• Asia Marketing Journal
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• 제17권2호
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• pp.97-125
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• 2015

In this study, we tried to evaluate the relative importance and find out the differences in consumer perceptions regarding service recovery strategies and the service provider in the distribution industry by using AHP (Analytic Hierarchy Process) analysis method. Therefore in this study, we tried to systematize various recovery strategies which were considered very important during service failure process in the distribution industry and analyze the relative importance for each recovery strategy. We set hierarchy composed of four items of monetary, action-oriented, psychological, and assured level as primary selection criteria and a total of 16 items(indemnity, refund, gift, gift certificate, prompt resolution, exchange, manager support, explanation, apology, empathy, acknowledge, kindness, assortment, after service, manage subcontractor, manage employee) as secondary selection criteria. We tried to take one step further from the service sector and study service recovery strategies specialized in distributor services. This study suggests various implications about service recovery strategies of distributors. First, this study can provide practical implications - e.g. service recovery efforts should be applied differently depending on service channels. There is a perceptual difference with respect to the importance of the types of service recovery strategies between service provider and final customer. Second, we can find theoretical implications in terms of identifying the priorities through hierarchy design of new recovery strategies and comparison of each element from the classifications of the current fractional recovery strategies. We hope to help service providers to build more efficient recovery strategy system based on the results of this study.

• 대한교통학회지
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• 제19권2호
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• pp.7-19
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• 2001

항공이용자가 항공사를 선택하는데 있어서 대형 항공사고가 발생하기 이전에는 간과하였던 "항공안전"이라는 변수가 항공사고 이후에 항공사 선택에 보다 중요한 영향을 미쳤다는 것이다. 따라서 항공이용자가 고려하는 선택기준이 과거에 비해 상당히 변화하였다고 판단되며 이러한 항공이용자의 행동변화 연구를 위해 실제로 김포국제공항의 국제선, 국내선 여객터미널을 이용하는 내·외국인을 대상으로 설문조사를 통해 실증분석을 하였다. 본 연구는 정부의 항공안전에 대한 근본적인 정책수립과 항공안전정책에 기초한 항공사의 제도적 장치 마련 등 항공사가 일으키는 항공사고를 감소시키는 노력의 일환으로 국적항공사가 대외경쟁력을 강화시키는데 일조 할 수 있을 것으로 사료된다.

• 간호행정학회지
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• 제1권1호
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• pp.22-34
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• 1995

Health care marketing can be defined as a process of developing, promoting and administering health care services for the benefits of hospitals as well as consumers. Researchers have reported that one of the significant attributes in the selection of hospital is a client's perceived image of the hospitals. Especially the image of nursing services was one of the important factors of the hospital image. The main purposes of the study were 1) to define the positioning about 5 hospitals' image of nursing services. 2) to define the effects of image attributes to the iamage of hospital nursing services. Eighteen hundred questionnaires were distributed to the parents of middle schools and high schools in Seoul. Among them, 1340 cases were returned but 849 cases were turned out to be useful data and used in final analysis. In data analysis, $SPSS\;/PC^+$ and PC-MDS programs were used for descriptive statistics, multiple regression, and drawing perceptual maps. The image of hospital nursing services was measured developed by the author through literature review and content validation. Reliability coefficients was found to be statistically appropriate level of confidence(Cronbach's Alpha=.8617). The results were as follows : 3) The perceptual map shows that hospital A, B and C,D,E were divided into five groups(See Fig. 1). That is, hospital A, and B are located in a close position and hopital C & E are located at opposite position between X-axis, Hospital D was located in the middle area of the hospital C and:E. In conclusion, this research visiblely depicted perceptual maps using MDS of the consumer's image about hospital nursing services. Since hopital nursing services were differentiated by the image attributes in consumer's perception, the results of the study can help hospital managers plan marketing strategy according to their strong points or weak points. Because the necessity of marketing in recent health care was importantly recognized, this research which is adopting posititioning concept will contribute to the consumers and hospital organizations.

• 디지털융복합연구
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• 제13권8호
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• pp.113-121
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• 2015

본 연구는 기업의 윤리경영 활동과 마케팅 효과의 융합적 관계를 파악하고자 윤리경영 노력이 소비자에게 신뢰감을 형성하고, 그러한 신뢰감이 실제 구매행동으로 연결되는지 조사하였다. 가설수립 및 설문조사를 실시하였으며, 분석을 통해 제품 서비스 책임, 기업 윤리지침 마련, 사회공헌활동, 고객권리 보장으로 구성되는 윤리경영의 실천이 소비자 구매행동에 긍정적 영향을 미치며, 그 과정에서 소비자의 이미지 지각과 기업 신뢰가 매개적 역할을 하고 있음을 증명하였다. 이러한 결과는 윤리경영이 기업에게 사회적 압력과 비용으로만 작용하는 것이 아니라 기업의 이익 증가로 연결되는 선순환 과정에 있음을 보여주고 있고 있어 기업의 능동적이고 적극적인 윤리경영 실천이 필요함을 시사하고 있다. 향후 연구에 있어서는 윤리경영의 대상 범위와 실행 수준을 보다 세분화한 분석과 최근 대중의 관심도가 높은 윤리 이슈와 연계한 연구가 필요하다.

• 한국병원경영학회지
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• 제8권1호
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• pp.95-111
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• 2003

The purpose of this study was to evaluate the information searching behavior of consumer by type of medical institution. A questionnaire survey was conducted of 1,507 persons who were selected through a multi-stage stratified area cluster sampling in nationwide level, excluding Jeju-Do. Personal survey was conducted through door-to door survey from 27 July to 10 August 1999. The main results of this research was as following; 1. The proportion of information searching of respondents ranged from 91.5-95.2%. Even though the proportion of user in university hospital was slightly high, there was not significant statistically by type of medical institution. In terms of information source, personal informer was most common information source in all type of medical institution. Public informers were more frequently used in university hospital visitors and professional informer in general and university hospital visitors. 2. Comparing to searching intensity, user informer and professional informer's influences were more powerful, but not statistically significant. In analysis of unit influence for information source, written informer or public informer was more powerful in clinic visitor, professional informer and written informer in university hospital visitor. 3. Information which consumer want to know mostly were about on special potential and career of physician. The clinic visitor wanted to know about institutional location and kindness of medical personnel. The university hospital visitor also wanted to know about facilities and convenience of process. Comparing to institution selection criteria of consumers at 1991, quality related criteria were recognized more importantly in outpatient and dental services. But in case of inpatient services, convenience factor was recognized more importantly. In conclusion, the effort for specific marketing plan by type of medical institution should be needed. And more concern on information searching behavior of consumer will be needed.

• 한국지역사회생활과학회지
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• 제27권3호
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• pp.351-369
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• 2016

Individual lifestyle and eating habits have changed rapidly due to the evolution of society. Especially, climate change caused by industrialization has influenced society, with the result that today's consumers perceive sustainability to be an important value. The purposes of this study were to segment consumers on the basis of their food-related lifestyle and to explore climate-friendly food consumption behavior by considering factors such as moral intensity, propensity for disgust with meat as well as consumer characteristics. The results of this study were as follows: first, consumers were segmented into three groups(high involvement, low involvement, convenience oriented). Consumers in the high involvement group presented a higher level of moral intensity and climate-friendly food consumption behavior than the other groups. Furthermore, factors influencing the selection of climate-friendly food were found to differ according to the type of consumer. Consumers in the high involvement group were found to be significantly influenced by age, concentration of effect, the morality of eating meat and meat texture, while consumers in the low involvement were found to be significantly influenced by social consensus and the morality of eating meat. Finally, consumers in the convenience oriented group for food life were found to be significantly influenced by age, harm perception, and the morality of eating meat.

• 대한지역사회영양학회지
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• 제19권4호
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• pp.342-360
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• 2014

Objectives: This study aimed to develop nutrition education program for consumers to reduce sodium intake based on social cognitive theory (SCT). Methods: The main factors of SCT related to low sodium diet were investigated by using focus group interview (FGI) with 30 women who participated in consumer organizations. Results: The main target groups for the education program were housewives (H), parents (P), and the office workers (OW), for which we considered their influences on other people and the surroundings. According to the results of FGI, in carrying out low sodium diet, 'positive outcome expectation' were prevention of chronic disease and healthy dietary habit, and 'negative outcome expectation' were low palatability of foods, difficulty in cooking meals, and limited choice of foods. The contents of the program and education materials were individualized by each group to raise self-efficacy and behavioral capability, which reflected the results of the FGI. The program included 'salt intake and health' to raise positive outcome expectation. For improving the ability to practice low-sodium diet, the program contained the contents that focused on 'cooking' and 'food purchasing' for H, on 'purchasing and selection of low-sodium food with the children' for P, and on 'way of selecting restaurant menu' for OW. Also the program included 'way of choosing the low-sodium foods when eating out' with suggestions on sodium content of the dishes and snacks. Further, 'dietary guidelines to reduce sodium intake' was also suggested to help self-regulation. Conclusions: This nutrition education program and education materials could be utilized for the community education and provide the basis for further consumer targeted education program for reducing sodium intake.

• 패션비즈니스
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• 제15권6호
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• pp.1-22
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• 2011

This paper is a study on the information required for developing Korean clothing products intended for Chinese students in Korea and for opening markets of Korean clothing and brands in China. It analyses the buying behaviors, purchasing ability, the favourite apparel type for clothing, and satisfaction with Korean clothing and brands of Chinese students in Korea, with which it seeks a program for South Korea branding to enter into the Chinese clothing market. Three hundred fifty seven students of Hannam University and PaiChai University Chung nam National University in Daejeon-city took part in this study. This paper adopts Descriptive Analysis, Crossing Analysis, Bivariate Correlations, and One-way ANOVA in SPSS 17.0 with Post Hoc Multiple Comparisons to know about the impact of demographic variables of Chinese students in Korea on buying information sources, the criteria for store selection, buying capacity, praise degree on various properties of Korean clothes products and their satisfaction with Korean clothes products. The first proposal of expanding China market for Korean merchants is to achieve maximum sales based on sales promotion strategies, such as the credit card corporations, the store display and sales person service development, SPA, design size development, and to upgrade consumption values. The second proposal is Korean clothes corporations should open the Internet shopping corresponding to the physical stores, the most frequently used information source of Chinese students is the network, from the age distribution of Internet users in 2008 in China, population above 10 and below 30 accounts for 66.7% of all users, In recommending clothes made in Korea to Chinese young people, on-line advertising will get better effects than other strategies, specially during advertisement, they should take good use of Korean television shows and variety shows or help Chinese poor areas to do the social contribution hereby to improve the public image of Korean clothes corporations, which can bring good sale promotion effects as well.

• 지능정보연구
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• 제23권1호
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• pp.127-141
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• 2017

인터넷과 모바일 관련 기술의 발전과 기기의 보급은 물리적 공간의 제약을 극복하게 하고, 다양한 상품과 서비스를 소비자에게 제공함으로써, 소비자에게 선택의 폭을 넓히는 기회를 제공하는 반면, 많은 시간과 노력을 기울이고도 소비자가 자신의 기호에 적합한 품목을 선택하기 힘들어지는 부작용을 낳았다. 이에 따라, 기업은 추천 시스템을 활용하여 소비자가 원하는 품목을 더 쉽게 찾는 수단을 제공하고 있다. 상품 간의 연관성을 통계적으로 분석하는 연관 규칙 마이닝 기법은 직관적인 형태의 척도를 규칙과 함께 제공함으로써, 이로부터 도출된 규칙에 포함된 품목 간의 관계를 이해하고, 이를 추천에 적용하기 쉽다는 강점을 갖는다. 그러나, 서로 다른 규칙의 척도가 일관되게 어느 한 쪽의 규칙이 더 우위에 있음을 알려주지 못한다면, 수많은 품목 중 추천에 적합한 품목을 적절히 선별해내기 힘든 상황이 발생한다. 본 연구에서는 추천 상품의 순위를 결정할 수 있도록 연관 규칙 마이닝 기법에 회귀분석모형을 보완적으로 적용하는 방안을 제시하고자 수행되었다. 연관 규칙 마이닝에서 보편적으로 사용되고 있는 지지도, 신뢰도, 향상도를 활용하여 모형을 구현함으로써, 직관적으로 이해하기 쉬울 뿐만 아니라, 실무에서도 활용하기 쉬운 방안을 제시하고자 하였다. 국내 최대규모의 온라인 쇼핑몰의 주문 데이터를 활용한 실험을 통해, 제안된 모형으로부터 얻어진 추천 점수를 기반으로 추천상품을 결정하고, 이를 추천에 적용함으로써 추천 적중률을 향상시킬 수 있음을 보였다. 특히, 최근 모바일 상거래가 빠르게 확산됨에 따라, 제한된 화면에 한정된 수의 추천 품목을 제시해야 하는 상황에서 적합한 추천 기법임을 확인할 수 있었다.

• 한국콘텐츠학회논문지
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• 제17권4호
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• pp.275-284
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• 2017

다양한 선택사항이 있는 모듈형 제품은 제품 구조나 배열 변경의 용이성을 장점으로 소비자들의 제품선택 폭을 확대해주고 맞춤형 제품의 구매기회를 제공해 준다. 또한 생산자로서의 소비자 역할을 수행케 함으로써 구매 후 부조화 감소와 제품 사용과정에서의 이용만족도도 높여 준다. 하지만 과도한 모듈화 또는 선택사항의 증가는 소비자들의 구매의사결정과정에서 정보량 과다에 따른 소비자의 과잉혼란을 유발하여 구매결정의 연기 및 포기하는 부정적 결과를 유발할 수도 있다. 이에 본 연구에서는 선택 사항 즉 옵션 수에 따라 달라질 수 있는 과잉혼란의 지각 정도가 소비자들의 심리적 성향인 조절초점, 제품친숙도, 자기효능감 등에 의해 어떤 영향을 받는지 살펴보고자 한다. 이를 위해 모듈형 제품의 옵션 수에 따른 과잉혼란 지각정도가 이들 세 가지 변수의 영향에 따라 달라질 수 있다는 3가지 조절효과 가설을 선행연구에 근거하여 도출하였다. 실험 결과 조절초점의 조절효과 검증에서는 향상초점 소비자에 비해 예방초점 소비자가 옵션 수 확장에 따른 과잉혼란을 더 크게 지각하는 것으로 나타났다. 또한 제품친숙도와 자기효능감의 조절효과 검증에서는 이들 두 변수 모두 그 정도가 낮은 그룹이 높은 그룹에 비해 옵션 수 확장에 따라 과잉혼란을 더 크게 지각하는 것으로 나타났다.