• Journal of Distribution Science
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• v.13 no.11
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• pp.93-100
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• 2015

Purpose - The objective of this research is to investigate whether national culture influences consumers' service evaluations. The services industry is receiving increasing attention from academia and practitioners as its position grows in global markets. Standardization or localization is a traditional managerial decision in global business. As the boundaries of services expand across national borders, firms are required to decide whether to standardize services or adjust to local needs. Though it is imperative to reflect global perspectives in marketing theories, these perspectives are mostly based on Western conceptualization of the world. Through a comparison of consumer groups from two culturally remote countries, service quality evaluation mechanisms are examined based on similar stimuli. The study tries to expand service marketing perspectives across national borders. Research design, data, and methodology - Eastern and Western countries are known to be culturally distinct. One Eastern and one Western country were chosen: an Anglo-Saxon country (the U.S., England, and Australia) and South Korea. In Hofstede's cultural dimensions, the differences between the two are pronounced. The Anglo-Saxon based countries share many similarities. Samples of the same sites are targeted. Questionnaires using a service quality scale (SERVQUAL) and a customer satisfaction scale were distributed. Utilizing Hofstede's typology of culture, the service evaluation mechanisms of the respondents from the two groups are evaluated. Three hypotheses are proposed from the review of the literature. These are service evaluation habits, importance of service quality dimensions for the individualistic/collectivistic countries, and strong/weak uncertainty avoidance cultures. Consumers from the individualistic countries are considered to care about themselves and demand a higher level of responsiveness and assurance. On the other hand, consumers from high uncertainty avoidance cultures are assumed to rely more on tangible questions of service quality, as these are the only predictable service quality indicators. A t-test and regression analysis are applied to validate the constructs. Results - The respondents from the Anglo-Saxon countries are more generous on service evaluations than Koreans. Researchers have indicated that Americans tend to give higher service evolution scores than European, Mexican, and Korean counterparts. The tendency is the same here. The sample from Anglo-Saxon countries demonstrated higher service evaluation scores on every dimension of SERVQUAL. For the second hypothesis, the respondents from the collectivistic culture rely less on core service dimensions (assurance and responsiveness) due to their tendency to place more value on group harmony than individual interest. However, the third hypothesis was not validated. Conclusions - The study attempted to expand the scope of service marketing to reflect cross-national perspectives. Service quality is known to have a strong influence on customer satisfaction and loyalty behavior. However, this research demonstrated that individuals from different cultural territories respond heterogeneously to the same stimuli. Scholars argue that national cultures are main factors in such deviated behavior. Scholars and global managers should be aware of differences in consumer value judgment mechanisms such as satisfaction, expectations, and perceptions.

• Journal of the Korea Convergence Society
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• v.13 no.4
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• pp.261-270
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• 2022

For mobile online games, this study examines how use pursuit propensity, use interest, use, service quality, and system quality, which are attributes that evaluate the use value and benefit for Chinese users, have an effect on use satisfaction. Empirical analysis results; all composing factors of four attribute had a positive effect, and the degree of effect was different according to game types in use interest and use, service quality. In terms of use pursuit, there was no difference between game types, and innovation pursuit and relationship pursuit were found to be similarly important effecting factors. In terms of use interest, there was a difference between game types. Sense of solidarity in single-player game and sense of achievement in multi-player game was found to be the most important effecting factor. In terms of service quality, there was a difference between game types. Easy of game in single-player game and function of game in multi-player game was the most important effecting factor. In terms of system quality, use convenience was found the most important effecting factor without difference between game types. Based on these results, this study suggested a strategy to enhance game development and loyalty to companies in the game industry.

• Journal of Distribution Science
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• v.9 no.4
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• pp.29-42
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• 2011

With the many advantages of the internet, online shopping has become one of the fastest growing types of retail businesses. However, internet-based firms are much more firmly required to retain existing customers rather than secure new ones, and to make them revisit the site by strengthening trust and loyalty, thereby improving profits and outrivaling competitors. Commitment is an essential part of successful long-term relationships between buyers and sellers. Although commitments by both parties in an exchange can provide the foundation for the development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. Moreover, flow, which is characterized by intense concentration and enjoyment, was found to be significantly linked with exploratory use behavior, which in turn was linked to the extent of computer use. The level of flow was, itself, determined by the individual's sense of being in control, and the level of challenge perceived in maneuvering a website. Website attractiveness goes hand in hand with the attractiveness of an internet shopping mall, and it can be conceptualized as the persuasive effectiveness of a message by the use of familiarity, favor, similarity, etc. It occurs when information receivers try to achieve self-satisfaction when they actually or emotionally identify themselves with an information source. This study investigates the relationship between the perceived system characteristics of an internet shopping mall and the loyalty of online consumers, and it examines how perceived website attractiveness and flow play mediating roles between the perceived system characteristics of an internet shopping mall and the affective commitment in the context of a clothes internet shopping mall. For these purposes, a structural model comprising several variables was developed. That model was tested with an analysis of moment structure (AMOS) using data from respondents who had purchased clothing through the internet during the past three months. In this model, the perceived system characteristics of an internet shopping mall, such as familiarity, reputation, uniqueness, positive emotions, self-efficacy, and interactivity, were proposed to affect the website's attractiveness and flow, and lead to a higher affective commitment over time. Thus, the perceived website attractiveness and flow were proposed as core mediating variables between perceived system characteristics and affective commitment. The results of a reliability test using Cronbach's Alpha, and a confirmatory factor analysis warranted using unidimensionality for the measures for each construct. In addition, the nomological validity of the measures was warranted from the results of a correlation analysis. The results of empirical analyses indicated that systematic attributes resulting in website attractiveness and user's characteristics, thereby triggering customers' flow, play a crucial role in inducing customers' affective commitment, and a user's characteristics are twice as important as systematic attributes in this study. Moreover, familiarity, reputation, and uniqueness all have a significant effect on website attractiveness, and the research showed that uniqueness took the first place, and that familiarity and reputation followed in order of magnitude. The fact that reputation was not the most important factor that affects the attractiveness of an internet shopping mall, with uniqueness or familiarity having a greater impact, suggests much deeper implications. Finally, positive emotion, self-efficacy, and interactivity all have a significant effect on customers' flow. In particular, the fact that positive emotion, compared to self-efficacy or interactivity, has much more impact on flow is very suggestive.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.31-41
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• 2017

Foreign tourists who are visiting Korea urban tourism destination have been continuedly growing and more various tourism products and service are requested to fit those foreign tourists' needs and wants. Accordingly, tourism contents and its satisfaction in urban tourism destination have been developing to provide more valuable products and service to tourists. This study was conducted to segment foreign tourists based on 4 different tourism urban destination contents, including destination facility contents, leisure entertainment contents, shopping contents, accommodation contents. Cluster analysis provided four different groups based on the mean score of urban tourism destination contents. MANOVA was conducted to identify whether ot not there are differences among the segmented groups in terms of travel performances and destination loyalty, Chi-square analysis were also conducted to see if there are differences among the segmented groups based on demographic informations. Theoretical and practical implication were discussed in the conclusion section. The results of this study would be helpful for tourism products planners and developers.

• Sijohaknonchong
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• v.19 no.1
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• pp.179-205
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• 2003

The purpose of this study is about to consider the structure of dualistic recognition between "Gang-Ho"(ideal sanctuary) and real world in the "Songs of Fisherman" written by Lee Hyeon Bo. In order to do this job, I analized the arrangement of the contents and extract the exact in and outward meaning of elements and expressions; usage of them between lines of this Song. Based on these works, I tried to explain the confronted recognitions of the two worlds. At the first, about the arrangement and contents of this poem, It is consisted of 5 independent sub-poems and each of them are describing the value of fisherman's life(at the poem 가), separation from mundane world(나), satisfaction of fisherman's life(다), nature of "Gnag-Ho"(라), domiciliation in the place(마). It looks like that the writer intended to have the arrangement probability and likelihood connecting poems. Secondly, It contrast the nature of the "Gang-Ho" and real world. The sanctuary is a place of 'absence of worldly desire' and 'cordiality' that could afford one's harmonious life. On the other hand, the real world is a troublesome place which always conflicts political confrontations. For those reasons, the writer wants to satisfy with his living in "Gang-Ho" separating himself from the real world. Thirdly, The nature of "Gang-Ho" is 'absence of worldly desire' and 'cordiality' that one could be deserved his diligency becoming a part of the harmonious idealistic living place. Fourthly, on the character of story teller. Originally he is a incomer of "Gang-Ho" from real world. so that reason, he is showing dualism not to deny the loyalty oath to his king, while he intends to satisfy with the life in "Gang- Ho" separating himself from real world. As a gentry, at that time, the loyalty oath is inevitable one and that is found from writer's other works either. Fifthly, Characters of the different world recognition. The main reason of his intention to "Gang-Ho" roots on out of worldly confrontations, his separation from real world is on a joyous peaceful life just like in "Gang-Ho". this study believes the writer imply that 'absence of worldly desire' and 'cordiality' of "Gang-Ho", be a key role to resolve the confrontation of real world. Lee Hyeon Bo himself regards the two elements as a advisable attitude of life. At last, Seeing the writer's other work and literature's educational effect, this study defines that even if the poem outwardly express one's lyricism but inside it warns governors ruling attitude.

• Journal of Service Research and Studies
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• v.9 no.4
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• pp.81-95
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• 2019

The concept of customer satisfaction is very important issue in the service firms. All service firms should delight theirs customers? Which service contexts creating customer delight results in better positive performance? This study is to examine the moderating effect of service type on the customer delight-behavioral intention relationship. Data from consumers across two distinct service contexts (retail banks and upscale restaurants) were obtained. Using the multiple moderating regression analysis, the proposed hypotheses in this study were tested. The results reveal that customer delight had a greater positive impact on both revisit and referral intention in the hedonic service than the utilitarian service. This study suggests specific service contexts where customer delight strategies generate better desirable results. The customer delight strategy is able to be applied in both hedonic and utilitarian services, but it is more effective to lead customer loyalty in the hedonic service than utilitarian services. Service firms need a strategic approach to customer satisfaction strategies. This study provide strategic implications for service firms to efficiently manage and allocate resources, and can help them in making decisions about establishing and implementing customer satisfaction strategies.

• Asia-Pacific Journal of Business
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• v.15 no.1
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• pp.193-207
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• 2024

Purpose - With the increase of non-face-to-face activities due to the spread of COVID-19, O2O industry has grown rapidly which reduces contact points between suppliers and consumers. O2O platform is now recognized as an indispensable channel of distribution, but the voice is getting louder that it is necessary to check how it contributes to the performance of suppliers or how its fee system or contract terms affects the expansion of O2O industry as the leading companies tend to monopolize the market. Design/methodology/approach - In this study, the scope was limited to the restaurant industry in which transactions are the most active among the O2O industry and a regression analysis was done on 775 businesses that had used guarantor service from the Seoul Credit Guarantee Foundation. Findings - Analysis on the impact of O2O platform system, information, and service quality on the business performance of the sole proprietors revealed that the system quality represented by ease of use and the information quality determined by level of timely, accurate and reliable information provided to the consumers have a statistically significant effect on the improvement of business performance. In addition, the effect of business performance on the loyalty measured by the likelihood of users continuing to use the service as well as recommending it to others was moderated by the satisfaction with contract terms, not by the fee system. Research implications or Originality - Although the number of O2O platform providers has increased manyfold, the membership rate is no more than 20%, which means that the small business owners are still struggling with digital transformation. In order for the O2O industry, which is now commonplace, to form a healthy ecosystem that satisfies both suppliers and consumers, the standard contract guidelines that are acceptable to both parties must be established and the O2O providers must offer services that help suppliers to improve performance.

• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.417-425
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• 2021

This study was conducted to evaluate the characteristics of major selection of college students majoring in culinary. By conducting an Importance-Performance Analysis(IPA) through students who are currently majoring in a culinary major, it is intended to increase student satisfaction, student loyalty, the enrollment rate and to present the direction the college should pursue. The questionnaire was conducted for 4 weeks from June 22, 2020 to July 19, 2020, the results are as follows. As a result of the t-test (paired sample t-test) for 23 attributes, the average value of importance was 4.0765, the average value of satisfaction was 3.5091, showing high importance, the attributes considered important by item were 'educational facilities (4.50)', 'school welfare (4.50)', the attributes having the highest satisfaction with experience after selecting a major were 'aptitude and conformity (3.94)', 'future hope and concordance (3.91)'. The IPA analysis results on the major selection attributes of college students majoring in culinary are as follows. First, In the first quadrant, 11 attributes including 'aptitude and conformity' appeared, Second, In the second quadrant, 5 attributes including 'employment support' appeared. Third, In the third quadrant, 5 attributes including 'college scholastic ability score' appeared, Finally, In the fourth quadrant, 2 attributes including 'experience in major field' appeared.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.2
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• pp.121-134
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• 2016

The current insurance market is facing a real problem that the high cost of insurance spent in maintaining a non- face-to-face sales channels face of the channel facing growing contribution to the reduction of side. As a result, the productivity issue facing designers of representative organizations in the organization channel will be referred to an urgent problem. As a result of improved organizational productivity architect that is the goal of this study to demonstrate what a performance improvement factor of insurance agents. Personality factors and individual insurance agents individual-environmental suitability and job satisfaction, consider the impact on turnover intention year of the results architects extroversion, sincerity, openness, it won a chronic, emotional gender, personality representing the honesty factor is organizational commitment and job satisfaction It has had a significant impact on. In other words, this is a lively and extroverted nature of the actuary, the more harmonious interpersonal relationships and higher emotional empathy with others can raise the extent that has a strong sense of belonging and attachment to their company's commitment. Whereas personality factors were not significant influence turnover intention has. This can be made to represent the need for screening of agents introduced from the introduction stage. Depending on the personality factors of organizational commitment, personal planners also occurs because of the differences and job satisfaction. Whereas turnover of agents is the result of empirical factors that are affected by other agents than to individual character generated by the character of the individual agents. Compliance boss, job suitability, individuals representing a fellow fitness, tissue compatibility environmental compliance is having a significant impact on both the degree of organizational commitment, job satisfaction and turnover intention. In other words, the boss or colleague, values and personality, working method, as fits well the concerns and pursuing goals are similar, and their job aptitude higher the suitability of the organization is about to have a sense of belonging and attachment to the company commitment can do. This is the result of a demonstration that the work environment of the actuary agents productivity gains and loyalty depends on the insurance company, which currently belongs.

• Journal of the Korean Society of Food Science and Nutrition
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• v.36 no.4
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• pp.488-498
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• 2007

The purposes of this study were to: a) provide evidences concerning the effects of emotional leadership b) examine the impacts of emotional leadership on employee-related variables, 'job satisfaction', 'organizational commitment', 'organizational performance' and 'turnover intention', and c) identify a conceptual framework underlying emotional leadership. A survey was conducted from August 23 to November 3, 2005 to collect data from mid-level managers in food service company headquarters (N=219). Statistical analyses were completed using SPSS Win (12.0) for descriptive, reliability, factor and correlation analyses and AMOS (5.0) for confirmatory factor analysis and structural equation modeling. The main results of this study were as follows. First, the managers gave the highest point to their leaders in the emotional leadership competence 'organizational awareness : reading the currents, decision networks, and politics at the organizational level' and gave the lowest point in the emotional leadership competence 'influence: wielding effective tactics for persuasion'. Second, the means of job satisfaction was above the midpoint (3 points). Employees' job satisfaction with 'coworkers' was relatively high. However, the extents of satisfaction with 'payroll' 'promotion', and 'work environment' were relatively low. Third, the organizational commitment was above the midpoint (3 points). In the organizational commitment, 'loyalty' factor was higher than 'commitment' factor. Fourth, the means of organizational performance was above the midpoint. The highest organizational performance variable was 'internal efficiency; trying to reduce cost' and the lowest organizational performance variable was 'internal fairness ; equitable treatment and all are treated with respect with no regard to status and grade'. Fifth, most respondents intended on 'thinking of quitting ; towards turnover process'. Sixth, the test of hypothesis using structural equation modeling found that emotional leadership produced p[Isitive effects on job attitude and job performance. Emotional leadership enhanced job satisfaction and organizational commitment, and in turn, employees' attitude positive effects on organizational performance; emotional leadership also had a direct impact on organizational performance