• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.92-103
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• 2017

This study compared and analyzed the effects and differences of sports brand and sport star's personality on brand attachment and brand loyalty. For this purpose, we conducted a questionnaire survey of university students in Busan and Gyeongsang provinces. A total of 316 copies were selected as valid samples for this study. For the data analysis method, using SPSS 18.0 version, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, corresponding sample t-test and multiple regression analysis were carried out. The results of this study are as follows: First, sports brand personality had a significant effect on brand attachment in order of interest, sophistication, and robustness. Second, the sport brand personality had a significant effect on behavioral loyalty in order of interest, sophistication, and robustness, and effect on attitudinal loyalty in order of robustness, interest, ability. Third, sports star personality had a significant effect on brand attachment in order of interest, trust, and sophistication. Fourth, sports star personality had a significant effect on behavioral and attitudinal loyalty in order of interest, trust and ability. Fifth, the analysis of the difference between sports brand personality and sports star personality showed that the difference between the mean values of all factors was statistically significant.

• Journal of Digital Convergence
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• v.12 no.2
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• pp.151-162
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• 2014

One of the largest changes in retail business in Korea since the distribution market was opened in the mid 1990s is the appearance of foreign discount stores and the rapid growth of department stores. Discount stores and department stores have changed the structure of distribution business which has been primarily made up of traditional markets and supermarkets that have been the main retail markets in Korea. The retail business is changing from just a product purchasing place to a space where various values such as pleasure, happiness, etc. are provided. Therefore the purpose of this research is to grasp the effects that the shopping experience values at department stores have on the department brands, images, and awareness by means of theoretical and empirical research. Especially I classified the shopping experience values, an independent variable, into aesthetics, pleasures, consumers' interests, and services' excellence, and I verified whether they have a meaningful effects on the brand recognition and image, an endogenous variable, and the store royalty, a final various. A total of 235 questionnaires were used for analysis to test the research hypotheses. The positive analysis was done with SPSS 17.0K and AMOS 17.0 covariance structure analysis was performed. As a result, variables of the shopping experience values except consumers' interests seemed to have not only right influences on recognition and image, but also right influences on store royalty. Therefore this research shows that department store customers not only make use of department stores to buy products, but also visit department stores to get the values of pleasure and happiness, and that these aspects have a greater influence on the department store's image, recognition, or royalty in a sense.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.388-398
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• 2011

This study analyzes a correlation between organizational commitment, work values, job satisfaction and loyalty of the middle management in hotel enterprises. In other words, this research aims at drawing up theoretical and working-level implication through establishing the competition model of parameters and independent variables, which have an effect on loyalty of the middle management in hotels. Analysis showed that work values of the middle management play not a key role to mediate between organizational commitment and job satisfaction, and that internal values are higher than external values in route analysis of work values. Meanwhile, it was analyzed that the middle management of hotels make a long-service commitment with great satisfaction on the job. But there was no connection between their job satisfaction and loyalty. Consequently, it was confirmed through the analysis of the competition model that they rather attach significance to internal values and specificity of the hotelier than their satisfaction with work because of economic stability, and the loyalty of the middle management responds sensitively to the organizational commitment variables as a permanent job, sense of belonging, self-esteem.

• Journal of Service Research and Studies
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• v.9 no.4
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• pp.81-95
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• 2019

The concept of customer satisfaction is very important issue in the service firms. All service firms should delight theirs customers? Which service contexts creating customer delight results in better positive performance? This study is to examine the moderating effect of service type on the customer delight-behavioral intention relationship. Data from consumers across two distinct service contexts (retail banks and upscale restaurants) were obtained. Using the multiple moderating regression analysis, the proposed hypotheses in this study were tested. The results reveal that customer delight had a greater positive impact on both revisit and referral intention in the hedonic service than the utilitarian service. This study suggests specific service contexts where customer delight strategies generate better desirable results. The customer delight strategy is able to be applied in both hedonic and utilitarian services, but it is more effective to lead customer loyalty in the hedonic service than utilitarian services. Service firms need a strategic approach to customer satisfaction strategies. This study provide strategic implications for service firms to efficiently manage and allocate resources, and can help them in making decisions about establishing and implementing customer satisfaction strategies.

• Journal of Korea Game Society
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• v.15 no.4
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• pp.133-144
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• 2015

This study aims to establish the concepts of overindulgence and addiction and present proposals on game policies and marketing for game companies by identifying relationship among game product loyalty, game company loyalty, and game company profitability from the psychological viewpoint (game overindulgence and addiction) of online and mobile gamers. Accordingly, this study has the following implications. First, government should realize the fact even gamers are confused over differences in such concepts concerning game and have processes to reestablish game overindulgence and game addiction and follow policies to establish such images. Second, loyalty to game products should be enhanced by highlighting the features to buy items and additional contents through game networks as well as features to share contents and records generated within games for those with overindulgence. Moreover, companies should strengthen publicity to increase loyalty to game companies. Conversely, the focus should be on game product image rather than corporate image. Third, game companies should engage in strategies for the game's direction, development, and marketing to establish positive brand based on game products and help become the brand of the corporation itself. Fourth, there is a necessity to increase gamers and study their satisfaction rate based on game development and efficient marketing.

• Cartoon and Animation Studies
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• s.36
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• pp.593-617
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• 2014

This article is aimed at evaluating the comic industries cluster in the cartoonists' perspective in terms of benefits, innovation milieu and loyalty. This article surveyed the 105 cartoonists in the Bucheon comic industries cluster, which has been established since 1998. As a result of analysis, cartoonists evaluated the comic industries cluster in term of facilities, knowledge and information, and social relationship in the positive way. However, the business network with the comic companies, the other contents industries is not established. The communication and collaboration between the cartoonists and local communities is not active in the Bucheon comic industries cluster. In addition, while comic industries cluster is effective in terms of city branding, the comic industries cluster is not effective in terms of economic impacts. In general, cartoonists' loyalty to the comic industries cluster is highly evaluated. The five factors such as knowledge, policy, urban regeneration, facilities are very significant in terms of the cartoonists' loyalty. This article concludes with a discussion of the sustainable strategies of the comic industries cluster in the context of creative city through comic resources.

• Information Systems Review
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• v.5 no.2
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• pp.71-90
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• 2003

Virtual communities have been suggested to play important roles such as attracting customers, building customer loyalty, and leading to commercial transactions. Little research in marketing has focused on virtual communities in spite of its importance indicated by many practitioners and conceptual studies. More specifically, little research has empirically examined factors of customer participation and its consequences. This research investigate if customers' participation motives in virtual communities affect their sense of community and if sense of community affects customers' loyalty towards and purchase intentions from the website offering the community service. One hundred ninety six questionnaires were collected from individuals who have participated in and have been involved in online activities in various virtual communities. Major results of this research can be summarized as follows. First, participation motives employed significantly affected customers' sense of community and more specifically, perceived ease of use and perceived playfulness had a large influence on the customers' sense of community. Second, customers' sense of community positively affected their loyalty toward the community and more specifically, membership and emotional connection had a large influence on loyalty. Third, customers' sense of community did not affect directly their purchase intentions. Fourth, customers' loyalty toward virtual communities had a significant, positive, although marginal, influence on their purchase intentions.

• Journal of Navigation and Port Research
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• v.42 no.6
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• pp.406-414
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• 2018

The objective of this study was to analyze the effect of characteristics of maritime telemedicine (service quality, recognition or not of service, health counselling service experience or not) on seafarer's satisfaction, and also analyze the effect of seafarer's satisfaction on loyalty. This study's data was collected from the Research Report of Survey of telemedicine service subjects in 2017 conducted in the maritime telemedicine pilot project. However, only 103 seafarers who received maritime telemedicine (Tele-Monitering) services were analyzed statistically. The main results of this study were as follows. ⅰ) Better service quality led to higher levels of satisfaction, ii) High levels of seafarer's satisfaction led to high levels of loyalty, iii) Seafarers whose age is under 50 than 30 years old are less satisfied, ⅳ) In total boarding career, Seafarers with more than 5 years but less than 10 years were more satisfied than seafarers with less than 5 years, ⅴ) Seafarers with more than 10 years but less than 15 years were more satisfied than seafarers with less than 5 years, ⅵ) Seafarers with more than 15 years but less than 20 years were more satisfied than seafarers with less than 5 years, ⅶ) Also, Seafarers in excess of 20 years were more satisfied than seafarers with less than 5 years, In conclusion, ⅰ) Better service quality led to higher levels of satisfaction and loyalty. Accordingly, the improvement of service quality is not only an important factor in improving satisfaction and loyalty, but also plays an important role in forming a positive image of maritime telemedicine. ⅱ) Seafarers with younger age and lower overall total boarding career were more satisfied. It is believed that the seafarer who are willing to use telemedicine and who are willing to refer to others are young.

• 한국체육학회지인문사회과학편
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• v.51 no.4
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• pp.197-210
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• 2012

The purpose of this study was to examine a moderating effect of consumers'need for uniqueness and a store type in the relation between golf apparel consumers'shopping values and store loyalty. A total of 229 shoppers visiting golf shops at two department stores and four discount stores in Seoul was conveniently selected and responded to the survey questionnaire. Data analyses were conducted including frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, multiple regression analysis and moderated multiple analysis with PASW 18.0. The results of this study indicated that (1) both utilitarian shopping value and hedonic shopping value affected store loyalty, (2) the impact of both shopping values on store loyalty was moderated by consumers' need for uniqueness, and (3) the impact of hedonic shopping value on store loyalty was moderated in terms of the store type, whereas the effect of utilitarian value on store loyalty was not moderated with the store type. Additional implications and directions for future research opportunities were discussed and suggested.

• Korea Trade Review
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• v.43 no.5
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• pp.203-232
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• 2018

Gobizkorea is an online B2B matching platform operated by the Small & Medium Business Corporation. Gobizkorea provides an opportunity for resource-poor SMEs to promote their products and exploit new market opportunities at low cost. The successful operation of Gobizkorea will contribute to the increased exports of Korean SMEs. Accordingly, the present study examined determinants of foreign buyer loyalty toward Gobizkorea.com focusing on country image, e-service quality, and satisfaction. One hundred two survey questionnaires were collected from U.S. buyers registered with Gobizkorea.com. Exploratory and confirmatory factor analysis confirmed three dimensions of e-service quality including information & efficiency, reliability & privacy, and prompt communication & delivery. The path analysis results showed that the country image of Korea significantly and positively affected these three dimensions of e-service quality. Information & efficiency and reliability & privacy positively influenced buyer satisfaction. Reliability & privacy and satisfaction had a positive impact on buyer loyalty. This study enhances the understanding of the foreign buyers use of the domestic e-market platform by examining of determinants of U.S. buyer loyalty toward Gobizkorea.