• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.05a
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• pp.327-330
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• 2004

고객의 만족도와 충성도 제고는 기업활동 중 가장 중요한 기능으로 인식되고 있다. 따라서, 고객 이탈율이 높고 신규 고객 확보 경쟁이 치열한 초고속 인터넷 서비스 산업에서는 고객 만족도와 충성도의 증대를 통하여 고객 유지율을 제고하고 이를 통한 장기적인 수익성 증대를 위한 노력의 일환으로 막대한 경영자원을 투입하고 있다. 하지만 실제 서비스에 만족하고 충성도가 높은 고객이 기업의 수익성 확보에 기여하는 지에 관련해서는 그 실증 연구가 거의 이루어지고 있지 않다. 본 연구에서는 국내 한 초고속 인터넷 서비스 회사의 고객을 대상으로, 생존분석(survival analysis)을 이용한 개별 고객의 총 서비스 가입기간 추정을 통해 각 개별 고객의 가치를 산출하고, 이를 기반으로 고객의 만족도와 충성도, 수익성간의 연관 관계를 파악하였다. 분석 결과, 일반적인 예상과는 달리 높은 만족도와 충성도가 고객 서비스 이용 기간의 증대에 기여하지는 않는 것으로 밝혀졌다. 또한, 만족도 및 충성도와 수익성 간에 정(+)의 관계가 존재하지 않는 것으로 나타났다.

• The Journal of the Korea Contents Association
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• v.16 no.2
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• pp.174-185
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• 2016

Internal marketing is the marketing activities of organizations that have a service mind to give satisfaction to the employees for the satisfaction of external customers. This Study tried to analyse the impacts of internal marketing on the customer orientation and loyalty, collecting a data to use a standardized questionnaires. This Study was conducted for 731 participants in a single general hospital in Gyeonggi Province with factor analysis, correlation analysis and linear regression analysis. The main findings of this study are as follows. First, it was found that the effect of internal marketing on customer orientation had the impact on leadership, internal communication and educational training having the statistically significant effects. Second, it was found that the effect of internal marketing on loyalty had the impact on leadership, internal communication, working environment, compensation and benefits and educational training having the statistically significant effects. Third, the effect of customer orientation on loyalty have the statistically significant effects and it was shown that if a customer orientation go up, there will be higher loyalty. I'm hope that it should be sought concrete plans for internal marketing activity to improve a customer orientation and loyalty.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.366-381
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• 2013

This paper is to identify how variety of products, product quality, guarantees, employee services and physical environment of store which is considered to store image components influence on satisfaction and loyalty, which in turn effects on loyalty in grocery retailing stores. A survey was conducted to collect the data with consumers who had the actual purchase experience within 1 years in grocery retailing stores. Analysis of structural equation modeling with SPSS 19.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, product quality and employee services influence on both satisfaction and trust, but physical environment of store are effects on satisfaction only. Second, no store image components influence on loyalty. Finally, satisfaction was effect on both trust and loyalty, whereas trust was not effect on loyalty. In order to build strong customer loyalty, marketer have to strengthen the relationship quality such as satisfaction and trust, and formed through store image components that is much stronger on loyalty.

• The Journal of the Korea Contents Association
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• v.14 no.4
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• pp.287-296
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• 2014

Given rapid growth of mobile messenger services (MMSs) such as KakaoTalk, Line, and Wechat, it has become critical to understand the mechanisms that lead to user loyalty in the MMS context. In this regard, this study examined key factors of user loyalty in the MMS environment. We posit attitudinal loyalty and IT expertise as key drivers of behavioral loyalty. In addition, the impacts of perceived usefulness and emotion on attitudinal loyalty were examined. Data collected from 235 KakaoTalk users who have used more than 1 year were empirically tested against a research model using partial least squares. The analysis results found that both attitudinal loyalty and IT expertise play an important role in enhancing behavioral loyalty in the MMS context. The findings of this study indicate that perceived usefulness and positive emotion significantly influence attitudinal loyalty, whereas negative emotion negatively affects it. The analysis results provide several insights that can help MMS providers understand the role of emotion in enhancing user loyalty.

• Journal of the Korean Society for Library and Information Science
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• v.40 no.4
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• pp.165-181
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• 2006

This study analyzed the gap between users' perception and staff expectations on users' perceptions about dimensions of library service quality(library staff, service supports. materials and resources, and facilities and equipments), service value, user satisfaction, royalty. using newly developed model. Six hundred-fourteen users and one hundred staff members or the National Libra of Korea were participated in the survey using questionnaires. Users evaluated service quality lower but evaluated service value, satisfaction. and loyalty higher In terms of showing complaining behaviors, users were less than staffs expected. Model analysis for users and staff3 showed that service value and general satisfaction influenced on complaining behavior and loyalty. For users. only the dimension of library staff influenced significantly on the service value, satisfaction, complaining behavior, and loyalty. None of the other dimensions of the service qualify showed significant relationship to them in the case of staff expectation.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.897-902
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• 2008

이 연구에서는 MMORPG 게임의 길드 내에서 사회적 지지가 캐릭터와 길드를 통해 플로우 및 충성도에 미치는 영향을 검증하고자 한다. 이를 위하여 MMORPG 게이머들을 대상으로 포커스그룹인터뷰를 한 결과 사회적지지 요인을 발견하였고, 인터뷰 결과와 선행연구를 토대로 캐릭터통제력, 사회적 지지를 독립변수로 제시하였고, 매개변수로 캐릭터 동일시, 길드 동일시, 자아존중감을, 종속변수로 플로우, 충성도를 도출하여 연구모형을 개발하였다. WoW(WorldofWarcraft) 이용자 244 명의 자료를 수집하여 전체적인 연구모형의 구조적 적합도를 검증하기 위해 구조방정식모델(SEM)분석을 이용하였다. 분석을 통해 다음과 같은 주요 연구결과를 밝혀냈다. 첫째, 사회적지지는 캐릭터 통제력, 캐릭터 동일시, 길드 동일시, 자아존중감에 통계적으로 유의하게 나타났으며, 캐릭터 통제력은 캐릭터 동일시, 길드 동일시, 자아존중감을 향상시키는 것으로 나타났다. 둘째, 캐릭터 동일시는 자아존중감과 충성도에 긍정적인 영향을 미치는 것으로 나타났으며, 길드 동일시는 자아존중감과 플로우, 충성도에 유의한 영향을 미치는 것으로 나타났으며, 자아존중감은 플로우에 유의한 영향을 미치는 것으로 밝혀졌다.

• Proceedings of the Korea Technology Innovation Society Conference
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• 2001.11a
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• pp.141-168
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• 2001

본 연구는 초고속인터넷 접속서비스에서 $\ulcorner$서비스 품질$\longrightarrow$고객만족$\longrightarrow$재구매의도(고객충성도)$\lrcorner$의 일반적인 인과관계가 적용되는지를 규명하고, 고객만족, 재구매의도와 고객충성도에 영향을 미치는 서비스 품질속성을 살펴보면서, 궁극적으로 품질속성 중 고객유지와 충성도를 향상시키는 핵심 품질요소를 도출하기 위한 모형을 이론적으로 제시하고, 그 모형의 유효성을 설문조사와 이에 대한 실증분석을 통해 평가하는데 목적이 있다. 모형을 검증하기 위하여 세 단계의 분석과정을 수행하였다. 첫째, 전반적 서비스 품질과 고객만족, 재구매의도(또는 고객충성도), 그러고 고객만족과 재구매의도 및 고객충성도의 상호관계를 검증하였다. 둘째, 고객만족, 재구매의도 및 고객충성도에 영향을 미치는 선행변수인 품질속성(서비스 성능, 서비스 지원, 부가서비스, 이용요금, 과금, 절차 편리성)들의 영향력을 검증하였다. 마지막으로 공통적 개념으로 분류된 품질속성이 개별적인 품질요소의 미세한 차이를 제대로 반영하지 못하는 단점을 극복하고, 고객유지와 충성도 향상을 위한 핵심 품질요소를 도출하기 위하여 품질속성을 대표하는 품질요소들과 재구매의도와 고객충성도의 상관관계를 살펴보았다. 초고속인터넷 접속서비스 이용자를 대상으로 웹설문조사를 실시하여 총 551 개의 표본을 분석에 사용하였으며, 분석결과는 다음과 같다. 첫째, 서비스 품질은 재구매의도와 고객충성도에 비해 고객만족에 높은 설명력을 갖고 있으며, 재구매의도에 대한 서비스 품질과 고객만족의 설명력은 미미한 것으로 나타나, 고객만족이 더 높은 설명력을 갖는다는 기존의 연구와 차이를 보여 향후 추가적인 연구의 필요성이 제기되었다. 둘째, 여섯 가지의 품질속성들 중 서비스 이용과정에서 1, 2 회의 적은 경험을 하게 되는 서비스 이용절차의 편리성을 제외하곤 나머지 속성 모두 고객만족, 재구매의도 및 고객충성도의 선행변수로써 영향을 미치고 있는 것으로 나타났다. 그러나 절차 편리성은 고객충성도에 유의한 영향을 미치는 것으로 나타나, 충성도는 고객이 서비스를 총체적인 관점에서 평가하고 나타나는 행동이라는 시사점을 얻었다. 셋째, 재구매의도와 고객충성도를 결정하는 품질요소로서는 서비스 안정성, 불만사항 처리결과, 회사의 이미지, 다양한 부가서비스가 도출되었다. 본 연구의 결과는 초고속인터넷 접속서비스의 품질 및 결과변수들에 대한 인과관계를 분석하였다. 그리고 경쟁이 치열해지는 시장 환경에서 미래의 재무적 성과와 수익성을 보장하는 충성스런 고객을 확보하기 위하여 필수적으로 관리되어야 할 핵심 품질요소의 제시와 이에 따른 제언을 하였기 때문에 사업자들이 품질 및 마케팅 전략을 수립함에 있어서 이론적, 실무적 근거를 제공하여 준다.

• Journal of Digital Convergence
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• v.12 no.3
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• pp.89-94
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• 2014

It empirically studied the effects of customer status, truth of messages, and involvement on loyalty when customer experience demotion in loyalty program. A scenario based 2(customer demotion: highest status customer/middle status customer) ${\times}$ 2(truth of messages: high/low) ${\times}$ 2(involvement: high/low) between-subjects factorial design experiments are conducted for the hypotheses. According to the result of ANCOVA, highest status customer's loyalty and middle status customer's loyalty decrease when they experience demotion. But middle status customer's loyalty less decreases than the highest status customer. Loyalty of the group who feel high truth of message less decreases than those of other groups. And loyalty of the low-involvement group's loyalty less decreases than those of other groups. Moreover it test three way interactions among customer status, truth of messages, and involvement. The result indicates that loyalty of the group who feel high truth of message and low-involvement less decreases than those of other groups.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.10
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• pp.1497-1508
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• 2008

The objective of this study is to identify the types of relationship quality of department store fashion consumers. This study also aims to look at if consumers form different type of relationship quality with various relation partners. In this study, qualitative research was conducted on 25 female consumers to come to a comprehensive and in-depth understanding of fashion consumers' diverse loyal relationships. Fashion consumer's relationship quality consisted of 'self attachment', 'symbolic', 'trust', 'intimacy', 'compensational bind', and 'habitual alternative'. 6 relationship quality dimensions were distinguished according to each dimension's emotional involvement level and conscious activeness level of consumers. While self attachment was classified as emotional and active relationship quality, compensational bind and habitual alternative were typical relationship quality types of fashion store loyalty such as department store loyalty, thus classified as inertial and cognitive relationship quality type. This study might provide a useful direction to apparel brands and retailers in finding out which relationship quality type is more effective for differentiated marketing strategies.

• Journal of the Korean Home Economics Association
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• v.48 no.3
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• pp.15-30
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• 2010

The objective of this study is to identify the relationship quality and relationship benefit, which has greater explanatory power in predicting fashion consumers' future loyalty. This study is particularly interested in the different explanatory power of each relationship quality with various relationship partners of fashion consumers. The participants were 507 female consumers over 20 years old and they responed questionnaire. The result showed that relationship quality types and relationship benefits having greater explanatory power in predicting consumers' loyal relationship intention varied with multi-loyal relations. Consumers' intention to be loyal to an apparel brand and apparel company was more explained by self attachment than by any other relationship quality types, whereas the intention to be loyal to specific department store was predicted by low involved relationship quality types such as habitual alternative and compensational bind. Trusted intimacy was the only relationship quality type that was significant in predicting consumers' intention to be loyal to salesperson in the future. Among relationship benefits, the influence of convenience benefit was significant in predicting consumers' future loyalty in most relations.