• Title/Summary/Keyword: 상호작용 서비스

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Role accomplishment and job satisfaction of hospice nurse (호스피스간호사의 역할수행 정도와 직무만족도)

  • Han, Hyoung-Suk;Choe, Wha-Sook
    • Korean Journal of Hospice Care
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    • v.8 no.1
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    • pp.29-48
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    • 2008
  • Purpose: The purpose of this study was to provide the basic information on the improvement plan by identifying the role accomplishment and job satisfaction of the hospice nurses and analyzing the factors that impact such role accomplishment and job satisfaction. Methods: The data was collected of 189 hospice nurses who have been working more than 6 months in 56 hospice programs registered in Korea Hospice Association and Korean Catholic Hospice Association from October to November, 2007 by structured questionnaire which was developed by Ryu(1979), based on the Riehl's nursing role and the research of Choe(2005) on the role of hospice nurse. Results: The role accomplishment and job satisfaction of the study subject were 3.53 point and 3.39 point, respectively. The roles of hospice nurses were accomplished by the order of advocator, nursing care provider, coordinator (cooperation), educator, quality manager, counsellor, administrator, and researcher. The job satisfaction of the hospice nurses was shown highest in the satisfaction of professional status, followed by the satisfaction of the interaction, satisfaction of the task itself, satisfaction of the administrative aspect, satisfaction of the autonomous, and the lowest in the satisfaction of the pay. The role accomplishment of the subjects according to their socio-demographic and job characteristics was found to have a significant difference by their age, marriage status, academic background, and position. It also has a significant difference by whether they play role of coordinator, whether they took whole responsibility as hospice, working experience as hospice/palliative nurse, and the level of hospice/palliative nursing training(p<.05). In the study of job satisfaction of the subjects according to their socio-demographic and job characteristics, the job satisfaction was found to have a significant difference by the increase of age, the number of duties consisting the hospice team, whether they play role of coordinator, whether they take whole responsibility as hospice, the level of hospice/palliative nursing training, and whether they wish to work for as long as possible(p<.05). The role accomplishment and the job satisfaction of the subjects showed a statistically significant positive correlation. (r=.541, p<.01) Conclusion: Raised saiary will be increased hospice nurse's job satisfaction. And we suggest a repetitive study using the identical tool to the equally extracted subjects with same representativeness of each hospice/palliative institute type. For the expanded role and enhanced professional standard of hospice nurses, we also suggest a study on the improvement plan to enhance the roles of researcher and administrator.

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Development Process and Methods of Audit and Certification Toolkit for Trustworthy Digital Records Management Agency (신뢰성 있는 전자기록관리기관 감사인증도구 개발에 관한 연구)

  • Rieh, Hae-young;Kim, Ik-han;Yim, Jin-Hee;Shim, Sungbo;Jo, YoonSun;Kim, Hyojin;Woo, Hyunmin
    • The Korean Journal of Archival Studies
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    • no.25
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    • pp.3-46
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    • 2010
  • Digital records management is one whole system in which many social and technical elements are interacting. To maintain the trustworthiness, the repository needs periodical audit and certification. Thus, individual electronic records management agency needs toolkit that can be used to self-evaluate their trustworthiness continuously, and self-assess their atmosphere and system to recognize deficiencies. The purpose of this study is development of self-certification toolkit for repositories, which synthesized and analysed such four international standard and best practices as OAIS Reference Model(ISO 14721), TRAC, DRAMBORA, and the assessment report conducted and published by TNA/UKDA, as well as MoRe2 and current national laws and standards. As this paper describes and demonstrate the development process and the framework of this self-certification toolkit, other electronic records management agencies could follow the process and develop their own toolkit reflecting their situation, and utilize the self-assessment results in-house. As a result of this research, 12 areas for assessment were set, which include (organizational) operation management, classification system and master data management, acquisition, registration and description, storage and preservation, disposal, services, providing finding aids, system management, access control and security, monitoring/audit trail/statistics, and risk management. In each 12 area, the process map or functional charts were drawn and business functions were analyzed, and 54 'evaluation criteria', consisted of main business functional unit in each area were drawn. Under each 'evaluation criteria', 208 'specific evaluation criteria', which supposed to be implementable, measurable, and provable for self-evaluation in each area, were drawn. The audit and certification toolkit developed by this research could be used by digital repositories to conduct periodical self-assessment of the organization, which would be used to supplement any found deficiencies and be used to reflect the organizational development strategy.

A Study on the Exhibition through the Web with Open Source Software OMEKA (공개 소프트웨어 OMEKA를 이용한 기록 웹 전시 방안 연구)

  • Choi, Yun-Jin;Choi, Dong-Woon;Kim, Hyung-Hee;Yim, Jin-Hee
    • The Korean Journal of Archival Studies
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    • no.42
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    • pp.135-183
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    • 2014
  • Korea has a high standard of IT environment to serve exhibit programs through the web with internet propagation and IT technology. However, the web exhibition of public institutions not only seem to introduce off-line exhibitions but also not to invigorate. It is caused by the lack of awareness, the cost of system installation and the lack of professional manpower. In this situation, OMEKA could suggest practical solutions to archives where need their own exhibition through the web. Especially, it would helpful for small record management organizations which are not enough budget and personal. OMEKA is an open source software program for digital collection and contents management. It has an affinity with users unlike traditional archives service programs. It also has been variously used by libraries, museums and schools because of exceptional exhibit functions. In this article, we introduce to the installation of a practical use about OMEKA. Regarding to OMEKA features, we consider it to raise exhibit effects. OMEKA would reduce the cost related to plans of exhibitions because it could display various contents and programs which reflecting characteristics of institutions. In addition, the availability of installation and widespread technological environment would lessen burden of public institutions. Using OMEKA, they would improve service level of public institutions and, make users satisfy. Therefore, they can change the social recognition of public institutions. OMEKA can contribute to various exercises of public records. It is not just the stereotypical system but, serves exhibition and collections with the strategy which each public institution would like to display. After all, it not only to connect to users with producers but also to improve the public image of institutions positively. Then, OMEKA would bring the great result through this interaction between public institutions and users.

Evaluation of Perceived Naturalness of Urban Parks Using Hemeroby Index (헤메로비 등급(Hemeroby Index)을 활용한 도시공원의 인지된 자연성 평가)

  • Kim, Do-Eun;Son, Yong-Hoon
    • Journal of the Korean Institute of Landscape Architecture
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    • v.49 no.2
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    • pp.89-100
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    • 2021
  • This study evaluated the degree of interaction between the people and the environment using perceived naturalness measure. The seventh-grade index of Hemeroby was divided into subclasses of land cover according to degrees of human influence. The grade was standardized for each indicator to evaluate the current state of urban parks in Seoul by applying probability density function and weight. User evaluation was conducted on six distinctive parks selected. In the results, three implications were found between spatial evaluation according to the perceived naturalness. First, park users evaluated highly for the spaces such as broad-leaved forest, coniferous forest and mixed forest evaluated highly in the Hemeroby grade index. Park users generally recognized that various types of trees in the area had high naturalness. The density of trees is one of the factors in perceived naturalness. Second, water spaces were highly evaluated for naturalness in the Hemeroby grade index. However, the perceived naturalness of water spaces such as inland wetlands, pond and reservoir evaluated in various ways depending on environmental conditions around the park. Third, perceived naturalness is easily evaluated through vertical landscape elements such as trees rather than horizontal landscapes such as grassland. The perceived naturalness is similar to the naturalness evaluation using land cover. However the study found the perceived naturalness for a specific space was different from the Hemeroby index. Perceived naturalness by the user includes the content that the individual sees, hears, and experiences. Park users are usually structuring naturalness through evaluating the value of urban green spaces based on personal perception. Therefore there is no absolute standard criterion for evaluating the naturalness of urban green spaces. A deeper study is needed that considers user bundles or user groups with conflicting interests on the perceived naturalness in urban parks. These studies will be essential data on the direction of naturalness urban park service should provide.

Are you a Machine or Human?: The Effects of Human-likeness on Consumer Anthropomorphism Depending on Construal Level (Are you a Machine or Human?: 소셜 로봇의 인간 유사성과 소비자 해석수준이 의인화에 미치는 영향)

  • Lee, Junsik;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.27 no.1
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    • pp.129-149
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    • 2021
  • Recently, interest in social robots that can socially interact with humans is increasing. Thanks to the development of ICT technology, social robots have become easier to provide personalized services and emotional connection to individuals, and the role of social robots is drawing attention as a means to solve modern social problems and the resulting decline in the quality of individual lives. Along with the interest in social robots, the spread of social robots is also increasing significantly. Many companies are introducing robot products to the market to target various target markets, but so far there is no clear trend leading the market. Accordingly, there are more and more attempts to differentiate robots through the design of social robots. In particular, anthropomorphism has been studied importantly in social robot design, and many approaches have been attempted to anthropomorphize social robots to produce positive effects. However, there is a lack of research that systematically describes the mechanism by which anthropomorphism for social robots is formed. Most of the existing studies have focused on verifying the positive effects of the anthropomorphism of social robots on consumers. In addition, the formation of anthropomorphism of social robots may vary depending on the individual's motivation or temperament, but there are not many studies examining this. A vague understanding of anthropomorphism makes it difficult to derive design optimal points for shaping the anthropomorphism of social robots. The purpose of this study is to verify the mechanism by which the anthropomorphism of social robots is formed. This study confirmed the effect of the human-likeness of social robots(Within-subjects) and the construal level of consumers(Between-subjects) on the formation of anthropomorphism through an experimental study of 3×2 mixed design. Research hypotheses on the mechanism by which anthropomorphism is formed were presented, and the hypotheses were verified by analyzing data from a sample of 206 people. The first hypothesis in this study is that the higher the human-likeness of the robot, the higher the level of anthropomorphism for the robot. Hypothesis 1 was supported by a one-way repeated measures ANOVA and a post hoc test. The second hypothesis in this study is that depending on the construal level of consumers, the effect of human-likeness on the level of anthropomorphism will be different. First, this study predicts that the difference in the level of anthropomorphism as human-likeness increases will be greater under high construal condition than under low construal condition.Second, If the robot has no human-likeness, there will be no difference in the level of anthropomorphism according to the construal level. Thirdly,If the robot has low human-likeness, the low construal level condition will make the robot more anthropomorphic than the high construal level condition. Finally, If the robot has high human-likeness, the high construal levelcondition will make the robot more anthropomorphic than the low construal level condition. We performed two-way repeated measures ANOVA to test these hypotheses, and confirmed that the interaction effect of human-likeness and construal level was significant. Further analysis to specifically confirm interaction effect has also provided results in support of our hypotheses. The analysis shows that the human-likeness of the robot increases the level of anthropomorphism of social robots, and the effect of human-likeness on anthropomorphism varies depending on the construal level of consumers. This study has implications in that it explains the mechanism by which anthropomorphism is formed by considering the human-likeness, which is the design attribute of social robots, and the construal level of consumers, which is the way of thinking of individuals. We expect to use the findings of this study as the basis for design optimization for the formation of anthropomorphism in social robots.

Research Trends of Health Recommender Systems (HRS): Applying Citation Network Analysis and GraphSAGE (건강추천시스템(HRS) 연구 동향: 인용네트워크 분석과 GraphSAGE를 활용하여)

  • Haryeom Jang;Jeesoo You;Sung-Byung Yang
    • Journal of Intelligence and Information Systems
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    • v.29 no.2
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    • pp.57-84
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    • 2023
  • With the development of information and communications technology (ICT) and big data technology, anyone can easily obtain and utilize vast amounts of data through the Internet. Therefore, the capability of selecting high-quality data from a large amount of information is becoming more important than the capability of just collecting them. This trend continues in academia; literature reviews, such as systematic and non-systematic reviews, have been conducted in various research fields to construct a healthy knowledge structure by selecting high-quality research from accumulated research materials. Meanwhile, after the COVID-19 pandemic, remote healthcare services, which have not been agreed upon, are allowed to a limited extent, and new healthcare services such as health recommender systems (HRS) equipped with artificial intelligence (AI) and big data technologies are in the spotlight. Although, in practice, HRS are considered one of the most important technologies to lead the future healthcare industry, literature review on HRS is relatively rare compared to other fields. In addition, although HRS are fields of convergence with a strong interdisciplinary nature, prior literature review studies have mainly applied either systematic or non-systematic review methods; hence, there are limitations in analyzing interactions or dynamic relationships with other research fields. Therefore, in this study, the overall network structure of HRS and surrounding research fields were identified using citation network analysis (CNA). Additionally, in this process, in order to address the problem that the latest papers are underestimated in their citation relationships, the GraphSAGE algorithm was applied. As a result, this study identified 'recommender system', 'wireless & IoT', 'computer vision', and 'text mining' as increasingly important research fields related to HRS research, and confirmed that 'personalization' and 'privacy' are emerging issues in HRS research. The study findings would provide both academic and practical insights into identifying the structure of the HRS research community, examining related research trends, and designing future HRS research directions.

Archival Science and Constitutional Point of View (헌법적 관점의 기록학)

  • Lee, Youngnam
    • The Korean Journal of Archival Studies
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    • no.79
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    • pp.121-168
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    • 2024
  • Record & archives management is at the heart of archival science. We must be faithful to record & archives management. However, isn't there a paradox that arises the more faithful we are to record & archives management? The paradox is that 'being a responsible manager and efficiently managing records' is rather reduces the interest in the social existence of humans who create and use such records. Why do humans produce and use records? It may be because human beings have been living with the concept of records. The concept is 'the same as the design of thoughts'. There is no need to doubt this direction because as record & archives management develops, more valuable records are preserved more systematically, and they are been served with wider scope and appropriateness. However, if we observe this situation from a human point of view rather than record & archives management, we find that humans appearing in record & archives management are limited to the object of using records. If humans are perceived differently based on the hypothesis of reviewing from the ground up, we can encounter a unique context about the relationship between humans and records or between records and humans. If it reaches the norm that human beings have dignity that cannot be transferred to anyone, have the right to pursue happiness, and must live by enjoying freedom, equality, and social basic rights, in short, if human beings are recognized from a constitutional point of view, we can newly recognize the social role and direction of records. The constitution and international human rights norms document basic human rights as the final norm and clarify that it is the duty of the state to guarantee and practice them. The social role of records from a constitutional point of view is the practice of records that proliferate basic human rights. The practice of archiving, which multiplies basic human rights, may also be a civic consciousness required of experts, but on the other hand, it can be a professional way for archival studies. If record management is a two-lane round trip, it can be said that the interaction between record management and record practice, which multiplies basic human rights, is a pioneering four-lane round trip. This article examines the practice of archiving, which has been developed in and out of record & archives management, by clearly grasping the constitutional perspective from the perspective of archival studies, and examines the social role of archival studies in this context. The social role of archival studies is to provide new linguistic rules for archiving.

Designing an Intelligent Advertising Business Model in Seoul's Metro Network (서울지하철의 지능형 광고 비즈니스모델 설계)

  • Musyoka, Kavoya Job;Lim, Gyoo Gun
    • Journal of Intelligence and Information Systems
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    • v.23 no.4
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    • pp.1-31
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    • 2017
  • Modern businesses are adopting new technologies to serve their markets better as well as to improve efficiency and productivity. The advertising industry has continuously experienced disruptions from the traditional channels (radio, television and print media) to new complex ones including internet, social media and mobile-based advertising. This case study focuses on proposing intelligent advertising business model in Seoul's metro network. Seoul has one of the world's busiest metro network and transports a huge number of travelers on a daily basis. The high number of travelers coupled with a well-planned metro network creates a platform where marketers can initiate engagement and interact with both customers and potential customers. In the current advertising model, advertising is on illuminated and framed posters in the stations and in-car, non-illuminated posters, and digital screens that show scheduled arrivals and departures of metros. Some stations have digital screens that show adverts but they do not have location capability. Most of the current advertising media have one key limitation: space. For posters whether illuminated or not, one space can host only one advert at a time. Empirical literatures show that there is room for improving this advertising model and eliminate the space limitation by replacing the poster adverts with digital advertising platform. This new model will not only be digital, but will also provide intelligent advertising platform that is driven by data. The digital platform will incorporate location sensing, e-commerce, and mobile platform to create new value to all stakeholders. Travel cards used in the metro will be registered and the card scanners will have a capability to capture traveler's data when travelers tap their cards. This data once analyzed will make it possible to identify different customer groups. Advertisers and marketers will then be able to target specific customer groups, customize adverts based on the targeted consumer group, and offer a wide variety of advertising formats. Format includes video, cinemagraphs, moving pictures, and animation. Different advert formats create different emotions in the customer's mind and the goal should be to use format or combination of formats that arouse the expected emotion and lead to an engagement. Combination of different formats will be more effective and this can only work in a digital platform. Adverts will be location based, ensuring that adverts will show more frequently when the metro is near the premises of an advertiser. The advertising platform will automatically detect the next station and screens inside the metro will prioritize adverts in the station where the metro will be stopping. In the mobile platform, customers who opt to receive notifications will receive them when they approach the business premises of advertiser. The mobile platform will have indoor navigation for the underground shopping malls that will allow customers to search for facilities within the mall, products they may want to buy as well as deals going on in the underground mall. To create an end-to-end solution, the mobile solution will have a capability to allow customers purchase products through their phones, get coupons for deals, and review products and shops where they have bought a product. The indoor navigation will host intelligent mobile-based advertisement and a recommendation system. The indoor navigation will have adverts such that when a customer is searching for information, the recommendation system shows adverts that are near the place traveler is searching or in the direction that the traveler is moving. These adverts will be linked to the e-commerce platform such that if a customer clicks on an advert, it leads them to the product description page. The whole system will have multi-language as well as text-to-speech capability such that both locals and tourists have no language barrier. The implications of implementing this model are varied including support for small and medium businesses operating in the underground malls, improved customer experience, new job opportunities, additional revenue to business model operator, and flexibility in advertising. The new value created will benefit all the stakeholders.

A Study on Usability of Open Source Software for Developing Records System : A Case of ICA AtoM (공개 소프트웨어를 이용한 기록시스템 구축가능성 연구 ICA AtoM을 중심으로)

  • Lee, Bo-Ram;Hwang, Jin-Hyun;Park, Min-Yung;Kim, Hyung-Hee;Choi, Dong-Woon;Choi, Yun-Jin;Yim, Jin-Hee
    • The Korean Journal of Archival Studies
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    • no.39
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    • pp.193-228
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    • 2014
  • In recent years, as well as management of public records, interest in the private archive of large and small is growing. Dedicated archive has various types. In addition, lack of personnel and budget, personnel records management professional because the absence, that help you maintain these records in a systematic manner is not easy. Request to the system have continued to rise, but the budget and professionals in order to solve this problem are missing. As breakthrough of the burden to the system with archive dedicated, it introduces the trends and meaning of public recording system, and was examined in detail AtoM function. AtoM is public land can be made by a method that requires a Web service, the database server. Without restrictions, including the advantage of being available free of charge, by the application or operating system specific, installation and operation is convenient. In addition, compatibility, and is highly scalable, AtoM use and convenient archive of private experiencing a shortage of personnel and budget. Because in terms of data management, and excellent interoperability and search share, and use, it is possible in the future, it favors also documentary use through a network of inter-agency archives and private. In addition, Enhancements exhibition services through cooperation with Omeka, long-term storage through Archivematica, many discussion is needed. Public centered around the private area of the recording management spilling expanded, open-source software allows to balance the recording system will be able to play an important role. In addition, the efforts of academia and in the field, close collaboration between the open source recording system through a user study should be continued. Furthermore, co-operation and sharing of private archives expect come true.

A Study on Perceived Quality affecting the Service Personal Value in the On-off line Channel - Focusing on the moderate effect of the need for cognition - (온.오프라인 채널에서 지각된 품질이 서비스의 개인가치에 미치는 영향에 관한 연구 -인지욕구의 조정효과를 중심으로-)

  • Sung, Hyung-Suk
    • Journal of Distribution Research
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    • v.15 no.3
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    • pp.111-137
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    • 2010
  • The basic purpose of this study is to investigate perceived quality and service personal value affecting the result of long-term relationship between service buyers and suppliers. This research presented a constructive model(perceived quality affecting the service personal value and the moderate effect of NFC) in the on off line and then propose the research model base on prior researches and studies about relationships among components of service. Data were gathered from respondents who visit at the education service market. For this study, Data were analyzed by AMOS 7.0. We integrate the literature on services marketing with researches on personal values and perceived quality. The SERPVAL scale presented here allows for the creation of a common ground for assessing service personal values, giving a clear understanding of the key value dimensions behind service choice and usage. It will lead to a focus of future research in services marketing, extending knowledge in the field and stimulating further empirical research on service personal values. At the managerial level, as a tool the SERPVAL scale should allow practitioners to evaluate and improve the value of a service, and consequently, to define strategies and actions to address services for customers based on their fundamental personal values. Through qualitative and empirical research, we find that the service quality construct conforms to the structure of a second-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality. In turn, each has two subdimensions that define the basis of service quality perceptions. The authors further suggest that for each of these subdimensions to contribute to improved service quality perceptions, the quality received by consumers must be perceived to be reliable, responsive, and empathetic. Although the service personal value may be found in researches that explore individual values and their consequences for consumer behavior, there is no established operationalization of a SERPVAL scale. The inexistence of an established scale, duly adapted in order to understand and analyze personal values behind services usage, exposes the need of a measurement scale with such a purpose. This need has to be rooted, however, in a conceptualization of the construct being scaled. Service personal values can be defined as a customer's overall assessment of the use of a service based on the perception of what is achieved in terms of his own personal values. As consumer behaviors serve to show an individual's values, the use of a service can also be a way to fulfill and demonstrate consumers'personal values. In this sense, a service can provide more to the customer than its concrete and abstract attributes at both the attribute and the quality levels, and more than its functional consequences at the value level. Both values and services literatures agree, that personal value is the highest-level concept, followed by instrumental values, attitudes and finally by product attributes. Purchasing behaviors are agreed to be the end result of these concepts' interaction, with personal values taking a major role in the final decision process. From both consumers' and practitioners' perspectives, values are extremely relevant, as they are desirable goals that serve as guiding principles in people's lives. While building on previous research, we propose to assess service personal values through three broad groups of individual dimensions; at the self-oriented level, we use (1) service value to peaceful life (SVPL) and, at the social-oriented level, we use (2) service value to social recognition (SVSR), and (3) service value to social integration (SVSI). Service value to peaceful life is our first dimension. This dimension emerged as a combination of values coming from the RVS scale, a scale built specifically to assess general individual values. If a service promotes a pleasurable life, brings or improves tranquility, safety and harmony, then its user recognizes the value of this service. Generally, this service can improve the user's pleasure of life, since it protects or defends the consumer from threats to life or pressures on it. While building upon both the LOV scale, a scale built specifically to assess consumer values, and the RVS scale for individual values, we develop the other two dimensions: SVSR and SVSI. The roles of social recognition and social integration to improve service personal value have been seriously neglected. Social recognition derives its outcome utility from its predictive utility. When applying this underlying belief to our second dimension, SVSR, we assume that people use a service while taking into consideration the content of what is delivered. Individuals consider whether the service aids in gaining respect from others, social recognition and status, as well as whether it allows achieving a more fulfilled and stimulating life, which might then be revealed to others. People also tend to engage in behavior that receives social recognition and to avoid behavior that leads to social disapproval, and this contributes to an individual's social integration. This leads us to the third dimension, SVSI, which is based on the fact that if the consumer perceives that a service strengthens friendships, provides the possibility of becoming more integrated in the group, or promotes better relationships at the social, professional or family levels, then the service will contribute to social integration, and naturally the individual will recognize personal value in the service. Most of the research in business values deals with individual values. However, to our knowledge, no study has dealt with assessing overall personal values as well as their dimensions in a service context. Our final results show that the scales adapted from the Schwartz list were excluded. A possible explanation is that although Schwartz builds on Rokeach work in order to explore individual values, its dimensions might be especially focused on analyzing societal values. As we are looking for individual dimensions, this might explain why the values inspired by the Schwartz list were excluded from the model. The hierarchical structure of the final scale presented in this paper also presents theoretical implications. Although we cannot claim to definitively capture the dimensions of service personal values, we believe that we come close to capturing these overall evaluations because the second-order factor extracts the underlying commonality among dimensions. In addition to obtaining respondents' evaluations of the dimensions, the second-order factor model captures the common variance among these dimensions, reflecting the respondents' overall assessment of service personal values. Towards this fact, we expect that the service personal values conceptualization and measurement scale presented here contributes to both business values literature and the service marketing field, allowing for the delineation of strategies for adding value to services. This new scale also presents managerial implications. The SERPVAL dimensions give some guidance on how to better pursue a highly service-oriented business strategy. Indeed, the SERPVAL scale can be used for benchmarking purposes, as this scale can be used to identify whether or not a firms' marketing strategies are consistent with consumers' expectations. Managerial assessment of the personal values of a service might be extremely important because it allows managers to better understand what customers want or value. Thus, this scale allows us to identify what services are really valuable to the final consumer; providing knowledge for making choices regarding which services to include. Traditional approaches have focused their attention on service attributes (as quality) and service consequences(as service value), but personal values may be an important set of variables to be considered in understanding what attracts consumers to a certain service. By using the SERPVAL scale to assess the personal values associated with a services usage, managers may better understand the reasons behind services' usage, so that they may handle them more efficiently. While testing nomological validity, our empirical findings demonstrate that the three SERPVAL dimensions are positively and significantly associated with satisfaction. Additionally, while service value to social integration is related only with loyalty, service value to peaceful life is associated with both loyalty and repurchase intent. It is also interesting and surprising that service value to social recognition appears not to be significantly linked with loyalty and repurchase intent. A possible explanation is that no mobile service provider has yet emerged in the market as a luxury provider. All of the Portuguese providers are still trying to capture market share by means of low-end pricing. This research has implications for consumers as well. As more companies seek to build relationships with their customers, consumers are easily able to examine whether these relationships provide real value or not to their own lives. The selection of a strategy for a particular service depends on its customers' personal values. Being highly customer-oriented means having a strong commitment to customers, trying to create customer value and understanding customer needs. Enhancing service distinctiveness in order to provide a peaceful life, increase social recognition and gain a better social integration are all possible strategies that companies may pursue, but the one to pursue depends on the outstanding personal values held by the service customers. Data were gathered from 284 respondents in the korean discount store and online shopping mall market. This research proposed 3 hypotheses on 6 latent variables and tested through structural equation modeling. 6 alternative measurements were compared through statistical significance test of the 6 paths of research model and the overall fitting level of structural equation model. and the result was successful. and Perceived quality more positively influences service personal value when NFC is high than when no NFC is low in the off-line market. The results of the study indicate that service quality is properly modeled as an antecedent of service personal value. We consider the research and managerial implications of the study and its limitations. In sum, by knowing the dimensions a consumer takes into account when choosing a service, a better understanding of purchasing behaviors may be realized, guiding managers toward customers expectations. By defining strategies and actions that address potential problems with the service personal values, managers might ultimately influence their firm's performance. we expect to contribute to both business values and service marketing literatures through the development of the service personal value. At a time when marketing researchers are challenged to provide research with practical implications, it is also believed that this framework may be used by managers to pursue service-oriented business strategies while taking into consideration what customers value.

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