• 한국의류학회지
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• 제27권11호
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• pp.1270-1278
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• 2003

The purposes of this study were to compare the perspectives of salespeople and of customers on the perception of salespeople's customer orientation and to examine the effects of the customer orientation on customer satisfaction and in turn on store revisit intention. Data were obtained from the two groups of department store salespeople and their customers. A total of 300 pairs of questionnaires were distributed, and 224 pairs were analyzed. The results revealed that the salespeople's perception of the customer orientation was significantly higher than the customer's perception. The customer orientation affected the customer satisfaction with salesperson and with store while the sales orientation did not. The customer satisfaction, in turn, affected the store revisit intention, and the effect of the satisfaction with store was higher than that with salesperson. A slight difference between the customers and salespeople in such effects was observed. Generally the effects had higher predictabilities for the customers.

• 유통과학연구
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• 제20권11호
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• pp.47-59
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• 2022

Purpose: The study aims to synthesize research trends regarding the distribution of 'other customer perception' on 'brand experience'; concurrently, to identify the promising research directions and suggest useful for managers. Research design, data, and methodology: The paper deals with the distribution of 'other customer perception' on 'brand experience' through evaluating a systematic review combined with biological mapping analysis (VOS viewer) with 226 documents published in 142 journals from 1987 to 2021. Results: The study synthesizes and analyzes existing literature reviews on the distribution of 'other customer perception' on 'brand experience', which mainly highlights three research topic groups. Exploring the component of relationship should be considered in the brand experience scale when the research context is the social interactions surrounding the customer's purchasing process. Moreover, the presence of mindfulness in several publications has suggested a potential research direction in the consumer behavior field. Conclusions: The systematic reports can be a useful reference for managers towards building brand experience based on distribution of 'other customer perception' with moderating of mindfulness - a new finding of behavioral interaction that has just experienced the Covid-19 pandemic which is experienced directly at the store and lead to many changes in consumer psychology.

• 한국직업건강간호학회지
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• 제21권3호
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• pp.299-307
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• 2012

Purpose: This descriptive study attempted to identify the influence of internal marketing perception, empowerment, and job satisfaction on customer orientation of clinical nurses. Methods: The subjects were 411 nurses with over one year working experience in a university hospital, located in I-city. The data were collected from April 20 to 30, 2012. using a self-report questionnaire. The data were analyzed using hierarchical multiple regression with the SPSS/WIN 17.0 program. Results: There were significant differences in customer orientation depending on general characteristics(age, marital status, education, position, clinical experience, and department). Internal marketing perception, empowerment, and job satisfaction correlated with customer orientation. As the results of hierarchical multiple regression analysis for impact factors on nurses' customer orientation show, factors are the outpatient department in working places(${\beta}$=.10), education and training in internal marketing perception(${\beta}$=.12) and empowerment(${\beta}$=.44), which accounted for 31.1% of customer orientation. Conclusion: Therefore, nurse managers should identify the needs to perceive nurses as internal customers, and the internal marketing strategy should be performed to empower nurses. Also, it is needed to place nurses with high customer orientation at the outpatient department.

• 한국항공운항학회지
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• 제23권4호
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• pp.109-116
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• 2015

The more advanced IT and mobile technologies get, the smarter customers become in the use of airline services. Using an airline, passengers are expecting more value than what airline're willing to provide them. Therefore this paper tries to find out the effect of airline staff's perception of airline's service management strategies to realize passengers' value based on previous oversea's research results. First of all, this paper provides t-test analysis results between passengers and airline staff regarding the perception of airline's service management strategy and customer orientation. Moreover, it was analyzed how the staff's understanding of the upper management's decision on service strategies would results in meeting customer's expecting values through such mediating variables as job satisfaction and customer orientation. It was proven the perception of service management strategies by staff played a very important role to realize customer's value.

• 한국경영과학회지
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• 제36권2호
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• pp.15-32
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• 2011

The research for exchange relationship in customer's perspective is meaningful especially in service, considering distinctive characteristics of service operations such as customer participation in the process whereas most of the recent related researches have been focused on employee's interaction with organization, leader, team and customer. In this study for beauty art service, the exchange party's characteristic is defined with beauty salon's reputation, staff's professionalism and customer's self-esteem. Also the exchange relation perception is classified into symbolism and interaction, Then the directional relations on customer's perspective are empirically investigated in the sequential order of the exchange party's characteristics, the exchange relation perception, the relationship quality and behavioral intention. In addition, the study examined the meditation effect via relationship quality between the exchange relation perception and the behavioral intention. Followings are confirmed from the statistical test with structural equation modelling：Symbolism is significantly caused by all of professionalism, reputation and self-esteem in the descending order of effect size whereas interaction is significantly influenced by only professionalism. The exchange relation perception has significant effect on the relationship quality, in turn which significantly affects behavioral intention. The exchange relation perception shows the significant indirect effect meditated by relationship quality and the insignificant direct effect on behavioral intention. This paper concludes with contribution of this study, managerial implication of the research findings and further research issues.

• 유통과학연구
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• 제17권7호
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• pp.77-86
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• 2019

Purpose - This paper examines customers' perception on intra-industry and inter-industry alliance, then compares customer purchasing attitude towards alliance product according to whether it is from high-tech or low-tech industry. Research design, data, and methodology - We used qualitative research methodology of in-depth interviews and focus group interviews. Results - Customers expect products from inter-industry alliance to be highly innovative but also to be inferior in technology. In high-tech industries, since technology is more important than differentiation, inter-industry alliance was negatively evaluated whereas intra-industry alliance elicited positive customer purchasing attitude. Conversely, in low-tech industry where novelty outweighs technology, inter-industry alliance earned positive evaluation. However, for intra-industry alliance, customers' evaluation varied depending on whether both partners share similar prestige and price range. When partners were not similar to each other, customers' perception were positive for less prestigious and pricey brand, but in the reverse case, perception were negative. Conclusions - This research focused on customers' perception and attitude by adopting qualitative methodology while other alliance studies are mostly based on quantitative research. This study provides managers with partner selecting guidelines considering the type of industry, and whether the goal is to enhance novelty or technology.

• 유통과학연구
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• 제21권1호
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• pp.73-83
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• 2023

Purpose: This study analyzed the influence of restaurant service perception on customer satisfaction and its implications on customers' attitude towards, intention to return to, and word-of-mouth (WOM) regarding a restaurant chain. Research design, data and methodology: Data from 421 respondents were collected using the convenience sampling method. After analyzing the data normality and removing responses with missing data and outliers, 342 responses were selected for further analysis, and the hypotheses were tested using Structural Equation Modeling (SEM). Results: We found that service perception affected customer satisfaction and customer satisfaction affected the customers' attitude toward the restaurant chain, which affected customers' intention to return and WOM about the restaurant chain. Conclusions: This paper provides one of the most important empirical results for managers in the restaurant sector, especially in Indonesia. Restaurant managers should thus provide training to their employees to improve the quality of the interaction with the customers and thereby increase customer satisfaction. The limitations listed in this study include the exclusion of respondents' income. For future research, we suggest investigating models of customer participation or consumer value co-creation for restaurant marketing success. Consumers are generic actors in the service ecosystem engaged in the value co-creation process.

• 한국IT서비스학회지
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• 제6권2호
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• pp.19-33
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• 2007

The current advance of IT and the e-commerce triggers the wide practice of dynamic pricing in all industries although the price discrimination has been very cautiously applied in the limited areas in the past. The price discrimination which offers different prices for each customer depending on their preference and buying behaviors has recently gained attention as it could provide superior benefits to sellers. The wide adoption of price discrimination, on the other hand, is reported to face buyer resistances and complaints. Our limited understanding on the perception of price fairness, which we think is key concept in the price discrimination on the Internet-enabled transactions, motives us to investigate factors that affect the perception of price fairness. This study focuses on illusion of control and lateral customer relationship to investigate their effects on price fairness in online auction and group purchase context. By conducting laboratory experiments, our study demonstrates that customers' perception on illusion of control in price determination and advantageous lateral customer relationship significantly affect price fairness perception in both online auction and group purchase environment. The findings are expected to provide researchers and managers with useful insights to develop better pricing strategies and design effective dynamic pricing mechanisms.

• Asia Marketing Journal
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• 제17권2호
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• pp.73-96
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• 2015

This paper investigates how servicescape perception influences customer experience quality in hedonic service settings. In addition to the direct effect of servicescape quality on customer experience quality, the indirect effects of servicescape quality on customer experience quality via employee-to-customer interaction quality and peer-to-peer interaction quality are also investigated. We collected data through a self-administered survey. The proposed relationships were tested using structural equation modeling. The results show that servicescape quality influences customer experience quality both directly and indirectly through employee-to-customer interaction quality and peer-to-peer interaction quality, and customer experience quality influences customer loyalty. Additionally, we find that the indirect path via peer-to-peer interaction quality is significant only in a low-satisfaction customer group. The indirect effect of servicescape quality perception through peer-to-peer interaction quality is significant only in low-satisfaction customer groups. Therefore, if evaluations for this indirect effect fall below an acceptable level, it should be addressed first before improving on other attributes. However, after this point, further improvements offer few if any gains; therefore, service firms should allocate their resources to quality improvements to other factors. This study is the first to investigate the indirect effects of servicescape quality on customer experience quality via peer-to-peer interaction quality in hedonic service settings. Additionally, this study demonstrates that the significance of this indirect effect applies only to a low-satisfaction customer group.

• 대한안전경영과학회지
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• 제12권2호
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• pp.89-97
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• 2010

The most important concern in the internet service organizations in competitive market circumstances is to focus on formation and maintenance of continuous relationship with customers. The purpose of this study is to verify the effect of perception of the fairness - procedural fairness for recovery, interactional fairness, fairness for reward on customer's satisfaction and trust, behavior when the internet service company failed to service such as disclosure of personal information. This study aims to apply justice theories to service recovery. As a result, first, the customer's perceived justice had a significant effect on the customer satisfaction and trust in service recovery. Second, the customer's satisfaction positive effect on trust. Third, customer's satisfaction formed by service recovery had a effect on the customer's behavior such as continuous usage intention. Therefore, this study was reveal how the extent of justice perception felt by customers in the service recovery process, causes positive causation relationship which affect customer behavior intention.