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패션기업의 최고경영자 특성과 마케팅 활동이 경영성과에 미치는 효과
류은정(Eun-Jeong Ryou),안미강(Mi-Gang Ahn) 강원대학교 경영경제연구소 2020 Asia-Pacific Journal of Business Vol.11 No.4
Purpose - This study aimed to clarify the effects of CEO characteristics and marketing activities on management performance of fashion corporate by using financial statement. Design/methodology/approach - This study collected a sample of total 170 companies that can obtain the corresponding data among fashion manufacturing companies listed on KOSPI. The data of the financial statements reported from 2011 to 2018 were analyzed. Correlation analysis and multiple regression analysis were conducted. Findings - First, the more the number of CEO and the younger the CEO, the more employee welfare and training expenditures of internal marketing. The age of the CEO had a negative effect on all external marketing activities. The CEO number had a negative effect on sales promotion and advertising expenditures, but a positive effect on entertainment expenditure of external marketing. Second, as a effect of marketing activities on management performance, the welfare and training expenditures of internal marketing and entertainment expenditure of external marketing had a positive effect but sales promotion expenditure of external marketing had a negative effect on management performance. Research implications or Originality - Marketing activities that consider the differentiated factors of fashion corporate are necessary. Also, the objective accounting information can provide practical information for fashion industry.
류은정(Eun Jeong Ryou),박세희(Se Hee Park) 한국디자인문화학회 2013 한국디자인문화학회지 Vol.19 No.2
미용서비스 시장의 경쟁이 치열해지는 상황에서 차별화된 미용 서비스품질은 고객충성도와 추천 활동을 증가시키기 위한 마케팅 전략적 요소로 활용될 수 있다. 이에 본 연구는 미용 서비스품질의 차원을 파악하고, 각 차원별로 관계품질 및 행동 의도에 미치는 영향을 파악하고자 하였다. 자료 수집을 위해 부산지역의 20대 여성 소비자에게 2012년 11월 12일부터 25일까지 설문지를 배부하였으며, 그 중에서 최종 268부를 분석에 사용하였다. 수집된 자료의 통계 분석은 SPSS 20.0을 이용하여 빈도분석, Cronbach`s α, 요인분석, 회귀분석 등을 실시하였다. 연구 결과는 다음과 같다. 첫째, 미용 서비스 품질은 신뢰성, 유형성, 전문성, 공감성, 응답성의 다섯 개 차원으로 분류되었으며, 관계품질 차원은 만족, 신뢰, 몰입으로 구성되었다. 둘째, 응답성을 제외한 네 차원의 미용 서비스품질은 관계품질에 유의한 영향을 미쳤다. 그 중에서 공감성과 전문성은 관계품질의 모든 차원에 가장 유의한 영향을 미치는 것으로 나타나 고객관계 형성에 결정적요인임을 밝혔다. 또한 신뢰성 차원은 신뢰와 만족에, 유형성은 만족에 각각 긍정적 영향을 미쳤다. 셋째, 모든 차원의 관계품질은 재이용의도와 추천의도 같은 행동의도에 유의한 정적 영향을 미쳤으며, 그중에서 몰입이 가장 결정적 역할을 하였다. 공감성과 신뢰성, 전문성의 서비스품질은 행동의도에 직접 영향을 미쳤다. 이상의 결과를 통해 서비스 품질이 높을수록 관계품질이 높아지며, 만족, 신뢰, 몰입의 관계품질이 높아질수록 재이용의도와 긍정적 구전 효과가 높아지는 관계를 확인할 수 있었다. In an increasingly competitive condition of the beauty service industry, the differentiated beauty service quality can be used for the marketing strategic elements to increase the customer royalty and recommendation activities. Therefore, the purposes of this study are to analyse the dimensions of beauty service quality and to investigate the effects of the beauty service quality toward the relationship quality and the behavioral intention. The data of 268 women in twenties were collected through the survey in Busan on November 12~25 in 2012. The statistical analyses were carried out in the forms of frequency, factor analysis, Cronbach`s α, and multiple regression of SPSS WIN 20.0. The results of the study were as follows: First, the beauty service quality was perceived as the five factors of empathy, tangibles, expertise, reliability and responsiveness. The relationship quality was composed of trust, satisfaction and commitment. Second, four factors of the beauty service quality except responsiveness had an significant effect on the relationship quality. Above all, empathy and expertise were the most important factors in the beauty service that have influenced on all dimensions of the relationship quality. Also reliability and tangible factors of the beauty service quality had the positive effects on trust and satisfaction respectively. Third, all factors of the relationship quality had a positive influence on the behavioral intention such as revisit intention and recommendation intention. The commitment of the relationship quality was the most effective factor for the promotion of behavioral intention. And empathy, expertise and reliability of the beauty service quality had a influence on the behavioral intention directively. From the results described above, those were identified that the higher the beauty service quality, the more increasable the relationship quality and also the higher the relationship quality, the more the revisit intention and recommendation intention.
의복관여도에 따른 인터넷 쇼핑몰의 이복품질과 서비스품질 지각에 관한 연구
류은정(Eun Jeong Ryou) 한국복식학회 2002 服飾 Vol.52 No.5
The purpose of this study was to clarify differences in their perceptions in relation to clothing quality and service quality of internet shopping mall according to classified consumer groups by clothing involvement. The 248 questionnaires were collected from female and male students of university who experienced browsing at the website for clothing shopping. using SPSS Win package, Cronbach`s α , frequency, percentage, factor analysis, cluster analysis. ANOVA, SNK multiple range test and multiple regression analysis were performed. The results could be summarized as follows. First, the dimension of clothing involvement divided consumers into three different groups: fashion/importance group, pleasure group and symbol group. Second, the significant differences among the classified clothing involvement groups were found in the perceptions in relation to clothing product quality and service quality and service quality of internet shopping mall. Third, pleasure and symbol of clothing involvement, physical attributes and expressive goals of clothing quality, and product assortment and promotion of service quality in the internet shopping mall had an effect on the purchase intend of internet shopping mall.