• 제목/요약/키워드: Students Loyalty on Department

검색결과 52건 처리시간 0.033초

SNS 환경에서의 뷰티정보특성이 고등학생 소비자 태도와 충성도에 미치는 영향 (The effect of beauty information characteristics in SNS environment on consumer attitudes and loyalty of high school students)

  • 나윤영;김일신;유현경
    • 디지털융복합연구
    • /
    • 제19권12호
    • /
    • pp.115-124
    • /
    • 2021
  • 본 연구는 SNS 환경에서의 뷰티정보특성과 고등학생 소비자 태도 및 충성도 간의 인과관계를 규명하고자 하였다. 연구대상자는 광주에 거주하는 고등학생을 대상으로 설문을 진행하였으며, 총 413부 중 신뢰성이 떨어진다고 판단되는 38부를 제외한 총 375부를 최종 분석에 사용하였다. 수집된 자료는 SPSS V.21.0 프로그램을 사용하여 분석하였다. 연구 결과를 종합해 보면 SNS 환경에서의 뷰티정보특성과 고등학생 소비자 태도 및 충성도의 관계에 있어 상호작용성과 유용성이 핵심요인이며, 정보제공성, 유희성, 생동성이 주요한 요인으로 도출되었다. 이상의 결과를 바탕으로 10대 소비자층의 SNS 이용에 있어 올바른 정보수집을 위한 방향 제시와 뷰티기업의 마케팅 전략수립을 위한 자료로 활용될 것으로 기대한다.

와인교육프로그램의 품질, 가치, 만족도 및 충성도에 대한 구조적 모형 구축 (Development of Structural Model for Quality, Value, Satisfaction, and Loyalty in a Wine Training Program)

  • 이인순;이해영;김혜영
    • 한국식생활문화학회지
    • /
    • 제27권5호
    • /
    • pp.490-495
    • /
    • 2012
  • The purpose of this study was to analyze the effects of quality factors on value, satisfaction and loyalty in a wine training program. The results of this study can be summarized as follows: Structural verification of the wine training program loyalty model showed that the quality of the wine training program positively affected both value (p<0.001) and satisfaction (p<0.001). Further, the value of the wine training program positively affected satisfaction (p<0.01), which in turn positively influenced loyalty (p<0.001). The quality of the wine training program was presented as solicitude for students, textbook and curriculum, qualification and confidence of lecturer and staff, and training quality, whereas the value of the program was composed of sense of belonging, promotion of self-esteem, good impression on others, and improvement of social status. Therefore, the wine training institute's intensive management of the quality and value of the program could induce students' loyalty by enhancing satisfaction for the wine training program.

테이크아웃 커피전문점 브랜드 개성이 고객만족 및 브랜드 충성도에 미치는 영향 (The Effect of Take-out Coffee Shop Brand Personality on Customer Satisfaction and Brand Loyalty)

  • 김경희
    • 한국식생활문화학회지
    • /
    • 제28권5호
    • /
    • pp.473-479
    • /
    • 2013
  • This study identified the brand personality of domestic take-out coffee shops and examined its effects on customer satisfaction and brand loyalty. The research subjects were college students in Busan who visited a coffee house. Overall, four major empirical results were obtained. First, five factors of brand personality were identified: "energy", "competence", "familiarity", "reliability", and "sophistication". Second, all brand personality factors had significant effects on customer satisfaction, but "familiarity" (${\beta}$=0.429) and "reliability" (${\beta}$=0.381) appeared to have the greatest effects. Third, brand personality factors had significant effects on brand loyalty, with"reliability" (${\beta}$=0.447) appearing to have the greatest effect on brand loyalty. Fourth, customer satisfaction had a significant effect on consumer brand loyalty. These results show that brand personality can be an important means of marketing differentiation in an intense competitive coffee market atmosphereto increase customer satisfaction and build brand equity.

도서관 이용자 만족도를 매개변수로 하는 이용자 충성도에 관한 연구 : K대학 사례 (A study on library users' loyalty with users' satisfaction as a moderating variable: K university case)

  • 최현석;박철용
    • Journal of the Korean Data and Information Science Society
    • /
    • 제25권6호
    • /
    • pp.1301-1313
    • /
    • 2014
  • 대학에서는 다양한 분야의 지식과 정보가 창출되고 공유되는데 이러한 대학이 제공하는 교육서비스의 주된 장소가 도서관이다. 이 연구에서는 K대학생들을 대상으로 조사하여 제공자료 만족도, 환경 및 시설 만족도, 서비스 만족도가 이용자 만족도의 매개에 의해서뿐만 아니라 직접적으로도 이용자 충성도에 영향을 미칠 것이라는 가설을 구조방정식모형을 통해 분석하였다. 분석결과 제공자료 만족도, 환경 및 시설 만족도, 서비스 만족도는 이용자 만족도의 매개에 의해서뿐만 아니라 직접적으로도 이용자 충성도에 영향을 미치는 것으로 나타났다.

The Effects of Social Media Engagement of e-Sports Broadcasting Viewers on Viewing Commitment, Viewing Satisfaction and loyalty

  • Kim, Seyun
    • International Journal of Internet, Broadcasting and Communication
    • /
    • 제14권3호
    • /
    • pp.213-221
    • /
    • 2022
  • The purpose of this study is to investigate the structural relationship between media engagement, viewing immersion, viewing satisfaction, and loyalty of e-sports viewers. In order to achieve the purpose of this study, a survey was conducted on 300 college students with experience in watching e-sports in Seoul, Gyeonggi-do, and Chungnam. Data processing was done with SPSS 26 for frequency analysis, Cronbach's α analysis. Also, AMOS 13 was used for confirmatory factor analysis and structural equation model analysis. We have the following results. first, among the sub-factors of media engagement, functional engagement and communal engagement had a significant effect on viewing commitment. Second, among the sub-factors of media engagement, emotional engagement had a significant effect on viewing satisfaction. Third, it was found that viewing commitment and viewing satisfaction had a significant effect on loyalty. From the results of this study, it can be seen that the media engagement of e-sports viewers affects loyalty through viewing commitment and viewing satisfaction.

대학생들의 대학 내 활동적 요소들이 대학교 만족 및 충성도에 미치는 영향 (Influence of University Activity Factors of Students on University Satisfaction and Loyalty)

  • 김문태
    • 서비스연구
    • /
    • 제7권3호
    • /
    • pp.93-104
    • /
    • 2017
  • 본 연구는 대학만족에 대한 원인변수의 규명에 있어 대학교에서 학생들의 참여 및 활동 등의 변수가 어떠한 영향을 미치는지 구체적 검증을 목적으로 수행되었는데 다음과 같은 시사점을 제시하고 있다. 첫째, 학생들의 학과적성부합도는 대학활동적 요소들 및 대학교 만족 등에 모두 정의 영향을 미치는 것으로 나타났으며 수업태도 또한 이러한 요소들에 긍정적 영향을 미치는 것으로 나타났다. 둘째, 대학생들의 학교행사에 대한 참여도는 친교관계, 진로준비행동, 그리고 대학교 만족 등에 긍정적 영향을 미치는 것으로 나타났으며 대학생들의 친교관계는 대학교 만족 및 대학교 충성도 등에 긍정적 영향을 미치는 것으로 나타났으며 진로준비행동 또한 대학교 만족, 대학교 충성도 등에 정의 영향을 미치는 것으로 나타났다. 과거 마케팅 연구들은 소비자 간의 상호작용성이 소비자들이 서비스에 몰입하는데 중요한 원인이 됨을 검증하였는데 대학에서도 마찬가지로 학생들 간의 적극적 상호작용이 활발하고 및 친교관계가 좋은 것이 학교 만족에 중요한 영향 변수임을 알 수 있었다. 마지막으로 대학교 만족은 대학교 충성도에 매우 긍정적 영향을 미치는 것으로 나타났는데 대학교를 만족할수록 학교를 추천하려는 의도가 높기에 학생 자원이 부족해지는 현재의 위기에서 재학생들의 학업지속의도 및 재학생 추천에 의한 입학을 확보하기 위해서 학생들의 만족시키기 위한 대학당국의 선행변수들의 관리가 매우 중요하다고 생각된다.

Muslim Consumer's Identification with and Loyalty to Halal Brand

  • Choi, Nak-Hwan;Rahman, Md Mostafizur
    • 유통과학연구
    • /
    • 제16권8호
    • /
    • pp.29-37
    • /
    • 2018
  • Purpose - This research aimed at exploring the mediation role of Muslim's identification with halal brand in the effects of the congruity between Islamic self and halal brand and Islamism commitment on the loyalty to the brand. Research design, data, and methodology - A single factor design was employed. A total of 199 undergraduate, graduate students or office workers in Bangladesh participated in main survey to finish the questionnaire. Structural equation model analysis was used to verify hypotheses. Results - The results of verifying hypotheses were as followings. First, the Muslim's identification with halal brand positively affected on the loyalty to the halal brand. Second, Both Muslim's commitment to Islamism and the congruity between Islamic self and halal brand positively affected on the identification with the halal brand. Third, mediation analysis showed the partial mediation role of Muslim's identification with halal brand in the effects of the Islamism commitment on the loyalty to the halal brand, and there was the full mediation role of the Muslim's identification in the effect of the congruity on the loyalty. Conclusions - Marketers should build the congruity between Islamic self and their halal brand and promote Islamism commitment to induce the loyalty to the halal brand from Muslim.

와인교육프로그램 수강생의 충성도 군집별 교육프로그램의 중점관리점 도출 (Core Managing Points in a Wine Training Program Deduced by Loyalty)

  • 이인순;이해영;김혜영
    • 한국식생활문화학회지
    • /
    • 제28권4호
    • /
    • pp.371-385
    • /
    • 2013
  • This study aimed to classify attendants of a wine training institute according to loyalty for wine training service program and to deduce the core managing points in a wine training program by IPA (Importance-Performance Analysis). Self-administered questionnaires were collected from 192 trainees and statistical data analysis completed using SPSS ver. 18.0. As a result of clustering analysis based on trainee loyalty from both attitude and behavioral perspectives, four classification groups were identified: a "genuine" loyalty group, a "latent" loyalty group, a "mendacious" loyalty group, and a "low" loyalty group. For the genuine loyalty group, the importance of total service quality was 4.32 on average whereas the performance was measured as 4.22; thus there was little difference between importance to quality and performance. However, for the other three groups, especially the low loyalty group, there were significant wide gaps between importance to quality and performance. According to IPA, different service quality items were posted on the 'Focus here' quadrant (a domain with high service quality importance but low performance) by group, while the other three quadrants had several common items regardless of the group. Finally, the core quality managing points were different depending on the level of trainee loyalty. Therefore, it is necessary to plan and conduct a wine training program that reflects the characteristics and needs of its students, which will lead to a differentiated management strategy according to the level of loyalty.

Relationships between Customer Socialization, Customer Participation, and Loyalty of On-line Service Providers

  • Shin, Matthew Min-Suk;Joo, Jae-Hun
    • 유통과학연구
    • /
    • 제13권11호
    • /
    • pp.15-22
    • /
    • 2015
  • Purpose - This study aims to propose and validate a research model that describes the relationships between customer socialization, customer participation, and customer loyalty in the online service industry. Although customer loyalty is frequently discussed topic in marketing and strategy research, this study takes a novel approach in adopting customer socialization and participation as the antecedents to customer loyalty. Research design, data, and methodology - Based on adopting and modifying measurement items of the constructs from previous studies, this study develops survey regarding the constructs within the proposed research model. Among current registered members of Facebook and DaumKakao, 522 college students and other regular users are selected as the samples for conducting the survey. The collected data is analyzed by structural equation modeling method using SPSS and AMOS. Results Proposed hypotheses of the positive relationships - between customer socialization and customer participation, and between customer participation and customer loyalty are all supported. Conclusions - The results of this study suggest customer participation as an important precursor to customer loyalty in the online service industry. Also, customer socialization is validated as a new strategy to increase customer participation. These results validate the practical importance of communicating mission, purpose, value, and other customer socialization activities that firms undertake.

경호전공 대학생들의 학과충성도가 진로정체감 및 직업선택과의 관계 (The Effect of Security Majoring Student' Loyalty on Department to Future Direction and Job Choice)

  • Kim, Sungchul;Kim, Jinhwan
    • 한국재난정보학회 논문집
    • /
    • 제10권3호
    • /
    • pp.408-418
    • /
    • 2014
  • 이 연구는 경호전공 대학생들의 학과 충성도가 진로정체감 및 직업선택에 미치는 영향을 분석하고 이 변수들 간의 인과관계를 규명하는 것이 목적이다. 연구대상은 2012년 2월부터 2012년 8월까지 경기도 Y시에 위치한 Y대학교, 경기도 S시 K대학교, 경상북도 G시 K대학교에 재학중인 경호전공 대학생들 가운데 남 여를 대상으로 모집단을 설정한 후 표집은 무선표집법을 하여 표본을 추출하였다. 이 연구에서는 요인간의 내적 적합성 여부를 검토하기 위하여 탐색적 요인분석(exploratory factor analysis)을 실시하였고, 요인회전의 추출방법은 주성분 분석을 이용하였으며, 회전방식은 베리멕스(varimax) 직교회전방식을 선택하여 내용타당도를 검증하였다. 그리고 신뢰도 분석은 Cronbach's ${\alpha}$ 값을 사용하여 신뢰도 계수를 측정하였으며, 이 과정에서 내용이 중복 또는 공통성이 낮은 문항은 연구자의 판단에 의하여 삭제함으로써 신뢰도와 타당도를 더 높게 측정할 수 있도록 하였다.