외식산업에서 아르바이트생의 부정적 근무경험이 스트레스와 브랜드 이미지에 미치는 영향

초록

The aim of this study were 1) to analyze the effect of negative working experience of part-time worker to stress, brand image, 2) to analyze causal relationship between the part-time worker’s stress and the brand image that part-time worker feels, 3) to identify the sub factors(work environment, relationship with coworker, customer badness behavior) on negative working experience of part-time worker. Model was empirically tested via structural equation modeling analysis using data collected from college students. This study supports that 1) working environment and customer badness behavior affect stress. Only part-time worker’s environment influences its brand image. 2) part-time workers stress to brand image, so there’s a connection between stress and brand image, 3) to found that the sub factors on negative working experience of part-time worker.

키워드