면세점 유니폼 구성요인에 대한 자기이미지와 고객지향성 간 영향관계

• 영문명: The Effect of Uniform Components of Duty Free Shop on Self-image and Customer Orientation
• 발행기관: 관광경영학회
• 저자명: 최혜정 양정임
• 간행물 정보: 『관광경영연구』제18권 제3호, 371~391쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

The purpose of this paper was to examine the structural relationship between uniform design on self-image and Customer Orientation in the context of duty free shop employees. To achieve this end, Data for this study was collected from 403 employees from duty free shops in Incheon International Airport and 2 places in metropolitan Seoul. The results of structural equation modeling reveal that interpretation, symbolic factor in uniform had a positive effect on satisfaction and professional ability factors of self-image. The symbolic factor improves the duty free shop in a particular brand shop employees' uniform. Aesthetic factor in uniform had a negative effect on leadership and satisfaction factors of self-image. On the duty free uniform, we need to more emphasize visual images and high class aesthetic characteristics. Functional factor in uniform had a positive effect on all factors of self-image. Also, leadership and satisfaction factors of self-image had a positive effect on customer orientation. For the uniform to be improved there must be full cooperation between employees and management. Therefore, management needs to collect and evaluate any comments and suggestions on proposed changes. Furthermore, this study provides guidelines to help improve customer service. When employees are more satisfied with their uniform, they will give more confident and enthusiastic service to the customers.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ 분석결과

Ⅴ. 결론

참고문헌

키워드

Uniform Design Components Employees’ Self-image Customer Orientation Duty Free Shop