• The Research Journal of the Costume Culture
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• v.12 no.5
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• pp.805-818
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• 2004

The recent interests of the 'brand equity' concept as the essential subject in the brand management and control sector has induced the fashion marketers to evaluate the fashion brand equity. Thus this study conducted a survey on the consumers that were aware of three national shoes brands(Kumkang, Esquire, and Elcanto) and analyzed the results using SPSS 11.0. The research results were as follows. First of all, factor analysis was carried out to find out the elements of brand equity that customers put emphasis on three national shoes brands(Kumkang, Esquire, and Elcanto). Four important brand equity elements were found such as individuality, brand/corporate awareness, satisfaction, and price benefits. Secondly, regression was executed to find out more important brand equity elements that influence the customers. Among them individuality was considered as the most important element, followed by brand/corporate awareness, satisfaction, and price benefits. Finally Kumkang was found out to have the highest brand equity, followed by Esquire, and Elcanto based on the customer's evaluation.

• International Journal of Contents
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• v.3 no.4
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• pp.30-35
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• 2007

Chinese hotel industry needs to continue consummation. Especially the physical environment direct or the indirect influence to the consumers has not caused the hotel managers enough attention. Chinese hotel industry also lacks to the physical environment whole perception and the understanding. This paper research purposes are: how through that improve the hotel physical hotels. And what's disparities between the Chinese hotel industry in the physical environment and the Western developed country, how needs to improve and so on. Therefore, this paper has mainly studied and analysis the hotel atmosphere, the hotel facility, the hotel cleanliness, the hotel position, customers' overall satisfaction, the repatronage which independent effect, relations and the importance of them in Chinese hotel industry. This paper have made 5 hypotheses to relations of the hotel atmosphere, the hotel facility, the hotel cleanliness, the hotel position and customer's overall satisfaction, the repatronage. We have carried on the questionnaire survey to four hotels, altogether send out to the 250 questionnaires, and have received 202 questionnaires. Through after these analyses, the 1 hypothesis cannot have the data support. Therefore, the conclusions are: the first, the good hotel atmosphere has the positive influence to the consumer overall perception; the second, the higher hotel cleanliness has the positive influence to the consumer overall perception; the third, the convenience hotel position has the positive influence to consumer's perception; the fourth, the consumers' higher overall satisfaction has the positive influence to consumer's repatronage. But the influence of the higher hotel facility to consumers' perception cannot have the enough support from the data.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.1257-1266
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• 2021

The study examines factors that influence shopping intention of online consumers in Vietnam. Studied factors include consumers' attitude, subjective norms, perception of behavioral control, perception of usefulness, perceived risks and trust. The expansion of Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) are used as basic theories. We have surveyed people who have experiences on online shopping. There are 836 selected questionnaires that are qualified for data processing. The collected data are analyzed through a process which starts from scale reliability test to exploratory factor analysis (EFA), correlation analysis and regression analysis. The results show that shopping intention of online consumers are positively affected by their attitude, subjective norms, perception of behavioral control, perception of usefulness and trust. In contrast, online shopping intention is negatively affected by the perceived risks that online shopping could bring. Among those factors, the perception of risk is shown to have the strongest influence to online shopping intention. The findings of this study suggest that managers and retailers can apply cash-on-delivery method and design their website with user-friendly interface to enhance online shopping intention of consumers. The Government is also recommended to fulfill the law system to reduce customers' perception of financial risks.

• The Journal of the Korea Contents Association
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• v.20 no.11
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• pp.88-100
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• 2020

This study explored the impact of perceiving communication and empathy skills of workers in the food service industry on communication satisfaction. This study surveyed 715 customers and workers. First, the result showed that the higher the people thought communication skills of worker were, the higher they felt satisfaction on communication in restaurants for both customers and workers. Workers perceived their communication kills better than customers did. Second, the higher the people thought empathy skills of worker were, the higher they were satisfied on communication in restaurants for both customers and workers. Workers perceived their empathy kills better than customers did. Lastly, multiple regression analysis results showed that communication and empathy skills independently had the impact on communication satisfaction for customers. But only communication skills had the impact on satisfaction amongst workers. Maybe the impact of empathy skill was included with that of communication skills. This indicated that there existed the perceptual difference between customers and laborers about communication satisfaction.

• The Journal of Information Systems
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• v.14 no.2
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• pp.293-317
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• 2005

Female customers form a major customer group for Internet shopping and their trust on Internet stores seems to be significantly related with their transactions. This paper focuses on female customers' trust on Internet stores, hypothesizing that online service quality has a positive impact on trust and that trust, in turn, together with service quality has a positive effect on loyalty. We investigate trust from three dimensions(benevolence, integrity, and ability) and at the same time, unlike existing research, treat service quality to have five dimensions (intangibles, reliability, responsiveness, assurance, and empathy) as known in SERVQUAL(Parasuraman et al., 1988). Survey data is obtained from the female college student sample. Our research model is justified in terms of construct validity, internal consistency, and goodness of fit. Research hypotheses are tested using SEM(Structural Equation Modeling). The results are as follows: First, assurance and empathy dimensions of service quality have significant impacts on benevolence/integrity dimension of trust. Second, out of the five service quality dimensions, only assurance has a positive effect on ability dimension of trust. Third, assurance dimension of service quality and ability dimension of trust are positively related with customer loyalty. The most important factors for female customers' loyalty are found to be assurance(service quality) and ability(trust). The significance of assurance is in line with findings from existing research. But its relationship with the trust dimensions is uncovered in this research, and the only dimension that impacts on ability is assurance. We find that female customers build trust about internet stores based on their ability rather than on their benevolence/integrity and that the female customers' perception on the internet stores' ability can be improved by higher service quality from the aspect of assurance. Importantly enough, these findings offer practical guidelines to Internet stores to boost female customers' loyalty.

• Korean Journal of Human Ecology
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• v.19 no.4
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• pp.675-685
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• 2010

This study analyzed risk perception and risk reduction behaviors of male and female college students in their twenties who purchased fashion products in internet shopping malls. It also investigated the relationship between risk perception and risk reduction behavior as well as the ways in which groups, categorized by risk perception, differed in their risk reduction behaviors. The results of this study were as follows: first, seven factors of risk perception were identified. These were product quality, shipping, product image, payment, economic feasibility, fear of other people's reactions, and size. Six types of risk reduction behavior were also identified. These were product comparison, word-of-mouth information search, price search, preference for name-brand, service comparison, and referring to experiences. Next, a correlational analysis of the factors of risk perception and those of risk reduction behavior showed several patterns. The highest positive correlation was between economic risk perception and product comparison behavior. In addition, shipping risk perception was positively correlated with service comparison behavior and product quality and product image had a positive correlation with word-of-mouth information search behavior. Third, customers of internet shopping malls could be categorized into three groups: shipping risk perception group, high risk perception group, and product quality risk perception group. The groups were shown by factor analysis to be significantly different to each other. Finally, risk reduction behavior was investigated according to the different groups of risk perception of the internet shopping malls and the results showed significant differences among groups.

• Journal of Distribution Science
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• v.16 no.11
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• pp.57-64
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• 2018

Purpose - As the importance of salesperson attitudes and behaviors enhancing customer perception and loyalty have increased, many retail companies put emphasis on internal marketing activities. The issue also has captured the interest of academics, but most of the previous research tends to be limited to investigating antecedents of salesperson job satisfaction and commitment. Based on the consumer-brand relationship concepts, this study aims to examine the effects of the salesperson-brand relationships on customers' service evaluation and store loyalty. Research design, data, and methodology - In a structural equation model, it is hypothesized that salesperson brand identification influences salespersons' brand trust and affect, which are the two dimensions of consumer-brand relationships. Salespersons' brand trust and affect are expected to increase salespersons' customer orientation, which in turn influences customers' service evaluations and store loyalty. To test this hypotheses a set of data collected from department stores in Seoul is utilized. Results - First, it was found that salesperson brand identification is a significant antecedent to salespersons' brand trust and affects, the two dimensions of salesperson brand relationships. Second, salespersons' brand trust and affect were found to enhance salespersons' customer-oriented behaviors. Third, salespersons' customer orientation showed a significant effect on customers' service evaluation. When a salesperson makes more effort to provide useful information for fulfilling customer needs, customers evaluate the salesperson's service more positively. Finally, customers' service evaluation had a positive impact on customers' store loyalty. Conclusions - This study provides significant academic and practical implications. First, based on the theory of consumer-brand relationships, the concept of salesperson-brand relationships was introduced and found to be an effective motivator of salespersons' customer oriented attitudes and behaviors. Therefore, the two dimensions of brand relationships, brand trust and affect, should be considered as the critical factors both in developing theoretical research and improving long-term company performance. Also, internal marketing activities should focus on maximizing employees' brand identification. That is, retail companies need to put emphasis on sharing their brand values and personality with internal customers to strengthen the brand relationships with salespersons and to enhance customer responses.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.12
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• pp.1073-1087
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• 2020

The purpose of this paper is to (1) evaluate a proposed conceptual model based on integrated Technology Acceptance Model (TAM) and Corporate Social Responsibility (CSR); (2) compare the differences between Vietnam and South Korea regarding the effects of consumer perception of CSR activities and technology acceptance on intention to adopt mobile banking. Structural Equation Modeling (SEM) was conducted to analyze the data collected from the field survey questionnaires administered to a convenience sample of Vietnamese and Korean banking customers. The results showed that there is a difference between South Korea and Vietnam with regard to intention to use mobile banking services. While the effects of social responsibility and environmental responsibility on trust, trust on perceived usefulness, perceived risk on intention to use, perceived usefulness on intention to use were significant in the context of Vietnam but those effects were not significant in South Korea. Therefore, this study has attempted to fill this gap by empirically examining some of the important factors influencing the adoption of m-banking from the Vietnamese and Korean customers' perspectives. Finally, practical and theoretical implications for both banks and researchers in the m- banking context are also discussed in the concluding section.

• Journal of Korean Society for Quality Management
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• v.44 no.4
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• pp.965-981
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• 2016

Purpose: This study aims to propose Kano-SERVQUAL integrated approach as an effective tool for evaluating auto service quality attributes to enhance the use of SERVQUAL. Methods: The Kano-SERVQUAL survey was conducted to evaluate customer perception for 28 auto service quality attributes which were obtained from auto service expert in 'H' company. The correlation analysis of SI(Satisfaction Index), DI(Dissatisfaction Index) and expectation values are conducted in this study. Results: The 28 auto service quality attributes are classified into attractive attributes and one-dimensional attributes. The results of this study show that the correlations between the customers' expectation values and DI is strongly positive correlation with 1% significance level, expectation values and SI is negative correlation with 10% significance level. Conclusion: The results show that the purposed Kano-SERVQUAL integrated approach provides a deeper understanding of service quality attributes in that it distinguishes the customers' expectation values between highly expected attributes(e.g. must-be attribute) and less expected attributes(e.g. attractive attribute).

• Journal of the Korean Society of Food Culture
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• v.19 no.5
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• pp.532-543
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• 2004

The purpose of this study was to investigate three different perceptions based on major 23 part planning attributes. These party planning attributes were categorized using exploratory factor analysis. Three groups of respondents were identified based on the sample data; the first group is a group of people experienced parties before, the second group is a group of people intended to attend parties in near future, and the third group is a group of people who want to be a party planner. Respondents participated in this study express their own perceptions on party-planning attributes. The study shows that the perceptions of respondents were significantly different from each other. Particularly, prospective party planners emphasize on artistic attributes, such as harmony between dishes and foods or between the party concept and foods. However, party attendees more importantly considered other attributes, including the event suitable to the party type, places held a party. The research suggests that understanding party attendees' perception will provide useful information to develop party events that can reflect customers' desires.