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의료관광 서비스 품질 개선과 만족도 향상을 위한 정성적 연구
김영국(Yeong-Gug Kim),Norboeva Victoria(노르보에바 빅토리아),남장현(Jang-Hyeon Nam) 한국무역연구원 2017 무역연구 Vol.13 No.3
High-quality medical service, advanced technology and friendly staff have propelled South Korea to become one of the main medical tourism destinations for Russians. The purpose of this study is to examine the factors determining Russian medical tourist satisfaction and dissatisfaction in South Korea. Thus, in-depth interviews, one of the qualitative research methods, were conducted on 10 Russian medical tourists who had undergone medical treatment in South Korea between December, 2014 and May, 2015. Findings reveal that the factors affecting Russian medical tourist satisfaction are professionalism, quality of service and tourism program. Elements influencing Russian medical tourist dissatisfaction are medical procedures, communication, such as miscommunication, language barrier, etc. and expensive cost. Theoretical and practical implications including insights for the further development of the Korean medical tourism industry are offered.
김영국(Yeong Gug Kim),김도희(Do Hee Kim) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.6
This study aims to apply food neophobia, which is defined as the extent to which consumers are reluctant to try novel foods to ethnic restaurant. Thus, this study aims to identify the moderating role of food neophobia in the relationship between ethnic restaurant selection attributes and satisfaction; and to examine the structural relationship among ethnic restaurant selection attributes, satisfaction, and behavioral intentions. Based on the literature review, ethnic restaurant selection attributes included four dimensions, such as ethnic food attribute, service quality, atmosphere of the restaurant, and food for good health. Also, customers` satisfaction and behavioral intentions were considered as additional variables, and FNS(food neophobia scale) was employed to test the moderating role of food neophobia. The proposed model was tested using the data collected from 312 participants, and a self-completion questionnaire was used to measure constructs. Validity and reliability were ensured, and the results showed that the hypothesized model was obtained with a good model fit. Although the relationship between the atmosphere of the restaurant and customer satisfaction was found not significant, other factors had strong impacts on customer satisfaction, which in turn had a significant effect on behavioral intentions. Also, food neophobia moderated the relationship between ethnic restaurant selection attributes (ethnic food attribute and food for good health) and satisfaction. Limitations and future research directions were also discussed.
감각적 추구성향이 에스닉 푸드 소비행동의도에 미치는 영향
김영국(Yeong Gug Kim) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.2
Previous studies has identified that food consumption can be influenced by individual characteristics and sensation seeking as personality traits. This approach has used to examine the relationship between sensation seeking and unfamiliar/novel food and beverages. From this point of views, the current study is to analyze the effects of the psychological characteristic of sensation seeking (SS) on consumers` behavioral intention to try ethnic food and beverages in the context of hospitality and tourism. Also this study attempt to examine a moderating role of gender in the relationship between sensation seeking and consumers` behavioral intention to consume ethnic food. Based on the literature review, the Brief Sensation Seeking Scale (BSSS), suggested by Eachus (2004) was administered to a convenience sample of 210 participants, and then 189 usable questionnaires were obtained. As the result of this study, it was found that even though two dimensions of sensation seeking (e.g., experience seeking; and thrill and adventure seeking) had the significant effect on behavioral intention, there was no significant relationship between disinhibition and behavioral intention; and between boredom susceptibility and behavioral intention. In addition, it was found that gender did not play a moderating function in the relationship between sensation seeking and behavioral intention to consume ethnic food. Finally, the interpretations of the findings and their managerial implications are discussed in the present study.
대학생 정보탐색자의 성격특성이 구전 커뮤니케이션 의존에 미치는 영향
김영국(Yeong Gug Kim),남장현(Jang Hyeon Nam) 한국관광연구학회 2012 관광연구저널 Vol.26 No.5
The objective of this study was to examine influences of personality of information seekers on instrumentality of word of mouth communication. Basically, this study classified personality of information seekers into a positive group and a negative group, and then identified relations between online buzz activities, self-efficacy related to the WOM information search, and instrumentality of WOM communication. As the results, in a positive group, online buzz activities and expertise which is, one of self-efficacies have an significant effect on instrumentality of WOM communication. In a negative group, however, there is a significant relationship between information accessibility, one of self-efficacies, and instrumentality of WOM communication. Based on the study results, some marketing implications, limitations, and future research were discussed.
목표지향 행동모형(MGB)을 적용한 공유경제 서비스 이용의도
김영국(Yeong-Gug Kim),우은주(Eun-Ju Woo) 한국무역연구원 2018 무역연구 Vol.14 No.2
The sharing economy has received considerable attention in a variety of business service industries. From this point of view, this study adopts the concept of the sharing economy to investigate sharing services in the service industries by examining a model of goal-directed behavior (MGB), along with perceived value of sharing economy for evaluating intentions to use sharing services. The Model of Goal-directed Behavior had been found to predict human behavioral intention of better than the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB). To achieve the objective of this study, an online survey was conducted with results from a survey of 229 respondents analyzed using structural equation modeling. Findings reveal that with the exception of the direct effect of negative anticipated emotion on desire, the underlying dimensions have a significant effect on consumer intention to use sharing services. Implications for future research and marketing strategies for sharing services are discussed.
김영국(Kim, Yeong Gug) 한국서비스경영학회 2013 서비스경영학회지 Vol.14 No.5
Even though convenience has been one of the principal motivations underlying customer inclinations to adopt online shopping, previous studies have applied multidimensional service convenience construct (i.e., SERVCON) both offline and online shopping without consideration about the nature of online shopping. Therefore, the purpose of this study is to identify six major service convenience dimensions, e-service convenience (i.e., access convenience; search convenience; evaluation convenience; transaction convenience; possession; and postpurchase convenience) suggested by Jiang et al.(2011). Also this study is examine the relationship between e-service convenience, consumer satisfactions and behavioral intentions on online shopping. It was hypothesized that e-service convenience has a significant effect on consumer satisfactions, which in turn affects behavioral intentions. In this survey, 355 valid survey responses were used to test the hypothesized structural model, and also validity and reliability were ensured. The results showed that although the hypothesized model was obtained with a good model fit, some relationships between service convenience (i.e., transaction, evaluation, and postpurchase convenience) were found to be not significant. Theoretical and managerial implications of the findings, limitations, and future research directions of the study were discussed.