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The purpose of this study was to identify the relationship among POP Advertising, Customer's Impulse Buying and Satisfaction of Coffee Shop Customers. The data were collected from 183 consumers who visited a coffee shop in Seoul and Gyeonggi province. Exploratory and confirmatory factor analysis and regression analysis with AMOS 18.0 were conducted to analyse this data. The results of the study indicate that coffee shop's advertising POP-factor and promotion POP-factor had significant influence on customer's impulse buying-factor. Second, the customer's impulse buying had significant influence on customers' personal life satisfaction. Third, the coffee shop's POP advertising and service satisfaction had significant influence on customer satisfaction. The results of this study showed that POP advertising affects satisfaction and impulse buying. Detailed implications, contributions and directions for further research are discussed.
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As a result of an empirical analysis in this study, nine out of 13 subordinate hypotheses of five key hypotheses were selected. The results of hypothesis testing can be summarized as follows: Based on the results of an analysis of the effects that the service quality components of hotel food and beverages have on customer emotions, satisfaction, and revisit intentions, it was demonstrated that the service quality components had an impact on customers’ positive and negative emotions. The detailed analysis showed that customer service and physical environments had a significant positive correlation and also had a significant negative effect on negative emotions. Service capabilities had a positive effect on customers’ positive emotions, but it did not affect negative emotions. Food and beverage products did not have an impact on customers’ positive emotions, but had a positive effect on their negative emotions. The analysis of effects of customer emotions on revisit intentions revealed that positive emotions had a positive impact on customer satisfaction, whereas negative emotions did not influence revisit intentions. It can be concluded that the basic components necessary for hotel food and beverage service quality are perceived responsiveness, service capabilities, food and beverage products and physical environments. A strategy should be developed to create internal communication programs based on the empirical analysis results in this study.
[Kisti 연계] 한국콘텐츠학회 한국콘텐츠학회논문지 Vol.9 No.5 2009 pp.293-303
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본 논문은 북한산국립공원의 관광자원에 대한 소중한 가치보전에 관한 고찰을 통해 문제점과 개선방안에 대한 연구를 진행했다. 가치보전에 관한 고찰(考察)에서 국립공원 관리 실태에 대한 선진외국의 경험을 사례로 탐색했으며 이러한 탐색의 결과를 북한산국립공원에 접목하여 보다 발전된 형태의 보전관리를 통해 북한산국립공원이 가지고 있는 가치를 지속해 나가는데 초점을 맞추었다. 또한 현재 북한산국립공원의 현황을 탐색하여 문제점에 대한 개선방안을 제시했으며 이에 대한 실증조사에서 전문가와 일대일 면접을 통해 전문가의견을 도출해 냈다. 본 논문이 자연이 준 우리의 위대한 유산인 북한산 국립공원의 가치를 보전하는데 기여가 되기를 기대한다.
This study is to solve the problems arising from preserving the value of Bukhansan National Park as a precious tourism resource in South Korea. In order to effectively examine the value of preserving the resource, some cases of foreign countries having advanced skills and experiences in managing their national parks are examined so as to apply them to managing Bukhansan National Park. With this developed preserving method, this study mainly focuses on inducing the ways how to permanently maintain its value. Furthermore, some solutions for the problems through analyzing the current situation of Bukhansan National Park are suggested with additional proven opinions of serveral specialists interviewed. As a result, this study is expected to contribute on preserving the value of Bukhansan National Park which is one of the greatest properties in Korea.
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