The Effects of Online Service Quality on Consumer Satisfaction and Loyalty Intention -About Booking and Issuing Air Tickets on Website- (온라인 서비스 품질이 고객만족 및 충성의도에 미치는 영향 -항공권 예약.발권 웹사이트를 중심으로-)
- Park, Jong-Gee;Ko, Do-Eun;Lee, Seung-Chang
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- Journal of Distribution Research
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- v.15 no.3
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- pp.71-110
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- 2010
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1. Introduction Today Internet is recognized as an important way for the transaction of products and services. According to the data surveyed by the National Statistical Office, the on-line transaction in 2007 for a year, 15.7656 trillion, shows a 17.1%(2.3060 trillion won) increase over last year, of these, the amount of B2C has been increased 12.0%(10.2258 trillion won). Like this, because the entry barrier of on-line market of Korea is low, many retailers could easily enter into the market. So the bigger its scale is, but on the other hand, the tougher its competition is. Particularly due to the Internet and innovation of IT, the existing market has been changed into the perfect competitive market(Srinivasan, Rolph & Kishore, 2002). In the early years of on-line business, they think that the main reason for success is a moderate price, they are awakened to its importance of on-line service quality with tough competition. If it's not sure whether customers can be provided with what they want, they can use the Web sites, perhaps they can trust their products that had been already bought or not, they have a doubt its viability(Parasuraman, Zeithaml & Malhotra, 2005). Customers can directly reserve and issue their air tickets irrespective of place and time at the Web sites of travel agencies or airlines, but its empirical studies about these Web sites for reserving and issuing air tickets are insufficient. Therefore this study goes on for following specific objects. First object is to measure service quality and service recovery of Web sites for reserving and issuing air tickets. Second is to look into whether above on-line service quality and on-line service recovery have an impact on overall service quality. Third is to seek for the relation with overall service quality and customer satisfaction, then this customer satisfaction and loyalty intention. 2. Theoretical Background 2.1 On-line Service Quality Barnes & Vidgen(2000; 2001a; 2001b; 2002) had invented the tool to measure Web sites' quality four times(called WebQual). The WebQual 1.0, Step one invented a measuring item for information quality based on QFD, and this had been verified by students of UK business school. The Web Qual 2.0, Step two invented for interaction quality, and had been judged by customers of on-line bookshop. The WebQual 3.0, Step three invented by consolidating the WebQual 1.0 for information quality and the WebQual2.0 for interactionquality. It includes 3-quality-dimension, information quality, interaction quality, site design, and had been assessed and confirmed by auction sites(e-bay, Amazon, QXL). Furtheron, through the former empirical studies, the authors changed sites quality into usability by judging that usability is a concept how customers interact with or perceive Web sites and It is used widely for accessing Web sites. By this process, WebQual 4.0 was invented, and is consist of 3-quality-dimension; information quality, interaction quality, usability, 22 items. However, because WebQual 4.0 is focusing on technical part, it's usable at the Website's design part, on the other hand, it's not usable at the Web site's pleasant experience part. Parasuraman, Zeithaml & Malhorta(2002; 2005) had invented the measure for measuring on-line service quality in 2002 and 2005. The study in 2002 divided on-line service quality into 5 dimensions. But these were not well-organized, so there needed to be studied again totally. So Parasuraman, Zeithaml & Malhorta(2005) re-worked out the study about on-line service quality measure base on 2002's study and invented E-S-QUAL. After they invented preliminary measure for on-line service quality, they made up a question for customers who had purchased at amazon.com and walmart.com and reassessed this measure. And they perfected an invention of E-S-QUAL consists of 4 dimensions, 22 items of efficiency, system availability, fulfillment, privacy. Efficiency measures assess to sites and usability and others, system availability measures accurate technical function of sites and others, fulfillment measures promptness of delivering products and sufficient goods and others and privacy measures the degree of protection of data about their customers and so on. 2.2 Service Recovery Service industries tend to minimize the losses by coping with service failure promptly. This responses of service providers to service failure mean service recovery(Kelly & Davis, 1994). Bitner(1990) went on his study from customers' view about service providers' behavior for customers to recognize their satisfaction/dissatisfaction at service point. According to them, to manage service failure successfully, exact recognition of service problem, an apology, sufficient description about service failure and some tangible compensation are important. Parasuraman, Zeithaml & Malhorta(2005) approached the service recovery from how to measure, rather than how to manage, and moved to on-line market not to off-line, then invented E-RecS-QUAL which is a measuring tool about on-line service recovery. 2.3 Customer Satisfaction The definition of customer satisfaction can be divided into two points of view. First, they approached customer satisfaction from outcome of comsumer. Howard & Sheth(1969) defined satisfaction as 'a cognitive condition feeling being rewarded properly or improperly for their sacrifice.' and Westbrook & Reilly(1983) also defined customer satisfaction/dissatisfaction as 'a psychological reaction to the behavior pattern of shopping and purchasing, the display condition of retail store, outcome of purchased goods and service as well as whole market.' Second, they approached customer satisfaction from process. Engel & Blackwell(1982) defined satisfaction as 'an assessment of a consistency in chosen alternative proposal and their belief they had with them.' Tse & Wilton(1988) defined customer satisfaction as 'a customers' reaction to discordance between advance expectation and ex post facto outcome.' That is, this point of view that customer satisfaction is process is the important factor that comparing and assessing process what they expect and outcome of consumer. Unlike outcome-oriented approach, process-oriented approach has many advantages. As process-oriented approach deals with customers' whole expenditure experience, it checks up main process by measuring one by one each factor which is essential role at each step. And this approach enables us to check perceptual/psychological process formed customer satisfaction. Because of these advantages, now many studies are adopting this process-oriented approach(Yi, 1995). 2.4 Loyalty Intention Loyalty has been studied by dividing into behavioral approaches, attitudinal approaches and complex approaches(Dekimpe et al., 1997). In the early years of study, they defined loyalty focusing on behavioral concept, behavioral approaches regard customer loyalty as "a tendency to purchase periodically within a certain period of time at specific retail store." But the loyalty of behavioral approaches focuses on only outcome of customer behavior, so there are someone to point the limits that customers' decision-making situation or process were neglected(Enis & Paul, 1970; Raj, 1982; Lee, 2002). So the attitudinal approaches were suggested. The attitudinal approaches consider loyalty contains all the cognitive, emotional, voluntary factors(Oliver, 1997), define the customer loyalty as "friendly behaviors for specific retail stores." However these attitudinal approaches can explain that how the customer loyalty form and change, but cannot say positively whether it is moved to real purchasing in the future or not. This is a kind of shortcoming(Oh, 1995). 3. Research Design 3.1 Research Model Based on the objects of this study, the research model derived is
. 3.2 Hypotheses 3.2.1 The Hypothesis of On-line Service Quality and Overall Service QualityThe relation between on-line service quality and overall service quality I-1. Efficiency of on-line service quality may have a significant effect on overall service quality. I-2. System availability of on-line service quality may have a significant effect on overall service quality. I-3. Fulfillment of on-line service quality may have a significant effect on overall service quality. I-4. Privacy of on-line service quality may have a significant effect on overall service quality. 3.2.2 The Hypothesis of On-line Service Recovery and Overall Service Quality The relation between on-line service recovery and overall service quality II-1. Responsiveness of on-line service recovery may have a significant effect on overall service quality. II-2. Compensation of on-line service recovery may have a significant effect on overall service quality. II-3. Contact of on-line service recovery may have a significant effect on overall service quality. 3.2.3 The Hypothesis of Overall Service Quality and Customer Satisfaction The relation between overall service quality and customer satisfaction III-1. Overall service quality may have a significant effect on customer satisfaction. 3.2.4 The Hypothesis of Customer Satisfaction and Loyalty Intention The relation between customer satisfaction and loyalty intention IV-1. Customer satisfaction may have a significant effect on loyalty intention. 3.2.5 The Hypothesis of a Mediation Variable Wolfinbarger & Gilly(2003) and Parasuraman, Zeithaml & Malhotra(2005) had made clear that each dimension of service quality has a significant effect on overall service quality. Add to this, the authors analyzed empirically that each dimension of on-line service quality has a positive effect on customer satisfaction. With that viewpoint, this study would examine if overall service quality mediates between on-line service quality and each dimension of customer satisfaction, keeping on looking into the relation between on-line service quality and overall service quality, overall service quality and customer satisfaction. And as this study understands that each dimension of on-line service recovery also has an effect on overall service quality, this would examine if overall service quality also mediates between on-line service recovery and each dimension of customer satisfaction. Therefore these hypotheses followed are set up to examine if overall service quality plays its role as the mediation variable. The relation between on-line service quality and customer satisfaction V-1. Overall service quality may mediate the effects of efficiency of on-line service quality on customer satisfaction. V-2. Overall service quality may mediate the effects of system availability of on-line service quality on customer satisfaction. V-3. Overall service quality may mediate the effects of fulfillment of on-line service quality on customer satisfaction. V-4. Overall service quality may mediate the effects of privacy of on-line service quality on customer satisfaction. The relation between on-line service recovery and customer satisfaction VI-1. Overall service quality may mediate the effects of responsiveness of on-line service recovery on customer satisfaction. VI-2. Overall service quality may mediate the effects of compensation of on-line service recovery on customer satisfaction. VI-3. Overall service quality may mediate the effects of contact of on-line service recovery on customer satisfaction. 4. Empirical Analysis 4.1 Research design and the characters of data This empirical study aimed at customers who ever purchased air ticket at the Web sites for reservation and issue. Total 430 questionnaires were distributed, and 400 were collected. After surveying with the final questionnaire, the frequency test was performed about variables of sex, age which is demographic factors for analyzing general characters of sample data. Sex of data is consist of 146 of male(42.7%) and 196 of female(57.3%), so portion of female is a little higher. Age is composed of 11 of 10s(3.2%), 199 of 20s(58.2%), 105 of 30s(30.7%), 22 of 40s(6.4%), 5 of 50s(1.5%). The reason that portions of 20s and 30s are higher can be supposed that they use the Internet frequently and purchase air ticket directly. 4.2 Assessment of measuring scales This study used the internal consistency analysis to measure reliability, and then used the Cronbach' $\alpha$ to assess this. As a result of reliability test, Cronbach'$\alpha$ value of every component shows more than 0.6, it is found that reliance of the measured variables are ensured. After reliability test, the explorative factor analysis was performed. the factor sampling was performed by the Principal Component Analysis(PCA), the factor rotation was performed by the Varimax which is good for verifying mutual independence between factors. By the result of the initial factor analysis, items blocking construct validity were removed, and the result of the final factor analysis performed for verifying construct validity is followed above. 4.3 Hypothesis Testing 4.3.1 Hypothesis Testing by the Regression Analysis(SPSS) 4.3.2 Analysis of Mediation Effect To verify mediation effect of overall service quality ofand , this study used the phased analysis method proposed by Baron & Kenny(1986) generally used. As shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient
$\beta$ eta : efficiency=.164, system availability=.074, fulfillment=.108, privacy=.107) is smaller than its estimate ability at Step 2(Standardized coefficient$\beta$ eta : efficiency=.409, system availability=.227, fulfillment=.386, privacy=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service quality and satisfaction. Asshows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient
$\beta$ eta : responsiveness=.164, compensation=.117, contact=.113) is smaller than its estimate ability at Step 2(Standardized coefficient$\beta$ eta : responsiveness=.409, compensation=.386, contact=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service recovery and satisfaction. Verified results on the basis of empirical analysis are followed. First, as the result of, it shows that all were chosen, so on-line service quality has a positive effect on overall service quality. Especially fulfillment of overall service quality has the most effect, and then efficiency, system availability, privacy in order. Second, as the result of , it shows that all were chosen, so on-line service recovery has a positive effect on overall service quality. Especially responsiveness of overall service quality has the most effect, and then contact, compensation in order. Third, as the result of and , it shows that and all were chosen, so overall service quality has a positive effect on customer satisfaction, customer satisfaction has a positive effect on loyalty intention. Fourth, as the result of and , it shows that and all were chosen, so overall service quality plays a role as the partial mediation between on-line service quality and customer satisfaction, on-line service recovery and customer satisfaction. 5. Conclusion This study measured and analyzed service quality and service recovery of the Web sites that customers made a reservation and issued their air tickets, and by improving customer satisfaction through the result, this study put its final goal to grope how to keep loyalty customers. On the basis of the result of empirical analysis, suggestion points of this study are followed. First, this study regarded E-S-QUAL that measures on-line service quality and E-RecS-QUAL that measures on-line service recovery as variables, so it overcame the limit of existing studies that used modified SERVQUAL to measure service quality of the Web sites. Second, it shows that fulfillment and efficiency of on-line service quality have the most significant effect on overall service quality. Therefore the Web sites of reserving and issuing air tickets should try harder to elevate efficiency and fulfillment. Third, privacy of on-line service quality has the least significant effect on overall service quality, but this may be caused by un-assurance of customers whether the Web sites protect safely their confidential information or not. So they need to notify customers of this fact clearly. Fourth, there are many cases that customers don't recognize the importance of on-line service recovery, but if they would think that On-line service recovery has an effect on customer satisfaction and loyalty intention, as its importance is very significant they should prepare for that. Fifth, because overall service quality has a positive effect on customer satisfaction and loyalty intention, they should try harder to elevate service quality and service recovery of the Web sites of reserving and issuing air tickets to maximize customer satisfaction and to secure loyalty customers. Sixth, it is found that overall service quality plays a role as the partial mediation, but now there are rarely existing studies about this, so there need to be more studies about this. 지지적 간호중재가 두경부암 수술환자의 불안, 우울에 미치는 효과
- Seok, Jeong-Hui;Gang, Eun-Sil
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- Korean Journal of Hospice Care
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- v.3 no.2
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- pp.19-33
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- 2003
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Cancer causes many crises to cancer patients imcluding physical dysfunction and emotional changes such as anxiety, depression as well as a threat of life, fear of death. As it develops, cancer makes people feel powerlessness due to the losses of their own positions, roles and independence. Although occupying a little proportion among all types of cancer, head and neck cancer may cause a wide range of physical transformation by surgical operation, damage to active functions such as eating and speaking, provoke anxiety and depression after its operation, influencing the quality life of head and neck cancer patients. Thus nursing intervention should be developed to provide supportive nursing for head and neck cancer patients and play roles as competent supporters. This study is a nonequivalent, control group, pretest-posttest, non-synchronized quasi-experimental research design to determine, how nursing intervention has effects on anxiety, depressing of head and neck cancer and operated. They were divided into experimental and comparison groups, each consisting of 20 members. The data were collected during the period from December 1, 1999 to April 11, 2000. Tools of the study included the protocol of supportive nursing intervention which was developed by researcher with reference to a literal review and esperts' advice. The measurement tool of anxiety was consisting of totaled 20 question items which was prepared by Spielberger and translated by Kim et al., the device of depression measurement consisting of total 20 question items which was the output of Song's translation the device of depression self-evaluation from Zung. Data were analyzed using the SPSS/PC 9.0 program. The homogeneity of the subjects were tested using x2-test and t-test. 5 hypoteses were tested using t-test. The results of the study can be summarized as follows. 1.The first hypothesis that the experimental group receiving supportive nursing intervention shows a little anxiety than the control group not receiving supportive nursing intervention was supported(t=3.817, P=.000). 2.The second hypothesis that the experimental group receiving supportive nursing intervention shows a little depression than the control group not receiving supportive nursing intervention was supported(t=8.089, P=.000). Consequently, supportive nursing intervention was found an effective nursing intervention strategy to reduce anxiety and depression of head and neck cancer patients. Providing supportive nursing intervention in nursing practice can enhance the quality of life of those cancer patients.
A Study on the Development of an Independent Hospice Center Model (독립형 호스피스 센터 모델 개발에 관한 연구)
- No, Yu-Ja;Han, Sung-Suk;Kim, Myeong-Ja;Yu, Yang-Suk;Yong, Jin-Seon;Jeon, Gyeong-Ja
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- Journal of Korean Academy of Nursing
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- v.30 no.5
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- pp.1156-1169
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- 2000
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The study was aimed at developing an independent hospice center model that would be best suited for Korea based on a literature review and the current status of local and international hospices. For the study, five local and six international hospice organizations were surveyed. Components of the hospice center model include philosophy, purpose, resources (workers, facilities, and equipment), allocation of resources, management, financial support and hospice team service. The following is a summary of the developed model: Philosophies for the hospice center were set as follows: based on the dignity of human life and humanism, help patients spend the rest of their days in a meaningful way and accept life positively. On the staff side, to pursue a team-oriented holistic approach to improve comfort and quality of life for terminally ill persons and their families. The hospice center should have 20 beds with single, two, and four bed rooms. The center should employ, either on a part-time or full-time basis, a center director, nurses, doctors, chaplains, social workers, pharmacists, dieticians, therapists, and volunteers. In addition, it will need an administrative staff, facility managers and nurses aides. The hospice should also be equipped with facilities for patients, their families, and team members, furnished with equipment and goods at the same level of a hospital. represented by a center director who reports to a board and an advisory committee. Also, the center director administers a steering committee and five departments, namely, Administration, Nursing Service, Social Welfare, Religious Services, and Medical Service. Furthermore, the center should be able to utilize a direct and support delivery systems. The direct delivery system allows the hospice center to receive requests from, or transfer patients to, hospitals, clinics, other hospice organizations (by type), public health centers, religious organizations, social welfare organizations, patients, and their guardians. On the other hand, the support delivery system provides a link to outside facilities of various medical suppliers. In terms of management, details were made with regards to personnel management, records, infection control, safety, supplies and quality management. For financial support, some form of medical insurance coverage for hospice services, ways to promote a donation system and fund raising were examined. Hospice team service to be provided by the hospice center was categorized into assessment, physical care, emotional care, spiritual care, bereavement service, medication, education and demonstrations, medical supplies rental, request service, volunteer service, and respite service. Based on the results, the study has drawn up the following suggestions: 1. The proposed model for a hospice center as presented in the study needs to be tested with a pilot project. 2. Studies on criteria for legal approval and license for a hospice center need to be conducted to develop policies. 3. Studies on developing a hospice charge system and hospice standards that meet local conditions in Korea need to be conducted.
Positioning Analysis for Branding in Hanwoo (한우 브랜드의 포지셔닝 분석)
- Kim, Yun Ho;Lee, Na Ra;Rhee, Sang Young;Hwang, Seong Won
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- Journal of Agricultural Extension & Community Development
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- v.20 no.4
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- pp.1181-1216
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- 2013
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This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumer's positioning map was analyzed based on perceiving data which are products' functional, emotional, and self-expressive benefits about consumer's feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand's positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoo's target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer's awareness about safety and reliability.
The Development of Scales on Rating College Students' Adaptability and the Analysis of Technical Quality (대학적응력 검사도구 척도 개발과 양호도 검증)
- Kim, Soo-Yoen
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- The Journal of the Institute of Internet, Broadcasting and Communication
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- v.16 no.6
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- pp.295-303
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- 2016
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The purposes of this study are to describe the process for the instrument construction and the development of scales on rating college students' adaptability and to analyze the technical qualities of the test. The primary goal of this study is to inform students and institutions what is needed to college student's adjustment process into university and college life. The scales are tested by specialty group and statistical methods, and finally composed of 142 items, which measures 8 scales, the academic integration, the social integration into college, career identity, emotional stability, learning condition's stability, relationship with professors, satisfaction degree of educational service, satisfaction degree of college education. This study analyzed 1,959 students' responses from 4 colleges and universities. This study confirms that the scales which this study developed show high concurrent evidence with the college student's adaptability inventory for Korean university and college students based on various development process, specially rapid great change of college. The result of factor analysis shows the evidence based on internal structures of the scales. The Cronbach's
${\alpha}$ of the subscales is .965, from 742 to .937. The prediction model to determine the possibility of dropout by 7 scales is statistically significant in .05, except learning condition's stability. According to CFA Model, RMSEA= .08~.09. dependence factor variance are explained by this study's CFA model. In conclusion, this study confirms that the scales which this study developed are valid and reliable instrument for Korean university and college students to predict their adaptability to college.
Impact of symptoms of Work-related Musculoskeletal Disorders on health related Quality of Life in firefighter under the IT environment (IT 환경에서 소방공무원의 근골격계 증상이 건강관련 삶의 질에 미치는 영향)
- Oh, Gyung-Jae;Lee, Jeong-Mi;Yang, Chung-Yong;Park, Hyung-Ju;Park, Yun-Hee;Yoo, Chan-Uk;Kang, Eun-Yeong;Chong, Bok-Hee
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- The Journal of the Korea institute of electronic communication sciences
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- v.9 no.3
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- pp.311-322
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- 2014
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This study was conducted to assess the impact of work-related musculoskeletal disorders (WMSDs) on health related quality of life (QoL) in the firefighter under the recent IT environment. The data were collected by face to face interview using a structured questionnaire in the 366 respondents. WMSDs symptoms were measured by a self-assessed questionnaire on symptom table of NIOSH and health-related QoL was measured by SF-36. The prevalence of WMSDs was 38.0% in upper limbs, 35.5% in the low back, 21.6% in lower limbs, and 59.3% in two or more parts of the body. Subjects with symptoms of WMSDs had significantly lower scores in 7 dimensions of QoL except 'emotional role limitation' than those without symptoms of WMSDs at the area of upper extremities (neck, shoulder, arm/wrist, and hand/wrist/fingers). On the other hand, subjects with symptoms of WMSDs had significantly lower scores on all QoL dimensions than those without symptoms of WMSDs at the area of lower back or lower extremities. These results suggest that WMSDs had a negative effect on QoL. Therefore, prevention of WMSDs should be considered intervention strategies for improvement of QoL, especially in firefighters.
Convergent Effects of Anxiety, Depression, Uncertainty, and Social support on Quality of Life in Women with Thyroid cancer (여성 갑상선암 환자의 불안, 우울, 불확실성, 사회적 지지가 삶의 질에 미치는 융복합적 영향)
- Lee, Insook;Park, Chang-Seung
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- Journal of the Korea Convergence Society
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- v.8 no.8
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- pp.163-176
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- 2017
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The purpose of this study was to examine the anxiety, depression, uncertainty, social support, and QoL and to identify the factors influencing QoL in women with thyroid cancer. A descriptive survey was performed from April to October in 2014 with self-reporting questionnaires for depression, uncertainty, social support, and QoL. Participants were 106 women with thyroid cancer who visited a outpatient department of endocrine surgery in a hospital. Data were analyzed using SPSS 22.0. As the results of this study, the mean scores of global QoL were moderate. Anxiety was significantly influenced physical functioning, emotional functioning, and social functioning. Uncertainty was significantly influenced physical functioning and cognitive functioning. Therefore, from the results of this study, nursing practice focused on anxiety and uncertainty relieving care for female thyroid cancer patients to improving QoL. And also, in order to understand the QoL of women with thyroid cancer, it is necessary to deeply understand the QoL through qualitative and quantitative research to determine the QoL by treatment period and treatment type.
A Study on the Factors of Satisfaction & WOM Regarding to Financial Institutions Internet and Smartphones Application On-line Usage of Financial Customers (금융소비자의 인터넷, 스마트폰 어플리케이션 등 금융기관 온라인 시스템 이용에 따른 만족과 구전에 미치는 효과 요인 연구)
- Jeon, Seong-Ki;Kwon, Man-Woo;Lee, Sang-Ho
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- Journal of the Korea Convergence Society
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- v.11 no.8
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- pp.183-194
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- 2020
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Recently, in Korea, financial institutions such as banks are most severely affected by the universalization of the Internet and smartphones. On the other hand, the use of online systems by financial institutions keeps increasing; the convenience of online services has a significant influence on the attraction and the retention of financial customers; consumer needs are also diversely expressed. This paper deduces from the precedent researches a mechanism that online financial system enhances the trust of customers -the medium of the online system and other customers- and its perceived easiness affects its perceived effectiveness and then all these internal variables induce satisfaction. Plus, this paper aims at verification of the hypothesis in terms of an extended technology acceptance model, based on the hypothesis that word of mouth and repurchase are significantly linked to this mechanism. Through this study, the researchers tried to check how the online service quality and emotional factors of financial institutions affect the users in accordance with the trend of changes in the service usage method of financial institutions, and confirmed that the hypothesis was not rejected.
CT(Cultural Technology)로서의 감성공학
- Ji Sang-Hyun
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- Korea Multimedia Society
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- v.9 no.3_4
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- pp.27-35
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- 2005
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The technologies related to the development of cultural contents we known as cultural technology (CT). CT should evolve with the changes in the cultural contents market. Currently there are five major trends in cultural market change. First, consumers are seeking more and more sensible quality from products. Second, consumers are becoming less sensitive to the cognitive quality of products. Third, consumers demand more than what contemporary technology can offer. Fourth, as the cultural products market grows, the goal of content developments has shifted from producing a 'big hit product' to producing a product which will maintain market share. Fifth, cultural products are diversifying. All these trends make the cultural products developer's job more challenging. Sensation & emotional engineering (SE engineering) can be a useful tool for cultural products developers. SE engineering is a study of the somatic sensation and the aesthetic sensation for both fundamentals and applications aspects. By quantifying the physiological and psychological responses of consumers, it studies the physical nature of stimulants, providing basic knowledge for future applications and industrialization. One widely spread myth is that a sparkling idea from a talented individual will make a difference in the cultural products industry. The careful examinations of many successful cultural products prove this is not correct. Many successful cultural products are the result of a substantial amount of investment and employment of well polished marketing technology. A scientific approach is highly required for this matter and the SE engineering is an answer
The Product Color Effect on Product Color Preference, Product Image and Product Attitude (제품의 색채가 제품의 색채선호도, 이미지, 태도에 미치는 영향)
- Jang, Nam-Seo;Kim, Sae-Bum
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- Archives of design research
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- v.20 no.1 s.69
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- pp.79-88
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- 2007
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A company's plan to reform its products' image cannot obtain expected results unless a color plan is included in the reformation plan. A color plan is essential since color conveys to customers much information on function, shape, and material quality of the product. In other words, color is the essential dimension or criteria that customers use when evaluating the quality of goods. Despite the importance of a color plan, companies in Korea are still behind in researching and receiving 'color information' compared to those in more advanced countries. Recognizing the importance of products color, many international companies constantly make their efforts to predict trendy colors and preferred styles of customers before they develop products. It is suggested that domestic companies invest more in color infrastructure to be more successful in making products which can catch the customers' eyes and emotion. Different life styles by age, income level, and gender would be only a few of many factors to be investigated to build color plans for a product. In this study, it is attempted to see the color tendency of young generation by gender, and also to analyze empirically the influence of product's color on its image and customers' behavior. The results are analyzed with frequency analysis, cross tabulation analysis, T-test, one-way ANOVA using SPSS Win 12. The results of this study show that color preference, product image and product attitude are influenced by product's color, and color is an important factor for forming additional emotional value together with the product's original functional value. Judging from the findings, it is recommended that a company undertake careful research before developing a product to find out how customers respond differently to products in different colors especially when the product belongs to the product category where color is considered to be a determinant factor in terms of choosing a brand.
이메일무단수집거부
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