• Proceedings of the Korean Society of Computer Information Conference
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• 2011.06a
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• pp.373-376
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• 2011

본 논문에서는 체험마케팅 중에도 감성 마케팅과 관련한 매장 내 환경이나 소비자 관점에 관한 연구는 그리 많지 않은 편이며, 특히 매장에서 경험하는 감각적 요소들이 소비자들의 소비감정과 어떻게 관련되고 소비자 행동 특성에 어떠한 영향을 미치는지에 관한 조사결과 감각, 감성, 관계/행동, 충성도 등을 분석한 결과 제안모델이 매장에서 체험이 고객충성도에 미치는 영향이 우수함을 제안하였다.

• Culinary science and hospitality research
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• v.15 no.4
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• pp.187-199
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• 2009

The objective of the research is to investigate the causal relationships among functional value, emotional value, social value, perceived sacrifice, satisfaction, loyalty and behavioral intention. All in all, 296 respondents completed a questionnaire themselves in the presence of an interviewer who could be consulted about the response scales and other technical matters. Behavioral intention models were estimated by structural equation modelling using 7 latent constructs. The results demonstrated that the confirmatory factor analysis model provided a good model fit. The unconstrained model yielded a significantly better fit to the data than the constraint model. The effects of functional value and social value on satisfaction and behavioral intention were statistically significant. The effects of perceived sacrifice, satisfaction and loyalty on behavioral intention were statistically significant. As expected, satisfaction had a significant effect on loyalty. Functional value had an indirect effect on behavioral intention through satisfaction and loyalty. Moreover, social value had an indirect effect on behavioral intention through satisfaction and loyalty. Replicating and extending this study in other regions and other samples would test the generalizability of the present findings and provide a basis for an external validation of the framework developed in this paper.

• Proceedings of the Korean DIstribution Association Conference
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• 2006.08a
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• pp.21-46
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• 2006

본 연구에서는 인터넷 쇼핑몰에서 불만족을 경험한 고객들의 불평요인 및 불평행동유형을 파악하고, 쇼핑몰 업체의 불평처리방법에 대한 평가를 바탕으로 효과적인 불평처리방안을 제시하였다. 연구 결과 불평행동을 하는 고객의 유형은 직접행동파, 사적행동파, 소극행동파, 적극행동파 등으로 구분되었다. 이 가운데 사적행동파가 가장 높게 나타나 인터넷 환경에서는 사적행동파에 대한 효과적인 불평처리 방안에 관한 노력이 가장 필요한 것으로 확인되었다. 직접행동파는 해당 쇼핑몰 업체에게 직접 문제해결을 요구하기 때문에 불평처리에 대한 공정성, 불평 후 만족과 충성도 측면에서 가장 효과적인 것으로 확인되었다. 그리고 고객의 모든 불평행동유형에서 가장 심각한 불만족 요인으로는 배송오류 및 지연과 제품결함인 것으로 확인되었지만, 사적행동파와 소극행동파는 부정확한 정보제공과 과장광고 등을 심각하게 생각하고 있었다. 인터넷 쇼핑몰 업체는 불평고객들의 불평해결을 위해 직접적인 접촉을 할 경우 가장 효과적인 불평처리를 할 수 있기 때문에 사적행동파와 소극행동파의 불평행동을 유발하기 위한 노력이 필요하다. 또한 쇼핑몰 관리자의 불친절 및 반응은 심각한 불만족 요인은 아니지만, 배송오류 및 지연과 제품결함과 같은 심각한 불만족요인에 대해서는 직접적인 사과 및 쇼핑몰 관리자의 친절한 태도를 포함하여 현금 환불 등 불평처리를 해야 한다. 그리고 고객의 관점에서 인터넷 쇼핑몰을 보다 편리하고 유용하게 설계할 필요가 있다.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.10
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• pp.1340-1346
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• 2018

There have been researches on game continuance intention based on consumer behaviour theory of management science. Such macro access of computer game analysis might be insufficient to draw valuable results due to complex subsystem structure of recent computer games. In this paper, we choose 'Blade and Soul' game that was first published in 2012 and has been within top 20 MMORPG in Korea but known as a 'long time users' only game'among game players recently. Three user groups - long loyalty, concentrated, casual - are classified based on their play history and play time per day of Blade and Soul. The first survey with 222 subjects revealed that the real strength of the game was not the combat - Dungeon, Arena, Battleground competition - but very cohesive game community Blade and Soul has. Thus, we conduct another survey on the game community issues among 148 long time users (over 3 years playing history) and analyze their traits and behaviour patterns.

• Asia Marketing Journal
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• v.6 no.3
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• pp.27-57
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• 2004

Studies on brand loyalty have been classified into two approaches; the behavioral approach and the attitudinal approach. The main topics of both approaches have been customers' loyal or nonloyal attitude toward brands and the rate of repurchase generating process. However, previous research has overlooked dynamic and in-depth aspects of brand loyalty. With a qualitative research perspective, the present study adds insight to the current research on brand loyalty, concerning the disregarded aspects of brand, based on phenomenological interviews. On the foundation of consumer-brand relationship types suggested by Fournier(1998), this study examines various kinds of relationship types between Korean consumers and their preferred beer brands. Findings show different aspects and dynamic essence of brand loyalty through the analysis of these relationships. Moreover, a variety of sources of brand loyalty were identified. It was concluded that "actual" brand loyalty and "apparent" brand loyalty may not coincide at all times. In addition, consumers' life events and life themes were identified as important determinants of brand loyalty.

• 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.

• Information Systems Review
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• v.25 no.4
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• pp.249-263
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• 2023

The present study investigated the impact of users' perceived benefits on their happiness and loyalty towards the university's online class system. Furthermore, the notion of loyalty was delineated into cognitive, emotional, intentional, and behavioral loyalty, and a systematic analysis was conducted to assess their respective impacts. The analysis was conducted using survey data obtained from a sample of 298 college students who possessed prior experience with the university's online class system. The analysis of the survey revealed that the satisfaction with the online class system was positively influenced by perceived practical benefits and symbolic benefits. However, it was found that emotional benefits did not have a statistically significant impact on satisfaction. Furthermore, it has been demonstrated that cognitive loyalty exerts a substantial beneficial impact on emotional loyalty, as well as a sequential and considerable positive influence on active and behavioral commitment inside the online class system established through perceived benefits. This study holds significance as it conducted an empirical analysis on the impact of users' perceived benefits of the university's online class system on their satisfaction levels, as well as its influence on the four-stage development process of loyalty.

• Culinary science and hospitality research
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• v.20 no.1
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• pp.1-17
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• 2014

Under the needs to study the predictors of the frontline employees' service-oriented organizational citizenship behaviors(OCBs) in the hotel industry, this study aimed to the influence of goal orientations on the OCBs. The two factors of performance goal and learning goal orientations were hypothesized to influence each dimension of OCBs(loyalty, service delivery, and participation). The data from 266 five star deluxe hotel employees were analyzed with descriptive statistics, multi-variate analysis of variance, and structural equation modeling conducted using SPSS 19.0 and AMOS 20.0. The results showed learning goal orientation positively influenced all dimensions of the OCBs while performance goal orientation positively influenced all dimensions except loyalty. These results suggest that hotel practitioners need to seek the applicants who are willingly oriented to specific goals at recruiting process. Furthermore, hotel organizations need to utilize the employees' goal approach to motivate their performances.

• Asia Marketing Journal
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• v.9 no.1
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• pp.43-72
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• 2007

The recent development of industrial marketing explains the near absence of research on brand equity in business-to-business markets. With recent change, industrial companies have shifted from a production focus to a customer focus. Industrial brand concept is rapidly developing. The basic purpose of this study is to investigate industrial brand equity affecting the result of business relationship between industrial buyers and suppliers. This research presented a comprehensive constructive model consisting of components of industrial brand equity, and then propose the research model base on prior researches and studies about relationships among components of industrial brand equity. Data were gathered from respondents who work in industrial buying center. For this study, Data were analyzed by SPSS 11.0 and AMOS 5.0. The results of this research analysis were as fallow. Industrial brand loyalty was positively related with perceived value, perceived quality, brand awareness, relationship satisfaction, switching cost, relationship commitment. Also, Industrial corporate performance and purchasing value was positively related with brand loyalty and relationship commitment.

• Journal of the Korean Society for Railway
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• v.17 no.6
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• pp.423-432
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• 2014

The purchasing behavior of consumers is related to service quality and corporate social responsibility (CSR). Therefore, CSR is recognized as an important factor in company strategies. This study determines the relationship between the CSR activities of KORAIL and the reuse intention and recommendation intention of the consumer. CSR is composed of economic, legal, philanthropic, ethical, and environmental responsibilities. In the results of the structural equation modeling analyses, legal responsibility and economic reliability affect the reliability of KORAIL and this reliability affects the customers' reliability and loyalty. This paper proposes a compliance program, wagon safety information, customized tour packages, and communication strategy that will increase customer's reliability and loyalty.