• 한국벤처창업학회:학술대회논문집
• /
• 2018.11a
• /
• pp.181-185
• /
• 2018

최근 사회적기업의 빠른 성장세와 중요성에도 불구하고 대부분의 사회적기업은 영세한 사업규모, 정부에의 재정적 의존, 전문 경영 인력과 지식의 부재, 소비자의 낮은 인지도 등 많은 한계를 갖고 있다. 따라서 사회적기업의 경제적 자립을 위한 마케팅 분야의 실증적 연구가 필요하지만 현재 이에 대한 선행연구는 미미한 실정이다. 이에 본 연구는 (1) 사회적기업의 이미지와 소비자의 자아이미지 일치성, (2) 사회적기업의 상품에 대한 소비자의 기대수준과 실제 성과와의 기능적 일치성, (3) 사회적기업 상품이 내포하는 사회적 가치와 소비자의 가치일치성이 사회적기업에 대한 고객만족과 애호도에 미치는 영향을 살피고, 이 과정에서 사회적기업 동아리 소속 여부의 조절적 역할을 확인하여 사회적기업의 장기적인 마케팅에 시사점을 주고자 하였다. 본 연구의 결과는 다음과 같다. 첫째, 자아이미지 일치성, 기능적 일치성, 가치 일치성은 모두 사회적기업의 소비자가 사회적기업과 그 상품에 대한 만족에 긍정적인 영향을 미치고 애호도를 형성하게 한다. 둘째, 사회적 기업 동아리 소속여부는 자아이미지 일치성, 기능적 일치성, 가치일치성이 고객만족에 미치는 영향의 민감도를 낮추는 조절변수로 나타나 사회적기업에 대한 만족에 있어 동아리 활동이 중요한 역할을 하는 것으로 파악되었다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.14 no.5
• /
• pp.175-185
• /
• 2019

Despite the rapid growth and importance of social enterprises in recent years, most social enterprises have many limitations such as small business size, financial dependence on government, lack of professional management personnel and knowledge, and low consumer awareness. Therefore, empirical research in the field of marketing is needed for economic independence of social enterprises. This study is based on the following: First, the identity of the social enterprise and the self-image of the consumer, second, the functional correspondence between the consumer's expectation and actual performance of the social enterprise's product, and third, the social value of the social enterprise product, the purpose of this study was to examine the effects of consumer value consistency on customer satisfaction and loyalty to social enterprises. Finally, this study aimed to suggest the moderating role of social enterprise clubs in this process to give implications for the long-term marketing of social enterprises. The results of this study are as follows. First, self-image consistency, functional correspondence, and value correspondence all have positive effects on the satisfaction of social enterprise and its products and form a loyalty. Secondly, whether or not the social enterprise club belonged to them is a moderating variable that raises sensitivity in the effects of self image consistency and functional consistency on customer satisfaction and customer satisfaction on loyalty. It was found to be.

• The Korean Journal of Franchise Management
• /
• v.6 no.1
• /
• pp.69-90
• /
• 2015

This study aims to provide managerial implications considering strategic priorities for maintaining existing customers and attracting new customers in extremely competitive coffee franchise market. In particular, this study is differentiated from other previous studies as it attempted to examine both direct and indirect impact relations among self-congruity, functional congruity, perceived value(utilitarian/hedonic value), and attitude. Also, this study shows the relative impact of utilitarian value and hedonic value on attitude. The results show that self-congruity has positive effects on functional congruity and value (hedonic and utilitarian value), while functional congruity has positive effects on utilitarian value, hedonic value, and attitude. Moreover, self-congruity has indirect effects on attitude through functional congruity and value. The findings also indicate that hedonic value has relatively higher impact on attitude than utilitarian value does. At the end of the paper, managerial implications and limitations were suggested.

• 한국벤처창업학회:학술대회논문집
• /
• 2019.04a
• /
• pp.57-62
• /
• 2019

공간서비스 그룹을 구성하는 업체들이 공간이라는 서비스를 제공하면서 사용자의 이용목적과 생애주기에 맞춘 용도로 그 사업모델을 구축하고 있다. 이와 같이 공간대여 서비스는 효율적이고 생산적인 학습효과를 제공하며, 스터디 센터와 스마트 워크에 초점을 많은 업체들이 등장하고 있는 실정이다. 하지만 공간대여 서비스와 소비자의 일치성에 관한 연구가 부족한 실정이다. 따라서 본 연구는 공간대여 서비스에 대한 개념을 분석하여 공간에 대한 접근성, 내부환경요인, 서비스 내의 시설이 시설 만족도에 미치는 영향과 소비자의 자아이미지 일치성, 기능적 일치성, 가치 일치성이 고객만족에 미치는 영향을 분석하였으며, 마지막으로 시설만족도와 고객만족이 이용공간에 대한 애호도에 미치는 영향을 살펴보았다. 공간대여 서비스의 구성요소인 접근성, 내부환경요인, 서비스내의 시설과 시설 만족도와의 인과관계에 대한 실증 연구결과를 요약하면 접근성과 서비스내의 시설은 시설만족도에 유의적인 영향을 미치는 것으로 나타났지만 내부환경요인은 시설만족도에 유의적인 영향을 미치지 않는 것으로 나타났다.

• Journal of Digital Convergence
• /
• v.19 no.7
• /
• pp.21-32
• /
• 2021

This study focuses on the individual characteristics of consumers and creating shared value in relation to recent increasing value consumption. Specifically, it was intended to verify what socio-psychological variables of consumers affect value congruency and product purchase intentions in relation to cosmetics products based on creating shared value activities. In order to verify hypothesis, an online survey was conducted, and the main and mediate effects of the variables were verified through SPSS' Process Macro method. As a result of empirical analysis, the higher the ethical identity, altruism, and consumer effectiveness, the higher the value congruency. Altruism and consumer effectiveness had a positive impact on purchase intentions. We also find that value congruency has a significant mediating effect on the effect of socio-psychological variables on purchase intention. The results of this study provide practical values and implications for companies' need to emphasize consumers' consumption behavior as it can have a significant positive impact on society. It also suggests the importance of finding out what values consumers seek. In other words, this study can provide strategic implications for public relations plans when performing marketing activities by utilizing the values pursued by CSV in companies. Future research will provide strategic implications for promotional measures when marketing is carried out if the consumer's segment is further refined to verify the effectiveness of creating shared value.

• Journal of Digital Convergence
• /
• v.18 no.1
• /
• pp.83-92
• /
• 2020

Establishing a financial independence is essential for sustainable growth of social enterprises. In this vein, this study investigated the key factors that affect customer loyalty about the products or services provided by social enterprises. Commitment and trust in social enterprises were considered as main factors affecting customer loyalty. We also examined the effects of functional, hedonic and social value about the products or services of social enterprises on purchasing decision-making processes. The research model analysis was conducted on 204 consumers using social enterprises in Dong-gu, Daegu. The analysis of research model has shown that commitment and trust had a significant impact on customer loyalty about the product or service of those enterprises. Functional value did not have a significant effect on commitment, while it had a significant effect on trust. Hedonic value had a significant impact on both commitment and trust. Social value had a significant effect on commitment, but not on trust. Value congruence had a significant effect on both commitment and trust. Based on the our findings, it is expected that it would help establish operational and marketing strategies to improve competitiveness in products and services of social enterprises.

• Asia Marketing Journal
• /
• v.3 no.2
• /
• pp.92-114
• /
• 2001

최근 들어 브랜드 개성이 소비자들의 마음속에 지각된 브랜드를 차별화 시킬 수 있는 중요한 수단이라는 인식이 증가하고 있다. 그럼에도 불구하고 브랜드 개성에 대한 연구는 아직까지 체계적인 연구가 진행되지 못하고 있다. 본 연구에서는 브랜드의 자아표현적 역할에 초점을 맞추어 브랜드 개성이 소비자행동에 어떻게 영향을 미치는가를 자아이미지와의 일치성과 관련하여 실증적으로 규명하였다. 본 연구의 결과를 요약하면 소비자들은 브랜드의 개성이 자신의 이미지와 일치할 때 해당 브랜드에 더욱 호감을 갖고 있었다. 특히, 제품에 대해 상징적 가치를 높게 지각하고 있는 헤도닉 태도가 높은 소비자의 경우에는 브랜드 개성과의 자아이미지 일치성이 브랜드 태도에 중요한 영향을 미치나, 헤도닉 태도가 낮은 소비자의 경우는 브랜드 개성과 자아이미지의 일치성이 브랜드 태도 형성에 중요하게 고려되지 못하였다.

• Journal of Industrial Convergence
• /
• v.20 no.8
• /
• pp.15-23
• /
• 2022

This thesis investigated and studied the effect of CEO's values, consultant's competency, and value alignment with workers on the success and performance of strategic consulting. With 180 copies of data from the questionnaire, factor analysis, reliability and validity analysis were performed, and structural equations for the final research model were performed. As a result of the analysis, it was found that innovation performance and management capability had a significant effect on value consistency. It was confirmed that the value consistency had a significant effect on the degree of completion and utilization, and the degree of completion and utilization had a significant effect on satisfaction and contribution to management performance.

• The Journal of the Convergence on Culture Technology
• /
• v.8 no.4
• /
• pp.127-134
• /
• 2022

Scholars and companies have made a lot of effort to increase customer loyalty to achieve long-term customer retention and sustainable profitability. The author proposes a conceptual model with the purpose of understanding the antecedent variables which have impact on customer attitudinal/behavioral loyalty. In addition, this article examines the mediating effects of perceived value between self-congruity and customer loyalty. The results show that self-congruity has significant, direct, and positive effects on perceived value and customer loyalty. Meanwhile, self-congruity indirectly affects attitudinal and behavioral loyalty, that is, the mediating effects of perceived value are significant. The author proposes the implications of these findings for practitioners and related industries.

• Journal of Digital Convergence
• /
• v.18 no.6
• /
• pp.197-208
• /
• 2020

Social enterprises are entities to pursue solving societal problems with maintaining commercial viability. In order for a social enterprise to achieve commercial viability, it must be able to provide products that consumers can satisfy, to make social enterprise trustable, and to establish a lasting relationship with customers. This study suggests that perception of value congruence, price fairness and service quality will affect customer performance such as trust, satisfaction and customer loyalty. And this structural relationship was confirmed through structural equation modelling. The empirical results show that customer trust and satisfaction can be improved when the value congruence is high and service quality is high. Meanwhile, the perception of price fairness has a negative effect on customer trust. However, considering the influence of price fairness on customer satisfaction, the total effect of price fairness on trust is not significant. This result implies that customers are less sensitive to social enterprise product prices than general companies. And customer satisfaction for the social enterprise is positively affecting trust and loyalty, and customer trust is also positively affecting customer loyalty. After the empirical analysis, this study suggests implications for social enterprises to improve customer performance and secure commercial viability.