초록 열기/닫기 버튼
This study tries to analyze how job satisfaction and customer orientation are influenced by brand identification perceived by employees of Low cost carriers to make a suggestion on possible strategy of competitive advantage and human resource management which is related with low cost carriers industry. A total of 209 questionnaires which are subjected to employees in four low cost domestic carriers are used for analysis and the data are analysed by using SPSS(Version 22.0 Windows). Factor analysis and reliability analysis of variables were conducted, and simple regression analysis was used for hypothesis testing and direct and indirect effects between variables. The study indicated that there is positive casual relationship between brand identification and job satisfaction. It also showed that positive casual relationships between job satisfaction and customer orientation. This implies that the more awareness of brand identification, the more job satisfaction appears and the more customer orientation occurs in the end. Based on the study, brand identification as an internal marketing strategy could be implemented as part of development for human resource management in low cost carriers.
키워드열기/닫기 버튼
Low Cost Carrier, Brand Identification, Job Satisfaction, Customer Orientation
