• 유통과학연구
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• 제11권12호
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• pp.51-62
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• 2013

Purpose - A pre-study on service quality-based customer value is conducted with the path structure (perceived value of service quality→customer satisfaction→behavior intention) based on the hierarchical model of service quality including interaction and outcome quality, physical environment quality and the SERVQUAL model of process quality, namely, reliability, responsiveness, assurance, empathy, and tangibles. In addition, customer value in the service industry is studied by dividing into the two-way structure of utilitarian and emotional values. This study classifies customer values of family restaurants through the customer value model based on the 4×4 matrix needs system of Jeon and Kim (2009). It illustrates the path structure of customer value→customer satisfaction→behavior intention targeting college students in order to generalize the customer value system of family restaurants. Research design, data, and methodology - This study established seven hypotheses based on the relationship between each type of customer value (food quality, convenience, social, emotional, interior quality, service encounter, and purchasing) and customer satisfaction, and the relationship between customer satisfaction and behavior intention. The study data were collected from students in the Department of Business and Tourism at Kimpo University. In all, 294 survey papers were returned of the 300 distributed: 253 pieces were used in the final analysis excluding 41 with insufficient and less effective answers. For statistical analysis, the statistics software package SPSS 15.0 was used. Results - The results of the analysis are as follows: first, the customer values of family restaurants are classified by seven customer values: goods quality value, emotional value, convenience value, social value, purchasing value, service encounter value, and inner quality value. Second, emotional value, purchasing value, service encounter value, and inner quality value had positive impact on customer satisfaction. In particular, purchasing value through being included in functional value was not classified in the previous study; however, this study could classify and generalize this value in a new way. Finally, customer satisfaction had a positive impact on behavior intention. This showed that college students had behavior intention - repurchase intention and word-of-mouth - because they could be content with the food items on the menu and the service provided by employees. Conclusions - The main points based on the above-mentioned results are as follows. This study with college students as study subjects could be classified into four dimensions, namely, generic value, usage value, purchasing value, and physical value and seven sub-dimensions on customer values of family restaurants based on a 4×4 matrix needs system. Then, to confirm its generalization, the path structure of customer value→customer satisfaction→behavior intention was verified. While existing pre-studies used simplified values by classifying restaurant values largely as utilitarian value and hedonic value, this study classified various forms of customer value, and that customer value especially could be expanded by adding purchasing value. As a result, it is shown that marketers need to diversify their customer services because this study proved that customer values can be classified in various ways based on customer needs.

• 한국병원경영학회지
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• 제18권4호
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• pp.1-17
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• 2013

This research tried to understand the expectation and experience level of the medical service among the foreign patients who visit South Korea for a medical tourism, and to find out the effect of expectation and experience level on the satisfaction of medical service. Data collection was done through conducting a survey of inpatients in 4 hospitals located in Seoul, Korea. Total 110 cases were used for analysis. According to the study, expectation level had a significant difference between the group exposed to a word-of-mouth and the group not exposed to the word-of-mouth. The difference analysis of expectation and experience level of the foreign patients showed that all components of the service quality were satisfied. The component of perceived reliability was the only factor influencing the foreign patients' overall satisfaction on the medical service. The findings of this study will be provided a basic data for the marketing strategy which can apply to the satisfaction strategy differentiated from other countries.

• 한국콘텐츠학회논문지
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• 제17권7호
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• pp.455-477
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• 2017

본 연구는 지속가능한 축제품질 척도 개발 가운데 축제 서비스품질 척도를 개발하여 결과변수인 축제만족, 행동의도 간의 영향관계를 실증적으로 검증하였다. 축제 서비스품질의 구성요인은 편의성, 정보성, 친절성, 운영성, 외형성이다. 척도의 개발의 목적은 축제 서비스는 대규모 집객환경에서 제공되는 서비스로 다양한 축제콘텐츠가 연행되는 가운데 대인서비스가 제공되고 있으므로 이와 같은 상황을 반영한 새로운 측정도구를 개발하기 위함이다. 본 연구에서는 척도를 개발하기 위한 분석의 틀로써 축제 서비스품질과 관련된 183편의 선행연구를 탐색하여 5개의 구성요인을 도출하였고 후속적 문헌연구를 통해 축제 서비스품질 척도를 개발하였다. 개발된 척도를 실무적으로 검증하기 위해 "화천산천어축제"에 참여한 방문객을 표본 집단으로 이용하였다. 분석결과, 축제 서비스품질 구성요인 가운데 정보성, 친절성, 운영성이 축제만족에 정(+)의 영향을 미치는 것으로 나타났다. 그리고 축제만족은 행동의도에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구는 기존의 선행연구들과 달리 축제의 서비스적인 측면만을 고려하여 우리나라 지역축제의 서비스를 평가하기 위한 척도를 개발하여 실무적으로 검증하였다. 이로써 지역축제라는 특수한 환경에서 제공되는 대인 서비스를 객관적으로 평가하기 위한 세분화된 축제품질 측정의 토대를 마련하였다.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.875-884
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• 2020

Thailand has a rapidly growing pharmaceutical sector, which is the eighth largest in the Asia-Pacific region and one of the largest and most developed among the Association of Southeast Asian Nations (ASEAN) countries. This study examines how to provide the most appropriate approach to enhance Thailand's pharmaceutical services to dispense medicine to end consumers. The main objective is to determine the most appropriate corporate image for Thai Pharmacy Retail Stores (PRSs) for entering the ASEAN market community. An exploratory mixed-method design characterized by qualitative and quantitative phases of data collection and analysis and the linking of data from these two separate data strands was adopted to conduct an in-depth interview with pharmacists and the owner of pharmacy retail stores as well as 405 respondents who had visited a pharmacy retail store and interacted with pharmacists during the previous year. The multiple linear regression (MLR) was applied to analyze the relative influences of perceived service quality and the cultural dimension on the corporate image. Findings reveal that the perceived service quality and cultural dimension contribute 50% towards the corporate image, and the perceived service quality had more effect than cultural dimension. This study mainly focuses on PRSs in Thailand, while the findings show other analyses concerning how to successfully create and promote an effective PRS image for ASEAN markets.

• 유통과학연구
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• 제11권10호
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• pp.81-92
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• 2013

Purpose - This study empirically analyzes the effect of improvements in the quality of service management performance of college education on traders' conscious change of business management innovation and diverse sales expertise for a year. The use of traders' conscious changes and sales expertise as variables for the verification of the effects of parameters related to the active trader's traditional education market is a desirable direction. The method of research reflects the quality of education service, management result, traders' conscious changes, and sales expertise to understand the precise essence and definition of teaching quality at merchant colleges through theoretical consideration. Moreover, its impact on traders' conscious changes and sales expertise in empirical analysis acts as an intermediary. Research design, data, methodology - The hypothesis of this study leverages the SPSS statistical program. To gather actual proof, sample survey for theoretical research examined 262 valid papers of the 300 papers written by 10 merchants who graduated from merchant's university. First, using the SERVQUAL model, Parasuraman et al. (1996) indicated that for quality of education service, the configuration of factors is the same as the sympathetic performance, that is, responsiveness and empathy, and traders are aware of these elements. However, our preliminary investigation revealed that traders' university education has been excluded as a component of quality of service in the earlier studies. Moreover, we found that certainty of knowledge, reliability, and sympathy are influenced by challenges and by the changing intentions of merchant consciousness. In addition, our study confirms that improvements in convincing abilities and sales technique have a positive impact. Second, merchants' and traders' expertise are proven to affect business performance. In other words, university education of traders and merchants affects the consciousness of consumers, and changes patterns of sales. Third, the quality of service management education and change in the consciousness has a considerable impact on the trader, thereby maximizing business performance and acting as an intermediary for verification. Fourth, the quality of service management education affects the trader's sales expertise to maximize business performance. Results - To summarize, the quality of college educational services relates to the improvement of business performance and the role of the resulting virtuous cycle. Consequently, we can look for suggestions in the traditional markets, where the Government pays attention to the exterior environmental factors as well as to the changing business environment. However, the most important aspect is the merchant awareness. That is, a merchant should understand the distribution environment. Several competitor and trend analyses should be conducted to meet customers' expectations positively and proactively cope with any challenges related to changes. Further, expertise in sales and marketing skills need to be acquired to improve customer convincing abilities and develop a customer-oriented mindset. Conclusions - According to the changes in consumption trends of business enterprises, new management techniques are required to survive competition by improving traditional markets, which will necessitate more competitive education programs in merchant universities.

• 한국정보통신학회논문지
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• 제18권2호
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• pp.488-495
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• 2014

국방전자조달시스템은 방위사업청 및 수요군, 조달업체의 전자입찰을 지원하는 시스템이다. 이 시스템은 유관정보서비스와의 연계를 통한 다양한 정보 활용을 가능하게 함으로써 방위사업청, 수요군, 조달업체들의 전자입찰업무의 효율적 수행에 있어 많은 기여를 하였다. 그러나 급격히 발전하는 첨단 신기술 기반 인프라와 다양한 커뮤니케이션 채널의 증가에 발맞추어 국방전자조달시스템 또한 차세대 버전으로의 업그레이드 필요성이 대두되고 있다. 이러한 시대적 요구에 신속히 대응하고, 이를 충족시키기 위하여 본 논문에서는 업무담당자들의 국방전자조달시스템 서비스에 대한 만족도를 조사하여 차세대 포털로서 도약하기 위한 개선방향을 제시하고자 한다.

• 간호행정학회지
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• 제13권3호
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• pp.362-372
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• 2007

Purpose: This study was performed to identify the perception gaps of nursing services quality between consumers and providers, and identify the perceived influences of nursing services quality on general satisfaction of medical services and revisiting intent of hospital by consumers. Method: The Joo's questionnaire founded on SERVQUAL was modified and distributed to 300 patients and nurses at 6 general hospitals in 5 provincial cities, Korea. Result: It is identified that the perception gaps between consumer and providers exist, and consumers perceive nursing services quality has a influences on general satisfaction of medical services and revisiting intent of hospital. And it is also identified that consumers also perceive general satisfaction of medical services has a powerful influences on revisiting intent of hospital. Conclusion: It is concluded that the marketing strategies being based on the perception gaps between consumers and providers should be specifically planned and applied to improve the perceived nursing services quality by consumers. And it is needed to accurately identify the impact attributes and factors of nursing services quality on general satisfaction of medical services and revisiting intent of hospital that consumers perceive.

• 경영과정보연구
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• 제29권4호
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• pp.305-332
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• 2010

본 연구는 산림 건강치유, 요가, 휘트니스 등 총 세 가지의 건강관리 서비스 산업 비교를 중심으로 고객만족에 영향을 미치는 요인들을 찾고, 그로인한 어느 요인이 각 서비스 산업에서 고객만족에 많은 영향을 미치는가를 실증적으로 분석하여 검정하고자 하였다. 이에 기존의 SERVQUAL 척도를 중심으로 분석된 연구들과 또한 고객만족에 관한 측정지표 등을 사용하여 분석된 연구들을 바탕으로 프로그램, 물리적 환경, 직원의 서비스 지향성 등 3개의 요인을 도출하여 각 서비스 산업별로 다중회귀분석을 실시하였다. 분석결과, 산림 건강치유에서는 물리적 환경이, 요가에서는 프로그램이, 휘트니스에서는 직원의 서비스 지향성이 가장 많은 영향을 미치는 것으로 나타났다. 따라서 각 건강관리 서비스 산업은 고객들의 라이프스타일과 트렌드에 최우선적으로 역점을 두고 운영이 되어야 하며, 그에 따른 특성화 서비스를 제공해야 할 것으로 보여진다. 물론, 경쟁력을 갖추기 위해선 현대화된 운동장비와 차별화된 프로그램, 쾌적하고 고급화된 시설 마련은 기본이 되어야 한다. 더불어 현 시점은 건강과 운동에 대한 고객들의 관심이 양적 추구에서 질적 추구로 바뀌어가고 있다는 것도 직시해야 한다. 그 의미는 운동을 단순히 신체적 가치나 정서적 가치 추구에만 머물지 않고 교제나 유대를 위한 사회적 가치 추구에까지 미치도록 서비스를 변화시켜야 한다는 것이다. 이를 위해선 고객들 간의 유대관계를 위한 부가적인 프로그램 도입과 친근한 분위기, 적절한 동선체계도 함께 강구해야 할 필요성을 시사한다.

• World Technopolis Review
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• 제8권2호
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• pp.120-134
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• 2019

The main objective of this study was to investigate the customer's satisfaction level with the digital relationship model of Banco do Brasil Exclusive Business Offices situated in Rio Grande do Sul. Banco do Brasil is one of the largest Brazilian and global financial institutions and conducted a restructuring customer's relationship model since 2015, creating new specific service structures for certain segments, among them exclusive offices. This research had a qualitative step with an internal documentary analysis about the company and a semi-structured interview with manager's offices, in order to check the strategy and the foundations of business model, as well as identify perceptions and the difficulties in implementing this new structure. The quantitative step held the findings about customer satisfaction level in relation to the quality of services provided by offices, through an electronic survey based on the Servqual Scale developed by Parasuraman et al. (1988), which measures the difference between customer's expectations and perception in five dimensions: tangibility, reliability, understanding, safety and empathy. The results shown that Banco do Brasil customers' are satisfied with services offered through the digital model and the new business structure, in which is offered a humanized service together with the best technology. It was found, also, that digital probably would not replace the physical world, but they complement one another. Digital offices and physical agencies will coexist, improving value proposition delivery and better customers experience, satisfy them and build their loyalty.

• 산경연구논집
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• 제7권4호
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• pp.17-31
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• 2016

Purpose - The purpose of this study is to discuss problems and propose the direction of the current international university placement program in the country by deriving the concept of and developing questionnaires for 'service satisfaction'. Research design, data, and methodology -The SERVQUAL scale was used to measure the quality of services. In this study reliability, empathy, and assurance are used to measure the quality of the international university placement system, considering the characteristics of the education environment. The survey data is based on responses from 280 students who either have completed the international university placement system and currently studying abroad, or are studying the domestic part of the program. Cronbach's Alpha value was calculated. To verify the hypothesis, the multiple regression analysis was conducted. Results - According to the study, the satisfaction rate of the domestic learning process is heavily relied on reliability and empathy; particularly empathy on the curriculum of the international placement program. The study also found that to make students to feel a high sense of achievement, the satisfaction rate is a priority which should be improved. Conclusions - The results from the analysis of the hypothesis shows that the satisfaction rate of students who are taking the domestic part of the international university placement program should be increased.