• Journal of Korean Society for Quality Management
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• v.44 no.4
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• pp.897-906
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• 2016

Purpose: The purpose of this study was to propose the useful method to improve service affective quality by analyzing customer's service experiences and evaluating the satisfaction of the affective sensual responses to physical stimulus. Methods: While customers were experiencing the service, the customers evaluated the subjective satisfaction for the visual, auditory, tactile, olfactory and gustatory senses on a scale of -3 to 3 at each stage of the service process. The customers described the positive and negative feelings about each sensory stimulus, and explained the reason for the subjective evaluation scores. After experiencing the whole service, customers evaluated the affective quality of the whole service. Results: The proposed method was applied to coffee shops. 35 male and female college students were evaluated for 15 coffee shops in Korea. Multiple regression analysis revealed that auditory and olfactory senses had a greater impact on service affective satisfaction than other senses. Conclusion: This method is useful to identify the factors that affect customer's affective quality and to find the target to improve physical environment more easily than existing methods.

• The Korean Journal of Franchise Management
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• v.12 no.3
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• pp.47-58
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• 2021

Purpose: In general, franchise business models can generate higher returns and profits than non-franchise businesses. Therefore, it is necessary to study customer-based foodservice franchise brand awareness and service quality. The purpose of this study is to investigate the effect of service quality and brand awareness of foodservice franchises on attitudes divided into cognitive and affective attitudes and revisit intentions. Through this study, we intend to establish a structure that leads to service quality and brand awareness-cognitive attitude and affective attitude-loyalty. Research design, data, and methodology: In order to verify the hypothesis of this study, the survey was conducted among general consumers over the age of 20 who had visited a foodservice franchise within the last 3 months. Among the collected questionnaires, one insincere questionnaire was excluded, and 299 copies were used for analysis. The data collected to verify the hypothesis of this study were analyzed using SPSS 24.0 and AMOS 24.0. Result: First, it was found that the service quality of the foodservice franchise had a positive (+) effect on the cognitive attitude, and the service quality of the foodservice franchise had a statistically significant positive effect on the affective attitude. Second, the brand awareness of the foodservice franchise was found to have a statistically significant positive (+) effect on the cognitive attitude. and the brand awareness of the foodservice franchise had a statistically significant positive (+) effect on the affective attitude as well. Third, cognitive attitude was found to have a statistically significant positive (+) effect on loyalty, and affective attitude was also found to have a statistically significant positive (+) effect on loyalty. Conclusions: First, this study applied the S-O-R theory to the effect of service quality and brand recognition on cognitive attitude, affective attitude, and loyalty. Second, the structure leading to service quality and brand awareness-cognitive attitude and affective attitude-revisit intention was established. Third, attitudes in this study were divided into cognitive attitudes and affective attitudes. In general, attitude is studied as a single dimension as a cognitive attitude, but in this study, attitude was studied by dividing it into a cognitive dimension and an affective dimension

• Korean Journal of Human Ecology
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• v.23 no.5
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• pp.773-787
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• 2014

The purposes of this study were to examine effects which work events and affective reaction were experienced by employees on job satisfaction and service quality in local healthy family support center for family health enhancement. For the purpose, survey were conducted with employees working in 56 local healthy family support centers in Seoul and Gyeonggi region, and final data were resulted from analysis of 319 examines of those employees. The results of this study were as follows. First, work events had a significant effect on the affective reaction. Second, affective reaction had a significant effect on the job satisfaction. Third, job satisfaction had a significant effect on the service quality. Fourth, affective reaction worked as mediators between the work events and job satisfaction, affective reaction and job satisfaction worked as double mediators between work events and service quality. Based on those findings, we can propose practical and political implications towards improving service quality considering the work experience of personnel in the healthy family support center.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.899-909
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• 2015

TV home shopping maintains annual growth in the midst of harsh competition by numerous fashion retail channels. This study investigated the dimensions of service quality of TV home shopping for fashion products as well as the effect of service quality on relationship commitment and customer loyalty. Questionnaires were distributed to consumers in their 20s to 40s who purchased fashion products via TV home shopping in the past 6 months. A total of 240 questionnaires were put into the analysis. The results are as follows. First, four dimensions of service quality of TV home shopping were found: convenience, economy, entertainment, and information seeking. Relationship commitment had two dimensions of affective commitment and calculative commitment. Second, the service quality of TV home shopping affected customer loyalty through a relationship commitment. The predictors of affective commitment were entertainment, economy, and information seeking; in addition, those of calculative commitment were economy and entertainment. Third, both affective commitment and calculative commitment predicted customer loyalty to TV home shopping. The affective commitment had more predictive power. The findings show that the service quality of TV home shopping did not directly affect customer loyalty, but they had influence through relationship commitment variables. Entertainment and economy were the most powerful predictors among service quality dimensions.

• Korea Journal of Hospital Management
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• v.22 no.3
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• pp.88-104
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• 2017

The purpose of this study explains how service characteristics such as service competence, service customization, interpersonal communication and image affect service trust and affective commitments and how service trust, affective commitment play a role in affecting risk-taking and service loyalty in specialty hospital. and then confirm the mediating role of relationship quality components such as service trust and affective commitment in the above path relation. For this purpose, the research hypothesis was verified by structural equation model analysis(SEM) using SPSS 21.0 and AMOS 20.0 statistical package. The results of the study are as follows. First, interpersonal communication influenced service trust, image influenced affective commitment, service ability influenced service trust and emotional commitment, while service customization did not affect any factor. Second, service trust and affective commitment did not effect each other. Third, service trust and affective commitment were more powerful in risk-taking than the influence on service loyalty. Fourth, Risk takings affected service loyalty. Therefore, marketers of special hospitals not only medical services by providing medical service with superior service ability, but also by always strengthening interpersonal communication at the time of providing services. This will enable consumers to overcome the avoidance in the service decision process and implement a specific service marketing strategy that can continuously use the hospital service.

• Journal of the Ergonomics Society of Korea
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• v.31 no.6
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• pp.793-800
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• 2012

Objective: This study investigated the problems that could be faced with when engineers try to improve the affective quality using the DMAIC model. Background: Affective quality is considered one of the most influential factors for the competitive power of consumer products and many engineers make effort to improve the affective quality. Since the Six Sigma process is effective and wide-used method for quality improvement, it can also be used to improve the affective quality. However six sigma tools cannot be directly used for affective quality because of the subjective and qualitative characteristics of the human affection. Method: Investigate the goals, processes and key factors of DMAIC model and find the difficulties to use six sigma tools for the affective quality. Results: Most of the problems arise from measuring and quantifying the human affective response level and understanding the relationship between the human affective factors. Conclusion: Both the protocol for measuring human affection and the monitoring system to find the affective response change for the product or service are required. Application: The results of this study could be helpful for the engineers not specialized in ergonomics to improve the affective quality in systematic approach.

• The Journal of the Korea Contents Association
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• v.17 no.11
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• pp.525-532
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• 2017

The purpose of this study is to investigate the effect of mobile payment service quality(system quality, service quality) on the formation of trust(cognitive trust, affective trust) and the effect of trust on satisfaction. In addition, we examined gender differences in the process of trust affecting satisfaction. The 188 sets of data collected, those were tested against the model using PLS. The results showed that system quality affected cognitive trust, service quality affected cognitive trust and affective trust, and both cognitive trust and emotional trust had an effect on satisfaction. In addition, the influence of cognitive trust on satisfaction was stronger for males, and affective trust had more influence on satisfaction for females.

• International Commerce and Information Review
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• v.6 no.2
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• pp.361-384
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• 2004

Recently the port logistics service has been recognized as a important function of the international logistics, therefore, a lot of papers have been issued concerning the measurement of the service quality of that. But in spite of variety of papers, we can not find out the papers concerning the model of the synthetic customer satisfaction. And also the most of papers concerning the customer satisfaction of service quality have been focused not by cognitive evaluation of the customer, but by affective response. In this thesis, the authors are postulating the model and hypothesis to achieve the research by using the Gr$\"{o}$nroos's model. In order to research the relationship between the port logistics service quality and the customers satisfaction, we are selecting the shipping companies located in Busan and Kwangyang as purchaser and the loading and unloading companies as supplier, and the questionnaires was performed to them. In the result of the empirical study, the technical quality of the port logistics service are affecting directly on the customer satisfaction, but the functional quality are affecting not directly on the customer satisfaction. And also the customer response(affective response) has been proved that it has been exercised as a intermediate role between the port logistics service quality and the customer satisfaction. Therefore it is proved that the affective response of the customer has been exercised a crucial role in the course of supplying the port logistics service.

• Journal of the Korea society of information convergence
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• v.7 no.2
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• pp.1-5
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• 2014

In this study, the smartphone features and service quality to analyze the effects of immersion. Smartphone attribute convenience, entertainment, and a ubiquity. The quality of service is composed of interactivity and personalization. Empirical analyzed. Results of the characteristics entertaining smartphone has a significant impact on both the affective commitment and normative commitment. Ubiquity have had a significant effect on normative commitment. Personalization of service quality has a significant impact on affective commitment and normative commitment. Entertainment and of smartphone features, let's highlight of the personalization of service quality. Emotionally can increase the normative commitment.

• The Korean Journal of Franchise Management
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• v.10 no.3
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• pp.13-23
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• 2019

Purpose - The recent franchise industry is rapidly developing. Some franchisees have a low barriers to entry and competition among companies is intensifying. In this dynamic competitive environment, companies need to focus on customer preferences, quality, and technical interfaces to gain competitive advantage. As a result, companies are required to measure the performance of service values in order to provide differentiated services from competitors. In the franchise industry, customer experience marketing of service values will enable companies to create new businesses. Franchise firms should explore a variety of services to increase service value and reduce failures. Research design, data, methodology - The questionnaire of this study was based on the previous research. Surveys were conducted on panels of online surveys. Surveys were conducted on the panel who had visited the restaurant franchise within the past month. The survey was conducted for about 7 days from February 13, 2019 to February 19, 2019. Total 300 samples, 293 were used in the analysis except for seven unfair questionnaires. Results - The findings of this study are as follows: Emotional, monetary, and reputation values have positive effects on cognitive and affective attitudes. Quality value and behavioral value did not effect cognitive attitude and affective attitude significantly. In addition, affective attitude has positive effect on loyalty, but cognitive attitude did not significant effect on loyalty. Conclusions - First, food-service franchise company should develop a service that enables customers to use the store conveniently. We need to develop a comfortable environment for our customers and provide intangible services. Second, food-service franchise company should provide a reasonable price service. Food-service franchise company needs to sell a high quality menu at a reasonable price to generate profits. Third, food-service franchise companies need to strategically respond to their reputation. In other words, food-service franchise company needs to constantly monitor the reputation of its customers and respond appropriately to market conditions. Fourth, food-service franchise company needs to develop a service method capable of emotional interaction with customers. Food-service franchise firms need to develop ongoing service methods and educate their staff.