커피전문점의 서비스 스케이프, 인적서비스와 고객만족, 점포이미지, 재방문 의도간의 구조적 관계

김영주 ( Young Joo Kim ),김상덕 ( Sang Duck Kim ) 한국유통물류정책학회 2014 유통물류연구 Vol.1 No.2

본 연구는 커피전문점의 서비스스케이프와 인적서비스가 고객만족, 점포이미지, 재방문의도와 어떤 영향관계에 있는지 파악하고자 하였다. 커피전문점을 이용하는 고객들을 대상으로 설문조사를 실시하였고, 구조방정식 모형분석 결과 서비스스케이프와 인적서비스는 점포이미지, 고객만족도, 재방문의도에 정(+)의 영향을 미치고 있었고, 점포이미지는 고객만족도와 재방문의도에 정(+)의 영향을 미치고 있었으며, 또한 고객만족은 재방문의도에 정(+)의 영향을 미치고 있는 것으로 나타났다. The coffee market in South Korea rapidly has been growing since the 1980s and competition among cafe is intensifying as well. Cafes that do not have distinguished management strategy or fail to satisfy customers` demands are pushed out of the market. In this environment, improvement of servicescape and human service at cafes became a very important element for enhancing competitiveness. Customers of cafes explore and perceive various types of environment and services while staying in the store, and evaluate quality of service. Therefore, customers` experience of servicescape and human service influence the store image, satisfaction, and, thereby, revisit intention. This study attempted to understand relationship of servicescape and human service of cafes with customer satisfaction, store image, and revisit intention. Based on the result, it aims to help owners, managers, and prospective managers of cafes in South Korea find distinguished marketing strategies based on the importance of servicescape and human service. First, in this study, theoretical ground was provided based on review of previous research on servicescape, human service, store image, and revisit intention. Also, a research model was established based on literature review and hypotheses were set to prove them with empirical analysis. Hypotheses were composed of relationship of service scape with store image, customer satisfaction, revisit intention; that of human service with store image, customer satisfaction, revisit intention; that of store image with customer satisfaction and revisit intention; and that of customer satisfaction with revisit intention, in the order. Before hypothesis test, exploratory factor analysis and reliability test was performed, and confirmatory factor analysis was conducted to verify validity and reliability of the model. Later, descriptive and correlation analysis was performed, before finally analyzing the research model by using path coefficient. The result suggests that servicescape and human service has positive effect on store image, customer satisfaction, and revisit intention; and store image has positive effect on customer satisfaction and revisit intention. Also, customer satisfaction has positive effect on revisit intention. Based on the result, the following implications were drawn from this study: First, servicescape of cafes is divided into give subordinate concepts, i.e., seat comfort, waiting environment, aesthetics, cleanliness, and accessibility, and human service into three subordinate concepts, i.e., expertise, reliability, and interactivity. These sub-factors can be used as measurement tools for future research related to servicescape and human service. Second, there is positive correlation between service scape and human service and store image, customer satisfaction, and revisit intention, which support previous research. Third, in this study, it was found that there are twice as many female customers as male customers, and, therefore, marketing strategies need to increase revisit intention of female customers and additional facilities need to be added to attract male customers. Fourth, servicescape must be reinforced as it influences store image, customer satisfaction, and reivisit intention. Fifth, human service at cafes was also found to influence store image, customer satisfaction, and revisit intention, and, therefore, human service provided by staff must be improved by training. This study had the following limitations: First, representativeness of the sample was limited because the research was not conducted in all regions of the country. Therefore, if sufficient funding is available, using online survey, etc., can help improve the limited sample. Second, in the survey, older subjects were more likely to refuse responding. The survey environment must be improved in terms of the respondents` age. Third, although exogenous variables were controlled to increase internal validity in order to accurately estimate servicescape and human service of cafes, real situations may not be the same as test environment. Recently, many studies are being conducted relating to cafes. However, theoretical concepts need to be established by comprehensive and diverse studies, and, also, qualitative research including AHP (analytic hierarchy process) that reflects opinions of experts will also need to be conducted.

Wayfinding Satisfaction on Tourist Revisit Intention: A Moderated Moderation Model of Travel Group Size and Tourism Information Service

김고운 한국무역연구원 2023 무역연구 Vol.19 No.1

Purpose – Although researchers have long recognized customer revisit intention as an important post-purchase outcome, less attention has been given to revisit intention in the tourism context. Additionally, the effect of wayfinding satisfaction on tourist revisit intention has been largely overlooked. However, wayfinding in a highly urbanized country, such as South Korea, can be challenging, especially for tourists, which can affect revisit intention. Therefore, the main objective of this study is to investigate the differential effect of wayfinding satisfaction on revisit intention, depending on travel group size, while examining the potential moderating role of tourism information service satisfaction. Design/Methodology/Approach – This study conducts a moderated-moderation analysis of wayfinding satisfaction, travel group size, and tourism information service satisfaction on revisit intention, using the 2019 International Visitor Survey conducted by the Korea Tourism Organization. Findings – The findings reveal that wayfinding satisfaction is positively associated with revisit intention, and this association becomes stronger for tourists that travel in larger groups. The findings further show that the moderating effect of travel group size on the association between wayfinding satisfaction and revisit intention depends on tourism information service satisfaction. Specifically, tourism information service satisfaction exerts a negative moderating impact on the moderating influence of travel group size on the wayfinding satisfaction-revisit intention relationship. Research Implications – As the global coronavirus pandemic enters a recovery phase, growing attention has been directed to tourists, particularly those visiting the same destination multiple times. In this context, this study provides comprehensive insight into how tourist revisit intention is enhanced.

메디컬 스킨케어 이용시 고객에 대한 서비스 품질이 고객 만족도 및 재방문 의도에 미치는 영향

김승희,김주연 한국미용학회 2008 한국미용학회지 Vol.14 No.4

The study is intended to know how service quality awareness by medical skin care users effects on customer satisfaction and their intents of revisits under the following hypotheses. To verify the above hypotheses, a survey was conducted for total 251 people including males and females between the age of 20 and 50 who visit one of four dermatology clinics or general skin specialists in Seoul through direct visits after explaining the intent of the study. First, service quality of medical skin care will impact on customer satisfaction. Second, customer satisfaction by medical skin care users will influence on intents of revisits. Third, medical skin care service quality will affect intents of revisits. 1) demographically the respondents had high distribution of the ages between 20s and 30s and 86.1% females of them. Medical skin care was visited mainly by female customers. Educational level was usually above college graduation, while married respondents were 57.7% of the total. Major vocations included office and administrative jobs, and income between 1 and 2 million won was 32.7%. 2) First, the hypothesis ‘Service quality will influence on customer satisfaction’ was tested as that the factors of service quality had significant influence on customer satisfaction such as skin specialists(t=4.437, p<.001), doctors(t=4.314, p<.001), and facility and environment (t=3.643, p<.001). 2)Second, for the hypothesis ‘Customer satisfaction will affect intents of revisits’, the test showed that customer satisfaction had positive impacts on intents of revisits (t=22.150, p<.001) and the higher customer satisfaction, the bigger intents of revisits. Furthermore, satisfaction on a skin specialist (t=6.780,p<.001), satisfaction on a doctor (t=3.853, p<.001), and satisfaction on a clinic (t=3.870, p<.001) had positive impacts in the order; especially the first had the most influence on intents of revisits. 3)Third, the test on the hypothesis ‘Service quality will impact on intents of revisits’ resulted in positive effects of skin specialists (t=4.022, p<.001) and doctors (t=3.262, p<.01) on intents of revisits. The higher service quality provided by skin specialists or doctors, the higher the intent of revisits increases. ; Nevertheless, as the study is restricted due to the limited survey area in Seoul downtown, the fewer samples of male respondents, and insufficient control of factors such as clinic environment or intimacy between customers and staffs, it was difficult to drawn on significant statistical results. Any future study can expand this study to improve customer satisfaction further.

서비스 공정성이 재방문의도에 미치는 영향 : 품질인식과 관계품질의 다중매개효과

이상석(Lee, Sang-Suk),이지은(Lee, Jee-Eun) 한국상품학회 2020 商品學硏究 Vol.38 No.1

본 연구는 서비스공정성과 재방문의도 간의 품질인식과 관계품질의 매개효과 및 인과 관계를 구조방정식모형을 사용하여 검증하였다. 연구결과, 직접적인 효과 분석 결과를 보면 첫째, 서비스공정성과 품질인식의 관계에서 공정한 절차와 분배가 품질인식에 유의미한 영향을 미치고 있는 것으로 나타났다. 둘째, 서비스 공정성과 관계품질에서 서비스공정성의 모든 요인(상호작용, 절차, 분배)이 관계품질에 유의미한 영향을 미치는 것으로 나타났으며, 품질인식이 관계품질에 유의미한 영향을 미치는 것으로 나타났다. 셋째, 서비스 공정성 중에서 절차만이 재방문의도에 직접적인 영향을 미치는 것으로 나타났다. 넷째, 품질인식은 재방문의도에 직접적인 영향을 미치고 있으나 관계품질은 영향을 미치지 못하는 것으로 나타났다. 간접적인 효과 분석의 경우 첫째, 상호작용 및 분배 공정성이 재방문의도에 직접적인 영향을 미치지는 않지만 품질인식과 관계품질의 매개역할에 의해서 재방문의도에 간접적으로 영향을 미치는 것으로 나타났다. 둘째, 절차공정성이 재방문의도에 직접적인 영향을 미치지만 품질인식에 의한 재방문의도 효과가 관계품질에 의한 재방문의도 효과 보다 큰 것으로 나타났다. 셋째, 품질인식이 관계품질에 연속적으로 작용하여 재방문의도에 영향을 주는 것으로 나타나 고객들이 인식하고 있는 품질(제품, 서비스, 경험품질)이 중요함을 알 수 있다. 그리고 총 효과 및 다중매개효과 분석 결과를 보면, 서비스공정성이 재방문의도에 미치는 직접효과와 간접효과를 합한 총 효과는 절차>분배>상호작용 순으로 나타났다. 또한 절차공정성과 재방문의도 간의 품질인식과 관계품질은 매개효과가 있으며 품질인식→매개효과로 이어지는 연속적인 매개효과가 있는 것으로 나타났다. This study attempts to verify the multiple mediating effects of perceived quality and relationship quality between service fairness and revisit intention using a structural equation model. In terms of direct effects, the factor of distribution and procedure of service fairness has positive and significant impact to the perceived quality. Second, service fairness(interaction, procedure, distribution) and perceived quality positively affect relationship quality. Third, among the service fairness, only the procedural fairness has direct impact to the revisit intention. Fourth, perceived quality positively affects revisit intention but does not have direct impact on relationship quality. And in terms of indirect effects, interaction and distribution factors indirectly affect revisit intention by mediation of perceived quality and relationship quality. Second, even though the overall procedural fairness factors have direct impact on revisit intention, the effect of perceived quality on revisit intention is stronger than that of a relationship quality on revisit intention. Finally, we found that the relationship quality and perceived quality mediate the impact of the procedure factor of service fairness on revisit intention. And the total effect size (sum of direct and indirect effects) of the service fairness on revisit intention by descending order are as follows: procedure, distribution, interaction.

메디컬 스킨케어 이용시 고객에 대한 서비스 품질이 고객 만족도 및 재방문 의도에 미치는 영향 -성인 남녀를 중심으로-

김승희 ( Seung Hee Kim ),김주연 ( Ju Youn Kim ) 한국미용학회 2008 한국미용학회지 Vol.14 No.4

The study is intended to know how service quality awareness by medical skin care users effects on customer satisfaction and their intents of revisits under the following hypotheses. To verify the above hypotheses, a survey was conducted for total 251 people including males and females between the age of 20 and 50 who visit one of four dermatology clinics or general skin specialists in Seoul through direct visits after explaining the intent of the study. First, service quality of medical skin care will impact on customer satisfaction. Second, customer satisfaction by medical skin care users will influence on intents of revisits. Third, medical skin care service quality will affect intents of revisits. 1) demographically the respondents had high distribution of the ages between 20s and 30s and 86.1% females of them. Medical skin care was visited mainly by female customers. Educational level was usually above college graduation, while married respondents were 57.7% of the total. Major vocations included office and administrative jobs, and income between 1 and 2 million won was 32.7%. 2) First, the hypothesis `Service quality will influence on customer satisfaction` was tested as that the factors of service quality had significant influence on customer satisfaction such as skin specialists(t=4.437, p<.001), doctors(t=4.314, p<.001), and facility and environment (t=3.643, p<.001). 2) Second, for the hypothesis `Customer satisfaction will affect intents of revisits`, the test showed that customer satisfaction had positive impacts on intents of revisits (t=22.150, p<.001) and the higher customer satisfaction, the bigger intents of revisits. Furthermore, satisfaction on a skin specialist (t=6.780, p<.001), satisfaction on a doctor (t=3.853, p<.001), and satisfaction on a clinic (t=3.870, p<.001) had positive impacts in the order; especially the first had the most influence on intents of revisits. 3) Third, the test on the hypothesis `Service quality will impact on intents of revisits` resulted in positive effects of skin specialists (t=4.022, p<.001) and doctors (t=3.262, p<.01) on intents of revisits. The higher service quality provided by skin specialists or doctors, the higher the intent of revisits increases. ; Nevertheless, as the study is restricted due to the limited survey area in Seoul downtown, the fewer samples of male respondents, and insufficient control of factors such as clinic environment or intimacy between customers and staffs, it was difficult to drawn on significant statistical results. Any future study can expand this study to improve customer satisfaction further.

A Study on the Influence Factors of Attendee Loyalty of Strawberry Music Festival

진수천,박병규 인문사회 21 2022 인문사회 21 Vol.13 No.6

A Study on the Influence Factors of Attendee Loyaltyof Strawberry Music FestivalXiuchuan Qin & Byungkyu Park Abstract: This study aims to help recover the cultural tourism industry that suffered from COVID-19 by analyzing the factors influencing attendees’ loyalty to outdoor music festivals. This study used the Strawberry Music Festival as an example. It took the perspectives of attitudinal loyalty and behavioral loyalty to examine the influencing mechanisms of experience and satisfaction on revisit intention, word-of-mouth recommendation, and attitudinal loyalty. This study conducted a questionnaire survey on 537 attendees of the Strawberry Music Festival and empirically tested the constructed model using structural equation modeling. The study discovered that: attitudinal loyalty has a direct and significant positive impact on revisit intention and word-of-mouth recommendation, greater on revisit intention; experience has a direct positive impact on attitudinal loyalty and word-of-mouth recommendation but has no significant impact on revisit intention. Key Words: Strawberry Music Festival, Attitudinal Loyalty, Revisit Intention, Word-of-mouth Recommendation, Experience A Study on the Influence Factors of Attendee Loyaltyof Strawberry Music FestivalXiuchuan Qin & Byungkyu Park Abstract: This study aims to help recover the cultural tourism industry that suffered from COVID-19 by analyzing the factors influencing attendees’ loyalty to outdoor music festivals. This study used the Strawberry Music Festival as an example. It took the perspectives of attitudinal loyalty and behavioral loyalty to examine the influencing mechanisms of experience and satisfaction on revisit intention, word-of-mouth recommendation, and attitudinal loyalty. This study conducted a questionnaire survey on 537 attendees of the Strawberry Music Festival and empirically tested the constructed model using structural equation modeling. The study discovered that: attitudinal loyalty has a direct and significant positive impact on revisit intention and word-of-mouth recommendation, greater on revisit intention; experience has a direct positive impact on attitudinal loyalty and word-of-mouth recommendation but has no significant impact on revisit intention. Key Words: Strawberry Music Festival, Attitudinal Loyalty, Revisit Intention, Word-of-mouth Recommendation, Experience

Structural modeling of dissatisfaction, complaint behavior, and revisiting intentions in hairdressing services

이혜원,김미영 한국의류학회 2020 Fashion and Textiles Vol.7 No.1

This study aims to present a comprehensive model that effectively explains dissatisfaction, complaint behavior, and revisiting intentions of hair service consumers through an empirical analysis. In order to empirically verify the conceptual model, a questionnaire was developed based on previous studies and responses that were collected through an online survey agency. Subjects were Korean female consumers in their 20s to 50s who experienced dissatisfaction with hair services in the salons they visited during the past year. The conceptual model suggested in the theoretical research was analyzed empirically through the structural equation modeling (SEM) test and finally suggested after ordering, eliminating unnecessary paths. According to the results, dissatisfaction with the hair service significantly affects the complaint behavior and the revisiting intentions while the complaint behavior has a mediating effect between dissatisfaction and the revisiting intentions. Analysis showed that dissatisfaction with human response services and private complaint behaviors are the factors that most negatively influence revisiting intentions. It was confirmed that businesses should focus on the management of the customer service delivered by the employees and on word of mouth. Public complaint behavior was proven to increase revisiting intentions of consumers, needing more attention. This study aims to provide plausible reasons and objective materials to the establishment of a solid theoretical base for the research on dissatisfaction, complaint behavior, and revisiting intentions of hair service consumers. It is expected that the results of this study will help create differentiated marketing strategies for unsatisfied and complaining consumers.

미용 종사자의 커뮤니케이션 스타일과 재방문의도의 영향 관계에서 고객신뢰도의 매개효과

이재림 ( Jae-rim Lee ),박은준 ( Eun-jun Park ) 한국미용학회 2021 한국미용학회지 Vol.27 No.6

This study aims to research the mediating effect of customer reliability in the relationship of the beauty professionals' communication styles and the intention to revisit to increase the reliability and revisitation of the customers who use beauty services. A self-administered survey with 23 questions related to general characteristics, communication styles, customer reliability, and intention to revisit was given to 413 customers. Through SPSS 20.0, frequency analysis, factor analysis, reliability analysis, regression analysis, and mediation regression analysis were performed. The result showed that communication style has 3 factors: cooperation type, control type, and professional type and that the customer reliability and the intention to revisit drew single factors, respectively. And all the effects of the beauty professionals' communication style on the customer reliability, the customer reliability on the intention to revisit, and the communication style on the intention to revisit appeared to have a positive effect. Also, the customer reliability showed the mediating effect in the relationship between cooperation type and the intention to revisit. And in the relationship of control type, professional type, and intention to revisit, by the full mediation effect, the customer reliability appeared to work as an essential variable in the relationship of communication style and intention to revisit. Based on this result, the author expects that this study can help expand the training for the communication style that fits the beauty service environment and create profits with the competitiveness reinforcement by the strategy development of proper service training and marketing for beauty professionals.

제주도 수상레저 활동 사업장의 서비스 품질이 이용자 만족과 재방문 의도에 미치는 영향

박부성 ( Park Bu-sung ),이세형 ( Lee Sei-hyoung ) 제주대학교 체육진흥센터(구 제주대학교 체육과학연구소) 2017 체육과학연구 Vol.23 No.-

In this study, the service quality of Jeju water leisure establishment in term of provision of resources that contribute to improving the service quality of water leisure is examined. In addition, basic data is collected concerning revitalization of the water leisure business in the future; the aim is to achieve this through continued re-engagement to enhance user satisfaction by identifying the impact of user satisfaction and users revisit intentions. In order to achieve the research purpose, we selected a population that use the Jeju water leisure establishment, and 340 people responded to the questionnaire. Double responses and incomplete responses were excluded, then the remaining 305 responses were analyzed using SPSS version 18.0. To confirm the validity of the selection factors, the exploratory factor analysis used the principle component analysis of common factor analysis and the orthogonal rotation method by Blackberry mags was performed. Reliability analyses using the Cronbach`s ￡ coefficient were performed to verify the reliability among each factor based on internal consistency. The frequency analysis was performed for respondents` demographic characteristics with one-way ANOVA and Tukey`s post-validation were performed to discern significant differences between the groups. For hypothesis verification concerning the effect of service quality on user satisfaction and intention to revisit, the correlation analysis and regression analysis were performed. At this time, statistical significance was set at ￡=.05. The results of this study earned via such procedures and methods are as follow. First, there was no statistically significant difference due to the service quality following gender, user satisfaction and revisit intention depending on the service quality perception, user satisfaction and revisit intention in accordance with sociodemographic characteristics of respondents. The age-related service quality perception showed a statistically significant difference in human service and physical service, but was not observed for the significant difference for the service. The user satisfaction and revisit intention showed significant difference, and was observed to be highest in the group aged<20s. The service quality perception by average monthly income was statistically significant difference between human and physical service, systemically difference was not observed for the service. The user satisfaction and revisit intention was significant difference, and was observed to be highest in the group aged < 20s. Second, the service quality showed a statistically significant positive influence on user satisfaction. Third, the service quality showed a statistically significant positive influence on revisit intention. Fourth, the user satisfaction was found to have a significantly positive effect on revisit intention, and user satisfaction showed partial mediation on the service quality and revisit intention.

지역 축제를 통한 관광객의 호의적 재방문의도 형성에 관한 연구 : 제천국제음악영화제 방문객 특성을 중심으로

원미란 사단법인 인문사회과학기술융합학회 2019 예술인문사회융합멀티미디어논문지 Vol.9 No.2

The purpose of this study is to analyze factors to form tourists’ favorable revisiting intention regarding local festivals held in minor cities equipped with plenty of tourism resources. To address the goal, centering around Jecheon International Music & Movie Festival held in Jecheon, Chungcheongbuk-do, this author has drawn strategies and programs to improve the intention to revisit the region of tourists who have viewed the local festival. The results of analysis can be summed up as follows. Women indicate high revisiting intention. Regarding visitors’ age, those under the 30’s show high revisiting intention. About their occupations, students, office workers, professionals, and the self-employed indicate high revisiting intention. Concerning the types of accompaniment, those accompanied with friends or families indicate high revisiting intention. Next, those who visit the region where the festival is held more often show higher revisiting intention. Regarding their marital status, the unmarried indicate high revisiting intention, and about their educational level, university graduates show the highest revisiting intention. About staying days, guests for a day or two nights and one day indicate high revisiting intention. 이 연구는 관광자원이 풍부한 지방중소도시의 지역축제와 관련하여 관광객의 호의적 재방문의도를 형성하기 위한 요소가 무엇인지에 관하여 분석하였다. 이를 위해 충청북도 제천에서 개최되고 있는 제천국제음악영화제를 관람한 관광객의 지역에 대한 재방문의도를 향상하기 위한 전략과 프로그램 등을 도출하였다. 분석결과 여성의 경우 재방문의도가 높았다. 방문객의 나이와 관련하여 30대 미만의 경우 재방문의도가 높은 것으로 나타났다. 직업의 경우 학생과, 회사원, 전문직과 자유업의 경우 재방문의도가 높은 것으로 나타났다. 동반형태는 친구와 가족이 함께한 경우 재방문의도가 높았다. 다음으로 축제가 개최되는 지역의 방문경험이 많을수록 재방문의도가 높은 것으로 나타났다. 결혼여부와 관련해서는 미혼의 경우 재방문의도가 높았으며, 교육수준의 경우 대학졸업자의 경우가 가장 재방문의도가 높은 것으로 나타났다. 체류일수의 경우 당일과 1박 2일의 경우 재방문의도가 높았다.