Sally Kim

The Impact of Internal Branding on Employee Engagement and Outcome Variables in the Hotel Industry

The concept of internal branding is well accepted in the service industry. This study examines how internal branding helps service organizations achieve desirable outcomes such as job satisfaction and employee loyalty. The model is developed based on social exchange theory and considers the relationship among internal branding, employee engagement, job satisfaction, and employee loyalty. The model is tested on service employees of hotels in South Korea using a survey method. The study finds internal branding is critical for employees to be engaged with the job and the organization and employee engagement fully mediates the relationship between internal branding and job satisfaction. Several implications are discussed.

Relational bonding strategies in the franchise industry: the moderating role of duration of the relationship

Purpose – This paper aims to examine the effect of different relational bonding strategies on franchisees’ perceptions of benefits. The duration of the relationship is framed as a moderator between three types of relational bonds and the perceived benefits. Design/methodology/approach – The data are collected via a survey from foodservice franchisees in South Korea. To test the study’s hypotheses, the research model was estimated with two-stage least squares. Findings – The result shows that social and structural bonds have a significant impact on franchisees’ perceptions of benefits. There are some significant interactions between different types of relational bonds and the duration of the relationship. Perceptions of benefits are found to influence satisfaction, intentions to recommend, intentions to renew the contract and long-term orientation. Practical implications – The study suggests that franchisors may want to focus on developing and strengthening social bonds, and also customize their relational...

The Impact of a Mega Event on Visitors’ Attitude Toward Hosting Destination: Using Trust Transfer Theory

ABSTRACT Despite the popularity of festivals and events, event managers and the hosting countries are not certain whether a successful event leads to favorable attitudes toward the hosting country. This study based on trust transfer theory considers the impact of attitude toward a mega event on attitude toward the hosting country. The study also examines two dimensions of perceived value related to the Shanghai Expo and their influences on attitude toward the event. The study finds that both emotional and functional dimensions of value offered by the Expo are important for evaluation of the event, although functional value is considered more important than emotional value. Supporting trust transfer theory, the study shows that attitude toward a mega event influences attitude toward the hosting country. The study also finds that both attitude toward a mega event and attitude toward the hosting country have a positive impact on visitors’ intentions to revisit China.

When social media met commerce: a model of perceived customer value in group-buying

Purpose Social commerce using social media has been on the rapid increase. Among various social commerce models, group-buying has become the mainstream. There is a paucity of research related to how customers perceive value in group-buying situations. This paper aims to examine and analyze various factors that influence perceived customer value in group-buying. Design/methodology/approach Data were collected using a survey on customers who had purchased a restaurant service deal on a group-buying site. A partial least squares technique was used to estimate the model. Findings Results show that perceived customer value affects customers’ group buying intentions and that all four antecedents of perceived value (low price, valence of experience, trust in social media and reputation of the group-buying site) have a significant influence. Implications and further research directions are discussed at the end of the paper. Originality/value This study provides valuable strategic implications for social commerce firms.

The moderating effect of place attachment on the relationship between festival quality and behavioral intentions

ABSTRACT The main purpose of the study is to examine an impact of festival quality on behavioral intentions and investigate the role of place attachment (PA) as a moderator between festival quality and behavioral intentions. Data were collected from the visitors of the 2013 Seoul Lantern Festival in South Korea. Results show that festival quality has a significant direct impact on behavioral intentions to revisit, spread word of mouth (WOM), and engage in pro-environmental behavior. The study also reveals that PA moderates the effect of festival quality on behavioral intentions, suggesting the differential impact of festival quality based on the level of PA. The study suggests that festival organizers may want to focus on program and esthetics to promote visitors’ return and positive WOM. Festival organizers may also want to customize quality management strategies based on visitors’ level of PA.

Linking Organizational Justice to Job Performance: Evidence from the Restaurant Industry in East Asia

This study examines the role of justice in a leader–subordinate dyadic relationship and the effect of the relationship quality on job performance in the restaurant industry. Based on the well-established framework of justice, the social exchange theory, and Confucian cultural background (collectivism) in East Asia, the study proposes and tests a model that attempts to understand a dynamic relationship among four dimensions of justice, two types of trust, and job performance. Using the data collected from restaurant employees in South Korea, the study finds that distributive justice and interactional justice are critical for nurturing an affect-based trust in East Asia.

To be true or not to be true: authentic leadership and its effect on travel agents

ABSTRACT This study examines authentic leadership and its impact on employees in the travel industry. Based on previous studies, the study proposes and tests a framework, in which four dimensions of authentic leadership influence two types of trust (supervisor trust and organizational trust), which in turn affect employee burnout. The data were collected by using a survey on travel agents in South Korea. The study finds that not all four dimensions of authentic leadership influence trust and that supervisor trust affects organizational trust. Trust is found to mediate the relationship between authentic leadership and employee burnout. The study offers theoretical implications and practical suggestions.