웹 서비스품질이 사이버 브랜드자산의 구축에 미치는 영향에 관한 연구

이훈영(Hoon Young Lee),박기남(Ki Nam Park) 한국마케팅학회 2000 마케팅연구 Vol.15 No.1

본 연구는 브랜드자산에 관한 기존연구들 고찰하여 지금까지 정의되지 않았던 사이버브랜드 자산의 개념을 새롭게 정의하고 그 구성 요소들을 구성하였다, 또한 웹 서비스라는 용어에 관한 학문적 정의를 내리고 웹 서비스의 품질을 구성하는 구성요소로 정보서비스 품질차원과 광고서비스 품질차원을 정의하였다.정의된 웹 서비스 품질차원들을 바탕으로 사이버 브랜드자산의 구성요소들에 미치는 영향을 실증 분석한 결과 웹 서비스품질이 대부분의 사이버 브랜드자산의 구성요소들에 유의한 영향을 미치는 것으로 나타났다. 이 연구의 결과는 향후 대규모 광고를 수행할 수 없는 중소규모 사이트들의 사이버 브랜딩전략의 수립에 실질적인 시사점을 제공할 수 있을 것으로 기대한다.

반복적인 두개내 감염에서 유리대망피판을 이용한 경질막 재건

이훈영(Hoon Young Lee),은석찬(Seok Chan Eun),한정호(Jung Ho Han),방재승(Jae Seung Bang),김재용(Chae Yong Kim),박도중(Do-joong Park),백롱민(Rong Min Baek) 대한두개저학회 2011 대한두개저학회지 Vol.6 No.1

Purpose : Postoperative cerebrospinal fluid (CSF) leakage after neurosurgery could lead to potentially lethal complications. Reoperations, multiple operations, cranial radiotherapy and poor vascularization of the dura graft may lead to delayed healing of the suture site and resultant persistent CSF leaks. In this report, we present a technical experience of duroplasty with omental free flap. Methods : Between 2007 and 2011, the authors performed duraplasty in nine patients with recurrent subdural empyema and intracranial infection. The omental free flap transfer was intended for patients who could not be cured with conventional surgical debridement and lyophilized dura appliance. Patient ages ranged from 14 to 47 years (mean, 31.5 yr). There were five men and four women. Treatment was required for malignant tumors (n=4), cerebral hematomas (n=3) and the result of traumas (n=2). After harvesting the omentum laparoscopically, the flap was sutured to the dural defect in a watertight fashion. The most commonly used recipient vessels were the superficial temporal artery and vein. Results : The postoperative course was uneventful and flap survival was excellent in all patients. Cerebrospinal fluid leaks were controlled successfully. Patients were discharged with no evidence of wound discharge and there were no reports of infection or CSF leakage recurrence. Conclusion : Duraplasty using omental flap is an effective technique to control CSF leaks, especially when dura is poorly vascularized and less viable. The delicate nature and great pliability of the omental flap make it unique and competent for reconstructions of dural defects.

비선형 판별분석을 이용한 기업의 부실예측에 관한 연구 : 기종의 부실 예측 방법들과의 비교

이훈영 ( Hoon Young Lee ),이시환 ( Shi Hwan Lee ) 慶熙大學校 社會科學硏究院 1998 社會科學硏究 Vol.24 No.-

(경쟁시대)競爭時代의 (병원)病院마케팅(전략)戰略: 포지셔닝과 고객만족을 중심으로

이훈영 ( Hoon Young Lee ),정기택 ( Ki Taig Jung ) 한국보건행정학회 1995 보건행정학회지 Vol.5 No.2

입원기간에 따른 의료서비스 품질요인이 고객만족에 미치는 영향에 관한 연구

이훈영 ( Hoon Young Lee ),정기택 ( Kee Taig Jung ),신은규 ( Eun Kyu Shine ),한용준 ( Yong Jun Han ) 한국병원경영학회 2008 병원경영학회지 Vol.13 No.3

The purpose of this study is to identify which factors of medical service quality were considered important by patients based on survey on eight hospitals located in Seoul. We analyzed the difference in impact of health service quality factors between the two groups with short and long inpatient days. In addition, we analyzed which service factors affected the customer satisfaction more differently across the inpatient groups. We found that patient satisfaction was not different between the two groups with short and long inpatient days. But the two groups showed different priority orders of medical service factors that affect patient satisfaction. In the group with long inpatient days, the order of medical service factors are cleanness, speciality, process. In the group with short stay, important factors are speciality, cleanness and convenience of facilities. These findings imply that hospitals should set up different marketing strategies across the different inpatients groups.

웹기반 고객효용 측정시스템에 관한 연구

이훈영(Hoon Young Lee),임민형(Min Hyung Lim),양주환(Joo Hwan Yang) 한국경영학회 2003 經營學硏究 Vol.31 No.7

The purpose of this study is to develope the marketing decision making support system that can effectively estimate customer utility in terms of interactive communication with customer by using the information system like internet. Interactive communication using internet reduces the large portion of respondent burden in responding to the complicate questions in conjoint research. The system collect the data allowing respondents choose the most preferred among four possible products generated by orthogonal design in conjoint analysis and shown in the computer screen instead of sorting many products in terms of their preference. Respondents are not forced to answer all the fixed number of questions. Rather they can stop answering the questions at any moment. When the information obtain from respondents are not enough, the system will infer the information necessary to analyze the respondent`s utility from the existing response database using case based reasoning technique. The contribution of this study can be summarized as follows. Firstly, this study is a meaningful attempt to improve marketing research method. In the traditional conjoint analysis the number of cards generated was the great burden of respondent, which was greatly reduced by the computerized system developed in this study. However the forecasting accuracy of the system was as good as the model generated by the traditional method. Secondly, the system enable to use the accumulated customer utility data in developing diverse marketing activities such as market segmentation, new product development, and market simulations. Thirdly, the system can recommend the products according to the customer utility estimated. It will increase customer`s satisfaction but reduce the company`s sales expenses. Lastly, by analyzing the utility data in the database, the company can develop various database marketing and customer relationship management strategies.

사례기반예측시스템의 정확한 예측을 위한 최적 결합 사례개수결정방법에 관한 연구

이훈영(Hoon Young Lee),박기남(Ki Nam Lee) 한국경영학회 1998 經營學硏究 Vol.27 No.5

A case-based forecasting system has been used to predict the outcome of current problem using those of past analogous cases. However, the effectiveness of its forecasting depends on the three factors: (1)accurate measure of similarity, (2)appropriate determination of the number of cases to combine, and (3)appropriate weighting of similar cases when combining them to produce a forecast. Among these three, determining the number of cases to combine is the most critical to the accuracy of forecasting. In this paper, we thus focused on the second, though briefly addressing these all three factors. We suggested several methods to determine the number of cases to combine, such as (1)fixed number combining methods, (2)optimal spanning methods, and (3)mathematical programming model using similarity distribution. A simulation study was conducted to test their effectiveness for accurate forecasting. It proved mathematical programming model using similarity distribution the best among the suggested.

금융신상품 성공요인과 매개요인에 관한 실증연구

이훈영(Hoon Young Lee),김근배(Kun Bae Kim) 한국경영학회 1995 經營學硏究 Vol.24 No.1

Using 48 financial service products introduced in U. S. A. between 1984 and 1987, we investigated the key factors influencing new product success. The results of correlation and partial correlation analyses are quite similar to those of previous research. That is, Personal Selling, Growth of Market and Size of Market are most significant for the success of products. Some other factors such as Marketing Support, Product Superiority, and Customer Understanding and Interest also have some influence. In the moderate variable analysis, however, we found many interesting results which had been overlooked in the previous research. Technology and Product and Need Fit, Customer Understanding and Interest and Product & Need Fit, Market Competitiveness and Cost, Customization and Cost, and Newness to the Firm and Cost have considerable moderate-effects on each other. In addition, Product Superiority and Personal Selling, Technology and Product and Need Fit, Product and Need Fit, and Customer Understanding and Interest have an interactive synergy effect. In the new product development, therefore, these factors should be carefully appraised. It seems that the result could be applied to the Korean financial market. However, it would be worth-while to replicate the study with Korean financial product data.

이동형 마이크로폰을 사용한 음원 위치추정의 정확도 향상 방법

이훈영(Hun-Young Lee),김성진(Seong-Jin Kim),오훈(Hoon Oh) 한국통신학회 2011 한국통신학회 학술대회논문집 Vol.2011 No.11

관광객의 해외여행 목적지 선택에 미치는 영향요인에 관한 연구

이현호 ( Lee Hyun-ho ),이훈영 ( Lee Hoon-young ) 한국고객만족경영학회 2019 고객만족경영연구 Vol.21 No.4

본 연구에서는 국내 관광객들의 최근 해외여행 목적지 빈도를 분석 후 주요 6개 국가(지역)를 선정하고 관광객들의 여행목적에 따라 목적지 국가(지역)가 어떤 영향을 받는지, 그리고 관련 요인들 또한 어떤 특징을 보이는지를 조건부 로지스틱 회귀분석을 통하여 분석하였다. 첫째, 본 모형의 종속변수에 해당하는 관광목적지 빈도는 전체적인 수준에서 유럽(23.8%)을 선택한 관광객들이 가장 많은 것으로 나타났다. 연구결과, 관광객들은 관광 현지시설 및 편의성, 쾌적성, 접근성에 매력을 느끼는 것으로 나타났다. 둘째, 이국적 이미지를 추구하는 관광객들은 유럽(34.9%)을 선택한 관광객들이 가장 많은 것으로 나타났다. 이국적 이미지를 추구하는 관광객들은 접근성, 볼거리에 매력을 느끼는 것으로 나타났으며, 타인의 관광지 평가도 참고하는 것으로 나타났다. 셋째, 자연경관을 추구하는 관광객들은 북미(26.0%)를 선택한 관광객들이 가장 많은 것으로 나타났다. 자연경관을 추구하는 관광객들은 접근성이나 시설 및 편의성이 불편하더라도 어느 정도 불편을 용인할 수 있는 것으로 나타났다. 넷째, 문화탐방을 추구하는 관광객들은 유럽(19.8%)을 선택한 관광객들이 가장 많은 것으로 나타났다. 문화탐방을 추구하는 관광객들은 볼거리를 가장 중요하게 생각하면서 관광지에 대한 타인의 평가, 교통의 편리성을 중요하게 생각하는 것으로 나타났다. 또한 휴양/휴식 추구형의 경우 한곳에 머물며 휴식을 취하기 때문에 관광의 요소보다는 좋은 자연환경을 배경으로 맛있는 음식을 더 중요하게 생각하는 것으로 나타났다. 기존 관광관련 많은 연구들은 관광지 선택속성, 만족도, 재방문의도, 구전의도, 이미지 결정인자 모형 등의 영향관계를 주로 분석하는 이론중심 연구였다. 그러나 본 연구에서는 위와 같이 관광객들이 실질적인 관광 목적지를 선택하는 행동분석을 통한 실증연구를 진행하여 보다 정확하고, 현상에 맞는 세부적인 내용을 추출 후 시사점을 제공하였다는 데에 의의가 있다. To this end, this study selected 6 major countries(region) after analyzing the frequency of recent overseas travel destination of domestic tourists, and analyzed how destination countries are affected by the travel purpose of tourists and characteristics of related factors using conditional logistic regression. First, most tourists selected Europe(23.8%) at the overall level for frequency of tourism destination that corresponds to a dependent variable of this model. It was identified that tourists consider facilities, convenience, comfort, and accessibility important among destination attractiveness. Secondly, for instances of pursuing exotic image, most tourists selected Europe(34.9%) for frequency of tourism destination that corresponds to a dependent variable of this model. It was identified that tourists consider accessibility and charm of attractions importantly among destination attractiveness and they refer to evaluation of tourist attractions of other people to a certain degree. Thirdly, for pursuit of natural landscape, most tourists selected North America(26.0%) for frequency of tourism destination that corresponds to a dependent variable of this model. For natural landscape seeking type, it was identified that they tolerate a certain amount of inconvenience when they choose a good natural scenery even if accessibility is inconvenient and facility and convenience are somewhat poor. Also, it was identified that they get affected by valuation of others for the destination. Fourthly, for pursuit of exploration of culture, most tourists selected Europe(19.8%) for frequency of tourism destination that corresponds to a dependent variable of this model. For seeking type of exploration of culture, it was identified that tourists consider the charm of attractions most importantly and consider valuation of others for destination, flight time, and convenience of local traffic importantly as well. Fifthly, for rest/recreation pursuing type, most tourists selected Southeast Asia(26.1%) that corresponds to a dependent variable of this model. For rest/recreation pursuing type, it was identified that they consider cleanliness and comfort most importantly followed by cheap travel expense, accessibility, facility, convenience, and charm of attractions. Also, rest/recreation pursuing type, it was identified that they consider delicious food with good natural environment more importantly than elements of tourism because they take a rest in one place. For individual tour(free individual tour), tourists considered valuation of others for the destination most importantly followed by the charm of local attractions. Many existing studies on tourism were theoretical research that mainly analyzed an influencing relationship between destination selection attributes, satisfaction level, intention to revisit, mouth-to-mouth intention, and a model of decision determination factor. However, the significance of this study is that it has provided implications by extracting more accurate and detailed contents by progressing an empirical study through behavior analysis of tourists selecting actual tourism destination.