• 한국정보시스템학회지:정보시스템연구
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• 제31권4호
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• pp.189-207
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• 2022

Purpose Previous research on customer engagement in SNS marketing has mainly addressed the conceptualization of type of word-of-mouth messages. However, there is a lack of researches about the effect of the brand-page characteristics on the type of word-of-mouth messages. Therefore, this study examined the effect of brand-page characteristics in terms of the type of word-of-mouth messages as the main objective and the effect of the type of word-of-mouth messages in terms of the brand loyalty as the secondary objective in the context of Facebook. Design/methodology/approach The empirical research was based on a poll done through 400 research candidates in the Facebook and the final 342 responses were collected and used in statistical data analysis. The adaptability, trust, and validity to measurement model were verified and the structural relationship in the research model was analyzed through these 342 responses. The collected data verified hypotheses established using the SPSS statistical package and structural equation model using AMOS. Findings The results showed that the BP-information provision had a non-significant effect on the factual word-of-mouth message and a significant effect on the evaluative word-of-mouth message. The BP-reliability had a significant effect on the factual word-of-mouth message and the evaluative word-of-mouth message. The BP-entertainment had a significant effect on the factual word-of-mouth message and the evaluative word-of-mouth effect. The BP-interaction had a non-significant effect on the factual word-of-mouth message and the evaluative word-of-mouth message. Finally, the factual word-of-mouth message and the evaluative word-of-mouth message had a significant effect on the brand loyalty.

• 한국병원경영학회지
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• 제14권4호
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• pp.25-51
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• 2009

This model was empirically developed to test the effect of medical service quality and hospital's reputation on customer satisfaction, repurchase intention, and negative word of mouth as to disease severity. The model was tested in the context of the hospital industry. The findings are as follows. First, medical service provider's functional quality and technical service quality have significant effect on customer satisfaction. Second, hospital's reputation has positive(+) effect on customer satisfaction and significant negative effect on negative word of mouth. Third, customer satisfaction with medical service quality has significantly positive effect on customer's repurchase intention and has negative(-) effect on customer's negative word of mouth. Furthermore, customer's negative word of mouth has negative effect on their repurchase intention. Fourth, as to different disease severity, medical service quality and hospital's reputation have different effect on customer satisfaction, repurchase intention, and negative word of mouth. When patients get slightly ill, functional service quality and technical service quality have direct influence on customer satisfaction which has positive influence on repurchase intention and negative influence on negative word of mouth. Finally, negative word of mouth has negative effect on customer's repurchase intention. However, while hospital's reputation doesn't have effect on customer satisfaction, the reputation has significantly negative effect on negative word of mouth. When patients get seriously ill, only functional service quality has positive effect on customer satisfaction which influences on customer's repurchase intention and negatively influences on negative word of mouth. On the contrary, negative word of mouth doesn't influence on customer's repurchase intention as patients want to treat serious diseases in the large general hospitals even though negative word of mouth is known to them.

• 유통과학연구
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• 제18권3호
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• pp.77-85
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• 2020

Purpose: This study examined marketing value as online word-of-mouth media in the foodservice industry, and it did research on online word-of-mouth (e-WOM) communication marketing schemes using mass communication in the industry. The study is also intended to investigate the impact of electronic word-of-mouth (e-WOM) information and communication on product awareness risks, benefits, and word-of-mouth (WOM) impacts on restaurant consumers. Research design, data, and methodology: The analysis was conducted on a valid questionnaire of 425 menu product consumers. The survey was conducted for two months in March 2019. The collected data was analyzed using SPSS and hierarchical regression analysis was applied. Results: It did empirical research on the reciprocal casual relations to online and the existing word-of-mouth communication that have to be preceded to understand characteristics of online word-of-mouth communication for the purpose of this study. The result is summarized as follows. First, the online word-of-mouth (e-WOM) effect on product recognition risk shows the statistically significant effect of information sender characteristics, information recipient characteristics, and online word-of-mouth (e-WOM) communication on product recognition risk. Second, the influence of online word-of-mouth (e-WOM) on product risk benefits shows that the information sender characteristics, the information receiver characteristics, and online communications have a statistically significant effect on product risk benefits. Third, online word of mouth risk recognition had a statistically significant effect on word of mouth acceptance. Fourth, online risk benefit had a statistically significant positive effect on word of mouth (WOM) effect. Conclusions: The communication between online word of mouth (e-WOM) sender and recipient had a positive influence on the product evaluation and attitude change in the foodservice industry, and the word-of-mouth (WOM) effect affected financial and non-financial performance. The results mentioned above indicated that the communication between the sender of the information and the receiver of the information had a positive effect on the product evaluation and attitude change of the menu consumer, and the word-of-mouth (WOM) result affected the financial. Therefore, the online word-of-mouth (e-WOM) effect has a positive effect on the word-of-mouth (WOM) effect of menu products when performed simultaneously and positively between the information sender and the information receiver.

• 경영과정보연구
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• 제35권1호
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• pp.69-84
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• 2016

본 연구는 목적인 소비자의 구전제약요인과 구전과의 관계를 여가제약 이론을 바탕으로 구전제약요인들과 이에 대한 협상노력이 몰입과 구전의도와 관계를 살펴보기 위한 연구모형을 설정하였으며, 변수들 간의 관계를 실증적으로 검증하였으며, 연구결과를 요약하면 다음과 같다. 가설을 검증한 결과 2개의 가설(가설 1, 가설 5)을 제외하고 모든 가설이 채택되었다. 이에 대한 구체적인 결과는 다음과 같다. 첫 번째, 내재적제약이 구전제약 요인이 구전제약 협상노력에 미치는 영향을 살펴보면 다음과 같다. 대인적제약과 구조적제약은 구전제약 협상노력에 정(+)의 영향을 미치고 있으며, 내재적 제약의 경우 음(-)의 영향을 미치는 것으로 나타나 가설검증에서는 기각하였지만, 통계적으로는 유의한 것으로 나타났다. 두 번째, 구전제약 협상노력과 몰입 그리고 구전과의 구조적인 관계를 살펴보면 다음과 같다. 구전제약 협상노력은 몰입에 정(+)의 영향을 미치고 있지만, 구전에는 통계적으로 유의하지 않는 것으로 나타났다. 마지막으로 몰입은 구전에 정(+)의 영향을 미치는 것으로 나타나 매개역할을 하고 있음을 알 수 있다. 본 연구의 결과는 구전제약요인과 소비자의 몰입과 구전에 대한 종합적인 이해와 함께 중요한 이론적, 실무적 시사점을 제공할 것으로 기대된다.

• 한국치위생학회지
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• 제8권4호
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• pp.79-88
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• 2008

This study was done to investigate the negative word-of-mouth style and effect of communication with negative word-of-mouth from dental clinic patients. Data were collected from 223 dental clinic patients living in Seoul and GyeongGi-Do. The study was collected from October 15th to October 29th, 2007 with self-recording questionnaires. The results of this study were as follows. First of all, in the characteristic of relationships category, subject who were negative word-of-mouth was more 'persuader person' than others. The results showed that the general characteristics of subjects was effective factor of word-of-mouth. Secondly, the behavior scale which was based of negative word-of-mouth was not suitable of the satisfaction of dental clinic service. This results meant the low satisfaction of dental services haven't relation with negative word-of-mouth. Thirdly, 33% of people who have complaints spread negative word-of-mouth. Finally, the main reason of dissatisfaction was long-waiting time for dental clinic service. The results showed the adjustment of dental clinic system and staffs service will prevent negative word-of-mouth spread.

• 유통과학연구
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• 제17권7호
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• pp.27-38
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• 2019

Purpose - This study analyzes effects of word of mouth intention of restaurant product via SNS on trust of products, purchase intention, and word of mouth intention targeting restaurant customers. Research design, data, and methodology - Targeting restaurant customers, 500 surveys were distributed in restaurants located in Seoul (where restaurants are clustered, such as Myeongdong, Dongdaemoon Station Shopping Center, and Sadangdong) between July 1st, 2016 and July 30th, 2016. Among those, 490 were collected, and 478 were used for analysis excluding those with no answer or insincere answers. Results - SNS word of mouth information characteristics had significant effects on trust of restaurant product in the order of vividness, neutrality, and timing. Trust on restaurant product has significant effect on perceived risks (-) and perceived benefits (+) by SNS. While perceived benefits of restaurant product on SNS has effect on purchase intention, perceived risks of restaurant product on SNS does not affect purchase intention. Perceived benefits of restaurant product on SNS has significant effect on word of mouth intention, whereas perceived risks of restaurant product on SNS does not have significant effect on word of mouth intention. Conclusions - As marketing through SNS can bring about a huge reduction effect in terms of marking cost, it can be utilized as an effective promotion by not only large restaurant corporations, but also small restaurants.

• 한국항공운항학회지
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• 제16권3호
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• pp.38-49
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• 2008

Recently industries have started to recognize the importance of word-of-mouth marketing and human resource management especially for airline industries who suffer from pilot shortage. Pilots are very important component of airline company and require a lot of money and time to assession, training and maintaining certified license validity. This study is to test the effect of airline pilot's organizational identification, emotional exhaustion and perceived justice on turnover intention and negative word-of-mouth on airline union pilots returned from the strike. This study used both literary method and empirical method. The researcher did literary study based on the previous study, designed the research model and hypothesis, did questionnaire survey to the Union member pilot from year 2005 strike for the subject of study to verify hypothesis and analysed empirically the finding using SPSS12.0 program. The major findings of this study may be summarized as follows, (1) organizational identification has a negative effect on turnover intention and negative word-of-mouth, (2) emotional exhaustion has a positive effect on turnover intention and negative word-of-mouth, (3) perceived justice has a negative effect on turnover intention and negative word-of-mouth.

• 유통과학연구
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• 제11권11호
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• pp.57-61
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• 2013

Purpose - This study aimed to understand the influence of visible factors directly shown to and experienced by consumers such as physical evidence, and invisible factors obtained through acquaintances or other experienced consumers such as word-of-mouth, in the discount stores' marketing communication on impulse buying intention and store loyalty. Research Design, Data, and Methodology - This study examined the effect of factors in discount stores' marketing communication, for instance, physical evidence, word-of-mouth, and buying impulse intention. The questionnaire survey resulted in 68 completed questionnaires. Results - Physical evidence and word-of-mouth have a statistically significant positive effect on store loyalty. The results of regression analysis regarding whether visible or invisible factors have more impact showed that word-of-mouth has a statistically significant positive effect on store loyalty. With regard to impulse buying intention, only word-of-mouth was statistically significant. Conclusion These results suggested that visible and invisible factors that appeal to customers are very important. In particular, the results suggested that stores should create invisible factors (e.g., positive word-of-mouth) for their customers.

• 산업진흥연구
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• 제7권3호
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• pp.9-16
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• 2022

본 연구는 기업의 친환경 활동에 책임이 강화되고 있는 현재 기업의 그린마케팅이 경영성과 창출에 어떤 영향을 주는지 확인해 보고자 하였다. 이를 위해 기업의 그린마케팅이 소비자 구전의도에 미치는 영향, 브랜드 신뢰도의 매개효과와 소비자의 환경친화적 행동의 조절효과를 검증하였다. 분석결과는 다음과 같다. 첫째, 기업의 그린마케팅은 소비자들의 구전의도에 정(+)의 영향을 미쳤다. 둘째, 브랜드신뢰도는 기업의 그린마케팅과 소비자의 구전의도 관계에서 정(+)의 매개역할을 하는 것으로 나타났다. 셋째, 소비자의 환경친화적 행동은 브랜드신뢰도와 그들의 구전의도 사이에 조절효과가 있는 것으로 나타났다. 따라서 기업의 친환경 전략과 실천은 브랜드신뢰를 강화하고, 소비자들의 구전의도를 높이는 데 도움이 될 것이다. 본 연구를 통해 기업의 친환경 전략과 이의 실천이 실제 브랜드신뢰 구축과 소비자 구전의도에 미치는 영향을 밝힘으로써 그린마케팅과 소비자의 자발적 구전 가능성 간의 인과관계를 분석했으며 기업의 지속성장을 위해 친환경 마케팅 전략을 구축하는 것이 필요함을 시사하고 있다.

• 디지털융복합연구
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• 제6권4호
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• pp.91-104
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• 2008

This study notes the growing importance of online community as a means of building customer relationships. The author aims to identify how to communicate in an online community on preannounced new products, and test social influence that influence word-of-mouth of consumers, and confirm moderate effect of market maven between social influence and word-of-mouth activity in on-line community. The main findings are that social influence such as internalization and conformity positively influence word-of-mouth communication on online community. And moderate effect of market maven confirm between social influence(internalization and confirmity) and word-of-mouth activity.