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말콤 볼드리지(Malcolm Baldrige)의 품질경영 및 평가모델에 관한 연구
박남구 ( Nam-goo Park ),임원호 ( Won-ho Lim ) 사회혁신기업연구원 2019 혁신기업연구 Vol.4 No.2
오늘날과 같은 무한경쟁 환경 속에서 고도의 기술 또는 경쟁이 치열한 산업에 속한 수많은 기업들이 급변하고 있는 기술변화로 인해 경쟁우위를 확보하는 데 있어 많은 어려움에 직면하고 있다. 급격한 환경변화를 겪고 있는 기업현장에서는 끊임없는 경영혁신의 필요성이 제기되고 있으며, 경영품질도 그러한 경영혁신의 일환이라는 것을 부정할 수 없다. 따라서 본 연구는 말콤 볼드리지(Malcolm Baldrige)의 품질경영 및 평가모델을 중심으로 연구하는 데 목적이 있고 선행연구에 살펴본 세계 각국의 기업 경쟁력을 강화하기 위하여 제정한 각국의 국가 경영 품질상과, 이들의 모태이자 근간이 된 경영품질의 글로벌 스텐다드(Global Standard) 미국의 『말콤 볼드리지(Malcolm Baldrige) 국가품질상』과 그 평가기준이 되는 평가 모델을 중심으로 고찰하였다. 토대로 혁신형 중소기업들이 품질경영활동과 경영혁신 역량 강화에 시사점을 제공하여 기업의 경쟁력을 향상시키는데 도움을 주고자 한다. 본 연구는 다음과 같이 몇 가지 시사점을 나타났다. 첫째, 기업 내 모든 활동이 고객 중심으로 사고하고, 조직 내 학습 분위기를 조성하고 활성화 시켜야 한다. 둘째, 기업 성과를 절차와 시스템을 통하여 효과적으로 관리하여야 한다. 셋째, 경영품질의 체계적인 정착을 지원하기 위해서 핵심요소에 근거한 진단결과를 개선계획에 연계시키는 일련의 프로세스형 경영품질 추진체계로 발전시켜야 한다. In today's infinite competitive environment, many industries belonging to high technology or fierce competition are facing many difficulties in ensuring competitive advantage due to rapidly changing technological changes. In the enterprise scene of rapid changes in the environment, the necessity of business innovation is constantly put forward, and the quality of business is also a part of this business innovation. Therefore, this study is based on Malcolm Waldrige's quality management and evaluation model as the center of research, but also in order to strengthen the previous study of the competitiveness of enterprises in the world. On this basis, innovative Small and Medium-sized Enterprises will provide inspiration for strengthening quality management activities and business innovation forces, and help enterprises to enhance their competitiveness. This study shows the following implications: First, all activities within the enterprise should be customer-centric thinking, to create and activate the learning atmosphere within the organization. Secondly, we should effectively manage the achievements of enterprises through procedures and mechanisms. Thirdly, in order to support the systematic implementation of business quality, we must develop a series of process-oriented business quality promotion system based on core elements, which links the diagnostic results with the improvement plan.
SNS 구전 마케팅(word-of-mouth marketing)의 구성 요인에 관한 연구
박남구 ( Nam-goo Park ),이정민 ( Jung-min Lee ) K·기업경영연구원 2020 KBM Journal(K Business Management Journal) Vol.4 No.2
인류 역사에서 사람 사이의 의사소통을 획기적으로 발전하는 중요한 사건으로 인터넷 혁명과 SNS 혁명, 출판 혁명을 들 수 있다. 특히 SNS는 전 세계적으로 정치, 경제, 사회, 문화 등 모든 분야에서 의사소통 방식 변화의 핵심 동력으로 자리 잡은 최근 세계적으로 가장 큰 문제가 되는 키워드이다. 본 연구는 기존에 선행연구를 바탕으로 SNS 구전 마케팅의 구성요인에 대해 탐구하고자 하는데 목적이 있다. 구체적으로 첫째, SNS의 개념과 특성에 대해 알아보고자 한다. 둘째, SNS 마케팅의 개념과 구전의 의미에 대해 고찰하고자 한다. 셋째, SNS 구전 마케팅의 구성요소에 대해 살펴보고자 한다. 넷째, 연구 결과와 시사점을 제시한다. 따라서 본 연구에서는 다음과 같은 결과를 도출한다. 첫째, SNS를 활용하는 대체로 스마트폰을 이용하는 것으로 나타났다. 둘째, SNS의 특성과 소비자의 인지도 상관관계에서 SNS의 신뢰성, 상호작용, 정보성, 즉시성, 유용성이 특징으로 나타났다. 셋째, SNS의 특성과 구매 의도의 상관관계에서 유용성, 신뢰성, 상호작용, 즉시성, 정보성의 특징 요인으로 나타났다. The Internet Revolution, the Social Network Services Revolution, and the publishing revolution are important events that dramatically develop communication between people in human history. In particular, Social Network Services is the world's biggest problematic keyword in recent years, which has become a key driver of change in communication methods in all areas of politics, economy, society, and culture around the world. This study aims to explore the components of Social Network Services oral marketing based on prior research. Specifically, first, we would like to learn about the concepts and characteristics of Social Network Services. Second, we would like to consider the concept of Social Network Services marketing and the meaning of the oral tradition. Third, I would like to examine the components of SNS oral marketing. Fourth, research results and implications are presented. Therefore, in this work, the following results are produced: First, it is found that they usually use smartphones that use Social Network Services. Second, the correlation between the characteristics of Social Network Services and consumers' awareness was characterized by the reliability, interaction, information, immediacy, and usefulness of Social Network Services. Third, the correlation between the characteristics of Social Network Services and the intention of purchasing it has been shown to be characteristic factors of usefulness, reliability, interaction, immediacy, and information.
박남구 ( Nam-goo Park ) K·기업경영연구원 2017 KBM Journal(K Business Management Journal) Vol.1 No.1
오늘날 급변하는 경영환경에서 기업은 지속적으로 시장경쟁 상황을 직면하고 있다. 지식 기반의 정보화 사회와 기술의 급격한 변화는 기업에 있어서 이러한 경쟁 상황에서 살아남기 위한 경쟁력의 유지를 필요로 한다. 본 연구에서는 기존의 연구 문제점을 기반으로, 중소기업의 경쟁 전략 모델의 비교하고자 하는 데 목적이 있다. 구체적으로는 첫째, 중소기업의 개념에 대해 고찰하고자 한다. 둘째, 경쟁전략 모델의 유형의 살펴보고 싶다. 셋째, 연구 결과와 시사점을 도출한다. 따라서 본 연구에서 다음과 같은 결과를 나타났다. 첫째, 저비용 전략과 차별화 전략과 방어형의 전략 유형과 비교했지만, 두 전략의 통합 모델에 대해서는 언급하지 않았다. 둘째, 차별화 전략은 탐색형 전략의 유형과 유사하고, 저비용, 가격은 방어형 전략 유형과 유사성이 있음을 시사 하였다. 셋째, 시기부(E. Segev)의 연구에서는 두 개의 전략유형을 비교하기 위해서 일관성(전략의 내적 일관성)과 사전 대응성 2차원에서 서로의 유사성을 분석한 결과, 탐색형 전략의 유형 차별화 전략과 차별화 집중과 마찬가지로, 방어형은 저비용 전략과 비용-집중 전략과 반응형 애매한 상태의 전략 유형과 유사하고 있는 것을 제시했다. In today's rapidly changing business environment, companies are constantly facing market competition. The rapid change in knowledge-based information society and technology requires companies to maintain competitiveness to survive in such a competitive situation. This study aims to compare the competitive strategy models of SMEs based on the existing research problems. Specifically, first, I would like to consider the concept of SMEs. Second, we will look at the types of competitive strategy models. Third, draw out the research results and implications. The results of this study are as follows. First, the low-cost strategy, the differentiation strategy, and the defensive strategy type were compared. In other words, the result of the comparison did not mention the integration model of the two strategies. Second, the differentiation strategy was similar to the type of exploratory strategy, and the low cost and price were similar to the type of defensive strategy. Third, in E. Segev's study, in order to compare the types of two strategies, we analyzed the similarity of each other in the two dimensions of consistency (internal consistency of strategies) and proactive responsiveness. In other words, it was suggested that the type of exploratory strategy similar to the type of differentiation strategy and the differentiation focus, the defensive type is similar to the low-cost strategy, the cost-focused strategy, and the reactive type of ambiguous strategy.
Research on Brand Identity: Focusing on Traditional Markets
김문준 ( Moon-jun Kim ),박남구 ( Nam-goo Park ) K·기업경영연구원 2024 KBM Journal(K Business Management Journal) Vol.8 No.1
전통시장은 자연 발생적으로 지역에서 뿌리내리고 있는 가치재를 뛰어넘어 ‘정(情)’의 교류를 통한 지역 주민들의 놀이 의장, 화합 의장 등 지역 커뮤니티 거점 장소로 생활 문화적 가치를 담고 있다. 전통시장은 지역과 소비자의 긍정적인 소통을 매개로 지속적인 관계유지를 위한 중요한 연결고리이자 지역 이미지 확립에 영향력을 끼치는 수단으로써 그 가능성을 가진다. 한편, 전통시장는 마케팅전략의 부재로 단일 커뮤니케이션 수단에만 의존하며 홍보 없이 이루어진 사업이 대부분이다. 이에 통합적 이미지를 구축하지 못하고 전통시장 고유의 브랜드 아이덴티티의 부재로 활성화에 대한 한계 벽에 부딪히게 된다. 이처럼 일반적으로 전통시장의 브랜드 파워가 약한 실정됨에 따라 자체 콘텐츠 경쟁력 강화와 매출 극대화를 위한 차별화된 마케팅 전략 수립의 필요성이 대두하였다. 이에 전통시장 브랜드 아이덴티티를 강화시킬 수 있는 차별 전략 차원에서 전통시장이 지닌 고유한 특성과 활용가치의 중요성이 있다. 또한, 전통시장 경쟁력 강화를 위한 마케팅 전략 일환으로 전통시장만의 고유한 브랜드 아이덴티티 형성과 활용에 대해 모색을 기반으로 학술적 및 실용적 기초 자료와 방향성을 제언하고자 한다. 이러한 연구를 근거로 향후 연구에서는 전통시장이 현대사회에 맞춰 활성화 방안을 통해 지역공동체 활성화와 학술적으로 의미 있는 연구의 지속성이 필요하다. This study seeks to find the meaning of traditional market brand identity and market value by combining the characteristics of traditional markets and the concept of traditional market brands. The brand power of the domestic traditional market is weak, and accordingly, the need to establish differentiated marketing strategies to strengthen the competitiveness of its own content and maximize sales has emerged. We seek to identify the unique characteristics and utility value of traditional markets in terms of differentiated strategies that can strengthen the brand identity of traditional markets. In addition, as part of a marketing strategy to strengthen the competitiveness of traditional markets, we sought to explore the formation and use of traditional market brand identities and propose basic academic and practical data and directions. Based on this research, we aim to provide academically meaningful basic data that traditional markets can utilize and apply to modern society.
송주호 ( Joo-ho Song ),정기주 ( Ki-ju Cheong ),박남구 ( Nam-goo Park ) KNU기업경영연구소 2019 기업경영리뷰 Vol.10 No.1
The propotion of emotional labor workers is high enough to cover about 7.4 million out of 18 million workers in Korea. On the other hand, the legal system that had been lacking has been established and various supporting organizations are being organized. However, the actual support systems for solving the psychological problems that emotional labor workers face when performing their duties such as service are not enough yet. While individual studies on emotional labor and other related variables have been conducte, the educational programs are still insufficient to comprehensively diagnose the psychological conditions of emotional workers and adjust them to the psychological situations experienced by job groups and individuals in situations where they are physically and mentally challenged. This study focused on the need analysis for developing educational programs to alleviate emotional labor that has recently become a focus interest. Through the demand analysis, the main variables closely related to emotional labor were analyzed comprehensively, and the customized psychological healing educational program was put forwsr through psychological diagnosis by emotional workers.
고객경험(제품,콜센터, AS)이 고객 만족과 고객 충성도에 미치는 영향
이광식 ( Kwang-sik Lee ),정기주 ( Ki-ju Cheong ),박남구 ( Nam-goo Park ) KNU기업경영연구소 2019 기업경영리뷰 Vol.10 No.2
Recently, manufacturers have moved away from the age of satisfying their customers with products alone, and have been promoting the total marketing channel as an enterprise that can execute customer satisfaction in the fastest and most efficient manner through call center and after-sales service. It is the overall flow. In recent years, the focus of corporate management has been focused on traditional tasks such as R & D, production, sales and marketing, and management support of the manufacturing industry. However, recently the focus moves to the call center and AS departments because the expectations for the customer contact field are increasing. In this study, firstly, we tried to analyze the effects of the major variables influencing each dimension of the call center experience, AS experience as well as product experience, and analyzing whether each dimension affects customer satisfaction. Second, we tried to reaffirm the traditional link that customer satisfaction leads to customer loyalty. The results of this study are as follows: First, in previous studies, product experience, call center experience, and AS experience were found to affect individual customer satisfaction. However, in this study, not only product experience, but also call center experience and AS experience dimension, Second, it can be seen that the customer satisfaction is influential on customer loyalty as a complete mediating role, and it can confirm the virtuous cycle of customer satisfaction once again. As a result of this research, we propose a theoretical basis that positively affects the customer satisfaction and customer loyalty in the call center and the AS field other than the product manufacturing field academically, And presented a link of righteousness. As a practical matter, we have confirmed that the call center and the AS division, which are customer contact departments, have a positive effect on customer satisfaction, and this has led to the fact that the position of the call center and the AS division is again important. Therefore, if managers can turn their attention to customer contact areas and connect customer experience with customer satisfaction and customer loyalty through call center and AS activities, it can contribute to stable growth of company. It will become a long-term profit center and its status will increase.
셀프 서비스 채널이 제공하는 관계혜택이 고객의 행동의도에 미치는 영향 - 인지된 유용성과 인지된 사용용이성의 매개효과를 중심으로 -
이영진 ( Young-jin Lee ),정기주 ( Ki-ju Cheong ),박남구 ( Nam-goo Park ) KNU기업경영연구소 2019 기업경영리뷰 Vol.10 No.4
This study explored whether relational benefits affect customer’s behavioral intention even in self-service channels, confirmed that perceived usefulness and perceived ease of use toward self-service technology impact on customer’s behavioral intention, and analyzed whether perceived usefulness and perceived ease of use play a mediating role in the relationship between relational benefits and behavioral intention. The results showed that customization benefits, confidence benefits, and economic benefits had positive effects on behavioral intentions. Relative impacts were economic benefits, confidence benefits, and customization benefits in that order. The perceived usefulness of the technology acceptance model had a positive impact on behavioral intentions and the perceived ease of use was found to be fully mediated by perceived usefulness. In the relationship between relational benefits and perceived usefulness and behavioral intention, social benefits, confidence benefits, and economic benefits had a positive impact on perceived usefulness and the relational benefits appeared to be mediated by perceived usefulness into behavioral intention. In the relationship between the relational benefits and perceived ease of use and behavioral intentions, confidence and economic benefits had a positive impact on perceived ease of use, but the mediating effect of perceived ease of use is not significant.
고객이용경험과 기업신뢰, 고객만족, 고객충성도간의 관련성 연구: 제품, 콜센터, AS 3차원 접근을 중심으로
이광식 ( Kwang-sik Lee ),정기주 ( Ki-ju Cheong ),박남구 ( Nam-goo Park ) KNU기업경영연구소 2021 기업경영리뷰 Vol.12 No.2
Korea’s The Korean manufacturing industry, especially the home appliance industry, has been leading the growth of Korea, but it is a trend that strives to maximize the customer experience at the customer’s contact point, moving away from the era of satisfying consumers with only products. In this study, through a three-dimensional approach to not only perceived product use experience, but also call center counseling experience and after-sales experience, and detailed sub-variables, the impact of customer use experience on corporate trust, customer satisfaction, and customer loyalty is uncovered. It comprehensively researches and analyzes the impact on corporate trust, customer satisfaction, and customer loyalty through a structural model between each variable. Empirically Analyzing the Proposed Research Model and Hypothesis After collecting data using an online Google questionnaire for customers, the final 739 data were analyzed. As a result of the analysis, first, through a three-dimensional approach to not only the perceived product use experience, but also the call center counseling experience and after-sales experience, the factors influencing corporate trust and customer satisfaction were comprehensively identified. Second, it was confirmed that the company’s trust and customer satisfaction formed in this way have a great influence on customer loyalty. The difference of this study is that first, the perceived customer experience is studied by subdividing the product, call center, and three-dimensional approach into sub-factors. Second, the effect of 3D products and AS is high, but the effect of call centers is relatively low. This is due to the role of inbound response and AS linkage, which are the characteristics of manufacturers’ call centers, showing different results from previous studies. Third, the quality of the result of the call center call counseling experience has a great influence on the trust of the company, so it is necessary to approach the call center gangseon point in the future. Overall, this study provided a research foundation for customer experience that could expand the scope of customer-related research and proposals to improve corporate trust, customer satisfaction, and customer loyalty through a three-dimensional approach to products, call centers, and A/S. . In the future, we hope that companies aim to increase customer value and grow the company by forming relationships between companies and customers.
고객센터 상담사 심리힐링 진단 사례연구 - 대전지역 중심으로
오필규 ( Pil-kyu Oh ),정기주 ( Ki-ju Cheong ),박남구 ( Nam-goo Park ) KNU기업경영연구소 2020 기업경영리뷰 Vol.11 No.1
It is estimated that more than 7.4 million emotional labor workers in Korea, about 41% of the total 18 million wage workers (Ministry of Employment and Labor, 2017). Recently, laws to protect emotional workers have begun to emerge, and support organizations have been formed. However, there is a lack of professional and specific systems and practical programs such as practical support and healing projects such as psychological treatment of emotional labor workers in the field. Emotional workers have difficulty accessing personalized personal psychotherapy or treatment programs. There are only passive postures and measures such as temporary isolation of the company(ex, disconnection policy), interviews with managers, stress diagnosis(not related to treatment) and rest. A variety of practical problem solving methods are needed, such as psychological diagnosis and treatment, educational programs, and healing projects. The study selected six variables that are closely related to the job satisfaction of emotional workers in order to analyze their actual needs for the development and implementation of healing projects through the psychological healing diagnosis of the emotional workers in the spotlight. The psychological diagnostic questionnaire of a representative emotional worker counseling center counselor suggests the use of psychotherapy and healing projects based on correlation analysis between variables, the results of which have a significant impact on emotional labor companies.
프로야구 관람객의 서비스 품질 지각이 관람만족, 팀 충성도 및 관계지속의도에 미치는 영향 - 공정성 민감도의 조절효과를 중심으로 -
오필규 ( Pil-kyu Oh ),정기주 ( Ki-ju Cheong ),박남구 ( Nam-goo Park ) KNU기업경영연구소 2021 기업경영리뷰 Vol.12 No.3
This study aims to examine the effect of the perception on service quality in professional baseball spectator on spectator’s satisfaction, team loyalty and relationship intention and the effect of service quality on relationship intention via spectator’s satisfaction and on relationship intention via team loyalty after the effect on spectator’s satisfaction. The findings of research model path analysis are as follows. First, among the sub-factors of service quality, environment quality, and interaction quality influenced specta-tor’s satisfaction. But, outcome quality didn’t influence spectator’s satisfaction. Second, among the sub-factors of service quality, outcome quality, and interaction quality influenced team royalty. But, environment quality didn’t influence team royalty. Third, spectator’s satisfaction influenced team loyalty. Fourth, spectator’s satisfaction influenced relationship intention. Fifth, team loyalty influenced relationship intention. Sixth, the role of moderat-ing variables in the fairness sensitivity between service quality and spectator’s satisfaction was outcome quality and environmental quality among the lower three factors of service quality influenced spectator’s satisfaction. But, interaction quality didn’t influence spectator’s satisfaction. Seventh, the role of moderating variables in the fairness sensitivity between service quality and team loyalty was outcome quality and environmental quality among the lower three factors of service quality influenced team loyalty. But, interaction quality didn’t influence team loyalty. In addition, as a result of analyzing the indirect effect, the size of the effect of service quality on spectator’s satisfaction and the effect on the relationship persistence through team loyalty again than the size of the effect of service quality on relationship persistence through spectator’s satisfaction It turned out to be bigger. In the analysis of the moderating effect of fairness sensitivity between service quality, spectator’s satisfaction, and team loyalty. Analysis differentiation based on previous research, The theory presented by professor Bae(2017)_interaction effect analysis, March el al’s approach, mean-centering, interaction term, matched pair strategy and the differences in influence by gender and age using dummy variables.