• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.3
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• pp.19-31
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• 2013

The purpose of this study was to investigate the influence of consumer-internet brand relationship on consumer's satisfaction and loyalty. In order to establish structural equation model, previous studies about consumer-brand relationship, consumer's satisfaction and loyalty were investigated. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaires were collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and Pearson's correlation analysis, using Amos 19. The results of verifying the hypotheses were as follows: First, consumer-internet brand relationship was classified into two dimensions including 'emotional affection' and 'cognitive trust'. Second, both 'emotional affection' and 'cognitive trust' had a positive effect on consumer's satisfaction. Third, 'emotional affection' had a positive effect on consumer's loyalty, but 'cognitive trust' did not affect consumer's loyalty directly. Finally consumer's satisfaction had a significant effect on consumer's loyalty. It was suggested that consumer-internet brand relationship could be an important factor to form brand equity. Therefore, internet shopping mall marketer should establish a strategy that can help customers make a strong relationship with their internet shopping mall.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.25 no.3
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• pp.412-418
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• 2021

This study aims to investigate the influence of emotional engineering factors on brand preference and loyalty in smartphone product design. The emotional engineering factor was divided into color, performance, usability, value, and reliability, and the relationship between brand preference and loyalty was empirically analyzed. As a result of the analysis, the emotional engineering factor in the smartphone product design has a positive effect on the brand preference, and the factors having the greatest influence are the performance and color factors. In smartphone product design, the emotional engineering factor has a static effect on loyalty, and the factors that have the greatest influence are reliability and performance factors. The higher the brand preference in product design, the greater the affect on loyalty. It is necessary to approach product design that fits the characteristics of consumers by identifying the influential factors among the product design emotional engineering factors.

• Culinary science and hospitality research
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• v.24 no.1
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• pp.82-95
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• 2018

The purpose of this study is to investigate the relationship between experiential value, customer loyalty and eating out tendency of dessert $caf{\acute{e}}$ in college students. This survey was conducted for college students who have used dessert $caf{\acute{e}}$ mainly in college areas where dessert cafes are concentrated in Seoul. The survey was conducted on August 17, 2017 to 28 August. A total of 250 copies of the questionnaires were distributed and 208 copies of valid data were used for the analysis. The results of the analysis are as follows. First, emotional experience value and service experience value were found to affect customer loyalty, and cognitive experience value did not affect customer loyalty. Second, the economic and health seeking type showed a positive(+) moderating effect between emotional experience value and customer loyalty, and negative(-) moderating effect between cognitive experiential value and customer loyalty. Next, atmosphere seeking type showed a moderating effect between service experience value and customer loyalty, and the eating out seeking type showed a moderating effect between emotional experience value and customer loyalty. Finally, convenience seeking type showed positive(+) moderating effect between cognitive experiential value and customer loyalty, and negative(-) moderating effect between service experience value and customer loyalty. Based on the results of this study, the dessert cafe operator can grasp the experience value of college students in order to secure college students who are using dessert cafe as loyal customers. In particular, the relationship between experience value and customer loyalty, it is expected to provide useful data for constructing a specific positioning strategy according to each segment market.

• Journal of the East Asian Society of Dietary Life
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• v.17 no.5
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• pp.753-763
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• 2007

While the cognitive aspects of customer behavior have been a main subject of research, some researchers are now focusing on the emotional aspects. The influence of emotion on attitude and judgement has been accepted by many researchers, and most studies regarding emotion have focused on physical surroundings and emotional responses, based on Mehrabian & Russell's 1974 model. This study aimed to expand the scope of the model by including employee service. Here we examined the structural relationships between the physical surroundings and employee service of upscale restaurants, along with emotional response, and service loyalty. Physical surroundings and employee service were used as single factors, and we composed four different emotional responses: positive, negative, positive arousal, and negative arousal. While physical surroundings had impact on 'positive emotion' and 'positive arousal', Employee service had influence on 'negative emotion', and 'negative arousal' as well as 'positive emotion'. And 'positive emotion' and 'positive arousal' influenced service loyalty. Lastly, there was also a correlation between physical surroundings and employee service.

• The Research Journal of the Costume Culture
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• v.17 no.1
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• pp.1-14
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• 2009

The purpose of this study was to examine consumers' brand attachment of fashion luxury product by emotional approach of brand loyalty. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally, 218 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows; First, there were significant differences in brand loyalty according to consumers' age, marriage yes or no, occupation, education level, and income. Second, the consumers' brand attachment of fashion luxury products was composed of five factors; emotional, dependent, attractive, knowledge, interest. Third, there were significant differences in brand loyalty according to consumers' age, marriage yes or no, occupation, education level, and income. Fourth, there were significant differences in brand attachment according to consumers' age, marriage yes or no, occupation, education level, and income. There were significant differences in emotional, dependent, attractive, knowledge, interest dimension of brand attachment according to consumers' age, sex, marriage yes or no, occupation, education level, and income. Fifth, the brand attachment significantly influenced on the brand loyalty.

• Journal of the Korean Society of Food Culture
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• v.23 no.2
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• pp.172-183
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• 2008

The present study assessed how restaurant brand personality affected customer’s awareness/association, emotional-relationship and image, and how these factors influenced brand loyalty. As well, the influence of restaurant brand personality to brand loyalty was assessed. The model was tested in family restaurants in the metropolitan cities of Ulsan and Daegu. Between January 1 and February 28, 2007, questionnaires were distributed to restaurant patrons. A total of 274 questionnaires were statistically analyzed. Empirical results confirmed that restaurant brand personality increased brand awareness/association, brand emotional?relationship and brand image, and that these attributes increased brand loyalty. Restaurant brand personality affected brand loyalty. The research findings indicate that managers of family restaurants should pay attention to the emotional reaction of customers to their establishment. This involves employee actions that make dining a pleasurable experience.

• The Korean Journal of Franchise Management
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• v.7 no.2
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• pp.15-25
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• 2016

Purpose - This study examined the effect of perceived corporate social responsibility (CSR) on cognitive trust, emotional trust, and loyalty among using Korean food buffet franchises. The result of this study is expected to provide practical implication to industry practitioners in expanding their understanding of the CSR effect in the marketing perspective. Research design, data, and methodology - The data was collected from a panel of online research companies who are over 20 years old and dined in at Korean style buffet franchise outlets more than five times. A total of 370 samples were used after eliminating outliers and missing data. the data were analyzed SEM with SPSS and AMOS. Result - The result of this study showed that: 1) social CSR activities have an effect only on emotional trust; 2) food-related CSR activities influence both cognitive trust and emotional trust; and 3) both cognitive trust and emotional trust have a significant impact on customer loyalty in Korean style buffet franchises. However, it is important to note that this study found no significant causal impact from environmental CSR activities. Furthermore, this study found that food-related CSR activities have the greater influence on the cognitive trust, and cognitive trust is more influential on the customer loyalty than the emotional trust. Conclusions - Based on the findings, this study provides practical implications to industry practitioners. First, that CSR has a significant impact on customer trust suggests that Korean style buffet franchises should focus on CSR activities to improve customer trust. Second, that food-related CSR activities have the greater influence on the cognitive trust implies that industry practitioners should reinforce food-related CSR activities as a marketing tool to enhance emotional trust and the overall credibility of their franchise. Third, we need to find CSR measures at the social level that can secure emotional trust so that customer loyalty can be formed. Fourth, Korean food buffet franchise food service companies should concentrate their efforts on CSR activities at food and social level among the three dimensions suggested by researchers in order to form customer loyalty. For next study, perceived concept of CSR on individual customer should be examined.

• Journal of Distribution Science
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• v.12 no.8
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• pp.123-132
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• 2014

Purpose - Recently, Korean companies have been struggling to perform well in the larger smartphone market in China, which is regarded as a blue ocean area. First, it is very important to accurately understand the Chinese consumers, who have a different consumption culture and value system from the Korean culture and system. This would help to identify priorities for the Chinese market. Further, considering the smartphone industry, where technological change is rapid, Korean companies will need to take prompt measures about market trends in order to establish strong competitiveness. Consequently, this study focused on analyzing the relationship between the variables of consumption value, satisfaction, and loyalty in the Chinese smartphone market. The principal dimensions of consumption value, which smartphones have, was analyzed, and the influence on satisfaction was identified. Moreover, the relationship among the variables of satisfaction, attitudinal loyalty, and behavioral loyalty was empirically analyzed. Research design, data, and methodology - This study examined the relationships between various consumption values (functional value, emotional value, social value, epistemic value, and economic value), along with satisfaction and loyalty. The data were collected through a questionnaire survey that was circulated to 310 customers who were users of smartphones in Chingdao and Yeontae regions in China. The survey was conducted from June 23 to August 4, 2013. A total of 301 responses to the questionnaires were collected and used for the data analysis. Moreover, a path analysis based on Lisrel 8.54 was used for the hypothesis test. Results - The variables of functional value, emotional value, social value, and epistemic value were revealed to have positive effects on satisfaction related to smartphone usage. However, the variables of monetary cost and psychological cost were not found to have negative effects on satisfaction related to smartphone usage. Moreover, satisfaction positively influenced attitudinal loyalty related to smartphone usage, but did not have a significant influence on behavioral loyalty related to smartphone usage. Specifically, satisfaction is essential, but not a sufficient condition for building behavioral loyalty in relation to smartphone usage. In addition, attitudinal loyalty positively influenced behavioral loyalty in relation to smartphone usage. Conclusions - First, this study shows that functional value, emotional value, social value, and epistemic value in relation to smartphone usage are important for marketing in the Chinese smartphone market. Particularly, functional value and emotional value play pre-eminent roles as regards customer loyalty in the use of smartphones. Second, the results of this study reveal that the variables of monetary cost and psychological cost are not important to the Chinese consumers. Specifically, the smartphone price and cognitive effort are not perceived as value barriers. Third, satisfaction did not guarantee behavioral loyalty in relation to smartphone usage, and the strategic approach for improving the repurchase and referral action in relation to smartphones based on solid attitudinal loyalty would be desirable and should be the focus of the marketing activities of Korean smartphone companies.

• Korea Journal of Hospital Management
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• v.21 no.3
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• pp.1-10
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• 2016

This study is to check up weather a brand of accreditation program for healthcare organizations recognized by the consumers as users of the healthcare organizations has effects for healthcare organizations' brand trust, attitude, and loyalty. This study suggests the hypothesis that a brand value of accreditation program for healthcare organizations gives the positive effect for the brand trust, attitude and loyalty, and that the brand trust and attitude of healthcare organizations which gain a brand of accreditation program for healthcare organizations cause the brand loyalty. To verify the hypothesis, this study made a questionnaire by using a measuring instrument for the brand value, trust, attitude and loyalty which come from the former study. This study carried out an analyzing method such as frequency analysis, reliability analysis, confirmed factor analysis and structural equation model to verify the hypothesis. From hypothesis verification, emotional and social brand values of accreditation program for healthcare organizations gave a positive effect to the brand trust and attitude on healthcare organizations. Its functional value did not give an effect to a brand attitude but gave a positive effect to healthcare organizations' brand loyalty. Emotional and social brand values of accreditation program for healthcare organizations did not give an effect to the brand loyalty. The brand trust and attitude of the healthcare organizations which gained accreditation program for healthcare organizations gave a positive effect to the brand loyalty on healthcare organizations.

• Journal of Information Technology Applications and Management
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• v.17 no.3
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• pp.121-134
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• 2010

Past studies in e-commerce loyalty were mostly focused on the effects of customer satisfaction and trust on loyalty toward online vendors. Few studies investigated the impacts of switching barriers, whilst they are widely proven to affect customer loyalty in offline commerce. Even in a handful of studies that did deal with switching barriers, their treatment of the subject remained at best superficial. This may have to do with the fact that switching costs in e-commerce could be comparatively negligible, as switching to another online vendor often involves one simple mouse click. In this study, we investigated the impact of switching barriers on loyalty under the e-commerce context. Furthermore, the extent of switching barriers which could be affected by those positive factors (most constructs were adopted from IDT) was also examined. The statistical testing results revealed that combined model which includes both the positive factors and the switching barriers explains the loyalty formation process more strongly ($R^2$ = 0.543) than each separated models ($R^2$ = 0.468 for positive factor only model, and $R^2$ = 0.365 for switching barrier only model). While only the two switching barriers such as convenience and emotional were shown to be statistically significant, we found that trust strongly influences customer's emotional barrier, let alone direct impact on loyalty, which thereby influences loyalty. The results offer insights for better understanding switching barriers in e-commerce related applications.