• 한국조리학회지
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• 제22권5호
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• pp.82-94
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• 2016

본 연구에서는 한식당 이용객들의 CRM이 고객 행동의도에 얼마나 영향을 끼치는지 측정하였다. 특히 한식당 이용객들의 CRM이 고객 행동의도 중 고객 감정반응을 매개효과로 어떤 영향을 미치는지 선행연구를 토대로 변수 간의 영향관계를 규명하고자 하였다. 첫째, 독립변수는 한식당 이용객들의 CRM 중 서비스 품질, 정보 품질, 시스템 품질 3가지를 변수로 설정하였고, 종속변수는 매개변수인 고객 감정반응을 다중회귀분석으로 실시하였다. 다중회귀분석의 결과는 서비스 품질, 정보 품질, 시스템 품질 모두 종속변수인 고객 감정반응에 대하여 유의한 정(+)의 영향관계가 있는 것으로 분석되었다. 둘째, 다중회귀분석의 결과는 3개의 독립변수 중에서 서비스 품질(${\beta}=.104$, P<.01), 정보 품질(${\beta}=.215$, P<.001), 시스템 품질(${\beta}=.682$, P<.001)은 종속변수인 고객 행동의도에 대하여 유의한 정(+)의 영향관계가 있는 것으로 분석되었다. 셋째, 식당 이용객들의 CRM 중 서비스 품질, 정보 품질, 시스템 품질은 고객 행동의도에 영향을 미치는 것으로 나타나, 모두 부분 매개 효과가 있는 것으로 나타났다.

• 복식문화연구
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• 제18권4호
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• pp.655-669
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• 2010

This study focused on examining methods for the favorable relationship between internet shopping mall and customers from a point of view that it was necessary for internet fashion market getting faced with keen competition to change its marketing focus from securing new customers to customer retention strategies. Measurement instruments were selected to measure these variables and a questionnaire was made. Data was collected in 491 men and women in their twenties residing in Gwangju city using the questionnaire. The analysis results were summarized as follows: First, in the failure to purchase fashion products in internet shopping mall, as consumer's favorable internet shopping attributes, their possibility of complaining and repurchase intentions became higher, and had negative effect on regret and dissatisfaction. Second, attributions of the result of a failure to purchase fashion products in internet shopping mall were found to increase regret and dissatisfaction. Third, customers experiencing regret and dissatisfaction showed a very high possibility of complaining but their possibility of repurchase intentions had negative affect.

• 유통과학연구
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• 제22권3호
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• pp.21-31
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• 2024

Purpose: The primary aim of this study is to explore how social media marketing influences customer purchase intention, focusing on the roles of customer engagement and trust as mediators. Research Design, Data, and Methodology: The investigation utilized an online survey conducted in Chinese on the Questionnaire Star platform. It targeted male and female consumers aged 18 and above who purchase products online, yielding 1107 valid responses from across major Chinese cities. Results: Analysis reveals that social media marketing significantly affects customer purchase intention in a positive manner. It also enhances customer engagement and trust, which serve as crucial mediating variables linking social media marketing to purchase intention. The study found that engagement and trust facilitate brand identification and alignment, thereby directly boosting purchase intention. Conclusion: The findings offer essential insights for businesses aiming to improve their social media marketing impact on consumer behavior. It highlights the importance of fostering user engagement and trust, as well as creating a favorable brand image. These elements are key to influencing consumer purchase decisions within social media contexts. The study advises businesses to engage deeply with consumers and build trust, providing practical recommendations for navigating the evolving social media environment towards sustainable growth.

• 디지털융복합연구
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• 제6권4호
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• pp.63-71
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• 2008

This study researches the effectiveness of interactive TV advertising focusing on the factors of audience involvement and interaction. The study began with the effective measurement of interactive television advertisements. Interactive television advertisements have different concepts than existing television advertisements. This study mainly focuses on the characteristics of audience interaction and experiments based on the data of 78 persons for measurement. In the experiments, the characteristics were categorized according to search time, specifically the number of searched pages about interactive television advertisement. Hypothesis 1 reveals that the interaction of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. Hypothesis 2 finds that the involvement of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. By studying these consumer characteristics and behavior, a new method of effective measurement for interactive television advertisement is uncovered. The new method includes not only existing measurement elements of television advertisement which include attitude about advertising and brand, and customer purpose, but also the features of interactive television advertisement like customer search time. According to this research on interactive television advertisement, the interaction with and involvement of the audience are highly influential variables.

• Journal of Information Technology Applications and Management
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• 제16권3호
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• pp.45-58
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• 2009

This paper is an empirical study especially to understand recent Chinese internet banking users' behavior and intentions through the process quality, outcome quality, customer satisfaction, reuse and word of mouth on internet banking service. The results of this study are as follows. First, percieved process quality of internet banking service affects the outcome quality, and both quality have a direct relation to customer satisfaction. It is found that Chinese internet users perceive a difference between process quality and outcome quality of internet banking service. And the reuse of the internet banking is decided by customer satisfaction as well as the word of mouth of the internet banking. For successful internet banking business in China, internet marketers should recognize that the service quality consists of the process quality and the outcome quality, and they should organize a new campaign that takes this information into consideration. And considering the process quality effect, they should pay attention to service process as well as the direct merit of services.. And if an internet banking service properly meets customer demands, internet users would constantly use internet services and would share good experiences with their neighbors. Therefore the result of our study will be of working-level help for financial company in China.

• 유통과학연구
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• 제22권6호
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• pp.95-106
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• 2024

Purpose: This study investigates the complex dynamics of consumer behavior in Vietnamese banking omnichannel environments, focusing on the roles of service consistency, service transparency, flow, perceived privacy risk, and loyalty intention. Research design, data and methodology: Using a sample of 422 Vietnamese bank customers, data analysis revealed significant relationships among the variables under investigation. Results: Firstly, service consistency was found to positively influence flow experiences and negatively impact perceived privacy risk, highlighting the importance of uniform service quality across channels in enhancing consumer engagement while mitigating privacy concerns. Similarly, service transparency was positively associated with flow experiences and negatively associated with perceived privacy risk, underscoring the importance of transparent information dissemination in fostering immersive consumer experiences while alleviating privacy apprehensions. Furthermore, both flow experiences and perceived privacy risk significantly influenced loyalty intentions, indicating the pivotal roles of engaging experiences and data security in driving consumer loyalty. Additionally, mediated relationships were observed, demonstrating the interplay between service consistency, service transparency, flow, perceived privacy risk, and loyalty intention in shaping consumer behavior in omnichannel contexts. Conclusions: These findings provide valuable insights for retailers and marketers seeking to optimize consumer experiences and cultivate loyalty in omnichannel environments by prioritizing consistency, transparency, and data privacy protection.

• Asia pacific journal of information systems
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• 제33권4호
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• pp.1093-1117
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• 2023

The study aims to determine the impact of quality outcomes on behavior intentions in Financial Technology (FinTech) payment services. The study is focused on the development and testing of the impact of the SERVQUAL model on the TAM, i.e., Technology Acceptance Model for the measurement of the behavioral intention of users to use fintech payment services. The sample entails 578 specific survey responses from northern India from October to December 2022. The respondents were users of FinTech. The PLS-SEM technique was employed to explain the implementation process. Consequently, it discovered a significant relationship between the SERVQUAL models and the impact on behavioral intentions identified by TAM. The study will provide insight into the factors that impact the quality outcomes and adoption of Fintech payment services to the providers. The paper demystifies FinTech payment services in the range of perception of service quality outcomes and provides essential theories. The TAM model reflects the customer's sense of satisfaction, usefulness, and attitude. In contrast, the SERVQUAL model demonstrates the user's assessment of service quality outcomes such as quality, trust, security, and service quality positively affects behavioral intention in FinTech payment services.

• 한국융합학회논문지
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• 제12권10호
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• pp.287-294
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• 2021

본 연구는 온라인과 오프라인을 넘나드는 미용산업의 옴니채널이 소비자 행동에 미치는 영향을 알아보기 위한 미용 마케팅 비즈니스 융합연구이다. 대상은 서울거주 20-30대 남녀의 자기응답식 설문지 299부로 SPSS21.0프로그램을 활용하여 빈도분석, 탐색적 요인분석과 상관관계분석 및 다중회귀분석을 사용하였다. 연구결과 옴니채널은 소비자행동과 상관관계를 보이며 옴니채널의 하위요인은 노출성, 혜택성, 후기성, 예약성, 편의성으로 나눌수 있었다. 노출도를 제외한 옴니채널의 모든 하위요인은 소비자 행동 중 고객만족에 정(+)의 영향을 미치며 모든 옴니채널의 하위요인은 소비자행동 중 재이용의도에 정(+)의 영향을 미치는 것으로 나타났다. 고객만족은 재이용의도에 정(+)의 영향을 미치는 것으로 나타나 미용산업 옴니채널의 적극적인 활용이 미용산업활성화에 긍정적 영향을 줄 수 있을것으로 예상되는 바 마케팅전략에 대한 연구와 미용산업맞춤 플랫폼에 대한 연구가 필요함을 시사한다.

• 한국IT서비스학회지
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• 제22권5호
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• pp.31-49
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• 2023

Due to the outbreak of the COVID-19, self-service technology is widely used in Korea, and demand for disposable cups is increasing significantly. Waste and recycling of disposable cups have become a social concern for Koreans and Korea implemented the "Disposable Cup Deposit Systems" again in December 2022. Whether the emergence of this system can change the way people behave in environmental protection is a question to be examined in this study. Companies participating in the disposable cup deposit system are hoping that customers will actively recover cups through self-service in the process of collecting disposable cups. The government, along with businesses, transfers recovery work to customers through self-service technologies and schemes. Due to the increase in Shadow Work and the strengthening of consumer environmental protection consciousness, this paper focuses on how unmanned service types such as self-service technology can affect people's environmental protection behavior. An empirical analysis with 477 samples examined how the characteristics of shadow work, perceived efficacy, environmental awareness, and ecological guilt affect user's environmental protection behavior. Perceived efficacy that acts as a mediator and ecological guilt that plays as a moderator are investigated. Although there have been many studies on the effects of shadow work on customer behavioral intentions before, it has been very rare to study the effects of shadow work perceived by people on environmental behavioral intentions from an environmental protection perspective. This study shows that the higher the perceived efficacy of consumers, the more people prefer self-service technology and the stronger the environmental protection behavior. Also, consumers' ecological guilt significantly moderates the relationship between environmental consciousness and eco-friendly behavior. It is expected that companies and governments will be able to understand the impact of shadow work on consumers' environmental protection behavior and further promote environmental protection by appropriate policies and marketing strategies.

• 한국조리학회지
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• 제23권7호
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• pp.11-19
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• 2017

The objective of this research was to identify the factors that affects the customer's satisfaction and dissatisfaction of theme parks. This research focused on Sunway Lagoon. The reason Sunway Lagoon was selected was because of the vast number of visitors in Sunway Lagoon for the last few years. It enables the researchers to acquire sufficient amount of information to conduct a research. The factors which affects the customers' satisfaction are the behavior of the generation Y; service experience evaluation, perceived price, emotions, and servicescape. The limitation of this research was inadequate time to perform in-depth investigation on the research. The research study implemented qualitative research, thus the interview was used as a data collection. Since Sunway Lagoon was selected as the research setting, the face-to-face interview with 10 participants was conducted in the setting. This research is vital because it enables the organizations to determine factors that influence the customer's satisfaction and future behavioral intentions. As a result, organizations are able to achieve higher levels of customer satisfaction as well as promoting customer loyalty.