지역통상정보 : 해외진출 기업을 위한 기업과실 보상프로그램의 소비자 만족도 연구 : 한, 일 소비자의 노트북 구매와 레스토랑 서비스 비교

손원상 ( Won Sang Sohn ) 한국통상정보학회 2013 통상정보연구 Vol.15 No.1

본 연구에서는 실험을 통해 유형의 제품과 무형의 제품으로 구분하여 각각 다른 보상프로그램에 따른 소비자의 불평행동에 대한 회복과 행동의도에 미치는 영향을 규명하였다. 실험 1에서는 기업의 과실로 인한 불평행동을 경험한 소비자는 기업이 제공하는 보상프로그램을 통해 선호회복이 이루어졌으나, 불평행동을 유발한 제품 간의 소비자 선호회복에는 차이가 있었다. 연구의 결과에 따르면 노트북이 패밀리레스토랑에서의 외식 보다 선호회복이 명확하였음을 확인하였다. 또한 소비자들의 감정회복은 보상을 통해 가능하며, 노트북과 패밀리레스토랑에서의 외식 간 제품유형에 따른 감정회복에는 차이가 있었으나 보상물의 형태에 따른 감정회복 차이는 없었다. 결국 불평을 경험한 소비자는 보상을 통해 선호, 감정, 행동의도를 회복 시킬 수 있는데 서비스보다는 유형 제품의 경우 회복이 더욱 컸으며, 동일한 유형제품이라도 보상물의 유형에 따른 회복에는 차이가 없으나 노트북컴퓨터처럼 유형제품이면서 구매노력이 큰 제품은 감정반응자극이 더욱 효과적임을 알 수 있었다. 실험2에서는 구매습관이 서로 다른 한국과 일본의 대학생 소비자 사이의 구매 후 불평행동과 이의 회복과정이 차이가 있는지를 확인하고자 하였다. 불평행동을 경험한 양국 소비자는 보상을 통한 선호회복에는 차이가 있었으며, 감정과 행동의도의 회복은 차이가 없었다. 이 실험에서는 한국의 대학생은 과시구매형인 반면 일본의 대학생은 유명구매형으로 노트북컴퓨터의 구매과정 및 구매 후 평가에 차이를 보이고 있음을 알 수 있었다. 특히 한국학생은 타인의 의식하는 경향이 강해 보상을 통한 선호회복이 일본의 학생에 비해 빠름을 알 수 있었다. 그러나 감정의 회복과 재구매 회복은 차이가 없기에 불평에 따른 보상프로그램은 감정과 행동의도에 영향을 주는 요인으로 확인되었다. This research, which was experimented by dividing tangible and intangible products, established the influence that affects recovery for consumers` complaint behavior and behavioral intention as per each different compensation program. In Experiment 1, the consumers, who experienced complaint behavior owing to company`s mistake, have preferably recovered through the compensation program offered by the company. However, there was a significant difference in preference recovery between products that caused complaint behavior. According to the study result, the more clear preference recovery was shown in the case of purchasing laptop than the case of dining in family restaurant. Additionally, the consumers` emotion recovery was possible through compensation.; There was a emotion recovery disparity depending on product type between purchasing laptop case and dining in family restaurant case. The consumers, who experienced complaints, were only able to recover their preference, emotion, and behavioral intention through compensation of which recovery was greater in tangible product case than ordinary service. Meanwhile, there was no distinct difference between recovery compensation types even though the products were identical-type ones whereas it appeared that such tangible product which showed greater purchasing effort as laptop computer was more effective in stimulating emotion response. In Experiment 2, the purpose was to find out the difference between complaint behavior and its recovery process shown after purchase by Korean and Japanese college students, who have different consumer purchasing habits. The both consumers of the two countries, who experienced complaint behavior, demonstrated precise difference in preference recovery while the emotion and behavioral intention exhibited no disparity between the two consumer groups. In this experiment, it was learned that Korean college students were show-off purchase type consumers while on the other hand, the Japanese college students were famous product purchase type consumers. Thus, there was a clear difference in laptop computer purchase process and post-purchase evaluation between these two groups. In particular, the Korean college students had quicker preference recovery through compensation than the Japanese college students on account of their tendency to be consciousness of others. Nevertheless, there was no difference between the emotion recovery and re-purchase recovery and therefore, the compensation program for complaints was proven to affect the emotion and behavioral intention.

기업의 신용평가정보에 대한 영향요인

손원상(Sohn, Won-Sang),김진태(Kim, Jin-Tae) 대한경영학회 2013 大韓經營學會誌 Vol.26 No.1

이동통신의 서비스품질이 고객애호도 형성에 미치는 영향 - 세대별 차이를 중심으로 -

송균석(Song Kyun-Seok),손원상(Sohn Won-Sang) 한국상품학회 2004 商品學硏究 Vol.- No.33

This study aimed to identify the service quality component of the telecommunications service industry that has rapidly grown for a short time and investigate what effect this service quality had on the formation of customer satisfaction and loyalty. Especially, it attempted to investigate what service dimensions had an effect on the formation of service satisfaction and loyalty of the major consumers of the telecommunications service industry, the generation that the telecommunications service providers consider as the major source of profit. By doing so, it attempted to identify what marketing strategy was most effective and efficient to implement for each generation and make the strategic proposal for establishing the marketing strategy of the service provider targeting each generation. In general, service quality is stronger in its subjective characteristic than it is in objective characteristic because the quality of service, unlike general products, is difficult to evaluate objectively from the perspective of consumers, and consumers have the tendency to evaluate service quality through several attributes due to difficulty with its evaluation. As earlier mentioned, this study aimed to define through empirical analysis the service quality components each generation, the major target of marketing in the telecommunications service industry, perceived and investigate the relationship of the effect between customer satisfaction with service and the formation of the accompanying loyalty. To attain this goal, this study established the research hypothesis for consumers using the telecommunications service in Korea for empirical analysis and used SPSS for Windows 10.0 for statistical analysis. As a result, the following findings were obtained: First, it was found that the technical quality and functional quality telecommunications service consumers perceived was associated with service satisfaction. But it was found that only reliability and tangibility of the dimensions making up the functional quality had a significant relationship to service satisfaction. Especially, the so-called 2535 generation had the greater relationship to satisfaction compared to the otherenerations. This implies that the group of older people thought more importantly of the technicalquality of the service provider. And in terms of functional quality, the so-called 1318 generation thought more importantly of the tangibility of service and the 1924 generation and the 2535 generation thought relatively more importantly of reliability than the so-called 1318 generation. Second, the loyalty formed by service satisfaction in all the generations had a significant relationship to other-oriented solicitation and self-oriented retention. It was found that there was a relatively great difference in solicitation, the other-oriented loyalty, between the so-called 1924 generation and the other generations. And it was found that there was a relatively great difference in retention, the other-oriented loyalty, between the so-called 1924 generation and the other generations. That is, it was found that service satisfaction had a relatively less influence on the formation of loyalty in the 1924 generation than it did in the other generations.

연령에 따른 고객 만족도와 애호도 형성에 관한 연구: 이동통신 서비스를 중심으로

송균석(Song Kyun Seok),손원상(Sohn Won Sang) 건국대학교 경제경영연구소 2005 商經硏究 Vol.30 No.1

This study aimed to identify the service quality component of the telecommunications service industry that has rapidly grown for a short time and investigate what effect this service quality had on the formation of customer satisfaction and loyalty. Especially, it attempted to investigate what service dimensions had an effect on the formation of service satisfaction and loyalty of the major consumers of the telecommunications service industry. By doing so, it attempted to identify what marketing strategy was most effective and efficient to implement for each generation and make the strategic proposal for establishing the marketing strategy of the service provider targeting each generation. To attain this goal, this study established the research hypothesis for consumers using the telecommunications service in Korea for empirical analysis and used SPSS for Windows 10.0 for statistical analysis.

항공서비스의 마케팅 전략에 관한 연구

손원상 상명대학교 산업과학연구소 2000 産業科學硏究 Vol.- No.9

우리 나라 이동통신서비스의 마케팅 전략에 관한 연구

유영중,손원상 상명대학교 산업과학연구소 2000 産業科學硏究 Vol.- No.9