• 한국프랜차이즈경영연구
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• 제12권4호
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising

• 한국프랜차이즈경영연구
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• 제9권4호
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• pp.45-56
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• 2018

Purpose - Consumers perceive various risks while using food service franchise stores. Food service franchise stores offer consumers not just menus, but services, physical environment, and prices, which can be perceived as risk to consumers. This means that consumer behavior in foos service franchise stores needs to be studied based on perceived risk theory. Perceived risk consists of performance risk, financial risk, social risk, psychological risk, and time risk. The purpose of this study is to investigate the effects of perceived risk on satisfaction and trust, and in turn affect loyalty. The results of this study will provide guidelines for marketers to develop strategies to reduce the perceived risk of consumers. Research design, data, methodology - In order to achieve research purposes, the authors developed several hypotheses. Data were through online survey through an online survey firm. A questionnaire survey was distributed to customers who have visited the restaurant in the past three months. The survey was conducted from March 5, 2017 to October 14, 2017. A total of 1,500 people were e-mailed and 260 were returned. A total of 245 items were used in the analysis except 15 of the questionnaire. Data was analyzed by using SPSS 21.0 and AMOS 21.0. Results - The findings of this study are as follows: First, performance risk, economic risk, and psychological risk had negative effects on satisfaction. Social and time risks did not affect on satisfaction. Performance risk and time risk had negative impact on trust. Second, economic, social, and psychological risks did not affect trust, but satisfaction had significant positive effect on trust and loyalty. Third, satisfaction had positive effect on loyalty. Conclusions - The implications of this study are as follows. First, food service franchise marketers should increase their customer loyalty by establishing a risk reduction strategy. Second, there are various risks to customers visiting the store. Therefore, marketers need to analyze the perceived risks of customers. Third, it is also necessary to eliminate the perceived risks of customers. In addition, a restaurant franchise company needs to find a reasonable way to reduce the material cost and present a reasonable menu price.

• 지식경영연구
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• 제9권2호
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• pp.129-146
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• 2008

Customers' evaluation of Website with satisfaction is critical in electroniccommerce. Previous research has studied in a distinct approach; especially IT oriented constructs-perceived usefulness, easy of use and marketing oriented constructs-product, shopping experience, service quality. Despite those important previous studies regarding the usage and the purchase of goods and services, how consumers are satisfied and why consumers leave Web sites without purchasing have not been extensively researched. This study explored those determinants of consumer satisfaction with Web site using expectation-disconfirmation theory (EDT). The present paper extends the range of EDT from antecedents of expectation to consequence of satisfaction. The result suggests that experience and familiarity has an impact on expectation as well as perceived performance and satisfaction. Second, higher expectation makes a negative impact on disconfirmation of expectation. Third, positive disconfirmation of expectation makes a positive impact on satisfaction. Forth. satisfaction produces loyalty and repurchasing intention. Finally, loyal customer has stronger intention to repurchase than satisfied customer.

• 디지털융복합연구
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• 제10권3호
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• pp.79-92
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• 2012

본 연구는 소비자 유형에 따른 CRM 마케팅 우선순위에 대한 인식과 만족도의 차이를 알아보고, 기업 종업원의 CRM 마케팅 우선순위와 성과에 대한 인식이 기업의 재무 비재무적 성과에 미치는 영향을 규명하고자 했다. 연구결과, 조사대상 기업은 소비자 유형에 따라 CRM 마케팅 우선순위에 대한 인식과 만족도가 다르게 나타났고, 종업원의 CRM 마케팅 우선순위에 대한 인식은 소비자의 인식과 차이는 있었지만 우선순위의 순서는 일치하였다. CRM 마케팅 우선순위에 대한 소비자의 만족도와 종업원이 인식하는 성과를 비교한 결과는 소비자의 만족도에 비해서 종업원의 성과 평가가 과대평가 되었다. 그리고 CRM 마케팅 우선순위 중에서 고객 차별화와 고객유지 활동은 기업의 재무 비재무적 성과에 영향을 미쳤지만, 고객만족 활동은 미치지 않았다.

• 한국조리학회지
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• 제12권2호
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• pp.88-105
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• 2006

Entering into the new millennium, the Korean wine market has recorded the highest growth rate among the domestic alcoholic beverage market and been recognized as a rapidly emerging market with further escalation potential. Responding to the current drastic escalation of Korean wine market in terms of its volume, the present study scrutinizes the considerable wine-selection attributes that are related to individual wine consumer‘s characteristics including demographic variables. These attributes are also expected to be precursors of wine consumers‘ satisfaction. ANOVA results suggest that each demographical variable-gender, age, income level, and the frequency of wine consumption-pertains to specific wine-selection attribute(s). Likewise, wine consumers‘ characteristics are also associated with those attributes. As wine consumers are experienced, they rely less on information; rather, their selections tend to be dependent upon quality, value, contexts, and preferences. The subsequent multiple-regression investigating the relationship between wine-selection attributes and satisfaction signifies that quality, contexts, and preference attributes are the substantial antecedents of wine consumers‘ satisfaction. When consumers purchase a wine, "information on purchase" was the most important criterion for the Newcomers and the Outsiders, while the Connoisseurs mainly depended on "marketability", "wine values" and "viticulture environment". "Preference" attributes influenced the Aspirants the most in buying decision. The Newcomers and the Outsiders need more information before deciding to purchase as their wine knowledge was very limited. The Connoisseurs were likely to consider the quality as a more important factor than the price and it is necessary to develop high quality wine at a reasonable price in order to attract this group.

• 동아시아식생활학회지
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• 제17권6호
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• pp.957-962
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• 2007

By focusing on the consumers who have experienced ethnic restaurants in Korea for the last three months, this research intends to figure out relations among utility motivation, pleasure motivation, ostentation motivation and feeling of pleasure and how they effect consumers' emotions and level of satisfaction to find out about more desirable services and characteristics for the consumers in order for the ethnic restaurants to secure more competitiveness, and to inform how they should set their aims for more success. This research limited surveyees to online consumers who have experienced ethnic restaurants in the past three months. The period of survey was from April 25 2007 to May 10 2007. For basic analysis of actual research, SPSS program was used to analyze the Cronbach a and factor analysis. And structural equation modeling analysis was used to analyze correlations and grade of effectiveness of variables proposed in the research hypothesis utilizing Window AMOS 5.0. As a result of this research, utility motivation has effect on the happiness and the other motivation has effect on the enjoyment. Enjoyment effect on the happiness and only happiness effect on the satisfaction. Satisfaction has effect on the re-visit intention. Through this research, it could proposes a strategic direction to which the increasing ethnic restaurants should develop themselves.

• 복식
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• 제51권2호
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• pp.121-133
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• 2001

The study is designed to classify consumer groups based on their clothing shopping orientation and to examine the relationship among clothing shopping orientation, satisfaction to the shop-master, and factors of the shop-master's nature to understand clothing shopping orientation of women from 18 to 35. The final analysis was performed with 447 (consumers) ailed 336 (shop-masters) pieces of questionnaire. The data was analysed with SAS statistics package. The results of this study are as follows : 1. Clothing shopping orientation were composed of four dimensions : recreational shopping orientation, convenience/economic shopping orientation, store/brand loyalty shopping orientation, and shopping confidence. 2. In the satisfaction to the shop-master, the consumer was not satisfied by the appearance, product-presentation, and consumer-management of the shop-master but kindness, trust, and product-explanation by the shop-master. The shop-master guessed that consumers were completely satisfied. 3. The consumer had an influence on product-understanding, response, and consumer-understanding of the shop-master, and the shop-master guessed that consumers had an influence on every thing of shop-master. 4. The more consumers were store/brand loyal, the more they were satisfied with tole shop-master, and had an influence on the factors of the shop-master's nature. But consumers were confident on the shopping, were not shown to be significantly different in the satisfaction of the shop-master and the factors of the shop-master's nature.

• 한국의류학회지
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• 제31권3호
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• pp.486-494
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• 2007

Consumers' great demand for foreign apparel products created a new rapidly growing type of distribution channel that substitute traditional roles of importers. Most of the merchandise selling at this new type of e-mall are apparel and accessories. But, little study focuses on this new e-shopping mall. This study was designed to examine SISM(surrogate internet shopping mall) shopping behavior of apparel by analyzing purchase motives and consumer satisfaction and compare these variables with GISM(general internet shopping mall) shopping behavior. 166 SISM consumers and 166 GISM consumers responded for the study. Descriptive statistics, t-tests, and regression were used far statistical analysis. Results indicated that there were significant mean differences of purchase motive and consumer satisfaction between SISM and GISM consumers. Regression analysis showed that purchase motives had significant influence on consumer satisfaction for SISM and GISM consumers.

• Asia pacific journal of information systems
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• 제25권4호
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• pp.662-685
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• 2015

The use of global mobile technology has increased exponentially. In particular, a survey of consumers in the Philippines showed that 83% "could not live" without their mobile phones. We investigated factors, such as ease of use and personal innovativeness, to elucidate the consumer adoption of mobile technologies in the Philippines, to integrate existing adoption theories for academics and provide recommendations to practitioners based on our findings. Our research questions are as follows: (1) What key factors drive adoption of mobile technologies by Filipino consumers?; (2) Are Filipino consumers innovative in their use of mobile technologies?; And (3) How can telecom companies retain their customers? A structural equation model, which was built from a survey of 528 mobile Filipino consumers, showed support for repurchase intention to use mobile technologies. The hypotheses were generally supported by variables related to mobile phone usage with the Philippine consumer sample. Results support all of the hypothesized relationships for consumers using mobile technologies. Personal innovativeness did load on both attitude and repurchase intention for mobile applications as originally hypothesized but was strongly loaded for attitude toward using. This research is a first step in understanding the adoption of mobile applications by Filipino consumers. We initially hypothesized that consumer behavior toward mobile applications would involve constructs of innovativeness, ease of use, and satisfaction; however, we found that ease of use was less significant in understanding repurchase intention to use mobile technologies. Personal innovativeness was more important in explaining satisfaction with mobile application attitudes and repurchase intention. The Filipino context of this study also provides other interesting implications. As the Philippines transitions into a more international market, western products start to guide market behavior, particularly consumer adoption.

• 산경연구논집
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• 제8권5호
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• pp.77-85
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• 2017

Purpose - The purpose of this study is to investigate the variables that lead consumers to visit traditional markets and buy market goods. Thus, the current research examined the relationship between satisfaction and return intention as among the factors influencing loyalty. Research design, data, and methodology - This study was conducted to examine the effects of the perceived level of factors on loyalty and how it influenced consumers' visits to traditional markets in 125 adult adolescents and women living in Mok-po area. The results of the questionnaire were obtained. The statistical data of the questionnaire were verified by SPSS. Results - In this study, consumers' perception level of eight loyalty factors can be perceived by the traditional Korean market. The empirical analysis is summarized as follows. First, by selecting five representative variables influencing intention to return to traditional markets, Mok-po area consumers were affected by the intention to revisit according to the intensity of recognition level among these variables. Second, the higher the perceived level of product price, quality of access (accessibility) among the factors that consumers perceive as important factors in visiting traditional markets were heightened. Third, Mokpo residents are aware of the main important factors of visiting the market such as receiving a friendly atmosphere (image) about traditional market, market environment (hygiene and cleanliness), connection with the local economy, and customer service such as kindness, refund and return. These loyalty factors did not affect consumers' intention to revisit. In other words, image, environment, regional economic linkage, and these factors did not have a positive effect on revisit intention. Conclusions - The empirical analysis of this study suggests that factors that directly affect loyalty among the key factors that play a major role in visiting traditional markets should be identified and developed as loyalty factors. It is necessary to identify the key factors influencing the satisfaction and loyalty of traditional market users, and operate a system that systematically and comprehensively manages and evaluates them. In order to do this, the government, the local governments, and related organizations should regularly conduct loyalty and satisfaction surveys on visa recognition levels and establish strategies for dramatic improvement measures.