KJC Korea
Journal Central

This study investigated the advertising effectiveness focused on TV commercial with contents and celebrities’ advertising attributes. A questionnaire method was implemented replying after watching two different brands of TV commercials containing contents and celebrities' advertising attributes to two groups of to university students who are aware of those brands. The results showed that informativeness, entertainment had statistically significant effects on ad attitude(AA) and brand attitude(BA), but irritation did not show any influence. As for trustworthiness and expertise, influenced statistical significance on AA. Expertise and attractiveness influenced statistical significance on BA. Next, AA made a positive impact on BA. Lastly, contents’ advertising attributes of AA did not influence any statistical significance on purchase intention(PI), but BA for contents’ advertising attributes had statistically significant effects on PI. It revealed that AA and BA for celebrities’ advertising attributes had significant effect on PI. The consequence of this study offers to plan various kinds of new advertising in foodservice business.

The purpose of this research is to discover the approach to competitiveness and professionalism with expertise in producing high-end human resources or manpower by analyzing courses included in hospitality management major and college graduate operation, and the offering status or implication status of business management certification in major local universities and universities in United States. First of all, academic courses between local and US. Schools are rather not to be discussed in detail but their structures and types of opening courses showed similarities. Second, when we took a look at the offering of business management certification, only two schools provided the courses that are offered in Kyunghee University locally and Cornell University in United States. The third is about the findings of unique courses provided in US. Schools. In this study, in academic perspective, as first step to produce professional manager in hotel management, we signposted the direction by investigating academic courses from local and US. University hotel schools.

This study investigated the advertising effectiveness focused on TV commercial with contents and celebrities’ advertising attributes. A questionnaire method was implemented replying after watching two different brands of TV commercials containing contents and celebrities' advertising attributes to two groups of to university students who are aware of those brands. The results showed that informativeness, entertainment had statistically significant effects on ad attitude(AA) and brand attitude(BA), but irritation did not show any influence. As for trustworthiness and expertise, influenced statistical significance on AA. Expertise and attractiveness influenced statistical significance on BA. Next, AA made a positive impact on BA. Lastly, contents’ advertising attributes of AA did not influence any statistical significance on purchase intention(PI), but BA for contents’ advertising attributes had statistically significant effects on PI. It revealed that AA and BA for celebrities’ advertising attributes had significant effect on PI. The consequence of this study offers to plan various kinds of new advertising in foodservice business.

The purpose of this study is to examine the relationship between service convenience, perceived value, and satisfaction in social commerce service for eating out. It was hypothesized that the service convenience has a significant effect on perceived value, which in turn affects satisfaction with social commerce services. Based on literature review, the service convenience includes five dimensions such as decision convenience, transaction convenience, access convenience, benefit convenience, and post-benefit convenience; perceived value has two dimensions of economic value and psychological value. In this survey, 355 valid survey responses were used to test the hypothesized structural model, and also validity and reliability were ensured. The results showed that although the hypothesized model was obtained with a good model fit, some relationships between service convenience (i.e., transaction, access, and benefit) and perceived value (i.e., economic value and psychological value) are found to be not significant. Limitations and future research directions of the study were also discussed.

So far, the majority of wine-related studies have focused on the consumer side of opinions and behaviors through a quantitative method. In the current study, we took a qualitative approach, Q Method, to explore wine experts' subjectivities of Northern Chung-Cheong province Young-Dong red wine made from Campbell-Early. Q Method, a technique designed for the systematic study of subjectivity in terms of opinions, beliefs, and attitudes was employed, eliciting responses from 30 participants. We found that the participants were classified into four clusters by their distinguishing opinions: While the first cluster of participants were recognizing the potentials of the wine, the second cluster was uncertain of its quality. The third cluster pursued self-satisfaction by consuming the wine, and the last cluster simply favored the wine due to its familiarity. Interestingly, most of the participants were indifferent in labeling. As a result, the experts' subjectivities provide suggestions on the identity of the Northern Chung-Cheong province Young-Dong red wine made from Campbell-Early, and provide implications on market positioning of the wine. More issues including distribution system of the Korean wine industry are discussed.

This study aims to investigate differences in perceptions about food service company’s corporate social responsibility (CSR) activities, expected types of those activities, and consequences of them between customers and owners. Self-administered questionnaires combined with a quota sampling technique were employed for the data collection. The results revealed that both consumers’ and owners’ expectations and consequences for restaurants’ CSR activities varied in terms of the restaurant type. Furthermore, the results of multivariate analysis of variance showed that there were interaction effects between the group (i.e., customers and owners) and the restaurant types (i.e., Korean, Westerm-style casual dining, and Western-style fast food restaurants) in the expectation and consequences of restaurant companies’ social responsibility activities. The findings of the study may provide a food service company with a direction on how to choose cost-effective social responsibility activities among various types of activities.

The purpose of this study is to examine the relationship among the airline's image that consisted in the cognitive image and the affective image, customer satisfaction, and switching intention, based on the Airline's type and route. The total of 350 samples were collected from the tourists who used the full service carrier or low cost carrier in Busan from 1st to 30th, November, 2011. Data analysis techniques used in this research are Frequency analysis, Factor analysis, MONOVA(Multivariate analysis of variance) and multiple regression analysis. The result of the MANOVA analysis shows that there is a significant difference in the airline's image, depending on the airline's type and route. Also, the results of the multiple regression analysis show that there are different influences of the airline's image, which consisted in the cognitive image and the affective image, on the customer satisfaction by the airline's type and route. In addition, the customer satisfaction of airline negatively influences on the switching intention of airline. Considering on the such results, airline industries should make an effort on increasing the customer satisfaction through building each airline's image depending on airline's type and route.

Because stewardesses have to work based on irregular schedule and go abroad, they are assumed to have more conflicts between work and family than other married working women. Thus this study is aim to examine the effects of conflicts between work and family on the job satisfaction of married stewardesses in airline companies. A survey using questionnaire including questions about factors of conflicts, level of work interference with family (WIF) and family inteference with work (FIW) and job satisfaction was conducted. The findings of the study were as follow: First, the result of the analysis on whether work conflict factors affect WIF significantly showed that the higher the overtime, role conflict and role overload, the higher they recognized the WIF. Second, the result of the analysis on whether the family conflict factors affect FIW significantly showed that among the factors, economic problems and child care increase FIW. Third, both WIF and FIW impact negatively on job satisfaction. Considering that the portion of married stewardesses increases in airline companies, findings of the study suggests that the airline companied need to make more efforts to reduce both FIW and WIF.

In the recent years, the golden age of the specialty coffee shops seems to be over and has come to a heated competition in Korea. The specialty coffee shop owners have to deal with the extremely competitive environment, where the competitors are as many as 10 or more coffee shops within a radius of 100-200 meters. The purpose of this study is to find out the relations among the psychological characteristics of specialty coffee shop owners, the job satisfactions and their career recommendations. Here we focused on the hypotheses that the characteristics of the ownerships-dedication, initiation, goal-oriented, positivity, risk-taking propensity- could have effects on the emotional and/or the financial satisfactions of the specialty coffee shop owners and these satisfactions could have some extent influence on the degree of career recommendation to those potential coffee shop owners. From the results of empirical research, the theoretical and practical implications could be found by suggesting more successful characteristics of small business owners in the coffee or food industry. The result could also be applied to improve the business performance of those who are already in the business.

With the expansion of the coffee market in Korea and the change of customers' taste from instant coffees to coffee beans, many researches with coffee-related topics have been conducted in the last decade. However, there has hardly been research related to the price sensitivity of customers who visit roastery coffeehouses. With a sample of 256 people visiting roastery coffeehouses, this study used PSM(price sensitivity measurement) method and analyzed the differences of sensitivity to Americano price based on 256 respondents' demographic and usage characteristics. Research findings showed that people who prefer roastery coffeehouses were more price sensitive than those who prefer franchise ones. Moreover, people who visit coffeehouses with the purpose of non-meeting people were more price-sensitive than those who visit with the purpose of meeting people. Lastly people who enjoy coffees only in coffeehouses were more price sensitive to those who enjoy coffees and side menus together. The study concludes with the implications of the research findings and future research areas.

We can easily find bundling sales of a service products routinely. According to previous studies, the bundling sales of goods reduced price sensitivity increased consumer buying trends. In this study, we were divided into price-off bundling promotion and value-added bundling promotion by the strategy of bundling sales. and we presented a bundling products of same condition to a framing of two forms. and then we verified whether or not preference trend of a consumer regarding a bundling products was given according to two frames presented so as to be different. We analyzed recognition levels regarding use intention and sunk cost of a consumer according to two type of scenarios. So, we will propose configuration of a strategic bundling products and framing method through this study. These strategic proposals will be the fields that shall certainly have an interest in order to achieve sales expansion through efficient products sales and re-purchase in the fields that peak season and low season exists also. and in this study, we have differentiation with the existing study in the sides called consumer behavior study after purchasing products and treated multi-product Bundle.

The purpose of the study was to investigate university students' using coffee shop and to establish marketing strategies through Importance-Performance Analysis(IPA) of service quality. Questionnaires were distributed to 600 students in Jeonnam, 570 questionnaires were used final analysis. For statistical analysis, SPSS 20.0 was used to conduct the descriptive analysis, chi-square test, t-test, factor analysis and reliability test. The result of this study revealed the average cost 4140 won of using coffee shop, staying time was 65 minutes per once, 6.03 times visit a month. University student pointed out most importance factor was 'human service' and 'physical environment' also bad performance were 'Representativeness' and 'Physical environment'. The importance and performance levels of service quality of coffee shop were significantly different (p<.001). Through this study it can be concluded that understanding the customer perception of coffee shop is the preliminary data for effective marketing strategies to improve the business performance. This result suggests that coffee shop should have improve convenience 'human service' also 'physical environment' (more space, enough chair/table) for customer satisfaction.

The lodging industry has witnessed the growth of the budget segment. This has been successful in recent years and rapid expansion has occurred in Korea. Despite the evident of growth, few prior studies have attempted to track the development of this sector and there appears to be little understanding of the determinants of preference and patterns for this market. The purpose of this study is to investigate the influential factors for preference in medium and low-priced lodging facilities. To achieve the purpose of this research, it is carried out a theoretical analysis on decisive factors for the accommodation by reviewing and analyzing the pervious studies and as the results, 5 factors are identified. The findings included that each type of accommodation has different influential variables. Inn and pension were affected by image and information service. Home-stay segment was influenced by human service and image. Moreover, people who has more experience preferred to use the same accommodation rather than inexperienced people. Furthermore, intergroup preferences are distinguished from future using intention. Also, high preferences of accommodations would affect to the future decision making. To meet changing needs, consistent marketing efforts and maintenance are the important issues for this sector.

The purpose of this study was to examine a causal relationship of gourmet activity in daily life and to gourmet-tourism and explore what expectancy-value gourmet-tourists have. The survey was conducted of 400 people who were enamored with food. Based on EFA(Exploratory Factor Analysis), it was found that gourmandism was composed of three sub-dimensions: (1) specialization, (2) self-realization, and (3) overcome-constraints. A casual relationship of serious leisure and tourism activity was examined. It was found that gourmet activity in daily life led to gourmet-tourism looking for the home of food. Based on CFA(Confirmatory Factor Analysis), it was found that expectancy-value of gourmet-tourism was composed of three sub-dimensions: (1) travel destination itself, (2) food cultural experience, and (3) social-exchange. From this study, it seems plausible to apply serious leisure theory to gourmandism. We found out that the gourmets make much account of travel destination itself and social-exchange, as well as food cultural experience.

The purpose of this study is two-fold. First, this study compares two measurement models that describes the impact of cruise service providers' service recovery efforts with service failure on customer satisfaction, using three dimensions(distributive justice, procedural justice and interactional justice) of Justice Theory and two dimensions(utilitarian compensation and symbolic compensation) of Exchange Theory. The second purpose is to develop a structural model and test hypotheses set to execute the relationships between service recovery efforts and customer satisfaction based on the more appropriate measurement model for the study. It is found that the Justice Theory is a more appropriate model for the study. The result of the second study purpose reveals that statistical significances exist only between service encounters using distributive justice and interactional justice and satisfaction, but is not found in the relationship between procedural justice and satisfaction. Overall, findings of this study enrich the theoretical development in applying Justice and Exchange theories to service recovery from the service failure in the cruise tourism and provide important implications of the relationship between service recovery and satisfaction for marketers.