• 유통과학연구
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• 제14권4호
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• pp.93-101
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• 2016

Purpose - As more consumers pursue high quality products at reasonable prices, Korean retail companies are increasing investment in expanding their outlet stores. Despite the growing importance of the outlet business, there has been very little empirical research on consumers' outlet shopping behaviors. This study aimed to investigate the relationships between consumers' perceived product value (performance quality, value for money, and social value) of outlet stores and overall shopping satisfaction and the effect of shopping satisfaction on outlet store loyalty. Research design, data and methodology - The authors developed a structural model in which performance quality, value for money, and social value of products are proposed to affect overall outlet shopping satisfaction, thus increasing customer loyalty. To analyze the research model, data were collected from 88 shoppers at suburban outlets. SPSS 21.0 and AMOS 21.0 were utilized to test the hypotheses. The unidimensionality of each construct was supported from the results of the reliability test with Cronbach's α and confirmatory factor analyses. Correlation analysis was performed and the results warranted the nomological validity of the measures. The fit statistics of the overall model analysis demonstrated an acceptable fit(X²(₁₆₁)=171.651, p=.000; X²/df=1.546; GFI=.821, NFI=.879, TLI=.942, CFI=.953, RMR=.035, RMSEA=.079). Results - The findings are as follows. First, consumers' perceived value of product performance quality had a significant positive effect on overall outlet shopping satisfaction. Consumers, who evaluate performance quality of the product more positively, tend to express stronger satisfaction and happiness about outlet shopping experience. Second, consumers' perceived social value of outlet products influenced their overall satisfaction significantly. Consumers who believe that products of outlet stores enhance self-concepts are more likely to satisfy with outlet shopping experience. However, consumers' perception of outlet products on value for money was not found to significantly influence overall shopping satisfaction. Finally, overall shopping satisfaction had a significant and positive influence on loyalty. Conclusions - While outlet retailers have traditionally focused on promoting competitively priced merchandise, the results of this study suggest that customers' overall satisfaction with outlet shopping is influenced more by the non-price-related product values. In the context of an outlet shopping environment, performance quality and social value of the products were found to be more critical predictors of customer overall satisfaction. Therefore, it would not be efficient for outlet retailers to highlight economic value of their merchandise. Instead, they need to investigate the performance quality of the products regularly and try to deliver quality guaranteed goods to enhance customer satisfaction. Also, outlet retailers should differentiate their businesses by carrying more unique and prestigious brands and emphasize higher social value and symbolic meanings of their products. As competition among outlet retailers are getting fierce, retail companies need to focus on strengthening customer loyalty with a long-term perspective. With a deeper understanding of the relationship between consumers' perceived product values and shopping satisfaction, outlet retailers will be able to develop customer loyalty strategies effectively and to achieve competitive advantage.

• 유통과학연구
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• 제14권4호
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• pp.103-110
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• 2016

Purpose - This study investigates the improvement of rationalization of distribution structure in Korean diamond market. It also explores the international distribution of diamond and how the distribution of Korean diamond market system was improved. This study also for providing the evaluation method in case of purchasing diamond on the consumers. Research Design, Data, and Methodology - The research investigates how international diamond distribution market has been changed since 1933 by De Beers. The international Diamond rough stone has been deregulated in supply and demand by Debeers since July, 2000, therefore, the price maintenance policy of diamond market also has been changed. In the short term, the diamond price in market has been down, whereas, in the long term, the market share of Debeers has affected the high quality of diamond price in world market. Before 1985, both G color and VVS1 clarity were used as the level of percentages in the diamond certificate of authenticity in Korea. But, after 1985, the diamond certificate of authenticity uses Diamond Grading Report. Results - Between the 1970's and 1980's, Debeers had controlled about 80 percentages of international diamond supply market. But, Debeers share in diamond market fell by 60 percentages in 2000's. Debeers supplied 31%(4390 carets) of international diamond supply and 41%(39 billion dollars) in 2003. However, Debeers shares 50% of market shares in the diamond supply market by Alosa in Russia. In Korea, the diamond grading report system has been used since 1985. But, the diamond grading report system has price bubbles and much irrational parts in grading system methods. Conclusions - 4C, the grading system of diamond, is a method for comparing and evaluating diamond objectively. Diamond is graded according to its color, cut, clarity, and carat. The price of diamond is determined based on its each item. Consumers purchase diamond for the purpose of investment and wearing. In terms of investment, it is recommended to purchase diamond with color of D grade, cut with Excellent or Very Good Cut grade, Clarity of FL or IF, and more than 3 carat. As for wearing purpose, it is highly recommended for diamond to have color of F or G grade, cut of Excellent or Very Good Cut, clarity of VS2 or SI1, and more than 1 carat Before 2000, Central Selling Organization(CSO) distributed about 80 percentages rough diamond to world market exclusively by purchase, classification, assessment, and sales. After 2000, Dbeers diamond company looses slowly market shares, while Almosa diamond company etc. in Russia are taking over world market shares more and more. Debeers market shares have been falling over the years, and the international diamond markets are gradually growing by other international diamond companies. But, there is no change in Korean diamond market after 1980's. Korean diamond distribution needs to follow international level of Diamond Grading System. By using different grading systems with different panel members, Korean diamond grading system needs to follow international perfect grading systems to grow diamond markets and maintain within top 10 diamond markets countries.

• 유통과학연구
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• 제14권4호
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• pp.111-116
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• 2016

Purpose - A lot of preceeding studies have focused on the pains that might be felt in spending money, that is an important role in getting psychological safety. Money and social resources can be all for consumers, and they are likely to form a substituting relationship with one another. Being motivated by the idea that spending money for others can come with joy if one's objective is accomplished by social support, this paper aimed to explore the mediating role of the perceived money importance and gratitude in the relationship between social support and pleasure in spending for other-gift. Research Design, Data, and Methodology - In this empirical study, the experimental group is expected to receive social support while the control group is composed of those who are usually indulged in reminiscences of their sweethearts. From the college students, 160 experiment participants were selected and 80 participants of them were assigned to control group as well as to experimental group respectively at random. Empirical study for each of the two groups was performed respectively by means of questionnaire survey. Experimental group data and control group data were combined together to be used for testing hypotheses. Linear structural equation model in Amos was used to verify the hypotheses, and Bootstrap was also used to examine whether there were the mediating roles of the perceived money importance and gratitude or not. Results - From the empirical study, following conclusions could be drawn: First, social support of others makes one perceive the importance of money less; Second, social support of others makes one perceive gratitude to others; Third, less perceived importance of money and gratitude to others can make one feel pleasure in spending for other-gift; and Fourth, less perceived importance of money and gratitude to others can partially mediate the effect of social support from others on the pleasure in spending for other-gift. Conclusions - The outcomes of this study might offer theoretic and managerial implications as follow: Even though many hitherto studies have asserted that spending money usually comes with pains, this study discovered that social support might reduce perceived the importance of money but make others feel gratitude and, thus, one would feel joy in spending money to buy gift for others, and made a contribution to the progress of the theory of pleasure in spending for other-gift. This paper also made contributions toward the development of emotion marketing theory by showing that the effect of social support on the pleasure in spending for other-gift could be partially mediated by the perceived the importance of money and gratitude to others. Based on the above conclusions, it may be affirmed that marketers should help consumers perceive the importance of money less, and help feel gratitude to others by pointing up the support of others to consumers in an attempt to accelerate spending for other-gift.

• 유통과학연구
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• 제14권4호
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• pp.117-125
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• 2016

Purpose - As consumers' needs for purchasing fresh and safe food have been bigger in Korea, their interest in local food is also growing recently. So, the number of local food stores has been increased from 3 in 2012 to 103 in 2015. Local food stores should operate a business responding consumers' needs in order that local food stores are not to be a one-time fad. Therefore, the purpose of this study is to analyze the characteristics of consumers who use a local food store and provide helpful implications to design a strategy for sustainable growth of local food store. Research design, data, and methodology - In this study, Probit model was used for empirical analysis in order to examine the effect of purchase choice attributes of agricultural products, consumer's satisfaction, and their demographic factors upon the intention to use a local food store. After estimating coefficients of the probit model, marginal effects were calculated as a standard normal, and cumulative distribution is differentiated with respect to explanatory variables. To collect the data, questionnaire survey was carried out with the consumers using the local food store (Youngjin Nonghyup near to Jeonju city located in Jeollabuk-do). Result - The data analysis found that the more consumers are satisfied with local food store, the higher intention they have to use the local food store. In addition, it was known that the factors related to quality of agricultural products and shopping convenience among the purchase choice attributes have a considerable impact on the purchase intention of a local food store. In demographic factors, income was turned out to be an important factor affecting purchase intention of local food. Such a result supports the hypothesis that high income consumers are likely to purchase local food, which is based on the inference that consumers who have a high income tend to pursue wellbeing life. Futhermore, information delivery, through a reputable media source among general factors, was known to play an important role in forming an intention to purchase local food. According to the analysis of marginal effects, probability of purchase intention of a local food store is increased by 11.4%, if a monthly average income of a household is above 4.5 million Won(Korean currency). If purchasing satisfaction with local food stores is high, the probability of purchase intention would be increased by 24.1%. Likewise, such a probability goes up by 8.7%, 5.8%, respectively as an increasing one unit of quality of agricultural products and shopping convenience of local food stores, respectively. Conclusion - For attaining sustainable growth in a local food store, it is considered necessarily to establish a proper store operation system to meet consumers' needs, especially for quality and shopping convenience of local food. Moreover, as it was found that appropriate communication through media source has a positive effect on the intention to use local food store, PR activity seems to be necessary to expand the consumers' demands for local foods.

• 유통과학연구
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• 제14권4호
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• pp.39-46
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• 2016

Purpose - Recently, as Korean culture and economy develops, Seoul has become a world-famed city. In Seoul, many special grade hotels have been constructed in order to accommodate many tourists from China, Japan and many other Asian countries. And the hotels entered into competition among themselves. Thus many changes are accelerated due to their mutual competition and manpower problems. In this situation, the role of higher officers above all is thought to be very important in order to enhance the management result and to make preparations for the kernel ability of the organization. Research design, data and methodology - This study was intended to verify how the leadership of the higher officers based on trust affects the job satisfaction of employees of the organization. In order to achieve the purpose of this study, some study models and hypotheses have been established through theoretical examinations. The subjects of this study were centered on the constituents of C-Hotel, M-Hotel, and D-Hotel. 200 questionaries were distributed and 190 questionaries were collected and thus the collection ratio was 91 percent. 8 questionaries which were regarded to be insincere or hard to analyzed were excluded. Finally, 182 questionaries were used for analyzing the factors and trust. For the purpose of the verification of hypotheses, structural equation was used. In order to verify the mediating effect of trust between the relationship of emotional leadership and job satisfaction, 'Three-step Mediated Regression Analysis by Baron & Kenny(1986) was utilized. The four hypotheses for this study are as follows: First, emotional leadership will have a meaningful influence on trust in the affirmative. Second, trust will have a meaningful influence on job satisfaction in the affirmative. Third, trust will play a mediating role in the relationship of emotional leadership and job satisfaction. Result - First, the emotional leadership and trust was found to effect a positive effect. Second, the trust and job satisfaction was found on a positive effect on job satisfaction. Third, the emotional leadership and job satisfaction was found to positive effect on job satisfaction. Fourth, the trust in the relationship between emotional leadership and job satisfaction was found that the partial mediating effect. Especially, in the case of the business of hospitality, human services as well as material resources become its keynote, and we can safely say that the degree of dependence toward human resources is very high. Accordingly, the leaders should display their leadership on the basis of abundant emotional and intellectual faculties so that they can grasp, understand and admit the diverse views of value and emotion of the organization constituents and that they can form emotional leadership. On the basis of the analysis results of the verification of hypotheses, some suggestions and uppermost limit of this study have been presented for further study.

• 유통과학연구
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• 제14권4호
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• pp.47-53
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• 2016

Purpose - The objective of this study is to investigate the dynamic relationships among Advertising Cost (AD), Newly Registered Users(NRU), and Buying Users(BU) of Social Network Game(SNG). SNG is getting pervasive mainly due to the rapid growth of mobile game and Social Network Service(SNS). It would be helpful for marketing researchers interested in SNG and related practitioners to understand the changes in AD, NRU, and BU with time as well as the effects on one another in mutual and dynamic way. Research Design, Data, and Methodology - Necessary data were collected from Social Network Game(SNG) company. AD, NRU, and BU are endogenous variables, but new event such as launching (event) and holidays(holiday) are exogenous dummy variables. Vector Auto regression (VAR) model is generally used to examine and capture the dynamic relationships among endogenous variables. VAR model can easily capture dynamic and endogenous relationships among time-series variables. Vector Auto regression with Exogenous variables(VARX) is a model in which exogenous variables are added to VAR. To investigate this study, VARX is applied. Result - By estimating the VARX model, the author finds that the past periods' NRU affect negatively and significantly the present AD, and past periods' BU have a positive and significant impact on the increase of AD. In addition, the author shows that the past periods' AD and BU have a positive and significant effect on the increase of NRU, and the past periods' AD affect positively and significantly BU. While the impact of AD on NRU happens after 3 or 4 days (carryover effect), that of AD on BU comes about within just 1 or 2 days (immediate effect). The effect of BU on NRU can be considered as word of mouth (WOM effect). Therefore, SNG companies can obtain not only the growth of revenue but also the increase of NRU by increasing BU. Through those results, the author can also find that there are significant interactions between endogenous variables. Conclusion - This study intends to investigate endogenous and dynamic relationships between AD, NRU, and BU. They also give managerial implications to practitioners for SNS and SNG firms. Through this study, it is found that there exist significant interactions and dynamic relationships between those three endogenous variables. The results of this study can have meaningful implications for practitioners and researchers of SNG. This research is unique in that it deals with "actual" field data and intend to find "actual" relationships among variables unlike other related existing studies which intend to investigate psychological factors affecting the intention of game usage and the intention of purchasing game items. This study is also meaningful by showing that the increase of BU can be a good strategy for "killing birds with one stone" (i.e., revenue growth and NRU increase). Although there are some limitations related with future research topics, this research contributes to the current research on SNG marketing in the above mentioned ways.

• 유통과학연구
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• 제13권1호
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• pp.47-55
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• 2015

Purpose - The objective of this study is to verify whether there are differences between Korean and Chinese consumers in the importance of the attributes such as shopping value and loyalty in social commerce. With the purpose of finding out these differences, the following questions are set up as research questions. First, will there be a difference between Korea and China in the importance of attributes of social commerce? Second, will there be a difference between Korean and Chinese consumers in shopping value? Third, will there be a difference between Korean and Chinese consumers in their loyalty? Research design, data, and methodology - The researchers collected data through self-administered questionnaires from Korean and Chinese consumers who had used social commerce within the past six months before answering the questionnaire. First, for social commerce users in Korea, comprising male and female university students in Chungcheong, a questionnaire was circulated. For social commerce users in China, university students within Beijing were surveyed. Responses to 336 questionnaires were used, excluding those with no answers or unreliable answers. Data coding and data cleaning were used. SPSS 18.0 was used. First, exploratory factor analysis is done to verify the validity of testing tools, and Cronbach's α coefficient is used to verify credibility. For factor analysis, the Varimax method is used. To verify the internal consistency reliability of each factor, the Cronbach's α coefficient is used to verify the credibility. Second, a T-test is done to verify differences between Korean and Chinese consumers for the importance of attributes. Third, ANOVA (Analysis of variance) is done to verify differences between Korean and Chinese consumers in shopping value and loyalty. Results - When Korean and Chinese consumers use social commerce, first, the importance of the attributes of social commerce is affected by four factors; playfulness and economic factors are more important to Korean consumers than Chinese consumers. As for informativeness factors, including product information and quality, and buyer comments, there was no confirmed difference between Korean and Chinese consumers. The convenience factor is more important to Chinese consumers than Korean consumers. Second, the factors affecting shopping value for Korean and Chinese consumers were hedonic shopping value and rational shopping value. To see the difference between Korean and Chinese consumers in shopping value factors, a t-test is conducted. As a result, in the rational shopping value factors of social commerce, Korean consumers scored higher than did Chinese consumers. These results were verified to be meaningful through statistics. In the hedonic shopping value factor of social commerce, Korean consumers scored higher than Chinese consumers. These results showed a significant difference. Third, loyalty in social commerce is higher for Chinese consumers than for Korean consumers. However, there is no difference in loyalty depending on sex. Conclusion - These results will hopefully be valuable and used in the future by Korean companies that wish to enter the Chinese social commerce market.

• 유통과학연구
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• 제13권1호
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• pp.57-70
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• 2015

Purpose - Open source software has high utilization in most of the server market. The utilization of open source software is a global trend. Particularly, Internet infrastructure and platform software open source software development has increased rapidly. Since 2003, the Korean government has published open source software promotion policies and a supply promotion policy. The dynamism of the open source software market, the lack of relevant expertise, and the market transformation due to reasons such as changes in the relevant technology occur slowly in relation to adoption. Therefore, this study proposes an assessment model of services provided in an open source software service company. In this study, the service level of open source software companies is classified into an enterprise-level assessment area, the service level assessment area, and service area. The assessment model is developed from an on-site driven evaluation index and proposed evaluation framework; the evaluation procedures and evaluation methods are used to achieve the research objective, involving an impartial evaluation model implemented after pilot testing and validation. Research Design, data, and methodology - This study adopted an iteration development model to accommodate various requirements, and presented and validated the assessment model to address the situation of the open source software service company. Phase 1 - Theoretical background and literature review Phase 2 - Research on an evaluation index based on the open source software service company Phase 3 - Index improvement through expert validation Phase 4 - Finalizing an evaluation model reflecting additional requirements Based on the open source software adoption case study and latest technology trends, we developed an open source software service concept definition and classification of public service activities for open source software service companies. We also presented open source software service company service level measures by developing a service level factor analysis assessment. The Behavior-Structure-Evolution Evaluation Model (BSEM) proposed in this study consisted of a rating methodology for calculating the level that can be granted through the assessment and evaluation of an enterprise-level data model. An open source software service company's service comprises the service area and service domain, while the technology acceptance model comprises the service area, technical domain, technical sub-domain, and open source software name. Finally, the evaluation index comprises the evaluation group, category, and items. Results - Utilization of an open source software service level evaluation model For the development of an open source software service level evaluation model, common service providers need to standardize the quality of the service, so that surveys and expert workshops performed in open source software service companies can establish the evaluation criteria according to their qualitative differences. Conclusion - Based on this evaluation model's systematic evaluation process and monitoring, an open source software service adoption company can acquire reliable information for open source software adoption. Inducing the growth of open source software service companies will facilitate the development of the open source software industry.

• 유통과학연구
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• 제13권1호
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• pp.71-81
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• 2015

Purpose - This study aims to examine the effect of audience attitude toward product placement, or PPL, on product attitude and purchase intention. PPL has increasingly been prevailing in TV dramas since the revision of the Broadcasting Act in January 2010, and it is quite widespread in today's society. Therefore, this study intends to investigate how the audience would take a particular attitude toward PPL in TV dramas and how their attitude would affect their product attitude and purchase intention. Research design, data, and methodology - The sample for the current study was drawn from college students in Seoul in December 2013, as the main targets of the products and brands that were advertised by PPL are young people. The questionnaire for this study comprised nine parts, such as the knowledge of PPL, experience of PPL, TV drama watching time, impulsive buying propensity, celebrity imitating buying propensity, attitude toward PPL, attitude toward product, purchase intention, and demographic characteristics. The questionnaire items were measured by 5-point Likert scales. Whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed and how the PPL attitude would affect purchase intention through product attitude was analyzed as well. To analyze the relationship between variables, structural equation modeling analysis was performed with Amos 18.0. Results - The major findings of the study were as follows. First, whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed, and it is found that out of the demographic characteristics, only gender and knowledge of PPL exerted an influence on PPL attitude. In addition, celebrity-imitating buying propensity had an impact on PPL attitude. Second, whether PPL attitude would affect purchase intention through product attitude was analyzed by structural equation modeling. Consequently, it is found that PPL attitude impacted purchase intention through product attitude. Conclusions - The findings of the study had the following implications. First, in theoretical aspects, previous studies have proven only that attitude toward PPL influenced attitude toward product and purchase intention separately; however, the current study has investigated the mediated role of attitudes toward PPL. Second, regarding the practical aspects, as PPL attitude exercised an effect on purchase intention as well as product attitude, PPL should be utilized in a manner to stimulate the audience to take a positive attitude to it. Finally, gender, PPL knowledge, and celebrity-imitating buying orientation were identified as influential factors for PPL attitude. Specifically, female consumers showed a lower attitude toward PPL than males, and the consumers who have no knowledge showed a lower attitude toward PPL. The consumers who have celebrity imitating buying propensity expressed a higher attitude toward PPL. These factors should consequently be taken into account when PPL is planned and conducted. The current study has limitations such as the sample object, non- experimental method, and media biases. Therefore, future research should be conducted to address these limitations.

• 유통과학연구
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• 제13권1호
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• pp.83-91
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• 2015

Purpose - Despite the structural irrationality of multi-level transportation and the oil price rise, the domestic freight transportation market continues to grow, mirroring the rise in e-commerce and resultant increase in courier services and freight volumes. Several studies on courier services have been conducted. However, few studies or statistics have been published regarding regular freight services although they have played a role in the freight service market. The present study identifies the characteristics of regular freight service users to seek competitiveness enhancement measures specific to regular freight services. Research design, data, and methodology - IPA is a comparative analysis of the relative importance of and satisfaction with each attribute simultaneously. This study used IPA because it facilitates the process of analyzing importance and performance, deriving implications and a visual understanding of results. To enhance the competitiveness of regular freight services, this study surveyed its current users regarding the importance of the regular freight service factors. A total of 200 copies of a questionnaire were circulated and 190 copies were returned. In addition to demographics, respondents answered questions about the importance of and satisfaction with services on a 5-point Likert scale. Excluding 3 inappropriate copies, 187 out of 190 copies were analyzed. PASW Statistics 18 was used for statistical analysis. A total of 20 question items were selected for the service factors presented in the questionnaire based on the 1st pilot survey and previous studies. Results - According to the IPA performed to compare the importance of and satisfaction with service factors, both importance and satisfaction are high in the 1st quadrant, which involves the economic advantage of using regular freight services, quick arrival at destinations, weight freight handling, and less time constraints on freight receipt/dispatch. This area requires continuous management. Satisfaction is higher than importance in the 2nd quadrant, which involves the adequacy of freight, cost savings over ordinary courier services, notification on freight arrival, and freight tracking information. This area requires intensive investment and management. Satisfaction is lower than importance in the 3rd quadrant, involving the credit card payment system, courier delivery service, distance to freight handling sites, easy access to freight handling sites, and prompt problem solving. This area requires further intensive management. Both importance and satisfaction are low in the 4th quadrant, involving the availability of collection service, storage space at freight handling sites, kindness of collection/delivery staff, kindness of outlet staff, and easy delivery checks. This area is a set of variables should be excluded from priority control targets. Conclusions - Based on the IPA, service factors that need priority controls because of high importance and low satisfaction include the credit card payment system, delivery service, distance to freight handling sites, easy access to freight handling sites, and prompt problem solving. The findings need to be applied to future marketing strategies for regular freight services and for developing competitiveness enhancement programs.