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Abstract ▼ AI-Helper

The study examines the effects of brand identification on job satisfaction and customer orientation among the employee of domestic specialty coffee shops. Through this process, the study is to provide valuable information for better employee training strategy against the competitive environment of...

The study examines the effects of brand identification on job satisfaction and customer orientation among the employee of domestic specialty coffee shops. Through this process, the study is to provide valuable information for better employee training strategy against the competitive environment of the current domestic coffee consumer market. A total of 359 questionaries are used to analysis and the data are analysed by using SPSS(Version 15.0 Windows) and Amos(Version 7.0)software to provide the information on descriptive, reliability and validity tests, correlation, confirmatory factor analysis and structural equation model analysis. The results of the study are as follows. First, brand identification has positive relationships to job satisfaction. Second, job satisfaction has positive relationships to customer orientation. Third, the mediating role of job satisfaction is confirmed in the relationships between brand identification and customer orientation. The study indicates that the implementation and serious consideration of brand identification in human resources practice are necessary for acquiring competitive advantage in the current highly competitive domestic coffee consumer market.

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