Earticle

The Philippines’ National Solid Waste Management reported that kitchen/food and other organic wastes comprises 50% of the total solid waste generated. This is the rationale that this study was undertaken to include the waste generators. The central question which the study sought to understand is whether attitude and knowledge relates to each other on the subject of solid waste. A descriptive and correlational design was adopted in the solid waste management survey for the food concessionaries of the university. The study involved all food concessionaries within the university compound. A questionnaire survey composed of four parts was used as instrument. The main result of the study found that the Attitude variable is positively correlated with Knowledge variable (r = .418, p < .05) and it indicated that the relationship is significant. Perceptions on the 3Rs (reduce, reuse, and recycle) positively correlated with Attitude and all three factors are found to be significantly related with Attitude. As to the mediating variables, i.e., Ease of Use, Usefulness, Volunteerism, and Facilitating Conditions, they were found to be explanatory with Knowledge rather than Attitude (particularly with Ease of Use and Volunteerism). Other mediating factors showed weak relationship with either Attitude or Knowledge. The food concessionaries were found to possess a positive attitude on the 3Rs . With the assumption that the results of the study estimates that of the population, the research found a sound basis for predicting behavioral intent of the food concessionaires to practice solid waste management.

본 연구는 커피전문점의 소비성향이 행동의도에 미치는 영향을 알아보기 위하여 설문조사를 통한 실증분석에 그 의의가 있다. 본 연구를 하기 위하여 독립변수 제목을 소비성향으로 정하고 변수로는 건강추구형, 휴식추구형, 실속 추구형 그리고 즐거움 추구형으로 연구모형을 설정하였다. 종속변수의 제목을 행동의도로 정하고 변수로는 만족도와 재구매 의도로 설정하였다. 연구모형에 따라 연구가설 검증을 통한 결과는 다음과 같다. 먼저, 소비성향은 행동이 행동의도에 영향을 미치는 것으로 검증 되었다. 소비성향의 독립변수인 휴식 추구형과 즐거움 추구형은 행동의도의 종속 변수인 만족도에 정(+) 의 영향을 미치는 것으로 검증되었다. 하지만, 소비성향의 독립변수인 건강 추구형과 실속 추구형은 행동의도의 종속 변수인 만족도에 유의한 영향을 미치지 않는 것으로 검증 되었다. 또한, 소비성향의 독립변수인 건강 추구형, 휴식 추구형 그리고 즐거움 추구형은 행동의도의 종속변수인 재구매 의도에 정(+)의 영향을 미치는 것으로 검증 되었다. 하지만, 소비성향의 실속 추구형은 행동의도의 종속변수인 만족도에 유의한 영향을 미치지 않는 것으로 검증되었다.

The purpose of this study is to conduct an empirical analysis via a survey on the influence of the consumption trend in coffee shops on behavioral intent. For this study, the researcher set consumption tendencies as the title of independent variables. The study model included variables such as health-orientation, relax-orientation, value-orientation, and entertainment-orientation. As for the titles of dependent variables, the researcher chose behavioral intent, which included variables such as satisfaction level and the intent of repurchase. The researcher empirically analyzed the impact of consumption tendency upon behavioral intent. First, the consumption tendency was verified to have an impact on behavioral intent. The independent variables of consumption tendency, which were relaxation orientation and entertainment orientation, were verified to have a positive impact on the satisfaction level, which was a dependent variable of behavioral intent. However, health orientation and value orientation, which were independent variables of consumption tendency, were found to be without a significant impact on satisfaction level, which was a dependent variable of behavioral intent. The independent variables of consumption tendency, which were relaxation orientation and entertainment orientation, were verified to have a positive impact on the intent of repurchase, which was a dependent variable of behavioral intent. However, value orientation, which was an independent variable of consumption tendency, was found to be without a significant impact on satisfaction level, which was a dependent variable of behavioral intent.

The development of self-service technology has brought about a great change in the relationship between customers and companies in the air transportation industry. Customers using air services can use the air service stage such as information collection, reservation, ticketing and check-in with self –service. Therefore, the purpose of this study was to present a model of how the Air Self Service Technology affects the behavioral intentions of users, and to clarify the relationship between these factors. The time range of the study was set as the base year in 2019. The target range was general adults over 20 years of age who have experienced overseas tourism within the past 2 years. The place range was limited to passengers who have used air SST at the at Incheon International Airport first and second terminal. In the questionnaire survey, a questionnaire survey was conducted using a self - filling questionnaire by a survey company. A total of 260 copies were distributed and retrieved. A total of 250 questionnaires were used, except for 26 questionnaires with low response rates and unresponsive responses. A total of 6 hypotheses were set to achieve the purpose of this study. As a result of the hypothesis test, 5 out of 6 hypotheses were adopted, one hypothesis was partially adopted, and the relevance of aviation self service technology to the influence on the intention of the users’ behavior was verified.

헬스커뮤니케이션에서 위험인식 및 효능감은 예방행동을 결정짓는 주요 개념들이다. 본 연구에서는 위험인식의 두 가지 수준을 분류하여 각 위험인식이 효능감 변인들의 수 준에 따라 예방행위 의도에 어떠한 영향을 미치는지를 살펴보았다. 기존의 연구들은 위험 인식을 둘러싼 미디어·커뮤니케이션의 내용, 유형, 프로그램 등에 초점을 두었다. 그러 나 본 연구는 결핵에 대한 개인적·사회적 수준의 위험인식이 예방행동 의도에 끼치는 영향력이 개인적·집단적 수준의 효능감에 의해 조절되는지를 검증하고자 하였다. 이를 위해 편의표집된 대학생들을 대상으로 설문조사를 실시하였다. 분석 결과를 통해 사회적 수준의 결핵 위험인식이 개인적 수준의 결핵 위험인식보다 예방행위 의도에 더 큰 영향 력을 확인하였으며, 자기·반응집단 효능감 모두 예방행위 의도에 유의미한 영향력을 입 증하였다. 위계적 다중조절회귀분석을 실시하여 예방행위 의도에 대하여 개인적 수준의 위험인식이 미치는 영향력은 자기·반응 효능감에 조절되지 못함을 검증하였다. 그러나 예방행위 의도에 사회적 수준의 위험인식이 미치는 영향은 집단 효능감에 의해 조절되는 경향을 밝혔다. 즉, 집단 효능감이 높은 집단은 그렇지 못한 집단보다 사회적 수준의 위 험인식이 예방행위 의도에 더욱 영향을 끼칠 수 있다. 본 연구의 이론적·실무적 시사점 은 헬스커뮤니케이션 학자들과 실무가들이 감염병 예방 캠페인 전략 개발에 위험인식 및 효능감을 보다 효과적으로 사용해야 한다는 사실이다. 특히, 위험인식의 개인적·사회적 수준을 이해함으로써 각 수준에 맞는 캠페인 타겟층의 효능감을 파악해야 할 것이다.

In health communication research perceived risk and efficacy beliefs are thought to be significant concepts. This study aimed to explore whether risk perceptions could affect preventive behavioral intent according to the levels of efficacy beliefs variables by categorizing risk perceptions into the personal vs societal level. Past research focused on the contents, types, and programs of media and communication regarding risk perception. However, the study examined whether the personal- and societal-level risk perceptions of TB on preventive behavioral intent could be moderated by the personal and collective level of efficacy beliefs. To this end the study used a survey method with a convenience sample of undergraduate students in Korea. Results found that the effect of societal-level risk perception on the TB preventive behavioral intent would be more likely to occur than the personal-level risk perception, while both self and response efficacy beliefs significantly affected the behavioral intent. Moreover, hierarchical moderated multiple regression analyses revealed that the impact of personal-level risk perception on the behavioral intent was not moderated by self and response efficacy, whereas the impact of societal-level risk perception was significantly moderated by collective efficacy. That is, for those with high perceived collective efficacy, the societal-level risk perception is more likely to affect the preventive behavioral intent, compared to those with low perceived collective efficacy. The study suggests theoretical and practical implications that health communication scholars and practitioners should more effectively utilize risk perceptions and efficacy beliefs to develop infectious diseases prevention campaign strategies. In particular, they need to figure out the proper level of efficacy beliefs of campaign target audiences by identifying the personal- and societal-level risk perception.

The purpose of this study is assessment of the implications of the development of regional festivals and resident participation through empirical analysis of how the servicescape of festivals felt by residents and the impact of influence created by the Gochang Moyang Festival affect satisfaction and behavioral intent. To conduct this study, questionnaires were distributed to residents who visited the Gochang Moyang Festival and the researchers facilitated the 240 questionnaires used in the study; the SPSS.20.0 program was utilized in the analysis. The following is a summary of this study's outcome. First, among the factors of the festival servicescape, information, arrangement, structure, experimentation, and music were found to have a significant influence on satisfaction. Second, among the factors of the festival's impact, economic, environmental, and socio-cultural effects were shown to affect resident satisfaction with festivals. Third, the festival's servicescape and impact of influence tended to influence the behavioral intent of residents. And fourth, the level of resident satisfaction apparently had a positive effect on behavioral intent.

본 연구는 특정 서비스 특성과 온라인 구전(E-wom) 간의 관계를 다룬 선행 연구가 다수 존재하는 반면, E-wom과 소비자의 행동 의도 간의 관계에 대한 연구는 부족하다는 문제의식에서 시작하였다. 본 연구의 목적은 온라인 구전이 기업과 고객 간 정보 비대칭을 해소할 수 있는 수단으로 활용될 수 있는 시점에서, 온라인 구전 동기와 공유 의도 간의 관계를 규명하고, 애착의 매개효과와 몰입 경험 및 Z세대 여부(X, M, α세대 포함)의 조절효과를 분석하는 것이다. 연구 가설을 검증하기 위해 다양한 연령대의 190명을 대상으로 설문조사를 실시하였다. SPSS를 사용하여 신뢰성을 분석하였으며, Process Macro 4.2를 이용해 조절된 매개효과를 분석하였다. 연구 결과, 첫째, 온라인 구전 동기 유형 중 감정적 추구 동기, 추억 추구 동기, 정체성 표현 추구 동기, 정보 기능 추구 동기가 모두 공유 의도와 애착도에 유의미한 긍정적 영향을 미치는 것으로 나타났으며, 애착도가 공유 의도와의 관계에서 매개효과가 있음을 확인하였다. 둘째, Z세대와 비Z세대(X, M, α세대) 여부는 정체성 표현 추구 동기 및 추억 추구 동기와 공유 의도 간의 관계에서 조절효과가 있는 것으로 나타났으나, 플로우 경험은 유의미한 영향을 미치지 않는 것으로 나타났다. 이러한 결과는 기업이 사용자들이 정체성을 표현하고 추억을 회상할 수 있는 콘텐츠를 제작하여 사용자 간 상호작용을 촉진하는 데 주력해야 함을 시사한다. 본 연구는 온라인 구전 활동에서의 반향이 공유 의도에 미치는 영향에 있어서 사용자 행동에 대한 매개, 조절 효과를 분석함으로써 학문적 의의를 가진다.

While previous studies have examined the relationship between specific service characteristics and online word-of-mouth (E-wom), there is a lack of research on the relationship between E-wom and consumer behavioral intentions. The purpose of this study is to examine the relationship between online word-of-mouth motivation and sharing intention at a time when online word-of-mouth can be utilized as a means of bridging the information asymmetry between companies and customers, and to analyze the mediating effect of attachment and the moderating effect of flow experience and being a Gen Z or non-Gen Z (X, M, α). To test the hypotheses presented in the study, a survey was conducted with 190 participants of various ages. SPSS was used to analyze reliability, and Process Macro 4.2 was used to analyze the moderated mediation effect. The results of the study showed that, first, the emotional seeking motive, memory seeking motive, identity expression seeking motive, and information function seeking motive of online oral history motivation types all had a significant positive effect on sharing intention and attachment, and the mediating effect of attachment on the relationship between sharing intention and sharing intention was confirmed. Second, Gen Z and non-Gen Z (X, M, α) membership was found to have a moderating effect on the relationship between identity expression motivation and memory seeking motivation and intention to share, but flow experience did not have a significant effect. The results suggest that organizations should focus on creating content that allows users to express their identity and recall memories, thereby facilitating interaction between users. This study is of academic significance because it analyzes the effects of echo, mediation, and moderation in online oral activity on sharing intentions.

본 연구에서는 조직-공중관계성(OPR)의 지표를 살펴봄으로써 동양문화권에 적용할 수 있는 보편적·특수적 변인들의 영향력을 살펴보고자 하였다. 구체적으로, 중국 소비 자들이 인식하는 신뢰, 헌신, 만족의 보편적 OPR 변인들과 인맥이라는 특수적 OPR 변 인이 한국화장품 업체에 대한 지지적 행위 의도에 영향을 미칠 수 있는지를 검증하고자 하였다. 뿐만 아니라, 이러한 보편적 OPR 변인과 지지적 행위 의도 간의 관계성에 특 수적 OPR 변인인 인식된 인맥이 조절효과를 보이는지도 확인하고자 하였다. 본 연구 는 편의표집된 중국의 현지 대학생들을 대상으로 온라인 설문조사를 실시하였다. 분석 결과를 통해 네 가지의 OPR 변인들(신뢰, 헌신, 만족, 인맥)의 인식 정도 수준이 각각 높아질수록 한국 화장품 업체에 대한 지지적 행위 의도가 증가하는 경향이 있음을 검증 하였다. 조절효과분석을 통하여 지지적 행위 의도에 대하여 신뢰, 헌신, 만족에 대한 인 식이 미치는 영향력은 인맥에 의해 조절될 수 있음을 확인하였다. 즉, 인맥의 인식 수준 이 높은 집단은 그렇지 못한 집단보다 신뢰, 헌신, 만족 인식이 지지적 행위 의도에 더 욱 영향을 끼칠 수 있다. 본 연구의 이론적·실무적 시사점은 국제PR 학자들과 실무가 들이 유교문화권의 소비자들을 목표로 하는 PR전략을 OPR 변인들을 통해 보다 효과 적으로 활용해야 한다는 것을 의미한다.

This study aimed to explore the influence of global and specific variables that can be applied to Eastern cultures by reviewing at indicators of organization-public relationships (OPR). Specifically it attempted to examined whether the global OPR variables of trust, commitment, and satisfaction perceived by Chinese consumers and the specific OPR variable of personal network could affect the behavioral intent to support Korean cosmetics retailers in the future. Moreover, the study also tested whether the perceived personal network could have a moderating effect on the relationship between these global OPR variables and the supportive behavioral intent. To this end, an online survey was conducted with local university students in China, which were conveniently sampled. Results revealed that the higher the perceived level of each of the four OPR variables, the more supportive intent toward Korean cosmetics companies in the future tends to increase. The moderated regression analyses found that the influence of perceived trust, commitment, and satisfaction on supportive intent is more likely moderated by the personal network. That is, among those with the high level of perceived personal network, the supportive behavioral intent is more likely affected by perceived trust, commitment, and satisfaction than those with the lower level. Theoretical and practical implications suggest that international PR scholars and practitioners should use the PR strategy aimed at consumers in Confucian cultures more effectively through OPR variables.

본 연구는 예술교육에서 교육자-학습자 간의 상호작용에 대한 만족도에 따라 행동의도(창작·참여)로 순환될 수 있는지를 확인하고 온라인, 오프라인 차이를 비교하는 것으로 온라인 예술교육 효과를 제고하는 방안을 제시한다. 연구 방법으로는 예술교육 및 교육적·사회적 상호작용과 만족도, 행동의도를 문헌분석하고 예술교육을 수강하는 음악, 미술 전공생을 대상으로 동일한 과목의 온라인과 오프라인 교육에 대한 설문조사를 2회 실시하였다. 그 결과 온라인 89명, 오프라인 56명의 학생이 참여하였고 예술교육에서의 교육적, 사회적 상호작용에 따른 만족도가 높을수록 행동의도로 연결되는 관계가 증명되었다. 특히, 온라인 예술교육은 교육적 상호작용 수준이 더 높고 사회적 상호작용이 낮게 나타나 오프라인과 유의한 차이가 나타났다. 따라서 온라인 예술교육이 높은 만족도와 창작활동으로 연결되기 위해서는 교육자 와의 사회적 관계를 위한 커뮤니케이션 활동을 강화하고 온라인 매체 경험을 다각화하여 참여 적극성을 높인다면, 오프 라인 이상의 학습효과를 얻을 수 있다.

This study confirms whether interaction and satisfaction between educators and learners can be repeated as artistic activities in art education and compares online and offline differences. And it suggests ways to enhance the effectiveness of online art education. As a method of research, literature analysis shall be conducted on art education, educational and social interaction, satisfaction, and behavioral intent. Two surveys were conducted on online and offline education for music and art students who completed art education lectures. As a result, 89 online and 56 offline students participated. The higher the satisfaction level of educational and social interaction in art education, the more it led to artistic activities. Educational interaction in online art education was higher, social interaction was lower, and it was different from offline.

With recent advances in media technology, the creation of a relatively new service, N-screen, has been realized. N-screen provides seamless connections among various media and enables users to enjoy entertainment content at any time and any location. With such recent advances comes opportunity; therefore, for those N-screen service providers who have established an early edge in the ICT industry, it is imperative that they maintain this and stay ahead of the ensuing competition. In this context, the objective of this study is two-fold; first, we aim to find factors influencing the behavior of existing and potential N-screen service users, and then second, to examine the differences in how these factors operate within the two user types. The results of this study show that the perceived value and subjective norm are important influencers in both user types. However, price fairness and innovativeness are only influential on the attitude and intention of potential users, while some aspects of media usage have only significant influences on the behavior and loyalty of existing users. Based on these results, we provide some implications for both researchers and practitioners who wish to better understand the nature of N-screen users.

In the context of information overload leading to increasingly complex consumer choices, packaging design has become a key touchpoint between brands and consumers, particularly in fast-moving consumer goods such as beverages. This study, grounded in color psychology and consumer behavior theory, examines the impact of cool and warm tones in beverage packaging on consumers’ positive emotions, satisfaction, and purchase intention. Through a questionnaire survey of 408 valid respondents (age 18?40) and the use of quantitative methods such as confirmatory factor analysis, correlation analysis, independent sample t-test, and multiple regression analysis, the empirical results show that compared to cool color packaging, warm color packaging significantly enhances consumers’ positive emotions and purchase intention (p<0.01), while the satisfaction difference not statistically significant (p>0.05). Further research reveals that the emotional reactions triggered by both cool and warm tones in beverage packaging can affect consumer satisfaction and purchase intention. From a managerial perspective, this study emphasizes the strategic importance of combining packaging color schemes with product positioning and consumer psychological characteristics. The research results advocate for integrating emotional design principles and multisensory considerations into packaging development, and emphasizing demographic and cultural segmentation in color strategies. By integrating color perception, emotional response, and behavioral intention into a unified framework, this study has made significant contributions to the theoretical advancement of packaging design research and provided practical guidance for enhancing consumer engagement and brand performance in the highly competitive beverage industry.

This study was undertaken to understand the interrelationships among customer's perceptions of service encounters, customer value, and behavioral intent in a family restaurant. Based on 331 samples obtained from empirical research, we reviewed the reliability and fitness of a research model and verified three hypotheses using a structural equation model. The results showed that physical environment (${\beta}$ = .418) and a customer interaction with the service provider (${\beta}$ = .265) had a significant effect on the customer's hedonic value. Additionally, physical environment (${\beta}$ = .126) and customer interaction with service providers (${\beta}$ = .264) had a significant effect on customer utilitarian value. Customer's hedonic (${\beta}$ = .538) and utilitarian value (${\beta}$ = .382) triggered by service encounters had a significant effect on their behavioral intent. Limitations and future research directions are discussed.

The purpose of this study was to understand the effect of customers' perceived value in Korean restaurant upon customer satisfaction and behavioral intent and to empirically analyze whether the visiting frequency play a moderating role in the causality between the customers' perceived value, customer satisfaction and behavioral intent. Based on total 578foreigners residing in Korea obtained from the empirical research, this study reviewed reliability and fitness of research model and verified total 3 hypotheses using Amos program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model. The proposed model provided an adequate fit to data, χ2304.834(df=73); GFI .930; AFGI .899; NFI .951; IFI .962; CFI .962; RMR .074. SEM resulted that the customers'perceived value(hedonic value=.568, utilitarian value=.217) showed a positive significant effect on customer satisfaction. Also, customer satisfaction(.762) had a positive significant effect on behavioral intent. Limitations and future research directions are also discussed.

The purpose of this study is to understand the effect of customers’ purchase decision involvement on the customer satisfaction and behavioral intent in family restaurants, and explain the moderating effects according to customer value (hedonic vs. utilitarian). The study involved 363 Korean customers, this study reviewed reliability and fitness of research model and verified total 4 hypotheses with Amos program. The results showed a positive relationship between customers’ purchase decision involvement and customer satisfaction. Participants who reported a high level of purchase decision involvement were more likely to be visits for the family restaurants. Also, customer satisfaction was positively associated with customers’ behavioral intent. And, customer satisfaction appears to play a mediating role between customers’ purchase decision involvement and behavioral intent. In addition, the results showed that the effects of customers’ purchase decision involvement on customer satisfaction was significantly stronger in the utilitarian value - seeking group, and the effects of customers’ purchase decision involvement on behavioral intent was significantly stronger in the hedonic value - seeking group. Limitations and future research directions are also discussed.

The aim of this study was to test the behavioral intent-based model of the foodservice related complaint handling. Accordingly, this study examined the effects of complaint handling on the university students' behaviort based on the word-of-mouth intent and repurchase intent. The findings from this study were as follows. KMO and Bartlett's test statistics showed the data fit factor analysis. The factor loadings, eigenvalues, ％ of variance, and communalities showed that the convergent validity was supported, the average variance extracted estimates and shared variance showed that the discriminant validity is supported, and composite alpha showed that the internal consistency was supported. It was found that some of main effects on the word-of-mouth intent and the repurchase intent were significant. It was found that some of interactional effects of the complaint type, the degree of correction effort, and the satisfaction with the complaint handling were significant. Overall, the results provide some insights into the types of foodservice related complaint handling strategies or the tactics that can be effectively employed by operators who manage complaint handling for customers dining at fast food restaurants.

The purpose of this study was to investigate the influence of brand preference and behavioral intention on the facade design image of coffee shops in Jeju area. This study was conducted for customers of franchise coffee shops in the Jeju area, and the survey period was conducted over 90 days from December 10, 2020 to March 9, 2021. As a result of factor analysis of the facade design in Jeju, six factors were derived, and the factors were named as original image, professional image, modern image, luxurious image, fashionable image, and friendly image. The results of the study shown that the original image and a professional facade design image influences on the brand preference/behavioral intention. Based on these results, this study verified that it was necessary to induce customer visits through imagination through a facade design differentiated from other stores in order to induce consumer behavior in coffee shops in Jeju.

웨딩플래너는 웨딩산업에서 핵심적인 역할을 하는 사람이다. 이에, 본 연구의 목적은 웨딩플레너의 서비스를 고객이 인지하는 가치정도에 따른 고객의 만족과 향후 추천의도로 나타나는 고객인지가치에 대하여 연구하고자 한다. 이러한 목적을 달성하기 위하여 선행연구를 토대로 웨딩플래너의 인적서비스에 관한 요인을 내적서비스와 외적 서비스로 구분하였다. 그리고 고객인지가치를 비용적 가치, 조건적 가치, 정서적 가치로 구분하여 연구를 진행하였다. 연구 결과, 웨딩플래너의 내적서비스는 고객인지가치의 요인으로 나타난 정서적 가치, 조건적 가치, 비용적 가치에 모두 정의 영향을 미치며, 외적서비스는 조건적 가치와 비용적 가치에 부의 영향을 미쳤다. 둘째, 웨딩플래너의내적 서비스는 고객 만족 및 추천의도에 정의영향을 미치는 반면, 외적 서비스는 만족 및 추천의도에 부의 영향을미쳤다. 마지막으로 고객인지가치의 조건적 가치는 고객만족 및 추천의도에 유의하였으나, 비용적 가치는 만족에영향을 미쳤으나 추천의도와는 유의하지 않았다. 그러므로 웨딩산업의 육성을 위하여 웨딩플래너의 교육이 필요하며, 체계적인 서비스 매뉴얼 관리 및 고객의 욕구를 파악할 수 있는 능력을 배양할 수 있는 방향을 제시해야할 것이라고 시사점을 도출하였다. 또한 본 연구의 한계점과 향후 연구방향을 제시하였다.

Wedding planners play a key role in the growing wedding consultation industry. The purpose of this study is to investigate the effect of wedding planner's service on recognized value to customer satisfaction and recommendation. To achieve this purpose, it is carried out a theoretical analysis on service quality and customer recognized value by reviewing and analyzing the pervious studies. Also, a total of 174 usable questionnaires were collected and SPSS 19.0 was used to examine the relationship between wedding planner's human service and recognized value of customer. As a result, the following findings were drawn. First, internal service of wedding planner has influenced on all recognized values, such as emotional value, conditional value and money's value while external service appeared to have less influence on recognized value. Second, internal service of wedding planner affects the customer satisfaction and recommendation intention. Third, emotional value and conditional value have positive effects customer satisfaction and intention to recommend. However, money's value has no influence to recommendation intention. In order to maintain consistent customer satisfaction it is most important to detect the customer need and to manage service manual effectively in wedding planner's training system.

본 연구는 외식 소비성향에 따른 한식당 선택속성이 외식 고객들의 행동의도와의 영향관계를 확인하고자 한다. 연구의 목적을 달성하기 위하여 외식소비자 249명을 대상으로 SPSS 18.0을 사용하여 빈도분석, 요인 및 신뢰도분석, 카이제곱분석, 상관관계분석, 군집분석, 분산분석 및 다중회귀분석을 하였다. 가설검정을 위한 분산분석한 결과 식당의 접근성은 모든 군집에서 유의한 차이를 나타내지 않았다. 음식의 품질은(F=5.587, $p{\leq}.001$) 유의한 결과를 나타내었고, 종사원의 서비스(F=5.186, p<.01), 가격할인(F=4.921, p<.01)에서 유의한 차이를 나타내었다. 따라서 외식 소비성향군집은 한식당 선택속성에는 차이가 있을 것이라는 가설1은 부분 채택되었다. 한식당 선택속성이 행동의도에 영향을 미친다는 가설을 검정하기 위하여 한식당 선택속성의 하위요인(식당의 접근성, 음식의 품질, 종사원의 서비스, 가격할인)을 독립변수로 하고, 외식 소비자의 행도의도를 종속변수로 하여 다중회귀분석결과는 식당의 접근성은 (${\beta}=.092$), 가격할인(${\beta}=.299$)로 행동의도에 유의한 결과를 나타내지 않았다. 그러나 음식의 품질(${\beta}=.379$, p<.001), 종사원의 서비스(${\beta}=.251$, p<.001)에서 유의한 결과를 나타내었다. 한식당 선택속성이 행동의도에 정(+)의 영향을 미친다는 가설은 부분 채택되었다. 이와 같은 연구결과를 바탕으로 외식 경영자들은 한식당을 경영할 때 음식의 품질을 유지하기 위하여 좋은 식재료, 위생, 음식의 양과 일관 된 맛을 유지하기 위한 경영정책과 종사원들의 교육을 통한 질 좋은 서비스를 고객에게 제공하는 것을 식당경영의 최우선과제로 하여야 하겠다.

This study is aimed to identify the relationship between Korean restaurant selection attributes and behavioral intention regarding foodservice consumption tendency. In order to achieve the purpose of research, frequency analysis, factor and reliability analysis, correlation analysis, cluster analysis, chi-square test, variance analysis, and multiple regression analysis were conducted using SPSS 18.0. As a result of variance analysis, accessibility did not appear to have a significant difference in all clusters, food quality appeared to have a significant result (F=5.587, $p{\leq}.001$), employees' service appeared to have a significant difference (F=5.186, p<.01), and price discounts also showed a significant difference (F=4.921, p<.01). Therefore, the first hypothesis that the foodservice consumption tendency has a difference in the Korean restaurants selection attributes was partially selected. In order to verify the hypothesis that the Korean restaurants selection attributes affect behavioral intention, the sub-factors of the Korean restaurant selection attributes (accessibility of restaurants, food quality, employees' service, price discounts) were set as independent variables, and the behavioral intention of foodservice consumers was set as a dependent variable. As a result, the accessibility of restaurants (${\beta}=.092$) and price discounts (${\beta}=.299$) have a non-significant effect on behavioral intention. However, a significant result was shown in food quality (${\beta}=.379$, p<.001) and employees' service (${\beta}=.251$, p<.001). Thus, the hypothesis that the Korean restaurant selection attributes have a positive effect on behavioral intention was partially selected. Based on the results, foodservice managers need to build up strategic management to improve food quality with better ingredients, sanitation, adequate quantity, and consistent taste of food. In addition, they should provide better service with well-trained employees.

본 연구는 외식 소비성향에 따른 한식당 선택속성이 외식 고객들의 행동의도와의 영향관계를확인하고자 한다. 연구의 목적을 달성하기 위하여 외식소비자 249명을 대상으로 SPSS 18.0을 사용하여 빈도분석, 요인 및 신뢰도분석, 카이제곱분석, 상관관계분석, 군집분석, 분산분석 및 다중회귀분석을 하였다. 가설검정을 위한 분산분석한 결과 식당의 접근성은 모든 군집에서 유의한차이를 나타내지 않았다. 음식의 품질은(F=5.587, p...001) 유의한 결과를 나타내었고, 종사원의 서비스(F=5.186, p<.01), 가격할인(F=4.921, p<.01)에서 유의한 차이를 나타내었다. 따라서 외식 소비성향군집은 한식당 선택속성에는 차이가 있을 것이라는 가설1은 부분 채택되었다. 한식당 선택속성이 행동의도에 영향을 미친다는 가설을 검정하기 위하여 한식당 선택속성의하위요인(식당의 접근성, 음식의 품질, 종사원의서비스, 가격할인)을 독립변수로 하고, 외식 소비자의 행도의도를 종속변수로 하여 다중회귀분석결과는 식당의 접근성은 (β=.092), 가격할인(β=.299)로 행동의도에 유의한 결과를 나타내지 않았다. 그러나 음식의 품질(β=.379, p<.001), 종사원의 서비스(β=.251, p<.001)에서 유의한 결과를나타내었다. 한식당 선택속성이 행동의도에 정(+)의 영향을 미친다는 가설은 부분 채택되었다. 이와 같은 연구결과를 바탕으로 외식 경영자들은 한식당을 경영할 때 음식의 품질을 유지하기 위하여 좋은 식재료, 위생, 음식의 양과 일관 된 맛을 유지하기 위한 경영정책과 종사원들의 교육을 통한 질 좋은 서비스를 고객에게 제공하는 것을 식당경영의 최우선과제로 하여야 하겠다.

This study is aimed to identify the relationship between Korean restaurant selection attributes andbehavioral intention regarding foodservice consumption tendency. In order to achieve the purpose of research,frequency analysis, factor and reliability analysis, correlation analysis, cluster analysis, chi-square test,variance analysis, and multiple regression analysis were conducted using SPSS 18.0. As a result of varianceanalysis, accessibility did not appear to have a significant difference in all clusters, food quality appeared tohave a significant result (F=5.587, p...001), employees' service appeared to have a significant difference(F=5.186, p<.01), and price discounts also showed a significant difference (F=4.921, p<.01). Therefore, thefirst hypothesis that the foodservice consumption tendency has a difference in the Korean restaurants selectionattributes was partially selected. In order to verify the hypothesis that the Korean restaurants selectionattributes affect behavioral intention, the sub-factors of the Korean restaurant selection attributes (accessibilityof restaurants, food quality, employees' service, price discounts) were set as independent variables, and thebehavioral intention of foodservice consumers was set as a dependent variable. As a result, the accessibilityof restaurants (β=.092) and price discounts (β=.299) have a non-significant effect on behavioral intention. However, a significant result was shown in food quality (β=.379, p<.001) and employees' service (β=.251,p<.001). Thus, the hypothesis that the Korean restaurant selection attributes have a positive effect onbehavioral intention was partially selected. Based on the results, foodservice managers need to build upstrategic management to improve food quality with better ingredients, sanitation, adequate quantity, andconsistent taste of food. In addition, they should provide better service with well-trained employees.

The purpose of this study was to understand customers' recognition on service encounter elements in Korean restaurants, and to examine the effect of service encounter elements upon the customer's trust, evaluation and behavioral intention. Based on total 767 samples obtained from the empirical research, this study reviewed reliability and fitness of research model and verified total 5 hypotheses using Amos program. As a result of empirical analysis, the physical environment, and interaction with employee and interaction with other customer as service encounter elements in Korean restaurants, were indicated to have positive influence upon customer's trust. In the influence upon corporate evaluation, the physical environment and interaction with employee was surveyed to have positive influence. Also, customer's trust had positive influence upon corporate evaluation. Customer's trust and evaluation had positive influence upon behavioral intention. Limitations and future research directions are also discussed.

본 연구의 목적은 국내 외국인 전용 카지노를 방문하는 중국인 이용객을 대상으로 정부의 공공부문 서비스 평가인 PCSI(Public-service Customer Satisfaction Index)모델 관점에서 카지노 서비스 품질과 고객 만족 및 고객 행동의도(재방문의사, 추천의향)간의 영향력을 연구하여 국내 외국인 전용 카지노의 중국인 이용객 대상 마케팅 전략 수립을 위한 실증적인 시사점을 제공 하는데 목적이 있다. 본 연구에서는 수집된 자료를 바탕으로 연구 목적을 달성하기 위하여 인구통계학적 특성이나 행동 특성을 파악하기 위한 기술통계 분석, 카지노 서비스 품질과 고객 간의 관계를 밝히고자 요인분석, 신뢰도 분석, 회귀분석을 실시하였다. 연구결과 카지노 서비스 품질은 고객 만족 및 행동의도에 정(+)의 영향을 주는 것으로 나타났으며, 고객 만족은 행동의도에 정(+)의 영향을 주는 것으로 나타났다. 본 연구를 통해 선행연구에서 제시된 서비스 품질이 고객 만족과 행동의도에 긍정적인 영향을 미친다는 것을 재확인 하였으며, 이는 카지노 산업에서도 다른 관광 분야 및 다른 산업에서 연구된 결과와 같이 경쟁이 심화되고 있는 상태에서 경쟁력을 키우기 위해서는 서비스 품질을 향상시킴으로써 고객 만족을 시켜야 한다는 것을 다시 한 번 일깨워주고 있다.

The purpose of this study is to provide empirical data and suggestions for developing successful, effective marketing strategies targeting Chinese customers of the foreigners-only casinos in Korea. To this end, this study seeks to measure and assess the quality of these casinos’ services, and its impact on customer satisfaction and intent (for returning to and recommending the casinos), using the Public Service Customer Satisfaction Index (PCSI), an evaluation tool often used to assess the quality of public services provided by the government. In order to identify the demographic and other behavioral characteristics of the Chinese customers surveyed, as well as the correlations between these customers and the casino service quality, this study has conducted factor analysis, reliability analysis, and regression analysis. The study revealed that the quality of services of these casinos bore a positive relationship to the customers’satisfaction and behavioral intent, while customers’ satisfaction also had a positive impact on their intent. The study reaffirmed the conclusion of the existing literature that service quality imposes positive influence on customer satisfaction and intent. In doing so, this study emphasizes once again the need for casinos to deliver customer satisfaction by improving the quality of their services in the increasingly fierce competition marking the casino industry as well as other areas of the tourism industry.