Soft tissue profile is a critical area of interest in the development of an orthodontic treatment and diagnosis. The purpose of this study was to determine the facial profile preference of diversified group and to investigate the relationship between most Preferred facial Profile and existing soft tissue reference lines. A survey instrument of constructed facial silhouettes was evaluated by 894 lay person. The silhouettes had varied nose, lips, chin and soft tissue subnasale point. Seven sets of facial type were computer-generated by an orthodontist to represent distinct facial types. The varied facial profiles were graded on the basis of most preferred to least preferred. Every facial profile were measured by soft tissue reference lines(Ricketts E-line, Burstone B-line) to observe the most preferred facial profile. The results as follows: 1. In reliability test, the childhood group showed lower value than other groups, which means that this group has no concern on facial profile preference. 2. It appears that sexual and age difference made no significant difference in selecting the profile 3. An agreement to least preferred facial profile was higher than an agreement to most preferred facial profile. 4. Coefficient of concordance (Kendall W) was higher in the twentieth group. It means that a profile preference of the twentieth is distinct. 5. A lip protrusion (to Ricketts E-line and Burstone B-line) of most preferred facial profile was similar to measurements of previous study that investigate skeletal and soft tissue of esthetic facial profile of young Korean. So these reference lines can be used valuably in clinics. 6. Profile of excessive lip protrusion or retrusion to E-line & B-line was least preferred. 7. Most preferred profile of all respondents group was straight profile. Profile that showing convex profile was not pre(erred and the least preferred profile was concave profile.
Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a positive effect on customer loyalty. H9: Customer satisfaction has a positive effect on customer trust. H10: Customer satisfaction has a positive effect on customer loyalty. H11: Customer trust has a positive effect on customer loyalty. Results from analyzing main effects of research model is shown as