• Title/Summary/Keyword: Psychological effect

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Strategies for Managing Dementia Patients through Improving Oral Health and Occlusal Rehabilitation: A Review and Meta-analysis

  • Yeon-Hee Lee;Sung-Woo Lee;Hak Young Rhee;Min Kyu Sim;Su-Jin Jeong;Chang Won Won
    • Journal of Korean Dental Science
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    • v.16 no.2
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    • pp.128-148
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    • 2023
  • Dementia is an umbrella term that describes the loss of thinking, memory, attention, logical reasoning, and other mental abilities to the extent that it interferes with the activities of daily living. More than 50 million individuals worldwide live with dementia, which is expected to increase to 131 million by 2050. Recent research has shown that poor oral health increases the risk of dementia, while oral health declines with cognitive decline. In this narrative review, the literature was based on the "hypothesis" that dementia and oral health have a close relationship, and appropriate oral health and occlusal rehabilitation treatment can improve the quality of life of patients with dementia and prevent progression. We conducted a literature search in PubMed and Google Scholar databases, using the search terms "dementia," "major neurocognitive disorder," "dentition," "occlusion," "tooth loss," "dental prosthesis," "dental implant," and "occlusal rehabilitation" in the title field over the past 30 years. A total of 131 studies that scientifically addressed dementia, oral health, and/or oral rehabilitation were included. In a meta-analysis, the random effect model demonstrated significant tooth loss increasing the dementia risk 3.64-fold (pooled odds ratio=3.64, 95% confidence interval [2.50~5.32], P-value=0.0348). Tooth loss can be an important indicator of cognitive function decline. As the number of missing teeth increases, the risk of dementia increases. Loss of teeth can lead to a decrease in the ascending information to the brain and reduced masticatory ability, cerebral blood flow, and psychological atrophy. Oral microbiome dysbiosis and migration of key bacterial species to the brain can also cause dementia. Additionally, inflammation in the oral cavity affects the inflammatory response of the brain and the complete body. Conversely, proper oral hygiene management, the placement of dental implants or prostheses to replace lost teeth, and the restoration of masticatory function can inhibit symptom progression in patients with dementia. Therefore, improving oral health can prevent dementia progression and improve the quality of life of patients.

A Study on the Experience of Social Support in the Education and Care of Children of Married Migrant Women (결혼이주여성의 자녀 교육과 돌봄에서 사회적 지지 경험연구)

  • Young-mi Jung;Bu-Hyun Nam
    • Industry Promotion Research
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    • v.8 no.4
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    • pp.147-162
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    • 2023
  • This study explored the experience of social support in the education and rearing of children of immigrant women through international marriage and found its essential meaning. First of all, the husband's social support was very important, but the relationship with the husband had a different effect on childrearing and education. Parents-in-law had a positive and negative impact on child rearing and education of them due to cultural conflicts between the two countries. Their own mother was a strong support that gave them great strength just by being there, and as their children grew up, they regarded their mother as the source of bilingual education for their children. Other supporters around them were Korean friends who connected Korean society by sharing information on child care and education. Friends who spoke and communicated in their native language were emotional and psychological supporters that bonded the same experience of parenting and education for their children. In conclusion, the research participants expected a better life for themselves and their children by using a multi-layered social support system as well as a transnational family network in the process of child education and care. Accordingly, it was proposed to systematically improve the laws, systems, and policy support so that the social support system can be further strengthened at the family, community, and transnational levels for the education and care of children of immigrant women through international marriage.

Interpersonal relationship and delinquent behavior among adolescents: With specific focus on parent-child relationship, teacher-student relationship, and relationship with friends (청소년의 인간관계와 일탈행동: 부모자녀관계, 친구관계, 교사학생관계를 중심으로)

  • Young-Shin Park;Uichol Kim
    • Korean Journal of Culture and Social Issue
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    • v.10 no.spc
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    • pp.87-115
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    • 2004
  • This paper examines the influence of interpersonal relationship on delinquent behavior among adolescents. The role that parent-child relationship, teacher-student relationship, and relationship with friends play on delinquent behavior is reviewed. Review of empirical studies reveal the following results. First, adolescents who perceive their parents as being hostile and rejecting are more likely to engage in delinquent behavior. Second, those adolescents with parents, who have low expectations and who are less likely pressure them to succeed academically, are more likely to engage in delinquent behavior. Third, adolescents who feel that they have been abandoned by their parents are more likely to engage in delinquent behavior. Fourth, those adolescents with low social support from parents and teachers and high social support from their friends are more likely to engage in delinquent behavior. Fifth, those students who feel hostility from their teachers, have negative relationship with teachers, and experience greater punishment are more likely to engage in delinquent behavior. The results indicate that punishment can have adverse effect on some adolescents, further damaging the teacher-student relationship. Punishment can further reinforce the existing negative cycle that can increase the likelihood of adolescents engaging in delinquent behavior. The results indicate that a lack of support from parents and teacher leads to low academic and self-regulatory efficacy, which leads to low academic performance, which can results in punishments that could further damage their relationship with their parents and teachers and bring them closer to their friends. Adolescents caught up in this negative cycle are more likely to engage in delinquent behavior. These results indicate the need to reform the relational, social, and cultural environment of adolescents who are engaged in delinquent behavior.

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Attributions of traffic accident: The differences between the drivers and the traffic police (도로교통사고를 유발한 원인의 설명: 운전자와 교통경찰의 관점 비교)

  • Doung-Woong Hahn;Kyung-Seong Lee
    • Korean Journal of Culture and Social Issue
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    • v.8 no.1
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    • pp.41-59
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    • 2002
  • The present study explored the major behavior patterns of drivers and the environmental settings having an effect on traffic accident using the data collected from drivers and traffic police. Drivers and traffic police read questionnaire which contain the passible causes of traffic accident and selected the major causes on the basis of their latest accidents. Unexperienced drivers were forced to answer the questionnaire by referring to their friends and neighborhoods. The results showed that the major causes of traffic accident were connected with the driver's factors. The most important cause of traffic accidents was inattention/incautiousness. The next were lack of competence, skill, and experience. One interesting fact was that drivers and traffic police attributed differently. Drivers pointed out the lack of ability coping with an emergency and the insufficient skill of defensive driving as causes of the traffic accident. On the other hand, traffic polices indicated the intentional violations such as the disregard for traffic rules, trespassing on the central line of the roadway, speed limit violation, and breaking into the vehicle's line. The implications for appling the this results to driver education institutions were discussed.

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The effects of error and lapse on elderly driver's driving behaviour (오류와 착오가 고령운전자의 운전행동에 미치는 영향)

  • Sunjin Park;Soonchul Lee;Jonghoi Kim;Inseok Kim
    • Korean Journal of Culture and Social Issue
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    • v.12 no.1
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    • pp.55-79
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    • 2006
  • This study is interested in aberrant driver behaviour. The aim of this study is to investigate the effect of error and lapse on driving behaviour of elderly drivers. In order to estimate the errors and lapses, 'Driver Behaviour Questionnaire(DBQ) was used and tested with 883 drivers. Among them 175 of young drivers(younger than 25) and 150 of elderly drivers(older than 65) answered their driving patterns; driving history, annual mileage, the frequency of committing traffic violation, and experience of accident within 5 years. Elderly driver's data were collected by face to face interview. The factors of aberrant driver behaviour were analyzed and the DBQ score was compared by the age. The aberrant driver behaviour was consisted of 3 factors; violations, errors and lapses. Elderly driver's DBQ score was lower than young driver's. Elderly and young drivers showed longer driving history. were in low DBQ score group. Elderly drivers had high error score and young drivers had high violation score. Young driver's aberrant driving behaviour was associated with annual mileage, the frequency of committing traffic violation. Elderly driver's aberrant driving behaviour was associated with annual mileage, experience of accident. Specially elderly drivers, whose violation, error, lapse score was high answered more committing experience of accident within 5 years.

Interaction Between Seasons and Auditory Elements, Features and Impressions of Soundscape in Influencing Auditory Preferences (청각선호도에 미치는 청각적 경관의 요소, 특징, 인상 요인과 계절의 상호작용 효과)

  • Han, Myung-Ho;Oh, Yang-Ki
    • The Journal of the Acoustical Society of Korea
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    • v.26 no.7
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    • pp.306-316
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    • 2007
  • Based on a concept of soundscape, this study aims to investigate Koreans' preference for auditory elements, features, and impressions depending upon the season, and examine how these auditory factors of soundstape and seasons interact with each other and attempt to discover their influence on people's auditory preferences. According to an environmental psychological approach called the caption evaluation method, 45 college students examined the soundscape of Namwon City while racing the streets in four seasons. In order to analyze the interactions between seasons and such auditory factors as elements, features, and impressions, it was conducted the GLM univariate analysis and the NPAR tests for independent samples. The results of the analyses show that there are interactive effects between seasons and auditory factors like elements, features, and impressions and that the auditory factors have an effect on auditory preference. Moreover, as for seasonal preference for auditory elements, it was found that people prefer natural sound in spring, summer, and fall while they prefer social sound in winter. Concerning seasonal preference for auditory features, people place a focus on the behaviors in spring, summer, and winter while they stress the surroundings in autumn, as for seasonal preference for auditory impressions, they make much of sound characteristics in spring and winter but they value the atmosphere of streets in summer and fall. The results of this study can he utilized as useful data in determining which auditory factors among elements, features, and impressions to take into consideration in a soundscape design.

The Impact of Childhood Abuse Experience on Adults' Disconnection/Rejection Schemas: A Comparison of Moderating Effects of Inhibition and Reinterpretation (아동기 학대 경험이 성인의 단절/거절도식에 미치는 영향 :억제와 재해석의 조절효과 비교)

  • HANNAH PARK
    • The Journal of the Convergence on Culture Technology
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    • v.10 no.3
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    • pp.165-172
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    • 2024
  • This study illuminates the relationship between childhood abuse experiences and early maladaptive schemas, and compares the moderating effects of expressive suppression and cognitive reappraisal within this relationship. Conducting a self-report survey among 220 graduate students in Daejeon and Chungcheong regions, data from 210 participants were analyzed. The results notably revealed that the interaction effect of suppression, but not cognitive reappraisal, significantly moderates the relationship between childhood abuse experiences and disconnection/rejection schemas. Specifically, high levels of expressive suppression were associated with a decrease in the negative impact of childhood abuse on disconnection/rejection schemas, whereas low levels of suppression increased this negative impact. This suggests that for individuals with long-standing early maladaptive schemas, which have solidified over time akin to personality traits, cognitive reappraisal strategies may be less effective in inducing change. Conversely, expressive suppression strategies may more effectively reduce the intensity of disconnection/rejection schemas, among other early maladaptive schemas. These findings provide important implications for understanding the long-term effects of childhood abuse and developing intervention strategies to mitigate its resultant maladaptive schemas. Based on the outcomes of this study, suggestions for future research are discussed, along with the potential applicability and limitations of suppression and reappraisal strategies in psychological interventions.

The Effect of Maladaptive Perfectionism, Self-leadership, and Social Support on Nursing students' Clinical Practice Stress

  • Mi-Sook Park;Mi-Jin You
    • Journal of the Korea Society of Computer and Information
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    • v.29 no.4
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    • pp.105-114
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    • 2024
  • The purpose of this study was to identify factors influencing maladaptive perfectionism, self-leadership, and social support on nursing students' clinical practice stress. Participants were 150 nursing students who were enrolled at four universities in Chungcheongbukdo. Data were collected using questionnaire by from 03 to 30 November, 2022. The measurement tools consisted of the Almost Perfect Scale-Revised, Self Leadership Questionnaire-Revidsed, Scale of Social Support, and Clinical Practice Stress Scale-Revised. Results revealed that higher levels of maladaptive perfectionism were associated with increased clinical practice stress. Decreased self-leadership, satisfaction with nursing major, number of clinical practice in other regions, and social support was also associated with increased clinical practice stress. Findings indicate that specific characteristics such as maladaptive perfectionism and decrease of social support can lead to increase clinical practice stress. In this paper, we propose that active considerations for these psychological characteristics are important when reducing clinical practice stress for nursing students.

The Effects of Online Service Quality on Consumer Satisfaction and Loyalty Intention -About Booking and Issuing Air Tickets on Website- (온라인 서비스 품질이 고객만족 및 충성의도에 미치는 영향 -항공권 예약.발권 웹사이트를 중심으로-)

  • Park, Jong-Gee;Ko, Do-Eun;Lee, Seung-Chang
    • Journal of Distribution Research
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    • v.15 no.3
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    • pp.71-110
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    • 2010
  • 1. Introduction Today Internet is recognized as an important way for the transaction of products and services. According to the data surveyed by the National Statistical Office, the on-line transaction in 2007 for a year, 15.7656 trillion, shows a 17.1%(2.3060 trillion won) increase over last year, of these, the amount of B2C has been increased 12.0%(10.2258 trillion won). Like this, because the entry barrier of on-line market of Korea is low, many retailers could easily enter into the market. So the bigger its scale is, but on the other hand, the tougher its competition is. Particularly due to the Internet and innovation of IT, the existing market has been changed into the perfect competitive market(Srinivasan, Rolph & Kishore, 2002). In the early years of on-line business, they think that the main reason for success is a moderate price, they are awakened to its importance of on-line service quality with tough competition. If it's not sure whether customers can be provided with what they want, they can use the Web sites, perhaps they can trust their products that had been already bought or not, they have a doubt its viability(Parasuraman, Zeithaml & Malhotra, 2005). Customers can directly reserve and issue their air tickets irrespective of place and time at the Web sites of travel agencies or airlines, but its empirical studies about these Web sites for reserving and issuing air tickets are insufficient. Therefore this study goes on for following specific objects. First object is to measure service quality and service recovery of Web sites for reserving and issuing air tickets. Second is to look into whether above on-line service quality and on-line service recovery have an impact on overall service quality. Third is to seek for the relation with overall service quality and customer satisfaction, then this customer satisfaction and loyalty intention. 2. Theoretical Background 2.1 On-line Service Quality Barnes & Vidgen(2000; 2001a; 2001b; 2002) had invented the tool to measure Web sites' quality four times(called WebQual). The WebQual 1.0, Step one invented a measuring item for information quality based on QFD, and this had been verified by students of UK business school. The Web Qual 2.0, Step two invented for interaction quality, and had been judged by customers of on-line bookshop. The WebQual 3.0, Step three invented by consolidating the WebQual 1.0 for information quality and the WebQual2.0 for interactionquality. It includes 3-quality-dimension, information quality, interaction quality, site design, and had been assessed and confirmed by auction sites(e-bay, Amazon, QXL). Furtheron, through the former empirical studies, the authors changed sites quality into usability by judging that usability is a concept how customers interact with or perceive Web sites and It is used widely for accessing Web sites. By this process, WebQual 4.0 was invented, and is consist of 3-quality-dimension; information quality, interaction quality, usability, 22 items. However, because WebQual 4.0 is focusing on technical part, it's usable at the Website's design part, on the other hand, it's not usable at the Web site's pleasant experience part. Parasuraman, Zeithaml & Malhorta(2002; 2005) had invented the measure for measuring on-line service quality in 2002 and 2005. The study in 2002 divided on-line service quality into 5 dimensions. But these were not well-organized, so there needed to be studied again totally. So Parasuraman, Zeithaml & Malhorta(2005) re-worked out the study about on-line service quality measure base on 2002's study and invented E-S-QUAL. After they invented preliminary measure for on-line service quality, they made up a question for customers who had purchased at amazon.com and walmart.com and reassessed this measure. And they perfected an invention of E-S-QUAL consists of 4 dimensions, 22 items of efficiency, system availability, fulfillment, privacy. Efficiency measures assess to sites and usability and others, system availability measures accurate technical function of sites and others, fulfillment measures promptness of delivering products and sufficient goods and others and privacy measures the degree of protection of data about their customers and so on. 2.2 Service Recovery Service industries tend to minimize the losses by coping with service failure promptly. This responses of service providers to service failure mean service recovery(Kelly & Davis, 1994). Bitner(1990) went on his study from customers' view about service providers' behavior for customers to recognize their satisfaction/dissatisfaction at service point. According to them, to manage service failure successfully, exact recognition of service problem, an apology, sufficient description about service failure and some tangible compensation are important. Parasuraman, Zeithaml & Malhorta(2005) approached the service recovery from how to measure, rather than how to manage, and moved to on-line market not to off-line, then invented E-RecS-QUAL which is a measuring tool about on-line service recovery. 2.3 Customer Satisfaction The definition of customer satisfaction can be divided into two points of view. First, they approached customer satisfaction from outcome of comsumer. Howard & Sheth(1969) defined satisfaction as 'a cognitive condition feeling being rewarded properly or improperly for their sacrifice.' and Westbrook & Reilly(1983) also defined customer satisfaction/dissatisfaction as 'a psychological reaction to the behavior pattern of shopping and purchasing, the display condition of retail store, outcome of purchased goods and service as well as whole market.' Second, they approached customer satisfaction from process. Engel & Blackwell(1982) defined satisfaction as 'an assessment of a consistency in chosen alternative proposal and their belief they had with them.' Tse & Wilton(1988) defined customer satisfaction as 'a customers' reaction to discordance between advance expectation and ex post facto outcome.' That is, this point of view that customer satisfaction is process is the important factor that comparing and assessing process what they expect and outcome of consumer. Unlike outcome-oriented approach, process-oriented approach has many advantages. As process-oriented approach deals with customers' whole expenditure experience, it checks up main process by measuring one by one each factor which is essential role at each step. And this approach enables us to check perceptual/psychological process formed customer satisfaction. Because of these advantages, now many studies are adopting this process-oriented approach(Yi, 1995). 2.4 Loyalty Intention Loyalty has been studied by dividing into behavioral approaches, attitudinal approaches and complex approaches(Dekimpe et al., 1997). In the early years of study, they defined loyalty focusing on behavioral concept, behavioral approaches regard customer loyalty as "a tendency to purchase periodically within a certain period of time at specific retail store." But the loyalty of behavioral approaches focuses on only outcome of customer behavior, so there are someone to point the limits that customers' decision-making situation or process were neglected(Enis & Paul, 1970; Raj, 1982; Lee, 2002). So the attitudinal approaches were suggested. The attitudinal approaches consider loyalty contains all the cognitive, emotional, voluntary factors(Oliver, 1997), define the customer loyalty as "friendly behaviors for specific retail stores." However these attitudinal approaches can explain that how the customer loyalty form and change, but cannot say positively whether it is moved to real purchasing in the future or not. This is a kind of shortcoming(Oh, 1995). 3. Research Design 3.1 Research Model Based on the objects of this study, the research model derived is

    . 3.2 Hypotheses 3.2.1 The Hypothesis of On-line Service Quality and Overall Service Quality The relation between on-line service quality and overall service quality I-1. Efficiency of on-line service quality may have a significant effect on overall service quality. I-2. System availability of on-line service quality may have a significant effect on overall service quality. I-3. Fulfillment of on-line service quality may have a significant effect on overall service quality. I-4. Privacy of on-line service quality may have a significant effect on overall service quality. 3.2.2 The Hypothesis of On-line Service Recovery and Overall Service Quality The relation between on-line service recovery and overall service quality II-1. Responsiveness of on-line service recovery may have a significant effect on overall service quality. II-2. Compensation of on-line service recovery may have a significant effect on overall service quality. II-3. Contact of on-line service recovery may have a significant effect on overall service quality. 3.2.3 The Hypothesis of Overall Service Quality and Customer Satisfaction The relation between overall service quality and customer satisfaction III-1. Overall service quality may have a significant effect on customer satisfaction. 3.2.4 The Hypothesis of Customer Satisfaction and Loyalty Intention The relation between customer satisfaction and loyalty intention IV-1. Customer satisfaction may have a significant effect on loyalty intention. 3.2.5 The Hypothesis of a Mediation Variable Wolfinbarger & Gilly(2003) and Parasuraman, Zeithaml & Malhotra(2005) had made clear that each dimension of service quality has a significant effect on overall service quality. Add to this, the authors analyzed empirically that each dimension of on-line service quality has a positive effect on customer satisfaction. With that viewpoint, this study would examine if overall service quality mediates between on-line service quality and each dimension of customer satisfaction, keeping on looking into the relation between on-line service quality and overall service quality, overall service quality and customer satisfaction. And as this study understands that each dimension of on-line service recovery also has an effect on overall service quality, this would examine if overall service quality also mediates between on-line service recovery and each dimension of customer satisfaction. Therefore these hypotheses followed are set up to examine if overall service quality plays its role as the mediation variable. The relation between on-line service quality and customer satisfaction V-1. Overall service quality may mediate the effects of efficiency of on-line service quality on customer satisfaction. V-2. Overall service quality may mediate the effects of system availability of on-line service quality on customer satisfaction. V-3. Overall service quality may mediate the effects of fulfillment of on-line service quality on customer satisfaction. V-4. Overall service quality may mediate the effects of privacy of on-line service quality on customer satisfaction. The relation between on-line service recovery and customer satisfaction VI-1. Overall service quality may mediate the effects of responsiveness of on-line service recovery on customer satisfaction. VI-2. Overall service quality may mediate the effects of compensation of on-line service recovery on customer satisfaction. VI-3. Overall service quality may mediate the effects of contact of on-line service recovery on customer satisfaction. 4. Empirical Analysis 4.1 Research design and the characters of data This empirical study aimed at customers who ever purchased air ticket at the Web sites for reservation and issue. Total 430 questionnaires were distributed, and 400 were collected. After surveying with the final questionnaire, the frequency test was performed about variables of sex, age which is demographic factors for analyzing general characters of sample data. Sex of data is consist of 146 of male(42.7%) and 196 of female(57.3%), so portion of female is a little higher. Age is composed of 11 of 10s(3.2%), 199 of 20s(58.2%), 105 of 30s(30.7%), 22 of 40s(6.4%), 5 of 50s(1.5%). The reason that portions of 20s and 30s are higher can be supposed that they use the Internet frequently and purchase air ticket directly. 4.2 Assessment of measuring scales This study used the internal consistency analysis to measure reliability, and then used the Cronbach'$\alpha$ to assess this. As a result of reliability test, Cronbach'$\alpha$ value of every component shows more than 0.6, it is found that reliance of the measured variables are ensured. After reliability test, the explorative factor analysis was performed. the factor sampling was performed by the Principal Component Analysis(PCA), the factor rotation was performed by the Varimax which is good for verifying mutual independence between factors. By the result of the initial factor analysis, items blocking construct validity were removed, and the result of the final factor analysis performed for verifying construct validity is followed above. 4.3 Hypothesis Testing 4.3.1 Hypothesis Testing by the Regression Analysis(SPSS) 4.3.2 Analysis of Mediation Effect To verify mediation effect of overall service quality of and , this study used the phased analysis method proposed by Baron & Kenny(1986) generally used. As shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : efficiency=.164, system availability=.074, fulfillment=.108, privacy=.107) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : efficiency=.409, system availability=.227, fulfillment=.386, privacy=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service quality and satisfaction. As
    shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : responsiveness=.164, compensation=.117, contact=.113) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : responsiveness=.409, compensation=.386, contact=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service recovery and satisfaction. Verified results on the basis of empirical analysis are followed. First, as the result of , it shows that all were chosen, so on-line service quality has a positive effect on overall service quality. Especially fulfillment of overall service quality has the most effect, and then efficiency, system availability, privacy in order. Second, as the result of , it shows that all were chosen, so on-line service recovery has a positive effect on overall service quality. Especially responsiveness of overall service quality has the most effect, and then contact, compensation in order. Third, as the result of and , it shows that and all were chosen, so overall service quality has a positive effect on customer satisfaction, customer satisfaction has a positive effect on loyalty intention. Fourth, as the result of and , it shows that and all were chosen, so overall service quality plays a role as the partial mediation between on-line service quality and customer satisfaction, on-line service recovery and customer satisfaction. 5. Conclusion This study measured and analyzed service quality and service recovery of the Web sites that customers made a reservation and issued their air tickets, and by improving customer satisfaction through the result, this study put its final goal to grope how to keep loyalty customers. On the basis of the result of empirical analysis, suggestion points of this study are followed. First, this study regarded E-S-QUAL that measures on-line service quality and E-RecS-QUAL that measures on-line service recovery as variables, so it overcame the limit of existing studies that used modified SERVQUAL to measure service quality of the Web sites. Second, it shows that fulfillment and efficiency of on-line service quality have the most significant effect on overall service quality. Therefore the Web sites of reserving and issuing air tickets should try harder to elevate efficiency and fulfillment. Third, privacy of on-line service quality has the least significant effect on overall service quality, but this may be caused by un-assurance of customers whether the Web sites protect safely their confidential information or not. So they need to notify customers of this fact clearly. Fourth, there are many cases that customers don't recognize the importance of on-line service recovery, but if they would think that On-line service recovery has an effect on customer satisfaction and loyalty intention, as its importance is very significant they should prepare for that. Fifth, because overall service quality has a positive effect on customer satisfaction and loyalty intention, they should try harder to elevate service quality and service recovery of the Web sites of reserving and issuing air tickets to maximize customer satisfaction and to secure loyalty customers. Sixth, it is found that overall service quality plays a role as the partial mediation, but now there are rarely existing studies about this, so there need to be more studies about this.

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  • The Effect of Price Discount Rate According to Brand Loyalty on Consumer's Acquisition Value and Transaction Value (브랜드애호도에 따른 가격할인율의 차이가 소비자의 획득가치와 거래가치에 미치는 영향)

    • Kim, Young-Ei;Kim, Jae-Yeong;Shin, Chang-Nag
      • Journal of Global Scholars of Marketing Science
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      • v.17 no.4
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      • pp.247-269
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      • 2007
    • In recent years, one of the major reasons for the fierce competition amongst firms is that they strive to increase their own market shares and customer acquisition rate in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Because of this change in recent marketing environment, the differentiated after-sales service and diversified promotion strategies have become more important to gain competitive advantage. Price promotion is the favorite strategy that most retailers use to achieve short-term sales increase, induce consumer's brand switch, in troduce new product into market, and so forth. However, if marketers apply or copy an identical price promotion strategy without considering the characteristic differences in product and consumer preference, it will cause serious problems because discounted price itself could make people skeptical about product quality, and the changes of perceived value might appear differently depending on other factors such as consumer involvement or brand attitude. Previous studies showed that price promotion would certainly increase sales, and the discounted price compared to regular price would enhance the consumer's perceived values. On the other hand, discounted price itself could make people depreciate or skeptical about product quality, and reduce the consumers' positivity bias because consumers might be unsure whether the current price promotion is the retailer's best price offer. Moreover, we cannot say that discounted price absolutely enhances the consumer's perceived values regardless of product category and purchase situations. That is, the factors that affect consumers' value perceptions and buying behavior are so diverse in reality that the results of studies on the same dependent variable come out differently depending on what variable was used or how experiment conditions were designed. Majority of previous researches on the effect of price-comparison advertising have used consumers' buying behavior as dependent variable. In order to figure out consumers' buying behavior theoretically, analysis of value perceptions which influence buying intentions is needed. In addition, they did not combined the independent variables such as brand loyalty and price discount rate together. For this reason, this paper tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers' value perception. And we provided with theoretical and managerial implications that marketers need to consider such variables as product attributes, brand loyalty, and consumer involvement at the same time, and then establish a differentiated pricing strategy case by case in order to enhance consumer's perceived values properl. Three research concepts were used in our study and each concept based on past researches was defined. The perceived acquisition value in this study was defined as the perceived net gains associated with the products or services acquired. That is, the perceived acquisition value of the product will be positively influenced by the benefits buyers believe they are getting by acquiring and using the product, and negatively influenced by the money given up to acquire the product. And the perceived transaction value was defined as the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal. Lastly, the brand loyalty was defined as favorable attitude towards a purchased product. Thus, a consumer loyal to a brand has an emotional attachment to the brand or firm. Repeat purchasers continue to buy the same brand even though they do not have an emotional attachment to it. We assumed that if the degree of brand loyalty is high, the perceived acquisition value and the perceived transaction value will increase when higher discount rate is provided. But we found that there are no significant differences in values between two different discount rates as a result of empirical analysis. It means that price reduction did not affect consumer's brand choice significantly because the perceived sacrifice decreased only a little, and customers are satisfied with product's benefits when brand loyalty is high. From the result, we confirmed that consumers with high degree of brand loyalty to a specific product are less sensitive to price change. Thus, using price promotion strategy to merely expect sale increase is not recommendable. Instead of discounting price, marketers need to strengthen consumers' brand loyalty and maintain the skimming strategy. On the contrary, when the degree of brand loyalty is low, the perceived acquisition value and the perceived transaction value decreased significantly when higher discount rate is provided. Generally brands that are considered inferior might be able to draw attention away from the quality of the product by making consumers focus more on the sacrifice component of price. But considering the fact that consumers with low degree of brand loyalty are known to be unsatisfied with product's benefits and have relatively negative brand attitude, bigger price reduction offered in experiment condition of this paper made consumers depreciate product's quality and benefit more and more, and consumer's psychological perceived sacrifice increased while perceived values decreased accordingly. We infer that, in the case of inferior brand, a drastic price-cut or frequent price promotion may increase consumers' uncertainty about overall components of product. Therefore, it appears that reinforcing the augmented product such as after-sale service, delivery and giving credit which is one of the levels consisting of product would be more effective in reality. This will be better rather than competing with product that holds high brand loyalty by reducing sale price. Although this study tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers' value perception, there are several limitations. This study was conducted in controlled conditions where the high involvement product and two different levels of discount rate were applied. Given the presence of low involvement product, when both pieces of information are available, it is likely that the results we have reported here may have been different. Thus, this research results explain only the specific situation. Second, the sample selected in this study was university students in their twenties, so we cannot say that the results are firmly effective to all generations. Future research that manipulates the level of discount along with the consumer involvement might lead to a more robust understanding of the effects various discount rate. And, we used a cellular phone as a product stimulus, so it would be very interesting to analyze the result when the product stimulus is an intangible product such as service. It could be also valuable to analyze whether the change of perceived value affects consumers' final buying behavior positively or negatively.

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