Earticle

The purpose of this research is to investigate the relationships among the perceived satisfaction, the perceived the trust, the commitment, the key features for mobile phone, the brand image, the switching cost and the repurchasing intention. We also examine the differences between Korean and Indonesian markets concerning the relationships of these key successfactors. The structural model is tested with the data form each of the sub-samples (i, e, Korean and Indonesian users taken separately). Properties of the casual paths, including standardized path coefficients, the significance of difference, and variance explained for trust, satisfaction, commitment and repurchasing in the hypothesized model, are presented. This study indicated that hardware (sound quality, LCD display, design) user interface (GUI, Menu, Key pad) and extra functions (camera phone, wireless internet, MP3 player) are the three important factors effecting the trust and the satisfaction. The proposed model has been newly tested from the technological prospective in order to get the more practical result. Following the model test, we conduct a test of the differences in path coefficients between Korean and Indonesian users. MSEM show that, compared to Korean market, Indonesian had more emphasized on extra-function for the mobile phone as well as giving more influence to the satisfaction from the brand image. It means Korean market consider the extra-function as basic or no-premium points. And the satisfaction has been effected by switching-cost in Korea but the trust in Indonesia. Other interesting result from the structural weight invariance indicate that, compared to Korean market, the brand-image has effected the satisfaction in addition to placing more the trust on determining the commitment in Indonesia.

본 연구에서는 중국시장에 진출한 외국할인매장의 브랜드이미지와 서비스품질이 매장의 재방문 및 재구매 의 도에 어떠한 영향을 미치며, 고객만족이라는 조절변수를 통한 효과는 어떠한지를 분석하고, 이 연구결과를 토 대로 중국내에서 운영 중인 외국계 할인매장이 마케팅 및 서비스 전략을 수립하고 모색하는데 시사점을 제공 하고자 한다. 연구의 결과, 할인매장의 브랜드이미지와 서비스품질 요인은 매장의 재방문 및 재구매 의도에 정(+)의 영향을 미칠 것이라는 가설이 모두 채택되었다. 그러나 브랜드이미지가 고객만족에 따른 매장의 재방문 및 재구매 의 도에 영향을 미치는 조절효과는 없는 것으로 나타났으나, 서비스품질 요인의 핵심서비스와 매장 직원과 고객 간의 상호작용은 통계적으로 유의하다는 결과를 도출하였다. 본 연구의 결과, 외국계 기업이 중국내 할인매장을 운영하는데 있어서 브랜드이미지와 서비스품질이 매장의 재방문과 재구매 의도에 정의 영향을 미친다고 밝혀졌으며, 이러한 요인은 매장의 매출을 결정하는 중요한 요 인으로 작용한다고 해석할 수 있다. 따라서 실용적이면서 체면을 중시하는 중국소비자들의 특성에 맞추어 할 인매장은 다양하고, 최상의 상품을 공급하면서 매장에 종사하는 종업원들이 고객들에게 친절과 편의성을 보 장하고 유용한 정보를 제공할 수 있는 대고객 관리기법을 개발할 필요성을 제시하였다. 동시에 외국계 할인매 장으로서 브랜드이미지를 높이기 위해 지속적인 광고 및 홍보를 통한 관리가 병행되어야 할 것이다.

This study aims to examine an influence of service quality and brand image on customer's revisiting and repurchasing intention to foreign wholesaler's store in China as well as moderating effect of customer satisfaction against it and also attempt to provide marketing managers with suggestions and implications, which will be required to establish a marketing strategy. This empirical test is analyzed that service quality and brand image are proved to significantly have positive effect on Chinese customer's revisiting and repurchasing intention to foreign wholesaler's stores. With regard to moderating effect of customer satisfaction, statistical analysis shows that there is not an effect to brand image, but partly effect of service quality against customer's revisiting and repurchasing intention. Specially, customer interaction and core service of service quality is proved to have significant effect. On the basis of this results, it implied that customer interaction and core service of service quality is ultimately affecting sales turnover in the store. Furnishing wholesaler's customers with a kindness and easiness in the store as well as useful informations, therefore, the store should pay more attention to develope a specific customer relationship management that is suitable for chinese customer who has a pragmatic and honorable personality. In addition, as a foreign distributors in China, an advertising promotion and public relations should be continuously supported and invested to improve the store's brand image.

This study was conducted on university golf players in Korea to investigate the frequency of the use of golf courses as well as service factor levels and repurchasing intention. As a result, regarding service factor levels according to demographic characteristics, there was no significant difference in sex, and the number of rounds. Regarding golf career, there was a significant difference in the factor level of price, reservation, sauna, and club house, regarding the average number of strokes, there was a significant difference in the factor level of courses, reservation, and club house. As the effect of the factor level of golf courses on university golfers' repurchasing intention, it was found that the traffic factor level influenced preferred selection intention, and the traffic factor level, the club house factor level influenced recommendation intention. Finally, it was found that the traffic factor level and club house factor level influenced loyalty on specific golf courses.

The advent of Internet has greatly increased the ability of companies to conduct their business faster, more accurately, over a wider range of time and space, at reduced cost and with the ability to customize and personalize customer offerings. However it may be difficult for companies to sustain a long-run survival in competition environment of e-business. The purpose in this study is to analyze the relationship among site loyalty characteristics, customer's repurchasing intention and switching intention of internet shopping mall. The results showed that reputation variables of internet shopping mall only affected significantly e-loyalty. And the relationship among e-brand loyalty, customer's repurchasing intention and switching intention was significantly supported.

커피 전문점 시장이 치열해지면서 커피 전문점들이 고객과의 관계를 형성하고 지속적 구매를 유도하는 것 이 점점 중요해지고 있다. 그래서 커피 전문점 고객들은 재구매 의사 결정에 대한 이해를 통해 고객들에게 차별화된 서비스 및 마케팅 전략을 수립해야한다. 본 연구에서는 고객들의 재구매 의도를 형성하는 주요 요인으로 고객 만족, 인지된 전환 비용, 후회를 고려하였다. 특히 커피 전문점의 후회 경험이 소비자들의 재구매 의사 결정에 미치는 영 향을 살펴보고자 하였다. 또한, 커피 전문점 선택 속성으로 커피 품질, 물리적 환경 품질, 서비스 인카운터 행동, 브 랜드 신뢰를 고려하였으며, 이 선택 속성들이 고객 만족과 인지된 전환 비용에 미치는 영향을 살펴보았다. 제연구 분석 결과, 고객 만족과 인지된 전환 비용은 재구매 의도에 긍정적으로 유의한 영향을 미쳤지만, 후회는 재구매 의 도에 부정적으로 유의한 영향을 미쳤다. 커피 품질과 물리적 환경 품질은 고객 만족과 인지된 전환 비용 모두 유의 한 영향을 미치지 못했다. 서비스 인카운터 행동은 인지된 전환 비용에만 유의한 영향을 미쳤고, 브랜드 신뢰는 고 객 만족과 인지된 전환 비용 모두에 유의한 영향을 미쳤다.

As the market for coffee chains becomes fierce, it is important for coffee chains to establish an enduring relationship with customers and encourage them to revisit their stores. Thus, it becomes important to understand consumers' repurchase decision-making mechanisms in the context of coffee chains. Customer satisfaction, perceived switching costs, and regret were considered as the main factors of customers' repurchase intentions. Especially, the effect of regret experience of coffee chains on consumers' repurchase decision was examined. In addition, coffee quality, physical environment quality, service encounters performance, and brand trust were considered as attributes of coffee shop selection, and their effects on customer satisfaction and perceived switching cost were investigated. The results of the study showed that customer satisfaction and perceived switching costs had a positive effect on repurchase intention, while regret had a negative effect on repurchase intention. Coffee quality and physical environmental quality had no significant effect on customer satisfaction and perceived conversion cost. Service encounter performance had a significant impact on perceived switching costs alone. Brand trust had a significant impact on both customer satisfaction and perceived switching cost.

오늘날의 시장은 기술의 진보로 인하여 과거에는 기대할 수 없던 여러 가지 기능을 제공할 수 있게 되었고 뛰어난 접근성과 반응은 고객이 원하는 때에, 원하는 물건을, 원하는 방식으로 살펴볼 수 있도록 제공해주어 고객의 욕구를 만족을 스스로 결정할 수 있는 구조를 가능하게 한다. 즉, 고객에게 스스로의 가치기준에 맞는 선택의 기회를 부여함으로서 만족을 달성하는 이러한 서비스를 TBSS (Technology-Based Self-Service)라 할 수 있다. 본 연구에서는 TBSS를 이용한 배송서비스 산업에서의 고객 만족 및 재구매의도 향상의 선행요인을 탐구하는 이론적 모형을 제안하고자 한다. 구체적으로 고객 만족과 재구매의도에 영향을 주는 지각된 가치를 ‘편익-비용’으로 구성하고 결과 편익과 과정 편익, 금전적 비용과 비금전적 비용의 영향력 크기를 비교하는 연구를 수행할 것이며 이를 통해 TBSS가 고객만족도 및 재구매 의도에 미치는 영향을 확인하고 유용성을 판단하는 본 연구의 결과가 고객 만족 및 재구매 의도 제고를 위한 실무적 정보를 제공하는데 도움이 되기를 기대한다.

This study aims to suggest theoretical models and background for the analysis of antecedent factors such as customer satisfaction and repurchasing decision by use of Technology-Based Self-Service (TBSS) delivery service. Specifically, the study have focused on the analysis that after the values of customer satisfaction and repurchasing decision were transformed into the values of Cost-Benefit analysis and then compared with the values of result benefits, process benefits, financial costs and non-financial costs. After analysis, it was found that ordering and delivery service by use of TBSS has a positive influence on customer satisfaction in terms of result benefits, process benefits, time savings and financial cost savings. In addition, it was confirmed that sub-category of customer satisfaction such as overall satisfaction, satisfaction for expectations, satisfaction for ideals has also a positive impact on repurchasing decision. It is expected that the results of this study will help analyze the customer satisfaction and repurchasing decision and provide a practical help for a business.

본 연구에서는 매출액 및 매장수를 고려하여 국내 대형 프랜차이즈 커피전문점(스타벅스, 커피빈, 파스쿠찌, 할리스, 탐앤탐스, 엔제리너스, 까페베네)의 이용고객을 대상으로 표본을 추출하였으며, 커피전문점 신뢰수준에 따른 이미지에는 어떠한 차이가 있는지 보았으며, 또한 커피전문점 이미지가 재방문의도에 어떠한 영향을 주는 지를 알아보고 연구결과를 통해 커피전문점의 고객 확보와 효율적인 매출증대를 위한 시사점을 제공하고자 하는 것이 본연구의 주목적이다. 연구결과는 다음과 같다. 가설 1인 커피전문점 이용고객의 신뢰수준에 따라 커피전문점 이미지는 차이가 있을 것이다를 살펴본 결과 모두 유의수준 p<0.05에서 군집 간에 명백한 차이가 있음을 알 수 있다. 가설 2인 커피전문점 이미지는 재방문의도에 유의한 영향을 미칠 것이다를 살펴본 결과 커피전문점 이미지 요인 모두가 재방문의도(p<0.05 수준)에 통계적으로 유의한 것으로 나타났다

This thesis drew a sample, targeting on large-scale franchise coffee house (Starbucks, Coffeebean, Pascucci, Hollys, Tomntoms, Angelinus, Cafebene), located in our country, and considering on sales and store quantity. The important aims of this thesis are to look into what research on coffee house Image different according to trust level of coffee house customer and the effects of coffee house Image on repurchasing intentions. and through the research result to offer suggestions for customer security and effective sales increase. The result is as followings. This thesis looked into research on coffee house Image different according to trust level of coffee house customer, hypothesis1, and found that both at the level of the obvious differences between clusters. hypothesis 2, and found that they had a positive effect. This thesis looked into the effect of coffee house Image on repurchasing intentions.

본 연구는 저가항공사의 서비스품질, 지각위험, 준거가격, 고객만족, 그리고 재구매의도간의 영향관계를 분석하여 저가항공사의 효율적인 관리방안을 제시하고자 한다. 연구결과, 저가항공사의 서비스품질중 인적서비스품질은 만족에 유의한 영향관계가있는 것으로 나타났으며, 인적서비스품질과 만족간의 관계에 있어서 준거가격은 조절효과가 있는 것으로 나타났다. 지각위험은 신체적위험과 기능적위험이 만족에 유의한영향관계가 있는 것으로 나타났으며, 기능적위험과 신체적위험은 만족간의 관계에 있어서 준거가격이 조절효과가 있는 것으로 나타났다. 또한 저가항공사의 고객만족은 고객의 재구매의도에 유의한 영향관계가 있는 것으로 나타났다. 저가항공사의 서비스품질과 지각위험은 저가항공사의 구매에 있어 중요한 변수임을확인할 수 있었으며, 더 나은 인적서비스를 제공함으로써 경쟁우위를 확보할 수 있을것이며, 준거가격을 이용하여 심리적인 위험 요소 등을 제거하고 고객의 만족을 불러올 수 있음이 입증되었다.

The purpose of the study on establishing strategy to improve management performance through reinforcing the competitiveness of low cost airline by identifying influences on reference price, service quality, perceived risk, satisfaction, and repurchasing intention. Research in the busan gimhae airport and daegu airport, for this study period, Mar 16th to march 31th, 2015, analyzed the SPSS(Ver. 22.0) statistical program using the frequency analysis, factor analysis, reliability analysis, regression analysis, fitness of research model verified total 5 hypotheses. As the results, human services quality of low cost airline influence positively on satisfaction. Physical risk and functional risk among perceived risk about low cost airline influence negatively on satisfaction. Satisfaction of low cost airline influence positively on repurchasing intention. Also, in affect relation between human service quality and satisfaction, reference price control action showed. In affect relation between physical risk, functional risk and satisfaction reference price control action showed.

본 연구에서는 매출액 및 매장수를 고려하여 국내 대형 프랜차이즈 커피전문점(스타벅스, 커피빈, 파스쿠찌, 할리스, 탐앤탐스, 엔제리너스, 까페베네)의 이용고객을 대상으로 표본을 추출하였으며, 구매경험 후 발생되는 커피전문점이미지의 지각된 가치가 고객만족․재방문의도․전환의도에 어떠한 영향을 주는 지를 알아보고 연구결과를 통해 커피전문점의 고객 확보와 효율적인 매출증대를 위한 시사점을 제공하고자 하는 것이 본연구의 주목적이다. 연구결과는 다음과 같다. 가설 1인 커피전문점이미지가 지각된 가치에 미치는 영향관계를 살펴본 결과 ‘내부 인테리어 및 커피품질’, ‘가격 및 편리성’, ‘접근성’ 3개 요인 모두 정(+)의 영향을 미치는 것으로 나타났다. 가설 2인 지각된 가치와 고객만족간의 영향관계를 살펴본 결과 정(+)의 영향을 미치는 것으로 나타났다. 가설 3인 지각된 가치와 재방문의도간의 영향관계를 살펴본 결과 정(+)의 영향을 미치는 것으로 나타났다. 가설 4인 지각된 가치와 전환의도간의 영향관계를 살펴본 결과 부(+)의 영향을 미치는 것으로 나타났다.

This thesis drew a sample, targeting on large-scale franchise coffee house (Starbucks, Coffeebean, Pascucci, Hollys, Tomntoms, Angelinus, Cafebene), located in our country, and considering on sales and store quantity. The important aims of this thesis are to look into what effect the perceived image values of coffee house which generates after purchase experiences have on customer satisfaction, repurchasing intention, and switching intention, and through the research result to offer suggestions for customer security and effective sales increase. The result is as followings. This thesis looked into the effect on recognized effect of coffee house, suggestion 1, and found that three factors such as 'internal interior and coffee quality', 'price and convenience', 'access' had all positive effect. This thesis looked into the effect relationship between perceived values and customer satisfaction, suggestion 2, and found that they had a positive effect. This thesis looked into the effect relationship between perceived value and repurchasing intention, suggestion 3, and found, that they had a positive effect. This thesis looked into the effect relationship between perceived value and switching intention, suggestion 4, and found that they had a negative effect.

The number of foreigners living in Korea has increased rapidly in recent years, and more and more foreigners are purchasing goods online. Therefore, domestic online shopping malls in Korea are trying to find ways of providing better services to foreign online consumers. Online repurchasing behavior of foreigners in Korea who have different cultural backgrounds may be different from Korean online consumers. At present, Korean online shopping malls should be developed globally because they have been facing more rigid competition in domestic market. Thus, this paper needs to study online repurchasing behavior of foreigners living in Korea for the development and globalization of Korean online shopping malls. The purpose of this paper is to study the factors which influence foreigner's online repurchasing behavior through survey on foreigners and it's analysis, and suggest some implications for development and globalization of domestic shopping malls.

ven though the number of share repurchasing firms and the amount of share repurchases are increasing in Korea, there is no consensus on the characteristics of share repurchasing firms. Therefore, the purpose of this study was to empirically analyze such characteristics. Share repurchasing firms listed in the KOSPI and KOSDAQ markets from 1996 to 2016 were analytically compared to non-share repurchasing control firms that were similar in size and belonged to the same industry as share repurchasing firms. Univariate analyses revealed that KOSPI share repurchasing firms, before share repurchasing activity, were cash-rich firms with smaller fixed assets and lower major shareholders’ equity relative to the control firms. However, these firms’ cash richness was likely due to the disposal of their fixed assets rather than higher earnings. On the other hand, KOSDAQ share repurchasing firms are also characterized before share repurchasing activity as cash-rich firms with smaller fixed assets and lower major shareholders’ equity relative to their control firms. However, their cash richness is unlikely due to the disposal of their fixed assets but instead to higher earnings and operating cash flows. The empirical results for both KOSPI and KOSDAQ share repurchasing firms are consistent with the free cash flow hypothesis and the major shareholders’ equity enhancement hypothesis, despite different reasons for their cash richness. The signaling hypothesis was not supported by the empirical results.

This research attempts to investigate differences in past experiences of using internet in repurchasing. In doing so, the authors identify online consumer characteristics, particularly one-time and repeat users comparison across geographical borders of Korean and Taiwanese teenage customers. Results show that there are significant differences in online shopping typologies between Korean and Taiwanese customers. While attitude serves as a distinguishing factor for both data sets along the other two dimensions, trust does not. Since researchers have focused on comparisons between Western cultures and Asian cultures’ online purchase behavior or Internet use, the current study provides a valuable comparison for this niche population of young customers at least in a Korean-Taiwanese context. The authors also make a brief argument that these findings can influence marketing practitioners and site developers in their strategies.

The study sought to examine the effect of website tourism information's trust building factors on the rust, satisfaction and repurchasing of users through an empirical study of persons has been visited to website. Data were collected from 225 in Seoul and 105 in Busan. Results suggested that website's correctiveness or appearance, reputation, perceived benefit, safety, trustworthy and usefulness are significantly related to trust of users. An interesting finding revealed that website's correctiveness or appearance factor is most significantly related to trust of users. Next appearanced that website's correctiveness or appearance, reputation, perceived benefit, and trustworthy are significantly related to satisfaction of users. An statistical finding revealed that website's correctiveness or appearance factor is most significantly related to satisfaction of users. And also trust building factors of website are constructed 7 dimensions. That is correctiveness or appearance, reputation, perceived benefit, safety, trustworthy and usefulness convenience factor and trust or satisfaction are constructed singleness dimension The imply that trust building factor of website, trust and satisfaction would be likely to influence repurchase of website visitors.

To reach this purpose we studied many preceding works on different models, various kinds of service quality measurements and came up with Gronroos model which was established in 1982 but we modified some of them to encompass various/unique aspects of airlines' services. A questionnaire was designed based on literature in order to examine all seven dimensions of service quality in Gronroos model which are Tangibles, Assurance, Responsiveness, Reliability, Empathy, Image & Technical quality. Result of this paper suggest that airline marketing managers should develop various strategies to guarantee providing such quality service to passengers as Tangibles (represented by appearance, attitudes, uniforms of employee, visually appealing equipment, etc), Technical Quality & enhanced Image over the rest of attributes to seek consumers' repeated purchase.

국내 화장품 시장은 브랜드 간 경쟁이 치열하여 각 제조업체들은 품질 향상과 마케팅 활동을 통해 매출 향상을 꾀하고 있다. 이런 맥락에서 본 연구에서는 화장품 구매 고객의 구매 후 행동 매커니즘을 살펴보고자 한다. 구매 후 행동을 재구매 의도와 추천 의도로 구분하였고, 고객 만족과 브랜드 이미지를 구매 후 행동을 야기하는 핵심 요인으로 고려하였다. 또한 화장품 품질, 가격 공정성, 이벤트 활동이 고객 만족과 브랜드 이미지에 미치는 영향을 살펴보았다. 제안한 연구 모형은 화장품 고객 생애 주기의 핵심 고객인 20대 여성을 바탕으로 검증하였다. PLS를 활용하였으며, 본 연구 분석 결과 고객 만족과 브랜드 이미지는 구매 후 행동에 유의한 영향을 미쳤다. 특히 브랜드 이미지가 고객 만족보다 구매 후 행동에 더 크게 영향을 미쳤다. 화장품 품질과 가격 공정성은 고객 만족과 브랜드 이미지 모두에 유의한 영향을 미쳤다. 하지만 이벤트 활동은 고객 만족에만 유의한 영향을 미쳤을 뿐 브랜드 이미지에는 유의한 영향을 미치지 못했다. 본 연구 결과를 통해 화장품 제조업체는 고객들의 구매 후 행동을 유도하기 위한 효과적인 서비스 및 마케팅 활동을 전개할 수 있을 것으로 기대된다.

In the highly competitive cosmetic industry, each cosmetic brand is striving to increase its profit by providing excellent product quality and delightful marketing campaigns. In this regard, this study investigates consumers' post-purchasing decision-making processes. It considers the two critical post-purchasing behaviors as repurchasing intention and recommendation intention. We posit customer satisfaction and brand image as the key antecedents of post-purchasing behaviors. The effects of cosmetic quality, price fairness, and event activities on consumer satisfaction and brand image are examined. We conducted a questionnaire survey of women in their twenties, which are critical groups in consumer life cycle of cometic products. Data collected from 163 female respondents were empirically tested against a theoretical framework using partial least squares. Analysis results found that both consumer satisfaction and brand image significantly influence post-purchasing behaviors, respectively. Especially, brand image has a stronger effect on post-purchasing behaviors than customer satisfaction does. Cosmetic quality and price fairness play an important role on customer satisfaction and brand image. However, event activities significantly affect consumer satisfaction, while they do not significantly influence brand image.

This study analyzed the effects of website and consumer's characteristics on price sensitivity as well as the effects of price sensitivity on repurchasing and switching intention. It ascertains differences in: website and consumer's characteristics, price sensitivity, and repurchasing and switching intention according to type of internet shopping mall. A survey was conducted from July 10 to August 20 in 2013, and 492 responses were used for data analysis. As a result, the reputation, ease of price search, and depth of product information positively influenced the price search and the interactivity of website characteristics positively influenced price importance. Product knowledge and information search of fashion consumers positively influenced price sensitivity. Also, the price sensitivity of internet fashion consumer positively influenced repurchasing intention. The price search positively affected the switching intention, while the price importance negatively affected the switching intention. Last, there were significant differences in the reputation, ease of price search, information search, price sensitivity, repurchasing and switching intention according to type of internet shopping mall.