불평에 대한 태도, 성공가능성, 지각된 가치 및 통제가능성이 구매후 불만족 행동에 미치는 효과

조광행 한국유통학회 1999 流通硏究 Vol.4 No.1

호텔업에서의 顧客忠誠度 決定要因에 관한 硏究

조광행 한국관광학회 1999 관광학연구 Vol.22 No.3

서비스 품질의 측정에 관한 Critical Review 와 개선 방안

조광행 한국물류학회 1995 물류학회지 Vol.5 No.-

인터넷쇼핑몰 특성변수들이 e-고객만족에 미치는 효과

조광행,김철민 한국고객만족경영학회 2003 고객만족경영연구 Vol.5 No.2

웹사이트 특성변수, 소비자 특성변수가 e-고객만족에 미치는 영향에 관한 연구

조광행,김철민 한국고객만족경영학회 2004 고객만족경영연구 Vol.6 No.1

In order to answer the determinants of e-Satisfaction, we have established specific research objectives as follows. First, we should verify whether expectation, perceived performance, and disconfirmation have an influence upon e-Satisfaction, and whether there is a difference in the relative influence of each of these variables. Second, we should find it out that which antecedents are existing among expectation, perceived performance, and disconfirmation which affect e-Satisfaction. Third, based upon the understanding of these determinants and antecedents of them respectively, we should propose a more comprehensive conceptual framework of e-Satisfaction. In this study, we have explored theoretical background to accomplish the research objectives by reviewing the related previous researches. And we have established the hypotheses to answer the research questions. To test them empirically, we collected 258 questionaires from the consumers who have the purchasing experiences on the internet shopping mall. The result of this study are summed up and major findings are used to recommend contributions. 본 연구에서는 인터넷쇼핑에서 기대-불일치 패러다임 하의 변수들인 기대,지각된 성과, 불일치가 e-고객만족에 영향을 미치는 지와, 이들 각각의 상대적 영향력은 차이가 있는가를 파악하고자 하였다. 또한 기대, 지각된 성과에는 어떠한 선행요인들이 있는가를 파악하고자 하였다.본 연구는 이를 위해 관련된 기존연구를 검토하고,연구문제 해결을 위한 가설을 설 정하였으며,이를 실증분석하였다.그리고 그 결과를 통해, e-고객만족이라는 경영현상의 설 명에 도움을 줄 수 있는 포괄적인 개념틀을 제시하였다. 특히 본 연구를 통해 경영자의 경우, e-고객만족에 영향을 미치는 중요변수들인 기대, 지 각된 성과,불일치와 그 선행변수인 웹사이트 특성변수(세부변수로는 사이트 디자인, 구색의 다양성, 편리성), 소비자 특성변수(세부변수로는 다양성 추구성향, 지각된 위험)의 파악을 통 해, e-고객만족을 높이기 위한 마케팅전략 마련에 도움이 될 수 있을 것이다. 또한 기대-불 일치 패러다임은 그동안 고객만족의 결정요인에 관한 연구에서 이론적인 배경이 되어 왔으 나, e-고객만족에 관한 연구로서 기대-불일치 패러다임의 인터넷쇼핑에 대한 적용은 거의 시도되지 않았다.따라서 본 연구는 기대-불일치 패러다임의 적용을 인터넷쇼핑 상황까지 확장시킨 실증연구라는 점에서 특히 그 의의가 있다고 하겠다.

부동산마케팅에서 중개서비스 품질의 측정모형 및 측정척도

조광행(Cho Kwang Haeng) 한국부동산학회 2007 不動産學報 Vol.30 No.-

  1. CONTENTS<BR>  (1) RESEARCH OBJECTIVES<BR>  In this study I hope to answer the question, "For real estate marketing, how to measure brokerage service quality?" In order to solve the problem, I have established specific objectives of this study as follows. First, I should develop measurement model of brokerage service quality in real estate marketing. Second, I should propose specific measurement scale of brokerage service quality in real estate marketing.<BR>  (2) RESEARCH METHOD<BR>  I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches on service quality, measurement model and scale. In addition to that, depth interview and focus group interview are used to answer the research question.<BR>  (3) RESEARCH RESULTS<BR>  By depth interview and focus group interview, I propose RE-SERVQUAL which is 20 measurement items of brokerage service quality in real estate marketing. The antecedents of brokerage service quality are composed of 3 first-dimension qualities. They are physical environment quality, interaction quality, and outcome quality.<BR>  2. RESULTS<BR>  The findings of this study can suggest the implications as follows. First, due to the 100 point scale, the suggested RE-SERVQUAL can be easily used by practitioners and researchers in real estate marketing. Second, by the periodic measurement of RE-SERVQUAL, real estate broker can easily find the necessary area of improvement in service quality. Therefore, RE-SERVQUAL will contribute to establish and develop specific strategies of service quality in real estate marketing.

부동산에서 구매행동 분석과 소비자행동에 영향을 미치는 요인들에 대한 이론적 고찰

조광행(Cho, Kwang Haeng),최현일(Choi, Hyun Il) 한국부동산학회 2010 不動産學報 Vol.40 No.-

1. CONTENTS (1) RESEARCH OBJECTIVES In this study We hope to answer the Question, 'In real estate, what differentiate the purchase behavior of consumers and what is the influential factors on consumer behavior?' In order to solve the research problem, we have established specific objectives of this study as follows. First, we should analyze the purchase behavior of consumers in real estate marketing. Second, we should propose specific influential factors on consumer behavior in real estate. (2) RESEARCH METHOD We have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on consumer behavior in real estate. (3) RESEARCH FINDINGS The findings of this study can suggest the implications as follows. As influential factors on consumer behavior in real estate, personal factors(age and family life cycle), psychological factors(motive, perception, beliefs and attitudes), social factors(small group and family), cultural factors(culture and subculture, social class) are specifically proposed. They will contribute to theoretical progress of understanding on consumer behavior in real estate. 2. RESULTS Our study enlarges general marketing to real estate marketing by analyzing purchase behavior and exploring influential factors on consumer behavior. However. our implications should be evaluated in the light of certain limitation. Because our study shows the characters of exploring study, the future study of cross-sectional design survey should be conducted so that the influential variables on consumer behavior in real estate can be assessed more accurately.

부동산마케팅에서 브랜드관리에 관한 연구

조광행(Cho, Kwang-Haeng),최현일(Choi, Hyun-Il) 한국부동산정책학회 2013 不動産政策硏究 Vol.14 No.2

In this study We hope to answer the question, “In real estate marketing, how to do brand management efficiently. In order to solve the research problem, we have established specific objectives of this study as follows. First, we should analyze the methodology of developing brand name in real estate marketing. Second, we should propose the brand strategy to establish brand equity in real estate. We have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on marketing in real estate. The findings of this study can suggest the implications as follows. First, the methodology of developing brand name and evaluating brand power are analyzed. Secondly, the strategy of managing brand equity are specifically proposed. They will contribute to theoretical progress of understanding on brand in real estate. Our study enlarges general marketing to real estate marketing by analyzing brand power and brand management. However, our implications should be evaluated in the light of certain limitation. Because our study shows the characters of exploring study, the future study of cross-sectional design survey should be conducted so that brand power and brand management in real estate can be assessed more accurately.

부동산마케팅에서 소비자 구매의사결정 과정에 대한 이론적 고찰

조광행 (Cho, Kwang Haeng) 한국부동산학회 2009 不動産學報 Vol.39 No.-

1. CONTENTS (1) RESEARCH OBJECTIVES In this study I try to answer the question, “In real estate marketing, what is the steps on purchase decision making process of consumer?” In order to solve the research problem, I have established specific objectives of this study as follows. First, I should propose the purchase decision making process of consumer in real estate marketing. Second, I should analyze specific influential factors on consumer decision making process in real estate. (2) RESEARCH METHOD I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on consumer behavior in real estate and purchase decision making process of consumer. (3) RESEARCH FINDINGS The findings of this study can suggest the implications as follows. As the purchase decision making process of consumer in real estate marketing, problem recognition and information search, alternative evaluation, purchase and postpurchase behavior are specifically proposed. They will contribute to the theoretical progress of understanding on consumer behavior in real estate. 2. RESULTS This study enlarges general marketing to real estate marketing by analyzing specific influential factors on consumer decision making process in real estate. However, the implications should be evaluated in the light of certain limitation. Because this study shows the characters of exploring study, the future study of cross-sectional design should be conducted so that the purchase decision making process of consumer in real estate can be assessed more accurately.

부동산마케팅에서 포지셔닝과 차별화 전략에 관한 연구

조광행(Cho, Kwang Haeng) 한국부동산학회 2010 不動産學報 Vol.43 No.-

1. CONTENTS (1) RESEARCH OBJECTIVES In this study I hope to answer the question, "In real estate marketing, what is the specific steps on positioning process through differentiation." In order to solve the research problem, I have established specific objectives of this study as follows. First, I should analyze the differentiation strategy in real estate. Second, I should propose specific steps on positioning process thorough differentiation in real estate marketing. (2) RESEARCH METHOD I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on differentiation in real estate and positioning process of real estate firms. (3) RESEARCH FINDINGS The findings of this study can suggest the implications as follows. As the positioning process through differentiation in real estate marketing, the search of consumer need, competitive advantage evaluation, selection of differentiation method, and integrated marketing communication are specifically proposed. They will contribute to the theoretical progress of understanding on positioning in real estate marketing. 2. RESULTS This study enlarges general marketing to real estate marketing by analyzing the differentiation strategy in real estate and proposing specific steps on positioning process through differentiation in real estate marketing. However, the implications should be evaluated in the light of certain limitation. Because this study shows the characters of exploring study, the future study of cross-sectional design should be conducted so that the differentiation strategy and positioning in real estate can be assessed more accruately.