소셜커머스를 통한 뷰티서비스 구매요인이 고객만족과 재구매 의도에 미치는 영향

홍수남 ( Soo-nam Hong ),이한주 ( Han-joo Lee ) 한국인터넷정보학회 2014 인터넷정보학회논문지 Vol.15 No.6

본 연구는 최근 인터넷과 스마트폰의 활성화로 인해 뷰티분야의 새로운 마케팅 수단으로 부각되고 있는 소셜커머스의 영향에 대한 실증이다. 연구대상은 스마트폰과 인터넷의 활용이 비교적 익숙한 수도권 거주의 20-30대 남녀로서, SNS를 통해 뷰티서비스를 구매할 때의 구매요인에 대해서 알아보고, 이러한 구매요인이 고객만족에 미치는 영향과 고객만족이 재구매에 미치는 영향, 구매요인이 고객만족을 매개변수로 하여 재구매 의도에 미치는 영향에 대해서 검증하였다. 구매요인의 타당성 검증으로 서비스, 가격, 상호작용, 편의성, 흥미의 5개의 하위요인으로 구분하였고, 고객만족과 재이용 의사는 각각 하나의 요인으로 구분하였다. 본 연구결과를 축약하면, 소셜커머스를 통한 뷰티서비스 구매요인으로서 고객만족에 영향을 미치는 것은 가격, 서비스, 편의성, 흥미와는 관련성이 있었지만 상호작용과는 관련성이 나타나지 않았다. 이는 소셜 이용자 간의 커뮤니티 활동이나 타인의 구매후기를 통해 소셜상품을 구매하기보다는 자기의 주관적인 사고방식과 견해에 의해 소셜상품을 구매한다는 것으로 추측된다. 구매요인에 따른 재구매 의도를 알아본 결과, 가격, 서비스, 편의성이 영향을 미치는 것으로 조사되었다. 구매의도는 만족한다는 긍정의 결과로서, 저렴한 가격, 서비스에 대한 만족도, 바쁜 현대인의 시간, 노력에 대한 편의성이 충족되어야 하므로, 단순한 흥미보다는 보다 체계적이고 전문적인 서비스에 대한 추후의 구매의도를 나타내는 것이며 흥미와는 관련성이 없었다. 또한 고객은 서비스에 만족할수록 재이용 의도는 높아지므로 차별화·전문화된 고객서비스, 트렌드를 반영한 마케팅이 구축되고 보강되어야 고객만족이 향상되어 지속적인 재구매 의도로 직결됨을 규명하였다. 따라서 뷰티산업에서도 소셜커머스를 통한 구매요인이 고객만족과 재구매의도에 정의 영향을 미치며, 고객만족은 구매요인과 재구매의도를 직간접적으로 영향을 미치고 있음도 확인하였다. 또한 구매요인의 하위요인 중 커뮤니티활동이나 댓글 등의 상호작용보다는 가격이나 서비스 혹은 편의성이 중요하다는 것을 확인하였다. 뷰티분야에서는 뷰티산업 및 퍼스널 샵의 매출상승과 지속적인 발전을 위해 현대의 새로운 소비층인 모바일 쇼핑객에 적합한 다양한 상품소싱 및 프로모션 등의 개발 및 강화에 주력하여 고객만족을 창출시켜야 할 것으로 판단된다. As the Internet and smartphones prevail, this study investigated the purchasing factors of a new beauty marketing method, the social commerce, and verified the relationship of such purchasing factors to consumer satisfaction and repurchasing intentions. In order to verify the validity of purchasing factors, five sub-factors, such as service, price, interaction, convenience, and interest were classified, while consumer satisfaction and repurchasing intentions are grouped into one factor, using data about 20-39 years old. According to results of this study, purchasing factors in the beauty service markets through social commerce that had effects on the consumer satisfaction were price, service, convenience, and interest, but no relationship was found with interaction. We can predict that consumers buy not based on community activities among buyers or purchasing comments of others, but rather his/her own subjective thoughts and opinions about the services. As the result of repurchasing intention according to purchasing factors, affecting sub-factors were price, service, and convenience. Repurchasing intention is an positive response that reflects satisfactions. Since low price, satisfaction on the service, and convenience for busy modern people should be met, repurchasing intentions are not affected by interest, but rather systematic and professional service. Also, higher satisfaction on service raises repurchasing intention. In this study, it is clear that not only purchasing factors through social-commerce effect the satisfaction and the repurchasing intention, but also consumer satisfaction mediates partly purchasing factors and the repurchasing intention. And as sub-factors of purchasing factors, price, service, or convenience are more important to the consumer satisfaction than community or replies activities. Thus differentiated and professional customer service, the establishment and enhancement of trendy marketing should improve long term repurchasing intentions. This will lead to the increasing revenue of personal-shop and the developments of beauty markets, so strengthening product sourcing and promotion suitable for mobile shoppers are essential.

전통시장문화공간에서의 구매선호 제품별 만족과 재방문의도와의 관련성 연구

심완섭(Shim, Wan-Seop) 한국문화산업학회 2013 문화산업연구 Vol.13 No.4

본 연구는 전통시장에서의 구매선호 제품별 만족과 재방문의도와의 관련성 연구이다. 본 연구에서 제시한 주요한 분석결과는 다음과 같다. 첫째, 전통시장에서 취급하는 제품 중 고객만족과 재방문 의도를 분석한 결과 농산물과 음식점에서 유의한 영향관계가 있는 것으로 나타났다. 특히, 고객만족에 있어서는 농산물이며, 재방문 의도에 있어서는 음식점이 관련성이 높은 품목임을 확인할 수 있었다. 둘째, 전통시장 이용객의 고객만족과 재방문 의도를 분석한 결과 고객만족이 높을수록 재방문 의도도 높은 것으로 나타났다. 따라서 전통시장 이용객의 만족과 재방문 의도에 영향을 미치는 주요 취급품목은 농산물과 음식점임을 확인할 수 있었다. 본 연구의 결과는 앞서 밝힌 대로 중요한 의미와 시사점을 제시하고 있으나 학술적으로 표본선정의 한계점 또한 내포하고 있어 연구결과를 일반화시키기 위해서 더 많은 많은 전통시장의 표본선정이 필요하다. This study searches the relation between customer satisfaction by purchasing favored products and revisit intention at traditional markets. It focuses on understanding customer favored purchasing products, customer satisfaction, and revisit intention by sorting products which are handled at traditional markets but not quite handled. The results suggested at this study are as followings: First, as a result of analyzing customer satisfaction and revisit intention by categorizing products handled at traditional markets as agricultural, livestock, and fishery products, processing foods, clothes/shoes, processing materials, restaurants, it is indicated that of seven categories handled at traditional markets, agricultural products and restaurants impact a large influence on customer satisfaction. In particular, it can be verified that agricultural product is a high related item in customer satisfaction and restaurant is in revisit intention; Second, it is indicated that as a result of analyzing customer satisfaction and revisit intention of traditional market customer, the higher customer satisfaction gets, the higher revisit intention raises. Therefore, it is indirectly verified that retailers at traditional markets should handle specialized products in order to increase sales and to vitalize the markets and then they can secure the competitive power. The results of this study suggest a significant meaning and an implication as mentioned before but it is needed to select more and more samples of traditional markets in order to generalize the study results because the results also include a limit of sample selection scholarly. 본 연구는 전통시장에서의 구매선호 제품별 만족과 재방문의도와의 관련성 연구이다. 본 연구에서 제시한 주요한 분석결과는 다음과 같다. 첫째, 전통시장에서 취급하는 제품 중 고객만족과 재방문 의도를 분석한 결과 농산물과 음식점에서 유의한 영향관계가 있는 것으로 나타났다. 특히, 고객만족에 있어서는 농산물이며, 재방문 의도에 있어서는 음식점이 관련성이 높은 품목임을 확인할 수 있었다. 둘째, 전통시장 이용객의 고객만족과 재방문 의도를 분석한 결과 고객만족이 높을수록 재방문 의도도 높은 것으로 나타났다. 따라서 전통시장 이용객의 만족과 재방문 의도에 영향을 미치는 주요 취급품목은 농산물과 음식점임을 확인할 수 있었다. 본 연구의 결과는 앞서 밝힌 대로 중요한 의미와 시사점을 제시하고 있으나 학술적으로 표본선정의 한계점 또한 내포하고 있어 연구결과를 일반화시키기 위해서 더 많은 많은 전통시장의 표본선정이 필요하다. This study searches the relation between customer satisfaction by purchasing favored products and revisit intention at traditional markets. It focuses on understanding customer favored purchasing products, customer satisfaction, and revisit intention by sorting products which are handled at traditional markets but not quite handled. The results suggested at this study are as followings: First, as a result of analyzing customer satisfaction and revisit intention by categorizing products handled at traditional markets as agricultural, livestock, and fishery products, processing foods, clothes/shoes, processing materials, restaurants, it is indicated that of seven categories handled at traditional markets, agricultural products and restaurants impact a large influence on customer satisfaction. In particular, it can be verified that agricultural product is a high related item in customer satisfaction and restaurant is in revisit intention; Second, it is indicated that as a result of analyzing customer satisfaction and revisit intention of traditional market customer, the higher customer satisfaction gets, the higher revisit intention raises. Therefore, it is indirectly verified that retailers at traditional markets should handle specialized products in order to increase sales and to vitalize the markets and then they can secure the competitive power. The results of this study suggest a significant meaning and an implication as mentioned before but it is needed to select more and more samples of traditional markets in order to generalize the study results because the results also include a limit of sample selection scholarly.

디저트 카페의 메뉴품질이 고객만족과 구매행동에 미치는 영향 -메뉴 명성의 조절효과-

임지영,고호용,이승주 한국외식산업학회 2023 한국외식산업학회지 Vol.19 No.4

This study analyzed how the menu quality of dessert cafes affects customer satisfaction and purchasing behavior, and examined the role of menu reputation in moderating the relationship between menu quality and purchasing behavior. Hypothesis 1 investigated whether the menu quality of dessert cafes influences customer satisfaction. It was found that the taste, variety, and price satisfaction of the menu positively influence customer satisfaction. Therefore, customers prefer a diverse menu with rich flavors and competitive prices. In Hypothesis 2, the impact of customer satisfaction on purchasing behavior was analyzed, and it was revealed that as customer satisfaction increases, purchasing behavior also increases. Hypothesis 3 examined the impact of menu quality on purchasing behavior, and it was confirmed that taste, variety, and satisfaction with the price positively influence purchasing behavior. Hypothesis 4 focused on analyzing the moderating effect of menu reputation on the impact of taste and variety in menu quality on purchasing behavior. Here, it was observed that variety plays a larger role in the moderating effect between purchasing behavior and menu reputation. In other words, dessert cafes that offer a variety of tastes and ingredients receive high satisfaction from customers, which in turn enhances the reputation of the menu and promotes continuous cafe patronage. In summary, improving menu quality, especially variety, is crucial in dessert cafes, as it not only enhances customer satisfaction but also positively impacts their purchasing behavior and the reputation of the menu.

스마트폰 쇼핑성향이 고객만족에 미치는 영향

이경하 ( Kyoung Ha Lee ),박효정 ( Hyo Jung Park ) 한국고객만족경영학회 2014 고객만족경영연구 Vol.16 No.2

현대사회에서 스마트폰은 단순히 통화를 위한 도구가 아니다. 소비자에게 다양한 즐거움과 경험을 제공해 주는 복합체로써 역할하고 있다. 스마트폰 시장은 국내뿐 아니라 글로벌 관점에서도 지속적으로 성숙화되고 있는 상황이다. 애플과 삼성 등 스마트폰 제조업체들은 브랜드 이미지를 강화하고 있으며, 세분화된 고객시장에서 고객의 욕구를 충족시키려 하고 있다. 쇼핑성향은 구매에 대한 활동, 흥미, 의견을 포함하는 구매영역에 대한 구체적인 라이프 스타일로 언급된다. 한편 소비자 만족은 소비자가 제품을 구매하여 사용하면서 경험하는 제품의 성과로써 기업의 매출을 결정짓게 하는 데에 중요한 역할을 수행한다. 최근 통신시장의 과열현상과 1인이 2대 이상의 인터넷을 소유함에 따라 업체간의 경쟁도 더욱 가열되고 있는 실정이다. 이에 스마트폰 제품의 특성에 대한 연구와 함께 소비자의 쇼핑성향을 명확하고 깊이 있게 파악할 수 있는 연구의 필요성이 증대되고 있다. 본 연구에서는 이론적 연구를 바탕으로 연구모형을 설정하고 분석에 사용될 측정문항과 척도를 추출하여 최근 2년간 스마트폰 구매 경험이 있는 응답자를 선정하였으며, 2013년 10월 1일부터 10월20일 사이에 설문조사를 수행하였다. 자료에 대한 분석으로 SPSS를 이용하여 신뢰도 분석과 탐색적 요인 분석을 실시하였고, 구조모형분석을 통해 모형의 적합성을 판정하였다. 본 연구 결과를 요약하면 다음과 같다. 첫째, 쇼핑성향이 구매만족에 정(+)의 영향을 미치는 것으로 나타났다. 기능중시, 가격중시, 브랜드선호 쇼핑성향은 구매만족에 긍정적인 유의한 영향을 미치는 것으로 나타났다. 다만, 관계중시, 과시중시 쇼핑성향은 구매만족에 유의한 영향을 미치지 못하는 것으로 나타났다. 둘째, 구매만족이 재구매의향에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 구매만족과 타인추천의도간의 정(+)의 영향미칠 것으로 나타났다. 넷째, 재구매의향과 타인추천의도간의 정(+)의 영향 미칠 것으로 나타났다. 다섯째, 선호 브랜드별로 쇼핑성향 및 구매만족 결과가 상이한 것으로 나타났다. 이러한 연구 결과를 통해 소비자들은 스마트폰 브랜드별로 소구하는 쇼핑성향이 다르며, 이러한 쇼핑성향 중 기능, 가격, 브랜드선호 요인은 구매 만족 및 행동의도에 긍정적인 영향을 미친다는 결과를 얻을 수 있었다. Recently, smartphone plays a role not only as a simple tool for phone conversation but also as a complex tool for various pleasure and experiences to consumers, and the market of smartphone continuously grows in Korea as well as overseas countries. By investigating various preceding researches through many books, theses, journals and internet at home and abroad, literary study suggested theoretical background and basis of shopping propensity, purchasing satisfaction, repurchase intention, recommendation intention which are related to subject of this study. Result of the study is summarized as follows; First, shopping propensity is found to have positive influence over purchasing satisfaction. It is shown that serious consideration of function, serious consideration of price, and preference of brand have positive and significant influence over purchasing satisfaction. However, it is shown that serious consideration of relationship and serious consideration of ostentation do have significant influence over purchasing satisfaction. Second, it is shown that purchasing satisfaction has positive influence over repurchase intention. Third, it is shown that there is positive influence between purchasing satisfaction and recommendation intention to others. Fourth, it is shown that there is positive influence between repurchase intention and recommendation intention to others. Fifth, it is shown that there is difference between shopping propensity and purchasing satisfaction result according to preferred brand of smartphone. A conclusion is drawn through above research result that respective consumers have different shopping propensity as per smartphone brand and that function, price and brand preference fa24ctor among such shopping propensities have positive influence over purchasing satisfaction and behavior intention.

The Effect of the Gap between College Students’ Perception of the Importance of Coffee Shops and Their Satisfaction after Patronizing Coffee Shops on Their Purchasing Behavior

이원옥 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.4

The purpose of this study was to categorize the gap between coffee shop 'importance' (as perceived by customers before patronizing the coffee shop) and 'satisfaction' (perception of customers after patronizing the coffee shop) as positive or negative and to analyze the effect of these gaps on purchasing behavior. To do this, I used the gap between importance and satisfaction regarding the choice of a coffee shop as the explanatory variable and performed an empirical analysis of the direction and size of the effect of the gap on purchasing behavior (overall satisfaction, willingness-to-revisit) by applying the Ordered Probit Model (OPM). A previous study that used IPA to evaluate the effects of gaps estimated the direction and size of a quadrant but failed to analyze the effect of gaps on customers. In this study, I evaluated the effects of positive and negative gaps on customer satisfaction and willingness-to-revisit. Using OPM, I quantified the effect of positive and negative gaps on overall customer satisfaction and willingness-to-revisit. Per-head expenditure, frequency of visits, and coffee-purchasing place had the most positive effects on overall customer satisfaction. Frequency of visits, followed by per-head expenditure and then coffee-purchasing place, had the most positive impact on willingness-to-visit. Thus per-head expenditure and frequency of visits had the greatest positive effects on overall satisfaction and willingness-to-revisit. This finding implies that the higher the actual satisfaction (gap) of customers who spend KRW5,000 or more once or more per week at coffee shops is, the higher their overall satisfaction and willingness-to-revisit are. Despite the fact that economical efficiency had a significant effect on overall satisfaction and willingness-to-revisit, college and university students still use coffee shops and are willing to spend KRW5,000 because they do not only purchase coffee as a product itself, but use the coffee shop for other activities, such as working, meeting friends, or relaxing. College and university students also access the Internet in coffee shops via personal laptops, watch movies, and study; thus, coffee shops should provide their customers with the appropriate facilities and services. The fact that a positive gap for coffee shop brand had a positive effect on willingness-to-revisit implies that the higher the level of customer satisfaction, the greater the willingness-to-revisit. A negative gap for this factor , on the other hand, implies that the lower the level of customer satisfaction, the lower the willingness-to-revisit. Thus, the brand factor has a comparatively greater effect on satisfaction than the other factors evaluated in this study. Given that the domestic coffee culture is becoming more upscale and college/university students are sensitive to this trend, students are attentive to brands. In most upscale coffee shops in Korea, the outer wall is built out of glass that can be opened, the interiors are exotic with an open kitchen. These upscale coffee shops function as landmarks and match the taste of college/university students. Coffee shops in Korea have become a cultural brand. To make customers feel that coffee shops are upscale, good quality establishments and measures to provide better services in terms of brand factor should be instituted. The intensified competition among coffee shop brands in Korea as a result of the booming industry indicates that provision of additional services is needed to differentiate competitors. These customers can also use a scanner free of charge. Another strategy that can be used to boost brands could be to provide and operate a seminar room for seminars and group study. If coffee shops adopt these types of strategies, college/university students would be more likely to consider the expenses they incur worthwhile and, subsequently, they would be more likely to be satisfied with the brands of these coffee shops, with an associ...

프로야구 경기에서 서비스 공정성이 관람만족, 팀 충성도 및 재관람의도에 미 치는 영향에 관한 연구

오필규,최호규,류금석 공주대학교 KNU 기업경영연구소 2016 기업경영리뷰 Vol.7 No.2

This study aims to examine the effect of service fairness on spectator satisfaction, team loyalty and re-purchasing intention and the effect of service fairness on re-purchasing intention via spectator satisfaction and on re-purchasing intention via team loyalty after the effect on spectator satisfaction. The sub-factors of service fairness are distributive fairness, procedural fairness and interactional fairness. For achieving this purpose, a survey with normal people, who like professional baseball and baseball club members was conducted and a total of 461 questionnaires were collected. But 75 questionnaires were excluded due to the following reasons (12 respondents had no experience in spectating a professional baseball game and 63 respondents were against normality). The data from 386 valid questionnaires were analyzed using the SPSS 18.0 program. For investigating general characteristics, frequency analysis was conducted, for verifying validity of the measurement tool, exploratory factor analysis was conducted, for verifying reliability of respondents, reliability verification was conducted and the structural relationship between the variables was analyzed using a LISREL 8.54 program-based structural equation model. The findings of research model path analysis are as follows. First, among the sub-factors of service fairness, distributive fairness and interactional fairness influenced spectator satisfaction. But procedural fairness didn't influence spectator satisfaction. Second, service fairness didn't influence team loyalty. Third, spectator satisfaction influenced team loyalty. Fourth, spectator satisfaction influenced re-purchasing intention. Fifth, team loyalty influenced re-purchasing intention. Lastly, indirect effect analysis; The effect of service fairness on re-purchasing intention via team loyalty after the effect on spectator satisfaction was bigger than the effect of service fairness on re-purchasing intention via spectator satisfaction. 본 연구의 목적은 프로야구 경기에서 서비스 공정성 요인이 관람만족, 팀 충성도, 재 관람의도에 미치는 영향과 함께 각 변수사이 간접효과로 서비스 공정성이 관람만족을 경유하여 재 관람의도에 미치는 영향과 서비스 공정성이 관람만족에 영향을 미치고 팀 충성도를 경유하여 재 관람의도에 미치는 영향을 파악하는 것이다. 서비스 공정성은 하부 3요인으로 분배 공정성 요인, 절차 공정성 요인, 상호작용 공정성 요인으로 구성되었다. 프로야구를 좋아하는 일반인들과 야구동호회 회원들을 대상으로 설문하여 총 461개의 설문지가 회수되 었지만, 그것들 중에서 75개의 설문지가 다음의 이유(관람경험이 없는 12개, 정규성에 위배되는 63개)로 제외되었다. 유효한 386개의 설문지는 SPSS 18.0 프로그램을 이용하여 일반적 특성을 알아보기 위한 빈도 분석, 측정도구의 타당성 검증을 위한 탐색적 요인분석, 응답자의 신뢰성 파악을 위한 신뢰성 검증과 LISREL 8.54 프로그램을 통해 변수들과의 관계를 구조방정식 모델을 적용하여 구조적 관계를 분석하였다. 본 연구의 연구모형 경로를 분석한 결과는 다음과 같다. 첫째, 서비스 공정성의 하위 3요인 중에서 분배 공정성과 상호작용 공정성은 관람만족에 영향을 미치는 것으로 나타났다. 그러나 다른 한 요인인 절차 공정성은 관람만족에 영향을 미치지 않는 것으로 나타났다. 둘째, 서비스 공정성이 팀 충성도에는 영향을 미치지 않는 것으로 나타났다. 셋째, 관람만족이 팀 충성도에는 영향을 미치는 것으로 나타났다. 넷째, 관람만족이 재 관람의도에는 영향을 미치는 것으로 나타났다. 다섯째, 팀 충성도가 재 관람의도에는 영향을 미치는 것으로 나타났다. 마지막으로 간접효과 분석의 결과를 보면 서비스 공정성이 관람만족을 경유하여재 관람의도에 미치는 영향의 크기보다 서비스 공정성이 관람만족에 영향을 미치고 다시 팀 충성도를 경유하여 재 관람의도에 미치는 영향의 크기가 더 큰 것으로 나타났다.

서비스 종업원의 전문성과 관계적 행위가 관계성과에 미치는 영향

강명수(Myung Soo Kang),송창석(Chang Seok Song),신종칠(Jong Chil Shin) 한국경영학회 2006 經營學硏究 Vol.35 No.3

1. IntroductionExisting relationship marketing researches treat satisfaction and trust to be included in the same dimension of the relationship quality. Contrary to the previous approaches we discriminate between trust and satisfaction and propose that trust affects satisfaction. In service contexts, we also decompose the relationship quality into relationship quality with the service employee and one with the store and posit that trust in the service employee (satisfaction with the service employee) influences trust in the store (satisfaction with the store). In all, we tested how trust and satisfaction mediate the effects of service employees’expertise and their relational behaviors on the relationship consequences (i.e., purchase intention).2. ModelFirst, we propose that service employee expertise and relational behavior positively affect customer’s trust in the service employee. Because expertise reflects the mastery of relevant competencies in service delivery, customers are more likely to trust a partner who is perceived as possessing greater expertise (Bendapudi and Berry 1997). Relational behavior includes contact intensity, cooperative intentions, and mutual disclosure. High contact intensity creates trust because parties in a relational context cannot be expected to trust each other in critical moments if these constitute their only opportunities to interact. (Crosby et al. 1990). Employee’s cooperative intention and mutual disclosure can be considered as a relationship-specific investments. Specific investments made by one parter result in increased trust. Because the investing party is exposed to potential exploitation and opportunistic behavior by noninvesting party, the act of investing communicates a strong message of commitment to the relationship. Consequently, such investments should increase the customer’s trust in the partner (Ganesan 1994). Second, we hypothesized that customer’s trust in (satisfaction with) the service employee positively affects customer’s trust in (satisfaction with) the store. Customer has different expectations in interacting with the different objects, therefore the service employee and the store will be evaluated separately (Reynolds and Beatty 1999). These differences may occur because the inferential basis of evaluations is different. That is, service employee is evaluated based on observed behaviors that are demonstrated during the service encounter, whereas the store is judged based on the policies and practices governing the exchange. (Sirdeshmukh et al. 2002). Customer assumes that the employee’s behavior reflects the store’s hiring, training, service culture, and other practices (Heskett et al. 1997). According to agency theory, service employees interact with a customer as agents of the service firm. Therefore, greater customer trust in (satisfaction with) service employee is likely to generate a higher level of customer trust in (satisfaction with) the store-the principal that apparently controls and determines the behaviors of the agent (Sirdeshmukh et al. 2002).Third, we suggest that trust precedes satisfaction. Greater levels of trust in the interaction will result in lower anxiety concerning the transaction and thus greater satisfaction (Hennig-Thurau et al. 2002). If a customer does not trust the service provider based on past experience, he or she will almost certainly be dissatisfied with that service provider (Chiou et al. 2002). Also, trust and expectation share common characteristics. Expectations are thought to have a direct influence on satisfaction because consumers tend to assimilate satisfaction levels to match expectations levels to reduce dissonance (Szymanski and Henard 2001).3. ResultsThe structural model described in Figure 1 was estimated using AMOS Version 4.0. The global goodness-of-fit statistics indicate the structural model represents the data structure well and All of our hypothesized relationships were supported.We found that when customer percei

Influence of Determinants of Smartphone Purchasing on Customer Satisfaction

Joong-Bae Lee(이중배),Dong-Hyun Baek(백동현) 한국산업경영시스템학회 2017 한국산업경영시스템학회지 Vol.40 No.1

The purpose of this study is to investigate the influence of determinants of Smartphone purchasing such as A/S, brand, H/W, switching cost, design on customer satisfaction and verify the accordance of the results of existing researches and our research with customers’ actual experience. The study also sought to confirm if moderating effects exist between determinants of Smartphone purchasing and customer satisfaction by age, gender. Data for this study was gathered by analyzing the results of a survey we conducted on 252 respondents. By taking into account the results of antecedent researches, we determined A/S, brand, H/W, switching cost, design as the 5 main factors that influence Smartphone purchasing behavior. We focused on analyzing the effect determinants of Smartphone purchasing has on consumer satisfaction and whether there exist any moderating effects between the determinants of Smartphone purchasing and consumer satisfaction by age and gender. As a result, we found out that design, brand, H/W had a significant influence on consumer satisfaction in the descending order. Switching cost and A/S turned out to have very little influence on consumer satisfaction. Also as a result of analyzing the moderating effects between determinants of Smartphone purchasing and consumer satisfaction by age and gender, the study verified that that A/S had the most significant influence as a moderating effect on age. And as for gender, switching cost was turned out to have a significant influence. The result of this study indicates several academic and practical implications for customer satisfaction of Smartphone business. Therefore, this result is expected to contribute to verifying influential factors of customer satisfaction improvement both academically and practically.

인천시 다가구매입임대주택 거주자의 주거만족도 영향요인 연구

윤호 ( Yoon Ho ) 한국부동산학회 2010 不動産學報 Vol.40 No.-

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study, focusing on the case studies in Incheon region, is to measure residential satisfaction to improve housing welfare of purchased multi-family rental housing tenants and analyze the factors that have influence on residential satisfaction. Then, it aimed to develop a policy implication for better residential satisfaction for purchased multi-family to develop a policy implication for better residential satisfaction for purchased multi-family rental housing that will be supplied in the near future. (2) RESEARCH METHOD From the data collected, demographical characteristics, general characteristics and the characteristics of individual variables were analyzed by a frequency analysis using SPSSWIN 15.0 package. In the study, a multiple regression analysis was carried out for the verification of hypothesis. The study designed following hypothesis. H1. As satisfaction of characteristic of interior facilities is higher, the total residential satisfaction will be high. H2. As satisfaction of characteristic of exterior facilities is higher, the total residential satisfaction will be high. H3. As satisfaction of characteristic of surrounding environment is higher, the total residential satisfaction will be high. H4. As satisfaction of characteristic of residence cost is higher, the total residential satisfaction will be high. H5. As satisfaction of characteristic of defect control program is higher, the total residential satisfaction will be high. (3) RESEARCH FINDINGS The results of regression analysis satisfied the conditions for robustness (F=12.123, p<0.001). The results of hypothesis verification were partially accepted. Hypothesis 1, 3 and 5 were accepted but hypothesis 2 and 4. At the same time, from the analysis on the impacts on residential satisfaction, it appeared to have higher impact on residential satisfaction in order of characteristics in interior facilities(β=0.397), characteristics in defect control program(β=0.287), and characteristics in surrounding environment(β=0.214). 2. RESULTS The purchased multi-family rental housing program is a government project supported by government regulation to help low income families be able to live under better conditions with current level of residence cost. The results of residential satisfaction of residents displays high level of satisfaction proving that the program contributes for the improvement of housing welfare. However, the environmental issues, inefficient management system, and inadequacies in housing welfare support system should be regarded in the future policy changes, and through the political supports, the effectiveness of the programs is necessarily to be maximized.

중국 지우링허우 소비자의 스포츠용품 구매결정요인이 구매만족 및 재구매의도에 미치는 영향

풍일부,여인성 한국체육과학회 2022 한국체육과학회지 Vol.31 No.4

The purpose of this study was to analyze the Chinese 1990s generation consumer's sports goods purchasing decision factors on purchase satisfaction and repurchase intention. For this study, 350 people were collected as a sample by purposeful sampling method. The subjects were conducted by 1990s generation consumers who live in Beijing, China. Finally, 304 of the subjects were analyzed through SPSS 26.0 Ver. Collected data was processed by frequency, reliability, validity, correlation and multi-regression. The result of study was as follows. First, quality, brand and design were found to have a significant effect on the relationship between purchasing decision factors and physical satisfaction. And quality, brand were found to have a significant effect on the relationship between purchasing decision factors and psychological satisfaction. Second, quality and brand were found to have a significant effect on the relationship between purchasing decision factors and repurchase intention. Third, physical satisfaction and psychological satisfaction were found to have a significant effect on the relationship between purchase satisfaction and repurchase intention.