The antecedents of customer loyalty have been a subject of interest to marketers and researchers alike. Few studies have investigated the moderating influence of brand image on customer satisfaction and loyalty. A framework was developed and tested to link casino service quality with satisfaction (affective and cognitive satisfaction) and loyalty (revisit intention and willingness to recommend). The influence of brand image as a moderator was also proposed. Quantitative surveys with 240 mainland Chinese tourists, who were the major source of tourists in Macau, were conducted. All the proposed hypotheses were supported. This study contribute knowledge on customers’ satisfaction and loyalty to casinos by explaining the interrelationships between casino brand image, casino service, customer satisfaction and loyalty. The research demonstrates that satisfied customers are more inclined to revisit and recommend the casino. These relations are stronger for customers who scored higher in image than those who scored lower. The study provides promotional marketing strategies for the casino industry and theoretical suggestions for future study.

The frequent accidents of workplace in Korea make workers consider their more than before. This research aims to investigate the effect of safety climate on safety behavio rs and job satisfaction based on the mediational model to drive proactive and complia nce safety behaviors. The conceptual model of safety behaviors focuses on company’s safety behaviors perceived by workers. The model explains how organizational safety climate affect safety outcomes, compliance safety behaviors and proactive safety behaviors, through the mechanism of situational related factors and personal related factors. In this study, it is proposed that safety knowledge of workers and communication styles moderate the effect of safety climate on compliance safety behaviors and proactive safety behaviors. The data were collected by Korean workers using survey and analyzed by AMOS 22.0.

This paper examines the impact of thanks from the sellers on consumer satisfaction in the tourism industry. Study 1 shows that thanks from the sellers (vs. no thank from the sellers) will decrease consumer satisfaction. In this process, perceived fairness and perceived value play a serial mediation role. Study 2 shows that the pricing type (the fixed price vs. the flexible price) plays a moderate role on the impact of thanks from the sellers at the end of a transaction on consumer satisfaction. This paper introduces transaction utility theory and culture difference to explain the seemingly inconsistent phenomenon. Introduction The present studies focus on retailers expressing gratitude and, especially, how the communication of retailer expressing gratitude or not affects consumer satisfaction under the tourism purchase environment. Image that you encounter a seller is selling the souvenirs in the tourist spot you just visit, you would like to buy one of the souvenirs, such as a special cup with the souvenirs logo, you conclude a deal with the seller eventually, after that, the seller thanks for your purchasing and you leave. One question arises, will consumers feel less satisfaction when sellers say nothing than when they say “Thank you” at the end of a transaction? Theoretical Background Thanking is one of the speech acts or communicative acts frequently and abundantly utilized in human interactions, even though, most of these studies have focused on a western perspective, little is known about the experience of tourists from Asia. In western countries, people are accustomed to saying "thank you" after the benefit of others. Some behavioral responses may resemble the expression of gratitude (e.g., saying thank you to a waiter in a restaurant), but may instead be an automatic polite response not grounded in emotion (Buck 2004; Emmons and McCullough 2003; Fazalehasan et al 2017). However, in Somali and China culture, people are not used to expressing thanks, which makes many Americans or Australian feel rude or impolite (Chiu and Hong 2013; Robertson 2014). Here we test the prediction that gratitude from retailers may affect consumer satisfaction in a potentially counterintuitive manner. In other words, we hypothesize that gratitude from the retailer may lead to lower consumer satisfaction. This prediction draws from both the existing literature on gratitude as well as from research on culture difference and transaction utility theory from the response to gratitude. Research Design Two experiments have been conducted to test the hypotheses. Study 1 will provide support for the three central hypotheses regarding perceived fairness inference (hypothesis 1), perceived value inferences (hypothesis 2), and consumer satisfaction (hypothesis 3). Study 2 will test an important boundary condition. This study shows that the proposed negative effect of saying thank you (vs. saying nothing) holds only if the price of product is fixed. Result and Conclusion In the study 1, we found that sellers saying thank you after the transaction leads to less consumer satisfaction. Therefore, an important contribution of our work emerges from our melding of the literature on perceived fairness and value and demonstrating that gratitude from the sellers dictates which literature is more applicable in relationship marketing. Furthermore, we also examined the mechanism in study 2 and explore a boundary condition. We discovered that when the price of a souvenir is fixed, consumers feel more satisfaction when sellers say nothing than when they say “Thank you” at the end of a transaction. Conversely, when the price of a souvenir is not fixed, which is to say when consumers can bargain in the store, consumers feel less satisfaction when sellers say nothing than when they say “Thank you” after the transaction

This study investigates the relationship between B&B customers’ perceived service quality, satisfaction and repurchase intention. Based on literature review, the customers and managers of selected B&Bs in some Chinese provinces were interviewed for additional sub-dimension possibility for the SERVPERF model and a service recovery sub-dimension was thus added. A questionnaire consisting of 40 questions were designed, using a fivepoint Likert-type scale ranging from “1” reflecting "strongly disagree" to “5” "strongly agree". This study collected data via an online survey platform “WJX” from experienced Chinese B&B customers’ who had staying in a B&B at least once in a B&B in China one year prior to data collection. A pilot test was conducted and some of the question items were slightly amended for easier understanding. In March 2017, the main survey was conducted and 356 questionnaires were received. This study contributes to the body of knowledge in two folds. It not only unveils customers’ perceived service quality in a rapidly developing B&B industry in China but also offers B&B owners/managers insights on how to better engage their customers in enhancing their satisfaction and ultimately repurchase intention. Some conclusions can be drawn from this study. First, the B&Bs in China should pay attention to improving customers’ perceived service quality by optimizing their marketing network and channels to facilitate better internal exchange among B&B owners/managers. Second, it is advisable to strengthen the training of service providers in instilling the importance of service recovery and to actively communicate with the in-house guests to enhance customer satisfaction. Third, the B&Bs should offer quality service to not only improve customer satisfaction as a whole but also enhance customers’ willingness to return. Lastly, the B&Bs should bring local characteristics of "people" into play, relying on local products and service resources, deepening the cultural connotation of the B&B.

In line with previous research calls for greater alignment of the public with the private sector practices, this study highlights the significance of investigating organizational service orientation in public organizations, incorporating also internal customer and internal supplier satisfaction. The study incorporates a detailed statistical analysis (Instrumental Variables approach) to examine the relationship between Organizational Service Orientation and Job Satisfaction. This study utilized responses from 511 front-line employees in the public sector. Given the fact that Instrumental Variables approach controls for endogeneity, we can safely infer the existence of an interactive relationship between Organizational Service Orientation and Job Satisfaction. As with any study, several limitations may apply, including other factors that could intervene in the relationship between OSO and JS, greater sample size, and investigation among individuals of a single nationality. The findings of this study highlight the need to take initiatives towards enhancing public front-line employees‟ satisfaction as internal customers, and in turn their job satisfaction for improving delivery of services in public organizations. Our findings extend the line of research in service related theory within the public sector. Interestingly, the interactive relationship between Organizational Service Orientation and Job Satisfaction is also new to the private domain.

Today, customers experience a multitude of online and offline touchpoints along their shopping journeys. A customer touchpoint is defined as a direct or indirect encounter with a firm along shopping process (Baxendale et al., 2015). Touchpoints can be oneway or two-way interactions between customers and firms (Verhoef, Kannan, & Inman, 2015). Instant experiences are initiated by firms, others or by customers themselves. These experiences influence customer’s overall experience with brands, and furthermore, have impact on customers' subsequent attitude and behaviour. Another important question for managers is to decide whether to aim for creating frequent encounters: focus on volume, or creating instant experiences with stronger positive-emotional response: focus on valence. Prior research investigated different touchpoints separately and mostly focused on the effect of the volume of touchpoint encounters on attitudes and behaviour. Taking a holistic perspective, we investigate the effects of volume and valence of customers’ previous experiences of firm, others and customer initiated touchpoints on satisfaction and current purchases. We employed a real-time tracking method where respondents reported their touchpoint experiences via a mobile phones, each time they encountered the focal brand in a 4- week period in supermarket, healthcare and banking categories. We employ a twostep dynamic Heckman Probit model to investigate the impact of volume and valence of touchpoints on customer behaviour, and a multivariate regression to investigate the touchpoint effects on brand satisfaction along customer journeys. Our results reveal that brand satisfaction is mostly explained by the effect of touchpoint valence and not touchpoint volume. Our behaviour model reveals that the volume, rather than valence, of previous customer initiated purchases and transactions impacts the frequency of current purchases.

본 연구는 간호보건계열 대학생의 전공만족도, 진로성숙도가 취업스트레스에 미치는 영향을 알아보기 위한 서술적 조사연구이다. 본 연구는 G시의 3개학과 간호보건계열 대학생 410명을 대상으로 2017년 9월 26일부터 10월 31일까지 설문조사하였다. 수집된 자료를 토대로 기술통계, ANOVA, ANCOVA, Pearson correlation coefficients, Multiple regression으로 분석하였다. 연구결과, 전공선택 동기에 따라 전공만족도(F=9.856, p<.001) 및 진로성숙도(F=6.005, p=.001)가 유의한 차이가 있었으며, 학점은 진로성숙도(F=2.755, p=.042) 및 취업스트레스(F=3.503, p=.016)와 유의한 차이가 있었다. 또한 토익점수는 전공만족도(F=4.514, p=.004)와 유의한 차이가 있었다. 취업스트레스는 전공만족도(r=-.314, p<.001)와 진로성숙도(r=-.514, p<.001) 간에 유의한 상관관계가 있었으며 취업스트레스에 영향을 미치는 요인으로는 전공만족도(β=-.125, p=.007), 진로성숙도(β=-.459, p<.001) 순으로 나타났다. 이를 토대로 간호보건계열 대학생의 취업스트레스를 줄이기 위해 저학년 때부터 학과별 특성에 맞는 전공지도 프로그램을 마련하고 그에 따른 진로지도가 필요하리라 사료된다.

The aim of this study is to investigate the awareness and satisfaction level of school meal services by elementary school students and their parents. Approximately 97.2% of student-subjects have agreed on the necessity of a free meal service for school lunch; 44.3% of student-subjects voiced the need to provide free meal services in order to eliminate discrimination of low-income students. Over one-third of student-subjects (36.7%) cited nutrition as the main benefit of providing a free meal service. The majority of parent-subjects (95.1%) have recognized the need for a free meal service in school; approximately 37.3% of parent-subjects responded to need the free meal service in order to eliminate the discrimination of impoverished students. Both student- and parent-subjects expressed a high level of satisfaction with the quality of ingredients and the type of soup/nutrition provided. Student-subjects insisted on better food hygiene and a new menu, but cited the noisy cafeteria as a problem associated with school meal services. In addition, approximately 56.5% of student-subjects responded to the need for nutritional education in school. Parent-subjects were primarily concerned with hygiene regarding the preparation of school meal services, noting the temperature of foods as the biggest problem in school meal services. The majority of parent-subjects (88.1%) responded to the need for the nutritional education in school. Results of this survey indicate that school meal services can be improved by increasing menu options and increasing food hygiene.

The Korean buffet restaurant, which was developed by combining the Korean food and a buffet, allows a large menu to be enjoyed at a reasonable price and has become popular with men and women, young and old, and become a new type of eating out. This study examined the effects of the waiting time management and menu quality on the customer satisfaction and re-visit intention in a Korean buffet restaurant to help quality improvement and development of Korean buffet restaurants. The customer satisfaction and re-visit intention only had a significant effect on the staff attitude toward waiting time. Hygiene, sensory factor, and variety of menu quality were significantly related to customer satisfaction and revisit intention, respectively. In addition, satisfaction with food and service had a significant effect on the re-visit intention and customer satisfaction. Therefore, it is important to establish a virtuous cycle structure that will improve the re-visit intention by satisfying customers through waiting time management and menu quality for the development of Korean buffet restaurants.

본 연구의 목적은 여성 교정공무원의 직무만족 및 업무노력의 영향 요인을 분석하는 데 있다. 이를 위하여 미국 연방교정국의 여성 교정공무원을 대상으로 하여 직무만족과 업무노력을 종속변수로, 내적동기, 참여, 발전지원, 조직공정성 등의 동기요인과 보수 만족, 성과주의, 업무량, 물리적 환경 등의 위생요인을 독립변수로, 응답자의 인구통계 학적 변수인 관리자, 소수인종, 학력, 근속년수 등을 통제변수로 설정하여 회귀분석을 시행하였다. 본 연구의 분석결과는 다음과 같다. 첫째, 내적동기가 직무만족과 업무노력에 가장 큰 영향을 미치는 변수로 나타났다. 둘째, 조직공정성 역시 직무만족 및 업무 노력 모두에 유의미한 영향을 미치는 것으로 나타났다. 셋째, 성과에 따라 승진 및 보수를 결정하는 성과주의 조직풍토는 직무만족에는 긍정적 영향을 미치지만, 업무노력에는 부정적 영향을 미치는 것으로 나타났다. 이러한 분석결과는 성과주의의 확립과 이로 인한 남성과의 공정한 경쟁이 보장된다는 사실에 만족감이 상승함에도 불구하고, 가정 및 직장의 이중부담으로 인하여 스트레스에 더 취약한 여성의 경우 경쟁증가로 인하여 업무노력이 저해되는 부정적 효과가 남성에 비하여 더 큰 것으로 해석할 수 있다. 이와 유사한 결과가 참여적 관리의 효과에서도 관찰되었는데, 여성은 자신의 의견이 조직운영에 반영될 때 만족감이 상승하기는 하지만, 이 역시 자신의 업무부담의 증가를 의미 하기 때문에, 이로 인하여 업무노력정도가 오히려 저하되는 것으로 나타났다. 이러한 해석은 업무량의 적절성이 직무만족 및 업무노력 모두에 성과주의 확립보다 더 큰 영향을 준다는 점에서도 그 정당성이 뒷받침된다.

본 논문에서 제시한 도시재생은 물리적 재생, 경제적 재생, 사회적 재생으로 구분된다. 본 논문은 서울시와 경기도 그리고 인천의 도시재생과 도시재생뉴딜사업의 추진현황을 살펴 보았다. 도시재생 사업은 사람 중심 사업이 되어야 한다. 즉 낙후된 지역의 환경개선을 통해 도시 전체의 미관을 높여서 공공의 자산 가치를 높이는 것에 목적을 두어야한다. 또한, 도시재생뉴딜은 도시재생법 상의 도시재생과는 개념적으로 유사해도 내용적으로는 상당히 다르다. 이는 단순한 기존 재생의 확장이라 할 수 없다. 현재의 조건방식으로 추진되면 도시재생뉴딜은 사실상 과거의 재개발 또는 재건축의 소규모화 모델이 될 가능성이 크다. 본 논문에서는 주민참여와 사회적 약자를 위한 통합적 도시개발사업에 따른 주민들의 삶의 만족 제고의 필요성을 강조하였고 위로부터의 도시재생에서 아래로 부터의 도시재생 패러다임 전환과 지속가능한 주민참여를 전제로 한 통합적 도시재생이 제도화되어야 하고 그 개선방안들을 복합적이고 다양한 차원에서 논의돼야 할 것이다.

Hyaluronic acid is natural polysaccharide existing around skin or cartilage, and is known as a moisturizing factor. It is expected that hyaluronic acid cosmetics market will continue to grow in the future, as its use and demand increases, like medical supplies and health food besides cosmetics containing hyaluronic acid. However, There are few present studies on content in cosmetics containing hyaluronic acid. The purpose of this study was to evaluate satisfaction and examine what effect was produced on sebum and moisture in skin after applying to cosmetics the hyaluronic acid helpful in maintaining moisture in skin at 5%, 20% and 50% concentration. For 71 days, a clinical trial in a total 39 persons living in the national capital region was carried out. And sebum and moisture was measured through skin diagnosis system A-ONE TAB before trial and each day when clinical trial was conducted for hyaluronic acid content group. Besides, this study was to examine subjects' general characteristics, eating habits, and living habits, and satisfaction after the clinical trial. This study analyzed a difference according to the time to measure the skin condition among hyaluronic acid content groups by utilizing statistical package program SPSS v. 21.0 through data coding and data cleaning process. There was no statistically significant difference in hyaluronic acid content according to any of demographic characteristics, eating habits and living habits among groups (p>.05). With regard to hyaluronic acid content, there was no statistically significant difference in moisture and sebum prior to clinical trial in T zone and U zone among groups (p>.05). A change of moisture in T zone among groups according to hyaluronic acid content showed statistically significant difference in the 2nd week (F =3.636, p<.05). And the highest level was shown in 50%(44.15±2.672), being followed by 20%(43.15±2.340), and 5%(41.62±2.219). Accordingly, it was shown that, as hyaluronic acid content relatively increased, the moisture in T zone increased. In the results of analyzing the change of moisture in U zone, the change of sebum in T zone and U zone by group according to hyaluronic acid content, no statistically significant difference was shown in sebum level of T zone by group(p>.05). For analyzing the subjective satisfaction after clinical trial among groups according to hyaluronic acid content, satisfaction score was the highest in 'skin moistness' (4.38±0.650) for 5% group, 'skin moistness' (4.69±0.480) for 20% group and 'skin texture smoothness' (4.54±0.519) for 50% group. And no statistically significant difference was shown in each subjective satisfaction by group according to hyaluronic acid content(p>.05). It was thought that the results of skin condition and subjective satisfaction survey according to hyaluronic acid content would be baseline data for developing cosmetics containing the hyaluronic acid and marketing a skin moisturizer.

본 연구는 영상제작 인력의 특성을 고려하여 다양한 전문영역 및 다양한 직급의 영상제작 인력(402명)을 대상으로 이들의 직업만족도와 관련요인들의 직간접효과 및 조절효과를 밝힌 실증연구이다. 본 연구의 목적은 첫째, 영상제작인력의 직업만족도에 이들의 업무자율성이 미치는 효과를 밝히고, 업무자율성이 직업만족도에 미치는 영향력이 의사소통 능력이나 대인갈등 요소에 의하여 증가 혹은 감소되는 지에 대한 이중매개효과를 입증하고, 셋째, 최근 영상제작분야에서의 성차별 문제에 대한 증대된 관심과 함께, 전술한 영상제작 인력의 업무자율성이 직업만족도에 미치는 직접효과 뿐 만 아니라, 의사소통능력 및 대인갈등의 이중매개효과가 성별에 따라서 어떻게 상이한 양상을 보이는지 규명해 볼 수 있도록 성별의 조절효과를 분석하는 것이다. 자료분석 결과, 첫째, 업무자율성을 많이 가질수록 직업만족도도 높다는 사실이 밝혀져, 영상제작인력의 직업만족도를 향상시키는데 업무자율성이 매우 중요한 선행요인임이 입증되었다. 둘째, 직업만족도에 업무자율성이 미치는 긍정적 직접효과는 특히 여성의 경우 남성에 비해 두배 이상 월등히 강하게 나타난 점이 주목된다. 셋째, 업무자율성이 직업만족도에 미치는 긍정적 효과는 남성의 경우 의사소통능력을 매개(mediation)로 하여 한층 더 강화될 수 있는 것으로 밝혀졌다. 넷째, 업무자율성이 직업만족도에 미치는 긍정적인 효과는 여성의 경우에서만 대인갈등을 매개로 약화되었는데, 이러한 대인갈등의 부분매개효과는 여성에게서만 발견되었다. 영상제작인력의 직업만족도에 업무자율성이 미치는 영향, 의사소통능력 및 대인갈등 등의 매개효과를 규명함에 있어서, 성별의 조절효과가 반드시 반영되어야 한다는 결론을 내리게 되었고, 자료분석 결과 밝혀진 주요 사실들을 토대로, 영상제작 인력의 직업만족도 향상을 위한 함의를 모색하고 논의하였다.

본 연구는 초등학생의 개임 및 오락 목적의 매체 이용 정도, 가족과의 대화시간, 삶의 만족도의 관계를 살펴보고, 초등학생의 삶의 만족도를 높이기 위한 개입 방안 마련의 기초자료를 제공하는데 있다. 이를 위해 경기도 의정부에 소재한 초등학교에 재학 중인 고학년을 대상으로 눈덩이 표집방법에 의해 설문조사를 하였다. 그 중 277명을 한국청소년 정책연구원(2015)에서 사용한 게임 및 오락 목적의 매체 이용 정도, 가족과의 대화 시간과 삶의 만족도 척도로 각 변인을 측정하고, 독립표본 t-검증, 상관관계분석을 실시하였다. 그 결과, 게임 및 오락 목적의 매체 이용이 남학생이 여학생보다 높았고, 가족과의 대화시간은 여학생이 남학생보다 많았다. 게임 및 오락 목적의 매체 이용 정도는 가족과의 대화 시간과 부적 상관관계를 나타냈고, 가족과의 대화시간과 삶의 만족도는 정적 상관관계를 나타냈다. 즉 게임 및 오락 목적의 매체 이용은 가족과의 대화 시간을 줄어들게 만들고, 가족과의 대화 시간이 증가하면 삶의 만족도는 증가하는 것으로 나타났다. 따라서 초등학생을 대상으로 가족과의 대화시간을 증가시키기 위해 게임 및 오락 목적의 매체 이용을 가정과 학교, 지역사회에서 관심을 갖고 자가조절이 가능하도록 교육과 지원이 요구된다.

2016년 7월~2018년 2월까지 해운회사의 상선에서 위탁실습을 다녀온 4학년 학생을 대상으로 위탁실습생의 근로실태 및 실 습만족도에 대하여 설문조사를 실시하였다. 평균 근로시간은 10시간, 최소 휴식시간은 4시간 미만이 가장 많은 것으로 조사되었다. 실습 만족도에 대하여 만족 또는 보통 수준을 보였으며, 벌크선과 컨테이너선에서 실습한 학생들의 만족도가 다소 낮게 나왔다. 라면 끓이기, 휴식 중 작업, 야식 준비 등 실습 목적 외 부당한 지시를 받는 사례가 다수 있었다. 실습생은 선원법 상 선원이 아닌 자로 분류 되어 있다. 이로 인해 근로시간 또는 휴식시간 등에 대해 보호를 받지 못하고 있는 것이 현실이다. 또한 일부 해운회사에서는 실습교 육을 가장한 실질적 근로(노동) 인력으로 활용하고 있는 사례가 있어 이에 대한 대책 마련이 시급하다.

This study is intended to investigate that it is possible to analyze the public awareness and satisfaction of the weather forecast service provided by the Korea Meteorological Administration (KMA) through social media data as a way to overcome limitations of the questionnaire-based survey in the previous research. Sentiment analysis and association rule mining were used for Twitter data containing opinions about the weather forecast service. As a result of sentiment analysis, the frequency of negative opinions was very high, about 75%, relative to positive opinions because of the nature of public services. The detailed analysis shows that a large portion of users are dissatisfied with precipitation forecast and that it is needed to analyze the two kinds of error types of the precipitation forecast, namely, ‘False alarm’ and ‘Miss’ in more detail. Therefore, association rule mining was performed on negative tweets for each of these error types. As a result, it was found that a considerable number of complaints occurred when preventive actions were useless because the forecast predicting rain had a ‘False alarm’ error. In addition, this study found that people’s dissatisfaction increased when they experienced inconveniences due to either unpredictable high winds and heavy rains in summer or severe cold in winter, which were missed by weather forecast. This study suggests that the analysis of social media data can provide detailed information about forecast users’ opinion in almost real time, which is impossible through survey or interview.

This study was targeted on the non-processed, semi-processed, and full-processed seafood to investigate the consumers’ importance and satisfaction levels of purchase attributes for each seafood product. The present study conducted a survey on 335 randomly chosen seafood consumers. Respondents' importance-satisfaction scores of purchase attributes were measured. The results were as follows. The importance of purchase attributes was significantly higher than the satisfaction on 21 out of 23 attributes, according to the non-processed, semi-processed, and full-processed seafood(p<0.05). Consumers regarded intrinsic attributes such as ‘freshness’ of products as very important when purchasing non-processed seafood, and their satisfaction was also high. On the other hand, for semi-processed and full-processed seafood, external attributes such as ‘date of manufacture or expiration date’ were considered as more important attributes to purchase them. Consumers also perceived that full-processed seafood was less in quantity and more expensive than non-processed and semi-processed ones. In case of semi-processed seafood, the difference of importance-satisfaction score for ‘taste’ was large, and it was considered the taste should be improved according to consumers’ taste.

본 연구는 외국인 소비자들을 대상으로 한류콘텐츠 만족도 및 노출도가 한국산 제품 구매의도에 미치는 영향을 자민족중심주의의 조절효과를 중심으로 실증분석하고 있다. 287명의 외국인 소비자들을 대상으로 실증분석을 실시한 결과 첫째, 한류콘텐츠 만족도와 노출도는 모두 한국산 제품의 구매의도를 높이는 것으로 나타났다. 이러한 결과는 한류콘텐츠에 만족하거나 빈번하게 노출되는 외국인 소비자들의 경우 한국산 제품에 대한 긍정적인 원산지 효과로 인해 한국산 제품의 구매의도가 높아질 수 있다는 것을 시사한다. 둘째, 자민족중심주의의 조절효과를 검증한 결과 자민족중심주의는 한류콘텐츠 만족도와 한국산 제품 구매의도 간의 관계뿐만 아니라 한류콘텐츠 노출도와 한국산 제품 구매의도 간의 관계 모두에서 부(-)의 조절효과를 보이는 것으로 나타났다. 자민족중심적 성향을 지닌 소비자들의 경우 자국산 제품을 애용해야 한다는 신념을 가질 수 있다. 즉, 이러한 결과는 한류콘텐츠 만족도 및 노출도가 한국산 제품 구매의도에 긍정적인 영향을 미친다 하더라도 자민족중심주의가 높은 경우, 이들 간의 긍정적인 관계가 약화될 수 있다는 것을 의미한다. 최근 한류가 사회적으로 큰 관심을 받고 있는 가운데외국 소비자의 한국산 제품 구매의도에 있어 한류콘텐츠의 만족도 및 노출도와 자민족중심주의 간 상호작용효과를 규명하였다는 점에서 본 연구는 국제마케팅 분야에 의미 있는 이론적 시사점을 제시할 수 있을 것으로 판단된다. 뿐만 아니라 본 연구의 분석결과는 한류콘텐츠를 활용하여 해외 시장으로의 진출을 고려하는 많은 한국 기업들에게 유용한 실무적 시사점 역시 제시할 수 있을 것으로 기대된다.

This study was conducted to determine the elements that are required and that need improvement in the contents of dietary life education and the educational environment by analyzing the importance-satisfaction of a dietary life education program for dietary life education trainees. The results of the rank test for the satisfactory elements of dietary life education were in the order of competence of instructors, educational contents, time of education, educational environment and affordability of tuition. The importance-satisfaction analysis of the contents and construction of the dietary life education program showed that “suitable contents for the theme of the class”, “contents and construction of practice class”, “diversity of practice menu” and “diversity of educational contents” had high importance and satisfaction scores and therefore, could be maintained at their current levels. Meanwhile, “adequacy of class time” and “contents and construction of theory class” showed low importance and satisfaction scores, requiring a little effort. Whereas, “time and construction of group practice”, “structure of textbook for class” and “duration of course and number of classes” showed relatively low satisfaction compared to importance, requiring major efforts for improvement. Similarly, analysis of the lecture element from dietary life education showed that “professional lecture by instructors”, “lectures suitable for themes” and “lecture applicable in real life” had relatively low satisfaction compared to importance, requiring major efforts for improvement. In addition, analysis of the educational environment from dietary life education showed that “adequacy of lecture room space”, “cooking equipment”, “diversity of cooking utensils” and “sanitary condition of cooking utensils” also require major efforts for improvement. Therefore, dietary life education should not be executed with a simple delivery of knowledge but with both theory and practice classes to increase its application in real life, and active and specific efforts are required to nurture professional instructors and establish educational strategies.

본 연구의 목적은 학교 조직문화와 풍토에 따른 교사의 교직만족도에 영향을 미치는 변인들 간의 관계를 재조명하는 것이다. 구체적으로 살펴보면, 다중집단 즉 남교사와 여교사의 성별에 따른 교직만족도의 차이가 교육행정과 교육심리 영역 중 어떠한 요인에 의해 영향을 받는지 살펴보고자 하는 것이다. 이에 학교의 조직 문화와 조직 풍토에 따른 교사효능감, 교사의 전문성 개발, 교사-학생간의 관계와 교직만족도 간에 차이가 있는지, 그리고 이에 따른 차이가 어떠한지 살펴보고자 하였다. 본 연구 결과, 학교 조직문화와 풍토에 따른 교사효능감과 교사의 전문성 개발의 경우 남교사의 평균이 여교사의 평균보다 높게 나타났고, 교사-학생관계의 경우 여교사가 남교사보다 높은 평균을 보였으며, 이와 같은 집단의 차이는 통계적으로 유의미함을 발견할 수 있었다. 학교 조직문화와 풍토에 따른 교사효능감, 교사의 전문성 개발, 그리고 교사-학생관계가 교직만족도에 미치는 영향을 살펴보면, 교사효능감의 경우 남교사와 여교사 모두 교직만족도에 미미하지만 영향을 미치고 있었다. 이와 달리 교사의 전문성 개발과 교사-학생관계의 경우 남교사의 표준화계수가 여교사보다 높게 나타났으며 이는 각각의 변수가 교직만족도에 미치는 영향이 남교사가 여교사보다 높은 것으로 파악할 수 있다. 이와 같은 결과에 비추어볼 때 다중집단에 따른 교사효능감이 교직만족도, 교사의 전문성개발, 교사-학생간의 관계에 미치는 영향의 크기와 유의미성에 차이가 있음에도 불구하고, 직․간접적으로 교직만족도에 영향을 미치고 있는 것으로 파악된다. 이를 토대로, 정부나 일선학교현장에서 교사효능감과 관련한 바람직한 방향설정을 위한 기초자료로써의 역할을 수행하기를 기대한다.