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e-Contact Center의 적극적인 e-listening 서비스가 고객의 재방문 유도에 미치는 영향연구
김지완 ( Kim Ji-wan ),석유미 ( Suk You-mi ) 한국문명학회 2018 문명연지 Vol.19 No.1
Listening Service is essential element of communication behavior for relationship between corporation and consumer, and it plays major role on affecting consumer satisfaction. Listening Service can be divided into three parts: sensing, evaluating, and responding service; Especially, sensing refers to sensing customers’ nonverbal cues, as well as hearing their verbal cues. Unlike face-to-face or voice-to-voice services, past studies believed that “sensing” can not be applied in services of E-Contact center. Therefore, this study divided three factors of listening into two factors: Active listening service (Sensing) and Passive listening service (responding). For the research of this study, we collected 569 answers of online survey; only 522 were used on actual study after eliminating 47 answers that were not eligible. The followings are the result of this study: · E-listening service have positive effects on the number of consumers’ revisit to E-shopping mall. · Active listening service (Sensing) affected more on the number of revisits than Passive listening service (responding) · Through revisiting the E-shopping mall, consumers showed two kinds of reactions: Cognitive values and purchases · The consumers’ reaction after the revisit was rather revisit→cognitive value→purchase than revisit→purchase. After all, in order for the corporations to draw fluent communications with consumers, and their continual revisit through online services, corporations should recognize the importance of not only responding, but also sensing. Additionally, current contact centers on should improve into “smart contact center,” which can increase the number of consumers’ purchase and E-shopping mall revisit.
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경험을 통한 체험마케팅의 메시지 유형이 구매행동에 미치는 상관관계 연구 -스포츠매장을 중심으로-
김지완 ( Kim Ji Wan ),석유미 ( Suk You Mi ) 한국문명학회 2019 문명연지 Vol.20 No.1
Recently, Consumers are preferring online purchase more than offline purchase. Inorder to overcome this situation, the offline store are bringing out new marketing strategies such as changing into an experience-providing platform store. This study divided experiences from offline store into three different factors: experience diversity, experience convenience and experience reliability. For this study, a survey was conducted among 260 people from Seoul, 20 or above male and females, who are interested in purchasing a golf driver and people who already have an experience of buying golf drivers. Data from 219 samples were used as valid samples and ran through SPSS 17.0 and AMOS 22.0 to implement Confirmatory Factor Analysis(CFA), Structural Equation Model Analysis(SEM). In this three factors experience convenience and experience reliability have huge influence on purchases. Also, the results showed that all three factors correlate with one another. Hence, the offline stores should increase the convenience and reliability of the experience they are providing.
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연구논문 : 세대별 라이프스타일에 따른 복합 쇼핑몰 선택요인 연구
김지완 ( Ji Wan Kim ),이지원 ( Ji Won Lee ),석유미 ( You Mi Suk ) 한국문명학회 2013 문명연지 Vol.14 No.2
Recently, large and small multi shopping malls are opening there doors nationally. The main purposes of the research question are to explore whether there is a difference between generation and genders on the consumers`` hybrid shopping mall brand choice. As a result of Exploratory Factor Analysis, five hybrid shopping mall brand choice factors are obtained. In order to assess the difference between generation and genders on the consumers`` hybrid shopping mall brand choice, t-test are used. The results of the empirical analysis are as follows: First, among the hybrid shopping mall brand choice factors, only functional factor affects generation X. Second, only malling attitude affects men and variety factor affects women. Third, there are no differences among Y generation men and women, and X and Y generation women. Fourth, only functional factor affects X generation women and malling attitude affects X generation men. Lastly, only malling attitude affects Y generation men.
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여대생의 스마트폰 구매 시 DISC 유형에 따라 구매의사결정 단계별 과정에 미치는 상관관계 연구
김지완 ( Ji Wan Kim ),이지원 ( Ji Won Lee ),석유미 ( You Mi Suk ) 한국문명학회 2015 문명연지 Vol.16 No.1
This study makes divisions by 4 personality types depending on ``DISC`` and ought to see the difference in decision making process when buying a new smart phone. The results of decision making process in each DISC types of female college students are as in the following. First, in the process of problem realization, all 4 types had desire to buy new phone when their functions had been exhausted. Especially, in case of type !(influence), there were many early adaptors, who buy new products in less than 2 or 3 month Second, in the process of searching information, type S(Steadiness) had the highest percentage in getting information from families and friends while type D(Dominance) mostly gets new information from store information. Third, in the process of appraising alternative, type !(influence) chose trademark and design while type C(Conscientiousness) chose performance of the phone in valuing attribute when buying new phone. Forth, in the process of buying, type I(Influence) and S(Steadiness), showed high percentage of selecting the model before actual purchase, while type D(Dominance) showed high chance of buying new phone extemporaneously. Fifth, in the process of appraising after the purchase, type S(Steadiness) and C(Conscientiousness) showed passive reactions like holding their dissatisfactions to themselves, while type D(Dominance) and I (influence) showed highly on active reaction like passing negative WOM(words of mouth) to others and express dissatisfactions on the company`s homepage.
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