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A Study on the Investigation and Evaluation Standards for the Management of a Protected Tree (보호수 관리를 위한 조사 및 평가 기준 연구)

  • Lee, Sam-Ok;Lee, Jae-Yong;Kim, Choong-Sik
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.42 no.1
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    • pp.45-56
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    • 2024
  • The purpose of this study was to suggest evaluation items and standards for diagnosing the growth status of protected trees designated and managed by the Korea Forest Service. The research results are as follows. First, based on the Cultural Heritage Administration's standards for evaluating the growth status of old trees, which are natural monuments, and related data, items related to the 'growth status of the above-ground part' of the trees were revised and supplemented. Simultaneously new items such as 'location', 'usability', 'artificial cover rate within the crown width', 'soil physical properties', and 'soil chemical properties' were discovered. By combining these items, six items were derived to evaluate the growth status of protected trees. Second, evaluation items made through visual inspection, such as 'tree vigor' and 'leaf color' in the 'growth status of the above-ground part', were replaced with quantifiable items such as measuring the electrical resistance value of the cambium or chlorophyll content. Third, 'artificial cover rate within crown width' was introduced as an item to evaluate the growth environment, and classification criteria for 'soil physical properties' and 'chemical properties' were presented. Fourth, a method to evaluate the health of protected trees was specified by combining 10 above-ground growth conditions, 3 growth environments, and 8 soil environment items. In addition, a record format for diagnosing the growth status was shaped up. The significance of this study is that it proposed an evaluation and recording method for protected trees, which do not have an evaluation system compared to natural monuments, but there were limitations in developing a method that takes into account the importance of each evaluation item. In order to overcome these, research should be conducted to evaluate effectiveness for each item and to replace qualitative evaluation of trees with quantitative evaluation based on scientific data.

Decision Making Structure and Commoning in local communities of Jeju island as a commons (공동자원을 둘러싼 마을의 의사결정구조와 공동관리: 제주 행원리 사례를 중심으로)

  • JaKyung Kim
    • The Journal of Learner-Centered Curriculum and Instruction (JLCCI)
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    • v.23 no.1
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    • pp.35-74
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    • 2019
  • The relationship of the local unit village organizations and the commons has a very complicated character. In the rural areas of Korea, there are still many village organizations that were made during the period of Japanese colonial rule (1910-1945) and the era of the Park Chung-hee's military government rule (the early 1960s). First of all, there is a development committee which were made at the time of Park's military administration. The committee has several subordinate organizations, such as senior citizens association, youth association, women's association which are involved in the decision making structure of the community. Those organizations are related indirectly with commons, so they exercise their influence over the management and disposal of commons of the community. In each village, there are some organizations to manage commons like union of ranches, forest GYE (*It's like 'association'), fishing village GYE. In many cases, those members were matched up with the committee's and were organized at the colonial period and the period of the military regime. However, organizations linked to commons have been keeping rules and norms of resource management and have been gaining a relative autonomy for a long time before organizing them in the top-down ways. The relationship between local unit village organizations and the commons has been defined by the development paradigm. The development committees, and senior citizens association and youth association have accepted the idea of modernizing rural areas. The modernized time, they have sold the village's land to external capital. But they also took the part of a role to preserve the village's commons through the managing the asset owned by the village at times. So in some villages, the organizations play a leading role to sell a asset of the village, and in another villages, the organizations take a core role not to sell it. The purpose of this report is to explain the complex activities for the using and managing the commons of local unit villages in Jeju island which is called 'Commons Island' due to hold many commons in South Korea. Through this research, we expect to be able to provide more rich discussion on how the village's internal cultural and organizational characteristics work with commons recognition and practice triggered by changes in external conditions.

An Exploratory Study on the Research Tendency of Domestic Art Therapy for Clients with Multicultural Background (다문화 내담자를 위한 미술치료의 국내 연구동향에 대한 탐색적 연구)

  • Kim Sumin;Kim Youngsoon
    • The Journal of Learner-Centered Curriculum and Instruction (JLCCI)
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    • v.19 no.16
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    • pp.471-494
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    • 2019
  • The purpose of this study is to analyze the design and effects of the art therapy program by making analysis framework based on the previous studies. This study aims to establish a clinical · theoretical foundation for introducing the programs for multicultural clients. This study did an literature review based on a journal paper. These papers were published from 2006 to 2018 and collected through the domestic database homepage, Riss. Dissertations were excluded from this study. This study was divided into three categories: basic information(publication year, publisher), research subject, study method(research methodology, major variables), programs(convergence of therapy techniques, session analysis, keyword analysis). First, according to the analysis results of the year of publication, research on multicultural families has been active since 2011, and conducted passively until 2016. After that, research has been actively conducted on children of them. These results reflect that the children of them are experiencing psychological difficulties. Second, the difficulties of the client were investigated according to the main variables of the program for the clients and the convergence of treatment techniques on art therapy. Art therapy program based on their psychological difficulties will be more effective for them. Third, group art therapy was the most common among the key words in the thesis. The program was structured so that they could reach the goal by receiving encouragement among the members through the program. Finally, the amount of thesis to which qualitative research methodology is applied is insufficient compared to other methodology. Most researches used questionnaires to statistically measure the psychological difficulties of the subjects. However, there is a limit to developing research when using only quantitative research methodology to demonstrate the effectiveness of the program. In order to analyze the dynamics of the group, we must consider the advantages of the qualitative research methodology.

A Study of Korean American Women's Poetry in New York Area (재미한인 여성시 연구 : 뉴욕 지역을 중심으로 뉴욕 지역을 중심으로)

  • 최미정
    • The Korean Literature and Arts
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    • v.27
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    • pp.273-321
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    • 2018
  • The purpose of this study is to explore the characteristics and meaning of the Korean American women's poetry in New York area. New York area poetry has been led by women poets from the very beginning of the paragraph. In this paper, set the starting point of "New York Literature" in 1991, and classified the poets who had started their activities in the past as a first generation, and poets who have been active since then, as second generation. The characteristics and meaning of women's poetry were examined by focusing on Kwak Sang-hee, Kim Jung-ki, Kim Song-hee, and Choi Jeong-ja in the first generation, Jo Seong-Ja, and Shin Ji-hye, An Young-ae, Bok Young-mi in the second generation. On the one hand, they share a common sentiment of immigrant women, while on the other they show a slightly different world recognition and identity for each poet. The characteristics of women's poetry in New York area are as follows: ① they express the nostalgia for their experience and home in a strange space, ② that they reveal their identity as a mother and a poet, ③ they show the experience of labor and other consciousness, and ④ shows the changing identity through Nomadistic thought and de-territorialization. Although the content of the prototypes of female poets differ slightly depending on the motive and timing of immigration, in the early days of immigration, mainly the nostalgia for their hometowns and the consciousness of the Gentiles have become a poetic theme, and the alienation ceremony, And as time passes it shows consciousness as a settler who regards America as their second hometown. In the 1990s, most of the first-generation women poets have been harsh with the process of adaptation and settlement, revealing the nostalgia for their hometowns. Jo Seong-Ja and Shin Ji-hye, who are doing their work in the 1990s as a settlement stage, are adapting easily to American society compared to their predecessors. They also show that they are able to overcome ethnicity and race, It shows the open vision and identity to overcome. If the first generation of immigrant women has been leading the flow of New York poetry since the liberation, it is meaningful that second generation of women's poetry can be used as a measure of future change and development of New York poetry.

Meaning and Analysis of Courtship & Marriage Narratives for Digital Archiving of Korean Narrative Songs (한국 서사민요 디지털 아카이빙을 위한 '구애·혼인' 서사의 분석과 의미)

  • 서영숙
    • 한국민요학
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    • v.56
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    • pp.105-135
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    • 2019
  • This paper investigates the meaning and methods of analysis in courtship & marriage narratives songs using the analysed data as the base work for establishing songs using the analysed data as the base work for establishing the digital archive of Korean narrative songs. Initially, this paper presents some samples of the archiving data : types, narrative paragraphs, theme words and outlines of narratives analyzed from 386 versions of courtship & marriage narrative songs in The Comprehensive Collection of Korean Folklore for the purpose of establishing the Korean narrative songs digital archive. Especially, these include specifications of theme words and sequences of narrative paragraphs to look into the syntagmatic and paradigmatic relationship aspects of narrative songs. This archiving method has the advantages of being able to suggest not only the general aspects of the narrative songs, but also the specific in theme words of narrative paragraphs, while the conventional archives are limited to type classification or title search. Therefore, this method overcomes disadvantages that the conventional archives cannot reveal the narrative characteristic or difference which each version has. Subsequently, this paper examines the gender differences, frequency of theme words and comparison of theme words in the related types and the meanings of the analysis examples to find the utility value of the digital archiving data of 'courtship & marriage' narrative songs. The results are as follows; The main recipients of 'courtship and marriage' narrative songs are women, they deal with unusual and shocking events such as 'affairs' or 'death'. Women express their real sufferings and consciousness in the process of courtship and marriage through singing 'courtship & marriage' narrative songs. On the contrary, men mostly focus on the inadequate relationship between unmarried couples and reveal their enjoyment. It will be necessary to expand the scope of this study to clarify the interacting aspects with other narrative genres beyond narrative songs. Therefore, more consistent research efforts are required for this clarification to be satisfactory obtained.

Categorization of Factors Causing the Framing Effect and Analysis of the 2015 Revised Curriculum Science Textbooks: Focusing on Risk Expressions (틀효과 발생 요인 범주화 및 2015 개정 교육과정 과학과 교과서 분석 -위험 표현을 중심으로-)

  • Hyeonju Lee;Minchul Kim
    • Journal of The Korean Association For Science Education
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    • v.44 no.5
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    • pp.391-404
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    • 2024
  • The development of science and technology brings abundance and convenience to human life, but it also brings risks. The risks caused by science and technology are universal and far-reaching, affecting the lives of humans, and they are living in an uncertain VUCA era where humans cannot predict when and where they will encounter risks. In order to respond to these risks, it is necessary to increase the level of citizens' risk awareness through risk education. It is necessary to discuss the role of science education in helping citizens to judge and respond to risks scientifically and objectively. On the other hand, in the process of judging and assessing risks, citizens are affected by the frames and ways in which risk information is expressed, a phenomenon known as the "Framing Effect". In this study, we categorized the factors that cause the framing effect, and based on the categorization, we compared and analyzed the frames of risk expression presented in the 2015 revised curriculum science textbooks. For this purpose, we categorized the factors that cause the framing effect by looking at papers published in KCI and SSCI journals with keywords "Framing Effect", and extracted the risk expression texts in textbooks and analyzed them according to the categories. We were able to derive eight factors causing framing effect and categorize the relationship between the factors in a 5x5 matrix. The differences in the frequency of risk expressions by subject in the 2015 revised science curriculum were related to the nature of the subject and the achievement standards, and the differences in the frequency of risk expressions could be identified by the categories of framing and presentation methods. This study is significant in that it examines the way risk is expressed by science subjects based on the factors that cause the framing effect and suggests the importance of the framing effect in risk education.

An Autoethnography on the Professional Growth of a Novice Science Teacher in Open Inquiry Teaching (개방형 탐구를 지도하는 초임 과학교사의 전문성 성장에 대한 자문화기술지)

  • Kira Park;Heesook Yoon
    • Journal of The Korean Association For Science Education
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    • v.44 no.5
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    • pp.453-471
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    • 2024
  • In open inquiry, teachers must identify the difficulties of students and provide appropriate help, but most science teachers are struggling with open inquiry guidance. Therefore, this study, using autoethnography, focused on the professional growth of a novice science teacher who guided open inquiry and examined the experiences of a science teacher who guided open inquiry for two years. Based on this, we tried to explore the difficulties of open inquiry guidance, the process of overcoming them, and the process of professional growth. For this purpose, the researcher collected self-recall data, self-reflection data, interview data, and cultural artifacts data, and the collected data was analyzed according to a comprehensive analysis procedure. Teacher expertise in open inquiry instruction could be divided into three areas: areas related to teaching practice experienced during direct inquiry instruction to students, areas related to the external environment excluding students and teachers themselves, and the internal area of the teachers themselves. First, the researcher encountered difficulties due to a lack of understanding of the role of an open inquiry instructor but overcame difficulties and developed professionalism through the process of considering the competencies and qualities necessary for an instructor and making efforts to provide appropriate scaffolding to students. Second, difficulties were experienced due to institutional constraints such as lack of time for club activities, lack of science lab equipment, and difficulty in budgeting. To overcome these issues, researchers identified and utilized surrounding resources to create an environment so that students could focus on inquiry. Third, there was a difficulty due to the lack of a support system to receive internal concerns and conflicts encountered in the process of guiding open inquiry. But through communication with the head science teacher, the researcher was able to gain courage and strength and increase the efficacy as a teacher. The experience of guiding open inquiry served as a foundation for growth, and two years later, the researcher was able to confirm the growth as a teacher.

Effect of shell thickness on fracture strength of single implant provisional crowns fabricated by indirect-direct technique using 3D printing (3D 프린팅을 이용해 간접-직접법으로 제작한 단일 임플란트 임시관의 파절강도에 대한 쉘(shell) 두께의 영향)

  • Seonwoo Hwang;Sang-Chun Oh
    • The Journal of Korean Academy of Prosthodontics
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    • v.62 no.4
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    • pp.253-261
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    • 2024
  • Purpose. This study aimed to evaluate the effect of shell thickness on the fracture strength of provisional crowns fabricated by indirect-direct technique. Materials and methods. The study simulated the application of a provisional crown on a maxillary first molar implant abutment. A titanium metal die was milled by replicating a ready-made implant abutment. Using CAD software, shells for provisional crown was designed with varying thicknesses of 0.5 mm, 1.0 mm and 1.5 mm with different internal spaces for relining. These shells were 3D printed using photosensitive liquid resin and relined with PMMA resin to fabricate provisional crown specimens using indirect-direct technique. Ten specimens per each group were prepared. Fracture strength was measured by applying compressive loads vertically to the occlusal center of the specimens at a crosshead speed of 1.0 mm/min using a universal testing machine, and the maximum load value (N) at fracture was recorded. To compare the fracture strength between experimental groups, a one-way ANOVA followed by Tukey's post hoc test was conducted (α=.05). Results. The fracture strength was observed in the following order: Group 1.5 (1504.5 ± 141.30 N), Group 1.0 (1420.2 ± 182.05 N), and Group 0.5 (1083.1 ± 178.90 N). Group 1.5 was not significantly different from group 1.0, but was significantly different from group 0.5, and group 1.0 was also significantly different from group 0.5. Conclusion. The fracture strength of provisional crowns fabricated by the indirect-direct techniques were significantly different depending on the thickness of the shell. The fracture strength of the indirect-direct method was significantly lower when the shell thickness was 0.5 mm compared to 1.0 mm and 1.5 mm. This finding indicates that the shell should not be too thin when fabricating provisional crowns using the indirect-direct technique.

The Characteristics and Performances of Manufacturing SMEs that Utilize Public Information Support Infrastructure (공공 정보지원 인프라 활용한 제조 중소기업의 특징과 성과에 관한 연구)

  • Kim, Keun-Hwan;Kwon, Taehoon;Jun, Seung-pyo
    • Journal of Intelligence and Information Systems
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    • v.25 no.4
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    • pp.1-33
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    • 2019
  • The small and medium sized enterprises (hereinafter SMEs) are already at a competitive disadvantaged when compared to large companies with more abundant resources. Manufacturing SMEs not only need a lot of information needed for new product development for sustainable growth and survival, but also seek networking to overcome the limitations of resources, but they are faced with limitations due to their size limitations. In a new era in which connectivity increases the complexity and uncertainty of the business environment, SMEs are increasingly urged to find information and solve networking problems. In order to solve these problems, the government funded research institutes plays an important role and duty to solve the information asymmetry problem of SMEs. The purpose of this study is to identify the differentiating characteristics of SMEs that utilize the public information support infrastructure provided by SMEs to enhance the innovation capacity of SMEs, and how they contribute to corporate performance. We argue that we need an infrastructure for providing information support to SMEs as part of this effort to strengthen of the role of government funded institutions; in this study, we specifically identify the target of such a policy and furthermore empirically demonstrate the effects of such policy-based efforts. Our goal is to help establish the strategies for building the information supporting infrastructure. To achieve this purpose, we first classified the characteristics of SMEs that have been found to utilize the information supporting infrastructure provided by government funded institutions. This allows us to verify whether selection bias appears in the analyzed group, which helps us clarify the interpretative limits of our study results. Next, we performed mediator and moderator effect analysis for multiple variables to analyze the process through which the use of information supporting infrastructure led to an improvement in external networking capabilities and resulted in enhancing product competitiveness. This analysis helps identify the key factors we should focus on when offering indirect support to SMEs through the information supporting infrastructure, which in turn helps us more efficiently manage research related to SME supporting policies implemented by government funded institutions. The results of this study showed the following. First, SMEs that used the information supporting infrastructure were found to have a significant difference in size in comparison to domestic R&D SMEs, but on the other hand, there was no significant difference in the cluster analysis that considered various variables. Based on these findings, we confirmed that SMEs that use the information supporting infrastructure are superior in size, and had a relatively higher distribution of companies that transact to a greater degree with large companies, when compared to the SMEs composing the general group of SMEs. Also, we found that companies that already receive support from the information infrastructure have a high concentration of companies that need collaboration with government funded institution. Secondly, among the SMEs that use the information supporting infrastructure, we found that increasing external networking capabilities contributed to enhancing product competitiveness, and while this was no the effect of direct assistance, we also found that indirect contributions were made by increasing the open marketing capabilities: in other words, this was the result of an indirect-only mediator effect. Also, the number of times the company received additional support in this process through mentoring related to information utilization was found to have a mediated moderator effect on improving external networking capabilities and in turn strengthening product competitiveness. The results of this study provide several insights that will help establish policies. KISTI's information support infrastructure may lead to the conclusion that marketing is already well underway, but it intentionally supports groups that enable to achieve good performance. As a result, the government should provide clear priorities whether to support the companies in the underdevelopment or to aid better performance. Through our research, we have identified how public information infrastructure contributes to product competitiveness. Here, we can draw some policy implications. First, the public information support infrastructure should have the capability to enhance the ability to interact with or to find the expert that provides required information. Second, if the utilization of public information support (online) infrastructure is effective, it is not necessary to continuously provide informational mentoring, which is a parallel offline support. Rather, offline support such as mentoring should be used as an appropriate device for abnormal symptom monitoring. Third, it is required that SMEs should improve their ability to utilize, because the effect of enhancing networking capacity through public information support infrastructure and enhancing product competitiveness through such infrastructure appears in most types of companies rather than in specific SMEs.

A Study on Perceived Quality affecting the Service Personal Value in the On-off line Channel - Focusing on the moderate effect of the need for cognition - (온.오프라인 채널에서 지각된 품질이 서비스의 개인가치에 미치는 영향에 관한 연구 -인지욕구의 조정효과를 중심으로-)

  • Sung, Hyung-Suk
    • Journal of Distribution Research
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    • v.15 no.3
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    • pp.111-137
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    • 2010
  • The basic purpose of this study is to investigate perceived quality and service personal value affecting the result of long-term relationship between service buyers and suppliers. This research presented a constructive model(perceived quality affecting the service personal value and the moderate effect of NFC) in the on off line and then propose the research model base on prior researches and studies about relationships among components of service. Data were gathered from respondents who visit at the education service market. For this study, Data were analyzed by AMOS 7.0. We integrate the literature on services marketing with researches on personal values and perceived quality. The SERPVAL scale presented here allows for the creation of a common ground for assessing service personal values, giving a clear understanding of the key value dimensions behind service choice and usage. It will lead to a focus of future research in services marketing, extending knowledge in the field and stimulating further empirical research on service personal values. At the managerial level, as a tool the SERPVAL scale should allow practitioners to evaluate and improve the value of a service, and consequently, to define strategies and actions to address services for customers based on their fundamental personal values. Through qualitative and empirical research, we find that the service quality construct conforms to the structure of a second-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality. In turn, each has two subdimensions that define the basis of service quality perceptions. The authors further suggest that for each of these subdimensions to contribute to improved service quality perceptions, the quality received by consumers must be perceived to be reliable, responsive, and empathetic. Although the service personal value may be found in researches that explore individual values and their consequences for consumer behavior, there is no established operationalization of a SERPVAL scale. The inexistence of an established scale, duly adapted in order to understand and analyze personal values behind services usage, exposes the need of a measurement scale with such a purpose. This need has to be rooted, however, in a conceptualization of the construct being scaled. Service personal values can be defined as a customer's overall assessment of the use of a service based on the perception of what is achieved in terms of his own personal values. As consumer behaviors serve to show an individual's values, the use of a service can also be a way to fulfill and demonstrate consumers'personal values. In this sense, a service can provide more to the customer than its concrete and abstract attributes at both the attribute and the quality levels, and more than its functional consequences at the value level. Both values and services literatures agree, that personal value is the highest-level concept, followed by instrumental values, attitudes and finally by product attributes. Purchasing behaviors are agreed to be the end result of these concepts' interaction, with personal values taking a major role in the final decision process. From both consumers' and practitioners' perspectives, values are extremely relevant, as they are desirable goals that serve as guiding principles in people's lives. While building on previous research, we propose to assess service personal values through three broad groups of individual dimensions; at the self-oriented level, we use (1) service value to peaceful life (SVPL) and, at the social-oriented level, we use (2) service value to social recognition (SVSR), and (3) service value to social integration (SVSI). Service value to peaceful life is our first dimension. This dimension emerged as a combination of values coming from the RVS scale, a scale built specifically to assess general individual values. If a service promotes a pleasurable life, brings or improves tranquility, safety and harmony, then its user recognizes the value of this service. Generally, this service can improve the user's pleasure of life, since it protects or defends the consumer from threats to life or pressures on it. While building upon both the LOV scale, a scale built specifically to assess consumer values, and the RVS scale for individual values, we develop the other two dimensions: SVSR and SVSI. The roles of social recognition and social integration to improve service personal value have been seriously neglected. Social recognition derives its outcome utility from its predictive utility. When applying this underlying belief to our second dimension, SVSR, we assume that people use a service while taking into consideration the content of what is delivered. Individuals consider whether the service aids in gaining respect from others, social recognition and status, as well as whether it allows achieving a more fulfilled and stimulating life, which might then be revealed to others. People also tend to engage in behavior that receives social recognition and to avoid behavior that leads to social disapproval, and this contributes to an individual's social integration. This leads us to the third dimension, SVSI, which is based on the fact that if the consumer perceives that a service strengthens friendships, provides the possibility of becoming more integrated in the group, or promotes better relationships at the social, professional or family levels, then the service will contribute to social integration, and naturally the individual will recognize personal value in the service. Most of the research in business values deals with individual values. However, to our knowledge, no study has dealt with assessing overall personal values as well as their dimensions in a service context. Our final results show that the scales adapted from the Schwartz list were excluded. A possible explanation is that although Schwartz builds on Rokeach work in order to explore individual values, its dimensions might be especially focused on analyzing societal values. As we are looking for individual dimensions, this might explain why the values inspired by the Schwartz list were excluded from the model. The hierarchical structure of the final scale presented in this paper also presents theoretical implications. Although we cannot claim to definitively capture the dimensions of service personal values, we believe that we come close to capturing these overall evaluations because the second-order factor extracts the underlying commonality among dimensions. In addition to obtaining respondents' evaluations of the dimensions, the second-order factor model captures the common variance among these dimensions, reflecting the respondents' overall assessment of service personal values. Towards this fact, we expect that the service personal values conceptualization and measurement scale presented here contributes to both business values literature and the service marketing field, allowing for the delineation of strategies for adding value to services. This new scale also presents managerial implications. The SERPVAL dimensions give some guidance on how to better pursue a highly service-oriented business strategy. Indeed, the SERPVAL scale can be used for benchmarking purposes, as this scale can be used to identify whether or not a firms' marketing strategies are consistent with consumers' expectations. Managerial assessment of the personal values of a service might be extremely important because it allows managers to better understand what customers want or value. Thus, this scale allows us to identify what services are really valuable to the final consumer; providing knowledge for making choices regarding which services to include. Traditional approaches have focused their attention on service attributes (as quality) and service consequences(as service value), but personal values may be an important set of variables to be considered in understanding what attracts consumers to a certain service. By using the SERPVAL scale to assess the personal values associated with a services usage, managers may better understand the reasons behind services' usage, so that they may handle them more efficiently. While testing nomological validity, our empirical findings demonstrate that the three SERPVAL dimensions are positively and significantly associated with satisfaction. Additionally, while service value to social integration is related only with loyalty, service value to peaceful life is associated with both loyalty and repurchase intent. It is also interesting and surprising that service value to social recognition appears not to be significantly linked with loyalty and repurchase intent. A possible explanation is that no mobile service provider has yet emerged in the market as a luxury provider. All of the Portuguese providers are still trying to capture market share by means of low-end pricing. This research has implications for consumers as well. As more companies seek to build relationships with their customers, consumers are easily able to examine whether these relationships provide real value or not to their own lives. The selection of a strategy for a particular service depends on its customers' personal values. Being highly customer-oriented means having a strong commitment to customers, trying to create customer value and understanding customer needs. Enhancing service distinctiveness in order to provide a peaceful life, increase social recognition and gain a better social integration are all possible strategies that companies may pursue, but the one to pursue depends on the outstanding personal values held by the service customers. Data were gathered from 284 respondents in the korean discount store and online shopping mall market. This research proposed 3 hypotheses on 6 latent variables and tested through structural equation modeling. 6 alternative measurements were compared through statistical significance test of the 6 paths of research model and the overall fitting level of structural equation model. and the result was successful. and Perceived quality more positively influences service personal value when NFC is high than when no NFC is low in the off-line market. The results of the study indicate that service quality is properly modeled as an antecedent of service personal value. We consider the research and managerial implications of the study and its limitations. In sum, by knowing the dimensions a consumer takes into account when choosing a service, a better understanding of purchasing behaviors may be realized, guiding managers toward customers expectations. By defining strategies and actions that address potential problems with the service personal values, managers might ultimately influence their firm's performance. we expect to contribute to both business values and service marketing literatures through the development of the service personal value. At a time when marketing researchers are challenged to provide research with practical implications, it is also believed that this framework may be used by managers to pursue service-oriented business strategies while taking into consideration what customers value.

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