• 유통과학연구
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• 제13권6호
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• pp.87-96
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• 2015

Purpose - Several domestic telecommunication companies have made a considerable effort to continuously grow and survive, and they have strived to thrive in the midst of mature market competition. To overcome this challenging situation and to grow continuously, while still meeting customer needs that are becoming more diverse and complicated with the passage of time, extensive support for internal marketing is essential. Without such internal support, companies face serious limitations and market roadblocks. The communication industry is a high-level service industry and a basic communications industry characteristic is its significant dependence on the employees delivering the services. Therefore, entrepreneurs in the information/communications industry, as well as existing competitors, should look to satisfy external customers through critical investment in internal customers (employees). Therefore, it is important for research to examine how internal factors influence technology innovation and service quality, which are the key drivers for companies that are seeking leading market positions. Research design, data, and methodology - The purpose of this study is to analyze the relationship of technology innovation and perceived service quality with the internal marketing factors in the communication industry and to offer suitable and effective internal marketing suggestions. The independent variables of this study are internal communication, education and training, the support of the executives, reward systems, and empowerment. The dependent variables are technology innovation and perceived service quality. Utilizing these, this paper studies the influence of internal marketing factors on technology innovation and perceived service quality. Results - The study results revealed the following. First, the identified internal marketing factors have a positive effect on technology innovation. Among the five internal marketing factors, three had a significant effect on product innovation, empowerment, the support of executives, and education and training, in this order. Second, the internal marketing factors also had a positive effect on the process innovation of technology innovation. The marketing factors, the support of executives, empowerment, internal communication, and education and training, in this order, significantly affect process innovation. Third, technology innovation had a positive effect on perceived service quality. All of the five service quality factors, namely, tangibles, reliability, assurance, responsibility, and empathy, in this order, significantly affect product innovation. Additionally, tangibles, reliability, responsibility, empathy, and assurance, in this order, significantly affect process innovation. Fourth, product and process innovation significantly affect tangibles and reliability in technology innovation. To enhance tangibles and reliability, process innovation should first be enhanced. Fifth, product and process innovation significantly affect responsibility and empathy in technology innovation. To enhance the responsibility and empathy, process innovation should first be enhanced. Sixth, product and process innovation significantly affect assurance in technology innovation. To enhance the assurance, product innovation should first be enhanced. Conclusions - According to the results, a company's internal marketing factors have a positive and significant effect on technology innovation and, further, product and process innovation have a positive and significant effect on the perceived serviced quality.

• 한국프랜차이즈경영연구
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• 제8권3호
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• pp.17-27
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• 2017

Purpose - In align with the increasing competition in both online and offline franchise markets caused by the increasing impact of social networking service, entrepreneurial passion(EP) of the franchise owners has crucial impact on the stakeholders. This study proposed the customer among stakeholders has the critical influence firm's success and examined the structural relationship between entrepreneurial passion(EP) and trust, identification, and loyalty from the customer's perspective. Research design, data, and methodology - This study examines the structural relationship between entrepreneurial passion(EP), trust, identification, and loyalty from the customer's perspective. More specifically, the EP were measured using three sub-dimensions such as EP-inventing(Perceived passion for inventing), EP-founding(Perceived passion for foundting), and EP-developing(Perceived passion for developing). In order to verify the research purposes, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Each item was measured on a 7 point Likert-scale anchored by '1 = strongly disagree, 7 = strongly agree'. The data were collected from 449 franchise consumers through online survey and were analyzed using SPSS 21.0 and Smart PLS 3.0. statistical program. Result - The results of this study are as follows. First, EP-inventing and EP-developing have significant impacts on corporate trust. Second, EP-founding does not have significant impact on corporate trust. Third, EP-inventing and EP-founding have significant impacts on consumer identification. Fourth, EP-developing does not have impact on identification directly, but does indirectly through corporate trust as a mediator. Fifth, corporate trust and identification have significant impacts on loyalty. Conclusions - This indicates that the foodservice franchise CEOs should continuously develop new menus and service to fulfill customer needs. EP-inventing of the food franchise CEOs may enhance customer trust for higher quality of product or service, and EP-developing can also be a driving force for customer trust as it embeds belief in customers that the franchise is sustainably developing. Also, food franchise CEOs should first clarify the support process for the existing brands before developing new ones. Customers tend to lead the trend by using brands that satisfy new trends in the foodservice franchise market, and it could have identification with the trend-setting franchise. Customers do not accept if a company is different from their personal image or norms. So the franchise CEOs must create identification with customers by building corporate trust. Corporate trust influences consumer behavior and emotion, thus the franchises need to secure trust by improving product or service continuously.

• 한국콘텐츠학회논문지
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• 제12권2호
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• pp.208-221
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• 2012

본 연구는 관광산업의 대표인 지역축제 참가자를 대상으로 고객시민행동 요인과 사회교환관점 요인들 간에 어떠한 관계가 있는지 실증적으로 조사하여 지역축제의 활성화에 기여하고자 하는데 중요성이 있다. 사회교환관점의 요인으로는 고객만족, 고객신뢰, 공정성지각, 지각된 고객지원을 선택하였고 고객시민행동의 측정도구로는 고객애호도, 고객협조, 고객참여를 사용하였다. 본 연구를 수행함에 있어서 조사대상의 모집단은 보령머드축제 참가자 239명을 대상으로 진행하였으며 수집된 자료는 SPSS/PC+ WIN 13.0을 이용하여 분석하였다. 분석결과 유의적으로 도출된 정준함수1에서 사회교환관점 활동인 고객만족, 고객신뢰, 고객지원, 공정성지각은 고객시민행동인 고객애호도, 고객참여도, 고객협조에 기여하는 상대적 설명력이 높은 것으로 나타났다. 정준함수2에서는 사회교환관점 활동인 공정성지각, 고객지원은 고객시민행동인 고객참여도에 기여하는 상대적 설명력이 높은 것으로 나타났다. 따라서 본 연구의 분석결과 연구가설의 사회교환관점 활동과 고객행동은 유의한 관계를 갖고 있다는 가설은 부분적으로 유의함을 할 수 있다. 결론적으로 고객시민행동의 구현은 서비스 상황에서 관광객의 지각에 달려 있다는 점을 제시하고 있다.

• 한국병원경영학회지
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• 제16권1호
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• pp.50-76
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• 2011

This study chiefly aims to examine the relations between customer's responsive behavior and service recovery satisfaction in medical service failure. Therefore, this paper deals with the effect of medical service failure severity perceived by customers on complaint behavior and service recovery expectation, the effect of complaint appealing behavior and service recovery expectation on perceived recovery and service recovery satisfaction, and the roles of service recovery(compensation) and recovery fairness as moderating variables. According to the result of this research, it was shown that service failure severity affects complaint behavior and service recovery expectation positively, and compliant behavior and service recovery expectation affects perceived recovery performance and service recovery satisfaction positively. Moreover, the moderating roles of service recovery(compensation) and recovery fairness indicated partially significant results and affected perceived recovery performance and service recovery satisfaction direct positively. The result of this study is expected to provide support when medical institutes establish service recovery strategies.

• Asia pacific journal of information systems
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• 제25권1호
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• pp.25-60
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• 2015

Use cases are commonly used to represent customer requirements during systems development. In a large software development environment, finding relevant use cases from a library of past or related projects is a complex, error-prone and expensive task. This study proposes an ontological methodology to support use case retrieval in an interactive manner. The architecture of a prototype system that implements this methodology is presented. To evaluate whether the proposed approach can provide satisfactory results to users, this study develops a research model and hypotheses based on interaction theory. These hypotheses are empirically tested using a laboratory experiment which controls information filtering and perceived interaction. Our study suggests that a system which interacts with a user intelligently reduces cognitive load and increases self-efficacy and satisfaction.

• 기술혁신연구
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• 제12권3호
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• pp.1-24
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• 2004

E-Learning is another way of teaching and learning. E-learning is a networked phenomenon allowing for instant revisions and distribution, and goes beyond training and instruction to the delivery of information and tools to improve performance. The benefits of e-learning are many, including cost-effectiveness, enhanced responsiveness to change, consistency, timely content, flexible accessibility, and providing customer value. The proponents of e-learning stress the importance of using communities of interest to support and enhance the learning process. They also emphasizes that people learn more effectively when they interact and are involved with other people participating in similar endeavors. Although the role of e-learning in higher education has significantly increased, the resistance to new technology by professors and lecturers in university and colleges worldwide remains high. The purpose of this study is to identify the determinants of attitude and planned behavior toward e-learning class in universities. A survey methodology was used to investigate a proposed model of influence, and structural equation modeling was used to analyze the results. The hypothesized model was largely supported by this analysis, and the overall results indicate that attitude toward e-learning systems is mostly influenced by the perceived ease of use as well as the level of perceived usefulness, where both factors are influenced by years of experiences in using cyber system and the technical support level. As in other TAM related research, it can be concluded that the perceived ease of use and perceived usefulness contribute to the future use of e-learning system.

• 한국의류산업학회지
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• 제16권5호
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• pp.756-765
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• 2014

Customer-company (C-C) identification is the perceived fit between the identities of a consumer and an organization. If a consumer identifies with a company that places a high priority on being socially responsible, a consumer who also values social responsibility may support and patronize that business because of the link between something that is important to both them and the company. Because C-C identification may explain the success of cause-related marketing (CRM) in the fashion industry, we investigated the effect of an image resulting from CRM on ratings of brand attributes (e.g., distinctiveness, credibility, attractiveness), identification with the brand, attitude toward the brand, and customer loyalty. Participants also responded to open-ended questions reflecting their rationale for their ratings of brand attributes. Data were collected from a convenience sample of undergraduates (n = 228) enrolled at Midwestern University in the U.S. Structural equation modeling revealed that as ratings of the social responsibility of the cause-related marketing effort increased so did perceptions of the brand's distinctiveness, credibility, and attractiveness. Participants identified with a brand when they rated the brand as attractive. Participants' identification with a brand had a significant impact on attitudes toward the brand and customer loyalty (e.g., purchase intention, willingness to spread positive word-of-mouth). Content analyses of open-ended responses supported the idea that brand images stemming from CRM exert an important influence on consumer's ratings of brand attributes. Fashion marketers interested in cause-related marketing will find success with efforts that increase customer identification.

• 농촌지도와개발
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• 제26권4호
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• pp.193-203
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• 2019

Tourism has been widely regarded as a mentally and physically healthy pursuit. Emotional experience can increase the restoration effect of tourism. Thus, recent studies in tourism have paid more attention to the benefits of emotional experiences. This study provides and tests a model that examines the relationship emotional experience as mediating variable between perceived service quality and two outcomes (behavioral intention, subjective well-being). The results of a study with rural healing tourists provide support for the proposed model. Specifically, the results indicate that emotional experience partially mediate the relationship between perceived service quality and satisfaction. The results of this study suggest that emotional experience should be considered as important in rural healing tourism services. The study provides empirical validation that customers do, indeed, identify with service providers, and this, in-turn, provides positive consequences for both the service provider (i.e., behavioral intention) and the customer (i.e., subjective well-being).

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제18권4호
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• pp.1059-1074
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• 2024

The paper is an attempt to study the individual's intention to use mobile banking. In light of the results obtained from the study, the proposed model offers a better fit with the data and explains the intention of individuals to use mobile banking services. Government support, trust, and compatibility significantly contribute to the Perceived behavioral control of a bank customer to use mobile banking while Perceived ease of use, Perceived usefulness, Security and privacy, and risk have a significant positive impact on the attitude of the individuals to utilize mobile banking service. The study uses primary data and the final instrument was administered to 950 respondents, across the country of which 904 data were used for the analysis after editing to accommodate the missing values. The study has adopted structural equation modeling approach to analyze the relationships between the variables in the study. The proposed framework in this study can be utilized to identify the factors that promote the adoption of mobile banking practices and the study also has the potential to provide updated and comprehensive literature on mobile banking, which can accelerate future research in this field.

• 유통과학연구
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• 제5권2호
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• pp.35-53
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• 2007

최근 급격한 경제 환경의 변화는 기업의 경영전략에도 많은 영향을 미치고 있다. '2000년 이후로 기업들은 앞 다투어 기업전략의 최적의 솔루션으로 IT와 CRM기법을 도입하였다. 하지만 기업경영자들이 의도한 바와는 달리 IT와 CRM 전략도입에 따른 성과에 미흡하고 심한 경우 IT와 CRM 전략기법은 실패로 돌아갔다고 한다. 따라서 본 연구는 CRM 전략도입에 따른 CRM 성과에 미치는 영향 요인이 무엇인지에 대한 모형을 설정하여 실증분석하고 있다. CRM 성과에 영향을 미치는 핵심 요인은 IT 프로세스, 최고경영자의 CRM에 대한 몰입, 고객지향성을 설정하였다. 실증분석 결과, 기업의 IT 프로세스와 최고경영자의 CRM에 대한 몰입이 CRM 성과에 영향을 미치는 것으로 분석되었다. 반면, CRM 성과에 긍정적인 영향을 미칠 것이라고 설정하였던 고객지향성은 영향을 미치지 않는 것으로 분석되었다. 하지만 본 연구의 모형에서 설정한 인과관계의 방향성은 일치하는 것으로 분석되었다. 끝으로 본 연구가 갖는 전략적 의미와 미래 연구를 위한 제언을 제시하였다.