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한국유통경영학회> 유통경영학회지> 프랜차이즈 기업의 CSR활동이 가맹점의 관계지속성에 미치는 영향: 경제적 결속과 정서적 결속의 매개효과를 중심으로

KCI등재

프랜차이즈 기업의 CSR활동이 가맹점의 관계지속성에 미치는 영향: 경제적 결속과 정서적 결속의 매개효과를 중심으로

The Effects of Franchise Company’s CSR Initiatives on Franchisees’ Relationship Orientation: Focusing on the Mediating Role of Franchisees’ Committment

이지윤 ( Lee Ji Yun ) , 김재영 ( Kim Jae Young ) , 안대천 ( An Daechun )
  • : 한국유통경영학회
  • : 유통경영학회지 24권4호
  • : 연속간행물
  • : 2021년 08월
  • : 5-21(17pages)
유통경영학회지

DOI


목차

1. 서론
2. 이론적 배경
3. 연구모형 및 가설 설정
4. 실증분석
5. 논의 및 결론
References
Appendix - Examples of Franchisee’s CSR activities introduced in the Questionnaire

키워드 보기


초록 보기

Purpose: Extending from the line of extant research on CSR effectiveness, this study intends to examine the mediating role of franchisees’ commitment on the relationship between franchise company’s CSR initiatives and franchisees’ relationship orientation. In doing so, CSR initiatives are broken down into two sub-dimensions: economic and philanthropic responsibilities, and commitment is subdivided into calculative and affective commitment.
Research design, data, and methodology: Measurement items were measured using a Likert-type 5-point scale based on previous studies. An online survey was conducted on franchisees currently operating a business and 150 samples were used for the final analysis. Reliability test and confirmatory factor analysis were performed for research validity and reliability.
Results: The perceptions of economic and philanthropic responsibilities of franchisers had all significant effects on relationship orientation of franchisees. Additionally, it was found that calculative commitment mediates the relationship between economic responsibility and relationship orientation while affective commitment plays the same mediating role in the relationship between philanthropic responsibility and relationship orientation.
Implications: The long-term relationship between a franchise company and franchisees can be indirectly enhanced by the perceptions of economic and philanthropic responsibilities and mediated by franchisees’ calculative and affective commitment. Theoretically, this study finds new evidence for unveiling the complex nature of CSR effectiveness, especially in the context of B2B marketing and relationship management of franchise business. Practically, this study implies that given the influential role of commitment in the relationship management with franchisees, CSR managers may wish to implement an aggressive marketing communication campaign to let audience clearly understand the nature of their CSR initiatives, especially its commitment to economic or philanthropic responsibilities.

UCI(KEPA)

간행물정보

  • : 사회과학분야  > 경영학
  • : KCI등재
  • :
  • : 격월
  • : 2384-0137
  • : 2384-0145
  • : 학술지
  • : 연속간행물
  • : 1998-2021
  • : 921


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1Study on the Relationship between the Characteristics of SNS and Intention to Visit F&B Stores

저자 : 차성수 ( Seong-soo Cha ) , 홍금주 ( Geum-ju Hong ) , 신미혜 ( Mee-hye Shin )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 5-18 (14 pages)

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Purpose: The purpose of this study is to investigate the impact of Social Network Service (SNS) word-of-mouth information on the intention of visiting cafes among customers who have experience in food selection through SNS and to verify the role of mediating consumer awareness.
Design/Methodology/Approach: A total of 302 questionnaires were collected, and the survey results were analyzed to verify the reliability and validity of the measured variables. A structural equation modelling approach was used to test the hypotheses of the study with the mediation effect of consumer recognition.
Findings: The results showed that there was a mediating effect on consumer perception with regard to the relationship between the characteristics of SNS word-of-mouth information and visit intention for cafe consumers using word-of-mouth information on SNS.
Originality/Value: As playfulness and usefulness have a direct significant effect on visit intention, it was verified that favorability plays the role of a partial intermediary between playability, usefulness, and visitation intention. Meanwhile, reliability and interactivity do not have a direct significant effect on visit intention. In the three-step regression analysis, it was verified that the favorability plays the role of a complete mediator between reliability, interactivity, and visit intention.
Implications: We showed how online marketing using SNS can increase the number of customers visiting the store in the restaurant business. This study contributed to the revitalization of stores using SNS for self-employed food service entrepreneurs who are experiencing extreme difficulties in the current COVID-19 era.

KCI등재

2로컬푸드직매장의 기능 복합화 사례연구: 일본 미찌노에끼 비교분석을 중심으로

저자 : 김두순 ( Doo-soon Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 19-33 (15 pages)

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Purpose: The purpose of this study is to analyze the case of Japanese roadside stations and provide suggestions for introducing it to Korea by referencing as it is intended for allowing local food stores to be used as places with mixed-use functions.
Research design, data, and methodology: This study attempted qualitative research, and, as for the data analysis method, topic analysis was employed. For data collection, a case study was conducted based on the analysis of academic data, and a survey of related websites was also conducted. The on-site survey through the visit to 'Niseko' area and the interview results were reflected in the research results.
Results: First, this study found that the management of social motivation is also very important for the profit-making of local food stores and that mixed-use or functional connection would be an important element for maintaining the community in the era of population aging. Second, the regional roadside stations in Japan played their proper function and settled themselves as the central base complex facility of the area with natural functional mixed-use making use of regional characteristics.
Implications: Academically, this study revealed that the functional mixed-use of local food stores would be a necessary process in the flow of population aging or the level of concentration and connection and presented various perspectives of roadside stations in Japan operating in various ways, starting from residents-friendly and region-friendly demands. In terms of policy, this study proposed the use of local food stores as a local complex function facility for regional revitalization, and especially, it was noted that concentration and connection would be important policy conditions in the situations of population aging and density decrease. Practically, this study emphasized cooperation and integrated thinking in business, based on the fact Japan's Department of Land created small bases and managed roadside stations as well. As a limitation, it was noted that it would be necessary for follow-up studies on the functions and roles required in the region.

KCI등재

3거점 국가와의 네트워킹을 통한 시장개척사업이 수산물 수출에 미치는 영향 분석

저자 : 이상건 ( Sanggeon Lee ) , 안경애 ( Kyungae Ahn ) , 김태영 ( Taeyoung Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 35-50 (16 pages)

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Purpose: The purpose of this study is to analyze the impact of overseas market development projects through networking with flagship countries on seafood exports.
Research design, data, and methodology: The analysis was conducted on the major seafood products of Korea (whole seafood, laver, and tuna) from 2004 to 2019. Export target countries include a total of 59 countries for whole seafood, 28 countries for seaweed, and 15 countries for tuna. As empirical models, the panel gravity model and the panel spatial gravity model were used in consideration of the characteristics of the data and the spatial dependence between countries.
Results: As the key results, the budget for the overseas market development project was evaluated to have significantly contributed to the expansion of exports of whole seafood, laver, and tuna. FTAs with flagship countries significantly contributed to increasing exports of whole seafood, laver, and tuna, and the network effect was also positive for exports in whole seafood and laver except for tuna. In particular, the effect of the network project for whole seafood and laver was higher than that of the FTA, confirming the necessity and effectiveness of the network project. Finally, the spatial spillover effect between countries was significantly present for whole seafood, laver, and tuna, so that export to a specific flagship country has a positive effect on other neighboring exporting countries as well.
Implications: It has been confirmed that the seafood overseas market development project and network project have a positive effect on seafood export, so continuous business operation is necessary. In particular, as networking with flagship countries has a positive effect on exports to neighboring countries, it is necessary to develop new flagship countries and actively promote network project in order to expand seafood exports in the future.

KCI등재

4플랫폼서비스품질요인이 타인추천 및 재이용의도에 미치는 영향: 플랫폼유형(배달/미디어)을 중심으로

저자 : 이재은 ( Jae-eun Lee ) , 이원동 ( Won-dong Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 51-65 (15 pages)

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Purpose: This study examined the effects of the relationship between platform preference type and service quality factors on the recommendation to others and reuse intention by finding out how various experiences of end consumers are correlated with the continued use of platforms in the platform market, which is growing in the online environment.
Research design, data, and methodology: A survey was conducted on users of delivery platforms like Coupang and Baemin and over-the-top (OTT) media platforms like Netflix. Reliability and validity analyses were performed through principal component analysis and Varimax factor analysis using the SPSS Statistics program. Simple regression analysis was used to examine the causal relationship between variables, verifying the effects of platform preference type (delivery/media) on the platform service quality selection factors, recommendation to others, and reuse intention.
Results: Service quality selection factors according to platform preference type were found to be Easy of Use(efficiency) and Fulfillment. There were no large differences in selection factors between platform preference types. Since online platforms are based on convenience and quickness, there are relative differences in the needs of consumers according to platform preference type. For the effects of service quality selection factors according to platform preference type on the recommendation to others and reuse intention, users of both delivery platforms and media platforms showed statistically significant positive results for the recommendation to others and reuse intention with Easy of Use(efficiency) and Fulfillment.
Accordingly, both hypotheses, “Service quality selection factors have positive effects on platform recommendation for platform users” and “Service quality selection factors have positive effects on platform reuse intention,” were supported.
Conclusions: To encourage platform users to recommend to others and have reuse intention, platform operators must have the ability to agilely accommodate complementary functions and make constant efforts to come up with effective measures for enhancing the rights and interests of users.

KCI등재

5식품기업의 경영효율성 제고방안에 관한 연구

저자 : 오영삼 ( Youngsam Oh )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 67-79 (13 pages)

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Purpose: This study would look for measures for the promotion of efficiency by drawing static efficiency and dynamic efficiency, considering the needs for the promotion of interests and effort for developmental diversification of food companies characterized by their small size and problems that the food companies face and draw improvements for sustainable development by analyzing many large food companies' plans for management efficiency through efficiency analysis.
Research design, data, and methodology: The DEA model was used to analyze the static efficiency of food businesses with top actual yields, and the DEA Window model was used to assess their dynamic efficiency. The CCR and BCC models were used to calculate the value of static efficiency, and the DEA Window model was used to analyze the trend of change in efficiency and stability, using three input variables and one output variable. The efficiency from 2016 through 2020 was measured. Capital, debt, selling, and administrative expenses were chosen as input variables, with sales as the output variable.
Results: The CCR analysis of the DEA model revealed that seven out of 18 food companies were efficient, whereas the BCC analysis revealed that 11 were efficient, in terms of pure technological efficiency. As a result of the dynamic efficiency analysis, similar estimates were drawn in 2018 and 2019; however, the value decreased in 2020, and it was assumed that it was affected by social environments. In 2020, sales decreased in numerous industries due to COVID-19, and it was an estimate that showed that food companies were also affected like other industry sectors.
Implications: Estimates of large food companies' efficiency were drawn, using the DEA and DEA Window models. Small food companies can improve their efficiency by digitizing and diagnosing their management efficiency status, benchmarking estimates in this study and utilize them as the baseline data to find their management efficiency. In addition, improving their input excesses and output shortfalls through an analysis of inefficient DMU and utilizing that as a measure for the promotion of their efficiency will turn out to be large ones' continuous growth and small ones' growth.

KCI등재

6스포츠용품업의 해외시장 진입 방식 선택

저자 : 송명규 ( Myungkuy Song )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 81-97 (17 pages)

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Purpose: The purpose of this study was to identify variables which affect Korean sports goods company's strategies for entering the foreign market. The choice of entry mode is one of the most critical decisions in global marketing. This paper aims to improve Korean sports goods company's international competitiveness.
Research design, data, and methodology: A survey was conducted on 352 companies members of Korea Sporting Goods Industry Cooperative Federation. To achieve the goal of this research, the model was designed to focus on how different factors such as CEO, product, firm, and host country environment affect foreign market entry mode choice. First, an exploratory factor analysis was performed to confirm reliability and validity. Second, t-test and logistic analysis are respectively used to test the hypotheses. T-test is used to find out the difference between two groups, investment type and export type, on each of the variables, while logistic analysis is used to explore the influence of each variable.
Results: First, Findings from the analysis of differences revealed that in CEO factors, all the items were significantly different between the two types, and among product factors, degree of technological innovation and transaction cost showed significant differences, while there was no significant difference in marketing ability. Second, Concerning firm factors, only multinational experience was significantly different while there was no significant difference. Third, with respect to host market factors, except competition intensity, there existed significant differences.
Implications: The government and industry must make efforts to create a sports goods brand that meets the global level of competition in the sports sector. The government should actively support the overseas expansion of sporting goods companies, and sporting goods companies should strive to secure competitiveness in the global market through overseas market strategies suitable for them.

KCI등재

7국제신생벤처기업의 흡수역량이 혁신과 성과에 미치는 영향

저자 : 윤기창 ( Kichang Yoon )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 99-109 (11 pages)

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Purpose: The purpose of this study is to empirically investigate the process of creating competitiveness in the global market by acquiring, assimilating, and utilizing the necessary knowledge from the outside.
Research design, data, and methodology: This study is based on the resource-based View that is mainstream in the field of strategic management. The study targets INVs, which are performing globalization in high-tech industries that inherently have the problem of lack of available resources. It is confirmed through theoretical studies in previous studies that the absorptive capacity of INVs, consisting of exploratory learning, transformative learning, and exploitative learning, is a key factor in the innovation and performance of these firms. The empirical analysis was conducted on 354 companies among INVs in Korea. The empirical analysis is a two-step approach, after conducting a feasibility analysis and the research hypotheses are tested through a structural equation model.
Results: First, explorative learning has a significant effect on INVs innovation, but the effect of this learning on management performance is not significant. Second, transformative learning has a significant influence on INVs' innovation and performance. Third, exploitative learning also has a significant influence on the innovation and performance of INVs. Fourth, INVs' innovation has a significant impact on performance. Therefore, it is confirmed that the absorption capacity of INVs is a very important factor in innovation and performance overall.
Implications: This study confirms that innovative products or services are very important in creating a competitive advantage and improving performance by acquiring necessary knowledge from outside to survive and grow in the global market and combining internally held knowledge. In addition, this study is of academic significance in that it investigated how Korean INVs are absorbed from external sources.

KCI등재

8재생에너지 기업의 수출에 대한 정책지원, 기업이질성과 기업 간 스필오버의 영향분석

저자 : 성봉석 ( Bongsuk Sung )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 111-123 (13 pages)

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Purpose: Little attention has been paid to investigation of direct and indirect of policy and firm-specific factors on export in the renewable energy industry. To fill the gaps in the literature, this paper examines the relative importance of the effects of government supports, firm heterogeneity, and inter-firm spillovers on export.
Research design, data, and methodology: A dynamic panel model is established to investigate the relationships between the variables in question. We use the panel data for solar energy technology firms in Korea to test the relationships. We conduct various diagnostic tests to see whether first-order autocorrelation, cross-sectional dependence, homoscedasticity, and unit-root exist. Considering the results of the diagnostic tests, the empirical model is established to test the nexus between the variables, which is estimated for the full sample of the data and two sub-samples of the data over 1980-2001 and 2002-2019 period, using system generalized method of moments(GMM).
Results: For the full sample, R&D subsidy has a significant positive direct and indirect (spillover) effect on firms' export. Non-R&D subsidy has a positive spillover effect on firms' export, but does not directly affects. Total factor productivity has a direct and positive effect on firms' export. Firms' export is promoted by firm age, not inter-firm competition.
Implications: Unlike the existing literature focusing on the direct effects of policy supports on export at the industry level, this study contributes to further extending our understanding of the direct and spillover effects of policy supports and firm heterogeneity on export at the firm level. The main results of the study, and policy implications is helpful for increasing realistic policy applicability, by applying them to firms that are actual beneficiaries of public subsidy.

KCI등재

9Antecedents and Consequences of Emotional Attachment in China's Hotel Services: The Mediating Role of Affective Commitment

저자 : 최철재 ( Chuljae Choi ) , 서가뢰 ( Jialei Xu )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 125-142 (18 pages)

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Purpose: The purpose of this study is to verify the effect of perceived service quality, service satisfaction, employee trust, positive emotion as prerequisites for emotional attachment in upscale hotel, and emotional attachment in terms of its influence on attitudinal loyalty, behavioral loyalty. In addition, this study intends to examine the mediating effect of affective commitment in the relationship between emotional attachment, attitudinal loyalty, and behavioral loyalty, and explain through which pathways affect behavioral loyalty.
Research design, data, and methodology: The data of this study is collected through face-to-face interview with 310 customers who experienced upscale hotel service in China. For empirical analysis, a total of 302 copies were analyzed. SPSS 21.0 and AMOS 20 statistical packages were used to verify the reliability and validity of the data. Frequencies analysis was used to identify demographic characteristics of respondents. The structural equation model analysis (SEM) verified the suitability and research hypothesis of the research model.
Results: For customers who experienced hotel service, perceived service quality, service satisfaction, employee trust, and positive emotion all had a positive effect on emotional attachment. Emotional attachment had a positive effect on affective commitment and attitudinal loyalty. Affective commitment had a positive effect on attitudinal loyalty which in turn had a positive effect on behavioral loyalty. However, emotional attachment and affective commitment did not directly affect behavioral loyalty. Therefore, it was confirmed that affective commitment plays a partially mediating role in the relationship between emotional attachment and customer loyalty.
Research implications or Originality: Upscale hotel managers need to identify target customers that are highly profitable to their company and actively implement reinforcement management through database of this research. It is important to provide physical facilities and convenience so that these customers can feel emotionally attached to hotel service and be affectively committed in the service provided by the hotel. In addition, it is important to increase the emotional bond so that the customer will perceive the service as excellent and be emotionally satisfied. In particular, in addition to emotional attachment, it is important to grow customer affective commitment so that they will actively and continuously use our hotel service.

KCI등재

10소셜커머스의 지각된 가치, 자기효능감과 상호작용성이 모바일 APP앱 사용자의 태도 및 지속적 사용의도에 미치는 영향에 관한 연구

저자 : 초리민 ( Jiao Limin ) , 김철중 ( Chul-jung Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 143-158 (16 pages)

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Purpose: The combination of social e-commerce and mobile social network apps has become a common marketing strategy and an important factor influencing consumers to make purchase decisions. However, after the existing research lacks the integration of e-commerce functions, user's in-depth exploration of user's attitudes towards mobile social network apps and continued use intentions. In the TAM2 model, the pioneering introduction of the perceived value, self-efficacy, interactivity, and perceived ease of use of social e-commerce as the leading variables affecting user attitudes and perceived usefulness, to build a research model.
Research design, data, and methodology: An empirical analysis was conducted on Korean mobile network users, through the recovery data of 489 questionnaires, and structural equation models were used to conduct hypothesis testing, analysis of the moderating effect of income level, and analysis of the mediating effect of perceived usefulness and user attitudes.
Results: The results show that the perceived value and self-efficacy of social e-commerce significantly affect the perceived usefulness and user attitudes of mobile social apps; interactivity can positively and significantly affect user attitudes; and perceived ease of use has a positive effect on perceived usefulness; And through the intermediary role of perceived usefulness and user attitude, it will ultimately affect the user's intention to continue using. In addition, the income level has a significant moderating effect on the three paths of interactivity to perceived usefulness, perceived usefulness to user attitude, and user attitude to continuous use intention.
Implications: According to this study, in the mobile era, functions that can frequently introduce social commerce or affect the intention of purchasing incense through advertising exposure are gradually decreasing. It is more important to provide concise and attractive high-quality information in the content production process.

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KCI등재

1프랜차이즈 기업의 CSR활동이 가맹점의 관계지속성에 미치는 영향: 경제적 결속과 정서적 결속의 매개효과를 중심으로

저자 : 이지윤 ( Lee Ji Yun ) , 김재영 ( Kim Jae Young ) , 안대천 ( An Daechun )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 5-21 (17 pages)

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Purpose: Extending from the line of extant research on CSR effectiveness, this study intends to examine the mediating role of franchisees' commitment on the relationship between franchise company's CSR initiatives and franchisees' relationship orientation. In doing so, CSR initiatives are broken down into two sub-dimensions: economic and philanthropic responsibilities, and commitment is subdivided into calculative and affective commitment.
Research design, data, and methodology: Measurement items were measured using a Likert-type 5-point scale based on previous studies. An online survey was conducted on franchisees currently operating a business and 150 samples were used for the final analysis. Reliability test and confirmatory factor analysis were performed for research validity and reliability.
Results: The perceptions of economic and philanthropic responsibilities of franchisers had all significant effects on relationship orientation of franchisees. Additionally, it was found that calculative commitment mediates the relationship between economic responsibility and relationship orientation while affective commitment plays the same mediating role in the relationship between philanthropic responsibility and relationship orientation.
Implications: The long-term relationship between a franchise company and franchisees can be indirectly enhanced by the perceptions of economic and philanthropic responsibilities and mediated by franchisees' calculative and affective commitment. Theoretically, this study finds new evidence for unveiling the complex nature of CSR effectiveness, especially in the context of B2B marketing and relationship management of franchise business. Practically, this study implies that given the influential role of commitment in the relationship management with franchisees, CSR managers may wish to implement an aggressive marketing communication campaign to let audience clearly understand the nature of their CSR initiatives, especially its commitment to economic or philanthropic responsibilities.

KCI등재

2인적 유통에서 혁신적 디자인에 대한 인식 효과: 이층 열차를 중심으로

저자 : 김광민 ( Kwangmin Kim ) , 김경진 ( Kyungjin Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 23-37 (15 pages)

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Purpose: This study would like to explore the psychological six factors of consumers for double-decker trains and the five factors of traditional innovation characteristics. Specifically, it will verify that these psychological and innovation characteristic factors exhibit interactive effects on passengers' attitudes to double-decker trains.
Research design, data, and methodology: A total of 60 people with 28 men and 32 women were asked to respond, with an average age of 36.13 years, a minimum of 21 years and a maximum of 45. This study was not conducted as an experimental design, but was conducted in a survey format, so the conditions were not divided. Thus, the median split method distinguished the conditions of psychological and innovation characteristics variables. To verify the research hypotheses, ANOVA and regression analysis were performed.
Results: The degree of passengers' innovativeness has been shown to interact with the perception of the relative advantage of double-decker trains on their attitude. The less innovative passengers responded sensitively to the relative advantage of double-decker trains. On the other hand, innovative passengers generally preferred double-decker trains regardless of their relative advantage. This pattern of interaction effects was repeated among other factors.
Implications: For the success of double-decker trains, it is necessary to specifically promote that there are more advantages than single-decker trains, allow them to be observed naturally through TV dramas' PPL, and give them a chance to board as a trial. In addition, appropriateness and complexity were derived for factors that did not affect the design of double-decker trains. This reflects that passengers already understand the basic needs of double-decker trains and that the use of double-decker trains is not very complicated and is already anticipated. It seems wise to target railway frequent users and male passengers at the beginning of the introduction.

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3중소기업협동조합 구성원의 네트워크 협력, 교육훈련이 사내기업가정신 간의 관계에서 만족도에 미치는 영향

저자 : 박승찬 ( Seung Chan Park ) , 김영수 ( Young Soo Kim ) , 김진성 ( Jin Sung Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 39-59 (21 pages)

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Purpose: The purpose of this study was to examine the relationships among network cooperation, educational training, corporate entrepreneurship, and satisfactions of SME cooperative members.
Research design, data, and methodology: This study was conducted according to the procedure of preliminary and main survey, descriptive statistics, reliability and validity test, and verification of the research model using SEM. A survey was conducted on 219 SME cooperatives members working in South Korea. The study verified the hypotheses related to the effect of network cooperation and educational training on satisfactions in the relationship between corporate entrepreneurship by using SEM. First, an exploratory factor analysis was performed to confirm the reliability and validity. Second, a confirmatory factor analysis was conducted based on the result of reliability and exploratory factor analysis. Third, we compared the average variance extracted(AVE) and correlation values to confirm the discriminant validity of the latent variables. Fourth, the hypotheses were confirmed using the path analysis.
Results: First, the relationship between network cooperation and corporate entrepreneurship was found to be positive. Second, the relationship between educational training and corporate entrepreneurship was also found to be significant. Third, there was a significant and positive relationship between corporate entrepreneurship and satisfactions.
Implications: The implications of this study are as follows. First, we verified that network cooperation and educational training are important variables that can improve satisfaction and performance in SME cooperatives. Second, it showed that SME cooperative require a process of sharing trust and knowledge and cooperation through educational training. In addition, it suggests that corporate entrepreneurship, which has an important mediating effect, can be promoted through educational training.

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4병원의 서비스품질 및 서비스가치가 고객만족도에 미치는 영향: 한·중 종합병원의 비교분석을 중심으로

저자 : Shi Chen , Zihan Zhou , 정진섭 ( Jin Sup Jung )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 61-87 (27 pages)

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Purpose: The goal of this study seeks to consider the impact of the hospital's service quality and perceived service value on customer satisfaction. To this end, the two regions were compared and analyzed by customers visiting general hospitals in Osong (Korea) and Wuhan (China).
Research design, data, and methodology: The independent variables (or service qualities) are set as assurance, responsiveness, empathy, tangibles, reliability, and accessibility, the dependent variable is customer satisfaction, and the mediating variable is (perceived) service value. Finally, convenience of facilities was set as a moderating variable. In this study, questionnaire design were constructed based on the model, and then empirical analyses were performed. Data were collected through questionnaires for customers who visited general hospitals in Osong, Korea and Wuhan, China. Multiple regression analyses were used for comparative analyses of the two regions.
Results: Regarding the effect of 'service qualities' on 'service value', in Korea, 'responsiveness' and 'tangibles' did not show significant, while, in China, 'assurance' and 'tangibles' did not. Regarding the effect of independent variables on dependent variable, Korea did not show statistical significance in 'responsiveness', 'empathy' and 'tangibles', while China did not show in 'responsiveness'. On the other hand, the mediating effect of 'service value' between the service quality and customer satisfaction was confirmed in both Korea and China, while the moderating effect of 'convenience of facilities' was not statistically significant in both Korea and China.
Implications: Based on the empirical results, service quality and service value have a significant impact on customer satisfaction, so differentiation strategies by region for each characteristics of service quality will be needed. In addition, because the mediating effect of 'service value' is important, special attention should be paid to the perceived 'service value.' Finally this study suggested relevant practical and policy implications.

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5DEA 모형 및 비율분석을 활용한 육계계열화사업 효율성 분석

저자 : 김종백 ( Jong Baek Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 89-99 (11 pages)

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Purpose: This study aims to find ways to improve efficiency of integrated broiler businesses using ratio analysis of their business and financial status through analyzing the business efficiency of the broiler integration project that faces the paradigm shift including national income improvement, change in the quality of life and consumer needs, and recognizing the problems in inefficient integrated broiler businesses.
Research design, data, and methodology: The ways to recognize and improve the problems are sought through analysis of the efficiency factors of integrated entities using the DEA model of the broiler integration project and ratio analysis. For ratio analysis, an analysis related to input and output variables of DEA is selected, and the debt ratio of safety, current ratio of liquidity, the operating profit to sales ratio of profitability, asset growth rate of growth potential and total asset turnover of efficiency analyzed, eventually compared with the DEA efficiency. 23 companies with a high degree of integration in the status of slaughterhouses and oil collection facilities were selected, and analyzed using the audit reports on officially disclosed 2019 financial statements.
Results: DEA analysis shows 4 companies were efficient, and returns to scale were shown to be 5 companies with IRS, 14 companies with DRS, and 4 companies with CRS. Ratio analysis indicates the stability, liquidity, profitability and efficiency ratios were low in the integrated broiler businesses, and their growth potential ratio was higher than the manufacturing average
. Implications: This study measured the efficiency through the DEA model for domestic integrated broiler businesses, and thus analyzed efficient and inefficient entities using calculated efficiencies. Improvement in excessive input and insufficient output in inefficient entities, and leveling of efficiency will lead to the growth of the integrated broiler industry sector. Furthermore, increasing the sales of inefficient entities will stabilize their low operating profit margins.

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6인지 다양성이 직무만족도에 미치는 부정적 영향: 친사회적 동기의 상쇄 조절효과

저자 : 이환우 ( Hwanwoo Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 101-112 (12 pages)

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Purpose: Using job satisfaction and cognitive diversity theories, the purpose of this study was to test the effect of cognitive diversity on job satisfaction. Moreover, the author theorized and tested how prosocial motivation of employees can serve as boundary conditions that affect the relationship between cognitive diversity and job satisfaction.
Research design, data, and methodology: Using a total of 95 MBA students from a large national university in South Korea, this study conducted a hierarchical linear modeling with related variables to examine the relationships among cognitive diversity, job satisfaction, and prosocial motivation.
Results: The authors demonstrated that perceived level of cognitive diversity has an negative relation on job satisfaction. Despite the generally negative linkage between cognitive diversity and job satisfaction, the most crucial suggestion of the finding was that employee's prosocial motivation also had an important role in responding to the relationship. For instance, employees with higher (rather than lower) prosocial motivation were more likely to have higher level of job satisfaction
Implications: This study contributes to the research areas of cognitive diversity and job satisfaction. The research confirmed that cognitive diversity can be negative on job satisfaction. Furthermore, prosocial motivation had an offsetting moderation effect on the relationship between cognitive diversity and job satisfaction.

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7e-구전 신뢰성, e-편리성이 B2B 관계몰입, 관계가치에 미치는 영향: B2B 브랜드 이미지 조절효과

저자 : 한상설 ( Sang-seol Han )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 113-124 (12 pages)

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Purpose: Recently, importance of online activities and online service support systems has been growing in the B2B market. Although personal competence is still important in the B2B market, there is a growing tendency to recognize that e-WOM information management, online support systems, and activities that increase online convenience for customers are important factors in B2B relationship and transaction values. This study is to see the structural impact of e-WOM information trust and e-convenience affecting B2B relational commitment and to see the adjustment effect according to supplier's brand image type (B2B product-based brand image & B2B service-based brand image).
Research design, data, and methodology: In order to achieve the research objective, the survey was conducted for purchasers in the B2B market. The survey was conducted on companies in the Seoul City and six major metropolitan, and the survey methods were conducted in parallel with online surveys, e-mails, and face to face interviews. 186 of the collection data were used for hypothesis verification. Structural equations (AMOS) and regression analysis were used for hypothesis verification.
Results: The results of this study indicate that the e-WOM information trust and e-convenience factors are important influencing factors in enhancing the B2B relationship commitment. In addition, we categorize B2B brand image types and present that these B2B brand image types (product-based brand image & service-based brand image) have a regulatory effect on the impact relationships on B2B relational commitment.
Implications: Specially, This study presented that the e-WOM information trust has more greater impact on the B2B relational commitment when the product-based brand image is high. In addition, If the service-based brand image is high, it can be seen that e-convenience has more greater effect on the B2B relational commitment.

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8SNS 브랜드 상황에서 브랜드 경험이 라포, 재이용의도, 구전의도에 미치는 영향

저자 : 고정애 ( Jong-ae Ko ) , 김정희 ( Jeong-hee Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 125-142 (18 pages)

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Purpose: Under the premise that 'consumers make decisions by combining cognitive, sensory, emotional, behavioral, and relational characteristics', the purpose of this study is to reveal the mechanisms that can form an intimate and harmonious human bond in the SNS brand context. In addition, this study tried to investigate whether this mechanism can improve marketing performance in SNS context where interpersonal interaction is limited. To this end, the influence of brand experience on rapport, reuse intention, and word of mouth intention in SNS context was investigated, focusing on the rapport theory, which is considered to be a mechanism for forming bonds in human interaction studies.
Research design, data, and methodology: In order to achieve the research purpose, a hypothesis and a research model were developed by reviewing previous studies. The survey was conducted using questionnaires by selecting 332 respondents using South Korea's Big 3 SNSs (Naver Band, Instagram, Kakao Story) in Seoul, Gyeonggi, and Jeju by a convenient sampling method. The collected data were analyzed using AMOS, a structural equation model analysis technique.
Results: The empirical results are summarized as follows. First, SNS brand experiences showed multidimensional characteristics divided into sense, emotion, cognition, relationship, and behavior. Second, consumers' cognitive and relational SNS brand experiences had a positive (+) effect on consumers' perceived pleasant interactions, and consumers' cognitive, relational, and behavioral SNS brand experiences had a positive (+) effect on consumers' perceived personal connection. Third, the perceived personal bond of consumers had a positive (+) effect on SNS reuse intention. Fourth, consumers' personal connection and SNS reuse intention had a positive (+) effect on word of mouth intention.
Conclusions: This suggests that rapport, which is regarded as a bond formation mechanism in human interaction studies, can be formed even in non-face-to-face SNS brand context. This suggests that marketing managers should focus on cognitive, relational, and behavioral experiences in order to form consumer rapport and improve marketing performance in SNS brand context.

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9소셜 기반의 비즈니스 서비스의 품질요인이 소셜 비즈니스 성과 및 지속참여의도에 미치는 영향

저자 : 이상원 ( Sangwon Lee ) , 이명진 ( Myungjin Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 143-164 (22 pages)

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Purpose: In the rapidly growth of social business centered on social software and platform, the purpose of this study is to examine the relationship between the quality factors of social business service and the expected performance of social business service, and how those qualities are related to the continued participation intention. It's necessary to expand and invest social business for gaining competitive advantage in corporate organization.
Research design, data, and methodology: In this study, the quality factors of social business service were extracted concerning that the characteristics of social business service. And the performance of social business were summarized from the viewpoint of practical and expected performance, also continued participation intention. To reveal the structural relationship between main variables, a survey was conducted on 317 users. An EFA, CFA, and reliability analysis were performed to confirm reliability and validity. And structural equation was conducted to verify hypothesis.
Results: Main results are presented as follows. First, connectedness, interactivity, and relationship have been shown to have a positive effect on collaboration culture. Second, connectedness, interactivity, relationship, and compensation were shown to have a positive effect on co-decision and co-creation. Third, all factors of the performance of Social Business were found to have a positive impact on continued participation intention. Fourth, collaboration culture, co-decision and co-creation were found to have an indirect effect between the qualities of social business service.
Conclusion: This study presented the relationship between the qualities factor and the performance, performance factors and continued participation intention as well. And it could have many implications for corporate organization trying to establishing and expanding their social business as one of strategics. And also, considering its expected performance, it will be able to present quality factors that need to focus on establishing services.

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10유통기업에 있어서 핵심 영업활동 관련 정보가 이익 지속성에 미치는 영향

저자 : 유성용 ( Sung-yong Ryu ) , 서정운 ( Jeong-woon Seo ) , 육윤복 ( Yun-bok Yook )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 165-184 (20 pages)

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Purpose: The purposes of this study is to analyze how the variables representing core operating activities affect earnings persistence. Specifically, we analyze the effects of R&D expenditures, advertising expenses, depreciation and amortization expenses, gross profit to sales ratio, net operating asset turnover, and cash flows from operating activities to net operating assets ratio on earnings persistence.
Research design, data, and methodology: Based on the previous studies, the hypothesis to be tested in this study is established, and items in which managers can use their discretion in relation to core operating activities are selected. The analysis period is from 2009 to 2018. A multiple regression model was used to test the hypothesis.
Results: First, R&D expenditure, advertising expenses and depreciation and amortization expenses are found to have negative effects on earnings persistence. Second, the relationship between the ratio of gross profit to sales and earnings persistence is found to be positive. Third, the relationship between the ratio of net operating assets to sales and earnings persistence is found to be negatively significant. Fourth, the relationship between cash flows from operating activities to net operating assets and earnings persistence is not statistically significant. In the analysis comparing the characteristics of each industry, the effect of R&D expenditure and depreciation expenses on the size of earnings persistence is not statistically significant in distribution companies, whereas it is found to be negatively significant in manufacturing companies and other companies.
Implications: As a result of the analysis, there is a difference in the quality of accounting information that indicates the performance calculated by managers on core operating activities, and the pay-offs of their decision-making can be enhanced when the users of accounting information reflect these differences.

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