• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.5
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• pp.77-90
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• 2016

This study is to examine the importance of site selection and service quality in franchise business as food service franchise became one of the fastest-growing service industries today. The chief finding of this study is as follows: First, a survey in locational and service quality factors affecting food service franchise shows that responders are more concerned with hygiene and visibility of the store than proximity and transportation advantages which reflects low statistical significance, thus the distance did not seem to be a big problem for the responders in the context that they mostly visit nearby food franchise. Second, the examination of the influence by the service quality factors and customer satisfaction shows significant positive relation with customer response, speed and accuracy, and accuracy factors which reveals that the responders prefer prompt response and swift judgment toward the customer's needs and expectations, professional knowledge services to the credibility factors in which little correlation with the customer satisfaction were found. Third, the examination of the influence by the service quality factors, locational factors, and re-visit reveals that customer response and specialty showed statistically significant correlation with intention of WOM (Word of Mouth) and revisit, which suggests that swift judgment and response toward the customer's needs and expectations, professional knowledge services is of great importance to both customer satisfaction and revisit. The study on the aspects of locational and service quality factors affecting franchise industry's customer satisfaction was conducted as above, an investigation in both factors' influence on the customer satisfaction was made, and based on the results of the analysis, this research seeks an optimal operation strategy of a franchise business. Food service franchise are relatively very competent to business adminstration and reaction capability to consumption changes due to the already established market, and there are stores springing up everywhere inspired by the founders who are too confident of their success in the franchise business. However, it is necessary for the franchise beginners to figure out a zone oriented, regular customer oriented business strategy than just complying with the head office manual. Owing to an increasing trend of opening medium to large sized stores and investments in the wake of converting to multiple business type Korean food franchise, there is growing need to set up new concept of store development and operational management strategy in order to overcome the excessive competition and limited sales volume of the old-fashioned small sized, small capital franchise stores. Furthermore, as most business category of food service franchise serve very similar menus, from a product differentiation point of view, it is required to map out flexible sales concept including the adoption of competitive and low-price strategy. In conclusion, as is shown in the analytical research, the customers' optimal choice fluctuate over their preferences like customer convenience and circumstances rather than insisting on specific brand, thus it will be necessary for the franchise stores to draw up aggressive strategy and planning in running food service franchise to maximize their profits.

• Korean Journal of Soil Science and Fertilizer
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• v.33 no.4
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• pp.221-233
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• 2000

Evaluation method of soil fertility by application of geographic information system (GIS) which includes landscape characteristics and soil map data was investigated from productivities of red pepper and tobacco grown on the fields with no fertilization. Total 131 fields experiments, 64 fields of red pepper and 67 fields of tobacco were conducted from 22 and 23 fields for red pepper and tobacco, respectively, located at Cheangweon and Eumseong counties in 1996, from 20 and 25 fields at Boeun and Goesan counties in 1997, and 22 and 19 fields at Jincheon and Chungju counties in 1998. All the experimental sites were selected on the basis of wide range of distribution in landscape and soil attributes. Dry weights and nutrients (N, P and K) uptakes by red pepper plant and tobacco leaves were considered as basic fertility of the soil (BFS). The BFS was estimated by twenty-five independent variables including 13 chemical properties and 12 GIS data. Twenty-five independent variables were classified by two groups, 15 quantitative variables and 10 qualitative variables, and were analyzed by multiple linear regression (MLR) of REG and GLM models of SAS. Dry weight of red pepper (DWRP) and dry weight of tobacco leaves (DWTL) every year showed high variations by five times in difference plots with minimum yield and maximum yield indicating the diverse soil fertility among the experimental fields. Evaluation for the BFS by the MLR including independent variables was better than that by simple regression showing gradual improvement by adding chemical properties, quantitative variables, and qualitative variables of the GIS. However the evaluation for the BFS by the MLR showed the better result for tobacco than red pepper. For example the variability in the DWTL by MLR was explained 34.2% by only chemical properties, 35.0% by adding quantitative variables, and 72.5% by adding both the quantitative and qualitative variables of the GIS compared with 21.7% by simple regression with $NO_3-N$ content in soil. Consequently, it is assumed that this approach by the MLR including both the quantitative and qualitative variables was available as an evaluation model of soil fertility for upland field.

• Economic and Environmental Geology
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• v.39 no.2 s.177
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• pp.163-171
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• 2006

This study is the case of groundwater development based on the geometrical fracture model of target area established only through geological fracture mapping technique. A fracture mapping of $9km^2$, eastern Munsan, has been conducted to determine geological and hydrological factors for new water well placement in the Gyeonggi gneiss complex. Geophysical exploration was not applicable because of small restricted area and dense underground utilities at the site. Form line mapping on the basis of foliation orientation and rock type revealed a synform of NS fold axis bearing to the south. An EW geological cross-section passed through the site area shows a F2 synform as a double-wall ice cream spoon shape. Three regional faults of $N20^{\circ}E,\;N30^{\circ}W$, and NS have been dragged into the site to help understand extensional fault paths. The $N20^{\circ}E$ fault with dextral sense is geometrically interpreted as a western fault of two flexural conjugate type-P shear faults in the F2 synformal fold. The NE cross-section reveals that a possible groundwater belt in the western limb of super-posed fold area is formed as a trigonal prism within 100 m depth of the intersectional space between the $N20^{\circ}E$ fault plane and the weakly sheared plane of transposed foliation. Another possible fault for water resource strikes $N40^{\circ}E$. Recommended sites for new water well placement are along the $N20^{\circ}E\;and\;N40^{\circ}E$ faults. As a result of fracture mapping, 145 ton/day of water can be produced at one well along the $N20^{\circ}E$ fault line. Exploration of groundwater in the area is succeeded only using with geological fracture mapping and interpretation of geological cross-section, without any geophysical survey. Intersection of fault generated with the F2 synformal fold and foliation supply space of groundwater reserver.

• Journal of the Korean earth science society
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• v.24 no.3
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• pp.205-215
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• 2003

A precise and dense Bouguer anomaly is one of the most important data to improve the knowledge of our environment in the aspect of geophysics and physical geodesy. Besides the precise absolute gravity station net, we should consider two parts; one is to improve the precision in gravity measurement and correction of it, and the other is the density of measurement both in number and distribution. For the precise positioning, we have tested how we could use the GPS properly in gravity measurement, and deduced that the GPS measurement for 5 minutes would be effective when we used DGPS with two geodetic GPS receivers and the baseline was shorter than 40km. In this case we should use a precise geoid model such as PNU95. By applying this method, we are able to reduce the cost, time, and number of surveyors, furthermore we also get the benefit of improving in quality. Two kind of computer programs were developed to correct crossover errors and to calculate terrain effects more precisely. The repeated measurements on the same stations in gravity surveying are helpful not only to correct the drifts of spring but also to approach the results statistically by applying network adjustment. So we can find out the blunders of various causes easily and also able to estimate the quality of the measurements. The recent developments in computer technology, digital elevation data, and precise positioning also stimulate us to improve the Bouguer anomaly by more precise terrain correction. The gravity data of various sources, such as land gravity data (by Choi, NGI, etc.), marine gravity data (by NORI), Bouguer anomaly map of North Korea, Japanese gravity data, altimetry satellite data, and EGM96 geopotential model, were collected and processed to get a precise and dense Bouguer anomaly in and around the Korean Peninsula.

• Journal of Korean Society of Transportation
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• v.23 no.1
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• pp.93-102
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• 2005

An Origin-Destination (O/D) is considered as one of the important information in route choices and trip assignments. A household interview survey is deemed to be the traditional and the most widely used method in making sample O/D and its conversion to the total O/D. Some researchers have studied to estimate dynamic O/D from the relationship between link volumes and trip assignment model. Nowadays, owing to the recent rapid spread of cellular phones. Location information of the cellular phone through the Base Station(BS) is considered as an alternative to O/D estimation. In this study, the methodology of generating BS-based O/D and the methodology of converting this O/D into an administrative district-based O/D are proposed. The information of GPS positions and cellular BS positions have acquired by establishing GPS equipment and cellular phone on taxies in Cheongju. Three weeks data are collected and used in estimating O/D by matching them on a digital map. Scatter diagram and sample correlation coefficients are used to investigate the similarity of the GPS-based O/D pattern among weeks, among days, and among times in day. The results show that there are few significant differences among weeks. But there is a difference in O/C pattern between weekday and weekend. Furthermore, there is a difference between morning peak and afternoon peak. Two methodologies are proposed to convert BS-based O/D into an administrative district-based O/D. The first one is to use the distribution pattern of GPS coordinates, the other is to use the coverage area of the BSs. To validate such converted O/D, GPS O/D is used as a true value. The statical analyses through scatter diagram, MAE and RMSE shows that there is few significant defference of pattern between the estimated BS-based O/D and GPS O/D. In the case of using only cellular information, the methodology using coverage area of the BSs is recommended for estimating O/D.

• Korean Journal of Soil Science and Fertilizer
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• v.42 no.1
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• pp.21-28
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• 2009

Detailed information on soil characteristics is of great importance for the use and conservation of soil resources that are essential for human welfare and ecosystem sustainability. This paper introduces soil inventory of Korea focusing on national soil database establishment, information systems, use, and future direction for natural resources management. Different scales of soil maps surveyed and soil test data collected by RDA (Rural Development Administration) were computerized to construct digital soil maps and database. Soil chemical properties and heavy metal concentrations in agricultural soils including vulnerable agricultural soils were investigated regularly at fixed sampling points. Internet-based information systems for soil and agro-environmental resources were developed based on 'National Soil Survey Projects' for managing soil resources and for providing soil information to the public, and 'Agroenvironmental Change Monitoring Project' to monitor spatial and temporal changes of agricultural environment will be opened soon. Soils data has a great potential of further application in estimation of soil carbon storage, water capacity, and soil loss. Digital mapping of soil and environment using state-of-the-art and emerging technologies with a pedometrics concept will lead to future direction.

• Journal of Korean Philosophical Society
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• v.141
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• pp.43-62
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• 2017

The main purpose of this paper is to survey the debates between Searle and Smith over the problem of "freestanding Y terms" in Searle's conception of social reality, and offer a viable solution, drawing on the experientialist conception of symbolic experience. Smith raises the problem of "freestanding Y term" against Searle's formula "X counts as Y in C" that there may be some cases where we cannot identify an X term to which an Y term refers. In case of an abstract concept such as equity, we may not find exactly what it stands for. That is, we cannot identify exactly what(X term) counts as equity. If there is nothing like an X for Y term, we can regard anything as equity, which may disrupt Searle's formula. Understandably, Smith does not say that the problem dismantles Searle's whole conception of social reality. Instead, Smith intends to show that Searle's formula is neither complete nor specific enough. Apparently, Searle admits that there may be freestanding Y terms and tries to articulate it within his formula, which does not seem to work. I suggest that the experientialist account of symbolic experience may serve to dissolve Smith's challenge, without modifying Searle's original formula. According to the experientialist conception of symbolization, we symbolically map some portion of our experience onto a physical object, which serves as a signifier, and we then understand and experience the signifier "in terms of" the mapped portion of experience. Thus, we experience certain buildings and some relevant people, say students, staffs, and professors in terms of "university." The status functions of university have been created by means of symbolic mappings, which change the way we understand and experience the buildings and people. In this picture, there need not be any notions such as "one-to-one correspondence" between X terms and Y terms. In this way, Searle may maintain his original formula, while dissolving, not answering, Smith's challenge. What Searle needs is a more appropriate theory of symbolization, part of which has been articulated by the experientialist account of symbolic experience.

• Journal of Korean Society of Forest Science
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• v.108 no.2
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• pp.177-188
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• 2019

The aim of our study was to identify the changing trends in the composition, structure, and spatial distribution of forest vegetation in Apsan Park, a representative urban forest in Daegu, South Korea. A vegetation survey was conducted in 1997 and 2016 using phytosociological methods, and a detailed vegetation map was created using the physiognomic dominant species. There were 22 vegetation types in both 1997 and 2016, but two of those types increased and two decreased. The total coverage per unit area ($100m^2$) of the component vegetation species increased from 163% in 1997 to 182% in 2016, and natural vegetation tended to be more than twice that of artificial vegetation. The average number of species decreased by seven from 25 in 1997 to 18 in 2016. Species diversity (H') increased only slightly from 1,654 in 1997 to 1,680 in 2016, while species dominance (D) decreased by 9% from 0.304 in 1997 to 0.276 in 2016. The similarity in the composition of the forest vegetation was about 78%, which was nearly the same. The life form spectrums of vascular plants changed from '$G-R_5-D_4-e$' in 1997 to '$MM-R_5-D_4-e$' in 2016 and the central dormancy type changed from geophytes (G) to megaphanerophytes (MM). The spatial distribution of the forest vegetation was reduced by approximately four times that of artificial vegetation. The number of forest landscape elements (patches) increased from 269 in 1997 to 294 in 2016, while the average area decreased by 12% from 5.8 ha in 1997 to 5.1 ha in 2016.

• Economic and Environmental Geology
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• v.53 no.6
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• pp.729-742
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• 2020

In this study, we analyze seabottom conditions and characteristics integrated with topographic data, seafloor mosaic, underwater images and orthophoto(drone) of soft-hard bottom area around the Sib-Ri rock in the northern shore of the East Sea(Gyeongpo Beach, Gangneung). We obtained field survey data around the Sib-Ri rock(about 600 m × 600 m). The Sib-Ri rock is formed by two exposed rocks and surrounding reef. The artificial reef zone made by about 200 ~ 300 structures is shown the western area of the Sib-Ri rock. The underwater rock region is extended from the southwestern area of the exposed the Sib-Ri rock with 9 ~ 11 m depth range. The most broad rocky seabottom area is located in the southwestren area of the Sib-Ri rock with 10 ~ 13 m depth range. The study area were classified into 4 types of seabottom environment based on the analysis of bathymetric data, seafloor mosaics, composition of sediments and images(underwater and drone). The underwater rock zones(Type I) are the most distributed area around the Sib-Ri Rock(about 600 m × 600 m). The soft seabottom area made by sediments layer showed 2 types(Type II: gS(gravelly Sand), Type III: S(Sand)) in the areas between underwater rock zones and western part of the Sib-Ri rock(toward Gyeongpo Beach). The artificial reef zone with a lot of structures is located in the western part of the Sib-Ri rock. Marine algae(about 6 species), Phylum porifera(about 2 species), Phylum echinodermata(about 3 species), Phylum mollusca(about 3 species) and Phylum chordata(about 2 species) are dominant faunal group of underwater image analysis area(about 10 m × 10 m) in the northwestern part of the Sib-Ri rock. The habitat of Phylym mollusca(Lottia dorsuosa, Septifer virgatus) and Phylum arthropoda(Pollicipes mitella, Chthamalus challengeri hoek) appears in the intertidal zone of the Sib-Ri rock. And it is possible to estimate the range and distribution of the habitat based on the integrated study of orthphoto(drone) and bathymetry data. The integrated visualization and mapping techniques using seafloor mosaic images, sediments analysis, underwater images, orthophoto(drone) and topographic data can provide and contribute to figure out the seabottom conditions and characteristics in the shore of the East Sea.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.