Chain restaurant brand and patrons’ post-purchase behaviors in the steakhouse context

한희섭,엄태연,Hong Ngoc Nguyen,송학준,추아,비 리아,이상협,김완수 한국관광연구학회 2019 관광연구저널 Vol.33 No.4

In spite of the emerging tough competitions and the recognized importance of loyalty in restaurant industry, little research has examined the role of attitude, brand awareness, brand experiences, and attachment in explicating customer post purchase behavior. In this regard, this research attempted to make an empirical effort to examine the role of attitude toward the brand, awareness of the brand, and brand experiences in building customer loyalty by taking into account the moderating effect of attachment to the brand for a chain steakhouse brand . Employing a filed survey method, we utilized the quantitative analytic approach for the research purpose. A proposed conceptual framework comprising study variables was successfully developed and tested. As results, this research showed that attitude toward the brand and awareness of the brand are the important drivers of formation of customer loyalty among the constructs we tested. In addition, attachment to brand played a crucial moderating role in the relationship between the attitude and the customer loyalty. Overall, our findings significantly enhanced our understanding of these variables and their roles in customer loyalty formation for the steakhouse brand in theoretical implications. In pragmatic standpoints, practitioners as well as operators will be able to have clearer comprehensions to enhance level of customer loyalty in the chain steakhouse industry in which the competition is growing.

언플러그드 컴퓨팅을 이용한 예비교사의 정보교육 사례 연구

한희섭,한선관 한국정보교육학회 2009 정보교육학회논문지 Vol.13 No.1

이 연구에서 제안한 교육프로그램은 예비교사들을 대상으로 인지심리학의 개념습득 이론 중 원형이론과 본보기 이론의 상호보완을 통하여 정보교육의 필요성과 개념을 습득하도록 하였다. 또한 언플러그드형 수업사례 시연활동을 통하여 컴퓨터과학에 관한 지식이 부족한 학습자들에게 교수-학습 설계능력을 향상시키고, 컴퓨터과학의 개념과 원리를 습득할 수 있도록 하였다. 예비교사들에게 적용해본 결과 효과성이 높은 유의미한 결과를 얻을 수 있었다. In this study, we proposed a pre-service teacher training program that assists efficiently the conceptual comprehension and teaching skill development of computer science education. The program is integrated with Protype Theory and Example Theory based on cognitive psychology. And also the real teaching activities based on Unplugged Learning are provided for conceptual comprehension of computer science education as well as for learning computer science. This program was applied to 31 pre-service teachers for one semester. The results show that this program is very effective for pre-service teacher training of computer science education.

컴퓨터 교과 내용학 지도를 위한 개념형성 교수-학습 모형 연구

한희섭,이기철,한선관 한국스쿨넷학회 2003 학술발표 논문집 Vol.2003 No.1

Vital Predictors of Hotel Guests’ Decision to Engage in Word-of-Mouth Behavior - The Mediating Role of Switching Barriers -

한희섭,김인신,현성협 대한관광경영학회 2012 觀光硏究 Vol.27 No.4

Little research has examined the role of service encounter as a primary factor/single independent variable in explaining Word-of-Mouth (WOM) formation in the hotel industry. In addition, previous research has not specifically identified whether high/low level of perceived switching barriers, satisfaction, trust, and commitment maximizes/ minimizes the effect of the quality of service encounter on WOM. In the present study, these gaps were successfully explored by empirically testing the proposed theoretical framework. Findings from the structural model indicated that our proposed conceptual framework satisfactorily fit the data; the prominent role of service encounter in the formation of WOM was identified; and the mediating effects of positive and negative switching barriers, satisfaction, trust, and commitment on the likelihood of generating favorable WOM were empirically verified. Overall, the complicated interrelationships among the study constructs have been fully identified. Findings of the present study, evoked from a survey at mid-scale hotels, imply that to achieve recommendation/ favorable WOM, hotel marketers need to pay special attention to the enhancement of the quality of service encounter, the active generation of switching barriers, and the increase of satisfaction, trust, and commitment.

Multi-dimensions of the perceived benefits in a medical hotel and their roles in international travelers` decision-making process

한희섭 ELSEVIER SCI LTD 2013 INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT Vol.35 No.-

Influence of Physical Environment of a Hotel Lobby on Brand Prestige, Social Value, Brand Attachment, and Brand Loyalty

한희섭,윤해진 한국관광연구학회 2014 관광연구저널 Vol.28 No.4

The aim of this research was to examine the role of physical environment of a hotel lobby. More specifically, based on the existing theoretical background, it was proposed that physical environment of a hotel lobby forms brand prestige, thus influencing social value, brand attachment, and brand loyalty. In addition, during this process, brand consciousness was proposed as a moderator. Consequently, 10 theoretical hypotheses were proposed and consolidated into a theoretical structural model. The proposed theoretical relationships were tested by using the empirical data collected from 180 hotel guests. Data analysis results indicated that physical environment of a hotel lobby (e.g., style, layout, colors, and lighting) significantly affects brand prestige, which leads social value, brand attachment, and brand loyalty. In addition, the moderating role of brand consciousness was revealed in the relationship between brand prestige and social value. Study results provide some meaningful managerial implications for hotel managers in developing a marketing strategy.

Role of environmental consciousness in golfer's decision formation in the traditional and screen-golf industries

한희섭 Taylor & Francis Group 2016 1528-0098 Vol.17 No.3

호텔고객들의 긍정적인 구전효과 형성에 영향을 주는 선행변수 고찰에 관한 연구 : 전환장벽의 매개효과와 함께

한희섭,김인신,현성협 대한관광경영학회 2012 觀光硏究 Vol.27 No.4

호텔 산업에서 고객들의 구전효과 형성을 설명하는 핵심 선행변수로써, "서비스 인카운터"의 역할에 대한 연구는 매우 빈약한 실정이다. 또한, 호텔 고객들이 느끼는 심리적 전환장벽, 고객만족도, 신뢰, 그리고 충성도가 구전효과에 미치는 영향력은 아직 검증되지 않았다. 이러한 선행연구들의 한계점들을 보완하고자, 본 연구는 충실한 이론적 배경을 바탕으로 9개의 연구가설들을 도출하였으며, 이를 바탕으로 구조모델이 탄생하였다. 도출된 연구가설과 구조모델은 212명의 호텔고객들로부터 수거된 경험적 데이터를 활용해 검증하였다. 확인적 요인분석 결과에 의하면, 본 연구에서 제시된 연구 개념들은 모두 일차원적 개념(uni-dimensional construct)임이 입증되었으며, 모델 적합도도 수용할만한 것으로 나타났다. 구조방정식 모델분석 결과에 의하면, "서비스 인카운터"가 호텔고객들의 구전효과 형성에 결정적인 역할을 하며, 이 과정에서 긍정적/부정적 전환장벽은 매개변수의 역할을 하는 것으로 나타났다. 분석결과를 종합하였을 때, 고객들의 긍정적인 추천과 구전효과를 이끌어내기 위해서는 호텔 마케터들이 "서비스 인카운터"를 제고하려는 노력을 기울여야 하며, 고객들의 심리적 전환장벽을 적절히 활용하고, 고객만족과 신뢰를 형성하는 것이 중요하다는 것을 시사한다. 이를 바탕으로 구체적인 실무적/이론적 시사점들이 심도있게 논의되었다. Little research has examined the role of service encounter as a primary factor/single independent variable in explaining Word-of-Mouth (WOM) formation in the hotel industry. In addition, previous research has not specifically identified whether high/low level of perceived switching barriers, satisfaction, trust, and commitment maximizes/ minimizes the effect of the quality of service encounter on WOM. In the present study, these gaps were successfully explored by empirically testing the proposed theoretical framework. Findings from the structural model indicated that our proposed conceptual framework satisfactorily fit the data; the prominent role of service encounter in the formation of WOM was identified; and the mediating effects of positive and negative switching barriers, satisfaction, trust, and commitment on the likelihood of generating favorable WOM were empirically verified. Overall, the complicated interrelationships among the study constructs have been fully identified. Findings of the present study, evoked from a survey at mid-scale hotels, imply that to achieve recommendation/ favorable WOM, hotel marketers need to pay special attention to the enhancement of the quality of service encounter, the active generation of switching barriers, and the increase of satisfaction, trust, and commitment.

Starbucks and its brand performance in the formation of patron retention

한희섭,송학준,정인영,정희경 한국관광연구학회 2019 관광연구저널 Vol.33 No.10

Patron retention is an essential constituent of any coffee house brand’s success especially in the mature coffee house marketplace. The present study investigated the core determinants of patron retention for the chain coffee house (i.e., Starbucks), and also uncovered the possible moderating role of gender. A survey method with a quantitative approach was employed to attain research objectives. Result of the confirmation factor analysis demonstrated the measurement quality. Our result from the structural equation modeling revealed that brand performance and brand satisfaction played a fundamental role in building perceived switching barriers and in increasing patron retention. The total effect of satisfaction was significantly greater than that of other research variables. Brand satisfaction also mediated the effect of brand performance on its subsequent constructs. However, the hypothesized moderating effect of gender on retention formation was not supported. This research helps hotel researchers and proprietors better understand patron post-purchase decision-making process when consuming a chain coffee house product.

Role of The Perceived Advantages of Playing Screen Golf in Forming Behavioral Intention for Screen-Golf Cafes

한희섭,윤해진 (사)한국관광레저학회 2014 관광레저연구 Vol.26 No.4

For the last decade, screen golf is regarded as one of the fast-growing leisure trend in Asia, particularly in South Korea. Despite of its rapid growth in the recreation market and increase in numbers of screen golfers, very little is known about this industry. In addition, golfers' behavioral intention formation by considering the impact of perceived advantages of playing screen golf is hardly investigated. Given these research gaps, this study attempted to examine the role of perceived advantages of playing screen golf in determining golfers' behavioral intention. In addition, the present study aimed to investigate the relationships among such perceived advantages and other critical variables in generating behavioral intention. Findings from the structural equation modeling revealed that the hypothesized associations among study variables were generally supported; the robustness of the proposed theoretical framework was verified; our model included an excellent ability in anticipating golfers' behavioral intention; and the most important role of positive affect in determining intention was identified.