친환경 식품 이용소비자의 체면민감성이 구매만족과 재구매의도에 미치는 영향

백종온,고미애 한국관광연구학회 2020 관광연구저널 Vol.34 No.9

This study analyzed the social face sensitivity of consumers who used eco-friendly foods to find out how social face sensitivity affected purchasing satisfaction and willingness to repurchase in the future to provide empirical data that can increase the understanding and loyalty of eco-friendly food consumers. The summary of the results of this study is as follows. First, as a result of analyzing the effect of hypothesis 1 (social face sensitivity on purchasing satisfaction), it was found that awareness of others and awareness of embarrassment had a positive (+) effect on purchasing satisfaction, and awareness of formality did not affect purchase satisfaction. Second, it was found that purchase satisfaction of eco-friendly food consumers had a positive (+) effect on repurchase intention. Third, it was found that awareness of others and awareness of embarrassment had a positive (+) effect on repurchase intention, and awareness of formality did not affect repurchase intention. Therefore, among the social face sensitivity of consumers using eco-friendly foods, awareness of others and awareness of embarrassment had a direct impact on purchase satisfaction and repurchase intention, and the marketing managers of eco-friendly foods should accurately identify the propensity of consumers and apply them to continuous customer relationship management. In addition, managers must deeply understand their culture and values and strive for product planning and management strategies that suit consumers’ preferences.

외식업체 키오스크(Kiosk) 특성이 고객경험, 만족도, 지속사용의도에 미치는 영향

백종온 (사)한국조리학회 2023 한국조리학회지 Vol.29 No.5

This study aimed to present differentiated strategies and implications to the diversified needs of customers who were utilizing kiosks, by understanding the perception and characteristics of using kiosks of food service companies in Gyeongnam region, and then empirically analyzed the factors affecting customer experience, and effects on satisfaction and continuous use intention. The results of verifying the hypotheses are as follows. First, in the results of verifying the effects of kiosk characteristics of food service companies such as playfulness, usefulness, safety, and convenience on cognitive factors among customer experience factors, the convenience, usefulness, and safety had significant effects in order while playfulness had no significant effects. Also, in the results of verifying the effects of kiosk characteristics of food service companies such as playfulness, usefulness, safety, and convenience on emotional factor among customer experience factors, the convenience, safety, playfulness, and usefulness had significant effects in order, so the hypothesis 1 was partially accepted. Second, in the results of verifying the effects of customer experience factors such as cognitive and emotional factors on satisfaction, it was found to have a significant effect, so hypothesis 2 was adopted. Third, in the results of verifying the effects of customer experience factors such as cognitive and emotional factors on continuous use intention, it was found to have a significant effect, so hypothesis 3 was adopted. Fourth, in the results of verifying the effects of satisfaction on continuous use intention, the satisfaction had significant effects on continuous use intention, so the hypothesis 4 was accepted.

부산,경남 지역 대학생의 향토음식에 대한 의식 및 중요도에 관한 연구

백종온(Jong On Baek) 한국조리학회 2009 한국조리학회지 Vol.15 No.1

브랜드 에쿼티가 만족도 및 브랜드 충성도에 미치는 영향

백종온(Jong On Baek),박경태(Kyong Tae Park) 한국조리학회 2010 한국조리학회지 Vol.16 No.5

This research aimed to analyze the effects of brand equity has on satisfaction and brand loyalty of food service consumers in restaurants. For the empirical analysis, we used the self-administered method, using 250 copies of questionnaire in total. 235 copies(94%) was collected and we used the 223 copies(89%) for the analysis. For data processing, we used the statistical package program of SPSS WIN Version 12.0, conducting a frequency analysis, a reliability analysis and a factor analysis, and verifying hypotheses through a regression analysis. As the result of the research, for the hypothesis that Brand equity(brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on satisfaction, it showed that brand recognition, brand image and perceived quality have a significant effect on satisfaction, and for the hypothesis that Satisfaction will have a significant effect on brand loyalty, it showed that satisfaction has a significant effect on brand loyalty. For the hypothesis that Brand equity (brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on brand loyalty, it showed that brand recognition, perceived quality and brand attitude have a significant effect on brand loyalty. To build a competitive brand of the food service industry on the basis of the results of this research, they will concentrate their energy on outlining strategies which can remind customers of their brands by managing their brands systematically and on strengthening their brand equity effectively.

한식당 서비스스케이프에 의한 관계품질이 충성도에 미치는 영향

백종온(Jong On Baek) 한국조리학회 2013 한국조리학회지 Vol.19 No.5

This research was intended to investigate the influence of relationship quality by servicescape of Korean restaurants on loyalty targeting Busan city area. For this, a research model was designed and hypotheses were drawn through literature investigation. 300 copies of the questionnaire for a survey were distributed from 6th to 24th of May, 2013, and then 288 copies were adopted for the empirical analysis. As for data processing, the data were analyzed by using SPSS win version 18.0 statistics package program and were verified through frequency analysis, reliability analysis, factor analysis, and regression analysis. The result of this empirical study was summarized as follows. First, as a result of verifying the influence of servicescape factors on relationship quality, cleanliness, comfortableness, and accessibility among the servicescape factors had significant effects on commitment among the quality factors. Second, the result from verifying how the servicescape factors affected trust showed that attractiveness, comfortableness, and accessibility had significant effects on trust. Third, commitment and trust among the relationship quality factors were found to have significant effects on loyalty.

종사원 가치제안(EVP)이 직무태도와 친사회적 서비스행동에 미치는 영향 : 외식기업 종사원을 중심으로

백종온(Jong-On Baek),고미애(Mi-Ae Go),박경태(Kyong-Tae Park) 한국조리학회 2021 한국조리학회지 Vol.27 No.4

브랜드 에쿼티에 의한 만족도가 행동의도에 미치는 영향

백종온(Jong On Baek),박경태(Kyong Tae Park) 한국조리학회 2012 한국조리학회지 Vol.18 No.2

This study aims to analyze the effects of satisfaction on behavioral intentions depending on brand equity based on the consumers who visited specialty coffee shops in Busan. The self-administered method was used for empirical analysis and 295 copies (89%) out of 300 copies of questionnaires were used for analysis. For data processing, the SPSS WIN Version 15.0 statistical package program was used and the frequency analysis, reliability analysis, factor analysis were conducted so the hypothesis was verified through the regression analysis. As a result, for the hypothesis that Brand equity(perceived quality, brand awareness, brand image) will have a significant impact on satisfaction, perceived quality, brand awareness, and brand image had a significant impact on satisfaction. Satisfaction was shown to have a significant impact on behavioral intentions for the hypothesis that Satisfaction will have a significant impact on behavioral intentions For the hypothesis that Brand equity(perceived quality, brand awareness, brand image) will have a significant impact on behavior intentions, perceived quality and brand awareness had a significant impact on behavioral intentions while brand image didn`t. Based on the results of this study, companies should be systematically managed to prepare strategies to remind consumers of their brands and focus on to strengthen brand equity effectively in order to build a competitive brand.

커피전문점의 사회적 책임활동이 브랜드이미지 및 충성도에 미치는 영향

백종온(Jong-On Baek) 한국관광연구학회 2016 관광연구저널 Vol.30 No.2

물리적 환경이 고객가치와 행동의도에 미치는 영향

백종온(Jong-On Baek) 한국관광연구학회 2017 관광연구저널 Vol.31 No.2

외식업체 종사원의 서비스지향성이 조직유효성 및 고객지향성에 미치는 영향

백종온(Jong On Baek) 한국관광연구학회 2015 관광연구저널 Vol.29 No.1

This research focusing on family restaurant employees in Busan-city·Kyungnam-province, is subjected to provide a basic material that can be useful for local restaurants` effective administration and management in such a way which analyzes relations involved in influence on organization effectiveness and customer orientation of service orientation of foodservice employees. Total 250 sheets of questionnaire were distributed and 235 sheets were collected for empirical data analysis. For data processing, SPSS win version 20.0 statistic package program was adopted. The verification was conducted through frequency analysis, reliability analysis, factor analysis, regression analysis. First, it was revealed that there were significant influence of service leadership, service system, service encounter on job satisfaction, but there weren`t significant influence of them on human resource management, at which service leadership, service system, service encounter were included in service orientation and, to the contrary, job satisfaction and human resource management were in organizational effectiveness . Second, it was revealed that there were significant influence of job satisfaction, organizational effectiveness, which were included in organizational commitment, on customer orientation. Third, there were significant influence of service leadership, service system, service encounter, which were of that service orientation, on customer orientation, but there weren``t significant influence of them on human resource.