• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.247-269
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• 2007

In recent years, one of the major reasons for the fierce competition amongst firms is that they strive to increase their own market shares and customer acquisition rate in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Because of this change in recent marketing environment, the differentiated after-sales service and diversified promotion strategies have become more important to gain competitive advantage. Price promotion is the favorite strategy that most retailers use to achieve short-term sales increase, induce consumer's brand switch, in troduce new product into market, and so forth. However, if marketers apply or copy an identical price promotion strategy without considering the characteristic differences in product and consumer preference, it will cause serious problems because discounted price itself could make people skeptical about product quality, and the changes of perceived value might appear differently depending on other factors such as consumer involvement or brand attitude. Previous studies showed that price promotion would certainly increase sales, and the discounted price compared to regular price would enhance the consumer's perceived values. On the other hand, discounted price itself could make people depreciate or skeptical about product quality, and reduce the consumers' positivity bias because consumers might be unsure whether the current price promotion is the retailer's best price offer. Moreover, we cannot say that discounted price absolutely enhances the consumer's perceived values regardless of product category and purchase situations. That is, the factors that affect consumers' value perceptions and buying behavior are so diverse in reality that the results of studies on the same dependent variable come out differently depending on what variable was used or how experiment conditions were designed. Majority of previous researches on the effect of price-comparison advertising have used consumers' buying behavior as dependent variable. In order to figure out consumers' buying behavior theoretically, analysis of value perceptions which influence buying intentions is needed. In addition, they did not combined the independent variables such as brand loyalty and price discount rate together. For this reason, this paper tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers' value perception. And we provided with theoretical and managerial implications that marketers need to consider such variables as product attributes, brand loyalty, and consumer involvement at the same time, and then establish a differentiated pricing strategy case by case in order to enhance consumer's perceived values properl. Three research concepts were used in our study and each concept based on past researches was defined. The perceived acquisition value in this study was defined as the perceived net gains associated with the products or services acquired. That is, the perceived acquisition value of the product will be positively influenced by the benefits buyers believe they are getting by acquiring and using the product, and negatively influenced by the money given up to acquire the product. And the perceived transaction value was defined as the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal. Lastly, the brand loyalty was defined as favorable attitude towards a purchased product. Thus, a consumer loyal to a brand has an emotional attachment to the brand or firm. Repeat purchasers continue to buy the same brand even though they do not have an emotional attachment to it. We assumed that if the degree of brand loyalty is high, the perceived acquisition value and the perceived transaction value will increase when higher discount rate is provided. But we found that there are no significant differences in values between two different discount rates as a result of empirical analysis. It means that price reduction did not affect consumer's brand choice significantly because the perceived sacrifice decreased only a little, and customers are satisfied with product's benefits when brand loyalty is high. From the result, we confirmed that consumers with high degree of brand loyalty to a specific product are less sensitive to price change. Thus, using price promotion strategy to merely expect sale increase is not recommendable. Instead of discounting price, marketers need to strengthen consumers' brand loyalty and maintain the skimming strategy. On the contrary, when the degree of brand loyalty is low, the perceived acquisition value and the perceived transaction value decreased significantly when higher discount rate is provided. Generally brands that are considered inferior might be able to draw attention away from the quality of the product by making consumers focus more on the sacrifice component of price. But considering the fact that consumers with low degree of brand loyalty are known to be unsatisfied with product's benefits and have relatively negative brand attitude, bigger price reduction offered in experiment condition of this paper made consumers depreciate product's quality and benefit more and more, and consumer's psychological perceived sacrifice increased while perceived values decreased accordingly. We infer that, in the case of inferior brand, a drastic price-cut or frequent price promotion may increase consumers' uncertainty about overall components of product. Therefore, it appears that reinforcing the augmented product such as after-sale service, delivery and giving credit which is one of the levels consisting of product would be more effective in reality. This will be better rather than competing with product that holds high brand loyalty by reducing sale price. Although this study tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers' value perception, there are several limitations. This study was conducted in controlled conditions where the high involvement product and two different levels of discount rate were applied. Given the presence of low involvement product, when both pieces of information are available, it is likely that the results we have reported here may have been different. Thus, this research results explain only the specific situation. Second, the sample selected in this study was university students in their twenties, so we cannot say that the results are firmly effective to all generations. Future research that manipulates the level of discount along with the consumer involvement might lead to a more robust understanding of the effects various discount rate. And, we used a cellular phone as a product stimulus, so it would be very interesting to analyze the result when the product stimulus is an intangible product such as service. It could be also valuable to analyze whether the change of perceived value affects consumers' final buying behavior positively or negatively.

• Korean Journal of Community Nutrition
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• v.10 no.5
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• pp.654-667
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• 2005

To survey the different view points about food service programs among parents and teachers, 2 types of questionnaires, which consisted of attitude, perception, satisfaction and demand of the food service program in child education centers, were used. The data was collected from 2450 parents and 450 teachers who attended a child education center in 16 provinces, nationwide. SPSS was used for descriptive analysis and ANOVA test and $X^2-test$. The frinding results were as follows. 1. The average serving size of meal (lunch) were 80 meals per day and 167 meals per day at large institutions. Mean cost of snacks was 14,709 won per month and mean costs of lunch were 29,319 won per month. The mean price was not significantly different according to the scale of institution. The numbers of servings of lunch, morning snack and afternoon snack were 5, 3.4 and 3.5 times per week each. $56.4\%$ of the institutions served meals to children in classrooms, but the national/public institutions, which were attending elementary school, served meals in a dining place in the elementary school. 2. Teacher controlled serving portion size of snacks $(79.6\%)$ and lunch $(88.8\%)\;and\;30.1\%$ of teacher did not allow leaving lunch food. The ratio of knowing about preserved meals of the teacher who worked at a small institution was significantly higher than the teacher who worked at large institutions (p<0.01). 3. Between parents and teachers, several different view points about school lunch programs were detected. Most parents and teachers wanted that the school lunch to be fully cooked and served at the child education institution itself, but $12.2\%$ of parents and $14.4\%$ of teachers wanted a catering service. The teachers group preferred 'lunch box from home' and 'home partially prepared lunch' as an ideal meal serving type than the parent groups (p<0.01). And there were significantly different view points about price factors in school meals, teachers group highly answered that operating expenses must be added in meal prices. 4. The teacher groups' priorities of education activities during meal time were a significantly lower score than parents group in overall education activities. Teacher and parent groups pointed out that individual sanitation activities were most important of the education activities during meal time, but promoting good eating habits was the lowest score in both groups. 5. 'Improving taste and food quality' was most urgent in food service at child education centers, but there were significantly different view points between parent groups $(64.5\%)$ and teacher groups $(43.8\%)\;(p<0.05)$. They answered at a lower percent in 'employee qualified person' and 'cost control' point to improve food service, but there were also different opinions between the two groups (p<0.01). 6. As to the matter of the advantages and disadvantages of catering services, two group answered that the advantages of a catering service were 'convenience' and 'to solve facilities and labor problems', disadvantages were 'lower in food freshness' and 'sanitation problems'. There were also several different view pionts in catering services, the parents groups were more anxious about food sanitation than teachers. This study found several different view points about school food services among parents and teachers. To improve food services at child education institutions, there is a need to adjust the differences between the two groups through interactive communication channels and education and to employ dietitians as taking charge of adjusting roles between the two groups.

• Journal of Korean Society of Forest Science
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• v.113 no.1
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• pp.118-130
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• 2024

Rehabilitation of mining areas can reduce damage to ecosystems. However, the effects of rehabilitation on ecosystem services (ESs) and its contribution to local communities are not well known. Thus, the aims of this study were to clearly identify the ES beneficiaries affected by mining activities, to determine how the beneficiaries profit from surrounding areas in cooperation with local stakeholders, and to manage the rehabilitation areas for the ESs that the beneficiaries want. This study chose 18 ESs (4 provisioning, 7 regulating, 5 cultural, and 2 habitat services) based on The Economics of Ecosystems and Biodiversity. A semi-structured questionnaire survey using an 11-point Likert scale was conducted among 87 community residents to investigate social awareness and identify key ESs. The survey results from two local communities showed high awareness and demands mainly on cultural (mental and physical health, aesthetic appreciation, and recreation) and regulating services (local climate and air quality, and moderation of extreme events). These services were related to the daily lives of residents in local communities, provided positive benefits, and potentially improved the residents' future livelihoods. However, the average questionnaire scores were limited to 6-7 points, indicating that the benefits to local communities were meager. The residents' awareness of provisioning service was negative, even if it provided goods and profit opportunities. This indicated a disconnection between local communities and provisioning services due to forest rehabilitation that did not consider local communities that traditionally relied on specific provisioning services before the onset of mining activities. Future forest rehabilitation in abandoned mine areas must consider the welfare of local communities for sustainable use of rehabilitated forests and enhancing ESs. In this study, only a qualitative evaluation based on frequency analyses was conducted. The quantification and valuation of key ESs are warranted in the future to promote ESs from forest rehabilitation in abandoned mine areas. The study results would be useful for developing site-specific ES promotion strategies for reforesting mine areas.

• Journal of the Korean Society of Food Science and Nutrition
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• v.37 no.11
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• pp.1443-1451
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• 2008

This study was performed to develop menu satisfaction index in Business & Industry (B&I) food service and to survey customer's menu satisfaction using the index. The menu satisfaction index included 16 items with Likert 5 point. Cronbach's alpha to assess the internal reliability of the developed scales was 0.8917, which indicated highly reliable. Construct validity was assessed by principal components analysis and then four factors explaining 65.964% of the total variance were found. Among the 15 items of menu satisfaction, the average scores of all items were above 3.0 out of 5. As a result of analysis on menu satisfaction factors, 'propriety of food temperature' (3.52 out of 5) was the highest consideration followed by 'sufficiency of format' (3.46), 'excellence in food' (3.35) and 'well-being orientation' (3.31). It could be said that customer's perception on the menu quality was very positive. Four factors were correlated with overall menu satisfaction positively. Especially, 'excellence in food', and 'well-being orientation' and 'sufficiency of format' affected significantly on overall menu satisfaction. It concluded that customers were satisfied with portion size, temperature, price but their needs for taste and health/nutrition-related service would be increased. The menu satisfaction developed in this study should be applied to other B & I food service operation by type.

• Journal of the Korean Society of Environmental Restoration Technology
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• v.27 no.2
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• pp.1-16
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• 2024

To achieve carbon neutrality and restore the national environment, there is growing interest in policies to transform national land areas into green space, such as expanding nature-based solutions, increasing biodiversity, and improving ecosystem service functions. In addition to complying with international agreements such as the United Nations Framework Convention on Climate Change and the Convention on Biological Diversity, it is necessary to expand green spaces to achieve the 2050 Carbon Neutrality goal, which can be achieved by restoring the damaged land in an ecological way. However, it is challenging to implement green restoration in a systematic and active way due to conflicts of interest among landowners and lack of institutional support and advanced technology. Therefore, this study aims to develop a strategy to expand green restoration and implement it smoothly and systematically. This study examined the current status of green restoration in South Korea by investigating green restoration laws and systems and overseas trends, and by surveying the perceptions of 1,000 people selected from a pool of the public. The results of this study show that it is difficult to implement the green restoration efficiently because the laws related to restoration are scattered. According to the relevant legal plans, the perception and direction of restoration is to pursue a sustainable national land environment, allow people to benefit from nature, improve the quality of life, and nurture related industries and human resources. In the international community, it is mentioned that green restoration contributes to achieving the 2050 Carbon Neutrality goal, revitalizing green industries, developing and applying advanced technologies, maintaining consistency in restoration-related policies, expanding citizens' access to green spaces, and adopting nature-based solutions. Both experts and the public are aware of the seriousness of the damage to the natural environment and prefer restoration with human use rather than focusing on natural recovery. It is expected that this study will contribute to the future direction of green restoration and the implementation of tasks for the sustainable restoration of the national land environment and the zero-carbon era.

• Journal of the Korea Society of Computer and Information
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• v.18 no.9
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• pp.189-199
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• 2013

This study was conducted to identify the effect of a flight attendant's uniform quality on uniform satisfaction and on selecting an airline. To do that, uniform components were first classified into three factors esthetics, functionality, and symbolization. Then the differences of respondents'perception were tested according to the demographics of respondents. Finally the causal relationships among three uniform components, uniform satisfaction and select airline were examined. For the empirical study, the questionnaire data were collected from college and university student studying cabin crew service. The result of this study showed that the perceptions of students who study cabin crew service were significant on according some demographics information, esthetics, functionality and symbolization factors affecting uniform satisfaction, which had the positive effect on selecting an airline. These results suggested practical implications for cabin crew's uniform. These result include important managerial implications for the airlines. Also there was some limitation on a hypothesis of study and the further study were needed.

• Journal of Korean Medicine Rehabilitation
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• v.34 no.1
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• pp.65-81
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• 2024

Objectives This study aimed to understand the general research trends, applicated disease, and methodology of transcutaneous/percutaneous vagus nerve stimulation, contemplating its clinical use in traditional Korean medicine and future research directions. Methods A scoping review was conducted following Arksey and O'Malley Framework Stage and adhering to the PRISMA extension for scoping reviews: checklist and explanation. Papers published until October 30, 2023, were investigated across 10 databases (PubMed, Embase, Scopus, Web of Science, China National Knowledge Infrastructure, Oriental Medicine Advanced Searching Integrated System, Korean Studies Information Service System, KMbase, Science ON, Research Information Sharing Service. The search terms used were 'Transcutaneous/Percutaneous vagus nerve stimulation'. Results Since 2021, the application of transcutaneous/percutaneous vagus nerve stimulation for musculoskeletal symptoms has been actively researched, predominantly in Asia (37%), Europe (37%), and North America (21%). All 19 papers were part of clinical studies. Chronic pain was noted that most applied disease, it also was found to potentially aid in acute post-surgical pain relief. Major assessment tools include not only simple pain metrics but also pain perception, vagal nerve tension, quality of life, and inflammatory markers. Most procedures were carried out through the ear, which offers a favorable site for therapeutic stimulation without notable side effects. And parameter analysis, frequencies typically ranged around 25 Hz to 30 Hz, while pulse widths were commonly set at 250 ㎲ or 300 ㎲. Conclusions Transcutaneous/percutaneous vagus nerve stimulation is easily accessible through acupuncture in Korean medicine. Therefore, if future studies establish parameters and clinical significance, it could be utilized as a therapeutic modality.

• Journal of the Korean Dietetic Association
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• v.13 no.2
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• pp.183-193
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• 2007

School foodservice employees are involved with every aspect of ensuring that high quality meals are prepared and they influence student satisfaction. The objective of this study was to identify whether job satisfaction of cooks is affected by their relationships with management. Survey forms that were developed for foodservice dietitians and employees were interviewed. Questionnaires to measure job satisfaction were distributed to 30 schools in the Gyeonggi province and completed by 30 dietitians and 323 cooks. Foodservice cooks' job satisfaction was evaluated by measuring attitudes towards aspects of their job using the modified Smith method(1969). All items in the scales were coded by 4 Likert scale(1: nerver satisfied, 4: very satisfied), then grouped by using factor analyses. Statistical methods used in this study were a $x^2$-test, t-test with SPSS software(version 12.0). The study results were as follows; 1) The demographic data showed that 65.3% of respondents were in their 40s, 96% were married, 68.8% were high school graduates, and 93.5% were contracted employees. Regarding overall experience in their current workplace, 27.9% had been in their position over 5 years and 25.7% said less than 2 years. 2) Most of the school lunches was served in the classroom(73.3%). The cook working was rotated among the employees(90%). Most employees did not use a day's leave of absence per month because they were averse to burdening their coworkers. 3) There were no significant differences in job satisfaction between the cooks' self-evaluation scores(2.92) and those of the dietitians(2.92). Among the factors influencing job satisfaction, dietitians(2.10) perceived that cooks(1.99) were more satisfied with their salaries than was actually the case. The cooks(3.19) rated their level of work satisfaction higher than the dietitians(3.03) perceived it to be. Employees rated their relationship satisfaction as 3.50, but dietitians on the other hand rated it 3.37. Most of the cook respondents want a higher salary and a some kind of employment guarantee. This study provides foodservice managers information useful for design positions that will increase productivity. Future study is needed to determine the factors that will improve job satisfaction and satisfy the employees' needs, which in turn will improve school food service quality.

• The Journal of Korean Academy of Sensory Integration
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• v.8 no.1
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• pp.51-60
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• 2010

Objective : The purpose of this study is to provide practical guidelines for the better performance of the Occupational therapy services(OT services) in the Supporting Center for Special Education. The study is based upon the quality and satisfaction of the OT services, measured by interviewing parents whose children have taken the services provided by Ulsan Kang-Nam Supporting Center for Special Education. Methods : Five parents for the children having OT services since March, 2010 in the Kang-Nam Supporting Center were interviewed individually. The interview per each person took thirty to fifty minutes and was all audio-recorded. Results : The satisfaction of the qualification for the OT therapists working at the Kang-Nam Supporting Center was high. The quality for treatment facilities and the variety for treatment materials met the expectation for OT to be well-performed. The free OT treatment system was the one of significant features for the OT services provided by the Kang-Nam Supporting Center. However, the perception of the interviewed parents for the OT was very low.

• Journal of Distribution Research
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• v.13 no.2
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• pp.1-27
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• 2008

In a power-asymmetry relationship like franchise system, a high dependent franchisee must often rely on its powerful partner. Therefore, in order to build up 'win-win' systems, therefore channel members should increase trust and commitment each other to enhance the relationship quality to sustain long-term cooperative relationships. First of all, to increase the relationship quality in franchise system, franchisor should increase franchisee's perception of the powerful franchisor's justice. The point of this research, I established basic hypotheses and comparative hypotheses to examine franchisor's behavior what franchisee expected which influences on franchisee's attitude and behavior in power - asymmetry relationship in franchise system. For the purpose of the empirical testing, managers of franchisee in the food service industry of Korea had been selected and analyzed, and major findings in this study as follow: First, the relational norm between franchisor and franchisee increased both distributive justice and procedural justice, especially relational norm had more effect on procedural justice than distributive justice. Second, distributive justice increased both economic commitment and social commitment while procedural justice just increased social commitment only but economic commitment. So, on the relational commitment, distributive justice was more important element than procedural justice. On the other hand, procedural justice had indirect effect on economic commitment through distributive and social commitment.