Loyalty Behaviors in Cross-Cultural Environment: In the Case of Banking

남성집 한국유통경영학회 2011 유통경영학회지 Vol.14 No.3

This article compares the Western and the Eastern individual’s loyalty engagement activity in financial services from a cross-cultural perspective. Customer Loyalty has earned significant attention from both academia and practitioners due to its attachment to a firm's profitability. However, most of research has performed in one geographical region. International Business and cultural literature suggest that scholarly findings from one culture may not be valid in other cultures due to cultural effects. The cultural differences between the Eastern and the Western worlds are especially pronounced. As corporations expands their territory to other continents, necessity of reflecting multi-cultural individual's loyalty behavior is raised as well. American and Korean consumer groups are chosen to represent both cultures.

Cross-cultural Service Variation: Airline Service Quality

남성집 한국유통과학회 2015 유통과학연구 Vol.13 No.9

Purpose – In a global economy, marketers are required to understand service quality from an international consumer viewpoint. Despite the increased need for cross-cultural research, few studies have developed service quality research international in scope. The present research aims to shed light on variations in airline service quality among international consumers. Research design, data, and methodology – Conducting crosscultural research, this study compares airline service quality variations, investigating an international consumer group and a Korean consumer group. T-test and factor analyses are applied to examine mean scores and factor structure of the airline service dimensions. Results – The results indicate there are significant differences in mean comparisons between the groups. The international consumers indicate significantly higher service perception scores than the Koreans. Further, we find that the factor structure of airline service quality diverges between the groups. The international group considers airline service quality in four dimensions, while Koreans consider it in two. Conclusions – The study sheds new light on international service variations and suggests that the field of airline service quality may differ by nations and/or cultures.

Cultural Distance and Behavior

남성집,이성원 大田大學校 社會科學硏究所 2010 社會科學論文集 Vol.28 No.2

Cultural Distance and Behavior

국가문화가 서비스품질의 평가에 미치는 영향: 한국과 영미권 국가의 비교

남성집 한국유통과학회 2015 유통과학연구 Vol.13 No.11

Purpose – The objective of this research is to investigate whether national culture influences consumers’ service evaluations. The services industry is receiving increasing attention from academia and practitioners as its position grows in global markets. Standardization or localization is a traditional managerial decision in global business. As the boundaries of services expand across national borders, firms are required to decide whether to standardize services or adjust to local needs. Though it is imperative to reflect global perspectives in marketing theories, these perspectives are mostly based on Western conceptualization of the world. Through a comparison of consumer groups from two culturally remote countries, service quality evaluation mechanisms are examined based on similar stimuli. The study tries to expand service marketing perspectives across national borders. Research design, data, and methodology – Eastern and Western countries are known to be culturally distinct. One Eastern and one Western country were chosen: an Anglo-Saxon country (the U.S., England, and Australia) and South Korea. In Hofstede’s cultural dimensions, the differences between the two are pronounced. The Anglo-Saxon based countries share many similarities. Samples of the same sites are targeted. Questionnaires using a service quality scale (SERVQUAL) and a customer satisfaction scale were distributed. Utilizing Hofstede’s typology of culture, the service evaluation mechanisms of the respondents from the two groups are evaluated. Three hypotheses are proposed from the review of the literature. These are service evaluation habits, importance of service quality dimensions for the individualistic/collectivistic countries, and strong/weak uncertainty avoidance cultures. Consumers from the individualistic countries are considered to care about themselves and demand a higher level of responsiveness and assurance.On the other hand, consumers from high uncertainty avoidance cultures are assumed to rely more on tangible questions of service quality, as these are the only predictable service quality indicators. A t-test and regression analysis are applied to validate the constructs. Results – The respondents from the Anglo-Saxon countries are more generous on service evaluations than Koreans. Researchers have indicated that Americans tend to give higher service evolution scores than European, Mexican, and Korean counterparts. The tendency is the same here. The sample from Anglo-Saxon countries demonstrated higher service evaluation scores on every dimension of SERVQUAL. For the second hypothesis, the respondents from the collectivistic culture rely less on core service dimensions (assurance and responsiveness) due to their tendency to place more value on group harmony than individual interest. However, the third hypothesis was not validated. Conclusions – The study attempted to expand the scope of service marketing to reflect cross-national perspectives. Service quality is known to have a strong influence on customer satisfaction and loyalty behavior. However, this research demonstrated that individuals from different cultural territories respond heterogeneously to the same stimuli. Scholars argue that national cultures are main factors in such deviated behavior. Scholars and global managers should be aware of differences in consumer value judgment mechanisms such as satisfaction, expectations, and perceptions.

Service Perceptions of Full Service Airlines and Low Cost Carriers : A Case of Airlines in South Korea

남성집 (사)한국관광레저학회 2015 관광레저연구 Vol.27 No.8

저가항공사의 등장으로 기존항공사와 저가항공사간의 서비스 차별화의 필요성은 지속적으로 높아지고 있으며, 항공사들은 기업의 핵심적 가치를 제고하는방법으로 서비스차별화 또는 가격경쟁력을 선택하고 있다. 항공 산업에서의 이러한 다변화된 항공서비스품질의 제공은 서비스품질을 연구하는 학계에서도 항공서비스품질에 대한 관심을 높이는 계기가 되었다. 이후 국내에서도 많은 연구자들이 일반항공사와 저가항공사의 서비스품질요인 등 다양한 주제를 통하여비교적 활발한 연구를 진행하였으나, 대부분의 연구는 일반항공사 또는 저가항공사의 단편적 항공서비스 품질에 국한되었다. 본 연구의 목적은 동일화된 문항을 통하여 일반항공사와 저가항공사의 항공서비스품질 및 고객 충성도와 관련된 요인들을 소비자의 관점에서 상호 비교하고 그 차이점을 찾는데 있다. 연구결과 소비자의 인지된 항공서비스 품질 및 전반적 만족도는 모든 문항에서 일반항공사가 저가항공사보다 높은 것으로 나타났으며, 고객 만족도에 영향을 미치는 서비스 요인도 상이한 것으로 나타났다. 일반항공사의 소비자들은 직원 및승무원이 제공하는 다양한 서비스가 만족도에 가장 큰 영향을 미치는 반면, 저가항공사를 이용하는 고객에 있어서는 시스템적인 서비스 요인이 가장 큰 영향을 미치는 것으로 나타났다.

A Study on the User Acceptance of O2O Service

남성집,정지복 동아시아경상학회 2020 The East Asian Journal of Business Economics Vol.8 No.3

Purpose: New technologies allow service providers to integrate all the customer information within and between contact channels so that they can offer individualized services. The availability of new mobile devices enables retailers to interact with customers through countless channels (Rigby, 2011). The objective of this research is to examine customers’ attitudes toward O2O(on-line to off-line) services and their intention to use based on the Technology Acceptance Model(TAM). Research design, data, and methodology: Utilizing the TAM model, the mediating effect of the users’ attitudes toward O2O services on the relationship among perceived ease of use, perceived usefulness, perceived risks and intention to use are to be investigated. Results: The result shows that the perceived ease of use, perceived usefulness, perceived risks have a significant effect on customers’ attitudes toward O2O services. It is also revealed that the attitude toward O2O services has a mediating effect among perceived ease of use, perceived usefulness, perceived risks and intention to use. Conclusions: The boundary between on-line and off-line is breaking and various services based on the O2O platform are growing. The results of this study and managerial implications can be applied to O2O platform operators or enterprises planning to sharp competitiveness edge through offering variations of service channels.

The Interaction among Customer Value, Customer Satisfaction, and Customer Loyalty in Cross-cultural Context

남성집 한국유통경영학회 2011 유통경영학회지 Vol.14 No.6

This article compares the inter-relationship among the three variables of customer value, customer satisfaction, and customer loyalty in cross-cultural perspective. The importance of Customer Loyalty has been stressed in service and loyalty literature because it is strongly tied with a firm’s performance. The overall inter-relationship among the above three variables has been suggested and proved in a domestic context. However, most of cultural literature suggests that scholarly findings in one country may not be validated in the other country, due to cultural differences. This cross-cultural research examines the overall relationship among the three domains of customer relationship management and attempts to reveal if cultural effect moderates the relationships among the above variables.

Airline Service Quality Development

남성집 한국유통경영학회 2013 유통경영학회지 Vol.16 No.5

As the recent emergence of the Low Cost Carriers(LLCs) in Air-line industry, service differentiation and customer satisfaction takes critical role in order to sharpen competitive edges to both Full Service Carriers(FSCs) and LLCs. The current research aims to explore the nature of service quality in airline and its relationship to customer satisfaction. Air service quality dimensions using factor analysis are classified as Ticketing and Boarding Processes, Customer Encounter Services, and Tangibles. Further, the regression analysis reveals the strength of relationships between each of service quality dimensions and customer satisfaction scales that the Ticketing and Boarding Process dimension has the strongest co-relations with customer satisfaction scales.

Exploring Service Dimensions: From An American and Korean Banking Case

남성집 한국고객만족경영학회 2008 고객만족경영연구 Vol.10 No.3

A service quality dimension is considered to be an antecedent of customer satisfaction and loyalty. Firms achieve customer loyalty through providing customer satisfaction. Defining key service dimensions which customers mostly appreciate is an important foundation for earning customer satisfaction. The current research aims to develope service quality dimension in international financial services. Service dimensions are re-created using SERVQUAL items and new items necessary for banking services from American and Korean respondents.

항공업의 서비스요인의 실증적 연구

남성집(Nam, Sung Jip) 한국관광레저학회 2012 관광레저연구 Vol.24 No.1