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온·오프라인 고객접점에 대한 신뢰가 기업신뢰와 고객 충성도에 미치는 영향에 관한 연구
김승운,이정아,강희택 한국산업경제학회 2008 산업경제연구 Vol.21 No.6
오늘날 기업들은 새로운 고객들을 획득하거나 기존 고객들과의 관계를 지속적으로 유지하기 위해 다양한 온·오프라인 고객접점들을 사용해 오고 있다. 그간 멀티 채널 관련 연구들은 고객 충성도가 고객 채널들에 따라 차이가 있음을 제시해 왔다. 이러한 연구들은 주로 고객만족과 고객 충성도간의 관계에 초점을 두어 왔을 뿐 고객 충성도에 대한 또 다른 중요한 요인인 신뢰의 효과에 대해서는 살피고 있지는 못하다. 본 연구에서는 온·오프라인 고객접점으로서 판매원과 웹사이트에 대한 신뢰가 기업 신뢰와 고객 충성도에 미치는 영향을 살펴보았다. 연구결과, 고객 충성도에 대한 영향요인은 오프라인 채널 신뢰인 판매원 신뢰, 온라인 채널 신뢰인 웹사이트 신뢰, 그리고 기업 신뢰로 나타났고, 기업 신뢰에는 판매원 신뢰와 웹사이트 신뢰 중 판매원 신뢰만이 영향을 미치는 것으로 나타났다. Companies have used various online and offline customer encounters to gain new customers and maintain the relationship with them. Multi-channel related studies have showed that customer loyalty is dependent on the type of channels such as online channel and offline channel. While these studies focused on the relationship between customer satisfaction and customer loyalty, they failed to validate the effect of trust, which had been considered a crucial antecedent of customer loyalty, on it. Prompted by this, the present study investigated the effect of trust which customers had in salespersons and a website on trust in the company and customer loyalty. Results revealed that customer loyalty was affected by trust in sellers as offline trust, trust in a website, and trust in the company. They also showed that trust in the company was significantly influenced by trust in salespersons, not trust in a website.
전문가시스템과 인공신경망의 통합에 관한 이론적 검토 : A Theoretical review
김승운 전북대학교 산업경제연구소 1995 전북대학교 산업경제연구소 논문집 Vol.26 No.-
The Expert Systems (ES) and the Artificial Neural Networks (ANN) have been each demonstrated some specific advantages and disadvantages. These two technologies can be integrated to exploit the advantages and minimize the disadvantages of each method used alone. This article examines, the implications and strategies that are involved with the integration of these two technologies. Specifically, the strengths and weaknesses of each are explored, and a justification for integrating the two technologies is discussed. Several different strategies for expert system and neural network integration are reviewed, a survey of existing integrated systems is presented, and the challenges that are faced in integration are discussed.
온라인 피드백 메커니즘으로서 상품평 게시판의 지각된 효과성과 신뢰, 만족, 이용의도간의 관계구조분석
김승운,강희택 한국경영과학회 2007 韓國經營科學會誌 Vol.32 No.2
Internet shopping websites have offered comfort to consumers in shopping and built trust relationships with them by providing electronic agents for recommendation, escrow services, and customer centers etc. But as there is little big difference among the shopping websites in terms of technical competence, website design, operational policy, they recognize online feedback (reviews or recommendation of consumers or experts) and online feedback mechanism as important marketing tools. Based on online feedback related studies, this study explores antecedents (consensus, vividness of reviews, interactions in review boards) of the perceived effectiveness of review boards which are text-based feedback mechanisms and its consequences such as trust, satisfaction, and intention to use. The results show that the perceived effectiveness of review boards is significantly affected by vividness of reviews and interactions in review boards, and the impact of interaction in review boards on the perceived effectiveness of review boards is stronger than that of vividness of reviews. The results also show that the perceived effectiveness of review boards has a significant influence on trust and satisfaction with the shopping websites, and intention to use is influenced by both trust and satisfaction.
김승운,강희택 한국정보전략학회 1999 한국정보전략학회지 Vol.2 No.1
Lately, one of the most representative Information Technologies used for business management is the Internet. Although firms are showing much interests and investing a lot for their websites, not all of them are profitable. Over the years, a considerable number of papers have studied the evaluation of websites. Most of them have dealt with the evaluation of websites from the perspectives of developers or operators rather than from that of visitors. It would be appropriate for the website studies to focus on the general visitors. Also, most of the previous studies on website evaluation are not empirically tested. Therefore, the objective of this study is to test the important degree of the different evaluation criteria for evaluating the corporate websites in Korea, to suggest proper evaluation items from the visitors' perspective and to identify the important degree of each item. For these objectives, this study first designs questionnaires using 66 items for website evaluation from the existing literature on website evaluation, and performs web survey using the web panel. The panel consists of 542 web users. The panel members have been asked for rating the importance of the website evaltation items. Critical evaluation items from the visitors' perspective are derived.