• Title/Summary/Keyword: Explorative Approach

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Multi-Stakeholders in Public and Cultural Diplomacies as Seen through the Lens of Public-Private Partnerships: A Comparative Case Study of Germany and South Korea

  • Kim, Hwa Jung
    • Journal of Contemporary Eastern Asia
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    • v.17 no.1
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    • pp.68-93
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    • 2018
  • With the emergence of partnerships with private actors in public and cultural diplomacies, complexity in the relations among the various stakeholders involved has arisen, and yet the relevant research is insufficient to shed any beneficial light on such issues. By looking at public-private partnerships, the present study determined that resource dependence, trust, and risk are the main factors affecting the feasibility of partnerships, and inductively developed propositions on their effects. In an explorative case study, Germany (decentralized mode of governance) and South Korea (centralized mode of governance) were compared as exemplary contrasting system designs. The results revealed that risk and trust are likely to affect the feasibility of partnerships, whereas resource dependence is not. The following additional findings also were made: (1) there are cultural actors in a 'for profit, but with non-profit purposes' sector; (2) an interpersonal level of trust positively affects partnerships; (3) 'taking risks' brings about 'innovation'; (4) the existence of international commonalities between any two cases depending on the actors' shared role, whether public or private; (5) public actors' emphasis on mutual trust, program budget and execution, innovations coming from taking risks, commitment and ownership, and unexpected situations; (6) private actors' consideration of 'publicness' and grant-seeking or financial support as important incentives, and their desire that public actors to show more trust, professionalism, and ownership with less control over budget execution. With its qualitative approach and in-depth analysis, the present study yielded new insights, notwithstanding the relatively small sample data.

The Effects of Child-care Teachers' Communication Difficulty with Parents and Their Job Satisfaction on Emotional Labor of Child-care Teachers (보육교사-학부모 간 의사소통 어려움과 직무만족도가 보육교사의 정서노동에 미치는 영향)

  • Jeong, Seon-Yeong;Cho, Anna
    • Korean Journal of Childcare and Education
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    • v.15 no.5
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    • pp.87-111
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    • 2019
  • Objective: The purpose of this study is to investigate the effect of the level of communication difficulty between child-care teachers and parents and teachers' job satisfaction on teacher's emotional labor. Methods: The data of 137 questionnaires collected in Y city, Gyeongggi-do were analyzed. The respondents of the questionnaires were teachers of 0-5 year old children. Statistical analyses were performed using frequency analysis, explorative factor analysis, independent t-test, One-way ANOVA, and multiple regression analysis at the p < .05 by SPSS 24.0 program. Results: First, there was no statistically significant difference on child-care teachers' communication difficulties with parents by sociological variables of child-care teachers. Second, there was no statistically significant difference on teachers' job satisfaction by sociological variables of child-care teachers. However, there were significant differences on the sub-factors of job satisfaction by teaching careers, types of workplace, and marital status. Third, these two factors were found to be important predictors of child-care teachers' emotional labor. Conclusion/Implications: In order to reduce the emotional labor experienced by child-care teachers in early childhood care settings, it will be necessary to pursue a multi-faceted approach to improving the working environment.

Explorative Corporate Entrepreneurship : Case Study on Samsung C-Lab (탐색적 사내 기업가정신 : 삼성전자 C-Lab 사례 연구)

  • Hwang, Seonho;Shin, Juneseuk
    • Journal of Korea Technology Innovation Society
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    • v.21 no.3
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    • pp.1101-1126
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    • 2018
  • As incipient organizations progress from formation to become larger entities, the procedures and rules that provided managerial and structural advantages in having established the organizations and promoting the growth impede the innovation and creativity vital to maintain the competitive advantage. Adopting Corporate Entrepreneurship (CE), large corporations have tried to overcome the dilemma and to sustain the innovation and creativity in order to effectively cope with harsh competitive realities. Recently, some advanced corporations are trying to enhance CE by setting up an internal venture program as a seed organization for CE. By making an in-depth analysis of the internal venture program, 'C-Lab' of Samsung that is promoting CE-related characteristics for enhancing CE, we attempt to shed light on (1) what kinds of environments should be built around the seed organization for CE (2) what are the major characteristics that should be promoted through the seed organization in relation to CE (3) What kinds of achievements can be made from the promoted characteristics (4) How the characteristics are spread over the entire organization. Based on the analysis, we suggest a generalized process in which CE can be enhanced. Since different approaches should be taken for managing the seed organization and spreading the characteristics depending on the strengths and weaknesses of a corporation, there must be the step, 'evaluation of corporate internal capabilities' in the process. We believe that each corporation can enhance CE by taking advantage of the process with reference to the C-Lab case study.

Health Supportive Design in Elderly Care Homes: Swedish Examples and their Implication to Korean Counterparts

  • Lee, Sookyoung;Dilani, Alan;Morelli, Agneta;Byun, Hearyung
    • Architectural research
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    • v.9 no.1
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    • pp.9-18
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    • 2007
  • The objective of this research study was twofold; 1) to explore and identify health supportive design factors in Swedish elderly care homes and 2) to understand their usefulness and suggest implication in Korean elderly care settings. A descriptive and explorative method was applied using a combination of field studies and semi-structured interviews. Three study trips were carried out during Sept. $14^{th}$ and Oct. $12^{th}$ 2005; two facilities situated in Stockholm suburbs and one in the south of Sweden. According to this research, the valuable factors to support health and well-being for the elderly are as follows; 1) Community integration: These elderly care homes are generally places close to a residential area center or a city center. Services are often shared between residents and community members at large, consequently there is a flow of "visitors" of all ages connecting with the facility on a daily basis. 2) Homelike environment: A noteworthy aspect of Swedish elderly care homes is keeping the facility appearance as homelike as possible. The associations with home may be explored through the appearance and configuration of both the exterior and interior of the building. These homes seemed to be designed with a conscious aim to create a homelike setting. 3) Small scale approach: Clustering of resident rooms is one method through which the small scale approach can be achieved in larger facilities. With unit clusters, the facility can foster opportunities for social interactions among resident. 4) Accessibility to garden and nature: The courtyard is a well developed concept in planning elderly care homes in Sweden. They are generally safe and easily accessible to the residents. Studying Swedish models may provide practical knowledge of how the physical setting may improve resident's health in Korean elderly care homes.

The Mutual Effect of Expectancy-Disconfirmation and Customer Satisfaction of Shopping Mall and Tenant (쇼핑몰과 테넌트간 기대-불일치 및 고객만족의 상호 영향)

  • Park, Jin-Yong
    • 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.

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Implications of Five Laws of Library Science on Dr. S. R. Ranganathan's Colon Classification: An Explorative Study

  • Kumar, S.K. Asok;Babu, B. Ramesh;Rao, P. Nageswara
    • Journal of the Korean Society for Library and Information Science
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    • v.45 no.4
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    • pp.309-326
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    • 2011
  • There have been several milestones in the history of library classification but most of the schemes failed to meet the new challenges in the organisation of information. Dr. S. R. Ranganathan tried to revolutionise the whole thinking on classificatory approach, when he devised the Colon Classification (CC) in 1933. He developed the Colon Classification scheme with a sound theoretical background based on normative principles, Five laws of Library science, canons, etc. One important feature of CC is that, its use is not confined to information storage and retrieval alone. This paper presents an over view of different editions of the CC highlighting the salient features of the editions. Further the implication of Five Laws of Library Science has been described. The authors stressed that the features of such as greater hospitality, specificity and mixed notation has paved the way to design and develop the depth schedules on various micro level subjects and so far about 130 micro schedules have been published. The impressions by the leading LIS professionals during and after Ranganathan's time have been highlighted. The authors expressed the fear that when the library world would see the complete version of the seventh edition of CC? It may be due to lack of institutional support engaging in the research or financial constraints. The authors are of the opinion that any scheme to flourish needs a sound research body to bring out the revised editions as done in the case of Dewey Decimal Classification. The relevance of the CC in the contemporary world of Librarianship is discussed. Finally concludes that CC needs to be resuscitated as it is a precious national heritage; and still a force for the management of libraries.

An Explorative Study on Theoretical Potential of Critical Realism as Social Welfare Paradigm (사회복지 패러다임(paradigm)으로서 비판적 실재론의 가능성에 대한 탐색적 연구)

  • Woo, Ah Young;Kim, Giduk
    • Korean Journal of Social Welfare Studies
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    • v.44 no.2
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    • pp.465-497
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    • 2013
  • This paper criticizes the ontological and epistemological dichotomy in social sciences including social welfare and probes into Critical Realism as an alternative paradigm. Many theories for social welfare have adhered to dichotomous ontological standpoint, 'agency' vs. 'social structure', and Eco-system approach have occupied dominant position to integrate this dichotomy. These theoretical standpoint have had great influence on social work practice. On the other hand, dichotomous epistemological standpoint which is constituted of different views of phenomena, 'positivism' and 'constructionism', have had great influence on social work research and practice. These dichotomous ontological and epistemological approach have a limit to reveal qualitative nature of the relationship between agency and social structure, to ponder the deeper reality, the mechanism of stratified reality, and the reality being independent of agency. Replacing these approaches, Critical Realism unfold the theoretical potential as an alternative paradigm for social welfare through the discussion on stratified realty(the empirical, the actual, and the real), intransitive/transitive dimension, double hermeneutics in these dimensions, and the conditions for conceptualization, duality of structure and practice, transformation model of agency and structure.

An Investigation on the Understanding of the Mathematical Modelling Based on the Results of Domestic Articles since 2007 (2007년 이후 국내 논문 결과에 근거한 수학적 모델링 탐색)

  • Hwang, Hye Jeang;Min, Aram
    • Communications of Mathematical Education
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    • v.32 no.2
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    • pp.225-244
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    • 2018
  • Problem solving and its mathematical applications have been increasingly emphasized in school mathematics over the past years. Recently it is recommended that mathematical applications and modelling situations be incorporated into the secondary school curriculum. Many researchers on the approach have been conducted in Korea. This study is planning to investigate and establish the meaning of mathematical modelling and model, mathematical modelling process. And also it does the properties of problem situations introduced and dealt with in mathematical modelling activity. To accomplish this, this study is based on the analysis and comparison of those 24 articles. They are ones which have been published from 2007 to 2017 and are included in the five types of publication. Prior to this study, the previous study was conduct in 2007 with the same purpose. Namely, by the subject of 11 articles and 22 master dissertations published domestically from 1991 to 2005, the analytic and explorative study on the mathematical modelling and its understanding had been conducted.

Factors Influencing Users' Payment Decisions Regarding Knowledge Products on the Short-Form Video Platform: A Case of Knowledge-Sharing on TikTok (짧은 영상 플랫폼에서 지식상품에 대한 사용자의 구매결정에 영향을 미치는 요인: TikTok의 지식 공유 사례)

  • Huimin Shi;Joon Koh;Sangcheol Park
    • Knowledge Management Research
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    • v.24 no.1
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    • pp.31-49
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    • 2023
  • TikTok, as a leading short video platform, has attracted many users, and the resulting attention generates immense business value as a platform to diffuse knowledge. As a qualitative and explorative approach, this study reviews the knowledge payment industry and discusses the influential factors of users' payment decisions regarding knowledge products on TikTok. By conducting in-depth interviews with ten participants and observing 95 knowledge providers' videos, we find that TikTok has significant business potential in the knowledge payment industry. By using the ATLAS. ti software to code the data collected from these interviews, this study finds that demander characteristics (personal needs), product characteristics (product quality), provider characteristics (the key opinion leader effect), and platform characteristics (platform management) are the four core categories that influence users' payment decisions regarding knowledge products on TikTok. A theoretical model consisting of the ten variables of emotional needs, professional needs, quality, price, helpfulness, value, charisma, user trust, service guarantee, and scarcity is proposed based on the grounded theory. The theoretical and practical implications of the study findings are also discussed.

The Effects of Online Service Quality on Consumer Satisfaction and Loyalty Intention -About Booking and Issuing Air Tickets on Website- (온라인 서비스 품질이 고객만족 및 충성의도에 미치는 영향 -항공권 예약.발권 웹사이트를 중심으로-)

  • Park, Jong-Gee;Ko, Do-Eun;Lee, Seung-Chang
    • Journal of Distribution Research
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    • v.15 no.3
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    • pp.71-110
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    • 2010
  • 1. Introduction Today Internet is recognized as an important way for the transaction of products and services. According to the data surveyed by the National Statistical Office, the on-line transaction in 2007 for a year, 15.7656 trillion, shows a 17.1%(2.3060 trillion won) increase over last year, of these, the amount of B2C has been increased 12.0%(10.2258 trillion won). Like this, because the entry barrier of on-line market of Korea is low, many retailers could easily enter into the market. So the bigger its scale is, but on the other hand, the tougher its competition is. Particularly due to the Internet and innovation of IT, the existing market has been changed into the perfect competitive market(Srinivasan, Rolph & Kishore, 2002). In the early years of on-line business, they think that the main reason for success is a moderate price, they are awakened to its importance of on-line service quality with tough competition. If it's not sure whether customers can be provided with what they want, they can use the Web sites, perhaps they can trust their products that had been already bought or not, they have a doubt its viability(Parasuraman, Zeithaml & Malhotra, 2005). Customers can directly reserve and issue their air tickets irrespective of place and time at the Web sites of travel agencies or airlines, but its empirical studies about these Web sites for reserving and issuing air tickets are insufficient. Therefore this study goes on for following specific objects. First object is to measure service quality and service recovery of Web sites for reserving and issuing air tickets. Second is to look into whether above on-line service quality and on-line service recovery have an impact on overall service quality. Third is to seek for the relation with overall service quality and customer satisfaction, then this customer satisfaction and loyalty intention. 2. Theoretical Background 2.1 On-line Service Quality Barnes & Vidgen(2000; 2001a; 2001b; 2002) had invented the tool to measure Web sites' quality four times(called WebQual). The WebQual 1.0, Step one invented a measuring item for information quality based on QFD, and this had been verified by students of UK business school. The Web Qual 2.0, Step two invented for interaction quality, and had been judged by customers of on-line bookshop. The WebQual 3.0, Step three invented by consolidating the WebQual 1.0 for information quality and the WebQual2.0 for interactionquality. It includes 3-quality-dimension, information quality, interaction quality, site design, and had been assessed and confirmed by auction sites(e-bay, Amazon, QXL). Furtheron, through the former empirical studies, the authors changed sites quality into usability by judging that usability is a concept how customers interact with or perceive Web sites and It is used widely for accessing Web sites. By this process, WebQual 4.0 was invented, and is consist of 3-quality-dimension; information quality, interaction quality, usability, 22 items. However, because WebQual 4.0 is focusing on technical part, it's usable at the Website's design part, on the other hand, it's not usable at the Web site's pleasant experience part. Parasuraman, Zeithaml & Malhorta(2002; 2005) had invented the measure for measuring on-line service quality in 2002 and 2005. The study in 2002 divided on-line service quality into 5 dimensions. But these were not well-organized, so there needed to be studied again totally. So Parasuraman, Zeithaml & Malhorta(2005) re-worked out the study about on-line service quality measure base on 2002's study and invented E-S-QUAL. After they invented preliminary measure for on-line service quality, they made up a question for customers who had purchased at amazon.com and walmart.com and reassessed this measure. And they perfected an invention of E-S-QUAL consists of 4 dimensions, 22 items of efficiency, system availability, fulfillment, privacy. Efficiency measures assess to sites and usability and others, system availability measures accurate technical function of sites and others, fulfillment measures promptness of delivering products and sufficient goods and others and privacy measures the degree of protection of data about their customers and so on. 2.2 Service Recovery Service industries tend to minimize the losses by coping with service failure promptly. This responses of service providers to service failure mean service recovery(Kelly & Davis, 1994). Bitner(1990) went on his study from customers' view about service providers' behavior for customers to recognize their satisfaction/dissatisfaction at service point. According to them, to manage service failure successfully, exact recognition of service problem, an apology, sufficient description about service failure and some tangible compensation are important. Parasuraman, Zeithaml & Malhorta(2005) approached the service recovery from how to measure, rather than how to manage, and moved to on-line market not to off-line, then invented E-RecS-QUAL which is a measuring tool about on-line service recovery. 2.3 Customer Satisfaction The definition of customer satisfaction can be divided into two points of view. First, they approached customer satisfaction from outcome of comsumer. Howard & Sheth(1969) defined satisfaction as 'a cognitive condition feeling being rewarded properly or improperly for their sacrifice.' and Westbrook & Reilly(1983) also defined customer satisfaction/dissatisfaction as 'a psychological reaction to the behavior pattern of shopping and purchasing, the display condition of retail store, outcome of purchased goods and service as well as whole market.' Second, they approached customer satisfaction from process. Engel & Blackwell(1982) defined satisfaction as 'an assessment of a consistency in chosen alternative proposal and their belief they had with them.' Tse & Wilton(1988) defined customer satisfaction as 'a customers' reaction to discordance between advance expectation and ex post facto outcome.' That is, this point of view that customer satisfaction is process is the important factor that comparing and assessing process what they expect and outcome of consumer. Unlike outcome-oriented approach, process-oriented approach has many advantages. As process-oriented approach deals with customers' whole expenditure experience, it checks up main process by measuring one by one each factor which is essential role at each step. And this approach enables us to check perceptual/psychological process formed customer satisfaction. Because of these advantages, now many studies are adopting this process-oriented approach(Yi, 1995). 2.4 Loyalty Intention Loyalty has been studied by dividing into behavioral approaches, attitudinal approaches and complex approaches(Dekimpe et al., 1997). In the early years of study, they defined loyalty focusing on behavioral concept, behavioral approaches regard customer loyalty as "a tendency to purchase periodically within a certain period of time at specific retail store." But the loyalty of behavioral approaches focuses on only outcome of customer behavior, so there are someone to point the limits that customers' decision-making situation or process were neglected(Enis & Paul, 1970; Raj, 1982; Lee, 2002). So the attitudinal approaches were suggested. The attitudinal approaches consider loyalty contains all the cognitive, emotional, voluntary factors(Oliver, 1997), define the customer loyalty as "friendly behaviors for specific retail stores." However these attitudinal approaches can explain that how the customer loyalty form and change, but cannot say positively whether it is moved to real purchasing in the future or not. This is a kind of shortcoming(Oh, 1995). 3. Research Design 3.1 Research Model Based on the objects of this study, the research model derived is

    . 3.2 Hypotheses 3.2.1 The Hypothesis of On-line Service Quality and Overall Service Quality The relation between on-line service quality and overall service quality I-1. Efficiency of on-line service quality may have a significant effect on overall service quality. I-2. System availability of on-line service quality may have a significant effect on overall service quality. I-3. Fulfillment of on-line service quality may have a significant effect on overall service quality. I-4. Privacy of on-line service quality may have a significant effect on overall service quality. 3.2.2 The Hypothesis of On-line Service Recovery and Overall Service Quality The relation between on-line service recovery and overall service quality II-1. Responsiveness of on-line service recovery may have a significant effect on overall service quality. II-2. Compensation of on-line service recovery may have a significant effect on overall service quality. II-3. Contact of on-line service recovery may have a significant effect on overall service quality. 3.2.3 The Hypothesis of Overall Service Quality and Customer Satisfaction The relation between overall service quality and customer satisfaction III-1. Overall service quality may have a significant effect on customer satisfaction. 3.2.4 The Hypothesis of Customer Satisfaction and Loyalty Intention The relation between customer satisfaction and loyalty intention IV-1. Customer satisfaction may have a significant effect on loyalty intention. 3.2.5 The Hypothesis of a Mediation Variable Wolfinbarger & Gilly(2003) and Parasuraman, Zeithaml & Malhotra(2005) had made clear that each dimension of service quality has a significant effect on overall service quality. Add to this, the authors analyzed empirically that each dimension of on-line service quality has a positive effect on customer satisfaction. With that viewpoint, this study would examine if overall service quality mediates between on-line service quality and each dimension of customer satisfaction, keeping on looking into the relation between on-line service quality and overall service quality, overall service quality and customer satisfaction. And as this study understands that each dimension of on-line service recovery also has an effect on overall service quality, this would examine if overall service quality also mediates between on-line service recovery and each dimension of customer satisfaction. Therefore these hypotheses followed are set up to examine if overall service quality plays its role as the mediation variable. The relation between on-line service quality and customer satisfaction V-1. Overall service quality may mediate the effects of efficiency of on-line service quality on customer satisfaction. V-2. Overall service quality may mediate the effects of system availability of on-line service quality on customer satisfaction. V-3. Overall service quality may mediate the effects of fulfillment of on-line service quality on customer satisfaction. V-4. Overall service quality may mediate the effects of privacy of on-line service quality on customer satisfaction. The relation between on-line service recovery and customer satisfaction VI-1. Overall service quality may mediate the effects of responsiveness of on-line service recovery on customer satisfaction. VI-2. Overall service quality may mediate the effects of compensation of on-line service recovery on customer satisfaction. VI-3. Overall service quality may mediate the effects of contact of on-line service recovery on customer satisfaction. 4. Empirical Analysis 4.1 Research design and the characters of data This empirical study aimed at customers who ever purchased air ticket at the Web sites for reservation and issue. Total 430 questionnaires were distributed, and 400 were collected. After surveying with the final questionnaire, the frequency test was performed about variables of sex, age which is demographic factors for analyzing general characters of sample data. Sex of data is consist of 146 of male(42.7%) and 196 of female(57.3%), so portion of female is a little higher. Age is composed of 11 of 10s(3.2%), 199 of 20s(58.2%), 105 of 30s(30.7%), 22 of 40s(6.4%), 5 of 50s(1.5%). The reason that portions of 20s and 30s are higher can be supposed that they use the Internet frequently and purchase air ticket directly. 4.2 Assessment of measuring scales This study used the internal consistency analysis to measure reliability, and then used the Cronbach'$\alpha$ to assess this. As a result of reliability test, Cronbach'$\alpha$ value of every component shows more than 0.6, it is found that reliance of the measured variables are ensured. After reliability test, the explorative factor analysis was performed. the factor sampling was performed by the Principal Component Analysis(PCA), the factor rotation was performed by the Varimax which is good for verifying mutual independence between factors. By the result of the initial factor analysis, items blocking construct validity were removed, and the result of the final factor analysis performed for verifying construct validity is followed above. 4.3 Hypothesis Testing 4.3.1 Hypothesis Testing by the Regression Analysis(SPSS) 4.3.2 Analysis of Mediation Effect To verify mediation effect of overall service quality of and , this study used the phased analysis method proposed by Baron & Kenny(1986) generally used. As shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : efficiency=.164, system availability=.074, fulfillment=.108, privacy=.107) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : efficiency=.409, system availability=.227, fulfillment=.386, privacy=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service quality and satisfaction. As
    shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : responsiveness=.164, compensation=.117, contact=.113) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : responsiveness=.409, compensation=.386, contact=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service recovery and satisfaction. Verified results on the basis of empirical analysis are followed. First, as the result of , it shows that all were chosen, so on-line service quality has a positive effect on overall service quality. Especially fulfillment of overall service quality has the most effect, and then efficiency, system availability, privacy in order. Second, as the result of , it shows that all were chosen, so on-line service recovery has a positive effect on overall service quality. Especially responsiveness of overall service quality has the most effect, and then contact, compensation in order. Third, as the result of and , it shows that and all were chosen, so overall service quality has a positive effect on customer satisfaction, customer satisfaction has a positive effect on loyalty intention. Fourth, as the result of and , it shows that and all were chosen, so overall service quality plays a role as the partial mediation between on-line service quality and customer satisfaction, on-line service recovery and customer satisfaction. 5. Conclusion This study measured and analyzed service quality and service recovery of the Web sites that customers made a reservation and issued their air tickets, and by improving customer satisfaction through the result, this study put its final goal to grope how to keep loyalty customers. On the basis of the result of empirical analysis, suggestion points of this study are followed. First, this study regarded E-S-QUAL that measures on-line service quality and E-RecS-QUAL that measures on-line service recovery as variables, so it overcame the limit of existing studies that used modified SERVQUAL to measure service quality of the Web sites. Second, it shows that fulfillment and efficiency of on-line service quality have the most significant effect on overall service quality. Therefore the Web sites of reserving and issuing air tickets should try harder to elevate efficiency and fulfillment. Third, privacy of on-line service quality has the least significant effect on overall service quality, but this may be caused by un-assurance of customers whether the Web sites protect safely their confidential information or not. So they need to notify customers of this fact clearly. Fourth, there are many cases that customers don't recognize the importance of on-line service recovery, but if they would think that On-line service recovery has an effect on customer satisfaction and loyalty intention, as its importance is very significant they should prepare for that. Fifth, because overall service quality has a positive effect on customer satisfaction and loyalty intention, they should try harder to elevate service quality and service recovery of the Web sites of reserving and issuing air tickets to maximize customer satisfaction and to secure loyalty customers. Sixth, it is found that overall service quality plays a role as the partial mediation, but now there are rarely existing studies about this, so there need to be more studies about this.

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