• Title/Summary/Keyword: Measurement model

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Serial Observations of Muscle and Fat Mass as Prognostic Factors for Deceased Donor Liver Transplantation

  • Jisun Lee;Woo Kyoung Jeong;Jae-Hun Kim;Jong Man Kim;Tae Yeob Kim;Gyu Seong Choi;Choon Hyuck David Kwon;Jae-Won Joh;Sang-Yong Eom
    • Korean Journal of Radiology
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    • v.22 no.2
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    • pp.189-197
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    • 2021
  • Objective: Muscle depletion in patients undergoing liver transplantation affects the recipients' prognosis and therefore cannot be overlooked. We aimed to evaluate whether changes in muscle and fat mass during the preoperative period are associated with prognosis after deceased donor liver transplantation (DDLT). Materials and Methods: This study included 72 patients who underwent DDLT and serial computed tomography (CT) scans. Skeletal muscle index (SMI) and fat mass index (FMI) were calculated using the muscle and fat area in CT performed 1 year prior to surgery (1 yr Pre-LT), just before surgery (Pre-LT), and after transplantation (Post-LT). Simple aspects of serial changes in muscle and fat mass were analyzed during three measurement time points. The rate of preoperative changes in body composition parameters were calculated (preoperative ΔSMI [%] = [SMI at Pre-LT - SMI at 1 yr Pre-LT] / SMI at Pre-LT x 100; preoperative ΔFMI [%] = [FMI at Pre-LT - FMI at 1 yr Pre-LT] / FMI at Pre-LT x 100) and assessed for correlation with patient survival. Results: SMI significantly decreased during the preoperative period (mean preoperative ΔSMI, -13.04%, p < 0.001). In the multivariable analysis, preoperative ΔSMI (p = 0.016) and model for end-stage liver disease score (p = 0.011) were independent prognostic factors for overall survival. The mean survival time for patients with a threshold decrease in the preoperative ΔSMI (≤ -30%) was significantly shorter than for other patients (p = 0.007). Preoperative ΔFMI was not a prognostic factor but FMI increased during the postoperative period (p = 0.009) in all patients. Conclusion: A large reduction in preoperative SMI was significantly associated with reduced survival after DDLT. Therefore, changes in muscle mass during the preoperative period can be considered as a prognostic factor for survival after DDLT.

Simulation of Time-Domain Acoustic Wave Signals Backscattered from Underwater Targets (수중표적의 시간영역 음파 후방산란 신호 모의)

  • Kim, Kook-Hyun;Cho, Dae-Seung;Seong, Woo-Jae
    • The Journal of the Acoustical Society of Korea
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    • v.27 no.3
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    • pp.140-148
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    • 2008
  • In this study, a numerical method for a time-domain acoustic wave backscattering analysis is established based on a physical optics and a Fourier transform. The frequency responses of underwater targets are calculated based on physical optics derived from the Kirchhoff-Helmholtz integral equation by applying Kirchhoff approximation and the time-domain signals are simulated taking inverse fast Fourier transform to the obtained frequency responses. Particularly, the adaptive triangular beam method is introduced to calculate the areas impinged directly by acoustic incident wave and the virtual surface concept is adopted to consider the multiple reflection effect. The numerical analysis result for an acoustic plane wave field incident normally upon a square flat plate is coincident with the result by the analytic time-domain physical optics derived theoretically from a conventional physical optics. The numerical simulation result for a hemi-spherical end-capped cylinder model is compared with the measurement result, so that it is recognized that the presented method is valid when the specular reflection effect is predominant, but, for small targets, gives errors due to higher order scattering components. The numerical analysis of an idealized submarine shows that the established method is effectively applicable to large and complex-shaped underwater targets.

Accuracy of posteroanterior cephalogram landmarks and measurements identification using a cascaded convolutional neural network algorithm: A multicenter study

  • Sung-Hoon Han;Jisup Lim;Jun-Sik Kim;Jin-Hyoung Cho;Mihee Hong;Minji Kim;Su-Jung Kim;Yoon-Ji Kim;Young Ho Kim;Sung-Hoon Lim;Sang Jin Sung;Kyung-Hwa Kang;Seung-Hak Baek;Sung-Kwon Choi;Namkug Kim
    • The korean journal of orthodontics
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    • v.54 no.1
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    • pp.48-58
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    • 2024
  • Objective: To quantify the effects of midline-related landmark identification on midline deviation measurements in posteroanterior (PA) cephalograms using a cascaded convolutional neural network (CNN). Methods: A total of 2,903 PA cephalogram images obtained from 9 university hospitals were divided into training, internal validation, and test sets (n = 2,150, 376, and 377). As the gold standard, 2 orthodontic professors marked the bilateral landmarks, including the frontozygomatic suture point and latero-orbitale (LO), and the midline landmarks, including the crista galli, anterior nasal spine (ANS), upper dental midpoint (UDM), lower dental midpoint (LDM), and menton (Me). For the test, Examiner-1 and Examiner-2 (3-year and 1-year orthodontic residents) and the Cascaded-CNN models marked the landmarks. After point-to-point errors of landmark identification, the successful detection rate (SDR) and distance and direction of the midline landmark deviation from the midsagittal line (ANS-mid, UDM-mid, LDM-mid, and Me-mid) were measured, and statistical analysis was performed. Results: The cascaded-CNN algorithm showed a clinically acceptable level of point-to-point error (1.26 mm vs. 1.57 mm in Examiner-1 and 1.75 mm in Examiner-2). The average SDR within the 2 mm range was 83.2%, with high accuracy at the LO (right, 96.9%; left, 97.1%), and UDM (96.9%). The absolute measurement errors were less than 1 mm for ANS-mid, UDM-mid, and LDM-mid compared with the gold standard. Conclusions: The cascaded-CNN model may be considered an effective tool for the auto-identification of midline landmarks and quantification of midline deviation in PA cephalograms of adult patients, regardless of variations in the image acquisition method.

A Study on the Effect of the Linkage among Internal Stakeholders in Small Businesses on Industrial Accident: Focusing on the Safety Commiment of the Business Owner, Safety Leadership of the Supervisor and the Participation of Workers (소규모 사업장에서 내부 이해관계자들 간의 연계가 산업재해에 미치는 영향: 사업주의 안전의지, 관리감독자의 안전리더십, 근로자 참여를 중심으로)

  • Jin-Woo Choi;Ik-Mo Lee;Hong-Kwan Kim;Duk-Han Kim;Young-Woo Chon
    • Journal of the Korea Safety Management & Science
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    • v.25 no.4
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    • pp.45-56
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    • 2023
  • This study attempted to provide implications by analyzing the impact of business Owner's safety commitment on industrial accidents and examining the mediating role of management supervisors' safety leadership and worker participation. Analysis was conducted on 2,067 manufacturing sites with 20 to 50 employees in the 10th Occupational Safety and Health Survey data. SPSS waw used to secure the reliability of the measurement variable. Hypothesis vertification was carried out after securing the suitability and validity of the structural model using AMOS. The direct impact of three latent variables on industrial accidents was confirmed: the business owner's safety commitment, the management supervisor's safety leadership, and the worker participation. The employer's safety will and the management supervisor's safety leadership do not directly affect industial accidents, but it has been verified that worker participation has a diret impact on industrial accident reduction. In addition, it has been confirmed that the safety leadership and worker participation of the management. Supervior have a complete mediating effect on the reduction of industrial accidents by mediating with the safety leadership of the management supervior and the participation of the workers. This study analyzed the impact on industrial accidents by dividing the stakeholders constituting the workplace into three classes: business owners, superviors, and workers, but the results suggest that employers and all workers inside the workplace may be organically linked to achieving the goal of reducing industrial accidents. Therefore, in order to establish an autonomous safety management system for safety and health at workerplaces, efforts are needed to reduce industrial accidents in their respective location by forming an organic community among internal stakeholders.

Design of Digital Phase-locked Loop based on Two-layer Frobenius norm Finite Impulse Response Filter (2계층 Frobenius norm 유한 임펄스 응답 필터 기반 디지털 위상 고정 루프 설계)

  • Sin Kim;Sung Shin;Sung-Hyun You;Hyun-Duck Choi
    • The Journal of the Korea institute of electronic communication sciences
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    • v.19 no.1
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    • pp.31-38
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    • 2024
  • The digital phase-locked loop(DPLL) is one of the circuits composed of a digital detector, digital loop filter, voltage-controlled oscillator, and divider as a fundamental circuit, widely used in many fields such as electrical and circuit fields. A state estimator using various mathematical algorithms is used to improve the performance of a digital phase-locked loop. Traditional state estimators have utilized Kalman filters of infinite impulse response state estimators, and digital phase-locked loops based on infinite impulse response state estimators can cause rapid performance degradation in unexpected situations such as inaccuracies in initial values, model errors, and various disturbances. In this paper, we propose a two-layer Frobenius norm-based finite impulse state estimator to design a new digital phase-locked loop. The proposed state estimator uses the estimated state of the first layer to estimate the state of the first layer with the accumulated measurement value. To verify the robust performance of the new finite impulse response state estimator-based digital phase locked-loop, simulations were performed by comparing it with the infinite impulse response state estimator in situations where noise covariance information was inaccurate.

A Study on the Quality of Healthcare Services for Four Critical Illnesses and the Maintenance of Right to Protection and Dignity in a Senior General Hospital (상급종합병원의 4대 중증질환 의료 서비스 품질과 보호받을 권리 및 존엄성 유지에 관한 연구)

  • Woojin Lee;Minsuk Shin
    • Journal of Korean Society for Quality Management
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    • v.51 no.4
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    • pp.531-550
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    • 2023
  • Purpose: The unique nature of life-and-death healthcare services sets them apart from other service industries. While many studies exist on the relationship between healthcare services and customer satisfaction, most of them focus on mildly ill patients, ignoring the differences between critically ill and non-seriously ill patients. This study discusses the actual quality of healthcare services for patients who are facing life-threatening illnesses and are on life support, as well as their right to protection and dignity. Methods: The survey conducted to 149 patients with the four major illnesses: cancer, heart disease, brain disease and rare and incurable disease, those who have experiences with senior general hospitals. Results: The basic statistics of this study are adequate to represent the four major critical illnesses, and the reliability and validity of this study's hypotheses, which were measured by multiple items, were analyzed, and the internal consistency was judged to be high. In addition, it was found that the convergent validity was good and the discriminant validity was also secured. When examining the goodness of fit of the hypotheses, the SRMR, which is the standardized root mean square of residuals that measures the difference between the covariance matrix of the data variables and the theoretical covariance matrix structure of the model, met the optimal criteria. Conclusion: The academic implications of this study are differentiated from other studies by moving away from evaluating the quality of healthcare services for mildly ill patients and focusing on the rights and dignity of patients with life-threatening illnesses in four senior general hospitals. In terms of academic implications, this study enriches the depth of related studies by demonstrating the right to protection and dignity as a factor of patient-centeredness based on physical environment quality, interaction quality, and outcome quality, which are presented as sub-factors of healthcare quality. We found that the three quality factors classified by Brady and Cronin (2001) are optimized for healthcare quality assessment and management, and that the results of patients' interaction quality assessment can be used to provide a comprehensive quality rating for hospitals. Health and human rights are inextricably linked, so assessing the degree to which rights and dignity are protected can be a superior and more comprehensive measurement tool than traditional health level measures for healthcare organizations. Practical implications: Improving the quality of the physical environment and the quality of outcomes is an important challenge for hospital managers who attract patients with life and death conditions, but given the scale and economics of time, money, and human inputs, improving the quality of interactions and defining them as performance indicators in hospital quality management is an efficient way to create maximum value in the short term.

Quantifying forest resource change on the Korean Peninsula using satellite imagery and forest growth models (위성영상과 산림생장모형을 활용한 한반도 산림자원 변화 정량화)

  • Moonil Kim;Taejin Park
    • Korean Journal of Environmental Biology
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    • v.42 no.2
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    • pp.193-206
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    • 2024
  • This study aimed to quantify changes in forest cover and carbon storage of Korean Peninsular during the last two decades by integrating field measurement, satellite remote sensing, and modeling approaches. Our analysis based on 30-m Landsat data revealed that the forested area in Korean Peninsular had diminished significantly by 478,334 ha during the period of 2000-2019, with South Korea and North Korea contributing 51.3% (245,725 ha) and 48.6% (232,610 ha) of the total change, respectively. This comparable pattern of forest loss in both South Korea and North Korea was likely due to reduced forest deforestation and degradation in North Korea and active forest management activity in South Korea. Time series of above ground biomass (AGB) in the Korean Peninsula showed that South and North Korean forests increased their total AGB by 146.4Tg C (AGB at 2020=357.9Tg C) and 140.3Tg C (AGB at 2020=417.4Tg C), respectively, during the last two decades. This could be translated into net AGB increases in South and North Korean forests from 34.8 and 29.4 Mg C ha-1 C to 58.9(+24.1) and 44.2(+14.8) Mg C ha-1, respectively. It indicates that South Korean forests are more productive during the study period. Thus, they have sequestered more carbon. Our approaches and results can provide useful information for quantifying national scale forest cover and carbon dynamics. Our results can be utilized for supporting forest restoration planning in North Korea

Fracture Toughness of Concrete Brazilian Disk according to Maximum Size of Coarse Aggregate (굵은골재의 최대치수에 따른 콘크리트 브라질리언 디스크의 파괴인성)

  • Lee, Seung-Hoon;Kim, Hee-Sung;Jang, Hee-Suk;Jin, Chi-Sub
    • Journal of the Korea institute for structural maintenance and inspection
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    • v.10 no.3
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    • pp.185-196
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    • 2006
  • Fracture toughness is a material property for crack initiation and propagation in fracture mechanics. For mode I fracture toughness measurement in concrete, RILEM committees 89-FMT proposed three-point bend tests based on the two-parameter fracture model. But, there is no proposed test method as a standard for mixed mode test for now. And RILEM three-point bend test procedure is complicate. Therefore, in this study, brazilian disks of various size were designed as the concrete with a similar specified concrete strength and maximum size of coarse aggregate($G_{max}$) were respectively 20mm and 40mm. And mode I fracture toughness of brazilian disks was compared with that of RILEM three-point bend test. As a result, it was suggested appropriate size(thickness, diameter) and notch length ratio of brazilan disk on the $G_{max}$. And it was verified that stress intensity factors for mixed mode can be easily calculated with the disk specimen. Stress intensity factors of a concrete brazilian disk were evaluated with finite element analysis and five terms approximation for comparison.

How Enduring Product Involvement and Perceived Risk Affect Consumers' Online Merchant Selection Process: The 'Required Trust Level' Perspective (지속적 관여도 및 인지된 위험이 소비자의 온라인 상인선택 프로세스에 미치는 영향에 관한 연구: 요구신뢰 수준 개념을 중심으로)

  • Hong, Il-Yoo B.;Lee, Jung-Min;Cho, Hwi-Hyung
    • Asia pacific journal of information systems
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    • v.22 no.1
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    • pp.29-52
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    • 2012
  • Consumers differ in the way they make a purchase. An audio mania would willingly make a bold, yet serious, decision to buy a top-of-the-line home theater system, while he is not interested in replacing his two-decade-old shabby car. On the contrary, an automobile enthusiast wouldn't mind spending forty thousand dollars to buy a new Jaguar convertible, yet cares little about his junky component system. It is product involvement that helps us explain such differences among individuals in the purchase style. Product involvement refers to the extent to which a product is perceived to be important to a consumer (Zaichkowsky, 2001). Product involvement is an important factor that strongly influences consumer's purchase decision-making process, and thus has been of prime interest to consumer behavior researchers. Furthermore, researchers found that involvement is closely related to perceived risk (Dholakia, 2001). While abundant research exists addressing how product involvement relates to overall perceived risk, little attention has been paid to the relationship between involvement and different types of perceived risk in an electronic commerce setting. Given that perceived risk can be a substantial barrier to the online purchase (Jarvenpaa, 2000), research addressing such an issue will offer useful implications on what specific types of perceived risk an online firm should focus on mitigating if it is to increase sales to a fullest potential. Meanwhile, past research has focused on such consumer responses as information search and dissemination as a consequence of involvement, neglecting other behavioral responses like online merchant selection. For one example, will a consumer seriously considering the purchase of a pricey Guzzi bag perceive a great degree of risk associated with online buying and therefore choose to buy it from a digital storefront rather than from an online marketplace to mitigate risk? Will a consumer require greater trust on the part of the online merchant when the perceived risk of online buying is rather high? We intend to find answers to these research questions through an empirical study. This paper explores the impact of enduring product involvement and perceived risks on required trust level, and further on online merchant choice. For the purpose of the research, five types or components of perceived risk are taken into consideration, including financial, performance, delivery, psychological, and social risks. A research model has been built around the constructs under consideration, and 12 hypotheses have been developed based on the research model to examine the relationships between enduring involvement and five components of perceived risk, between five components of perceived risk and required trust level, between enduring involvement and required trust level, and finally between required trust level and preference toward an e-tailer. To attain our research objectives, we conducted an empirical analysis consisting of two phases of data collection: a pilot test and main survey. The pilot test was conducted using 25 college students to ensure that the questionnaire items are clear and straightforward. Then the main survey was conducted using 295 college students at a major university for nine days between December 13, 2010 and December 21, 2010. The measures employed to test the model included eight constructs: (1) enduring involvement, (2) financial risk, (3) performance risk, (4) delivery risk, (5) psychological risk, (6) social risk, (7) required trust level, (8) preference toward an e-tailer. The statistical package, SPSS 17.0, was used to test the internal consistency among the items within the individual measures. Based on the Cronbach's ${\alpha}$ coefficients of the individual measure, the reliability of all the variables is supported. Meanwhile, the Amos 18.0 package was employed to perform a confirmatory factor analysis designed to assess the unidimensionality of the measures. The goodness of fit for the measurement model was satisfied. Unidimensionality was tested using convergent, discriminant, and nomological validity. The statistical evidences proved that the three types of validity were all satisfied. Now the structured equation modeling technique was used to analyze the individual paths along the relationships among the research constructs. The results indicated that enduring involvement has significant positive relationships with all the five components of perceived risk, while only performance risk is significantly related to trust level required by consumers for purchase. It can be inferred from the findings that product performance problems are mostly likely to occur when a merchant behaves in an opportunistic manner. Positive relationships were also found between involvement and required trust level and between required trust level and online merchant choice. Enduring involvement is concerned with the pleasure a consumer derives from a product class and/or with the desire for knowledge for the product class, and thus is likely to motivate the consumer to look for ways of mitigating perceived risk by requiring a higher level of trust on the part of the online merchant. Likewise, a consumer requiring a high level of trust on the merchant will choose a digital storefront rather than an e-marketplace, since a digital storefront is believed to be trustworthier than an e-marketplace, as it fulfills orders by itself rather than acting as an intermediary. The findings of the present research provide both academic and practical implications. The first academic implication is that enduring product involvement is a strong motivator of consumer responses, especially the selection of a merchant, in the context of electronic shopping. Secondly, academicians are advised to pay attention to the finding that an individual component or type of perceived risk can be used as an important research construct, since it would allow one to pinpoint the specific types of risk that are influenced by antecedents or that influence consequents. Meanwhile, our research provides implications useful for online merchants (both online storefronts and e-marketplaces). Merchants may develop strategies to attract consumers by managing perceived performance risk involved in purchase decisions, since it was found to have significant positive relationship with the level of trust required by a consumer on the part of the merchant. One way to manage performance risk would be to thoroughly examine the product before shipping to ensure that it has no deficiencies or flaws. Secondly, digital storefronts are advised to focus on symbolic goods (e.g., cars, cell phones, fashion outfits, and handbags) in which consumers are relatively more involved than others, whereas e- marketplaces should put their emphasis on non-symbolic goods (e.g., drinks, books, MP3 players, and bike accessories).

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A Study on Perceived Quality affecting the Service Personal Value in the On-off line Channel - Focusing on the moderate effect of the need for cognition - (온.오프라인 채널에서 지각된 품질이 서비스의 개인가치에 미치는 영향에 관한 연구 -인지욕구의 조정효과를 중심으로-)

  • Sung, Hyung-Suk
    • 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.

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