• Korean Journal of Soil Science and Fertilizer
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• v.33 no.3
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• pp.193-204
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• 2000

In order to get some basic data on environmental friendly function by Korean organic farming, the chemical characteristics of soil were determined on 100 farm cultivating site in Paldang watershed area of Great Seoul. The EC and content of $NO_3-N$ and Av. $P_2O_5$ in topsoil(0~30cm) showed $2.30dS\;m^{-1}$, $82mg\;kg^{-1}$, $918mg\;kg^{-1}$ in the soil cultivated chinese cabbage. $2.29dS\;m^{-1}$, $86mg\;kg^{-1}$, $954mg\;kg^{-1}$ in the soil of lettuce, $1.83dS\;m^{-1}$, $66mg\;kg^{-1}$, $1114mg\;kg^{-1}$ in the soil of crown daisy. These salt accumulation(EC) and the high concentration of mineral content in topsoil such as nitrate and phosphate showed the soils of organic farming were contaminated by practice of organic farming for the maintenance strategy of soil fertility. The $NO_3-N$ and Av. $P_2O_5$ in the subsoil(30~60cm) showed $75mg\;kg^{-1}$ and $641mg\;kg^{-1}$, $72mg\;kg^{-1}$ and $466mg\;kg^{-1}$, $42mg\;kg^{-1}$ and $873mg\;kg^{-1}$ in soil cultivated chinese cabbage, lettuce and crown daisy respectively. It indicates eventually the high concentration of nitrate and phosphate in topsoil caused penetration to subsoil, and the high concentration of mineral contents in subsoil indicate the potential risk of leaching of ground water by Korean organic farming. The positive correlation at 1% between EC and $NO_3-N$, $K_2O$, T-C, $P_2O_5$ and T-N show the salt accumulation in the both soil depth of Korean organic farming were caused by minerals such as $NO_3-N$, $K_2O$, T-C, $P_2O_5$ and T-N by overuse of organic fertilizer.

• Food Engineering Progress
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• v.15 no.4
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• pp.404-412
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• 2011

The purpose of this study is to prepare extruded rice flours suitable for baking rice cookies. The extruded rice flours were prepared at 100 and 130$^{\circ}C$ temperature and 25 and 27% moisture content in a co-rotating twin screw extruder. The rice extrudates were dried at 100$^{\circ}C$ for 18 hr and subsequently ground into the fine flour. Characteristics of the extruded rice flours were examined by rapid visco analysis, hydration property analysis, differential scanning calorimetry (DSC), and in vitro digestion test. Water absorption, solubility, and swelling power of all extruded rice flours were higher than those of native rice flour. DSC analysis showed that native rice flour had a peak at about 65$^{\circ}C$ while all extruded rice flours did not show any peaks since they were already gelatinized during the extrusion proess. Viscosity of the extruded rice flours decreased with increasing temperature and lowering moisture content in the extrusion proess. The extruded rice flours prepared at 130$^{\circ}C$ exhibited lower viscosity than those prepared at 100$^{\circ}C$. The operating temperature of the extrusion proess was critical for the starch digestion in vitro. The extruded rice flours prepared at 130$^{\circ}C$ showed a rapid decrease in digestible starch content while an increased level of slowly digestible starch content was observed compared to those treated at 100$^{\circ}C$ in the extruder. Cookies were prepared with a mixture of wheat flour and extruded rice flours at the ratio of 7 to 3. The cookies made with the extruded rice flours had lower spread factor and darker yellow color than those prepared with wheat flour only. Hardness of the extruded rice flour-added cookies was similar to that of the wheat flour cookie whereas their overall acceptance was better. Therefore the rice cookies partially supplemented with extruded rice flours may have a potential as early childhood foods which require soft texture and allergy reduction.

• Korean Journal of Heritage: History & Science
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• v.53 no.4
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• pp.78-99
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• 2020

The Buddha triad and 16 Arhat statues carved on the rock surface at Seongbulsa temple is the only domestic remaining example of all 16 Arhats, so its academic value is very high. However, it is severely damaged and so required a stability evaluation through study of digital documentation and precise diagnosis for the purpose of comprehensive conservation. This process established that the Buddha statues were of similar scale, while the Arhats showed a wide variety of sizes, and the two kith and kin in the volume were larger than the Arhats. It was estimated that the statues of food for Buddha are similar to the Arhat statues, and most of the statues are well-formed. The rock used to carve the Buddha statues is banded gneiss with distinct foliation, alternating between white bands of quartz and feldspar and black bands composed of biotite. The Buddha statues have been damaged by physical weathering, discoloration, and biological contamination. In damage evaluations, joint (3.6 crack index), peeling (5.2%), exfoliation (1.7%), and falling off (0.1%) were observed on the rock surface of the Buddha statues. In particular, due to severe biological weathering, stage 9 and 10 biological coverage of the rock surface accounted for 57.5% of the total area, and stages 5 to 8 also accounted for a high share at 22.3%. The discoloration factors were shown to be dark brown and white with Fe, Ca, and S, and a large amount of C detected in the blackened contaminants, and the damage weight high in all areas. Discontinuities in different directions were identified in the rock surface. Analysis of potential rock failure types indicated that there is a possibility of plane and toppling failure, but wedge failure is unlikely to occur. The mean ultrasonic velocity of the main rock surface was 2,463m/sec, the lower part of the left side with a large number of joints was relatively low, and the highly weathered (HW) type to the completely weathered (CW) type concentrated distribution, showing weak properties. For the Buddha statues, conservation treatment is required for about 14.9% of micro cracks and 58.9% of exfoliation cracks. In addition, in order to improve the conservation environment of the Buddha statues, maintenance of drainage and ground preparations for the rock surface gradient and plants are necessary, and protection facilities should be reviewed for long-term conservation and management purposes.

• Geophysics and Geophysical Exploration
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• v.24 no.4
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• pp.194-201
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• 2021

Induced polarization (IP) effect is known to be caused by electrochemical phenomena at interface between minerals and pore water. Spectral induced polarization (SIP) method is an electrical survey to localize subsurface IP anomalies while injecting alternating currents of multiple frequencies into the ground. This method was effectively applied to mineral exploration of various ore deposits. Titanomagnetite ores were being produced by a mining company located in Gonamsan area, Gwanin-myeon, Pocheon-si, Gyeonggi-do, South Korea. Because the ores contain more than 0.4 w% vanadium, the ore deposit is called as Gwanin vanadiferous titanomagnetite (VTM) deposit. The vanadium is the most important of materials in production of vanadium redox flow batteries, which can be appropriately used for large-scale energy storage system. Systematic mineral exploration was conducted to identify presence of hidden VTM orebodies and estimate their potential resources. In geophysical exploration, laboratory geophysical measurement of rock samples is helpful to generate reliable property models from field survey data. Therefore, we performed laboratory SIP data of the rocks from the Gwanin VTM deposit to understand SIP characteristics between ores and host rocks and then demonstrate the applicability of this method for the mineral exploration. Both phase and resistivity spectra of the ores sampled from underground outcrop and drilling cores were different of those of the host rocks consisting of monzodiorite and quartz monzodiorite. Because the phase and resistivity at frequencies below 100 Hz are mainly dependent on the SIP characteristics of the rocks, we calculated mean values of the ores and the host rocks. The average phase values at 0.1 Hz were ores: -369 mrad and host rocks: -39 mrad. The average resistivity values at 0.1 Hz were ores: 16 Ωm and host rocks: 2,623 Ωm. Because the SIP characteristics of the ores were different of those of the host rocks, we considered that the SIP survey is effective for the mineral exploration in vanadiferous titanomagnetite deposits and the SIP characteristics are useful for interpreting field survey data.

• Korean Journal of Remote Sensing
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• v.39 no.5_4
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• pp.1173-1183
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• 2023

Over the past 20 years, Korea's overall import and export cargo volume has increased at an average annual rate of approximately 5.3%. About 99% of the cargo is still being transported by sea. Due to recent increases in maritime cargo volume, congestion in maritime logistics has become challenging due to factors such as the COVID-19 pandemic and conflicts. Continuous monitoring of ports has become crucial. Various ground observation systems and Automatic Identification System (AIS) data have been utilized for monitoring ports and conducting numerous preliminary studies for the efficient operation of container terminals and cargo volume prediction. However, small and developing countries' ports face difficulties in monitoring due to environmental issues and aging infrastructure compared to large ports. Recently, with the increasing utility of artificial satellites, preliminary studies have been conducted using satellite imagery for continuous maritime cargo data collection and establishing ocean monitoring systems in vast and hard-to-reach areas. This study aims to visually detect ships docked at berths in the Busan New Port using high-resolution satellite imagery and quantitatively evaluate berth utilization rates. By utilizing high-resolution satellite imagery from Compact Advanced Satellite 500-1 (CAS500-1), Korea Multi-Purpose satellite-3 (KOMPSAT-3), PlanetScope, and Sentinel-2A, ships docked within the port berths were visually detected. The berth utilization rate was calculated using the total number of ships that could be docked at the berths. The results showed variations in berth utilization rates on June 2, 2022, with values of 0.67, 0.7, and 0.59, indicating fluctuations based on the time of satellite image capture. On June 3, 2022, the value remained at 0.7, signifying a consistent berth utilization rate despite changes in ship types. A higher berth utilization rate indicates active operations at the berth. This information can assist in basic planning for new ship operation schedules, as congested berths can lead to longer waiting times for ships in anchorages, potentially resulting in increased freight rates. The duration of operations at berths can vary from several hours to several days. The results of calculating changes in ships at berths based on differences in satellite image capture times, even with a time difference of 4 minutes and 49 seconds, demonstrated variations in ship presence. With short observation intervals and the utilization of high-resolution satellite imagery, continuous monitoring within ports can be achieved. Additionally, utilizing satellite imagery to monitor changes in ships at berths in minute increments could prove useful for small and developing country ports where harbor management is not well-established, offering valuable insights and solutions.

• Journal of Environmental Impact Assessment
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• v.33 no.4
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• pp.143-154
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• 2024

Heat waves caused by climate change are rapidly increasing health damage to vulnerable groups, and to prevent this, the national, regional, and local governments are establishing climate crisis adaptation policy. A representative climate crisis adaptation policy to reduce heat wave damage is to expand the number of cooling centers. Because it is highly effective in a short period of time, most metropolitan local governments, except Jeonbuk, include the project as an adaptation policy. However, the criteria for selecting a cooling centers are different depending on the budget and non-budget, so the utilization rate and effectiveness of the cooling centers are all different. Therefore, in this study, we developed logistic regression models that can predict and evaluate areas with a high probability of expanding cooling centers in order to implement adaptation policy in local governments. In Incheon Metropolitan City, which consists of various heat wave-vulnerable environments due to the coexistence of the old city and the new city, a logistic model was developed to predict areas where heat waves can be cooling centered by dividing it into Ganghwa·Ongjin-gun and other regions, taking into account socioeconomic and environmental differences. As a result of the study, the statistical model for the Ganghwa·Ogjin-gun region showed that the higher the ground surface temperature and the more and more the number of elderly people over 65 years old, the higher the possibility of location of cooling centers, and the prediction accuracy was about 80.93%. The developed logistic regression model can predict and evaluate areas with a high potential as cooling centers by considering regional environmental and social characteristics, and is expected to be used for priority selection and management when designating additional cooling centers in the future.

• Korean Journal of Heritage: History & Science
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• v.37
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• pp.285-307
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• 2004

Synthesize and examine petrological characteristic and geochemical characteristic by weathering formation of rock and progress of weathering laying stress on stone cultural properties of Unjusa temple of Chonnam Hwasun county site in this research. Examine closely weathering element that influence mechanical, chemical, mineralogical and physical weathering of rocks that accomplish stone cultural properties and these do quantification, wish to utilize by a basic knowledge for conservation scientific research of stone cultural properties by these result. Enforced component analysis of rock and mineralogical survey about 18 samples (pyroclastic tuff; 7, ash tuff; 4, granite ; 4, granitic gneiss; 3) all to search petrological characteristic and geochemical characteristic by weathering of Unjusa temple precinct stone cultural properties and recorded deterioration degree about each stone cultural properties observing naked eye. Major rock that constitution Unjusa temple one great geological features has strike of N30-40W and dip of 10-20NE being pyroclastic tuff. This pyroclastic tuff is ranging very extensively laying center on Unjusa temple and stone cultural properties of precinct is modeled by this pyroclastic tuff. Stone cultural propertieses of present Unjusa temple precinct are accomplishing structural imbalance with serious crack, and because weathering of rock with serious biological pollution is gone fairly, rubble break away and weathering and deterioration phenomenon such as fall off of a particle of mineral are appearing extremely. Also, a piece of iron and cement mortar of stone cultural properties everywhere are forming precipitate of reddish brown and light gray being oxidized. About these stone cultural properties, most stone cultural propertieses show SD(severe damage) to MD(moderate damage) as result that record Deterioration degree. X-ray diffraction analysis result samples of each rock are consisted of mineral of quartz, orthoclase,plagioclase, calcite, magnetite etc. Quartz and feldspar alterated extremely in a microscopic analysis, and biotite that show crystalline form of anhedral shows state that become chloritization that is secondary weathering mineral being weathered. Also, see that show iron precipitate of reddish brown to crack zone of tuff everywhere preview rock that weathering is gone deep. Tuffs that accomplish stone cultural properties of study area is illustrated to field of Subalkaline and Peraluminous, $SiO_2$(wt.%) extent of samples pyroclastic tuff 70.08-73.69, ash tuff extent of 70.26-78.42 show. In calculate Chemical Index of Alteration(CIA) and Weathering Potential Index(WPI) about major elements extent of CIA pyroclastic tuff 55.05-60.75, ash tuff 52.10-58.70, granite 49.49-51.06 granitic gneiss shows value of 53.25-67.14 and these have high value gneiss and tuffs. WPI previews that is see as thing which is illustrated being approximated in 0 lines and 0 lines low samples of tuffs and gneiss is receiving esaily weathering process as appear in CIA. As clay mineral of smectite, zeolite that is secondary weathering produce of rock as result that pick powdering of rock and clothing material of stone cultural properties observed by scanning electron micrographs (SEM). And roots of lichen and spore of hyphae that is weathering element are observed together. This rock deep organism being coating to add mechanical weathering process of stone cultural properties do, and is assumed that change the clay mineral is gone fairly in stone cultural properties with these. As the weathering of rocks is under a serious condition, the damage by the natural environment such as rain, wind, trees and the ground is accelerated. As a counter-measure, the first necessary thing is to build the ground environment about protecting water invasion by making the drainage and checking the surrounding environment. The second thing are building hardening and extirpation process that strengthens the rock, dealing biologically by reducing lichens, and sticking crevice part restoration using synthetic resin. Moreover, it is assumed to be desirable to build the protection facility that can block wind, sunlight, and rain which are the cause of the weathering, and that goes well with the surrounding environment.

• Korean Journal of Soil Science and Fertilizer
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• v.15 no.2
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• pp.128-140
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• 1982

The distribution and practical classification of sandy paddy soils, which have the most extensive acreage among low productive paddy soils in Korea and have distinctive improvement effects, were studied to propose a tentative new classification system of sandy textured paddy soils as a means of improving the "Paddy Soil Type Classification" scheme used. The results are summarized as follows; 1. The potential productivity of sandy textured paddy soils was about 86% of normal paddy and the coefficient of variation was relatively high indicating that the properties of soils included were not sufficiently homogeneous. 2. As the poorly drained and halomorphic (> 16 mmhos/cm of E.C. at $25^{\circ}C$) sandy soils are not included in the "Sandy Soil" type according to the criteria of "Soil Type Classification", the recommendation of "adding clay earth" become complicated, and the soil type have to change when the salts washed away or due to ground water table fluctuations. 3. Coarse textured soils were entirely included in the "Sandy Soils" in the tentative criteria of sandy soil classification proposed, and the sandy soils were subdivided into 4 subtypes that is "Oxidized leaching sandy paddy", Red-ox. intergrading sandy paddy", "Reduced accumulating sandy paddy" and "Reduced halomorphic sandy paddy". The system of sandy soil classification proposed were consisted of following categories; Type (Sandy paddy)-Sub-type (4)-Texture family (5)-Soil series (48). 4. The variation of productivities according to the proposed scheme was more homogenized than that of the present device. 5. The total extent of sandy paddy soils was 409, 902 ha (32.3% of total paddy) according to the present classification system, but the extent reached 492,983 ha (38.9%) by the proposed system. The provinces of Gyeong-gi (88.923ha), Jeon-bug (69.717 ha), Gyeong-bug (55.390 ha) have extensive acreage of sandy paddy soils, and the provinces that had high ratio of sandy paddy soils were Gang-weon (58.9%), Gyeong-gi (50.5%), Chung-bug (48.5%), Jeon-bug (41.0%) etc. The ratio was increased by the proposed scheme, e.g. 71.4% in the case of Gang-weon prov. 6. According to the suitability group of paddy soils, the sandy soils mostly belong to 3 class (69.1%) and 4 class (29.2%). Coarse loamy textural family (59.2%) and coarse silty (16.1 %) soils were dominantly distributed. 7. The "Red-ox. intergrading subtype" of sandy paddy pertinent to 49.6% (245,012 ha) while the "Oxidized leaching sub-type" reaches to 33.5% (64,890 ha) and the remained 16.9% (83,081ha) belong to "Reduced accumulating sub-type (14.0%) and "Reduced halomorphic sub-type (2.9%)" according to the proposed scheme.

• 한국지구물리탐사학회:학술대회논문집
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• 2002.09a
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• pp.139-162
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• 2002

Since weak zones or geological lineaments are likely to be eroded, weak zones may develop beneath rivers, and a careful evaluation of ground condition is important to construct structures passing through a river. Dc resistivity surveys, however, have seldomly applied to the investigation of water-covered area, possibly because of difficulties in data aquisition and interpretation. The data aquisition having high quality may be the most important factor, and is more difficult than that in land survey, due to the water layer overlying the underground structure to be imaged. Through the numerical modeling and the analysis of case histories, we studied the method of resistivity survey at the water-covered area, starting from the characteristics of measured data, via data acquisition method, to the interpretation method. We unfolded our discussion according to the installed locations of electrodes, ie., floating them on the water surface, and installing at the water bottom, since the methods of data acquisition and interpretation vary depending on the electrode location. Through this study, we could confirm that the dc resistivity method can provide the fairly reasonable subsurface images. It was also shown that installing electrodes at the water bottom can give the subsurface image with much higher resolution than floating them on the water surface. Since the data acquired at the water-covered area have much lower sensitivity to the underground structure than those at the land, and can be contaminated by the higher noise, such as streaming potential, it would be very important to select the acquisition method and electrode array being able to provide the higher signal-to-noise ratio data as well as the high resolving power. The method installing electrodes at the water bottom is suitable to the detailed survey because of much higher resolving power, whereas the method floating them, especially streamer dc resistivity survey, is to the reconnaissance survey owing of very high speed of field work.

• Journal of Distribution Research
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• v.15 no.3
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• pp.111-137
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• 2010

The basic purpose of this study is to investigate perceived quality and service personal value affecting the result of long-term relationship between service buyers and suppliers. This research presented a constructive model(perceived quality affecting the service personal value and the moderate effect of NFC) in the on off line and then propose the research model base on prior researches and studies about relationships among components of service. Data were gathered from respondents who visit at the education service market. For this study, Data were analyzed by AMOS 7.0. We integrate the literature on services marketing with researches on personal values and perceived quality. The SERPVAL scale presented here allows for the creation of a common ground for assessing service personal values, giving a clear understanding of the key value dimensions behind service choice and usage. It will lead to a focus of future research in services marketing, extending knowledge in the field and stimulating further empirical research on service personal values. At the managerial level, as a tool the SERPVAL scale should allow practitioners to evaluate and improve the value of a service, and consequently, to define strategies and actions to address services for customers based on their fundamental personal values. Through qualitative and empirical research, we find that the service quality construct conforms to the structure of a second-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality. In turn, each has two subdimensions that define the basis of service quality perceptions. The authors further suggest that for each of these subdimensions to contribute to improved service quality perceptions, the quality received by consumers must be perceived to be reliable, responsive, and empathetic. Although the service personal value may be found in researches that explore individual values and their consequences for consumer behavior, there is no established operationalization of a SERPVAL scale. The inexistence of an established scale, duly adapted in order to understand and analyze personal values behind services usage, exposes the need of a measurement scale with such a purpose. This need has to be rooted, however, in a conceptualization of the construct being scaled. Service personal values can be defined as a customer's overall assessment of the use of a service based on the perception of what is achieved in terms of his own personal values. As consumer behaviors serve to show an individual's values, the use of a service can also be a way to fulfill and demonstrate consumers'personal values. In this sense, a service can provide more to the customer than its concrete and abstract attributes at both the attribute and the quality levels, and more than its functional consequences at the value level. Both values and services literatures agree, that personal value is the highest-level concept, followed by instrumental values, attitudes and finally by product attributes. Purchasing behaviors are agreed to be the end result of these concepts' interaction, with personal values taking a major role in the final decision process. From both consumers' and practitioners' perspectives, values are extremely relevant, as they are desirable goals that serve as guiding principles in people's lives. While building on previous research, we propose to assess service personal values through three broad groups of individual dimensions; at the self-oriented level, we use (1) service value to peaceful life (SVPL) and, at the social-oriented level, we use (2) service value to social recognition (SVSR), and (3) service value to social integration (SVSI). Service value to peaceful life is our first dimension. This dimension emerged as a combination of values coming from the RVS scale, a scale built specifically to assess general individual values. If a service promotes a pleasurable life, brings or improves tranquility, safety and harmony, then its user recognizes the value of this service. Generally, this service can improve the user's pleasure of life, since it protects or defends the consumer from threats to life or pressures on it. While building upon both the LOV scale, a scale built specifically to assess consumer values, and the RVS scale for individual values, we develop the other two dimensions: SVSR and SVSI. The roles of social recognition and social integration to improve service personal value have been seriously neglected. Social recognition derives its outcome utility from its predictive utility. When applying this underlying belief to our second dimension, SVSR, we assume that people use a service while taking into consideration the content of what is delivered. Individuals consider whether the service aids in gaining respect from others, social recognition and status, as well as whether it allows achieving a more fulfilled and stimulating life, which might then be revealed to others. People also tend to engage in behavior that receives social recognition and to avoid behavior that leads to social disapproval, and this contributes to an individual's social integration. This leads us to the third dimension, SVSI, which is based on the fact that if the consumer perceives that a service strengthens friendships, provides the possibility of becoming more integrated in the group, or promotes better relationships at the social, professional or family levels, then the service will contribute to social integration, and naturally the individual will recognize personal value in the service. Most of the research in business values deals with individual values. However, to our knowledge, no study has dealt with assessing overall personal values as well as their dimensions in a service context. Our final results show that the scales adapted from the Schwartz list were excluded. A possible explanation is that although Schwartz builds on Rokeach work in order to explore individual values, its dimensions might be especially focused on analyzing societal values. As we are looking for individual dimensions, this might explain why the values inspired by the Schwartz list were excluded from the model. The hierarchical structure of the final scale presented in this paper also presents theoretical implications. Although we cannot claim to definitively capture the dimensions of service personal values, we believe that we come close to capturing these overall evaluations because the second-order factor extracts the underlying commonality among dimensions. In addition to obtaining respondents' evaluations of the dimensions, the second-order factor model captures the common variance among these dimensions, reflecting the respondents' overall assessment of service personal values. Towards this fact, we expect that the service personal values conceptualization and measurement scale presented here contributes to both business values literature and the service marketing field, allowing for the delineation of strategies for adding value to services. This new scale also presents managerial implications. The SERPVAL dimensions give some guidance on how to better pursue a highly service-oriented business strategy. Indeed, the SERPVAL scale can be used for benchmarking purposes, as this scale can be used to identify whether or not a firms' marketing strategies are consistent with consumers' expectations. Managerial assessment of the personal values of a service might be extremely important because it allows managers to better understand what customers want or value. Thus, this scale allows us to identify what services are really valuable to the final consumer; providing knowledge for making choices regarding which services to include. Traditional approaches have focused their attention on service attributes (as quality) and service consequences(as service value), but personal values may be an important set of variables to be considered in understanding what attracts consumers to a certain service. By using the SERPVAL scale to assess the personal values associated with a services usage, managers may better understand the reasons behind services' usage, so that they may handle them more efficiently. While testing nomological validity, our empirical findings demonstrate that the three SERPVAL dimensions are positively and significantly associated with satisfaction. Additionally, while service value to social integration is related only with loyalty, service value to peaceful life is associated with both loyalty and repurchase intent. It is also interesting and surprising that service value to social recognition appears not to be significantly linked with loyalty and repurchase intent. A possible explanation is that no mobile service provider has yet emerged in the market as a luxury provider. All of the Portuguese providers are still trying to capture market share by means of low-end pricing. This research has implications for consumers as well. As more companies seek to build relationships with their customers, consumers are easily able to examine whether these relationships provide real value or not to their own lives. The selection of a strategy for a particular service depends on its customers' personal values. Being highly customer-oriented means having a strong commitment to customers, trying to create customer value and understanding customer needs. Enhancing service distinctiveness in order to provide a peaceful life, increase social recognition and gain a better social integration are all possible strategies that companies may pursue, but the one to pursue depends on the outstanding personal values held by the service customers. Data were gathered from 284 respondents in the korean discount store and online shopping mall market. This research proposed 3 hypotheses on 6 latent variables and tested through structural equation modeling. 6 alternative measurements were compared through statistical significance test of the 6 paths of research model and the overall fitting level of structural equation model. and the result was successful. and Perceived quality more positively influences service personal value when NFC is high than when no NFC is low in the off-line market. The results of the study indicate that service quality is properly modeled as an antecedent of service personal value. We consider the research and managerial implications of the study and its limitations. In sum, by knowing the dimensions a consumer takes into account when choosing a service, a better understanding of purchasing behaviors may be realized, guiding managers toward customers expectations. By defining strategies and actions that address potential problems with the service personal values, managers might ultimately influence their firm's performance. we expect to contribute to both business values and service marketing literatures through the development of the service personal value. At a time when marketing researchers are challenged to provide research with practical implications, it is also believed that this framework may be used by managers to pursue service-oriented business strategies while taking into consideration what customers value.