한우 Lactoferrin cDNA Cloning 과 Aspergillus oryzae M - 2 - 3 에서의 발현

민대규,김상규,이정현,이금순,박선,이찬호,성창근 한국식품과학회 1999 한국식품과학회 학술대회 Vol.1999 No.1

서비스품질지각이 서비스종업원 애착과 충성도에 미치는 영향: 관계품질 매개역할 및 접촉강도 조절효과

민대규,서가뢰,최철재 대한경영학회 2019 대한경영학회 학술발표대회 발표논문집 Vol.2019 No.1

소매점의 관계마케팅활동노력과 관계품질 및 관계성과 간 관계에서 관계강도의 매개역할

민대규,최철재 한국유통경영학회 2019 유통경영학회지 Vol.22 No.5

Purpose: This study examined the effect of factors of relationship marketing effort on relationship quality for customers with department store experience and confirmed whether they directly affect relationship quality and customer loyalty. We also found that customer loyalty was influenced by cognitive strength and emotional strength, which are the main components of relationship intensity. In addition, we examined the variables that have more influence on customer loyalty among these two relationship strengths. Research design, data, and methodology: This study used statistical package SPSS20.0 and AMOS20.0 to analyze the empirical analysis data of 270 customers who have used department store. The variables used were three relationship marketing activity effort variables and relationship satisfaction, trust, emotional relationship strength, cognitive relationship strength, and customer loyalty. Results: As a result of analyzing the research hypothesis presented in this study, structural relationship marketing activity effort did not affect trust, social relationship marketing activity effort did not affect relationship satisfaction, and customer satisfaction did not affect customer loyalty. It did not directly affect customer loyalty. All other pathways were found to have a significant effect. Conclusions: The results of this study are as follows: First, there are different influences on the relationship between relationship marketing efforts and relationship quality factors that department store thinks important for customer relationship formation. Second, there is a difference in the effect on the customer loyalty by the relationship quality dimension perceived by the customer. A Third, consumers who have relationship satisfaction and trust, which is a positive relationship quality factor of retailers, have different effects on customer loyalty depending on the relationship strength. Through relationship marketing efforts, customers who have satisfied the relationship have confirmed that they lead to repeated purchases or WOM through the strength of the relationship. In particular, the comparison of cognitive and emotional aspects of relationship strength showed that customers had more influence on relationship satisfaction and trust in purchasing situations, and emotional relationship strength also had a greater effect on customer loyalty Respectively.

Relationship Between Customer Experience and Emotional Attachment to the Brand and Behavioral Intentions in Upscale Restaurant Services: Moderating Effect of Brand Personality

민대규,최철재 한국유통경영학회 2020 유통경영학회지 Vol.23 No.2

Purpose: The purpose of this study is to identify the effects of service experience such as employee service, core service and servicescape on emotional attachment and the moderating role of brand personality in the relationship between the same variables. In addition this study is to explains the interrelationship between emotional attachment and word-of-mouth (WOM) intention and reuse intention in the upscale restaurant services. Research design, data, and methodology: A questionnaire survey was conducted of 279 customers who had experienced in the upscale restaurant services, and confirmed the validity and reliability of the data by using SPSS 21.0 and AMOS 21.0 statistic packages. The research hypothesis was analyzed by structural equation modeling analysis (SEM). The variables used were service experiences such as employee service, core service, servicescape, emotional attachment, word-of-mouth, reuse intention and brand personality. Results: All dimensions of service experiences such as employee services, core services, and servicescapes had a significant impact on emotional attachment, and which, in turn, affected both word-of-mouth intention and reuse intention, and word-of-mouth intention affected reuse intention. In addition, the moderating effect of brand personality was identified in relation to employee service experience and emotional attachment, while there was no moderating effect of brand personality in core service and service landscape and emotional attachment. Conclusions: In order to increase the customer's positive word-of-mouth intention and reuse intention in the upscale restaurant service setting, it is necessary to provide various service experiences such as employee service, core service, and servicescape so that their customer has an emotional attachment. And then. since service experience through interaction with employees brings high emotional attachment, service education of frontline employees should be strengthened to raise employee service quality recognized by customers. In addition, the consumer affects emotional attachment according to the personality of the service brand if the employee's service is positive. This mean that the service provided by the employee influences the emotional attachment when customers perceives it as stylish, true, lively and passionate about a upscale restaurant. Therefore, the manager of upscale restaurant have to develop an excellent service brand by accurately identifying the customers’s needs and enhancing the image of the upscale restaurant.

소매점의 관계마케팅활동이 재구매의도에 미치는 영향 : 관계만족, 감정 및 관계강도의 인과적 역할

민대규,서가뢰,최철재 한국마케팅관리학회 2019 한국마케팅관리학회 학술대회 Vol.2019 No.10

중국 백화점의 지각된 관계투자와 관계마케팅 성과간 구조관계

민대규,서가뢰,최철재,차문경(토론자) 한국유통학회 2019 한국유통학회 학술대회 발표논문집 Vol.2019 No.4

서비스품질이 서비스애착을 매개로 재구매의도에 미치는 영향; 접촉강도의 조절효과

민대규,최철재 한국마케팅관리학회 2019 한국마케팅관리학회 학술대회 Vol.2019 No.10

본 연구에서는 관광서비스를 대상으로 소비자가 지각한 서비스품질이 고객의 인지적 평가 및 감정적 평가에 미치는 영향과 접촉강도에 따른 영향력의 차이를 확인하고, 또한 만족의 구성개념별로 서비스신뢰에 미치는 영향력 그리고 서비스신뢰와 재이용의도 관계에서 서비스애착의 매개적 역할을 확인함을 목적으로 하였다. 이를 위해 서비스 구매 경험이 있는 264명의 소비자를 대상으로 설문 조사를 실시하였고, SPSS 21.0 및 AMOS 20.0 통계 패키지를 사용하여 데이터의 유효성과 신뢰성을 확인하였으며, 구조방정식모형분석(SEM)을 이용하여 연구가설을 검증하였다. 연구 결과는 다음과 같다. 첫째, 지각된 관광서비스품질은 인지만족과 감정만족 모두에 영향을 미쳤다. 둘째, 지각된 관광서비스품질, 인지만족 및 감정만족 간 관계에서 접촉강도의 조절효과가 확인되었다. 셋째, 인지만족과 감정만족 모두 서비스신뢰에 영향을 미쳤다. 마지막으로, 서비스신뢰는 서비스애착 및 재구매의도 모두에 영향을 미쳤지만 서비스애착에 더 큰 영향을 줌으로써 매개역할을 확인하였다. 따라서 서비스종업원과 다양한 접촉을 통해 고객과의 긍정적이고 우호적인 관계를 구축하여 서비스가 제공되는 상황에서 소비자가 긍정적으로 반응하도록 함으로써 표적고객에게 긍정적인 감정을 유도해야 할 것이다. 또한 고객이 서비스 제품 및 브랜드에 감정적으로 애착을 가질 수 있도록 노력해야 할 것이다.

백화점의 관계투자노력 지각이 고객충성도에 미치는 영향 : 관계힘의 매개효과

민대규,최철재 한국유통경영학회 2018 유통경영학회지 Vol.21 No.1

This study first examined the major factors in relationship investment efforts targeting the consumers having the use experience in department store. In addition, this study confirmed the influential relationships of relationship investment efforts on perceived relationship investment, and cognitive strength, affective strength and conative strength as major components of relationship strength as well as attitudinal loyalty and behavioral loyalty as relationship result elements. First, it was found that there existed a difference in the customer-perceived importance in relation to diverse relationship investment efforts which were provided for customer relationship formation. As a result of doing research, a customer was found to perceive service-related investment efforts as the most important relationship formation element regardless of a store type. Second, the research results showed that there existed a difference in the influence on customer loyalty by relationship strength level. it was found that all cognitive, affective, conative strength had an influence on attitudinal loyalty, and affective, conative strength had an influence behavioral loyalty, respectively. Third, there existed a difference in the influence of the relationship strength in the process, in which a consumer, who perceived the relationship investment. customer loyalty formed definitely through relationship strength in a department store. 본 연구에서는 백화점에 대한 이용 경험이 있는 소비자들을 대상으로 먼저 관계투자노력의 주요 요인을 도출하였다. 아울러 관계투자노력이 지각된 관계투자에 미치는 영향과 관계힘의 주요한 구성요소인 인지적 힘, 감정적 힘, 행동적 힘에 미치는 영향 그리고 관계결과 요소로서 태도적충성도와 행동적충성도에 미치는 영향관계를 확인하였다. 첫째, 고객관계형성을 위해 제공하는 다양한 관계투자노력에 대하여 고객이 지각하는 중요성에는 차이가 있다. 연구결과 고객은 서비스관련투자노력을 가장 중요한 관계형성요소로 지각하였다. 둘째, 관계힘 차원별로 고객충성도에 미치는 영향에 차이가 있다. 백화점에서는 인지적, 감정적, 행동적 힘 모두 태도적충성도에 영향을 미치고, 감정적 및 행동적 힘이 행동적충성도에 영향을 미쳤다. 셋째, 소매점의 관계투자를 지각한 소비자가 고객충성도를 형성한 과정에서 관계힘의 영향력은 소매점 유형에 따라 차이가 있다. 백화점은 반드시 관계힘을 통해 고객충성도가 형성됨을 확인한 점에서 연구의 의의가 있다고 할 수 있다.

백화점의 서비스노력지각이 관계품질을 매개로하여 관계성과에 미치는 영향

민대규,미야그마르 두게르자브,최철재 대한경영학회 2018 대한경영학회 학술발표대회 발표논문집 Vol.2018 No.1

소매점의 품질노력과 관계마케팅노력이 관계성과의 관계에서 감사의 인과적 역할

민대규,서가뢰,최철재 한국유통경영학회 2019 유통경영학회지 Vol.22 No.1

The importance of quality factors in the retail environment, which is centered on consumer goods, and the formation of relationships with customers is also an important survival factor for the company by creating loyal customers through continuous purchasing and securing stable profitability. In order to overcome this problem, it can be said that strengthening quality efforts and relationship marketing efforts for customers, customers feel gratitude, satisfaction and trust are formed and securing relationship performance can be a key to success. The results of this study are as follows: First, it is confirmed that there is a difference between retail store quality efforts and retail store relationship marketing efforts in relation to customer gratitude in large discount store environment. In other words, in the case of a large discount store, the relationship marketing factor rather than the quality effort factor makes customers feel more gratitude. Second, we found that customer gratitude play an important mediating role between quality efforts and relationship marketing efforts and relationship satisfaction, trust, and behavioral loyalty. Gratitude means that positive emotions that promote satisfaction and trust ultimately lead to positive loyalty to customers. Therefore, it is necessary to raise the level of relationship satisfaction and trust for the service provided by the customers who perceive the excellent quality efforts and the relationship marketing effort at the large discount store. Third, it was confirmed that trust is formed through relationship satisfaction rather than directly affecting behavioral loyalty. In order to build loyalty, it is necessary to provide individual services through strong relationship satisfaction rather than directly affecting impressive customer gratitude, and by securing long-term transactions by inducing trust such as continuous relationship maintenance, It has been confirmed that it is important to provide goods and facilitate shopping. 소비재 중심의 소매환경에서 품질 요소의 중요성과 함께 고객과의 관계형성도 연속구매를 통한 충성도 높은 고객창출과 안정적인 수익성확보가 기업의 중요한 생존요소라고 할 수 있다. 이를 극복하기 위해 고객에 대한 품질노력과 관계마케팅노력을 강화함으로써 고객이 감사의 마음을 느끼고 만족과 신뢰가 형성되어 관계성과를 확보하는 것이 중요한 성공의 비결이 될 수 있다고 할 것이다. 연구결과, 첫째, 대형할인점 환경에서 소매점품질노력과 소매점관계마케팅노력 이 고객감사와의 영향관계 간에는 서로 차이가 있음을 확인하였다. 즉, 대형할인점의 경우 품질노력 요인보다는 관계마케팅요인이 고객들에게는 고마움을 더 느끼게 한다는 것이다. 둘째, 고객감사가 품질노력 및 관계마케팅노력과 관계만족, 신뢰, 행동적충성도간에 중요한 매개역할을 수행하고 있음을 확인하였다. 감사가 만족과 신뢰를 촉진시키는 긍정적인 감정을 불러 일으켜 궁극적으로 고객이 소매점과의 관계에 긍정적인 충성도 관계를 유지한다는 것을 의미한다. 따라서 대형할인점에서 우수한 품질노력과 관계마케팅노력에 대하여 지각한 고객이 제공하는 서비스에 대하여 관계만족과 신뢰의 수준을 높여야 하는데 이 때 깊은 감사의 마음을 가지도록 노력해야 할 것이다. 셋째, 고객감사가 행동적충성도에 직접적으로 영향을 주기보다는 관계만족을 통해 신뢰가 형성되고 이것이 행동충성도로 이어짐을 확인하였다. 이와 같이 충성도 구축을 위해서는 감동적인 고객감사가 직접적으로 영향을 주는 것보다는 강력한 관계만족을 통해 상대방에게 관심을 가지고 개별적인 서비스를 제공하거나 지속적인 관계유지 등의 신뢰구축을 유도하여 장기적인 거래를 확보함으로써 우수한 품질의 상품제공과 편리한 쇼핑이 되도록 유도하는 것이 중요하다는 것이 확인되었다.