The Effect of Relationship Quality between Senior Customers and Service Providers on Word-of-Mouth in the Service Industry

박설우 사람과세계경영학회 2018 Global Business and Finance Review Vol.23 No.4

As the number of older people increases, many companies no longer see older people as socially disempowered, but instead as new target customers. This senior market is expected to be attractive and provide new opportunities to companies. Senior consumers sometimes consider the relationship with the salesperson as more important than the quality of the product. Thus, this study aims to explore the process of how senior consumers have a relationship with service providers and how this relationship affects the output of the store. To find this relationship, this study used relationship quality with satisfaction, trust, and commitment. The commitment aspect is further classified into a difference between affective and calculative commitment in this study. Relationships between satisfaction and trust, satisfaction and the two dimensions of commitment (affective and calculative), and between trust and affective and calculative commitment are all examined. Data were collected from 303 senior people who had experienced visiting a store and getting help from service providers. Respondents were randomly intercepted and recruited to participate in the survey. After conducting a survey, these hypotheses were supported through structural equation analysis using PLS. As a result, theoretical and practical implications for the invigoration of the senior market were derived.

The Effect of Commitment on the Relationship between Satisfaction and Revisit Intention for Two Types of Online Shopping Malls

박설우,정현승 한국전략마케팅학회 2019 마케팅논집 Vol.27 No.1

This study aims to find what the commitment is that each of two different forms of online shopping mall – the specialized shopping mall and the integrated shopping mall – pursues, and to recognize which commitments play a positive role in the intention to revisit by customers. We carried out hypothesis testing on 208 consumers who had used an online shopping mall in the past year. Regarding the results, we found that there were different effects of commitment type on the revisit intention for different online shopping malls. It was recognized that in the relationship between satisfaction and commitment, satisfaction from both the specialized shopping mall and the integrated shopping mall had a key effect on commitment. It was also identified that an increase in satisfaction from the use of an online shopping mall has a positive impact on both affective commitment and calculative commitment. Regarding the relationship between commitment and intention to revisit, it was identified that both affective commitment and calculative commitment have positive effects in increasing the intention to revisit in the case of the integrated shopping mall. However, in the case of the specialized shopping mall, it appears that there were no similar results for the intention to revisit caused by calculative commitments that weigh the calculation of gains and losses. On the basis of these findings, we have drawn a theoretical and practical implication.

The Relationship between Shopping Value and Shopping Orientation on Purchase Intention at International Shopping Spot

박설우,박소현 한국무역학회 2021 Journal of Korea trade Vol.25 No.8

Purpose – This study examines the relationship between the global consumer's shopping value and the intent to purchase in many of today's emerging international malls. furthermore, the orientation of shopping will be examined to see if there is a significant mediating effect between the value of shopping and willingness to purchase in international shopping malls. Design/methodology – This study conducted a survey of Chinese travelers who had experience in visiting a shopping mall during their visit to Korea through an online panel research agency and received a total of 230 responses. To confirm the relationship with constructs, the structural equation model (SEM) was used to test hypothesis in this research. Findings – The study was to examine the relationship of the international consumers’ shopping value to the purchase intention in shopping mall when they visit to other countries, and to find if there was any effect on the relationship between the shopping value of the shopping orientation and the willingness of the international shopping mall. Originality/value – By confirming the relationship between international consumers' shopping value and shopping orientation, this study proposed the theoretical implications for global consumers' shopping behavior. In addition, this result can affect the development of service programs for foreign consumers.

서비스 산업 종사자의 감정 관계에 고객 서비스 지향성의 조절된 매개효과

박설우(Park, Seolwoo),정현승(Chung, Hyunseung) 한국상품학회 2020 商品學硏究 Vol.38 No.6

The purpose of this study is to examine the mediating effect of job strain on the relationship between emotional labor (surface acting vs. deep acting) and job satisfaction of salespeople in the service industry, and to test the moderated mediating effect relationship of customer service orientation. In this study, an online survey was conducted on salespeople engaged in the service industry (ex. insurance, cards, securities, distribution, etc.), and 273 questionnaires were collected and a total of 270 responses were used for actual analysis, excluding missing and invalid data. As a result, it was confirmed that there is a mediating effect of job strain on the relationship between emotional labor and job satisfaction of salespeople. In addition, in the relationship between emotional labor and job strain, it was confirmed that there was a significant moderating effect of customer service orientation in the relationship between deep acting and job strain, and the mediating effect of job strain in the relationship between deep acting and job satisfaction was moderated by customer service orientation. It was confirmed that there is a moderated mediating effect. Based on these results, we find that deep acting as well as surface acting against salespeople in the service industry affect their attitude, and the relationship analysis between each factor can provide implications for the need to establish an internal marketing strategy for long-term relationships with customers. 본 연구는 서비스업에 종사하는 영업 사원의 감정 노동(표면적 행동 vs. 심층적 행동)과 직무 만족 간의 관계에서 직무 긴장의 매개효과를 살펴보고 고객 서비스 지향성의 조절된 매개효과 관계를 증명하는 것을 목표로 한다. 본 연구에서는 서비스업에(보험회사, 카드, 증권, 유통) 종사하고 있는 영업사원을 대상으로 설문조사를 실시하였으며 273명의 설문지를 수집하여 불성실한 응답을 제외하고 총 270부의 답변을 실제 분석에 사용하였다. 분석 결과, 영업사원의 감정 노동과 직무 만족 간의 관계에서 직무 긴장의 매개효과가 있음을 확인하였다. 또한, 감정 노동과 직무긴장의 관계에서 심층적 행동과 직무 긴장간의 관계에서 고객 서비스 지향성의 유의미한 조절 효과가 있음을 확인하고, 심층적 행동과 직무 만족도의 관계에서 직무 긴장감의 매개효과를 고객 서비스 지향성이 조절한다는 조절된 매개효과가 있음을 확인하였다. 이와 같은 결과를 토대로 서비스업에 종사하는 영업 사원들에 대한 심층적 행동 뿐 아니라 표면적 행동 역시 직무 태도에 영향을 미친다는 점과 각 요인들 간의 관계 분석을 통해 고객과의 장기적 관계 형성을 위한 내부 마케팅 전략 수립의 필요성에 대한 시사점을 도출할 수 있다.

혼합분쇄로 제조한 석회석 혼합 시멘트의 강도발현 특성

박설우(Park, Seol Woo),이승헌(Lee, Seung Hun),유동우(Yoo, Dong Woo),엄태호(Eom, Tae Ho),오성우(Oh, Sung Woo) 한국콘크리트학회 2014 한국콘크리트학회 학술대회 논문집 Vol.2014 No.5

쇼핑의 즐거움이 여가쇼핑 동기와 쇼핑몰 재방문의도에 미치는 영향

박설우 ( Seolwoo Park ) 관광경영학회 2019 관광경영연구 Vol.88 No.-

How does recreational shopping motivation influence revisit intention at shopping malls? How does shopping excitement influence the relationship between shopping motivation and shopping behavior, such as revisit intention? The purpose of this study is to investigate the relationship between motivations of recreational shoppers visiting shopping malls and the effect of shopping excitement on its relationship by introducing excitement as the ultimate goal of leisure activity in shopping industry. To test the model, a field study method was employed to gather information directly from individual shoppers of the shopping malls in South Korea. In order to manage the sample representativeness, data were collected Monday through Sunday via intercept surveys conducted at each shopping mall by trained interviewers. The 360 samples were analyzed using structural equations modelling in Amos. The results partially supported the hypotheses. This study concludes with a discussion of managerial implications.

Effects of Box Shape and Diverse Components of Large-Sized Products on Consumers’ Product Evaluations in Logistic Business

안동균,박설우 한국무역학회 2022 Journal of Korea trade Vol.26 No.6

Purpose – With the recent spread of COVID-19, U.S. consumers' consumption pattern is changing towards purchasing large-capacity products, as they stay at home longer. Thus, the current research investigates the effects of box shape and component diversity for large-sized products on product evaluation in logistic business. Moreover, this research examines that information-processing fluency mediates the moderating effects of box shape and product components on target evaluations to confirm psychological mechanism for generating this effect. Design/methodology – In order to examine the hypotheses, the current research conducts two online experiments. The 184 participants (Study 1), and 205 participants (Study 2) of U.S. nationality were recruited through Amazon Mechanical Turk. This research analyzes the data by using SPSS 25 and PROCESS macro 4.0. Findings – Study 1 demonstrates that when the height of a box is greater than its width, products with single components promote positive target evaluations, while when the width of box is greater than its height, products with a variety of components lead to positive target evaluations. Study 2 shows that the same results are replicated in other product categories and with different box shape ratios. Moreover, Study 2 also finds that the ease of information processing mediates the interaction effects of box shape and component diversity on U.S. consumers’ target evaluations. Originality/value – The current research has originality in that it investigates the effect of box shape and product composition diversity on U.S. consumer product evaluation from the perspective of information-processing theory Moreover, this research has practical implications for global traders who prepare for entering the U.S. market.

은행의 서비스품질-고객만족도-고객충성도 구조에 대한 자국편의(Home Bias)의 조절효과 연구

양오석,박설우 한국금융소비자학회 2013 한국금융소비자학회 학술발표논문집 Vol.2013 No.-

가설: H1 -고객이 지각한 서비스 품질이 높게 평가될수록, 고객 만족은 양(+)의 방향으로 나타난다. 검증결과 -지지. 가설: H2 -고객이 지각한 만족수준이 높을수록 고객 충성도는 양(+)의 방향으로 나타난다. 검증결과 -지지. 가설: H3 -고객이 지각한 서비스품질과 고객만족 간 관계는 자국편의(Home bias)에 의해 양(+)의 관계로 조절된다. 검증결과 -기각

VIP 마케팅의 성공 전략: 재산과 지위 욕구에 따른 VIP 유형 구분을 중심으로

안동균,박설우 한국전략마케팅학회 2024 마케팅논집 Vol.32 No.1

VIP 고객은 기업 입장에서 주요 수익원으로서, 최근 들어 이들을 타겟으로 하는 마케팅 전략의 중요성이 대두되고 있다. 이에 본 연구는 실제 국내 기업이 보유하고 있는 VIP 고객 데이터를 사용하여, VIP 마케팅에 관한 구체적 전략을 제시하였다. VIP 고객의 경우 재산과 지위 욕구의 정도에 따라 3가지 그룹(귀족형, 졸부형, 전문직형)으로 구분되어 질 수 있는데, 본 연구는 이러한 분류에 따라 VIP 고객의 각각의 특성에 맞는 마케팅 전략이 필요하다는 것을 제시하였다. 다중회귀분석을 통해 본 연구가 확인한 결과를 구체적으로 살펴보면, 귀족형 VIP 고객의 경우, 사회적 행사를 진행하는 VIP 서비스가 이들의 투자 의도를 증가시킬 수 있는 가능성을 나타냈지만, 반면 졸부형 VIP 고객의 경우에는 문화/체험 행사를 진행하는 VIP 서비스가 이들의 투자 의도를 증가시키는 것으로 나타났다. 그러나 전문직형 VIP 고객의 경우에는 이와 같은 VIP 서비스가 이들의 투자 의도에 아무런 영향을 미치지 못한다는 것으로 나타났다. 마지막으로 본 연구는 이러한 연구결과들을 해석하고, VIP 마케팅 연구에 관한 이론적 시사점과, 이와 관련된 실무적 활용 방안에 대하여 제안하고자 한다. The importance of VIP consumers as a key source of revenue for businesses has been increasingly recognized in recent times, leading to a focus on marketing strategies targeting this segment. This research utilizes actual VIP consumer data from domestic companies to propose specific strategies for VIP marketing. VIP consumers can be categorized into three groups(patricians, parvenus, professional) based on the degree of wealth and status desires. This research suggests that marketing strategies tailored to the characteristics of each type of VIP consumer are necessary. An in-depth analysis of the results confirmed by multiple regression analysis reveals that for patrician VIP consumers, VIP services hosting social events show potential to increase their investment intentions. On the other hand, for parvenus VIP consumers, VIP services organizing cultural/experiential events were found to positively influence their invest ment intentions. However, it was observed that such VIP services had no significant impact on the investment intention of professional VIP consumers. Finally, this research interprets these findings, provides theoretical implications for VIP marketing research, and proposes practical applications relevant to the industry.

지역 문화예술공간 활성화에 관한 연구: 제주도 내 문예회관을 중심으로

김다은,박설우 조선대학교 지식경영연구원 2022 기업과 혁신연구 Vol.45 No.3

오늘날 우리 사회는 경제성장과 함께 문화예술에 대한 관심이 증대하고 있으며 더 이상 문화예술이 순수예술과 대척적인관계가 아니라 인간의 삶을 대상으로 하는 통합적인 개념으로 확장됨에 따라 지방정부에서도 문화정책이 중요한 분야로 지속해서 대두되어왔다. 문예회관은 문화 향유 기회 제공, 주민들의 문화예술 창조 활동과 그 발표의 장을 제공하는 문화예술공간이기에 각 지역을 대표하는 문화시설로써 중요한 역할이 되며 양적성장을 이룬 시점에서 질적 성장이 제시되고 있다. 따라서 문예회관의 활성화 요인을 구성하고 요인별 중요도와 우선순위 도출이 필요한 실정이다. 먼저 본 연구는 선행연구의 이론적 고찰을 통해 제주 지역의 문화를 살펴보고 문예회관 활성화 요인을 4개의 상위요인과 13개의 하위요인으로 도출하였으며 이를 바탕으로 30명의 문예회관 종사자, 전문 예술가, 기획자를 대상으로AHP 설문조사를 진행하였다. 분석결과, 상위요인의 중요도 및 우선순위 분석결과는 운영조직(35.6%)이 가장 중요한 요소로 나타났고, 재원조성(27.5%), 프로그램(22.0%), 마케팅(14.9%) 순으로 나타났다. 둘째, 상위요인을 반영한 하위요인에 대한 종합 중요도 및 우선순위 분석결과는 공공재원, 운영주체, 전문인력, 기획프로그램, 운영시설, 민간재원, 홍보전략, 사업수익, 문화예술교육, 대관프로그램, 제품관리, 고객관리, 가격전략 순으로 나타났다. 셋째, 각요인별 중요도 평가결과는 모든 하위요인의 중요도가 종합 평가결과 중요 0.792보다 높은 수치를 나타냈다. 이는 본연구에서 제시된 지역 문예회관 활성화 요인은 모두 중요도가 높으며 상대적 중요도로만 판단해 다른 요인을 간과해선안 된다고 볼 수 있다. 마지막으로, 본 연구는 실증분석결과를 바탕으로 다양한 학문적·실무적 시사점을 제시하였다.