온라인 입소문이 병원선택에 미치는 영향의 카노속성에 따른 차이

김수정,김준용 한국병원경영학회 2022 병원경영학회지 Vol.27 No.3

Purposes: This purpose of this study was to check how much the online word of mouth influences on customerʼs hospital selection according to Kanoʼs model. Methodology: Kano classified the attributes that affect customerʼs satisfaction into attractive, one-dimensional, indifferent, must-be, and reverse attributes. Among them, attractive and one-dimensional attributes make up the largest portion in hospital selection. Based on this, the influence of positive or negative online reviews on the selection of hospitals was investigated. Differentiated service was selected as the attractive attributes, and a kind, sufficient explanation was selected as the one-dimensional attributes. Then a questionnaire was conducted how much the positive or negative online reviews influence on hospital selection, respectively. It was conducted from August 7 to September 7, 2021 for medical consumers in their 20s and older who have used medical services for the past 3 years, and the final 142 questionnaires were analyzed. All data was analyzed by chi-square and two-way ANOVA using SPSS ver 25.0. Findings: The results showed that, in one-dimensional attributes, the difference between positive and negative reviews was not statistically significant, but in attractive attributes, positive and negative reviews showed a statistically significant difference. It suggests that positive reviews on attractive attributes had a greater influence on hospital selection. In terms of hospital selection, when the experimental participants were exposed to the positive reviews, the hospital selection ratio did not differ by Kanoʼs attributes, but to the negative reviews it differed. The hospital selection ratio, even after they were exposed to negative reviews, was higher in the attractive attributes than in the one-dimensional attributes. Practical Implication: This study confirmed that hospital selection is influenced differently depending on the Kanoʼs attributes and the direction of the reviews, and suggests that marketers should respond differently to each Kanoʼs attributes when they deal with online reviews of hospitals.

A Study on the Consumers’ Perception Priority Regarding the Selection Attributes of Duty Free Stores Applying the AHP

( Seung-chang Lee ),( Soo-joon Yoo ),( Sanghak Lee ) 서암순창장학회 2016 Journal of Marketing Thought Vol.3 No.1

With the growth of the duty free industry, there is an increasing need for business licensees to make selective in-vestments by reinforcing the selection attributes of consumers that visit duty free stores. Therefore, this study aims to help establish marketing strategies for the growth of the duty free industry by comparatively analyzing the priority rankings of store selection attributes used by consumers visiting duty free stores. It does so by using the analytic hierarchy process (AHP). This study selected four attributes (product, salesperson, store, promotion) for Hierarchy 1 as duty free store selection attributes. It then selected three or four detailed attributes for each of the four attributes needed to organize the AHP survey. The survey was conducted on Koreans who had visited a duty free store in the last three years. A total of 150 copies of the questionnaire were collected, 66 copies of which were used for the analysis. The remaining 84 copies did not meet the analysis requirements. The results were as follows. First, the priority ranking of Hierarchy 1 (Hierarchy 1) was products (0.452), promotion (0.275), store (0.140), and salesperson (0.134), and the 14 detailed attributes of the product in Hierarchy 2 had a ranking of product price, brand diversity, luxury brand level, and discount coupon. Moreover, additional analyses according to gender and occupation revealed that the priority rankings of selection attributes varied among the subjects of the analysis. The limitations of this study are provided at the end of this study along with suggestions regarding the need for future research for the sustained growth of the duty free industry.

호텔 만족도를 평가하는 호텔 선택속성에 관한 연구: 텍스트마이닝, 감성분석, 퍼지셋 질적 비교분석의 활용

김재현,이형룡 한국호텔관광학회 2023 호텔관광연구 Vol.25 No.9

Through the collection of reviews of 4- and 5-star hotels, this study aims to identify new attributes of hotel selection that affect customer satisfaction and hotel selection attributes before and after the COVID-19 outbreak. This study examined the relationship between hotel selection attributes and customer satisfaction. This study aims to identify the sufficient conditions affecting satisfaction, the combination of hotel selection attributes, and the specific factors that influence hotel selection. Here is a summary of the study's progress. First of all, trip advisor reviews for 4- and 5-star hotels were extracted through text mining. By analyzing sentiment, this study selected reviews that had a positive direction. Then, LDA topic modeling was used to identify the main hotel selection attributes (topics) in the review contents. FsQCA analysis confirmed various combinations of causal conditions (hotel selection attributes) that evaluate outcome variables (hotel satisfaction) before and after the occurrence of COVID-19. As part of the analysis of the combination of causes and conditions, it would be beneficial to explain which combination of hotel selection attributes is used for evaluating hotel satisfaction and to confirm the difference between how hotel selection attributes have changed before and after COVID-19. As a result, this study confirms that reviews have a satisfaction score, which is quantitative data. The study used FsQCA analysis to confirm qualitative data derived from LDA topic modeling and fundamental frequency analysis. Also, this study derived changes in the necessary conditions by comparing the topics' necessary conditions before and after COVID-19.

발달장애아동 부모의 심리운동 프로그램 선택 속성에 대한 우선순위 분석

서덕원 ( Seo Dukwon ),정기천 ( Jeong Kichon ) 한국특수체육학회 2017 한국특수체육학회지 Vol.25 No.3

이 연구의 목적은 발달장애아동 부모의 심리운동 프로그램 선택 속성에 관하여 파악하고 속성간의 중요도와 우선순위를 정량적으로 분석하는데 있다. 이를 위해 발달장애아동을 심리운동 프로그램에 참여시키는 부모를 연구 참여자로 선정하였다. 연구방법은 문헌분석과 전문가 집단 회의를 통해 자료수집, 개방형 질문지를 제작, 그리고 귀납적 내용 분석 순으로 선택 속성을 구성하였다. 그리고 선택 속성들의 중요도 분석은 계층분석법(AHP) Expert Choice 2000을 이용하여 자료처리 하였다. 분석을 통한 결과는 다음과 같다. 첫째, 발달장애아동 부모의 심리운동 프로그램 선택 속성으로 심리운동사 속성(3개), 물리적 속성(6개), 그리고 심리운동 프로그램 속성(5개) 순으로 나타났다. 둘째, 발달장애아동 부모의 심리운동 프로그램 선택 속성들의 중요도 및 우선순위는 다음과 같다. 선택 속성의 중요도는 심리운동사 속성(.687), 물리적 속성(.203), 그리고 심리운동 프로그램 속성(.110) 순으로 결정되었다. 그리고 세부 선택 속성들의 우선순위를 분석한 결과 심리운동사의 전문성이 가장 중요한 속성으로 결정되었으며, 다음으로 평판조회, 심리운동사의 친절성, 심리운동 교구의 전문성, 시설의 안전성, 시설의 쾌적성, 주거지와 근거리와 공간 그리고 교통이용의 편리성, 심리운동 프로그램에 대한 흥미, 심리운동 프로그램 다양성, 참여시간 및 빈도, 적절한 참여인원, 교육비 순으로 분석되었다. 이러한 결과는 움직임교육과 대상자 중심의 신체적 발달을 추구하는 심리운동의 교육적 관점이 반영된 결과라고 보여 지며, 심리운동사들은 이러한 분석결과를 토대로 심리운동에 대한 질적인 향상을 위하여 지속적인 노력과 발전적 방안 모색이 필요하겠다. The purpose of this study is to examine the selection attributes of developmental disabilities parents in psychomotor programs and perform a quantitative analysis of the importance and priorities of the attributes. For this purpose, the parents who participate in the psychomotor programs of their developmental disabilities were selected as research participants. The research methods in analyzing the priorities of selection attributes was used in the order of data collection through open questionnaires, which were created by literature analysis and expert group meetings, and inductive content analysis. The importance of selection attributes was analyzed by using AHP Expert Choice 2000. The results of the analysis are as follows: First, psychomotor program comprises three types of attributes; psychomotrician attributes (3), physical attributes (6), and psychomotor program attributes (5). Second, the importance and priority attributes of parents in selecting psychomotor programs for their developmental disabilities are as follows: The importance of selection attributes was determined in the order of psychomotrician attributes (.687), physical attributes (.203), and psychomotor program attributes (.110). As a result of analyzing the priorities of the detailed selection attributes, the professionalism of the psychomotrician was determined as the most important factor, followed by the reputation, kindness of the psychologist, specialty of the educational tools, safety and comfort of the facilities, distance between homes and facilities, convenience of program space and transportation, interest in and diversity of psychomotor programs, time and frequency of participation, appropriate attendance, and education costs. These results are considered to be reflecting the educational viewpoints of psychomotor programs pursuing the physical activity education and subject-oriented physical development. Based on the results of this analysis, psychomotricians need to take continuous efforts, and develop plans to improve the quality of psychomotricity.

Market Segmentation of Experiential Horse Riding Tourism based on Selection Attributes of Equestrian Club

( Yeo Kyung Yun ),( Kwang Min Cho ),( Won Yong Jang ) 한국체육학회 2016 국제스포츠과학 학술대회 Vol.2016 No.1

Purpose: The purpose of this study is to conduct market segmentation of experiential horse riding tourism customers based on equestrian clubs’ selection attributes. Performing market segmentation is chosen in expectation of examining effective business strategy for each equestrian clubs and activating horse riding tourism industry ultimately. Method: The methods used in the study are conjoint analysis to find out relative importance of selection attributes of equestrian club and chi-square test followed by cluster analysis to define market segment using SPSS ver. 21.0. Total 12 selection attributes were extracted and used for drawing up a questionnaire. The survey was done from 4th to 19th of June, 2016 in Jeju area. 250 questionnaires were distributed and 222 data were used in the actual analysis. Result: Final 4 groups of customers of horse riding tourism were derived composing 60, 72, 61, 29 people in each groups. The first group included 30-39 aged white-collar workers whose annual salary is 3-4 million won and preferring program attribute when selecting an equestrian club. The second group included 20-29 aged students whose annual salary is less than 1 million won and preferring price attribute when selecting an equestrian club. The third group included 30-39 aged white-collar workers whose annual salary is 2-3 million won and preferring location attribute when selecting an equestrian club. The final group included 30-39 aged house wives whose annual salary is 2-3 million won and preferring staff attribute when selecting an equestrian club. Conclusion: By conducting conjoint analysis, we have found that program is the most important attribute among the customers of horse riding tourism. Followed by program, price and staff were the second and the third important attributes and location was the least important attribute when selecting an equestrian club. This result suggests that people selecting horse riding on the vacation want unique experience and diverse activity. Also, when people on the vacation select an equestrian club, distance or accessibility is less considered because most of them rent a car during the tour. With this conjoint analysis results, market segmentation was conducted and each group had suggestions of their own. Firstly, for the group who considers program attribute when selecting an equestrian club, administrator should offer diverse programs that could be joined with horse riding exercise and suited for white-collar workers. Secondly, for the group who considers price attribute, clubs should offer a reasonable cheaper price and promote this low price strategy targeting student customers. Thirdly, for the group who considers location attribute, free shuttle should be offered if the circumstances permit especially to the white-collar workers in 30s. Finally, for the group who considers staff attribute when selecting equestrian club, staff training is essential to offer kind and caring guide during the tour and coach’s professionalism should be appealed to gather the married women to the club.

특수아동 부모의 심리운동 프로그램 선택 속성에 대한 우선순위 분석

서덕원,정기천 한국특수체육학회 2017 한국특수체육학회지 Vol.25 No.3

The purpose of this study is to examine the selection attributes of special children's parents in psychomotor programs and perform a quantitative analysis of the importance and priorities of the attributes. For this purpose, the parents who participate in the psychomotor programs of their special children were selected as research participants. The research methods in analyzing the priorities of selection attributes was used in the order of data collection through open questionnaires, which were created by literature analysis and expert group meetings, and inductive content analysis. The importance of selection attributes was analyzed by using AHP Expert Choice 2000. The results of the analysis are as follows: First, psychomotor program comprises three types of attributes; psychomotrician attributes (3), physical attributes (6), and psychomotor program attributes (5). Second, the importance and priority attributes of parents in selecting psychomotor programs for their special children are as follows: The importance of selection attributes was determined in the order of psychomotrician attributes (.687), physical attributes (.203), and psychomotor program attributes (.110). As a result of analyzing the priorities of the detailed selection attributes, the professionalism of the psychomotrician was determined as the most important factor, followed by the reputation, kindness of the psychologist, specialty of the educational tools, safety and comfort of the facilities, distance between homes and facilities, convenience of program space and transportation, interest in and diversity of psychomotor programs, time and frequency of participation, appropriate attendance, and education costs. These results are considered to be reflecting the educational viewpoints of psychomotor programs pursuing the physical activity education and subject-oriented physical development, and they can provide important implications for application of psychomotor programs in the field. 이 연구의 목적은 특수아동 부모의 심리운동 프로그램 선택 속성에 관하여 파악하고 속성간의 중요도와 우선순위를 정량적으로 분석하는데 있다. 이를 위해 특수아동을 심리운동 프로그램에 참여시키는 부모를 연구 참여자로 선정하였다. 연구방법은 문헌분석과 전문가 집단 회의를 통해 개방형 질문지를 제작, 자료수집, 그리고 귀납적 내용분석 순으로 선택 속성을 추출하였다. 그리고 선택 속성들의 중요도 분석은 계층분석법(AHP) Expert Choice 2000을 이용하여 분석하였다. 분석을 통한 결과는 다음과 같다. 첫째, 특수아동 부모의 심리운동 프로그램 선택 속성으로 심리운동사 속성(3개), 물리적 속성(6개), 그리고 심리운동 프로그램 속성(5개) 순으로 나타났다. 둘째, 특수아동 부모의 심리운동 프로그램 선택 속성들의 중요도및 우선순위는 다음과 같다. 선택속성의 중요도는 심리운동사 속성(.687), 물리적 속성(.203), 그리고 심리운동 프로그램 속성(.110) 순으로 결정되었다. 그리고 세부 선택 속성들의 우선순위를 분석한 결과 심리운동사의 전문성이 가장 중요한 속성으로 결정되었으며, 다음으로 평판조회, 심리운동사의 친절성, 교구의 전문성, 시설의 안전성, 시설의 쾌적성, 주거지와 근거리와 공간 그리고 교통이용의 편리성, 심리운동 프로그램에 대한 흥미, 심리운동 프로그램 다양성, 참여시간 및 빈도, 적절한 참여인원, 교육비 순으로 분석되었다. 이러한 결과는 움직임교육과 대상자 중심의 신체적 발달을 추구하는 심리운동의 교육적 관점이 반영된 결과라고 보여지며, 현장에서의 심리운동 프로그램 적용에 중요한 시사점을 제공할 수 있을 것으로 사료된다.

소비자의 다양한 선호속성을 반영한 컴퓨터 기반 상호작용 컨조인트 분석방법에 관한 연구

허필강(Pilkang Heo),서상윤(Sangyun Seo),이훈영(Hoonyoung Lee) 대한경영학회 2017 大韓經營學會誌 Vol.30 No.6

연구논문 : 시판 라면류의 선택 속성이 만족도에 미치는 영향에 관한 연구 -어린이 및 청소년을 중심으로

정효선,윤혜현 韓國食生活文化學會 2012 韓國食生活文化學會誌 Vol.27 No.1

The purpose of this study was to understand the influence of instant noodle's selection attribution on satisfaction and to empirically analyze whether or not grade (elementary schoolchildren, middle school students, high school students) plays a moderating role in the relationship between selection attribution and satisfaction. Further, this study examined the differences in demographic characteristics among two groups of subjects divided by instant noodle's selection attribution. Based on a total of 1021 samples, this study verified a total of 3 hypotheses using the SPSS program. Data were analyzed by frequency analysis, chi-square, t-test, factor analysis, reliability analysis, cluster analysis, discriminant analysis, and hierarchical regression analysis. Results of the study were as follows. There were three different instant noodle's selection attributions among the children and adolescents investigated: internal element, external element, and company reliability. The multiple regression results show that internal element (=.391), external element (=.239), and company reliability (=.063) among customers' selection attributions had significant positive effects on satisfaction. In addition, the effect of selection attribution upon satisfaction was partially moderated according to grade. Further, cluster analysis divided subjects into two groups according to instant noodle's selection attribution: high-selection group vs. low-selection group. The wo groups of subjects classified by instant noodle's selection attribution were also different from each other in demographic characteristics. Limitations and future research directions are also discussed.

시판 라면류의 선택 속성이 만족도에 미치는 영향에 관한 연구 - 어린이 및 청소년을 중심으로 -

정효선,윤혜현 한국식생활문화학회 2012 韓國食生活文化學會誌 Vol.27 No.1

The purpose of this study was to understand the influence of instant noodle’s selection attribution on satisfaction and to empirically analyze whether or not grade (elementary schoolchildren, middle school students, high school students) plays a moderating role in the relationship between selection attribution and satisfaction. Further, this study examined the differences in demographic characteristics among two groups of subjects divided by instant noodle’s selection attribution. Based on a total of 1021 samples, this study verified a total of 3 hypotheses using the SPSS program. Data were analyzed by frequency analysis, chi-square, t-test, factor analysis, reliability analysis, cluster analysis, discriminant analysis, and hierarchical regression analysis. Results of the study were as follows. There were three different instant noodle’s selection attributions among the children and adolescents investigated: internal element, external element, and company reliability. The multiple regression results show that internal element (=.391), external element (=.239), and company reliability (=.063) among customers’ selection attributions had significant positive effects on satisfaction. In addition, the effect of selection attribution upon satisfaction was partially moderated according to grade. Further, cluster analysis divided subjects into two groups according to instant noodle’s selection attribution: high-selection group vs. low-selection group. The wo groups of subjects classified by instant noodle’s selection attribution were also different from each other in demographic characteristics. Limitations and future research directions are also discussed.

식생활 라이프스타일에 따른 침출차 선택속성 및 소비행동 연구

이지선 한국식품영양과학회 2019 한국식품영양과학회지 Vol.48 No.7

As demand for health teas increases worldwide, the tea market is growing steadily each year. The purpose of this study was to investigate the consumption and purchasing behavior of leached teas in the domestic tea-product market and to analyze the different selection attributes of leached tea according to food-related lifestyles. The results of a cluster analysis examining food-related lifestyles produced three distinct clusters: a gourmet and convenience oriented group (cluster 1), a health and safety oriented group (cluster 2), and a low involvement group (cluster 3). Cluster 1 perceived all selection attributes as more important than cluster 3 did, but cluster 2 had higher values than cluster 1 for all attributes with the exception of marketing attributes. Cluster 2 appears to be the most demanding consumer, perceiving all selection attributes of leached tea to be highly important, with a special emphasis on sensory and safety attributes. Cluster 3 scored significantly lower than the other groups across all selection attributes. Furthermore, all three clusters were highly aware of different levels of sensory attribution, thought to be the fundamental selection attribute for tea. Whereas cluster 1 and 2 were highly aware of the importance of safety attributes, these attributes were not ranked as highly by cluster 3. The findings of this study can be used as a basic resource in developing leached tea products to expand the tea market. 침출차 주음용 소비자의 소비 행동을 조사한 결과 선행 연구 결과와 비교해보았을 때 아직 시장 세분화의 뚜렷한 경향을 보이지 않고 있다고 판단된다. 평균 구매금액은 5,000원 이상~20,000원 미만이고 차 음용을 통해 추구하는 주된 건강편익은 ‘기분전환과 스트레스 완화’로 나타났다. 이는 가장 많이 음용하는 환경이 ‘집 또는 사무실’, 주요 음용 상황인 ‘휴식/업무나 공부 중에 음용’과 밀접한 연관성이 있다. 군집분석을 통해 식생활 라이프스타일에 따라 3개 군집으로 도출하여 건강・안전추구, 미식・편의추구, 저관여 집단으로 명명하고, 침출차 선택속성의 중요도 인식에 차이가 있는지를 파악하였다. 건강・안전추구 고관여 집단은 모든 선택속성에서 높은 점수를 나타내어 침출차를 소비하는 집단 중에서도 가장 고관여이면서 까다로운 소비자로 추정해 볼 수 있다. 맛, 향, 조직감 특성으로 설명되는 관능속성의 경우 3개 집단 모두 가장 높은 점수로 나타나 침출차 범주에서 매우 중요한 선택속성임을 알 수 있었다. 안전속성의 경우엔 3개 집단 모두가 통계적인 차이가 발견되었는데, 건강・안전추구 집단이 제품의 안전성에 대해 가장 높게 인지하였고, 그다음이 미식・유행추구 집단, 마지막으로 저관여 집단은 가장 낮게 중요성을 인식하는 것으로 나타났다. 차는 찻잎이나 허브, 곡물 등 원물을 그대로 물에 우려 마시는 차의 유형이기 때문에 원료, 생산, 포장 등 안전성에 관한 관심이 높게 인식되고 있으며, 건강과도 직결되는 문제이기 때문에 건강・안전추구 집단에서 가장 높게 나타났다고 판단된다. 선택속성 전체의 평균과 비교해보았을 때 저관여 집단의 건강속성과 마케팅요소의 중요도를 가장 낮게 인식하고 있었다. 지금까지 선행연구에서는 국내에서 대다수의 차 소비 집단을 형성하고 있는 녹차 또는 외식 메뉴로서의 차 음료에 대한 소비행동 연구가 주를 이루고 있었다. 그러나 최근 3~4년 사이 국내 차 시장도 젊은 층을 중심으로 다양한 혼합차의 소비가 늘어나고 있어 차 소비행동의 연구를 제조・유통 관점의 분류인 침출차로 확대하여 조사할 필요가 있다고 생각되었다. 따라서 본 연구는 다양한 연령대(20대~50대)의 침출차 소비자 대상의 실증적 연구로서 현시점에서의 국내 차 시장의 현황을 파악하고 시장 및 제품전략을 수립하는 데 현실적인 기초자료로 활용될 수 있을 것이다. 다만 본 연구를 수행함에 있어 침출차의 음용 동기 및 구매 행태에서도 비교적 획일화된 결과가 도출되었는데, 아직 국내 침출차 시장은 고객을 세분화하기에는 시장규모나 차 문화가 미성숙된 시장이기 때문으로 사료된다. 그러나 향후 국내 침출차 시장의 확대와 국내 제조 경쟁력을 높이고 시장다각화를 위해서는 반드시 제품개발 전략에 반영되어야 할 기초자료로서 의의가 있기 때문에 지속적인 관심을 가지고 시장성숙도에 따른 침출차 소비행동에 관한 연구가 지속되어야 할 것이다.