• The Korean Journal of Health Service Management
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• v.6 no.4
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• pp.153-163
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• 2012

The purpose of this study is to measure IPA(Importance Performance Analysis) of the hospital choice factors between internal and external customers at rural general hospital. This study was used 5 types of choice factor such as physical, human, accessibility, connection, and external image. Also, this study was used IPA which can be applied to identify the strengths and weaknesses quality attributes from customers' viewpoint by simultaneously evaluating importance and performance. IPA was assessed using a sample of 98 patients and 96 internal employees who work at C general hospital in Chunkcheongbuk-do. Data were collected with self-administered questionnaires from February 13 to March 30 in 2012 and analyzed SPSS 18 by using frequency, paired t-test and scatter plot graph. The results of IPA show that "Keep up the good work" quadrant was human factor and "Low Priority" quadrant was physical and connection factors between internal and external customers. The finding of this study will be applied to improve human service quality in administrative department of hospital. Also, this study presents primary data for correct decision making to authorities of local hospitals that have concern about hospital strategy. The implications of this study are discussed and areas for future research are presented.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.42 no.3
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• pp.167-175
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• 2019

The purpose of this study is to analyze the factors influencing consumers purchasing of domestic, imported and craft beer through AHP analysis and to provide implications for marketing for each beer market. In this study, theories and calculations related to AHP analysis were thoroughly examined and selection attributes were determined by referring to existing theories. A total of 164 consumers who have purchased beer were the target of the survey. The results were analyzed by AHP analysis and the differences were analyzed. It was confirmed that the domestic, imported, and craft beer had the highest weight in the taste in the first layer. At this time, we can confirm that imported, and craft beer has a relatively high weight on taste and domestic beer has a relatively high weight on brand image. We also found that design and advertising images do not have a significant impact on beer selection. Even though it is study on beer, we can find people have different preference between their orgin. In this study, it is possible to show what type of factors does the beer manufacturing and distribution company should concentrate on by analyzing factors that consumers consider, unlike other studies focusing on consumption status of existing beer.

• Fashion & Textile Research Journal
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• v.25 no.4
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• pp.429-438
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• 2023

In the 21st century fashion industry, the rise of digital environments has transformed it into a dynamic medium, expanding the horizons of media utilization. Consequently, digital fashion film has emerged as a pivotal tool for fashion communication. Functioning as a visual expression medium, fashion film animates fashion concepts into immersive moving images. Proficiency in digital fashion communication has become imperative, considering the attributes of fashion media. Notably, the role of creative directors in ensuring coherent communication across diverse fashion media platforms has gained prominence, underscoring the need for systematic fashion education to nurture specialized talent. This study, therefore, devised a comprehensive curriculum amalgamating fashion communication and practical digital media skills, implemented within fashion major courses. Through this approach, students gained experimental media proficiency and explored innovative approaches to crafting fashion films that eloquently convey fashion narratives. The participants were exposed to the entire spectrum of fashion media production, encompassing digital storytelling, fashion film conceptualization, filming techniques, meticulous editing, and adept utilization of special effects technology. The study's pedagogical strategy, characterized by a focused learning trajectory, garnered significant acclaim. In essence, this study holds significance by formulating a curriculum that nurtures the imaginative and pragmatic aptitudes of fashion majors, immersing them in the dynamic realm of rapidly evolving digital fashion films and their integration with fashion content.

• 한국벤처창업학회:학술대회논문집
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• 2020.06a
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• pp.149-153
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• 2020

본 연구의 목적은 마케팅 관점에서 제품속성과 브랜드 정통성에 대한 통합적 연구모형을 이론적으로 제시하고, 이를 실증적으로 살펴보는 것이다. 이와 같은 연구목적을 위하여 제품속성과 브랜드 정통성을 정의하고, 브랜드 정통성의 구성 요인을 학문적 관점에서 이론적으로 제시하였다. 구체적으로 제품속성은 내재적 속성으로는 품질과 디자인, 외재적 속성으로는 브랜드와 가격으로 구분하고, 브랜드 정통성은 기존 연구들을 분석하여 총 13개의 하위 차원으로 정리하였다. 제품속성이 브랜드의 정통성과 브랜드 이미지에 미치는 영향관계를 실증적으로 분석하고자, 총 400개 표본을 대상으로 분석을 실시하였다. 조사대상 제품은 S전자의 최신 휴대폰인 S20으로 하였다. 본 연구는 선행연구에서 논의되지 않았던 연구모형을 기반으로 하였으며, 마케팅관점에서 소비자가 제품 속성을 통하여 지각하는 브랜드 정통성과 브랜드 이미지의 관계를 실증적으로 살펴봄으로써 다양한 이론적, 실무적 기반을 제공할 것이다. 특히, 브랜드의 정통성을 구축하기 위해서는 오랜 기간 동안 많은 투자가 수반되므로 중소/벤처기업은 대기업에 비해 상대적으로 불리하다. 이런 이유로 중소/벤처기업은 우선적으로 제품의 품질향상에 많은 노력을 기울이는 경향이 있지만 만일 제품 속성이 브랜드 정통성에 의미 있는 영향을 미치지 못한다면 중소/벤처기업은 관련된 전략을 수정하여야 할 것이다. 따라서 본 연구는 중소/벤처기업의 시각에서 제품의 속성을 활용하여 브랜드 정통성을 구축하기 위한 방안을 제시하고자 한다. 본 연구의 결과는 특히 스타트업의 마케팅전략 수립에 도움이 될 수 있을 것이다.

• Journal of Distribution Research
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• v.17 no.5
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• pp.85-111
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• 2012

Introduction : The purpose of this study was to examine the relationship between perceptual characteristics of consumers and intent of relational continuance for PB(Private Brand) products in discount stores. This study was conducted as an empirical study based on survey. For the empirical study, factors of PB products as characteristics perceived by consumers such as perceived quality, store image, brand image and perceived value were deduced from preceding studies. The effect of such factors on intent of relational continuance mediated by brand trust and brand equity of PB products was structurally examined. Research Model : Based on theory analysis and hypotheses, constructed a Structural Equation Model(SEM). The research model is shown in Figure 1. Research Method : This paper is based on s qualitative study of selected literature and empirical data. The survey for empirical study was carried out on consumers in Gyeonggi and Busan between January 2012 and May 2012. 300 surveys were distributed and 253 (84.3%) of them were returned. After excluding omissions and insincere responses, 245 surveys (81.6%) were used for final analysis as effective samples. Result : First of all, the Reliability was carried out for instrument used. The lower limit of 0.7 for Cronbach's Alpha as suggested by Hair et al. (1998). And Construct validity was established by carrying out exploratory factor analysis by Varimax rotation for all. Four factor result for the consumer's perceptual characteristics of PB Products, two mediating factors and one dependent factor. All constructs included in research framework have acceptable validity and reliability. Table 1 shows the factor loading, eigen value, explained variance and Cronbach's alpha for each factor. In order to assure validity of constructs, I implemented Confirmatory Factor Analysis (CFA), using AMOS 20.0. In confirmatory factor analysis, researcher can take control over the specification of indicators for each factor by hypothesizing that a specific factor is loaded with the relevant indicators. Moreover, CFA is particularly useful in the validation of scale for the measurement of specific construct. CFA result summarized Table 2 shows that the fit measures of all constructs fulfill the recommended level and loadings are significant. To test causal relationship between constructs in the research model, used AMOS 20.0 that provides a graphic module as method for analysing Structural Equation Modeling. The result of hypothesis test is shown in Table 3. As a result of empirical study, perceived quality, brand image and perceived value as selected attributes for PB products showed significantly positive (+) effect on brand trust and brand equity. Furthermore, brand trust and brand equity showed significantly positive (+) effect on intent of relational continuance. However, store image of discount stores selling the PB products was analyzed to have positive (+) effect on brand trust and no significant effect on brand equity. Discussion : Based on the results of this study, the relationship between overall quality, store image, brand image and value perceived by consumers about PB products and intent of relational continuance was structurally verified as being mediated by brand trust and brand equity. Looking at the results, a strategic approach that maximizes brand trust and equity value for PB products by large discount stores is required on top of basic efforts to improve quality, brand image and value of PB products in order to maximize consumer's intent of relational continuance and to continuously attract repeated purchase of products.

• Journal of Distribution Research
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• v.17 no.4
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• pp.1-27
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• 2012

Conceptualization of store image have been suggested in the past by many marketing scholars. The dominant perspective about store image is treated as the results of a multi-attribute model. Store image is expressed as a function of the salient attributes of a particular store that are evaluated. Though, there is a little confusions about what elements compose the store image, most scholars agree that merchandise, service, atmosphere, physical facilities, comfort, and location are generally accepted elements as store image. A considerable researches support that shopping can provide both hedonic and utilitarian value. Hedonic shopping value reflects the value received from fantasy and emotive aspects of shopping experience, while utilitarian shopping value reflects the acquisition of products. These two types of shopping value can affect shopping satisfaction. This study examines the relationships among stores images(store atmosphere, salespeople services, facilities, product assortment, and store location), shopping values(utilitarian shopping value and hedonic shopping value), and shopping satisfaction based on discount stores (E-Mart, Home plus, and Lotte Mart). The author hypothesized that five store image components affect shopping values, and these shopping values affect shopping satisfaction. The author focused on the roles of perceived retail crowding between these relationships. Specifically, the author hypothesized that perceived retailing crowding moderated the relationship between shopping values and shopping satisfaction. The author also hypothesized the direct effect of perceived retail crowding on shopping satisfaction. Finally, the author hypothesized that five store image components affect directly shopping satisfaction. Research model is presented in