커피전문점의 브랜드이미지가 가격공정성 지각 및 관계지속의도에 미치는 영향

정유준 한국관광연구학회 2019 관광연구저널 Vol.33 No.6

브랜드 관리에서 이미지 부문은 소비자들에게 특정한 인상과 느낌을 심어준다는 점에서 중요한 영역이다. 호의적인 브랜드이미지는 소비자의 지출과 재방문에 긍정적인 영향을 미치기 때문이다. 이에 경영진에서는 브랜드이미지를 가격책정과 충성고객 확보 측면에서 접근하고 관리해나갈 필요가 있다. 따라서 본 연구에서는 커피전문점의 브랜드이미지를 선행변수로 한 가격공정성 지각과 관계지속의도 간의 영향관계를 분석하였다. 그리고 결과를바탕으로 소비자의 가격 저항을 최소화하고 그들의 지속적인 이용을 유도해낼 수 있는 전략 방안을 제안하고자 하였다. 이를 위해 2018년 6월 1일부터 7월 19일까지 커피전문점 이용객을 대상으로 온⋅오프라인 방식의 설문조사를실시하였다. 그리고 최종 유효표본인 217부를 활용하여 실증분석을 하였으며 분석결과는 다음과 같다. 첫째, 인지적 이미지와 정서적 이미지로 구성된 커피전문점의 브랜드이미지가 소비자의 가격공정성 지각에 미치는 영향관계분석에서 인지적 이미지만이 가격공정성 지각에 유의한 정(+)의 영향(.462)을 미치는 것으로 나타났다. 둘째, 가격공정성 지각이 관계지속의도에 미치는 영향관계를 분석한 결과 유의한 정(+)의 영향(.524)을 미치는 것으로 나타났다. 셋째, 커피전문점의 브랜드이미지가 관계지속의도에 미치는 영향관계 분석에서 인지적 이미지(.375)가 정서적이미지(.124)보다 정(+)의 방향으로 더 많은 영향을 미치는 것으로 나타났다. 이러한 결과를 종합하면, 커피전문점의 브랜드이미지는 크게 인지적 이미지와 정서적 이미지로 나눌 수 있다. 그리고 여건상 두 가지 이미지를 동시에 충족시키는 것에 어려움이 있는 인지적 이미지에 상대적 우위를 두고 관리해나가는 것이 가격 면에서 소비자를 설득하는 것에 훨씬 유리할 뿐만 아니라 지속적인 이용 유도에도 효율적이라 할 것이다. 본 연구에서는 분석결과별로 시사점을 제시하였으며 연구의 한계점과 향후 연구과제에 대해서도 제안하였다.

커피전문점의 브랜드 편익이 지각된 브랜드 가치와 관계지속의도에 미치는 영향

정유준,채은경 관광경영학회 2019 관광경영연구 Vol.91 No.-

The number of cafe is more than 88,000 nowadays in S. Korea. It makes managers operating the cafe fiercely compete to survive. To survive the market, a director of a cafe has to approach the way of managing the cafe in the brand viewpoint. The branding of a cafe is the presentation of it to the public in a way that makes it easy for consumers to recognize or identify. It can be useful to attract consumers to a shop and create consumer loyalty. Therefore, this study analyzed the relation among cafe’s brand benefits, perceived brand values and relationship continuance intention, and suggested the strategies for brand building of cafe and promoting intention of consumer to visit continuously. In order to achieve the purpose, the data was collected by both online and offline survey of consumers of cafes in S. Korea, and 217 valid samples were used for this study. SPSS 18.0 for Windows was used for the empirical analysis. The results from the analysis are as follows; First, perceived utilitarian brand value affects more on relationship continuance intention than perceived hedonic brand value in a positive direction. Second, cafe’s brand benefits affect significantly on perceived utilitarian brand value and perceived hedonic brand value in a positive direction. Third, cafe’s brand benefits affect on relationship continuance intention. This study suggests strategies stemming from the empirical findings for the effective branding cafe and further research subjects. The limitations of this study are discussed as well.

수열 히트펌프시스템 활용을 위한 수열 잠재량 추정 방안

정유준 대한설비공학회 2024 설비저널 Vol.53 No.4

여행사의 조직효능감이 조직헌신과 직무지속의지에 미치는 영향: 코로나19 사태에서 정부지원사업 유용성의 매개효과를 중심으로

정유준,강한영 (사)한국관광레저학회 2022 관광레저연구 Vol.34 No.9

This study tried to analyze the effect of organizational efficacy on organizational commitment and continuance commitment. Especially, it focused on the mediating effect of usefulness of government support programs in COVID-19 pandemic between organizational commitment and continuance commitment. This study explained the relations among those variables and the role of government support programs for travel agencies to overcome COVID-19 pandemic. The results of analysis were as follows; firstly, organizational efficacy affects continuance commitment. Secondly, organizational commitment affects continuance commitment. Thirdly, organizational efficacy affects organizational commitment. Fourthly, there is the partial mediating effect of usefulness of monetary · employment which is one of the fact of government support programs to overcome COVID-19 on the relationship between organizational efficacy and commitment.

SMART-Navigation Standard Model의 데이터 변환을 위한 S-100 라이브러리 개발

정유준,강남선,황선필 해양환경안전학회 2019 해양환경안전학회 학술발표대회 논문집 Vol.2019 No.11

울산고래축제의 러브마크화 전략에 관한 고찰

정유준 관광경영학회 2017 관광경영연구 Vol.78 No.-

Ulsan whale festival is well-known for an unique regional festival in S. Korea as using the history of whaling in Jangsaengpo where was the center of whaling industry prohibited nowadays. However the festival is not vitalizing as much as we expected, and has pointed out the identity of festival unfortunately. Therefore, the purpose of this study is to suggest the lovemarks strategies for Ulsan whale festival to be better and more successful. To achieve the goal, the case studies of lovemarks festivals in S. Korea, Boryeong mud festival and Hwacheon sancheoneo ice festival, were conducted to draw the strategic implications that could be applied to Ulsan whale festival. First of all, this research examined the theories, festival brand and lovemarks, and did the case study of festivals, chosen as good examples, based on the theories. According to investigations, some catches that need to be upgraded were found for Ulsan whale festival. First, the festival has to improve programs according to sensuality and intimacy for lovemarks′ high love. Second, the festival must have a killer content to fulfil the high love and high respect that reach your heart as well as your mind. Third, this study suggests brand concepts that are the 4W(With, Wave, World, Water), and recommends the 'With' as a main concept which means communion and symbiosis that exist between humans and whales. The managerial implications for the festival are discussed. And the directions for further research and the limit of this study are mentioned as well.

해안권별 어촌체험마을의 차별화 방안: 관광동기를 중심으로

정유준 관광경영학회 2020 관광경영연구 Vol.99 No.-

The changing of industrial structure from 1st to 2nd·3rd is to put the residents living fishing village are aging and moving to the cities for finding better jobs. So many fishing villages lag behind in the quality of living conditions. The government focuses on adding the role of tourism service to revitalize the fishing villages. The experiential fishing village is a specialized village for tourists. This study chose the tourist motivations of experiential fishing village as key factors to attract tourists to the villages, and analyzed differences of tourist motivations according to coastal regions and fellow travelers. Descriptive statistical analysis was implemented for further understanding as well. The survey was conducted for 2 months from May 25th to July 30th in 2018, and 440 valid samples were finally analyzed by SPSS 21.0. The following results were obtained. First, the four factors, 'rest&healing', 'self-improvement&learning', 'interesting experiential' and 'gastronomic' motivation were drawn by factor analysis for tourist motivations scale, and found that the core tourist motivation to visit the villages is 'rest&healing' motivation. Second, the significant differences of the motivations among eastern, southern and western coastal experiential fishing villages were found. Third, significant differences of the motivations depending on tourist companions were verified.

아트투어리즘의 만족도가 지역이미지에 미치는 영향: 광주디자인비엔날레를 중심으로

정유준,김정준 관광경영학회 2017 관광경영연구 Vol.79 No.-

This study is to analyze the effect of satisfaction of art tourism on regional image. Therefore, this study focuses on Gwangju design biennale belongs to art tourism. The ultimate objective of the study is to find the improvement for Gwangju design biennale, and suggest the effective way to develop art tourism especially for the field of enjoying artwork and art exhibitions based on the empirical study. In order to achieve this purpose, the study limits Gwangju design biennale as art tourism, the subjects were selected the tourists who enjoy Gwangju design biennale. 250 questionnaires were distributed to the visitors on the site of the event, 227 valid copies were finally analyzed. In this study, SPSS 18.0 statistical package program were used for the empirical analysis such as descriptive statistical analysis, paired t-Test, Importance-Performance Analysis(IPA) and regression analysis. The results of this research are as follows; First, this study found through paired t-Test that the tourists perceived the staff service, such as kindness, is the most important attribute even that ahead artistic works are low rank. Second, the tourists’ satisfaction about the part of artistic works and the exhibition of interest is positioning high rank. Third, IPA for the biennale results showed that the parts of ‘event operation’ and ‘experienceability’ are positioning 3 quadrant ‘low priority’. Fourth, the satisfaction about the attributes of the biennale significantly affects on regional image. Fifth, there was little difference between ‘artistic image(4.78/7)’ and ‘futuristic image(4.79/7)’ that are regional image perceived by tourists who finished enjoying the biennale even though Gwangju already has artistic image by holding a Gwangju biennale periodically. This imply that art tourism can be used to create or enhance the regional image. Direction for art tourism development stemming from the empirical findings were discussed as well.

울산고래축제의 지속가능성 제고를 위한 갈등관리 방안의 탐색적 연구

정유준 관광경영학회 2019 관광경영연구 정기학술 세미나 Vol.2019 No.02

리더십과 팔로워십에 의한 부하직원의 감정이 이직의도에 미치는 영향 - 패밀리레스토랑을 중심으로 -

정유준,강신호 관광경영학회 2016 관광경영연구 Vol.68 No.-

The purpose of this study is to analyze the effects of subordinate’s emotion caused by leadership and followership on the turnover intention in family restaurants. In order to achieve the purpose, 380 questionnaires were distributed to the employees working for family restaurants located in Seoul, and 341 valid samples were finally analyzed by Social Science Search Methodology of SPSS 21.0. The results of this research are as follows: first, supervisor’s transformational leadership affects on exemplary, conformist, passive followers. While transactional leadership affects on pragmatist followers in a positive direction, it affects on alienated followers in a negative direction. Second, transformational and transactional leadership affect on the subordinate’s emotion. Especially, Transformational leadership more affects on the subordinate’s positive emotion than transactional leadership, and it affects on the subordinate’s negative emotion in a negative direction. Third, exemplary, conformist, passive followership affect on the subordinate’s positive emotion, but pragmatic followership affects on his negative emotion. Interestingly, conformist also affects on the subordinate’s negative emotion but the direction is negative. Forth, the subordinate’s emotion affects on the turnover intention. While the negative emotion affects on the turnover intention in a positive direction, the positive emotion affects in an opposite way. Although the both emotions affect on turnover intention, the negative emotion is more influence than positive emotion on it. This study suggests the effective HRM in family restaurants to reduce subordinate’s turnover intention based on the results. A direction for further research is also offered.