• Korean Business Review
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• v.17 no.2
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• pp.161-183
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• 2004

This research is to examine the effect of specific Sports On-line membership characteristics on Customer loyalty, the role of the important concept of the three degree of commitment(Continuance commitment, Normative commitment, Affective commitment) in relation marketing. First, discover whether professional team's customer loyalty is influenced by Sports on-line membership through the three degrees of commitment, which is an important parameter in customer relation. Second, find out the effect of currently used online membership characteristics of an off-line company on the three degrees of commitment. To achieve this aim our research team carried out an empirical study by creating an experimental hypothesis and model. The research was conducted by an online survey by 211 supporters of professional football teams. Out of the total 23 were judged untrustworthy by double answers, the empirical study was drawn out from the remaining 188. The empirical study was done by statistical analysis programs SPSS 10.0 and AMOS 4.0. The conclusion of this research is that specific characteristics of Sports on-line membership, Continuance commitment, Normative commitment, Affective commitment plays an important role as a medium in Customer loyalty.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.5
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• pp.1820-1828
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• 2010

This study evaluates empirically visitor's satisfaction of Cheonan Well-being Exposition based on visitor's satisfaction instrument of the Ministry of Culture and Tourism. Using 900 questionnaire respondence of on-site visitors, confirmatory factor analysis and path analysis were conducted for results of the study. The results show that event's programs, event's composition, event's environment, convenient facilities' operations and product's quality are all significant factors for visitor's satisfaction. Visitor's satisfaction is also significant factor for visitor's loyalty. We hope that the results of this study would utilize for measurement instruments of visitor's satisfaction and loyalty.

• Asia Marketing Journal
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• v.12 no.2
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• pp.155-175
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• 2010

Most of the service industries including finance and telecommunications have become matured and saturated. The competitions have become severe while the differences among brands become smaller. Therefore maintaining good relationships with customers has been critical for the service providers. In case of credit card and debit card, the similar patterns are shown. It is important for them to maintain good relationships with customers, and therefore, they have used marketing program which provides customized services to customers and utilizes the membership programs. Not only do they build and maintain good relationships, but also highlight their brands from the emotional aspects. For example, KB Card or Hyundai Card uses well-known designers' works for their credit card design. As well, they differentiate the designs of credit cards to stress on their brand personalities. BC Card introduced the credit card with perfume that a customer would like. Even though the credit card is small and not shown to public easily, it becomes more important for those companies to touch the customers' feelings with the brand personalities and their images. This is partly because of changes in consumers' lifestyles. Y-generations becomes highly likely to express themselves in many different ways and more emotional than X-generations. For the Y-generations, therefore, even credit cards in the wallet should be personalized and well-designed. In line with it, credit cards with good design can be seen as an example of brand identity, where different design for each customer can be used to recognize the membership groups that customers want to belong. On the other hand, these credit card companies offer the special treatment benefits for those customers who are heavy users for the cards. For example, those customers who love sports will receive some special discounts when they use their credit cards for sports related products. Therefore this study attempted to explore the relationships between relational benefits, brand identification and loyalty. It has been well known that relational benefits and brand identification lead to loyalty independently from many other studies, but there has been few study to review all the three variables all together in a research model. Furthermore, as reviewed above, in the card industry, many companies attempt to associate the brand image with their products to fit their customers' lifestyles while relational benefits are still playing an important role for their business. Therefore in our research model, relational benefits, brand identification, and loyalty are all included. We focus on the mediating effect of brand identification. From the relational benefits perspective, only special treatment benefit and confidence benefit are included. Social benefit is not applicable for this credit card industry because not many cases of face-to-face interaction can be found. From the brand identification perspective, personal brand identity and social brand identity are reviewed and included in the model. Overall, the research model emphasizes that the relationships between relational benefits and loyalty will be mediated by the effect of brand identification. The effects of relational benefits which are confidence benefit and special treatment benefits on loyalty will be realized when they fit to the personal brand identity and social brand identity. In the research model, therefore, the relationships between confidence benefit and social brand identity, and between confidence benefit and personal identity are hypothesized while the effects of special treatment benefit on social brand identity and personal brand identity are hypothesized. Loyalty, then, is hypothesized to have positive relationships with personal brand identity and social brand identity. In addition, confidence benefit among the relational benefits is expected to have a direct, positive relationship with loyalty because confidence benefit has been recognized as a critical factor for good relationships and satisfaction. Data were collected from college students who have been using either credit cards or debit cards. College students were regarded good subjects because they are in Y-generation cohorts and have tendency to express themselves more. Total sample size was two hundred three at the beginning, but after deleting those data with many missing values, one hundred ninety-seven data points were remained and used for the model testing. Measurement items were brought from the previous literatures and modified for this research. To test the reliability, using SPSS 14, chronbach's α was examined and all the values were from .874 to .928 exceeding over .7. Using AMOS 7.0, confirmatory factor analysis was conducted to investigate the measurement model. The measurement model was found good fit with χ²(67)=188.388 (p= .000), GFI=.886, AGFI=.821, CFI=.941, RMSEA=.096. Using AMOS 7.0, structural equation modeling has been used to analyze the research model. Overall, the research model fit were χ²(68)=188.670 (p= .000), GFI=.886, AGFI=,824 CFI=.942, RMSEA=.095 indicating good fit. In details, all the paths hypothesized in the research model were found significant except for the path from social brand identity to loyalty. Personal brand identity leads to loyalty while both confidence benefit and special treatment benefit have a positive relationships with personal and social identities. As well, confidence benefit has a direct positive effect on loyalty. The results indicates the followings. First, personal brand identity plays an important role for credit/debit card usage. Therefore even for the products which are not shown to public easy, design and emotional aspect can be important to fit the customers' lifestyles. Second, confidence benefit and special treatment benefit have a positive effects on personal brand identity. Therefore it will be needed for marketers to associate the special treatment and trust and confidence benefits with personal image, personality and personal identity. Third, this study found again the importance of confidence and trust. However interestingly enough, social brand identity was not found to be significantly related to loyalty. It can be explained that the main sample of this study consists of college students. Those strategies to facilitate social brand identity are focused on high social status groups while college students have not been established their status yet.

• Journal of the Korean Society for information Management
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• v.36 no.1
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• pp.137-168
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• 2019

This study measures and analyzes the university library user's sense of community, service quality assessment, user satisfaction and loyalty. In addition, the effect of the university library user's sense of community on university library user satisfaction and loyalty mediated by the assessment of the quality of service is investigated. On the basis of study result, to improve user satisfaction and user loyalty, the direction and implications of library development are presented. In order to achieve the purpose of the study, precedent research and literature were investigated, and the study model and hypothesis were established based on theoretical background. In order to verify the hypothesis, a total of 300 questionnaires were distributed to subject who had experience using the Central Library among undergraduate students at the C National University, and the final 282 sample was used for analysis. To analyze the differences depending on the general characteristics of the samples, It is the result of an independent sample t-test and one-way ANOVA. The results of the mediated effects analysis using the PROCESS macro-programs models 4 and 6 of Hayes for hypothesis testing are as follows. First, The university library user's sense of community (Service Benefits Perception and Satisfaction, Mutual sense of influence) effect the user satisfaction of university library mediated by service quality assessment at statistical significance. This showed that the higher the university library user's sense of community, the higher the service quality assessment, and the higher the user satisfaction level of university library. Second, The university library user's sense of community (Service Benefits Perception and Satisfaction, Mutual sense of influence) effect the user loyalty of university library mediated by service quality assessment and user satisfaction. This showed that the higher the university library user's sense of community, the higher the service quality assessment, the higher user satisfaction level of university library and the higher the user loyalty level of university library. The results of this study showed that the university library user's sense of community has a direct and indirect effect on enhancing user satisfaction and loyalty through the service quality assessment.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.187-202
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• 2022

The purpose of this study is to, focusing on public rental housing, examine the influence of the management and living environment factors of multi-unit residential buildings upon their satisfaction with living, brand loyalty, and intent of recommendation, and investigate the mediating effect of the satisfaction with living. For this study, the researcher surveyed the residents of public rental housing facilities in Seoul and Gyeonggi Province, which resulted in the analysis of 331 responses. The data was analyzed using SPSS 23.0 and AMOS 23.0 programs. The findings of this study are as follows; The management and living environment quality factors of public rental housing facilities had a direct impact on the satisfaction with living, brand loyalty, and intent of recommendation. And, the sub-factors of the management and living environment quality that influenced each variable were different among themselves. Also, the satisfaction level with living in public rental housing facilities had a significant impact on the intent of recommendation, while it had a mediating effect in the relationship between the management and living environment quality factors of public rental housing facilities and the intent of recommendation.

• Journal of Service Research and Studies
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• v.14 no.1
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• pp.108-123
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• 2024

In particular, as the current educational institutions are becoming more competitive, universities need to make efforts to survive the fierce competition by improving their service qualities. In this situation, this study was conducted to confirm the effect of international students' evaluation of university service quality on university loyalty through university satisfaction and service engagements, And several implications can be suggested as follows. First, the dimensions of university service quality were identified as important factors that had a great influence on the university satisfaction of international students. Among the service quality dimensions, support services related to international students were found to be the most important variable in university satisfaction. The school's efforts to solve the inconvenience of international students and the grievances of students who feel difficulties that their own students do not feel are considered a very important factor in the satisfaction of international students. Second, it was found that international students' class engagement or friendship engagement can be increased through satisfaction with the school, and eventually, the increased engagements affect university loyalty. In particular, it has been verified that for international students, the loyalty of the school can be increased by establishing friendships with students from various countries and participating in various school programs. Finally, according to the purposes of studying abroad, the difference was confirmed between the groups studying for academic development and better employment and the group employed for overseas experience and immigration.

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

Purpose - This study examines how perceived benefits and costs of traditional market support affect relationship quality and support for a marketeer. In addition, it investigates whether support for traditional market aid programs leads to support for the government. The author developed a structural model comprising several variables, in which perceived benefits and costs comprising economic, social, and environmental costs were proposed, to affect the relationship quality (satisfaction and trust) of traditional market aid programs and the government. Consequently, marketeers satisfied and trusted by traditional market aid programs and the government would support the traditional market aid program, resulting in higher support for the government. The model proposed that customer satisfaction would improve customer loyalty and business performance. Thus, the relationship quality (satisfaction and trust) of the traditional market aid program and government was proposed as a core mediating variable between perceived benefits and costs and support. Research design, data, and methodology - To analyze the proposed model, this study investigates the scenario with a traditional marketeer. Data were collected from 331 respondents, and analyzed with SPSS/PC 18.0 and AMOS 18.0. To test the unidimensionality and nomological validity of the measures of each construct, we employed a scale refinement procedure. The result of the reliability test with Cronbach's and confirmatory factor analysis warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures was warranted from the result of correlation analysis. Results - First, perceived benefit affects the relationship quality of traditional market aid programs and government. Second, perceived costs affect the satisfaction of traditional market aid programs and government. Third, the relationship quality of a traditional market aid program affects the support of a traditional market aid program, and the relationship quality of government affects the support of government. Finally, the support of traditional market aid program affects support of government. The results confirm the findings of previous studies that local development positively influences support, based on the social exchange theory. Conclusions - The theoretical and managerial contributions of this study are as follows. First, it is the first such study, and defines mediating variables, analyzing relationship quality (satisfaction and trust) between perceived benefits and costs and support for the traditional market industry. Further, it investigates the structural relationships between them with the AMOS program. Second, while most previous studies investigating the relationship between similar variables and those of the present study analyzed how perceived benefits and costs influenced support, this study identified the transfer relationship between the support for traditional market programs and support for the government. This study confirms that support for traditional market aid program increases support for the government. Therefore, government policy makers for traditional market aid programs should explain to marketeers the benefits and costs of traditional market development in terms of economic, social, and environmental factors. At the end, limitations, further research directions, and implications are suggested.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2005.10a
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• pp.371-387
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• 2005

From early 1999 years, the Mobile Telecommunication Companies have introduced the Mobile Telecommunication Membership Program to attract more customers. However, the severe competition in the Mobile Telecommunication market has made the Mobile Telecommunication Membership Program to be faced with the matured Mobile Telecommunication market and the Mobile Number portability. Main focus of this study is to find what are the core elements of service quality of the Mobile Telecommunication Membership Program. To achieve research objective, we conceptualized the service quality of Mobile Telecommunication Membership Program. We also derived hypotheses regarding the relationships between service quality of the program, customer satisfaction, and customer loyalty and examined it by using the empirical research methodology. We suggest new marketing strategies of the Mobile Telecommunication Membership Program which can be applied to improve the corporate competitiveness.

• Journal of the Korean Operations Research and Management Science Society
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• v.34 no.1
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• pp.1-10
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• 2009

Consumers earn a number of points for every purchase and then they can exchange a specified number of points for a desired reward in a typical loyalty program. The immediate payoff of their effort given as points is not the real reward they actually care about. It is merely an instrument (or medium) which has no value in itself. In a real world, consumers frequently choose the option with a bigger medium even though the economic value of the option is not changed by the medium. We call it 'medium effect.' In this study we explored if the size of medium affects consumers' preferences. For this we controlled the reward options with three types of medium (small, medium, big) and measured the magnitude of preference difference among the three types of reward options. In addition, we manipulated comparability of reward options with wine and gas discount coupon. We confirmed that choosing one of two wines was easier than that of the two gas coupons. 123 respondents were allocated into three experimental groups. In three experimental grounds, the ratios of the focused reward option's medium to the compared reward option's medium were different. For example, the focused reward option has 10 million points whereas the compared reward option has 10 million points for 1 million won purchase amount in the first group. Then each respondent was asked to choose one of two loyalty programs (focused program vs. compared program) in two different conditions (comparability between reward options. easiness vs. difficulty). To compare the medium effects among the experiment conditions we used chi-squares tests. The empirical results show consumer preference increases and then decreases as reward mile-ages/points given according to purchase amount increase. Additionally, they let us know that comparability of alter natives affects change of consumer preference by reward mileages/points.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2008.10a
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• pp.179-190
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• 2008

Consumers earn a number of points for every purchase and then they can exchange a specified number of points for a desired reward in a typical loyalty program. The immediate payoff of their effort given as points is not the real reward they actually care about. It is merely an instrument (or medium) which has no value in itself. In a real world, consumers frequently choose the option with a bigger medium even though the economic value of the option is not changed by the medium. We call it 'medium effect'. In this study we explored if the size of medium affects on consumers' preferences. For this we controlled the reward options with three types of medium (small, medium, big) and measured the magnitude of preference difference among the three types of reward options. In addition, we manipulated comparability of reward options with wine and gas discount coupon. We confirmed that choosing one of two wines was easier than that of the two gas coupons. 164 respondents were allocated into three experimental groups and one control group. In three experimental groups, the ratios of the focused reward option's medium to the compared reward option's medium were different. For example, the focused reward option has 10 million points whereas the compared reward option has 10 million points for 1 million won purchase amount in the first group. Then each respondent was asked to choose one of two loyalty programs (focused program vs. compared program) in two different conditions (comparability between reward options: easiness vs. difficulty). To compare the medium effects among the experiment conditions we used chi-squares tests. The empirical results show the medium effect increases and then decreases as the ratio of reward mileages/points to purchase amount increases. Additionally, they let us know that comparability of alternatives affects on the medium effects depending on the ratio of reward mileages/points to purchase amount.