• 디지털융복합연구
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• 제13권3호
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• pp.95-106
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• 2015

본 연구에서는 이미 마케팅, 심리학 분야에서 연구가 활발히 이루어지고 있는 관계배태성 이론을 컨설팅 산업에서 적용해 보고자 하였다. 서비스 제공자의 다양한 노력과 친사회적 서비스가 고객관계와 그에 대한 효과에 대해 중요성을 확인해 보고자 하였다. 또한, 컨설팅 분야에서도 컨설턴트의 친사회적 서비스로 하여금, 고객과의 관계에 있어서 배태성이 적용되는지에 대한 확인을 하고자 하였다. 이를 통해 컨설팅 기업의 마케팅 방향을 제시하고자 함이 본 연구에 목적이다. 연구 결과를 요약하면 다음과 같다. 컨설턴트의 친사회적 서비스는 고객과의 관계신뢰, 관계만족에 긍정적인 영향이 있음을 검증하였고, 관계적 배태성은 관계신뢰와 관계만족에도 긍정적인 영향을 주는 것으로 확인되었다. 또한, 관계적 배태성과 관계신뢰, 관계만족은 장기적인 관계 지향에 긍정적 영향을 주는 것으로 확인되었다.

• 복식
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• 제58권9호
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• pp.151-165
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• 2008

The purpose of this study is to establish theoretical basis for relationship marketing exercised in the esthetic industry and to empirically analyze causal relationship among factors of esthetic relationship marketing, together with quality and the performance of the relationship. With empirical research, this study finds out that such relationship marketing factor as customer orientation, employee' expertise, physical property have an impact on the relationship quality between customers and esthetic salons' service providers. Customer satisfaction and trust increase the relationship between service providers and customers, and this also increases repurchase intention of the customer towards the service providers. These are significant findings in that they illustrate the importance of employee' expertise and customer orientation, and physical property in determining satisfaction and trust. The result of this study shows that service providers can enhance customer satisfaction and trust by utilizing relationship marketing more effectively, and can preserve the current customer basis.

• 한국산학기술학회논문지
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• 제11권3호
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• pp.1115-1125
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• 2010

본 논문은 우리나라 종합병원에 근무하는 직원들의 조직지원인식이 직무태도 변수인 조직신뢰, 상사신뢰, 조직몰입 및 고객지향성에 미치는 영향을 분석하고, 인사관리에 영향을 미치는 중요한 인구통계학적 변수인 성별, 직종별, 고용형태별 특성에 따른 독립변수와 종속변수의 지각의 차이를 검증했다. 분석을 위한 데이터는 전국 9개 종합병원에 근무하는 277명의 직원들을 대상으로 한 설문조사를 통해 수집되었다. 분석결과 병원 직원들의 조직지원인식은 조직 및 상사 신뢰, 조직몰입, 고객지향성에 유의하게 영향을 미치는 것으로 나타났다. 또한 인구통계적 변수에 따른 차이 검증에서도 비정규직 직원들은 조직지원인식, 조직 및 상사 신뢰, 조직몰입, 고객지향성을 낮게 지각하는 것으로 나타났다. 여성 직원들은 남성 직원들에 비하여 조직 및 상사 지원인식도와 조직몰입도가 낮은 것으로 분석되었다.

• 패션비즈니스
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• 제17권2호
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• pp.136-150
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• 2013

This study investigates the effect of customer emotions on customer evaluation and behavior intention. The subjects used in this study were customers of a fashion shop in Sunchon South Korea. The questionnaires were conveniently sampled from July 2010 to August, 2010. Questionnaire data from 335 customers of a national brand were analyzed through a reliability analysis, factor analysis, and multiple regression analysis. The results of this study are as follows. First, emotions of customer were divided into 2 patterns, positive emotion and negative emotion. Second positive emotion have significant (+) influences on the trust and negative emotion have significant (-) influences on the trust. Third positive emotion have significant (+) influences on the customer orientation and negative emotion have significant (-) influences on the customer orientation. Forth, the emotions of customer have a considerable impact on the interaction intention. And the positive emotion have significant (+) influences on the word-of-mouth intention and negative emotion have not a considerable impact on it. Fifth the positive emotion have significant (+) influences on the attitude toward store and repurchase intention, and negative emotion have significant (-) influences on the attitude toward store and repurchase intention.

• 한국정보시스템학회지:정보시스템연구
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• 제17권3호
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• pp.1-24
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• 2008

This study empirically investigated the relationships among inter-organizational contextual factors(assets specificity, long-term orientation and interdependence), information exchange between trading partners, inter-organizational loaming and trust, and inter-organizational performance. In this study, types of information exchanged between trading firms are classified into two broad kinds: transaction information and management information. from empirical results, we found that inter-organizational contextual factors have a greater positive impact on the exchange of management information. It is also observed that the exchange of information positively influences inter-organizational trust and loaming. finally, the results of this study showed that inter-organizational trust and teaming have positive effects on the improvement of inter-organizational performance. Thus, it is concluded that the amount of information exchanged according to the conditions of inter-organizational contextual factors gives rise to inter-organizational teaming and high levels of trust, and high levels of trust and learning contribute to the increase of inter-organizational performance.

• 한국컴퓨터정보학회논문지
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• 제19권9호
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• pp.169-176
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• 2014

이 연구는 지방공무원들의 성과관리 관련 가치지향이 성과관리제도의 수용성을 통하여 직무태도에 미치는 영향을 분석해 보고, 이러한 인과경로에 있어서 공무원들의 상관신뢰가 조절효과를 지니고 있는지에 관해 실증분석해 봄으로써 정책적 시사점을 도출해 보는데 연구목적을 두었다. 이를 위해 지방공무원들을 대상으로 표본을 추출하여 설문조사를실시하였다. 분석결과, 지방공무원들의 성과지향적 가치지향은 성과관리제도의 수용성을 통하여 조직몰입, 직무만족 등의 직무태도에 유의한 영향을 미치고 있는 것으로 나타났다. 그리고 상관신뢰의 조절효과를 분석한 결과 개인주의와 업적주의 등에서는 상관신뢰가 조절효과가 있는 것으로 나타났다. 본 연구에서는 이러한 분석결과를 토대로 정책적 시사점을 제시하였다.

• 한국항공운항학회지
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• 제25권1호
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• pp.11-22
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• 2017

Aviation/tourism industry has a unique characteristic of high inter-dependance between customer and service-provider. It is the mental condition of service-provider that could influence on the attitude of the service-provider. Thus, it is important to manage the mental condition of the service employees to enhance a company's financial performance. This paper tries to analyze the combined model of both policy acceptance and service profit chain(SPC) models. First, service policy acceptance model tells how the service policy acceptance, which consists of policy compliance, trust, participation and policy failure, would influence on SPC model. According to empirical research, it was found that both the employees' policy compliance and the policy trust have a positive significant impact on their participation on service policy. In the policy acceptance model, the employee's voluntary participation based on their trust and compliance of the policy was proven to have a positive effect on increasing job satisfaction and customer orientation. Regarding SPC model, their participation in the policy had the strongest impact among variables on customer orientation. Such results implies the employees' participation on the policy could become the starting point to enhance the customer value.

• 한국조리학회지
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• 제16권3호
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• pp.188-204
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• 2010

본 연구에서는 국내 외식업체의 와인구매담당자, 즉 소믈리에, 매니저 등을 대상으로 고객장기 지향성에 긍정적으로 영향을 미치는 관계마케팅 요인을 파악함과 동시에 장기지향성이 형성되는 과정에서 관계의 질인 신뢰와 몰입의 역할을 규명함으로써 내수 경기침체와 치열한 경쟁으로 인해 어려움을 겪고 있는 와인공급업체의 영업활성화를 위한 마케팅 전략 수립에 도움을 주고자 함이다. 설문조사는 2010년 1월 15일부터 2월 13일까지 30일간 실시하였으며, 서울 시내 파인다이닝 레스토랑, 캐주얼 다이닝 레스토랑, 와인바 등의 와인구매담당자를 대상으로 하였다. 자료의 처리는 SPSS 15.0과 AMOS 7.0 통계패키지를 사용하여 빈도분석, 신뢰도 분석, 확인요인분석, 경로분석을 사용하였다. 그 결과, 관계마케팅 요인 중에서 커뮤니케이션과 판매자 전문성 요인은 신뢰와 정서적 몰입을 통하여 장기지향성에 긍정적인 영향을 미치는 것으로 나타났다.

• 한국프랜차이즈경영연구
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• 제8권2호
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• pp.37-47
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• 2017

Purpose - Recently, the food service franchise market is experiencing rapid growth and competition is intensifying. Therefore, consumer choice has expanded, and reputation management has become important as a strategy for survival of corporations. Based on previous studies, this research proposed the theoretical framework about the structural relationships among reputation, trust(cognitive trust, affective trust), and loyalty. Research design, data, and methodology - This study examined the structural relationship between reputation, trust, and loyalty from the customer's perspective. Based on comprehensive validation procedures across nine food service Franchise firm types, This study found support for a five-dimensional scale with the following dimensions: Customer Orientation, Employer Brand, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In order to verify the research purposes, research model and hypotheses were developed. The data were collected from 227 food service franchise consumers through online survey. The data was analyzed with SPSS 24.0 and Amos 23.0 statistical program. Result - The results of the study are as follows. First, customer orientation, reliable·financially strong company and product·service quality have significant impact on corporate cognitive trust. And employer brand, product/service quality and social·environmental responsibility have significant impact on corporate affective trust. Second, cognitive trust and affective trust have significant impacts on consumer loyalty. Conclusions - The implications of this study are following as: From the theoretical perspective, this study considers trust as two dimensions such as cognitive and affective, not a single dimension, and identify what dimensions of franchise firms affect consumers' reputation perception and in turn lead cognitive and affective trust, and loyalty. This study also provides several managerial implications. In the franchise market where competition is intensifying, it is very important to analyze the attitudes of consumers in order to gain an advantage in competition with other competitors. In this study, it is meaningful that the study was conducted on consumers who have experience using a restaurant franchise company. Also, reputation is necessary to pay attention to the company because it is an important variable that strengthens with customer through confidence in food service franchise business, and leads loyalty and consumer consumption. Therefore, marketers should develop marketing strategies considering various reputation factors.

• 한국의류산업학회지
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• 제7권5호
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• pp.501-508
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• 2005

The purpose of this study was to investigate the effects of Chinese consumer characteristics as internal inclination on the trust and purchase intention of on-line shopping mall. Two hundred sixty subjects, who were living in Shanghai, China and were university students, were randomly selected for questionnaire. The effective two hundred forty four questionnaires were used to conduct reliability tests for internal consistency and multiple regressions for relationship between independent and dependent variables with SPSS 10.0. The results from this study were as follows. It showed a significant relationship between the on-line shopping experience, consumer innovation, consumer risk and the trust of on-line shopping mall, however, it didn't show any significant relationship between convenience shopping orientation and the trust of on-line shopping mall. Also, It showed a significant relationship between the on-line shopping experience, consumer innovation and the distrust of on-line shopping mall, however, it didn't show any significant relationship between consumer risk, convenience shopping orientation and the distrust of on-line shopping mall. It showed a significant relationship between purchase intension, the consumer risk and on-line shopping experience which appeared a high trust in on-line shopping mall, however, it didn't show any significant relationship between purchase intension and consumer innovation which appeared a high distrust. Therefore, it could be concluded that in China it is decreasing to purchase through the internet shopping mall every year because the group of consumer innovation, which most of internet users in China belong to it, distrusts the internet shopping mall.