어떻게 고객을 당신의 열성적인 팬으로 만들 것인가? 경험 품질이 브랜드에 대한 고객 행동에 미치는 영향

안명아,김승화 한국유통경영학회 2018 유통경영학회지 Vol.21 No.4

Competition on the market is fierce, yet there is limited empirical research on customer experience management strategy. A key driver of the company's competitiveness is how many valuable customers they have. According to the service-dominant logic, managing the whole process of delivering services to the customer has become more important. Also, the concept of experience economy points out that experiential marketing is a better way to understand the customer. In this paper, we aim to figure out the way to retain customers and understand the influence of experiential quality on customers’ behavior towards the brand in the context of the experience-based store. The results showed that there was a significant positive relationship between experiential quality, perceived value, trust, brand loyalty and brand fanship. While trust towards brand had no significant direct effect on brand fanship. We suggest ways in which retailers and marketers can engage their customers as a fan and provide a managerial perspective of the customer experience management within the experience-based distribution channel. 유통 시장의 경쟁이 치열해지면서 브랜드 경쟁력을 유지하기 위한 고객 관리의 중요성이 대두되고 있다. 고객은 기업의 자산으로, 기존 고객을 유지하는 것이 안정적인 재무적 구조를 구축하고 경쟁력을 갖추는 데 필요하게 되었다. 서비스 지배 논리에 의하면 시장 환경은 제품 중심에서 서비스 중심으로 변화하고 있으며, 이는 단편적으로 제품을 구매하는 전통적인 마케팅에서 벗어나 소비를 하나의 경험으로 제시하는 경험 경제로 변화하고 있음을 의미한다. 본 연구에서는 시장의 변화 흐름에 따라 기업에서 고객에게 제공하는 경험의 품질이 중요함을 이해하고, 이를 바탕으로 경험 기반 유통채널에서 기존 고객을 유지하는 방법을 살펴보고자 하였다. 따라서 경험 품질에 영향을 줄 수 있는 품질 요인이 무엇인지 알아보고, 어떤 선행 변수를 통해 브랜드 팬쉽이 형성되는지 그 과정을 알아보았다. 연구 결과, 결과 품질과 장소 품질이 경험 품질에 영향을 주는 것을 알 수 있었으며, 경험 품질을 통해 가치를 지각하여 브랜드에 대한 신뢰가 나타난다는 것을 알 수 있었다. 또한 신뢰를 바탕으로 브랜드 충성도가 형성되고, 이로 인해 보다 열정적으로 브랜드를 소비하는 브랜드 팬쉽이 형성됨을 확인할 수 있었다. 본 연구는 브랜드에 대한 소비를 경험의 형태로 제시하는 것이 얼마나 중요한지 이해하고, 기업의 고객경험관리에 대한 방향성을 제시한다는 점에서 의의가 있다. 브랜드에 대한 팬(fan)으로 고객을 탈바꿈하는 과정을 살펴본 본 연구의 결과가 실무에 적용되길 기대한다.

경험기반의 유통환경에서 고객의 내재적 동기부여를 통한 고객 인게이지먼트 향상이 고객가치 창출에 미치는 영향

안명아,한상린,정연승(토론자) 한국유통학회 2019 한국유통학회 학술대회 발표논문집 Vol.2019 No.4

옴니채널 리테일링 경험고객의 정서적 몰입이기업과 고객 간 관계에 대한 만족과 지속이용의도에 미치는 영향

안명아,홍수지,김승화 한국유통경영학회 2019 유통경영학회지 Vol.22 No.5

Purpose: As technology has improved, new ways of providing products to customers have introduced in the retail industry. Omnichannel, integrating the physical and online retailing, provides a ubiquitous shopping environment for customers. Understanding the attitudes and behavioral intentions of customers is the first step for firms to gain benefits by adopting omnichannel as their new retail paradigm. This paper aims to examine how the characteristics of omnichannel and attitudes towards omnichannel influence the customers’ behavioral intention. This research also investigates what factors do affect relationship satisfaction and customers’ continuous intention of omnichannel service. Research design, data, and methodology: Using an online survey, customers who had experience of omnichannel service participated in the study. Structural equation modeling was used to estimate the relationships between omnichannel characteristics, subjective norm, perceived behavioral control for TPB (Theory of Planned Behavior), perceived value, affective commitment, relationship satisfaction, and continuance intention. Results: The results showed the significant influence of pleasurable omnichannel experience on the perceived value. Further, this research highlights the positive effect of perceived behavioral control on the perceived value of the omnichannel. The results showed that there was a significant positive relationship between perceived value, affective commitment, relationship satisfaction, and continuance intention. This research demonstrated that relationship satisfaction is the key determinant to continuance intention for omnichannel. There was no direct relationship between satisfaction and continuance intention. However, customers who satisfied with a relationship did show the intention to use the omnichannel continuously. Conclusions: This paper provides a managerial implication for managers to develop competitive strategies for customer retention. Firms need to strengthen their relationship quality to prevent customer churn. By giving an enjoyable experience to their customers, customers can perceive the value of omnichannel positively. Further, once customers perceive the value, they become committed to that firm. The present research provides evidence that affective commitment can positively influence relationship satisfaction and continuance intention for omnichannel. It is also necessary to let customers believe they can handle the omnichannel. The current findings suggest that retailers should give a pleasurable and controllable omnichannel experience to make customers committed with them, and satisfied with the relationship.

중국의 유통시장

안명아,양혜란,서영준,신명희,송은영 한국유통과학회 2007 한국유통과학회 학술대회 논문집 Vol.2007 No.-

構造物爆破工法 施工時 發破公害 安全對策

安明碩(안명석) 대한토목학회 1994 대한토목학회지 Vol.42 No.1

중 · 고령 라인댄스 참여자의 지각된 가치와 공동체 의식 및 사회적 안녕감의 구조적 관계 분석

안명식 한국체육과학회 2022 한국체육과학회지 Vol.31 No.1

This study was to investigate the structural relationship model among perceived value, community spirit and social well-being of line dance participants of the middle-aged and elderly. To prevent the spread of COVID-19, a total 277 date collected of line dance participants of the middle-aged and elderly in Seoul, Kyuggi, Dae-jeon and Gangwon prvince. The frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis and structural equating modeling were analyzed using SPSS 18.0 and AMOS 18.0 programs for Windows. The results of this study are follows: 1) The perceived value had an influence on community spirit. 2) The community spirit had an influence on social well-being. 3) The perceived value had no influence on social well-being. 4) The community spirit mediated the relationship between perceived value and social well-being.

ISFET 소자를 이용한 산성-중성-알칼리성 용액 내 자성나노입자 분포에 따른 pH 특성 연구

안명천(Myoung-Chone An),최종구(Jong-Gu Choi),이상석(Sang-Suk Lee) 한국자기학회 2020 韓國磁氣學會誌 Vol.30 No.2

Magnetic nanoparticles have not only been required for biological DNA isolation, detection and purification, but also have been studied steadily until recently as medical chemical processing materials for drug delivery and release that can control cancer cells in the human body. Using a ion selective field effect transistor (ISFET) pH sensor, a pH value sensitive to the concentration of hydrogen ions (H<SUP>+</SUP>) dissolved in various liquid solutions was measured according to the behavior of magnetic nanoparticles in the external magnetic field. The magnetic nanoparticle solution of pH 7.1 was mixed with acidic, neutral, and alkaline buffer solution at a ratio of 3:1, and the acidic solution having a pH of 3.9 with respect to the change of magnetic particle distribution was found to have a change of 35 mV (0.65 pH), which is greater than the pH of the alkaline solution of pH 9.8. Some of the H<SUP>+</SUP>-ions in the solution was bound to the magnetic nanoparticles and the concentration of ions was reduced near the Si₃N₄ layer of the ion sensitive membrane, so that the change in pH value, the output voltage, was closely related to the distribution of the nanoparticles. The output voltage curves between the two terminal source and drain for the external magnetic field were symmetrical around 0 Oe, and the variation up to ±1000 Oe was greater in acidic solutions than alkaline. Because a multi-reactive polymer nanoparticles containing drugs with a pH of about 7.2 for treatment of cancer cells with a pH of 6.8 move to targets, we suggest the therapy system in which the ring of nanoparticles is decomposed by high-frequency magnetic field therapy.

생활스포츠지도자의 직무열의와 직무성과의 관계에서 회복탄력성의 매개효과 분석

안명식(An, Myoung-Sik) 한국체육과학회 2021 한국체육과학회지 Vol.30 No.5

This study was to investigate the structural relationship model among job enthusiasm, resilience and job performance of life sport instructor. To prevent the spread of COVID-19, a total 215 date collected on-line of life sport instructor in Seoul, Kyuggi and Dae-jeon prvince. The frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis and structural equating modeling were analyzed using SPSS 18.0 and AMOS 18.0 programs for Windows. The results of this study are follows: 1) The job enthusiasm of life sport instructor had influence on resilience. 2) The resilience of life sport instructor had influence on job performance. 3) The job enthusiasm of life sport instructor had no influence on job performance. 4) The resilience mediated the relationship between job enthusiasm and job performance in life sport instructor.

TAM 모형을 적용한 대학 교양체육 수업 참가자의 온라인 체육수업 수용의도 분석

안명식(An, Myoung-Sik) 한국체육과학회 2021 한국체육과학회지 Vol.30 No.4

This study was executed to investigate the relationship between in-class flow, perceived usefulness, perceived ease of use, acceptance intention among university students of online physical education class. The questionnaire was used for research tools. This study was conducted by collecting data from 341 university students in Seoul and Gyeonggi Province. Data was collected using the method of non-probability sampling, convenience sampling. Collected data were analyzed by using SPSS statics 24.0 and AMOS 22.0 programs. Frequency analysis, internal consistency analysis and Cronbach"s α test was used for determining demographic characteristics. Correlation analysis, confirmatory factor analysis, structural equation modeling were used. Results of conducting research are as follows. First, in-class flow did not have effect on perceived usefulness. Second, in-class flow had positive effect on perceived ease of use. Third, perceived ease and perceived usefulness of online physical education classes had a valid relationship. Fourth, perceived usefulness and perceived ease of use increased acceptance of the online physical education class. This study confirmed the need for diversification of online physical education class contents.

돌탑

안명호 문예운동사 2001 문예운동 Vol.- No.69