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pISSN : 1226-0533 / eISSN : 2713-6388

2020 KCI Impact Factor : 2.37
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2020, Vol.44, No.4

  • 1.

    The Impact of Servicescape of Non-Gaming Facilities in the Integrated Resort on Customers‘ Emotional Responses and Behavioral Reactions Over Casino

    CHUNG KWANGKYUN | Kim, Nam Jo | 2020, 44(4) | pp.9~30 | number of Cited : 4
    Abstract
    The purpose of this study was to analyze the impact of servicescape of non-gaming facilities such as hotel, MICE facilities, theme park, shopping mall, and entertainment venues in integrated resorts on customers' emotional responses and behavioral reactions over casino. The hypotheses of this study were formulated utilizing the Mehrabian and Russell's (1974) model based on environmental psychology. Surveys were administered to customers visiting the High 1 Resort in Gang-Won Province in South Korea. The findings demonstrated that ambient factors have significant impact on customers' pleasure and arousal, excluding impact on sentiment of dominance. Special layout and functionality have significant impact on arousal, but not on pleasure and dominance. Facility design and attractiveness had significant impact on pleasure, arousal and dominance. Pleasure had significant impact on approach behavior over casino, while arousal had significant impact on both approach and avoidance behavior. In accordance with Mehrabian and Russell's model, the servicescape of non-gaming facilities in integrated resort have significant or partially significant impact on customers' emotional responses and behavioral reactions (approach or avoidance) over casino. The results of this study are expected to be practically utilized as a basis for strengthening the competitiveness of ‘Korean integrated resort.’
  • 2.

    Evaluating the Efficiency of Domestic Airports’ Performance using Spatial Concept: The Effect of Distance between Airports

    Shin, Chae-Hyeon | Kim, Sang Hyuck | 2020, 44(4) | pp.31~47 | number of Cited : 3
    Abstract
    The purpose of this study is to verify the existence of spatial autocorrelation between the domestic airports in Korea and to examine the spatial effect on the efficiency of airports by using a Spatial Stochastic Frontier Analysis(SSFA). The output variables of airports' efficiency were considered with both the operation performance and the customer service performance to evaluate the efficiency with quantitative and qualitative performance aspects. The sample of this study are 11 regional airports out of a total of 15 regional airports in Korea. The annual data from 2014 to 2018 were gathered from the statistic data of Korea Airports Corporation and Ministry of Land, Infrastructure and Transport. The results show that spatial autocorrelation on the quantitative efficiency did not exist, but qualitative efficiency existed. It indicates that the qualitative efficiency is influenced by the distance between airports. More specifically, the results of SSFA show that the qualitative efficiency would be increased by the distance between airports is getting shorter. It implies that the cluster of airports would be an important factor to increase a qualitative efficiency because the closer distance between airports makes more competitive to attract customers, thereby airports would strive to improve customer service. In conclusion, this study provides a useful information to establish the strategy for reinforcing airports' competitiveness, as well as national policy for opening new airports or expanding airports.
  • 3.

    An Analysis on Guests‘ Key Attributes of AirBnb: How Korean Customers Make a Choice about Accommodation on Airbnb? Relative Importance using Best-Worst Scaling

    Unbyoul Jung | Lee,Hyung-Ryong | 2020, 44(4) | pp.49~69 | number of Cited : 5
    Abstract
    The purpose of this study is to analyze key attributes of Korean customers about the most well-known online accommodations commerce, AirBnB. A survey was conducted from February 24th to 27th, 2020 on Korean customers who had experience with local AirBnB in the past 12 months. Data from 318 surveys were used in the final analysis. The BWS method, which allows the comparison and confirmation of different conflicting attributes of the same tier, deemed appropriate, so the BWS scores of collected data were analyzed. As a result of using sqrt.BW values to calculate the subjective importance of each attribute, it was found that Korean customers of local AirBnB considered price (4.019) as the most significant, followed by cleanliness ratings (3.900), location ratings (1.974), accuracy ratings (1.865), perceived value ratings (1.492) and variety of photos (1.199) as subjective parameters of importance. The ratings information which were supplied by actual users of the service was considered of importance, while the importance of the amount of reviews(0.741) or photos(0.717) was comparatively low. This demonstrates that customers consider the quality of information upon reservation in relation to how much the information conveys what they need and want to know, rather than the quantity of information. Our findings also imply that the customers shows favor toward a balance of price and quality.
  • 4.

    Effect of Corporate Social Responsibility on Starbucks Brand Love using Stakeholder Theory

    Kim, Kyoung-Bae | Moon, Joon-Ho | Kyesung Ko and 1other persons | 2020, 44(4) | pp.71~84 | number of Cited : 3
    Abstract
    Coffee market shows the rapid growth globally, and it results in the more stakeholders within coffee businesses. Based on the trend, this research uses stakeholder theory as a theoretical foundation, and investigated the corporate social responsibility in the coffee business domain. Using stakeholder theory as theoretical underpinning, three attributes are derived, which include environmental, social, and healthiness. Brand love was used as the dependent variable in this study. The subject of this study was Starbucks because the corporation has the largest global market share brand. The main purpose of current research is to investigate the determinants of brand love using attributes derived from stakeholder theory. Online survey using Amazon Mechanical Turk was executed for the data collection. The number of observation for the data analysis was 368. For hypothesis testing, multiple regression analysis was implemented. The results show that brand love is positively influenced by environmental, social, and healthiness. Regarding the magnitude, healthiness appeared as the most influential attributes to account for the brand love. This research contributes to the literature by presenting the accountability of stakeholder theory for brand love in the area of coffee service businesses. Finally, this study has theoretical significance in that it has verified the consumer behavior in the coffee service businesses of stakeholder theory. Accordingly, companies will have to prioritize the health-related aspects of consumers in order to promote the brand love.
  • 5.

    The Effect of Sellers‘ Influence Tactics of Resort MICE Salesperson on Relationship Quality and Long-term Relationship Orientation

    An Kabsoo | Yoon Ji-Hwan | 2020, 44(4) | pp.85~102 | number of Cited : 1
    Abstract
    Resort MICE is labour-intensive industry, and its competitiveness and differentiation are determined by salespersons managing events. It is important for resort MICE salespersons who provide specialized services through direct face-to-face contact with customers at service contacts to use effective sellers' influence tactics to event managers. In order to explore the close relationship and influence of the nature of the B2B study. our study sample was drawn from a list of 300 event managers who were successful in running events for 50~200 people during the past two years. To ensure reliability and validity of the survey, we proceeded face-to-face and explained the purpose of the study in detail, and conducted an empirical study by administering questionnaire. Our findings show that information provision, emotional touch and stimulation of customers' favor had significantly positive effects on the trust, while recommendation and promises had negative effects. Information provision and emotional touch had positive effects on satisfaction, while recommendation and promises had negative effects. As tactics which most effectively enhance the relational satisfaction, in the correlation between resort MICE salespersons and event managers, information provision is the most effective sellers' influence tactics for resort MICE salespersons.
  • 6.

    Integrating SERVQUAL and Kano’s Model into Quality Function Deployment for Delivery Application Service Excellence Development

    JO MI NA | 2020, 44(4) | pp.103~121 | number of Cited : 20
    Abstract PDF
    The purpose of this study was to develop a scale to measure the quality of delivery app services, identify the quality properties of delivery app that need to be improved in order to enhance customer satisfaction, and suggest plans to improve them. Between April 8th to April 9th, 2019 focus group interviews (FGI) were conducted with delivery apps users who are in their 20s to develop a multi-question scale for measuring the quality of delivery apps. An online survey was conducted from June 26th to June 31st, 2019 with delivery app users who are in their 20s. A total of 390 surveys were used for data analysis. The importance of service quality, expected service quality, and perceived service quality of each delivery app property were measured and calculated as the customer satisfaction score. Quality Function Deployment (QFD) of SERVQUAL-Kano integrated model was presented through House of Quality (HOQ). The results showed that the importance of delivery app quality attributes(Whats) was in the order of detailed food photos indicating menu composition, accurate arrival time, fast delivery speed, and the number of stores available. The importance of improvement methods(Hows) was shown in the order of opening detailed photos of menus, developing franchises in various industries, increasing the number of franchises, providing tracking services for delivery drivers, adding cancellation functions immediately before preparing food, and operating a reward system for reporting part-time jobs in the comments. The results of this study can be used as a baseline for the quality properties study of delivery app, and suggest guidance on the direction of development of delivery app.
  • 7.

    Customer Categorization of Eating-Out Frequency in Korea : From Heavy Users to Light Users

    Han, Kyung-Soo | Ji Eun Min | 2020, 44(4) | pp.123~145 | number of Cited : 2
    Abstract
    This study aimed to understand the consumption behavior and demographic differences between Heavy users(HU) and Light users(LU) of eating-out by using the "2016 Consumer Behavior Survey for Food" collected by the Korea Rural Economic Institute(KREI). The results show that the average age of high-frequency users was low. The monthly-average expenditure for eating-out among HU was about two times higher than the LU’(HU=₩175,329, LU=₩81,743). Regarding the average expenditure for one time eating-out, the low-frequency users were approximately two times higher than the HU(HU=₩11,147, LU=₩19,635). For the purpose of eating-out, the HU reported ‘difficult to eat meals at home’ while the LU stated ‘eating delicious food’ and ‘celebrating special days’. To segment participants based on food-related lifestyle, we employed cluster analytic procedures. This analysis resulted in eight clusters(HU: Convenient, Proactive, Reactive, Healthy & Safe, LU: Tasty & Healthy, Proactive, Reactive, Safe). It would be necessary to perform the intensive marketing for the group that could afford to eat out(LU_Reactive) and the group with lots of interest in new food(LU-Proactive). This study suggests that implementing marketing strategy targeting both HU and LU in the saturated eating-out market.
  • 8.

    Semantic Network Analysis on Usage Behavior of Major Korean Walking Trails

    Lee Tae Sook | Chae Nam Jun | Rhee, Tae-Hwan | 2020, 44(4) | pp.147~167 | number of Cited : 7
    Abstract
    This study includes analysis of text data over the last 10 years (2009. 7- 2019. 6) from online portals and social media services targeting the JejuOlle, the JirisanDulle, and the Haeparang trails to identify the perception and use of walking trails. A network analysis was conducted on the collected data using Textom program, Ucinet and NodeXL. Characteristics of each of the three walking trails were identified. Specifically, the purpose of visit, types of companion, emotional image, accommodation, characteristics of the trail, famous sites of the trail, and other informative characteristics were derived using TF and TF-IDF values for each walking trail. As a result, interest trends and major keywords for each walking trail were determined. According to the findings of time series analysis by year, the data volume of Haeparang-gil has increased over time while there was no significant change in JejuOlle-gil, and interest in JirisanDulle-gil has decreased. Calculation of TF and TF-IDF values for keywords have indicated that the two significant words for JejuOlle-gil were ‘restaurant’ and ‘cafe’ while JirisanDulle-gil showed ‘pension’ and ‘B&B’, and ‘restaurant’ and ‘pension’ for Haeparang-gil. Moreover, findings upon sentiment analysis based on emotional vocabulary showed that all three walking trails had expressions such as ‘healing' and ‘happiness.’ It is expected that this study will be used as a fundamental reference to develop and improve contents that would fulfill walking travelers' needs.
  • 9.

    Interpersonal Social Influence in the Group of Travel Service Encounter : The Moderated Mediation of Group Cohesiveness and Psychological Distance Using Conformity Theory

    Minjung Hong | 2020, 44(4) | pp.169~189 | number of Cited : 1
    Abstract
    This study explored the role of group cohesiveness and psychological distance with tour guides in the relationship between customer interactions and conformity intention with other customers’ complaints in a travel group. Surveys were administered to Korean travelers who have experience in overseas package tours. A total of 276 valid responses were collected and analyzed using PROCESS path modeling. The results showed direct and indirect interactions between customers have a direct influence on group cohesiveness, and group cohesiveness also has a direct influence on conformity intention. On the other hand, only direct interactions between customers directly affect conformity intention with other customers’ complaints, and the verification of the mediating effect of group cohesiveness showed that both direct and indirect interactions between customers had an indirect effect on conformity intention by fully mediating group cohesiveness. Finally, the psychological distance with the tour guide was shown to moderate indirect effect of direct interaction between customers on conformity intention by mediating group cohesiveness. The results of this study demonstrate that group cohesiveness and psychological distance with tour guides are critical variables to the group behavior through social interaction among travel group members, suggesting that travel enterprises must consider the role of tour guide in terms of customer cohesion and customer relationship in the travel group.
  • 10.

    Analyzing the Role of Face Consciousness with regards to Deviant Behavior at Festivals

    LEE KYUNG YUR | Lee, Hoon | 2020, 44(4) | pp.191~210 | number of Cited : 3
    Abstract
    Face consciousness is a social pride that makes people act appropriately according to the social status; therefore, it is closely pertinent to the behavior of festival participants. Understanding festival participants' mentality and behavior is important in festival planning, accordingly it may necessitate further research in order to give an edge to the increasingly competitive festival related industries. Thus, the purposes of this study are to analyze the impact of festival participants' deviant behavior on festival satisfaction, and to identify the moderating effect of face consciousness in the process. First of all, literature review regarding face theory and Deviant Festival Behavior (DFB) was carried out and established research hypotheses. Using the scale of DFB developed in the previous research, an empirical survey was conducted on visitors to the 12th Jangheung Water Festival. As a result of analyzing the structural equation path model, it was found that the deviant behavior at festivals had a significant influence on festival satisfaction. A multiple-group analysis was conducted in order to analyze the moderating effect of face consciousness. It was found that there was a moderating effect in physical DFB between the high and low face consciousness groups. Our findings contribute to research in that it incorporated face consciousness into festival research. This study has practical implications in that we addressed strategies to lower the face consciousness in order to enhance festival satisfaction.