• Culinary science and hospitality research
• /
• v.15 no.4
• /
• pp.273-285
• /
• 2009

In order to find how the recovery justice from the service procedure and result failure affects the quality of customer-brand relationship, we conducted this study following pre research, its correction and supplement of the customers who experienced some service failures in food restaurant. We selected the best five brands in Korean food franchise in the rank of the sales on basis of data of Korean Food Restaurant Information in year 2009. The participants of this research were the people who live in Seoul metropolitan area and ever experienced any service failure within recent 6 months. Of the 500 copies of survey questionnaires distributed, 391 were used for the analysis. The method used for this analysis was the SPSS for WIN 12.0 program and the analysis such as technical statistics analysis, reliability analysis, research element analysis and regression analysis were applied. As a result, the service shortage factor which is one of the service process failures was confirmed to affect procedural justice and distributive justice. It has been confirmed that procedural justice and distributive justice are influenced by the hygiene deficiency which is one of the result failures. It was also found that the product factor affects distribution justice. As for the effect of the quality of recovery justice and a customer-brand relationship, procedural justice and distributive justice were found to affect the mutual dependency while procedural justice affects a familiarity.

• The Journal of the Korea Contents Association
• /
• v.22 no.9
• /
• pp.298-307
• /
• 2022

This study, through the potential research variables constituting smartphine shopping utilization, affects to some extent the social relevance and rapid adaptability of technology according to the cognitive age level perceived by customers. Research hypotheses and research models were established and tested to verify the research results on how they affect brand loyalty within the segmented market to which they belong. The purpose of this study is as follows. First, it was verified through the degree of casual relationship between smartphone shopping usage and potential research variables of innovation, convenience, usefulness, and hedonism that compose it, on the cognitive age level. Second, according to the cognitive age level perceived by customers themselves, it was verified through the degree of casual relationship between the mediators of social relevance and technology quick adaptability. Third, the casual relationship between social relevance, technology quick adaptability, and brand loyalty was verified according to the cognitive age level. Fourth, a theoretical study was conducted on the conceptual and operational definitions of the research variables of the research model of this study.

• Journal of Digital Convergence
• /
• v.18 no.12
• /
• pp.231-242
• /
• 2020

Due to fierce market competition and COVID-19, it becomes increasingly important for sharing economic platform companies to develop a long-term relationship with customers. In this regard, this study explores the mechanism of customer's repurchase decision making in the context of Airbnb. This study posits customer satisfaction and brand image as the key factors in forming customer's repurchase intention toward Airbnb. It also investigates the effects of price fairness, authentic experience, enjoyment, Airbnb trust and host trust on customer's repurchase intention. This study validated the research hypothesis with 154 customers using Airbnb. The analysis results showed that both customer satisfaction and brand image have a significant impact on repurchase intention and explain 62.0% of its variance. Enjoyment, true experience, and Airbnb trust had significant effects on customer satisfaction, while price fairness and host trust had no significant impact on it. The results revealed that price fairness, authentic experience, enjoyment, and Airbnb trust are significantly associated with brand image, while host trust is not significantly related to it. The results of this study are expected to provide academic and practical implications by enhancing the understanding of customer's repurchasing decision in the context of sharing economic platform.

• Culinary science and hospitality research
• /
• v.21 no.2
• /
• pp.11-26
• /
• 2015

The purpose of this study was to understand the influence of non-verbal communication of coffee shop employees on brand image and customer satisfaction. Based on a total of 317 samples obtained for empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 3 hypotheses using the AMOS program. The hypothesized relationships in the model were simultaneously tested through the use of a structural equation model(SEM). The proposed model provided an adequate data fit, ${\chi}^2=434.380$ (p<0.001), df=178, CMIN/DF=2.440, GFI=0.886, AGFI=0.852, NFI=0.900, CFI=0.938, RMSEA=0.068. The model's fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed that kinesics(${\beta}=.311$), paralanguage(${\beta}=.242$), physical appearance(${\beta}=.382$) and proxemics(${\beta}=.481$) had a significant positive influence on brand image. In addition, brand image(${\beta}=.217$) had a significant positive influence on customer satisfaction. Furthermore, the effect of coffee shop employee non-verbal communication on customer satisfaction was found to be partially mediated by the brand image.

• Journal of the East Asian Society of Dietary Life
• /
• v.21 no.3
• /
• pp.438-450
• /
• 2011

The purpose of this research was to investigate the impact of brand prestige on luxury marketing variables (patrons' perception of well-being, favorable inequity, affective commitment, and dedicational behaviors) in the luxury restaurant industry. Based on a thorough literature review, the clear definitions of each construct were established and theoretical causal relationships between the seven constructs were proposed (brand prestige, perception of well-being, favorable inequity, affective commitment, enhancement, advocacy, and brand consciousness). During this process, the moderating role of brand consciousness was also suggested. Integrating the proposed theoretical hypotheses, a structural model was created. This model was tested using the data collected from 527 luxury restaurant patrons in the United States. Data analysis revealed that brand prestige is a key determinant of favorable inequity and patrons' perception of well-being, thereby inducing two types of dedicational behaviors (enhancement and advocacy). More importantly, during this process, brand consciousness played a moderating role in the relationship between brand prestige and patrons' perception of well-being. Based on the data analysis results, the theoretical/practical implications were discussed.

• Journal of dental hygiene science
• /
• v.15 no.1
• /
• pp.77-82
• /
• 2015

The purpose of this study was to understand the buying behavior characteristics of the customers. Also, it was intended to provide information to provide companies marketing strategy. The criteria of purchasing toothpaste was to try to understand the impact on satisfaction, recommendation and repurchase Intention. The study was surveyed 248 customers who re-buy the toothpaste in oral care products showroom at university dental hospital. Statistical analysis was performed using PASW Statistics 18.0 and AMOS 18.0 at the 5% significance level. The results were as follows: 'Flavor', 'Price', 'Brand', 'Function', 'Design' of toothpaste and satisfaction showed a positive correlation. Satisfaction and repurchase intention, Recommendation showed a positive correlation. Selection criteria that affect the satisfaction when customers buy toothpaste, 'Function' was the greatest and others became the order of the 'Brand', 'Flavor', 'Price'. Satisfaction affect the recommendation and repurchase Intention. If customers are satisfied with the toothpaste products, showed the Repurchase Intention, have shown opinion that is willing to recommend this product to others. Therefore, dentistry and manufacturers of toothpaste must share a lot of information about toothpaste with customers. Also, information, function, flavor of toothpaste as well as other oral care product, It will be a needed the continuing research and development.

• The Journal of the Convergence on Culture Technology
• /
• v.6 no.1
• /
• pp.389-393
• /
• 2020

There is a growing interest and importance in local-based products, especially agri-food globally, but systematic research on this issues is still insufficient. Recently, consumer interest in agri-foods is local based product and local brand. The research began on the relationship between local food and local food brands. This study examined the effect of local food products and brand image congruence on brand preference and purchase intention of local food. The results showed that the stronger the image congruence between local food products and brands, the more positively the brand preference. In addition, the stronger the brand preference, the higher the customer's intention to repurchase.

• Knowledge Management Research
• /
• v.24 no.2
• /
• pp.185-209
• /
• 2023

The air travel industry, which had shrunk with COVID-19, is gaining wings again. Accordingly, this study investigated whether non-verbal communication factors experienced through interaction with airline flight attendants for passengers who have traveled abroad within the past year through domestic airlines affect customer engagement and brand intimacy. A total of 285 samples were collected, and SPSS 28 and AMOS 26 programs were used to verify the reliability and validity of the research tool, the suitability of the model, and hypotheses. As a result of the empirical study analysis, it was confirmed that Paralanguage and Proxemics in non-verbal communication of flight attendants had a significant effect on customer engagement. Although it is different from the results of previous studies following changes in perspective after COVID-19, it once again confirmed the importance of airline crew communication in providing face-to-face services at the interface with passengers. In order to induce customer engagement, which is a new customer satisfaction management index. In addition, it was confirmed that customer engagement has a significant effect on brand intimacy. These results support the view that it is necessary to establish new customer management indicators of emotion and relationship marketing in the existing marketing centered on price reduction or securing loyalty. It was confirmed that interactions with flight attendants can contribute to customer engagement, and these results have important implications for those working in the air transportation industry.

• Proceedings of the Korean Reliability Society Conference
• /
• 2000.11a
• /
• pp.343-350
• /
• 2000

제조물 책임법(PL： Product Liability) 시행을 앞두고, 최근 고객 및 기업에 주목을 받고 있는 제도가 리콜제도이다. 본 연구에서는 고객 보호측면에서 국내에서 시행중인 리콜제도에 대한 고객반응을 연구하여 장차 시행될 PL에 대한 대응방향을 제시하고자 한다. 기존의 연구에서는 리콜에 대한 고객의 반응을 알아보기 위한 방법으로 경쟁을 고려하자 않은 리콜 시나리오를 구성하여 기존과 잠재고객의 반응을 파악하였다. 본 연구에서는 리콜 관련 신문보도 이후 고객의 반응을 알아보고자 경쟁관계에 있는 국내 2개 자동차사의 브랜드에 대한 상대적인지도, 리콜 정보에 대한 상대적 심각도, 그리고 각 기업의 리콜대응에 대한 고객 만족도 등이 향후 신규구매 및 재구매에 미치는 영향을 분석하고자 로지스틱 모형을 이용하였다. 그 결과, 향후 재구매시는 기업의 상대적 사회적인지도, 리콜정보에 대한 상대적 심각도 등이 유의한 영향을 미치는 것으로 나타났다. 이에 반해 신규 구매시는 향후 구매하고자 하는 제조기업과 구매시 고려하는 상품정보가 관련성이 있는 것으로 파악되었다.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.5
• /
• pp.782-792
• /
• 2009

The purpose of this research were 1) to identify the distribution of customer equity about sports fashion brands, 2) to identify the dimensions of fashion brand attributes influencing customer satisfaction and customer equity, and 3) to investigate relationships among sports fashion attributes, customer satisfaction and customer equity. Survey questionnaire was used to collect data and 900 responses were used for the data analysis. Descriptive statistics(i.e., frequency, percentage), factor analysis and multiple regression analysis were used for the data analysis. The results of this study were as following. First, 67.4%(i.e., outdoor sports brands) of customer equity distributes under 1 million won while 61.3%(i.e., general sports brand) and 54.3%(i.e., golf brands) distributes. Second, the sportswear brand dimensions consist of 6 factors, product quality value, convenience value, perceived value, unique brand image, trust relationship, and personalized relationship. Third, the higher the product quality value, perceived value, unique brand image, and trust relationship were, the higher customer satisfaction was. Fourth, the higher customer satisfaction was, the higher customer equity was.