• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.374-386
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• 2016

This research has analyzed the influences of Service quality on Brand image, Brand attitude and Behavioral intentions. And it is also investigate how is brand image and attitude effects behaviors on customers to choose airline. This research have valuable data in order to establish the strategy how airlines can introduce themselves to customers. Based on the statistic results, We are able to find out the meaningful differences. Airline's Service Quality cause the positive influences on brand image, brand attitude and behavioral intentions. This research has several implications such as what kind of strategies airline needs focused on in order to improve passenger's satisfaction.

• Management & Information Systems Review
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• v.36 no.4
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• pp.187-209
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• 2017

Service industry performance and competitive advantage depend on the attitudes and behavior of customer service employees who produce and deliver services through contact with customers. Most studies on customer service employees so far have concentrated on kindness, attitudes, or benefits. This study focuses on the increasing importance of customer service employees and intends to study them from the viewpoint of human brands that recognize customer service employees as a brand. In addition to the role of the employee at the service contact point, the customer participation behavior affects the interaction process with the customer service employee. Ultimately, customers could no longer be excluded from control to improve service quality. This study based on theory that the human brand characteristics of the customer service employees lead the customer's participation, which has a positive effect on the relationship with the service brand and the service brand attitude surveyed and analyzed customers who use service brand. This study is summarized as follows. First, the relationship between the service brand and the customer is examined. Second, this study also expands prior studies by examining the human brand characteristics of customer service employees and customers' willingness to participate in providing information on the impact of the consumer-brand relationship. The results of the study indicate that among the customer service employees' human brand characteristics reliability, familiarity, and empathy were found to affect the relationship between customers, the service brand, and the attitude toward the service brand the most. This study provides important implications for theoretical and practical strategies by examining the qualities and characteristics of customer service employees, which are the most important agents of marketing.

• Journal of Convergence for Information Technology
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• v.9 no.10
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• pp.71-80
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• 2019

The purpose of this study is to analyze the effects of brand evidence on brand value, brand trust, brand attitude and word of mouth intention. To achieve the purpose of the study, a research model and hypothesis were established based on previous studies, and survey was conducted on 222 passengers who had used the airline. As a result of the analysis, sub-factors of airline brand evidence had a positive impact on brand value. Except for employee services, perceived prices, core services, brand names, and brand logo had a positive impact on brand value. Brand value had a significant positive effect on brand trust and brand attitude. It was also found that brand trust had a significant influence on brand attitude. This study examined the extended range by adding the brand logo as a sub-factor of brand evidence, and it is considered necessary to study including brand emotion in next study.

• Culinary science and hospitality research
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• v.19 no.3
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• pp.173-193
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• 2013

This study was conducted to investigate the effects of servicescape factors(space, convenience, aesthetics, comfortableness, cleanliness), brand reputation and experiences factors(feel, think, act, relate) on emotional and cognitive reactions of visitors to Korean restaurants. It also investigated the relationship between emotional and cognitive reactions and brand loyalty. A total of 353 questionnaires were analyzed using the factor analysis, a reliability test, and structural equation modeling analysis. The results revealed that space, aesthetics and comfortableness were positively related to emotional reaction, and convenience and cleanliness were related to cognitive reaction. This study also found that brand reputation was positively related to emotional and cognitive reactions. Moreover, it was found that think was positively related to emotional reaction, and feel, think, act and relate were positively related to cognitive reaction. Finally, cognitive reaction was positively related to loyalty. Therefore, Korean restaurant marketers should introduce or strengthen servicescape, brand reputation and experiences, which increases brand attitude or loyalty.

• Smart Media Journal
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• v.13 no.1
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• pp.67-75
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• 2024

The purpose of this research is to investigate consumer responses to production recommendations by AI. In order to test hypotheses of this study, we conducted experimental study that was a 2(Brand reputation: high vs. low) X 2(Social comparison: high vs. low). The results of this study showed the interaction effects of brand reputation and social comparison on brand attitude. Based on the results, we provide theoretical implications to extent the existing research regarding product recommendations. Moreover, the results of this study provide some practical implications and a new aspect about AI recommendations.

• Journal of the Korean Society of Food Science and Nutrition
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• v.40 no.8
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• pp.1164-1171
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• 2011

The purpose of this study was to compare service quality between local and global coffee brand shops and to investigate improvement. Of 350 questionnaires distributed to customers of six brand coffee shops (three local brands, three global brands) located in Daejeon, 330 complete questionnaires (94.3%) were analyzed. The questionnaire included a seven-point multiple-item scale for measuring service quality. The 21 items measuring service quality were grouped into four factors, and the mean scores for the levels of "representativeness", "coffee sensory and beverage features", "employee attitude" and "physical environment" were 5.42, 4.77, 4.74, and 4.13, respectively. The levels of "coffee sensory and beverage features" and "employee attitude" of the high income customers were significantly lower than those of the low income customers. The results showed that the levels of "employee attitude" of local coffee brand shops was significantly higher (p=0.050) than that of global coffee brand shops. Whereas, the levels of "representativeness" of global coffee brand shops was significantly higher (p=0.003) than that of local coffee brand shops. Based on the results, the global coffee brand shops should pay attention to internal marketing and the local coffee brand shops must strive to improve service quality through strategies such as improving brand awareness and developing representative beverages and foods.

• Culinary science and hospitality research
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• v.22 no.7
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• pp.203-221
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• 2016

This study aims to analyze the impact of servicescape on the perceived values and brand attitude of coffee customers. In order to archive our research objects, current study employed SPSS 22.0 statistal program. The summary is as follows. First, it was revealed that the servicescape of coffee shops has a positive influence on perceived value. Second, the servicescape of coffee shop has a positive influence on brand attitude. And perceived value of the customer has a positive impact on customer brand attitude. Based on the results, this research has concluded some theoretical suggestions as follows. First, in case of brand coffee shop, it was analyzed that the attractions of interior design color, floor and wall interior, and structure has influenced on the differentiated values of customers. Also, the accessability shows that the brand coffee shops with parking facilities along with the convenience provided by the off-site facilities make customers highly recognize the brand values. In addition, the results found that the factor of service condition becomes a determining factor. Thus, current study will contribute to consider the various elements of service scape when new business develop as well as redesign the previous stores.

• The Journal of Society for e-Business Studies
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• v.23 no.2
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• pp.49-65
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• 2018

The purpose of the research is to identify the effects of brand evidence, brand personality and negative factors on extended brand trust and customer purchase intention in IoT (Internet of Things) service. Negative factors include scarcity marketing and privacy concern. To achieve this objective, we analyzed the 269 respondents who had used Xiaomi products at least more than once. The results of this study are as follows: First, it was found that core service, self-image congruence of brand evidence and brand personality has a positive influence on extended brand trust. But, perceived price of brand evidence is not related to extended brand trust. Secondly, Scarcity marketing influenced extended brand trust. But, Privacy concern is not related to extended brand trust. Consumers did not realize privacy because of technological innovation of IoT. Thus, the research has a different significance from antecedent research.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.202-216
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• 2020

In this study, we studied the utility and value of the mileage program as a strategy to strengthen the relationship with customers in the surrogate operation industry. To this end, we conducted a survey of 1,000 customers who used the service more than once, mainly from D company, which has operated the agency operation business for more than 20 years, and analyzed 309 sincerely respondents. Five characteristics of mileage use (emotional benefits, ease of use, economic usefulness, effort to acquire, variety of benefits). Two parameters (brand attitude, brand loyalty) were set, and the dependent variable was set for reuse. As a result of hypothesis test, emotional benefit, convenience of use, and economic usefulness were significant in terms of brand attitude and brand loyalty, and acquisition effort and benefit diversity did not show significant results. The results of this study showed that the surrogate operation industry should strive to strengthen the emotional benefits, convenience of use, and economic usefulness to customers in order to strengthen the relationship with the customers.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.4
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• pp.155-164
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• 2020

This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.