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2015, Vol.39, No.8

  • 1.

    The Influence of Coffee Shop Physical Environment, Nonverbal Communication on the Customer Emotional Responses and Customer Satisfaction

    Kim Young Joong | Choi wook hee | Jeong Yoonjo | 2015, 39(8) | pp.11~27 | number of Cited : 10
    Abstract
    This purpose of this study was to understand the influence of physical environment, nonverbal communication of coffee shop and employees on customer emotional responses and customer satisfaction. Based on a total of 304 samples obtained for empirical research, this study reviewed the reliability and fitness the research model and verified a total of 8 hypotheses using the AMOS program. The hypothesized relationships in the model were simultaneously tested through the use of a structural equation model(SEM). The proposed model provided and adequate data fit, χ2=695.047(df 434), p<.001, CMIN/df=1.602, GFI=.877, AGFI=.850, NFI=.849, CFI=.937, RMSEA=.045. The model’s fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed that social factor(β=.298), paralanguage(β=.402) and proxemics(β=.276) had a significant positive influence on emotional responses. In addition, emotional responses(β=.794) had a significant positive influence on customer satisfaction. Limitations and future research directions are also discussed.
  • 2.

    The Effect of Types of Service Recovery and Chronic Regulatory Focus on Customer Affective Reaction and Word of Mouth: The Case of the University and Graduate Students

    Yeong Gug Kim | Jang, Seo Yeon | 2015, 39(8) | pp.29~46 | number of Cited : 7
    Abstract
    Given the circumstance of service failure, the purpose of this study was firstly to examine the differences in reward types of service recovery (price discounting vs. coupon) and customer affective reaction by chronic regulatory focus(prevention focus vs. promotion focus). Also this study was to identify a moderating role of reward types of service recovery in the relationship between customer affective reaction and word of mouth. This study conducted experimental designs. Price discounting and coupon were manipulated as between-subject factors, and four items were developed to measure participants’ chronic regulatory focus. A total of 317 participants were assigned to one of the two experimental groups, and 297 data were used. The results of the study are as follows. It is revealed that endogenous latent factors were positive emotion, negative emotion, and word of mouth. In customer’s negative emotion, there were the differences when providing a coupon as a reward types of service recovery. Additionally, it is found that prevention focus has the moderating effects of reward types of service recovery on the relationships among positive emotion, negative emotion, and word of mouth.
  • 3.

    The Effect of Recognized Attributes on Purchase Intention of Temple Food: Focusing on Differences between Groups by Psychological Distance

    Taniguchi, Kiyomi | 최지영 | Han, Chang-Min and 1other persons | 2015, 39(8) | pp.47~69 | number of Cited : 4
    Abstract
    The aim of this study is to identify recognized attributes and its effect on purchase intention depending on groups by psychological distance about Temple food. Results of analysis were as follows. Psychological distance were classified into 2 factors(accessibility, attractiveness), and attributes were classified into five factors(natural foods, physical and mental health, cultural, ingredients, cook). The 4kinds of attributes except ingredients had significant differences between 2 groups(high psychological distance, low psychological distance). Regarding the effect of attributes on purchase intension, 2 factors(cultural, ingredients) had negative effects and 1 factor(cook) had positive effect in case of high psychological distance. In the group of low psychological distance, 3 factors(natural foods, health, cook)had positive effects. Through this study, it was suggested that temple food should be developed with aiming to enhance the original attributes such as traditional meaning and value. It also appeared that a various cooking method of temple food should be developed and known through active promotions.
  • 4.

    A Study on the Structural Relationships among Service Quality of Cold Noodle Restaurants, Trust, Customer Satisfaction and Customer Loyalty

    Jun, Jin-Young | Yoo,Young-Jin | 2015, 39(8) | pp.71~86 | number of Cited : 15
    Abstract
    The purpose of this study is to examine the structural relationships among service quality of cold noodle restaurants, trust, customer satisfaction and customer loyalty. Collected data were statistically analyzed using the package programs of SPSS 22.0 and AMOS 22.0. The results of this study are as follows: First, this study classified service qualities into responsiveness, tangibles, empathy and assurance. Among service qualities, responsiveness, tangibles, empathy and assurance had a significant influence on trust. Second, among service qualities, responsiveness, tangibles and empathy had a significant influence on customer satisfaction. Third, trust and customer satisfaction had a significant influence on loyalty.
  • 5.

    HMR Current Use and Key Buying Factor According to Food-Related Lifestyle by College Students

    Kang, Ha-Yeon | JO MI NA | 2015, 39(8) | pp.87~106 | number of Cited : 26
    Abstract
    The purpose of the study was to investigate HMR current use and key buying factor by college students according to food-related lifestyle. A total of 263 samples were conveniently selected from 20’s college students from October 7, 2013 to October 11, 2013. The results were as follows. The cluster analysis showed that there were three dimensions for food-related lifestyle cluster: convenience-seeking group; safety-seeking group; health-seeking group. The factor analysis showed that there were five dimensions for HMR key buying factor: food safety; convenience; taste and price; appearance and packaging; and positive experience. Among the HMR current use, there was a significant difference in purchasing frequency, purchasing cost, purchasing place, companion, consideration factor for repurchase by food-related lifestyle. And among HMR key buying factors, there was a significant difference in food safety factor and appearance and packaging factor by food-related lifestyle.
  • 6.

    The Effect of Satisfaction of Internal Communication in Hotel Organization on Knowledge Management and Job Satisfaction: Focused on Luxury Hotel

    Bong Mi Hee | 이지현 | seo wonseok | 2015, 39(8) | pp.107~126 | number of Cited : 13
    Abstract
    The purpose of this study is to define the relationship between communication, knowledge management, job satisfaction in the hotel organization through an empirical study of knowledge management. A proposed model was tested by the technique of structural equation modeling using survey data from the employees in a five-star hotel organization. The results revealed that only horizontal communication satisfaction effects had a positive influence on knowledge management. And it was approved the effect of communication on knowledge management and job satisfaction.
  • 7.

    Deprivation of Right to Choose and Unfairness Perception Influencing Switching intention of Hotel Guests under Service Charge System: Focused on the Moderating Effects of Perceived Employees’ Service Attitude

    이명현 | Lee,Hyung-Ryong | 2015, 39(8) | pp.127~149 | number of Cited : 1
    Abstract
    The service charge system of most hotel enterprises in Korea does not have clear standards, and causes controversies as it requires improvement in terms of execution and distribution. This study referred to the preceding studies to suggest the deprivation feeling of right to choose and the unfairness perception as the two negative factors that the customers can perceive about the current service charge system in Korea, and clarified the impact of these factors on the switching intention that can be negative to the hotel enterprises. It also verified the perceived employees’ service attitude for more meaningful findings. For this purpose, it selected the domestic customers who have visited hotel guest rooms and restaurants in Korea within the last 6 months as the parent population and surveyed 292 of them through a professional research service agency from March 24, 2014 to March 28, 2014 for the analysis. As a result, it was found that both the deprivation feeling of right to choose and the unfairness perception have a significant positive impact on the switching intention and significantly modulate perceived employees’ service attitude.
  • 8.

    Social Networking Services(SNS): Motivation, SNS Participation, and Behavioral Intention to Visit Restaurants

    이혜성 | Namkung Young | 2015, 39(8) | pp.151~168 | number of Cited : 23
    Abstract
    The purpose of this study was to 1) examine the effects of SNS users’ five motivations(informational, social, psychological, entertainment and monetary) on two types of participation(passive or active participation) and 2) investigate the effects of two types of participation on restaurant purchase intention. A total of 517 questionnaires were collected from someone who had been using SNS within one month and structural equation modeling analysis was conducted. Results showed that first, social and monetary motivations had positive significant effects on passive participation. Second, psychological motivation had negative significant effects on passive participation. Third, all five motivations had positive effects on active participation and psychological motivation was found as the most influential component. Fourth, two types of participation(passive or active) had positive significant effects on restaurant purchase intention and active participation was more influential than passive participation. Implication and future research ideas were also discussed.
  • 9.

    Understanding of Customers’ Participation and Citizenship Behavior in the Restaurant Industry using Critical Incidents Technique

    Sung-Mi Cha | Soo-Youn Kim | 2015, 39(8) | pp.169~193 | number of Cited : 17
    Abstract PDF
    For the service industry, the roles of customers are the essential element for the successful service delivery because of the service inseparability. This study aims to clarify customers’ participation behavior and citizenship behavior in the restaurant industry using the critical incident technique(CIT). The research was designed to collect the customers’ narrative of those who have visited restaurants in 6 months. Classifications were conduct with 543 narrative. The elements of customer participation behavior include ‘information seeking’, ‘information transmission’, and ‘responsible behavior’. The elements of customer citizenship behavior include ‘helping’, ‘tolerance’, ‘feedback’, and ‘recommend’. This study also shows that managing the customer participation behavior and citizenship behavior is more important than other industries, because service delivery is based on the interaction.
  • 10.

    Corporate Sustainable Performances in the Flight Catering Supply Chain: Employing the Web Content Analysis and In-Depth Interviewing Technique

    Kim, Joonhyeong Joseph | 2015, 39(8) | pp.195~216 | number of Cited : 1
    Abstract
    This study aims to conduct an exploratory study in order to understand aspects of corporate sustainable activities across the flight catering supply chain at the corporate level. In order to achieve this purpose, adopting a convenient and criterion sampling strategy, 7 airlines, 3 global flight caterers and 3 global food suppliers were recruited. In addition, to improve the reliability of the data, this study has also conducted 18 in-depth interviews with the flight catering experts (for example, five airlines, three caterers, four food and three non-food suppliers and three logistics companies). As a result of these in-depth interviews, this study has demonstrated three points as follows. First, this study has found that environmental aspects include reducing emissions, conserving natural resources and waste reduction, recycling and packaging. Furthermore, as far as socially sustainable performances are concerned, whilst issues concerning people within the company are dealt with in two ways including basic human rights and welfare issues, those outside the company and their living environment relates to supporting local communities and health and safety/security issues. Second, there have been some differences in the level of adoption between the players when implementing corporate sustainable performances.
  • 11.

    Temple Stay Participants’ Perception on Temple Food, Satisfaction, and Recommendation Intention: Comparative Study of Buddhist and Non-Buddhist

    박기오 | Chong,Yu-kyeong | 2015, 39(8) | pp.217~235 | number of Cited : 7
    Abstract
    This study examines the effect of a Temple Stay Experience Tour, the largely increasing tour in South Korea, on customer’s perception, satisfaction, and recommendation intention on Korean temple food experience with comparative study on Buddhist and non-Buddhist tourists. Temple Stay is an excellent experience tour program that is recognized at home and aboard with the Korean government’s incentives on tourism and change in people’s perception of dietary life after 2002 World Cup. This study verifies the relationship between the temple food experiences, a Temple Stay’s characteristic, on perception, satisfaction, and recommendation intention on temple food. Total of 298 questionnaires have been collected, and 245 of them, subtracting 53 insincere questionnaires were used for a factor analysis. SPSS 22.0 was used for a factor analysis and simple and multimeter retrospective study to examine the effect of temple food experience on perspective, satisfaction, and recommendation intention on temple food. Study result showed that: First, temple food perception had a significant positive(+) effect on perspective. Second, the significant had a significant positive(+) effect on recommendation intention. Third, temple food perception positive(+) effect of temple food perspective on recommendation intention was partially adopted.
  • 12.

    Influence of Customers’ Healing Recognition on Selection Attribute and Satisfaction of Hotel Restaurant

    손은미 | Moon-Soo Cho | 2015, 39(8) | pp.237~253 | number of Cited : 6
    Abstract
    This study investigated influence relations on selection attributes and satisfaction of hotel restaurant based on healing recognition perceived by customers of hotel restaurant. This study conducted investigation on customers using hotel restaurant and utilized a convenient sampling method. Investigation period was 10 days from June 30 to July 9, 2015, and survey was done through self-administered questionnaire method; total 375 questionnaires were used for empirical analysis. As a result, first, it was found that emotional, cognitive, and social healing recognition of customers had significant influence on physical environment and food which were selection attributes of hotel restaurant. Second, it was found that physical environment and food which were selection attributes of hotel restaurant had significant influence on customer satisfaction.
  • 13.

    The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit

    Jung-Tak, Lee | Kyung Soo Han | 2015, 39(8) | pp.255~275 | number of Cited : 6
    Abstract
    This study aims to find the interaction between parent brand and extended brand, using Category Extension that is appropriate for food service. Study 1 focuses on how the parent brand affects the extended brand. To be more specific, 2X2 between subject design is set with the information of parent brand (exist/non-exist) and brand familiarity (high/low) as treatment variable. Dependent variables consist of purchase intention. Study 2 focuses on how the extended brand affects the parent brand. To be more specific, 2X2 within subject design is set with the brand familiarity (high/low) and perceived fit (high/low) as treatment variables. Dependent variables consist of purchase intention. Since the purchase intention are increased by utilizing parent brand’s information to the extended brand with low brand familiarity, introducing parent brand’s information on behalf of the new extended brand will bring positive results. This study reviews the influence of relationship variables of brand extension strategy from a food service company point of view. This is significant in providing a positive data base for establishing an effective brand extension strategy based on academic research.
  • 14.

    Templestay Participants’ Subjectivities: Q-Methodology

    Kim Mi Jung | You Hyung Sook | 2015, 39(8) | pp.277~290 | number of Cited : 20
    Abstract
    This study was to examine the perception and the type of experience participants of templestay by applying Q methodology known as subjectivity research to analyze objectively the subjective emotion of the experience participants of templestay. As the individual isolation phenomenon and the alienation phenomenon of modern people have grown recently, templestay as the moral cultural value and the various communication programs is realized to increase the social public value. Therefore, the understanding of Buddhist moral culture of templestay takes charge of a more important role and the need of the tourism resources of the moral culture is required as providing the programs which increased the moral value, the healing over the relaxation and furthermore the healthy integration of individuals and society. Q methodology was conducted by collecting Q statements target at 28 people that had an experience of participating in templestay in Busan from Dec. 25, 2014 to Jan. 3, 2015. The result of this study was that the types of recognition level of templestay of templestay participants were totally 4 which were the type of selfgrowth, the type of tourism/educational experience, the type of healing/curing experience and the type of tourism/stress-relieved, and each analyzed type would suggest the standards and the direction of the experience program of the future templestay and furthermore would be considered to be contributed to invigoration of templestay industry.
  • 15.

    The Effects of Country Image and Wine Image on Consumers’ Wine Preferences and Purchase Intentions

    김은경 | Hwang Johye | 2015, 39(8) | pp.291~311 | number of Cited : 10
    Abstract
    Despite the increase and diversification of the wine market, there is a scarcity of image-related study in the wine industry. The purpose of this study is in three folds: first, to develop wine image measurement scale; second, to examine the relationships among country image, their wine image, preferences, and purchase intentions; and third, to examine a moderating effect of wine involvement in those relationships. A survey study was conducted, and 444 responses were collected from a convenience sample of wine consumers. The results of this study indicated that the country image affected their wine image which in turn affected wine preferences and purchase intentions. Additionally, affective image had stronger effects on consumer responses than cognitive image. Interestingly, wine involvement did not have moderating effects on those relationships. This study provides academic insights for wine-related research as well as practical marketing implications for the wine industry.
  • 16.

    A Study on the Casino Licensing Policies and Regulations in Korea

    Kwang-Eik Cho | Chang, Pyong-Kwon | 2015, 39(8) | pp.313~336 | number of Cited : 4
    Abstract
    Casino licensing policies and regulations are controversial issues in Korean society due to dual aspects of casino, as economic tools to create jobs and incomes and as a cause of making gambling addicts. Specially, after since casino was established almost 60 years ago in Korea, social consensus on how casino and casino industry should be managed, regarded, or perceived was not firmly formed yet in our society. In this paper, casino licensing policies and regulations of Korean governments was reviewed through examining several special acts, such as special act on designation and management of free economic zones, special act on the development of enterprise cities, special act on the assistance to the development of abandoned mine areas, special act on the establishment of Jeju special self-governing province and the development of free international city, and special act on support and promotion of the Saemangeum project. Also tourism promotion act is reviewed for studying Korean casino licensing policies and regulations. After reviewing special acts and tourism promotion act, discussions and several suggestions on amendment for casino licensing policy and regulation are followed.
  • 17.

    A Study on Conspicuous consumption of Camping goods and Brand Attitude, Brand Image and Brand Royalty of Premium Camping Brand

    Yoon, So-Jung | Kim, Nam Jo | 2015, 39(8) | pp.337~354 | number of Cited : 14
    Abstract
    This paper sets out to address the issue of conspicuous consumption of Korean campers in the context of their buying behaviour of preferring premium camping brands. This study focuses on the effects of conspicuous consumption to brand-related factors and the effect relationship among factors. A self-administered questionnaire was developed and administered via online to a non-probabilistic convenience samples of 140 campers who have experienced to buy a premium camping brand. The collected data were enforced reliability, factor and multiple regression analysis using SPSS 18.O program. The findings were follows: First, a pursuits of status symbols and fashion of conspicuous consumption influenced on brand attitude for premium camping brand. Second, the brand attitude effected on brand image and brand royalty and brand image also influenced on brand royalty. The paper is the first investigate the impact of conspicuousness on brand attitude among campers in Korean market emerging as one of the most significant segments for outdoor recreation.