체인 호텔의 서비스 지향성과 F&B 종사원의 소진에 관한 연구

양정영(Yang, Jeong-yeong) 한국여행학회 2011 여행학연구 Vol.31 No.-

The purpose of this study is to examine moderation effects of service orientation in the relationship between strain and burnout. The analysis of data is as follow: Moderated regression analysis is used to examine the moderation effects of service orientation. First factors of strain (mental fatigue, satiation, stress sensations)have a positive effect on burnout In stress sensation, moderation effect of service orientation show that the bigger the service orientation is, the smaller the effect of stress sensations. Secondly, stress sensations have a positive effect on factors of burnout(depersonalization, personal accomplishment decrease, emotional exhaustion). Third, mental fatigue has a positive effect on factors of burnout (depersonalization, emotional exhaustion). Fourth, satiation has a positive effect on factor of burnout(depersonalization).

외식업의 사회공헌활동이 구매의도에 미치는 영향

양정영(Yang, Jeong-Yeong) 한국외식산업학회 2015 한국외식산업학회지 Vol.11 No.4

QSR에서의 쿠폰이용특성과 쿠폰상환에 관한 연구

양정영(Jeong-yeong Yang),조정흠(Jung-heum Cho) 한국여행학회 2005 여행학연구 Vol.23 No.-

The purpose of this study is to analyze the university students and the salaried class behavior upon using coupons a reaction on coupon redemption in QSR(Quick-service Restaurants) and on the basis of this analysis, to give some information to QSR(Quick-service Restaurants) marketers who want to develop coupon system. A random sample of 320 university students and the salaried class participated in the study. Descriptive statistics, frequence analysis, crossing analysis and multiple regression by the SPSS/PC 13.0 statistical package are used for the empirical analysis. Results indicate that university students and the company salaried class preference of eating out restaurants is not distinguished by then-sex, age and group. And there is no difference between the preference coupon by sex and group but distinguished by age. Moreover, the following variables for coupons redemption behaviors influencing in QSR, turned out to influential correlation; the coupon proneness, value consciousness and the period of coupons redemption.

문화관광에서의 체험마케팅 활용방안

양정영(Jeong-Yeong Yang),손선미(Seon-Mi Son) 한국여행학회 2002 여행학연구 Vol.16 No.-

The purpose of this study is to provide a strategic framework for cultural . tourism marketing with a new approach based on Experiential Marketing. Also, I would like to discuss the cultural tourists' expectation of the cultural tour and psychological preference factors in their experience at the tourist's destination. The results from this analysis are described as follows: First, cultural tourists show three characteristics; they are experts, high incomers and ones with high interest in learning and experience. Second, marketing can be provided through the cultural tourism with contribution to the society. The cultural festival(for act) is advertised to the students and young people. For the cultural tourists who prefer Relate factors, marketers have to develope a communication program between tourists and residents/themselves. Marketers have to research the method of stimulating human physical five sense. Feel marketers have to provide romantic experiences or memories to the cultural tourists. Third, the ultimate goal of Experiential Marketing is to create holistic experience that integrate individual experiences. Tourist satisfaction with various kinds of motivation can influence the whole fields of cultural tourism.

일반한식점의 식사경험에 따른 고객만족이 몰입, 충성도에 미치는 영향

양정영(Jeong Yeong Yang),김미자(Mi Ja Kim) 한국관광연구학회 2013 관광연구저널 Vol.27 No.5

The purpose of this study is to provide implications for increasing customer loyalty. The results of the analysis of the causal relationship between meal experience, customer satisfaction, customer commitment, customer loyalty are as follows: First, it is presented that service quality, meal quality, and price fairness have a positive impact on customer satisfaction. Second, customer satisfaction has a positive impact on customer loyalty and customer commitment (only affective commitment). Finally, there is the mediation effect of affective commitment between customer satisfaction and loyalty. Based on the results of the above analysis, Managerial implications for enhancing customer loyalty in the Korean style restaurant are as follows: First, managing customer satisfaction; Service quality, food quality, and price fairness are the major influence factors on customer satisfaction. In food quality, the process control of taste, freshness, temperature, presentation of food should be carried out continuously. In service quality, it is necessary to form the individual empathy, to provide a rapid response, to provide accurate and clean service. In price fairness, the rational price policy depending on the overall meal experience should be presented. Second, managing customer commitment; in affective commitment, through providing friendly response and elastic service, and checking customers` emotional state, the managers can make customers have a perception of affective commitment.

일반한식업의 사회공헌활동 영향요인과 구매의도에 관한 연구

양정영 ( Yang Jeong Yeong ),신상준 ( Sang Jun Shin ) 대한관광경영학회 2014 觀光硏究 Vol.29 No.5

본 연구의 목적은 독립 일반한식업을 대상으로 사회공헌활동(결식아동지원사업)의 영향요인인 공익-기업 적합성과 외식고객의 공익관여도, 사회공헌활동에 대한 고객 태도, 외식기업에 대한 고객 태도, 구매의도 간의 인과관계를 규명함으로써, 일반 한식업의 사회공헌활동 기획과 실행을 위한 시사점을 제시하는 것이 연구목적이며, 이를 위해 이론연구와 실증연구를 병행하였다. 실증분석결과 첫째, 공익연계마케팅모형에 있어서는 독립 일반한식업이 수행하는 공익활동과 기업 간의 적합성이 클수록 공익연계마케팅에 대해 긍정적 태도를 형성하며, 공익연계마케팅에 대한 긍정적 태도는 기업에 대한 긍정적 태도를 형성함으로서 구매의도를 제고하는 것으로 나타났다. 둘째, 자선활동모형에 있어서는 공익-기업 적합성과 공익관여도가 클수록 자선활동에 대해 긍정적 태도를 형성하는 것으로 나타났으며, 자선활동에 대한 긍정적인 태도는 긍정적인 기업태도를 형성시킴으로서 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 이상의 가설검증결과를 바탕으로 일반 한식업의 사회공헌활동의 기획과 실행에 대한 시사점을 제시하면, 첫째, 일반 한식업의 특성과 공익 간의 적합성이 높은 사회공헌활동을 기획하는 것이 필요하다. 일반 한식업의 생산기술 또는 식음료 상품을 통해 사회적 기여를 할 수 있는 것으로는, 결식아동지원활동, 독거노인 무료 식사제공 활동 등이 있을 것이다. 수행방법에 있어서는 공익연계마케팅과 자선활동을 연계하여 실시하는 것이 고려될 수 있다. 둘째, 외식고객의 공익관여도가 높을수록 일반 한식업의 자선활동에 대한 긍정적 태도를 형성하기 때문에, 기업의 자선활동에 대한 필요성 및 의미성을 어필하기 위한 노력이 필요하다. 셋째, 소규모 일반 한식점들이 사회공헌활동에 참여하는 것은 현실적으로 어려운 일이지만, 사회공헌활동을 통해 형성된 한식점에 대한 긍정적 태도는 구매의도 형성에 긍정적인 영향을 미치므로 전향적인 측면에서 사회공헌활동을 고려해 보아야 할 것이다. 넷째. 공익연계마케팅의 경우 공익에 대한 기여뿐만 아니라, 직접적인 판매촉진 도구로 활용될 수 전술적 수단으로 활용될 수 있으며, 자선활동은 장기적인 측면에서 긍정적인 기업태도를 형성시키는 전략적 수단으로 고려되어야 할 것이다. The purpose of this study is to provide implications for planning and application of corporate social responsibility in Korean style restaurant. The results of the analysis of the causal relationship between cause-company fit, cause-involvement, CSR(corporate social responsibility: cause-related marketing, philanthropy activities) attitude, corporate attitude, purchase intention are as follows:First, it is presented that cause-company fit has a positive impact on CSR attitude(CRM and PA) and cause-involvement has a positive impact on PA attitude. Second, CSR attitude has a positive impact on corporate attitude. Finally, corporate attitude has a positive impact on purchase intention. Based on the results of the above analysis, implications for planning and application of corporate social responsibility are as follows:First, because the high cause-company fit has a positive impact on CSR attitude, it is necessary to plan the CSR activities of the high cause-company fit. Second, to increase the cause-involvement, the effort to appeal to customer on the needs and meaningfulness of the CSR activities is needed. Finally, because CSR activities have a positive impact on corporate attitudes, and purchase, it is necessary to utilize CSR activities as the PA strategies and CRM tactics for the continuous competitiveness in Korean style restaurant.

커피전문점 이용고객의 충성도, 습관적 이용이 반복적 이용에 미치는 영향

양정영(Jeong Yeong Yang),김태희(Tae Hee Kim) 한국관광연구학회 2013 관광연구저널 Vol.27 No.6

The purpose of this study is to provide implications for increasing customer`s repetitive use of the coffee shops. The results of the analysis of the causal relationship between use-experience, customer satisfaction, customer loyalty, habitual use and repetitive use are as follows: First, it is presented that coffee product quality, use atmosphere and price fairness have a positive impact on customer satisfaction. Second, customer satisfaction has a positive impact on customer loyalty and customer`s habitual use. Third, customer loyalty and customer`s habitual use have a positive impact on customer`s repetitive use. Finally, there is the moderate effect of involvement between customer loyalty, habitual use and repetitive use. In low involvement group, habitual use has a more impact on repetitive use than customer loyalty. Based on the results of the above analysis, first, the scientific implications on repetitive use are as follows: Repetitive use in the coffee shops results from customer loyalty and habitual use. In other words, generally, coffee product is known as low-involvement product, but the coffee product has the feature of high-involvement like customer loyalty as well as low-involvement like habitual use. It is because the coffee product is perceived as hedonic product. Second, the managerial implications for enhancing repetitive use are as follows: ⅰ)The system for intensifying repetitive customer satisfaction is necessary. To do this, management and continuous quality improvement of the quality of coffee products (taste, smell, temperature) is required. Flexible operation of the atmosphere/ambience as well as the maintenance of price fairness is important. ⅱ)To improve customer loyalty, it is necessary to develop the strategies of customer commitment. ⅲ)Strategy of converting low-involvement of habitual use to high-involvement is required.

커피전문점 이용경험에 따른 만족이 행위의도에 미치는 영향

양정영 ( Jeong Yeong Yang ),김태희 ( Tae Hee Kim ),신상준 ( Sang Jun Shin ) 대한관광경영학회 2013 觀光硏究 Vol.28 No.5

본 연구의 목적은 커피전문점 이용 고객의 만족에 영향을 미치는 선행요인인 이용경험을 밝히고, 이용경험과 행위의도 간에 있어 고객만족의 매개성을 규명함으로써 이론적·관리적 시사점을 제시하는 것이다. 분석결과는 다음과 같다. 첫째, 커피전문점의 이용환경, 가격공정성, 커피상품품질의 순으로 고객만족에 유의한 정의 영향을 미치는 것으로 나타났으며, 고객만족은 행위의도에 유의한 정의 영향을 미치는 것으로 나타났다. 둘째, 커피상품품질 및 가격공정성과 행위의도 간에는 고객만족의 완전매개효과가 있는 것으로 나타났으며, 이용환경과 행위의도 간에 있어서만 부분매개효과가 있는 것으로 나타났다. 셋째, 커피전문점 이용고객들의 선택요인에 있어서는 커피의 맛과 향, 매장분위기, 접근성, 가격 등으로 순으로 나타났다. 이상의 실증분석결과를 바탕으로 이론적 시사점에 있어서는 첫째, 본 연구에서 커피전문점 이용 고객의 만족에 이용환경, 가격공정성, 커피상품의 품질이 주요 선행요인으로 나타난 반면, 기존의 선행연구들에서 제시해 온 서비스품질의 영향은 유의하지 않았다. 둘째, 커피전문점 이용경험과 행위의도 간에 있어서도 고객만족의 매개효과가 우세하게 나타남에 따라 고객만족이 행위의도를 설명하는 중요한 변수임을 확인할 수 있었다. 관리적 시사점에 있어서는 첫째, 커피전문점 이용경험을 제고하기 위한 전략. 둘째, 기획된 브랜드마케팅 전략. 셋째, 주요 수요시장의 욕구에 부합되는 마케팅 커뮤니케이션 전략이 필요하다. The purpose of this study is to provide implications for increasing customer satisfaction of the coffee shops, through the analysis of the causal relationship between use experiences, customer satisfaction, behavior Intention. The results of the analysis are as follows: First, it is presented that coffee product quality, use atmosphere and price fairness have a positive impact on customer satisfaction. Second, customer satisfaction has a positive impact on behavior Intention. Third, there are the complete mediated effects of customer satisfaction between coffee product quality, price fairness and behavior Intention. And there are the partial mediated effects between atmosphere and behavior intention. Finally, Factors in choice of coffee shop, customers think the flavor/aroma of the coffee, store atmosphere, accessibility, and price are important. Based on the results of the above analysis, first, the scientific implications are as follows: 1) The coffee product quality, atmosphere, price fairness are found to be the antecedents of customer satisfaction. 2) Because the dominant mediated effects of satisfaction, customer satisfaction is reasonable to describe the behavior intention. Second, the managerial implications are as follows: 1) The strategies to enhance the use experience are required. 2) Brand marketing strategies are needed. 3) To meet market needs, brand communication strategies are needed.

프랜차이즈와 체인 커피전문점의 이용경험에 따른 고객만족이 몰입, 충성도, 반복적 이용에 미치는 영향

양정영(Jeong Yeong Yang),김태희(Tae Hee Kim),김미자(Mi Ja Kim) 한국조리학회 2013 한국조리학회지 Vol.19 No.5

The purpose of this study was to examine the formation of customer`s repeated use that is real long-term commitment in franchise/chain coffee shops. 457 effective samples were analyzed using PASW 18.0 and AMOS 18.0. The results of the analysis of the relationships between user experience, customer satisfaction, customer commitment and repeated use are as follows. First, it was presented that atmosphere, price fairness and coffee product quality had a positive impact on customer satisfaction. Second, customer satisfaction had a positive impact on customer commitment and repeated use. Finally, there was the mediating effect of continuous commitment between customer satisfaction and repeated use. Based on the results of the above analysis, the managerial implications for increasing repeated use of coffee shops are as follows. First, the strategy for enhancing performance of user experience is to try to improve atmosphere(facilities, ambient/lighting), price fairness, coffee product quality(taste, flavor, temperature). Second, the strategy for forming repeated use is to enhance customer commitment(affective commitment, continuous/normative commitment).

여행사 브랜드 이미지 제고 전략

양정영(Jeong-yeong Yang),이상봉(Sang-Bong Lee) 한국여행학회 2006 여행학연구 Vol.25 No.-

This research presents current issues of Promoting image of an enterprise and image building strategic through "H Tour" Case study. Finally, it gives a description of study limitation and further study direction. As a result of research, reason of business success of "H Tour" 's business image promoting can be summarized as " TO be Chosen company by inner-customers, Chosen company by external-customers, Chosen company by cooperation business and an affiliated concern. And Chosen company by the society. In other words, main factor of success of H tour is that satisfaction from the customers and producing of differential tour package and social responsibility of an enterprise.