A Study on the Job Satisfaction of Employees in Korea Advertising Agency

Yong-Bok, Lee(Major in PR and Advertising, Graduate School of Mass Communication, Chung-Ang University)

The purpose of this study is to find out how much people in the advertising industry are satisfied with their job.

The samples are consisted of 258 persons below manager level working at various types of jobs(A.E, Creative, Media, Marketing, and Administration) in 5 major advertising agencies in Korea (KORAD, The Korea First Advertising, L.G. AD, Daehong and Oricom).

The data analysis methods are reliability test, Twoway-ANOVA, multiple regression method, and the major findings are as follows ;

1. Key findings on the degree of job satisfaction by company and type of jobs are as follows.

(1) Korea First showed the highest level of job satisfaction whereas Oricom showed the lowest. By type of jobs, creative and Marketing had relatively higher satisfaction to that of administration

(2) Korea First had the highest level of salary satisfac- tion whereas Oricom was the lowest. Bye type of Jobs, account service, creative and media people ahd higher satisfaction compare to marketing and administration.

(3) In respect to promotion opportunity, L.G. AD and Korea First was relatively higher and Oricom was the lowest. By type of jobs, the administration was higher whereas creative and media were relatively lower.

(4) In the degree of satisfaction with peer relationship, there is no difference among the companies and the type of jobs.

(5) In the relationship with manager, the Korad was higher than other companies, but, there was no difference among the type of jobs.

(6) In respect to company policy, the Korea First Ad. was highest and Oricom, Daehong, were Low. By type of jobs, the Administration was highest and account service and media were lower.

(7) In respect to working condition, L.G. AD and Oricom were high and Korad was lowest.

(8) In respect to overall job satisfaction, L.G. AD was highest amd Oricom the lowest but there was no differenc among the type of jobs.

2. The results of the multiple regression analysis to find out the most important factor among 7 factors that affect job satisfaction showed the following ;

- 48.4 percent of job involvement were explained by two factors i.e.

(1) satisfaction with task itself

(2) peer relationship

- 38.2 percent of organiztional involvement were explained by two factors i.e.

(1) satisfaction with company policy

(2) task itself

3. The results of the multiple regression analysis to find out the most important factors that affect employee turnover showed that the 18.6 percent of turnover intention were explained by the two factors i.e.(satisfaction with company policy, and work they do) .