저비용항공사 종사원의 브랜드 태도와 주관적 경력성공의 관계 연구

This study aims to analyze the relationship between low cost carrier employees' brand attitudes and verify the effect of the employees' brand attitudes on the subjective career success of individual employees, so as to identify the importance of low cost carrier employees' brand attitudes and provide basic data to build low cost carrier's own brand strategy through employees' brand attitude analysis. To achieve the study goals, a total of 210 valid samples were collected between July and August 2015 from 5 domestic low cost carriers. The collected data was analyzed via SPSS ver.23.0 and deducted the following implications. First, the relationship among low cost airline employees's brand attitude constructs such as brand trust, brand commitment, and brand citizenship behavior has been verified to have very meaningful causal relations and so it was confirmed that employees' brand trust formation is an important effector. Second, brand attitude was identified to have a meaningful effect on the overall job satisfaction among subjective career success, and it is considered that employees' brand recognition acts as an important factor to job satisfaction along with existing major issues such as working environment and composition of organization. Third, brand attitude has a meaningful effect on the career satisfaction among subjective career success, but brand trust that refers to an employee's individual mental state was analyzed not to have a meaningful effect; so brand trust is analogized to affect brand commitment and brand citizen behavior has an effect on career success by mediating with them. However, there are limits in the research sample due to the number of samples and biased research. Further research is necessary for a broader understanding of the causal relations such as mediation effects revealed during the course of relation analysis, which suggests various research to improve low cost carrier employees' brand recognition and satisfaction.