• 감성과학
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• 제13권3호
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• pp.511-522
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• 2010

제품 디자인은 기업에게 경쟁적 이점을 제공해주는 중요한 요인으로 고려되고 있다. 본 연구는 소비자 관점에서의 디자인 평가 요소가 디자인 가치를 통해 브랜드 충성도에 미치는 영향을 구조적으로 탐색하였다. 연구결과 대부분의 디자인 평가요소들이 세 가지 유형의 디자인 가치에 긍정적인 영향을 미치는 것으로 나타났다. 먼저 소비자들의 디자인 평가요소 중 심미성, 여성성, 고귀성, 효율성 등이 이성적 디자인 가치와 사용감각적 디자인 가치, 감성적 가치에 긍정적인 영향을 미치는 것으로 나타났다. 또한 독특성의 경우에는 이성적 디자인 가치와 사용감각적 디자인 가치에는 유의한 영향을 미치지 못하였으나 감성적 디자인 가치에는 긍정적인 영향을 미치는 것으로 나타났다. 디자인이 전달하는 가치와 브랜드 충성도 간의 관계에 대한 검증에서는 이성적 디자인 가치, 사용감각적 디자인 가치, 감성적 디자인 가치가 태도적 브랜드 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 이성적 디자인 가치와 사용감각적 디자인 가치는 행동적 브랜드 충성도에도 직접적인 영향을 미치는 것으로 나타났으나 감성적 디자인 가치는 행동적 브랜드 충성도에는 직접적인 영향을 미치지 못하고 태도적 브랜드 충성도를 통해 행동적 브랜드 충성도에 간접적인 영향을 미치는 것으로 나타났다. 마지막으로 태도적 브랜드 충성도는 행동적 브랜드 충성도에 강한 긍정적 영향을 미치는 것으로 나타났다.

• 한국조경학회지
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• 제26권1호
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• pp.1-11
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• 1998

The purpose of this paper is twofold : to identify loyalty applicable to segmentation of theme park users and to find characteristics of the segments. Thetheme park was regarded as a product and Lotte World was regarded as a brand. One hundred thirty five college students were selected by nonprobability sampling for two waves thirty of data collection. Both behavioral and attitudinal dimension of loyalty were measured in the first wave by the proportion of visit of the Lotte World to 3 major theme parks for one year, including the Lotte World, and by calculating the mean score of selected 7 attitudinal items, respectively. After 14 weeks, the same respondents were asked the number of actual visits of the Lotte World. Medians of two dimensions and cluster analyses were utilized to classify the respondents into 4 categories : high, spurious, latent, and low loyalty. Then ANOVA and $$\chi$^2$ test of independence were conducted to find the difference in intention to visit the Lotte World and actual visitation of it among groups. Only intention was significantly different by the group and the mean score of intention was highest in the high loyalty group. Although no statistical difference was found in actual visitation among groups, the theory of planned behavior provided a theoretical support to conclude that the loyalty is a useful variable for segmentation of theme park users because intention is an antecedent variable to the behavior. Discriminant analyses showed that characteristics of each loyalty group can be differentiated by motivations and constraints. When median was a group classification criterion, 73.2 percent of high loyalty group was correctly classified. A few comments were suggested on data collection, and inclusion of new discriminant variables was discussed for the future research.

• International Journal of Contents
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• 제12권3호
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• pp.59-68
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• 2016

This study investigates perceived social presence, perceived interactivity, perceived enjoyment, and perceived trust as antecedents of consumer engagement. We measured the attitudinal and behavioral brand loyalty as consequences of consumer engagement in social media. Our findings suggest that perceptions of social presence, enjoyment, and trust are significantly related to consumer engagement. Conversely, perceived interactivity has no positive influence on consumer engagement. In addition, consumer engagement is found to have a significant impact on both attitudinal and behavioral brand loyalty. The study revealed that, in the modified model, covariance paths among the proposed antecedents of consumer engagement (namely the perceived social presence, interactivity, enjoyment, and trust) are statistically significant. In this paper, we also discuss limitations of the study and future research.

• 국제지역연구
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• 제14권2호
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• pp.159-180
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• 2010

본 연구는 중국 상업은행의 지각된 서비스품질, 가치일치성이 불확실성회피와 고객만족 및 고객충성도 간의 관계를 확인하여, 외국계 시중은행들의 중국시장진출을 위한 전략수립에 필요한 기초자료를 제공하고자 한다. 이러한 연구목적을 달성하기 위해 본 연구는 문헌연구와 실증연구를 병행 실시하였다. 실증연구에서는 길림성의 대표적인 도시인 장춘(長春), 산동성의 대표적인 도시인 제남(濟南), 광동성의 대표적인 대도시 광저우(廣州)를 중심으로 상업은행서비스를 이용하고 있는 중국고객을 대상으로 설문조사를 실시하였다. 연구결과는 다음과 같다. 본 연구의 결과는 지각된 서비스품질과 고객만족 간의 관계에서, 가치일치성과 고객만족 간의 관계에서 불확실성회피는 중요한 매개역할을 하고 있는 것으로 나타났고, 불확실성회피는 고객만족에 직접적이고 유의한 부정적인 영향을 미치는 것으로 나타났다. 또한 가치일치성은 불확실성회피에 직접적이고 유의한 부정적인 영향을 미치고, 고객충성도는 태도적 충성도와 행동적 충성도 두 차원으로 나눠서 측정하고 고객만족은 태도적 충성도와 행동적 충성도에 직접적이고 유의적인 긍정적인 영향을 미친다고 실증적으로 보여주고 있다.

• 한국경영과학회지
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• 제28권4호
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• pp.85-104
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• 2003

Customer retention is more emphasized for internet business than off-line shopping-malls. The loyals not only purchase a lot but also recommend the mall to new customers quickly using internet media, and there have been many studies on this subject. In this study, customer satisfaction and trust are suggested as preceding variables that have an influence on customer loyalty, and switching gains are suggested as a moderating variable between customer satisfaction & trust and customer loyalty. Many people think it would be easier to change business connection and customer loyalty for internet shopping-malls would be very low. This study, however, concluded that customer satisfaction and trust had a significant influence on customer loyalty even in internet shopping-mall, and that switching gains had moderating effect between satisfaction-attitudinal loyalty and trust-behavioral loyalty. These results are meaningful in that customer satisfaction or trust should be emphasized even on internet business and that switching gains can be strategic focus in building up customer loyalty and retention.

• 한국의류학회지
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• 제35권7호
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• pp.841-855
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• 2011

This study examines the structured model of building fashion customer loyalty by service recovery and scrutinizes the effect of explanations on perceived justice and the proposed model. The data of a total of 300 women were collected through an online survey. Employing structural equation modeling, this study demonstrated that both distributive and interactional justice had a positive impact on customers' satisfaction with service encounter that subsequently led to overall satisfaction with the brand. Overall satisfaction influenced the attitudinal loyalty of customers that induced their behavioral loyalty. To examine the effect of explanations on perceived justice and the process of building fashion customer loyalty by service recovery, t-test and multi-group SEM were employed. The result displayed that the group who received explanations after service failure perceived higher level of justice than the one who did not. There was a significant difference between two groups on the direct path from interactional justice to overall satisfaction with the brand. This study clarifies how perceived justice influences fashion customer loyalty mediating by satisfaction in and confirms the critical role of explanations in service recovery context. By implying the understanding of the important role of explanations in service recovery context, this study provides fashion marketers with insight for delivering more successful service recovery strategies that enhance customer loyalty.

• Asia pacific journal of information systems
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• 제27권1호
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• pp.54-76
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• 2017

The purpose of marketing via Facebook is to convince consumers to become fans of a brand. Facebook constructs virtual brand communities that enable brand fans to interact with these brands. This study investigates the antecedents and consequences of fan participation characterized by the breadth and depth of brand fans' like, comment, and share activities. An empirical analysis with 204 survey respondents reveals that expected benefits, such as brand information, social interaction ties, playfulness, and incentive, have positive effects on fan participation. Furthermore, fan participation increases fan's attitudinal loyalty, which then positively affects behavioral loyalty. Theoretical and practical implications of the findings as well as future research directions are also discussed.

• 한국의상디자인학회지
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• 제18권1호
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• pp.105-120
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• 2016

The purpose of this study is to verify the effects of brand experience on Brand Loyalty according to Emotional Responses. For this study, data were collected through Google questionnaires site. The survey ran from March to May, 2015, the total of 329 respondents was used in analysis. The subject consisted of adults living in domestic region, and convenience sampling. For statistical analysis, AMOS were used to verify the study model. The major results of the research are as follows. First, as to the relation between brand experiences and affectional responses, all of experience dimensions positively affect affectional responses. Second, regarding the relation between brand experience and brand attitude, partially experience dimensions affect brand attitude. Third, affectional responses affect positively brand attachment. Forth, brand attitude affect positively brand attachment. Fifth, brand attachment positively affect attitudinal brand loyalty and behavioral brand loyalty. Finally, with regard to the relation between brand experiences and brand attitude, consumer need for uniqueness has partially moderating effects when behavior experience affect brand attitude.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.1371-1383
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• 2021

The study aims to investigate the organizational commitment and loyalty among millennial generation employees in Integrated Islamic Schools. The study gathered information and data from three different Islamic education institutions in Central Java, Indonesia. A total of 261 responses gathered using an online questionnaire distributed among millennial generation employees on each institution. The result then analyzed using confirmatory factor analysis with the help of SPSS and SEM AMOS. From the analysis, it is found that employee trust and satisfaction strongly impacted employee organizational commitment, and employee organizational commitment strongly impacted employee loyalty, both attitudinal and behavioral. Test for model robustness was also conducted accordingly within suggestions from the previous research, resulted in quite different findings especially in continuance commitment variable. This study pointed out the importance of trust and satisfaction to maintain the millennials employee, and the importance of millennial understanding especially in the education sector. This study provides the reference for future organizational commitment and loyalty study among the millennial generation especially in a growing nation like Indonesia and pointed out the importance of the generational study on organizational behavior topics.

• Asia Marketing Journal
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• 제6권3호
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• pp.27-57
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• 2004

브랜드 충성도와 관련된 지금까지의 연구들은 크게 행동론적 접근법과 태도론적 접근법으로 양분되어, 브랜드에 대한 충성/비충성 여부와 재구매 발생가능성 등을 중심으로 이루어졌다. 그러나 이러한 연구들은 대부분 브랜드 충성도의 특정한 측면에만 초점을 맞추었기 때문에, 브랜드 충성도 현상의 다양하고 동태적인 특성을 심층적으로 분석하는 데에는 한계가 있었다. 본 연구에서는 정성적 연구 방법의 시각에서, 이들 연구에서 간과된 브랜드 충성도의 다양한 측면을 현상학적 면담(phenomenological interviewing)에 의해 수집된 자료를 통하여 검토하고자 하였다. 실증 연구에서는 Fournier(1998)가 제시한 소비자-브랜드 관계 유형을 기반으로 한국의 소비자들이 맥주 브랜드와 맺고 있는 다양한 관계의 유형들을 검토하였고, 이러한 소비자-브랜드 관계를 통해서 브랜드 충성도의 다양한 양상과 동태적인 본질들을 확인하였다. 연구 결과에 따르면, 소비자들의 브랜드 충성도의 원천이 서로 다른 다양한 요인들에 기반하고 있는 것으로 나타났다. 또한 외면적 브랜드 충성도는 실질적 브랜드 충성도와 일치하지 않을 수 있으며, 소비자의 라이프 이벤트와 라이프 테마가 브랜드 충성도와 깊이 관련되어 있다는 것을 확인하였다.