Earticle

초록

영어

Recently, many local governments have developed a regional economy-invigorating policy such as speciality store, franchise business, and new ventures. New Ventures of regional speciality goods can be successful with the effective franchising strategies of local government. The purpose of this study is to investigate the relationship among service factor, store image, customer satisfaction, and recommendation of mugwort-fed Korean beef and provide the implication of marketing strategies for new ventures. The results are as follows. First, customer service and store atmosphere affect positively store image but awareness and characteristics of the beef do not affect. Second, the beef characteristics, customer service, and store atmosphere affect positively customer satisfaction but awareness does not affect. Third, store image affects positively customer satisfaction. Finally, store image and customer satisfaction affect positively recommendation. Therefore, local government should invest brand strategies of the beef for attracting new ventures.

목차

Ⅰ. 서론
 Ⅱ. 이론적 배경
 Ⅲ. 연구설계
 IV. 가설검정
 V. 결론
 참고문헌
 Abstract

키워드

저자

• 하정용 [ Jong-Yong Ha | 경상대학교 경영대학 경영학과 박사과정 ] 제1저자
• 정기한 [ Ki-Han Chung | 경상대학교 경영대학 경영학과 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국창업학회지 [Journal of the Korean Entrepreneurship Socieity]

• 간기

  격월간

• pISSN

  2092-8068

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658