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해외여행상품의 서비스품질과 만족 및 재구매의도와의 관계에 관한 연구 : 실버계층을 대상으로 한 세 가지 품질척도 비교를 중심으로
김세범,김병석 대한관광경영학회 2004 觀光硏究 Vol.19 No.2
After SERVQUAL was published as a measure of perceived service quality, several arguments have been made against its validity and some competing measures have been developed. This paper reviews those controversies. Particularly, it compares the concept of expectation in the research of service quality with that in the research of satisfaction, re-purchasing intention and suggests the author's opinion. In addition, the paper suggests sequential casual relations among expectation, perceived performance and perceived service quality. Utilizing "SERVQUAL" a tool designed to evaluate service quality by Parasuraman, Zeithaml and Berry(PZB) research team Based on the review of the related literature, six variables concerning travel services were identified. The six variables are tangibility, reliability, responsiveness, assurances, empathy and costs. And eight hypotheses were developed using six variables to test. The review if literature covers service's concept, model and method of service quality evaluation, and relationship among the concepts which is related to the service quality. The results of our study suggest non-difference score is a better tool to measure service quality than SERVQUAL or SERVPERF. Also, shows that reliability, assurances, empathy and costs have positive effect on customer satisfaction. It also turned out that customer satisfaction positive effect on repurchase intention.
중국 휴대폰 소비자의 브랜드 선호도 영향요인에 관한 연구
김세범,송치혼,변충규 한국경영교육학회 2009 경영교육연구 Vol.58 No.-
This study focuses on the chinese mobile consumer and try to identify the factors which affect brand preference and what they are. This study has analyzed the relationship of the independent variables(such as perceived price, perceived quality, service and social reputation) to brand image, brand trust and brand preference. Based on a theoretical framework regarding the relationship between brand image, brand trust and brand preference an empirical study using a sample of 291 Chinese mobile phone customers was conducted, and the theoretical model is tested. The result demonstrates that in chinese mobile consumer perceived price, perceived quality, service and social reputation have significant positive influence on brand image. Perceived quality, service and social reputation have significant positive influence on brand trust. Moreover, brand image and brand trust have significant positive influence on brand preference. 본 연구는 치열한 경쟁에 직면해 있는 중국휴대폰시장에서 경쟁우위의 확보와 유지를 위해 중국 소비자들을 대상으로 브랜드 선호도에 미치는 영향요인에 대한 연구를 하고자 한다. 브랜드 선호도를 결정하는 각 요인을 제품속성, 브랜드 이미지, 브랜드 신뢰로 설정 하여 브랜드 선호도간의 관계를 검증하였다. 본 연구의 결과는 다음과 같이 요약 할 수 있다. 첫째, 제품속성이 브랜드 이미지에 미치는 영향관계를 분석한 결과, 지각된 품질, 서비 스, 지각된 가격과 사회적 평판의 수준이 높을수록 브랜드 이미지는 높아지는 결과가 나 타났다. 둘째, 제품속성이 브랜드 신뢰에 미치는 영향관계를 분석한 결과, 지각된 품질, 서비스와 사회적 평판의 수준이 높을수록 브랜드 신뢰가 높아지는 결과가 나타났다. 셋째, 브랜드 이미지와 브랜드 신뢰가 브랜드 선호도에 미치는 영향관계를 분석한 결과, 브랜드 이미지와 브랜드 신뢰의 수준이 높을수록 브랜드 선호도가 높아지는 것을 확인하였다. 이 러한 결과에 따라 중국휴대폰 시장에서 시장점유율을 높이기 위한 마케팅전략에 관한 관 리적인 시사점을 제시하였다.
김세범,최경락 한국경영교육학회 2013 경영교육연구 Vol.28 No.4
The contribution of technological change to productivity in the agricultural sector has long been documented. It is believed that the adoption of, such as high-yielding varieties, could lead to significant increases in productivity and stimulate the transition from low-productivity, subsistence agriculture to a high-productivity agro-industrial economy. This study was conducted to analyze the continuous intention to use new technology adoption about low height tree culture (sweet persimmon). This study surveyed users (sweet persimmon) in terms of innovativeness, technology support, and reliability, perceived ease of use, perceived usefulness, user satisfaction and continuous intention to use with the Technology Acceptance Model. As a result, this study shows that technology support affects perceived ease of use and perceived usefulness. User satisfaction was strongly connected with perceived usefulness and perceived ease of use and does affect continuous intention to use. User's reliability with agricultural agency and innovativeness also affect perceived usefulness. According to this study, adoption of new technology has more benefit than that of not adopting it and the follow-up management for users by public agencies such as technology support and providing information is needed for better performance.