The impact of self-directed job crafting on job satisfaction, work engagement, and innovative behavior among coffee industry workers

This study examines the effects of self-directed job crafting on job satisfaction, work engagement, and innovative behavior among coffee industry workers. Based on responses from 212 participants at the 2023 Seoul CafeShow, the analysis revealed that self-directed job crafting, encompassing task, relational, and cognitive crafting dimensions, positively influences job satisfaction and work engagement but does not directly affect innovative behavior. Instead, it indirectly promotes innovation through its positive effects on job satisfaction and work engagement. Furthermore, job satisfaction significantly enhances both work engagement and innovative behavior, with work engagement serving as a critical driver of innovation. These findings highlight the importance of empowering coffee industry workers to reshape their roles, enhancing job satisfaction and engagement, which in turn fosters an environment conducive to innovation. The study not only offers practical strategies for addressing challenges in the coffee industry but also provides valuable insights for improving job satisfaction, engagement, and innovation across service sectors, while contributing to the academic understanding of the organizational impact of self-directed job crafting.