지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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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.
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참고문헌 (65)
참고문헌 신청
Gutman, J. / 1982 / Fashion life style, self-concept, shopping orientation, and store patron-age: an integrative analysis / Journal of Retailing 58(2):64~86
Horn, M. J. / 1981 / The second skin: an interdisciplinary study of clothing (3rd ed.) / Houghton Mifflin
James, L. R / 1981 / Psychological Climate / Hills dall
Johar, J. S / 1991 / Value expressive versus utilitarian advertising appeals: when and why to which appeal / Journal of Advertising 20(3):23~34
Kefgen, M. / 1971 / Individuality in clothing selection and personal appearance: a guide for the consumer / Macmillan Company
Horn, M. J. / 1981 / The second skin: an interdisciplinary study of clothing (3rd ed.) / Houghton Mifflin
James, L. R / 1981 / Psychological Climate / Hills dall
Johar, J. S / 1991 / Value expressive versus utilitarian advertising appeals: when and why to which appeal / Journal of Advertising 20(3):23~34
Kefgen, M. / 1971 / Individuality in clothing selection and personal appearance: a guide for the consumer / Macmillan Company
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