• 한국비블리아학회지
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• 제23권1호
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• pp.215-234
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• 2012

본 연구는 도서관 서비스 품질이 이용자 만족도에 미치는 영향력의 비대칭성 여부를 실증적으로 검증해보고 고객만족도 증진을 위한 개선전략을 도출하는 것을 목적으로 한다. 비대칭성 검증은 Kano의 서비스 3요인 이론을 기반으로 수행하였고, 자료의 분석을 위해 다중회귀분석이 실시되었다. 분석결과 총 22개의 품질 속성 중에서 기본요인(8개), 성과요인(12개), 감동요인(2개)이 도출되었다.

• 복식문화연구
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• 제20권2호
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• pp.208-221
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• 2012

The purpose of this study is to identify the effects of sportswear brands' country-of-origin on purchase intention (PI) in terms of brand personality as perceived by Chinese university students. Chinese students preferred to shop for sportswear at specialty stores, liked Nike and Adidas most, design was the most important factor when selecting, selected their sportswear themselves, and gathered information from TV ads. With regard to perceptions of brands country-of-origin, America was perceived as a developed country, influential to the world, but as having a bad relationship with China. Germany was perceived as a developed country and as having a well-developed civic culture, good people image, high technology, high influence on the world, and a good relationship with China. Italy was perceived as a developed country with the highest civic culture. China was perceived as a developing country, as having a good people image, and low technology and low influence on the world. Japan was perceived as a developed country with high technology. Factors of brand personality were sincerity, competence & sophistication, and excitement. Nike was perceived as having high competence & sophistication and excitement, Adidas as having high competence & sophistication and excitement, Lining as having high sincerity, and Mizuno's brand personality was very low. People image, competence & sophistication and excitement became higher, PI of Adidas increased. If people image, competence & sophistication and excitement became higher, PI of Kappa increased. If a country was developed and competence & sophistication and excitement became higher, PI of Lining increased. If civic culture, people image, technology, competence & sophistication and excitement became higher, PI of Mizuno increased.

• 보건의료산업학회지
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• 제7권1호
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• pp.133-144
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• 2013

The present study is aimed at assessing medical service quality as perceived by in-patients of geriatric hospitals and at analyzing the excitement factors by using revised IPA Applying the Kano's model for users' satisfaction. The data was collected from Nov. 5 to Dec. 7, 2012. Among a total of 503 cases of questionaries, only 419 cases were used. To data were analyzed by PASW statistics 18.0 and revised IPA applying Kano's model. The paired t-test results reveal that satisfaction was higher than the expectation level at a statistically significant level across all the medical service quality factors. The revised IPA results categorized facility convenience, hospitalization and care, and kindness as basic factors and medical reliability and access as excitement factors. In conclusion, medical reliability and access, which were identified as excitement factors of medical service quality, are essential opportunity factors for users and should accordingly be used as strategic factors to increase satisfaction with a geriatric hospital and induce customer surprise.

• 대한영양사협회학술지
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• 제13권1호
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• pp.38-49
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• 2007

The purpose of this study was to determine the attributes and factors of brand personality for contract foodservice management companies. Self-administered questionnaires were distributed to five students at universities operating under the top five companies in contract foodservice management. The following statistical analyses were conducted for the data assessment: descriptive analysis, t-test, ANOVA, reliability analysis, and factor analysis, using the SPSS Win(12.0) package program. From these analyses we divided a company's brand personality into the following five functional and emotional elements: sensibility, sincerity, confidence, competence, and excitement. Based on these five elements a total of 26 scales were developed to measure brand attributes of the companies. The variance was explained by 19.29% of sensibility, 17.65% of sincerity, 15.71% of confidence, 14.06% of competence, and 13.62% of excitement. The calculated Cronbach's alpha was more than .90 for all the scales measuring the five attributes, indicating good internal consistency. There were significant differences in sensibility(p<.01), sincerity(p<.001), creditability(p<.01), competence (p<.001), and excitement(p<.001) among the companies. In regards to overall brand personality, company a had a higher mean score for sincerity, while the other companies had higher mean scores for competence. Among the brand personalities, 'confidence' had the highest mean score with 3.36, followed by 'cooperation' (3.17), 'successful'(3.12), 'leadership'(3.11), and 'down-to-earth'(3.02).

• 한국산업정보학회논문지
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• 제17권3호
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• pp.83-94
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• 2012

본 연구에서는 취업 선호도 상위 기업의 상징적 이미지(개성) 측정을 위하여 브랜드 개성 측정 방식을 활용, 그 타당성을 입증하고, 한국기업의 특유한 상징적 이미지 요인을 규명하는 것이다. 먼저, 기업의 상징적 이미지 측정 도구 개발을 위하여 브랜드 개성에 관한 기존 연구를 바탕으로 이미지 측정 항목을 구성하고, 558명 조사를 바탕으로 구성된 항목들이 어떠한 요인으로 분류되는지 알아보기 위하여 탐색적 요인분석을 실시하였다. 그 결과, 기업의 상징적 이미지 항목은 성실함(Sincerity), 유능함(Competence), 정감(Affection), 활달함(Excitement), 세련됨(Sophistication)으로 명명된 요인으로 분류되었다. 확인적 요인분석 결과, 모든 요인에 대하여 신뢰성과 수렴타당성은 확보되었다. 본 결과를 통하여 기업의 상징적 이미지 측정 도구를 개발하는데 기업의 상징적 이미지는 브랜드 개성과 같은 맥락에서 접근되고 측정될 수 있다는 가정을 확인하였다. 또한, 브랜드 개성의 체계가 표준화의 패러다임보다는 사회 문화적 특성을 토대로 한 개성을 고려하여 현재의 패러다임 속에서 지속적으로 재해석되듯이 기업이미지 체계도 지속적으로 재해석되어야 함을 발견하였다. 본 연구를 통하여 발견된 "정감'의 항목이 재해석된 한국 기업의 상징적 이미지 요인의 하나라고 할 수 있다.

• 유통과학연구
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• 제16권9호
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• pp.65-77
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• 2018

Purpose - A trading area is very closely related to consumer life. A trading area is a cultural and social space that consumes culture and promotes human relationships as well as an economic space where consumers live their daily lives. In this context, a trading area research should be conducted objectively and empirically because it deals with the activities of consumer's life. The purpose of this study is to identify the intrinsic psychological motivation(push motivation) caused when consumers visit a trading area and to demonstrate how the push motivation for a trading area influence on consumer's flow, satisfaction, revisit intention. Research design, data, and methodology - In order to develop research hypotheses for this study, the development procedures for push motivation scale are as follows; (1) generating initial pool of items based on previous studies, (2) expert judgement to evaluate content and face validity, and (3) assessing convergent and discriminant validity using confirmatory factor analysis. In order to achieve these purposes, online surveys were conducted on frequent or familiar visitors to the trading areas around the Gangnam, Kunkuk University and Hongik University Station. Among the 1,343 questionnaires collected, 1,157 cases were analyzed by using SPSS 22.0 and SmartPLS 3.0 statistical package program, except for 186 responses in which responses were judged to be unfaithful. Results - The push motivation was classified into five sub-dimensions of excitement/stimulus, rest/relaxation, exit/refreshing, knowledge/learning and human relationship promotion as multidimensional and complex factors composed of individual and social-related dimensions. The excitement/stimulus and human relationship promotion of push motivation have positive effects on satisfaction. However, all dimensions of the push motivation have positive effects on flow. And flow has a positive effect on satisfaction and revisit intention. Meanwhile, the mediation test using boostrapping shows that flow plays a full mediating role in the relationship between rest/relaxation, exit/refreshing, knowledge/learning and satisfaction, but a partial mediating rol e between excitement/stimulus, human relationship promotion and satisfaction. Finally, satisfaction plays a partial mediating role between flow and revisit intention. Conclusions - This study shows that the push motivation is multidimensional and compositive depending on the situation of a consumer. In addition, it is found that the human relationship promotion(a social-related motivation) has a much more important effect on flow and satisfaction than other push motivations of individual dimensions. It also shows that satisfaction increases when consumers are being flowed at their visit and degree of revisit intention also grows as satisfaction increases. As implications of this study, a marketer should try to understand consumer's visit motivation at first and then develop factors that increase their flow, satisfaction, revisit intention. It also requires a marketer to approach subjects on a trading area more objectively and empirically based on the psychology and behavior of consumers, in order to establish a proper and efficient strategy on development of a trading area.

• 한국의상디자인학회지
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• 제17권1호
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• pp.155-166
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• 2015

Based on marketing theories of brand and corporate association, and the social psychological theory of identity, the effects of the corporate brand on individual brand loyalty were established via two major routes. The empirical study is based on the response of 330 subjects who participated in a field survey. In the statistical analysis, Correlation Analysis, Factor Analysis, Sequential Equation Model Analysis were used for verification. The corporate association affected the formation of individual brand loyalty both the product level and corporate level. Specifically, the two types of brand response did differ in terms of their strength on brand loyalty. The present study contributes to the academic literature in that it disentangles the construct of the corporate brand from that of the individual brand and investigates the structural relations between the two.

• 무역상무연구
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• 제16권
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• pp.295-329
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• 2001

The wonderful new world of shopping - being able to order items you need by just one click. However, there is one factor that has not changed at all - customers, whether they are private individuals or public companies, want to have the product delivered to their address, and usually as fast as possible too. To achieve this, the operators of virtual shops must make use of a fully operational and efficient delivery service. The internet and its potential for creating a virtual market for millions of buyers and sellers, has generated a lot of excitement in the express delivery industry. Clearly e-commerce will cause greater growth in the business-to-residential package market. Korean express delivery industry is not an exception to this trend. Currently, while major three service providers enjoy a lion's share in Korea, a lot of small and medium companies are struggling to capture more shipments in express parcel market. Nevertheless, it will be forecasted that Korean parcel market will be consolidated and become an oligopoly market in the near future.

• 한국식품조리과학회지
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• 제26권6호
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• pp.717-726
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• 2010

The purpose of this study was to measure customers' perception of brand personality and self-image of family restaurants and compare the congruity between brand personality and customer-perceived self-image according to customers' general characteristics. Self-administered questionnaires were completed by 377 customers, and data were analyzed by frequency, chi-square, paired samples t-test, factor, reliability, cluster, and discriminant analyses. Results of the study were as follows: factor analysis of brand personality and customer-perceived self-image as 5 factors, i.e., sincerity (10 variables), excitement (8 variables), competence (7 variables), sophistication (6 variables), and ruggedness(5 variables). As a result, the averages of brand personality and self-image of family restaurants were $2.93{\pm}0.39$ and $3.24{\pm}0.52$, respectively. Cluster analysis divided subjects into two groups according to congruity between brand personality and customer-perceived self-image of family restaurants: congruity group and incongruity group. The two groups were differed from one another in general characteristics. Limitations and future research directions are also discussed.

• 한국식생활문화학회지
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• 제21권1호
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• pp.65-70
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• 2006

The purpose of this study were to measure brand personalities of deluxe hotels in Seoul, and to identify the difference of brand personality between local and international hotels. The questionnaires developed for this study were distributed to 460 employees in kitchen and F&B departments of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for anaylsis(86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis and t-test, and AMOS(5.0) for confirmatory factor analysis. The results of this study showed that deluxe hotels have brand personalities relatively strong at 'affection', 'sophistication', 'competence' dimensions, and there was a significant difference by hotel nationality. The brand personality scores of international brand hotels perceived by employees were high at the 'excitement'(p<0.001), 'sophistication'(p<0.001), and 'competence'(p<0.01) dimensions, whereas local hotels were considered more obedient(p<0.01). Overall, it could be a key factor for successful brand management that establish a distinctive brand personality, and a localized brand personality measure will lead to more desirable decision making.