速食餐廳員工和消費者對工作制服認知之研究－以台灣高雄市麥當勞為例

A Study on the Perception of Uniforms toward Fast Food Staff and Consumers-a Case of MacDonald's in Kaohsiung, Taiwan

林妙姿(M .T. Lin) ； 周瑞蓉(J. J. Chou)

《紡織綜合研究期刊》 19卷4期 (2009/10) Pp. 42-52

https://doi.org/10.6439/TTRJ.200910.0042

摘要

企業在品牌經營中常運用制服對外呈現品牌形象與提高知名度，對內可提升團體凝聚力、自我肯定及有效率的組織管理，消費者對於企業制服的感受，也會影響品牌形象及企業員工對其制服的認知。
本文以台灣高雄市麥當勞餐廳爲例，進行員工及消費者對制服認知的研究，獲致結論如下：(1)麥當勞餐廳員工及消費者對制服的視覺意象共同看法是簡潔的、專業的。(2)管理組及資深的員工對制服的認同感較高，建議業者對於服務組及年資淺的員工，在制服設計上可多採納其意見，並多加強宣導制服所代表的企業精神與品牌意涵，提升制服認知。(3)大多數年輕、高教育程度、高收入的消費者對麥當勞餐廳員工制服影響品牌形象有正面的看法，建議業者針對較無法辨識制服外觀的高齡消費者要主動加強服務，並可參考消費者建議改良服務組員工的制服設計，重視制服設計也是加強品牌包裝宣傳的策略之一。

關鍵字

制服 ； 服裝設計

並列摘要

Businesses often use uniforms as part of their brand management strategy to reflect brand image and boost visibility externally as well as improve group cohesion, self-recognition, and effective internal management organization internally. The perception of uniforms by consumers directly impacts that of brand image and employees. This study uses MacDonald's in Kaohsiung, Taiwan as an example to investigate the perception of uniforms of both staff and consumers and concludes the following: (1) both staff and consumers believe the uniforms give an image of succinct and professional; (2) staff at the managerial level and with longer seniority expressed higher levels of uniform perception, proposing strengthen and lead enterprising spirit represented of uniforms and brand meaning more for staff at the serving level; and (3) the majority consumers of young, high education degree and high income have identification perceptions toward uniforms and brand image, proposing adopt the suggestion of consumers to improve the uniforms of staff at the serving level.

並列關鍵字

uniform perception ； fashion design