• Journal of Distribution Science
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• v.9 no.3
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• pp.15-23
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• 2011

This study examined the effects educational service elements have on the satisfaction of educational service; it also analyzed how such satisfaction influenced educational institutions' registration renewal and word-of-mouth communications about the schools. The key factors of educational services included the following four components: physical environment, education programs, instructors, and tuition fee. An investigation into how the factors of educational services in private educational institutions may affect consumer satisfaction was an additional goal of this study. Based on the cause-and-effect analysis of the above constructs, the degree of influence that each of the attributes and the component factors have on consumers' educational service selection, as well as the consumers' satisfaction, were explored. An empirical analysis was conducted on students who were taking classes in cram schools; the analysis was also conducted on the students' parents. The results indicated that the hypotheses regarding the elements of educational service, educational program, and the instructor factor were supported. Furthermore, a hypothesis concerning the effects educational service satisfaction has on re-registration and word of mouth was supported, as well. Upon aggregating the above study results, it was concluded that when determining the effects of satisfaction on educational service, the educational program, and the instructor factor played a crucial role, while physical surroundings and tuition did not. When addressing the influence of the educational services factors on educational services satisfaction, education programs and instructors had a positive effect, whereas physical environment and tuition fee had no statistically significant impact. According to the influence of educational services satisfaction on registration renewal and word-of-mouth effects, educational services satisfaction was found to be a positive influential factor for both. In addition, it was found that satisfaction of educational service had a positive effect on renewing enrollment and forming word-of-mouth recommendations. Although the research seems simple, some theoretical implications can be drawn, as follows: First, one interpretation of the findings that the programs' and instructors' factors had a positive effect on educational services satisfaction but the physical environment and tuition fee factors did not have a significant effect suggests that the greatest influence factors in educational services are educational programs and instructors. Second, increased educational services satisfaction may result in consumer behavior changing, resulting in more registration renewals and more favorable word-of-mouth comments. Third, increased educational services satisfaction may result in enhancing consumer responses, resulting in more registration renewals and more favorable word-of-mouth opinions. Further research directions should include developing an integrated model that will allow for variation over time, before and after purchases, in relation to consumers' choices of educational services.

• Journal of Korea Society of Industrial Information Systems
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• v.29 no.1
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• pp.15-29
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• 2024

With recent advances in information and communication technology, YouTube has become a powerful online space for users to create and share content about their interests and experiences, creating new cultural phenomena. In particular, there needs to be more research on social media in the manufacturing sector because, unlike distribution and retail, there has been relatively little direct contact with consumers. YouTube can positively affect firms' performance by promoting products and brands. On the other hand, it can also cause risks, such as production disruption due to rumors or misinformation. Thus, it is necessary for firms to examine how information about an electric automobile defects spreads on YouTube according to the number of subscribers and views through statistical network analysis.

• The Journal of Information Systems
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• v.25 no.1
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• pp.1-23
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• 2016

Purpose Self-congruity deals with the effect of symbolic value-expressive attributes on consumer decision and behavior, which is the theoretical foundation of the "non-utilitarian destination positioning". Functional congruity refers to utilitarian evaluation of a product or service by consumers. In addition, recent years, social network services, especially mobile social network services have created many opportunities for e-WOM communication that enables consumers to share personal consumption related information anywhere at any time. Moreover, self-construal is a hot and popular topic that has been discussed in the field of modem psychology as well as in marketing area. This study aims to examine the moderating effect of self-construal on the relationship between self-congruity, functional congruity and tourists' positive electronic word of mouth (e-WOM). Design/methodology/approach In order to verify the hypotheses, we developed a questionnaire with 32 survey items. We measured all the items on a five-point Likert-type scale. We used Sojump.com to collect questionnaire and gathered 218 responses from whom have visited Korea before. After a pilot test, we analyzed the main survey data by using SPSS 20.0 and AMOS 18.0, and employed structural equation modeling to test the hypotheses. We first estimated the measurement model for its overall fit, reliability and validity through a confirmatory factor analysis and used common method bias test to make sure that whether measures are affected by common-method variance. Then we tested the hypotheses through the structural model and used regression analysis to measure moderating effect of self-construal. Findings The results reveal that the effect of self-congruity on tourists' positive e-WOM is stronger for tourists with an independent self-construal compared with those with interdependent self-construal. Moreover, it shows that the effect of functional congruity on tourists' positive e-WOM becomes salient when tourists' self-construal is primed to be interdependent rather than independent. We expect that the results of this study can provide important implications for academic and practical perspective.

• Journal of Nutrition and Health
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• v.48 no.2
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• pp.199-210
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• 2015

Purpose: The purpose of this study was to determine the influence of sustainability management in institutional foodservice on store image and behavioral intention (revisit intention, word of mouth, willingness to pay a premium). Methods: Based on a total of 371 samples obtained from the empirical research, this study reviewed the reliability and fitness of the model. Results: According to results of exploratory factor analysis, sustainability management derived three factors, economic value, socially responsible, and environmentally sound. The structural equation modeling showed that social responsibility in sustainability management had a significant positive effect on store image and behavioral intention. In addition, customer's perceived store image in foodservice had a significant positive effect on behavioral intention. The relationship between sustainability management and behavioral intention was found to be a partially significant effect. Conclusion: The results of this study revealed the importance of sustainability management of foodservice to improve store image and behavioral intention.

• Journal of Digital Convergence
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• v.14 no.6
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• pp.177-186
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• 2016

This study aims to explore the effect of characteristics of eWOM(Word-of-mouth) on consumer attitude in SNS(Social Network Service). The characteristics of WOM were classified into characteristics of message (polarity, verifiability, consensus) and characteristics of SNS (social presence, interaction). Data of 554 samples were collected from the university students of SNS users. The key results showed that the polarity of the WOM has a strong positive effect on consumer's attitude, and the degree of verifiability and consensus has a moderating effect on the polarity-attitude relationship. On the contrary, characteristics of SNS such as social presence and interaction have a direct effect on consumer attitude and have no significant moderating effect on the polarity-attitude relationship. This study provides an academic enhancement in the research of the relationship between the characteristics of WOM and consumer's attitude in the SNS environment. Practical implications are also drawn from these findings.

• (The) Korean Journal of Advertising
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• v.28 no.8
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• pp.111-132
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• 2017

This study investigates how consumers' need for uniqueness and for self-expression have influence on their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that among the sub-dimensions of brand webtoon users' need for uniqueness, unpopular choices has a significantly positive influence on their need for self-expression, and in turn it has a strong positive impact on both attitude towards the webtoon content and intention of word of mouth. In particular, the data show that respondents' perceived perception of the persuasive intent of the brand webtoon moderates the effect of need for self-expression on the attitude towards the content. More specifically, respondents who perceive the persuasive intent in brand webtoon show a lesser degree of favourable attitude towards the content than do respondents who do report a low level of perception of persuasive intent of the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers perceive brand webtoons in terms of their need for uniqueness and for self-expression, but the study has implications for practitioners who are interested in using a brand webtoon for marketing.

• Journal of the Korea Convergence Society
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• v.11 no.7
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• pp.113-123
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• 2020

The purpose of this study is to quantitatively demonstrate that rational and emotional factors in urban tourist facilities affect visitor satisfaction, positive word of mouth and subsequent revisits. Therefore, the researcher used structural modeling methodology to test the paths and relationships between the rational and emotional perception, satisfaction, word of mouth, and exogenous variables (aesthetics, economic utility, accessibility, emotional attachment, etc.) of urban tourism facilities perceived by users. As a result of the study, users of urban tourism facilities are affected by customer satisfaction such as ease, usability, and pleasure based on intangible assets such as kindness, aesthetics, symbolism, attachment, and rational factors, which are emotional impressions of urban tourism facilities, and utility, and customer satisfaction. These were found to have a positive and lasting effect on users' perceptions of the facility. Therefore, if the rational and emotional values of urban tourism facilities are considered and integrated in marketing, efficiency can be maximized in terms of satisfaction, word of mouth, and future revisits. The researcher considered that this study could contribute to the revitalization of the tourism industry and the city as a whole through the improvement and utilization of various tourism facilities possessed by the city.

• Journal of Digital Convergence
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• v.12 no.4
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• pp.157-170
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• 2014

Professional coffee shops are trying to increase customers' satisfaction and to invite more customers by providing the differentiated services. The existing researches show that the effects which the physical environment in shops has on customers' satisfaction and word of mouth intention are appealing to people's attention. In comprehensively examining the studies related to the physical environment, they can be summarized into two main perspectives, that is, the direct effect that the physical environment has on customers' satisfaction, quality perception, and other customers' responses (purchase desire, revisit intention, etc.) and the indirect effect that the physical environment has on customers' responses by means of customers' emotion or value perception. This research established 4 hypotheses by sampling 321 customers of those who have visited professional coffee shops, and empirically analyzed them. The empirical analysis carried out the structure analysis of covariance by using SPSS 17.0 statistics package and AMOS 17.0. As a result of the hypothesis qualification, the other hypotheses excluding one little hypothesis were adopted. The one refused hypothesis is that the only symbolism of the environmental elements in shops doesn't influence the customers' emotion positively (+). This is considered as a very unexpected result, and yet many customers who visit coffee shops express the symbols of professional coffee shops using the expressions such as 'bean coffee shop' or 'star coffee shop', but these expressions seem not to influence customers' mind positively in practice.

• Journal of Digital Convergence
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• v.11 no.6
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• pp.129-135
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• 2013

With the increasing use of the SNS, WOM(Word of Mouth) has become an even more powerful and useful resource for consumers and marketers. In this paper, we investigated the effects of message polarity (positive, neutral, negative) and type (factual, evaluative) on WOM through SNS (twitter). A total of 13.4 million twitter messages were collected and 1.0 million retweeted messages were analyzed. The results showed that message orientation, type, URL and hashtag have a significant (<0.01) effect on retweet counts and the interaction between message orientation and other factors were observed. It also observed that message type, URL and hashtag have significant (0.05) relationships with retweet speed.

• International Area Studies Review
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• v.15 no.2
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• pp.225-245
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• 2011

This study investigates the effects of justice dimensions on negative emotion, consumer satisfaction after service recovery, repurchase intention and word-of-mouth intention in a context of service recovery. Behavioral intentions(repurchase intention and word-of-mouth intention) are critical to the discount store sellers' survival and success. The research model is an extension of previous studies, especially considering more recent developments in the service recovery literature. A survey using 458 customers in China was conducted, confirmatory factor analysis was conducted to test the validity of the measurement model, and AMOS analysis approach was used to gain important insights into how customer retention in the discount store business can be ensured. The results suggest that all three dimensions of justice had negative effects on negative emotion, had positive effects on satisfaction after service recovery. Negative emotion had negative effects on recovery satisfaction. Recovery satisfaction had positive effects on repurchase intention and word-of-mouth intention. Finally, this study suggests the implications of these findings and offers directions for future research.