• 한국콘텐츠학회논문지
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• 제13권11호
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• pp.366-381
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• 2013

본 연구에서는 식품소매점을 대상으로 브랜드다양성, 상품품질, 보증, 종업원서비스, 물리적환경 등 점포 이미지 구성요인과 만족, 신뢰 및 충성도 간의 구조적 인과관계를 확인하였다. 설문은 식품소매점에서 최근 1년 간 구매경험이 있는 소비자를 대상으로 표본을 추출하였다. 수집된 자료는 SPSS 19.0과 AMOS16.0 통계패키지를 이용하여 연구가설을 검증하였다. 연구결과는 다음과 같다. 첫째, 상품품질 및 종업원서비스는 만족과 신뢰에 영향을 미치었지만, 물리적환경은 만족에만 영향을 미치었다. 둘째, 어떠한 점포이미지 구성차원도 충성도에는 직접적인 영향을 미치지 않았다. 셋째, 만족은 신뢰 및 충성도에 영향을 미친 반면, 신뢰는 충성도에 영향을 미치지 않는 것으로 확인되었다. 따라서 점포이미지를 통해 고객의 충성도를 구축하기 위해서는 만족과 신뢰 등 관계품질을 향상시켜야 하며, 궁극적으로 충성도를 형성하는 변수들을 중심으로 점포이미지를 형성해야 할 것이다.

• 복식문화연구
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• 제29권1호
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• pp.87-102
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• 2021

The purpose of this study is to investigate customer satisfaction factors that affect customer loyalty and revisit intention, and the seven factors which comprise the marketing mix that affects customer satisfaction. loyalty, and intention to revisit. The purpose of the project is to propose a research model by testing the mediated effects of customer satisfaction and loyalty using mainly factor analysis, regression analysis, and mediation analysis. First the results showed that the marketing mix 7P factors influence customer satisfaction were identified as service delivery process, product, physical basis, and promotion. The factors that influence marketing mix 7P customer loyalty were tested in the order of service delivery, physical basis, product, and distribution. Second, the factors that affect customer loyalty were artists, service, and prices whereas the factors that affect customer satisfaction were tested in the order of service, artist, cosmetics, and price. Third, the factors affecting customer revisit intention were newly derived as treatment satisfaction, professionalism, and treatment products. Fourth, the relationship between marketing mix and customer revisit intention suggested that customer satisfaction and customer loyalty has a partial sale effect. It can be suggested on the basis of these findings that the effect of makeup service with marketing mix on customer revisit intention was analyzed and a new model was derived by analyzing the mediated effect of customer satisfaction and customer loyalty.

• 한국생활과학회지
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• 제16권1호
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• pp.159-171
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• 2007

The purpose of this research is to analyze the difference of Structural Equation Model which shows the path between BRQ and its performance variables according to purchase product types-fashion brand types, clothing item groups. The subjects were women in their 20s to 40s living in Seoul and Metropolitan areas, and 482 copies of questionnaire were analyzed. Multi-Group Analysis of AMOS 5.0 Package was used to investigate structural equation model according to fashion brand types and clothing item groups. The results of this study were as follows. As for fashion brand types, there appeared to be significant differences between high price brand type and medium-low price brand type for three paths, namely brand satisfaction to brand loyalty, BRQ to brand attitude, and brand attitude to brand loyalty. However the verification of structural equation model according to clothing item groups showed no significant differences between formal wear and informal wear. Consequently, BRQ was proved to affect brand satisfaction and brand loyalty, and brand satisfaction was the important intermediate variable between BRQ and brand loyalty. As consumers were likely to show the difference of structural equation model according to the price of purchase goods, differencial marketing strategy would be suggested.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2021년도 춘계학술대회
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• pp.594-596
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• 2021

본 연구는 스마트폰 제품디자인에서 감성공학 요소가 브랜드 선호도와 충성도에 미치는 영향을 알아보고자 한다. 감성공학 요소를 색상, 성능, 사용성, 가치, 신뢰성으로 나누고, 브랜드 선호도와 충성도의 관련성을 분석한다. 소비자들의 어떤 감성공학 요소가 브랜드 선호도와 충성도에 영향을 미치는가를 고찰하기 위해 연구의 목적을 두고 연구하였다. 연구결과를 통해 제품디자인의 감성공학 요소가 마케팅 전략 수립에 유용한 자료로 활용되어 소비자 감성 심리를 판단하는 데 기초자료로 사용되고자 한다.

• 복식
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• 제53권2호
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• pp.1-16
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• 2003

The purpose of this was to identify the shopping orientation and store selection criteria of credit card apparel shoppers. The subjects were credit card holding women who had experienced credit card apparel shopping at least one time during last 6 months. The results were as follows : 1. Women of 20's were segmented into multi-cards holding light users, multi-cards holding heavy users, and mono-card holding light users according their credit card numbers and the monthly credit card apparel expenditure. 2. The factors of apparel shopping orientation were pleasure, economy, brand loyalty. self-confidence. shopping plan, and fashion. And the factors of store selection criteria were additive service, store atmosphere, Product assortment, sales promotion. and product diversity. 3. Multi-card holding light users showed higher tendency in self-confidence and economy of shopping orientation, and considered additive service more. Multi-card holding heavy users showed higher tendency in pleasure. brand loyalty, self-confidence, shopping plan, and fashion of shopping orientation, and considered sales promotion and product diversity. Mono-card holding light users showed lower tendency in pleasure. brand loyalty, self-confidency, shopping plan, and fashion, and considered additive service, store atmosphere. product assortment, sales promotion, and product diversity less.

• 대한가정학회지
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• 제47권7호
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• pp.83-95
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• 2009

This study investigated the differences in the effects of the perception of the internet fashion shopping mall characteristics on satisfaction and loyalty of internet fashion shopping mall between Korean and American college students. Questionnaires were administered to 251 Korean and 221 American college students. The results were as follows. First, service and product diversity had significant effects on satisfaction of internet fashion shopping mall in both group, while convenience had a significant impact on satisfaction of internet fashion shopping mall in American group. Second, service, product diversity, and promotion had significant influences on repurchase intention of internet fashion shopping mall in Korean consumer group, while service and reliability, product diversity, and convenience had significant effects on repurchase intention of internet fashion shopping mall in American consumer group. Third, service had a significant effect on recommendation intention in Korean group, while service and reliability and product diversity had significant influences on recommendation intention in American group.

• 한국의상디자인학회지
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• 제22권3호
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• pp.139-153
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• 2020

Today, the proliferation of smart-phones and other mobile devices is bringing many changes to people's daily lives. Recently, the mobile shopping market has grown rapidly and has become a center of distribution. Furthermore, the consumer mobile fashion market is expected to expand and mobile fashion consumers' shopping tendencies will gradually become segmented. Differentiated marketing strategies for mobile fashion companies are to become essential. This study intends to understand the propensity of mobile fashion shopping and the importance of fashion app attributes, and their impact on mobile fashion shopping customer satisfaction and loyalty. The research aims to identify shopping trends and buying behaviors of mobile fashion consumers, find ways to increase mobile fashion shopping purchases, and help develop the mobile fashion market. The results of this study are summarized as follows. First, the compilation and the economics of the mobile fashion shopping propensity factors were shown to have a significant impact on product information, product reviews, and service quality, which are in turn important factors for fashion app attributes, whereas convenience only had a significant impact on service quality. Second, product information and service quality, which are also important factors for fashion app attributes, have a significant impact on mobile fashion shopping. Third, customer satisfaction concerning mobile fashion shopping has a significant impact on loyalty. Mobile fashion shopping customer satisfaction increases loyalty. Increasing the satisfaction and loyalty of mobile fashion shopping will lead to increased sales using mobile fashion shopping apps(Site) and become apparent in the results of mobile fashion companies. Therefore, various efforts by mobile fashion companies will be needed to satisfy their customers.

• 산업경영시스템학회지
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• 제43권2호
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• pp.87-97
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• 2020

The purpose of this study is to suggest the characteristics of online shopping malls and find a way to establish a differentiated marketing Strategy for online shopping malls in China. This study investigated the effect on the loyalty by applying the perceived shopping value (Hedonic Value, Utilitarian Value) of consumers in online shopping malls. In addition, In order to grasp the factors affecting consumer loyalty in online shopping malls, the characteristics of online shopping malls are multidimensional, consisting of product characteristics, recommended quality, benefit services, and community services. In order to obtain the purpose of the study, a questionnaire was surveyed for chinese online shopping experience and the research model was verified through empirical analysis method. Statistical analysis program was used together with SPSS 24.0 and AMOSS 24.0. Looking at the results of the analysis, firstly, the recommended quality and benefit service of online shopping malls are positive for the perceived hedonic value of consumers. The product characteristics and community service were found to have no effect on the hedonic shopping value. Secondly, the product characteristics, recommended quality, benefit service, and community service of online shopping malls on the utilitrian value perceived by consumers were positively affected. Thirdly, the perceived hedonic value has a positive effect on loyalty. Finally, it was confirmed that perceived utilitrian value affects loyalty. Based on the results of this study, a differentiated marketing strategy was established for existing chinese online shopping mall operators and potential new operators as well.

• 산경연구논집
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• 제10권2호
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• pp.39-49
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• 2019

Purpose - Customer loyalty and citizenship behavior are key success factors of franchise system. They make the management of franchisee more effective and efficient. Prior studies, however, mainly dealt with only acquisition utility of customer, such as perceived product/service quality and brand reputation to explain customer loyalty and citizenship behavior, which explains only on one side. We tried to investigate the effect of exchange utility of customer, such as relationship strength and psychological obligation together with the acquisition utility. In addition, we tried to investigate the relationship between customer loyalty and citizenship behavior in franchise context. Research design, data, and methodology - This study used data collected from the dining franchisee managers of 342 franchisors in South Korea. The franchisors consist of more than ten franchisees, the majority of which participated directly in the transaction with franchisor and have worked for more than six months. To test the hypotheses, the study used structural equation model analysis. Results - H1-1, 1-2, 1-3 predicted that acquisition utility would increase customer loyalty to franchisee. In support of H1-1, 1-2, 1-3, the results indicated that acquisition utilities such as perceived product value, perceived service value, and franchise brand reputation had positive effects on customer loyalty. H2-1, 2-2 predicted that exchange utility would increase customer loyalty to franchisee. In support of H2-2, the result indicated that psychological obligation had positive effects on customer loyalty like other acquisition utilities. However, H2-1 was not supported. Relationship strength had no significant effect on customer loyalty. H3 predicted that customer loyalty would increase customer citizenship behavior. In support of H3, the results indicated that customer loyalty had positive effect on customer citizenship behavior. Overall, the evidences generally supported the hypotheses. Conclusion - The results of the study show that not only acquisition utility but also exchange utility increases customer loyalty to franchisee and also show that customer loyalty increases customer citizenship behavior. Interestingly, however, relationship strength has no significant effect on customer loyalty. These results have two implications. The one is that increasing exchange utility can improve customer loyalty as acquisition utility can. The other one is that both of customer utilities can improve customer citizenship via customer loyalty.

• 한국조리학회지
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• 제19권1호
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• pp.26-41
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• 2013

본 연구의 목적은 한식당 경영자의 인적자원관리수행 수준에 따라서 고객만족(제품만족, 서비스만족)과 고객충성도에 어떠한 차이가 있는지 살펴보고, 고객만족이 고객충성도에 어떠한 영향을 미치는지 살펴보고자 하였다. 또한, 고객충성도와 재무성과 간의 어떠한 연관성이 있는지 살펴보고, 경영자의 인적자원관리와 재무성과 간의 어떠한 연관성이 있는지 살펴보는 것이다. 조사기간은 2012년 1월 2일부터 1월 17일까지 15일 동안 점심시간과 저녁시간에 진행되었다. 객단가 12,000원 이상의 대구, 경북지역 15개 한식당을 대상으로 실시하였고, 경영자 15부와 고객 336부가 최종분석에 사용되었다. 분석결과, 한식당 경영자의 신규직원교육 및 합리적인보상에 대한 인적자원관리수행 수준이 높은 경우 고객들이 지각하는 제품만족과 서비스만족수준이 유의하게 높은 것으로 나타났고, 신규직원채용, 신규직원교육, 업무성과평가에 대한 인적자원관리수행 수준이 높은 경우 고객들이 지각하는 충성도의 수준이 유의하게 높은 것으로 나타났다. 또한, 제품만족과 서비스만족은 고객충성도의 유의한 영향을 미치는 것으로 나타났으며, 충성도와 재무성과는 유의한 관련성이 있는 것으로 나타났다. 아울러 경영자의 인적자원관리와 재무성과 간에도 유의한 관련성이 있는 것으로 나타났다.