전환비용의 선행요인 및 결과변수에 대한 연구

이유재(You Jae Yi),이청림(Cheong Lim Lee) 한국마케팅학회 2005 마케팅연구 Vol.20 No.3

내부 브랜딩: 내부고객의 브랜드 동일시가 내부고객만족과 CS 활동에 미치는 영향

이유재(You Jae Yi),라선아(Sun A La) 한국마케팅학회 2004 마케팅연구 Vol.19 No.3

고객만족과 고객추천이 기업성과에 미치는 동태적 영향

이유재(You Jae Yi),이청림(Cheong Lim Lee) 한국경영학회 2010 經營學硏究 Vol.39 No.2

It is commonly claimed that customer satisfaction is one of the most important determinants of a firm’s performance. Thus, practitioners have shown growing interest in customer satisfaction as a means of ensuring company’s future profits, and researchers have attempted to validate this relationship with empirical analysis. Several recent studies based on nationwide satisfaction indices show that customer satisfaction (CS) has a significant impact on firm performance. By using a customer satisfaction index (CSI) at the firm level, such studies have illustrated that customer satisfaction is an important determinant of a firm’s performance. While many studies have focused on word-of-mouth(WOM) as a consequence of customer satisfaction at the customer level, relatively few studies have investigated the relationship between WOM and a firm’s performance. Although this relationship is taken for granted by many researchers, few studies have empirically examined the effect of referral on firm‘s performance. Reichheld (2003) introduced a new loyalty metric, Net Promoter Score(NPS), based on customer referral intentions. He claimed that NPS is superior to other metrics such as CS and retention as a predictor of firm performance. Nevertheless, there has been considerable debate as to whether NPS is truly superior to CS or not. This study thus attempts to investigate the effects of CS and referral intention on firm performance by using CSI and NPS. Specifically, this study considers not only current effects but also carry-over effects of CS and referral intention on firm performance. For the purpose of estimation, this study assumes that the effect of CS and referral intention on a firm’s performance in period t is geometrically decreasing over time. The data on CSI and NPS used in the analysis were obtained from KCSI (Korean Customer Satisfaction Index) and KNPS (Korean Net Promoter Score). The KCSI and KNPS were introduced by the KMAC (Korean Management Association Consulting), and they are available to the public. Our sample includes 142 firms in 53 different industries from 2001 to 2007 KCSI and KNPS. The data on financial performance of these firms were complied from the KIS-Value database by Korea Information Service Inc. Additionally, we included several control variables: firm’s age, firm’s size, the number of brands, and a dummy variable indicating whether a firm is listed or not. The results show that CS and referral intention have dynamic effects on firm’s performance, respectively. It is also found that CS has both current and lagged effects on firm’s performance in services and nondurables, but only lagged effects in durables. On the other hand, referral intention has both current and lagged effects on firm performance in all industries. The dynamic effects of CS and referral on firm’s performance imply that the effects of CS and referral should be evaluated over the time span longer than the current period. Practitioners should adjust their CS and referral strategy and policy in terms of these dynamic effects. Additionally, a CSI-NPS matrix analysis is performed to identify the priority between CSI and NPS. The results reveal that the group with high CSI and NPS scores has higher performance than other groups. Especially, in services, a high CSI group shows higher performance, and in durables, a high NPS group shows higher performance.

고객만족경영의 개념과 실천에 관한 연구

이유재(You Jae Yi) 한국경영학회 2000 경영저널 Vol.1 No.1

서비스 애호도와 의사애호도가 재구매의도에 미치는 영향에 관한 연구

이유재(You Jae Yi),안정기(Jeong Ki Ahn) 한국소비자학회 2001 소비자학연구 Vol.12 No.1

This study has investigated the relationships between various types of service loyalty and repurchase intentions. It has theoretically examined four types of service loyalty: true loyalty, pseudo-loyalty, latent loyalty. and non-loyalty. An empirical study is then conducted to examine the differences between true loyalty and pseudo-loyalty in terms of their consequences. The results show that pseudo-loyalty has less significant effects on repurchase intentions than true loyalty. It is also found that service loyalty is affected by perceived service costs as well as by perceived service quality.

구매 후 만족도 평가, 기대의 조정, 재구매 의도의 흐름에 관한 연구; 고객충성도의 조절효과를 중심으로

이유재 ( You Jae Yi ),라선아 ( Sun A La ) 한국소비자학회 2002 소비자학연구 Vol.13 No.3

We have investigated the relationship of customer satisfaction, adjusted expectation, and repurchase intention after the consumption experience. Adjusted expectation, which is a dynamic variable reflecting the adjustment of expectations after purchase, is introduced as a mediating variable between customer satisfaction and repurchase intention. In addition, we have examined the way that customer loyalty moderates the relationships among these variables. While customers show asymmetric responses to positive and negative consumption experiences, loyal customers show more favorable responses to negative experiences than less-loyal customers do. Specifically, loyal customers show relatively more favorable evaluations regarding negative disconfirmation, dissatisfaction, and upwardly adjusted expectation.

물리적 환경이 서비스 품질 평가에 미치는 영향에 관한 연구

이유재(You Jae Yi),김우철(Woo Chul Kim) 한국마케팅학회 1998 마케팅연구 Vol.13 No.1

본 논문은 서비스 물리적 환경에 대한 기존 연구모델을 확장하여 서비스 평가요인으로서 물리적 환경의 중요성을 밝히고 그 결정요인들을 추출하고자 하였다. 물리적 환경 결정요인들이 서비스 구매후 행위에 어떠한 영향을 미치는지를 이업종간에 비교하여 마케팅 관리적 시사점을 도출하고자 하였다. 분석결과 물리적 환경이 서비스 평가에 중요한 영향력을 가지고 있는 것으로 나타났다. 또 물리적 환경 결정 요인들이 품질지각에 미치는 영향은 업종간에 다른 것으로 나타났다. 아울러 물리적 환경에 의해 얻게 되는 서비스 만족은 고객의 재방문, 구전활동, 더 오래 머므름에 긍정적으로 영향을 미쳤다. 확인적 요인 분석을 통해 고객들이 환경에 대해 개별적으로 지각하기보다는 전체적으로 지각한다는 것을 발견하였다.

상호작용효과를 포함한 다중회귀분석에서 주효과의 검증에 대한 연구

이유재(You Jae Yi) 한국경영학회 1994 經營學硏究 Vol.23 No.4

본 연구는 회귀분석에서 구간척도로 측정된 변수들의 주효과와 상호작용 효과를 검증할때 제기되는 문제점들을 살펴보고 그 해결책을 제안하고자 한다. 회귀모델에 상호작용 항목을 삽입하면, 주효과 평가에 있어 다음과 같은 문제들이 발생한다. 첫째, 척도의 선형변환에 의해 결론이 상당히 다르게 나타날 수 있다. 둘째, 심각한 다중공선성 (multicollinearity)이 발생한다. 세째, 주효과에 대한 해석이 애매모호해진다. 이 문제들에 대한 해결수단으로 소집단 분석 (subgroup analysis), 독립화 변환 (orthogonal centering), 평균변환 (mean centering)등을 제시하고, 이들에 대한 비교를 하였다. 그 결과, 평균변환이 이 문제들을 해결하는 데 있어서 가장 유용한 도구임을 발견하였다.

쿠폰미지참으로 인한 후회감이 구매행동에 미치는 영향에 관한 연구

이유재(You Jae Yi),김학균(Hak Kyun Kim) 한국경영학회 2003 經營學硏究 Vol.32 No.1

This study investigates how the existence of unused coupons affects consumer decision-making and postpurchase evaluation by employing the concept of regret, In an Attempt to examine the moderating role of regret, this study develops two theoretical Models: one of anticipated regret, and the other of experienced regret. The models can be summarized as follows, While making a purchase decision, consumers anticipate regret when they perceive the value of coupons available and yet they do not carry them. In Study I, coupon proneness, perceived benefit. and perceived acquisition cost are identified as the antecedents of anticipated regret, and a structural equation model is employed to teat the effects of anticipated regret on purchase intention without coupon carried. After a purchase has been made, consumers feel or experience regret when they later realize that they hove not used coupons, Study 2 examines how the experience of ret influences postpurchase evaluation and repurchase intention, Results of the study show that coupon proneness and perceived benefit have a significant inpact on regret. In addition. Consumers who anticipate regret either postpone purchase or decide not to purchase that brand, and the experience of regret lowers customer satisfaction and repurchase intention,

아는것이 힘? 사전 지식이 평가모드에 따른 선호역전에 미치는 영향에 대한 연구

이유재(You Jae Yi),김병규(B. Kyu Kim) 한국경영학회 2004 經營學硏究 Vol.33 No.1

Studies have shown that consumer preference can be changed by the choice context: joint evaluation vs. separate evaluation. Based on such studies, this study examines how consumer knowledge moderates the context effect on preference. In Study 1. participants are asked to evaluate DVD home theater systems with two attributes; one is easy to evaluate, the other difficult to evaluate. Joint-separate preference reversal happens because the hard-to-evaluate attribute in separate evaluation becomes easy to evaluate in joint evaluation. Results show that preference reversal happens in the low knowledge group, but not in the high-knowledge group. In Study 2, only hard-to-evaluate information is given to participants. Participants are asked to evaluate attractive or unattractive computer monitors in different evaluation modes. Because the high-knowledge group has reference information for the product, they are hypothesized to evaluate products based on their own reference information in separate evaluation, but not in joint evaluation. Consequently, even the high-knowledge group shows preference reversal between two evaluation modes. Implications and future research directions are discussed.