• 한국IT서비스학회지
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• 제12권3호
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• pp.55-71
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• 2013

Mobile communication industry is attracting a lot of attention all over the world and is expected to continue developing endlessly with the current rapid development of IT industry. Nowadays, mobile communication companies of vietnam are competing about service quality in order to retain existing customers and improve customer satisfaction and customer loyalty. This study attempts to research about the effect of mobile communication service quality on customer satisfaction and affecting relationship between customers satisfaction and customer loyalty. In this research empirically examine how mobile communication service quality influence customer loyalty in Vietnam. To do this, after considering characteristics of mobile communication service quality, quality measurement instrument was designed including call quality, call charge, cellphone, added service quality, corporate image, employee's attitude, and behavior. The study finds that all factors of call quality, added servces quality, corporate image, employee's attitude and behavior have positive effect on customer satisfaction except call charge and customers satisfaction also effects customers loyalty positively. From these results, Vietnam domestic mobile communication companies and foreign companies can grasp the general information about Vietnam mobile communication industry, and then, establish customers satisfaction strategies more effectively.

• 유통과학연구
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• 제12권4호
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• pp.73-83
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• 2014

Purpose - This study aims to classify and extend the consumer value of movie theaters into various values such as functional value, emotional value, social value, epistemic value, and conditional value based on the theory of consumption value by Sheth, Newman and Gross (1991). It also aims to verify the path structure of consumption value→customer satisfaction→behavior intention of movie theaters to confirm its generalization. Research design, data, and methodology - This study was conducted by collecting data on Kimpo university students from various areas in Incheon, Northern Seoul, Ilsan, Kyonggi Province, and Kimpo City. The survey was conducted by distributing 280 survey papers from Oct. 5 to 15, 2013 and collecting 238 of them. The final analysis used 208 questionnaires, after excluding 30 invalid responses. The statistical analysis of this study used the SPSS 19.0 statistics package. Results - The results of the survey are as follows: First, consumption values of movie theaters are classified into the following five groups: functional value, emotional value, social value, epistemic value, and conditional value. This study verified that consumption values play a role as a previous variable of customer satisfaction. Second, functional value, emotional value, and epistemic value have positive effects on customer satisfaction. On the other hand, social value and conditional value do not affect customer satisfaction. Finally, customer satisfaction has a positive impact on behavior intention. Theater users have an intention to re-use or recommend the movie theater they used when they are satisfied with a movie theater's physical environment and services. Conclusions - This study can provide academic and practical implications as follows based on the results mentioned above. First, academic implications can be found in that consumption values of movie theater users are classified into five values based on the theory of consumption value by Sheth et al. (1991). In the previous study, the service quality of a movie theater was studied based on the service quality of service encounters and a physical environment→customer satisfaction→behavior intention path structure. However, this study was verified by a consumption value→customer satisfaction→behavior intention path structure to classify consumption value, but not service quality or perceived value of quality, to confirm this generalization. Second, practical implications can be found in that the relative impact of consumption value of movie theaters on consumer satisfaction showed that functional value was followed by epistemic value and emotional value. In the previous study on movie theaters, previous variables of customer satisfaction were separated only by functional service quality including service encounters and physical environment; in some other studies, quality of service encounter had a direct effect on customer satisfaction. Accordingly, a marketing manager of a movie theater should develop various differentiated services by reflecting not only functional value such as service encounters and physical environment but also epistemic value and emotional value.

• 유통과학연구
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• 제17권2호
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• pp.91-100
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• 2019

Purpose - The importance of customer experiences has been increasing in retail industry as wells as theme park industry. The purpose of this research is to investigate relationships among brand experience, customer perceived value and brand support behavior in theme park industry. Furthermore, we tried to examine the moderating effects of interaction with customers in the relationships between brand experience and customer perceived value. Besides, we provided some implications for not only the theme park industry but also other service industries such as retail industry. Research design, data, and methodology - The research model has nine hypotheses, and we examined them empirically in this study. Five hypotheses were about relationships among theme park brand experiences, customer perceived value, and brand support behavior. The other four hypotheses were about the moderating effects of customer interactions in the causal relationship between brand experiences and customer perceived value. A total of 167 samples who had visited the theme park were surveyed and the hypotheses were tested with the statistical package programs such as SPSS 21.0 and AMOS 21.0. Results - The results of this study are as follows. First, it was proved that theme park visitors' sensory experience, emotional experience, and cognitive experience have significant positive effects on perceived value, although the hypothesis about the causal relationship between behavioral experience and perceived value is not supported. Second, the customer perceived value has a positive effect on brand support behavior. Third, customer interaction has a positive moderating effect between brand experiences and perceived value, except for behavioral experience. Conclusions - Based on the results of this study, there can be following significances and implications from both theoretical and practical perspectives. First, we confirmed the importance of experiential marketing in other service industries such as retail industry as well as the theme park industry. The marketing managers in these industries need to design various experience programs considering the various characteristics of experiences such as sensory, emotional, and cognitive experiences. Second, it will be necessary for the theme park managers to encourage active participation of customers, and raise the level of interaction between employees and customers.

• 한국응용과학기술학회지
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• 제38권6호
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• pp.1493-1501
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• 2021

본 연구의 목적은 피부전문가들이 경험한 고객 불량행동이 감정부조화 및 서비스 사보타주에 미치는 영향에 관한 연구이다. 연구의 목적달성을 위해 서울. 경기지역 피부전문가 383명을 연구대상으로 선정하였다. 분석방법은 빈도분석, 요인분석, 신뢰도분석, 상관관계분석, 다중회귀분석을 실시하였으며, 이와 같은 연구절차를 거쳐 다음과 같은 연구결과를 도출하였다. 고객 불량행동이 감정부조화에 정적(+)상관관계가 나타났고, 감정부조화의 감정억제가 서비스사보타주에 영향을 미치는 것으로 나타났다.

• 경영과정보연구
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• 제37권2호
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• pp.169-185
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• 2018

서비스 전달과정에서 나타날 수 있는 고객가치창출행동은 기업의 성과나 고객만족, 서비스 품질 등과 같은 중요한 결과에 영향을 미치는 것으로 알려져 왔기 때문에 마케팅 영역에서 많은 연구들이 진행되어 온 반면, 대부분의 연구가 서비스 제공자와 고객 간의 상호작용에 초점을 두고 있다. 하지만 고객가치창출행동은 서비스 기업과 관련된 다른 고객에 대한 다양한 고객의 행동들을 포함하고있기 때문에 이런 유형의 고객 행동을 연구하기 위해서는 고객과 고객 간에 발생할 수 있는 상호작용 유형들과 관련해서 고려해야 할 필요성이 있다고 볼 수 있다. 이에 본 연구는 서비스 환경 내에서 고객과 고객 간의 상호작용 요인인 사회적지지, 사회적 상호작용, 유사성이 브랜드 애착과 자발적 가치창출행동에 미치는 영향을 검증하기 위하여 연구모형을 설정하였으며, 변수들 간의 관계를 검증하였다. 이에 대한 연구결과를 요약하면 다음과 같다. 가설을 검증한 결과 고객과 고객 간의 상호작용 요인이 브랜드 애착에 미치는 영향과 브랜드 애착이 고객의 자발적 가치창출행동에 미치는 영향과 관련된 가설은 모두 채택되었다. 이에 대한 구체적인 내용은 다음과 같다. 첫 번째, 사회적 지지와 사회적 상호작용, 유사성은 브랜드애착에 정(+)의 영향을 미치고 있다는 가설은 연구를 통해 검증되어 통계적으로 유의한 것으로 나타났다. 두 번째, 브랜드 애착은 고객의 자발적 가치창출행동인 정보공유행동, 도움행동, 제안행동에 모두 정(+)의 영향을 미칠 것이라는 가설 또한 통계적으로 유의한 것으로 검증되었다. 따라서 본 연구의 결과는 서비스 비즈니스에서 경쟁우위가 될 수 있는 고객의 브랜드 애착과 자발적이고 자유재량적인 가치창출행동을 유발하기 위해서는 고객과 고객 간의 긍정적인 상호작용 및 친화성 관리가 중요하다는 것을 제안하고 있으며, 이와 관련된 이론적, 실무적 시사점을 제공할 것으로 기대된다.

• Asia Marketing Journal
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• 제18권2호
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• pp.1-23
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• 2016

People receive support from others to solve problems that are difficult to solve on their own. During service encounters, customers also receive help from other customers. Inter-customer helping is a type of Customer Citizenship Behavior (CCB), which has become more prevalent with increased use of self-service technologies (SSTs). However, not all helps are created equal. The current research investigates the effects of the two types of help, autonomy- and dependency-oriented help during service encounters. Autonomy-oriented help refers to a partial hint to the problem, whereas dependency-oriented help refers to the full solution to the problem. Through experimental studies, we provide evidence that depending on the types of help received during service encounters, customers show different levels of satisfaction toward the firm. The results from Studies 1A and 1B show that autonomy- (vs. dependency-) oriented help leads to higher customer satisfaction. In addition, the current research demonstrates the mechanism for such effect. The results from Study 2 show that the relationship between the types of help and customer satisfaction is mediated by instrumentality and anxiety, which represent cognitive and affective paths respectively.

• 한국산학기술학회논문지
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• 제14권10호
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• pp.4847-4854
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• 2013

소비자들은 제품의 질을 판단할 때 자신이 만족스럽지 않으면 제품의 질이 좋다고 인식하지 않는다. 서비스산업에서도 마찬가지이다. 본 논문은 서비스산업에서 서비스품질(물리적, 인적 요인)이 고객행동(구전, 재이용)에 어떤 영향을 미치는지, 서비스 관계품질(고객만족, 신뢰)이 서비스품질과 고객행동에 어떤 매개역할을 하는지에 대해 실증자료를 통해 연구하였다. 설문을 이용하여 자료를 수집한 후 SPSS로 분석한 결과 서비스 품질은 고객행동에 가장 중요한 요소임을 확인할 수 있었고, 서비스 관계품질이 서비스품질과 고객행동에 밀접하게 매개역할을 하고 있는 것으로 실증되었다.

• 서비스연구
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• 제4권1호
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• pp.1-19
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• 2014

Every organization needs to maintain its long-term effectiveness through the positive perceptions, attitudes, and behaviors of its members. Customer orientation, job satisfaction, and organizational citizenship behavior (OCB) are the important functioning aspects for the long-term organizational effectiveness. The purpose of this study is to investigate the impact of service-worker's customer orientation on OCB within Korean bank and insurance sector by analyzing the relationship of constructs in the conceptual model. To achieve research objectives, survey method is employed. Findings of this research reveal that both need and enjoyment dimension of CO are very important in predicting OCB. We sent 220 questionnaires to service workers of the bank and insurance then received 200 valid responses. The research was conducted in bank and insurance agency in J city. The choice of these two types of organizations was dictated by the fact that they have large number of service worker with diverse background at multiple levels in these industries. Results also indicated that the moderating effect of pay satisfaction on the relationship between their OCB and CO had a weak effect.

• 유통과학연구
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• 제13권11호
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• pp.79-92
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• 2015

Purpose - The aim of this study is to develop an empirical model of the effects of traditional market service quality factors on customer value, relationship quality, and behavior. The specific objectives of the study are as follows: 1) to classify study objects into cultural tourism markets and non-cultural tourism markets as well as to verify the differences in service quality among the two markets and, 2) to present practical service marketing methods that fit with the characteristics of the traditional markets by amending the five quality evaluation items of SERVQUAL (a multiple-item scale for measuring service quality)to suit the characteristics of the traditional markets and establish the relationship among customer value, relationship quality, and behavior intention. Research design, data, and methodology - The study methods of empirical investigation are as follows. First, this study selected for a study object the Suwon Paldalmun Gate Market to represent the cultural tourism market, and general traditional markets to represent the non-cultural tourism market. This study also conducted personal interviews in order to increase the response rate and collected a total of 418 responses between March 18, 2014 and April 05, 2014. The total of 418 responses used for this study excluded 14 responses that had either misleading information or missing values. Results - This study verified the perceived differences of service quality based on traditional market specialization through an independent sample t-test. It appeared that the perceived service quality of the cultural tourism market was generally higher than that of the non-cultural tourism market. This study executed a path analysis in order to examine the effects of service quality factors on customer value, relationship quality, and behavior intention. This study also comprehensively analyzed the specialized market and non-specialized market separately. Although there were some differences among the results, the overall results were uniform. It appeared that convenience, reliability, and empathy, among the service quality factors, exerted meaningful effects on customer value. On the other hand, convenience, reliability, responsiveness, and empathy, excluding the tangibles, exerted meaningful effects on the relationship quality. In addition, it appeared that all service quality factors exerted meaningful effects on the customer value, relationship quality, and behavior intention. Therefore, the study verified that all of the hypotheses formulated in the study were generally adopted. Conclusions - The implication of this study may be classified into academic and practical implication as follows. With respect to the academic implication, it seems that this study is among the early studies to verify the differences between the cultural tourism market and the non-cultural tourism market. The practical implication of this study is that the perceived service quality, such as convenience, reliability, responsiveness, and tangibles, excluding empathy, was higher in the cultural tourism market than in the non-cultural tourism market. This means that customer satisfaction is enhanced by governmental aid such as hardware, software, and information and communications technology.

• 경영과정보연구
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• 제30권3호
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• pp.191-215
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• 2011

소매서비스업은 고객서비스의 제공을 통해 차별화를 시도하면서도 서비스의 생산 및 전달과정에 참여하는 고객의 행동을 관리할 필요가 있다. 소매서비스업에서 고객참여행동을 적절히 활용하기 위해서는 소매서비스업에 따른 고객참여행동의 수준을 보다 면밀히 파악하고 알아야 할 필요가 제기된다. 본 연구에서는 국내의 주요한 소매서비스업을 선별하여 고객참여행동의 수준을 파악해 보고자 한다. 4가지 소매서비스업 유형(접촉의 정도와 참여행동 수준의 정도에 따라 구분된 패밀리 레스토랑, 미용서비스, 병원서비스, 교육서비스)에 따라 고객참여행동의 하위차원 (적극성, 소통성, 교감성, 순응성)이 어떤 수준의 차이를 보이는 지를 실증적으로 확인하고자 한다. 연구의 결과, 적극성과 소통성에 있어서는 소매서비스 유형별로 유의하게 차이가 있는 것으로 나타났으나, 교감성의 경우에는 집단 간의 차이가 유의하지 않았고, 순응성의 경우에는 한계수준에서 집단 간의 차이를 확인할 수 있었다. 네 가지 소매서비스 유형중 가장 고객참여행동의 수준이 높은 소매서비스는 병원서비스이며, 다음으로 패밀리레스토랑, 교육서비스, 그리고 미용실서비스로 나타났다. 이로써, 본 연구는 소매서비스업 유형에 따라 고객참여행동의 내용과 양이 다르다는 것을 실증하였으며, 소매서비스업 유형별 고객참여행동의 수준을 확인하고 이를 고객참여행동 유도전략에 활용할 수 있는 계기를 마련하였다.