• 유통과학연구
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• 제12권11호
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• pp.67-76
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• 2014

Purpose - PB (Private Brand) refers to the product for which the distribution company plans the production independently, consigns the production to the manufacturer, or attaches the self-developed trademark and sells it. To reinforce competitiveness in such a market environment, diverse products development, systematic management activities, and marketing efforts to analyze and understand the consumers' behavior regarding PB products are emphasized. Therefore, this study aims to investigate the relationships among PB product attributes, consumption emotion, brand attitude, and brand loyalty in general supermarkets. First, PB product attributes were defined using the five categories of perceived price, store image, familiarity, perceived service, and perceived quality, based on preceding studies. This study examined the influence of PB product attributes on consumption. Further, this study examined the relation among consumption emotion, brand attitude, and brand loyalty. This study provides more detailed and concentrated strategic implications. Research design, data, and methodology - In this study, the research model was designed to examine the relation among PB product attributes, consumption emotion, brand attitude, and brand loyalty. For the data collection method, the questionnaire survey comprised multiple items for each component and the direct interview method was employed. To collect data, the questionnaire survey was conducted for customers who personally visited the general supermarket after verifying the PB product purchase experience. The questionnaire survey was performed for one month, May 2014. A total of 300 questionnaires were distributed and 240 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0. Results - First, PB product attributes had a significantly positive effect on consumption emotion. The PB product attributes perceived by the customer at the point of service contact are important to form the positive consumption emotion. Second, consumption emotion had a significantly positive effect on brand attitude. Third, the consumption emotion had a significantly positive effect on brand loyalty. Such consumption emotion is an important factor in causing the positive evaluation on the brand attitude perceived by the customer. Fourth, brand attitude had a significantly positive effect on brand loyalty. The consumption emotion was positively represented to invoke the relational continuance behavior. The relational continuance behavior accompanies the repetition of purchase, word of mouth, and recommendation activities, and influences trust regarding the brand, for which the customer maintains the transaction continuously. Conclusions - The PB product attributes perceived by the customer at the point of service contact are important factors to form the positive consumption emotion. Based on this result, the discount store service provider would prepare the measures that can make the customer recognize the positive value, and make more detailed efforts. Consumption emotion is an important factor to cause the positive evaluation on the brand attitude perceived by the customer. Based on this result, the general supermarket must make efforts to provide fun or convenience in the purchase process for consumers.

• 대한전자공학회:학술대회논문집
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• 대한전자공학회 2007년도 하계종합학술대회 논문집
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• pp.163-164
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• 2007

Consumer needs becomes various in a mature mobile telecommunication market, while service differentiation is hard to achieve. The competition among telecommunication service providers is getting fierce in order to maintain and obtain customers. Moreover, HSDPA caused the intense marketing activity for the move to the next generation customers. Under these circumstances, brand equity can be a key to a long-term competitive edge for mobile phone service providers. In this study, we identified the factors influencing mobile telecommunication brand equity, and its influence on the HSDPA service subscription behavior.

• 유통과학연구
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• 제21권8호
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• pp.69-82
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• 2023

Purpose: This research aims to explore the effects of airline's pricing and service quality through service distribution process on repurchasing intention of the air passengers with meditations of passenger satisfaction and airline brand. Research design, data and methodology: This paper particularly focused on employing the moderating effect with two different market segmentations, namely leisure and corporate purpose travelers, in the Korean market. The total sample size of this research is 363 respondents of the general public in Korea. For the methodology of this research, structural equation modeling (SEM) was utilized for the statistical analysis. Results: It figured out that passenger satisfaction is ultimately the most important among variables of price, service quality and repurchase intention for both groups. On the contrary, the relationships, between price and airline brand in both groups, and between airline brand and repurchase intention in the leisure travel only, were not noted as beneficial effects. Conclusions: More noteworthy was that airline brand had a positive influence on repurchase intention in the corporate travel group. Based on this research, the results will deliver the contributions to the commercial airlines in the future.

• 한국콘텐츠학회논문지
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• 제16권6호
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• pp.374-386
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• 2016

본 연구는 나날이 다양화 되어 가는 항공사들을 대상으로 항공사의 서비스품질과 브랜드이미지, 브랜드 태도 그리고 재이용 의도와의 영향을 알아보고자 하였다. 항공사의 서비스품질은 유형적인서비스, 무형적 서비스, 인적서비스인 세 가지 차원으로 나누어 파악하였으며, 고객들이 갖게 되는 브랜드이미지, 브랜드태도에 어떠한 영향을 미치는지 파악하고, 이러한 브랜드이미지와 브랜드태도가 재이용의도에 어떠한 영향을 갖게 되는지 실증분석을 통해 파악하였다. 또한 항공사의 유형(FSC와 LCC)에 따른 이용객의 인식하는 유형적 무형적서비스, 브랜드이미지, 브랜드태도, 재이용의도의 차이와 서비스품질과 브랜드이미지, 서비스품질과 브랜드 태도의 관계에서 항공사 유형의 조절효과를 실증적으로 검증하였다. 실증분석 결과, 항공사의 서비스품질 중 유형적서비스, 무형적서비스, 인적서비스는 브랜드이미지, 브랜드태도에 정(+)의 영향을 미치는 것으로 나타났으며, 브랜드이미지와 브랜드태도 또한 재이용의도에 중요한 영향을 미치는 것으로 나타났다. 또한 항공사의 서비스품질은 인적요소가 가장 중요한 것으로 나타났다. 마지막으로 서비스품질과 브랜드이미지, 서비스품질과 브랜드 태도의 관계에서 항공사 유형은 순수 조절 작용을 하는 것으로 나타났다. 이러한 실증분석의 결과, 항공사 유형에 따라 승객들은 항공사를 선택할 때 항공사의 서비스품질 뿐만 아니라 자신의 경험과 구전, 인지된 이미지에 대한 정보 등을 통해 형성된 브랜드이미지, 브랜드 태도가 재이용의도에 영향을 미치게 되므로 항공사마다 차별화 되고 개성 있는 서비스전략을 고안해 낼 필요가 요구되며, 항공사 인적자원을 위한 선발, 관리, 교육훈련이 매우 중요하다는 근거를 제시하였다.

• 한국프랜차이즈경영연구
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• 제10권4호
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• pp.7-18
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• 2019

Purpose: This study identifies the relative importance of the sub - factors of initial services and continuous services using AHP (Analytic Hierarchy Process) method, and calculates the competitive index for the detailed factors. The purpose of this paper is to propose the establishment of long - term and short - term management strategy for expansion of business of food service franchise, franchisors, long - term and win - win relationship with franchisees, and rationalization of operating system. Research design, data, and methodology: The population for the survey is 92 franchisees in 46 foreign brands and 46 domestic brands in the Seoul metropolitan area (Seoul / Gyeonggi / Incheon). The survey was conducted from July 1 to August 31, 2018 through the survey agency with a telephone interview and a surveyor's direct visit. A total of 100 questionnaires were collected, but a total of 92 parts were used for analysis except 8 parts that were considered to contain false information. Using the AHP method, relative importance and competitiveness index were calculated for the details of initial services and continuous services. Results: The results shows continuous services were significantly higher for both foreign brand franchises, domestic brand franchises, and overall than initial services, This suggests that the continuous services of the affiliated franchisors has a higher relative importance than the initial services. Among the continuous services, brand reinforcement and promotion were significantly higher for both foreign brand merchants and domestic brand franchises. This can be regarded as the most important factor in brand reinforcement and promotion when selecting a food service franchisors. Conclusions: In the Standard Terms and Conditions governed by the Fair Trade Commission, the franchisors should increase the fairness by creating manuals for supporting services, especially after opening, and regularly checking whether the supporting services have been carried out like manuals since the establishment of franchisees. In addition, the Brand Strengthening and Public Relations Committee (tentative name) jointly participated by the franchisors and franchisees for the purpose of strengthening and promoting the brand, suggesting a system for transparent and efficient execution of the brand reinforcement and promotion budget and monitoring afterwards.

• 한국조리학회지
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• 제20권5호
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• pp.22-28
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• 2014

This research proposes and empirically tests a model of the relationships among perceived food quality, perceived service quality, perceived environment quality, brand preference, trust, satisfaction and favorable recipient behavior within the context of luxury restaurant patronage. Hypotheses implied by the model are tested on a sample of 398 patrons of U.S. luxury restaurants. Findings revealed that perceived food quality, perceived service quality, and perceived environment quality positively effect on the brand preference, and the brand preference positively and directly influence on favorable recipient behaviors as well as trust and satisfaction. These findings are discussed in terms of both academic and practitioner implications.

• 유통과학연구
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• 제17권2호
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• pp.91-100
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• 2019

Purpose - The importance of customer experiences has been increasing in retail industry as wells as theme park industry. The purpose of this research is to investigate relationships among brand experience, customer perceived value and brand support behavior in theme park industry. Furthermore, we tried to examine the moderating effects of interaction with customers in the relationships between brand experience and customer perceived value. Besides, we provided some implications for not only the theme park industry but also other service industries such as retail industry. Research design, data, and methodology - The research model has nine hypotheses, and we examined them empirically in this study. Five hypotheses were about relationships among theme park brand experiences, customer perceived value, and brand support behavior. The other four hypotheses were about the moderating effects of customer interactions in the causal relationship between brand experiences and customer perceived value. A total of 167 samples who had visited the theme park were surveyed and the hypotheses were tested with the statistical package programs such as SPSS 21.0 and AMOS 21.0. Results - The results of this study are as follows. First, it was proved that theme park visitors' sensory experience, emotional experience, and cognitive experience have significant positive effects on perceived value, although the hypothesis about the causal relationship between behavioral experience and perceived value is not supported. Second, the customer perceived value has a positive effect on brand support behavior. Third, customer interaction has a positive moderating effect between brand experiences and perceived value, except for behavioral experience. Conclusions - Based on the results of this study, there can be following significances and implications from both theoretical and practical perspectives. First, we confirmed the importance of experiential marketing in other service industries such as retail industry as well as the theme park industry. The marketing managers in these industries need to design various experience programs considering the various characteristics of experiences such as sensory, emotional, and cognitive experiences. Second, it will be necessary for the theme park managers to encourage active participation of customers, and raise the level of interaction between employees and customers.

• 한국품질경영학회:학술대회논문집
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• 한국품질경영학회 2006년도 추계 학술대회
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• pp.294-301
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• 2006

This study attempts to investigate a general service sector model which aims to describe the extent to which customer repurchase intention is influenced by customer satisfaction, Customer loyalty, switching cost. This study attempts to investigate different group. Brand group 1 is higher Brand loyalty than Brand group 2. Brand Group 1 is 276 and Brand Group 2 is 271 consumers in service sector that they were used into data analysis. The data were analyzed by factor analysis and Structural Equation Model using SPSS and AMOS program. The results show that nearly all of the hypothesized relationships construct are supported. First, the direct effects of customer satisfaction on customer loyalty and switching cost were confirmed. The service company not only strengthens customer loyalty, but also strategically makes the most use of switching cost to satisfy customer satisfaction and create sustainable company advantages. Second, the interactive relationships among switching cost and customer loyalty were very significant. The proper management of these mediating variables plays key roles in connecting customer satisfaction with repurchase intention. Third, the effects of customer loyalty and brand preference on repurchase intention were supported but switching cost rejected in the path analysis. Implications of the results for path analysis are discussed and future research directions are offered.

• 아태비즈니스연구
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• 제9권2호
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• pp.39-57
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• 2018

As competition grows in the telecommunication service industry, understanding the origins of brand image and consumer behavioral intentions challenges practitioners to design an effective marketing strategy and branding plan. In this paper, brand image and behavioral relationships are investigated in Bangladesh, an emerging market that has a particular socio-cultural and economic context of one of the most densely populated countries of South Asia. This study employs confirmatory factor analysis and structural equation modeling to analyze the database. Empirical testing and the proposed model suggest that brand image is the prime determinant of consumer satisfaction and loyalty. The results highlight the importance of perceived value, perceived trust and price structure to project brand image and satisfaction. Additionally, confirmation exhibits a stronger total effect of brand image on customer loyalty. Empirical findings extensively contribute to the theoretical and managerial understanding of subscribers' attitudes toward telecommunication service in an emerging market context.

• 한국조리학회지
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• 제14권3호
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• pp.143-155
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• 2008

The objective of this study is collecting the basic information about the consumption of fish paste for developing Busan Fish-Paste products. Also, we tried to validate the effects of Busan Fish-Paste's Brand factors for its consumers. A survey was conducted to analyze the consumers who purchased fish paste products. The result showed that 60 percent of the respondents preferred Busan Fish-Paste. And 41 percent of the respondents considered the taste of fish paste products when purchasing them. As for brand, the perceived quality of Busan Fish-Paste had extremely positive influence on consumers' satisfaction. And consumers' satisfaction had significantly positive influence on brand preference and brand loyalty.