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Q-방법론을 이용한 항공사 선택속성에 따른 고객 유형화 연구: 대형항공사와 저비용항공사 비교
이주양 ( Juyang Lee ) 관광경영학회 2019 관광경영연구 Vol.88 No.-
This study was conducted to classify Airline Customer by Selection Attributes between Full Service Carrier(FSC) and Low Cost Carrier(LCC) using Q-methodology. 28 Q-statements were extracted from research articles and in-depth interviews with Airline professionals and customers. 30 people who have air travel experience within recent 1 year were selected to classify the Q-samples. The results of this study revealed two types of customer characteristics for both full service carrier and low cost carrier. The first type of customers who prefer Full Service Carrier was called 'reservation, ticketing preference' and the other type was 'national airlines and safety preference'. And the first type of the customers who select Low Cost Carrier was called 'Airline image preference' and the second type was 'reservation, ticketing preference'. It is identified that reservation and ticketing process are very important attributes for the customers who select both Full Service Carrier and Low Cost Carrier. The results of analysis guide the directions marketing strategies to satisfy various customer needs and sustainable development. It also delivers administrative and practical implications.
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HMR(가정식사 대용식) 선택속성에 관한 1인 가구 대학생의 주관적 인식 유형 분석: Q-방법론적 접근
이주양 ( Juyang Lee ),임재문 ( Jaemoon Lim ) 관광경영학회 2020 관광경영연구 Vol.98 No.-
This research examined the types of perceptions that single-person household university students have regarding HMR selection attributes by using Q-methodology. Twenty-seven Q-statements were generated and 31 single-person household university students were selected as the P-sample to conduct Q-classification. The results of the Q-factor analysis showed that the types of perceptions were divided into two types: “economic gourmets who focus on convenience” and “those who focus on hygiene and freshness.” The university students corresponding to the former type perceived taste, ease of consumption, and affordable price as important. The students corresponding to the latter type had the characteristic of considering hygienic food, fresh ingredients, and taste as important. The results of this research can be utilized as useful material by food service distribution companies for the development of food service products and for the establishment of effective sales strategies.
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외식 배달앱 선택속성에 관한 소비자의 주관성 연구: Q-방법론을 중심으로
이주양 ( Juyang Lee ),강선희 ( Seonhee Kang ) 관광경영학회 2020 관광경영연구 Vol.100 No.-
This study applied Q-methodology in its analysis to examine the consumers’ subjective perception on selection attributes of the food delivery apps. 25 Q-statements were obtained from precedent research and through in-depth interviews with operators of food delivery apps and three users. In addition, 30 people who had used food delivery apps before were selected as the P-sample. Q-factor analysis showed that the consumer perception could be divided into the following three types: “hygiene based, trust oriented,” “diverse menu oriented,” and “gourmet, focusing on user convenience”. The first type of consumers placed great importance on the hygiene and the satisfaction of those who had already experienced the service. The second type preferred those delivery apps that carried a variety of dining services. Finally, the third type prized the taste of food and the convenience of using the apps. The results of this study will serve as basic data for the marketing strategy and customer satisfaction.
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코로나바이러스감염증-19 예방행동에 대한 관광 및 외식 경험자의 주관적 인식 유형: Q-방법론을 중심으로
이주양 ( Juyang Lee ) 관광경영학회 2021 관광경영연구 Vol.103 No.-
The purpose of this study is to investigate the subjective perception types regarding preventive behavior against the COVID-19 using Q-methodology. To achieve that, 60 Q-populations were collected through in-depth interviews with medical professionals and literature review. The 25 Q-statements extracted from the Q-populations were classified by the P-samples of 28 citizens in the Cheonan and Asan regions. The classified data were then analyzed using the Ken-Q analysis program. An analysis of the results showed two groups with clearly differentiated perceptions―‘Focus on Personal Hygiene Management’ type and ‘Prevent Risk of Infecting Others’ type. Those belonging to the first type closely adhered to rules of personal hygiene and considered ‘washing hands’ as most important. Those belonging to the second type endeavored to reduce contact with other people and considered ‘wearing masks’ as most important. The results of this study will be used as basic data required for prevention and response management for new infectious diseases.
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애견 펜션 선택속성에 관한 반려견 보호자의 주관적 인식 유형 : Q-방법론을 중심으로
이주양 ( Juyang Lee ),차석빈 ( Sukbin Cha ) 관광경영학회 2021 관광경영연구 Vol.101 No.-
This study analyzes the subjective perception of pet dog owners regarding the selection attributes of dog-friendly pensions(lodging) using Q-methodology. A total of 27 Q-samples were extracted from prior research as well as in-depth interviews with a dog expert and 2 pet dog owners. Thirty adults who have pet dogs and have experience using dog-friendly pensions were selected as the P-sample. A Q-factor analysis showed three perception types among pet dog owners: “trusts online information,” “values price and accessibility,” and “values comfort.” The respondents of the first type highly valued online reviews as well as information on pension web sites. The second type valued affordable prices and accessible locations, while the third type valued comfort, independent space, and cleanliness. The results of this study will be a useful marketing resource for businesses in the pet dog industry such as dog-friendly pensions and hotels.
KCI
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