• 한국노년학
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• 제29권1호
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• pp.195-213
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• 2009

본 연구는 실버 소비자들의 친환경 제품에 대해 소비가치가 만족과 신뢰를 통해 충성도로 이어지는 과정을 분석하는데 그 목적이 있다. 대표적인 친환경 제품인 하이브리드 카를 보유하고 있는 미국의 실버 소비자 314명을 대상으로 구조방정식 모형을 이용해서 연구를 수행했다. 분석 결과, 첫째, 실버 소비자들이 지각한 사회적 가치는 친환경 제품에 대한 만족에 영향을 미치는 것으로 나타났으나, 쾌락적 가치는 만족에 영향을 미치지 않은 것으로 나타났다. 둘째, 친환경 제품의 기능적 가치와 친환경적 가치는 친환경 제품에 대한 신뢰에 영향을 미치는 것으로 나타났다. 셋째, 친환경 제품에 대한 만족은 친환경 제품에 대한 신뢰로 이어졌다. 마지막으로 친환경 제품에 대한 신뢰는 친환경 제품에 대한 충성도에 영향을 미치는 것으로 나타났다. 이러한 연구 결과는 실버 소비자들을 대상으로 친환경 제품에 대한 신뢰와 충성도를 제고시키기 위한 다양한 시사점을 제공해준다. 연구를 위해 실버 소비자의 친환경 제품에 대한 소비가치를 도출하였고, 소비가치가 만족, 신뢰, 충성도로 연결되는 메커니즘을 분석함으로써 관계마케팅 차원에서 친환경 마케팅 접근 가능성을 제안했다는 점에서 의미가 있다고 하겠다.

• Journal of the Korean Data and Information Science Society
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• 제19권3호
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• pp.893-901
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• 2008

The disconfirmation paradigm is the earliest researched and the most deeply researched of all the paradigms in marketing. Disconfirmation paradigm deals with the influence of expectation, perceived product performance, and the discord between the two on consumer satisfaction. The GAP-Model is based on the disconfirmation paradigm that tries to understand the effect of the gap between before purchase expectations and after purchase perceptions of the product performance on dependent variables such as customer satisfaction. The purpose of this research is to test whether regression coefficients of a P-Model(performance only model), an E-Model(expectation only model) and GAP(P-E)-Model are equivalent in explaining service value and loyalty. The Chow's F-Test is used to test the excellence of the 3 models. As a result of comparison and analysis, P-Model showed more excellence of service value and loyalty than E-Model or GAP-Model.

• 산업경영시스템학회지
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• 제29권3호
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• pp.87-95
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• 2006

In this paper, an approach for analyzing brand loyalty and brand switching behavior in car insurance market is presented. A two-choice model by Blumen, et al. that uses Markov chain is adopted as a main technique for estimating brand parameters. Survey data have been collected through personal interviews with questionnaires. Following the application of the model to the data, it is found that there are five leading companies in car insurance market where the number of potential brand switchers is larger than that of brand loyal customers. Therefore, differentiation of this product along with the conversion of this low-involvement product to a high-involvement one could make car insurance stand out against a somewhat undifferentiated field of competitors.

• 한국의류학회지
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• 제33권3호
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• pp.366-378
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• 2009

The purpose of this study was to understand fashion product consumers' relationship dissolution by considering the characteristics of customer behavior and examining the connection between the main variables. The survey was conducted on 623 women over 20 years old who had experienced relationship dissolution or problems with regular fashion stores in the areas of Seoul and Kyungki in September 2005. The SPSS 12.0 package and Amos program were used to analyze the data. The results of this study were as follows: First, service recovery justice of a fashion store, interactional justice, distributive justice, and procedural justice had effects on encounter satisfaction. Furthermore, encounter satisfaction influenced relationship dissolution behavior, voice, exit, loyalty, neglect via overall satisfaction. Second, there were differences in relationship dissolution behavior according to consumer loyalty and switching costs.

• 한국식생활문화학회지
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• 제33권6호
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• pp.543-549
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• 2018

Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.

• 복식
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• 제67권2호
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• pp.116-130
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• 2017

Consumers who purchase products from foreign countries and deliver them back to Korea are increasing. According to the Korea Fashion & Textile News (2015), overseas direct shopping reported 39% increase compared to 2013. Furthermore, clothes accounted for 19% of product category. Therefore, the service quality of overseas purchase sites is becoming more important, but studies have been limited. this research focuses on investigating the effects of consumers' shopping orientation on service quality and the effects of service quality on trust, satisfaction, and consumer loyalty. The survey was administered to consumers who had experiences in purchasing through overseas direct purchase websites. The results showed that the perception of service quality differed depending on the respondent's shopping orientation. Among the four shopping orientation groups(shopping confidence, shopping enjoyment, trend pursuit, and shopping follower groups), the shopping confidence group showed the highest mean for all service quality factors. All the groups showed the highest scores on product and trust among the factors of service quality. Next, the results revealed that service quality positively influenced consumers' trust on websites that provide overseas direct purchase services, which further improved customer loyalty. Therefore, the study gives managerial suggestions to online retailers that provide oversea shopping service. They need to provide higher site efficiency, security, product reliability, and responsiveness to cultivate international customers' trust and satisfaction. In particular, it will be important for them to offer accurate, reliable product information and various languages for overseas customers.

• 한국콘텐츠학회논문지
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• 제18권10호
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• pp.1-10
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• 2018

본 연구는 인터넷 개인방송을 통하여 최근 제품을 구매한 경험이 있는 중국 소비자를 대상으로 하여 제품을 소개한 중국의 인터넷 개인 방송자인 왕홍, 방송 콘텐츠, 그리고 제품과 관련된 요인들이 소비자가 구매한 제품 만족에 어떤 영향을 미치는지 탐색하고, 이러한 만족도가 해당 왕홍을 통한 쇼핑에 대한 소비자 충성도에 영향을 줄 수 있는지 검증하고자 하였다. 분석 결과 왕홍이 방송하는 콘텐츠의 오락성보다 정보성에 대한 소비자의 인식이 구매 제품 만족도에 유의한 영향을 주는 것으로 나타났고, 왕홍이 지닌 특성들 중 친밀성을 제외한 신뢰성과 독특성이 방송 구매 제품에 대한 만족도에 긍정적인 영향을 미치는 것을 알 수 있었다. 또한 제품과 관련된 측면에서는 제품이 소비자의 이미지나 가치관에 잘 부합한다고 생각할수록, 그리고 왕홍의 이미지와 방송 제품 간 적합성이 높다고 여길수록 제품에 대한 만족도가 높았다. 제품 구매에 만족한 소비자일수록 향후 해당 왕홍이 방송을 통해 소개하는 제품을 지속적으로 구매하려는 소비자 충성도가 크다는 사실도 확인할 수 있었다.

• The Journal of Asian Finance, Economics and Business
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• 제7권12호
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• pp.951-958
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• 2020

This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald's, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. The results showed that social media marketing had an impact on increasing McDonald's brand trust and brand loyalty. Brand trust influences brand loyalty and brand trust can mediate the influence of social media marketing on McDonald's brand loyalty. The findings prove that brand trust can mediate the effect of social media marketing on customer loyalty to McDonald's brand. These results can be explained by the fact that marketing strategies through social media marketing, such as making it easy for customers to get information related to McDonald's on social media, can contribute to customer trust and that trust is formed because McDonald's always pays attention to the quality of the products offered. Brand trust can mediate the influence of social media marketing on customer loyalty to McDonald's brand. This means that information related to McDonald's on social media is proportional to the quality of the product offered.

• 정보관리연구
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• 제40권4호
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• pp.151-171
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• 2009

This study is to investigate dissatisfaction behavior of customers who purchase products on the Internet shopping mall and to find customers' dissatisfaction behavior types for effectively responding to that. Managing dissatisfaction behaviors are related to the customer satisfaction. To conduct this study, Call Center data was collected and analysed by qualitative method. The results showed that dissatisfaction of product quality and disappointment have different effects on post--purchase behaviors. Customers who feel more dissatisfaction with product quality showed the aggressive response such as exchange, refund, while customers who feel disappointment are likely to switch the shopping mall or to cancel the order. These results of customers' dissatisfaction behaviors indicate that company has to manage both product quality and the customer's experience dimension.

• 유통과학연구
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• 제19권1호
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• pp.37-47
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• 2021

Purpose: This study aims to review existing research on the definition, conceptualization, and measurement of relationship values to guide future research. This study specifically measures the relationship value between principals and retailers, which is still not widely discussed in previous research. Besides, to broaden our knowledge of the value-based determinants of competitive advantage, satisfaction, and retailer loyalty in business-to-business relationships. Research design, data, and methodology: This research assessed three alternative models of the relationship value construct's dimension structure and then tested for reliability, validity, and confirmatory factor analysis. The research sample is 185 retailers-data analysis using Structural Equation Modeling (SEM). Results: The results showed that product-based values and relationship-based values positively influenced competitive customer advantage, satisfaction, and loyalty. Conclusions: Relationship value construct can be measured and consist of five dimensions: product quality, delivery performance, customer orientation, service support, and personal interaction. They are key factors that maintain the relationship between principal and retailers. This study indicates that principals must invest more time and effort in building valuable relationships with their retailers. Finally, the value of relationships is a determinant of retailer performance: satisfaction and loyalty.