커피전문점 선택 속성과 점포유형의 결합 관계가 만족도에 미치는 영향: 퍼지셋 질적비교분석(fsQCA)을 중심으로

한영위,이용기,안성만 한국프랜차이즈경영학회 2017 프랜차이즈경영연구 Vol.8 No.1

Purpose – As the domestic coffee market is rapidly growing and competition is intensifying, coffee shops need to establish a marketing strategy that grasps the needs and desires of consumers in order to secure a competitive advantage in terms of survival. From this point of view, this study suggests what choice attributes consumers consider when visiting coffee shops, and analyzes the effect of customer choice attributes on franchise and private coffee shops using fsQCA. Research design, data, and methodology – In the present study, we tried to understand the effect of the combination of choice attribute on satisfaction by the type of coffee shop based on the complex system theory, while studying the existing coffee shop choice attribute focuses on the causal relationship. FsQCA is a complementary analytical method between quantitative and qualitative research, and is a method for effectively analyzing the complex combination of causal variables. Result – The results of the study are as follows. First, cleanliness was found to be the most important factor in determining coffee quality, which is the most important factor affecting customer satisfaction. Second, customers who prefer franchise coffee shops seem to be most concerned about atmosphere, menu, cleanliness and price. On the other hand, customers who prefer private coffee shops consider image the most important. Conclusions – The implications of this study are as follows. Overall, coffee shops should manage cleanliness basically regardless of the type of store, but they should manage the choice attributes differently depending on the type of coffee shop. Franchise coffee shops will be able to increase the level of store satisfaction by systematically managing the store atmosphere, menu, cleanliness, and price according to the manual using the advantages of the franchise system. On the other hand, unlike the franchise coffee shops, private coffee shops can operate autonomous stores, so customers can use various marketing mixes to enhance their store image.

Effect of Entrepreneurial Passion and Positive Emotions on Customer Responses: Mixed Methods Approach

한영위,Sangho HAN 한국유통과학회 2020 유통과학연구 Vol.18 No.5

Purpose: In the highly competitive franchise market, the perceived entrepreneurial passion and emotions of customers are very important, because it impacts on the success of companies. Thus, the purpose of this paper is to suggest how the impact of the franchise entrepreneurial passion and positive emotions on the brand trust and loyalty of customers. Research design, data and methodology: This study analyzes data was collected through questionnaires on customer(n=480) who had visited franchise restaurants. Analysis of used collected data was based on the mix method using quantitative and qualitative comparative analysis. Results: The quantitative analysis results showed inventing passion, developing passion, positive emotions that perceived by customers have a positive impact on brand trust. On the other hand, founding passion did not have an impact on loyalty in quantitative analysis. but when combined with developing passion in qualitative comparison analysis, but when combined with developing passion in qualitative comparison, that became the sufficient condition of high loyalty of customers. Conclusions: The franchisor of the Korean franchise industry is indiscriminately overusing the founding franchisees, causing social problems. In this situation, founding passion can have a negative impact on customers. Therefore, the franchisors must have management capabilities by strictly managing the founding rules of the franchisee and disclosing the corporate vision.

외식기업의 기능적 일치성이 정보탐색비용의 절감과 긍정적 감정, 부정적 감정 그리고 충성도에 미치는

한영위,최상혁,손정영 한국프랜차이즈경영학회 2022 프랜차이즈경영연구 Vol.13 No.3

Purpose: Consumers’ experience of functional attributes is remembered, and the experience lowers the cost of consumers’ input from their point of view and reduces uncertainty. It also plays an important role in consumers’ positive emotions and responses. Accordingly, if information search costs are reduced in terms of the costs perceived by consumers about restaurants, a strategy differentiated from other companies can be established. Therefore, this study investigated the effect of functional congruence of restaurant stores on information search cost reduction, positive/negative emotions, and loyalty. Research Design, Data, and Methodology: This study investigated functional congruence, information search cost reduction, and positive/negative emotions. The structural relationship between loyalty was analyzed. To verify this, a research hypothesis was established based on previous studies and a research model was constructed. The questionnaire items were modified and used according to the current study, based on previous studies. The data were collected using the questionnaire method from 187 people who had dining out experience. Frequency analysis was performed to confirm demographic characteristics. Reliability, convergent validity, and discriminant validity of the collected data were verified. The research model was analyzed with a structural equation modeling (SmartPLS 4). Results: The findings show that functional congruence had significant positive effects on information search cost reduction and positive emotion, but no significant effect on negative emotion. Information search cost reduction had significant positive effects on positive emotion/negative emotion but did not significantly affect loyalty. Lastly, both positive and negative emotions had significant positive effects on loyalty. Conclusion: Based on transaction cost theory, this study found how functional congruence and information search cost reduction influence consumers’ emotions. The functional attributes of restaurants were perceived by customers as information, thus uncertainty was decreased. Finally, appropriate management strategies and implications of functional congruence and information search cost in the restaurant were suggested.

논문 : Win-Win타결에 협상인의 성격과 갈등해결스타일이 미치는 영향에 관한 탐색적 연구

한영위 ( Young Wiee Han ),박호환 ( Ho Hwan Park ) 한국협상학회 2005 협상연구 Vol.11 No.2

협상자의 개인특성과 설득력, 협상이슈의 명료성이 협상성과에 미치는 영향

한영위(Han, Young-Wiee),박호환(Park, Ho-Hwan) 대한경영학회 2006 大韓經營學會誌 Vol.19 No.2

Effects of Perceived Waiting Time on Waiting Acceptability, Emotions and Satisfaction in Taiwanese Restaurants: Focusing on the Moderating Effect of Waiting Satisfaction

임이군,한영위 한국프랜차이즈경영학회 2021 프랜차이즈경영연구 Vol.12 No.2

Purpose: Waiting occured frequently in the service industry. Because waiting time is perceived as a loss by customers, perceived waiting time affects positive and negative responses to restaurants. If the waiting time is perceived as long, the waiting receptivity to accept the wait may also decrease. Therefore, restaurant stores need to increase waiting satisfaction so that customers can feel the waiting time shorter. Therefore, in this study, the effect of perceived waiting time and waiting satisfaction of customers visiting Taiwanese restaurant companies on waiting acceptability, emotions (positive and negative emotions) and satisfaction is investigated. Research design, data, and methodology: This study examines the structural relationship between perceived latency, waiting satisfaction, emotion, and satisfaction. To verify the purpose of this study, a research model and hypothesis were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All configurations were measured with multiple items tested and developed in previous studies. Data collected from 407 Taiwanese restaurant customers were analyzed using SPSS 22.0 and SmartPLS 3.0 programs. Confirmatory factor analysis was performed to measure the reliability and effectiveness of the measurement tool. Structural model analysis was performed to validate the study model. Results: The study results are as follows. Perceived waiting time was found to have a positive effect on negative emotions. In addition, it was found that waiting acceptability had a negative effect on negative emotions, and had a positive effect on positive emotions and customer satisfaction. Positive emotions were found to have a significant positive effect on customer satisfaction. Also, waiting satisfaction was found to have a positive effect as a moderating variable on the relationship between perceived waiting time and waiting acceptability. Conclusion: According to the results of this study, perceived waiting time was found to have a negative effect on eating out consumers. However, if the waiting time is satisfied, waiting time will increase the waiting time acceptability. Therefore, if customers are satisfied with the waiting environment by improving the quality of the waiting environment, it will be possible to establish a marketing *strategy* that stimulates the positive effect of the perceived waiting time.

자기결정적 고독동기가 레스토랑의 지각된 물리적 환경품질과 안전성 그리고 재방문의도에 미치는 영향: 코로나 두려움의 조절효과

이용기,한영위 한국호텔관광학회 2023 호텔관광연구 Vol.25 No.2

고독은 자기결정적 고독동기와 비자기결정적 고독 동기로 설명할 수 있다. 이러한 관점에서, 본 연구는 COVID-19 팬데믹 상황에서 외식소비자의 자기결정적 고독동기와 비자기결정적 고독동기에 따른 매장 방문의도와 소비행동의 관계를 파악하고COVID-19 펜데믹 맥락에서 외식기업의 관리적 시사점을 제시하는 것이다. 구체적으로, 본 연구에서는 한국 소비자를 대상으로자기결정적과 비자기결정적 고독동기가 지각된 물리적 환경품질과 안전성 그리고 재방문의도에 어떠한 영향을 미치는지 확인하였다. 특히, 외식소비자가 지각하는 COVID-19에 대한 두려움의 조절효과도 확인하였다. 분석 결과, 첫째, 외식소비자의 자기결정적 고독동기는 안전성에 유의한 정(+)의 영향을 미치며, 비자기결정적 고독동기는 지각된 물리적 환경품질에 유의한 정(+) 의 영향을 미치는 것으로 나타났다. 둘째, 지각된 물리적 환경 품질과 안전성은 태도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 안전성은 재방문의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 태도도 재방문 의도에 유의한 정(+) 의 영향을 미치는 것으로 나타났다. 한편, COVID-19에 대한 두려움은 자기결정적 고독동기와 안전성과의 관계와 비자기결정적고독동기와 지각된 물리적 환경 품질과의 관계에서 유의한 정(+)의 조절역할을 하는 것으로 나타났다. 이러한 분석 결과를 바탕으로 COVID-19 펜데믹 상황에서 외식기업의 소비자 맥락에서의 대처방안을 위한 전략적 시사점이 제안되었다.

외식프랜차이즈 기업의 평판이 신뢰와 충성도에 미치는 영향

김혜림,한영위,조혜덕 한국프랜차이즈경영학회 2017 프랜차이즈경영연구 Vol.8 No.2

Purpose – Recently, the food service franchise market is experiencing rapid growth and competition is intensifying. Therefore, consumer choice has expanded, and reputation management has become important as a strategy for survival of corporations. Based on previous studies, this research proposed the theoretical framework about the structural relationships among reputation, trust(cognitive trust, affective trust), and loyalty. Research design, data, and methodology - This study examined the structural relationship between reputation, trust, and loyalty from the customer’s perspective. Based on comprehensive validation procedures across nine food service Franchise firm types, This study found support for a five-dimensional scale with the following dimensions: Customer Orientation, Employer Brand, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In order to verify the research purposes, research model and hypotheses were developed. The data were collected from 227 food service franchise consumers through online survey. The data was analyzed with SPSS 24.0 and Amos 23.0 statistical program. Result – The results of the study are as follows. First, customer orientation, reliable·financially strong company and product·service quality have significant impact on corporate cognitive trust. And employer brand, product/service quality and social·environmental responsibility have significant impact on corporate affective trust. Second, cognitive trust and affective trust have significant impacts on consumer loyalty. Conclusions – The implications of this study are following as: From the theoretical perspective, this study considers trust as two dimensions such as cognitive and affective, not a single dimension, and identify what dimensions of franchise firms affect consumers’ reputation perception and in turn lead cognitive and affective trust, and loyalty. This study also provides several managerial implications. In the franchise market where competition is intensifying, it is very important to analyze the attitudes of consumers in order to gain an advantage in competition with other competitors. In this study, it is meaningful that the study was conducted on consumers who have experience using a restaurant franchise company. Also, reputation is necessary to pay attention to the company because it is an important variable that strengthens with customer through confidence in food service franchise business, and leads loyalty and consumer consumption. Therefore, marketers should develop marketing strategies considering various reputation factors.

상권 방문특징과 상권 포지셔닝 맵에 대한 탐색적 연구: 대응일치분석과 다차원척도법의 절차적 적용

이수덕,이용기,한영위 한국유통학회 2022 流通硏究 Vol.27 No.4

The process of identifying the characteristics of the trading area to be analyzed and analyzing the difference from the competitive trading area is an essential prior task in establishing marketing strategies to revitalize a trading area. However, most trading area studies, so far, have relied heavily on quantitative descriptive statistics of a trading area itself or the empirical insight of researchers. As a result, objective and valid research methodologies for analyzing the characteristics of trading area were very deficient and there were few research attempts to analyze differences from competing trading areas based on the perception differences of visitors. To achieve the objectives of this study, the following procedures were carried out. First, a questionnaire survey was conducted for consumers who frequently or accustomed to visiting the trading areas of Konkuk University Station (K TA), Hongik University Station (H TA), and Gangnam Station (G TA), which were selected as the target trading areas. Next, through using the chi-square test, it was verified whether there were significant differences between the three trading areas and the eight categories, such as the origin of the visit and the type of visiting companion. The differences in the association of visitors between trading areas and categories were plotted in diagrams. And by using the Multiple Correspondence Analysis (MCA), which is an extension of CA, the perception differences of visitors were visualized on the positioning map with respect to the relationship between the three trading areas and gender/type of visit companion, and gender/age group. In addition, by using the Multidimensional Preference Analysis (MDPREF), one of the types of Multidimensional Scale Methods (MDS), the difference in perception of visitors is analyzed through a positioning map on the relationship between three trading areas, the purpose of the visit, major use business types, and information sources. A procedural methodology for the creation of a trading area positioning map was presented. The results are as follows. First, there were significant differences in the categories of the origin of visit, type of visiting companion, average spending amount, visiting transportation, and return transportation in the three trading areas. Second, the MCA results verified that the K TA is is favored by the female and the 20s, the H TA by the male and the 30s, and the G TA by the 40s. Finally, the results of the MDPREF analysis are as follows. First, in terms of the perception of visitors, the H TA was recognized as a mixed trading area with multi-dimensional purposes, not specific factors, unlike the other two trading areas. Second, in the relationship between the three trading areas and the major business type used, the three trading areas were not differentiated and were found to be in fierce competition. Third, in terms of information sources, there was no difference in the information sources used by visitors to the three trading areas, and it was found that visitors preferred to obtain informations through Internet search, neighborhood recommendation, and SNS. The results provide trading area marketers with a theoretical methodology to build effective trading area marketing strategies including market segmentation and customer targeting through the objective identification of visit characteristics and analysis of perceptual differences of trading area visitors. In addition, the results suggest a theoretical and procedural methodology for arranging the trading area positioning map that is differentiated as a competitive strategy and repositioning the specific trading area by improving the visitor's perception and reassigning on the target perception of the trading areas. 마케터가 객관적으로 분석대상의 상권특징을 파악하고 경쟁관계에 있는 상권과의 차별성을 분석하는 과정은 상권 활성화를 위한 마케팅 전략의 수립에 있어 필수적인 선행과제이다. 본 연구의 차별성과 연구목표는 다음과 같다. 첫째, 본 연구는 상권특징 분석의 객관성과 타당성을 확보하기 위해 목적지 방문자 특징분석을 위한 이론과 방법론을 적용하여 체계적인 상권 방문특징의 분석방법을 제시하고자 한다. 둘째, 경쟁상권과 대응하여 차별적인 상권 경쟁전략의 수립을 위해 상권 방문자의 지각 차이에 따른 상권 포지셔닝 맵의 작성에 필요한 절차적 방법론을 제안할 것이다. 본 연구의 목표를 달성하기 위해 분석대상 상권으로 선정된 건대입구역, 홍대입구역, 강남역 상권에 자주 또는 익숙하게 방문하는 소비자에 대한 설문조사를 통해 상권 방문자의 특징이 분석되었다. 이를 위해 카이제곱 검정을 통해 세 곳의 상권과 방문 출발지 등 8가지 범주 간의 유의적 차이가 있는지 분석된 후, 대응일치분석(CA)을 활용하여 세 곳의 상권과 각 범주 관계에서 방문자 지각과의 연관성이 도표에 시각화되었다. 그리고 CA를 확장한 다중대응일치분석(MCA)을 통해 세 곳의 상권과 성별 및 방문 동반자 유형, 성별 및 연령대 간의 관계에 대한 방문자의 지각 차이가 포지셔닝 맵에 시각화되었다. 마지막으로, 다차원척도법(MDS)의 유형의 하나인 다차원선호분석법(MDPREF)을 활용하여 세 곳의 상권과 방문목적, 주요 이용업종, 정보원천 간의 관계에 대하여 세 곳의 상권과 방문자의 지각 차이가 포지셔닝 맵에 표현되고, 이 과정을 통해 상권 포지셔닝 맵의 개발을 위한 절차적 방법론이 제시되었다. 본 연구의 결과는 상권 방문자의 관점에서 마케터에게 상권특징에 대한 객관적인 분석방법을 제시하고, 소비자의 상권 방문특징에 기반하여 적합하고 효율적인 상권 마케팅 전략 수립의 절차와 방법론을 제시해 줄 것이다. 그리고 본 연구는 유사상권과의 경쟁전략으로써 상권 포지셔닝 맵을 활용하여 차별적인 상권 마케팅 전략 개발과 상권 목표인식의 재배치 또는 개선과 관련된 상권 리포지셔닝에 관한 방법론도 함께 제안할 것이다.

멀티플렉스 영화관의 선택속성이 만족도, 충성도에 미치는 영향: 질적/양적 방법의 혼합

조은정,남채은,차하영,신정현,한영위 한국프랜차이즈경영학회 2019 프랜차이즈경영연구 Vol.10 No.2

Purpose – As the growth potential of the cultural contents industry steadily grows, the cinemas industry is growing fast especially due to popularity and commerciality. The recent in the cinemas industry is evolving on multiplex cinemas that combine cultural facilities such as theaters, restaurants, and shopping centers. Due to the rapid growth of multiplex cinemas, many researchers have studied the characteristics of visiting customers in Korea. Among them, selection attribute of multiplex cinemas, including the service quality and physical environment, is important because it may examines the cause of customer 's behavior. Thus, this research focuses on the effects of the selection attributes of the multiplex cinemas on customer satisfaction and their loyalty. This research suggests the guidelines for how cinemas should manage their customers and build their customers satisfaction and loyalty that improve business performance. Research design, data, and methodology - This study tests the structural relationship between selection attributes of multiplex cinemas, customer satisfaction, and loyalty. selection attributes of multiplex cinemas divide into five sub-dimensions such as movies facility quality, services, cleanliness, accessibility, and snack bars quality. In order to examine the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. The data were collected from 100 students in their 10-20s and were analyzed using SPSS 22.0, SmartPLS 3.0 and fsQCA program. Result – The findings of this research are as follows. First, all selection attributes except cleanliness have significant positive impacts on customer satisfaction and loyalty. Second, customer satisfaction has significant positive impact on loyalty. Third, as a result of fsQCA, high satisfaction and high accessibility were the necessary conditions on loyalty. Fourth, the necessary conditions for male and female groups were different. Conclusions – The implications of this study are as follows. Overall, multiplex cinemas should manage selection attributes basically regardless of the type of theater. Especially, cleanliness was not significant, but the customer probably consider it an essential and basic factors. Also, they are able to manage the selection attributes differently depending on the type of gender. For the male customers, it is effective that centralized strategy and for female customers, it is effective that emphasized the multiplex cinemas image.