Earticle

There is an increasing reliance on wireless computer networks for communicating various types of time sensitive applications such as voice over internet protocol (VoIP). Quality of service (QoS) can play an important role in wireless computer networks as it can facilitate evaluation of their performance and can provide mechanisms to improve their operation. In this study probabilistic neural network (PNN) and Bayesian classification were developed to process delay, jitter and percentage packet loss ratio for VoIP traffic. Both methods successfully categorized the transmission of VoIP packets into low, medium and high QoS categories but overall the Bayesian approach performed more accurately than PNN. By accurately determining the network’s QoS, an improved understanding of its performance is obtained.

IP QoS는 인터넷 트래픽의 폭증을 수익으로 연결시키기 위해 기존의 Best Effort Service의 한계를 극복하는 것이 필수이 다. 차세대 통신망의 필수요건으로 IP QoS는 매우 중요하다. 그러나, IP망은 QoS 보다는 유연성과 확장성에 초점을 맞추어 발전해왔다. 따라서, IP망에 QoS를 적용하기 위해 기존 IP 기술에 여러가지 품질확보를 위한 조치가 필요하다. 접속품질과 전 송품질을 기반으로 한 IP QoS(Quality of Service) 품질 메트릭스를 정립 한다 면 통신품질 저해요인을 분석하여 객관적인 자료를 얻을 수 있다. 통신품질 수준을 파악하면 품질 취약지역 및 품질 저해요인을 분석할 수 있다. 효율적인 품질 메트릭스 정립은 문제점에 대한 품질개선으로 통화품질 향상을 통한 고객 만족도를 증진효과를 기대할 수 있다.

IP QoS is not required to overcome the limitations of the existing Best Effort Service to connect to the explosion of the Internet traffic revenue. To IP QoS requirements of next-generation communication network, Metric Sizing Methodology is very important. However, IP networks have been developed with a focus gender flexibility and scalability than the QoS. Therefore, it is necessary to secure the quality measures for different existing IP technology to apply QoS in IP networks. When establishing the connection quality and transmission quality, based on the IP QoS(Quality of Service) objective data quality metrics can be obtained by analyzing the communication quality hindrance. Understanding the communication quality level may evaluate quality sensitive area and quality hindrance. Establish effective quality metrics can be expected to promote effective and customer satisfaction through improved quality, improved call quality for this issue.

네트워크보안 성능평가는 복잡하고 다양한 시스템 환경에서 특정한 단일성능 측정 만으로는 성능평가 측정자체의 의미와 평가결과의 신뢰성이 한계일 수 밖에 없다. 본 논문에서는 보안 QoS의 MOS 측정기법을 사용한 보안기능 만족 도 측정방법을 제시한다. 그 내용은 네트워크보안 QoS 만족도에 대한 MOS(Mean Opinion Score) 평가사양 및 운용방 법을 개발하여 향후 정보시스템에 대한 고객의 만족도 평가에 활용될 수 있는 QoS 측정/분석 모델을 운용현장에서 활 용토록한다. 시스템공급자(개발업체)와 시스템소비자(사용자) 모두가 성능측정 결과를 이용할 수 있도록 가능한 수준의 객관화된 형태의 기준과 방법체계를 개발한다. 개발내용은 보안기능, 네트워킹 기능과 이 두 기능을 종합적으로 평가 하는 3개영역의 성능이 상호 연계되는 성능측정 방법론이다. 본연구의 제안 방법론을 사용하여 체계적인 측정환경을 설 계 할 경우 운용시스템상에서 보안 QoS의 만족도 산출이 가능하다. 앞으로 다양한 성능측정 기준과 성능측정 방법을 추가적으로 확장하여 네트워크 보안시스템 만족도 평가방법을 업그레이드 시켜나가야 할 것이다.

Network security performance evaluation is a complex and diverse system environments, a single, specific performance measurements alone performance evaluation measure itself and the meaning of the reliability of the evaluation results do not limit the number of days only. In this paper, we propose a method to measure the security features of security, QoS measurement techniques using MOS satisfaction. MOS(Mean Opinion Score) Rating specifications for network security, QoS satisfaction and how to operate the development and operational model for future customer's satisfaction for information systems that can be used to evaluate the QoS measurement/analysis be utilized in the field. Objectified in the form of standards and performance measurement system provider (supplier development) and consumers(users) all the results available so that how to develop a system. Development is the development of information security features, the performance of these two features networking capabilities and a comprehensive evaluation of a three-gaeyoungyeok Correlating performance measurement methodology. Systematic measurement environment designed using the proposed methodology of this study, when the operating system is on the satisfaction of the security, QoS can be calculated. Forward In addition, a variety of performance metrics and performance measurement methods by extending the network security system satisfaction rating upgrade by the way will be.

QoS(Quality of Service)는 ITU-T Rec. E.800에 의해 서비스를 사용하는 형태, 특성 그리고 요구 수준에 따라 사용자의 요구에 부응하여 제공할 수 있는 네트워크 서비스의 성능지표로 표현된다. 네트워크를 활용하는 정보시스템에서 최종적인 목표는 요구되는 시간내에 목적하는 성능을 확보하는 것이다. 본 연구에서 제안하는 보안 QoS 프레임워크는 측정 메트릭스, 측정스케쥴, 측정도구, 측정의순서, 측정 결과분석에 관련된 사항으로 구성된다. 보안 QoS에서 네트워크보안의 정보보호기능과 시스템기능을 분리하여 관리하지 않고 연계하여 종합 메커니즘으로 구성및 적용할 경우 종합적인 정보보호 효율은 시너지효과로 나타난다. 본 연구는 정보보호기능과 제반 시스템기능을 연계하여 정보보호기능을 적용했을 경우의 연동메커니즘 구현방법 개발과 그 성과를 측정하기 위한 것이다. 본 연구에서 제안한 네트워크 보안 효율성 제고를 위한 보안 QoS측정방안 연구 방법론을 통해 체계적인 측정환경을 설계할 경우 운용시스템상에서 보안 효율성 측정이 가능함이 입증되었고 측정 메커니즘을 통해서 개선된 네트워킹기능과 정보시스템 기능을 위한 효율성제고 방법론 개발이 가능함을 보여주고 있다.

QoS(Quality of Service) is defined "The collective effect of service performance which determines the degree of satisfaction of a user of the service" by ITU-T Rec. E.800.The final goal of information system is to secure the performance efficiency within the required time. The security QoS framework is the modeling of the QoS measurement metrics, the measurement time schedule, instrument, method of measurement and the series of methodology about analysis of the result of measurement. This paper relates to implementing issue and performance measuring about blended mechanism between networking technology and security technology. We got more effectiveness in overall network security, when applying and composing amalgamated security mechanism between network technology and security technology. In this paper, we suggest techniques being used on infrastructure system and also offers a security QoS methodology as a model of more effective way. Methodology proposed in this research has proven that it is possible to measure response time through the scheduled method.

Purpose: The purpose of this study was to investigate medical service quality, satisfaction and to examine factors influencing hospital revisit intention of the United Arab Emirates government sponsored patients in Korea. Methods: A total of 152 UAE government sponsored patients who visited Korean hospitals participated in the questionnaire survey from August to November 2016. Stepwise multiple regression was used to identify the factors that affected the revisit intention of the participants. Results: The mean scores of medical service quality, satisfaction, and revisit intention were 5.72 out of 7, 88.88 out of 100, 4.59 out of 5, respectively. Medical service quality and satisfaction, Medical service quality and revisit intention, satisfaction and revisit intention were positively correlated. Medical service of physician, visiting routes and responsiveness of medical service quality explained about 23.8% of revisit intention. Conclusions: There are needs for physicians to communicate with patients while ensuring sufficient consultation time based on excellent medical skills and nurses to respond immediately for the patients' needs through an empathic encounter in order to improve medical service quality and patient satisfaction so that to increase the revisit intention of the United Arab Emirates government sponsored patients. Further, it is necessary for the hospitals to have support plans for providing country specialized services in consideration of the UAE culture to ensure that physicians' and nurses' competencies are not undervalued by non-medical service elements such as interpreters and meals.

Digital platforms characterized by network effects enable provisioning of various types of services and provide a mechanism for linking producers and consumers. Identifying the key Quality of Service attributes of such platforms is vital for their continued success and growth. In this paper, a set of quality attributes for platforms is first extracted from different extant quality models. Then actual user feedback data from three platform providers are analysed and mapped against the set of quality attributes to determine the key attributes that are relevant. These findings are corroborated with qualitative data from interviews of different stakeholders. The results show that service quality characteristics are important to the success of platforms. Functional characteristics of platforms assume importance where the digital contributions of the platform is higher. Apart from these, ‘fitness for use’ as a major determinant of quality is also important in digital platforms.

Different hotels have different classifications and offer variety of services. These hotel establishments have one common goal and that is to satisfy their guests' insatiable needs by providing high quality service which is beyond the expectations of their customers. The researcher examined three important variables – the classification of the hotels, quality of services and customer satisfaction. The researcher sought to determine if the first two mentioned variables – classification of hotels and quality of services, has a relationship to the customer satisfaction. The study concluded that the classification of the hotels did not relate significantly to the customers’ level of satisfaction on the basis of the first three customer satisfaction variables - reception and service, guestroom service and business center, except in the food and beverage variable. Two independent variables under the quality of service factor particularly the empathy and responsibility appeared to have a positive and significant relationship with customer satisfaction. The finding showed that other service quality variables did not affect the customer satisfaction variables.

The study aims to determine the impact of quality outcomes on behavior intentions in Financial Technology (FinTech) payment services. The study is focused on the development and testing of the impact of the SERVQUAL model on the TAM, i.e., Technology Acceptance Model for the measurement of the behavioral intention of users to use fintech payment services. The sample entails 578 specific survey responses from northern India from October to December 2022. The respondents were users of FinTech. The PLS-SEM technique was employed to explain the implementation process. Consequently, it discovered a significant relationship between the SERVQUAL models and the impact on behavioral intentions identified by TAM. The study will provide insight into the factors that impact the quality outcomes and adoption of Fintech payment services to the providers. The paper demystifies FinTech payment services in the range of perception of service quality outcomes and provides essential theories. The TAM model reflects the customer’s sense of satisfaction, usefulness, and attitude. In contrast, the SERVQUAL model demonstrates the user’s assessment of service quality outcomes such as quality, trust, security, and service quality positively affects behavioral intention in FinTech payment services.

본 연구의 목적은 금융기관 서비스품질의 만족도를 높이고 충성도 있는 고객을 확보하여 지속성장 가능한 수협은행 관련 연구가 현실적으로 부족하였다는 문제의식에서 출발하였다. 본 연구결과에서 수협은행의 서비스품질 을 위한 제고방안은 결정요인 결과를 토대로 유용성. 흥미성. 신뢰성. 안전성의 고객만족과 고객관계관리 관계성을 정립 하여 고객의 니즈에 맞는 새로운 욕구를 고려하는 제고방안이 수립되어야 하며 유의수준이 높은 내적품질 요인을 높 일 수 있는 서비스 품질의 제고방안을 맞춤형 서비스로 확대 시킬 필요가 있다. 급변하는 금융환경의 변화에 맞게 전 문경영인 체제와 능력위주의 인사정책 도입으로 수협은행에 사회적, 경제적, 가족적, 문화적 변화 특성을 정확히 이해 하고, 그러한 변화에 대응할 수 있는 프로그램 개발 운영이 필요하다.

The purpose of this research is to explore ways to raise the quality of the financial services of Suhyup Bank, to secure its customers’ loyalty, and to help it achieve sustainable growth. The results of this research showed that the ways to improve the service quality of Suhyup Bank are as follows: establish a relationship between its customers’ satisfaction with the usefulness, creativity, reliability, and safety of its services and its customer management based on its customers’ decision-making factors; establish service improvement schemes that consider new customer needs and desires; and improve its service quality and raise its internal quality factors, which are the keys to its expansion to customized services.

목적: 본 연구는 노인 미용 복지서비스 품질이 노인의 심리적 행복감에 미치는 영향에 관하여 연구하고 정부나 지방자치단체가 효 과적으로 미용 복지서비스를 노인들에게 제공하는 것을 목적으로 한다. 방법: 본 연구는 논산 및 충청남도에서 노인 맞춤 돌봄 서비 스를 받는 노인을 대상으로 2021년 11월 22일-12월 5일(2주간)간 설문조사를 하였고, 최종 329부를 분석에 사용하였다. 분석방법 은 일반적 특성을 파악하기 위해 빈도분석을 실시하였으며, 측정도구의 타당성 및 신뢰도를 분석하기 위해서 요인분석과 신뢰도 분 석을 실시하였으며, 독립변수와 종속변수의 상관관계 파악하기 위해 상관관계분석을 실시하였다. 결과: 본 연구를 수행한 결과 첫 째, 미용복지서비스의 보증성은 노인의 심리적행복감과 자아실현감에 통계학적유의한(p＜0.05)영향을 미치는 것으로 나타났다. 둘 째, 미용복지서비스의 유형성은 노인의 심리적 행복감과 자아실현감에 통계학적 유의한(p＜0.05)영향을 미치는 것으로 나타났다. 셋째, 미용복지서비스의 기술적특성은 노인의 심리적행복감과 자아실현감에 통계학적유의한(p＜0.05)영향을 미치는 것으로 나타 났다. 결론: 본 연구는 노인을 위한 미용복지서비스품질이 서비스를 제공받는 노인의 심리적행복감과 자아실현감에 미치는 영향을 규명하기 위해 진행되었으며, 미용복지서비스 품질의 보증성과 유형성, 기술적 특성이 노인의 심리적 행복감과 자아실현에 통계학 적으로 유의한 영향을 미치는 결과를 도출하였다.

Purpose: This study aims to research the effects the quality of beauty welfare service for the elderly has on the psychological happiness of the elderly and have the government or a local self-governing body effectively provide the elderly with beauty welfare service. Method: In this study, a survey was conducted from November 22 to December 5 (2 weeks), 2021 for the elderly receiving elderly customized care services in Nonsan and Chungcheongnam-do, and the final 329 copies were used for analysis. As for the analysis method, frequency analysis was performed to identify general characteristics, factor analysis and reliability analysis were performed to analyze the validity and reliability of the measurement tool, and correlation analysis was performed to identify the correlation between independent and dependent variables. Results: As a result of conducting this study, first, the guarantee of beauty welfare service was shown to have a statistically significant (p <0.05) influence on the elderly’s psychological happiness and self-realization. Second, the tangibility of beauty welfare service was shown to have a statistically significant (p <0.05) influence on the elderly’s psychological happiness and self-realization. Third, the technical characteristics of beauty welfare service were shown to have a statistically significant (p <0.05) influence on the elderly’s psychological happiness and selfrealization. Conclusion: This study was conducted to investigate the effects the quality of beauty welfare service for the elderly has on the psychological happiness and self-realization of the elderly who are provided with the service. The study found that the guarantee, tangibility, and technical characteristics of the quality of beauty welfare service have a statistically significant influence on the elderly’s psychological happiness and self-realization.

目的: 探讨老年人美容福利服务质量对老年人心理幸福感的影响，并让政府或地方自治团体有效地为老年人提供 美容福利服务。方法: 本研究于2021年11月22日至12月5日（2周）对论山和忠清南道接受老年定制护理服务的 老年人进行调查，最终329份用于分析。在分析方法上，通过频数分析来识别一般特征，通过因子分析和信度分 析来分析测量工具的效度和信度，通过相关分析来识别自变量和因变量之间的相关性。结果: 本研究结果显示， 第一，美容福利服务保障对老年人心理幸福感和自我实现有显着影响(p ＜0.05)。其次，美容福利服务的有形性 对老年人的心理幸福感和自我实现有统计学意义(p ＜0.05)的影响。第三，美容福利服务技术特征对老年人心理 幸福感和自我实现有显着影响(p ＜0.05)。结论: 本研究探讨老年美容福利服务质量对接受服务的老年人心理幸福 感和自我实现的影响。研究发现，美容福利服务质量的保障、有形、技术特征对老年人的心理幸福感和自我实 现有显着影响。

Information systems (IS) have become ubiquitous and changed every aspect of how people live their lives. While some IS have been successfully adopted and widely used, others have failed to be adopted and crowded out in spite of remarkable progress in technologies. Both the technology acceptance model (TAM) and the IS Success Model (ISSM), among many others, have contributed to explain the reasons of success as well as failure in IS adoption and usage. While the TAM suggests that intention to use and perceived usefulness lead to actual IS usage, the ISSM indicates that information quality, system quality, and service quality affect IS usage and user satisfaction. Upon literature review, however, we found a significant void in theoretical development and its applications that employ either of the two models, and we raise research questions. First of all, in spite of the causal relationship between intention to use and actual usage, in most previous studies, only intention to use was employed as a dependent variable without overt explaining its relationship with actual usage. Moreover, even in a few studies that employed actual IS usage as a dependent variable, the degree of actual usage was measured based on users’ perceptual responses to survey questionnaires. However, the measurement of actual usage based on survey responses might not be ‘actual’ usage in a strict sense that responders’ perception may be distorted due to their selective perceptions or stereotypes. By the same token, the degree of system quality that IS users perceive might not be ‘real’ quality as well. This study seeks to fill this void by measuring the variables of actual usage and system quality using ‘fact’ data such as system logs and specifications of users’ information and communications technology (ICT) devices. More specifically, we propose an integrated research model that bring together the TAM and the ISSM. The integrated model is composed of both the variables that are to be measured using fact as well as survey data. By employing the integrated model, we expect to reveal the difference between real and perceived degree of system quality, and to investigate the relationship between the perception-based meas- ure of intention to use and the fact-based measure of actual usage. Furthermore, we also aim to add empirical findings on the general research question: what factors influence actual IS usage and how? In order to address the research question and to examine the research model, we selected a mobile campus application (MCA). We collected both fact data and survey data. For fact data, we retrieved them from the system logs such information as menu usage counts, user’s device performance, display size, and operating system revision version number. At the same time, we conducted a survey among university students who use an MCA, and collected 180 valid responses. A partial least square (PLS) method was employed to validate our research model. Among nine hypotheses developed, we found five were supported while four were not. In detail, the relationships between (1) perceived system quality and perceived usefulness, (2) perceived system quality and perceived intention to use, (3) perceived usefulness and perceived intention to use, (4) quality of device platform and actual IS usage, and (5) perceived intention to use and actual IS usage were found to be significant. In comparison, the relationships between (1) quality of device platform and perceived system quality, (2) quality of device platform and perceived usefulness, (3) quality of device platform and perceived intention to use, and (4) perceived system quality and actual IS usage were not significant. The results of the study reveal notable differences from those of previous studies. First, although perceived intention to use shows a positive effect on actual IS usage, its explanatory power is very weak (R2 = 0.064). Second, fact-based system quality (quality of user’s device platform) shows a direct impact on actual IS usage without the mediating role of intention to use. Lastly, the relationships between perceived system quality (perception-based system quality) and other constructs show completely different results from those between quality of device platform (fact-based system quality) and other constructs. In the post-hoc analysis, IS users’ past behavior was additionally included in the research model to further investigate the cause of such a low explanatory power of actual IS usage. The results show that past IS usage has a strong positive effect on current IS usage while intention to use does not have, implying that IS usage has already become a habitual behavior. This study provides the following several implications. First, we verify that fact-based data (i.e., system logs of real usage records) are more likely to reflect IS users’ actual usage than perception-based data. In addition, by identifying the direct impact of quality of device platform on actual IS usage (without any mediating roles of attitude or intention), this study triggers further research on other potential factors that may directly influence actual IS usage. Furthermore, the results of the study provide practical strategic implications that organizations equipped with high-quality systems may directly expect high level of system usage.

목적: 본 연구는 네일 미용산업의 서비스 품질이 재방문 의도에 미치는 영향에 관해 알아보고자 진행되었다. 방법: 네일 미용산 업에서 서비스 품질에 따른 고객의 반응이 고객만족, 신뢰, 재방문 의도에 어떠한 영향을 미치는지를 규명하기 위해 Statistical Package for the Social Sciences (SPSS) 분석을 실시하였다. 결과: 본 연구결과가 가지는 마케팅적 시사점은 네일 서비스산업에 가 장 큰 영향을 미치는 서비스 품질 요인은 경제성, 확신성, 공감성, 친절성이다. 결론: 서비스 품질 요인이 네일 샵의 고객만족, 신뢰 및 재방문 의도에 영향을 미치므로 이를 맞추고자 하는 노력이 필요하다. 이는 네일 미용산업에서 고객이 인식하는 경제성, 확신성, 공감성, 친절성이 향후 고객만족과 신뢰, 재방문 의도에 영향을 많이 주는 요인임으로 이러한 노력으로 고객지향성을 높이고 고객 에게 신뢰감을 주어 장기적인 관계가 구축될 때 재방문 의도가 높아짐으로써 자연스럽게 고객이탈을 방지할 수 있을이 것다.

Purpose: This study aims to identify the effects of service quality on customer revisit intention in the nail esthetic industry in terms of customer satisfaction and trust. Methods: This research was to identify how customers’ reaction to the service quality affects customer satisfaction, trust, and revisit intention in the nail esthetic industry. For this purpose, Statistical Package for the Social Sciences (SPSS) was used for statistical analysis. Results: From a marketing perspective, the results demonstrated that the most influential factors for service quality in the nail esthetic industry are economy, conviction, sympathy, and kindness. Conclusion: In the nail esthetic industry, economy, conviction, sympathy, and kindness as recognized by the customer were the main factors influencing future customer satisfaction, trust, and revisit intention. Based on these factors, the nail esthetic industry should endeavor to meet customer needs and be more customer-oriented and trustworthy. Building a long-term relationship with customers will enable the nail esthetic industry ensure a higher level of customer revisit intention.

目的: 探讨指甲美容业服务品质对顾客再访意愿的影响。方法: 探讨顾客对服务品质的反应如何影响指甲美容业的顾客满 意、信任及再访意愿。为此，采用Statistical Package for the Social Sciences（SPSS）进行数据分析。结果: 从营销学的 角度来看，指甲美容行业的服务质量最重要的影响因素是经济、信念、共感和亲切。结论: 服务品质因数对美甲行业的 顾客满意度，信任度及再访意愿产生影响，因此，应努力应对。在美甲行业中，顾客认可的经济、信念、共感和亲切是 影响未来顾客满意、信任和再访意愿的主要因素。基于这些因素，美甲行业应努力满足客户需求，以客户为中心，值得 信赖。通过与客户建立长期的关系，美甲行业将获得高客户回访意向，从而防止客户流失。

본 연구의 연구자들은 한국에서 영업 중인 호텔들의 경영성과와 서비스품질관리에 대한 연구가 부족하다는 문제인식을 가지고, 한국에서 호텔들의 서비스품질관리가 호텔산업의 경영성과에 어떠한 영향을 미치는가를 조사하였다. 본 연구를 수행하기 위해 총 112곳의 호텔들을 방문하여 448명의 고객들과 호텔 직원들을 인터뷰하였고 이를 구조방정식모델(SEM)을 사용하여 분석하였다. 분석결과 에 따르면 서비스품질관리가 호텔을 경영성과에 긍정적인 영향을 미친는 것으로 나타났다. 또한 유사하게 호텔의 시장경쟁 역시 호텔의 경영성과에 긍정적인 영향을 미쳤다. 그러나 서비스품질관리와 시장경쟁 사이의 공분산은 둘의 관계를 설명하는데 있어 통계적으로 유의미하지 않았다. 결론적으로 본연구는 소비자의 서비스품질에 대한 인식이 한국 호텔의 경영성과에 매우 중요한 영향을 미친다는 보여주고 있다.

Due to the existence of inadequate service quality management and performance studies on hotels operating in Korea, this paper aims at studying the impact of service quality on organizational performance of hotels in Korea. A total of 112 hotels were visited and a total number of 448 for both customers and employees were interviewed to accomplish the objective of the study. This study employed the concept of structure equation modeling (SEM) with all necessary prerequisites and tests were taken into consideration and presented in the results. Results indicate a strong positive influence of service quality management on the general hotel performance and similarly, a positive influence of market competition on hotel performance was evident. However, the factor covariance between service quality management and market competition found to be insignificantly explaining the relationship. Finally the paper concludes that customers' perception of service quality plays a vital important role in Korea hotel performance.

호텔, 관광회사, 컨벤션기업과 같은 글로벌 서비스 기업들은 유사하거나 동일한 서비스로 인해 역내시장에서 경쟁이 심화되고 있다. 동시에 글로벌 서비스 기업들은 대외적으로 역내에 더 많은 고객을 유치하기 위해서 경쟁자와의 수평적인 마케팅 네트워크구축을 통해 협력하고 있다. 독립적인 주체로서의 기업이미지는 경쟁이 심화됨에 따라 역내시장에서 협력공동체에 참여하는 구성원으로 바뀌고 있다. 인터넷의 등장으로 인해 협력적인 역내 관광지를 마케팅 하는데 새로운 기회가 제공되고 있다. 관광지역내에 글로벌 서비스 기업들은 관광지의 이미지제고를 위해 온라인 고객들에게 관광지에 대한 포괄적인 정보를 제공하는 서비스 포털 사이트를 운영해야 할 뿐 아니라, 동시에 서비스 기업들은 자사의 상품과 서비스를 홍보하기 위해 맞춤화된 서비스와 안정된 온라인 환경을 제공하여 고객을 유치해야 할 것이다. 글로벌 온라인 고객들의 이러한 요구에 적합한 정보를 제공하는 서비스 기업의 경쟁력을 높이는 온라인 마케팅이 될 것이다. 본 논문은 경쟁-협력적 시각에서 글로벌 서비스기업의 온라인 마케팅의 결정요인을 제시하는 모형을 개발하고 이를 실증분석 하는데 연구의 논점이 있다. 결정요인으로 제시된 네 가지 개념은 서비스기업의 온라인 마케팅 품질에 중요하게 영향을 주는 요인으로 글로벌 웹커뮤너티 네트워크구축, 서비스현장관리, 인터넷서비스 접점관리, 온라인 시스템품질이 고객만족도에 영향을 주는 요인으로 제시되었다.

Global service firms such as hotels, travel agencies, and convention companies compete in local area with the same market and similar or complementary service. Simultaneously, they need to collaborate through a horizontal marketing network in order to attract more tourists. The image of a firm as an autonomous entity is transformed into a member working together in community to develop and increase the competitiveness. The development of Internet now offers new opportunities for collaboratively marketing tourism destination. Global service firms in a tourist destination play a role as a service portal that delivers comprehensive information to online customers to draw an overall image of the location. In addition, service firms attract online customers through customized service and stable online environment to promote their own products and service. Global tourists choose among different goods and services provided by firms in close proximity to each other. Timely and accurate information that meets online customers can lead successful online marketing. The purpose of this study is to develop a new framework, named as a co-opetition perspective, for analyzing the determinant factors of online marketing quality of service firms. To accomplish this, four concepts that are considered important factors influencing online marketing quality of service firms are proposed: global web community network, e-servicescape, Internet service encounter, and online system quality.

본 논문은 한국무역보험공사의 서비스 품질을 통한 우리나라 수출기업의 만족이 무역보험 지 속이용의도에 미치는 영향을 조사한다. 이를 위해 3차원 서비스 품질모형에 기반하여 한국무 역보험공사의 서비스 품질을 개발하고 무역보험 서비스 품질과 무역보험 지속이용의도 간에 이용기업 만족의 매개효과를 검증하였다. 설문 대상으로는 해외에 수출 중이면서 무역보험을 이용하고 있는 중소기업 180개 사를 설정하여 설문지를 배포하였고 실증분석을 통해 가설을 검증하였다. 분석 결과, 이용기업 만족은 상품품질과 지속이용의도, 전달품질과 지속이용의도 간에 관계를 매개하지만, 환경품질과 지속이용의도 간에 관계는 매개하지 않는 것으로 나타났 다. 본 연구결과는 우리나라 수출 중소기업의 무역보험 지속이용 향상을 위해 무역서비스 제 공을 통한 이용기업의 만족이 선행되어야 함을 시사한다.

Purpose : This study investigates the service quality of the Korea Trade Insurance Corporation and the intention of continuous use of trade insurance among small and medium-size exporting companies in South Korea. Research design, data, methodology : Based on a 3-dimensional service quality, this study verified the mediating effect of exporting company’s satisfaction on the relationship between the service quality of the Korea Trade Insurance Corporation and the intention to continue using trade insurance. In order to conduct the analysis, the surveys were distributed to 180 small and medium-sized exporting companies overseas which using trade insurance. Results : The result suggests that satisfaction mediated the relationship between product quality and continuance usage intention, as well as between delivery quality and continuance usage intention. Conclusions : This result shows that in order to increase the intention of continued use of trade insurance among small and medium-sized exporting companies in South Korea, it is necessary to prioritize satisfaction through the provision of trade services.