• Title/Summary/Keyword: 관계형성요인

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The Antecedents and Outcomes of Customer Satisfaction and the Formation Process of Brand Preference and Repurchase Intention in Service Industries (서비스 산업에서의 고객만족 선. 후행요인과 브랜드선호도 및 재구매의도 형성과정)

  • Jang, Hyeong-Yu
    • Journal of Global Scholars of Marketing Science
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    • v.16 no.3
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    • pp.61-86
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    • 2006
  • The main purpose of this study is to conceptualize and investigate the relationships between the antecedents and outcomes of customer satisfaction and the linking variables of brand preference and repurchase intention in service industries. To achieve this objective, the study tries to validate the structural equation model and causal relationships among the model's elements involving antecedents to customer satisfaction(perceived quality, value, equity), consequences(brand preference, repurchase intention), and moderating variable/switching cost, customer loyalty). Empirical findings are as follows: First, the effect of two antecedents/perceived quality and value) on customer. satisfaction was accepted but perceived equity was rejected. Second, I found out that there were direct or indirect relationships between the mediating variables/switching cost, customer loyalty, brand preference) and repurchase intention. This means that the proper management concerned with indirect path is probably more important for the success of services industries. Third, the direct effects of customer satisfaction and switching cost on repurchase intention were not significant against the existing studies excepting brand preference. This implies that repurchase intention was mainly intensified by the indirect path, 'customer loyalty${\rightarrow}$brand preference${\rightarrow}$repurchase intention' and 'switching cost${\rightarrow}$brand preference${\rightarrow}$repurchase intention.' The service marketers make efforts not only to strengthen the direct casual linkage but also to consolidate the indirect connections leading to create repurchase intention. Finally, the proper management of these structural relationships will help clarify the role of service marketer resulting in increasing sustainable competitive advantage in service industries.

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A Study on the Effects of Tourism SNS Benefits on the Customer's Intention to Reuse through the Value of Tourism SNS (관광 SNS 효익이 관광 SNS 가치를 통해 재이용의도에 미치는 영향 연구)

  • Kim, Dae-Seok;Hong, Jung-In;Seo, Young-Wook
    • Journal of Korea Entertainment Industry Association
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    • v.15 no.3
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    • pp.13-26
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    • 2021
  • The purpose of this study is to understand the relationship between the subfactors(economic benefits, customized benefits, psychological benefits) of tourism SNS benefits and the intention to reuse tourism SNS values, and propose measures to revitalize the tourism industry through marketing strategies that can continuously provide differentiated services from customers through long-term relationship formation, increase profits, maintain and secure customers. This study conducted an empirical analysis of 326 people aged 19 or older. The results of the study are as follows. First, in the relationship between tourism SNS benefits(Economic benefits, customized benefits, psychological benefits) and tourism SNS values(economic value, functional value, emotional value), it was confirmed that tourism SNS benefits have a positive impact on all of the tourism SNS values. Second, in the relationship between the sub-factors of tourism SNS values and the intention of reuse, it was analyzed that all sub-factors of SNS values have a positive effect on the intention of reuse. Based on result of this study, developing contents such as mobility apps to strengthen long-term relationships with customers to maximize the value of tourism SNS and tourism SNS will improve the reuse of tourism service.

A Study on Antecedents of User Addiction in Mobile Messenger Services (모바일 메신저 중독에 영향을 미치는 선행 요인에 관한 연구)

  • Kim, Byoungsoo
    • Journal of Digital Convergence
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    • v.12 no.3
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    • pp.95-103
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    • 2014
  • Given social problems of technology addiction such as games and mobile messenger services (MMSs), it have become important to understand theoretical mechanisms to generate technology addiction. In this vein, this study examined key antecedents of technology addiction in the MMS environment. We posit technology habit and user satisfaction as key predictors of technology addiction. In addition, the impacts of social interaction and flow on use's technology addition formation were investigated The research framework was tested by using survey data collected from 278 Kakaotalk users who have used more than 6 months. The analysis results found that both technology habit and user satisfaction play an important role in generating technology addiction in the MMS context. The findings of this study indicate that social interaction and flow significantly affects technology habit and user satisfaction. The analysis results help government and MMS providers establish policies or strategies to induce healthy MMS use.

A Study on the Effects of Convergence-type CRM on Relationship Quality and Customer Royalty in Kumdo Club (검도장 융복합형 고객관계가 관계품질과 고객충성도에 미치는 영향)

  • Kim, Pum-Ho;Park, Chun-Woo;Lim, Jung-Il
    • Journal of Digital Convergence
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    • v.13 no.11
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    • pp.277-289
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    • 2015
  • This study was designed to shed light on the influence of CRM strategies on relationship quality and customer loyalty in Convergence-type Kumdo training clubs. The survey tool used for this research are questionnaires. The lead-time was achieved over a period of 23 days from 7 July 2014 to July 30th. The resulting data were processed by means of frequency analysis, exploratory factor analysis, correlation analysis using SPSS 20.0 program. The findings acquired based on the aforementioned research methods and data analysis are as follows: First, CRM strategies had significant influences on satisfaction. Second, CRM strategies had significant influences on some of belief. Third, CRM strategies had not significant influences on commitment. Fourth, satisfaction and belief had significant influences on attitudinal loyalty and behavioral loyalty. Fifth, Convergence-type CRM strategies had significant influences on attitudinal loyalty and behavioral loyalty.

A Study on Antecedents of Cognitive and Affective Trust Leading to IT Service Project Performance (IT서비스 프로젝트에 있어서 인지적 신뢰와 정서적 신뢰를 형성하는 요인들에 관한 연구)

  • Yoon, Jungin;Park, Jun-Gi;Lee, Jungwoo
    • Information Systems Review
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    • v.16 no.1
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    • pp.51-71
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    • 2014
  • This study explores the influence of cognitive and affective trust on IT service project performance. Technology and Business expertise are posited as antecedents for cognitive trust which social bonding and relationship conflict as over for affective trust. Communication is posited as the commons antecedent for both kind of trust. A study was administered among IT Project leading in different projects. Analysis of 169 data point in general supports the research model. For building cognitive trust, Communication is formal to be must important while business expertise the second and technical expertise the third. For affective trust, the influence of antecedent are relatively smaller than the case of cognitive trust. For project performance, Cognitive trust seem to have stronger impact as IT may have direct impact as well as indirect impact via affective trust. Findings trust though the impact is smaller than the cognitive trust. In practice, this means to maintain Balanced approach in fostering trust-cognitive and affective.

A Study on the Formation Process of the Brand Equity (브랜드자산 형성과정에 관한 연구 - 스포츠화 구매자의 관여도를 중심으로 -)

  • Kim, Bong-Kwan;Kim, Tae-Woo
    • Journal of Global Scholars of Marketing Science
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    • v.11
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    • pp.59-78
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    • 2003
  • Thus the purpose of this study is to determine how the brand equity is formed in the psychological process of customers by reviewing previous studies of relations between marketing factors influencing the formation and elements for the formation. Results of the study and their suggestions can be summarized as follows. First, among precedent factors required for the formation of the brand equity, advertisement was found having positive effects on both brand awareness and brand image irrespective of the two groups, or high and low involvement groups. Sales promotion did not have any effects on both brand awareness and brand image in the low involvement group while positively affecting brand awareness in the high involvement group. Distribution intensity was found having effects on both brand awareness and brand image in all of the two groups. Second, relations between brand awareness and brand image showed that the former has effects on the latter in both high and low involvement groups. This suggests that brand awareness plays a role in associating brand image. Third, relations among brand awareness, brand image and brand preference showed that both of the former twos influence the other in the high involvement group and that brand awareness cannot influence brand preference in the low involvement group. Fourth, relations between brand preference and brand loyalty showed that the former has effects on the former in both high and low involvement groups. This suggests that there is little possibility for consumers preferring specific brands to turn to other brands which have advantages such as price discount and gift presentation.

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Family Program Development Direction for Stepfamily Relationship Enhancement with Adolescents at Home -Focusing on the Relation between Stepparents and Stepchildren- (재혼가족 관계향상을 위한 프로그램 개발방향 -새부모·새자녀관계를 중심으로-)

  • Kim, Hyo-Soon
    • The Journal of the Korea Contents Association
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    • v.15 no.2
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    • pp.262-280
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    • 2015
  • The number of stepfamilies is rapidly growing in our society according to social changes. So family programs especially for stepfamily relationship enforcement with adolescents at home are needed. The purpose of this study is to investigate the direction of family programs for enforcing the stepfamily relationship between stepparents and stepchildren. For the purpose, case studies from those stepfamilies were analyzed through qualitative interviews and early developed program contens were referred. Based on discussion mentioned above, program development direction for stepfamily relationship enforcement is not only dealing with difficulties of stepfamilies in their early remarriage but also emphasizing their advantages. In conclusion, this program development direction expected stepfamilies to resolve their problems and to prevent their family break up as well as to deliver practical benefits.

A Study on Relationship Factors of TV Home Shopping and Smart Media's Repurchase Intention : Focuing on Mediating Effect of Relationship Bonding (TV홈쇼핑과 스마트 미디어 재구매 의도의 관계 요인 분석 연구 - 관계결속의 매개효과를 중심으로)

  • Kim, Bog Joon;Jang, Seckjun
    • The Journal of the Korea Contents Association
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    • v.18 no.8
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    • pp.127-147
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    • 2018
  • The purpose of this study is to investigate the influence of service quality factors and related ties on the repurchase intention of home shopping products and application home shopping through smart media using relation bonding according to the platform. In this study, it was confirmed that the relationship between home shopping and home shopping follows the process of establishing brand equity by mediating or partially mediating the influence relationship between specific service quality factor and repurchase intention. At this time, the mediating effect of the relationship tying is different according to the home shopping platform, but the relation of the TV + application group to the use of TV home shopping has no mediating effect. Also, according to users' usual media usage habits, service quality factors for home shopping have different influence relations on repurchase intention through relationship binding.

SNS Use in the Formation of Social Capital Impact of Comparative Analysis: Based on Twitter, Facebook, KakaoStory (SNS 활용이 사회자본 형성에 미치는 영향 비교분석: 트위터, 페이스북, 카카오스토리를 중심으로)

  • Hong, Sam Yull;Oh, Jae Chul
    • Smart Media Journal
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    • v.1 no.4
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    • pp.72-78
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    • 2012
  • SNS supports the formation of relationships between users in common interests and provides services allowing for clique management, sharing contents, and so on. It also has common functions such as acting as primary platforms smoothing the sharing and distribution by combination with various contents. Hence, questionnaire has been conducted to users of all of Twitter, Facebook and KakaoStory, and the factors affected by each service are presented by statistical analyses of the survey and the results are resolved by dividing them into complete and instrumental social capital. This study will be able to provide a standard for users to select SNS according to their purposes and contribute to development of new SNS or improvement of existing ones.

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Exploration of Socio-Cultural Factors Affecting Korean Adolescents' Motivation (한국 청소년의 학습동기에 영향을 미치는 사회문화적 요인 탐색)

  • Mimi Bong;Hyeyoun Kim;Ji-Youn Shin;Soohyun Lee;Hwasook Lee
    • Korean Journal of Culture and Social Issue
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    • v.14 no.1_spc
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    • pp.319-348
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    • 2008
  • Self-efficacy, achievement goals, task value, and attribution are some of the representative motivation constructs that explain adolescents' cognition, affect, and behavioral patterns in achievement settings. These constructs have won researchers' recognition by demonstrating explanatory and predictive utility that transcends various social and cultural milieus learners are exposed to. Korean adolescents' motivation is generally in line with this universal trend and can be described adequately with these constructs. Nonetheless, there also exist a host of indigenous factors that shape these motivation constructs to be uniquely Korean. The purpose of the present article was to explore some of the socio-cultural factors that appear to wield particularly determining effects on Korean adolescents' academic motivation. Review of the relevant literature identified interdependent self-construal, traditional morals of filial piety, familism, educational fervor, academic elitism, and the college entrance system as important cultural, social, and policy-related such factors. Also discussed in this article were the roles of these factors in creating more immediate psychological learning environments for Korean adolescents, such as parent-child relationships, teacher-student relationships, and classroom goal structures.

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