기후변화, 농업용수, 대기오염 등의 환경변화에 민감한 연구단지의 특성상 환경 자원의 이용이 용이해야 하나 현 농업기술원은 농업연구를 위한 환경 및 생태계 유지가 힘든 실정이다. 또한 지속 가능한 농업, 6차 산업화와 같은 새로운 패러다임에 입각한 기반시설을 수립하고 공공서비스의 효율적인 공급을 위해서는 경상북도농업기술원의 이전이 불가피하다. 이에 따라 농업기술원 이전을 위한 입지이론 및 방법을 검토하고 입지여건 분석을 위한 입지선정 기준을 제시하는 것이 본 연구의 목적이다. 따라서, 먼저 공공시설 이전에 관한 입지이론에 대해 알아보았고, 입지선정을 위한 연구방법으로 후보지 여과방법을 사용하였다. 후보지 여과방법에는 요인별 점검법, 나뭇가지 모양분석법, 혼합형 분석법이 있는데 본 연구에서는 요인별 점검법을 바탕으로 하여 입지기준을 제시하였다. 이에 따라 입지선정 기준으로 경제성과 개발의 용의성, 접근성과 편의성, 농업여건, 토양여건, 인력자원 지원이 가능한 곳 그리고 연계성과 형평성이 고려되었다.

The purpose of menu labeling is to offer eating environments with improved healthy food selection. Similar to U.S. policies, the Korea government enforces the Special Act on Children’s Food Safety and Nutrition for provision of nutritional labeling in chain restaurants. Considering the importance of dining services for college students and their interests in health, this study examined college students’ perception toward nutrition information provided by university dining services. A survey was conducted for university students. Students' recognition of nutrition information for university dining services was lower than recognition of nutrition information for commercial food services. The most common reason cited by students for considering nutrition information of university dining services was customer rights, followed by health maintenance. Students showed a high tendency to use nutrition information of university dining services. College students’ motivation for knowing nutrition information of university dining services included health and value interests. Students’ knowledge of nutrition had a positive effect on their intention to know nutrition information. The findings of this study offer university administrators and contract food service management companies directions for developing menu labeling for university dining services.

본 연구에서는 사회적 자본이론을 적용하여 SNS(Social network service, 이하 SNS) 사용자들이 온라인을 통해 형성한 소셜 네트워크의 특성이 이들의 제품에 대한 관여도에 어떤 영향을 미치는지를 분석한다. 본 연구의 연구목적은 크게 두 가지이다. 첫 번째로는 SNS의 참여를 양적 참여(quantity)와 질적 참여(quality)로 나누었을 때 이들 각각이 사회자본의 형성에 어떤 영향을 주는지 알아보고자 한다. 또한, SNS의 사용이 전 세계적으로 보편화 되면서 소비자 행동으로 이어지는 SNS사용과 SNS에서 형성된 사회자본이 마케터들의 큰 관심을 받고 있다. 그래서 본 연구의 두 번째 연구목적은 SNS에서 형성된 사회자본의 형태(연결적 사회자본, 결속적 사회자본)에 따라 어떤 유형의 제품(실용적, 상징적)에 대한 관여도가 영향을 받는지를 밝히고, 또 이 두 가지 형태의 사회자본이 소비자 관여도에 있어서 상호작용이 존재하는지를 규명하는 것이다. 이를 위해 SNS 주 이용 층인 대학교 재학생(중국, 한국, 미국) 521명을 설문 조사하여 본 연구의 연구표본으로 사용하였다. 연구결과 SNS 참여와 사회자본의 형성 사이 관계를 보았을 때, SNS 양적 참여와 질적 참여 모두 연결적 사회자본의 형성에 긍정적 영향을 미쳤고 결속적 사회자본의 형성에 있어서는 질적 참여만이 유의미한 긍정적 영향을 미치는 것으로 검증 되었다. 그 다음으로 SNS에서 형성된 사회자본이 소비자 구매 행동으로 이어질 때 연결적 사회자본은 실용적 제품의 관여도에 긍정적인 영향을 미쳤고 결속적 사회자본은 실용적 제품의 관여도에 직접적 영향은 미치지 않았지만 연결적 사회자본과 실용적 제품 관여도 사이의 정의 관계를 강화하는 조절효과가 있는 것으로 나타났다. 또한, 결속적 사회자본은 상징적 제품 관여도에 긍정적인 영향을 미쳤고 연결적 사회자본은 상징적 제품 관여도에 직접적인 영향은 없지만 결속적 사회자본이 상징적 제품 관여도에 주는 긍정적인 영향을 강화하는 조절효과가 있는 것으로 나타났다.

The Austrian scene differs greatly from the one in the Anglo-American region. Even the difference to the neighboring country Germany is a significant: the scene in Austria is dominated above all by fashion bloggers and to a lesser extent there are lifestyle and food bloggers; Austrians are considerably less oriented towards technical and political blogs. The most prominent and popular example probably is "Stylekingdom": this has been the most famous Austrian fashion site for quite some time and has been maintained since 2007. This page presents information about jewelry and fashion collections regularly. In addition, selected advertisements might be placed there which is of interest to companies because of the considerable reach of this site. "Mangoblüte" is one of the most popular luxury fashion blogs in Austria. Backed up with beautiful photos, the blog offers insight into a luxurious life by also displaying travelling in luxury resorts, eating in the best restaurants in the world and a private room that serves as a closet. Given the ubiquitous nature of the internet, American sites are also easily accessible to Austrians. One famous example is the site "The Style Rookie" which is mainly devoted to fashion. In the presentation additional examples will be presented and some comparisons will be undertaken

The online store attributes acts as an important trigger for e-impulse buying. Purchasing apparel products are often affected by irrational and emotional attraction making them one of the most frequent impulsively purchased items online. Triggered by ease access to products, easy purchasing, lack of social pressures and absence of delivery efforts, impulse buying occurs in approximately forty percent of all online expenditures. Impulse buying occurs when consumers experience an urge to buy a product, without thoughtful consideration why and for what reason one needs the product. However, few efforts have been made to identify the relationship among-store services attributes, emotions, browsing, urges to buy, and e-impulse buying of apparel products. The objectives of this study was to estimate a path model analysis for causative relationship among e-store service attributes, emotions, browsing, urges to buy, and e-impulse of apparel products. The instrument was developed based on the previous literatures (Park, et al., 2012; Verhagen & Dolen, 2011; Yang & Peterson, 2004)and each item was measured by five-point Liker type scales. A total of 250 data were collected during a regularly scheduled class in universities. More than half of the respondents (65.5%) were 18 to 21 years old. Nearly 65.5 percent of the subjects were women, and more than half of the respondents (63.8%) were below the sophomore. The path model analysis was conducted by AMOS 18.0 using a correlation matrix with maximum likelihood approach. An exploratory factor analysis revealed three types of e-store service attributes: Accuracy, Reliability, and Ease of use. The path model, which was estimated to examine causal relationships among variables (i.e. three types of e-store service attributes, emotions, browsing, urges to buy, and e-impulse buying), was relatively acceptable (chi-square value = 34.40, df = 13, p = .001; GFI = .98, AGFI = .93, RMR = .03). Cronbach's alphas were ranged between .83 and .87. This result suggests that emotions (e.g., positive and negative), browsing and urges to buy perceived by shoppers play important roles as mediators of the e-impulse buying of apparel products. Especially, the urge to buy apparel products was the most important mediator to trigger e-impulse buying. The consumers perceived the accuracy and reliability of e-store attributes were the more perceiving the urges to buy apparel products through the more positive emotions and then the more browsing at e-store. Also, the more ease to use of e-store perceived the more urges to buy apparel products. The more perceiving urges to buy at e-store were the more e-impulse buying of apparel products. This study provides retail managerial implications for stimulating e-shoppers' impulse buying of apparel products.

본 연구는 GWP 조직문화가 조직구성원들의 긍정심리자본(Positive Psychology Capital)과 조직몰입(Organizational Commitment), 조직시민행동(Organizational behavior Citizenship)에 미치는 영향을 분석한 실증연구이다. 이를 위해, 본 연구는 제조/서비스/금융업 종사자를 대상으로, 설문조사를 실시하여 산업별 변수 간의 관계를 비교분석하였다. GWP 조직문화는 조직구성원들이 자신의 상사와 경영진을 신뢰(Trust)하고, 자기 일에 자부심(Pride)을 느끼며, 함께 일하는 동료 간에 일하는 재미(Fun)를 느끼는 곳으로, 약 10년 전부터 국내에 소개되어 제조, 서비스, 금융업 등 민간 기업은 물론, 공공기관의 조직문화 개선 활동으로 많은 관심을 받고 있다. 본 연구 결과, 첫째, 제조/서비스/금융업에서 GWP 조직문화는 긍정심리자본과 조직몰입에 유의한 영향(+)을 미치는 것으로 나타났으나, 조직시민행동에는 유의한 영향을 미치지 못하는 것으로 분석되었다. 또한, 조직몰입도 제조/서비스/금융업에서 조직시민행동에 유의한 영향을 미치지 못하는 것으로 나타났다. 둘째, 제조와 서비스업에서 긍정심리자본은 조직몰입과 조직시민행동에 유의한 영향(+)을 미치는 것으로 나타났으나, 금융업에서는 유의한 영향을 미치지 못하는 것으로 분석되었다. 본 연구는 이와 같은 분석결과를 토대로, GWP 조직문화가 산업별 종사자들에게 미치는 공통점과 차이점을 중심으로 그 의미와 시사점을 제시하였다.

전라남도는 우리나라에서 50% 이상을 차지하는 섬과 갯벌을 가지고 있다. 특히 그중에서도 신안군은 가장 많 은 섬 개수와 넓은 갯벌을 차지하고 있다. 신안군은 2개 읍, 12면으로 구성되어 있고 약 1,000여개의 유∙무인 도 섬들이 산재해 있다. 섬과 갯벌이라는 독특한 생태계 특성을 가진 신안군의 생태계서비스 가치를 Costanza et al. (1997)의 생물군계에 의해 계산하였다. 신안군은 갯 벌이 가장 높은 생태계서비스 가치를 나타내었다. 이러 한 결과는 대부분의 섬에서 같은 결과를 보였고 특히 압해읍과 지도읍이 가장 높은 값을 보였다. 증도면의 경 우에는 실제적으로 군내에서는 면적이 11위에 해당하 지만 생태계서비스 가치는 전체에서 4위를 나타내었다. 현재까지의 연구 상황으로는 정확하게 생태계서비스 가 치를 계산하는 것이 어렵지만 대략의 가치라도 측정해 보는 것도 중요하다고 판단된다. 신안군 전체의 생태계 서비스 가치를 살펴봄으로써 현재 가지고 있는 가치를 잘 보전하고 지속적으로 활용하기 위한 정책에 활용하 는 것이 필요하다. 특히 갯벌이라는 독특한 생태계를 잘 보전하고 이를 올바르게 활용할 수 있는 시스템 구축이 절실하다. 이 결과를 바탕으로 앞으로 신안군 발전계획 등의 정책결정에 좋은 자료를 제공하고자 한다.

This study aims to investigate the antecedents to customer retention and brand loyalty of Internet Service Providers in Thailand. The findings reveal that customers’ commitment and value are influenced by information support, privacy and security. Additionally, the positive relationships between information quality and privacy and behavioural loyalty were revealed. Customers’ commitment and value were positively associated with behavioural loyalty. However, surprisingly, there was no support for the hypothesised positive association between customers’ value with behavioural loyalty. Practical implications that can be drawn from this research will form a foundation for service providers in the residential internet market to develop new retention strategies. These providers would l be able to reduce the current issues relating to the high customer churn rate. By making customers more central in company operations, these strategies can potentially reduce the expenses associated with acquiring new customers.

One of the main priorities for many service companies is the development and maintenance of long term relationship with valuable customers. A common research route is the hourglass approach where general hypotheses are developed, then they are tested on a single type of service and finally the findings are taken as generalised across the whole spectrum of services. It is well recognised that customer relationships are multi-sided and contingent to the nature of the services, but still the empirical research on the moderating role of service types is limited. Additionally, the actual bonds that tie the service provider to the customer, have received limited attention by the scholars. Thus, this paper attempts to address the issue of relevance and relative importance of the different types of relational bonds between hedonic and utilitarian services. The Theory of Planned Behaviour (TPB) together with longitudinal qualitative research was used to develop a set of hypotheses that was empirically tested in a large sample of consumers. The basic premise of TPB is that attitudes together with subjective norms and perceived control can predict intentions, and actual behaviours. However, TPB has been criticised that it does not incorporate a full set of attitudinal drivers towards intentions. Responding to this criticism, this study developed (through qualitative research and literature review) an extensive set of relational bonds found to be important in different service contexts. These bonds are: switching costs, economic, social, confidence, convenience, emotional and habit bonds. Together with subjective norms and perceived difficulty, relational bonds were examined in relation to repurchase intentions across hedonic and utilitarian services, based on a survey (sample size: 548), through multi-group analysis and structural equation modelling. Based on the results, the drivers of repurchase intentions can be classified into three categories: 1) universal drivers of repurchase intentions that transcend service categories (emotional, subjective norms and perceived difficulty) 2) service specific bonds (confidence, convenience, and habitual bonds) and 3) inconsequential relational bonds (switching cost, economic bonds and social bonds). Explanations of these differences lie in the nature and the value customers derive for the two different types of services. Initial findings suggest that many of the generally accepted theoretical relations in this field are service context specific. This is the first attempt to get a relational bonding footprint of different types of services in an effort to develop granular theories that take into account the nature and context of service typologies. From a managerial perspective findings qualify general theories of customer relationship management and make them more usable for the specific contexts of services.

Services have continuously been growing and over the last years have become an increasingly important part of the worldwide economy (Kanso and Kitchen, 2004; Margetts, 2012). More importantly, with rapid developments of interactive marketing communications service quality, customer satisfaction and customer loyalty are increasing becoming the determinants of business success factors in the service sector (Parasuraman and Grewal, 2000; Caruana, 2002, Aksoy et al 2012). Particularly, when the production of service delivery is associated with communication, customer relationship and people intensiveness, customer evaluations of the service quality become even more critical when crossing boundaries (Kanso and Kitchen, 2004). In recent years, multi-channel customer contacts such as self-service web chat, phone, and email points of customer interaction modes are in focus (e.g., Cooper et al 2009; Robertson, 2012) to enhance customer service experience and satisfaction. Although marketing academics and practitioners agree that identifying suitable communication channels is vital for company’s long term success, there is an on-going debate in the literature whether this integrated multi-channel communication platform is right for the customers and is effective for service quality, customer service satisfaction and loyalty in this turbulent and ever changing global environment. Realistically, not all customers have the same level of technological skills or prefer using the same communication vehicle. As marketers remain concerned whether to standardise customer communication channels or not, a need arises to understand customer choices of their preferred communication interaction and type of communication contact. Therefore, there is a need to pay a greater attention to the determinants, which might have an impact on the relationship between customers’ communication mode choices and service quality as well as between customer satisfaction and customer loyalty. This paper aims to fill the aforementioned gaps by combining various elements into the theoretical model and providing a more complete picture of the interconnectedness of the elements of multichannel communication contacts from a process and technology perspective. Thus, a theoretical framework for modelling the determinants of customer choice of communication modes should be of interest for international and global services companies.

Contact employees constitute an integral part of the consistent delivery of the firm’s brand promise on customers. Although internal brand management research stresses the importance of brand-supporting behaviours on behalf of contact employees during customer interface (Punjaisri et al., 2008), few attempts have been made to identify cognitive or affective routes through which organizations can enhance employees’ internalization of the firm’s brand values and eventually leverage their brand performance, (King and Grace, 2010). This study integrates the fit theory and the equity theory in order to address how the adoption of internal market orientation (IMO) can enhance employee brand performance within an interpersonal service setting through two different routes; by increasing their fit with different aspects of their environment and by enhancing their brand knowledge and brand identification levels. In this context, we examine whether IMO adoption promotes employee-organization fit (E-O fit), employee-supervisor fit (E-S fit) and employee-job fit (E-J fit), brand knowledge and brand identification and assess the joint impact of these variables on brand performance. This study extends present knowledge by illustrating the importance of IMO for several types of employees’ fit with their environment and by offering two different routes, a cognitive and an affective one, through which IMO adoption can promote brand performance. Third, the impact of several types of employees’ fit with their environment on brand performance is explored. To test the conceptual framework of our study we draw evidence from an interpersonal services context and particularly high-elaborate services, acknowledging that employees’ brand performance represents a significant part of customers’ evaluations of the brand within this context. This study delivers a holistic approach of brand performance within an interpersonal service context and clearly suggests two distinct but interrelated mechanisms through which contact employee brand performance can be leveraged. Our results further reveal two complementary routes through which service firms can also improve employees’ delivery of brand-consistent messages. Fostering employees’ fit with their working environment is a prerequisite before top management employs an internal branding strategy so as to reinforce contact staff to act in a brand-consistent way. Enhancing employees’ emotional attachment with the brand will promote their brand performance. Likewise, when acquiring knowledge about the brand and internalising the brand image before customer interactions, employees are expected to boost their brand performance. Although adopting an IMO has no direct influence on brand performance, IMO could strengthen the relationships the employees have with the brand and help them embrace the brand and internalize brand values; two key prerequisites for rendering contact employees as brand ambassadors.

Prior research has investigated the consumer effects of cash and card payments in service settings, but the growing trend of innovative payment with a mobile device hasn’t been considered in the literature so fare. This article represents one of the first studies that considers the adoption of mobile as a new payment method and investigate how the ‘checkout’ phase affect the shoppers’ overall price image of retail stores (OSPI). Results from our studies show that the ‘checkout’ phase is the ‘moment of truth’ for shoppers judging OSPI. We investigate the effects of cash, card, and mobile payments and show that the less transparent a payment method, the lower OSPI judgments of shoppers. In particular, favorable comparisons of basket prices to shoppers’ mental budgets trigger lower store price perceptions. Subsequently, these results have major implications for retailers aiming to lower their OSPI in customers’ minds.

This study aims to investigate the antecedents to customer retention and brand loyalty of Internet Service Providers (ISPs) in Thailand. Overall service quality of an ISP is determined by network quality, customer service, information support, privacy and security. The findings reveal that the positive relationships between service quality and consumers’ affective evaluations (satisfaction, trust, commitment, and value) were revealed. Overall customers’ satisfaction and commitment were positively associated with both attitudinal and behavioural loyalty. However, surprisingly, there was no support for the hypothesised positive association between customers’ trust and value with attitudinal and behavioural loyalty. Practical implications that can be drawn from this research will form a foundation for service providers in the home ISP to develop new retention strategies. By making customers more central in company operations, these strategies can potentially reduce the expenses associated with acquiring new customers.

The empirical study at hand explores the relationship between traditional and social media, and shows that media coverage and different forms of corporate communications do have an impact on social media chatter. Moreover online advertising is capable of taking advantage of awareness aroused by media coverage.

New health care services are salient in the supply chain. The market success of new health care services depends on the knowledge-based view to integrate organizational knowledge and attain service innovation performance. This study suggests that the hospitals integrate total market orientation and entrepreneurial orientation as organizational knowledge to sustain marketing operations advantages and achieve market performance in the new health care service supply chain.

The aim of this study is to examine how knowledge-intensive services firms sustain relationships with their clients in competitive international business environment and propose a framework of customer-relationship management strategy aligned with the entrepreneurial orientation of the firms under consideration. Developing, enhancing and sustaining relationships with customers has been one of the key areas of research in marketing, not least within knowledge-intensive service industries (Kalwani and Narayandas, 1995; Das and Rangan, 2004). Research has shown that retaining customers is a less expensive and less time-consuming process than attracting new customers (Rosenberg and Czepiel, 1984). Furthermore, building intimate relationships with customers is crucial for creating new knowledge, customer loyalty and increasing profitability (Mattila, 2001). Yet, the relationship between customers and service providers is a complex process. Significant efforts have been made by researchers to uncover the dynamics of the relationship, such as probing into such questions as explaining the types and levels of relationship, factors that determine the quality of a relationship, and the service quality and its effects on the relationships (Ruyter, Moorman, and Lemmink, 2001). Of crucial importance for understanding customer relationship is strategies firms deploy in building long-term relationships with customers in international markets (Salter, 2001; Narver et al., 2004; Kocak, and Abimbola, 2009). Furthermore, having customers involved in the production of the service as co-producers (Vargo and Lusch, 2006) creates a special relationship between customers and employees. However, what happens to the relationship when customer requirements changes due the changes in competition or technology. This question is important as little is known about how, in the face of disruptive technological changes and fierce market competition, firms can maintain strong relationships with their clients in international markets. The continuous changes in the technological and competitive landscape are making it harder for service firms to keep their customers satisfied and commend their commitment for long periods of time (Narver et al., 2004). Theoretical background: B2B customer relationship marketing literature (Jaworski and Kohili, 1993; Salter, 2001; Narver et al., 2004) dwells on the benefits of developing long-term partnerships, trust, commitment, and satisfaction, which are the parameters of relationship quality and long-term orientation in customer relationship (Macintosh, 2007; Skarmeas et al., 2008). Customer relationship is a key aspect of the competitive sustenance of knowledge-intensive service firms in international markets, yet, this has not received much attention in the literature. Customer relationships are unique, develop over time and may serve as a resource which will be difficult for competitors to imitate or purchase (Dyer and Singh, 1998). Such resources can be source of competitive advantage in international market (see Barney, 1991) particularly when the service firm is new to the market. To overcome the challenges of newness and foreignness firms need to build a level of cooperation, trust, and long-term relationship with the customers that reveal the quality of relationship (Lahiri and Kedia, 2011). In the context of business-to-business relationships, relationship quality has been suggested to be the binding factor between partnering firms, such that their relationship goes beyond mere exchange of goods, services, or capital. The resulting benefits would then include customer satisfaction, enhanced perception of fairness and justice, customer loyalty, relationship satisfaction, positive word-of-mouth publicity, repeat transactions, and business continuity (Wu et al., 2006; Kale and Singh, 2009). Unlike in the previous studies where the concern is mainly about sustaining ongoing relationships with the customers through understanding and meeting the current requirements, this study stress on anticipating and shaping customers’ future needs, and proactively investing in those relationships, accordingly.Building on these initial theoretical considerations, this paper suggests three important strategies that explain why knowledge-intensive firms in international markets can endure over time after their initial phase of internationalisation. These are: customer relationship quality management (Jaychandran et al., 2005; Payne and Frow, 2005; Kim et al., 2011); customer relationship proactiveness (Sharma, 1994; Slater and Narver, 1998; Johannessen et al., 1999); and customer-focused innovativeness (Lumpkin and Dess, 1996; Zahra et al., 2000). Research design/methodology – Following Yin (1994), a multiple case studies approach is used. We draw on case study material gleaned from four Indian knowledge-intensive service firms, two are old firms, being in existence for more than 20 years, and two new firms, which we consider as "particularly revelatory" cases (Eisenhardt & Graebner, 2007: 27), because the old firms have sustained long term relationships with their clients in international market and new ones are trying to develop such relationships (Nasscom, 2010). Data was collected through personal interviews and from company websites and it was analysed abductively.Findings: The findings suggest that it is the entrepreneurial orientation (Lumpkin and Dess, 1996- innovativeness, proactivness, and risk-taking) of knowledge-intensive B2B firms in combination with other capabilities, such as marketing capability, service delivery capability, that explains their continued relationship with clients in international markets. Entrepreneurial orientation focuses on knowing the customers’ present and latent needs so as to cater for them in a proactive, innovative and unique way. Their focus on knowing the customer intimately helps the firms to lock in their customers and to retain them over long periods of time, thereby insuring their sustenance and continued development. Findings reveal that customers also play an active role in developing the intimate relationships and the transfer of intimate knowledge. This is mainly because of the high cost associated with the replacement of the knowledge that the partners have developed of each other and the mutual trust and commitment the partners invest in. Customers understand the risk and cost associate with the replacement of provider and, thus, are careful in the selection of service providers. The relationship normally begins with small projects that do not have serious cost and risk implications. As the relationship solidifies, and as each party learns more about the other party’s systems and processes, trust between the partners increases. Trust between top managers as well as between people on an operative level are equally important, thereby making relationship-building the responsibility and concern of everybody in the company. The intimate knowledge of the customer provides ample opportunity to the service firms to develop the required capabilities for meeting current and future needs of the customers. To the extent that the relationship is a long-term commitment, the cases under consideration witness how, in order to retain clients, they have to proactively anticipate their clients’ needs, as these are always changing. Being proactive helps the firm to keep abreast of their clients’ business thrust. Furthermore, firm has to be innovation-driven, and on the lookout for new technological trends. Leveraging its unique knowledge of its customers, these firms are more able than competitors to identify what future solutions would be relevant to the businesses of the clients. Both sensing and scanning the environment, on the one hand, and watching the customer’s evolving requirements, on the other. In summary, earlier studies have indicated that intimate knowledge of customers and good relationship are critical to market success, but have failed to how such intimacy can be developed and sustained over a period of time. The findings of this study provide insights into the factors underlying customer intimacy, such as customer relationship quality, a proactive approach, and the pursuit of innovativeness. In this sense, the current study fills an important gap in the literature on knowledge-intensive services. The study also has practical relevance relating to firms and managers operating in an knowledge-intensive industry.

현재 우리나라의 노인돌봄서비스는 보편주의 체계를 따르는 노인장기요양보험제도 하에서 건강이 중등증 이상인 자는 등급자로 장기요양보험서비스를 이용할 수 있고, 등급외자(A,B)는 지자체 중심의 노인돌봄서비스를 이용할 수 있도록 되어 있다. 노인돌봄종합서비스는 선별주의적 사회서비스로 장기요양보험의 등급 외 등급(A나 B)이 필요하고, 전국가구 평균소득 150%이하 이어야 하며, 65세 이상으로 타인의 도움이 필요한 정도의 건강상태를 가지고 있어야 가능한 서비스이다. 특히 차상위 계층인 경우 경제적인 생활고를 벗어나지 못한 상태에서 장기요양서비스 대상에서 제외되어버리기 때문에 곧바로 돌봄 사각지대로 전락하고 만다. 노인돌봄서비스에서 사각지대가 발생하는 근본 원인은 돌봄서비스 재정이 열악하고, 돌봄서비스 이용 자격 수준이 너무 높아 돌봄서비스 대상자 급여 확대를 할 수 없다는 것에 있다. 돌봄체계의 사각지대를 해소할 수 있는 최선의 방법은 지자체의 재정 자립도를 높이거나 국가의 지원을 확대하고, 소득기준에 따른 노인돌봄종합서비스 이용 자격제한을 완화시킴으로써 돌봄서비스 접근성을 높이며, 파편적인 돌봄서비스 체계를 유기적으로 연계하는 것이 될 것이다.

자본시장법상 미공개중요정보 이용행위의 금지행위 유형은 첫째, 회사내부자 및 준내부자의 이용행위, 둘째, 회사관계자가 1차 정보수령자에게 정보를 주어 그로 하여금 이용하게 하는 행위, 셋째, 1차 정보수령자의 이용행위, 넷째, 1차 정보수령자가 2차 정보수령자에게 정보를 주어 그로 하여금 이용하게 하는 행위이다. 학설과 판례는 네 번째 유형의 경우 형사처벌이 되지 않는다고 한다. 이러한 연유는 정보수령자를 편면적 대향범으로 파악하여 형법총칙상 공범 규정이 적용될 수 없다는 것이다. 현실적으로 내부자 또는 준내부자가 아닌 1차 정보수령자로부터 미공개중요정보를 얻은 2차 이후의 정보수령자도 그것을 가지고 단독으로 또는 공동으로 금지행위를 할 수 있다. 대법원과 다수의 학설이 편면적 대향범은 입법자의 의사 등 여러 가지 논거에 따라 총칙상 공범규정을 부정하여 처벌범위를 제한하는 것은 타당하지 않다. 처벌규정이 없는 대향자가 그 행위 가담의 정도가 단순 수령이 아닌 적극적으로 가담한 경우까지 총칙상 공범규정 적용을 부정할 필요는 없다. 편면적 대향범에 대한 공범성립 여부는 각칙상의 규정이 우선적으로 고려되어야 한다. 따라서 각칙상의 규정이 우선적으로 고려된다는 것은 일정한 경우 총칙상의 공범규정이 적용되어 공범으로 처벌될 수 있는 가능성을 열어두어야 한다. 그리고 1차 정보수령자와 2차 정보수령자가 공동 가담하여 미공개중요정보 이용행위를 한 경우와 1차 정보수령자로부터 미공개중요정보를 받아 적극적으로 이용행위를 한 2차 정보수령자에 따라 가벌성이 나뉘는것은 처벌의 불평등한 상황이다. 이러한 입장은 일반인의 법감정에도 반할 뿐만 아니라 처벌의 흠결인 것이다.

본 연구는 대학서비스에 대한 외식․조리전공 학습자인식 요인이 만족도에 미치는 영향에 관한 연구로 선행연구에서 주로 연구한 서비스품질의 성과와 결과의 질에 초점 두고 있 고, 실질적인 대학서비스의 수준을 향상시키고, 학생의 학습 만족을 이끌어 내기 위한 대학서비스 속성에 대한 연구는 미흡한 수준이다. 이에 본 연구는 대학서비스 중요도와 만족도 를 측정하기 위해 각각의 속성을 비교 분석하는 중요도-만족 도 분석(IPA: Importance-Performance Analysis) 기법을 활용하 여 중요도와 만족도 수준 사이에 존재하는 차이를 파악하고, 대학서비스 속성의 우선순위 항목 등을 측정하고, 향후 학생 들에게 질 높은 서비스를 제공할 수 있고, 경쟁력 있는 외 식․조리전공 대학을 만드는데 전략적 근거를 수립하기 위한 방안을 제시하고자 실증분석을 하였다. 연구결과, 요인분석을 통해 5개의 요인이 추출되었다. 대 학서비스 속성에서 교수의 전공 지식 정도(3.95), 교수의 강 의에 대한 열정(3.91), 실습실의 최신 시설(3.81), 교수님들의 질 높은 교육을 위한 노력(3.80) 순으로 28개 문항에서 3.8점 이상의 높은 점수를 보였다. 그러나 중요도-만족도 평균의 차 이를 살펴본 결과, 28개 항목 모두가 (+)의 값을 보임으로써 대학서비스 속성별 중요도가 만족도보다 높은 것으로 나타 났다. 즉, 대학서비스 속성에 대한 중요도와 만족도의 불일치 가 크게 존재하고 있음을 나타내고 있다. 그 차이 값을 분석 한 결과, 대학서비스 중요속성에 대한 총 평균값은 3.50이었 고, 실행 후 만족도에 대한 평균값은 2.91로 유의한 차이를 나타났다(p<0.001). 본 연구 결과에 따른 시사점은 첫째, 대학 서비스 중요속성에 비해 만족도속성이 미치지 못하여 통계 적으로 유의하게 불일치됨이 나타나, 대학서비스 속성에 대 한 중요성 제고와 체계적인 관리가 필요하다. 둘째, 중요도가 낮은 서비스에 대해서는 과감하게 투자의 방향을 전환시켜 중요도에 비해 만족도가 낮은 속성을 집중관리가 필요하다. 동시에 현재 지속적인 유지를 필요로 하는 서비스라도 지속 적인 피드백 과정을 통해 학생의 욕구를 파악하고, 적절한 서 비스를 제공하여야 한다. 셋째, 대학서비스 중요도 수준만큼 만족도 수준 역시 높아야 학생만족에 긍정적인 영향을 미친 다고 할 수 있으며, 만족도가 중요도에 미치지 못할 때는 학 생 불만족에 영향을 미칠 수 있다는 점을 본 결과는 시사해 준다. 따라서 대학서비스 관계자들은 IPA 분석을 통해 도출된 결과를 바탕으로 대학서비스 속성 인식을 통한 효율적인 학 생 관리와 체계적인 시스템 개발을 통한 수준 높은 서비스를 제공하여야 한다. 본 연구의 한계점과 이를 극복하기 위한 향후 연구의 방향 은 첫째, 심층 분석을 위한 체계적인 조사도구 개발, 설문지 의견조사와 병행하여 FGI(Focus group interview)를 통해 보다 신뢰할 수 있는 결과를 도출할 필요가 있다. 둘째, 대학서비 스 관계자를 대상으로 한 조사 및 계량적 분석으로 다루기 어려운 부분을 심층적으로 다루기 위한 질적 분석의 보완 등 이 적용되어야 할 것으로 본다. 셋째, 대학 재학생들에 대한 만족도를 증진시키기 위한 서비스 속성, 가치, 행동, 특성을 고려한 지속적인 연구가 요구된다.