- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Vol.12 No.2
Abstract
Purpose - The purpose of this study is to target Chinese consumers of Korean agri-food through the analysis of agri-food brand identity images to set future directions for proposed agri-food exports to China. Since negotiations began for a free trade agreement (FTA) between Korea and China, some Koreans have worried about the Korean agriculture sector. The world trading system has undergone many changes in recent years. Since the start of FTA negotiations on agriculture, China and Korea have faced a heightened sense of crisis. China is trying to export agricultural products so actively that its agricultural exports could increase by more than 7% annually. China exported about one-tenth of its agricultural products to Korea in the period 2002-2010. Recently, the importance of brand identity has tended to increase, as the world becomes one unified market. In this situation, we should try to promote agri-food exports to China. It is very important to understand consumers' recognition of Korean food and the image of the Korean agri-food industry, to establish an export strategy. Research design, data, and methodology - This study targeted 2,800 adult men and women aged 25-59 years living in four major cities in China (Beijing, Shanghai, Guangzhou, and Qingdao) with a household income within the top 10% level in the China, using the one-to-one interview survey method. In addition, four groups by region (eight people per group) for a total of 32 groups were surveyed by using the focus group interview (FGI) research method, and impressions of imported agri-food were surveyed using 17 questions about fresh agri-food and 22 questions on processed agri-food. Factor analysis, brand positioning, biplot analysis, and so on, were carried out based on the results of these surveys. This research presents the brand identity of Korean food; according to the analyses, the brand identity is based on trust, safety, and attractiveness. Result - Factor analysis results showed that Chinese consumers expect four major qualities in imported fresh agri-food: freshness/safety, attractive appearance, premium branding, and excellent taste/quality. In the case of processed agri-food, it turned out that Chinese consumers are focused on safety/hygiene/freshness, health, and taste. In addition, in the fresh agri-food analysis by country, American foods had the upper hand; the image of American foods was also recognized as the most positive for processed agri-food. Meanwhile, according to the biplot analysis, Korean agri-food is strongly preferred for its appearance, but no country is strongly preferred as regards the level of freshness/safety that is expected by Chinese consumers. Conclusions - In this study, we analyzed the image of imported agri-food expected by Chinese consumers by reconstructing agri-food characteristics from the brand perspective. The research result shows that a Korean brand identity must be the ultimate goal for activities undertaken to enhance the image of Korean agri-food in the future. Additional research is needed because brand image can be formed through various channels.
Abstract
Purpose - This study used empirical methods to investigate the consciousness structure of vendors in the S marketing area, which is a commercial revitalization district in the country, and examined its effect on their business activities. Based on the results derived through the performance of an actual proof analysis, this study aims to facilitate the promotion of changes in the consciousness structures of traditional market vendors, with a view to allowing them to adapt to the current economic realities in the country. Further, this study aims to provide suggestions that would improve the efficiency of the commercial revitalization program of the government. Research design, data, and methodology - This study examined all the stores in the S marketing area using a questionnaire survey conducted over three weeks beginning on July 4, 2012, and involved the performance of a data analysis on 1,859 samples. The questionnaire consisted of two parts. The first part addressed the market revitalization and the second part addressed the store management strategies. Questionnaire responses were calibrated based on a Likert scale. Statistical analysis was conducted using PASW version 18.0. Results - The results of the analysis of the consciousness structure of merchants in the S marketing area have led to the discovery that they have a medium level of satisfaction with market revitalization. There was a difference in the perceptions of the concept of store management between merchants and customers. Merchants have poor strategies for store management, which do not go much beyond an imitation of the practices of large domestic discount stores. Conclusions - The appearance of big discount stores and the accompanying changes in people's consumption patterns have led to a decline in local market areas. The government has sought new ways to secure autogenic power for local markets. To create regional economies, the government enacted a revised "Law for creating traditional markets and shopping streets" in 2010 and introduced a commercial district revitalization program. This program, which originally supported only the S marketing area, has subsequently expanded into neighboring shopping districts so that the whole of the regional market can be revitalized. However, since the revitalization of the traditional market and the government support required for it were mostly limited to facilities, the result has not proved to be effective. Although there are several reasons why the government investment was characterized by poor efficiency, traditional market vendors' consciousness structure, which did not adapt well to the vagaries of time and its consequent changes, was a major cause. Only when vendors have a true merchant spirit can they have a real service focus that will enable them to clearly understand the distribution organization. This will have the effect of bring about complete customer satisfaction and will ensure the survival and development of traditional markets.
Abstract
Purpose - As economic activities between different countries have rapidly spread in a world of free trade, it is inevitable that a large volume of cargo will be carried between countries. It is natural, then, that CO2 emissions and other environmental pollutions have followed, which exposes people and society to serious environmental problems and social costs, and so on. Therefore, the need to understand logistics is not only a matter of transportation but also an environmentally oriented matter. The purpose of this study is to look at some lessons and implications from the European case in terms of green logistics matters. Research design, data, and methodology - In order to look into this matter, first, it has to be established that some cargo transport volumes using different transportation modes have clearly declined because of previous economic recessions. Some transport policies produced by the European Union (EU) are based in a long history of struggling to cope with transport matters in European countries. In its recent transport policies, the EU has provided greener transportation alternatives, realizing that pollution matters affect the European transport market. This study tries to determine what policies the EU has implemented to deal with green logistics matters. This study concentrates in particular on the Marco Polo program in the EU. Results - This study found that the EU seems to consider these kinds of matters, that is, transport and the environment in the context of green logistics. The EU launched some policy instruments to solve this matter relatively earlier than other countries and reviewed them as necessary. In order to make these policy tools work, the EU provided PACT for combined transport, and then the Marco Polo I and II European transport white paper packages. These European policies deal with green logistics matters in two ways. First, some restrictions have been imposed, especially taxation, and so on. Transport subsidies are also powerful means of handling green logistics matters in Europe. Along with these two means of dealing with transport and the environment, the EU eventually targeted integration of different transport modes. Instead of employing only a single transport instrument mode to deliver the cargo to be carried, such as trucking, rail, ocean-going carrier, flight, or inland waterway transport, the EU has proposed that combining transport modes is the best alternative for transport and the environment. That is, the EU is pursuing the adoption of multimodalism as an answer to the green logistics challenge as it provides a more cost efficient and more productive means of transport. Conclusions - In conclusion, multimodal transport should be considered when applying green logistics, as it can provide an alternative way to achieve transport and environmental solutions together at the present time. Two methods can be used to encourage multimodal transport: restrictions and subsidies. These are the lessons and implications from European green logistics policies.
Abstract
Purpose - The ultimate goal of a franchise system comes from its win-win strategy. Agency theory uses goal incongruity to examine complex contracting problems between buyers and suppliers. Goal incongruity within a contractual relationship can be defined as the agent's desire not to cooperate. It is the degree to which the contractual terms do not satisfy the agent's goals. The greater the goal incongruity between the agent and the contract, the more likely it is that the agent will meet the terms of the contract. Thus, goal incongruity between buyers and suppliers has close relationships with both behavioral and financial performance. This study tries to examine these relationships in the franchise context using a model including related variables, such as regulatory foci, financial performance, and opportunism, to explain the reasons that not all franchisees perform their best. In particular, the study examines the effects of goal incongruity on regulatory focus, and the effects of regulatory focus on performance and opportunism. In short, the objective is to determine goal incongruity's effect on regulatory foci, and the effect of regulatory focus on performance and opportunism. Research design, data, and methodology - This study used data collected from the franchisee managers of 104 franchisors in South Korea. The franchisors include more than 10 franchisees, the majority of whom have been in business for more than five years. The study also surveyed 104 franchisees, matched with their franchisors for the sake of a dyadic approach. The study used regression analysis to test the hypotheses. Results - H1 and H2 predicted that goal incongruity would decrease promotion focus and increase prevention focus. Supporting H1, the result indicates goal incongruity had a positive effect on promotion focus. However, H2 was not supported. Goal incongruity had no significant effect on prevention focus (β = -.375, t = -4.331 and β = -.145, t = -1.950, respectively). H3 and H4 predicted that promotion focus would increase financial performance and decrease opportunism. Supporting these hypotheses, the results indicate that promotion focus had a positive effect on financial performance and a negative effect on opportunism (β = .771, t = 7.899 and β = -.765, t = -6.778, respectively). H5 and H6 predicted that prevention focus would decrease financial performance and increase opportunism. However, the results do not support these hypotheses. The results indicate that prevention focus had no effects on opportunism or financial performance (β = -.130, t = -1.070 and β = .090, t = .641, respectively). Overall, the evidence generally supported the hypotheses. Conclusion - Goal incongruity between a franchisor and a franchisee increases the franchisee's financial performance and opportunism, and the relationship is mediated by promotion focus. Interestingly, however, prevention focus has no mediating effect between goal incongruity and performance. Even though no significant relation exists between goal incongruity and prevention focus, the results have two implications. First, decreasing goal incongruity can improve financial performance and suppress franchisee opportunism. Second, the relationship between goal incongruity and performance affects promotion-focused franchisees.
Abstract
Purpose - Theorists and researchers in the area of customer satisfaction generally agree that product satisfaction intervenes between expectancy disconfirmation and various post-purchase cognitive states including attitude and behavioral intention. Studies in a variety of settings have supported the effect of expectation and its disconfirmation on satisfaction, but only a small number of studies address the cognitive consequences of satisfaction decisions and none report data on choice processes such as brand selection. This study examines the influence of satisfaction and its determinants on behavioral intention and product preference in eight coffee shops across the country. Generally it was found in both overall and summed attribute analyses that satisfaction was a function of expectation and disconfirmation, that intention was a function of satisfaction, and that preference was influenced by satisfaction and disconfirmation, the latter having the greater effect. Research design, data, and methodology - The main objective of this study was to assess the dimensions of consumer selection and satisfaction in choosing a coffee shop. In order to achieve this objective, a study of coffee shops across the country was conducted. This study comprised in-depth questionnaires distributed to coffee shop customers. A survey was conducted from September 1, 2011 to September 30, 2011, involving franchise coffee shop, independently owned coffee shop, and roastery coffee shop customers. Results - Hypothesis 1-1, which states that coffee shop choice attributes differ based on the type of coffee shop, is accepted. It has a significance level of 0.05, according to choosing properties of coffee shop by convenience of transportation, varieties of beans, residence of the owner (manager), information, and relationships. Hypothesis 1-2, which states that satisfaction with the choice factor differs depending on the type of coffee shops, is accepted. The P-values for cleanliness and varieties of beans were 0.04 and 0.00, respectively, and have a significance level of 0.05, according to the satisfaction with the chosen coffee shop. Hypothesis 2-1, which states that the importance of the choice attributes in coffee shop selections differs based on the demographic characteristics of the customers, is accepted. According to the t-test result, convenience of parking and residence of the owner (manager) are significant. Hypothesis 2-2, which states that satisfaction with the choice factor will differ depending of the type of coffee shop, is accepted. According to the t-test result, convenience of parking and residence of the owner (manager) are significant. Conclusions - This study has shown that intention to revisit a certain shop is most likely correlated to satisfaction in all cases. In order to offer subsequent developments for coffee shops, this study also identifies relations between customer satisfaction and selection by finding significant factors. In order to maximize customers' satisfaction, coffee shops should analyze and satisfy customers' needs and wants in terms of coffee service. While the findings do not generalize beyond the mall sampling procedure used here, we have hopefully identified a close approximation of the process of satisfaction decisions used by consumers generally.
Abstract
Purpose - In recent years, many firms have attempted various approaches to cope with the continual increase of aviation transportation. The previous research into freight charge forecasting models has focused on regression analyses using a few influence factors to calculate the future price. However, these approaches have limitations that make them difficult to apply into practice: They cannot respond promptly to small price changes and their predictive power is relatively low. Therefore, the current study proposes a freight charge-forecasting model using time series data instead a regression approach. The main purposes of this study can thus be summarized as follows. First, a proper model for freight charge using the autoregressive integrated moving average (ARIMA) model, which is mainly used for time series forecast, is presented. Second, a modified ARIMA model for freight charge prediction and the standard process of determining freight charge based on the model is presented. Third, a straightforward freight charge prediction model for practitioners to apply and utilize is presented. Research design, data, and methodology - To develop a new freight charge model, this study proposes the ARIMAC(p,q) model, which applies time difference constantly to address the correlation coefficient (autocorrelation function and partial autocorrelation function) problem as it appears in the ARIMA(p,q) model and materialize an error-adjusted ARIMAC(p,q). Cargo Account Settlement Systems (CASS) data from the International Air Transport Association (IATA) are used to predict the air freight charge. In the modeling, freight charge data for 72 months (from January 2006 to December 2011) are used for the training set, and a prediction interval of 23 months (from January 2012 to November 2013) is used for the validation set. The freight charge from November 2012 to November 2013 is predicted for three routes - Los Angeles, Miami, and Vienna - and the accuracy of the prediction interval is analyzed using mean absolute percentage error (MAPE). Results - The result of the proposed model shows better accuracy of prediction because the MAPE of the error-adjusted ARIMAC model is 10% and the MAPE of ARIMAC is 11.2% for the L.A. route. For the Miami route, the proposed model also shows slightly better accuracy in that the MAPE of the error-adjusted ARIMAC model is 3.5%, while that of ARIMAC is 3.7%. However, for the Vienna route, the accuracy of ARIMAC is better because the MAPE of ARIMAC is 14.5% and the MAPE of the error-adjusted ARIMAC model is 15.7%. Conclusions - The accuracy of the error-adjusted ARIMAC model appears better when a route's freight charge variance is large, and the accuracy of ARIMA is better when the freight charge variance is small or has a trend of ascent or descent. From the results, it can be concluded that the ARIMAC model, which uses moving averages, has less predictive power for small price changes, while the error-adjusted ARIMAC model, which uses error correction, has the advantage of being able to respond to price changes quickly.
Abstract
Purpose - The Korean government has revised the distribution industry development law to regulate large-scale retailer operations to protecting medium- and small-scale retailers and traditional markets. According to the revised law, large-scale retailers must follow regulations on operating hours and compulsory store closures two days per month. Based on the revised distribution industry development law, most local governments regulate operation hours and they have adopted compulsory closure programs for large-scale retail stores. However, it is argued that fresh food producers suffer from a decrease in sales based on the compulsory closure of stores operated by large-scale retailers. Large-scale retailers reduce their fresh food orders from agricultural and fishery producers because of the compulsory store closures. Fresh food producers also suffer from a decrease in prices because reduced orders lead to a decrease in auction prices based on the availability of excess goods in wholesale markets. This paper investigates the effects of operation regulations for large-scale retailers on agricultural producers by surveying agricultural and fishery producer organizations. Research design, data, methodology - A survey was conducted on 117 producer organizations of fruits and vegetables, cereals, fisheries, and livestock products from September 10 to October 4, 2012. Survey items are annual sales, shares of sales accounted for by large-scale retailers, reduction of orders and prices from large-scale retailers, methods to deal with the sales reduction, unfair trade practices of large-scale retailers, opinion of the large-scale retailer regulations, and so on. The average sales of the sampled producer organizations are 13.7 billion won and the average share of sales accounted for by large-scale retailers is 35.4%. Results - Survey results show that the sample producer organizations' sales decreased 10.1% because of the compulsory closures of stores operated by large-scale retailers. It is estimated that the total sales of producer organizations decreased 371.2 billion won because of the regulations on the operation of large-scale retailers. In addition to the direct effect of a sales decrease due to order reduction, agricultural and fishery producer organizations suffered from the secondary effect of price reduction in wholesale markets. When orders from large-scale retailers decreased, most agricultural and fishery producer organizations shipped redundant products to wholesale markets, decreasing auction prices. It was estimated that the price received decreased 21.9% when sold in other marketing channels. As producer organization sales decreased, it was reported that the labor force employed by producer organizations also decreased by 15.1%. Therefore, we can conclude that the regulations for large-scale retailer operations resulted in negative impacts on agricultural producers. Conclusions - Although the sales reduction due to the regulations for large-scale retailer operations are not great, the cumulative effects due to the continued compulsory closure of stores operated by large-scale retailers could be great. This paper suggests governmental programs that could help agricultural producer organizations to find new and effective marketing channels such as direct marketing, farmers' markets, exports, Internet shopping, and so on.
Abstract
Purpose - Recent rapid environmental changes in the hospital industry are accelerating the spread of customer satisfaction management. Customers' desires have become diversified and advanced; in the past, customers tended to preferred popularized and standardized care, whereas they now prefer individualized and differentiated care, based on an increase in income. Specifically, this study tries to analyze the mediating effects of factors that affect the configuration portion of customer value and relationship quality (customer trust and relationship commitment) by investigating the impacts and configuration factor of customer value on relationship quality and determining how these factors impact customer loyalty directly or indirectly. Research design, data, and methodology - This study aims to determine the customer value factors that impact the perceptions of dental hospital customers, how these factors impact relationship quality and customer loyalty, and the causal relationship of these factors, and to verify the research model based on previous research. To increase the validity and reliability of the questionnaire, the authors of this study constructed basic questions using measurement tools already verified for reliability and validity in existing studies. In this study, customer value is defined as customers' recognizing value by exchanging goods or services and is measured using a five-point Likert scale using 19 questions about the 4-Ds, such as convenience value, quick service, response value, and trustworthiness. For each question, "very low" was set at 1 point and "very high" at 5 points. Customer trust, relationship commitment, and customer loyalty are also measured using a five-point Likert 5-point scale (1 = very low, 5 = very high) based on previous studies. Results - For customer value, trustworthiness and quick service are shown to have direct significant positive impacts on customer loyalty. For customer value and quality of the relationship (customer confidence and commitment), trustworthiness, response value, confidence value, and quick service are shown to have a significant positive impact on customer truth, in order of impact. For the relationship between customer value and commitment, quick service and response value are shown to have significant positive impact. Customer confidence has a very high positive influence on commitment. For the relationship between the quality of the relationship (customer confidence and commitment) and customer loyalty, customer confidence is shown to have more of an impact than commitment, in terms of a direct influence of customer loyalty. Commitment showed a positive impact on customer loyalty. For the relationship between customer confidence and customer loyalty, commitment showed a mediating effect. Conclusions - Many additional variables could apply; this study focused on customer value, quality of the relationship, and customer loyalty. In particular, there will be significant value in identifying the relationships among customer value, relationship quality, and customer loyalty by using impact factors for customer value; ensuring external validity by expanding denotation and applying the findings to other service industries; and undertaking continuous research. This study has limited generalization potential because the target for this survey was located only in the Seoul area.
Abstract
Purpose - Korea has a better geographical location than other nations in the Northeast Asian region. This means that Korea has an opportunity to become the center of international physical distribution in Northeast Asia. Korea should take advantage of this opportunity by exploring appropriate strategies to achieve this goal, assuming government willingness, with a view to capitalizing on the geographical advantage of the Korean peninsula and constructing a comprehensive physical distribution network system. If we prepare for this scenario, Korea could become the center of international physical distribution in Northeast Asia. Research design, data, and methodology - This study has the purpose of determining how shipping companies form partnerships with third-party logistics providers, and the relevant implications. The survey methods used were personal interview and a questionnaire distributed through e-mail, fax, mail, and telephone. A total of 600 questionnaires were distributed, out of which 285 were returned. Of the collected questionnaires, 10 were excluded because of insufficient content, leaving 275 to be used in the study as available valid samples. The data that was collected from these samples was analyzed using the data coating process and by employing a statistical package program. Results - Flexible policies, administration, and systems will be needed to create better business practices. In this dissertation, first and foremost, the results reveal that in order to become the center of Northeast Asian logistics, Korea must transition into a new paradigm based on the current economic and social systems that have stemmed from bureaucracy, inflexibility, chauvinism, and egalitarianism. Flexible policies, administration, and systems will be required to create better business practices. Domestic logistics corporations need to occupy a strategic logistics hub, create a logistics network, and activate value-added logistics business strategies by ensuring significant manpower and by building a logistics information system to strengthen their competitive edge, creating an improved system. Conclusions - In this dissertation, first and foremost, we point out that in order to become a center of North East Logistics, Korea should change to a new paradigm from the old one based on current economic and social systems that have stemmed from bureaucracy, inflexibility, chauvinism, and egalitarianism. More reasonable business laws, systems, and policies based on market-driven flexibility and transparency should be created. Moreover, social norms and rules should be reasonably established, to accomplish political and social security. Korea has to cultivate a culture of tolerance for foreign companies. This involves a change of paradigm for the development of the capital city and satellite cities. It will take a powerful task force or organization to plan and execute the vision that aims to meet these needs, accomplish the necessary goals, use the appropriate system effectively, and make Korea a key country in the field of Northeast Asian logistics.
Abstract
Purpose - This research undertakes to understand the trade structures of both China and Japan to strengthen Sino-Japan economic cooperation and examines impediments to trade between the 2 countries to analyze causes which affect trade and to examine improvements in these areas to find out ways of trade expansion. Through this survey of a defined period of time, we can identify the structural factors of trade dependence in the relationship between China and Japan. Research design, data, methodology - The data were collected from Korea Traders Association, Korea Customs Office and UN Comtrade, from which whole table indexes are calculated by author. This research methodology uses trade related indexes to focus on analyzing comparative advantages based on time-series analysis statistics data (2000~2012), by using the analysis index of Trade Intensity Index (TII), Revealed Comparative Advantage Index (RCA) and Trade Specialization Index (TSI). Results - The export ratio for China against Japan was a little higher in 2000 at 2.867 and the export ratio for China against Japan was sustained in 2005. However, it diminished gradually and reached 1.263 in 2012. During the whole period of 2000~2012, the indexes were maintained without any significant change. However, they are still moving closer to -1. Especially, in 2012 it is the closest it has been to -1. Therefore, Japan has a comparative advantage toward export specialization. On the other hand, China has a comparative advantage toward import specialization. For the whole research period, all indexes were much smaller than 1, which means that China has comprehensively had a comparative disadvantage against Japan for the past 10 years when compared to other industries, even though it had improved in 2000. Conclusions - The summary of conclusions based on empirical analysis research are as follows: First, per the Trade Intensity Index of industries between the 2 countries, we can conclude that export ratio index is 2.867, based on the formula, in 2000, which means the export ratio of China against Japan is a little bit higher. Furthermore, the ratios of 2.259 and 1.263 are indicated in 2005 and 2012 respectively which mean the export ratio of China against Japan was maintained in 2005 but was diminishing gradually as the index is 1.263 in 2012. Second, per the Trade Specialization Index of the shipping industry between China and Japan, -0.379 is indicated in 2000, -0.368 in 2005 and -0.568 in 2012. Looking at the whole period of 2000~2012, the indexes were maintained without any significant change. However, they are still moving closer to -1. Especially, in 2012 it is the closest it has been to -1. Third, per the Revealed Comparative Advantage Index of the automobile industry between China and Japan, the RCA indexes in 2005 and 2012 are 0.246 and 0.306 respectively which are still far from 1 even though the index is improved compared to 2000's value of 0.0001. Therefore, the Chinese automobile industry is very much at a comparative disadvantage to that of the Japanese automobile industry.