• Asia Marketing Journal
• /
• 제18권2호
• /
• pp.63-93
• /
• 2016

As one of the most popular forms of electronic commerce, cross-border e-commerce provides numerous consumer benefits, such as broad and deep product assortments at low prices. However, consumers tend to exhibit high involvement in cross-border e-commerce purchases due to high risks associated with such purchases. The paper focuses on identifying causal relationships between e-commerce website traits (i.e., website trustworthiness, interactivity and convenience) and consumer satisfaction and along with loyalty. We proposed a reflective-reflective hierarchical model (first-order reflective and second-order reflective model) and used the Partial Least Square Analysis Statistical method to test the hypotheses. The results demonstrated that website trustworthiness, convenience and interactivity were all positively related to consumer satisfaction. Also, higher satisfaction led to stronger customer loyalty, which may well increase revisit intentions. We also compared the strength of each path from a website trait to satisfaction. Results illustrated that the path from website convenience to satisfaction is the strongest among the three website traits. In addition, we separately examined differences within Korean group and Chinese group. No statistically significant difference among website traits was found within Korean group. However, within Chinese group, we found that website convenience is the most important predictor of satisfaction. This indicates that Chinese consumers are more concerned about the website convenience than interactivity and trustworthiness when they make cross-border e-commerce purchases. Moreover, this study investigated possible differences between Korean and Chinese group. We used multi-group analysis of Smart PLS 3.0 to test the results. It was shown that the two groups do not display statistically significant difference in trustworthiness, interactivity, or convenience in influencing customer satisfaction. Finally, we presented further implications which are useful for understanding of the proposed model. Limitations and improvements of this research were presented, too.

• International Journal of Quality Innovation
• /
• 제4권2호
• /
• pp.101-122
• /
• 2003

With the development of the American Customer satisfaction index (ACSI), research on customer satisfaction measurement or evaluation methods have become significant in the last decade. Most of international customer satisfaction barometers or indices are evolved based on the cause and effect relationship model of ACSI. Of critical importance to validity of customer satisfaction indices is how to construct a measurement attribute or indicator model and provide an effective implementation method effectively. Quality Function Deployment (QFD) is a very useful tool for translating the customer voice into product design through quality engineering. In fact, this is a methodology for measuring and analyzing evaluation indicators by their relationship matrix. In this paper, we will make an effort to integrate the framework of QFD into the measurement problem of customer satisfaction, and also develop a new multi-phase QFD model for evaluation of Customer Satisfaction Index (CSI). From the houses of quality in this model, the evaluation indicators impacting on customer's global satisfaction are identified by means of their relationship matrix. Then the evaluation indicator hierarchy and its measurement method for the customer satisfaction index are presented graphically. Furthermore, survey data from the Chinese automobile maintenance sector and a relevant case study are utilized to show the implementation method of the QFD model used to measure and analyze of customer satisfaction.

• 국제지역연구
• /
• 제14권2호
• /
• pp.159-180
• /
• 2010

본 연구는 중국 상업은행의 지각된 서비스품질, 가치일치성이 불확실성회피와 고객만족 및 고객충성도 간의 관계를 확인하여, 외국계 시중은행들의 중국시장진출을 위한 전략수립에 필요한 기초자료를 제공하고자 한다. 이러한 연구목적을 달성하기 위해 본 연구는 문헌연구와 실증연구를 병행 실시하였다. 실증연구에서는 길림성의 대표적인 도시인 장춘(長春), 산동성의 대표적인 도시인 제남(濟南), 광동성의 대표적인 대도시 광저우(廣州)를 중심으로 상업은행서비스를 이용하고 있는 중국고객을 대상으로 설문조사를 실시하였다. 연구결과는 다음과 같다. 본 연구의 결과는 지각된 서비스품질과 고객만족 간의 관계에서, 가치일치성과 고객만족 간의 관계에서 불확실성회피는 중요한 매개역할을 하고 있는 것으로 나타났고, 불확실성회피는 고객만족에 직접적이고 유의한 부정적인 영향을 미치는 것으로 나타났다. 또한 가치일치성은 불확실성회피에 직접적이고 유의한 부정적인 영향을 미치고, 고객충성도는 태도적 충성도와 행동적 충성도 두 차원으로 나눠서 측정하고 고객만족은 태도적 충성도와 행동적 충성도에 직접적이고 유의적인 긍정적인 영향을 미친다고 실증적으로 보여주고 있다.

• 한국콘텐츠학회논문지
• /
• 제13권1호
• /
• pp.447-455
• /
• 2013

본 연구는 한국에 거주하는 외국인중 50%이상을 차지하고 있는 중국인을 대상으로 한식당의 선택속성과 서비스 품질이 고객 만족도와 충성도에 미치는 영향을 파악하고자 한다. 연구결과와 시사점은 다음과 같다. 첫째, 선택속성에서 만족도와 충성도에 영향을 미치는 요인은 '서비스', '음식', '입지요인'으로 나타났다. 음식의 맛과 질의 기본적인 품질관리 뿐만 아니라 종사원의 친절하고 세심한 서비스, 교통의 접근성을 강화시켜야 할 것이다. 둘째, 만족도와 충성도에 강력한 영향을 미치는 서비스 품질의 요소는 공감성, 유형성, 반응성요인으로 나타났다. 따라서 고객에게 계절과 이벤트에 따른 다양한 메뉴제공, 음식모양에 대한 시각적인 변화, 즉각적인 서비스 조치가 이루어져야 할 것이다. 셋째, 고객 만족도는 충성도에 유의적인 영향을 미치는 것으로 나타났다. 일관성 있는 품질과 철저한 서비스 관리를 통하여 만족도를 강화시켜야 할 것이다.

• 경영과정보연구
• /
• 제30권3호
• /
• pp.27-56
• /
• 2011

최근 오픈마켓에 대한 관심과 활성화로 국내 오픈마켓 이용고객이 국내 소비자뿐만 아니라 외국인 소비자의 비중이 증가되고 있는 시점에서 본 연구의 목적은 다음과 같다. 첫째, 국내 오픈마켓을 이용하는 한국인 소비자와 중국인 소비자 모두를 대상으로 오픈마켓의 브랜드 개성과 고객만족, 애호도와의 관계를 규명하고자 한다. 둘째, 한국인 소비자와 중국인 소비자간에 국내 오픈마켓의 브랜드 개성이 고객만족, 애호도에 미치는 영향에 차이가 나는지를 비교하고자 한다. 우선, 오픈마켓의 이용고객 즉, 한국인 소비자와 중국인 소비자를 모두 대상으로 한 연구가설을 검증한 결과, 브랜드 개성차원 중 능력만이 오픈마켓에 대한 만족에 긍정적인 영향을 미치지 않았다. 그 외 활기, 신뢰, 성실감, 친숙함 등은 오픈마켓에 대한 만족형성에 중요한 영향요인 것으로 나타났다. 다음은 한국인 소비자와 중국인 소비자간에 국내 오픈마켓의 브랜드 개성이 오픈마켓에 대한 고객만족과 애호도에 미치는 영향에 차이가 나는지를 검증한 결과, 차이가 있는 것으로 나타났다. 즉, 한국인 소비자의 경우, 브랜드 개성 중 능력과 오픈마켓에 대한 만족과의 관계에서 긍정적으로 유의한 영향을 미치지 않는 것으로 나타났다. 그 외의 브랜드 개성차원은 모두 오픈마켓에 대한 만족에 긍정적인 영향을 미치는 것으로 나타났다. 또한 오픈마켓에 대한 만족이 높으면, 결과적으로 오픈마켓에 대한 애호도도 높아진다는 것을 알 수 있었다.

• 한국식생활문화학회지
• /
• 제36권3호
• /
• pp.247-255
• /
• 2021

Today, energy bars are consumed not only as snacks but also as meal replacement foods. Convenience and nutritional supplementation are the main factors accounting for the increasing use of energy bars. Two hundred Chinese customers who attended the China Fisheries & Seafood Exposition in China, and had no inhibitions about consuming cereal bars were selected. The questionnaire was composed of CATA choices that selected both the reasons for liking and disliking four different types of cereal bars, namely topokki flavor (hot pepper paste), seaweed flavor, kimchi flavor, and ginseng flavor cereal bars with 10% of dried anchovy content produced by BadaOne Co. (Seoul, Korea). The purpose of the study was to investigate Chinese consumer's attitudes and acceptance of different flavored cereal bars containing protein and calciumrich anchovy. For the selected Chinese customers, the acceptance score for the seaweed flavor was the highest, followed by topokki, red ginseng, and kimchi. The acceptance for the topokki flavor was higher than for seaweed for the attributes of color except for general acceptance, flavor, aroma, and texture. The results of the survey showed that the acceptance of kimchi was the lowest, contrary to earlier predictions. The results of the Check All That Apply (CATA) analysis showed that the reasons for liking the seaweed & anchovy flavor were the most diverse, and there was no reason chosen for disliking this flavor. The reasons for liking this flavor were listed as sweet flavor, healthy, seafood flavor, malty flavor, texture, new/unique, and umami. In the case of topokki and kimchi, the reason for disliking the flavor was umami, and in the case of red ginseng, the ginseng flavor was the reason for both likes and dislikes. CA analysis showed that both the flavor and emotional factors were positive for seaweed & anchovy and topokki, but negative for red ginseng. As a result, seaweed & anchovy flavor, which is familiar to the Chinese people, should be the first cereal bar considered for a launch.

• Asia pacific journal of information systems
• /
• 제33권2호
• /
• pp.342-366
• /
• 2023

This study attempts to extend the customer value - customer satisfaction - customer loyalty framework by introducing key constructs of scarcity messages as a major environmental stimulus and the urge to buy impulsively as its response in the context of group-buying social commerce, across countries including Korea and China. More specifically, this study proposes that scarcity messages influence customers' value perception (i.e., utilitarian value and hedonic value) and thereby influencing customer satisfaction and further customer loyalty. Moreover, the study suggests that scarcity messages and utilitarian and hedonic values arouse the urge to buy impulsively. In the Korean sample, the results show that scarcity messages increase both utilitarian and hedonic values as well as the urge to buy impulsively, which in turn leads to customers' satisfaction and further loyalty. Besides, customer satisfaction is determined by utilitarian value, not hedonic value. In the Chinese sample, utilitarian value-related relationships are insignificant. More specifically, scarcity messages only influence hedonic value which increases the urge to buy impulsively. Besides, customer satisfaction is determined by both utilitarian and hedonic values, but not by the urge to buy impulsively.

• 한국식품영양학회지
• /
• 제27권1호
• /
• pp.128-135
• /
• 2014

The purpose of this study is to analyze the gap in perceived importance-satisfaction rates of foreign Chinese students regarding the university foodservice selection attributes. All statistical analyses are conducted by the SPSS package program (ver 20.0). The results of the statistical analyses are as follows: The validity of the 22 food service selection attributes is being evaluated via the exploratory factor analysis and then five factors are extracted. The five factors are: 'Factor 1. Cleanness and service quality', 'Factor 2. Food quality and price', 'Factor 3. Physical environment', 'Factor 4. Convenience', and 'Factor 5. Service environment'. According to the results of one-way ANOVA, physical environment showed that significant differences across the periods of residence in Korea and the eating frequency at on campus foodservices. On the other hand, the food quality and price, convenience, and service environment showed that significant differences across the periods of residence in Korea. In addition, according to the Importance-Satisfaction Analysis results, 'ventilation of dining room' is the key aspect that university food service managers should reinforce. In conclusion, in order to increase the customer satisfaction rates, the food service managers should not only improve the quality of food and service but also the physical environments of the food service facility.

• 지역과문화
• /
• 제7권2호
• /
• pp.155-172
• /
• 2020

본 연구는 콘텐츠 내에서 소개되는 상품과 서비스에 대한 소비자 태도에 영향을 미치는 요인들을 분석하고, 요인별로 한국과 중국의 소비자 간 차이가 있는지를 탐구하였다. 소비자 태도에 영향을 미치는 요인에 대한 분석에서 독립변인으로 정보성, 신뢰성, BJ 매력성, 소비자혁신성을 설정하였다. 분석 방법으로 확인적 요인분석, 상관관계 분석과 위계적 회귀분석을 사용하였다. 분석 결과, 소비자혁신성, BJ 매력성, 신뢰성의 순서로 영향력이 큰 것으로 나타났으며 정보성의 영향은 통계적으로 유의하지 않았다. 대체로 소셜 미디어나 디지털 광고의 효과와 관련된 선행연구들과 일치하는 결과였다. 정보성의 영향은 관련 연구에서 소비자나 채널의 특성에 따라 유의하거나 유의하지 않은 경우가 엇갈리게 보고되고 있어 관련한 후속 연구가 필요하다. 요인별 한국과 중국 소비자의 차이는 독립표본 t-test 방법을 통해 검증하였다. 신뢰성, BJ 매력성, 태도 항목에서 중국 소비자들의 점수가 더 높았고 평균 차이는 유의하였다. 이는 체험형 1인 미디어콘텐츠가 연계되는 미디어커머스 환경의 차이에 기인한 것으로 판단할 수 있다. 정보성과 소비자혁신성의 차이는 유의미하지 않았다. 향후 연구대상의 범위를 확대 및 실험방식 도입을 통한 후속 연구를 기대한다.

• 아태비즈니스연구
• /
• 제10권2호
• /
• pp.65-77
• /
• 2019

The after China's reform and opening up, the country has been facing the era of material abundance based on its economic power. The Chinese food industry has been growing along with economic growth, high quality, and diversified customer needs. Also, as Chinese people have strong attachment to food, many food franchise companies have been also growing rapidly. As the Chinese government encourages and supports the field of food franchises, so that the quality and quantity of the Chinese restaurant industry have been improved largely. Meanwhile with the support of the Korean government to enter the overseas market, the number of Korean franchise companies are increasing to operate their business in China. Under the influence of Chinese food industrial climate, Korean companies are also in search of global market advancement to China. However, the risks in China are unexpectable, which means that the recent move of China is literally showing rugby action, criticism of operating businesses in China has been climbed up and the domestic SMEs are seriously considering whether to stay or leave. This study investigates the environmental risks of Chinese enterprises, in which the food franchise companies could experience, to manage any risks from entering the Chinese market with uncertainty. Through SWOT analysis and cases, strategies to avoid the risks are suggested for Korean companies to enter the Chinese markets. Therefore, this study researches in the current status of Chinese and Korean restaurants, explores any risks in China in terms of exports to China and market advance, develops strategies to avoid those risks, and provides essential suggestions for entering into Chinese market.