• Journal of Distribution Science
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• v.12 no.8
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• pp.43-54
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• 2014

Purpose - This study was based on a theoretical consideration of the structural relationship between the support and control of the franchisor and the satisfaction and strategic response (voice, loyalty, exit, neglect) of the franchisee. First, based on the preceding research, this study systematically organized the type of support and control of the franchisor. Second, the study examined the effects of a franchisor's support and control on the expectancy disconfirmation between affiliated franchisees' expectations before a franchise agreement and performance after operating an affiliated store. Third, the study looked into the effects of expectancy disconfirmation relating to a franchisor's support and control on an affiliated franchisees' general satisfaction. Fourth, this study examined the influence of the general satisfaction of a franchisee on affiliated franchisees' response strategies. Research design, data, and methodology - In this study, the population comprised the nation's franchisors, and the sample comprised franchisees conducting business in Seoul and Gyeonggi-do. A self-administered questionnaire was used; the author and examiner explained the study's parameters to the interviewees in advance, to lessen the rate of rejection of the answers and to maintain reliability. The author distributed 350 copies of the questionnaire and collected 327 copies (93.4%). The author removed 54 copies of the sample, as these copies belonged to franchisees that were not registered by the Fair Trade Commission and/or were thought to have either defects or inadequate answers. The author selected an effective sample of 273 copies to enter data and to do the statistical analysis. Results - Both a reliability analysis and a confirmatory factor analysis were performed to measure reliability and validity, and a structural equation model was used to conduct the hypothesis test and investigate the models. The hypothesis was tested (Table 5). The models had a suitable fit, for instance, χ² = 447.663(df = 212, p = .000), χ²/df = 2.112, GFI = .881, AGFI = .858, RMR = .083, RMSEA = .067, NFI = .932, and CFI = .961. The hypothesis test results were as follows. Hypothesis 1 was accepted (C.R. = -2.339, p = .019). Hypothesis 2 was accepted (C.R. = 15.213, p = .000). Hypothesis 3 was accepted (C.R. = -2.631, p = .006). Hypothesis 4 was accepted (C.R. = 16.271, p = .000). Hypothesis 5 was accepted (C.R. = 2.391, p = .017). Hypothesis 6 was accepted (C.R. = 5.777, p = .000). Hypothesis 7 was accepted (C.R. = 17.153, p = .000). Hypothesis 8 was accepted (C.R. = 24.746, p = .000). Hypothesis 9 was accepted (C.R. = -10.150, p = .000). Hypothesis 10 was accepted (C.R. = -12.124, p = .000). Conclusions - The research results showed that expectations for a franchisor's support and control had a significant influence on expectation disconfirmation in a negative way, whereas the performance of support and control were found to have a significant influence on expectation disconfirmation in a positive way. In addition, the expectation disconfirmation of support and control was found to have a significant influence on satisfaction of franchisees in a positive way. Generally, regarding the research on control, control is found to have a negative influence on the satisfaction of franchisees, but this study proves that control is found to affect it in a positive way through conformity.

• Journal of Distribution Research
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• v.13 no.2
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• pp.79-95
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• 2008

This study has focused on the relationship between the shopping mall and tenant store. Although the growth and development of shopping mall in Korea, there are few academic and professional interests. Therefore, adopting expectancy-disconfirmation paradigm, this study examined the constructs of expectation, performance, disconfirmation, satisfaction and re-visit intention of shopping mall and tenant store in each context. The research model also considered the mutual effect of these constructs between shopping mall and tenant store as positing the path between them. Hence, main hypotheses were divided into two different ways from the constructs of shopping mall to tenant store's and vice versa. Then, three hypotheses exploring the direction of customer's evaluation shopping mall and tenant were also included in the research model. From the result of 461 mall-intercept survey, almost hypotheses were supported as expected. In the explorative approach to find direction, the path from disconfirmation of and satisfaction with tenant to disconfirmation of and satisfaction with shopping mall were supported. In addition, the path from satisfaction with shopping mall to re-visit intention of tenant store was also accepted.

• Information Systems Review
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• v.8 no.3
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• pp.153-174
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• 2006

The purpose of this study is to identify the factors affecting users' continuing use of Hedonic Information Systems(HIS). Focusing on users' post-adoption behaviors, this study proposes a research model which incorporates technology acceptance theory into expectation disconfirmation theory and investigates the causal relationship among five factors; perceived usefulness, perceived ease of use, disconfirmation, user satisfaction, and continuance intention to use a blog as HIS. The results show that satisfaction is significantly influenced by disconfirmation and post expectations(perceived usefulness and perceived ease of use), and in particular the impact of disconfirmation on user satisfaction is stronger than those of perceived usefulness and perceived ease of use. The results also indicate that while perceived usefulness and user satisfaction have significant impacts on continuance intention, perceived ease of use does not do so and has only an indirect impact on continuance intention through perceived usefulness and user satisfaction.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.287-302
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• 2011

In this paper, we analyzed audience satisfaction procedures in performing art, specifically in musical, in terms of Expectation Disconfirmation Theory. We analyzed one's expectations and outcomes over time; we first classified audience expectations and outcomes about environmental elements as 'the first expectation'/'the first outcome' and about watching situation & content itself as 'the second expectation'/'the second outcome', then analyzed by comparing those two. Through surveying and analyzing the result, this paper serves that the ultimate fact which affects on the final audience satisfaction is 'the second outcome', which is the outcome about watching situation & content itself. This paper also shows that audience expectation toward physical quality of environment affects to 'the second expectation', then 'the second expectation' affects to 'the second outcome', so then affects to the final satisfaction. However, 'the first outcome' doesn't affect to 'the second expectation'; in other words, the physical environment does not affect much to the audience final satisfaction. We expect that our study provides clues for venue management in performing arts.

• Proceedings of the Korean Society of Computer Information Conference
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• 2019.07a
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• pp.403-404
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• 2019

국내대학은 학령인구 감소와 등록금 동결로 재정적인 어려움을 겪고 있다. 2018년 대학기본역량진단평가를 받으면서 선택과 집중을 통한 생존전략을 모색하고, 효율적으로 대학을 운영하는 방법이 주목받고 있다. 교육서비스 품질의 향상은 대학 행정직원의 업무 몰입을 통해서 가능하며, 이는 직원 만족도의 향상을 통해 이루어진다. 대학 행정직원의 실제 만족도는 사전에 갖고 있던 일정 수준의 기대가 영향을 미친다. 본 연구에서는 사전 기대와 실제 성과의 차이인 직무기대 불일치가 전반적인 직무만족에 미치는 영향을 조사하였다. 이를 통해 지원정책의 우선순위를 제시하여 효율적인 전략수립에 도움을 주고자 한다. 남성은 여성에 비해 보수결정과정과 조직내 인간관계를 더욱 중요하게 여기고 있으며, 여성은 정년보장을 더욱 중요하게 여기고 있다. 근무기간이 짧을수록 보수결정과정, 급여의 적절성, 복지제도에서 기대불일치가 높고, 승진의 공정성에 대한 기대불일치는 낮다. 전반적인 직무만족 결과가 개인 특성별로 차이가 존재하므로 직원 지원정책 수립과정에 개인 특성을 고려한다면 제한된 재원으로 효율적인 전략을 수립할 수 있을 것이다.

• Korean Journal of Human Ecology
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• v.19 no.2
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• pp.295-310
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• 2010

This study measured college students' levels of satisfaction with their cyber learning through an online survey of students who had taken one or more cyber learning before. 500 returned and usable questionnaires were analyzed and SPSS WIN 12.0 was used for the descriptive statistics, t-test, factor analysis and analysis of covariance structures. The results are as follows; First, college students were very interested in their cyber learning. Their decision to take the cyber learning was initiated more by emotional motives (m=3.13) than by rational motives (m=3.35). Second, the consumers' expectations for the cyber learning were divided into the 'Expectation for service quality' and the 'Expectation for economy,' and their 'Expectation for economy'(m=4.02) was higher than their 'Expectations for service quality'(m=3.60). Third, the consumers' expectations for the cyber learning and the results of the cyber learning were analyzed, and a discrepancy between these two were also analyzed. The analysis of discrepancy between the two showed that the average of the results was lower than that of the expectations, which means that the cyber learning did not meet the consumers' expectations in every aspect, However, the average satisfaction level was 3.20, which means consumers were satisfied with the cyber learning overall. Fourth, causes of dissatisfaction with the cyber learning were divided into internal factors due to personal matters and external factors due to classes and other factors. It was found that dissatisfaction due to internal factors was greater than that due to external factors. Lastly, the factors affecting satisfaction/dissatisfaction with the cyber learning and willingness to use it again were analyzed. The results showed that the motive for its use affected the formation of expectation but it did not affect the results. Satisfaction with the cyber learning affected the willingness to use it again positively. However, the effect of dissatisfaction on the willingness to use it again was not statistically significant.

• Korean Business Review
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• v.20 no.1
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• pp.55-71
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• 2007

The purpose of this study is to view the development process of customer satisfaction about service recovery by grafting disconfirmation theory an important paradigm in explaining customer satisfaction upon the Justice theory the recently on-going study of handling unfairness and to substantiate and analyze the influence of the perceived justice the important decisive factor in satisfaction about service recovery and disconfirmation about service recovery on customer satisfaction. The following conclusions are made according this study. First, the higher the expectation about service recovery is, the higher the standard of disconfirmation appears. Second, disconfirmation about service recovery turns out to have positive influence on customer satisfaction about service recovery. Third, the higher the perceived justice about service recovery is, the lower the level of disconfirmation about service recovery appears.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.6
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• pp.928-939
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• 2000

This thesis will study the determinants of consumer satisfaction based on the disconfirmation theory. The proposed questions are first, to find out if desire and expectation are conceptually distinct. Second, to study the effects of desire, expectation, perceived performance, desire congruency, and expectation congruency on clothing satisfaction. The data used in this thesis were obtained from a two stage longitudinal survey. SPSS WIN 8.0 was used for the analysis and the following method such as mean, correlation, t-test, hierarchical regression were applied. The results indicate that first, according to the correlation analysis and crosstab analysis, satisfaction and desire were perceived as two different concepts. Second, using the hierarchical regression analysis to compare the effects of determinants of consumer satisfaction, the model of desire, expectation, performance, desires congruency, expectations congruency best explain the clothing satisfaction. Among them, effects of performance had the strongest impact. Expectation did not influence satisfaction but desire did.

• Journal of Distribution Science
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• v.15 no.10
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• pp.51-63
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• 2017

Purpose - The current study examines the shopping behavior of Chinese tourists who purchase Korean cosmetics when visiting Korea, based on expectancy-disconfirmation of shopping satisfaction and brand attitude toward Korean cosmetics. A moderating effect of consumer conformity on the relationships between cosmetics selection factors and two dimensions of disconfirmation - expectation and performance is also examined. Research design, data, and methodology - We conducted a survey with 250 Chinese tourists who visited Jeju, Korea and had purchased Korean cosmetics during their stay. Excluding 43 respondents' inputs because of incomplete answers and missing values, 207 responses were used in the final analysis. All hypotheses were tested using structural equation model (SEM). Results - We found that the Chinese tourist expectations had positive impact on their satisfaction, and the factors for cosmetic selection had a positive effect on shopping satisfaction and brand attitude. A moderating effect of consumer conformity was found to be significant. Conclusions - Given the significantly increased demand for Korean cosmetics from Chinese tourists, Korean cosmetics firms need to better understand cosmetics selection attributes and preference of Chinese tourists, which can provide a guideline to develop retail stores and distribution outlets for Chinese tourists.

• The Journal of Society for e-Business Studies
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• v.9 no.3
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• pp.169-190
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• 2004

This study involves the test of constructs for measuring the web site user expectation, perceived performance regarding IQ, expectation congruency, and satisfaction about influence overall satisfaction. The findings can be summarized as follows. First, Web-IQ expectation appeared to have a positive effect on Web-IQ perceived performance by expectation congruency and a positive effect on perceived performance by assimilation effect. Second, Web-IQ expectation did bot appear to have a negative effect on Web-IQ expectation congruency. Although that was rejected, it differs from established researches. Some prior Web-IQ expectations that approach to congruency after one's post Web-IQ expectation. Third, Web-IQ perceived performance appeared to have a positive effect on Web-IQ expectation congruency. Fourth, result that analyze about effect that congruency gets to Web-IQ satisfaction although Web-IQ expectation appeared to have a positive effect on overall satisfaction.