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CoffeeSERV측정모형을 활용한 커피전문점 서비스품질의 가치지각, 고객만족, 행동의도의 영향관계 연구: 조절초점동기의 조절효과를 중심으로
강화석 한국프랜차이즈경영학회 2019 프랜차이즈경영연구 Vol.10 No.3
Purpose - This study examined the relationship between service quality, perceived value, customer satisfaction and behavioral intention of coffee shop using CoffeeSERV scale. In this model, CoffeeSERV scale consists of fundamental characteristics, physical environment, confidence, beverage characteristics, and representation factors. In particular, this study tried to demonstrate the moderating effect of customer's regulatory focus orientation among in the relationships between service quality, perceived value, customer satisfaction and behavioral intention. Research design, data, and methodology - This study intends to expand the existing service quality research by using the coffee shop service quality measurement tool developed by domestic researchers. I wanted to find some implications for the trend. In particular, this study applied the regulatory focus theory to identify individual differences of customers regulatory focusing motivation. In order to verify several hypotheses, the data were 227 college students and analyzed with SPSS/PC 21.0 and SmartPLS 3 program. The moderating role of customer's regulatory focusing motivation was tested using multi-group analysis with SmartPLS 3 program. Results – The resutls are as follows. First, the fundamental characteristic factors only had a significant influence on the utilitarian value perception, but in the hedonic value perception, all other service factors except for the beverage characteristic had a statistically significant effect. Second, utilitarian and hedonic value had significant effects on customer satisfaction. Third, customer satisfaction had a significant effect on behavioral intention. Finally, the regulatory focus orientation played a moderating role in the relationship between beverage characteristic - utilitarian value, representation - utilitarian value, fundamental characteristic - hedonic value, physical environment - hedonic value, confidence - hedonic value, and utilitarian value - behavioral intention. Conclusions - The results of this study show that the various service quality factors that make up the CoffeeSERV scale have different effects on utilitarian and hedonic value. This means that perceived benefits from product and service experience have different impacts on the customer's experience. Therefore, marketers should identify the impacts of service quality dimension that customers who use coffee shops consider important, understand the impact process of these quality factors on experience value, customer satisfaction, and behavioral intention, and allocate limited marketing budget. The results also show that it is possible to establish differentiatied response strategies using customer's regulatory focus orientation to find ways to enhance utlitarian and hedonic value, customer satisfaction, and behavioral intention using various Coffeeshop service quality factors. At the end of this paper, some limitations and future research directions were suggested.
진동(振動)을 이용(利用)한 뿌리작물수확기(作物收穫機)의 소요동력(所要動力) 및 토양파쇄(土壤破碎)에 관(關)한 연구(硏究)(I) -힘의 평형(平衡) 및 토크분석(分析)-
강화석,맬콤 라이트,정창주,김상헌,Kang, W.S.,Wright, Malcolm E.,Chung, C.J.,Kim, S.H. 한국농업기계학회 1986 바이오시스템공학 Vol.11 No.2
뿌리작물(作物)을 수확(收穫)하기 위(爲)하여 진동(振動)을 이용(利用)한 4절(節)링크로 구성(構成)되는 시작기(試作機)를 설계(設計), 제작(製作) 및 실험을 수행(遂行)하였다. 수확기(收穫機)의 작동중(作動中) 발생(發生)하는 불균형력(不均衡力)을 상쇄(相殺)시키기 위(爲)한 힘의 평형장치(平衡裝置)를 설계(設計)하기 위(爲)하여 각(各) 요소(要素)의 가속도(加速度) 및 동력학적(動力學的)인 힘을 분석(分析)하였고, 진동기구(振動機構)에 의(依)하여 발생(發生)되는 이론적(理論的)인 토크와 측정(測定)된 토크를 비교분석(比較分析)하였다. 설계(設計)된 힘의 평형장치(平衡裝置)는 불균형력(不均衡力)의 대부분(大部分)을 상쇄(相殺)시켜주고, 이론적(理論的)인 토크는 실측(實測)토크의 변화경향(變化傾向)과 잘 일치(一致)하였다.
더덕 및 참취포장에서의 물리적인 방법을 이용한 잡초방제 I. 더덕 및 참취포장에서의 주요잡초 분포양상 및 잡초종자발아에 미치는 황산 및 열처리효과
강화석 한국자원식물학회 1997 한국자원식물학회지 Vol.10 No.2
1. 더덕 및 참취 포장에 출현빈도로 나타나는 주요 우점 잡초는 더덕포장에서는 바랭이, 여뀌, 씀바귀, 명아주 등이었으며, 참취포장에서는 바랭이, 망초, 깨풀, 쇠비름, 여뀌, 민들레 등이었다. 그리고, 생체중으로 본 주요 우점잡초는 더덕포장에서는 쇠비름, 여뀌, 명아주, 피, 닭의장풀, 바랭이등이었고, 취나물포자엥서는 쇠비름, 여뀌, 피, 털진득찰, 망초등이었다. 2. 더덕포장에서는 쌍자엽 잡초의 생체중이 1133g/$m^2$로 전체 잡초 생체중의 84.9%를 차지하였고 화본과 잡초가 13g/$m^2$로 12.5%, 사초과 잡초가 28g/$m2$로 2.6%를 차지하여 주로 쌍자엽 잡초가 발생하는 결과를 보였다. 3. 대부분 농황산 처리를 하였을 때 잡초 종자의 발아율이 증가하는 경향을 보였으나 농황산 처리 시간과 잡초발아율과는 잡초종에 따라 차이를 보였다. 4. 쇠비름 건조종자에는 $80^{\circ}C$ 3분 처리시 무처리에 비해 50%의 발아억제 효과를 나타냈으며, $150^{\circ}$이상의 고온에서는 30초 전후의 처리시간으로 100% 발아억제효과를 보였다. 습윤종자가 건조종자에 비해 발아력 상실에 요하는 온도 및 처리시간이 낮거나, 단축되는 경향을 보이며 $100^{\circ}C$의 30초 처리시, 쇠비름이 78%의 발아율을 보인 반면, 바랭이는 발아가 전혀 되지 않아 고온에 대한 종자 활력의 감퇴가 쇠비름 종자 보다 바랭이 종자가 더 심하였다. This study was conducted to obtain basic information needed to develop the effective weed control method by using thermal weeder which uses LPG as fuel. For survey of weed distribution in herb field, weed species were investigated at two kinds of herb field of Codonopsis lanveolata and Aster scaber located in Hoengseongkun and Hwacheonkun, Kangwondo. In Codonopsis lanveolata field, Digitaria sanguinalis and Persicaria viridis L were dominated. In Aster scaber field, Digitaria sanguinalis and Erigeron canadensis were dominated. In general, Grasses weeds in herb were more dominated than other broadleaf and Cyperaceae weeds. The treatments of $H_2SO_4$ in weed seeds were more effective for germination of several weeds, compared with that nontreated weed seeds. However, the rate of germination differed depending on weed species and tereatment time of $H_2SO_4. Also, viability of weed seeds was significantly affected by irradiation time and temperature. As the temterature and treatment time of irradiation increased, the rate of germination was decreased.
커피전문점 서비스품질, 점포태도, 점포충성도의 영향관계 연구 : 개인 해석수준의 영향을 중심으로
강화석 한국프랜차이즈경영학회 2018 프랜차이즈경영연구 Vol.9 No.2
Purpose - This study investigates the effect of service quality of coffee shop on store attitude and store loyalty. It demonstrates that the individual's behavior identification level plays a moderating role when the service quality of coffee shop affects store attitude. Conceptually drawing on Brady & Cronin's three-dimensional model of service quality, this study examines the effect of service quality of coffee specialty store on customer's attitudes and loyalty. Also, according to construal level theory, it examines the individual's propensity difference whether the individual's behavior identification level on service quality and store attitude has a moderating effect Research design, data, and methodology - This study used Brady & Cronin's three-dimensional service quality model, and 183 valid cases collected through the questionnaire survey were used for data analyses. For hypothesis testing, regression analysis, multiple regression analysis, and covariance analysis were conducted. Result- As a result of this study, first, it is confirmed that service quality has a positive effect on store attitude toward coffee shop. Second, the difference of an individual's construal level did not have a moderating effect on the influential relationship of service quality on the store attitude of coffee shop. This is because the influence of the service quality is greater than the difference between groups at the construal level. Therefore, there was no moderating influence according to construal level. Third, the store attitude of coffee specialty store has a positive effect on store loyalty. Conclusions - It is confirmed that there is a difference in the effect of service quality and store attitude on general and college students. This suggests that it can be used to establish marketing strategies by segment. And, the college students were found to be more influenced by physical environment quality factor among three dimensions of service quality. Therefore, it is necessary to further improve efforts to raise the level of service quality perception through physical environmental factors such as clean and pleasant environment including the interior of a coffee shop, and internal table arrangement. The empirical study on the moderating effects of customer's tendency of difference is meaningful in the absence of empirical studies.