• 한국식생활문화학회지
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• 제22권5호
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• pp.575-581
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• 2007

The purpose of this study was to investigate the influence of additional marketing mix on overall satisfaction of customers at family restaurants in Seoul and Kyongki-province. In this research frequency analysis, reliability analysis, factor analysis, multiple-regression analysis were employed to analyze the data. Additional marketing mix were divided into 3 factors. Employee(${\beta}=0.352$, t(p)=7.221(0.000) had the most positive impact on overall satisfaction. And physical evidence(0.160, t(p)=3.271(0.001) and process(${\beta}=0.114$, t(p)=2.338(0.020) influenced positively(+) in order. As a result, all factors of additional marketing mix influenced significantly overall satisfaction of customers. These additional marketing mix are regarded as effective marketing tactic to reduce intangibility of food-service business. Therefore restaurant company needs to manage additional marketing mix sufficiently to maintain of customers' satisfaction at family restaurants.

• 한국식생활문화학회지
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• 제30권5호
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• pp.587-595
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• 2015

The purpose of this article was to research the difference in additional marketing satisfaction by lifestyle of Korean restaurant customers (focus on foreign students at university in Gangwon province). In this research, factor analysis, cluster analysis, and ANOVA were carried out. Lifestyle was divided into seven factors and six clusters. Additional marketing satisfaction was divided into three factors. Additional marketing satisfaction showed a significant difference by lifestyle of foreign students. First, 'employee' had a highest point at C3 'convenience internet searching pursuit' but lowest point at C4 'brand preference pursuit' (p<0.001). 'Service process' had a highest point at C1 'safety health pursuit' but lowest point at C5 'effort pursuit' (p<0.001). 'Tangible clue' had a highest point at C3 'convenience internet searching pursuit' but lowest point at C5 'effort pursuit' (p<0.001). Additional marketing can reduce customer uncertainty, ambiguities, and wavering about eating at restaurants by intangibility of service. As a result, food-service corporations need to manage additional marketing as well as increase satisfaction and loyalty of customers.

• 한국조리학회지
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• 제14권4호
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• pp.456-468
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• 2008

This paper analyzes how the service quality affects customer satisfaction and loyalty, focusing on a franchise restaurant company 'Wonhalmoney Bossam'. The result shows that store locations and food cost of the menu, as an additional quality formation factor, influence customer satisfaction and loyalty rather than the main quality formation factors. This study strongly suggests the marketing preparation of menu price and the choice of locations are most significant as an additional factor. Therefore, Korean food restaurants should develop their marketing strategies from the customer's point of view, and reasonable price setting and menu selection with appropriate location will create customer satisfaction and revisit.

• 경영과정보연구
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• 제31권1호
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• pp.65-88
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• 2012

지난 선행연구에서 고객만족이 중요하게 다루어졌던 이유는 고객만족을 통한 재구매 및 충성도 확보가 가능하기 때문이다. 다른 소매점포 유형과 차별화를 시도하는 백화점의 경우에도 고객만족은 고객충성도를 제고하기 위한 필수적인 요소이다. 지난 선행연구들이 백화점의 고객만족을 설명하기 위해 단순히 마케팅믹스 요인에 대해서만 접근했다면, 본 연구는 백화점의 차별적인 서비스 요인이 마케팅 믹스와 더불어 고객만족에 어떤 영향을 미치는지를 살펴보는 것이다. 연구의 결과, 입지(유통)요인과 촉진요인은 고객만족에 통계적으로 유의하게 긍정적인 영향을 미치는 것으로 나타났다. 마케팅 믹스의 나머지 제품과 가격의 경우에는 통계적으로 그 영향의 정도를 확인할 수 없었다. 무엇보다도 본 연구에서 추가적으로 고려했던 서비스 요인은 강력하게 고객만족에 긍정적인 영향을 미치는 것으로 나타났다. 그러므로, 백화점의 경우에는 마케팅 전략을 수립함에 있어 마케팅 믹스뿐만 아니라 다양한 서비스 요인에 대해 고려할 필요가 있다고 말할 수 있다.

• 경영과정보연구
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• 제34권5호
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• pp.149-169
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• 2015

베이비부머 세대의 은퇴시기가 도래함으로써 퇴직(예비) 종업원들에 대한 기업의 관심이 높아지고 있고 실제 많은 기업들이 다양한 교육지원을 제공하고 있다. 퇴직관련 교육프로그램 지원은 은퇴하는 개인적 차원에서도 중요할 뿐 아니라 현직 종업원 관리차원에서도 중요하다고 할 수 있다. 이에 본 연구는 내부마케팅 관점에서 퇴직예비교육이 현직 종업원들의 직장만족, 퇴직불안, 직무동기부여, 고객지향성에 미치는 구조적 영향관계를 밝혀보고자 하였다. 이러한 연구목적을 달성하기 위해 실제 퇴직예비교육을 제공하고 있는 기업을 대상으로 자료를 수집하여 가설을 검증하였다. 분석결과, 창업교육, 재취업교육, 재테크교육은 종업원의 직장만족에 긍정적인 영향을 미치고, 퇴직불안을 감소시키는 것으로 나타났다. 그러나 여가생활교육은 직장만족과 퇴직불안에 유의한 영향을 미치지 않는 것으로 나타났다. 그리고 직장만족은 직무동기부여에 긍정적인 영향을 퇴직불안은 부정적인 영향을 미치는 것으로 나타났으며 직무동기부여는 고객지향성에 긍정적인 영향을 미치는 것으로 나타났다. 끝으로 이러한 결과에 기반하여 실무적, 이론적 시사점이 제시되었다.

• 한국의류산업학회지
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• 제18권6호
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• pp.825-832
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• 2016

The purposes of this study was to investigate effects of fashion brand apps on smartphones flow and consumer satisfaction in mobile shopping. These findings provide new information to marketers for the marketing strategy for dealing with mobile shopping mall. A total of 233 usable questionnaires were obtained from men and women ages 20-30 who have mobile shopping purchasing experience. Data were analyzed by frequency analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results were as follows. First, the analysis of fashion brand apps factors showed that it consist of 2 kinds of dimensions of basic information type and additional information type. Second, basic information type of fashion brand apps have had a direct impact on consumer satisfaction and did not affect the smartphones flow. Additional information type influence consumer satisfaction through a smartphones flow. Basic information type of fashion brand apps showed a greater impact on consumer satisfaction than a smartphone flow. A managerial implication was discussed for fashion brand marketers to develop strategies on fashion brand apps that could stimulate and increase the consumer flow and satisfaction.

• 대한안전경영과학회:학술대회논문집
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• 대한안전경영과학회 2011년도 추계학술대회
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• pp.683-694
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• 2011

This study analysed impact of service quality on customer satisfaction and loyalty in the take-out coffee shop. The switching barrier was also studied as a moderating effect. Particularly, this study focused on relationships between customer loyalty and switching barriers. A lot of previous studies interest only in customers satisfaction. This study also analysed relationships among service quality, customer satisfaction, switching barriers and brand loyalty. Eventually, service quality significantly affects customer satisfaction, moderating effects, brand loyalty and marketing performance. SERVQUAL model which was established by PZB (1988) was used as a service quality factors. The impact on customer satisfaction was analysed using multiple regression analysis. Simple regression analysis was used to find effects of customer satisfaction and customer loyalty. Additional factors of switching barriers was classified based on previous studies. Hierarchical multiple regression analysis was used to find factors of customer loyalty among switching barriers. In the result, we can find that the importance of tangibles, responsiveness in service quality factors and contract cost, search cost and continuous cost in moderating effects.

• 복식문화연구
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• 제23권6호
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• pp.1061-1081
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• 2015

Recently, there has been an increase in wellbeing marketing, which focuses on increasing consumer life satisfaction or consumers' sense of subjective wellbeing. Numerous studies have been conducted to identify which aspects contribute to consumer life satisfaction. In order to provide additional insights into consumer life satisfaction, this study aimed to identify the relationships among social psychological variables (consciousness of social face, social interaction anxiety, and career anxiety), shopping confidence, and life satisfaction. Shopping confidence in this study relates to confidence for clothing/accessories. It was hypothesized that social psychological variables influence life satisfaction not only directly but also indirectly through shopping confidence. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred eighty six questionnaires were used in the statistical analysis. Factor analysis of consciousness of social face revealed two factors, 'desire to gain face' and 'fear of losing face'. Factor analysis of social interaction anxiety, shopping confidence, and life satisfaction revealed that these variables were uni-dimensional. Test of the hypothesized path showed that all social psychological variables influenced life satisfaction indirectly through shopping confidence, whereas 'fear of losing face' of consciousness of social face and career anxiety influenced life satisfaction directly. The results give marketers some understanding of their consumers' life satisfaction in relation to consciousness of social face, social interaction anxiety, career anxiety, and shopping confidence.

• 마케팅과학연구
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• 제13권
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• pp.29-47
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• 2004

본 연구는 최근 급속한 성장세를 보였던 신용카드서비스에서의 무분별한 신규고객유치 경쟁으로 인해 소홀히 취급해왔던 고객서비스에 대한 만족요인들을 분석하였다. 기존의 소매금융서비스 연구에서 사용한 요인들 중 신용카드서비스 연구에 적절하다고 판단되는 요인에 새롭게 추가된 요인을 바탕으로 카드서비스에 대한 고객만족차원을 분석하였다. 분석결과 재이용의도에 영향을 미치는 고객 만족요인으로는 회사, 혁신성, 물리적/직원서비스 그리고 수수료 등으로 나타났으며, 타인추천의도에 영향을 주는 고객만족요인으로는 부가서비스, 혁신성 그리고 물리적/직원서비스로 나타났다. 따라서 기존회원들에게 계속적으로 자사의 카드서비스를 이용하고 타인에게 구전을 확 수 있도록 고객만족을 통한 전략적 접근이 필요하다고 하겠다.

• 한국중재학회지:중재연구
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• 제30권2호
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• pp.165-184
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• 2020

In this study, the factors affecting opportunism in the relationship between suppliers and key accounts were analyzed from the viewpoint of transaction cost theory, market power theory, and relationship marketing theory. As a result of the hypothesis test, Hypothesis 1 stating that demand volatility will have a positive effect on opportunism and Hypothesis 2 that transaction-specific investment will have a positive effect on opportunism were also supported. In addition, Hypothesis 3 stating that channel power will have a positive effect on opportunism was also supported. Lastly, Hypothesis 4 stating that relational commitment will have a negative effect on opportunism was not supported, along with Hypothesis 5 stating that transaction satisfaction will have a negative effect on opportunism. The theoretical and practical implications of this study are as follows. This study has identified the antecedents of opportunism by comprehensively applying the transaction cost theory, market power theory, and relationship marketing theory. In addition, this study can identify what a company should manage specifically to lower opportunism by identifying the antecedents of opportunism. The limitations of this study and the directions for future studies are as follows. First, not all of the antecedents of opportunism of key accounts have been extensively investigated from the viewpoint of the transaction cost theory, market power theory, and relationship marketing theory. In the future, it is necessary to identify additional factors. Second, the study was conducted only in the supplier's viewpoint. In future studies, it is expected that more accurate research results can be obtained by simultaneously examining not only the supplier's point of view but also the buyer's point of view.