고객서비스 품질조사방법으로서 미스터리쇼핑(Mystery Shopping)에 대한 고찰

정찬진(Jung Chan Jean) 한국마케팅과학회 2005 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

  Recently many companies is considering customer relationship management system as an important marketing strategy tool, upon realization that the major reason for customer leave is customer service than product quality. Customer service quality can be checked through mystery shopping. In mystery shopping, trained monitors disguised as customers examine customer service, staff sincerity, product, product quality, etc. This study is to understand on mystery shopping, having practical business attention, as a research method for customer service quality.<BR>  Mystery shopping as a research method was simply started to monitor and control employees and has gradually become a specialized method focusing on the improvement of customer service. In other words, with the changes of market environment and with the increase of customer expectation in service level, it has been developed as a scientific method enabling evaluation of customer service quality, for the purposes of detecting customer desires at point of purchase and of improving service quality. By checking service quality at point of customer purchase and diagnose a key element through tracking survey of mystery shopping, companies can measure theirs strength and weakness and utilize them for effective customer service management.<BR>  Mystery shopping has following benefits: 1) identification on the level of customer service and reinforcement of customer satisfaction, 2) raising morale and motivation of staffs, 3) development of sales service techniques, 4) efficient management of store or franchised agency, 5) identification on strength and weakness between competitors.<BR>  There are several problems to be solved in the mystery shopping methodology in spite of increase in interest with its benefits. First, private life violation is concerned abroad by its secrecy in the investigation of staffs" customer service status. Domestically, some insist its nullification upon worries on labor and management trouble due to its burden toward staffs. Therefore companies implementing mystery shopping should be careful in paying regard to personal life, and in the use of result not to cause any personal damage. Second, non-sampling error due to differences in each monitor"s ability should be minimized. Third, evaluation on the mystery shoppers" honesty and sincerity at stage of data verification is not easy and an alternative to solve this problem is necessary. Fourth, service quality measurement at customer service point should be developed.

“패션마케팅연구의 현재와 미래” - 패션마케팅조사 방법으로서 FGI(Focus Goup Interview)

정찬진(Jung Chan-Jean) 한국마케팅과학회 2004 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

주부의 환경에 대한 의식과 세탁습관에 관한 연구

신윤숙(Yoonsook Shin),정찬진(Chan-Jean Jung) 전남대학교 생활과학연구소 1995 生活科學硏究 Vol.5 No.-

The purposes of this study were to investigate 1) housewife’s concerns for environment and the influence of age, education, and occupation on environmental concern, 2) information source on environmental preservation, 3) the relative importance of selection criteria and the influence of environmental concerns on selection criteria in detergent purchase decision, and 4) general laundering practice and the influence of environmental concerns on the laundering practice. For this study, 400 questionnaires were administered to housewives in Kwangju. The 325 questionnaires were analyzed by using frequencies, percentage, analysis of variance, Duncan Test, Correlation, and Spearman Correlation. The results of this study were as follows: 1. 72.3% of respondents had concerns for environmental preservation. In addition, housewife’s age and level of education did not influence on environmental concerns, but occupation did. Specifically, a working housewife tended to have more concern for the environment than a full-time housewife. 2. The important sources of information on environment were identified by TV and newspaper. 3. In making detergent purchase decision, the housewife placed importance on detergency, unpolluting detergent, price, and toxicity, in order. The housewife who concerned about environment placed importance more on unpolluting detergent and less on price and a handy container or packing. 4. In relation to laundering practice, 38.4% of respondents used a washing machine 3-4 times a week and 70.2% did cold washing. 32.3% of them used synthetic detergents in hand washing. Besides, four laundering types were classified as a reasonable type, a type of improving detergency through extra-action, a type of using additives, and a type of detergent overuse. In relation to the laundering types, housewife’s level of education and occupation did not influence on the laundering type, but their age did. Specifically, the 40’s of age tended to launder with a reasonable pattern and the 40’s and the 50’s of age tended to improve detergency through extra-action. In addition, the housewife who concerned about environment tended to do extra-action for improving detergency and not to overuse detergent.

수출업자가 인지하는 수입업자의 의류제품 공급원에 대한 평가기준과 정보원천

朴在玉,鄭燦辰 服飾文化學會 1999 服飾文化硏究 Vol.7 No.1

To be successful, Korean exporters must understand how importers identify and select suppliers. This empirically based study investigate Korean exporter's perceptions of the supply selection criteria and information sources in US importers use. The specific purposes of this study were to identify the importance of the supply selection criteria and information sources and to examine the effects of the amount of export on the supply selection criteria and information sources in US importer use. For this study, data were obtained from Korean exporters by means of self-administered questionnaires. The questionnaires consisted of a series of statements covering a broad of specific selection criteria and information sources and exporters' characteristics including average annual amount of export. Using a base of 312 exporters, data were analysed by using mean, one-way ANOVA, and Ducan test. Major findings of this study summarized as follows; 1) Korean exporters perceived that US importers would place importances on product price, deliverly reliability, product wordsmanship-quality, and length of deliverly lead-time, in orders. Also, The more amount of export was, the higher product wordsmanship-quality, availability of piece goods and trims, and communication channel were importantly rated. 2) Korean exporters considered the third party sources, such as recommendation from trade association and buying office and import agency, as the most important information source in US importer use. Also, There was tendency that the more amount of export was, the more information sources on suppliers was importantly evaluated. From this study, several recommendation were suggested forward to encourage export in international apparel market.

노년기 여성의 의복구매행동에 관한 연구

박재옥,정찬진 服飾文化學會 1995 服飾文化硏究 Vol.3 No.2

The increasing number of senior citizens, combined with the power of purchasing due to larger discretionary income have vaulted the elderly into the position of an attractive future target market. Therefore, it would be crucial for marketers to understand elderly's purchasing behavior. The purpose of this study was to identify clothing purchasing behavior of elderly women. For this study, questionnaires were administered to 600 women over 55 years of age. However, the sample that was analyzed for statistical analysis was involved 418 elderly women. Statistical analysis were majorly descriptives such as frequencies and percentages. The major results of this study were summarized as follows. 1. In relation to problem recognition in purchasing process, motives of purchasing apprel were identified as a happy event in home such as a wedding and a birthday, a change of seasons and a casual discovery of a suitable clothing in shopping, in orders. 2. In relation to information search, important information on apparel and fashion-ability were thought as display racks in a store, opinion from fiends and family and fashionability from others or steets, in orders. 3. In relation to selecting a store in purchasing process, older consumers assessed that attractive price, design suited to my age, variety in one store and apparel product quality were important store attributes, in orders. In terms of a purchase place, older consumers purchased clothing mainly on department stores, wholesale stores such as Namdaemoon or Dongdaemoon market, mainly retail stores located close to home and discount stores of well known brand, in orders. 4. In relation to alternative evaluation in purchasing process, older consumeres considered that style or appearance suited to me, color, design, comfort and fitness were important selection criteria, in orders. 5. In relation to purchase choice, 61.7% of the respondents paid money by themselves and 68.9% paid on cash in purchasing apparel. 6. In relation to outcomes of purchase, older consumers solved their complaint against a unsatisfactory product mainly by returning the unsatisfactory clothing. Also, there were those who took no action against the unsatisfactory product and who altered the clothing for fitness by themselves.

패션시장에서 모상표에 대한 지식이 확장상표의 평가에 미치는 영향

정찬진,박재옥 한국의류학회 1998 한국의류학회지 Vol.22 No.3

The purpose of this study was to examine the effects of brand knowledge on evaluations of brand extensions in fashion market. Here, consumer knowledge toward the parent brand was based on the brand and on the company which introduced the brand. The brand extensions were classified into brand-name extension and corporate-name extension. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure brand extension evaluations and brand knowledge in terms of familiarity, use experience and self-assessed knowledge, evaluations of the attributes and attitudes based on the brand and corporate. Employing a sample of 621 women, data were analyzed by t-test. Major findings of this study are summarized as follows; 1) The higher the level of brand knowledge such as brand familiarity, brand use experience and self-assessed brand knowledge was, the higher positive effects were on the evaluations of brand-name extension. Also, evaluations of brand attributes and brand attitude positively influenced the evaluations of brand-name extension. 2) The higher the level of corporate knowledge such as corporate familiarity and use experience of product manufactured by the company was, the higher positive effects were on the evaluations of corporate-name extension. Also, evaluations of corporate attributes and attitude on corporate positively influenced the evaluations of corporate-name extension. These results demonstrate that positive knowledges and affects on the parent brand are transferred to its extended product through categorization process.

패션유통경로내의 하청공장 갈등에 관한 질적 연구

卞裕善,鄭燦辰 服飾文化學會 1999 服飾文化硏究 Vol.7 No.6

Fashion marketing channels experience conflicts inevitably because of constant interaction among fabric producers, apparel manufacturers, contractors, and retailers. However, it is rarely that attempts has been made to identify causes of conflicts in distribution channel of fashion industry. The purpose of this study was to explore causes of conflicts from the standpoint of a cotractractor in fashion marketing channels. By means of in-depth interviews with multiple informants, their statement was analyzed qualitatively. From analysis of the resulting data, the causes of conflict were associated with two broad sets, attitodinal and structural differences between apparel manufacturers and contractors. First, attitudinal sources of conflict were identified as perception of subordinated relationships between channel members, delayed announcment on order changes, difficulties in communication by using different terms, different expectations between channel members in controlling product quality, and lack of credit in inspecting products. Second, structural sources of conflict involved unilateral decision on wages for contracting, lengthy payment period derived from a bill of credit, deficient autonomy in selecting auxiliary suppliers, unreasonable issues on lead time, and unfair transaction in selecting a contractor or inspecting finished products. There are limitations on generalization due to the tesults based on interviews, but this study will be a useful exploratory step before designing a large scale survey.

노년층 소비자의 인지연령에 따른 쇼핑성향과 의류점포속성 중요도

정찬진,박재옥 한국의류학회 1996 한국의류학회지 Vol.20 No.1

The purposes of this study were 1) to examine the difference between cognitive and actual age, 2) to understand apparel shopping orientations and the importance of store attributes related to cognitive age and 3) to identify relationships between apparel shopping orientations and importance of store attributes in cognitively younger and older groups. For the study, questionnaires were administered to 450 elderly women over 55 years of age. The questionnaires were designed to measure apparel shopping orientations (hedonic, store loyal and brand conscious, careful and planned, confidentd and independent, and economic shopping), importance of store attributes, cognitive age and demographics. Using a base of 204 women, data was analyzed by using descriptive statistics, t-test and correlation coeffictents. The results of this study were summarized as follows. 1. The older women saw themselves on average 6. 6 years younger than they really were. 77.6% of the respondents blieved themselves to be cognitively younger. 2. Cognitively younger women were more hedonic and less carefull and planned than cognitively older women in apparel shopping. 3. Cognitively older women thought that proximity and private dressing rooms in apparel stores were more important attributes than cognitively younger women. In terms of apparel store attributes, older consumers placed importances on product quality, fit and size, design suited to their age, attractive price, and the availability to return unsatisfactory products, in orders. 4. In hedonic shopping, cognitively younger women placed importance on well known brands, fashionability, credit card availability, variety of store close together, comfortable store environment, and attractive price, while cognitively older women thought that well known brands and fashionability were important. In store loyal and brand consicous shopping, cognitively younger women placed importance on well known brands, while cognitively older counterparts placed importance on proximity and private dressing rooms. In careful and planned shopping, cognitively younger women assessed comfortable store environment, attractive price, marked-down prices and well known brands as important store attributes. In economic shopping, cognitively younger women placed importance on attractive price, marked-down prices, and variety in one store, while cognitlvely older women placed importance on fit and size.

주부의 환경에 대한 의싯과 세탁습관에 관한 연구

신윤숙,정찬진 全南大學校家政科學硏究所 1995 生活科學硏究 Vol.5 No.-

The purposes of this study were to investigate 1) housewife's concerns for environment and the influence of age, education, and occupation on environmental concern, 2) information source on environmental preservation, 3) the relative importance of selection criteria and the influence of environmental concerns on selection criteria in detergent purchase decision, and 4) general laundering practice and the influence of environmental concerns on the laundering practice. For this study, 400 questionnaires were administered to housewives in Kwangju. The 325 questionnaires were analyzed by using frequencies, percentage, analysis of variance, Duncan Test, Correlation, and Spearman Correlation. The results of this study were as follows: 1. 72.3% of respondents had concerns for environmental preservation. In addition, house-wife's age and level of education did not influence on environmental concerns, but occupation did. Specifically, a working housewife tended to have more concern for the environment than a full-time housewife. 2. The important sources of information on environment were identified by TV and news-paper. 3. In making detergent purchase decision, the housewife placed importance on detergency, unpolluting detergent, price, and toxicity, in order. The housewife who concerned about environment placed importance more on unpolluting detergent and less on price and a handy container or packing. 4. In relation to laundering practice, 38.4% of respondents used a washing machine 3-4 times a week and 70.2% did cold washing. 32.3% of them used synthetic detergents in hand washing. Besides, four laundering types were classified as a reasonable type, a type of im-proving detergency through extra-action, a type of using additives, and a type of detergent overuse. In relation to the laundering types, housewife's level of education and occupation did not influence on the laundering type, but their age did. Specifically, the 40's and the 50's of age tended to improve detergency through extra-action. In addition, the housewife who concerned about environment tended to do extra-action for improving detergency and not to overuse detergent.

중년여성의 신체지각과 이상적 연령에 따른 기성복 맞음새 만족도

주재은,정찬진,정명선 복식문화학회 2001 服飾文化硏究 Vol.9 No.5

The purposes of this study were 1) to examine the effects of the difference between actual and perceived body type and body cathexis on satisfaction with fit and 2) to identify the effect of the difference between chronological and ideal age of middle-aged woman on satisfaction with fit of ready-to-wear. For this study, questionnaires were administered to 500 middle-aged woman in Kwangju. Employing 402 respondents, data were analyzed by using χ2-test, t-test and Pearson Correlation. The results were as follows; 1) There were significant differences between actual and perceived body types among middle-aged women. Those who were inconsistent with actual and perceived body types had a tendency to perceive themselves to be obeser than actual body, 2) Those who were inconsistent with actual and perceived body types had a lower satisfaction level with apparel fit sites at jacket length, hip width, crotch length and waist width than those who were consistent with actual and perceived body types. 3) Correlation for body cathexis and satisfaction with fit of ready-to-wear was significantly positive. 4) There were significant differences between chronological and ideal ages. 5) Those who were inconsistent with chronological and ideal ages had a lower satisfaction level with apparel fit sites at neckline, shoulder width, bust, sleeve length, sleeve width, jacket length, waist width, hip width and skirt length than those who were consistent with chronological and ideal ages. Key words: perceived body type(신체지각), Ideal age(이상적 연령), satisfaction with fit(기성복 맞음새 만족도).