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아파트 브랜드 자산의 선행요인과 구성요소 간의 인과관계 모델
지성구,김덕수,Ji, Seong-Goo,Kim, Duk-Su 한국주거학회 2009 한국주거학회 논문집 Vol.20 No.4
A well-managed brand name (eg., Xi, the #, and I-Park) becomes brand equity. Brand equity affects the name value of brand in question and revenues. Elaborated researches regarding causes and effects forming brand equity, however, are hardly found. This research aims at: (1) examining the relationships among antecedents of apartment brand equity, brand equity components, and brand preference; and (2) proposing marketing strategies for strengthening apartment brand equity. The research method utilized is a survey. The research procedure consists of four steps as follows: (1) literature review; (2) hypotheses construction regarding antecedents and consequences of apartment brand equity; (3) measurement of apartment brand equity; and (4) covariance structure analysis of relationships between antecedents and consequences. This study found following positive relationships. First, the corporate image and apartment advertisement have a positive influence on brand-name recognition/image and perceived quality, consisting of apartment brand equity. Second, brandname recognition/image, perceived quality, and brand-name preference, consisting of apartment brand equity, have a positive influence on a brand affinity. Thus it is concluded that apartment brand equity is strengthened by means of: (1) the distinction of major factors, forming brand equity and enforcing it; and (2) the establishment and implementation of integrated marketing communication (IMC) strategies.
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조직혁신 냉소주의가 이탈, 발언, 충성, 그리고 태만행동에 미치는 영향
지성구(Seong Goo Ji),설홍수(Hong Soo Seol) 한국경영학회 2006 經營學硏究 Vol.35 No.1
This study was intended to reveal the negative effect of cynicism about organizational innovation during organizational innovation. It has been suggested that cynicism about organizational innovation be key element of organizational innovation failure. It has been analysed that cynicism about organizational innovation affect job satisfaction. organizational commitment. and organizational citizenship behavior negatively in a few previous researches.But. It was not revealed which paths could be possible with the relation organizational innovation failure and cynicism about organizational innovation. 80. this study was intended to reveal the relationship cynicism about organizational innovation and EVLN considering mediating role of resistance to organizational innovation.Meanwhile. It was selected to exit. voice. loyalty. and neglect behavior(EVLN) as performance indicators of organizational innovation. EVLN has been analysed that it would be a result of job dissatisfaction. psychological contract. But. EVLN could be important indicators of organizational innovation whether success or failure.Thus. it was hypothesized that EVLN would be affected by cynicism about organizational innovation via resistance to organizational innovation.Data was collected by questionnaires from Korea companies that organizational innovation has been completed. or is progressing. Hypotheses was verified by structural equation methods using these data. In result. it was revealed that exit and neglect be positively affected by cynicism about organizational innovation via resistance to organizational innovation. voice and loyalty negatively. Interestingly. the relationship of cynicism about organizational innovation andvoice was mediated by resistance to organizationa1 change both fully and partially.This study has severa1 important implications to academics as well as practitioners. The academic contributions are as follows: First. it was about the resu1t of cynicism about organizationa1 innovation. It can be suggested that cynicism about organizational innovation wou1d be cause about organizationa1 innovation failure through organizational members uncooperative behavior. 8econd. it was mediating ro1e of resistance to organizationa1 innovation in the re1ationship of cynicism aboutorganizationa1 innovation and EVLN. It was because of resistance to organizationa1 innovation that the effect of cynicism about organizationa1 innovation toward EVLN was negative. Third. this study expanded with the study of EVLN revealing its another cause. As for practica1 implications. it was perceptions of emp10yee’s cynicism most of a11.Emp10yees cynicism cou1d be core cause of organizationa1 innovation failure. It was tended to decide organizationa1 innovation against the sight of emp10yee of innovation. It will be resu1ted to organizationa1 innovation failure. However. this study has some limitations. This study has not been performed 10ngitudinally. considered the effect of demographic characteristics. and revea1ed the construct of EVLN separate1y. 80. the future researches will be considered for these problems.
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지성구(Seong Goo Ji) 한국유통학회 2008 流通硏究 Vol.13 No.3
서비스 마케팅 분야에서 고객의 자발적 행동에 대한 학문적 관심이 증가하고 있다. 반면, 서비스 전달에서 고객의 참여와 협조가 중요해진 소매점에서는 이 분야에 대한 연구가 많지 않아 연구의 공백이 상당하다. 이 연구는 소매점 고객을 대상으로 지각된 가치와 고객만족이 자발적 행동의도에 미치는 영향을 규명하고자 하였다. 재래시장과 대형 마트를 이용하는 고객 680병을 대상으로 실증 분석한 결과, 고객의 지각된 가치는 고객만족과 자발적 행동의도에 정의 영향을 미치는 것으로 나타났다. 이상의 연구결과를 바탕으로 연구의 시사점을 제시하였고, 연구의 한계점과 미래 연구방향을 제시하였다. This study attempts to investigate the effects of perceived value on customer satisfaction and customer voluntary behavioral intention such as customer loyalty, participation intention, cooperation intention in retail store. For this purpose, the model posits that perceived value will have a positive impact on customer satisfaction and customer voluntary behavioral intention. We investigate the 680 customers of the korean open air market(337) and the discount store(343) for the research. The results showed that perceived value positively influences customer satisfaction and customer voluntary behavioral intention. Implications of the findings are considered and future research directions identified.
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대학 저학년생의 직업 지향성, 경력 초점, 전공 만족도 및 취업 준비도 분석
지성구(Ji, Seong-Goo),송윤희(Song, Yun-Hee) 한국경영교육학회 2013 경영교육연구 Vol.28 No.5
이 연구는 대학 저학년생의 직업에 대한 인식을 살펴보기 위해 직업 지향성, 경력 초점, 전공의 취업 관련 만족도, 취업 준비도를 분석하였다. H대학교 1학년과 2학년 1,413명으로부터 2012년 2학기에 자료를 수집하였으며, 기술통계, t-검정 및 분산분석을 실시하였다. 직업 지향성의 총 평균 3.95로 인간관계지향, 노동조건지향, 직무도전지향 순으로 평균이 높게 나타났다. 경력 초점의 총 평균은 3.72로 안정, 일·가정 양립, 자율, 전문성, 봉사, 도전, 창업 순으로 평균이 높았다. 전공의 취업 관련 만족도 평균은 3.20, 취업 준비도의 평균은 3.04로 나타났다. 취업준비도가 높은 학생일수록, 직업 지향성의 모든 면에서 높았고, 경력 초점도 대부분 유사한 결과를 보였다. 즉, 취업 준비도가 높은 학생이 전문성, 도전적인 경력에 보다 관심이 높았고, 취업 준비도가 낮은 학생은 안정과 일·가정 양립을 중요시하였다. 본 연구는 향후 대학 내 진로 및 경력개발프로그램의 활성화 방안을 모색하는데 기초적 자료로 활용될 수 있을 것이다. The purpose of this study was to investigate occupational orientation, career anchors, major satisfaction, and career preparation for freshman and sophomore students. Participants were 1,413 students at H University during the fall semester of 2012. Collected data was analyzed using descriptive statistics, independent sample t-test, and one-way analysis of variance.The research findings were summarized as follows: First, the average mean score of occupational orientation was 3.95. The mean score of human relationships orientation was higher than the mean score of duty challenge orientation and the mean score of working conditions orientation. Second, the average mean score of career anchors was 3.72. The mean score of security/stability was the highest in the subfactors of career anchors. Third, the mean score of major satisfaction was 3.20. Fourth, the mean score of career preparation was 3.04. When students perceived their career preparation as high, they also reported higher occupational orientation and career anchors. Specifically, students of higher level in career preparation were concerned with technical/functional competence and pure challenge, but students of low level in career preparation were interested in security/stability and lifestyle. Findings can be utilized as basic references for promoting career development programs in universities.
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