• Title/Summary/Keyword: channel assessment

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Unmanned AerialVehicles Images Based Tidal Flat Surface Sedimentary Facies Mapping Using Regression Kriging (회귀 크리깅을 이용한 무인기 영상 기반의 갯벌 표층 퇴적상 분포도 작성)

  • Geun-Ho Kwak;Keunyong Kim;Jingyo Lee;Joo-Hyung Ryu
    • Korean Journal of Remote Sensing
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    • v.39 no.5_1
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    • pp.537-549
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    • 2023
  • The distribution characteristics of tidal flat sediment components are used as an essential data for coastal environment analysis and environmental impact assessment. Therefore, a reliable classification map of surface sedimentary facies is essential. This study evaluated the applicability of regression kriging to generate a classification map of the sedimentary facies of tidal flats. For this aim, various factors such as the number of field survey data and remote sensing-based auxiliary data, the effect of regression models on regression kriging, and the comparison with other prediction methods (univariate kriging and regression analysis) on surface sedimentary facies classification were investigated. To evaluate the applicability of regression kriging, a case study using unmanned aerial vehicle (UAV) data was conducted on the Hwang-do tidal flat located at Anmyeon-do, Taean-gun, Korea. As a result of the case study, it was most important to secure an appropriate amount of field survey data and to use topographic elevation and channel density as auxiliary data to produce a reliable tidal flat surface sediment facies classification map. In addition, regression kriging, which can consider detailed characteristics of the sediment distributions using ultra-high resolution UAV data, had the best prediction performance compared to other prediction methods. It is expected that this result can be used as a guideline to produce the tidal flat surface sedimentary facies classification map.

Nondestructive Quantification of Corrosion in Cu Interconnects Using Smith Charts (스미스 차트를 이용한 구리 인터커텍트의 비파괴적 부식도 평가)

  • Minkyu Kang;Namgyeong Kim;Hyunwoo Nam;Tae Yeob Kang
    • Journal of the Microelectronics and Packaging Society
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    • v.31 no.2
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    • pp.28-35
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    • 2024
  • Corrosion inside electronic packages significantly impacts the system performance and reliability, necessitating non-destructive diagnostic techniques for system health management. This study aims to present a non-destructive method for assessing corrosion in copper interconnects using the Smith chart, a tool that integrates the magnitude and phase of complex impedance for visualization. For the experiment, specimens simulating copper transmission lines were subjected to temperature and humidity cycles according to the MIL-STD-810G standard to induce corrosion. The corrosion level of the specimen was quantitatively assessed and labeled based on color changes in the R channel. S-parameters and Smith charts with progressing corrosion stages showed unique patterns corresponding to five levels of corrosion, confirming the effectiveness of the Smith chart as a tool for corrosion assessment. Furthermore, by employing data augmentation, 4,444 Smith charts representing various corrosion levels were obtained, and artificial intelligence models were trained to output the corrosion stages of copper interconnects based on the input Smith charts. Among image classification-specialized CNN and Transformer models, the ConvNeXt model achieved the highest diagnostic performance with an accuracy of 89.4%. When diagnosing the corrosion using the Smith chart, it is possible to perform a non-destructive evaluation using electronic signals. Additionally, by integrating and visualizing signal magnitude and phase information, it is expected to perform an intuitive and noise-robust diagnosis.

Numerical analysis of morphological changes by opening gates of Sejong Weir (보 개방에 의한 하도의 지형변화 과정 수치모의 분석(세종보를 중심으로))

  • Jang, Chang-Lae;Baek, Tae Hyo;Kang, Taeun;Ock, Giyoung
    • Journal of Korea Water Resources Association
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    • v.54 no.8
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    • pp.629-641
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    • 2021
  • In this study, a two-dimensional numerical model (Nays2DH) was applied to analyze the process of morphological changes in the river channel bed depending on the changes in the amount of flooding after fully opening the Sejong weir, which was constructed upstream of the Geum River. For this, numerical simulations were performed by assuming the flow conditions, such as a non-uniform flow (NF), unsteady flows (single flood event, SF), and a continuous flood event (CF). Here, in the cases of the SF and CF, the normalized hydrograph was calculated from real flood events, and then the hydrograph was reconfigured by the peak flow discharge according to the scenario, and then it was employed as the flow discharge at the upstream boundary condition. In this study, to quantitatively evaluate the morphological changes, we analyzed the time changes in the bed deformation the bed relief index (BRI), and we compared the aerial photographs of the study area and the numerical simulation results. As simulation results of the NF, when the steady flow discharge increases, the ratio of lower width to depth decreases and the speed of bar migration increases. The BRI initially increases, but the amount of change decreased with time. In addition, when the steady flow discharge increases, the BRI increased. In the case of SF, the speed of bar migration decreased with the change of the flow discharge. In terms of the morphological response to the peak flood discharge, the time lag also indicated. In other words, in the SF, the change of channel bed indicates a phase lag with respect to the hydraulic condition. In the result of numerical simulation of CF, the speed of bar migration depending on the peak flood discharges decreased exponentially despite the repeated flood occurrences. In addition, as in the result of SF, the phase lag indicated, and the speed of bar migration decreased exponentially. The BRI increased with time changes, but the rate of increase in the BRI was modest despite the continuous peak flooding. Through this study, the morphological changes based on the hydrological characteristics of the river were analyzed numerically, and the methodology suggested that a quantitative prediction for the river bed change according to the flow characteristic can be applied to the field.

Case studies of shallow marine investigations in Australia with advanced underwater seismic refraction (USR) (최신 수중 탄성파 굴절법(USR)을 이용한 호주의 천부해양탐사 사례연구)

  • Whiteley, Robert J.;Stewart, Simon B.
    • Geophysics and Geophysical Exploration
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    • v.11 no.1
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    • pp.34-40
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    • 2008
  • Underwater seismic refraction with advanced interpretation approaches makes important contributions to shallow marine exploration and geotechnical investigations in Australia's coastal areas. A series of case studies are presented to demonstrate the recent applications of continuous and static USR methods to river crossing and port infrastructure projects at various sites around Australia. In Sydney, static underwater seismic refraction (USR) with bottom-placed receivers and borehole seismic imaging assisted the development of improved geotechnical models that reduced construction risk for a tunnel crossing of the Lane Cove River. In Melbourne, combining conventional boomer reflection and continuous USR with near-bottom sources and receivers improved the definition of a buried, variably weathered basalt flow and assisted dredging assessment for navigation channel upgrades at Geelong Ports. Sand quality assessment with continuous USR and widely spaced borehole information assisted commercial decisions on available sand resources for the reclamation phase of development at the Port of Brisbane. Buried reefs and indurated layers occur in Australian coastal sediments with the characteristics of laterally limited, high velocity, cap layers within lower velocity materials. If these features are not recognised then significant error in depth determination to deeper refractors can occur. Application of advanced refraction inversion using wavefront eikonal tomography to continuous USR data obtained along the route of a proposed offshore pipeline near Fremantle allowed these layers and the underlying bedrock refractor to be accurately imaged. Static USR and the same interpretation approach was used to image the drowned granitic regolith beneath sediments and indurated layers in the northern area of Western Australia at a proposed new berthing site where deep piling was required. This allowed preferred piling sites to be identified, reducing overall pile lengths. USR can be expected to find increased application to shallow marine exploration and geotechnical investigations in Australia's coastal areas as economic growth continues and improved interpretation methods are developed.

The Effect of Corporate SNS Marketing on User Behavior: Focusing on Facebook Fan Page Analytics (기업의 SNS 마케팅 활동이 이용자 행동에 미치는 영향: 페이스북 팬페이지 애널리틱스를 중심으로)

  • Jeon, Hyeong-Jun;Seo, Bong-Goon;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.26 no.1
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    • pp.75-95
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    • 2020
  • With the growth of social networks, various forms of SNS have emerged. Based on various motivations for use such as interactivity, information exchange, and entertainment, SNS users are also on the fast-growing trend. Facebook is the main SNS channel, and companies have started using Facebook pages as a public relations channel. To this end, in the early stages of operation, companies began to secure a number of fans, and as a result, the number of corporate Facebook fans has recently increased to as many as millions. from a corporate perspective, Facebook is attracting attention because it makes it easier for you to meet the customers you want. Facebook provides an efficient advertising platform based on the numerous data it has. Advertising targeting can be conducted using their demographic characteristics, behavior, or contact information. It is optimized for advertisements that can expose information to a desired target, so that results can be obtained more effectively. it rethink and communicate corporate brand image to customers through contents. The study was conducted through Facebook advertising data, and could be of great help to business people working in the online advertising industry. For this reason, the independent variables used in the research were selected based on the characteristics of the content that the actual business is concerned with. Recently, the company's Facebook page operation goal is to go beyond securing the number of fan pages, branding to promote its brand, and further aiming to communicate with major customers. the main figures for this assessment are Facebook's 'OK', 'Attachment', 'Share', and 'Number of Click' which are the dependent variables of this study. in order to measure the outcome of the target, the consumer's response is set as a key measurable key performance indicator (KPI), and a strategy is set and executed to achieve this. Here, KPI uses Facebook's ad numbers 'reach', 'exposure', 'like', 'share', 'comment', 'clicks', and 'CPC' depending on the situation. in order to achieve the corresponding figures, the consideration of content production must be prior, and in this study, the independent variables were organized by dividing into three considerations for content production into three. The effects of content material, content structure, and message styles on Facebook's user behavior were analyzed using regression analysis. Content materials are related to the content's difficulty, company relevance, and daily involvement. According to existing research, it was very important how the content would attract users' interest. Content could be divided into informative content and interesting content. Informational content is content related to the brand, and information exchange with users is important. Interesting content is defined as posts that are not related to brands related to interesting movies or anecdotes. Based on this, this study started with the assumption that the difficulty, company relevance, and daily involvement have an effect on the dependent variable. In addition, previous studies have found that content types affect Facebook user activity. I think it depends on the combination of photos and text used in the content. Based on this study, the actual photos were used and the hashtag and independent variables were also examined. Finally, we focused on the advertising message. In the previous studies, the effect of advertising messages on users was different depending on whether they were narrative or non-narrative, and furthermore, the influence on message intimacy was different. In this study, we conducted research on the behavior that Facebook users' behavior would be different depending on the language and formality. For dependent variables, 'OK' and 'Full Click Count' are set by every user's action on the content. In this study, we defined each independent variable in the existing study literature and analyzed the effect on the dependent variable, and found that 'good' factors such as 'self association', 'actual use', and 'hidden' are important. Could. Material difficulties', 'actual participation' and 'large scale * difficulties'. In addition, variables such as 'Self Connect', 'Actual Engagement' and 'Sexual Sexual Attention' have been shown to have a significant impact on 'Full Click'. It is expected that through research results, it is possible to contribute to the operation and production strategy of company Facebook operators and content creators by presenting a content strategy optimized for the purpose of the content. In this study, we defined each independent variable in the existing research literature and analyzed its effect on the dependent variable, and we could see that factors on 'good' were significant such as 'self-association', 'reality use', 'concernal material difficulty', 'real-life involvement' and 'massive*difficulty'. In addition, variables such as 'self-connection', 'real-life involvement' and 'formative*attention' were shown to have significant effects for 'full-click'. Through the research results, it is expected that by presenting an optimized content strategy for content purposes, it can contribute to the operation and production strategy of corporate Facebook operators and content producers.

Accuracy Analysis of ADCP Stationary Discharge Measurement for Unmeasured Regions (ADCP 정지법 측정 시 미계측 영역의 유량 산정 정확도 분석)

  • Kim, Jongmin;Kim, Seojun;Son, Geunsoo;Kim, Dongsu
    • Journal of Korea Water Resources Association
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    • v.48 no.7
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    • pp.553-566
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    • 2015
  • Acoustic Doppler Current Profilers(ADCPs) have capability to concurrently capitalize three-dimensional velocity vector and bathymetry with highly efficient and rapid manner, and thereby enabling ADCPs to document the hydrodynamic and morphologic data in very high spatial and temporal resolution better than other contemporary instruments. However, ADCPs are also limited in terms of the inevitable unmeasured regions near bottom, surface, and edges of a given cross-section. The velocity in those unmeasured regions are usually extrapolated or assumed for calculating flow discharge, which definitely affects the accuracy in the discharge assessment. This study aimed at scrutinizing a conventional extrapolation method(i.e., the 1/6 power law) for estimating the unmeasured regions to figure out the accuracy in ADCP discharge measurements. For the comparative analysis, we collected spatially dense velocity data using ADV as well as stationary ADCP in a real-scale straight river channel, and applied the 1/6 power law for testing its applicability in conjunction with the logarithmic law which is another representative velocity law. As results, the logarithmic law fitted better with actual velocity measurement than the 1/6 power law. In particular, the 1/6 power law showed a tendency to underestimate the velocity in the near surface region and overestimate in the near bottom region. This finding indicated that the 1/6 power law could be unsatisfactory to follow actual flow regime, thus that resulted discharge estimates in both unmeasured top and bottom region can give rise to discharge bias. Therefore, the logarithmic law should be considered as an alternative especially for the stationary ADCP discharge measurement. In addition, it was found that ADCP should be operated in at least more than 0.6 m of water depth in the left and right edges for better estimate edge discharges. In the future, similar comparative analysis might be required for the moving boat ADCP discharge measurement method, which has been more widely used in the field.

Assessment of fish fineness ratios passing through a fishway (어도를 통과하는 어류의 형태 체형비 평가)

  • Moon, Woon-ki;Bae, Dae-Yeul;Kim, Do-Hyun;Shin, Hyun-Beom;Suh, Jung Bin;Lim, Kyeong Hun;Lee, Eui-Haeng;Yoo, Jae-Sang;An, Kwang-Guk;Kim, Jai-Ku
    • Korean Journal of Environmental Biology
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    • v.37 no.4
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    • pp.726-734
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    • 2019
  • To understand the relationship between water velocity in a fishway and fish morphology, the fineness ratio of fish, expressed as the standard length to the body depth, was measured. The fineness ratios of fish groups belonging to Cyprinidae, Acheilognathinae, Centropomidae, and Centrachidae were relatively low. The FRs of other groups, excluding eel-shaped types of fish, were over 4.5, indicating streamlined structures. The fineness ratios of Korean fish were classified into three different types: type I was Bitterling-Carp group that favored a slow-flowing pool habitat(FRs ranged from 2.1 to 3.3), type II was the Chub group representing streamlined types (FRs FRs ranged from 3.7 to 5.2), and type III was the Smelt-Barbel fish group that preferred riffle-run habitats with high velocity (FRs is over 5.2). Fish abundance analysis of fish using the fishway during the experimental periods showed a relatively high abundance of both type II and III compared to type I. The FRs of the fish passing through fishway(velocity 0.5-1.0 m s-1) ranged from 4.5 to 5.0, indicating that the fish using the fishway were mainly the streamlined type. As one of the standard fishways in Korea, the flow rate of the ice harbor type ranged from 0.2 to 2.6 m s-1. The FR values of the fish groups using the fishway ranged from 4.3 to 5.0. In contrast, the flow rate measured in an artificial channel type of fishway (same as a natural type of fishway) ranged from 0.1 to 1.9 m s-1 and the FR values for the fish groups using a natural type of fishway ranged from 3.3 to 5.3. The low FR values in natural fish are considered to be due to differences in the flow rates between the two types of fishways.

Questionnaire Study on the Difficulties and Improvements of the 6th Industrialization Dairy Farm (설문을 통한 6차산업형 목장경영의 애로사항과 개선방안에 관한 연구)

  • Lee, Jin-Sung;Nam, Ki-Taeg;Park, Seong-Min;Son, Yong-Suk
    • Journal of Dairy Science and Biotechnology
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    • v.34 no.4
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    • pp.255-262
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    • 2016
  • This study was conducted to investigate the difficulties of dairy farms in practicing 6th industrialization and methods for overcoming these difficulties. A qustionnaire survey was carried out to examine the present states of farms, recognition of the farmstead milk-processing market situation, possibility of farmstead milk processing for reducing the raw milk surplus, assessment of government policies, and difficulties dairy farmers confront in realizing the 6th industrialization. Farm sizes, types, and human resources organizations varied between farms. Most farmers were producing yogurt and/or fresh (string or barbecue) cheeses, which were marketed through 'Visit and Purchase' channel. Farmers who answered the questionnaire were relatively positive about the current situation of farmstead milk processing, expecting to be involved in the disposal of excess raw milk. Nevertheless, they responded negatively about current relevant policies, citing the main difficulties caused by 'excessive regulation'. Other barriers to successful '6th industrialization' are difficulties in marketing and lack of funds. Approximately 19% of dairy farms practicing the '6th industrialization' use automatic milking system (AMS) and 38.46% of dairy farmers whose milking depends on conventional milking system intend to introduce AMS in the future. Positive expectations of AMS adoption were mostly related to 'lack of time and labor', 'exhibiting for tourism', and 'succession of dairying'.

Parameters Estimation of Clark Model based on Width Function (폭 함수를 기반으로 한 Clark 모형의 매개변수 추정)

  • Park, Sang Hyun;Kim, Joo-Cheol;Jung, Kwansue
    • Journal of Korea Water Resources Association
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    • v.46 no.6
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    • pp.597-611
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    • 2013
  • This paper presents the methodology for construction of time-area curve via the width function and thereby rational estimation of time of concentration and storage coefficient of Clark model within the framework of method of moments. To this end time-area curve is built by rescaling the grid-based width function under the assumption of pure translation and then the analytical expressions for two parameters of Clark model are proposed in terms of method of moments. The methodology in this study based on the analytical expressions mentioned before is compared with both (1) the traditional optimization method of Clark model provided by HEC-1 in which the symmetric time-area curve is used and the difference between observed and simulated hydrographs is minimized (2) and the same optimization method but replacing time-area curve with rescaled width function in respect of peak discharge and time to peak of simulated direct runoff hydrographs and their efficiency coefficient relative to the observed ones. The following points are worth of emphasizing: (1) The optimization method by HEC-1 with rescaled width function among others results in the parameters well reflecting the observed runoff hydrograph with respect to peak discharge coordinates and coefficient of efficiency; (2) For the better application of Clark model it is recommended to use the time-area curve capable of accounting for irregular drainage structure of a river basin such as rescaled width function instead of symmetric time-area curve by HEC-1; (3) Moment-based methodology with rescaled width function developed in this study also gives rise to satisfactory simulation results in terms of peak discharge coordinates and coefficient of efficiency. Especially the mean velocities estimated from this method, characterizing the translation effect of time-area curve, are well consistent with the field surveying results for the points of interest in this study; (4) It is confirmed that the moment-based methodology could be an effective tool for quantitative assessment of translation and storage effects of natural river basin; (5) The runoff hydrographs simulated by the moment-based methodology tend to be more right skewed relative to the observed ones and have lower peaks. It is inferred that this is due to consideration of only one mean velocity in the parameter estimation. Further research is required to combine the hydrodynamic heterogeneity between hillslope and channel network into the construction of time-area curve.

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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