• Journal of Global Scholars of Marketing Science
• /
• v.19 no.4
• /
• pp.1-10
• /
• 2009

The purpose of this study was to categorize the gap between coffee shop 'importance' (as perceived by customers before patronizing the coffee shop) and 'satisfaction' (perception of customers after patronizing the coffee shop) as positive or negative and to analyze the effect of these gaps on purchasing behavior. To do this, I used the gap between importance and satisfaction regarding the choice of a coffee shop as the explanatory variable and performed an empirical analysis of the direction and size of the effect of the gap on purchasing behavior (overall satisfaction, willingness-to-revisit) by applying the Ordered Probit Model (OPM). A previous study that used IPA to evaluate the effects of gaps estimated the direction and size of a quadrant but failed to analyze the effect of gaps on customers. In this study, I evaluated the effects of positive and negative gaps on customer satisfaction and willingness-to-revisit. Using OPM, I quantified the effect of positive and negative gaps on overall customer satisfaction and willingness-to-revisit. Per-head expenditure, frequency of visits, and coffee-purchasing place had the most positive effects on overall customer satisfaction. Frequency of visits, followed by per-head expenditure and then coffee-purchasing place, had the most positive impact on willingness-to-visit. Thus per-head expenditure and frequency of visits had the greatest positive effects on overall satisfaction and willingness-to-revisit. This finding implies that the higher the actual satisfaction (gap) of customers who spend KRW5,000 or more once or more per week at coffee shops is, the higher their overall satisfaction and willingness-to-revisit are. Despite the fact that economical efficiency had a significant effect on overall satisfaction and willingness-to-revisit, college and university students still use coffee shops and are willing to spend KRW5,000 because they do not only purchase coffee as a product itself, but use the coffee shop for other activities, such as working, meeting friends, or relaxing. College and university students also access the Internet in coffee shops via personal laptops, watch movies, and study; thus, coffee shops should provide their customers with the appropriate facilities and services. The fact that a positive gap for coffee shop brand had a positive effect on willingness-to-revisit implies that the higher the level of customer satisfaction, the greater the willingness-to-revisit. A negative gap for this factor, on the other hand, implies that the lower the level of customer satisfaction, the lower the willingness-to-revisit. Thus, the brand factor has a comparatively greater effect on satisfaction than the other factors evaluated in this study. Given that the domestic coffee culture is becoming more upscale and college/university students are sensitive to this trend, students are attentive to brands. In most upscale coffee shops in Korea, the outer wall is built out of glass that can be opened, the interiors are exotic with an open kitchen. These upscale coffee shops function as landmarks and match the taste of college/university students. Coffee shops in Korea have become a cultural brand. To make customers feel that coffee shops are upscale, good quality establishments and measures to provide better services in terms of brand factor should be instituted. The intensified competition among coffee shop brands in Korea as a result of the booming industry indicates that provision of additional services is needed to differentiate competitors. These customers can also use a scanner free of charge. Another strategy that can be used to boost brands could be to provide and operate a seminar room for seminars and group study. If coffee shops adopt these types of strategies, college/university students would be more likely to consider the expenses they incur worthwhile and, subsequently, they would be more likely to be satisfied with the brands of these coffee shops, with an associated increase in their willingness-to-revisit. Gender and study year had the most negative effects on overall satisfaction and willingness-to-revisit. Female students were more likely to be satisfied and be willing to return than male students, and third and fourth-year students were more likely to be satisfied and willing-to-return than first or second-year students. Students who drink coffee, read books, and use laptops alone at coffee shops are easily noticeable. High-grade students tend to visit coffee shops alone in order to use their time efficiently for self-development and to find jobs. The economical efficiency factor had the greatest effect on overall satisfaction and willingness-to-revisit in terms of a positive gap. The higher the actual satisfaction (gap) of students with the price of the coffee, the greater their overall satisfaction and willingness-to-revisit. Economical efficiency with a negative gap had a negative effect on willingness-to-revisit, which implies that a less negative gap will result in a greater willingness-to-revisit. Amid worsening market conditions, coffee shops located around colleges/universities are using strategies, such as a point or membership card, strategic alliances with credit-card companies, development of a set menu or seasonal menu, and free coffee-shot services to increase their competitive edge. Product power also had a negative effect in terms of a negative gap, which indicates that a higher negative gap will result in a lower willingness-to-revisit. Because there are many more customers that enjoy coffee in this decade, as compared to previous decades, the new generation of customers, namely college/university students, want various menu items in addition to coffee, and coffee shops should, therefore, add side menu items, such as waffles, rice cakes, cakes, sandwiches, and salads. For example, Starbucks Korea is making efforts to enhance product power by selling rice cakes flavored in strawberry, wormwood, and pumpkin, and providing coffee or cream free of charge. In summary, coffee shops should focus on increasing their economical efficiency, brand, and product power to enhance the satisfaction of college/university students. Because shops adjacent to colleges or universities enjoy a locational advantage, providing differentiated services in terms of economical efficiency, brand, and product power, is likely to increase customer satisfaction and return visits. Coffee shop brands should, therefore, be innovative and embrace change to meet their customers' desires. Because this study only targeted college/university students in Seoul, comparative studies targeting diverse regions and age groups are required to generalize the findings and recommendations of this study.

• Journal of the Ergonomics Society of Korea
• /
• v.32 no.2
• /
• pp.159-165
• /
• 2013

Objective: The aim of this study was to predict human performance time in finding objects on multi-display monitors using ACT-R cognitive architecture. Background: Display monitors are one of the representative interfaces for interaction between people and the system. Nowadays, the use of multi-display monitors is increasing so that it is necessary to research about the interaction between users and the system on multi-display monitors. Method: A cognitive model using ACT-R cognitive architecture was developed for the model-based evaluation on multi-display monitors. To develop the cognitive model, first, an experiment was performed to extract the latency about the where system of ACT-R. Then, a menu selection experiment was performed to develop a human performance model to find objects on multi-display monitors. The validation of the cognitive model was also carried out between the developed ACT-R model and empirical data. Results: As a result, no significant difference on performance time was found between the model and empirical data. Conclusion: The ACT-R cognitive architecture could be extended to model human behavior in the search of objects on multi-display monitors.. Application: This model can help predicting performance time for the model-based usability evaluation in the area of multi-display work environments.

• The Journal of the Korea Contents Association
• /
• v.10 no.2
• /
• pp.111-119
• /
• 2010

U-Healthcare provides healthcare and medical services, such as prevention, diagnosis, treatment, and follow-up services whenever and wherever it is needed, and its ultimate goal is to improve quality of life. This study defines the figure of U-Healthcare personalized services for providing U-Healthcare personalized services and proposes a healthcare model. A diet prescription system for personalized services can draw customized calories and rates of nutrition factors and represent a personalized diet through analyzing the personal preference in foods. This system changes the personal preference by monitoring the diet selection behavior of users. Also, this system is designed to be interactively operated with some sensors and devices in various environments using Java-based OSGi middleware.

• Journal of Biosystems Engineering
• /
• v.17 no.1
• /
• pp.65-78
• /
• 1992

When using a computer vision system for a measurement, the geometrically distorted input image usually restricts the site and size of the measuring window. A geometrically distorted image caused by the image sensing and processing hardware degrades the accuracy of the visual measurement and prohibits the arbitrary selection of the measuring scope. Therefore, an image calibration is inevitable to improve the measuring accuracy. A calibration process is usually done via four steps such as measurement, modeling, parameter estimation, and compensation. In this paper, the efficient error calibration technique of a geometrically distorted input image was developed using a neural network. After calibrating a unit pixel, the distorted image was compensated by training CMLAN(Cerebellar Model Linear Associator Network) without modeling the behavior of any system element. The input/output training pairs for the network was obtained by processing the image of the devised sampled pattern. The generalization property of the network successfully compensates the distortion errors of the untrained arbitrary pixel points on the image space. The error convergence of the trained network with respect to the network control parameters were also presented. The compensated image through the network was then post processed using a simple DDA(Digital Differential Analyzer) to avoid the pixel disconnectivity. The compensation effect was verified using known sized geometric primitives. A way to extract directly a real scaled geometric quantity of the object from the 8-directional chain coding was also devised and coded. Since the developed calibration algorithm does not require any knowledge of modeling system elements and estimating parameters, it can be applied simply to any image processing system. Furthermore, it efficiently enhances the measurement accuracy and allows the arbitrary sizing and locating of the measuring window. The applied and developed algorithms were coded as a menu driven way using MS-C language Ver. 6.0, PC VISION PLUS library functions, and VGA graphic functions.

• Journal of the Korean Society of Food Culture
• /
• v.22 no.3
• /
• pp.323-329
• /
• 2007

The objective of this study was to compare the healthy dining out attitude of restaurant diners by self-rated health status. Using healthy dining attitude and behavior questionnaire and a single question describing self-rated health status, the needs and importance of healthy dining out was detected. Mean age of the 182 respondents was 38.9${\pm}$11.37 years old and 37.4% of the respondents answered their mean monthly income was over 6,000,000won showing the subjects belonged in high income diners. The needs of healthy dining measured by five scales and offering healthy menus(3.80), labeling foods about original country(3.79), using environmentally friendly foodstuffs(3.71) and labeling nutrients on menu board(3.62) show higher score than others. A total of 76.4% of the respondents assessed their health status as 'good-rated Health' and 23.6% was 'poor-rated health'. There was no difference in frequency of eating out by self-perception of health status but, the 'poor-rated health' group need more nutrition information in restaurant specially for calorie(p<0.05), cholesterol(p<0.05), fiber(p<0.05), functional nutrients(p<0.001) showing significant differences comparing to 'good-rated health' group. In good-rated health group, selection of Korean cuisine for eating out was more frequent than the poor. The results shows the needs of healthy dining can be varied by diner's health status and therefore restaurateur should focus on understanding of the needs of diners with various health status.

• Journal of Distribution Science
• /
• v.9 no.4
• /
• pp.5-13
• /
• 2011

This study provides analysis of the effectiveness of domestic marketing strategies of the Korean coffee shop "Caffe Bene". It bases its evaluation on statistical outputs of 'choice attributes,' "market segmentation," demographic characteristics," and "satisfaction differences." The results are summarized in four points. First, five choice attributes were extracted from factor analysis: price, atmosphere, comfort, taste, and location; these are related to coffee shop selection behavior. Based on these five factors, cluster analysis was conducted, with statistical results classifying customers into three major groups: atmosphere oriented; comfort oriented; and taste oriented. Second, discriminant analysis tested cluster analysis and showed two discriminant functions: location and atmosphere. Third, cross-tabulation analysis based on demographic characteristics showed distinctive demographic characteristics within the three groups. Atmosphere oriented group, early-20s, as women of all ages was found to be 'walking down the street 'and 'through acquaintances' in many cases, as the cognitive path, and mostly found the store through 'outdoor advertising', and 'introduction'. Comfort oriented group was mainly women who are students in their early twenties or professionals, and appeared as a group to be very loyal because of high recommendation to other customers compared to other groups. Taste oriented group, unlike the other group, was mainly late-20s' college graduates, and was confirmed, as low loyalty, with lower recommendation activity. Fourth, to analyze satisfaction differences, one-way ANOVA was conducted. It shows that groups which show high satisfaction in the five main factors also show high menu satisfaction and high overall satisfaction. This results show that segmented marketing strategies are necessary because customers are considering price, atmosphere, comfort, taste, location when they choose coffee shop and demographics show different attributes based on segmented groups. For example, atmosphere oriented group is satisfied with shop interior and comfort while dissatisfied with price because most of the customers in this group are early 20s and do not have great financial capability. Thus, price discounting marketing strategies based on individual situations through CRM system is critical. Comfort oriented group shows high satisfaction level about location and shop comfort. Also, in this group, there are many early 20s female customers, students, and self-employed people. This group customers show high word of mouth tendency, hence providing positive brand image to the customers would be important. In case of taste oriented group, while the scores of taste and location are high, word of mouth score is low. This group is mainly composed of educated and professional many late 20s customers, therefore, menu differentiation, increasing quality of coffee taste and price discrimination is critical to increase customers' satisfaction. However, it is hard to generalize the results of study to other coffee shop brand, because this study have researched only one domestic coffee shop, Caffe Bene. Thus if future study expand the scope of locations, brands, and occupations, the results of the study would provide more generalizable results. Finally, research of customer satisfactions of menu, trust, loyalty, and switching cost would be critical in the future study.

• Journal of the Korean Society of Food Science and Nutrition
• /
• v.32 no.2
• /
• pp.287-294
• /
• 2003

The purpose of this study was to develop a web-based internet program for nutritional assessment and diet management of patient having hyperlipidemia. Hyperlipidermia were classified by hypercholesterolemia and hypertriglyceridemia. The program consisted of four parts according to their functions and contents. The first part explained the metabolism of lipids and defined the hyperchotesterolemia and hypertriglyceridemia. The second part is to assess the general health status such as body weight, obesity index, basal metabolic rate and total energy requirement by the input of age, sex, height, weight and degree of activity. This part also provides the Patient with menus lists and 1 day menu suitable to his weight, activity and the status of hyperlipidemia and offers the information for food selection, snacks, convenience foods, dine-out, behavioral modification, cooking methods, food exchange lists, and information on energy and nutrients of foods and drinks, and top 20 foods classified by nutrients. The third part is designed to investigate diet history of patient, that is, to find out his inappropriate dietary habit and give him some suggestions for appropriate dietary behavior. This part also offers on-line counseling and frequently asked Questions. The fourth part is evaluating their energy and nutrients intake by comparing with recommended dietary allowance for Koreans or standardized data for patient with hyperlipidemia. In this part, it is also analyzing energy and nutrients of food consumed by food group and meals, and evaluating the status of nutrient intake. These results are finally displayed as tabular forms and graphical forms on the computer screen.

• Journal of the Korean Society of Food Science and Nutrition
• /
• v.31 no.5
• /
• pp.847-885
• /
• 2002

The purpose of this study was to develop a web-based internet program for nutritional assessment and diet Prescription by renal diseases. Renal diseases were classified by nephrotic syndrome, renal failure, hemodialysis and peritoneal dialysis. The system consisted of five parts according to their functions and contents. The first part is to assess the general health status such as body weight, obesity index, basal metabolic rate and total energy requirement by the input of age, sex, height, weight and degree of activity. The second part was designed to investigate dietary history of patient, that is, to find out his inappropriate dietary habit and give him some suggestions for appropriate dietary behavior by investigating his dietary history. This part also offers the diet and nutrition management by personal status with renal disease, and the information for food selection, snacks, convenience foods, dine-out, behavioral modification, cooking methods, food exchange lists and terms. The third part is evaluating their energy and nutrients intake by comparing with recommended dietary allowance for Koreans or standardized data for patient with renal disease. In this part, it is also analyzing energy and nutrients of food consumed by food group and meals, and evaluating the status of nutrient intake. The fort]1 one, a major part of the system, is implementing the diet and menu planning by using food exchange lists. This Part Provides the patient with menus lists and I day menu suitable to his weight, activity and the status of renal disease. The fifth part is providing information on energy and nutrients of foods and drinks, and top 20 foods classified by nutrients. These results are finally displayed as tabular forms and graphical forms on the computer screen.

• Journal of the Korean Society of Food Science and Nutrition
• /
• v.33 no.1
• /
• pp.114-122
• /
• 2004

The purpose of this study was to develop a web-based internet program for nutritional counseling and diet management of patient with diabetes mellitus. The program consisted of four parts according to their functions and contents. The first part explained the metabolism of glucose and mechanism of insulin and insulin receptor expressed by flash 6.0, and defined the diabetes mellitus. The second part is to assess the general health status such as body weight, obesity index, basal metabolic rate and total energy requirement by the input of age, sex, height, weight and degree of activity. This part also provides tlne patient with menu lists and one day menu suitable to his weight and activity, and offers the information for food selection, snacks, convenience foods, dine-out, behavioral modification, cooking methods, food exchange lists, dietary education using buffet, and information on energy and nutrients of foods and drinks, and top 20 foods classified by nutrients. The third part is designed to investigate dietary history of patient, that is, to find out his inappropriate dietary habit and give him some suggestions for appropriate dietary behavior. This part also offers on-line counseling, follow-up management and frequently asked questions. The fourth part is evaluating their energy and nutrients intake by comparing with recommended dietary allowance for Koreans or standardized data for patient with diabetes mellitus. In this part, it is also analyzing energy and nutrients of food consumed by food group and meals, and evaluating the status of nutrient intake. These results are finally displayed as tabular forms and graphical forms on the computer screen. Therefore it is expected that the web-based internet program developed in this study will play a role in their health promotion as widely using by diabetic patients.

• Journal of the Korean Society of Food Culture
• /
• v.6 no.2
• /
• pp.185-197
• /
• 1991

An eating behavior research was done with 50 females at a buffet styled restaurant during their lunch time. Of the respondents, 52.0% were professional and 54.0% were graduate school graduates. Of the respondents, 58.0% of the company were friends and 24.0% were relatives. The average time period of eating was $93.0{\pm}23.4$ minutes. The average frequency of taking food was $4.0{\pm}1.1$ and the average frequency of taking food after satiety was $1.4{\pm}0.8$. It is significant that lower frequency of food consumption was directly proportional to the age groups of respondents. The average selected food items were $30.4{\pm}7.1$ out of 175 and the average weight of the consumed food was $995.0{\pm}240.9$ g. The older age group chose a similar number of food items, but the amount of each food item was considerably less than younger. So the younger the age group was, the more they ate. The average food items at one time was $7.1{\pm}2.2$ and the average food weight time was $233.7{\pm}69.7$ g. The percentage of respondents who evaluated themselves as 'ate too much' was 70.0% and those who evaluate themselves 'ate properly' was 14.0%. Most of them were satisfied with the buffet service. The average of number of food items consumed by respondents before cooking was $50.5{\pm}8.9$. The consumption of calories and nutrients was compared with the Korean Daily Recommended Dietary Allowances. The consumed calories were 60.9% of RDAs, protein 104.4%, calcium 77.1%, iron 129.8%, vitamin A 66.5%, thiamin 96.0%, riboflavin 95.7%, niacin126.6% and ascorbic acid 112.3%. This data exceeded 1/3 of the Korean Daily RDAs tremendously and tells us extreme overeating. The energy ratio of carbohydrate: fat: protein was 51.6: 29.9: 18.5. Caloric consumption of animal food was 27.9% and the consumption rate of the other nutrients from animal food was considerably high. But the consumption rate of vitamin A was 90.9% from vegetable groups. Accoding to this study, buffet service gives some advantages. It gives customers an good opportunity to vary their food intake, which enhances eating experiences and can cause an improvemont of food habits. But overeating is a problem. Therefore, we think it is necessary for those women who have influence over their family's food selection, to have nutrition education about a desirable order of eating a meal, food selection, and health problems due to overeating at buffet styled restaurant. There should be some improvement in the management of buffet service. For example, proper temperature, texture, and freshness of the food should be maintained. Prevention of mixed food smells should be considered as well. To lower the price it is desirable to reduce the number of similar items and to use seasonal food as much as possible. A buffet styled restaurant with less food items with cheaper prices is recommended. Various traditional food should be developed for the menu items. We expect buffet services to be sutable to maintain good health and to be popular to any eater.