패밀리 레스토랑의 브랜드 개성과 충성도

이용기(Lee, Yong-Ki),이두진(Lee, Doo-Jin),배영금(Pei, Yong-Qin) 한국상품학회 2010 商品學硏究 Vol.28 No.4

본 연구는 패밀리레스토랑을 이용하는 고객이 지각한 패밀리레스토랑 브랜드 개성이 고객의 브랜드 자아동일시, 신뢰, 만족, 그리고 충성도와 같은 핵심 성과변수에 미치는 영향을 실증적으로 분석하고, 브랜드 가치를 높일 수 있는 전략을 제시하는 등 마케터들이 경영 전략 및 마케팅 전략 수립에 필요한 시사점을 제공하고자 한다. 브랜드 개성 변수에 대한 요인분석 결과, 역량, 성실, 활기, 세련, 그리고 강인 등 5개 차원으로 나누어졌으며, 가설검증 결과는 다음과 같다. 첫째, 패밀리 레스토랑 브랜드 개성 중 역량, 성실과 세련이 신뢰에 유의한 영향을 미치며, 성실이 가장 큰 영향을 미치는 것으로 나타났다. 둘째, 브랜드 개성 중 성실과 세련의 순으로 브랜드 동일시에 영향을 미치는 것으로 나타났다. 셋째, 브랜드 개성 중 역량, 성실, 그리고 세련이 만족에 유의한 영향을 미치는 것으로 나타났다. 넷째, 브랜드 동일시와 만족은 충성도에 유의한 영향을 미치며, 신뢰는 충성도에 직접적인 영향은 미치지 않았지만 만족을 통하여 충성도에 영향을 미치는 것으로 나타났다. 본 연구의 결과는 마케터가 고객이 선호하고 브랜드 개성을 개발하여 고객의 충성도를 유도해야 한다는 것을 제시해주고 있으며, 마케팅 믹스개발 과정에서 브랜드 동일시를 느낄 수 있는 브랜드 개성을 부여하여 경쟁사와 차별화된 브랜드를 만들어야 한다는 것을 시사해준다. This study is to examine the effect of brand personality on customer’s brand identification, trust, satisfaction, and loyalty in the context of family restaurant. For these purposes, the authors developed several hypotheses. The data were collected from 300 visitors who visited family restaurants and analyzedwith SPSS 12.0 andAMOS 5.0. The results are as follows. First, competence, sincerity, sophistication of brand personality had positive effect on trust. Second, sincerity and sophistication of brand personality had positive effect on brand identification. Third, competence, sincerity, and sophistication had positive effect on satisfaction. Fourth, brand identification had positive effect on trust, satisfaction, and loyalty. Fifth, trust had a positive effect on satisfaction and loyalty. Finally, satisfaction had positive effect on loyalty. At the end of this paper, themanagerial and theoretical implications and limitations and further research directionswere suggested.

새터민들의 남한음식에 대한 수용과 선호도 조사

이은정(Eun Jung Lee),배영금(Yong Qin Pei),김은미(Eun Mi Kim) 한국조리학회 2013 한국조리학회지 Vol.19 No.2

The purpose of this study was to investigate the adaptation and preference for South Korean food among North Korean refugees. A survey was conducted on 220 North Korean refugees regarding general questions, adaptations, and preference on consuming dishes in South Korea. The results of the survey showed that the average difficulty degree scored with the adaptation to South Korean food was 3.06 points out of 5.00 points. The adaptation to Korean food was investigated as ``average`` and some North Korean refugees had some difficulties in South Korean food. Some respondents described South Korean food as having very strong flavor that tastes more sweetened, seasoned, and spicy than North Korean food. The extended residency in South Korea allowed North Korean refugees to become more familiar with sweetened flavors. Most of them enjoy an oily and spicy taste more than South Koreans. North Korean refugees like Ssal bap, Naengmyeon, Doenjang-guk, Galbi-jjim, Bulgogi(beef, pork), Chaesobokkeum, Oi-saengchae, Chaeso-jeon, Baechu-kimchi, Saengsun-twigim, Soondae, pears, fruit juice, and spring water. North Korean refugees over the age of 30 years enjoy classic foods such as Japgokbap, Gimbap, Jumeokbap, Hwedeopbap, and Chobap. On the other hand, North Korean refugees less than 30 years old enjoy new foods like ramen and spaghetti.

연구논문 : 연령에 따른 새터민의 식생활 만족도의 차의에 관한 연구 -중요도와 실행도를 분석-

이은정 ( Eun Jung Lee ),배영금 ( Yong Qin Pei ) 한국식생활문화학회 2012 韓國食生活文化學會誌 Vol.27 No.6

The purpose of this study is to investigate factors influencing dietary satisfaction, and their perceived importance and performance, in North Korean refugees according to age. Questionnaires were completed by 220 North Korean refugees and data was analyzed with SPSS software. From our study we determined that fresh food, clean dishes, and proper vegetable oil are of high importance but considered poorly performed. ``Taste`` and ``comfort`` were factors with low importance but considered well-performed, The IPA technique proved that 8 items including Q4, Q5, Q6, Q7, Q8, Q9, Ql1, Q13 were in ``Doing great, keep it up`` and no items that got high importance and low performance were in ``Focus here``. North Korean refugees like Korean food more than Chinese, Japanese, and Western food. They specifically want to learn how to cook Korean casseroles, soups, and side dishes (e.g. Myeo1chibokkum, Kongjorim). The North Korean refugees who resided in South Korea under a year have difficulties in understanding menus and Western table manners.

한국과 중국 인터넷 쇼핑몰에서의 e-Satisfaction 결정요인과 결과요인에 대한 비교 연구

윤남수 ( Nam Soo Yoon ),배영금 ( Yong Qin Pei ),박종현 ( Jong Hyun Park ),이용기 ( Yong Ki Lee ) 한국고객만족경영학회 2011 고객만족경영연구 Vol.13 No.1

본 연구는 한국과 중국의 인터넷 쇼핑몰 이용자들을 대상으로 소비자만족 결정요인들이 전반적 품질, 전반적 만족, 그리고 충성도에 미치는 영향에 대한 구조관계를 분석하였다. 이를 통해 국가(한국/중국)간 차이점을 밝히고, 한국기업의 중국 인터넷 쇼핑몰 시장 진출에 따른 마케팅 전략수립에 도움을 주고자 하였다. 연구결과를 요약하면 다음과 같다. 첫째, 한국과 중국은 보안 요인과 검색용이성 요인이 전반적 품질지각에 긍정적 영향을 미치는 반면, 제품정보 요인은 한국에서만 긍정적인 영향을 미치는 것으로 나타났다. 이는 중국의 인터넷 쇼핑몰이 초기 성장단계에 머무르고 있으며 소비자 피해가 빈번하여 이용자들이 웹사이트 자체의 제품정보를 신뢰하지 않고 있다는 것을 보여주는 것이다. 둘째, 한국에서는 검색용이성 요인이 전반적 만족에 유의한 영향을 미치는 반면, 중국은 보안 만족요인이 영향을 미치는 것으로 나타났다. 따라서 한국은 편리한 화면 인터페이스, 빠른 검색경로 등 검색 용이성을 높이는 작업이 필요하며, 중국의 경우는 다양한 보안기술 적용과 보안에 대한 법적 제도 구축 등 보안요인을 강화하는 전략이 필요함을 시사하고 있다. 셋째, 전반적 만족에서 한국과 중국 소비자 간 집단차이가 나타났는데, 한국 인터넷 쇼핑몰 이용자는 중국보다 검색용이성 요인을 더 중요시하는 것으로 나타났으며, 중국 인터넷 쇼핑몰 이용자는 한국보다 보안요인을 더 중요시하는 것으로 나타났다. 따라서 중국에서 인터넷 쇼핑몰을 운영할 때는 한국에서 보다 보안을 더욱 강화시키는 전략이 필요하다. This study examines the structural relationships between internet shoppers` customer satisfaction, overall quality, satisfaction, and loyalty in Korea and China context. In addition, this research identifies that determinants of customer satisfaction of internet shopping mall, which impact overall quality and satisfaction, are different in Korea and China, It helps building global marketing strategy by analyzing these differences between the countries. The implications of research results are as following. First, the research shows security, easy browse, and product information have positive effects on overall quality perception in Korean shopping malls, whereas only security and easy browse have positive effects on overall quality perception in Chinese setting. This implies that Korea, one of the nations with wide internet services, bases on security factor, and easy search, and manufacture information as determinants of overall quality of internet shopping mall. Meanwhile, since internet shopping is just starting in China, customer perception is often influenced by security and easy search factors. Second, this study shows that only the easy browse affects overall satisfaction in Korea while only the security factor affects overall satisfaction in China. Therefore, Korean shopping mall companies need to increase the easy web-searching using RIA, Web 2.0 technology. This provides the suggestion increases the company`s profits by supplying comfortable screen, interface, and fast search route. Chinese companies operating internet shopping mall need to establish online shopping laws and build up various security systems such as authorized certification, hacking prevention tools, and escrow service in order to increase customer satisfaction. Lastly, overall satisfaction of Korean online shoppers is influenced by the ease of search, while that of Chinese users are influenced by the security factor. This difference is derived from the difference between Korean and Chinese internet infrastructure and online shopping technology and service quality. Korea, due to its well established internet infrastructure with well designed internet system and higher internet supply, makes users expect more services from internet shopping mall. Therefore, Korean online shoppers prefer their satisfaction in ease of search to security factor that Chinese users prefer. However, Chinese internet shopping malls are growing rapidly but due to China`s lack of adequate internet infrastructure and other reasons, online market size is smaller and the online markets are not well supplied. In China, COD (Cash on Delivery) that works as ``pay first then deliver``, is still being used so Chinese web shoppers must risk when purchasing online. Therefore, in order to operate an online shopping mall in China, security factors needs to be firmly organized to satisfy customers.