.

    The Effects of Individual Motivation Factors and Network Externalities on Satisfaction in Restaurant Information Sharing on SNS

    Jee-Won Kang | Namkung Young | 2014, 38(8) | pp.203~225 | number of Cited : 11
    Abstract
    Information sharing on SNS has been acknowledged as an essential element for businesses recently. The purpose of this study was to identify the effects of individual motivation factors and network externalities factors on satisfaction in restaurant information sharing on SNS. A total of 529 questionnaires were collected from participants who had shared restaurant information on a SNS within the last month. The results were as follows. First, individual motivation factors and network externalities significantly influenced perceived enjoyment and satisfaction in restaurant information sharing on SNS. Second, perceived enjoyment significantly influenced satisfaction in restaurant information sharing on SNS. These findings suggest that SNS managers need to satisfy individual motivations and enhance SNSs' network alities in order to deliver enjoyable experiences in restaurant information sharing on SNS.
  • 10.

    The Effects of Individual Motivation Factors and Network Externalities on Satisfaction in Restaurant Information Sharing on SNS

    Chong,Yu-kyeong | 김민정 | 심희진 | 2014, 38(8) | pp.227~247 | number of Cited : 8
    Abstract
    This study is intended to suggest an ideal direction on stimulating the restaurant industry of Korea amid its 2018 Winter Olympics in Pyeongchang. To accomplish the objective, a survey investigated their perception of how mega-events would influence their restaurants and local communities and examined what support measures are needed from local governments. The findings are as follows. As a region had more tourist spots and a restaurant owner was more experienced in running their business, there was more positive perception as to the following: improving amenities; attracting more customers; enhancing internal quality; developing local food production and the restaurant industry; improving local tourism environment. In terms of support measures from local governments, PR such as marketing for outsiders was perceived to be the most essential than supporting restaurant operation and improving the environment.
  • 11.

    Chinese Tourist’s Risk Reduction Strategies Differences based on their Perceived Risk of Korean Food Restaurants

    Sunhee Seo | 2014, 38(8) | pp.249~269 | number of Cited : 12
    Abstract PDF
    Previous research recognized the tourists perceived high food related risk in destinations because the unique culinary culture that tourists experience at the overseas travel is new experience. However, limited research has been devoted to expand the understanding of the nature of the risk of local food. The purpose of this study was to identify the key components of risk perception regarding local food restaurant, especially Korean food restaurant for Chinese tourists in this study. A total of 259 Chinese tourists who visited Korea participated. Exploratory factor analysis found eight risk factors regarding Korean local food restaurants: Cultural risk, food risk, service risk, opportunity loss risk, financial risk, physical health risk, time loss risk, and social risk. Three clusters were found based on cluster analysis. All Chinese tourists perceived high cultural risk among eight risk factors. Cluster 2 showed the highest perceived risk in Korean food restaurant, while cluster 3 perceived lower risk in Korean food restaurant than two clusters. There were significant differences in risk perception and risk reduction strategies among three clusters. The managerial implications were discussed.
  • 12.

    The Effects of Emotional Value of Consumption of Coffee Shop Users on Their Consumption Propensities and Customer Behavioral Intentions

    안세희 | Myeong, So-Hyeong | Yoon,Deok-In | 2014, 38(8) | pp.271~293 | number of Cited : 33
    Abstract
    This study aims to identify empirical effects of emotional values of consumption of coffee shop users on their consumption propensities and show how these affect consumer behavioral intentions. The sample of this study was adults over 20 years old who had experience using coffee shops, and they were asked to answer according to the questionnaire which was modified after a preliminary investigation. The statistical processing of collected data was conducted by the SPSS 18.0 program to accomplish the purposes of the research. The results show that emotional values of consumption of coffee shop users affect their consumption patterns and behavioral intentions on the store as well. This study provides coffee shop managers with guidance to consider priorities of emotional consumption values to make their consumers have amicable behavioral intentions. It also suggests working-level strategies giving a deep understanding about the role of consumption propensities to have impact on customer behavioral intentions. It is required to observe emotional consumption values carefully and respond appropriately to minimum expectations of coffee shop users because consumption propensities impact directly on customer behavioral intentions.
  • 13.

    The Effect of Knowledge Quality on Knowledge Sharing and Work Performance: Focused on a Luxury Hotel

    Bong Mi Hee | Seo, Hyun-Woong | seo wonseok | 2014, 38(8) | pp.295~319 | number of Cited : 3
    Abstract
    The purpose of this study is to define knowledge quality effects on knowledge sharing and investigate the factors of knowledge quality and the relationship between knowledge quality, knowledge sharing, and work performance in the hotel organization through an empirical Study of Knowledge Management. A proposed model was tested by the technique of structural equation modeling using survey data from the employees in a five-star hotel organization. The results revealed that there were 7 factors for knowledge quality. And it was approved the effect of knowledge quality on knowledge sharing and work performance. We provided implications for effective knowledge management based on the results of this analysis.
  • 14.

    The Effect of Emotional Labor on Job Stress and Psychological Well-being

    Kim, Hyo-Sil | 2014, 38(8) | pp.321~344 | number of Cited : 26
    Abstract
    This study attempted to find out the effect of emotional labor on job stress and psychological well-being among hotel employees who greet customers with a bright look and perform their tasks. The data collected from a survey of 282 employees in resort hotels was analyzed. The factor analysis showed that there were two dimensions for emotional labor(emotional dissonance and emotional efforts), three dimensions for job stress(work-related, customer-related, and environment-related stress), and six dimensions for psychological well-being (alienation, reduced personal accomplishment, dependence, environmental mastery, self-acceptance, and purpose of life). Research findings revealed that emotional dissonance had a positive influence on customer-related stress, work-related stress, and environment-related stress. Emotional dissonance had a positive influence on alienation, reduced personal accomplishment, and dependence. Emotional efforts had a positive influence on purpose of life and environmental mastery and a negative influence on reduced personal accomplishment. Lastly, customer-related stress had a negative influence on environmental mastery and work-related stress had a positive influence on alienation, dependence, and reduced personal accomplishment.
  • 15.

    Understanding the Eating-out Information Use Experience Using Critical Incident Technique: Focus on Comparison among Media

    Sung-Mi Cha | Lee, Hye-Won | 2014, 38(8) | pp.345~367 | number of Cited : 5
    Abstract PDF
    This study shows that consumers' positive and negative experiences in eating-out information from media sources using the Critical Incident Technique(CIT). In order to assess the consumer experience toward three different media(broadcasting, web and printed media), face-to-face interview was conducted. The samples were consisted of 100 respondents, and the contents of interview scripts were categorized as positive and negative critical incidents. In positive critical incidents, we collected the five major factors in the broadcast media, five major factors in the web media, and three major factors in the printed media. In negative critical incidents, we collected the five major factors in the broadcast media, four major factors in the web media, and four major factors in the printed media. Findings indicated that media should provide eating-out information using different communication strategy according to media types.
  • 16.

    An Experimental Study on the Effects of Restaurant Atmosphere,Color and Music on Customer's Emotional Responses,Satisfaction and Loyalty

    JO MI NA | 2014, 38(8) | pp.369~395 | number of Cited : 5
    Abstract PDF
    The purpose of this study was to investigate the effects of restaurant atmosphere, color and music on customer's positive emotion, negative emotion, satisfaction and loyalty. In this study, experiment has been performed. The combinations of eight color stimuli and eight music stimuli were manipulated in the video clip and two atmosphere stimuli were used. A quota sample of 400 customers were collected from the web survey and analyzed. The results were as follows. First, color and music stimuli were significantly different in 'dynamic and vibrant' and 'quiet and calm'. Second, positive emotion, satisfaction and customer loyalty were significantly different by color stimuli. And negative emotion was significantly different by music stimuli. Third, color had a main effect on satisfaction and customer loyalty. And music had a main effect on negative emotion.