PCSI지수와 수정-IPA를 이용한 항만물류 서비스품질 개선에 관한 연구

송선옥(Sun-Yok, SONG) 한국무역상무학회 2021 貿易商務硏究 Vol.89 No.-

대다수의 선행연구는 일원론적 시각에서 항만물류 서비스품질과 사용자 만족도와의 관계 내지 업무 효율성(성과)과의 관계에 초점을 맞춰 연구가 진행된 관계로 서비스 품질 제고의 중요성을 강조하고는 있으나 실무적 차원에서 어떠한 서비스품질이 중요한지와 고객만족 향상을 위해서 어떤 품질을 우선 개선대상으로 삼아야 하는지에 대한 구체적인 근거를 제시하지는 못하였다. 본 연구에서는 Kano의 이원론적 관점에서 항만물류 서비스품질 속성을 분류하고 Timko의 고객만족계수(BW), 잠재적 고객만족 개선지수(PCSI Index), Vavra의 수정-IPA모형을 적용하여 항만물류서비스 이용고객의 만족도 향상을 위한 중요 품질속성과 중점적인 개선 관리가 필요한 품질속성을 실증분석을 통해 규명하였다. This study classified attributes of port logistics service quality with the Kano model which adopts dualistic viewpoint, and examined quality attributes we should focus on to improve service qualities by applying Timko"s customer satisfaction coefficient(BW), PCSI Index, and revised IPA model. This study used 106 valid data secured from the survey. The findings of empirical analysis can be summarized as follows. First, based on the Kano model, this study classified port logistics service quality into 6 attractive qualities, 4must-be qualities, and 13 one-dimensional qualities. In the re-test classification using Timko"s customer satisfaction coefficient(BW) revealed the same results. Second, the analytical results of improvement priorities using PCSI Index showed that 2 quality attributes out of 6 attractive qualities and 3 quality attributes out of 13 one-dimensional qualities were ranked as Top 5 improvement priorities. While Keno prioritizes attractive quality attributes as objects of improvement, empirical analysis of this study discovered that attractive quality attributes should not necessarily be prioritized as objects of improvement, Third, classification of port logistics on quadrants using the revised IPA model of Vavra (1997) showed the followings: The first quadrant is the area of (important) performance factors which become improvement priorities. It included 11 attributes of one-dimensional quality; The second quadrant is the area of excitement factors where, if a quality is not fulfilled, customer is not very dissatisfied, but, if it is fulfilled, customer"s satisfaction rises sharply. This quadrant included all the attractive qualities; The third quadrant is the area of (unimportant) performance factors where, even if a service quality is improved, it does not greatly affect customer satisfaction, and so we can adopt low-priority strategies. It included 2 one-dimensional qualities; The forth quadrant is the area of basic factors where, if any of the qualities is improved, customer satisfaction does not rise much, but, if it is not fulfilled, customer dissatisfaction goes up sharply. It included 4 must-be qualities and 2 one-dimensional qualities. Given that most of existing researches on service qualities of port logistics have not treated what service qualities we should focus on and how to improve them, this research is significant in the sense that it examined the priorities of service quality improvement through empirical analysis. However, it has limits in the sense that, as there is no existing research on PCSI index and revised IPA related with service qualities of port logistics, it only discussed existing researches on them in other industries. Thus, it is necessary to develop proper models to measure service qualities of port logistics through continuous researches on them. In addition, as this study used only Korean shipping companies as the targets of analysis, it is also desirable to do comparative analysis by including foreign shipping companies in addition to Korean ones in future studies.

Kano-IGA 통합접근법을 이용한 전자통관 서비스 품질의 평가에 관한 연구

송선옥(Sun-Yok Song) 한국산학기술학회 2019 한국산학기술학회논문지 Vol.20 No.10

본 연구는 국가 관세행정 종합정보 시스템인 UNI-PASS의 서비스품질을 평가함에 있어 Kano모형과 Timko의 BW계수, Tontini et al.의 개선갭분석(IGA)을 적용하여 전자통관서비스(UNI-PASS) 품질속성들을 비교 검토하고, 전자통관서비스 이용 고객들의 만족도를 높이기 위해서는 어떠한 품질 속성에 집중해서 서비스 품질을 제고해야 하는지를 규명하였다. 분석결과, 전자통관서비스 품질 속성의 분류에서는 Kano, Timko, IGA모형 모두가 공통된 4가지 품질속성인 매력적품질, 일원적품질, 당연적품질, 무관심품질로 분류되었다. Kano-IGA 통합접근법을 이용한 결과에서 일원론품질의 경우 개선이 시급한 1사분면 영역에 포함되었고, 당연적품질은 중점적인 유지관리가 필요한 영역인 2사분면에 포함되었다. 무관심품질은 Care free 영역인 3사분면에 그리고 매력적품질은 경쟁우위 영역에 해당하는 4사분면에 포함되었다. 본 연구는 선행연구와는 달리 전자통관서비스 품질속성을 일원론적 관점이 아닌 이원론적 시각에서 Kano모형에 의거 서비스품질 속성을 분류하였고, 더불어 Kano, Timko, 개선갭분석(IGA)을 종합적으로 적용하여 각각의 품질속성의 분류결과가 일치하는지와 영역별 개선우선순위와 영역내 개선 우선순위를 검토하였다는 점에서 의의가 있다. 그러나 실증분석에 사용된 표본의 업종이 일부 특정 업종(일반기계 및 장비류, 전기전자제품류)에 편중되어 있다는 점에서 연구결과를 일반화하는 데는 조심스런 해석이 요구된다. 향후 연구에서는 산업별, 업종별 비교분석이나 기업의 규모나 사용기간을 중심으로 분석해 보는 것도 의미가 있을 것이다. 그리고 설문문항의 측정척도는 리커트 5점 척도 보다는 7점 척도를 사용하여 판별력을 높이는 것도 바람직 할 것으로 사료된다. This paper reports a comparative review of the service quality attributes of Electronic Customs Clearance (UNI-PASS) by applying the Kano model, Timko"s BW coefficients, and IGA model, as reported by Tontini et al. in terms of a service quality evaluation of electronic customs clearance as the comprehensive national customs administration information system. In addition, this study examined which quality attributes should be focused on to improve the service quality and enhance customer satisfaction using the electronic customs clearance service. The Kano, Timko, and IGA models were classified into the four common quality attributes: attractive quality, one-dimensional quality, must-be quality, and indifferent quality. Because the integrated approach was used, one-dimensional quality was included in the area for critical improvement, while the must-be quality was included in the area for intensive maintenance. In addition, the indifferent quality was included in the area of carefree, while the attractive quality was included in the area of competitive advantage.

지각된 위험이 수입대행쇼핑몰 재이용의도에 미치는 영향

송선옥(Sun-Yok SONG),방극봉(Keuk-Bong BANG),김중석(Jung-Sok KIM) 전북대학교 산업경제연구소 2011 아태경상저널 Vol.3 No.1

본 연구는 수입대행쇼핑몰을 이용하는 글로벌 소비자가 증가하고 이에 대한 관심과 중요성 인식이 커져가고 있는 상황에서 수입대행쇼핑몰의 이용의도에 영향을 미치는 요인들을 파악하였다. 선행연구 고찰을 통해 수입대행쇼핑몰 재이용의도에 영향을 미치는 요인으로 정보기술수용모델인 TAM의 인지된 유용성과 사용의 용이성 변수, 그리고 네 가지 지각된 위험요인 변수(정보유출위험, 성과위험, 금전적위험, 시간손실위험)를 도출하였고, 각 요인들과 재이용의도와의 영향관계를 실증분석 하였다. 분석결과를 살펴보면 첫째, TAM모형의 인지된 유용성과 사용의 용이성은 수입대행쇼핑몰의 재이용의도에 유의한 영향을 미치는 결과를 보임으로써 수입대행쇼핑몰에 대한 유용성과 사용의 용이성을 높게 인식할수록 재이용의도가 높게 나타났다. 둘째, 지각된 위험요인들 중 성과위험과 금전적 위험, 시간손실위험은 수입대행쇼핑몰의 재이용의도에 유의한 영향을 미치는 결과를 보였는데, 제품구매과정에서 소비자들이 금전적 위험과 성과 및 시간손실 위험을 높게 지각할수록 수입대행쇼핑몰 재이용의도는 낮아지는 결과를 보였다. 반면 정보유출위험의 경우 재이용의도에 유의한 영향을 미치지 않는 결과를 보였는데, 이는 본 연구의 표본이 수입대행쇼핑몰을 통한 제품구매 경험이 있는 소비자를 대상으로 하였고, 제품 구매과정에서 다른 3가지 위험요인(성과위험, 금전적위험, 시간손실위험)들과는 달리 정보유출위험은 구매의사결정에 직접적 연관성이 적기 때문인 것으로 해석된다. Import Agency Service Shopping Mall, which provide customers not only with convenient shopping experiences but also with purchasing, warehousing, shipping, and customs clearance services, have been playing a significant role in rapid transforming Korean consumers into global consumers. The consumers’ great demand for foreign goods(services) recognized Import Agency Service Shopping Mall(referred to hereafter as IASSM as a new business model of distribution and consumption, which seems to grow rapidly. The objective of this paper is to examine the definition of perceived risk in the context of IASSM and then develop a model based on the new taxonomy for the consumer’s perceived risk. Based on the four type of perceived risk(leakage of information risk/performance risk/financial risk/time loss risk), the proposed model explain the factors influencing the consumer’s intention to reuse in IASSM, which included ease of use and usefulness. The empirical analysis had the following results. First, the ease of use and usefulness were significant factors of the intention to reuse in IASSM. Second, it reveals that financial risk, performance risk, and time loss risk have significant influence upon IASSM. On the other hand, leakage of information risk are not significant variable of the intention to reuse in IASSM.

貿易 e-Marketplace에 대한 使用者 抵抗에 관한 硏究

송선옥(Song Sun Yok),박규영(Park Kyu Young),오가영(Oh Ka Young) 한국무역상무학회 2006 貿易商務硏究 Vol.29 No.-

The almost studies that is related to an e-Trade and an e-Marketplace only have been focused on the diffusion and acceptance since the innovation was adopted in markets. The existing studies failed to notice the resistance of innovation in the course of accepting innovation. The resistance of innovation, however, is not the contrary concept of acceptance, it is should be understood as a construct which can explain the course of the diffusion and acceptance. This study will be analysed as follows: First, nevertheless the resistance of users is important, it couldn't be presented systematically through acceptance of innovation, accordingly the concept of resistance of innovation will derive concept from review of literature researched on prior researches. Second, the factors which can be affected to the resistance of innovation of the main trade firms which use the e-Marketplace will draw. Third, we identify some of determinants that can affect to resistance of user by empirical study, also we investigate how participation can be affected by using a contingency variable. The independent variables used through researched review are the characteristic factors of trade e-Marketplace which was consisted of relative advantage, suitability and complexity, the characteristic factors of trade firms which was consisted of propensity of innovation and attitude, and the characteristic of service quality which was consisted of reliability and reaction. This research also examines the association between independent variables and the resistance of user(dependent variable) by using a variable on participation of user(moderator variable). The sample surveys for this study have been used 109, this study was analysed by the SPSS 12.0 of statistical tool. According to the proved hypothesis there are three important factors which affected the resistance of user. One factor was the relative advantage and complexity from the point of view on the trade firms characteristics of e-marketplace, another factor was the propensity of innovation from the point of view on the trade firms factors, the third factor was the reliance from the point of view on the service quality factors. The results also provided that relative advantage and suitability among the characteristics of e-Marketplace and the reliability among the service quality characteristics have moderated in the moderated regression which was tested the association independent variables and dependent variables while participation of user was using for contingency variable.

수입대행쇼핑몰의 제품 특성과 소비자 특성이 제품태도 및 구매의도에 미치는 영향

송선옥(Song, Sun-Yok) 한국산학기술학회 2016 한국산학기술학회논문지 Vol.17 No.1

본 연구에서는 선행연구의 검토를 통해 첫째, 수입대행쇼핑몰에서 취급하는 제품에 대한 태도와 구매의도에 영향을 미칠 수 있는 특성 변수(제품 특성, 소비자 특성)를 도출하여 영향관계를 파악하였으며 둘째, 지각된 위험을 조절변수로 투입 하여 제품에 대한 태도와 구매의도와의 관계에서 조절역할을 규명하였다. 셋째, 이상의 연구결과가 의미하는 시사점을 근거 로 수입대행쇼핑몰 운영에 영향을 미칠 수 있는 특성변수를 효율적으로 관리할 수 있는 기초자료를 제공하고자 하였다. 설문조사를 통해 수집한 126개의 유효응답 자료를 SPSS 23.0통계패키지를 이용하여 실증분석 하였으며, 분석결과를 요약하 면 다음과 같다. 첫째, 수입대행쇼핑몰에서 취급하는 제품에 대한 태도에 영향을 미치는 요인은 국가 이미지와 소비자의 혁신 성향, 가격지각이었으며, 브랜드 이미지는 유의하지 않았다. 둘째, 수입대행쇼핑몰에서 취급하는 제품에 대한 태도는 구매의 도에 유의한 영향을 미쳤으며, 셋째 지각된 위험(경제적 위험, 제품성능 위험, 프라이버시 위험)은 제품에 대한 태도와 구매의 도와의 관계에서 부분적으로 조절변수 역할을 한다는 것을 확인하였다. This study, through a review of advanced research, first, examined the attitudes to products traded in import agency shopping malls and the characteristic variables(product characteristic, customer characteristic) that influence the purchasing intention to understand influencing relationship. Second, the role of adjustment in the relationship between the attitude to the products and the purchasing intention was examined by putting the perceived risk to the moderating variables. Third, efficient controllable basic data in the characteristic variables capable of influencing the management of and import agency shopping mall based on the implications was obtained from the above research result. The 126 responses collected from a questionnaire were analyzed using the SPSS 23.0 statistics package, and the analysis result can be summarized as follows. First, the main cause that influences the attitude of treated products in an import agency shopping mall is the country of origin, national image, innovativeness and price perception, not the brand image. Second, the attitude of the products influences the purchasing intention of the import agency shopping mall. Third, the perceived risk partially plays a role as a moderating variable in the relationship between the attitude of products and the purchasing intention.

통합기술수용이론(UTAUT) 기반 uTradeHub 서비스의 사용자 수용모형에 관한 연구

송선옥(Sun-Yok Song) 한국산학기술학회 2017 한국산학기술학회논문지 Vol.18 No.8

무역 분야의 혁신 정보기술인 uTradeHub는 국가 전자무역 통합서비스로서 중소무역업체를 포함한 무역거래당사자들이 추가적인 투자 없이 인터넷을 통해 마케팅, 상역, 외환, 통관, 물류, 대금결제에 이르는 모든 무역 업무를 단절 없이 원스톱으로 처리할 수 있는 서비스를 제공하고 있지만 사용자의 불만이나 외면으로 방치되거나 지속적인 사용이 뒷받침되지 못함으로 인해 그 활용도가 높지 않은 편이다. 이에 본 연구에서는 uTradeHub 사용이 확산되고 있는 시점에서 통합기술수용 이론에서 사용된 변인(성과기대, 노력기대, 사회적 영향, 촉진기반)을 uTradeHub의 지속적 사용에도 적용가능한지 이론적 틀을 검증하였다. 또한 이들 간의 관계에서 사용자 만족(매개효과)과 CEO지원(상호작용효과)의 역할을 규명해 봄으로써 uTradeHub 운영 전략 수립에 도움이 되는 기초자료를 제공하고자 하였다. 설문조사를 통해 회수된 응답지 총101부를 실증분석(SPSS 24.0) 자료로 활용하였으며, 연구결과는 다음과 같다. 첫째, 통합기술수용요인이 사용자 만족에 미치는 영향관계(H1)에서는 성과기대, 노력기대, 사회적 영향만이 사용자 만족에 유의한 영향을 미쳤고, 촉진기반은 유의하지 않았다. 둘째, 사용자 만족이 uTradeHub의 지속적인 사용에 미치는 영향관계(H2)에서는 유의한 결과를 보였다. 셋째, 사용자 만족의 매개효과 검증(H3)에서는 성과기대, 노력기대, 사회적 영향이 사용자 만족을 거쳐 지속적 사용에 영향을 미치는 완전매개효과를 보였다. 넷째, CEO지원의 상호작용 효과 검증(H4)에서는 성과기대와 사회적 영향이 사용자 만족에 미치는 영향관계에서만 상호작용 효과가 나타났다. This study examines whether the variables used in the Unified Theory of Acceptance and Use of Technology(performance expectancy, effort expectancy, social influence, and facilitating conditions) is applicable to continuous usage of uTradeHub at atime of expansion in the use of uTradeHub. In addition, the role of user satisfaction(mediating effect) and CEO support(interaction effect) in the relationship is identified attempting to provide basic data to help uTradeHub management strategy establishment. A total of 101 valid responses collected through questionnaires were used for empirical analysis(using SPSS 24.0), and the results are as follows. First, forthe effect of the integration technology acceptance factor on user satisfaction(H1), only performance expectancy, effort expectancy, and social influence were significant, but facilitating conditions was not significant. Second, forthe effect of user satisfaction on the continued use of uTradeHub(H2), there was a significant result. Third, the mediation effect on verification of user satisfaction(H3) was full where performance expectancy, effort expectancy, and social influence prompted continuous usage through user satisfaction. Fourth, for interactive effect verification of CEO support(H4), an interaction effect was shown only in the influence relationship of performance expectancy and social influence on user satisfaction.

uTradeHub 수용요인이 시스템 유용성과 사용자 만족도에 미치는 영향

송선옥(Song, Sun-Yok) 한국산학기술학회 2014 한국산학기술학회논문지 Vol.15 No.5

본 연구는 2008년 중반 이후 중소기업의 수출입 업무에 uTradeHub시스템이 도입된 이래 해당 시스템의 유용성과 사용자 만족도를 점검한다는 차원에서 ⅰ)uTradeHub수용요인에 따른 시스템의 유용성과 사용자 만족도에 영향을 미치는 요인을 파악하고,ⅱ)시스템의 유용성이 사용자 만족도에 미치는 영향관계를 분석함으로써 향후 uTradeHub시스템을 도입 하고자 하는 무역업체가 시스템 도입과정에서 간과하기 쉬운 uTradeHub의 수용요인을 효율적으로 관리하여 도입한 시스템 의 성과를 최대화할 수 있도록 도움을 주고자 하였다. 설문조사를 통해 수집한 112개의 유효응답 자료를 SPSS19.0통계패키지를 이용하여 실증분석 하였으며,분석결과는 다음과 같다.첫째,시스템의 유용성에 유의한 영향을 미치는 uTradeHub수용요인으로는 상대적 이점,사용의 편리성,업무적합성, CEO의 지원,IT인프라 성숙도,교육/훈련 정도 등이었다.둘째,사용자 만족도에 영향을 미치는 uTradeHub수용요인으로는 상대적 이점,업무적합성,CEO의 지원,IT인프라 성숙도,교육/훈련 정도 등이었다.셋째,시스템의 유용성은 사용자 만족도 에 유의한 영향을 미치는 결과를 보였다. This research herein aims to assist maximizing performance of introduced systems by managing the acceptance factor of uTradeHub that is easily overlooked in the system installation process by trading companies aiming to install uTradeHub system in future by conducting the two following things: ⅰ) grasping factors affecting system usefulness and user satisfaction derived from uTradeHub acceptance factor, and ⅱ) analyzing the effect relationship of system usefulness on user satisfaction at an inspection level of system usefulness and user satisfaction, since the uTradeHub system introduced for mid- and small-sized trading companies in export and import works in mid-2008. Proof analysis was conducted by using SPSS 19.0 statistic package on data of 112 effective responses collected through questionnaire surveys, whose results are as follows. First, the uTradeHub acceptance factors having a significant effect on system usefulness are relative advantage, easy of use, task adaptedness, support of CEO, maturity of IT infrastructures, and degree of education/training. Second, the uTradeHub acceptance factors having an effect on user satisfaction are relative advantages, task adaptedness, support of CEO, maturity of IT infrastructures, and degree of education/training. Third, system usefulness showed a significant effect on user satisfaction.

전자무역 도입 요인에 관한 연구

송선옥(Sun-Yok Song) 한국인터넷전자상거래학회 2001 인터넷전자상거래연구 Vol.1 No.2

The rapid expansion of internet makes the most of companies change their paradigm of management, and it enable them to use e-Trade instead of the traditional off-line channel. Most of companies and conutries recognize it as inevitable changes for the increase of their own competitive, and are willing to adopt the e-Trade system, therefore it seems to be increased in the future.<br/> <br/> In this paper, it is focused to analyze the factors affecting the adoption of e-Trade. In order to conduct this study, I did build. the model consisted of environmental factors, innovational factors, organizational factors, inter-organizational factors and strategic factors, and verify it.<br/> <br/> It is hoped that the result of this empirical study will render great service to the expansion and practical use for the most of trading companies.

貿易情報技術의 受容段階別 革新抵抗에 관한 硏究-貿易 e-Marketplace를 中心으로-

송선옥(Song Sun Yok) 한국무역상무학회 2005 貿易商務硏究 Vol.25 No.-

Innovation resistance toward technology products such as e-Marketplace is an important concept in business to business marketing. But most of researches and literatures have not been focused on innovation resistance. Therefore, the objective of this paper is to confirm key factors that effects on the innovation resistance. Additionally this study will be revealed the factors affecting the innovation resistance to information technology of trade according to adopting stage. Based on the past literatures, the innovation resistance of users can be viewed as dependent on two sets of factors came from the study of Innovation Resistance Model(Ram, 1987):perceived innovation(e-Marketplace) characteristics and user(trading company) characteristics. Perceived innovation characteristics consists of relative advantage, compatibility, perceived risk, complexity, inhibitory effect on the adoption of profitable innovation. The user characteristics consist of innovativeness, beliefs and attitude toward existing trade method. And user adoption stage came from the study of Innovation Diffusion(Roger, 1995). To make it simple, this study divides group1(knowledge/persuasion/decision) and group2(implementation/confirmation). In the result of the empirical study, the hypothesis 1, hypothesis 2, hypothesis 4 were supported partially and hypothesis 3 was completely supported.

電子貿易 代金決濟시스템에 관한 比較硏究

송선옥(Song Sun-Yok) 한국통상정보학회 2001 통상정보연구 Vol.3 No.1