This study was conducted on the foundation of the previous research on determinants such as customer satisfaction and behavioral intention, along with the literature review and research on factors related to the service quality elements. We collected and analyzed the 185 materials by conducting the survey upon the customers who have previously visited the restaurants. As a result of the analysis, we identified that the elements of restaurant service quality have significant effects on the behavioral intention and satisfaction level of the customer through the customer satisfaction. In addition, by using KANO model, we investigated the qualities that attract the customers of the restaurant in order to establish the measures that will maximize the customer satisfaction. Also, to overcome the limitation of KANO model, we additionally analyzed the Better-Worse index. The results of the two quality evaluations were identical to each other, showing the need for improving the physical environment of the restaurant services. Accordingly, more interests and efforts to stimulate the behavioral intention of the restaurant are needed.

Each municipality is promoting signboard improvement projects, but the effectiveness is not great. The main reason for this is that when the signboard is manufactured the location of the shop is only dependent on the visual aspiration effect and it is not harmonized with the building by applying uniform design. The signboard are installed almost everywhere in the city, such as residential, natural and commercial environments. And the signboard provides various services such as traffic information and life safety to customers. Also, by applying design and functional elements, we can enhance the competitiveness of companies and improve the urban environment by enhancing the mutual connection effect of customers and space. The purpose of this study is to investigate the effect of design elements and functional elements of the signboard on customer preference. In other words, we conducted surveys and analyzes of 152 specialists and non-experts (customers, self-employed). As a result of the study, the following conclusions were drawn. First, the functions and design elements of signboards are important factors that have a positive effect on customer preference. Second, the function of the signboard has a positive(+) influence on the customer preference, and the information providing function and the corporate image side function directly affect the customer preference. Third, color elements have a positive(+) meaningful effect on customer preference. Especially, similar color sign affects customer preference positively. Fourth, the signboard design component has a positive(+) significant effect on customer preference. In particular, typefaces have a positive effect on customer preference.

Indiscriminately installed signboards are messy in out of harmony with the urban environment. In such a case, improving signage project is needed to improve significantly the urban environment. Signboards are installed to give good perceptional effect through communication with the customer. Also, Signboards are designed to make harmonize well with the urban environment because signboards are installed in virtually every place, such as the residential environment, the natural environment, the commercial environment of the city. The design of signboards should consider functional elements as a perceptual media and the user interface communication in order to provide customers with various services such as traffic information and life safety. In this study, we analysis design and functionality the customer is seeking, and suggest design elements of signboards which can well harmonized with the urban environment.

최근 마산항에서는 마산항 개발(1-1단계) 민간투자시설사업을 통해 2011년 개장을 목표로 총 새로운 컨테이너 터미널 개발에 착수하였다. 그러나 인근의 부산신항을 비롯한 울산항 역시 동일한 시기에 새로운 컨테이너 항만의 개장을 예정하고 있어 마산항은 향후 이러한 경쟁항만들과의 치열한 경쟁을 대비한 전략수립이 요구된다. 이러한 배경에서 본 연구에서는 소비자 행동분석에 많이 활용되고 있는 SP기법을 활용하여 향후 마산항을 비롯한 경쟁 항만들의 이용여건 변화 시 고객(화주 및 선사)들의 선호도 변화를 분석하고 그에 따른 전략적 시사점을 도출하였다.

본 연구에서는 항만의 주요고객인 선사를 대상으로, 국외선사와 국내선사로 세분화하여 속성의 중요도와 항만 선호도 차이를 비교분석하였다. 컨조인트 분석 결과 국내선사와 국외선사 간의 항만선호도에서 분명한 차이를 보였으며, 이러한 차이는 기항지와 환적항에서 동시에 나타났다. 국외선사들은 환적항으로서 상하이항을 가장 높게 평가했지만, 국내선사들은 부산항을 상하이항보다 높게 평가했다. 또한, 기항지 선호도 비교에서도 비슷한 결과를 나타냈다. 이러한 연구결과는 국내외 선사에 따라 항만 선호도가 다르기 때문에 집단별로 구분하여 평가할 필요가 있음을 의미한다. 또한, 이를 바탕으로 타항만에 비해 경쟁위위에 있는 부산항의 선호도를 유지하기 위해서는 지속적인 목표(Target) 마케팅이 필요하며, 주요 목표(Target)는 항만의 주요 고객인 선사임을 암시한다.