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유니폼 종류가 감정노동, 고품질 서비스 제공의도, 직무만족, 이직의도에 미치는 영향 - 백화점 종사원 브랜드 동일시 지각의 조절효과를 중심으로 -
선주 ( Choi Seon-joo ),심아린 ( Sim A-rin ),배금광 ( Bae Gumkwang ) 동의대학교 경제경영전략연구소 2017 經濟經營硏究 Vol.12 No.1
The purposes of this study are to identify the effects of uniform types on emotional Labor, intention to Provide, high quality service, job satisfaction, turnover intention, and to investigate the moderating effects of brand awareness on its relationship. In order to achieve the research purposes, 160 employees were recruited from department stores in Busan city, and the data were analyzed with frequency analysis and two-way ANOVA. The results shows that there is a main effect of uniform types on emotional labor, while there are main effects of brand awareness on all dependent variables. However, there are not moderating effects of brand awareness on its relationship. The results reveal practical implications related to the choice of uniform design, and the necessity of educational materials.