공항 서비스품질이 이용객 만족도에 미치는 영향에 관한 연구 -인천국제공항 내국인 이용객을 중심으로

백운일 ( Un Il Baik ),박정열 ( Jeong Yeo Park ),전성숙 ( Sung Sook Chun ) 한국항공경영학회 2009 한국항공경영학회지 Vol.7 No.2

This study was to examine the effect of perceived service quality on the overall satisfaction of airport usage, according to the frequency of use and gender. For these study, the data were collected from 299 Incheon Airport users during July 30 to August 1, 2008, and analyzed using OPM (Ordered Probit Model). A factor analysis delineated six dimensions of service quality of Incheon International Airport for convenience/beuty of facility, responsiveness/warranty, empathy, timeliness/accuracy, reliability, and transportation facility convenience. For all samples, all factors have significantly positive effect on overall satisfaction. However, according to the frequency of use, and gender, each factor was found out to have different effects on overall satisfaction. For the first time users, responsiveness·warranty, transportation facility for those who had past experience of airport usage, all factors were found out to have significant effect on overall satisfaction Furthermore, for male, responsiveness·warranty, timeliness·accuracy, and for female, transportation facility have no significant effect on overall satisfaction.

Tobit 모형을 이용한 지역축제 방문객의 지출 영향요인

백운일(Un-Il Baik) 한국콘텐츠학회 2012 한국콘텐츠학회논문지 Vol.12 No.9

본 연구는 경기도 이천 쌀 문화축제 및 충북 진천 쌀 축제를 방문한 방문객을 대상으로 하였으며, 연구의 목적은 서로 다른 두 지역축제 참가자들이 각 축제를 지각하는데 있어서의 지출에 대한 영향을 규명하고, 지역축제의 재방문을 위한 시장전략수립 위한 개선방향을 제시하는데 있다. 또한 방문객들이 평가를 바탕으로 기존의 매력요소를 강화시키고, 신규 매력요소를 창출을 통해 향후 지역축제 활성화 및 경쟁력 강화방안을 제시하는데 있다. 토빗(Tobit)모형을 적용하여 축제별로 방문객의 지출에 영향을 미치는 결정요인을 추정하였으며, 최종적으로 두 축제 간의 행태차이를 추정하기 위해, 우도비율검정(LR-검정)을 통해 각 축제 방문객만을 대상으로 추정된 결정요인들을 상호 비교함으로써 두 축제 간의 지출에 미치는 영향요인의 차이를 분석하였다. 본 연구를 통해 축제방문객의 지출성향을 요약해 보면, 두 쌀 축제방문객들의 지출성향은 충동적구매가 유사하거나 강하게 나타난 것으로 보아 축제기획단계에서부터 이들의 지출의지를 효과적으로 수용할 수 있는 대책수립이 요구되고 있었다. 결론적으로 지역축제를 기획하고 관리하는 지방자치단체에서는 축제프로 그램과 축제시설 그리고 축제공연 등의 다양성을 확보해야 할 것으로 판단된다. The purpose of this study was to determine the impact in visitors’ spending on two separate local festivals, and to present the improved market strategies to attract visitors to revisit the local festivals. This study was also intended to suggest the ways to increase the competitiveness and revitalize the local festivals by improving the existing attractions and creating new attractions based on the visitors’ evaluation. On the purpose of the study, we studied the visitors of two local ricefests, Icheon Rice Cultural Festival and Rice Festival in Jincheon Chungbuk, and estimated the determinants influencing the visitors’ spending to the festivals by applying Tobit model. Finally, to estimate the behavioral differences in visitors of the two festivals, we compared the estimated determinants for the visitors of each festival by using Log-likelihood Ratio, and analyzed the differences in the factors influencing the visitors’ spending. Summarizing the propensity of visitor’s spending to local festivals, visitors of two rice festivals buy or tended to buy things on impulse. Therefore, festival industry needs to take measures to efficiently accommodate their expenditures from the stage of designing festivals.

축제 서비스 평가속성이 방문객 행동의도에 미치는 영향

백운일(Un-Il Baik) 한국콘텐츠학회 2013 한국콘텐츠학회논문지 Vol.13 No.10

본 연구 목적은 축제서비스 평가속성이 방문객 행동의도에 미치는 영향을 규명하고, 축제의 만족도?재방문?추천의도에 관한 연구를 통해서 시장전략수립 위한 개선방향을 제시하고자 한다. 본 연구는 다음과 같다. 첫째, 연구를 위해 2011년10월14일부터 10월16일까지 총360부를 배포하고 335부를 수집하여 그중 사용하지 않은 15부를 제외한 320부를 사용하였다. 둘째, 서비스평가요인 중에서 프로그램, 시설, 공연평가요인은 만족도와 재방문의도에 정(+)의 영향을 미치는 것으로 나타났다. 또한 추천의도에 있어서도 축제평가 모든 요인에서 정(+)의 영향을 보였다. 셋째, 인구통계학적 특성이 만족도, 재방문의도, 추천의도에 미치는 영향관계에 있어서, 만족도는 친구동반에 있어 정(+)의 영향을 미쳤으나, 학력, 소득에는 부(-)의 영향을 미치는 것으로 나타났다. 또한 거주지, 직업이 재방문에 정(+)의 영향을 미친 반면, 소득, 가족동반, 처음방문은 재방문에 부(-)의 영향을 미쳤다. 마지막으로 연령, 학력, 소득, 가족동반 또한 추천의도에 부(-)의 영향을 미쳤다. This study aims to examine association between festival service evaluation attribute and behavior intention of visitors and research satisfaction with festival, second visit and recommendation intention, ultimately in order to suggest measures to establish market strategies. The study was conducted as follows. First, a total of 360 pieces of questionnaire were distributed from October 14 to 16, 2011 and a total of 335 pieces were collected. Except 15 pieces without responses, 320 were used for the study. Second, in service evaluation elements, program, facility and performance review had positive impacts on the satisfaction and second visit. All evaluation elements also positively affected recommendation intention. Third, in association between demographic features and satisfaction, second visit and recommendation intention, while the satisfaction positively influenced bringing a friend, it negatively influenced academic background and income. In addition, residence and job gave a positive affect on second visit, while income, bringing family and first visit gave a negative effect on the second visit. Last, age, academic background, income and bringing family gave a negative effect on recommendation intention.

특급 호텔 바(Bar)의 관계마케팅에 관한 연구 -관계혜택이 품질 평가와 관계지속의도에 미치는 영향을 중심으로-

권한조 ( Han Jo Gwon ),백운일 ( Un Il Baik ),정혜련 ( Hye Lyun Jung ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2011 호텔리조트연구 Vol.10 No.2

This research studied the relationship marketing implemented between hotel companies and their customers, specially focusing on the five-star hotel bars. Ultimately, the purposes of this research are to contribute to clarifying factors regarding relationship benefits to keep loyal customers and suggest more effective strategies to acquire competitive advantage for the hotel bar marketing based on the research result. The summary of contents studies in this paper is as follows: (1) Construction of a research model toward the correlation of the relationship marketing, relationship benefits and relationship retention intention was made. (2) 3 hypothesis related the research model were established. (3) To prove the established hypothesis, questionnaires were derived from previous researches and the survey was conducted by targeting customers visiting five-star hotel bars in Seoul. (4) Empirical evaluation was carried out through correlation analysis. The empirical evaluation results were identified that social benefit, psychological benefit and functional benefit were positively related to the service quality evaluation of customers. Also, the service quality evaluation had significantly positive influence on customer`s satisfaction, trust and loyalty. These results could be helped in understanding consumer`s behavioral intention in connection with the relationship marketing and working out useful marketing strategies by marketers or managers in the hotel industry.

맥주전문 레스토랑 선택속성 중요도

김연선(Yeon Sun Kim),유창근(Chang Keun Yoo),백운일(Un Il Baik) 한국호텔외식관광경영학회 2009 호텔경영학연구 Vol.18 No.1

The beer restaurant is transforming into a new variety of food service industry with the increasement of beer consumption, and is considered as a new eating out place as well as various forms of ordinary restaurant. Therefore, the purpose of this research was to analyze the effects that affect beer restaurant consumer behavior, dividing disconfirmation into direction and size of gap, according to selective attributes of beer restaurant, by using OPM(Ordered Probit Model). As a result, the author derived selective attributes of beer restaurant and new 3 dimensional gaps (positive, negative, and entire) by making disconfirmation variables. The results derived from 3 dimensional gaps were that service quality, beer quality and vessel variety are the most important factor which affected customer behavior. Moreover, as relational influence of negative gap was more effective than positive gap, it is more important to study about negative gap. These results would provide precious information about marketing and strategy to facility suppliers of beer restaurants.