한국과 중국 인터넷 쇼핑몰에서의 e-Satisfaction 결정요인과 결과요인에 대한 비교 연구

윤남수 ( Nam Soo Yoon ),배영금 ( Yong Qin Pei ),박종현 ( Jong Hyun Park ),이용기 ( Yong Ki Lee ) 한국고객만족경영학회 2011 고객만족경영연구 Vol.13 No.1

본 연구는 한국과 중국의 인터넷 쇼핑몰 이용자들을 대상으로 소비자만족 결정요인들이 전반적 품질, 전반적 만족, 그리고 충성도에 미치는 영향에 대한 구조관계를 분석하였다. 이를 통해 국가(한국/중국)간 차이점을 밝히고, 한국기업의 중국 인터넷 쇼핑몰 시장 진출에 따른 마케팅 전략수립에 도움을 주고자 하였다. 연구결과를 요약하면 다음과 같다. 첫째, 한국과 중국은 보안 요인과 검색용이성 요인이 전반적 품질지각에 긍정적 영향을 미치는 반면, 제품정보 요인은 한국에서만 긍정적인 영향을 미치는 것으로 나타났다. 이는 중국의 인터넷 쇼핑몰이 초기 성장단계에 머무르고 있으며 소비자 피해가 빈번하여 이용자들이 웹사이트 자체의 제품정보를 신뢰하지 않고 있다는 것을 보여주는 것이다. 둘째, 한국에서는 검색용이성 요인이 전반적 만족에 유의한 영향을 미치는 반면, 중국은 보안 만족요인이 영향을 미치는 것으로 나타났다. 따라서 한국은 편리한 화면 인터페이스, 빠른 검색경로 등 검색 용이성을 높이는 작업이 필요하며, 중국의 경우는 다양한 보안기술 적용과 보안에 대한 법적 제도 구축 등 보안요인을 강화하는 전략이 필요함을 시사하고 있다. 셋째, 전반적 만족에서 한국과 중국 소비자 간 집단차이가 나타났는데, 한국 인터넷 쇼핑몰 이용자는 중국보다 검색용이성 요인을 더 중요시하는 것으로 나타났으며, 중국 인터넷 쇼핑몰 이용자는 한국보다 보안요인을 더 중요시하는 것으로 나타났다. 따라서 중국에서 인터넷 쇼핑몰을 운영할 때는 한국에서 보다 보안을 더욱 강화시키는 전략이 필요하다. This study examines the structural relationships between internet shoppers` customer satisfaction, overall quality, satisfaction, and loyalty in Korea and China context. In addition, this research identifies that determinants of customer satisfaction of internet shopping mall, which impact overall quality and satisfaction, are different in Korea and China, It helps building global marketing strategy by analyzing these differences between the countries. The implications of research results are as following. First, the research shows security, easy browse, and product information have positive effects on overall quality perception in Korean shopping malls, whereas only security and easy browse have positive effects on overall quality perception in Chinese setting. This implies that Korea, one of the nations with wide internet services, bases on security factor, and easy search, and manufacture information as determinants of overall quality of internet shopping mall. Meanwhile, since internet shopping is just starting in China, customer perception is often influenced by security and easy search factors. Second, this study shows that only the easy browse affects overall satisfaction in Korea while only the security factor affects overall satisfaction in China. Therefore, Korean shopping mall companies need to increase the easy web-searching using RIA, Web 2.0 technology. This provides the suggestion increases the company`s profits by supplying comfortable screen, interface, and fast search route. Chinese companies operating internet shopping mall need to establish online shopping laws and build up various security systems such as authorized certification, hacking prevention tools, and escrow service in order to increase customer satisfaction. Lastly, overall satisfaction of Korean online shoppers is influenced by the ease of search, while that of Chinese users are influenced by the security factor. This difference is derived from the difference between Korean and Chinese internet infrastructure and online shopping technology and service quality. Korea, due to its well established internet infrastructure with well designed internet system and higher internet supply, makes users expect more services from internet shopping mall. Therefore, Korean online shoppers prefer their satisfaction in ease of search to security factor that Chinese users prefer. However, Chinese internet shopping malls are growing rapidly but due to China`s lack of adequate internet infrastructure and other reasons, online market size is smaller and the online markets are not well supplied. In China, COD (Cash on Delivery) that works as ``pay first then deliver``, is still being used so Chinese web shoppers must risk when purchasing online. Therefore, in order to operate an online shopping mall in China, security factors needs to be firmly organized to satisfy customers.

프랜차이즈 커피전문점의 시장세분화와 세분시장별 선택속성과 고객만족 차이분석

윤남수(Nam Soo Yoon) 한국관광연구학회 2011 관광연구저널 Vol.25 No.4

This study was to suggest effective strategic operation alternatives of a franchise coffee shops by segmenting the market with the visiting motivation analysis, analyzing the segment market based on choice attributes, demographic characteristics, and overall satisfaction. The summary of the study result is as follows; first, after analyzing factors of the visiting motivation, three factors -``meeting place``, ``snack and rest``, ``atmosphere`` was deducted. Using these deducted factors, a cluster analysis was conducted to classify two market segments which were each named ``passive visitor group`` and ``active devotee group``. Second, as a result of the difference analysis of the choice attributes of each group, although interior, comfortableness and neatness, additional service, and price indicated significant differences between the groups, the difference for store location was comparatively insignificant. Third, as a result of analyzing the differences in demographic characteristics, the passive visitor group appeared to be mainly consisted of male college students in their 20s who spend about ￦200,000-500,000 a month. Also, the active devotee group was mainly consisted of females in their 20s in similar circumstances as the majority of the former group. Fourth, as a result of analyzing the differences in overall satisfaction, each market segments appeared to have a significant difference. In addition, the active devotee group turned out to perceive the importance of the choice attribute more highly than the passive visitor group did. These findings suggest that offering the customer-specific market segmentation and the differentiated services for each market segments is crucial for a franchise coffee shops to maintain their competitive advantage.

카지노업의 내부마케팅 요인이 직무태도와 고객지향성에 미치는 영향

윤남수(Nam Soo Yoon),이윤저(Yun Jeo Lee),손문현(Moon Hyun Son) 한국관광연구학회 2008 관광연구저널 Vol.22 No.2

The purpose of this study is to examine the relationship among internal marketing, employee`s job satisfaction, organizational commitment, and customer orientation. This study is also conducted to suggest the need of internal marketing that will help to develop customer-oriented thought by regarding employees as internal customers and understanding their desire and satisfying them. The results of the study were as follows: 1. Employees` tasks should firmly defined and fully supported to enhance cooperative spirit and unity. 2. Through empowerment, employees` work efficiency should improve and enhance sense of belonging by having more opportunities to discuss with higher officers. 3. There should be a fair promotion and compensation system so that employees know they will be promoted and compensated according to their abilities. 4. Through the appropriate education, employees should be able to do their work with confidence and improve their work environment. On top of that, their voices should be reflected to the corporate policy.

사이버대학과 일반대학 학습자 간의 창업동기, 기업가정신 및 창업의지 비교 연구

윤남수(Yoon, Nam-Soo) 대한경영학회 2013 大韓經營學會誌 Vol.26 No.3

선택속성에 따른 프랜차이즈 커피전문점의 시장세분화 연구 : 카페베네 사례를 중심으로

우종필(Yu, Jong-Pil),윤남수(Yoon, Nam-Soo) 한국유통과학회 2011 한국유통과학회 학술대회 논문집 Vol.2011 No.-

본 연구는 최근 매장 수 기준으로 선두를 유지하고 있는 프랜차이즈 커피전문점인 카페베네를 대상으로 선택속성에 따른 시장을 세분화하고 세분시장에 대한 프로파일(profile)에 바탕을 둔 세분시장 분석, 그리고 세분시장별 만족도의 차이를 분석함으로써 프랜차이즈 커피전문점 특히, 카페베네의 효율적 운영을 위한 전략적 대안을 제시하고자 하였다. 분석 결과를 요약하면 다음과 같다. 첫째, 프랜차이즈 커피전문점 선택속성에 대한 요인분석 결과 ‘가격’, ‘분위기’, ‘편안함’, ‘맛’, ‘입지’ 등 5개 요인이 도출되었으며, 도출된 요인을 이용하여 군집분석을 실시한 결과 3개의 세분시장으로 분류되어, 각각 ‘분위기 추구집단’, ‘편리함 추구집단’, ‘맛 추구집단’으로 명명하였다. 둘째, 군집변수에 대한 판별분석 결과, 군집분석에 이용된 변수의 시장세분화 기여도가 매우 유의적인 것으로 나타났으며, 입지요인과 분위기 요인이 군집분석에 대한 기여도가 가장 높은 것으로 밝혀졌다. 셋째, 세분시장별 인구통계학적 특성에 따른 교차분석을 실시한 결과 ‘분위기 추구집단’의 경우 20대 초반 연령대의 여성으로서 인지경로가 ‘길을 걷다가’와 ‘지인을 통해서’인 경우가 많은 주로 옥외광고 및 소개를 통해 매장을 찾는 집단인 것으로 나타났다. ‘편리함 추구집단’은 여성고객이 많으며 20대 초반의 대학생 또는 전문직 종사자인 경우가 많고, 타 집단에 비해 카페베네의 추천의향이 놓게 나타나 충성도가 높은 집단으로 나타났다. ‘맛 추구집단’은 타 집단과는 달리 20대 후반의 대학졸업 이상의 학력자가 많았으며, 추천 의향이 비교적 낮아 충성도가 낮은 집단인 것으로 확인되었다. 넷째, 세분시장에 대한 만족도 차이를 분석하기 위해 one-way ANOVA분석을 실시하였으며, 그 결과 메뉴 만족과 전반적 만족 각각에서 세분시장별 유의적인 차이를 발견하였다. 이러한 결과를 통해 선택속성에 대한 만족도가 높은 집단일수록 메뉴 만족이나 전반적 만족을 크게 지각한다는 사실을 알 수 있었다. 이러한 연구결과는 고객이 프랜차이즈 커피 전문점을 선택할 때 가격, 분위기, 편안함, 맛, 입지 등을 중요하게 고려하며, 세분시장에 따라 인구통계적 특성의 차이를 보이고 있어 세분시장별 차별화된 마케팅 전략 수립이 필요함을 알 수 있다. This study provides analysis of the effectiveness of domestic marketing strategies of the franchise coffee shop “Caffe Bene”. It bases its evaluation on statistical outputs of 'choice attributes,' “market segmentation,” demographic characteristics,” and “satisfaction differences.” The results are summarized in four points. First, five choice attributes were extracted from factor analysis: price, atmosphere, comfort, taste, and location; these are related to coffee shop selection behavior. Based on these five factors, cluster analysis was conducted, with statistical results classifying customers into three major groups: atmosphere oriented; comfort oriented; and taste oriented. Second, discriminant analysis tested cluster analysis and showed two discriminant functions: location and atmosphere. Third, cross-tabulation analysis based on demographic characteristics showed distinctive demographic characteristics within the three groups. Atmosphere oriented group, early-20s, as women of all ages was found to be 'walking down the street 'and 'through acquaintances' in many cases, as the cognitive path, and mostly found the store through 'outdoor advertising', and ‘introduction'. Comfort oriented group was mainly women who are students in their early twenties or professionals, and appeared as a group to be very loyal because of high recommendation to other customers compared to other groups. Taste oriented group, unlike the other group, was mainly late-20s’ college graduates, and was confirmed, as low loyalty, with lower recommendation activity. Fourth, to analyze satisfaction differences, one-way ANOVA was conducted. It shows that groups which show high satisfaction in the five main factors also show high menu satisfaction and high overall satisfaction. This results show that segmented marketing strategies are necessary because customers are considering price, atmosphere, comfort, taste, location when they choose coffee shop and demographics show di

인터넷쇼핑몰에서 기업의 관계노력이 관계품질, 전환비용과 고객충성도에 미치는 영향

이정란(Jung-Ran Lee),윤남수(Nam-Soo Yoon),김명선(Myung-Sun Kim),이용기(Young-Ki Lee) 한국전자상거래학회 2005 전자상거래학회지 Vol.6 No.4

본 연구는 기업의 관계노력 (메일, 특별대우, 보상, 그리고 개인화)과 고객의 지각된 관계품질, 전환비용, 그리고 충성도 간의 구조적 관계를 인터넷 쇼핑몰 맥락에서 실증적으로 검증하기 위한 것이다. 이러한 목적을 위하여 연구자들은 몇 개의 가설을 개발하였다. 데이터는 컴퓨터 또는 컴퓨터 주변기기를 구매한 경험이 있는 418 명의 회원들을 대상으로 수집되었다. 분석 결과는 다음과 같다. 첫째, 기업의 메일과 특별대우 노력이 관계품질에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 개인화 노력이 전환비용에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 관계품질이 전환비용과 고객충성도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 전환비용은 고객충성도에 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로, 토의, 연구의 한계점 및 미래의 연구방향이 제시되었다. This study was to examine the structural relationship between company"s relationship efforts (mail, special treatment, rewards, and customization), relationship quality, switching costs, and customer loyalty in Internet shopping malls context. For these purposes, the authors developed several hypotheses. The data were collected from 418 members who had experienced buying computer or computer-related products. The results are as follows: First, mail and special treatment efforts had a positive effect on relationship quality. Second, customization had a positive effect on switching costs. Third, relationship quality had a positive effect on switching costs and customer loyalty. Fourth, switching costs had a positive effect on customer loyalty. At the end of this paper, discussions, managerial implications, limitations, and future research directions are suggested.

영국 고객들의 음식점 선택속성과 고객만족 및 재방문의도 간의 관계에 관한 연구

이희열(Hee Yul Lee),윤남수(Nam Soo Yoon) 한국관광연구학회 2013 관광연구저널 Vol.27 No.1

analyzing difference between Korean restaurant customers and ethnic food restaurant customers of restaurant selection attributes, customer satisfaction, and royalty. Research results are those. First of all, restaurant selection attributes devided into 6 factors, ``kind service,`` ``ethnic mood,`` ``taste of food,`` ``health-oriented,`` ``luxurious,`` and ``convenience.`` Second, it has statistically difference for ``kind service,`` ``ethnic mood,`` ``taste of food,`` ``luxurious`` between Korean restaurant customers and ethnic food restaurant customers. Also, ethnic food restaurant customers perceived importance in the order of ``taste of food,`` ``kind service,`` ``luxurious,`` ``health-oriented,`` ``convenience,`` and ``ethnic mood,`` but Korean restaurant customers perceived importance in the order of ``kind service,`` ``taste of food,`` ``luxurious,`` ``health-oriented,`` ``ethnic mood,`` and ``convenience.`` Third, accrding to the result of analyzing differences of customer satisfaction and intention to revisit, Korean restaurant customers has statistically lower satisfaction and lower intention to revisit compare to ethnic food restaurant customers. Fourth, the result of comparing effects of selection attributes to satisfaction, ``kind service,`` ``taste of food`` affects satisfaction of ethnic food restaurant customer, while ``taste food`` affects satisfaction of Korean restaurant customers. Fifth, the result of comparing effects of selection attributes to intention to revisit, ``taste of food`` statistically affects intention to revisit for both of customers. Finally, results of comparing effect differences of satisfaction to intention to revisit, both of customers has statistically significant effects. We also suggest several implications and strategic solutions through these research results.

고객이 지각한 인터넷 쇼핑몰의 관계마케팅 전략이 고객충성도에 미치는 영향에 관한 컨틴전시 관점

이용기(Yong-Ki Lee),윤남수(Nam-Soo Yoon) 대한경영학회 2004 大韓經營學會誌 Vol.17 No.5

프랜차이즈 업태별 마케팅믹스 요인 활동의 차이분석

전태유(Chun Tae-Yoo),임현철(Lim Hyun-Cheol),윤남수(Yoon Nam-Soo) 한국외식산업학회 2006 한국외식산업학회지 Vol.2 No.2

레스토랑의 환경특성, 가치, 품질, 전반적 만족, 그리고 고객의 자발적 행위와의 구조적 관계

전태유(Chun Tae-Yoo),이대홍(Lee Dae-Hong),윤남수(Yoon Nam-Soo) 한국마케팅과학회 2007 마케팅과학연구 Vol.17 No.1

  본 연구는 레스토랑 환경이 고객의 자발적 행위에 미치는 영향, 그리고 이들 관계에 있어서 레스토랑 가치, 품질, 그리고 전반적 만족도의 매개역할을 실증적으로 검증하였다. 723명의 레스토랑 이용고객들을 대상으로 데이터를 수집하여 분석한 결과는 다음과 같다. 첫째, 메뉴특성이 레스토랑 가치와 품질에 유의한 영향을 미치는 것으로 나타났다. 둘째, 종업원 서비스 특성이 레스토랑 가치의 매개역할을 통해서 레스토랑 품질에 유의한 영향을 미치는 것으로 나타났다. 셋째, 시설/분위기 특성이 레스토랑 가치와 품질에 유의한 영향을 미치는 것으로 나타났다. 넷째, 레스토랑 내 촉진 특성이 레스토랑 가치와 품질에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 레스토랑 가치는 레스토랑 품질과 전반적 만족도, 그리고 레스토랑 가치는 전반적 만족도에 유의한 영향을 미치는 것으로 나타났다. 마지막으로, 전반적 만족도는 충성도, 참여, 그리고 협조 등 고객의 자발적 행위에 유의한 영향을 미치는 것으로 나타났다.   This study investigates the relationship between restaurants" environments and customer voluntary performance, and examines how restaurant value, quality and overall satisfaction play a mediating role between restaurants" environments and customer voluntary performance. In addition, this study investigates the structural relationships among restaurant"s value, quality and overall satisfaction.<BR>  For these purposes authors developed a structural model, which consists of several variables. The data were collected from 723 respondents and was analyzed with SPSS/PC+ 12.0 and LISREL 8.5.<BR>  The findings are as follows. First, the menu characteristics have a significant positive influence on the value and quality of restaurants. Second, the employee service characteristics have a significant positive influence on the quality through mediating role of value variables. Third, the facilities/atmospheres have a significant positive effect on the value and quality of restaurants. Fourth, in-restaurant promotions have a significant positive effect on the value and quality of restaurants. Fifth, the customer value has a significant effect on the restaurant quality and overall satisfaction, and the restaurant quality has a significant effect on the overall satisfaction. Finally, the overall satisfaction has a significant effect on the customer loyalty, participation, and cooperation.