호텔의 브랜드개성과 종사원의 자아일치가 직무만족과 고객지향성에 미치는 영향에 관한 연구

The Impact of Employees' Self Unity with Hotel Brand Personality on Job Satisfaction and Customer Orientation: A Sample of Five Star Hotel Restaurant Employees

Consumers express their status by purchasing self-identified goods or services. In this context, this study examined the structural relationship between hotel brand personality, employee's self unity with the personality, job satisfaction and customer orientation. Data was collected from 182 service employees at five-star hotel restaurants in Seoul on August 2008. Results indicated that three dimensions(i.e., strength, fancifulness, sincereness) of hotel brand personality made significant impact on the employees' personal self unity with the brand personality, while two dimension of hotel brand personality(i.e, sincereness and be interesting) made significant impacts on the employees' social self unity with the brand personality. Results also showed that both the employees' level of personal and social unity with hotel personality were significantly associated with their level of job satisfaction and customer orientation.