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이동통신 서비스의 IMC, 서비스 품질, 브랜드 이미지, 고객만족 및 재이용 의도의 구조관계 ―한일 대학생 소비자를 중심으로―
임채관,강경수 한국일본근대학회 2011 일본근대학연구 Vol.0 No.32
This study aimed to investigate the structural relationship and difference of IMC(integrated marketing communication) activities, service quality, brand image, customers' satisfaction and reuse intention of Korean and Japanese mobile telecommunication users. In doing so, this paper suggested reasonable IMC and service quality strategies. This study conducted survey for each mobile telecommunication users: Koreans(220), Japanese(166). Based on this survey, this study employed empirical analysis and proposed comprehensive IMC and service strategies, which are suitable for each countries. As a result, IMC and service quality factors have positive influence on a brand image, and so good brand image have a positive influence on customers' satisfaction and ultimately reuse intention for Korean and Japan mobile telecommunication users. If the IMC strategy of telecommunication service is compared according to a country based on the above research results, it is as follows. First, in case of Korea, it appeared that giving priority to the order of PR>PS> Event>SP>DM>AD is desirable in the IMC activities, and it appeared that the strategy for strengthening a service quality is tangibles>assurance>responsiveness>empathy>communicationquality>reliability, and image is necessary in the order of vitality>softness>goodwill>originality> sophistication>familiarity in the brand image. But in case of Japan, it appeared that giving priority to the order of PR>DM>Event>SP>AD>PS is desirable in the IMC activities, and it appeared that service quality is assurance>empathy>responsiveness>reliability>tangibles> communicationquality, and it appeared that the strategy for strengthening an image is necessary in the order of originality> vitality>sophistication>progressive>goodwill>familiarity in the brand image. 본 연구는 한일 대학생을 대상으로 이동통신서비스 기업의 IMC활동과 서비스품질이 브랜드이미지, 고객만족 및 재이용의도에 어떠한 영향을 미치는가를 비교하고, 이들 특성이 한일간에 어떠한 차이가 있는가를 규명함으로써 이동통신서비스의 IMC활동과 서비스품질향상 활동에 대한 시사점을 도출하고자 하는 것이다. 이를 위하여 한국 대학생 220명과 일본 대학생 168명을 대상으로 설문조사를 실시하였으며, 이들 관계를 검증하기 위하여 구조방정식모형분석을 실시하였다. 실증분석 결과 한‧일 대학생의 경우 이동통신사의 IMC활동과 서비스품질이 브랜드이미지에 긍정적인 영향을 미치며, 브랜드이미지는 고객만족에, 나아가 고객만족은 재이용의도에 긍정적인 영향을 미치고 있음을 확인하였다. 한일간의 실증적 분석결과를 토대로 이동통신서비스의 IMC 및 서비스품질 전략을 비교하면 첫째, 한국의 경우는 IMC활동에서는 PR>PS>Event>SP>DM>AD 순으로 중점을 두는 것이 바람직하고, 이동통신사의 서비스품질에서는 유형성>확신성>응답성>공감성>통화품질>신뢰성 등의 순으로 전략을 강화하는 것이 요구되며, 나아가 브랜드이미지는 활력성이미지>유연성이미지>호감성이미지>독창성이미지>세련성이미지>친숙성이미지 순으로 이미지를 강조하는 전략이 요구되는 것으로 나타났다. 반면, 일본의 경우는 IMC 활동은 PR>DM>Event> SP>AD>PS 순으로 중점을 두는 것이 바람직한 것으로 분석되었으며, 서비스품질은 확신성>공감성>응답성>신뢰성>유형성>통화품질향상 노력을 강화하는 전략이 요구되며 나아가 브랜드이미지 개선 노력에서는 독창성이미지>활력성이미지>세련성이미지>진취성이미지>호감성이미지>친숙성이미지 순으로 이미지를 강조하는 전략적 접근이 요구되는 차이를 확인하였다.
임채관 사단법인 미래융합기술연구학회 2021 아시아태평양융합연구교류논문지 Vol.7 No.7
The purpose of this study is to empirically investigate whether the entrepreneurship education conducted by universities affects university students' competence and their entrepreneurial intention. The empirical study was conducted to verify the structural relationship between the quality of entrepreneurship education and students' willingness to participate, entrepreneurial competence and entrepreneurial intention. For this purpose, a survey was conducted on 360 university students in Busan, Ulsan and Gyeongnam Province who experienced entrepreneurship education. The survey took place in parallel with face-to-face and online surveys from early January to late May 2020. The frequency analysis was conducted using SPSS to analyze the status of the data collected through the survey. In addition, reliability analysis and exploratory factor analysis were performed to verify the reliability and validity of the measurement tool, and confirmatory factor analysis, correlation analysis, and structural equation model analysis were conducted to verify the research hypothesis of this study using AMOS. The empirical study was conducted to verify the structural relationship between the quality of entrepreneurship education and students' willingness to participate, entrepreneurial competence and entrepreneurial intention. The results are summarized as follows. First, the quality of entrepreneurship education of universities had a significant positive effect on students' participation in entrepreneurship education. Second, the quality of entrepreneurship education had a significant positive effect on entrepreneurship competence. Third, participation in entrepreneurship education had a significant positive effect on entrepreneurship competence. Fourth, the participation in entrepreneurship education had a significant positive effect on the entrepreneurial intention. Fifth, the entrepreneurial competence had a significant positive effect on entrepreneurial intention. However, the quality of entrepreneurship education did not have a direct and significant effect on the entrepreneurial intention, which showed a contrast. In conclusion, based on the results, the university needs to improve the quality of practical entrepreneurship education and to encourage students to participate actively in entrepreneurship education in order to strengthen their entrepreneurship competence.