Introduction The concentration of manufacturing factories in China signals a significant change in the global economy. Manufacturers in countries that are not price competitive feel a sense of crisis and use servitization in the manufacturing industry as a countermeasure. In particular, with the recent rapid development of IoT and AI, service methods are becoming faster and more diverse resulting in increased research on servitization. Vandermerwe and Rada (1988), who first mentioned the term servitization, define it as providing customer-focused products, services, support, self-service, and knowledge, all bundled together. Despite numerous studies on servitization few consider the customer’s perspective, although many consider the producer’s point of view. So far existing research only explored on how consumers accept value-in-use based on an accurate understanding of consumers' needs from the consumer perspective in servitization, based on expectation-confirmation theory. This study examines how customers accept servitization and links it to customer satisfaction. Literature review Servitization Ren and Gregory (2007) defined servitization as a strategic change in which manufacturing companies develop service-oriented or better services to satisfy customers, gain competitive advantage, and improve corporate performance. Raja et al. (2013) examined servitization to find the most important attributes of value-in-use for customers using servitized products and classified them into seven attributes. This study is based on the seven attributes identified by Raja et al. (2013). Perceived Usefulness, Confirmation, and Customer Satisfaction Bhattacharjee developed the Continuance Use Model based on the expectation-confirmation theory and conducted empirical studies for verification (2001b). Our study analyzes the correlation between customer acceptance process and customer satisfaction based on the Expectation-Confirmation model by Bhattacharjee (2001b). Research method We conducted surveys and analyzed the data of 50 Korean university students and members of the public using Smart Pay (Samsung Pay, Apple Pay etc.). The reliability of the questionnaire was verified by using the Cronbach’s alpha values and exploratory factor analysis. The seven variables of the value-in-use attributes of servitization identified by Raja et al. are as follows: relational dynamic, accessibility, range of product and service offering, knowledge, price, delivery, and locality. We measured three additional variables: perceived usefulness, confirmation, and customer satisfaction. Contributions Academic contribution This study provides a theoretical basis for examining the relationship between variables and the influence of the value-in-use attributes of servitization on customer acceptance and satisfaction. Practical contribution We present implications for customer satisfaction in the servitization process of manufacturing companies by explaining how customers accept the value-in-use attributes of servitization.

Supply and demand patterns have dynamically changed in recent years due to the increased global competition. Firms have selected quality and price as competition components and have accomplished corporate innovation in order to achieve competitive advantage. Innovation has been recognized as the way to enhance corporate competitiveness and to continuously grow in churning global competition (Homburg, Schwemmle, & Kuehnl, 2015; Moon, Miller, & Kim, 2013). Although innovation becomes a common means to improve a firm’s performance, it has the limitation of achieving a firm’s strategic goal as a long-term strategy. Thus, firms need to have more fine-grained strategies to survive in dynamically changing business environment, such as design innovation (Moon et al., 2015). For example, Apple has produced its products (e.g., iPhone, iPod and iPad) focusing on innovative product design to influence consumer purchase intention. Design can lead to a distinct competitive advantage (Bolch, 1995). Furthermore, product design can be used by firms to create amd enhance brand recognition, as well as to increase firms’ value (Mozota, 2002). Brand experience positively influences customer satisfaction and brand loyalty (Brakus, Schmitt, & Zarantonello, 2009). Thus, we assume that design experience and product innovation have a positive effect on consumers’ purchase behavior and customer value. However, while the importance of design innovation is recognized, it is not easy to apply the design innovation to marketing due to the lack of relevant research in the field. In fact, relevant research on the influence of innovative new product design and design experience on customer value is scarce. Therefore, the purpose of this study is to investigate how brand experiences and innovative product design affect customer value. Successful innovation is accomplished by identifying customer needs first and developing innovative products to satisfy their needs (Hauser et al., 2006). Design is seen as the core of innovation and the moment when a new object is conceived of, devised, and shaped in a prototype form (Landwehr, Wentzel, & Herrmann, 2013). Verganti (2008) studies the concept of "user-centered design," which describes how companies can use design to improve their relationships with users and develop a better understanding of user needs. In this research, design innovation has three dimensions: aesthetic attributes, feature attributes, and emotional attributes. First, aesthetic attributes focus on the product design itself. The aesthetic appearance of a product has a large bearing on its potential market share (Liu, 2003). Second, feature attributes focus on the product features and functional aspects that are required to satisfy customer needs. Feature attributes enable performance that can give results in the operating process (Crawford & Di Benedetto, 2007). Third, emotional attributes focus on consumers’ feeling when they purchase a new product to satisfy their needs. Emotional attributes are generated by consumers’ experience when they purchase a new product in the store. The more the product design satisfies customer's emotional needs, the more customers’ attention is attracted to the purchase of a product (Mokarian, 2007). A product satisfying the aesthetic, feature, and emotional attributes through design innovation provides a new experience to customers (Desmet & Hekkert, 2007). A consumer’s purchase decision making is affected by both direct and indirect experience of using the product and the function of product (Brakus, Schmitt, & Zarantonello, 2009). Therefore, a designer comes to design the product, taking an interest in the experience that the product gives besides its shape and function. Product experiences occur when a customer interacts with the product ̶ for example, when customers search for, examine, and evaluate products (Hoch, 2002). The product experience can be direct, i.e. when there is physical contact with the product (Hoch & Ha 1986) or indirect, i.e. when a product is presented virtually or in an advertisement (Hoch & Ha 1986; Kempf and Smith 1998). Brand experience can be split into four dimensions (sensory, affective, intellectual, and behavioral), which are differentially evoked by various brands (Brakus, Schmitt, & Zarantonello, 2009). According to previous studies, these four experience dimensions (sensory, affective, intellectual, and behavioral experience dimensions) have an effect on customer satisfaction and customer loyalty. Customer value can be defined as the trade-off between the benefits and sacrifices as a customer purchases a product or service from a supplier (Ulaga & Chacour, 2001). Ulaga and Chacour presented three dimensions of customer value: product-related components, service-related components, and promotion-related components. The researchers argued that customer value could be an important strategic marketing tool to clarify a firm's proposition to customers. Product-related components are intrinsic product characteristics. Product quality is a key factor of relationship value (Ulaga, 2003). Customer value consists of product value and service value. Customer value can be enhanced by quality, diversity, payment, and service quality and decreased by price, convenience, and risk (Jarvenpaa & Todd, 2003). Service-related components include all aspects of service associated with the product. Various service components play an important role in differentiating a supplier's offering (Narus & Anderson, 1996). Promotion-related components include all items used to promote the product to the customer. For all purchasing processes, it is necessary to assess the perceived customer value, such as service quality and promotional quality (Qualls & Rosa, 1995). In the present study, we conducted a research survey with 300 subjects and analyzed the data. In order to test the reliability of questionnaire, Cronbach's alpha was used. In order to test the validity, an exploratory factor analysis was conducted. Measurement was made for 3 variables, i.e. design innovation, design experience, and customer value. Three variables (aesthetical attributes, feature attributes, and emotional attributes) were used for design innovation. Three types of attributes were introduced for a mobile phone design innovation. Four dimensions (sensory, affective, intellectual, behavioral) were measured using a technical design experience and a humanistic design experience. Three variables (product-related customer value, service-related customer value, and promotion-related customer value) were employed for customer value. The results of the analyses demonstrate that design innovation has a positive effect on design experience, while design experience has a positive effect on customer value. Aesthetic attributes of design innovation have a positive effect on technical design experience and humanistic design experience. Feature attributes have a positive effect on the technical design experience and the humanistic design experience. Emotional attributes have an effect on the technical design experience and the humanistic design experience. The technical design experience has a positive effect on product-related customer value, service-related customer value, and promotion-related customer value. The humanistic design experience has a positive effect on product-related customer value, service-related customer value and promotion-related customer value. This study will make it possible to empirically examine how customer's experience in design innovation affects customer value. Our results will provide a theoretical foundation for examining a relationship between variables regarding how design innovation influences customer value through design experience. It is intended to give a direction as to the design innovation of firms by clarifying and presenting antecedent factors having an effect that design innovation produces on customer value. The results of the present study will inspire designers to design in consideration of design experience. Finally, our study will provide marketers with guidelines as to how design experience can influence customer satisfaction and loyalty.

본 연구에서는 국내에서 반추가축에게 주로 이용되는 조 사료원들의 영양소 함량 및 반추위 in situ 소실율을 평가 하기 위해서 수행하였다. 착유우 30두 이상의 50여개 농가 를 대상으로 조사한 결과를 토대로 선정한 12종류의 조사 료를 다양한 수입원을 고려하여 확보한 다음, 주요 영양소 성분과 미네랄을 분석하였다. 또한 그 중 5개의 조사료원 (티모시, 알팔파펠렛, 볏짚, 클라인글라스 및 톨페스큐)을 선정하여 반추위 cannula가 장착된 거세 한우 2두(평균체 중 526 ± 14 kg)를 이용하여 반추위 in-situ 소실율을 평가하 였다. 조사한 조사료원들의 영양소 함량은 한국표준사료성 분분석표에 비하여 전반적으로 낮은 함량을 나타내었다. 최종 반추위 in-situ 건물 소실율은 클라인글라스가 가장 높 게 나타났으며 티모시, 알팔파 펠렛, 톨 페스큐, 볏짚 순으 로 낮아졌다. 최종 조단백질 소실율은 알팔파 펠렛이 가장 높았으며 클라인 글라스, 티모시, 톨페스큐, 볏짚 순으로 높게 나타났다.

Hexaploid wheat (Triticum aestivum L.) exceeds about 30% of the world’s cereal production and cultivated over 220 million ha worldwide. Heat stress during the grain filling period gives detrimental effect on crop yields and has emerged as a serious problem throughout the world. Korean wheat cultivars that were released since 1960s were developed for various aims such as winter hardness, earliness, and pest resistance, etc. However, heat stress resistance is an emerging target for wheat breeding nowadays. Selected 11 Korean wheat cultivars (“Baegjoong”, “Dajung”, “Goso”, “Hanbaek”, “Jokyung”, “Joeun”, “Jopum”, “Keumgang”, “Olgeuru”, “Sinmichal”, “Uri”) were exposed to high temperature from DAF (days after flowering) 9~13. In this study, plant responses to heat stress as measured by reduction ratios of total chlorophyll contents, 100 seed weight, shoot dry weight can be translated into degree of tolerance. Therefore, these parameters can be used in wheat breeding for heat tolerance during grain filling period. The obtained results allow us to classify cultivars for heat stress tolerance. Pedigree information of Korean cultivars was shown that wheat line of either tolerant, moderate tolerant, or susceptible trait is succeeded to their descendent, which enable breeders to develop heat stress tolerant wheat by appropriate parental choice.

밀가루와 면대 색이 밝은 품종의 육종효율을 증진하기 위하여 PPO 활성과 연관된 sequence-tagged site(STS) 분자표지인 PPO-05, PPO-16, PPO-18, PPO-30과 PPO-43을 이용하여 국내의 밀 품종의 PPO활성 수준과 유전자형 간의 관계를 분석하였다. Ppo-A1에 연관된 PPO-18이 국내 밀 품종의 PPO 활성 판별과 선발에 유용한 분자표지로 확인되었다. PPO 활성은 Ppo-A1b 유전자형 품종(0.446)이 P

밀가루 및 국수 면대의 색깔 변화에 영향을 미치는 요인을 분석하여 소비자가 선호하는 밝은 색택의 밀가루 및 국수 제조에 적합한 품종의 육성에 유용한 간편 분석법을 확립하고자 본 연구를 수행하였다. 국산밀 25 품종을 이용하여 종실 및 밀가루 특성과 저장기간 동안 국수 면대의 밝기 변화를 조사하였다. 종실의 PPO 활성은 천립중이 낮을수록, 종실 회분과 단백질 함량이 낮을수록 낮은 경향을 나타내었다. 종실의 PPO 활성은 총폴리페놀 함량(r=0.609**

‘조풍’은 농업적 특성과 조사료 생산성이 우수하여 도입귀리를 대체할 수 있는 남부지방 적응 추파용 우량품종을 육성할 목적으로 1999년에 조숙이면서 종실이 대립인 ‘아리80’에 대립종인 ‘귀리23호’를 교배한 F1 잡종을 모본으로 하고, 내한성인 미국 도입종 ‘Walken’를 부본으로 온실에서 인공교배하여 집단 및 계통육종법에 의해 계통을 선발한 후 2004년부터 생산력검정시험 및 지역적응시험을 거쳐 2009년에 육성된 품종으로써 주요 특성은 다음과 같

‘광한’은 출수기가 빠르면서 월동이 가능한 조사료용 귀리 품종을 육성할 목적으로 1996년에 조숙이면서 종실이 대립인 ‘아리80’을 모본으로 하고, 출수기가 중생 정도이고 대립종인 ‘귀리23호’를 부본으로 인공교배하여, 집단 및 계통육종법에 의해 계통을 선발한 후 2004년부터 생산력검정시험 및 지역 적응시험을 거쳐 2009년에 육성된 품종으로써 주요 특성은 다음과 같다. 1. ‘광한’은 잎폭이 좁고, 이삭형은 산수형이며, 종자색은 황갈색이다. 2. ‘

‘Saenuri’ is a new japonica rice variety developed and registered by the rice breeding team of Department of Rice and Winter Cereal Crop, NICS, RDA in 2007. This variety was derived from a cross between Gyehwa17 with lodging tolerance and high yield potential, and HR14026-B-68-6-1-5 with resistance to diseases and good eating quality. This variety has about 124 days growth duration from transplanting to harvesting in west-southern coast, Honam and Youngnam plain of Korea. It is about 78 cm in culm length and tolerance to lodging. In reaction to biotic and abiotic stresses, it shows moderately resistance to blast, and resistance to bacterial blight pathogen races from K1 to K3 and stripe virus, but susceptible to other major diseases and insect pests. The milled rice of “Saenuri” exhibits translucent, relatively clear non-glutinous endosperm and midium short grain. It has similar amylose content of 19.0% and lower protein content of 6.1%, and good palatability of cooked rice compared with Nampyeongbyeo. The milled rice yield performance of this variety is about 5.71MT/ha in local adaptability test for three years. “Saenuri” would be adaptable to west-southern coast, Honam and Youngnam plain of Korea.

“Unmi” is a new japonica rice variety developed by the rice breeding team of Honam Agricultural Research Institute, NICS, RDA in 2007. This variety was developed from a across between Samcheonbyeo with lodging and cold tolerance and HR17870 derived from the cross of Iksan435 (Sobibyeo) and Sangju17 with resistance to diseases and good quality. This variety has about 110 days of growth duration from transplanting to harvesting in northern plain, northern and southern mid-mountainous areas of South Korea. It is about 68 cm in culm length and tolerant to lodging. In reaction to biotic and abiotic stresses, it shows moderate resistance to blast, and to bacterial blight pathogen races from K1 to K3, but susceptible to other major diseases and insect pests. The milled rice of “Unmi” is translucent and has relatively clear non-glutinous endosperm and medium short grain. It has about 17.3% amylose content, 6.3% of protein and similar palatability of cooked rice compared with Odaebyeo. The milled rice yield performance of this variety is about 5.16 MT/ha under the standard fertilizer level of the ordinary transplanting cultivation. “Unmi” would be adaptable for ordinary transplanting in the northern plain, northern and southern mid-mountainous area of South Korea.