• 마케팅과학연구
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• 제19권1호
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• pp.23-35
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• 2009

A hypermarket as the one of the most globally standardized retailing format is also the type of store among various types of stores that the most active in expanding into other foreign markets. Recently, as several Korean retailing companies start to penetrate into Chinese market they differentiate themselves with modern facilities and customers service oriented high-end concept. China and Korea as Far East Asian countries share many common values, however precise and careful analysis should be carried out since there may also be critical differences in socio-economic aspects as well as in consumption patterns due to the level of development stages of retail industry among two countries. Even though precise and careful study is crucial on Chinese retailing market and consumers, none of researches and studies on 'how the quality of service dimensional structure is different between Korea and China', and 'what will be the most important and influential service dimensional factors for Chinese consuers compared to the hypermarkets customers in Korea' in order to improve the level of Chinese consumers satisfaction' have been fulfilled At this point of view, this study uses KD-SQS (Rho Eun Jung & Sir Yong Gu, 2008) which is a measure of Korean hypermarkets service quality to set up a hypothesis on Korean and Chinese consumers, and an empirical analysis is conducted. We try to get the answers about how the comparative importance of Service quality dimensions which decides the level of customer satisfaction is different depending on the cultural dimensions and socio-economic factors among two countries, Korea and China. Based upon the results, we try to give a valuable suggestion of what service dimensional factors should be reinforced to improve the level of CS in Chinese retailing market. Hypotheses for this study are as follows : H1. Each dimension of Service Quality significantly affects the level of CS H2. The effect of 'Basic Benefit' in service quality dimensions on the level of CS is greater in China than in Korea H3. The effect of 'Promotion' in service quality dimensions on the level of CS is greater in China than in Korea H4. The effect of 'Physical Aspects'in service quality dimensions on the level of CS is greater in Korea than in China. H5. The effect of 'Personal Interaction' in service quality dimensions on the level of CS is greater in China than in Korea H6. The effect of 'Policy' in service quality dimensions on the level of CS will be greater in Korean than in China H7. The effect of additional convenience in service quality dimensions on the level of CS will be greater in Korean than in China. More than 1,100 data were collected directly from the surveys of Chinese and Korean consumers in order to verify the hypotheses above. In Korea, stores which have floor space of over $9,000m^2$and opened later than year 2000 were selected for the samples, and thus Gayang, Wolgye, Sangbong, Eunpyeong, Suh-Suwon, Gojan stores and their customers were surveyed. In China, notable differences in the income levels and consumer behaviors between cities and regions were considered, and thus the research area was limited to the stores only in Shanghai. 6 stores which have the size of over $6,000m^2$ and opened later than 2000, such as Ruihong, Intu, Mudanjang, Sanrin, Raosimon, and Ranchao stores were selected for the survey. SPSS 12.0 and AMOS 7.0 were used as statistical tools, and exploratory factor analysis, confirmatory factor analysis, and multi-group analysis were conducted. In order to carry out a multi group analysis that decides whether the structure variables which shows the different effects of 6 service dimensions in Korean and Chinese groups is statistically valid, configural invariance, metric invariance, and structural invariance are tested in order. At the results of the tests, 3 out of 7 hypotheses were supported and other 4 hypotheses were denied. According to the study, 4 dimensions (Basic Benefit, Physical Environment, Policy, and additional convenience) were positively correlated with CS in Korea, and 3 dimensions (i.e. basic benefit, policy, additional convenience) were significant in China. However, the significance of the service-dimensions was turned out to be partially different in Korea and China. The Basic Benefit is more influential in deciding the level of CS in china than Korea, however Physical Aspect is more important factor in Korea. 'Policy dimension' did not make significant difference between two countries. In the 'additional convenience dimension', the differences in 'socio-economic factors' than in'cultural background' were considered as more important in Chinese consumers than Korean. Overall, the improvement of Service quality will be crucial factors to increase the level of CS in Chinese market same as Korean market. In addition, more emphases need to be placed on the service qualities of 'Basic Benefit' and 'additional convenience' dimensions in China. In particular, 'low price' and 'product diversity' that constitute 'Basic Benefit' are proved to be comparatively disadvantageous and weak points of Korean companies compared to global players, and thus the prompt strengthening those dimensions would be urgent for Korean retailers. Moreover, additional conveniences such as various tenants and complex service and entertaining area will be more important in China than in Korea. Besides, Applying advanced Korean Hypermaret`s customer policy to Chinese consumers will help to get higher reliability and to differentiate themselves to other competitors. However, as personal interaction, physical aspect, promotions were proved as not significant for the level of CS in China, Korean companies need to reconsider the priority order of resource allocations when they tap into Chinese market.

• 대한영양사협회학술지
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• 제12권4호
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• pp.390-403
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• 2006

The purposes of this study were to : (a) examine the using pattern of college foodservice and off-campus restaurant and identify the important service quality attributes and levels for conjoint analysis, (b) investigate the demographic factor and the lunch behavior of "S" college's foodservice customer (c) search the optimum moving time to the college foodservice by cumulative graph, (d) identify the relative importance of the service quality attributes and level at college foodservice by conjoint analysis, and (e) provide the basic data for establishing new college foodservice. Questionnaire developed were conducted with 305 daytime students. A total of 284 were usable and the data was analyzed by the SPSS(ver. 11.0) for the descriptive analysis and conjoint analysis. ‘Low price’ was the reason for using college union foodservice, and the advantages of college union the foodservice were reported to be 'speediness', 'low price', 'near distance', 'wide space' and etc in a college. For off-campus restaurant, the using reasons were mentioned 'near distance', 'menu variety', 'kindness', and 'better taste and quality' and the using advantage found out 'inexpensive and enjoyable food with friends', and 'good taste'. An optimum time required for moving to the college foodservice was calculated 9 min by cumulative graph. As the relative important attributes on college foodservice were identified in the order of the ‘price range', the 'time required for the movement' and the 'food taste', and the level were analyzed the location requiring 6~10 minutes for the movement, the price range of 2,100~2,500 won, and the providing tasty foods by conjoint analysis. As "S" college will be established a new college foodsrevice suggested by the this study result, there should be expected the increasing salse and the college student's satisfaction on campus foodservice.

• 한국콘텐츠학회논문지
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• 제13권3호
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• pp.392-401
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• 2013

본 연구는 경기 남부지역의 펜션이용자들의 선택속성에 관한 연구이다. 펜션의 선택시에 중요하게 생각하는 중요도와 만족도를 IPA분석을 활용하여 이에 따른 결과와 마케팅적 시사점을 제공하고자 하였다. 설문조사는 2012년 1월 초부터 3월 말까지 일대일 방식으로 진행하였고, 총 300부를 배포하였으며, 불성실하게 응답한 설문지 71부를 제외한 총 229부를 유효표본으로 활용하였다. 본 연구의 유효 표본에 대한 분석은 SPSS for Window Version 15.0 프로그램을 이용하여 분석하였다. 표본의 일반적인 사항은 빈도분석(Frequency Analysis)을 실시하여 표본의 특성을 파악하였고 대응표본 T 검정(Paired Sample T-test)과 IPA분석을 활용하여 연구하였다. 연구의 결과는 첫째, 선택속성 중에 객실 관리 상태 및 청결, 친절한 서비스, 냉 난방 시설 등이 선택속성시 중요한 항목으로 선정되었다. 둘째, 펜션 선택속성의 중요도-만족도의 분석을 시행한 결과 모든 항목에 서 유의수준(p<0.01, p<0.001)내에서 통계적으로 유의한 차이를 나타냈다. 셋째, IPA분석을 통해 나타난 분석결과를 토대로 하여 펜션에서는 다양한 프로그램과 고객 만족경영이 필요한 것으로 사료된다.

• Journal of Nutrition and Health
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• 제45권6호
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• pp.577-587
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• 2012

This study was conducted to investigate the consumption pattern and perception of traditional soy sauce and soybean paste products in male and female adults aged 19 and over in Seoul and Gyeonggi-do areas in order to promote the development of the products' industry. The survey was conducted between October 1 to October 15, 2011 among 294 male and female adults aged 19 years and over in Seoul and Gyeonggi-do areas. The gender distribution of the subjects was 33.3% males and 66.7% females. For a perception on traditional dietary life, the degree for enjoying meals with cooked rice as the staple food revealed that 32.3% of the subjects responded 'strongly agree'. The intake frequency of traditional soy sauce and soybean paste products in the subjects of the study showed that in the case of doenjang, 49.7% of the participants consumed it twice a week and 21.4% consumed it once a week. For gochujang, 59.9% consumed it twice a week and 19.0% consumed it once a week. The perception on the preparation method for traditional soy sauce and soybean paste products showed a low level for traditional soy sauce and soybean paste products. The reason for purchasing traditional foods showed that 77.6% of the subjects made purchases for convenience and 8.2% purchased it for its small package. For the subjects, the priority for purchasing traditional soy sauce and soybean paste products was as follows: in the first rank, ingredients & origin made up 33.7% and price comprised of 26.2% of the priority. Regarding satisfaction for soy sauce and soybean paste products in the market, the degree of satisfaction was high for gochujang. With regard to gender difference, female subjects showed a significantly lower satisfaction for cheonggukjang and kuk-ganjang, and a significantly higher satisfaction for chin-ganjang, compared to the male subjects. The results of the study depicted that consumer's requirement was high for traditional soy sauce and soybean paste products in the market, particularly for the safety of the products in the market. Consumer satisfaction was relatively positive yet, some efforts are needed in order to improve the quality of cheonggukjang and kuk-ganjang.

• 한국식생활문화학회지
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• 제17권5호
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• pp.629-637
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• 2002

This study sought to determine family restaurant patrons' attitudes toward nutrition and healthy menus. A written questionnaire was handed out to 300 dine-in customers at the three different sites of T brand family restaurant. A total of 265 questionnaires were usable for data analysis, resulting in 88% response rate. Two attitude statements eliciting the strongest agreement were that 'Diet and chronic diseases risk are closely connected each other(4.44)' and 'Koreans are more nutrition & health conscious than they were in the past(4.41)'. The attitude statement-that nutrition is important when I eat out- received the lowest scores(2.92), which indicated that nutrition was not yet considered the most important factor when dining out. 23% of the respondents were interested in healthful foods, while 30% said they were unconcerned. Nutrition conscious group showed significantly (p<.000) higher attitude scores for most of statements than unconcerned group. Significant differences were found in age groups(p<.05, p<.01, p<.001), income levels(p<.05), educational levels(p<.05), health status groups(p<.05), and weight control interest groups(p<.05). Older respondents, respondents with higher income and educational levels were more interested in nutrition and healthy menus. Respondents who reported good health status and showed higher interest in weight control were more interested in nutrition and healthy menus. These findings indicate that restaurant firms should respond to consumers' increased interest in nutrition and healthy menus by offering healthful menus and increasing nutrition marketing activities. This may positively result in increasing customer counts and revenue as well as customer satisfaction level and brand image of restaurant firms. Moreover, restaurant firms are strongly encouraged to play an active role in promoting public's nutritional and health status because increasing consumption of meals away from home will seriously affect good health of our consumers.

• 한국콘텐츠학회논문지
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• 제12권4호
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• pp.390-400
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• 2012

서비스 환경 내에 있는 고객들은 서비스 경험에 대한 만족에 잠재적으로 영향을 미치는 수많은 자극들에 노출되어 있다. 특히, 점포 내의 서비스 환경은 이용자 본인의 특성과 더불어 해당 서비스에 대한 이용자의 정서적 몰입에 영향을 미칠 수 있는 중요한 요인이다. 본 연구는 고객들이 서비스 접점에서 평가하게 되는 서비스 환경을 물리적 환경과 사회적 환경으로 나누어 보고, 이들 요인이 지각된 서비스 품질과 사회적 상호작용성을 통해서 정서적 몰입에 어떻게 영향을 미치는지를 살펴보고자 하였다. 또한, 서비스 환경 지각에 있어서 최적 자극수준이나 사회적 적합성향 같은 개인 특성이 어떠한 조절효과를 미치는 가를 실증적으로 확인하고자 하였다. 연구 결과, 서비스 환경 내에서 물리적 환경은 서비스 품질의 지각에 영향을 미치고, 이는 다시 정서적 몰입에 영향을 미치는 것으로 확인되었다. 또한, 다른 고객과의 동반 여부 같은 사회적 환경이 사회적 상호 작용성에 영향을 미치고, 이는 다시 정서적 몰입에 영향을 미치는 것으로 확인되었다. 한편, 최적 자극수준과 사회적 적합성향의 조절효과를 확인한 결과, 서비스 이용자 개인의 사회적 적합성향이 높을수록 사회적 환경의 영향을 더 많이 받게 된다는 사실이 확인되었다. 이러한 연구 결과는 소비자의 정서적 몰입을 제고하기 위해 고객들이 머물고 싶은 느낌이 들 수 있도록 물리적 환경뿐만 아니라 적절한 사회적 환경이 조성될 수 있도록 하는 것이 필요하다는 점을 시사한다.

• 한국정보시스템학회지:정보시스템연구
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• 제27권2호
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• pp.157-173
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• 2018

Purpose Product characteristics and price value in website have strongly effects on customer satisfaction. Especially, in the online shopping site, the scarcity limits the customer's opportunity to purchase the product. Thus scarcity has been proposed as a important factor that makes the customer highly aware of the merchantability of the product. The scarcity in the web store is used as an important variable to make purchasing decisions of users easier by psychological pressure. In the case of scarce products with price discounts in online commerce, advertising formats that highlight scarcity value in the web commerce market are very effective in enhancing purchase intentions of consumers. Unlike offline stores, the importance of scarcity becomes more important when reflecting the characteristics of online commerce. Therefore, this study intends to confirm the influence of the degree of price discounts and scarcity information presented by Web sites on consumer purchase behavior in Web purchase behavior. Design/methodology/approach This study conducted a web-based experimental study on price sensitivity and price discount. Therefore, we created experimental web-sites that offer two stimuli according to the discount rate. The 200 respondents were randomly assigned. The stimuli were fictitious based on tourism products. The first stimulus presented the price discount(15% discount) with basic explanation about the package of the tourist package. The stimuli assigned to the second group were used for groups with high price discount intensity(65% discount). In this way, the two stimuli clearly distinguished the level of price discount intensity. This paper conducted t-test analysis and structural equation to analyze the experiemental results after confirming the reliability and validity. Findings The results of this study are as follows. The difference in price discount intensity (15% vs 65%) with scarcity showed the mean difference among all the variables. Therefore, this study concluded that there is a significant difference between the price discount of 15% and 65% for the acquisition value and transaction value of users. In particular, consumers' purchase intention is greater and product recommendation intensity is stronger when the price discount is 65%. As a result, the high degree of the price discount intensity with scarcity exerts a greater influence on consumers' purchase intentions. Product scarcity also have a significant impact on perceived value of users. Therefore, purchase intention of customers increases when perceived value increases their profit and pleasure feeling.

• 광고학연구
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• 제27권4호
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• pp.71-90
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• 2016

기업 경영자는 매년 지출하는 광고비가 고객만족을 높이고, 개선된 고객만족이 장기적으로기업에 이득을 가져올 수 있는 투자인지 알고 싶어한다. 경영자가 광고 지출수준을 결정할 때 소비자의 고객만족과 관련된 측면을 중요하게 고려하면서도, 궁극적으로 투자자가 중시하는 수익성과 기업가치에 역점을 두고 평가할 것이다. 본 논문은 1998년 외환위기 이후 17년간한국 대표기업의 범산업적 종단 데이터를 사용하여, 광고비 지출이 브랜드 애호도에, 그리고 재무성과에 미치는 장기적인 효과를 다각도로 검토한다. 구체적으로 국내기업의 광고비 지출비율이 고객만족 결과요인인 브랜드 애호도에 미치는 효과를 살펴보고, 브랜드 애호도가 재무성과(수익성, 기업가치)에 미치는 효과를 산업별로 실증적으로 분석하였다. 국내기업 184개사의 1998년부터 2014년까지(17년간) 패널데이터를 분석한 결과, 제조업에서는 유의한 결과를 발견하지 못했으나, 서비스 기업의 광고 활동(광고 수준)은 마케팅 지표에 긍정적 영향을 미치고, 브랜드 애호도는 수익성지표(ROA, ROE)와 기업가치 지표(Tobin's q)에 긍정적인 효과를 주는 것으로 분석되었다. 따라서 본 연구결과를 요약하면, 서비스 기업 경영자는 기업의 현재와 미래성과를 고려하여 소비자에게 긍정적인 영향을 주는 광고수준을 결정하고, 이를 통해 개선된 애호도는 기업수익성을 높이고, 또한 투자자에게 긍정적인 영향을 주어 기업가치를 높이고 있음을 보여준다.

• 융합보안논문지
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• 제15권2호
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• pp.57-62
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• 2015

IP QoS는 인터넷 트래픽의 폭증을 수익으로 연결시키기 위해 기존의 Best Effort Service의 한계를 극복하는 것이 필수이다. 차세대 통신망의 필수요건으로 IP QoS는 매우 중요하다. 그러나, IP망은 QoS 보다는 유연성과 확장성에 초점을 맞추어 발전해왔다. 따라서, IP망에 QoS를 적용하기 위해 기존 IP 기술에 여러가지 품질확보를 위한 조치가 필요하다. 접속품질과 전송품질을 기반으로 한 IP QoS(Quality of Service) 품질 메트릭스를 정립 한다면 통신품질 저해요인을 분석하여 객관적인 자료를 얻을 수 있다. 통신품질 수준을 파악하면 품질 취약지역 및 품질 저해요인을 분석할 수 있다. 효율적인 품질 메트릭스 정립은 문제점에 대한 품질개선으로 통화품질 향상을 통한 고객 만족도를 증진효과를 기대할 수 있다.

• 대한간호학회지
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• 제40권1호
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• pp.69-77
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• 2010

This methodological research was designed to develop performance evaluation key indicators (PEKIs) for management by objectives (MBO) and to estimate their weights for hospital nurses. Methods: The PEKIs were developed by selecting preliminary indicators from a literature review, examining content validity and identifying their level of importance. Data were collected from November 14, 2007 to February 18, 2008. Data set for importance of indicators was obtained from 464 nurses and weights of PEKIs domain was from 453 nurses, who worked for at least 2 yr in one of three hospitals. Data were analyzed using $X^2$-test, factor analysis, and the Analytical Hierarchy Process. Results: Based upon Content Validity Index of .8 or above, 61 indicators were selected from the 100 preliminary indicators. Finally, 40 PEKIs were developed from the 61 indicators, and categorized into 10 domains. The highest weight of the 10 domains was customer satisfaction, which was followed by patient education, direct nursing care, profit increase, safety management, improvement of nursing quality, completeness of nursing records, enhancing competence of nurses, indirect nursing care, and cost reduction, in that order. Conclusion: PEKIs and their weights can be utilized for impartial evaluation and MBO for hospital nurses. Further research to verify PEKIs would lead to successful implementation of MBO.