• Culinary science and hospitality research
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• v.16 no.5
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• pp.25-36
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• 2010

This study identified the causal relationships among customer satisfaction, consumer commitment, and relational outcomes(i.e., positive word-of-mouth intentions and increased customer share) in coffee houses. The results showed that satisfaction had positive impacts on consumer commitment(${\gamma}$=0.40, t=5.44, p<0.001), positive WOM intentions(${\gamma}$=0.49, t=7.47, p<0.001), and increased customer share(r=0.52, t=7.49, p<0.001). Consumer commitment also had positive impacts on positive WOM intentions(${\beta}$=0.41, t=6.52, p<0.001) and increased customer share(${\beta}$=0.26, t=3.97, p<0.001). Considering the direct effects only, satisfaction had the largest impact on increased customer share while consumer commitment did on positive WOM intentions. In addition, the direct effects of satisfaction on relational outcomes were greater than those of consumer commitment In terms of the total effects, however, relational outcomes were maximized when we combined the direct effects of satisfaction and the indirect effects of satisfaction through consumer commitment. This result supported that consumer commitment played a partial mediating role between satisfaction and relational outcomes. Furthermore, it implied that coffee houses would take full advantage of relational outcomes when they made their customers satisfied and committed to the relationship.

• Journal of Digital Convergence
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• v.11 no.4
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• pp.189-196
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• 2013

The main purpose of this study was to investigate the effect of CSR identity on customer-corporate identification and to explore the effect of customer-corporate identification on consumers' affective commitment and behavioral commitment intention. Indeed, this study investigated the mediating role of affective commitment in linking customer-corporate identification and behavioral commitment intention. Results found CSR identity to be a statistically significant construct that has an impact on consumers' customer-corporate identification. The result also showed that customer-corporate identification had positive effect on customers' affective commitment and behavioral commitment intention. And affective commitment was found to be a statistically non significant mediator that explaining the relationship between customer-corporate identification and behavioral commitment intention.

• Culinary science and hospitality research
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• v.15 no.4
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• pp.313-330
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• 2009

This study aimed at inquiring into the effect of the reward program in an online web homepage, which is most widely applied as a sales promotion tool for the foodservice industry, on customer trust, commitment and loyalty. The result is summarized as follows. The effect of the reward characteristics within a reward program on their trust and commitment showed that first, for the reward time, both compensation for delaying time and immediate time has a significantly positive effect on their trust and commitment, suggesting that the reward type as well as the reward time of a reward program is an important factor for improving their trust and commitment. In particular, indirect reward was a significant in raising their commitment or loyalty continuously, and for the reward attribute, economic reward was a significant attribute in building their trust.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.117-126
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• 2019

This research examined whether and how prior customer participation and the relationship commitment of the brand enhance experiential behaviors of offline stores such as Apple, Huawei, MI, Oppo, Samsung, Vivo. A structured self-report questionnaire was administered to collected 258 survey responses and structural equation modeling was applied using SPSS and AMOS. The results of this study are as follows: First, customer participation increased normative commitment, emotional commitment, and persistent commitment. Second, the relationship commitment of consumers enhanced various experiential behaviors such as entertainment experience, educational experience, escapist experience, and aesthetic experience. Third, consumers with high brand fanship reported more positive aesthetic and escapist experience. The results of this study are expected to provide effective marketing strategies for companies setting up offline experience stores by understanding customer participation and involvement that should be considered for consumers targeted.

• 한국IT서비스학회:학술대회논문집
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• 2003.05a
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• pp.636-643
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• 2003

정보기술 및 인터넷 기술의 발전으로 다양한 형태의 서비스를 제공하는 웹사이트가 등장하고 있다. 본 연구는 이러한 웹사이트에서 제공하는 정보의 유형을 크게 포털과 보털로 나누고, 이들 사이트에 대한 고객 몰입도가 정보의 유형에 따라 차이가 있는 지에 대해 연구하였다. 연구결과, 제공하는 정보의 유형에 따라 고객의 웹사이트에 대한 몰입도는 차이를 보이는 것으로 나타났으며, 대체로 포털사이트보다 보털사이트에 대한 고객의 몰입도가 높은 것으로 나타났다.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.429-438
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• 2012

The purpose of this study was to investigate the effects of organization citizenship behavior of casino employees and organization commitment, organization commitment and customer orientation, organization citizenship behavior and customer orientation. In order to analyze data of this study, a questionnaire survey was conducted with employees of casino in Gangwon-do. This study considers organization citizenship behavior of casino employees and examines the method of enhancement of organization citizenship behavior, organization commitment and customer orientation for development of casino industry. The results of the study were as follows. First, organization citizenship behavior had a statistically significant effect on citizenship, sportsmanship. Second, organization commitment had a statistically significant effect on customer orientation. Third, altruism and sportsmanship had statistically significant effects on customer orientation, citizenship had a statistically significant effect on satisfaction of customer need, conscientious action had a statistically significant effect on customer reception service.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.386-395
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• 2010

This study aims to find the influential relation amongst Big 5 personality factors, job involvement and customer orientation of hotel employees and to provide methods to develop their personality factors suitable for a organization Firstly, detailed verification findings of regression analysis on Big 5 personality factors and job involvement were suggested as following; Job attachment of hotel employees influenced their extroversion and friendliness. Also, sincerity and stability had significant effects on job responsibility and task significance had significant. Secondly, regression analysis was performed to identify the results of job involvement and customer orientation and the detailed verification results are as following; Satisfaction of customers' needs had significant effect on job attachment and job responsibility. In addition, service for response to customers' contacts meaningfully influenced job responsibility and task significance.

• Asia Marketing Journal
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• v.2 no.4
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• pp.13-35
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• 2000

기존의 관계마케팅에 대한 연구에 있어서 소비자 만족과 같은 고객의 평가에 대한 경험적 연구들이 많이 진행되어 왔지만 기업에 대한 소비자들의 관계성이 강하고 약한 다양성을 구분하지 못하고, 대부분의 연구들이 상대적으로 단기적이거나 약한 관계에 대한 실증연구의 결과들을 제시하고 있기 때문에 상대적으로 관계지향성이 높은 고객에 대한 연구가 필요하다. 따라서 본 연구는 거래적 교환관계에서부터 관계지향적 교환관계까지의 연속적 고객관계선상에서 비교적 관계지향성이 높은 고객과의 관계구축을 구전의도와 재구매의도에 영향을 미치는 요인의 관점에서 살펴보고자 하였다. 먼저 관계마케팅에서 핵심적인 구성요소인 요인별 만족과 전반적 만족 그리고 몰입과 신뢰 개념을 검토하고, 이들 구성요소들간의 관계를 파악한 후, 재구매의도에 대한 몰입과 신뢰의 효과를 검토하였다. 본 연구에서는 기업과 5년이상 장기적인 관계를 유지하고 있는 심야전력고객을 대상으로 하여 실증연구를 실시하였는데, 분석 결과 전반적 만족은 요인별 만족과 구전의도에 매개적 역할을 하는 것으로 나타났으며, 관계적 교환관계에 있어서 요인별 만족과 재구매의도는 신뢰와 몰입수준에 의해 매개되는 것으로 나타났다. 또한 요인별 만족이 신뢰와 몰입에 미치는 영향도 다르게 나타났는데, 심야요금제도와 서비스맨에 대한 만족이 몰입에 영향을 미치며, 제품요인과 대리점 요인에 대한 만족이 신뢰에 영향을 미치는 것으로 나타났다.

• Journal of Digital Convergence
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• v.10 no.9
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• pp.137-149
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• 2012

It has become a crucial issue for IT service firms how to form positive relationships with their customers in order to retain existing customers and potential customers. To address this issue, many researchers have introduced the concept of consumer relationship proneness(CRP). This present study examines if CRP is related to trust and commitment that enhance the intention to reuse. Using PLS, we analyzed 200 data collected through a survey of global electronic company members experienced IT outsourcing services. As a result, CRP has a defined impact on both trust and commitment, and relationships between trust and commitment, commitment and reuse intention have a positive effect. On the other hand, trust does not affect reuse intention. Based on these results, it presents a discussion for future research and the implications for CRP.

• Journal of Digital Convergence
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• v.11 no.11
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• pp.603-611
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• 2013

This study examines the impact of job stress on customer-oriented boundary-spanning behavior with the mediating effects of organizational commitment. The survey data was collected from 147 employees working at a hospital and analyzed statistically by using SPSS 18.0 and AMOS 18.0. The result of this study are as follows. Hypothesis 1, Job stress has a negative influence on organizational commitment. Hypothesis 2, Organizational commitment has a positive influence on customer-oriented boundary-spanning behavior. Hypothesis 3, Job stress has a negatively significant impact on customer-oriented boundary-spanning behavior. Accordingly, Organizational commitment has the role of partially mediating the effect between job stress and customer-oriented boundary-spanning behavior. This means that employees working at the point of meeting customers must reduce their job stress in order to improve the service quality of a hospital and creating solutions to reduce job stress of hospital employees can increase customer-oriented boundary-spanning behavior.