• 한국콘텐츠학회논문지
• /
• 제17권6호
• /
• pp.452-469
• /
• 2017

본 연구는 레스토랑 서비스 환경에서 점포내부에서 제시되는 서비스 환경요인이 인지반응으로서 지각된 서비스품질 및 이미지에 미치는 영향을 검증하고, 또한 이들 인지반응요소와 감정반응으로서 감정적 만족 관계, 그리고 감정적 만족과 행동반응으로서 재 구매의도 관계를 확인하여 레스토랑 내부의 서비스 환경에 대한 소비자의 인지반응, 감정반응 및 행동반응의 관계를 설명하는데 목적이 있다. 이를 위해 SPSS 21.0 및 AMOS 20.0 통계패키지를 이용하여 구조방정식모형분석으로 연구가설을 검증하였다. 연구결과는 다음과 같다. 첫째, 주변 환경, 인테리어환경 및 청각환경은 지각된 서비스품질에 유의한 영향을 준 반면 인테리어환경은 지각된 서비스품질에 영향이 없었다. 둘째, 주변 환경 및 레이아웃환경은 이미지에 유의한 영향을 준 반면 인테리어환경 및 청각환경은 이미지에 영향이 없었다. 셋째, 지각된 서비스품질은 감정적 만족에 유의한 영향을 준 반면 이미지 및 재 구매의도에는 영향이 없었다. 마지막으로, 이미지는 감정적 만족 및 재 구매의도에 모두 유의한 영향을 주었다. 따라서 레스토랑의 마케팅관리자는 소비자에게 주변 환경, 레이아웃환경 및 청각환경을 개선하여 지각된 서비스품질 수준을 높이고, 또한 주변 환경 및 레이아웃환경을 개선하여 기업의 이미지를 높임으로써 소비자에게 감정적 만족을 유도하고 재방문을 높일 수 있는 서비스 마케팅전략을 계획하고 실행해야 할 것이다.

• 한국유통학회지:유통연구
• /
• 제13권1호
• /
• pp.79-96
• /
• 2008

본 연구는 최근에 마케팅분야에서 주목받고 있는 연구영역인 시장지향성이 판매조직의 성과에 긍정적인 영향을 미치는 이유에 대한 설명을 하기 위하여 기업의 시장지향성이 판매원관련 변수들(고객지향성, 직무만족, 그리고 조직몰입)과 고객관련 변수들(서비스품질, 서비스가치, 고객만족, 그리고 고객충성도)을 매개로 하여 성과로 나타남을 설명할 목적으로 수행되었다. 백화점에서 영업활동을 하는 다양한 매장의 점포관리자들을 대상으로 하여 설문조사를 한 결과, 기업의 시장지향성은 판매직원을 통해 고객에게 전해지며, 기업의 시장지향성을 통해 긍정적으로 증가된 판매원관련 변수들이 고객에게 전해지는 서비스품질, 고객만족, 그리고 고객충성도를 증가시킴으로써 성과를 향상시킴을 밝혔다. 또한, 지금까지 판매원관련 변수들과 고객관련 변수들의 순서나 인과관제에 대한 명확한 모형이 존재하지 않았는데, 본 연구를 통하여 판매원관련 변수들과 고객관련 변수들 내에서의 각각의 관제뿐만 아니라 두 집단변수들 간의 연결고리를 명확하게 제시한 이론적 공헌을 갖는다. 지금까지 선행연구의 결과와 같이 본 연구결과를 통해서도 시장지향성은 성과에 긍정적인 영향을 주는 것이 명확한 것으로 나타났고, 이 과정에서 판매원관련 변수들과 고객관련 변수들이 어떻게 영향을 주는지를 명확하게 밝힌 점을 참고로 하여, 앞으로 기업들은 시장지향성을 더욱 강조하고 이와 관련된 판매원관련 변수들과 고개관련 변수들의 작용을 이해함으로써 더 높은 성과를 얻을 수 있을 것이다.

• 한국의류학회지
• /
• 제33권3호
• /
• pp.355-365
• /
• 2009

The purpose of this study was to investigate the effects of cognitive age on service quality, consumer satisfaction, and repurchase intentions across the elderly's lifestyle types in the apparel store. Data were obtained from 853 women in the 50's and 60's living in Busan, and were analyzed by factor analysis, Cronbach's alpha, cluster analysis, one-way ANOVA, Duncan test, and path analysis using SPSS WIN 12.0 and LISREL 8.53. The results showed that the lifestyle of elderly consumers was classified into three factors, such as Active self-fidelitist, Economy family-oriented, and Passive-stagnant. Service qualities perceived by the elderly in apparel stores were composed of Personal Service, Facilities Service, Product Service, and Policy Service. Generally, the younger cognized their ages most of the elderly were the more importantly perceived store service quality, the greater satisfied with apparel store services, and the more intended to repurchase apparels at a store. However, economic family-oriented elderlys were the younger cognized their ages, the less satisfied with the apparel service. Additionally, personal and policy services of the apparel store were important variables for elderlys' satisfaction with store services. The findings provide potential explanations and managerial implications for the elderly market.

• 한국의류학회지
• /
• 제26권7호
• /
• pp.1066-1077
• /
• 2002

The Purposes of this study were 1) to identify the effects of clothing involvement on deal Proneness, store images related to promotions and perceived shopping value, and 2) to reveal the effects of antecedent variables on the consumer satisfaction. The data were collected from 624 female consumers living in Seoul, Korea via self-administered questionnaires and were analyzed by frequency, factor analysis, multiple regression analysis and path analysis. The results of the study were as follows : (1) Among the factors related to clothing involvement deal proneness, store images of promotions and perceived shopping values, Clothing importance, Shopping interest Fashion interest and all three factors of deal proneness had the effect on perceived hedonic shopping values. Clothing importance, Prudent purchase, Shopping interest store images related to promotions had the effects on perceived hedonic shopping values. And Prudent purchase had the positive effects and store images related to Display had the negative effects on perceived negative shopping values. (2) From the resulted of analyzing the effects of antecedent variables on consumer satisfaction, Sweepstakes/gifts proneness, store images related to Price discount/events and Display, perceived hedonic and utilitarian shopping values positive]y influenced the consumer satisfaction. Store images related to Price discount/events had the most significant effects on consumer satisfaction. From the results of path analysis, clothing involvement had the effects on consumer satisfaction indirectly through deal proneness, store images related to promotions and perceived shopping values.

• 한국의류학회지
• /
• 제31권4호
• /
• pp.584-593
• /
• 2007

Recently, the growing of the aging population by medical and science development, silver consumers were became new consumption market. The purposes of this study were to investigate the effects of service quality on consumer satisfaction and repurchase intention in the apparel store and hairdressing shop. Data were obtained from 853 women in the 50's and 60's who living in Busan. Data were analyzed by frequency analysis, factor analysis, Cronbach's alpha, 1-test, and path analysis using SPSS WIN 12.0. The results of the study were as follows: First, service qualities of apparel store were composed of Personal Service, Facilities Service, Product Service, and Policy Service. Service quality of hairdressing shop were consisted of Personal Service, Facilities Service, Skill Service, and Policy Service. Second, repurchasing intention was differently influenced by perceived store service quality and consumer satisfaction when purchasing apparel products and hairdressing services. Salesperson or hairdresser was the most important variable for silver consumers' satisfaction, which influenced the repurchase intention of apparels or hairdressing services. This research extends a domain of fashion market research from the product to the service. Additionally, this study provides an insight into silver fashion marketers and retailers for developing market strategies for silver common. Implications are drawn for the information useful to consumer behavior researchers and retailers of the silver fashion market.

• 한국의류학회지
• /
• 제23권4호
• /
• pp.529-540
• /
• 1999

The purpose of this study is examine how price attitude and risk perception affect6 consumer's attitude to clothing discount stores. As for the methods of the research 313 female consumers who just finished shopping at discount stores were interviewed and questioned. The result is as the following. 1. The factors such as discount price inclination effective value inclination price-quality association and price-social grade association in the price attitude as well as social psychological risk and the risk of losing opportunity in the risk perception affected consumer's attitude to clothing discount store. 2. The domestic national brand discount store acquired the highest scores in all factors but discount inclination factor and low price inclination factor. No difference was seen between stores in terms of the risk perception. 3. The determining factors for repurchase intention were found to be store satisfaction and the attitude to clothing discount store. 4. The convenience of transportation the availability of exchange or repair the payment option the quality of the product and the attributes of the store e, g, good quality with relatively low price affected the store satisfaction. 5. Domestic national brand discount store showed higher score in 'good quality with relatively low price' than domestic casual brand discount store did. And difference between groups was found in repurchase intention, Conclusively most consumers using clothing discount stores are effective value-oriented.

• 한국의류산업학회지
• /
• 제10권1호
• /
• pp.50-58
• /
• 2008

This study aims to identify whether shopping malls affect customer satisfaction significantly according to the store image assessment of consumers after their purchases. This comparative study on the store image and satisfaction level according to shopping mall type is supposed to offer useful basic data for developing a niche market while establishing market segmentation strategies for internet fashion shopping malls. As a result of an empirical analysis, it was found that important standards for assessing the store image of internet fashion shopping malls include product and information service, customer service after purchase, atmosphere, convenience and reliability, and all five factors were shown to affect the satisfaction level for all general malls significantly. However, product and information service and convenience were shown not to be significantly influential to the satisfaction level for fashion specialty mall. In addition, customer satisfaction was found to affect the customers' intention to repurchase and word of mouth. Therefore, if marketing managers of internet fashion shopping malls elevate customer satisfaction by managing the store image before the customers' purchase, they can attract customers to repurchase intention and ultimately prompt a word of mouth effect.

• 한국식생활문화학회지
• /
• 제19권5호
• /
• pp.544-555
• /
• 2004

The purpose of this study is to highlight the importance of relationship marketing which has been developed as an alternative way of handling marketing in family restaurants. This study focused on the consumers' behavior - mainly their switching behavior and loyalty toward relationship marketing activities exercised by from family restaurants. 269 usable questionnaires were collected from customers patronizing three family style restaurants in Seoul. Several statistical methods were used including descriptive analysis, reliability test, covariance analysis, confirmatory factor analysis, and covariance structural analysis. The result drawn from empirical test proved that relationship marketing activities actually are the significant determinants of relationship quality and thus to the customers' behaviors toward the restaurants they patronize. Managerial implications can be drawn from the result findings that restaurant companies can identify the activities of relationship marketing to continue the long-term relationship with their customers. Also restaurant companies can use the activities of relationship marketing as differentiating strategies, and allocate their resources into the activities of relationship marketing.

• 패션비즈니스
• /
• 제11권2호
• /
• pp.1-13
• /
• 2007

The purpose of this study is to confirm Customer Voluntary Performance as a new strategy that contributes to Service Quality and maintains customer Relationship, and to understand how Service Quality and Relationship Benefits on Customer Voluntary Performance. To pursue the above purposes, the experimental model showing the working process was designed like this: Service quality - Relationship Benefits - Customer Satisfaction - Relationship Quality - Customer Voluntary Performance. To accomplish the experimental study, questionnaire method was chosen and targeted women living seoul. 721 questionnaires were used in last analysis. SPSS 8.0 was used in analysis of data. The results show that (1)Customer satisfaction was affected by Service Quality and Relationship Benefits affirmatively; (2)Relationship Quality was affected by Customer Satisfaction, Service Quality, Relationship Benefit; (3)Customer Voluntary Performance was affected by Relationship Quality and Customer Satisfaction; (4)Service Quality and Relationship Benefits influenced on Customer Voluntary Performance. This study has a important meaning that it provides marketing strategy on satisfied relationship maintenance and customer satisfaction creation.

• 한국의류학회지
• /
• 제31권7호
• /
• pp.1107-1118
• /
• 2007

Relationship marketing research has traditionally focused on the relationship among customer satisfaction, trust, and customer commitment, while assuming that the causal relationship of customer $satisfaction{\rightarrow}trust{\rightarrow}commitment$ is well understand. However, recently many scholars argue that customer satisfaction, trust, commitment can not explain long-term orientation fully, and suggest the need for more extensive researches investigating the determinants of long-term relational retention. The purpose of this study was to explained the relationship development process through the mediation effect of contact intensity and relationship termination cost between customer satisfaction and trust, and between trust and commitment, and an analysis the causal relationship among these variables. The results were as follows. First, the customer satisfaction had both direct and indirect effects on trust mediated by contact intensity. Second, the trust had both direct and indirect effects on commitment mediated by relationship termination cost. Third, the commitment influenced long-term orientation. Finally, the empirical results confirmed that the model add to the concept of mediation with contact intensity and relationship termination cost plays a strong, central role in explaining relationship development process between customer and fashion retail stores.