• Journal of Digital Convergence
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• v.12 no.4
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• pp.157-170
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• 2014

Professional coffee shops are trying to increase customers' satisfaction and to invite more customers by providing the differentiated services. The existing researches show that the effects which the physical environment in shops has on customers' satisfaction and word of mouth intention are appealing to people's attention. In comprehensively examining the studies related to the physical environment, they can be summarized into two main perspectives, that is, the direct effect that the physical environment has on customers' satisfaction, quality perception, and other customers' responses (purchase desire, revisit intention, etc.) and the indirect effect that the physical environment has on customers' responses by means of customers' emotion or value perception. This research established 4 hypotheses by sampling 321 customers of those who have visited professional coffee shops, and empirically analyzed them. The empirical analysis carried out the structure analysis of covariance by using SPSS 17.0 statistics package and AMOS 17.0. As a result of the hypothesis qualification, the other hypotheses excluding one little hypothesis were adopted. The one refused hypothesis is that the only symbolism of the environmental elements in shops doesn't influence the customers' emotion positively (+). This is considered as a very unexpected result, and yet many customers who visit coffee shops express the symbols of professional coffee shops using the expressions such as 'bean coffee shop' or 'star coffee shop', but these expressions seem not to influence customers' mind positively in practice.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.127-133
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• 2021

This study studies the effect of social welfare service quality on facility reuse for users of social welfare facilities. The purpose of this study is to study the effect of the parallel triple mediation effect of facility image user loyalty and facility satisfaction. To this end 219 users of social welfare facilities were analyzed using SPSS 23.0 for Windows and Process macro. As a result, first the variables of service quality facility image user loyalty facility satisfaction and facility reuse all formed significant positive relationships. Second facility image user loyalty and facility satisfaction had multiple mediating effects. This study presented a new model using multivariate in response to social welfare facilities in pandemic situations.

• Journal of Digital Convergence
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• v.19 no.4
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• pp.185-192
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• 2021

The purpose of this study is to investigate the relationship between emotional intelligence and convergence factors of hospital administrative staff. During the survey period from From May 1st to May 31st, 2019, anonymous self-administered responses to 212 administrative staffs of 19 hospitals randomly selected in J area were used as analysis data. According to hierarchical multiple regression analysis, the higher the ego-resiliency, the higher the organizational loyalty, and the higher the organizational commitment, the higher the emotional intelligence, and their explanatory power was 43.0%. Based on these analysis results, efforts are needed to increase ego-resiliency, increase organizational loyalty, and increase organizational commitment in order to increase the emotional intelligence of hospital administrative jobs. The above results are expected to be applied to industrial health education and job management in the future at hospitals to enhance emotional intelligence of hospital administrative staffs. Future research requires the establishment and analysis of a structural equation model that affects the emotional intelligence of hospital administrative staffs.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.401-410
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• 2022

This study deals with the relationship among trust, attachment and brand loyalty of agricultural products' rice co-brands, which are the staple food of the people. The research method established the hypothesis of the study under the foundation of prior research and developed the survey. The subjects of the study were distributed, retrieved, and analyzed the survey of 163 rice farmers in Buyeo-gun, Chungcheongnam-do. The empirical analysis results show that: First, hypothesis 1 of the brand awareness and image that "rice brand assets will be a positive relationship to trust" were statistically adopted. In particular, statistical t values showed a difference in consumer confidence over recognition>images. Second, hypothesis 2 of the trust of agricultural rice brands will be a positive influence on attachment and loyalty' statistically supported. In this regard, brand trust was higher in loyalty than attachment. Third, the attachment of agricultural products to rice brands will be a positive influence on loyalty,' was statistically supported. The strategic implications of this study are as follows. First, consumers should be given clues of trust(ex, GAP of Natioanl Approval Licesing, Fam Tour) as they distrust the perceived quality of the rice in the market. Second, the effect of the origin of rice is questionable, so the spread of the production power system should prevent the mixing of rice varieties, that is the spread of the production history systems.

• Journal of Digital Convergence
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• v.16 no.1
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• pp.293-303
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• 2018

This paper aimed to research the brand personality, brand equity, and brand value of Taobao and Jindong (JD) as well as the difference between the two brands. Chinese consumers receive the questionnaire survey in groups. A total of 321 questionnaires were distributed, of which, 162 for Taobao and 159 for JD. The findings, first, determine the brand personalities of Taobao(sincerity, sophistication, competence and excitement) and JD(competence, sophistication, and excitement). Second, find the influential relationship between brand personality and brand equity. For Taobao, the sincerity of personality has a positive impact on brand loyalty, image and perceived quality. The competence impact on brand loyalty, awareness, and image. The sophistication impact on brand image and perceived quality. Competence and sophistication of the JD personality impact on the brand equity. Excitement of JD impact on the perceived quality. Third, the brand loyalty and perceived quality of Taobao have a positive influence on the brand value; and brand loyalty, image, and perceived quality of JD have a positive influence on the brand value. In the future research, the findings of the research provide a theory basis for the brand management, and can take more consideration into the relations among other variables in the context of online shopping environment.

• Journal of Digital Convergence
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• v.19 no.10
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• pp.175-188
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• 2021

In this study, we are going to study the OTT service platform, which is growing rapidly in recent years. Through this study, the characteristics of the platform preferred by consumers and the relationship between psychological benefits and loyalty were investigated. In addition, the relationship between the type of family and the characteristics of the platform and psychological benefits was investigated. In this study, a total of 255 surveys were conducted targeting consumers who have used OTT services, and 206 cases were analyzed with SPSS 18 and AMOS 21, excluding 49 cases that were insincere or inconsistent internally. According to the results of the study, all factors of convenience, AI recommendation service, and content, which are factors characteristic of OTT platform, had a significant effect on psychological benefits. In addition, psychological benefits were found to have a significant effect on brand loyalty. It was found that there was no difference between the characteristics of the OTT platform and the type of family according to the family type, which is a control variable. This study is significant in providing a theoretical background according to the type of family. Future studies are expected to consider various members or add factors to the study.

• Journal of Digital Convergence
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• v.11 no.2
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• pp.79-89
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• 2013

The purpose of this study is to examine the moderating effects of social contribution activities perception between brand loyalty and marketing strategies. First, this thesis has reviewed that marketing mix 4P's(product, price, promotion, place) still influence on the brand royalty on smart-phone market. Second, this research examined that perception on social contribution activities is an important moderate variable between marketing activities and brand royalty. Also, this research found that moderating effect of social contribution activities perception is more significant at the high-perception group on social contribution activities than low-perception group. Finally, this study verified that product/price/promotion strategy and social contribution activities have effect on brand royalty depend on social contribution activities perception. Recently many businesses are using Corporate Social Responsibility(CSR) as a strategic tool and also social interests on the effect of CSR are increasing. Therefore, this study reaffirmed by the CSR that affect customer brand loyalty, are expected to contribute to improve awareness of CSR activities.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.497-510
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• 2018

This study aims to establish effects of service quality of the indoor golf practice facility on customer satisfaction, customer loyalty and intention to repurchase. Consumers using indoor golf practice facility were selected as the target population of this study, and 238 individuals were extracted by convenience sampling and administered a survey. The results are as follows. First, facility, process, instructor positively influence customer satisfaction. Second, facility, instructor positively influence customer loyalty. Third, facility, process, instructor positively influence intention to repurchase. Fourth, customer satisfaction positively influence intention to repurchase. Fifth, customer loyalty positively influence intention to repurchase. Sixth, customer satisfaction mediated service quality of indoor golf practice facility and intention to repurchase. Finally, customer loyalty partly mediated service quality of indoor golf practice facility and intention to repurchase.

• Journal of Digital Convergence
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• v.16 no.7
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• pp.189-198
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• 2018

Automotive parts distribution industry focused on increasing sales by product quality until early 2010, but as competition has recently intensified, each company has become interested in core values such as customer satisfaction, trust and loyalty. Therefore, effect of customer-oriented service mindset should be analyzed for the relationship between service quality and customer satisfaction, trust, and loyalty in this industry. For this, a questionnaire survey was conducted for 342 distributors. Structural equation models were analyzed using AMOS 23.0. Empirical results show service quality has positive effects on customer loyalty, and customer satisfaction and trust mediate between service quality and customer loyalty. The service quality became a key factor to elicit customer satisfaction, trust and loyalty. Following studies, it is expected to enhance service quality focusing on extending region coverages.

• Journal of Digital Convergence
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• v.13 no.8
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• pp.145-151
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• 2015

In this study, we analyze using a structural equation model if an appropriate composite relations among the perspectives(Learning & Growth, Internal Business Process, Customer, Financial perspective) of the balanced scorecard are formed to achieve the ultimate goal in Chinese SMEs. In this study, we find that Learning & Growth perspective is related positively to Financial perspective directly and indirectly via Internal Business Process and also find that for success the careful management is required for Learning & Growth and Internal Business Process perspective. The results of this study will provide information about where the need to emphasis on management to improve the financial performance in Chinese SMEs.