• 한국정보시스템학회지:정보시스템연구
• /
• 제10권1호
• /
• pp.303-322
• /
• 2001

This paper proposes 2 problems of Internet Marketing. Firstly, nowadays many people are aware of Web Service and the services that are available in cyberspace. However they are not fully aware of the concepts and range of Web Services. Secondly, most of the research of Internet Marketing focuses on the service quality of cyber shopping using SERVQUAL in relationship to service quality of shopping malls. Therefore they have a lot of limitations because they do not understand all the media characteristics of Internet. Basically the Internet has service parts and also has characteristics of new advertising. But many research papers do not consider these respects. The purpose of this paper is to study of the effects of Web Service Quality on Internet Commerce Transactions. To accomplish the purpose of this paper effectively, theoretical background of web services was reviewed briefly. We defined Web Services and categorized them. We found that the components of Web Service Quality are Information Providing Service Quality and Advertising Service Quality. Factor analysis is conducted according to the dimensions of each component. We conducted Path analysis how these components affect buyers'attitude and buyers'attitude affect revisit intentions and buyer intentions. The results show that strategies of cycler brand construction are better than strategies of selling to web surfers. The strategies of cyber brand construction are related to buying in that customers increase their visits to the entrepreneur's Web site and this increases the loyalty to that site therefore this is related to buying habits.

• 한국의류학회지
• /
• 제35권7호
• /
• pp.841-855
• /
• 2011

This study examines the structured model of building fashion customer loyalty by service recovery and scrutinizes the effect of explanations on perceived justice and the proposed model. The data of a total of 300 women were collected through an online survey. Employing structural equation modeling, this study demonstrated that both distributive and interactional justice had a positive impact on customers' satisfaction with service encounter that subsequently led to overall satisfaction with the brand. Overall satisfaction influenced the attitudinal loyalty of customers that induced their behavioral loyalty. To examine the effect of explanations on perceived justice and the process of building fashion customer loyalty by service recovery, t-test and multi-group SEM were employed. The result displayed that the group who received explanations after service failure perceived higher level of justice than the one who did not. There was a significant difference between two groups on the direct path from interactional justice to overall satisfaction with the brand. This study clarifies how perceived justice influences fashion customer loyalty mediating by satisfaction in and confirms the critical role of explanations in service recovery context. By implying the understanding of the important role of explanations in service recovery context, this study provides fashion marketers with insight for delivering more successful service recovery strategies that enhance customer loyalty.

• 대한가정학회지
• /
• 제25권4호
• /
• pp.33-45
• /
• 1987

The purpose of this study is to analyze the factorial structure of the criteria on clothing selection of the working women, and then to provide the date to develop an instrument to measure the criteria on clothing selection. A total of 877 samples were selected from unmarried female in the twenties. Data were analyzed using factor analysis, Pearson's product-mement correlation coefficients, content analysis and Cronbach's α. The results of the study were as follows; 1. There were identified 7 factors as the clothing selection criteria of the working women; Fashion, Practicality, Modesty, Appearance, Service, Comfort, and Impulse purchase. 2. Comparing with the previous results, we confirmed that the criteria on clothing selection was made up of at least 8 factors; Practicality, Comfort, Brand or price, Impulse purchase, Fashion, Individuality, Modesty, and Service. 3. According to the correlation among 8 factors, they formed two clusters; one cluster contained Practicality, Comfort, and Modesty factor, and the other did Brand or price, Impulse purchase, Fashion and Individuality factor. 4. Service factor was significantly correlated to the other factors, that is, service was the very important criteria on the clothing selection.

• 대한안전경영과학회:학술대회논문집
• /
• 대한안전경영과학회 2008년도 춘계학술대회
• /
• pp.401-415
• /
• 2008

Upon the basis at the end of March 2005, we have the 38.91 million cellular phone subscribers over the country and the total diffusion rate of the cellular phone is reached up to 76.1%. At this moment, it can be said the most people use it since the demand is still going on. Turning to the operation company, this is serviced by the SK Telecom, LG Telecom, and KTF, and there are at least 6 manufactures producing it including Samsung, LG, KTF ever, Motorola an d SKY. Most users periodically change the service vendor to the others for buying new model or changing the service vendor. It is understood the customer's action occurred by the differences of the brand cognition. In this study, along with some parameters including the difference of the vendor's difference of satisfaction (mobile telecommunication, product), and the possibility to buy the product again, I am going to find out the relationship between the satisfaction of the provider's service.

• 마케팅과학연구
• /
• 제18권4호
• /
• pp.245-276
• /
• 2008

본 연구는 상표자산의 구성요소에 대한 선행요인을 분석하고 이를 토대로 하여 상표자산 구성요소와 상표자산 영향요인간의 관계 그리고 상표자산 구성요소와 구매의도간의 관계를 규명하고 한국과 영국을 중심으로 비교하여 상표자산관리 방안을 도출해보고자 하였다. 연구결과, 정보탐색은 제품지식에 정(+)의 영향을 미치며, 상표태도와 상표지식은 상표 충성도와 상표 가치에 정(+)의 영향을 미치는 것으로 나타났다. 그리고 상표충성도와 상표가치는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 정보원천의 경우, 한국에서는 제품지식에 정(+)의 영향을 미치고 있는 반면, 영국에서는 영향을 미치지 않는 것으로 나타났다.

• 한국산학기술학회논문지
• /
• 제14권5호
• /
• pp.2198-2206
• /
• 2013

브랜드 이미지가 기업 간의 차별화를 만들어 주고 고객과의 관계를 형성한다는 점에서 글로벌 경쟁 시대에 그 중요성이 더욱 부각되고 있다. 본 연구의 목적은 브랜드 이미지와 브랜드 태도 및 충성도의 관계를 알아보기 위해 제품의 특질이 크게 차이 나지 않는 커피라는 제품을 선정하였고, 국내 커피전문점 브랜드 이미지를 분석하여 브랜드 이미지가 소비자 선호도에 어떠한 영향을 미치는지를 파악하는 것을 목적으로 연구를 진행하였다. 연구의 결과 커피점의 브랜드 감성이미지 요인들이 브랜드태도에 영향을 주었고, 커피점의 브랜드태도 요인들이 브랜드 충성도에 영향을 주었으며, 커피점의 브랜드 이미지 요인들은 브랜드 충성도에 영향을 주고 있음을 알 수 있었다. 이 결과를 중심으로 각각의 커피전문점의 성장과 더불어 브랜드 이미지와 브랜드 태도 및 브랜드 충성도와의 관계를 규명하여 전략적 고려를 극대화 할 수 있다.

• 한국조리학회지
• /
• 제13권4호
• /
• pp.31-44
• /
• 2007

The verified results of this study on the selected study assignments are as follows: Brand awareness of the western-style family restaurants in both study assignment One and Two is examined by showing and comparing the restaurants ranked from first to third. The ranking is based on the survey response rate only. And the familiarity of family restaurants' logos is investigated by statistical techniques such as T-test Anova, Duncan's Multiple Range Test, etc. Firstly, the analytical result of study assignment One shows that the brand awareness of the family restaurants can vary depending on how often customers use the restaurants. Secondly, the analytical result of study assignment Two shows that the familiarity and the preference of the restaurants ranked from first to third are identical each other depending on customers' sex, marital status, and income. Besides, the result shows that the brand awareness shows different rankings depending on customers' age, educational background, and occupation. Thirdly, the analytical result of study assignment Three indicates that the familiarity is different depending on customers' age, educational background, occupation, and annual income.

• 한국정보통신학회:학술대회논문집
• /
• 한국정보통신학회 2015년도 추계학술대회
• /
• pp.737-739
• /
• 2015

본 연구의 목적은 소비자들이 IT 첨단제품을 구매함에 있어서 지각하는 브랜드의 인지도와 구매태도를 바탕으로 구매의사결정을 이론적 배경에 대한 검토를 바탕으로 가설을 설정하고 이들 가설을 검증하기 위하여 실증연구를 수행하였다. IT 제품에 있어서 브랜드의 인지도는 소비자들이 제품이나 서비스를 채용하는데 있어서 매우 중요한 전략적 접근방법이다. 소비자들의 IT 첨단제품을 구매하는데 있어 기업의 브랜드 강화전략을 도출하는 것이 기업의 경쟁력을 강화시키고 성공적인 시장진입에 대한 시사점임을 알 수 있다.

• 대한영양사협회학술지
• /
• 제11권3호
• /
• pp.299-308
• /
• 2005

The purpose of this study was to investigate the college and university student's perception on the brand awareness of contract foodservice management company in Incheon area. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of 82.5%. The results showed that 85 % of the students has known that the foodservice operation was managed by contracted management company, only 56.5% of them have known the exact name of contract foodservice management company managing their cafeteria. It was recommended therefore that contract foodservice management company need more efforts for widening public activities for their company's name.

• 한국조리학회지
• /
• 제6권1호
• /
• pp.79-102
• /
• 2000

This study aims at providing restaurant marketers and decision-makers both the brand differentiation information and the useful clues to achieve the high market share through the various brand differentiation opportunities in multi-chain family restaurants. Sample surveys were conducted to 245 persons who had frequent using multi-chain family restaurants in Seoul. Method of survey used are telephone interviewing. The result of analysis was shown the marketer's performances on differentiation marketing, but that there were a lot of opportunities of differentiating the brand from others. Therefore, restaurant marketers and decision-makers should try to differentiate their brand along the lines of physical attributes, service, food quality, personnel, location, or image, in order to win the guest and then get the succession of their business.