• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.520-530
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• 2015

This study aimed to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty in chicken restaurant. This study intended (1) to analyze the factors of marketing mix activities in chicken restaurant, (2) to research the effect of marketing mix activities on brand loyalty, (3) to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty. Data were collected from undergraduates who visited the nationwide chicken restaurants by face-to-face interview. The questionnaire was distributed of the 400 copies and used 331 in the analysis. The results of this study revealed that (1) the factors of the marketing mix activities were price, promotion, place and product, (2) product only had significant influence on brand loyalty, (3) the effect of product on brand loyalty was significant influence by mediating effect of customer satisfaction.

• Journal of the Korean Society for Library and Information Science
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• v.47 no.4
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• pp.335-361
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• 2013

This study tries to develop the so-called LCSI (Library Customer Satisfaction Index) Lite for public library which can be used easily in the fields as a simplified model. Its conceptual model is developed from the former research about library service quality and customer satisfaction. Based on the analyses on the twenty Delphi-type AHP questionnaires both from the library researchers and from the public library practitioners, and on the analysis and testing of the structural equation model using the data from the more than 800 user questionnaires, it suggests a model which consists of total 15 items - namely 8 items for service quality (2 for personnel, 4 for library resources and services, 2 for facilities and environment), 3 items for customer satisfaction, and 2 items for loyalty. Library Satisfaction Index for public library will be calculated by the sum total of service quality (50%), customer satisfaction (40%), and loyalty (10%).

• The Journal of the Korea Contents Association
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• v.16 no.2
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• pp.537-545
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• 2016

This study aimed to research the moderating effects of local & global brand on the relationship between brand equity and behavioral intention in franchised hamburger restaurant. This study intended (1) to analyze the factors of brand equity in franchised hamburger restaurant, (2) to research the effect of brand equity on behavioral intention, (3) to research the moderating effects of local & global brand on the relationship between brand equity and behavioral intention. Data were collected from undergraduates who visited the nationwide hamburger restaurants by face-to-face interview. The questionnaire was distributed of the 300 copies and used 253 in the analysis. The results of this study revealed that (1) the factors of the brand equity were brand awareness, brand image and brand loyalty, (2) brand loyalty, image and awareness had significant influence on behavioral intention in order, (3) the effect of brand awareness on behavioral intention was significant influence by moderating effect of local & global brand.

• Journal of Digital Convergence
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• v.18 no.12
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• pp.205-216
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• 2020

In this study, a research model is constructed based on the theory of technology adoption. Independent constructs are largely grouped into two: (1) virtual bank characteristics (responsiveness, ease of use, economic benefits, and security), and (2) individual characteristics (innovativeness, self-efficacy and Internet experience). On the dependent side, user satisfaction is posited to influence the loyalty via intention to continuous use. PLS analysis of 194 data points collected revealed that economic benefits, security, innovativeness, and Internet experiences are significantly and positively associated with user satisfaction, intention to continuous use and loyalty. Paths among satisfaction and intention towards the loyalty are also validated. Details of results are discussed with practical and academic implications.

• Culinary science and hospitality research
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• v.19 no.1
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• pp.26-41
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• 2013

The purpose of this study is to examine differences in the level of customer satisfaction(product satisfaction, service satisfaction) and customer loyalty depending on a Korean restaurant executive's human resources management and the effect of customer satisfaction on customer loyalty. It also investigates whether there are any associations between customer loyalty and financial performance and between the executive's human resources management and financial performance. The research was conducted during lunch and dinner in restaurants in Daegu and Gyeongbuk region which have over 12,000 won of food prices from January 2, 2012 January 17. 336 copies from customers and 15 copies of executives were used for final analysis. The results of the study are as follows. When Korean restaurant executive staff performed high levels of training for new employees and reasonable compensations, customers got a significantly high product and service satisfaction. Also, when they had a high level of human resources management in recruit, training for new employees and performance review, customers got a significantly high loyalty. Moreover, product satisfaction and service satisfaction had significant effects on customer loyalty, and there was a significant association between customer loyalty and financial performance. There was also a significant association between an executive's human resources management and financial performance.

• The Journal of Society for e-Business Studies
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• v.11 no.2
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• pp.49-69
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• 2006

The virtual community has been recognized as an effective marketing tool and has been an important motive of using internet to Internet users, but very few attempts have been done for the development of virtual community success. Although many studies have been made on influencing factors of virtual community success, the comprehensive studies have never been done so far. Therefore, this study focused on developing the comprehensive model and verifying empirically. This study proposed five influencing factors(Virtual Community Operational factor, Characteristics of Users, Usefulness, Trust, Commitment) that affect virtual community success and three success factors(Sense of Virtual Community, Loyalty, Purchasing Intention) by carrying out literature review extensively and suggesting the relationship among factors. The relationship among factors were empirically validated by structural equation modeling. The data used in this study were collected from 292 users of the existing virtual communities. As the result of statistical analysis. It was found that Virtual Community Operational Factor and Characteristics of Users statistically significantly influenced Virtual Community Success. Also, it was shown that the intervening effects of Usefulness, Trust and Commitment were statistically significant, but that the relationship between commitment and Loyalty was not statistically significant. Finally, it turned out that the causality among success variables of Virtual Community was supported, but that sense of Virtual Community was required to be measured by new measurements.

• Journal of Distribution Research
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• v.12 no.4
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• pp.1-25
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• 2007

The purpose of this study is to provide the strategic implication of the Korean open air market by examining the factors affecting customer loyalty for various market segments as their competitive environment becomes more turbulent. We have undertaken empirical research that uses the methodology of a mixture regression modeling, as a way to ascertain the determinants of customer loyalty toward the Korean open air market, which should form the base of strategy for each segment. We construct a mixture regression model which uses perceived the Korean open air market value dimensions as explanatory variables, an income as a covariate variable, and a customer loyalty as a dependent variable. The analysis of results show that customers are statistically divided into four segments: 'Accessibility'(33.7%), 'Price'(29.7%), 'Shopping environment,'(22.0%), and 'Merchandising,'(14.5%) groups. The findings also showed that parameter estimates are different for each group, which indicates that the sensitivity to changes in the Korean traditional market perceived value and the income variable affecting customer loyalty vary among segments.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.6
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• pp.3490-3498
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• 2014

This study examined the relationship among service quality perceived by consumers according to the types of driving ranges(I: indoor and outdoor), market segmentation, the reason for choice of the driving range, customer satisfaction and loyalty and analyze their causal relationship. To reach this goal, this study conducted a questionnaire research for consumers of driving ranges by dividing it into the indoor and outdoor ranges. The quest-factor analysis(SPSSWIN Ver 13.0), the confirmatory factor analysis and the structural equation modeling method (AMOS 6.0) were used to analyze the data collected for this study. Based on the findings of this study, the following conclusions were drawn: The reason for the choice in both indoor driving and outdoor driving had no direct influence on the customer loyalty, but it had an indirect influence on the customer loyalty through customer satisfaction and service expectation. In addition, the service expectation had a direct influence on the customer loyalty in both indoor driving and outdoor driving. Therefore, the customer satisfaction in both indoor driving and outdoor driving serve as a significant mediating variable to reinforce the relationship between the service quality and customer loyalty.

• Journal of Distribution Research
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• v.16 no.1
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• pp.179-222
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• 2011

This research investigates the influence of relational characteristics on 'co-defection', customer defection following salesperson turnover, in the context of salesperson-customer relationship. Based on the social exchange theory, it was hypothesized that perceived relational benefits and switching costs affect directly the customer's intentions to defect. Key constructs in relationship marketing such as customer satisfaction, trust, and loyalty were hypothesized to affect the customer's intention to defect as well as perceived relational benefits and switching costs. The results of structural equation modeling using a survey sample of 503 insurance customers who purchased life insurance policies through salespersons unveiled that the customer satisfaction with salesperson and the customer trust in salesperson strongly influence the salesperson-owned customer loyalty. However, they did not have significant direct effects on co-defection intentions. All paths from salesperson-owned customer loyalty to perceived relational benefits and perceived switching costs were also significant. Salesperson-owned customer loyalty did not have significant direct effects on co-defection intentions, but it had significant indirect effects on co-defection intentions through relational benefits and switching costs. Three sub-dimensions of perceived relational benefits had significant positive effects on co-defection intentions while the perceived switching costs had significant negative effects on co-defection intentions. The significance of our research findings were verified by comparing the hypothesized model and the rival model in the past studies.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.742-759
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• 2016

This study aims to examine effects of service authenticity and service quality on the customer satisfaction and customer loyalty in mediation of customer trust in financial investment company. This research model was validated by the statistical tool of SPSS18.0 and AMOS18.0 using survey data collected from the experienced of financial investment company. The results of this study are summarized as follows. First, service process authenticity has a significant effect with customer satisfaction and customer oriented authenticity has a significant effect with customer satisfaction in mediation of customer trust. Second, service quality(tangibility, reliability, assurance, empathy, except responsiveness) has a positive effect(empathy is the highest of all) with customer satisfaction and the importance of service authenticity and service quality can be confirmed from customer satisfaction and customer loyalty. Third, customer satisfaction and customer loyalty as well as trust and satisfaction have significant effects between them, but there have no significance between trust and loyalty. Finally, this study suggests directions of marketing strategy through build up trust in a strong relationship with the existing loyal customer in financial investment company.