연구논문 : 마늘 유통경로 수준별 적정거래량에 관한 연구

박승환 ( Seung Whan Park ),김갑 ( Gap Kim ) 한국국제농업개발학회 2005 韓國國際農業開發學會誌 Vol.17 No.4

쌀에 대한 인식정보가 소비자의 태도 및 구매의도에 미치는 영향 -인구통계특성에 따른 차이를 중심으로-

박승환 ( Seung Whan Park ) 한국국제농업개발학회 2010 韓國國際農業開發學會誌 Vol.22 No.3

This study is to explain and identify the impacts of cognitive components of rice on consumers` attitudes and purchase intention. A survey study was conducted to collect the data with the actual rice purchasers at some kind of retailing stores. A regression analysis was performed to test the research hypothesis. The results of the study show as follows: First, it was found that words and pictures information about rice influences on consumers` attitudes and purchase intention, and price information had effect to consumers` attitudes but not affect to purchase intention. Second, it shows differential effects in how components of words, pictures and price information influences consumers` attitudes and purchase by types of consumer`s characteristics factors such as occupation, age and residential area, except for price had effects to purchase intention. Therefore, marketers of distribution stores that selling rice have to enhance brand awareness of product by communicating types of information in a manner tailored to customer`s demographic characteristic factors.

소매 서비스 기업에서 브랜드만족과 점포충성도 관계

박승환(Seung-Whan Park),최철재(Chul-Jae Choi) 한국콘텐츠학회 2008 한국콘텐츠학회논문지 Vol.8 No.11

본 연구는 점포충성도에 영향을 미치는 브랜드만족, 브랜드신뢰, 점포만족, 점포신뢰 간의 구조적 관계를 검증하였다. 분석결과 점포충성도는 단순하게 브랜드나 점포 각각에 대한 만족과 신뢰 형성보다는 브랜드와 점포가 결합된 만족과 신뢰를 제공함으로써 강력한 점포충성도를 형성할 수 있었다. 또한 점포충성도 형성과정으로는 관계지향적 고객의 경우 브랜드만족이 브랜드신뢰에 영향을 주고, 브랜드신뢰는 점포신뢰에 영향을 주어 점포충성도를 형성하였고, 거래지향적 고객의 경우 브랜드만족이 점포만족에 영향을 주어 직접적으로 점포충성도를 형성하는 두 가지 경로를 확인하였다. 따라서 관계지향적 고객에게는 소비자가 점포브랜드에 신뢰할 수 있도록 차별화할 수 있는 파워브랜드를 제공하여야 하고, 거래지향적 고객에게는 점포에 만족할 수 있도록 점포환경을 개선하고 서비스를 강화하여야 하는 마케팅시사점을 제공한다. The purpose of this paper is to demonstrate the relationships between brand satisfaction and store loyalty by examining the role of brand trust, store satisfaction and store trust in determining store loyalty in retail service firms. The results of the study are as follows: First, in case of relation exchange consumers, which are characterized by cooperative actions and mutual adjustment of both buyer and seller, brand satisfaction has a positive influence on brand trust, brand trust has a positive influence on store trust, and then store trust a strong positive influence on store loyalty. That is, store loyalty can be build up by combined benefits both brand trust and store trust in relation exchange consumers. Second, in another case of transaction exchange consumer, which are discrete buyer-seller exchange of commodity or performance with minimal personal relationships and no anticipation or obligation of future exchange, brand satisfaction has a positive influence on store satisfaction, and then store satisfaction has a direct influence on store loyalty. So, retailers have to developing strong brands which could help ensure both satisfaction and loyalty.

기업 내의 관계형성과 경영성과의 구조적 인과관계

박승환(Seung-Whan Park),송노섭(No-Seub Song) 한국콘텐츠학회 2012 한국콘텐츠학회논문지 Vol.12 No.3

본 연구는 기업 내 서비스신뢰, 직무몰입, 고객서비스행동, 경영성과 간의 관계를 검증함으로써 종업원의 기업에 대한 신뢰가 어떻게 경영성과에 영향을 미치는가를 확인하고 설명하는데 있다. 본 조사의 설문은 국내 주요 제약사의 판매원으로부터 자료를 수집하였으며, AMOS 18.0을 이용하여 구조방정식모형분석으로 제기된 연구가설을 검증하였다. 분석결과, 기업 내 서비스신뢰는 직무몰입과 경영성과에 긍정적인 영향을 미친 반면, 고객서비스행동에는 부정적인 영향을 주었다. 그리고 고객서비스행동은 경영성과에 긍정적인 영향을 미치는 것으로 나타났다. 따라서 기업 내 서비스신뢰는 경영성과에 직접적인 영향을 주었고, 또한 직무몰입과 고객서비스행동을 통해 유의한 영향을 주었다. 결론적으로 정리하면, 종업원이 자신이 속한 조직에서 직무에 헌신할 때 고객에 대한 서비스행동이 높아지며 경영성과도 성취될 수 있음을 확인하였다. 따라서 판매를 통한 높은 수준의 경영성과를 성취하기 위해서는 종업원의 직무에 대한 몰입을 강화해야 할 것이다. The purpose of this paper is to explain and identify how service trust about enterprise of internal employees influence on management performance by investigating relationships between service trust in internal organization of enterprise, job commitment, customer service behavior, management performance. A survey study was conducted to collect the data with sales forces of at domestic major pharmaceutical companies. Analysis of structural equation modeling with AMOS 18.0 was performed to test the research hypothesis. The results of the study are as follows: service trust in internal organization of enterprise are positively associated on both job commitment and management performance, but it was negatively associated on customer service behavior. Job commitment was positively associated on customer service behavior but it was not influences on management performance. And customer service behavior was positively associated on management performance. Therefore, service trust in internal organization of enterprise was direct influences on management performance and it was also effects on through job commitment and customer service behavior. To sum up, if employees are devote themselves in work of their organization, service behavior on their customer of employees will be higher, and then management performance will be achievement. So, it have to reinforce job commitment on employees in order to achievement high performance of management through sales.

의료기관 서비스품질의 기대와 성과 평가

박승환(Park, Seung Whan),최철재(Choi, Chul Jae) 한국서비스경영학회 2006 서비스경영학회지 Vol.7 No.2

농산물 재 구매의도 선행요인의 소매점 유형별 비교

박승환 ( Seung Whan Park ) 한국국제농업개발학회 2014 韓國國際農業開發學會誌 Vol.26 No.3

This study is to explain and identify the impacts of product-related factors such as product assortment, product quality, store-related factors such as store promotion, store services, and consumer related factors such as customer satisfaction, trust, commitment on repurchase intention by differences of retailing format and consumer’s demographics characteristics. A survey study was conducted to collect the data with the actual purchasers at some kind of retailing stores. A regression analysis was performed to test the research hypothesis. The results of the study show as follows: it was found that all antecedents of repurchase intention such as product assortment, product quality, store promotion, store services, customer satisfaction, trust, commitment on repurchase intention by differences of retailing format and consumer’s demographics characteristics. But there are differences of antecedents coefficients to repurchase intention. Therefore, marketers of distribution stores that selling agricultural products have to enhance customer’s repurchase intention in a manner tailored to type of retailing format and customer``s demographic characteristic factors.

농산물 전자상거래 서비스품질에 관한 연구

박승환 ( Seung Whan Park ),최철재 ( Chul Jae Choi ) 한국국제농업개발학회 2006 韓國國際農業開發學會誌 Vol.18 No.4

친환경농산물의 브랜드와 점포만족이 고객충성도에 미치는 영향

박승환 ( Seung Whan Park ),최철재 ( Chul Jae Choi ) 한국국제농업개발학회 2008 韓國國際農業開發學會誌 Vol.20 No.1

인터넷배너광고 표현요소가 광고태도에 미치는 영향-A I O를 중심으로-

박승환 ( Seung-whan Park ),최철재 ( Chul-jae Choi ) 한국디자인트렌드학회 2009 한국디자인포럼 Vol.23 No.-

본 연구의 목적은 인터넷 배너광고 유형별로 그리고 활동, 관심 및 의견(AIO)에 관한 소비자의 성향별로 시각정보와 언어정보 표현요소가 광고태도 및 구매의도에 미치는 영향력을 확인하는데 있다. 회귀분석을 통한 분석결과, 첫째 인터넷 배너광고의 유형과 소비자의 AIO 성향에 관계없이 시각적 표현요소가 광고태도와 구매의도에 영향을 주는 것으로 나타났다. 둘째 정지된 배너광고에서 AIO 성향이 긍정적인 소비자가 광고태도 및 구매의도에 영향을 준 반면, 동영상 배너광고에서는 AIO 성향이 긍정적인 소비자와 부정적인 소비자 모두에서 광고태도 및 구매의도에 영향을 미치는 것으로 나타났다. 셋째, 정지된 배너광고에서 AIO 성향이 긍정적인 소비자의 광고태도는 동영상 배너광고에서 AIO 성향이 긍정적인 소비자보다 더 높은 것으로 나타났다. 결론적으로, 배너광고에서 시각적 표현요소를 통해 강력하고 긍정적인 광고태도를 개발함으로써 구매의도를 증가시켜야 할 것이다. The purpose of this study is to identify effects visual and verbal components of advertisement on attitude toward advertising and purchase intention by types of the propensity about consumer`s activities, interests, opinions(AIO) and types of the internet banner advertisements. The research results from regression showed as followed: First, it revealed that visual component of the advertising only effects on attitude toward advertising and purchase intention irrespective of types of the propensity about consumer`s AIO and types of the internet banner advertisements. Second, in case of banner advertisements that not moved, customer who have positive propensity about AIO effects on attitude toward advertising and purchase intention, but in case of animated banner advertisements, all customer who have positive and negative propensity about AIO effect on attitude toward advertising and purchase intention. Third, attitude toward advertising of customer who have positive propensity about AIO in banner advertisements that not moved is more higher than customer who have positive propensity about AIO in animated banner advertisements. In summary, this study found that the visual element of an advertising is important in developing a strong, positive attitude towards the advertising, which in turn leads to increased purchased intention in banner advertising.

웰빙점포 유형별 서비스품질, 고객만족 및 재구매의도에 대한 기업이미지 효과

박승환 ( Seung Whan Park ),최철재 ( Chul Jae Choi ) 한국국제농업개발학회 2006 韓國國際農業開發學會誌 Vol.18 No.3