• Culinary science and hospitality research
• /
• v.22 no.8
• /
• pp.78-88
• /
• 2016

This study conducted to find influences of selection attributes on consumer satisfaction as perceived by low-cost restaurant visiter by considering personal value. Developed survey was distributed and 428 sample who visited the low-cost franchise restaurant were employed the statistical analyze. The internal value and the external value included individual value in order to estimate the influence of the choice factor of the low-cost franchise restaurant on the quality of the product, and the choice factors were consisted of 3 variables that are quality, accessibility and service. Regression analysis was conducted to verify the relationships among the variables. As a result, the internal value (${\beta}=.236$, p<.0.01), and external value (${\beta}=.352$, p<.001) have the significant positive relationships with respect to quality. Second, the external value (${\beta}=.305$, p<.001) has the positive relationship with regard to accessibility, but the internal value has no significant relationships with level of accessibility. Third, the internal value (${\beta}=.828$, p<.001) has the significant positive relationship with regard to service, but there was no significant influences between external value and service in this study. Fourth, the internal value (${\beta}=.472$, p<.001), the external value (${\beta}=.479$, p<.001) were critical antecedents of the quality. Last, while quality (${\beta}=.858$, p<.001) has significant positive relationship with satisfaction, but it didn't show any relationships with accessibility and service.

• Journal of Fashion Business
• /
• v.26 no.3
• /
• pp.1-18
• /
• 2022

The COVID-19 pandemic has not only increased customer preference for contactless methods but also created digital business opportunities in a variety of industries. Particularly in the fashion industry, contactless distribution and contactless shopping have increased significantly. This study identifies the changed consumers' perception of contactless shopping, which has been expanded due to the COVID-19 pandemic and analyzes specific factors that influence shopping switching intention to derive efficient marketing plans for post COVID-19 era. The study targeted Korean male and female consumers. The perceived value, usefulness, and alternative attractiveness of contactless shopping had a significant effect on shopping switching intention, and a moderating effect of offline fashion stores was confirmed. These results indicate that customers' experience in a fashion store influences their next online and offline shoping. This study, therefore, proposed the direction that the fashion industry should advance from a marketing perspective in the post COVID-19 era.

• The Journal of the Korea Contents Association
• /
• v.15 no.12
• /
• pp.106-120
• /
• 2015

Along with economic growth which affects to the overall increase in income level within society, more permissible leisure time, and change in values of the life style directly affected to the more demand of performance arts. The theaters where the performance contents are actually accomplished have been built with various objectives and now there are 232 of performing art theaters are in operation at various locations over the country. The purpose of this research is to identify behavioral factors regarding how the preferable choice were made from the various type of the performance arts, study for the correlation on post behavior customer based on the survey conducted at Sori Art Center. As a result of this research, there were strong correlation were identified between how the preferable choice were made among the various type of performance and Customer's intend of returning visit /perceivd value. In addition to the aforementioned result, the survey result shows that the excellence of the facility, hospitality level of the staffs, and additional customer services were the meaningful positive factors and user convenience/subsidiary facilities were negative factors to the overall service quality control activities. The research reveals meaningful correlations between quality of the customer service factors and how the preferable choice were made by customer that lead to strategic plan which will increase competitiveness of the Sori Art Center. Extensive research for the Sori Art Center which represents cultural power of the local community would be exemplary case not only for the art centers in metropolitan area but also other local areas within the country.

• Journal of Distribution Science
• /
• v.12 no.8
• /
• pp.17-29
• /
• 2014

Purpose - The use of corporate social activities to implement the concept of corporate social responsibility enhances brand equity and attitude, and strengthens economic competitiveness. In areas such as mobile communications, companies take the responsibility of protecting customers and enhance the quality of the mobile communication service, helping to make an effort to obey the regulations of the public trade order and fair trade agreement, enabling a healthy society through communication with elderly living alone or youths without parents, and enhancing marketing strategies. Research design, data, and methodology - To test the hypothesis, a survey was conducted. The surveyed population includes people who use the big three mobile communication services. The survey was conducted from October 4th to October 14th, 2013. A total of 500 survey questionnaires were circulated and 483 were collected; out of these, 32 were excluded due to missing or incomprehensible information. The data was analyzed with SPSS 18.0 via frequency analysis, trust analysis, search factor analysis, relationship analysis, confirmation factor analysis using AMOS 18.0, and structural equation model analysis. Results - Research on corporate social responsibility has been frequently conducted recently. Companies are perceived as social constituents satisfying the social desires of people in addition to customer needs. Further, companies are returning profits to society to satisfy community needs, because there is greater emphasis on the social responsibilities of companies. Companies' social responsibilities should include marketing strategies and the identification of customer needs. This study shows that social service activities influence brand value, which influences customer attitudes; therefore, social service activities indirectly influence customer attitudes. In order to increase customers' purchasing intention, it is essential to improve brand image via social services and provide a distinctive quality of service. Conclusions - This research has used the purposive selection method in the empirical analysis to identify the effect of social services on brand value and customer attitude. Therefore, this study revealed that businesses, whose ultimate objective is to improve customers' purchasing intention, should promote their brand equity through corporate social responsibility activities and offer a distinct service quality. Limitations in the progress of research were found and future indications to overcome these limitations are suggested as follows. First, survey responders had a limited understanding of social responsibilities; therefore, this concept needs to be explained to people first. Second, the research was done on people who live in Daejeon; thus, it is not representative of the entire country. The research has to be repeated with people in other cities. Third, there is a limitation in the study because the purposive selection method was used on Daejeon customers. In the future, a more precise selection of the population is needed. Fourth, Daejeon has unique geographical and size characteristics. Thus, customers in Seoul and other areas may display different characteristics and research on them may reveal different findings. Therefore, again, this study has to be repeated in other areas.

• Journal of Global Scholars of Marketing Science
• /
• v.20 no.3
• /
• pp.269-277
• /
• 2010

Previous studies have shown that the most important factor affecting customer loyalty in the service industry is service quality. However, on the subject of whether service quality has a direct or indirect effect on customer loyalty, scholars' views apparently vary. Some studies suggest that service quality has a direct and fundamental influence on customer loyalty (Bai and Liu, 2002). However, others have shown that service quality not only directly affects customer loyalty, it also has an indirect impact on customer loyalty by influencing customer satisfaction and perceived value (Cronin, Brady, and Hult, 2000). Currently, there are few domestic articles that specifically address the relationship between service quality and customer loyalty in the mobile communication industry. Moreover, research has studied customer loyalty as a whole variable, rather than breaking it down further into multiple dimensions. Based on this analysis, this paper summarizes previous study results, establishes an effect mechanism model among service quality, customer satisfaction, and customer loyalty in the mobile communication industry, and presents a statistical test on model assumptions by using customer investigation data from Heilongjiang Mobile Company. It provides theoretical guidance for mobile service management based on the discussion of the hypothesis test results. For data collection, the sample comprised mobile users in Harbin city, and the survey was taken by random sampling. Out of a total of 300 questionnaires, 276 (92.9%) were recovered. After excluding invalid questionnaires, 249 remained, for an effective rate of 82.6 percent for the study. Cronbach's ${\alpha}$ coefficient was adapted to assess the scale reliability, and validity testing was conducted on the questionnaire from three aspects: content validity, construct validity. and convergent validity. The study tested for goodness of fit mainly from the absolute and relative fit indexes. From the hypothesis testing results, overall, four assumptions have not been supported. The ultimate affective relationship of service quality, customer satisfaction, and customer loyalty is demonstrated in Figure 2. On the whole, the service quality of the communication industry not only has a direct positive significant effect on customer loyalty, it also has an indirect positive significant effect on customer loyalty through service quality; the affective mechanism and extent of customer loyalty are different, and are influenced by each dimension of service quality. This study used the questionnaires of existing literature from home and abroad and tested them in empirical research, with all questions adapted to seven-point Likert scales. With the SERVQUAL scale of Parasuraman, Zeithaml, and Berry (1988), or PZB, as a reference point, service quality was divided into five dimensions-tangibility, reliability, responsiveness, assurance, and empathy-and the questions were simplified down to nineteen. The measurement of customer satisfaction was based mainly on Fornell (1992) and Wang and Han (2003), ending up with four questions. Based on the study’s three indicators of price tolerance, first choice, and complaint reaction were used to measure attitudinal loyalty, while repurchase intention, recommendation, and reputation measured behavioral loyalty. The collection and collation of literature data produced a model of the relationship among service quality, customer satisfaction, and customer loyalty in mobile communications, and China Mobile in the city of Harbin in Heilongjiang province was used for conducting an empirical test of the model and obtaining some useful conclusions. First, service quality in mobile communication is formed by the five factors mentioned earlier: tangibility, reliability, responsiveness, assurance, and empathy. On the basis of PZB SERVQUAL, the study designed a measurement scale of service quality for the mobile communications industry, and obtained these five factors through exploratory factor analysis. The factors fit basically with the five elements, indicating the concept of five elements of service quality for the mobile communications industry. Second, service quality in mobile communications has both direct and indirect positive effects on attitudinal loyalty, with the indirect effect being produced through the intermediary variable, customer satisfaction. There are also both direct and indirect positive effects on behavioral loyalty, with the indirect effect produced through two intermediary variables: customer satisfaction and attitudinal loyalty. This shows that better service quality and higher customer satisfaction will activate the attitudinal to service providers more active and show loyalty to service providers much easier. In addition, the effect mechanism of all dimensions of service quality on all dimensions of customer loyalty is different. Third, customer satisfaction plays a significant intermediary role among service quality and attitudinal and behavioral loyalty, indicating that improving service quality can boost customer satisfaction and make it easier for satisfied customers to become loyal customers. Moreover, attitudinal loyalty plays a significant intermediary role between service quality and behavioral loyalty, indicating that only attitudinally and behaviorally loyal customers are truly loyal customers. The research conclusions have some indications for Chinese telecom operators and others to upgrade their service quality. Two limitations to the study are also mentioned. First, all data were collected in the Heilongjiang area, so there might be a common method bias that skews the results. Second, the discussion addresses the relationship between service quality and customer loyalty, setting customer satisfaction as mediator, but does not consider other factors, like customer value and consumer features, This research will be continued in the future.

• The Korean Journal of Franchise Management
• /
• v.13 no.2
• /
• pp.33-51
• /
• 2022

Purpose: The online market is growing the most in history due to the expansion of non-face-to-face commerce. In addition, as consumers' interest in health, food safety, and environment increases, interest in and consumption of eco-friendly agricultural products is also increasing. Therefore, in the case of a specialty store that sells eco-friendly organic agricultural products, a marketing strategy that can increase customer loyalty by reflecting these consumer needs is necessary. In this study, the store attributes of eco-friendly food stores are classified into location, assortment, price, quality, and employee service, and the effect of each store attribute on utilitarian and hedonic value is investigated. Research design, data, and methodology: The subjects of this study were customers who visited an eco-friendly food store. Of the 511 survey responses, 311 were used for statistical verification, excluding 200 who had not visited within the last 3 months. For statistical analysis, Smart PLS 3.0 was used, and after checking the validity and reliability of the items, hypothesis testing was performed. Result: As a result of the study, it was found that assortment, quality, and employee service among store attributes had a positive (+) effect on utilitarian and hedonic value. Second, location had no significant effect on utilitarian and hedonic value. Third, price did not appear to have a positive (+) effect on the utilitarian value, and it was found to have a positive (+) effect on the hedonic value. Fourth, It was investigated whether the presence or absence of delivery service had an effect on store attributes between utilitarian and hedonic value, and it was found that there was a significant effect between employee service and hedonic value. Conclusions: Among eco-friendly food store environment management will be required in order to provide food that meets the tastes and needs of consumers by diversifying the taste, standard, and quality grade of food, and to maintain or improve the quality. In order to unlike other stores, eco-friendly food stores have high price resistance from the point of view of consumers, so it is necessary to diversify promotional media such as YouTube and SNS to raise awareness of eco-friendly organic food.

• Journal of Distribution Research
• /
• v.15 no.3
• /
• pp.111-137
• /
• 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.

• Information Systems Review
• /
• v.13 no.3
• /
• pp.123-139
• /
• 2011

This paper researches the value of domestic telecommunication bundle products. Customers evaluate each telecommunication products differently according to their attributes. The attributes affecting the customer value of telecommunication bundling can be categorized in 3 ones as follows; corporate image, service feature, and service price. Also authors analyze the difference of importancy that customers consider when they evaluate each products, and propose the optimal scenario for bundling. In conclusion, other two companies A, C excluding B should invest more resources into the portion that strengthen the attributes of company image, and service feature to upgrade their 'corporate image', and 'service feature'. According to 6-scenarios analysis on the bundle products, the QPS expansion of company A was the most advantageous position, but if companies B, C expand DPS made use of their strengths, they can prevent from decreasing additivity rapidly with sequential scenario. The above results show that one company may have equable power in each area, but if another company having strengths in special areas makes up for its weakness and differentiates gradually it can contribute to strengthen its competitiveness. This contributed much more theoretical and practical than the existing researches. Supposing that additivity index evaluated by consumers can be changed by efforts of companies, this scenario planning is the result of study showing that the investment and publicity of each company have to be considered as its characteristic of each product at the same time.

• Proceedings of the Korea Contents Association Conference
• /
• 2014.11a
• /
• pp.165-166
• /
• 2014

국내 디지털 음악 시장은 소비자 이용 패러다임의 변화, 국내 디지털음악 서비스 사업자간의 양극화, 글로벌 사업자의 국내진출 이슈 등의 환경변화로 인해 경쟁력 제고를 위한 미래사업 전략 수립이 필요한 상황이다. 디지털 음악 서비스의 경쟁력 향상을 위해 디지털 음악 서비스 수용요인, 만족, 충성도 간의 인과관계에 대한 연구는 필수적이나 현재까지 제한적인 연구만 수행되어 왔다. 따라서 본 연구에서는 '디지털 음악 수용 요인' 모델을 기초로 소비자의 '지각된 가치', '고객 만족' 및 '충성도'간의 인과관계를 규명하고자 하였다. 분석결과 '디지털 음악 서비스 요인' 중 '상품의 다양성'과 '시스템 품질'은 '지각된 가치'와 '고객 만족'에 영향을 미쳤으나 '서비스 용이성'은 '고객 만족'에만 영향을 미치는 것으로 나타났다. 또한 '지각된 가치'는 '고객 만족'과 '충성도' 모두에 영향을 미치는 것으로 나타났다.

• Journal of Fashion Business
• /
• v.9 no.6
• /
• pp.39-55
• /
• 2005

This study examines closely the relationship between beauty art service quality and value. And satisfaction and purchase action that they do perceive to customers who have beauty art service company's service use experience. Moreover, this study was achieved purposely to present service raising plan of good quality to beauty art company managers and business employees. First, to investigate the concept of beauty art service quality and special quality was with doctrines that have been presented through a virtue aspect to achieve this study. Moreover, the wave and beauty art service, human service relativity is a let down unlike manufacture enterprise. Further more, beauty art service by complex composition of existence and nonexistence style is sold, and it could be known by having personality consumed at the same time production. The concept of quality about beauty art service and quality that became perceived through virtue study of concept and measurement about value. Therefor, value was deduced, and could deduce measurement, the linear measure that is applied to measure this. Large majority virtue study found is measuring quality of service to 22 articles on PZB's theory, and this study corrects measurement, the linear measure that is applied in Morritt's study that is based in PZB matrix and supplements and attempted measurement to 22 items. The result measurement dimension is consisted of functional quality, technological quality, physical quality dimension. To measure this through virtue study about value that become perceive, could confirm that all expense and beauty art companies which the customer is paid, connect with offering general quality of service. Therefor, through measurement, 2 dimension was deduced by monetary value and the non-monetary value.