외식기업 브랜드개성이 종사원 자아일치에 미치는 영향

On the Relation between Foodservice Industry Brand Personality and Employee's Self-congruity

I examined the relationship between employee's satisfaction and customer orientation from the branding perspective, and modeled the process of employee's satisfaction and customer orientation by two channels, individual self-congruity and social self-congruity between employee and brand personality. And I also analyzed the path between employee's satisfaction and customer orientation as well as the path among employee's self-congruity, satisfaction, and customer orientation. Consequently, it was verified that employee's self-congruity with brand personality has influence on the employee's self-congruity turned out to have effect on not only customer orientation directly. I also presented the fact that the higher employee's satisfaction leads to the higher customer orientation in this study as other precedent studies concluded.