• 디지털융복합연구
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• 제11권1호
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• pp.199-209
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• 2013

전환장벽이란 고객이 기존의 쇼핑몰과의 관계를 단절하고 다른 쇼핑몰로 전환하는데 따른 어려움을 의미한다. 본 연구의 목적은 인터넷 쇼핑몰에서 고객 전환의도에 영향을 미치는 요인을 설문조사를 통해 분석해보는 데에 있다. 전환장벽 이론을 근거로 대안의 매력도와 전환비용의 요인을 도입하고 고객만족과 전환의도의 요인을 추가하여 연구모형을 구성하였다. 쇼핑몰의 이용경험이 많은 20~30대를 대상으로 하였으며, PLS 분석도구를 사용하였다. 대안의 매력도는 신뢰, 가격, 서비스 품질, 웹사이트 품질의 네 동기요인으로, 전환비용은 계약비용 탐색비용, 학습비용의 세 동기요인으로 도입하여 2차 다차원 변수로 가정하여 분석을 하였다. 설문조사를 토대로 한 분석결과, 고객만족과 전환비용은 전환의도에 영향을 주는 것으로 나타났으며, 상대적 매력도는 고객만족에는 영향을 주는 것으로 나타났으나, 기대와는 달리 전환의도에는 별다른 유의한 요인으로 작용하지 못한 것으로 나타났다. 또한 고객만족과 상대적 매력도가 전환의도에 미치는 영향에 관여도가 조절효과를 미칠 것이라는 가설도 수용되지 못하였다. 결론으로 본 연구결과의 학술적, 실무적 시사점을 함께 제시하였다.

• 대한영양사협회학술지
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• 제25권3호
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• pp.165-177
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• 2019

This study examined the perception and behavior of fast food restaurant customers toward ordering kiosk nutrition information. Specifically, the influence of nutrition information transparency and information quality on behavioral intention and revisit intention were identified. In addition, the difference in the nutrition information transparency and information quality was analyzed according to the health consciousness of the customers. The study employed a self-administered survey that was distributed both online and offline from November 8~22, 2018. The sample of the study was customers who had experienced ordering from the kiosk in a fast food restaurant in the six months prior to taking the survey. A total of 250 (98.0%) respondents completed the survey, which was used for data analysis. As a result, there was a significant relation between transparency and nutrition information quality (P<0.001). The higher the visibility and inferability of the nutrition information, the better the nutrition information quality. Nutrition information quality has a significant impact on the levels of customer satisfaction and revisit intention (P<0.001). For the differences in the transparency and nutrition information quality by health consciousness of customers, the results indicated that groups with high health consciousness (3.74 or higher) perceived a higher transparency and nutritional information quality than those with a lower health consciousness. These findings can form the basis of a strategy in developing nutrition information of ordering kiosks in restaurants. In addition, it can be applied to academia and industry.

• 한국콘텐츠학회논문지
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• 제18권6호
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• pp.204-216
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• 2018

본 연구는 뷔페레스토랑 선택 결정요인들을 탐색한 후, 최근 실무적으로 중요성이 더해지고 있는 행사요인을 발굴하고 이에 대한 척도를 개발하였다. 개발된 행사요인 척도를 기존의 뷔페레스토랑 척도요인들과 더불어 독립변수를 구성하고 고객만족을 매개변수로 하였으며 행동의도를 종속변수로 모형을 설정하여 개발된 척도를 검증하였다. 검증결과, 행사요인이 고객만족과 행동의도에 정(+)의 영향을 미치고 있으며 여러 결과들 중 새롭게 도출된 행사요인이 뷔페레스토랑 선택 결정의 주요요인으로 작용한다는 점을 실증적으로 확인하였다. 본 연구는 척도를 개발하기 위한 분석의 틀로써 기호학적 내용 분석방법을 활용하여 행사요인을 도출하고 측정문항을 개발하였다. 척도 개발 후, 행사요인 개념에 대한 이해도 조사를 실시하였고, 뷔페 레스토랑 이용자들에게 설문지를 배포하여 회수된 285부를 분석한 후, 결과를 도출하여 척도를 실증적으로 검증하였다. 본 연구를 통해 뷔페레스토랑의 지속가능성을 담보하는 객관적이고 효율적 척도개발을 통해 외식업의 트렌드 변화반영 및 고객취향 맞춤형 전략실행에 적용 가능한 척도개발로 실무적 함의를 제공하였다.

• 유통과학연구
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• 제13권11호
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• pp.79-92
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• 2015

Purpose - The aim of this study is to develop an empirical model of the effects of traditional market service quality factors on customer value, relationship quality, and behavior. The specific objectives of the study are as follows: 1) to classify study objects into cultural tourism markets and non-cultural tourism markets as well as to verify the differences in service quality among the two markets and, 2) to present practical service marketing methods that fit with the characteristics of the traditional markets by amending the five quality evaluation items of SERVQUAL (a multiple-item scale for measuring service quality)to suit the characteristics of the traditional markets and establish the relationship among customer value, relationship quality, and behavior intention. Research design, data, and methodology - The study methods of empirical investigation are as follows. First, this study selected for a study object the Suwon Paldalmun Gate Market to represent the cultural tourism market, and general traditional markets to represent the non-cultural tourism market. This study also conducted personal interviews in order to increase the response rate and collected a total of 418 responses between March 18, 2014 and April 05, 2014. The total of 418 responses used for this study excluded 14 responses that had either misleading information or missing values. Results - This study verified the perceived differences of service quality based on traditional market specialization through an independent sample t-test. It appeared that the perceived service quality of the cultural tourism market was generally higher than that of the non-cultural tourism market. This study executed a path analysis in order to examine the effects of service quality factors on customer value, relationship quality, and behavior intention. This study also comprehensively analyzed the specialized market and non-specialized market separately. Although there were some differences among the results, the overall results were uniform. It appeared that convenience, reliability, and empathy, among the service quality factors, exerted meaningful effects on customer value. On the other hand, convenience, reliability, responsiveness, and empathy, excluding the tangibles, exerted meaningful effects on the relationship quality. In addition, it appeared that all service quality factors exerted meaningful effects on the customer value, relationship quality, and behavior intention. Therefore, the study verified that all of the hypotheses formulated in the study were generally adopted. Conclusions - The implication of this study may be classified into academic and practical implication as follows. With respect to the academic implication, it seems that this study is among the early studies to verify the differences between the cultural tourism market and the non-cultural tourism market. The practical implication of this study is that the perceived service quality, such as convenience, reliability, responsiveness, and tangibles, excluding empathy, was higher in the cultural tourism market than in the non-cultural tourism market. This means that customer satisfaction is enhanced by governmental aid such as hardware, software, and information and communications technology.

• Journal of Information Technology Applications and Management
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• 제31권3호
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• pp.71-92
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• 2024

This study investigates the contribution of customer knowledge to customer intention to adopt mobile banking by evaluating the interaction among knowledge, perceived risk and trust, and behavioral intentions. Analysis is conducted through structural equation modelling using SPSS and AMOS and data from 783 customers representing the seven largest banks in Vietnam. Our study is the first one to find the existence of the bidirectional perspective between objective and subjective knowledge. The study further shows that the attenuation effect in the heuristic-systematic model could be used to explain the stronger influence of objective knowledge on intention compered to subjective knowledge. Our findings suggest that customer knowledge, perceived risk and trust impact the intention of mobile banking users in different manners and to different degrees. Particularly, objective customer knowledge is the most influential predictor of mobile banking adoption. Having a greater understanding of these relationships can help firms in deciding the kind of intervention that is most likely to convince customers to adopt a service.

• 한국식품조리과학회지
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• 제29권5호
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• pp.605-616
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• 2013

A multistage approach for service recovery enables restaurant managers to do the most effective recovery strategies to reduce customer dissatisfaction and lead to positive behavioral intentions. The purpose of this study was to identify the most effective service recovery strategies in terms of service stage and examine the relationship between service strategies and behavioral intentions. A total of 227 diners examined the customer perceptions to recovery strategies (tangible strategy and intangible strategy) following service failures in each of the four stages:1) reservation and parking, 2) seating and ordering, 3) meal consumption, and 4) payment and exit. The one-way ANOVA showed that intangible strategies were relatively more effective than tangible strategies regardless of service stages. Free meal or free dessert were most effective in service stage 1 and stage 2 whereas correct the failure and reperformance of service found to be the most effective service recovery strategy. Regarding the association between service recovery strategies and behavioral intentions, multiple regression analysis showed that intangible strategies influenced diners' likelihood of positive behavioral intentions whereas tangible strategies lead to diners' willingness to positive behavioral intentions only in service stage 1. The findings enable restaurant practitioners to improve service recovery activities from a service stage perspective.

• 한국식생활문화학회지
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• 제31권1호
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• pp.73-80
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• 2016

The purpose of this study was to identify the change attributes of food courts inside department stores or shopping centers, which are becoming more sophisticated and gentrified. A survey was conducted regarding customer satisfaction level of food services, which influences customers' revisit behavioral intentions, to provide future development direction. Using an exploratory factor analysis, 55 questions on food and beverage service, atmosphere, comfort, sanitation, and food quality were produced. This study tested how these choice factors affect customers' positive or negative impressions of their dining experiences through multiple regression analysis. Results indicate that 'food service' was the most important factor contributing to customers' positive impressions along with higher revisit behavioral intentions. On the contrary, respondents who received poor 'food service' had higher negative impressions with low revisit intentions. The results and findings of this study will positively influence marketing and customer relationship management and thus help design of successful strategies for food court development.

• Journal of Smart Tourism
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• 제4권2호
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• pp.25-33
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• 2024

This study examines the factors influencing the use of mobile food ordering applications and their impact on consumption behavior amidst recent societal changes. It re-evaluates the relevance of factors from the UTAUT2 theory in predicting customers' behavioral intentions. Additionally, the study explores the moderating effect of confidence in food safety measures (CFSM). Quantitative research methods are employed. A structured questionnaire that measures the psychological factors, behavioral intention, and actual usage of mobile food ordering applications was used to collect customer data. Regression and moderation analyses are conducted to test the hypotheses and examine the moderating role of CFSM. The findings reveal that performance expectation, effort expectation, and habit significantly predict customers' intention to use mobile food ordering applications. Moreover, for customers with high CFSM, social influence, facilitating conditions, and hedonic motivation add additional contributions to their behavioral intention. This study extends the UTAUT2 theory by applying it to mobile food ordering applications and examining the influence of CFSM. It identifies the specific factors that drive customers' intention to use these applications and highlights the importance of CFSM as a moderating factor. The findings offer theoretical insights and practical implications for researchers and practitioners in the mobile food ordering industry.

• 한국조리학회지
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• 제22권7호
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• pp.88-99
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• 2016

본 연구에서는 외식분야 1인 창업자가 소비자의 행동의도에 미치는 요인을 파악하고, 또 창업자에 대한 서비스 품질이 소비자가 지각된 관계 혜택이 행동의도에 미치는 영향에 대해 연구하였다. 설문 조사는 2016년 3월 1일부터 3월 30일에 이르는 한 달간 1인 창업을 이용하는 광주광역시 시민 278명을 대상으로 실시하였다. 연구결과는 1인 창업의 서비스 품질의 하위변수인 음식의 질, 음식의 가치, 물리적 환경으로 3가지를 변수로 설정하였고, 관계 혜택에서 심리적 혜택, 경제적 혜택, 사회적 혜택, 고객혜택으로 4가지 변수로 설정하였다. 또 소비자의 행동의도를 종속변수로 하여 회귀분석을 실시한 결과, 모두 유의한 정(+)의 영향관계가 있는 것으로 분석되었다.

• 대한가정학회지
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• 제47권7호
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• pp.73-82
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• 2009

The purpose of this study was to examine the effect of perceived justice associated with service recovery on perceived service quality, and the relationships among perceived service quality, customer satisfaction and behavioral intentions in online apparel shopping contexts. Justice theory provided the theoretical framework for this study. The research strategy employed an online survey methodology. Online shoppers (N=669) who had experiences in service failure and dissatisfactions completed a questionnaire. The model of the study was tested by structural equation modeling (SEM) and the results of SEM revealed positive effect of perceived justice regarding service recovery on perceived service quality, positive effect of perceived service quality on customer satisfaction, and positive effect of customer satisfaction on behavioral intention. The results of this study have implications for online retailers. Online retailers need to understand the importance of service recovery by which service failures are managed.