• Title/Summary/Keyword: Integrated Environmental Assessment

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Analysis of Village Safety Index using Accessibility to Public Facilities (공공시설 접근성을 통한 마을단위 안전지수 분석)

  • Jeon, Jeongbae;Kim, Solhee;Suh, Kyo;Yoon, Seongsoo
    • Journal of Korean Society of Rural Planning
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    • v.22 no.2
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    • pp.121-129
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    • 2016
  • A disaster can be defined in many ways based on perspectives, in addition, its types are able to classify differently by various standards. Considering the different perspectives, the disaster can be occurred by natural phenomenon that is like typhoon, earthquake, flood, and drought, and by the accident that is like collapse of facilities, traffic accidents, and environmental pollution, etc. Into the modern society, moreover, the disaster includes the damages by diffusion of epidemic and infectious disease in domestic animals. The disaster was defined by natural and man-made hazards in the past. As societies grew with changes of paradigm, social factors have been included in the concept of the disaster according to new types unexpected by new disease and scientific technology. Change the concept of social disasters, Ministry of Public Safety and Security (MPSS) has provided the regional safety index, which measures the safety level of a local government. However, this regional safety index has some limitation to use because this index provides the information for city unit which is a unit of administrative districts of urban. Since these administrative districts units are on a different level with urban and rural areas, the regional safety index provided by MPSS is not be able to direct apply to the rural areas. The purpose of this study is to determine the regional safety index targeting rural areas. To estimate the safety index, we was used for 3 indicators of the MPSS, a fire, a crime, and an infectious disease which are evaluable the regional safety index using an accessibility analysis. For determining the regional safety index using accessibility from community centers to public facilities, the safety index of fire, crime, and infectious disease used access time to fire station, police office, and medical facility, respectively. An integrated Cheongju, targeting areas in this study, is mixed region with urban and rural areas. The results of regional safety index about urban and rural areas, the safety index in rural area is relatively higher than in the urban. Neverthless the investment would be needed to improve the safety in the rural areas.

Temporal and Spatial Variations of Primary Productivity in Estuary of Youngsan River and Mokpo Coastal Areas (영산강 하구역 및 목포 연안 해역 식물플랑크톤 1차생산력의 시.공간적 변화)

  • Lee, Yeon-Jung;Min, Jun-Oh;Shin, Yong-Sik;Kim, Sung-Hwan;Shin, Kyung-Hoon
    • Korean Journal of Ecology and Environment
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    • v.44 no.4
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    • pp.327-336
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    • 2011
  • Temporal and spatial variations of primary productivity were investigated in the estuary of Youngsan River and Mokpo coastal areas in 2009. After heavy rain, concentrations of ammonium, phosphate, and silicate increased at six stations in August. The torrential rainfall may cause an increase in nutrient concentrations during summer. There is no limitation of nutrients (except for February at the mid-Youngsan estuarine region YS2) but a potential phosphate limitation was apparent at all stations. Silicate depletion was observed at YS2 in February due to a massive diatom bloom. The trophic status of the Youngsan estuary and Mokpo coastal areas were inferred from an assessment of the primary productivity. In February and May, YS1 (upper Youngsan estuary site) and YS2, YS3 (near the Youngsan river estuary barrage), MP1 (upper Mokpo coastal region site) were appropriately assigned to the mesotrophic category. MP2 (mid-Mokpo coastal region site) and MP3 (outer site of Mokpo coastal region) were assigned to the oligotrophic category. All stations were classified to the oligotrophic status in November. In August, after heavy rain, Youngsan estuary stations maintained mesotrophic status. On the other hand, MP1 and MP2 were classified in the eutrophic category and MP3 to mesotrophic status. In particular, primary productivities of MP1 and MP2 were 9 and 7 times higher respectively than the standard of eutrophic status ($1,000-mgC\;m^{-2}d^{-1}$). These results suggest that a massive freshwater discharge from the Youngsan River estuary should be considered a main factor in the occurrence of phytoplankton bloom in Mokpo coastal areas during summer. Seasonal variations of primary productivity are closely related with depth-integrated Chl. a.

Considerations of Countermeasure Tasks in the Fields of Forest and Forestry in Korea through Case Study on "The Nagoya Protocol (Access to Genetic Resources and Benefit Sharing)" ("유전자원의 접근과 이익공유(ABS)" 사례연구를 통한 국내 산림·임업분야 대응과제 고찰)

  • Lee, Gwan Gyu;Kim, Jun Soon;Jung, Haw young
    • Journal of Korean Society of Forest Science
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    • v.100 no.3
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    • pp.522-534
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    • 2011
  • The aim of this study is to draw forth the tasks for establishing the right of native biology in Korea through the case study on 'Access on genetic resources and Benefit Sharing'. For this purpose, this study decided on its research subject by selecting Hoodia, on which ABS treaty was made the most recently, through the examination of the representative ABS precedents on plant species. This study analyzed the process background of ABS on Hoodia, and compared & analyzed the ABS procedures of 'Bonn Guidelines' adopted by the 6th Conference of the Parties of the Convention on Biological Diversity in 2002 and Hoodia case. Together with the ABS major issues in common drawn as a result of this analysis, and "Nagoya Protocol" adopted by the 10th Conference of the Parties of the Convention on Biological Diversity, this study intended to shed a light on the impending tasks which Korea faces at present and its role relationship. The research results are as follows: 1. It is required that species habitats should be divided based on biological classification and its subsequent community should be established with the development of infrastructure such as a community's independent production, management and monitoring of bio-species. 2. There needs to be a designation of ABS National Focal Point for sharing of ABS-related general information, boosting of implementation of the relevant convention. 3. There needs to be the establishment of ABS convention system consequent on legislative, administrative, political procedures, and designation of the Competent National Authorities for the provision of the format of Prior Informed Consent (PIC) and Mutually Agreed Terms (MAT) and their contents assessment and confirmation. 4. There should be the establishment of integrated management system of ABS-related research and development of forest biological resources and its relevant research projects. 5. There should be information development through the distribution of responsibility and role between the ministries and offices concerned according to bio-resources, and there needs to be efforts in aiming for opening a working group of academic-industrial institutions for developing a mutually interchangeable system. 6. It's required that the efficient access between industrial circles and the people should be promoted by setting up ABS support center of biological resources in ministry and office's charge. 7. There should be a selection of a national supervisory organization for securement of the right of a local community and monitoring of ABS convention implementation, and a countermeasure system for preventing outflow of forest bioresources. Conclusively, it's judged that it will be possible to inquire into the countermeasures for the establishment of the native forest biology dominion through such research results.

A Study on Public Interest-based Technology Valuation Models in Water Resources Field (수자원 분야 공익형 기술가치평가 시스템에 대한 연구)

  • Ryu, Seung-Mi;Sung, Tae-Eung
    • Journal of Intelligence and Information Systems
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    • v.24 no.3
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    • pp.177-198
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    • 2018
  • Recently, as economic property it has become necessary to acquire and utilize the framework for water resource measurement and performance management as the property of water resources changes to hold "public property". To date, the evaluation of water technology has been carried out by feasibility study analysis or technology assessment based on net present value (NPV) or benefit-to-cost (B/C) effect, however it is not yet systemized in terms of valuation models to objectively assess an economic value of technology-based business to receive diffusion and feedback of research outcomes. Therefore, K-water (known as a government-supported public company in Korea) company feels the necessity to establish a technology valuation framework suitable for technical characteristics of water resources fields in charge and verify an exemplified case applied to the technology. The K-water evaluation technology applied to this study, as a public interest goods, can be used as a tool to measure the value and achievement contributed to society and to manage them. Therefore, by calculating the value in which the subject technology contributed to the entire society as a public resource, we make use of it as a basis information for the advertising medium of performance on the influence effect of the benefits or the necessity of cost input, and then secure the legitimacy for large-scale R&D cost input in terms of the characteristics of public technology. Hence, K-water company, one of the public corporation in Korea which deals with public goods of 'water resources', will be able to establish a commercialization strategy for business operation and prepare for a basis for the performance calculation of input R&D cost. In this study, K-water has developed a web-based technology valuation model for public interest type water resources based on the technology evaluation system that is suitable for the characteristics of a technology in water resources fields. In particular, by utilizing the evaluation methodology of the Institute of Advanced Industrial Science and Technology (AIST) in Japan to match the expense items to the expense accounts based on the related benefit items, we proposed the so-called 'K-water's proprietary model' which involves the 'cost-benefit' approach and the FCF (Free Cash Flow), and ultimately led to build a pipeline on the K-water research performance management system and then verify the practical case of a technology related to "desalination". We analyze the embedded design logic and evaluation process of web-based valuation system that reflects characteristics of water resources technology, reference information and database(D/B)-associated logic for each model to calculate public interest-based and profit-based technology values in technology integrated management system. We review the hybrid evaluation module that reflects the quantitative index of the qualitative evaluation indices reflecting the unique characteristics of water resources and the visualized user-interface (UI) of the actual web-based evaluation, which both are appended for calculating the business value based on financial data to the existing web-based technology valuation systems in other fields. K-water's technology valuation model is evaluated by distinguishing between public-interest type and profitable-type water technology. First, evaluation modules in profit-type technology valuation model are designed based on 'profitability of technology'. For example, the technology inventory K-water holds has a number of profit-oriented technologies such as water treatment membranes. On the other hand, the public interest-type technology valuation is designed to evaluate the public-interest oriented technology such as the dam, which reflects the characteristics of public benefits and costs. In order to examine the appropriateness of the cost-benefit based public utility valuation model (i.e. K-water specific technology valuation model) presented in this study, we applied to practical cases from calculation of benefit-to-cost analysis on water resource technology with 20 years of lifetime. In future we will additionally conduct verifying the K-water public utility-based valuation model by each business model which reflects various business environmental characteristics.

Bioconcentration Factor(BCF) of Perchlorate from Agricultural Products and Soils (농산물과 토양에 대한 퍼클로레이트 함량 평가 및 생물농축계수 산출)

  • Kim, Ji-Young;Kim, Min-Ji;Lee, Jeong-Mi;Kim, Doo-Ho;Park, Ki-Moon;Kim, Won-Il
    • Korean Journal of Environmental Agriculture
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    • v.32 no.3
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    • pp.224-230
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    • 2013
  • BACKGROUND: Perchlorate(${ClO_4}^-$) is an anion that is extremely water-soluble and environmentally stable. It mostly exists in the form of sodium perchlorate, ammonium perchlorate and potassium perchlorate which are used in rocket fuels, propellants, ignitable sources, air bag inflation systems and explosives. Perchlorate can be taken into the thyroid glands and interfere with iodide uptake. The determination of perchlorate in agricultural products is important due to its potential health impact on humans. The objective of this study was to determine the perchlorate concentrations in the samples of various agricultural products and soils. METHODS AND RESULTS: In this study, samples of cereal(Rice, Barley, Corn, Bean), vegetable(Spinach, Lettuce, Sesame, Chives, Chili, Pumpkin, Tomato), fruit(Apple, Pear, Tangerine, Grape) were analyzed for perchlorate contents. Perchlorate concentrations were analyzed by liquid chromatography-tandem mass spectrometry. The results showed that agricultural products respectively contained perchlorate concentrations in the range of : cereals N.D.~$7.46{\mu}g/kg$, vegetables $0.52{\sim}23.06{\mu}g/kg$, fruits $0.19{\sim}2.66{\mu}g/kg$. Bioconcentration factor was in the order of : vegetables > cereals > fruits. Bioconcentration factor was highest follwed by Sesame 37.88, Corn 21.51, Spinach 10.57, Tangerine 4.39, Chives 2.89 and Lettuce 1.90. The recoveries of perchlorate from spiked agricultural products and soils ranged from 87.72~111.26% and 102.09~111.23%. CONCLUSION(S): The health risk assessment results obtained in this study are lower than the RfD(Reference Dose, 0.0007 mg/kg/body weight/day) value as suggested by the Integrated Risk Information System(US IRIS). Our results indicate that, people currently exposed to perchlorate from agricultural products consumption are considered as safe.

The Budget of Nutrients in the Estuaries Near Mokpo Harbor (목포항 주변 하구역의 영양염 수지)

  • Kim, Yeong-Tae;Choi, Yoon-Seok;Cho, Yoon-Sik;Oh, Hyun-Taik;Jeon, Seung-Ryul;Choi, Yong Hyeon;Han, Hyoung-Kyun
    • Journal of the Korean Society of Marine Environment & Safety
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    • v.22 no.6
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    • pp.708-722
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    • 2016
  • Land-Ocean Interactions in the Coastal Zone (LOICZ) models for nutrient budgets were used to estimate the seasonal capacity of the Youngsan Estuary and Youngam-Geumho Estuary to sink and/or supply nutrients such as dissolved inorganic phosphorus (DIP) and nitrogen (DIN) to provide an understanding of the behavior of the coupled biogeochemical cycles of phosphorus and nitrogen in the estuaries (Youngsan Estuary, Youngam-Geumho Estuary) near Mokpo Harbor. During non-stratified periods (May, September, and November, 2008), simple three-box models were applied in each sub-region of the system, while a two-layer box model was applied during on-site observation of stratification development (July, 2008). The resulting mass-balance calculation indicated that even after large discharges from artificial lakes (in May and July), DIP influxes due to a mixing exchange ($V_{X-3}$, or $V_{deep}$) were more than terrigenous loads, indicating the backward transportation of nutrients from a marine source. The model results also indicated that for nutrient loads (DIP and DIN fluxes) in September, an extreme congestion of nutrients occurred around the mouths (sub-region III of the model) of the estuaries, possibly due to an imbalance in physical circulations between the estuaries and offshore locations. In November, the Youngam-Geumho Estuary, into which freshwater was discharged from artificial lakes (Youngam and Geumho Lake), showed nutrient enrichment in the water column, but the Youngsan Estuary showed nutrient depletion. In conclusion, to efficiently control water quality in the estuaries near Mokpo Harbor, integrated environmental management programs should be implemented. I.e., the reduction of nutrient loads from land basins as well as the deposit of nutrient loads into adjacent coastal lines.

Characteristics of Fish Assemblage by Reservoir Size in Yeongsan·Seomjin River Watershed in Korea (영산강·섬진강 수계 호소의 규모별 어류군집 특성)

  • Park, Sang-Hyeon;Kim, Jeong-Hui;Baek, Seung-Ho;Choi, Ho-Seung;Kim, Dae-Won;Ko, Eui-Jeong;Kim, Hyun-Woo
    • Korean Journal of Ecology and Environment
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    • v.53 no.3
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    • pp.229-240
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    • 2020
  • In this study, the results of fish assemblage survey for 16 reservoirs in the Yeongsan·Seomjin-River watershed were presented with fish assemblage characteristics analysis in relation to reservoir size. The survey method including number of sampling sites was followed the "Biomonitoring survey and assessment manual" of the Ministry of Environment/National Institute of Environmental Research (MOE/NIER), and the reservoirs were categorized as three size groups, small, medium or large reservoirs, based on the MOE/NIER as well. Total 13 family classified into 44 species were collected from 2018 (7 reservoirs) to 2019 (9 reservoirs), and the dominant and subdominant species were Hemiculter eigenmanni (Relative abundance, RA, 32.9%) and Lepomis macrochirus (RA, 31.4%), respectively. As a result of the analysis in relation to the reservoir size, the average (±standard deviation) number of species of the small, medium and large reservoirs were 11±2.9, 14.3±2.1, 22.7±0.6, respectively, which showed positive correlation with the reservoir size. Total 6 fish assemblage characteristics(number of species, number of individuals, richness index, herbivorous fish ratio, carnivorous fish ratio, exotic fish ratio) showed significant differences between the each reservoir size groups (P<0.05). As a result of cluster analysis, 16 reservoirs were clustered into 5 groups with 60% similarity, and the each reservoirs seems to be clustered depends on the distance from each other, watershed and their historical geology rather than size. These results are baseline information for the understanding of fish assemblage in Korean reservoirs, important for establishing management policy of reservoirs in the Yeongsan·Seomjin-River watershed.

Environmental Impact Assessment by Marine Cage Fish Farms: II. Estimation of Hydrogen Sulfide Oxidation Rate at $O_2$-H$_2$S Interface and Sulfate Reduction Rate in Anoxic Sediment Layer (해상 어류가두리양식장의 환경영향 평가: II. 가두리 양식장 퇴적물의 산소-황화수소 경계면에서 황화수소의 산화율 및 무산소 퇴적층에서 황산염 환원율 추정)

  • Lee, Jae-Seong;Kim, Kee-Hyun;Yu, Jun;Lee, Pil-Yong;Jung, Rae-Hong;Lee, Wong-Chan;Han, Jung-Jee;Lee, Yong-Hwa
    • The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
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    • v.9 no.2
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    • pp.64-72
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    • 2004
  • We measured the vertical profiles of $O_2$, H$_2$S, and pH in sediment pore water beneath marine cage fish farms using a microsensor with a 25 ${\mu}{\textrm}{m}$ sensor tip size. The sediments are characterized by high organic material load. The oxygen consumption, hydrogen sulfide oxidation, and sulfate reduction rates in the microzonations (derived from the vertical distribution of chemical species concentration) were estimated by adapting a simple one-dimensional diffusion-reaction model. The oxygen penetration depth was 0.75 mm. The oxic microzonations were divided into upper and lower layers. Due to hydrogen sulfide oxidation within the oxic zone, the oxygen consumption rate was higher in the lower layer. The total oxygen consumption rate integrated with reaction zone depth was estimated to be 0.092 $\mu$mol $O_2$cm$^{-2}$ hr$^{-1}$ . The total hydrogen sulfide oxidation rate occurring within 0.7 mm thickness was estimated to be 0.030 $\mu$mo1 H$_2$S cm$^{-2}$ hr$^{-1}$ , and its turnover time in the oxic sediment layer was estimated to be about 2 minutes. This suggests that hydrogen sulfide was oxidized by both chemical and microbial processes in this zone. The molar consumption ratio, calculated to be 0.84, indicates that either other electron accepters exit on hydrogen sulfide oxidation, or elemental sulfur precipitation occurs near the $O_2$- H$_2$S interface. Total sulfate reduction flux was estimated to be 0.029 $\mu$mol cm$^{-2}$ hr$^{-1}$ , which accounted for more than 60% of total $O_2$ consumption flux. This result implied that the degradation of organic matter in the anoxic layer was larger than in the oxic layer.

A Study on Perceived Quality affecting the Service Personal Value in the On-off line Channel - Focusing on the moderate effect of the need for cognition - (온.오프라인 채널에서 지각된 품질이 서비스의 개인가치에 미치는 영향에 관한 연구 -인지욕구의 조정효과를 중심으로-)

  • Sung, Hyung-Suk
    • Journal of Distribution Research
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    • v.15 no.3
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    • pp.111-137
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    • 2010
  • The basic purpose of this study is to investigate perceived quality and service personal value affecting the result of long-term relationship between service buyers and suppliers. This research presented a constructive model(perceived quality affecting the service personal value and the moderate effect of NFC) in the on off line and then propose the research model base on prior researches and studies about relationships among components of service. Data were gathered from respondents who visit at the education service market. For this study, Data were analyzed by AMOS 7.0. We integrate the literature on services marketing with researches on personal values and perceived quality. The SERPVAL scale presented here allows for the creation of a common ground for assessing service personal values, giving a clear understanding of the key value dimensions behind service choice and usage. It will lead to a focus of future research in services marketing, extending knowledge in the field and stimulating further empirical research on service personal values. At the managerial level, as a tool the SERPVAL scale should allow practitioners to evaluate and improve the value of a service, and consequently, to define strategies and actions to address services for customers based on their fundamental personal values. Through qualitative and empirical research, we find that the service quality construct conforms to the structure of a second-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality. In turn, each has two subdimensions that define the basis of service quality perceptions. The authors further suggest that for each of these subdimensions to contribute to improved service quality perceptions, the quality received by consumers must be perceived to be reliable, responsive, and empathetic. Although the service personal value may be found in researches that explore individual values and their consequences for consumer behavior, there is no established operationalization of a SERPVAL scale. The inexistence of an established scale, duly adapted in order to understand and analyze personal values behind services usage, exposes the need of a measurement scale with such a purpose. This need has to be rooted, however, in a conceptualization of the construct being scaled. Service personal values can be defined as a customer's overall assessment of the use of a service based on the perception of what is achieved in terms of his own personal values. As consumer behaviors serve to show an individual's values, the use of a service can also be a way to fulfill and demonstrate consumers'personal values. In this sense, a service can provide more to the customer than its concrete and abstract attributes at both the attribute and the quality levels, and more than its functional consequences at the value level. Both values and services literatures agree, that personal value is the highest-level concept, followed by instrumental values, attitudes and finally by product attributes. Purchasing behaviors are agreed to be the end result of these concepts' interaction, with personal values taking a major role in the final decision process. From both consumers' and practitioners' perspectives, values are extremely relevant, as they are desirable goals that serve as guiding principles in people's lives. While building on previous research, we propose to assess service personal values through three broad groups of individual dimensions; at the self-oriented level, we use (1) service value to peaceful life (SVPL) and, at the social-oriented level, we use (2) service value to social recognition (SVSR), and (3) service value to social integration (SVSI). Service value to peaceful life is our first dimension. This dimension emerged as a combination of values coming from the RVS scale, a scale built specifically to assess general individual values. If a service promotes a pleasurable life, brings or improves tranquility, safety and harmony, then its user recognizes the value of this service. Generally, this service can improve the user's pleasure of life, since it protects or defends the consumer from threats to life or pressures on it. While building upon both the LOV scale, a scale built specifically to assess consumer values, and the RVS scale for individual values, we develop the other two dimensions: SVSR and SVSI. The roles of social recognition and social integration to improve service personal value have been seriously neglected. Social recognition derives its outcome utility from its predictive utility. When applying this underlying belief to our second dimension, SVSR, we assume that people use a service while taking into consideration the content of what is delivered. Individuals consider whether the service aids in gaining respect from others, social recognition and status, as well as whether it allows achieving a more fulfilled and stimulating life, which might then be revealed to others. People also tend to engage in behavior that receives social recognition and to avoid behavior that leads to social disapproval, and this contributes to an individual's social integration. This leads us to the third dimension, SVSI, which is based on the fact that if the consumer perceives that a service strengthens friendships, provides the possibility of becoming more integrated in the group, or promotes better relationships at the social, professional or family levels, then the service will contribute to social integration, and naturally the individual will recognize personal value in the service. Most of the research in business values deals with individual values. However, to our knowledge, no study has dealt with assessing overall personal values as well as their dimensions in a service context. Our final results show that the scales adapted from the Schwartz list were excluded. A possible explanation is that although Schwartz builds on Rokeach work in order to explore individual values, its dimensions might be especially focused on analyzing societal values. As we are looking for individual dimensions, this might explain why the values inspired by the Schwartz list were excluded from the model. The hierarchical structure of the final scale presented in this paper also presents theoretical implications. Although we cannot claim to definitively capture the dimensions of service personal values, we believe that we come close to capturing these overall evaluations because the second-order factor extracts the underlying commonality among dimensions. In addition to obtaining respondents' evaluations of the dimensions, the second-order factor model captures the common variance among these dimensions, reflecting the respondents' overall assessment of service personal values. Towards this fact, we expect that the service personal values conceptualization and measurement scale presented here contributes to both business values literature and the service marketing field, allowing for the delineation of strategies for adding value to services. This new scale also presents managerial implications. The SERPVAL dimensions give some guidance on how to better pursue a highly service-oriented business strategy. Indeed, the SERPVAL scale can be used for benchmarking purposes, as this scale can be used to identify whether or not a firms' marketing strategies are consistent with consumers' expectations. Managerial assessment of the personal values of a service might be extremely important because it allows managers to better understand what customers want or value. Thus, this scale allows us to identify what services are really valuable to the final consumer; providing knowledge for making choices regarding which services to include. Traditional approaches have focused their attention on service attributes (as quality) and service consequences(as service value), but personal values may be an important set of variables to be considered in understanding what attracts consumers to a certain service. By using the SERPVAL scale to assess the personal values associated with a services usage, managers may better understand the reasons behind services' usage, so that they may handle them more efficiently. While testing nomological validity, our empirical findings demonstrate that the three SERPVAL dimensions are positively and significantly associated with satisfaction. Additionally, while service value to social integration is related only with loyalty, service value to peaceful life is associated with both loyalty and repurchase intent. It is also interesting and surprising that service value to social recognition appears not to be significantly linked with loyalty and repurchase intent. A possible explanation is that no mobile service provider has yet emerged in the market as a luxury provider. All of the Portuguese providers are still trying to capture market share by means of low-end pricing. This research has implications for consumers as well. As more companies seek to build relationships with their customers, consumers are easily able to examine whether these relationships provide real value or not to their own lives. The selection of a strategy for a particular service depends on its customers' personal values. Being highly customer-oriented means having a strong commitment to customers, trying to create customer value and understanding customer needs. Enhancing service distinctiveness in order to provide a peaceful life, increase social recognition and gain a better social integration are all possible strategies that companies may pursue, but the one to pursue depends on the outstanding personal values held by the service customers. Data were gathered from 284 respondents in the korean discount store and online shopping mall market. This research proposed 3 hypotheses on 6 latent variables and tested through structural equation modeling. 6 alternative measurements were compared through statistical significance test of the 6 paths of research model and the overall fitting level of structural equation model. and the result was successful. and Perceived quality more positively influences service personal value when NFC is high than when no NFC is low in the off-line market. The results of the study indicate that service quality is properly modeled as an antecedent of service personal value. We consider the research and managerial implications of the study and its limitations. In sum, by knowing the dimensions a consumer takes into account when choosing a service, a better understanding of purchasing behaviors may be realized, guiding managers toward customers expectations. By defining strategies and actions that address potential problems with the service personal values, managers might ultimately influence their firm's performance. we expect to contribute to both business values and service marketing literatures through the development of the service personal value. At a time when marketing researchers are challenged to provide research with practical implications, it is also believed that this framework may be used by managers to pursue service-oriented business strategies while taking into consideration what customers value.

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