• 한국항만경제학회지
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• 제28권4호
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• pp.39-57
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• 2012

본 연구는 국내 크루즈 수요층을 대상으로 크루즈관광에 있어 고객 행동의도와 그것의 결정요인이라 할 수 있는 서비스품질, 고객만족과 같은 마케팅 변수들과의 관계를 파악하고자 하였다. 그를 통해서 잠재고객의 유치를 위해서는 어떤 서비스 요인을 더 강조해야 하고, 기존고객들의 행동의도를 높이기 위해서는 어떤 서비스 요인에 대해 더 집중해야 할 지 전략적 방안을 모색하였다. 연구결과 기존고객의 경우 서비스품질 세차원의 구성요인 중 물리적환경만이 행동의도에 유의하게 영향을 미치는 것으로 나타났다. 즉 전용부두건설 등 편의시설 구축에 우선적인 마케팅 노력이 필요할 것으로 보인다. 잠재고객의 경우 서비스전달이 행동의도에 가장 크게 영향을 미치는 것으로 나타났다. 따라서 크루즈 기항빈도, 쇼핑 및 먹거리 시설, 크루즈상품 등에 대한 이슈 발굴 및 개발 그리고 홍보 등의 촉진활동이 요구된다.

• 식품보건융합연구
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• 제10권4호
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• pp.9-19
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• 2024

This qualitative study explores the impact of online food delivery platform attributes on customer satisfaction and repurchase intentions. Employing a phenomenological approach, we conducted in-depth interviews and focus group discussions with 15 participants to gain rich insights into user experiences. Thematic analysis revealed key factors influencing satisfaction and loyalty: service quality dimensions (efficiency, reliability, fulfillment, privacy), expectation disconfirmation, perceived usefulness and ease of use, multi-level customer value, relationship quality, electronic word-of-mouth, value co-creation, and phased loyalty formation. Our findings extend customer behavior theory in digital platforms, offering a comprehensive framework for understanding the complex mechanisms underlying user satisfaction and repurchase decisions. The study provides valuable implications for platform operators, highlighting the importance of exceeding customer expectations, enhancing user experience, building trust, leveraging user-generated content, and fostering co-creation processes. Methodologically, we demonstrate the efficacy of qualitative approaches in uncovering nuanced insights in digital service contexts. While acknowledging limitations in generalizability, this research establishes a solid foundation for future investigations into the rapidly evolving domain of online food delivery services. The integrated theoretical approach offers a robust model for analyzing customer behavior in emerging digital service environments, contributing significantly to both academic understanding and practical application in the field of digital service provision and platform management.

• 한국프랜차이즈경영연구
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• 제11권3호
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• pp.7-18
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• 2020

Purpose: Recently, information on 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' can be obtained through various media such as TV, Internet search, and SNS, and the culture of finding and sharing them has become a trend. Since PZB's SERVQUAL, there have been many studies measuring service quality, leading to hotels, restaurants and coffee shops. These studies of service quality include product quality in the service quality dimension. Hotels, restaurants, and coffee shops are provided with intangible services while customers visit and stay, but 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' often stop by to buy products and return home. Therefore, the study on the effect of quality on customer behavior on 'Delicious Restaurants (Mat-zip)' should consider product quality separately. In this study, we want to study how each quality element affects the perceived value and response of customers by separating product quality and service quality. Research design, data, and methodology: This study tested the structural model of how the quality of products and services of famous bakeries affect customers' perceived value and response. As the quality factors, products, tangible services, and employee services were adopted, and perceived values adopted utilitarian and hedonic values, and customer responses adopted customer satisfaction and behavior intention. For this study, 203 survey data with experience using famous bakeries were analyzed using SPSS 22.0 and AMOS 22.0. Result: The research results are as follows. First, product quality positively influenced utilitarian value, hedonic value, and customer satisfaction, tangible service quality positively influenced utilitarian value, and employee service quality positively influenced hedonic value. Second, utilitarian value had a positive effect on behavioral intention, and hedonic value had a positive effect on customer satisfaction. Conclusions: In a famous bakery, it is basic that product quality should be given priority, and for customer satisfaction, employee service quality is half as important. In addition, for Behavior Intension (revisit by the customer), in addition to product quality, the quality of tangible services and employee services should be maintained at a quarter level.

• 유통과학연구
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• 제18권6호
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• pp.93-101
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• 2020

Purpose: While crowdfunding functions as a purchasing behavior, it is different from other purchasing behavior. It derives from non-existed idea and leads to production and purchase through continuous idea development with participants and participants' support is a proxy for future sales. This study researches on consumption value, customer's trust and consumer's innovativeness to reveal which constructs of consumption value and customer's trust should be considered. Research design, data, and methodology: Crowdfunding participation intentions were examined using consumer's consumption value and trust of platforms as independent variables, and consumer innovation as a control variable. A total of 175 surveys were used for analysis. The hypothesis was tested using hierarchical regression analysis. Results: The results showed economic, epistemic value and ability, benevolence consumer trust to have a significant effect in crowdfunding participation intentions. The moderating effect of innovation was shown to be significant in only economic value and benevolence. Conclusions: The economic and hedonic value of consumers should be emphasized, as well as the evaluation level of the project itself. Moreover, technology or system safety, competency, and product specific information, as well as user benefits for their ideas are core elements in attracting new participants.

• International Journal of Contents
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• 제9권1호
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• pp.71-80
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• 2013

The golf industry has become the center of attention for recreational activities in the participant sport market; however, there has been little effort made to understand golf consumer and their consumption behavior using the concept of 'recreational specialization' which segments the golfers based on level of specialization in golf. The purpose of this study was to explore the differences in the relationships among perceived service quality, price of playing golf, overall customer satisfaction with the course, and a player's intention to revisit the same golf course based on the magnitude of recreation specialization in golf. Four public and two private golf courses from the southeastern state of the United States were randomly chosen from a list in a golf magazine. The 365 surveys among 417 participants were ultimately analyzed. Multiple group analysis was conducted in order to investigate differences in relationships among service quality, price, customer satisfaction, and revisit intentions between groups based on the level of recreation specialization. The key findings were 1) for more specialized golfers, satisfaction with price did not affect overall customer satisfaction or revisit intention, however, service quality significantly influenced both overall customer satisfaction and revisit intention, 2) for less specialized golfers, satisfaction with price significantly influenced overall customer satisfaction but did not affect revisit intention. Knowledge about which the determinants of satisfaction are different between more and less specialized golfers could provide a better understanding of how different marketing strategies should be implemented for different specialized levels of golfers.

• 복식문화연구
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• 제32권2호
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• pp.148-163
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• 2024

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers' active engagement and interaction. Thus, this study considers consumers' participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms' intangible assets and consumers' competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

• International Journal of Computer Science & Network Security
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• 제24권7호
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• pp.45-54
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• 2024

Ingrained in multiple consumption theories, this research covers the seven determinants (Hedonic Consumption, Consumers' mood, Store layout, product promotion, Persons' situation, Materialism, and Product Attributes) of purchase intentions of a consumer. For this study, 384 offline shoppers were surveyed and found that out of seven, six determinants significantly trigger impulse buying behavior of customers of beauty products in a modern market setting while one determinant 'Materialism' did not have any influence on the impulse buying behavior. The relationships of the variables were statistically checked by multiple linear regression. Results of this study show that a consumer's mood has a significant impact on impulse buying as it can trigger the impulse behavior of consumers. Person situations also have a positive impact on impulse buying it means time, money, fear of missing out can active impulse buying. Store layout can also trigger that unplanned purchase which means store lighting, the music of the store, ambiance may affect the purchasing. Product promotion has an impact on spontaneous purchase which indicates that free coupons, discounts, free delivery, offers to attract the customer to sudden purchase. Product design, packaging, color, labeling indicate a positive and significant impact on impulse buying. However, materialism indicates an insignificant impact on impulse buying.

• 한국정보시스템학회지:정보시스템연구
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• 제31권1호
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• pp.91-113
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• 2022

Purpose In the era of the 4th industrial revolution, the introduction of unmanned stores is rapidly spreading throughout the entire distribution market. Unmanned stores are stores where consumers purchase products on their own through machines and not through contact with people. As there are no managers in unmanned stores, Servicescape is expected to have many effects on the purchasing behavior of consumers. Therefore, this study aims to observe the effect of Servicescape on consumer behavioral intentions. Design/methodology/approach This study wanted to look at the relationships among Servicescape in unmanned stores, utilitarian values, hedonic values, satisfaction, and continuous use intentions. The collected(n=211) from individuals who have experienced in using unmanned stores was analyzed with SmartPLS2.0 to test proposed hypotheses. Findings The research results are as follows. First, it was shown that the space, convenience, and comfortableness of Servicescape have positive effects on utilitarian value, and cleanliness did not have significant effects on utilitarian value. Second, it was shown that space and comfortableness had positive effects on hedonic value, and convenience and cleanliness did not have significant effects on hedonic value. Lastly, it was shown that utilitarian values and hedonic values have positive effects on satisfaction, and satisfaction was found to have positive effects on continuous use intentions.

• 융합정보논문지
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• 제10권8호
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• pp.250-258
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• 2020

본 연구를 통해 에스테틱 샵을 이용하는 고객들의 행동 의도에 긍정적인 영향을 미칠 수 있는 서비스 스케이프와 미적 노동, 감정반응, 고객 행동 의도 간 요소를 분석하고 그에 대한 인과관계를 도출하고자 한다. 최근 3개월 이내 울산 및 경남지역 에스테틱 샵 이용자 약 280명을 대상으로 설문 조사한 설문지 257부를 실증분석하였다. 표본 자료는 Statistical power analysis using 3.1 analysis를 이용하여 다중회귀 분석하였고 SPSS 21.0 및 AMOS 21.0으로 통계처리 하였다. 에스테틱 서비스의 서비스 스케이프, 미적 노동이 고객의 긍정적인 반응에 영향을 미치고, 긍정적 반응에 의한 고객만족도는 재방문에 긍정적인 영향 관계를 형성하여 매개 효과가 있다는 것을 확인하였다. 또한 에스테틱 서비스에 대한 만족과 지속적 이용 의도 선행요인들의 구조 관계를 밝힘으로써 실무적 시사점 도출에 긍정적 기여를 하였다. 향후 연구에서는 에스테틱 서비스 이용자의 특성을 고려한 대상자의 다양한 연령층과 지역 확대 연구가 요구되어진다.

• 한국패션뷰티학회지
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• 제2권2호
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• pp.23-33
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• 2004

As we continue to enjoy economic growth, there is an abundance of disposable income for consumer to spend. Consumers are spending more and more of these income in beauty service. However, relatively little is known about which factors influence consumer' behavior intentions in this area. The purpose of this study is to investigate the relationships between the servicescape and relational benefits on customer value in beauty salon area. The Results are summarized as follows First, as the results of data analysis, among the composition factor of servicescape, spatiality, comfortableness, cleanness and convenience are shown to give positive effect on customer value. Second, among the composition factor of relational benefits, economic honest, functional benefit, private benefit, social benefit and psychological benefit are found to have a positive relationship with customer value.