• Journal of Korean Society for Quality Management
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• v.48 no.3
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• pp.361-379
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• 2020

Purpose: The purpose of this study was to investigate the relationship between employee authenticity and customer loyalty. This study also examined whether rapport positively mediated the above relationship. In addition this study address the moderating role of customer emotional intelligence in the relationship between employee authenticity and rapport. By developing moderated a mediation model, we addressed indirect conditional effect of customer emotional intelligence on the relationship between employee authenticity and customer loyalty via rapport. Methods: The survey data was collected by customers who used various services in Korea. The main hypotheses were tested using a cross-sectional design, with questionnaires administered to 292 customers. Results: The result of empirical analysis has shown that employee authenticity was significantly positively related to customer loyalty. We have also found that rapport positively mediated the relationship between employee authenticity and customer loyalty. While there was a significant moderating effect of customer emotional intelligence on the relationship between employee authenticity and rapport, the moderated mediating role of customer emotional intelligence was found. Conclusion: The results provide useful theoretical and practical implications to the organizations and managers who want to improve customer loyalty. Future research directions with the limitation of the study were discussed.

• Journal of Korean Society for Quality Management
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• v.51 no.2
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• pp.247-261
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• 2023

Purpose: This study investigates the relationship between service compensation, consumer sentiment and revisit intention for service recovery in the Chinese foodservice industry, and the moderating effect of employee authenticity. Methods: Data were collected from people who experienced eating out in a city located in central China, and the hypothesis was verified through multiple regression analysis and hierarchical regression analysis. Results: The results indicate that the specificity of compensation affects both positive and negative emotions of customers, and the activeness of compensation also influences positive emotions of customers. Also, employee autheticity moderates the effect of specificity of compensation on customers' positive emotions. Both positive and negative emotions of customers influences revisit intention. Conclusion: These results show that the role of service compensation is important in service recovery in the rapidly expanding Chinese foodservice industry. In addition, since the sincerity of employees plays an important role in maximizing the recovery effect in the process of service recovery, it suggests that it is important not only to improve services in the quantitative aspect but also in the qualitative aspect through employee training.

• Korean small business review
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• v.43 no.4
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• pp.27-57
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• 2021

How does authenticity influence the process that conducts a company's CSR Strategy? Authenticity, an internal/external alignment condition that an employee feels in relation to an organization, means the decision on how true and beneficial to employees through their experiences, such as thoughts and emotions. Also, it can be understood as a process of meaning formation between the organization's strategy to conduct CSR and the perception of employees conducting CSR. To prove the relation between authenticity and CSR clearly, we used various techniques like Text Mining, Topic Modeling and Semantic network analysis about O corporation's 657 review data, from 2015 to 2021. As a result of the analysis, we find out the special issues and types. The analysis shows that the issue concerning the 'external image' is the biggest characteristic of authenticity perception in other conditions. Furthermore, the types of authenticity perception evaluations are largely divided into acceptance and rejection, in detail, five categories. This study indicates that organizations should consider both external and internal conditions when establishing CSR strategies. In addition, it is necessary to be an interactive circular relationship between the organization and employee, collecting and reflecting employee's perceptions. Finally, this study proposes ways to overcome problems related to interaction.

• Korea Journal of Hospital Management
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• v.20 no.3
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• pp.1-12
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• 2015

The objective of this study is to analyze the effects of brand authenticity on brand trust and the effect of brand trust on brand loyalty in case of network franchise dental clinics. To achieve this objective, 300 dental customers were surveyed in Seoul and Gyeonggi province. Of these, 267 respondents were used for the analysis. The research results show that communication authenticity, advertising truthfulness, employee authenticity had positive effect on brand trust. and brand trust have positive effect on brand loyalty.

• Korea Trade Review
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• v.41 no.4
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• pp.185-219
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• 2016

The Chinese cosmetics market is rapidly expanding, but various problems have also emerged, including exaggerated advertisement, lack of accurate information on product usage and the emergence of imitation products. For this reason, cosmetics companies have been making efforts to convince Chinese consumers of their brand authenticity and trust. In particular, Korean cosmetics firms have been using Hallyu stars who are largely popular among Chinese consumers as a means to raise their brand authenticity and trust. The aim of this study was to view Hallyu stars as human brands in the Chinese cosmetics market and verify whether the Chinese consumers' attachment toward Korean celebrities help the consumers perceive the authenticity of the brands advertised by the stars, and whether such brand authenticity affects the Chinese consumers' trust in Korean cosmetics brands. Furthermore, based on the fact that brand authenticity is defined and classified differently according to the type of product, this study observed the authenticity of Korean cosmetics brands from the aspect of product, employee and company based on previous research conducted on cosmetics brand authenticity. To this end, this study surveyed Chinese consumers for a month by using a representative survey website (http://www.sojump.com) that actively shares information related to cosmetics. A total of 394 surveys were used in the empirical analysis. The results of empirical analysis indicated that Chinese consumers' attachment toward Hallyu stars spreads to the Korean cosmetics brands advertised by the celebrities to have a positive effect on the brand authenticity perceived by Chinese consumers, including the authenticity of product, employee and company. Results also showed that the authenticity of Korean cosmetics brands, including product, employee and company, affected Chinese consumers' trust in the brands. The results of this study can provide implications regarding advertising or marketing strategies using Hallyu stars that can be utilized by Korean cosmetics companies to improve brand authenticity and reliability perceived by Chinese consumers in the Chinese cosmetics market, where brand authenticity and reliability are important.

• International Area Studies Review
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• v.21 no.2
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• pp.97-120
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• 2017

This study attempted to examine how Chinese consumers' brand authenticity of Korean cosmetic brands are related to brand loyalty through brand aura. In other words, this study observed how Chinese consumers' brand authenticity, which includes product, employee and corporate authenticity related to Korean cosmetic brands, influence on the consumers' brand loyalty through brand aura. To this end, we surveyed Chinese consumers visiting Korean cosmetic brand shops in department stores, discount stores and large shopping malls in Beijing, Shanghai, Guangzhou in China. A total of 400 surveys were used in the empirical analysis. The results of empirical analysis confirmed that product, employee, and corporate authenticity of Chinese consumers have for Korean cosmetic brands positively influenced on brand aura. Furthermore, results showed that Chinese consumers' brand aura of Korean cosmetic brands had a positive effect on brand loyalty. The results of this study provide implications to help Korean cosmetic companies gain a competitive edge in the Chinese cosmetic market by understanding Chinese consumers' authenticity of their brands and building brand images and using differentiated marketing strategies that can induce brand aura.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.6
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• pp.121-132
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• 2015

This study by the authenticity of the CSV in social contribution activities and not giving a positive effect on job satisfaction of employees, as adjusted by the identification variables in the organization that were neglected during the research for the CSV its positive impact on job satisfaction the purpose is to verify whether this study has been carried out by a survey of employees of some medium-sized enterprises and large corporations to small businesses and worker being served on them, social contributions derived for the research activities of public interest and corporate profit activities classified and divided whether the legitimacy of the employees for social contribution activities that are embedded in its base in the perception of moral legitimacy and practical perceived legitimacy of these four variables were presented, and how these variables presented a positive effect on employee job satisfaction, control Job organizational changes saw equate to verify that controls are effective. As a result, first, the authenticity of the CSV is giving a positive effect on the activity of public interest've found that giving a positive effect on the perception of employees and the moral legitimacy, and job satisfaction of employees has showed that it does not affect, whichIt could not be verified because of the moderating effect between job satisfaction and perceived moral legitimacy. Second, CSVDML authenticity showed that a positive effect on the perception of practical legitimacy by giving employees a positive impact on corporate profit activity, which results significantly affected the job satisfaction of employees. And moderator of the organization identified has been proven that there is a moderating effect between job satisfaction and perceived practical justification. In order to improve employee job satisfaction by the public activities through this research, public service activities can be seen that the need for settlement of corporate culture that can impress an astute awareness of the strategic objectives of companies seeking employees.

• The Korean Journal of Franchise Management
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• v.8 no.4
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• pp.21-32
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• 2017

Purpose - In hotel business, how to build the relationship between leader and employees is very important, because it affects on the customer satisfaction. Thus, this research examines the effect of authentic leadership on job performance in the context of hotel industry and identifies mediating roles of organizational engagement, job satisfaction, and creativity in the relationship between authentic leadership and job performance. This study suggests the guidelines for how hotel companies should improve employee productivity and build a desirable organizational culture by presenting employee attitudes and behavioral models that explain the relationship between leaders and employees. Research design, data, and methodology - This study examines the structural relationship between authentic leadership, organizational engagement, job satisfaction, creativity, and job performance from the employee's perspective. Authentic leadership divide into four sub-dimensions such as self-awareness, balanced process of informations, internalized moral perspective, and relational transparency. In order to test the purposes of this study, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. The data were collected from 114 franchise hotel employees and were analyzed using SPSS 21.0 and Smart PLS 3.0. program. Result - The results of this study are as follows. First, authentic leadership have significant impacts on organizational engagement and creativity, but does not have impact on job satisfaction directly. Second, organizational engagement have significant impacts on job satisfaction and job performance, but does not have impact on creativity directly. Third, job satisfaction has significant impact on creativity, but does not have impact on job performance. Fourth, creativity has significant impact on job performance. Conclusions - The findings of this study indicate that hotel leaders should properly implement the authentic leadership and consider how to build a corporate culture to improve an organizational and employee productivity through authentic leadership. Due to the nature of the hotel industry, which relies heavily on human resources, hotel companies must manage their employees with authenticity in order to increase organizational engagement, job satisfaction, and creativity that affect hotel and employee productivity. If hotel employees perceive their leader's authentic leadership, they show more organizational engagement that increases creativity and leads to job performance. Finally, hotel employees can propose creative ideas only if they will be satisfied with their jobs. Therefore, the leader should develop non-monetary or monetary reward system for the employees and, make an efforts to foster creativity of the employees.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.571-580
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• 2018

This study aims to verify the mediating effects of organizational identification in the relationship between CSR and job satisfaction of casino employees. For this purpose, we conducted a questionnaire survey of 354 employees of four casinos in Korea and conducted a multiple regression analysis and a Sobel test. The number of CSR participation by employees, the amount of donation by employees, the number of CSR implementations of the organization, and the authenticity of the organization's CSR are categorized into the CSR participation. As a result of analyzing the relationship between organizational identification and job satisfaction, organizational identification showed a partial mediation effect in the relationship between organizational CSR authenticity and job satisfaction.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.4
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• pp.143-160
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• 2019

The domestic pharmacy market has undergone a lot of changes starting from the division of medicine. Along with the division of medicine, patients who had previously visited the pharmacy were moved to a hospital or clinic. As the pharmacy became more dependent on the illness and the clinic, the pharmacy began various activities to search for ways other than prescription drugs. At this time, the importance of distribution was emphasized around the time, and as the need to strengthen the competitiveness of pharmacies increased, they rapidly grew into the franchise market. Pharmacy franchise companies continue to lecture on academic management to strengthen the expertise of pharmacists' functions in line with the pharmacy market, which is different from ordinary franchise, in addition to private brand products for pharmacies, diversifying pharmacy handling items, And strengthening its market competitiveness. but research to support it are insufficient. As a research to help this, we analyzed factors affecting the intention of re-contracting and recommendation intention that affect the maintenance and expansion size of the drugstore franchise market. As a result showed the intention of re-contracting and the intention of recommending are affected by positive influence in brand trust. In addition, Brand Promise, Employee authenticity, Originality, Product excellence, Brand reputation, Brand identification, Educational Satisfaction were found to affect brand trust.