• 제목/요약/키워드: Customer Behavior Intentions

검색결과 50건 처리시간 0.034초

공연예술서비스가 고객만족과 재구매 활성화 의도에 미치는 요인에 관한 연구 (Study of the Influence of Service Quality on Customer Satisfaction and Repurchase Intention Activation in the Performing Arts)

  • 정제윤;박현숙
    • 유통과학연구
    • /
    • 제10권10호
    • /
    • pp.45-57
    • /
    • 2012
  • Purpose - This study was conducted to evaluate service quality, perceived value, and satisfaction in the performing arts in order to establish a system of relationships that predicts repurchase intention, which increasingly needs to be studied as the domestic performing arts market grows. Research design, data, and methodology - Another purpose of this study is to identify 'work-related factors' and 'performing-arts-related factors' in the performing arts industry, and to observe the influence of the core SQ factors expected to influence audiences' purchase intentions through perceived value and customer satisfaction. The empirical study to test the hypothesis was based on a review of the literature and employed the survey method; data were collected from a total of 500 audience members. Results - The major results of the analysis are as follows. First, in terms of quality factors affecting perceived value, literary quality, level, professionalism, and musical quality were shown to have a significant influence as key factors from the performing arts perspective, while reliability, convenience, and related costs were indicated to exert a significant influence as additional factors related to work. Secondly, the quality factors with a significant influence on customer satisfaction were literary quality, professionalism, and musical quality, which were shown to have a significant influence from the performing arts perspective, while only reliability was indicated to exert a significant influence on work-related factors. Third, perceived value was shown to have a strong positive (+) influence on customer satisfaction, with both perceived value and customer satisfaction exerting a significant influence on the revisit intention. Finally, according to the results a difference analysis with demographic variables, viewing variables as moderating variables, differences according to gender were indicated in the influence of literary value and lel on perceived value, and in the influence of convenience and professionalism on customer satisfaction as well. Also, in terms of the influence of perceived value on customer satisfaction, males were found to be more influenced than females. Conclusions - Based on the above results, the suggested implications of the present study are as follows. First, through the consideration of not only the crucial work perspective in performing arts services, which has been inadequate in the past, but the additional performance-related level, the previously unevenly distributed viewpoints were expanded for application. Second, in verifying the relationship between expanded quality factors and the factors that determine consumer behavior while simultaneously considering key factors and additional related factors, work-related service quality factors were shown to exert a stronger influence on perceived value and customer satisfaction than performance-related factors. Third, for service factors related to performance, the reliability factor exerts an influence on perceived value and customer satisfaction, requiring that a performance planner secure and manage diverse channels to immediately support customer requests in providing performance theater services.

  • PDF

인구통계변인에 따른 휴양콘도미니엄 이용행태 연구 (A Study on the Time-sharing Condominium use Behavior by Demographic Characterristics)

  • 김종원;반승주;김재태
    • 부동산연구
    • /
    • 제24권1호
    • /
    • pp.91-104
    • /
    • 2014
  • 본 연구는 콘도를 이용하면서 느꼈던 선택속성요인이 만족이나 추천 또는 재방문의도에 어떠한 영향을 미치는지를 살펴보았다. 특히 남녀의 성별, 그리고 연령대별 차이를 살펴보았다. 최근 1년 이내에 국내에서 콘도를 이용했던 경험이 있는 고객을 대상으로 한 설문조사를 실시하였고 약 500명의 설문이 분석대상이 되었다. 연구를 위해 제시한 모형을 검정하기 위하여 기초통계분석과 요인분석, 신뢰도 분석, 구조모형분석 등을 SPSS 18.0 및 AMOS 18.0을 활용하였다. 분석결과, 콘도 선택속성요인은 이용자의 만족에는 전반적인 영향을 미치는 것으로 나타났고 만족은 다시 추천이나 재방문에 유의한 영향을 미치고 있었다. 선택속성 성과는 5가지 요인으로 분류되었는데 시설성, 서비스, 상품성, 접근성, 비용성요인 모두 유의하였다. 남녀의 성별과 연령대별로 각각 차이를 나타냈는데, 남녀의 경우 남성은 비용성, 접근성, 서비스요인 순으로 만족에 영향을 미치고 있었으며, 여성의 경우는 상품성이 우선시 되었다. 만족하는 경우 남녀 모두 추천과 재방문에 영향을 미치고 있었으나 여성의 경우가 추천과 재방문에 남성보다 강한 정(+)의 관계를 보였다. 연령대별로 차이가 확연하게 나타났다. 젊은 층인 2~30대의 경우는 서비스요인이 가장 크게 영향을 미치고 있었으며 다음으로 상품성요인이었다. 반면에 40대 이상은 비용성요인이 가장 큰 영향요인이었으며 다음으로 상품성과 시설성요인이었다. 이들 모두 만족하는 경우 추천이나 재방문에 유의한 영향을 미치고 있었으나, 젊은 층이 추천이나 재방문에 대한 영향도가 크게 나타났다. 이 연구결과는 인구통계변인별로 콘도 선택속성의 다양한 요인이 만족이나 추천과 재방문의도에 영향을 주는 것을 밝힌 것으로 기업의 성과향상을 위한 경영 참고자료로 활용이 가능하겠다.

중소기업을 위한 교육훈련이 고객만족과 행동의도에 미치는 영향에 관한 연구 (A Study on the Effect of Contribution to Customer Satisfaction and Behavioral Intentions by the Education and Trainning for Small and Mindium Sized Firms)

  • 구자활;김영형;오현승;이세재;윤광식;조진형
    • 산업경영시스템학회지
    • /
    • 제33권1호
    • /
    • pp.121-131
    • /
    • 2010
  • Technological innovation depends on the quality of workers, whose ability is the key component to raise business competitiveness. Our study evaluates how satisfactory is the training of workers at small and medium sized firms, and suggest how to improve upon it. We show the theoretical framework for the relation between customer satisfaction and their behavioral intent on the one side, and factors of training service quality. Our result show: (1) Factors affecting customer satisfaction are, in descending order of importance, expertise, policy, follow-up service, attitude and behavior, and convenience. (2) Contrary to established views on the service quality, satisfaction for training would not be the prerequisite variable for intent to act, in case of training service quality. (3) Satisfaction level for training depends on the type of organization in charge of training (government, university, or private sector.) It also varied among different types of business (L-type, A-type, and J-type.) Small and medium sized firms find it difficult to commit to training education due to lack of money and manpower. The recent expansion of free training service would address part of this problem. On the other hand, the outfit in charge of training could boost service quality by customizing their training program to the type of business they cater to.

고객 직접 불평행동의도의 영향요인에 관한 연구 -기업이 통제할 수 있는 요인을 중심으로- (A Study on The Influencing Factors on the Customer Complaint Intention - Focusing on The Factors Under Company's Control-)

  • 임국화;박주식
    • 경영과정보연구
    • /
    • 제32권2호
    • /
    • pp.107-135
    • /
    • 2013
  • 오늘날 소비자의 불평행동은 기업에게 있어 소중한 마케팅 정보원천으로 인식되고 있으며 따라서 소비자 불평행동을 유도하는 요인에 관한 연구들이 이루어지고 있다. 소비자 불평행동에 관한 기존 연구들은 불평행동에 영향을 미치는 요인을 주로 개인적 특성에 초점을 두고 있어 기업이 통제할 수 있는 요인에 관한 시사점을 제공하는데 있어 제한적이라고 볼 수 있다. 본 연구는 소비자의 불평행동에 직접적인 영향을 미치는 요인으로 지각된 불평성공가능성과 불평비용을 설정하였고 이러한 지각된 불평성공가능성과 불평비용에 영향을 미치는 기업행동관련 요인으로 기업의 정서적 보상성향, 기업의 물질적 보상성향, 불평 접근성, 종업원 권한부여를 포함시켰다. 이에 대한 실증분석을 통해 소비자 불평행동을 유도하는 기업대응전략에 관한 시사점을 제공하고자 하였다.

  • PDF

라이프스타일에 따른 소비자 그룹의 노트북컴퓨터 구매의도 비교연구 (Comparison of Laptop Computer Purchasing Intentions with Different Customer Segments)

  • 한유나;신영근;박상성;장동식
    • 한국콘텐츠학회논문지
    • /
    • 제9권6호
    • /
    • pp.134-144
    • /
    • 2009
  • 본 연구는 노트북 구매에 대한 소비자들의 의도를 이해하기 위하여 연구되었다. 본 논문은 Ajzen(1991)의 계획된 행동이론(TPB : Theory of Planned Behavior)을 서로 다른 라이프스타일에 따라 군집화 된 소비자들의 노트북 구매에 대한 의도를 비교하는데 적용하였다. 먼저 요인분석과 군집분석을 실시하여 소비자들을 4개 특성 그룹으로 나눈 다음 4개 특성 그룹 각각의 태도, 주관적 규범, 지각된 행위통제와 행동의도를 비교, 분석하였다. 본 연구의 목적을 달성하기 위해 주변에 노트북 구매, 사용경험이 있는 참여자로 부터 240부의 표본을 표집 하였으며, 이중 불성실한 응답을 한 17부를 제외한 223부의 자료를 연구에서 사용하였다. 회수된 자료는 SPSS 15.0과 AMOS 7.0 프로그램을 이용하여 요인분석, K-Means분석, 상관관계분석, 교차분석, 구조방정식 모형분석을 통해 소비자들의 노트북 구매의도를 알아보았다.

탐색쾌악주의대망상소비자행위적조절작용(探索快乐主义对网上消费者行为的调节作用) (Investigating the Moderating Impact of Hedonism on Online Consumer Behavior)

  • Mazaheri, Ebrahim;Richard, Marie-Odile;Laroche, Michel
    • 마케팅과학연구
    • /
    • 제20권2호
    • /
    • pp.123-134
    • /
    • 2010
  • 考虑到消费者和供应商的利益, 公司利用网络为媒介来沟通并向消费者销售产品. 这一趋势使得很多研究者和实践者都关注网上购物环境这一领域. 本文测试了网上消费者行为和具有不同快乐主义水平的网址的模型. 与以往的研究不同, 我们包括了所有三种情绪(激励, 快乐和支配)并将此运用到模型中. 本研究中, 我们假设网址的外观, 例如背景颜色, 音乐和字体在消费者最初接触到网址时均影响三种情绪(Mazaheri, Richard, and Laroche, 2011). 反之, 这些情绪会影响消费者对网址氛围的感知–网址信息量, 效率和娱乐性的感知. 这些假设与Zajonc (1980)的研究一致. 他认为情感的作用是独立于感性的和认知操作并且可以影响回应. 我们因此提出网址氛围和流量的感知影响消费者对网址和产品的态度, 网址卷入和购买意图. 另外, 我们研究网址的快乐主义水平对模型中所有关系的调节作用. 因此, 我们比较享乐网址路径系数 "高" 和 "低". 我们用39个真实的网站涵盖了12种产品类别(8种服务和4种实物产品)来测试模型. 这其中, 回复者认为20个是高享乐, 19个为低享乐. EQS6.1的结果支持整体模型: x2=1787 (df=504), CFI=.994; RMSEA=.031. 所有假设都是显著的. 另外, 多群组分析表明在高享乐和低享乐网址群组之间的几个非不变量结构路径. 这些结果支持三种情绪影响消费者对网址氛围, 流量和其他消费者行为变量的认知. 我们发现快乐极大的影响这网址态度和网址娱乐性的认知. 激励积极的影响其他两种情绪, 网址信息量的认知和网址卷入. 而且, 激励对流量的影响非常显著. 这些结果说明在支配和消费者对网址效率的认知之间有很强的相关. 支配同时和网址态度和流量相关. 另外, 结果还表明网址卷入和对产品的态度是购买意图最重要的两个因素. 网址信息量和流量也积极的影响购买意图. 多群组分析的结果支持网址快乐主义的调节作用. 与低(高)享乐网址相比, 实用(享乐)属性对其他变量的影响比高(低)享乐网址更强. 在这三种情绪中, 支配(控制感)影响在高享乐网址中更强. 快乐影响在低享乐网址中更强. 而且, 网址信息量的影响对高享乐网址更强. 另一方面, 信息效率对网址信息量认知的影响和网址卷入对产品态度的影响在低享乐网址中更强.

편의점 기업의 SNS 마케팅 속성이 편의점 소비자의 구매의도와 구매 만족도에 미치는 영향 (The Effect of SNS Marketing Attributes of Convenience Corporate on Purchase Intention and Purchase Satisfaction of Convenience Store Consumer)

  • 강신아;윤혜려
    • 한국콘텐츠학회논문지
    • /
    • 제20권2호
    • /
    • pp.405-415
    • /
    • 2020
  • 스마트 폰의 인기와 함께 SNS 사용자 수는 꾸준히 증가되고 있으며, 확산이 쉽고 빠른 SNS마케팅은 기업의 마케팅 활동에 적극적으로 사용되고 있다. 본 연구에서는 선행연구 등을 기반으로 SNS 마케팅 속성을 정보성, 상호작용성, 오락성 및 신뢰성으로 분류하여 가설을 세웠다. 연구의 목적은 편의점 기업의 SNS 마케팅 속성이 편의점 소비자의 구매 행동과 구매 만족도에 미치는 영향을 조사하여 기업의 마케팅 전략에 대한 기본 자료를 제공하고자 한다. 설문 참여자의 특성에 따른 SNS 마케팅 속성의 차이를 분석 한 결과 정보성의 차이는 연령과 월 소득에서 유의미하였고, 상호작용성은 성별에 따라 크게 다른 것으로 나타났다. SNS 마케팅 속성 중 정보성, 오락성 및 신뢰성은 만족도에 긍정적인(+) 영향을 미쳤으며, 상호 작용성은 큰 영향을 미치지 않는 것으로 나타나 가설이 부분 기각되었다. SNS 마케팅 속성 중 상호작용성, 오락성 및 신뢰성은 구매의도에 유의한 정(+)의 영향을 나타나 가설이 채택되었으나, 정보성은 크게 영향을 미치지 않는 것으로 나타났다. 만족도는 구매 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다.

외식 프랜차이즈 기업의 SNS 마케팅 활동이 소비자 행동의도에 미치는 영향 (Impacts of Food-Service Franchise's SNS Marketing Activities on Customer Behavior Intention)

  • 이주연;이민지;권다정;정승연;허순범
    • 한국프랜차이즈경영연구
    • /
    • 제10권1호
    • /
    • pp.43-52
    • /
    • 2019
  • Purpose - Many companies use the Internet to conduct their business to maintain and acquire their customers. SNS is used as a site where users can create profiles, build personal networks, and then share and exchange information with others. Not only do people use SNS for their self-promotion, but they also promote their services by creating SNS pages. SNS is recognized as a medium for implementing effective advertising strategies and is being used as an important means of promoting the company. Therefore, in this study, we investigate the effect of SNS marketing characteristics of restaurant franchise firms on utilitarian value and hedonic value and examine their effects on purchase intention. Research design, data, and methodology - The data were collected from 20s-60s respondents who have used SNS for restaurant visit using Google survey. A total of 159 responses were collected and used for final analysis. Smart PLS 3.0 was used for the hypothesis test. Results - As a result of an analysis, it was shown that the influence of the playfulness and affordability of information on the utilitarian value had a significant positive effect. Interaction and up-to-date did not have a positive effect on utilitarian value. Interaction, affordability, and up-to-date have no significant positive effects on hedonic value. The playfulness of information has a positive effect on the hedonic value. Both utilitarian value and hedonic value had positive effects on purchase intention. Conclusions - The findings of this study suggest that the SNS marketers of restaurant franchisors should focus on the playfulness, affordability, and up-to-date rather than the interactivity of SNS. In marketing through SNS, the act of presenting the basis of information and enhancing the provision of information through objective criteria makes it possible to experience the practical value of information. It is necessary to develop differentiated contents which cause customers interest and fun and to induce many customers' purchase intent by providing objective and realistic information. In order to increase the customers' repurchase intentions toward the food service business, customers should maximize the hedonic value and practical value felt through information. It should also focus on providing information that customers are receptive to, rather than providing prompt information.

스마트폰의 지각된 가치와 지속적 사용의도, 그리고 개인 혁신성의 조절효과 (An Empirical Study on Perceived Value and Continuous Intention to Use of Smart Phone, and the Moderating Effect of Personal Innovativeness)

  • 한준형;강성배;문태수
    • Asia pacific journal of information systems
    • /
    • 제23권4호
    • /
    • pp.53-84
    • /
    • 2013
  • With rapid development of ICT (Information and Communications Technology), new services by the convergence of mobile network and application technology began to appear. Today, smart phone with new ICT convergence network capabilities is exceedingly popular and very useful as a new tool for the development of business opportunities. Previous studies based on Technology Acceptance Model (TAM) suggested critical factors, which should be considered for acquiring new customers and maintaining existing users in smart phone market. However, they had a limitation to focus on technology acceptance, not value based approach. Prior studies on customer's adoption of electronic utilities like smart phone product showed that the antecedents such as the perceived benefit and the perceived sacrifice could explain the causality between what is perceived and what is acquired over diverse contexts. So, this research conceptualizes perceived value as a trade-off between perceived benefit and perceived sacrifice, and we need to research the perceived value to grasp user's continuous intention to use of smart phone. The purpose of this study is to investigate the structured relationship between benefit (quality, usefulness, playfulness) and sacrifice (technicality, cost, security risk) of smart phone users, perceived value, and continuous intention to use. In addition, this study intends to analyze the differences between two subgroups of smart phone users by the degree of personal innovativeness. Personal innovativeness could help us to understand the moderating effect between how perceptions are formed and continuous intention to use smart phone. This study conducted survey through e-mail, direct mail, and interview with smart phone users. Empirical analysis based on 330 respondents was conducted in order to test the hypotheses. First, the result of hypotheses testing showed that perceived usefulness among three factors of perceived benefit has the highest positive impact on perceived value, and then followed by perceived playfulness and perceived quality. Second, the result of hypotheses testing showed that perceived cost among three factors of perceived sacrifice has significantly negative impact on perceived value, however, technicality and security risk have no significant impact on perceived value. Also, the result of hypotheses testing showed that perceived value has significant direct impact on continuous intention to use of smart phone. In this regard, marketing managers of smart phone company should pay more attention to improve task efficiency and performance of smart phone, including rate systems of smart phone. Additionally, to test the moderating effect of personal innovativeness, this research conducted multi-group analysis by the degree of personal innovativeness of smart phone users. In a group with high level of innovativeness, perceived usefulness has the highest positive influence on perceived value than other factors. Instead, the analysis for a group with low level of innovativeness showed that perceived playfulness was the highest positive factor to influence perceived value than others. This result of the group with high level of innovativeness explains that innovators and early adopters are able to cope with higher level of cost and risk, and they expect to develop more positive intentions toward higher performance through the use of an innovation. Also, hedonic behavior in the case of the group with low level of innovativeness aims to provide self-fulfilling value to the users, in contrast to utilitarian perspective, which aims to provide instrumental value to the users. However, with regard to perceived sacrifice, both groups in general showed negative impact on perceived value. Also, the group with high level of innovativeness had less overall negative impact on perceived value compared to the group with low level of innovativeness across all factors. In both group with high level of innovativeness and with low level of innovativeness, perceived cost has the highest negative influence on perceived value than other factors. Instead, the analysis for a group with high level of innovativeness showed that perceived technicality was the positive factor to influence perceived value than others. However, the analysis for a group with low level of innovativeness showed that perceived security risk was the second high negative factor to influence perceived value than others. Unlike previous studies, this study focuses on influencing factors on continuous intention to use of smart phone, rather than considering initial purchase and adoption of smart phone. First, perceived value, which was used to identify user's adoption behavior, has a mediating effect among perceived benefit, perceived sacrifice, and continuous intention to use smart phone. Second, perceived usefulness has the highest positive influence on perceived value, while perceived cost has significant negative influence on perceived value. Third, perceived value, like prior studies, has high level of positive influence on continuous intention to use smart phone. Fourth, in multi-group analysis by the degree of personal innovativeness of smart phone users, perceived usefulness, in a group with high level of innovativeness, has the highest positive influence on perceived value than other factors. Instead, perceived playfulness, in a group with low level of innovativeness, has the highest positive factor to influence perceived value than others. This result shows that early adopters intend to adopt smart phone as a tool to make their job useful, instead market followers intend to adopt smart phone as a tool to make their time enjoyable. In terms of marketing strategy for smart phone company, marketing managers should pay more attention to identify their customers' lifetime value by the phase of smart phone adoption, as well as to understand their behavior intention to accept the risk and uncertainty positively. The academic contribution of this study primarily is to employ the VAM (Value-based Adoption Model) as a conceptual foundation, compared to TAM (Technology Acceptance Model) used widely by previous studies. VAM is useful for understanding continuous intention to use smart phone in comparison with TAM as a new IT utility by individual adoption. Perceived value dominantly influences continuous intention to use smart phone. The results of this study justify our research model adoption on each antecedent of perceived value as a benefit and a sacrifice component. While TAM could be widely used in user acceptance of new technology, it has a limitation to explain the new IT adoption like smart phone, because of customer behavior intention to choose the value of the object. In terms of theoretical approach, this study provides theoretical contribution to the development, design, and marketing of smart phone. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategy formulation for acquiring and retaining long-term customers related to smart phone business. Since potential customers are interested in both benefit and sacrifice when evaluating the value of smart phone, marketing managers in smart phone company has to put more effort into creating customer's value of low sacrifice and high benefit so that customers will continuously have higher adoption on smart phone. Especially, this study shows that innovators and early adopters with high level of innovativeness have higher adoption than market followers with low level of innovativeness, in terms of perceived usefulness and perceived cost. To formulate marketing strategy for smart phone diffusion, marketing managers have to pay more attention to identify not only their customers' benefit and sacrifice components but also their customers' lifetime value to adopt smart phone.

브랜드애호도에 따른 가격할인율의 차이가 소비자의 획득가치와 거래가치에 미치는 영향 (The Effect of Price Discount Rate According to Brand Loyalty on Consumer's Acquisition Value and Transaction Value)

  • 김영이;김재영;신창락
    • 마케팅과학연구
    • /
    • 제17권4호
    • /
    • pp.247-269
    • /
    • 2007
  • 현대에 있어 동질적인 품질과 편익을 제공하는 제품을 가지고 다수의 기업들이 시장점유율 증대와 고객확보를 위하여 치열한 경쟁을 벌이고 있는 가운데 가격할인은 기업이 즐겨 사용하는 촉진수단이다. 가격할인은 단기적 매출향상, 소비자의 브랜드전환, 신제품의 시장침투 등의 목적을 달성하기 위하여 사용된다. 실제로 과거의 실증연구에 의하면 다양한 형태의 가격할인이 판매증대에 효과적이며 가격할인은 소비자의 지각가치를 증가시킨다고 하였다. 하지만 할인된 가격은 제품의 품질을 의심하게 하거나 낮게 평가하는 부정적인 효과가 있다는 사실이 밝혀졌으며, 모든 제품카테고리와 모든 구매상황에 대하여 가격할인이 소비자의 지각가치를 향상시킨다고 볼 수 없다. 이에 따라 본 연구에서는 브랜드애호도의 차이가 있는 제품을 대상으로 가격할인율에 따라 소비자의 지각가치에 어떠한 영향을 미치는지를 연구함으로서 브랜드애호도의 조절효과를 분석하였다. 브랜드애호도가 강한 제품에 대한 지각획득가치와 지각거래가치는 가격할인율이 낮을 때 보다 큰 경우에 증가할 것으로 예측하였으나 분석결과 유의적인 차이가 없는 것으로 나타났는데, 이것은 브랜드애호도가 강한 경우에는 가격할인에 의한 지각희생의 감소량이 크지 않았고 브랜드 자체에 대한 신뢰도와 속성에 대한 만족도가 높기 때문에 가격인하가 브랜드선택에 큰 영향을 미치지 않았다는 것을 의미한다고 할 수 있다. 반면 브랜드애호도가 약한 제품에 대한 지각획득가치와 지각거래가치는 가격할인율이 낮을 때 보다 큰 경우에 감소한 것으로 나타났다. 이는 브랜드애호도가 약한 경우에는 제품으로부터 획득하게 되는 편익에 대한 만족도와 신뢰도가 낮은데 이러한 특성을 고려해보면 가격할인이 클 때에 제품의 품질과 편익을 더욱 평가절하하거나 심리적으로 지각희생의 크기가 증가됨에 따라 지각가치가 감소되었음을 의미한다고 할 수 있다.

  • PDF