연구논문(硏究論文) : 호텔종사원의 내부마케팅 효과분석

문상정 ( Sang Jeong Moon ),송정선 ( Jung Sun Song ) 한국관광산업학회 2011 Tourism Research Vol.33 No.-

The purpose of this study is to find the relationship between hotel employees` internal marketing, organizational commitment, and altruistic behavior. To test the hypotheses proposed, data was collected by conducting a survey with hotel employees in Daegu, Gyeongju and Busan area. Date analysis was performed on 277 valid responses. Statistical analyses including frequencies, factor analysis, and reliability analysis, were performed using the SPSS program. To prove the hypotheses, and the confirmatory factor analysis, the structural equation model was used with AMOS 7.0. The results indicated that the reward system, education, and internal communication in internal marketing did have a significant influence on organization commitment. Also, organization commitment did have a significant influence on altruistic behavior. In conclusion, internal marketing of the hotel improves organizational commitment and altruistic behavior.

중국유학생의 한식당 음식품질과 고객만족, 재방문의도에 관한 연구 -한국음식 인지도 차이를 중심으로-

문상정 ( Sang Jeong Moon ),송정선 ( Jung Sun Song ) 한국식생활문화학회 2012 韓國食生活文化學會誌 Vol.27 No.3

The purpose of this study was to determine the relationships among food quality, food awareness, customer satisfaction, and revisit intentions of Korean restaurants in Chinese University or College students in the Daegu and Gyeongbuk areas. A questionnaire developed from a literature review included a series of questions about the quality of Korean food, Korean food awareness, customer satisfaction, and revisit intentions. Analysis of the survey data was performed on 234 valid responses. Statistical analyses, including frequencies, factor analysis, reliability analysis and regression, were performed using the SPSS program. The results indicated that food quality perceived by Chinese students had a significant impact on customer satisfaction. On the contrary, food quality according to Korean food awareness by Chinese students did not have a significant impact on customer satisfaction. Further, customer satisfaction had a significant influence on revisit intentions, whereas customer satisfaction according to Korean food awareness did not have a significant effect. In conclusion, food quality is a significant factor in determining the success of the foodservice industry.

프랜차이즈 커피전문점의 가격공정성과 브랜드 이미지, 브랜드 신뢰, 브랜드 충성도간의 구조적 관계

문상정(Moon, Sang-Jeong),송정선(Song, Jung-Son) 대한관광경영학회 2014 觀光硏究 Vol.29 No.3

본 연구는 대구ㆍ경북에 소재한 프랜차이즈 커피전문점을 방문하여 커피고객을 대상으로 설문조사를 실시하였다. 표본추출방법은 편의표본추출방법을 사용하였으며 설문조사는 2013년 5월부터 7월까지 약 2개월에 걸쳐 조사하였다. 설문지는 392부를 분석 자료로 이용하였다. 배포된 설문지를 회수하여 얻은 자료들은 SPSS 20.0을 이용하여 신뢰도 분석 및 탐색적 요인분석을 실행하였고, Amos 20.0을 이용하여 공분산구조분석(structural equation model: SEM)실행하였다. 그리고 조절효과를 검증하기 위하여 χ²차이검증을 실시하였다. 가설검증 결과 첫째, 가격공정성은 브랜드 신뢰에 유의한 정(+)의 영향을 미치는 것으로 확인되어 가격공정성을 높게 지각할수록 커피전문점 브랜드 신뢰가 높아짐을 알 수 있었다. 둘째, 브랜드 이미지는 브랜드 신뢰에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 브랜드 신뢰는 브랜드 충성도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 브랜드 이미지가 브랜드 신뢰에 미치는 영향은 고객의 사전지식 수준에 따라 차이가 있는 것으로 확인되어 사전지식의 조절효과를 확인할 수 있었다. 본 연구의 이론적 시사점은 커피전문점 관련 연구 중 가격공정성, 브랜드 이미지와 브랜드 신뢰, 브랜드 충성도와의 관계에서 거의 다루어지지 않았던 변수인 사전지식을 조절변수로 사용하여 브랜드 신뢰에 미치는 효과를 검증하였다는 점이다. This study conducted a questionnaire survey of coffee customers, through on-site visits to franchise coffee shops located in Daegu and Gyeongsangbuk-do. As for the method of sampling, convenience sampling was used. And the questionnaire survey was conducted for about two months from May 2013 to July 2013. As for the questionnaires, a total of 392 copies were used as analysis data. Reliability analysis and exploratory factor analysis were carried out, using SPSS 20.0, with respect to the data obtained from the collected questionnaires. Further, covariance structure analysis (structural equation model [SEM]) was carried out, using Amos 20.0. And χ² difference test was carried out to test the moderating effect. The results of hypothesis testing were as follows: First, it was found that price fairness had a significantly positive influence on brand trust; and thus, the higher the perception of price fairness was, the higher the coffee shop brand trust was. Second, it was found that brand image had a significantly positive influence on brand trust. Third, it was found that brand trust had a significantly positive influence on brand loyalty. Lastly, it was found that the effects of brand image on brand trust varied with customers’ level of prior knowledge; and thus the moderating effect of prior knowledge was confirmed. The theoretical implications of this study are that effects on brand trust were tested, using as a moderating variable the prior knowledge, which studies on franchise coffee shops had scarcely dealt with in connection with the relationships of price fairness, brand image, brand trust and brand loyalty.

연구논문 : 대구,경북지역 중국 유학생의 한국 음식 선호도-만족도 연구

송정선 ( Jung Sun Song ),문상정 ( Sang Jeong Moon ) 한국식생활문화학회 2011 韓國食生活文化學會誌 Vol.26 No.2

The purpose of this study was to survey Chinese university or college students` preference for and satisfaction with Korean food in the Daegu and Gyeongbuk areas. A questionnaire developed from literature review included a series of questions about Korean food that included preference, satisfaction, product quality, and customer satisfaction. We analyzed 240 valid responses. Statistical analyses, including frequence, IPA, factor analysis, and regression were performed using SPSS software. Of the 41 kinds of Korean food included, the students` average preference was 3.24 and satisfaction was 3.23 on a 5-point scale. The students questioned preferred Bulgogi (3.99), Galbigui (3.92), Galbitang (3.88), Galbizzim (3.87), and Samgyeopsal (3.86) to other Korean foods. With regard to satisfaction, Bulgogi (3.94) was chosen by Chinese students as the most satisfying Korean food, followed by Galbitang (3.80) and Galbigui (3.80). The perceived quality of the Korean food also had a significant influence on customer satisfaction.

고도근시와 난시 치료를 위해 시행한 ICL 및 반대안 토릭 ICL 삽입술의 임상결과

한상엽,문상정,김호숭,이태헌,이경헌.Sang Youp Han. MD. Sang Jung Moon. MD. Ho Soong Kim. MD. Tae Hun Lee. MD. Kyung Hun Lee. MD 대한안과학회 2010 대한안과학회지 Vol.51 No.6

Purpose: We compared intra-individual visual outcomes and patient satisfaction after implantable contact lens (ICL) and Toric ICL implantation. Methods: Twenty-eight eyes of 14 patients were enrolled in this retrospective study. One eye of each patient was assigned to ICL (ICL Group), and the contralateral eye was allocated to Toric ICL (Toric ICL Group). All patients were examined for visual acuity, refraction, intraocular pressure, slit lamp measurements, and satisfaction one week, one month, two months, and six months postoperatively. Results: Mean spherical equivalents of the two groups were corrected from -7.83D (ICL Group) and -5.55D (Toric ICL Group) to 0.13D and 0.20D, respectively, and the mean refractive cylinders were corrected from 0.92D and 2.60D to 0.42D and 0.27D, respectively, at six months postoperatively. The myopias of these two groups and the astigmatism of the Toric ICL group were effectively corrected. The uncorrected visual acuity (UCVA) of the two groups were 1.02 and 1.05, respectively, at six months postoperatively. The safety index, efficacy index, predictability, and stability were favorable. There were no significant differences between the two groups in terms of postoperative UCVA, intraocular pressure(IOP), vaulting, noticeable complications, or patient satisfaction. Conclusions: The results show ICL implantation is effective treatment for high myopia, and Toric ICL implantation is a viable surgical option for the treatment of compound myopia astigmatism. Selection of proper phakic intraocular lens(IOL) is recommended for correcting astigmatism. J Korean Ophthalmol Soc 2010;51(6):802-808

호텔종사원의 경력정체지각의 선행요인과 조직몰입, 이직의도에 관한 연구

전원배 ( Won Bae Jeon ),문상정 ( Sang Jung Moon ) 대한관광경영학회 2008 觀光硏究 Vol.22 No.4

환경운동 관여수준에 관한 관광개발 영향지각이 지역주민의 태도에 미치는 영향

전희원(Hee Won Jun),문상정(Sang Jung Moon) 한국관광연구학회 2006 관광연구저널 Vol.20 No.1

The purpose of this study is to demonstrate the residents attitude toward effect of tourism development by adopting a hypothesis that there exists obvious difference among residents who are classified as high involvement group and low involvement group according to the degree of involvement level in environmental activity in tourism development area. The focus of this study is to verify the difference of residents attitude in tourism development area and the evaluation on merits and demerits of tourism development. The notable points resulted from this study are as below; First, it is found that the positive economic perception in tourism development of low involvement group in environmental activity has no positive effect on the attitude. However, it is different to anticipate the positive economic effect even though the negative effect is already expected in the previous study. Second, it is also found that the negative economic, social and cultural perception in tourism development of high involvement group in environmental activity has no negative effect on the attitude. Third, it is momentous that this study can be a starting point to research the tourism effect by grouping the residents involvement level in environmental activity. Besides, it will eventually expand the scope of conventional study in tourism effect. Four, it is essential for the main body of tourism development to endeavor to provide residents with right information and to publicize the positive effect of tourism development.

중국인 유학생의 한국 내 관광경험과 관광태도에 관한 탐색적 연구

고동우(Ko, Dong-Woo),문상정(Moon, Sang-Jung),김지연(Kim, Ji-Yeon) 대한경영학회 2009 大韓經營學會誌 Vol.22 No.3

호텔종사원의 경력정체지각이 조직몰입, 이직의도에 미치는 영향

전원배(Won Bae Jeon),문상정(Sang Jung Moon) 한국관광연구학회 2007 관광연구저널 Vol.21 No.3