e-신뢰의 선ㆍ후행변수에 관한 연구

정기한(Kihan Chung),김금수(Keumsoo Kim),신재익(JaeIk Shin) 한국인터넷전자상거래학회 2011 인터넷전자상거래연구 Vol.11 No.1

The purpose of this paper is to investigate the relationship among web site characteristics, e-satisfaction, e-trust, and e-loyalty and to provide the implications of marketing strategies for online shopping of teens. The results of this paper are as follows. First, informativeness, styling, ease of use, and fulfillment of web site characteristics affect positively e-satisfaction except security. Second, informativeness, ease of use, fulfillment of web site characteristics, and e-satisfaction affect positively e-trust except security and styling. Third, e-satisfaction and e-trust affect positively e-loyalty. Therefore, managers should enhance web site characteristics to foster e-loyalty of teens.

서비스지향성, 서비스품질, 이미지, 고객만족, 행동의도 간의 관계

정기한(Kihan Chung),신재익(Jaeik Shin) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.3

We performed a study to investigate the relationship among service orientation, service quality, image, customer satisfaction, and behavioral intention in a local festival. Appropriate measures were developed with previous studies and a survey targeting 175 respondents who have experienced the festival was conducted. The results confirmed that service orientation has positive impacts on process quality and outcome quality of service quality. Service quality has positive impacts on festival image and customer satisfaction. However, festival image is not associated with customer satisfaction. Festival image and customer satisfaction have positive impacts on behavioral intention. In addition, service orientation has indirect positive impacts on festival image, customer satisfaction, and behavioral intention through service quality. Thus, it is identified that service orientation and service quality play a critical roles in enhancing behavioral intention. The managers of a local festival should focus on service orientation and service quality.

국내산업의 내부고객지향성이 시장지향성에 미치는 영향에 관한 연구

정기한(Chung Kihan),김대업(Kim Deaup),오재신(Oh Jaesin) 한국산업경영학회 2004 경영연구 Vol.19 No.4

1990년에 발표된 핵심역량은 기엽의 경쟁우위적 요소의 원천을 기업내부적 관점에서 고찰하여 많은 학계에 주목을 받았다. 같은 연도에 발표된 시장지향성은 기존의 마케팅 철학을 토대로 마케팅 활동의 영역이 마케팅 부문만이 아닌 기업의 모든 부서차원으로 확장된 개념이다 이러한 개념들은 기업의 핵심적인 역량의 원천은 내부에서 비롯된다는 공통점을 가지고 있다. 이러한 관점은 기엽구성원인 종업원들의 활동측면에 적용되기 시작했으며, 이에 따라 부각된 개념이 내부마케팅, 조직동태성, 조직학습 등이다 내부마케팅은 현재 마케팅 학계와 인적자원 학 계에서 공통적으로 관심을 가지는 교차학문적인 영역으로, 종업원만족이 고객만족을 이끌어내는 중요한 선행요인이라는 것을 기본개념으로 하고 있다. 즉, 기업의 1차적인 고객은 외부의 고객이 아닌 종업원이며 이를 내부고객으로 인정하고 그에 따른 마케팅 활동을 구사해야 한다는 것이다. 또한 조직동태성이냐 조직학습 역시 교차학문적인 영역으로 많은 문헌들에서 기업역량의 원천으로 제시되는 개업들이다 조직내부의 동태성이나 학습에 관련된 연구는 개념정립과 함께 후속적 인설증연구가 이루어져 오고 있으나 내부마케팅 활동에 대한 실증적인 접근은 활발히 연구되지 는 않고 있다 따라서 문헌고찰을 토대로 새롭게 내부마케팅 활동의 구성요인들과 내부공급자와 내부고객간의 활동을 보다 구체적으로 제시하는 내부고객지향성 개념을 도출하고 이러한 활동들 이 기업의 시장지향성에 미치는 영향관계를 구조방정식을 통해 분석하였다. 분석 결과 내부마케팅 구성요인들 중 권한위임과 내부커뮤니케이션은 조직동태성에, 보상시스템과 경영층지원 그리고 교육훈련은 조직학습에 영향을 미치는 것으로 나타났고 조직동태성과 조직학습은 내부고객지향성에 유의한 영향을 미쳤으며, 내부고객지향성은 시장지향성에 상대적으로 높은 영향을 미치는 것으로 나타냈다. Market orientation emphasizes the capability of a firm to learn customers, competitors, and inter-functional coordination and to use this market intelligence of creating superior value in the marketplace. It has been proved that market orientation contributes to organizational performance. But the question is what the antecedents and consequents to superior market orientation are Many service organizations realized that interactions between service providers and customers affected their performance that is, service organizations' performance are increased by satisfied employees who generate satisfied customers So the concept of internal marketing has arisen from service contexts, and has been deeply discussed in the academic literature for about twenty years Academicians has interested in antecedents and consequences of market orientation and internal marketing However, despite relationships of these concepts, a little literature has researched a integrative approach of those Our study focuses on interrelationship among internal marketing, organizational dynamics, organizational learning, internal customer orientation, and market orientation. The effects of internal marketing, organizational learning and organizational dynamics on the level of internal customer orientation and market orientation were analysed by structure equation modeling. Finally, We discussed implications in integrated model perspectives

The Effect of E-service Quality on Brand Image and Repurchase Intention in LCCs: The Moderating Effect of Gender

강경완(Kyungwan Kang),정기한(Kihan Chung) 한국자료분석학회 2018 Journal of the Korean Data Analysis Society Vol.20 No.1

The present study proposes a conceptual framework to investigate the relationship between e-service quality, brand image, and repurchase intention. It also intends to prove moderating effect of gender. SPSS 20.0 and AMOS 21.0 were used for measurement model and hypothesis test. The outcome of this research is in agreement with the findings that prove the importance of service quality through a website. Findings suggested that positive e-service quality influences brand image and repurchase intention. Brand image positively affects repurchase intention. The moderating effects of gender in the relationships between e-service quality, brand image and repurchase intention are insignificant. As the present results suggested, e-service quality improvement should be given priority to any others. Also service providers need to search for the ways to increase customers relationship because it will enhance sense of empathy to the customers.

웹사이트 이미지가 고객성과에 미치는 영향

강극주(Geukju Kang),정기한(Kihan Chung) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.6

Today, purchasing product and service through the online is not a new concept in the local tourism and hospitality. The core of e-business strategy is a means for forming the relationship between the customer on behalf of a real space in an online merchant. We performed a study to investigate the relationship among pension website image, user satisfaction, revisit intention, and intention of word-of-mouth. Appropriate measures were developed with previous studies and a survey targeting 204 respondents who have experienced the pension website visiting was conducted. We conducted by statistical analysis and structural equation modeling with SPSS 21.0 and AMOS 19.0. The results confirmed that some pension website images have positive impact on user satisfaction. However, these factors is not associated with revisit intention. In addition, user satisfaction has positive affects on revisit intention and WOM, also, revisit intention has positive impacts on WOM.

디지털정보사회에서 웨딩홀 서비스품질, 이미지, 만족, 고객충성도의 관계

김솔(Sol Kim),정기한(Kihan Chung) 한국인터넷전자상거래학회 2014 인터넷전자상거래연구 Vol.14 No.6

Through the Internet, customers can learn about, design, order, and pay for products and services, without ever leaving home. From virtual reality displays that test new products to online virtual stores that sell them, the technology boom is affecting every aspect of marketing. The purpose of this study is to investigate the relationship among service quality, wedding hall"s image, customer satisfaction, and customer loyalty, as well as to examine which factor of service quality is more important. Appropriate measures were developed and tested on 197 customers of Gyeongnam province with a cross-sectional questionnaire survey. Structural equation modeling(SEM) was conducted to test the hypotheses. The results showed that process quality is the most important factor in the service quality through a second-order confirmatory factor analysis. Service quality positively influences wedding hall"s image and customer satisfaction. Wedding hall"s image positively influences customer satisfaction and customer loyalty. Customer satisfaction positively influences customer loyalty. Thus, managers should focus on process quality, physical environment, and outcome quality of service quality to enhance customer loyalty.

한국형 드럭 스토어의 소비자 특성 연구

박귀정(Gwijeong Park),정기한(Kihan Chung) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.4

The purpose of this study is to conduct classified types of lifestyle for the korean consumer purchase behavior of drug store. Korean drug store market is facing a new change of environment. The time required differentiation strategies through market segmentation of the public. Therefore, the research also intends to compare and analyze such things as ICT ability factor, repurchase intend factor and consumer behavior among the subdivided groups. The result of this study is as follows ; First, lifestyles of the consumers context of korean drug store were divided into 8 types: the ‘health & wellbeing-oriented type’, ‘fashion-oriented type’, ‘family-oriented type’, ‘human relation oriented type’, ‘individual and selfish type’, ‘freedom-pursing type’, ‘stability-oriented type’, ‘early adaptor type’. according to the result of doing k-mean cluster analysis on it, they were again divided into three groups: the ‘distinguished early adaptor group’, ‘relationship and freedom oriented group’, ‘family oriented group’. Second, there was significant intergroup difference in demographic characteristics and purchasing behavior of drug store product. Third, there was significant three group difference in ICT ability factor and repurchase intend factor. Fourth, ICT ability factor have a positive effect on repurchase intend factor.

관광지 정보원천이 관광지이미지에 미치는 영향

이학인(Hakin Lee),정기한(Kihan Chung) 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.1

The first objective of this study is to identify the effects of information search sources on image of tourism destination using one-way ANOVA. The second objective of this study is to identify the effects of information search sources on image of tourism destination by controlling main variables that could affect destination image. In factor analysis, cognitive image of tourism destination was separated into two dimensions: primary(core) image, secondary(infrastructure) image. The primary image of tourism destination includes good climate, cultural attractiveness, local food, etc.. The secondary image of tourism destination includes accommodations, convenience of traffic and communication, etc.. In one-way ANOVA, there were mean differences of images(primary, secondary) by information sources. We considered the number of visit time and cost fairness as covariate in ANCOVA. In ANCOVA test, information sources have positive effect on only secondary image of tourism destination with a significant covariate.

TV 요리방송의 재시청의도와 추천의도에 미치는 영향에 관한 연구

박세현(SeHyeon Park),정기한(KiHan Chung),박귀정(Gwijeong Park) 한국인터넷전자상거래학회 2018 인터넷전자상거래연구 Vol.18 No.1

The purpose of this study is to determine the reasons why viewers become enthusiastic about cooking programs to examine the review intentions, and to the recommend intentions of TV cooking programs. The study researches TV cooking programs, uses and gratification theory, review intention and recommend intention. In order to investigate the hypothesis, a survey was conducted. 265 questionnaires were answered by viewers of cooking programs. The binary logistical analysis showed that the number of household members, demographics, entertainment, social exchanges, and informative motivation use and gratification types had a significant influence on the review intention and recommend intention. One person influence on the probability of review intention. Entertainment has the greatest impact on review intentions and social exchanges has the greatest impact on recommend intention.

An Exploratory Study on Tourist Choice Attributes and Characteristics of Medical Tourism in the Philippines

Gwijeong Park(박귀정),Kihan Chung(정기한),Wonjong Kim(김원종),Jaesin Oh(오재신) 한국인터넷전자상거래학회 2017 인터넷전자상거래연구 Vol.17 No.6

The purpose of this study is to present a tourism strategy suitable to market characteristics. Therefore, this study is to identify medical tourism situation in the Philippines, which is a potential competitor of the Korean medical tourism market, and to derive the characteristics of medical tourism selection that can reveal the specificity of the medical tourism market. In order to achieve the purpose of research, we conducted a survey on the actual condition of medical tourism for tourists who had experienced tourism in the Philippines. As a result of this study, we could divide eight dimensions of medical tourism selection attributes in the Philippines, including ‘Political and social image’, ‘Medical service quality’, ‘National image on local people’, ‘facilities and convenience’, ‘social environment’, ‘Medical service reputation’, ‘economic image,’ and ‘tourism attractions’. In addition, cluster analysis was conducted on the basis of the revealed eight dimensions, and it was classified into four subdivided markets: ‘tourist destination priority group’, ‘medical service oriented group’, ‘long term stay oriented group’, and ‘medical tourism group’. Also, as a result of the Chi-square test, it was confirmed that income, occupation, and purpose of visit are significant variables that reveal characteristics of subdivision market. These findings can provide useful implications for future medical tourism strategies.