• 한국조리학회지
• /
• 제23권7호
• /
• pp.11-19
• /
• 2017

The objective of this research was to identify the factors that affects the customer's satisfaction and dissatisfaction of theme parks. This research focused on Sunway Lagoon. The reason Sunway Lagoon was selected was because of the vast number of visitors in Sunway Lagoon for the last few years. It enables the researchers to acquire sufficient amount of information to conduct a research. The factors which affects the customers' satisfaction are the behavior of the generation Y; service experience evaluation, perceived price, emotions, and servicescape. The limitation of this research was inadequate time to perform in-depth investigation on the research. The research study implemented qualitative research, thus the interview was used as a data collection. Since Sunway Lagoon was selected as the research setting, the face-to-face interview with 10 participants was conducted in the setting. This research is vital because it enables the organizations to determine factors that influence the customer's satisfaction and future behavioral intentions. As a result, organizations are able to achieve higher levels of customer satisfaction as well as promoting customer loyalty.

• 벤처창업연구
• /
• 제11권4호
• /
• pp.227-236
• /
• 2016

최근 금융환경의 변화로 보험회사간의 경쟁이 더욱 치열해 지고 있다. 이에 본 연구는 생명보험사의 서비스 품질을 핵심서비스, 관계서비스, 부가서비스로 구분하고 재구매의도에 미치는 영향과 이때 고객만족은 매개역할을 하는지를 규명하였다. 연구대상은 생명보험 가입고객을 대상으로 온라인설문서를 활용하여 받은 215부를 최종 유효표본으로 선정하였다. 분석은 SPSS 18.0을 활용하였고, 그 결과 첫째, 핵심서비스 중 유지서비스, 관계서비스 중 보험판매원, 그리고 부가서비스가 재구매의도에 정적인 영향을 미치는 것으로 나타났다. 둘째, 고객만족은 재구매의도간의 영향관계에서 유지서비스와 보험판매원은 완전매개효과, 부가서비스는 부분매개효과가 확인되었다. 본 연구결과는 생명보험사 고객의 선택행동을 이해하고 경영환경에서의 다양한 전략을 도출하는데 유용한 기초자료로 근거한다는 점에서 산업적 학문적 의의를 둘 수 있을 것이다.

• 복식
• /
• 제64권3호
• /
• pp.13-31
• /
• 2014

This study attempts to analyze relational structures among service failure-related variables after the moderation of fairness in the beauty service industry with the following purposes: First, it aims to review and investigate service failure & service recovery strategies, non-switching intentions after recovery, revisit intention, the intent to provide word-of-mouth recommendations and previous studies on service failure and recovery in the beauty service industry. Second, it targets the analysis of the role of fairness as a variable that moderates relations between service recovery strategies and post-recovery satisfaction in the beauty service industry. For this, the following research method was used: This study has investigated the effect of service failure and its recovery strategies (behavioral recovery strategy, psychological recovery strategy, monetary recovery strategy) on customer satisfaction for beauty service users and used the Structural Equation Model (SEM) to further analyze and verify the effect of the satisfaction on post-satisfaction behavior (non-switching intention, repurchase intention and the intent to provide word-of-mouth recommendations). The SEM was divided into a measurement model and structural model to determine if the model is appropriate and estimate the parameters of the path coefficient. In addition, this study examined to see if fairness (procedural fairness, distributive fairness and interactive fairness) works as a moderating variable while the service recovery efforts affect customer satisfaction. Then, the role of service recovery strategies, targeted to satisfy the customers who were dissatisfied because of service failure, were investigated. In addition, its effect on post-satisfaction behavior was analyzed from the structural aspect, and the moderating role was examined as well. Then, the role of the service recovery strategy, which can be used to satisfy dissatisfied customers, was examined, and the effect of the satisfaction on customer behavior was analyzed from a structural perspective. In addition, the moderating role of fairness was tested. As a result, this study is significant in that it helps service providers formulate service recovery-related strategies.

• 한국프랜차이즈경영연구
• /
• 제14권2호
• /
• pp.49-60
• /
• 2023

Purpose: NBS (Natural-based Solutions) characteristics as eco-friendly hotels were divided into eco-friendly indoor and outdoor to structurally verify the relationship between customers' perceived eco-friendly value, psychological well-being, customer satisfaction, and pro-environmental behavioral intention. Research design, data and methodology: This survey conducted responses to customers who had experience using eco-friendly hotels for the past two years. SPSS 22.0 and AMOS 22.0 statistical programs were used for the collected questionnaire data. First, frequency analysis and confirmatory factor analysis (CFA) were verified, and structural correlation between variables was verified by covariance matrix structural equation (CB-SEM). Result: First, NBS was found to have a significant positive (+) effect on perceived eco-friendly value and psychological well-being. Second, psychological well-being was found to have a significant positive (+) effect on customer satisfaction and eco-friendly behavioral intention. Finally, Hypothesis 3 was accepted as perceived eco-value showed a significant positive (+) effect on eco-friendly behavioral intention, but Hypothesis 2 was rejected because it did not have a significant effect on customer satisfaction. Conclusions: theoretical and practical implications for the impact of NBS as an eco-friendly hotel on customers' eco-friendly behavior can be provided, as well as basic evidence for establishing efficient management strategies for hotel companies.

• 산경연구논집
• /
• 제15권3호
• /
• pp.1-9
• /
• 2024

Purpose: This research aimed at understanding the dynamics of consumer behavior in the context of nostalgic desserts. The primary objective is to scrutinize how different attributes like quality, health, convenience, and trend influence customer satisfaction and their subsequent decision to repurchase nostalgic desserts. Research Method: The study leverages structural equation modeling, incorporating statistical tools such as SPSS and AMOS for a thorough analysis. It involves collecting data over a specified period, followed by correlation and trend analyses to deduce patterns and relationships. Results: The findings reveal that attributes such as quality, health, convenience, and trend significantly impact customer satisfaction and repurchase intentions. Interestingly, economic factors appeared to have a negligible effect on these decisions. The study offers a comprehensive understanding of the factors that influence consumer decisions in the context of nostalgic desserts, providing valuable implications for both academic research and practical marketing strategies. Conclusions: The insights garnered from this research are pivotal for formulating marketing strategies for nostalgic dessert brands. It underscores the importance of accentuating quality, health, and trend in product offerings to boost customer satisfaction and encourage repurchases. The study also sheds light on the evolving nature of consumer preferences and the integral role of nostalgia in shaping purchasing behaviors.

• 웰빙융합연구
• /
• 제7권2호
• /
• pp.23-29
• /
• 2024

Purpose: This study aims to investigate consumer attitudes towards healthy foods, focusing on low-calorie options, and their impact on purchasing behavior. Methods: The study utilizes structural equation modeling, which incorporates statistical tools such as SPSS and AMOS for thorough analysis. This involves collecting data over a period of time and then inferring patterns and relationships through correlation and trend analysis. Results: The study found that attributes such as quality, price, functional value, and emotional value have a significant impact on customer satisfaction and repurchase intentions, but not on nutrition and brand. The study provides a comprehensive understanding of the factors that influence consumer attitudes and purchase behavior toward healthy indulgences in the context of low-calorie foods, and has important implications for both academic research and practical marketing strategies. Conclusions and Implications: This study provides new insights into consumer behavior theory by validating the impact of the perceived value of low-calorie products on attitudes and purchase behavior, which is of great academic value. It is also expected to provide useful information for the formulation of effective marketing strategies for low-calorie products and the development of products that meet consumer needs.

• 한국콘텐츠학회논문지
• /
• 제21권9호
• /
• pp.333-346
• /
• 2021

본 연구는 중국 소비자들을 대상으로 디지털 문화콘텐츠의 특성, 지각된 가치와 위험이 고객만족도 및 구매 의도에 미치는 영향을 분석하여 향후 디지털 문화콘텐츠 발전에 일조하는데 있다. 온라인 설문조사를 통해 총 328부 설문지를 수집하여 실증분석을 실시하였다. 연구의 분석 결과는 다음과 같다. 첫째, 디지털 문화콘텐츠의 특성인 창작성을 제외하여 오락성과 상호작용성은 고객만족도와 구매의도에 모두 유의한 정(+)의 영향을 미친다. 둘째, 지각된 가치는 고객만족도와 구매의도에 유의한 정(+)의 영향을 미치는 반면에 지각된 위험은 고객만족도와 구매의도에 영향을 미치지 않는다. 셋째, 오락성, 상호작용성, 지각된 가치 3가지 요인과 구매의도 간에 고객만족도는 부분 매개효과를 미친다. 따라서 디지털문화콘텐츠의 발전을 촉진하기 위해 내용 오락성, 내용 생산자 및 서비스 제공자 간의 의사소통 개선, 그리고 고객의 소비과정 중에서 실제 느끼는 효용 및 가치를 높임을 통해 만족도를 향상시켜서 구매행동을 추진하게 되는 것이다.

• 한국콘텐츠학회논문지
• /
• 제22권4호
• /
• pp.13-27
• /
• 2022

서비스 현장에서 로봇의 활용이 증가하고 있다. 본 연구는 서비스 로봇의 종업원으로서의 역할에 주목하여, 로봇의 서비스가 고객행동에 어떠한 영향을 주는지를 서비스 성공과 실패 상황에서 사람 종업원과 비교하여 살펴보았다. 바리스타로봇, 서빙로봇, 쉐프로봇을 대상으로 세 번의 실험을 통해 실증분석을 수행하여 도출된 결과는 다음과 같다. 먼저, 서비스가 성공적인 경우, 사람들은 서비스를 제공한 종업원이 사람인지, 로봇인지에 관계없이 재방문 의도가 유사하게 나타났다. 반면, 서비스가 실패인 상황에서는 로봇 종업원으로부터 서비스를 받은 경우보다 사람 종업원으로부터 서비스를 받은 경우에 재방문 의도가 더 부정적인 것으로 나타났다. 이에 대한 이유는 아직까지 서비스 로봇의 능력에 대한 고객들의 기대가 사람 종업원에 비해 낮기 때문인 것으로 파악되었다. 마지막으로 고객들은 로봇의 서비스가 사람의 서비스에 비해 더 안정적이라고 인식하는 것으로 나타나 서비스 로봇이 성공적인 서비스를 제공한다면 로봇으로부터 서비스를 제공받는 고객으로부터 긍정적인 반응과 행동을 이끌어낼 수 있을 것으로 예상된다.

• 한국콘텐츠학회논문지
• /
• 제13권7호
• /
• pp.350-360
• /
• 2013

서비스 환경 내에 있는 고객들은 서비스 경험에 대한 만족에 잠재적으로 영향을 미치는 수많은 자극들에 노출되어 있다. 특히 레스토랑과 같이 고객의 서비스 경험이 중요한 환대산업에서는 유형적 요소인 물리적 환경만 중요한 것은 아니다. 물리적 환경 외에도 종업원의 친절함과 같은 사회적 환경 그리고 특정 신호 상징 인공물을 통해 표현된 상징적 환경도 매우 중요하다. 본 연구는 물리적 환경에 중심을 둔 기존 서비스스케이프 모형에 사회적 요인와 상징적 요인을 모두 포함되는 확장된 서비스스케이프의 개념을 정의하고 그 모형에 대해 연구하고자 한다. 모형을 검증하기 위해 중국에 있는 4개 민족특색 레스토랑의 이용고객을 대상으로 설문조사를 실시하였다. 연구결과, 물리적 사회적 상징적 요소가 포함된 확장된 서비스스케이프의 9개요인(쾌적성, 심미성, 편의성, 외형성, 예의성, 전문성, 향수성, 공감성, 문화성)중 심미성과 공감성을 빼고는 고객만족에 긍정적 영향을 미치는 것으로 나타났다. 관계품질의 고객만족이 신뢰와 몰입의 선행요인으로 신뢰와 몰입에 긍정적인 영향을 미치는 것을 검증되었다. 그리고 만족, 신뢰 및 몰입이 재구매의도에 긍정적 영향을 미치고 있었다.

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