The aim of this study was to investigate the effect of food neophobia on restaurant image, customer satisfaction, and loyalty in ethnic restaurants. A self-administered survey for data collection 581 customers who visited an ethnic restaurant in August, 2015. Statistical analyses included descriptive analysis, t-test, ANOVA and regression analysis for SPSS 21.0. The finding of the study indicated that the differences of food neophobia score in demographic characteristics showed significant differences by age, occupation, dining-out frequency, and source of dining-out information, not by gender. The mean value of food neophilic group was significantly higher than food neophobic group in all items of restaurant image, overall satisfaction and customer loyalty. The regression analysis showed that tangible aspect, price aspect, and food aspect of restaurant image had positive effects on overall satisfaction and customer loyalty however employee service showed different result by groups. The finding of the study offer marketing strategies for ethnic restaurants to induce customer revisit.

The purpose of this study was to investigate the relationships between sports commitment, sportswear brand satisfaction, and brand loyalty of female university students in their 20s. Two hundred surveys were distributed to female university students, and 185 responses were used for the final analysis. The SPSS program was used with a reliability test and factor, frequency, path analysis. Based on the literature review, the following five hypotheses were suggested. H1: Cognitive commitment will have a positive effect on the behavioral commitment of sports commitment factors. H2: The behavioral commitment of female university students will have a positive effect on brand satisfaction. H3: Sportswear brand satisfaction will have a positive effect on continuous brand loyalty. H4: Cognitive commitment will have a positive effect on habitual brand loyalty. H5: Continuous brand loyalty will have a positive effect on habitual brand loyalty. The results of this study showed that first, after the factor analysis, there were two factors of sports commitment (behavioral commitment and cognitive commitment). Second, the path analysis results revealed that there were significant relationships between sports commitment factors (cognitive commitment and behavioral commitment), sportswear brand satisfaction, and brand loyalty factors (continuous brand loyalty and habitual brand loyalty). The results revealed that cognitive commitment had a positive relationship with behavioral commitment, which had a positive relationship with sportswear brand satisfaction. Sportswear brand satisfaction had a positive relationship with continuous brand loyalty, which had a positive relationship with habitual brand loyalty. Cognitive commitment also had a positive relationship with habitual brand loyalty.

이 연구의 목적은 인터넷 포털 기업의 사회적 책임 영역에 대한 공중 평가가 해당 포털 사이트의 신뢰도, 선호도 및 충성도에 어떤 영향을 미치는지 살펴보는 것이다. 구체적으로 우리나라 상위 포털 기업인 <네이버>, <다음>, <네이트>가 수행하는 CSR에 대한 영역별 공중 평가가 해당 사이트의 신뢰도, 선호도, 및 충성도에 미치는 영향을 파악하고, 더불어 각 포털 사이트 신뢰도와 선호도가 해당 포털 사이트 충성도에 어떤 영향을 미치는지 검증하는 것이다. 이를 위해 대학생 258명을 설문조사하였다. 연구결과, 인터넷 포털 기업 CSR에 대한 영역별 공중 평가는 해당 사이트의 신뢰도, 선호도, 및 충성도에 유의미한 영향을 나타냈다. 특히, 인터넷 포털 기업의 CSR 영역별 평가 가운데, “법적 책임”과 “윤리적 책임” 영역 평가는 공통적으로 연구대상 포털 사이트 신뢰도에 유의미한 영향을 미치는 변인이었다. “경제적 책임” 영역 평가의 경우, 세 포털 사이트 선호도에 공통적으로 유의미한 영향을 나타냈다. 각 인터넷 포털 기업별로 <네이버>의 경우, 포털 사이트 신뢰도와 선호도 모두 포털 사이트 충성도에 유의미한 영향을 미친 반면에, <다음>과 <네이트>는 포털 사이트 선호도만이 포털 사이트 충성도에 영향을 미치는 것으로 나타났다.

이 연구의 목적은 인터넷 포털 기업의 사회적 책임 영역에 대한 공중 평가가 해당 포털 사이트의 신뢰도, 선호도 및 충성도에 어떤 영향을 미치는지 살펴보는 것이다. 구체적으로 우리나라 상위 포털 기업인 <네이버>, <다음>, <네이트>가 수행하는 CSR에 대한 영역별 공중 평가가 해당 사이트의 신뢰도, 선호도, 및 충성도에 미치는 영향을 파악하고, 더불어 각 포털 사이트 신뢰도와 선호도가 해당 포털 사이트 충성도에 어떤 영향을 미치는지 검증하는 것이다. 이를 위해 대학생 258명을 설문조사하였다. 연구결과, 인터넷 포털 기업 CSR에 대한 영역별 공중 평가는 해당 사이트의 신뢰도, 선호도, 및 충성도에 유의미한 영향을 나타냈다. 특히, 인터넷 포털 기업의 CSR 영역별 평가 가운데, “법적 책임”과 “윤리적 책임” 영역 평가는 공통적으로 연구대상 포털 사이트 신뢰도에 유의미한 영향을 미치는 변인이었다. “경제적 책임” 영역 평가의 경우, 세 포털 사이트 선호도에 공통적으로 유의미한 영향을 나타냈다. 각 인터넷 포털 기업별로 <네이버>의 경우, 포털 사이트 신뢰도와 선호도 모두 포털 사이트 충성도에 유의미한 영향을 미친 반면에, <다음>과 <네이트>는 포털 사이트 선호도만이 포털 사이트 충성도에 영향을 미치는 것으로 나타났다.

본 연구에서는 농산물점포인 대형슈퍼마켓을 대상으로 상품의 품질, 애프터서비스, 판매촉진, 상품다양성 등 점포이미지 요인과 만족, 점포의 지각된 품질, 고객충성도 간의 관계를 분석하여 점포의 지각된 품질, 만족, 고객충성도 각각에 대한 점포이미지 요인을 확인하였고, 또한 점포이미지 요인이 고객충성도에 미치는 영향을 확인하였다. 연구결과로는 점포이미지 차원과 점포의 지각된 품질 관계에서 상품의 품질, 애프터서비스 및 판매촉진이 점포의 지각된 품질에 영향을 주었다. 점포이미지 차원과 만족 관계에서 상품의 품질, 판매촉진 및 상품의 다양성이 만족에 영향을 주었다. 점포이미지 차원과 고객충성도 관계에서 상품의 품질 만이 고객충성도에 영향을 주었다. 다음으로 점포이미지 차원, 점포의 지각된 품질, 만족 및 고객충성도 등 구성개념 간의 관계에서는 상품의 품질, 애프터서비스 및 판매촉진은 점포의 지각된 품질에 영향을 주었고, 상품의 품질 및 상품다양성은 만족에 영향을 주었다. 점포의 지각된 품질은 만족에 영향을 줌으로써 만족은 고객충성도에 영향을 주었다.

This research was designed to conduct research to apprehend fashion brand's mobile SNS characteristics in depth and the related consumer psychology and behaviors such as brand attachment and brand loyalty. The fashion brand's mobile SNS characteristics were differentiated from the web-based fashion brand's SNS. This study targeted women in their 20s using mobile Facebook and mobile Twitter, and residing in Seoul or Gyeonggi province. Total 412 observations were collected through online survey. The major findings of the study were as follows. First, as the characteristics of fashion brand's mobile SNS, ease of fashion data storage, fashion recentness, fashion usefulness, and fashion accessibility were extracted. As the factors of the flow, time distortion/focused attention and playfulness were extracted. Second, the fashion recentness and fashion usefulness showed positive influence to time distortion/focused attention factor in the flow. All four fashion brand's mobile SNS characteristics showed positive influence to playfulness factor in the flow. Third, time distortion/focused attention factor and playfulness factor both showed positive influence to brand attachment and brand loyalty from using fashion brand's mobile SNS. Fourth, brand attachment had positive influence to brand loyalty from using fashion brand's mobile SNS. Based on the above results, this study provided practical ways to develop effective mobile SNS marketing strategies in fashion brand. Also, this study demonstrated feasible future contents and necessary improvement for fashion brand's mobile SNS, which holds marketing implications.

This study identified the brand personality of domestic take-out coffee shops and examined its effects on customer satisfaction and brand loyalty. The research subjects were college students in Busan who visited a coffee house. Overall, four major empirical results were obtained. First, five factors of brand personality were identified: "energy", "competence", "familiarity", "reliability", and "sophistication". Second, all brand personality factors had significant effects on customer satisfaction, but "familiarity" (β=0.429) and "reliability" (β=0.381) appeared to have the greatest effects. Third, brand personality factors had significant effects on brand loyalty, with"reliability" (β=0.447) appearing to have the greatest effect on brand loyalty. Fourth, customer satisfaction had a significant effect on consumer brand loyalty. These results show that brand personality can be an important means of marketing differentiation in an intense competitive coffee market atmosphereto increase customer satisfaction and build brand equity.

Recently, the number of smartphone users has skyrocketed because of a plenty of useful services that smartphone applications provide. In the Information Systems (IS) literature, however, there has been little understanding about the effects of the service quality of smatphone applications on user satisfaction and loyalty. Thereby, this study examined 1) the effects of the service quality of smartphone applications on users beliefs, perceived usefulness and easiness and 2) the effects of the user beliefs as mediating variables on users' attitude, satisfaction, and loyalty. A survey was conducted and SEM was employed to analyze the data. The results showed that the service quality of smartphone applications affect users' attitude, satisfaction, and loyalty through the mediating variables.

This study aimed to classify attendants of a wine training institute according to loyalty for wine training service program and to deduce the core managing points in a wine training program by IPA (Importance-Performance Analysis). Self-administered questionnaires were collected from 192 trainees and statistical data analysis completed using SPSS ver. 18.0. As a result of clustering analysis based on trainee loyalty from both attitude and behavioral perspectives, four classification groups were identified: a "genuine" loyalty group, a "latent" loyalty group, a "mendacious" loyalty group, and a "low" loyalty group. For the genuine loyalty group, the importance of total service quality was 4.32 on average whereas the performance was measured as 4.22; thus there was little difference between importance to quality and performance. However, for the other three groups, especially the low loyalty group, there were significant wide gaps between importance to quality and performance. According to IPA, different service quality items were posted on the 'Focus here' quadrant (a domain with high service quality importance but low performance) by group, while the other three quadrants had several common items regardless of the group. Finally, the core quality managing points were different depending on the level of trainee loyalty. Therefore, it is necessary to plan and conduct a wine training program that reflects the characteristics and needs of its students, which will lead to a differentiated management strategy according to the level of loyalty.

The purpose of this study was to understand the effect of loyalty program in family and fastfood restaurant on relationship quality (trust, commitment) and revisit intention. Based on total 394 samples obtained from empirical research, this study reviewed the reliability and fitness of a research model using the Amos program. The hypothesized relationships in the model were simultaneously tested using a structural equation model (SEM). The proposed model provided an adequate fit to the data, χ2 102.338 (df 48), GFI .959, RMR .049, NFI .970, CFI .984 SEM resulted that loyalty progam (β= .429, t=7.880, p〈 .001) showed a positive significant effect on trust, and that loyalty program (β= .455, t=9.532, p〈 .001) had a positive significant effect on commitment. Also, both trust (β= .450, t=6.595, p〈 .001) and commitment (β= .474, t=5.117, p〈 .001) had a positive significant effect on revisit intention. In addition, there were moderating effects related to restaurant type (family and fastfood restaurant) in terms of causal relationships between loyalty program, relationship quality and revisit intention. Limitations and future research directions are also discussed.

이 연구는 무용을 통한 기업의 문화마케팅 활동이 해당기업의 이미지 및 지각된 품질, 충성도 에 영향을 규명하는데 목적이 있다. 연구의 목적을 달성하기 위하여 연구대상은 경기도 지역에 소재한 4년제 대학교에 재학 중인 대학생들을 모집단으로 설정하였으며 최종분석에는 200개의 자료가 활용되었다. 조사도구는 설문지를 사용하였으며 신뢰도와 타당도를 검증하여 사용하였 다. 또한 가설검증은 AMOS를 이용한 확인적요인분석(confirmatory factor analysis; CFA)과 구조방 정식모형분석(structural equation model; SEM)을 실시하였으며, 그 결과는 다음과 같다. 첫째, 문 화마케팅 활동 참여 기업의 기업이미지는 지각된 품질에 긍정적인 영향을 미친다. 둘째, 문화마 케팅 활동 참여 기업의 기업이미지는 충성도에 긍정적인 영향을 미친다. 셋째, 문화마케팅 활동 참여 기업의 지각된 품질은 충성도에 긍정적인 영향을 미친다. 넷째, 문화마케팅 활동 참여 기 업의 기업이미지는 지각된 품질을 통해서 충성도에 긍정적인 영향을 미친다. 이러한 결과는 기 업이 문화마케팅 활동에 참여할 경우 대중에게 호의적인 기업이미지를 각인시키고 해당기업에 대한 상표나 제품에 대해 신뢰를 가질 수 있음을 알 수 있었다. 더 나아가 문화마케팅 활동이 해당기업에 대한 충성도를 높이게 됨으로서 기업경영활동에 득이 될 수 있음을 시사한다.

The purpose of this study was to analyze the effects of quality factors on value, satisfaction and loyalty in a wine training program. The results of this study can be summarized as follows: Structural verification of the wine training program loyalty model showed that the quality of the wine training program positively affected both value (p<0.001) and satisfaction (p<0.001). Further, the value of the wine training program positively affected satisfaction (p<0.01), which in turn positively influenced loyalty (p<0.001). The quality of the wine training program was presented as solicitude for students, textbook and curriculum, qualification and confidence of lecturer and staff, and training quality, whereas the value of the program was composed of sense of belonging, promotion of self-esteem, good impression on others, and improvement of social status. Therefore, the wine training institute's intensive management of the quality and value of the program could induce students' loyalty by enhancing satisfaction for the wine training program.

The study examined the moderating effects of the relationship among purchase motivation, satisfaction, and loyalty in a farmer-to-consumer direct market. Data were collected from 426 consumers of direct sale agricultural products who visited nine rural villages across the country. The SPSS 15.0 and LISREL 8.80 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Results showed that 'product factor', 'experience factor' and 'economic factor' among purchase motivation had positive effects on satisfaction and satisfaction had positive effects on loyalty. The analysis also indicated that gender moderated the relationship among purchase motivation, satisfaction, and loyalty. Whereas product and economic factors among purchase motivations had positive effects on satisfaction in the male group, product and experience motivation were important factors for female group. These results could enable direct sales marketers to develop marketing techniques to expand farm sales.

This study was designed to provide practical environmental marketing data by measuring the effect of environmental marketing on customer loyalty and trust at coffee stores. The results were obtained by empirical analysis and are summarized as follows. The first hypothesis, the effect of environmental marketing on consumer trust at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on consumer trust. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust. Especially, facilities was the highest. The second hypothesis, the effect of environmental marketing on customer loyalty at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on customer loyalty. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on customer loyalty. Especially, facilities was the highest. The third hypothesis, the effect of consumer trust on customer loyalty at coffee stores, showed that consumer trust at coffee stores had a statistically significant positive effect on customer loyalty. Improvement of consumer trust by environmental marketing was an important factor in improving customer loyalty. As for these findings, price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust and loyalty. Consequently, these findings provide helpful information for coffee stores to plan environmental marketing strategies and establish direction, and they can be used for management activities.

본 연구는 쇼핑 환경을 구성하는 물리적 환경이 소비자의 감정적 반응 및 행동반응에 미치는 영향을 규명함으로써 고객의 심리 상태에 부합하는 매장 환경 연출을 위한 단서를 제공하기 위해 시도되었다. 이를 위해 연구가설을 도출하고 설문지에 의한 자료를 수집하여 구조방정식모형에 의해 실증분석하였다. 연구결과는 다음과 같이 요약된다. 첫째, 점포의 물리적 환경은 디자인 요인, 주변요인, 사회요인으로, 소비자의 물리적 환경에 대한 감정적 반응은 긍정적 감정과 부정적 감정으로 분류되는 다차원 개념이다. 둘째, 점포의 물리적 환경은 소비자의 긍정적 감정에 정(+)의 영향을 주었다. 셋째, 물리적 환경에 대한 긍정적 감정은 소비자의 전환장벽과 충성도 형성에 정(+)의 영향을 주었다. 넷째, 점포에 대한 전환장벽 형성은 고객 충성도에 정(+)의 영향을 주었다. 이와 같은 결과는 소비자에게 호의적으로 연출된 점포의 물리적 환경은 긍정적 감정을 유발하며, 이는 점포에 대한 전환장벽 및 충성도 형성에 중요한 요인으로 작용함을 시사한다.

The purpose of this research was to identify not only the effect of what consumers want from their brand identification and brand attachment, but also the effect of their perceived brand identification on their perceived brand attachment in the family restaurant setting. This research also investigated the causal relationship between a consumer's perceived brand attachment and brand loyalty. A total of 332 questionnaires were collected from customers who visited one of 4 nationallybranded family restaurants in Daegu. With the consent of the store managers of each family restaurant brand, students of Dongguk University helped respondents fill out questionnaires and collected the data. There were three major findings of this research. First, the benefits that consumers wanted were found to have a significant effect on their perceived brand identification and brand attachment. Second, the perceived brand identification of customers was found to have a significant effect on their perceived brand attachment. And third, the perceived brand attachment of customers was found to have a significant effect on their perceived brand loyalty. Also, consumer's benefits sought affected their perceived brand attachment through their perceived brand identification, and consumer's benefits sought and brand identification respectively influenced their perceived brand loyalty through their perceived brand attachment. Therefore, marketing managers or general managers of family restaurants should identify consumer benefits in order to increase sales and profits.