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- 저자 : 조형래 ( Hyoungrae Cho ) (검색결과 4 건)
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전문병원의 서비스특성이 서비스관계품질을 매개로 서비스성과에 미치는 영향
조형래,최철재,Cho, Hyoungrae,Choi, Chul-Jae 한국병원경영학회 2017 병원경영학회지 Vol.22 No.3
The purpose of this study explains how service characteristics such as service competence, service customization, interpersonal communication and image affect service trust and affective commitments and how service trust, affective commitment play a role in affecting risk-taking and service loyalty in specialty hospital. and then confirm the mediating role of relationship quality components such as service trust and affective commitment in the above path relation. For this purpose, the research hypothesis was verified by structural equation model analysis(SEM) using SPSS 21.0 and AMOS 20.0 statistical package. The results of the study are as follows. First, interpersonal communication influenced service trust, image influenced affective commitment, service ability influenced service trust and emotional commitment, while service customization did not affect any factor. Second, service trust and affective commitment did not effect each other. Third, service trust and affective commitment were more powerful in risk-taking than the influence on service loyalty. Fourth, Risk takings affected service loyalty. Therefore, marketers of special hospitals not only medical services by providing medical service with superior service ability, but also by always strengthening interpersonal communication at the time of providing services. This will enable consumers to overcome the avoidance in the service decision process and implement a specific service marketing strategy that can continuously use the hospital service.
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병원의 서비스이미지, 서비스만족, 감정적 몰입 및 고객충성도 간 구조적 인과관계: 관계성향의 조절효과
조형래 ( Hyoungrae Cho ),최철재 ( Chul-jae Choi ) 한국병원경영학회 2018 병원경영학회지 Vol.23 No.1
The purpose of this study is to examine the structural causal relationships between service image, service satisfaction, affective commitment, and customer loyalty to customers who have experienced hospital medical services, and to identifies the mediating effect of relationship proneness in explaining the effects of service image, service satisfaction, and affectivel commitment on customer loyalty. For this study, 250 respondents were surveyed and data were analyzed using SPSS 21.0 and AMOS 20.0 statistical package. Statistical analysis tools, such as SPSS 21.0 and AMOS 20.0 were utilized for ensuring the validity and the reliability, whereas the SEM method was used for testing the research hypothesis. The results of study are as follows. Service image had significant influence on service satisfaction and emotional commitment. First, Service satisfaction was significant for emotional commitment and customer loyalty, and emotional commitment had a significant effect on customer loyalty. Therefore, the path relations between variables were all statistically significant. Second, there was differences the moderating effect of the relationship proneness in the effects of service satisfaction, service image and affective commitment on customer loyalty. In other words, the moderating effect of the relationship tendency was consistent with the research hypothesis and the adjustment effect was significant in the relationship between service satisfaction and customer loyalty. However, there was no control effect in relation to service image and customer loyalty and affective commitment and customer loyalty. Therefore, In order to secure long-term and stable profits by establishing a relationship with their customers, the medical service marketing strategies of hospitals should be promoted to enhance customer loyalty by raising the level of service satisfaction to high relationship proneness group and by raising the the level of affective commitment to low relationship proneness group.
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최철재 ( Chuljae Choi ),조형래 ( Hyoungrae Cho ),민대규 ( Daegyu Min ) 한국유통경영학회(구 한국유통정보학회) 2021 유통경영학회지 Vol.24 No.3
Purpose: The purpose of this study is to identify the relationship between store atmosphere and store image, affective commitment and store patronage intention. In addition, it is also to verify the mediating role of self-congruity in the relationship between store atmosphere, store image, and affective commitment. Research design, data, and methodology: This study surveyed 350 people who had experience shopping or purchasing luxury goods at famous department stores in Korea through face-to-face interviews. A total of 320 copies were used for the empirical analysis excluding the questionnaire that was not sincere and inappropriate. The SPSS 21.0 and AMOS 20.0 statistical packages were used to verify the validity and reliability of the data. The research hypothesis was obtained by structural equation modeling(SEM). The variables used were store atmosphere, store image, affective commitment, store patronage intention and self-congruity. Results: As a result of the analysis of this study, store atmosphere had a positive effect on store image, but there was no effect on affective commitment. Store image had a positive effect on both affective commitment and store patronage intention, and affective commitment had a positive effect on store patronage intention. In addition, in the relationship between store atmosphere and store image, self-congruity was partially mediated, whereas in the relationship between store atmosphere and affective commitment, self-congruity was completely mediated. Research implications or Originality: Marketers of department stores need to improve their store image by providing aesthetic design and convenience store space so that customers can enjoy the pleasure of shopping while remaining stable for a long time. In addition, it is necessary to practice customer-oriented service not only to improve the service environment so that shoppers can feel pleasure and enjoyment, but also to maintain long-term relationships with excellent customers. The atmosphere and image of the store should also be improved to suit the self-image of shoppers.
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