• Title/Summary/Keyword: employee brand identification

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The Impacts of Employee-Perceived Brand Personality on Employee Brand Identification : Focused on Food & Beverage Department of Deluxe Hotels in Seoul (브랜드 개성과 종사원 개성이 종사원 브랜드 동일시에 미치는 영향 : 서울 소재 특 1급 호텔 식음료.조리 부서를 중심으로)

  • Choi Mi-Kyung
    • Journal of the East Asian Society of Dietary Life
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    • v.16 no.2
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    • pp.207-214
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    • 2006
  • The purpose of this study was to examine the impacts of brand personality and employee personality on employee brand identification. The questionnaire developed for this study was distributed to 460 employees in F&B (food and beverage) departments and kitchen of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for analysis (86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis, t-test, and regression analysis. The results showed that employee brand identification was stronger at higher position, and also stronger among F&B department employees than among kitchen cooks. In addition, international hotels showed a higher level of employee brand identification than local hotels. Employee brand identification was also affected by hotel brand personality and employee personality. The dimension of 'sincerity' had the strongest effect on brand identification, followed by the dimensions of 'excitement' and 'sophistication'. Especially, when the hotel brand personality was lower than the employee personality at the dimension of 'sincerity', the level of employee brand identification was much lower. Overall, employee brand identification, which is a key factor for successful brand delivery to customer, could be enhanced through strong strategies to improve the brand personality dimensions and enhance employee development.

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The Impacts of Brand & Organizational Identification on Job Satisfaction among Kitchen and F & B Employees of Deluxe Hotels (특급호텔 식음료${\cdot}$조리 종사원의 브랜드${\cdot}$조직동일시가 직무만족에 미치는 영향)

  • Shin, Seo-Young;Yang, Il-Sun;Song, Yong-Dok;Choi, Mi-Kyung
    • Korean journal of food and cookery science
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    • v.23 no.3 s.99
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    • pp.401-408
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    • 2007
  • The purpose of this study was to identify the impacts of brand and organizational identification on job satisfaction among kitchen and F & B employees of deluxe hotels. Questionnaires were distributed to 460 employees in the food and beverage departments of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for analysis (86.5%). Statistical analyses were completed using SPSS Win (12.0) to perform descriptive analysis, reliability analysis, t-tests and ANOVA. The results of the study showed that brand identification was higher with F & B employees than kitchen employees (p<0.01), and was also higher for employees of international brand hotels than local brand hotels (p<0.05). Further analyses revealed that brand identification affected organizational identification, and both types of identification, especially brand identification, had strong impacts on job satisfaction. In conclusion, employee brand identification should be recognized as one of the most important factors of human resource management in the foodservice industry.