• 유통과학연구
• /
• 제14권9호
• /
• pp.95-110
• /
• 2016

Purpose - Based on expectation-disconfirmation theory, this study attempted to fill the gap in the literature by treating the expected profitability as a moderator in the relationship between these constructs, identifying what instrumental factors have effects on dissatisfaction, in turn lead to exit intention, neglect, voice, and loyalty, and provide the managerial implications for building long-term relationship to enhance the partnership between franchisor and franchisee. Research design, data and methodology - In order to test the hypotheses, the authors developed several hypotheses. The data were collected from 254 franchisees in Seoul and Gyeonggi Province with SPSS 18.0 and SmartPLS 2.0. Results - The findings of the study are as follows. First, marketing support and competitiveness of product and service had a negative effect on dissatisfaction, but did not on logistics support. Second, franchisee dissatisfaction had a positive effect on exit intention and neglect, and had a negative effect on loyalty. However, franchisee dissatisfaction had not a significant effect on voice. Third, expected profits play a moderating role in the relationships between marketing support, competitiveness of product and service and dissatisfaction, between dissatisfaction and exit intention, voice, loyalty, and neglect. First, marketing support and competitiveness of product and service were found to have a greater influence on dissatisfaction for the low expected profitability group than the highly expected profitability group. Also, dissatisfaction had a greater impact on exit intention, voice, and neglect for the low expected profitability group than the high expected profitability group while dissatisfaction had a weaker impact on loyalty for high expected profitability group. Conclusions - The result of this study indicates that franchisors should reduce dissatisfaction and prevent or improve complaint behaviors by continuously identifying the impact relationship between franchisee dissatisfaction and decision factors caused by difference in expectations for roles of franchisees and franchisors. In addition, franchisors should acknowledge that the impacts of marketing support, and product and service competitiveness on franchisee dissatisfaction and on exit intention, neglect, and loyalty differ by expected profits. Therefore they should provide support in perceiving high expected profits through creating direct profits including high sales, low costs, and low rents.

• Journal of Information Technology Applications and Management
• /
• 제22권4호
• /
• pp.1-37
• /
• 2015

Micro small business start-ups are receiving financial and marketing support from government or public authority, but business closure rate is very high and it causes a hugh burden to households and national economy. This study aims to verify the causal relationship between the self-determination characteristic of small business start-ups and entrepreneurial intention through learning orientation and innovation ability. The man's intrinsic motivation of self-determination theory is expected to have an impact on the entrepreneurial intention of small business start-ups. The self-determination theory includes perceived autonomy, perceived competence, perceived relationship as independent variables. This study presented a research model for explaining the entrepreneurial intention of small business start-ups, and collected 260 survey responses from the small business start-ups In order to validate the proposed research model, PLS analysis is performed with valid 246 questionnaires. By PLS technique, the measurement reliability and validity of research variables are tested and the path analysis is conducted to do the hypothesis test. Path analysis shows that perceived autonomy does not significantly affect the learning orientation and innovation ability. On the other hand, perceived competence significantly influences learning orientation and innovation ability. Perceived relationships had significant influence on learning orientation. It is found that the parameters of learning orientation and innovation ability significantly influence the dependent variable of entrepreneurial intention. Based on the results, a policy and strategy for supporting small business start-up are presented.

• 산학경영연구
• /
• 제14권
• /
• pp.149-168
• /
• 2001

외환위기에 따른 IMF지원체제라는 어려운 경제환경하에서 현정부들어 시행된 국내경제 정책의 미숙과 지속적인 실패로 국내금융산업은 매우 어려운 상황에 직면하게 되었다. 특히 무분별한 통제정책으로 빅딜 등 사상초유의 구조조정이 이루어지면서 주요 국내 금융기관의 상당수가 헐값으로 외국기업에 팔리는 해프닝이 벌어지고 있다. 국내 금융산업이 사상초유의 은행퇴출 및 강제 합병, 국내은행의 해외덤핑매각, 엄청난 공적자금의 투입, 정치권의 각종 통제, 급격한 금리인하 등 예기치 못한 변화를 겪으면서 국내 은행들은 생존자체를 염려해야 하는 상황이 되었다. 이제 은행은 새로운 고객의 유치는 물론 기존의 고객을 경쟁사에 빼앗기지 않고 유지해야하는 관계마케팅전략에 관심을 기울여야 한다. 이 분야는 최근에 서비스산업에서 가장 중요하게 언급되고 있는 부분이다. 따라서 본 연구는 국내 금융기관의 거래관계 유형을 파악하고 성공적인 전략을 찾아내는 데 그 목적을 두고 있다. 연구결과 국내은행이 고객과의 거래관계를 유지하는 전략유형은 크게 4가지로 나타났다. 즉, 사회적 결속, 구조적 결속, 재무적 결속, 기타 결속 둥으로 나타났다. 그리고 이러한 전략 중에서 은행의 성과에 유용한 전략은 성과유형별로 다소 차이는 있으나 대체적으로 재무적 결속, 구조적 결속, 사회적 결속 순으로 나타났다.

• 디지털융복합연구
• /
• 제15권8호
• /
• pp.59-68
• /
• 2017

본 연구는 창업자 특성이 마케팅 역량에 따른 창업 성과에 관한 연구이다. 창업자 특성, 마케팅 역량, 창업성과에 대한 이론적 고찰을 통하여 이론적 개념을 정립하고 이를 중심으로 창업자 특성과 마케팅 역량과의 관계를 알아보고, 이러한 특성이 창업성과에 어떠한 영향이 있는지에 대한 연구모형 및 연구가설을 설정하여 실증분석을 한 결과 첫째, 창업자 특성은 창업 성과에 영향을 미치는 것으로 확인 되었다. 둘째, 마케팅 역량은 창업성과에 영향을 미치는 것으로 확인 되었으며, 셋째, 창업자 특성은 마케팅 역량에 따라 창업 성과에 영향을 미치는 것으로 확인되었다. 따라서 본 연구는 창업자 특성과 마케팅 역량은 창업 성과에 영향이 있는 것으로 확인 되었으며, 창업자 특성은 마케팅 역량에 따라 창업성과에 영향을 미치는 것으로 확인하였으므로 향후 창업자들에게 성공 창업과 실패확률을 감소시키기 위한 전략적 이론과 시사점을 제공하는데 의의가 있다. 또한 향후에는 업종별, 개인적 특성으로 본 연구를 세분화여 연구를 진행 하고자 한다.

• Asia pacific journal of information systems
• /
• 제20권3호
• /
• pp.33-49
• /
• 2010

We empirically examine the impact of online auction knowledge and category-specific knowledge on the final price of online auctions. Specifically, we question how the relationship between buying and selling experiences affects the final prices of online auctions. Related to the trust between buyers and sellers, we examine the multiple interactions between a buyer-seller pairand aim to identify how these repeated transactions influence the final price. To contrast these effects with other product related factors, we focus on so called 'common value' auctions of vintage stamps on eBay, in which the ex-post value of the product is the same among participating agents’ perceived value. Online auction of stamps provides a representative setting to examine the relationship between market experience and the auction participation behavior in the common value auction, as it provides the book value of stamp as well as price variation across individual buyers with different expertise levels. Our analysis of over 3000 stamps auctions on eBay indicates a significantly high frequency of buyer-seller (pair) interactions, thus suggesting a 'relationship view' of auctions. The work validates five hypotheses derived from the existing theory in economics, marketing, and information systems. Through the common-value auction data, we find that seller's online auction experience and category-specific experience favor sellers by increasing the final price. However, buyer's online auction experience does not affect the final price, but buyer's category-specific experience favors buyers by decreasing the final price. We find that the trust between two trading parties increases the final price.

• 한국의상디자인학회지
• /
• 제17권1호
• /
• pp.155-166
• /
• 2015

Based on marketing theories of brand and corporate association, and the social psychological theory of identity, the effects of the corporate brand on individual brand loyalty were established via two major routes. The empirical study is based on the response of 330 subjects who participated in a field survey. In the statistical analysis, Correlation Analysis, Factor Analysis, Sequential Equation Model Analysis were used for verification. The corporate association affected the formation of individual brand loyalty both the product level and corporate level. Specifically, the two types of brand response did differ in terms of their strength on brand loyalty. The present study contributes to the academic literature in that it disentangles the construct of the corporate brand from that of the individual brand and investigates the structural relations between the two.

• 기술혁신연구
• /
• 제12권1호
• /
• pp.67-114
• /
• 2004

This study attempts to integrate causal model with competitiveness evaluation model, both of which have developed independently of each other, in connection with many studies on PMES (performance measurement and evaluation system) including the BSC (balanced scorecard) of Kaplan and Norton (1992, 1996). For this attempt, this study is composed of four analyses : First, this study develops a structural model for evaluating and diagnosing corporate ‘comprehensive’ competitiveness including quality competitiveness, derive CCI (comprehensive competitiveness index) and QCI (quality competitiveness index) ; Second, this study analyzes the determinants of quality competitiveness, the impacts of quality competitiveness, on product design and product reliability, and the impacts of product design and product reliability on quality competitiveness in the comprehensive competitiveness evaluation model of this study. Third, this study empirically identifies the positioning of product design in the quality competitiveness evaluation model of this study and the functional relationship between product design and other functions : product development, manufacturing, marketing, and marketing, and sales in the same comprehensive competitiveness evaluation model, estimate the determinants of product design and its impacts, thereby providing some empirical findings for the foundation of design management theory, and Fourth, this study identifies the positioning of product reliability in the same quality competitiveness evaluation model, estimate the reliability function and the functional relationship between product reliability and other dimensions of product quality, and tests the hypotheses on the causality of product reliability.

• The Journal of Asian Finance, Economics and Business
• /
• 제8권11호
• /
• pp.307-316
• /
• 2021

This research aims to investigate the relationship between moral deficiency and moral consumption. Consumers' moral values cannot be separated from their consumption activities. In other words, consumers' spending preferences may be an expression of their beliefs about what is right and wrong. A less explored concept within moral consumption behavior theory is 'moral deficiency'. To the best of our knowledge, this is the first research effort to integrate green purchasing and religious purchasing under the banner of moral consumption behavior. There are two studies: Study 1 aimed to measure the moral deficiency of participants through moral scenarios (implicit) and then test its relationship with the green purchase and religious purchase, two proxies of moral consumption. A total of 121 universities were chosen via the nonprobability sampling method. To improve the results of the prior study, Study 2 aimed to measure the moral deficiency of participants through moral deficiency self-report (explicit) and then test its effects on green purchase and religious purchase. A total of 208 participants from the general public were recruited via the nonprobability sampling method. The findings of the two studies suggest that participants with high moral deficiency showed more intention to engage in moral consumption behavior.

• Asia Marketing Journal
• /
• 제23권1호
• /
• pp.29-62
• /
• 2021

The current research develops and tests the theory that beliefs in economic mobility are affected by social capital at the community level, especially for low-income individuals. Integrating concepts from social capital and perceived economic mobility (PEM), this research hypothesizes that members of disadvantaged groups (vs. members of advantaged groups) are more likely to adjust their PEM depending on the social capital at the community level. Using archival data, multilevel analysis is employed to examine whether individual- or community-level social capital increases PEM and the extent to which income moderates this relationship. Consistent with our hypotheses, social capital at the community level is significantly associated with PEM and this relationship is stronger for low-income (vs. high-income) earners. Study 1 shows that individuals in communities with high levels of social relations and participation are more likely to have higher PEM than those in communities with lower levels. Study 2 replicates this finding with a similar dependent variable: negative prospects. Further, the PEM-enhancing and negative prospects-decreasing effects of community-level social capital are consistently stronger for low-income (vs. high-income) earners. This study extends the investigation of PEM and social capital by suggesting social capital as a possible antecedent of PEM.

• 한국실내디자인학회논문집
• /
• 제20권2호
• /
• pp.72-84
• /
• 2011

In accordance with an active development, we now enjoy web 2.0 generation centering bilateral participation through the web 1.0 environment mainly providing the offering information and take a step web 3.0 understanding information by itself. The same time of digital technic development, consumption market arrived at market3.0 generation, also passed by market 1.0 and went via market 2.0 based on bilateral participation and understanding. This change have the marketing implement index changed as well. Nowadays, 7C is generalized of making up sensibility, emotion, communication, relationship, customization and interactive built as a major strategy from the day of 3p focused on customer environment, service process and 4P focused on physical quality of product. It isn't that brand and merchandise create life and experience like as past. It is focused on embodiment of a way of life, culture and creative experience from consumers' own. This treatise, therefore, fixes the object as flagship store positively reflecting the change and examine the change of a marketing code element and social factor stimulating customer behavior change. As a condition of this study, It fixes Maslow Motivation Theory as the main index of customer behavior, and 7C as the marketing code. This treatise ultimately studies the index of flagship store discussion based on domestic outdoor brand cases.