• Journal of Convergence for Information Technology
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• v.9 no.4
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• pp.59-67
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• 2019

Most of the prior researches in brand extension evaluation have utilized purchase intention as a n effective variable to assess the effectiveness of brand extensions. In contrast, the author proposes that trial intention is to better predict consumers' behavioral response in the newly launched brand extension markets where relate to high risk and uncertainty. Furthermore, the study explores the effects of attitude toward parent brand and consumers' characteristics (perceived similarity and consumption experience) on trial intention of brand extensions. In order to achieve the purpose of the study, the data collection was conducted for actual consumers who had experience using parent brand products. This study employed experiment and questionnaire survey and collected data of 186 was analyzed using clustering analysis and regression analysis. The main results are as follows. First, attitude toward parent brand has a positive effect on trial intention of the extensions. Second, perceived similarity and consumption experience of parent brand have moderating effects on the relation of attitude toward parent brand and trial intention of brand extensions. The results provide that both industry and academic researchers with a guide to process trial intention of brand extension from a comprehensive perspective.

• The Korean Journal of Franchise Management
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• v.10 no.3
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• pp.37-52
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• 2019

Purpose - This study examined the relationship between service quality, perceived value, customer satisfaction and behavioral intention of coffee shop using CoffeeSERV scale. In this model, CoffeeSERV scale consists of fundamental characteristics, physical environment, confidence, beverage characteristics, and representation factors. In particular, this study tried to demonstrate the moderating effect of customer's regulatory focus orientation among in the relationships between service quality, perceived value, customer satisfaction and behavioral intention. Research design, data, and methodology - This study intends to expand the existing service quality research by using the coffee shop service quality measurement tool developed by domestic researchers. I wanted to find some implications for the trend. In particular, this study applied the regulatory focus theory to identify individual differences of customers regulatory focusing motivation. In order to verify several hypotheses, the data were 227 college students and analyzed with SPSS/PC 21.0 and SmartPLS 3 program. The moderating role of customer's regulatory focusing motivation was tested using multi-group analysis with SmartPLS 3 program. Results - The resutls are as follows. First, the fundamental characteristic factors only had a significant influence on the utilitarian value perception, but in the hedonic value perception, all other service factors except for the beverage characteristic had a statistically significant effect. Second, utilitarian and hedonic value had significant effects on customer satisfaction. Third, customer satisfaction had a significant effect on behavioral intention. Finally, the regulatory focus orientation played a moderating role in the relationship between beverage characteristic - utilitarian value, representation - utilitarian value, fundamental characteristic - hedonic value, physical environment - hedonic value, confidence - hedonic value, and utilitarian value - behavioral intention. Conclusions - The results of this study show that the various service quality factors that make up the CoffeeSERV scale have different effects on utilitarian and hedonic value. This means that perceived benefits from product and service experience have different impacts on the customer's experience. Therefore, marketers should identify the impacts of service quality dimension that customers who use coffee shops consider important, understand the impact process of these quality factors on experience value, customer satisfaction, and behavioral intention, and allocate limited marketing budget. The results also show that it is possible to establish differentiatied response strategies using customer's regulatory focus orientation to find ways to enhance utlitarian and hedonic value, customer satisfaction, and behavioral intention using various Coffeeshop service quality factors. At the end of this paper, some limitations and future research directions were suggested.

• The Korean Journal of Franchise Management
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• v.10 no.2
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• pp.49-58
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• 2019

Purpose - As the growth potential of the cultural contents industry steadily grows, the cinemas industry is growing fast especially due to popularity and commerciality. The recent in the cinemas industry is evolving on multiplex cinemas that combine cultural facilities such as theaters, restaurants, and shopping centers. Due to the rapid growth of multiplex cinemas, many researchers have studied the characteristics of visiting customers in Korea. Among them, selection attribute of multiplex cinemas, including the service quality and physical environment, is important because it may examines the cause of customer 's behavior. Thus, this research focuses on the effects of the selection attributes of the multiplex cinemas on customer satisfaction and their loyalty. This research suggests the guidelines for how cinemas should manage their customers and build their customers satisfaction and loyalty that improve business performance. Research design, data, and methodology - This study tests the structural relationship between selection attributes of multiplex cinemas, customer satisfaction, and loyalty. selection attributes of multiplex cinemas divide into five sub-dimensions such as movies facility quality, services, cleanliness, accessibility, and snack bars quality. In order to examine the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. The data were collected from 100 students in their 10-20s and were analyzed using SPSS 22.0, SmartPLS 3.0 and fsQCA program. Result - The findings of this research are as follows. First, all selection attributes except cleanliness have significant positive impacts on customer satisfaction and loyalty. Second, customer satisfaction has significant positive impact on loyalty. Third, as a result of fsQCA, high satisfaction and high accessibility were the necessary conditions on loyalty. Fourth, the necessary conditions for male and female groups were different. Conclusions - The implications of this study are as follows. Overall, multiplex cinemas should manage selection attributes basically regardless of the type of theater. Especially, cleanliness was not significant, but the customer probably consider it an essential and basic factors. Also, they are able to manage the selection attributes differently depending on the type of gender. For the male customers, it is effective that centralized strategy and for female customers, it is effective that emphasized the multiplex cinemas image.

• The Korean Journal of Franchise Management
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• v.10 no.4
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• pp.19-29
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• 2019

Purpose: In beauty industry, service quality is very critical, because it impacts on the customer's positive attitude and behavior to the beauty salon or beauty brand. Thus, this research examines the effects of service attributes on customer satisfaction and loyalty in beauty salon. This research suggests the guidelines for how beauty salons should manage their physical environment, price policy, professional skills, and employees that improve management and business performance. Research design, data, and methodology: This study examines the structural relationship between service attributes, customer satisfaction, and loyalty. Service attributes divide into four sub-dimensions such as servicescape, price service, technical service, and employee service. In order to test the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and examined in previous studies. A total of 160 questionnaires were distributed and collected, and 150 were used for analysis except 10 that were unresponsive or unfaithful. The data were analyzed using SPSS 22.0 and SmartPLS 3.0 statistical package program. Result: The results of this research are as follows. First, all sub-dimensions of service attributes such as servicescape, price service, technical service, and employee service have significant positive impacts on satisfaction. Second, customer satisfaction have significant impact on loyalty. Conclusions: This study suggests an integrated model of the relationship that the characteristics of beauty salon service attributes affect customer loyalty through satisfaction, and suggests how to manage and allocate limited resources in the beauty industry. The findings of this research indicate that the level of customer satisfaction is shown to be increased by servicescape, technical characteristics, value of money, and human attributes. Thus, beauty salon management should focus on the relationship with their customers how to improve customer loyalty through satisfaction. The quality of beauty service influences customer's attitudes and behaviors toward beauty salon. Considering the beauty business, where the quality and customer satisfaction of beauty services are determined by the hairdresser's beauty skills,, the beauty salons must find ways to improve their skills and new trend of hair style. If beauty salon customers perceive the high quality of beauty service, they revisit beauty salon and recommend it to others.

• The Korean Journal of Franchise Management
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• v.12 no.1
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• pp.21-34
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• 2021

Purpose: This study examines the structural relationship between perceived quality, relationship quality, and revisit intention in the context of coffee shop. In this model, perceived quality consists of product, service, and experience quality, and relationship quality consists of satisfaction, trust, and commitment, and performance consists of revisit intention. More specially, this study identifies whether perceived quality plays a mediating role in the relationship between perceived quality and relationship quality and the direct/indirect effects of perceive quality on intention to revisit. Research design, data and methodology: The survey was conducted from September 1 to 30, 2019. The data were collected from 320 respondents and analyzed using structural equation modeling (SEM) with AMOS program. Results: The findings are as follows. First, quality perception of coffee specialty stores had a statistically positive effect on relationship quality, indicating supports H1. Therefore, customers can know that they are aware of the quality of coffee specialty stores, including quality of service and experience as well as products, and that they form relationship quality with coffee specialty stores. Second, relationship quality between coffee shops and customers had a significant positive effect on performance. Thus, H2 was supported. The results show that if the coffee shop does not consider relationship quality as important, customer loyalty decreases, the number of customers decreases, and the number of customers who switch to another coffee shop increases, which can lead to a threat to the coffee shop. Third, in the case of hypothesis H3, it was found that there was a partial mediating effect of satisfaction and trust between quality perception and reuse intention of coffee specialty stores, so hypothesis H3 was partially supported. As commitment appears to have no mediating effect, it can be said that customers who use coffee shops are not only difficult to maintain as regular customers of a particular coffee shop, but also have ample room to move to other coffee shops. Conclusions: Although many scholars point out the importance of service quality, few studies were conducted in the context of the Korean food service industry (including coffee shops). From this perspective, this study tested several hypotheses that the quality (product, service, experience) perceived by customers can have a positive effect on relationship quality and performance (re-visit intention), either directly or indirectly. The findings of this study demonstrate that if the manager of a coffee shop understands the characteristics of quality perceived by customers and the role of relationship quality, the effect of quality perceptions on customers can be maximized in order to maintain the relationship with customers.

• Journal of the Korea Convergence Society
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• v.11 no.12
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• pp.319-327
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• 2020

This purpose of this study was to provide information to contribute to the expansion and development of badminton clubs by identifying the effects of self-identity and self-resilience of badminton club members on interpersonal relationships. Thus, in order to achieve the objectives of this study, 259 badminton club members were verified throught correlation analysis and stepwise multiple regression analysis, which resulted in the following result: First, Among the sub-factors of self-identity, ego-resilience and interpersonal relationships, all of them were statistically relevant, except for a few factors in handling anger management, first-time relationships, self-exposure, and dealing with interpersonal conflicts. Second, Among the sub-factors of interpersonal relationships, the factors affecting the first relationship were interpersonal efficiency, future certainty, intimacy, anger management and subjecthood. The factors affecting the claiming displeasure with others were subjecthood and intimacy. The factors affecting the self-exposure were interpersonal efficiency and subjecthood. The factors affecting the emotional support and advice were subjecthood and optimistic attitude. The factors affecting the dealing with interpersonal conflicts were anger management and confidence. Therefore, the factors of self-identity and self-resilience of badminton club members suggest that they serve as important factors to facilitate interpersonal relationship.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.303-316
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• 2021

This study is aimed at verifying the effects of an ETC(Expressive Therapies Continuum)-based group art therapy program on reducing parental anxiety in first-grade elementary school students' mothers. An ETC program was composed based on the therapeutic factors of the ETC components. Seven mothers of first-grade students located in city A of Gyeonggi-do were selected as the subjects of the study. These mothers underwent 11 sessions of ETC-based group art therapy from April 18 to May 24, 2019, 1 to 2 times a week for 70 to 90 minutes. In order to verify the effectiveness of this research program, scores from pre- and post-parental anxiety scales were analyzed using SPSS 24.0 program. Results demonstrated that first, mothers' parental anxiety was significantly reduced after the ETC program participation. Second, changes in ETC component use throughout the program positively influenced reductions in parental anxiety. In conclusion, each participant experienced the opportunity to self-explore and self-understand at all levels of ETC with their preferred art medium, thereby lowering parenting anxiety. It is meaningful that through the ETC-based art therapy program, the client can be self-aware of his or her problem, and the client can decide the direction that is beneficial to them through voluntary media selection. In addition, it is meaningful that the ETC group art therapy is able to perform activities tailored to each individual.

• Journal of Korea Entertainment Industry Association
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• v.15 no.2
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• pp.213-222
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• 2021

The purpose of this study is to provide basic data for practical measures to improve life satisfaction through appropriate information utilization ability for the elderly by specifically grasping the effect of information utilization ability of the elderly on life satisfaction. The subjects of this study were 220 elderly people aged 65 and over who live in J city, Chungbuk. In order to examine the effects of the information literacy of the elderly on life satisfaction, frequency analysis, descriptive statistics analysis, correlation analysis, and multiple regression analysis were conducted. For statistical analysis, SPSS 20.0 program was used for analysis. The results of this study showed that information technology and information literacy were significant factors affecting life satisfaction among the information literacy abilities of the elderly. This means that the higher the information technology ability and information utilization ability in the information utilization ability of the elderly, the higher the life satisfaction. Especially, information literacy has a greater effect on life satisfaction than information technology ability. However, information provision ability and information criticism ability did not have a significant effect on life satisfaction. Based on the results of this study, policy suggestions are as follows: First, it is necessary to activate information education to improve the information literacy of the elderly. Second, it is necessary to build information infrastructure to improve the information technology ability of the elderly.

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.141-152
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• 2021

The purpose of this study is to examine the effects of screen baseball experience factor on pleasrue, experience value and quality of life based on experience economy theory. To achieve the purpose of the study, 366 questionnaires who had experience visiting screen baseball were surveyed. Frequency analysis, factor analysis, reliability analysis, correlation analysis, Multiple regression analysis using SPSS ver 21.0. Results of this study are as follows, First, Experience factors (entertainment experience, escapist experience) were found to have a significant effect on the pleasure. Second, Experience factors(entertainment experience, escapist experience and aesthetic experience) were found to have a significant effect on the experience value. Third, Experience factors(entertainment experience, educational experience and escapist experience) were found to have a significant effect on the quality of life. Through these study results, this suggests that the experience factors of screen baseball users positively influence the pleasure, experience value and quality of life. Therefore, it is necessary to develop an experience factor reinforcement program and expand facilities in order to increase the pleasure, experience value, and quality of life of screen baseball users in the future.

• Journal of Industrial Convergence
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• v.20 no.10
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• pp.187-196
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• 2022

The purpose of this study is to examine the mediating effect of depression in the relationship between the performance of daily activities in the elderly and their life satisfaction. The subjects of the study were 10,097 people from the Survey on the Elderly (2020), and the SPSS 25.0 program was used for data analysis. The main research results that analyzed the elderly's daily life movement performance by dividing it into daily life discomfort and movement performance difficulty are as follows. First, it was confirmed that the effects of discomfort and difficulty in performing daily activities of the elderly on life satisfaction were significant. Second, the effects of discomfort in daily life and difficulty in motion performance in the elderly on depression were found to be at a statistically significant level. Third, the effect of depression on life satisfaction was found to be statistically significant. Fourth, the partial mediating effect of depression was examined in the relationship between the daily life discomfort and difficulty in motion performance of the elderly on life satisfaction. These results clarified that daily life discomfort, difficulty in performing movements, and depression should be reduced in order to improve life satisfaction of the elderly. Through this, a discussion was presented to increase the life satisfaction of the elderly.