초록

본 연구는 커피전문점 중에서 최근 매장 수 기준으로 선두를 유지하고 있는 카페베네를 대상으로 선택속성에 따른 시장을 세분화하고 세분시장에 대한 프로파일(profile)에 바탕을 둔 세분시장 분석, 그리고 세분시장별 만족도의 차이를 분석함으로써 커피전문점 특히, 카페베네의 효율적 운영을 위한 전략적 대안을 제시하고자 하였다. 분석결과를 요약하면 다음과 같다. 첫째, 프랜차이즈 커피전문점 선택속성에 대한 요인분석 결과 '가격', '분위기', '편안함', '맛', '입지' 등 5개 요인이 도출되었으며, 도출된 요인을 이용하여 군집분석을 실시한 결과 3개의 세분시장으로 분류되어, 각각 '분위기 추구집단', '편리함 추구집단', '맛 추구집단'으로 명명하였다. 둘째, 군집변수에 대한 판별분석 결과, 군집분석에 이용된 변수의 시장세분화 기여도가 매우 유의적인 것으로 나타났으며, 입지요인과 분위기 요인이 군집분석에 대한 기여도가 가장 높은 것으로 밝혀졌다. 셋째, 세분시장별 인구통계학적 특성에 따른 교차분석을 실시한 결과 '분위기 추구집단'의 경우 20대 초반 연령대의 여성으로서 인지경로가 '길을 걷다가'와 '지인을 통해서'인 경우가 많은 주로 옥외광고 및 소개를 통해 매장을 찾는 집단인 것으로 나타났다. '편리함 추구집단'은 여성고객이 많으며 20대 초반의 대학생 또는 전문직 종사자인 경우가 많고, 타 집단에 비해 카페베네의 추천의향이 높게 나타나 충성도가 높은 집단으로 나타났다. '맛 추구집단'은 타 집단과는 달리 20대 후반의 대학졸업 이상의 학력자가 많았으며, 추천의향이 비교적 낮아 충성도가 낮은 집단인 것으로 확인되었다. 넷째, 세분시장에 대한 만족도 차이를 분석하기 위해 one-way ANOVA분석을 실시하였으며, 그 결과 메뉴 만족과 전반적 만족 각각에서 세분시장별 유의적인 차이를 발견하였다. 이러한 결과를 통해 선택속성에 대한 만족도가 높은 집단일수록 메뉴 만족이나 전반적 만족을 크게 지각한다는 사실을 알 수 있었다. 이러한 연구결과는 고객이 커피전문점을 선택할 때 가격, 분위기, 편안함, 맛, 입지 등을 중요하게 고려하며, 세분시장에 따라 인구통계적 특성의 차이를 보이고 있어 세분시장별 차별화된 마케팅 전략 수립이 필요함을 알 수 있다. 즉, '분위기 추구집단'의 경우 매장의 분위기나 편안함에 대해서는 높은 만족감을 표시하는 한편, 가격에 대해서는 낮은 만족도를 보이고 있는데, 이는 이 집단이 10대 후반 및 20대 초반의 연령대가 많으며, 경제적인 문제로 인해 가격에 부담감을 갖기 때문인 것으로 풀이된다. 따라서 일률적인 가격정책 보다는 시즌별 가격차별화, CRM시스템 구축을 통한 개인별 다양한 가격할인 혜택 등의 정책으로 가격부담을 완화시키는 것이 필요하다. '편리함 추구집단'은 입지나 매장의 편리함에 대해서는 비교적 높은 만족도를 보이고 있으며, 타 집단에 비해 20대 초반의 여성고객이 많고 학생과 전문직 종사자가 많으며 카페베네의 추천의도가 가장 높은 집단으로 분석되었다. 따라서 이러한 충성고객 집단에 대해서는 봉사 활동 및 사회적 기업으로서의 이미지를 지속적으로 전달함으로써 기업에 대한 긍정적 이미지를 심어주는 것이 필요하다. '맛 추구집단'의 경우 맛이나 입지에 대한 만족수준이 높은 반면, 추천의향은 상대적으로 낮게 나타났다. 이 집단은 주로 20대 후반으로서 대학 졸업 이상 고학력의 전문직 종사자가

Abstract

This study provides analysis of the effectiveness of domestic marketing strategies of the Korean coffee shop "Caffe Bene". It bases its evaluation on statistical outputs of 'choice attributes,' "market segmentation," demographic characteristics," and "satisfaction differences." The results are summarized in four points. First, five choice attributes were extracted from factor analysis: price, atmosphere, comfort, taste, and location; these are related to coffee shop selection behavior. Based on these five factors, cluster analysis was conducted, with statistical results classifying customers into three major groups: atmosphere oriented; comfort oriented; and taste oriented. Second, discriminant analysis tested cluster analysis and showed two discriminant functions: location and atmosphere. Third, cross-tabulation analysis based on demographic characteristics showed distinctive demographic characteristics within the three groups. Atmosphere oriented group, early-20s, as women of all ages was found to be 'walking down the street 'and 'through acquaintances' in many cases, as the cognitive path, and mostly found the store through 'outdoor advertising', and 'introduction'. Comfort oriented group was mainly women who are students in their early twenties or professionals, and appeared as a group to be very loyal because of high recommendation to other customers compared to other groups. Taste oriented group, unlike the other group, was mainly late-20s' college graduates, and was confirmed, as low loyalty, with lower recommendation activity. Fourth, to analyze satisfaction differences, one-way ANOVA was conducted. It shows that groups which show high satisfaction in the five main factors also show high menu satisfaction and high overall satisfaction. This results show that segmented marketing strategies are necessary because customers are considering price, atmosphere, comfort, taste, location when they choose coffee shop and demographics show different attributes based on segmented groups. For example, atmosphere oriented group is satisfied with shop interior and comfort while dissatisfied with price because most of the customers in this group are early 20s and do not have great financial capability. Thus, price discounting marketing strategies based on individual situations through CRM system is critical. Comfort oriented group shows high satisfaction level about location and shop comfort. Also, in this group, there are many early 20s female customers, students, and self-employed people. This group customers show high word of mouth tendency, hence providing positive brand image to the customers would be important. In case of taste oriented group, while the scores of taste and location are high, word of mouth score is low. This group is mainly composed of educated and professional many late 20s customers, therefore, menu differentiation, increasing quality of coffee taste and price discrimination is critical to increase customers' satisfaction. However, it is hard to generalize the results of study to other coffee shop brand, because this study have researched only one domestic coffee shop, Caffe Bene. Thus if future study expand the scope of locations, brands, and occupations, the results of the study would provide more generalizable results. Finally, research of customer satisfactions of menu, trust, loyalty, and switching cost would be critical in the future study.

초록

Abstract

Although a huge number of academic researchers have paid considerable attention to exploring both the degree to which store image influences retailer brand customers and how to develop store personality, they have overlooked the contemporary retail context in which retailers have developed many different types of retailer brands, that is, price-oriented or quality-oriented retailer brands. Rather than focusing on the latter, much literature has looked at the former. Accordingly, even though there are many articles related to store image, a few authors have shown their interest in identifying the extent to which store personality affects customers purchasing retailer brands at lower prices. As a result, their efforts have been to illustrate the relationship between store image and consumer behaviours buying retailer brands. In that multiple retailers over the world such as E-Mart, Lotte-Mart, Tesco Korea and Tesco UK have actively introduced not only the quality-focused retailer brands that quality is better than, or equal to national brands, and prices are slightly higher than, or equal to them, but also price-focused retailer brands, academicians should make an effort to investigate how store image affects customers purchasing a quality-oriented retailer brand, comparing with previous research results. That is why the authors illustrate the extent to which store personality components influence retailer brand customers, including particularly quality-oriented retailer brand customers through an empirical research. By adopting a questionnaire method as a research technique to illuminate the relationship between store image components and retailer brand customers, research validity increases and further, data gathered through a field survey are analysed through a few statistic analysis methods, in order to minimise statistical deviations. Compared with the prior research concentrated on price-focused retailer brands, the authors have significantly shed light on customer behaviours purchasing retailer brand products with higher quality. When it comes to store personality components, the research suggests the following five items: merchandise attributes, services, physical facilities, promotions, and institutional image, considering the subcomponents mentioned by the previous research. Proposing the conceptual research model which those elements are differently hypothesised, according to retailer brand types: PR (Price-oriented Retailer brand) and QR (Quality-oriented Retailer brand), the research is proceeded. Through empirical research, the authors found that amongst the five items, only promotion influenced retailer brand customers in the Korean retailing marketplace, unlike other countries explored by many researchers, such as UK. Although much literature emphasises that those elements are closely related to retailer brand buying proneness, it is completely not fit to the Korean market. Also, research findings provide new insights into the degree of store image effects on retailer brand customers for academiciansand practitioners. Whether the retailer brand development program that a retailer has carried simultaneously both price-focused and quality-focused retailer brand types is practically profitable should be explored in the future.

초록

Abstract

With the many advantages of the internet, online shopping has become one of the fastest growing types of retail businesses. However, internet-based firms are much more firmly required to retain existing customers rather than secure new ones, and to make them revisit the site by strengthening trust and loyalty, thereby improving profits and outrivaling competitors. Commitment is an essential part of successful long-term relationships between buyers and sellers. Although commitments by both parties in an exchange can provide the foundation for the development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. Moreover, flow, which is characterized by intense concentration and enjoyment, was found to be significantly linked with exploratory use behavior, which in turn was linked to the extent of computer use. The level of flow was, itself, determined by the individual's sense of being in control, and the level of challenge perceived in maneuvering a website. Website attractiveness goes hand in hand with the attractiveness of an internet shopping mall, and it can be conceptualized as the persuasive effectiveness of a message by the use of familiarity, favor, similarity, etc. It occurs when information receivers try to achieve self-satisfaction when they actually or emotionally identify themselves with an information source. This study investigates the relationship between the perceived system characteristics of an internet shopping mall and the loyalty of online consumers, and it examines how perceived website attractiveness and flow play mediating roles between the perceived system characteristics of an internet shopping mall and the affective commitment in the context of a clothes internet shopping mall. For these purposes, a structural model comprising several variables was developed. That model was tested with an analysis of moment structure (AMOS) using data from respondents who had purchased clothing through the internet during the past three months. In this model, the perceived system characteristics of an internet shopping mall, such as familiarity, reputation, uniqueness, positive emotions, self-efficacy, and interactivity, were proposed to affect the website's attractiveness and flow, and lead to a higher affective commitment over time. Thus, the perceived website attractiveness and flow were proposed as core mediating variables between perceived system characteristics and affective commitment. The results of a reliability test using Cronbach's Alpha, and a confirmatory factor analysis warranted using unidimensionality for the measures for each construct. In addition, the nomological validity of the measures was warranted from the results of a correlation analysis. The results of empirical analyses indicated that systematic attributes resulting in website attractiveness and user's characteristics, thereby triggering customers' flow, play a crucial role in inducing customers' affective commitment, and a user's characteristics are twice as important as systematic attributes in this study. Moreover, familiarity, reputation, and uniqueness all have a significant effect on website attractiveness, and the research showed that uniqueness took the first place, and that familiarity and reputation followed in order of magnitude. The fact that reputation was not the most important factor that affects the attractiveness of an internet shopping mall, with uniqueness or familiarity having a greater impact, suggests much deeper implications. Finally, positive emotion, self-efficacy, and interactivity all have a significant effect on customers' flow. In particular, the fact that positive emotion, compared to self-efficacy or interactivity, has much more impact on flow is very suggestive.

초록

전통시장의 화재발생 위험요인은 대부분 도심이나 주택가 밀집지역에 위치해 상권상의 입지여건은 양호하나 시설 낙후와 재난 시설의 미비로 인하여 화재 발생시 대형화재로 전이될 위험성을 가지고 있다. 또 많은 사람들이 밀집돼 있다 보니 전기·가스시설의 무분별한 사용과 겨울철 난방기의 과도한 사용으로 화재발생 요인이 높다. 이처럼 전통시장은 화재에 취약한 점으로 인해 화재보험가입도 어려워 대부분 영세 상인들의 정신적 피해와 막대한 물질적 피해를 입게 됨에도 불구하고, 전통시장의 대다수 상인들이 생계형 상인으로 안전의식 부족 및 안전 시설관리가 미흡한 실정이다. 영세 상인이 다수로 화재시 기초적 생계 곤란과 경제적 부담 등을 이유로 대다수 시장의 화재보험 가입률이 저조하고, 노점상의 가입은 전무하여 사후 보상에도 한계를 가지고 있다. 이러한 문제점에 따라 본 연구는 전통시장의 시설 낙후성, 화재 취약성 등에 노출된 시장의 보험가입 실태 파악하고자 한다. 그리고 문헌 연구를 통한 이론적 고찰과 관계자 인터뷰를 통한 현장사례 연구, 재래시장 보험실태조사를 통해 문제점을 분석하였다. 전통시장 108여개와 점포 981개를 대상으로 화재보험가입자및 실태조사를 실시하였다. 조사방법은 설문지에 따라 직접 개별점포를 방문하여 일대일 개별면접조사 방법으로 조사를 실시하였다. 조사내용은 보험가입현황과 보험에 대한 인식을 조사하였다. 이러한 분석을 토대로 전통시장의 화재발생 안전성 확보를 위해 화재보험 가입을 위한 대안 제시와 중앙정부에서의 시설 현대화 사업의 정책 중 안전부문을 보강할 수 있는 개선 방안을 제시하였다.

Abstract

Concerning the risk factors of the outbreak of a fire in a traditional market, most of those markets are located in downtown areas or residential areas; thus, although their location may be favorable in terms of marketability, they face a potential risk in that a fire may develop into a large blaze owing to poor environment or the absence of facilities prepared for disaster during a fire. Moreover, as many people are densely poised in the markets, it is very probable that a fire may occur owing to the excessive use of heaters in the winter as well as the reckless use of electric and gas facilities. It seems that traditional markets encounter difficulty being insured against fire, because of their vulnerability and that the vast majority of small-scale sellers are likely to suffer mental anguish and tremendous physical injury in case of a fire. However, most of those sellers in the traditional markets are hand-to-mouth sellers, and they lack awareness of safety concerns and have insufficient experience in safe facility management. As small-scale sellers constitute the majority in the traditional market, the subscription rate of fire insurance in most of the traditional markets is low for the reasons of their needy circumstances and their financial burden. Statistically, the subscription by street vendors is non-existent; therefore, these vendors have a fairly limited access to indemnification after fire damage. Because of these problems, this study's purpose is to identify the current level of insurance subscription by these markets, which are exposed to poor facilities and vulnerability to fire. In order to fix this, it appears that shop owners and consumers will have to band together. For this study, we executed a fire policyholder fact-finding mission at traditional markets with approximately 108 and 981 stores. The research method was executed by an investigation using one-on-one individual interviews using a questionnaire. The contents investigated current insurance subscriptions. The method of analysis looked at the difference of insured amount according to volume size through cross-tabulation of the difference of insured amount by possession form, difference of insured amount by market form, difference of insured amount by category of business, difference of insured amount by market size, etc. Furthermore, the study should be used to propose solutions for problems through theoretical review with the use of a literature research, because the field case study was through interviews with the persons concerned, and the survey of the current insurance subscriptions by traditional market shopkeepers. The traditional market would generally have difficulty affording fire insurance. Fire insurance subscription rates of most of the market proved to be inactive, because of the economic burden of payment. Lack of funds is thought to be the main factor that causes a lack of realization about the necessity of fire insurance. In addition to expensive insurance premiums, sometimes, the companies' valuation of the businesses is lower than their actual valuations, and they do not pay out enough during a claim. The research presents an improvement plan that, when presented at the traditional markets, may strengthen their ability to procure fire insurance through the help of the central government. Researchers connected with the traditional market mainly accomplish the initial research. However, although this research has its limitations, it offers considerable benefits. For future researchers, I would suggest looking at several regions for comparison.

초록

기업의 지역사회 특화 스폰서십이란 기업이 특정 지역사회에서 사회적 및 경제적 자산의 획득을 기대하고 그 지역에 소속되어 있는 개인이나 조직에 금전 또는 기업의 제품·서비스를 제공함으로써 상호의존적인 관계를 형성하는 것을 가리킨다. 보통 스폰서십은 전국적인 인물이나 조직에 대한 스폰서링을 통해 브랜드의 노출을 극대화하여 브랜드 자산에 영향을 미치려고 한다. 반면, 지역사회 특화 스폰서십은 영향을 미치고자 하는 범위가 특정 지역사회에 국한되어 있다. 그 한 사례가 포스코와 죽도시장의 협력관계이다. 포스코는 사회공헌 활동의 하나로 죽도시장을 지원하고 있다. 이러한 지원에 대하여 죽도시장은 시장 내에 포스코 깃발을 게양하여 상인 및 일반쇼핑객에게 알리고 있다. 포스코는 이러한 스폰서십을 통해 상인들이 주도하는 지역 여론의 지지라는 사회적 자산을 획득한 적이 있다. 그런데 그것이 경제적 자산의 개발로 연결되었는지는 아직 측정되지 않았다. 따라서 본 연구에서는 포스코와 죽도시장의 스폰서-스폰시 관계가 현재적 및 잠재적으로 경제적 자산을 창출하는 데 영향을 미쳤는지를 확인하기 위하여 스폰서십이 브랜드 자산을 구성하는 기업 이미지 제고와 브랜드 충성도 강화에 어떻게 영향을 미쳤는지를 검정하였다. 연구결과는 포스코와 죽도시장 사이의 지역사회 특화 스폰서십은 사회적 자산뿐만 아니라 경제적 자산을 창출하는 데 공헌하는 것으로 나타났다. 단, 일반쇼핑객 집단과 상인집단에 따라 기업 이미지와 브랜드 충성도에 다르게 영향을 미치는 것으로 나타났다.

Abstract

The concept of Corporate Social Responsibility (CSR) was first introduced sixty years ago in the academic field. However, the phrase CSR was not explicitly stated before the 1990s in Korean business and academic researches. Recently CSR is more considered a corporate strategy than a philanthropic donation. CSR comprises contributions to local communities as well as using environmentally beneficial and humane practices. Sponsoring is one available marketing tactic used in order to communicate with the market. This study of sponsorship has concentrated on developing brand asset by accessing potential values of sporting events or star-players. However, sponsorship includes providing funds or goods to non-profit institutions as well as sports or entertainment organizations. Accordingly corporate community-specific sponsorship is defined as firms offering to provide money, goods and/or services to individuals and/or institutions within a particular community, thus establishing an interdependent relationship between the partners aspiring to gain social and economic assets. National sponsorship is typically targeted toward commonly recognized individuals and/or organizations with the intent to maximize exposure of a sponsor's brand, and is known to positively affect brand equity(community-specific sponsorship is committed to a limited local area) that a firm could benefit from by gaining a specific asset. POSCO sponsors the Jukdo Market, locate dinthe city of Pohang, tohelp revive their traditional market. Inreturn, the Jukdo Market merchant suni on display sflags with the POSCO embleminfrontof stores with in the market intending to make shopper sand merchant saware of POSCO's sponsorship. POSCO has succeeded in acquiring public support from the citizens of Pohang. However, the economic effects resulting from the cooperative relationship between POSCO and the Jukdo Market have yet to be measured by any empirical research. The purpose of this study is to assess the economic effects created by the community-specific sponsorship from the groups of merchants and shoppers, measuring its influence on the corporate image and subsequent brand loyalty, as parts of brand equity. The result of the study shows that the community-specific sponsorship of POSCO of the Jukdo Market had different influences on its corporate image and the brand loyalty of shoppers and merchants. First, the merchant group who was more frequently exposed to POSCO's flag recognized the sponsorship of POSCO more than the shopper group, and, therefore, had a better image of the company. Second, the recognition of POSCO's sponsorship had a positive influence on its corporate image, and that positive corporate image had a positive effect on brand loyalty development. However, the recognition of the sponsorship did not have a direct influence on brand loyalty. The friendly corporate image developed by the recognition of the sponsorship consequently could have had an effect on brand loyalty. Therefore, companies should not relinquish investments to corporate image development if they require more brand loyalty. Third, the influence of corporate image on brand loyalty shows stronger results in the shopper group rather than in the merchant group. Psycho-graphic factors of shoppers and merchants might give rise to the difference between the two groups.

초록

본 연구는 1980년대 이후 관심을 끌고 있는 리더십연구를 프랜차이즈시스템의 본부와 가맹점관계에 적용하였다. 연구의 목적은 여러 선행연구 및 자료에서 나타난 핵심이슈들 즉, 윤리성, 정보기술, 그리고 조직문화를 리더십의 선행요인으로 보고 이들과 리더십스타일 및 성과 간 관계를 규명하고자 한다. 이를 위하여 프랜차이즈의 3개 업종, 즉 외식업, 서비스업, 도소매업의 가맹점 220업소의 점주를 대상으로 자료를 수집 분석한 결과 거래적 조직문화가 리더십을 강화시키고, 기술역량은 변혁적 리더십만을, 윤리성은 경로리더십유형에 관계없이 모두 영향을 미쳤다. 리더십의 성과에는 변혁적 리더십은 재무적 성과를 강화시키나 거래적 리더십은 관계시민행동을 강화시키는 것으로 나타났다. 이는 프랜차이즈본부가 거래관계를 중시한 과업지향적 문화를 조성하여 리더십을 강화하고 윤리성의 확립과 기술역량을 축적해야 하며 변혁적 리더십과 거래적 리더십을 선택적으로 발휘하여 재무적 성과와 관계시민행동을 촉진해야함을 나타내 보였다. 본 연구는 "리더십조건은 만들어 질수 있다"는 메시지의 전달과 정부의 유통정책에 경로리더의 양성과 활용기반을 마련하며 윤리교육과 윤리가이드라인이 필요함에 대한 단서를 제공하였다.

Abstract

The relationship between buyers and sellers is changing into a long-term relationship. A number of distribution channel researchers have determined that the behavior of distribution channel members can be characterized by relational exchanges. The members of relational distribution channels may be perceived as strategic partners; however, even within these arrangements, member asymmetries may exist, which can create unequal distributions of power and dependence. Thus, as all distribution channel members may not be equal in power, it is possible that a less-dependent channel leader may emerge. Therefore, leadership in distribution channels is a very important variable. Distribution channel leadership can be defined as the activities undertaken by the distribution channel leader to influence the marketing programs and strategies of channel members. A distribution channel's performance is influenced by the leadership style of the channel leader. Although research on channel leadership styles can be broadly categorized, many researchers have dealt with analyzing distribution channel leadership by using the power-influence approach, which includes looking at variables, such as power, power base, and influence strategies. Moreover, they have examined the direct relationship between leadership styles and performance. Many distribution channel scholars have attempted to justify the application of leadership styles identified in alternative leadership theories to the inter-organizational context of distribution channels. They have made suggestions regarding how great the usefulness of leadership style as a strategy is to secure the compliance of distribution channel members and have conceptually and empirically linked it to channel-related phenomena, such as manifest conflict, cooperation, channel efficiency, and effectiveness. However, as few empirical studies have examined the antecedents and consequences of leadership styles, research on leadership style can be considered nascent. Thus, it is required to investigate the antecedents and consequences of the leadership style of a distribution channel leader. This study aims to empirically identify whether there are influences of the antecedents of leadership on two different leadership styles, and to reveal whether these leadership styles induce any consequences. The research subjects were 220 franchisees. Research findings are as follows: First, the results show a positive effect of technological capability on transformational relationships. However, it does not have a significant effect on transactional leadership. Second, innovation-oriented organizational culture has negatively influenced both leaderships. However, task-oriented organizational culture positively and significantly influenced both forms of leadership. Third, the ethics of leaders has influenced both leadership styles positively and significantly. Fourth, regarding consequences, transformational leadership strengthens financial performances, whereas it weakens relational citizenship behaviors. However, transactional leadership positively influences relational citizenship behavior whilst negatively affecting financial performance.

초록

서비스업의 대부분에서는 감정노동이라고 하는 새로운 형태의 노동을 제공하도록 요구 받는다. 이에 따라 많은 판매사원들은 자신의 감정을 숨긴 채 고객들에게 항상 웃음으로 서비스를 제공하게 된다. 이에 본 연구에서는 백화점 판매사원의 감정노동에 관하여 실증적 연구를 진행하였다. 감정노동, 직무스트레스, 직무만족의 관계를 기초로 하여 실증분석을 시도하였다. 연구결과 첫째, 감정노동은 직무스트레스에 유의한 영향을 미치는 것으로 나타났다. 즉 감정노동이 증가함에 따라서 직무스트레스가 증가하는 것으로 나타났다. 둘째, 감정노동과 직무만족의 관계를 살펴본 결과 유의한 결과를 제시하지 못하였다. 이는 감정노동이 직무만족에 직접적인 영향보다는 간접적인 영향을 제공한다고 볼 수 있을 것이다. 셋째, 직무스트레스와 직무만족 간에 관계를 보면 역할갈등요인이 유의한 결과를 제시하고 있다. 이는 역할갈등이 증가할수록 직무만족이 떨어진다는 것을 의미하는 결과를 나타내고 있다. 이러한 결과를 통하여 감정노동이 판매사원들의 직무스트레스 및 직무만족에 직, 간접적인 영향을 미치므로 이에 대한 관리를 필요로 할 것이다. 이는 서비스를 제공하는 판매사원의 직무만족이 궁극적으로 고객 서비스 품질로 이어질 것이므로 아주 의미하는 바가 크다고 할 수 있다.

Abstract

Along with economic development, the service industry is growing as days go by. Therefore, companies should maximize customer satisfaction through continuous changes by providing services which are suitable for customer needs. The general service industry has a decisive effect on the rate of growth and profitability of a superior business. Therefore, many companies try to provide the best customer service to increase profitability. Because service to a customer is delivered through interactions with the employee, the employee's attitude has a strong influence on the customer's satisfaction level. For these, most service industries are required to provide new types of labor. It is often referred to 'Emotional Labor', and that is different from physical and mental labor. Service providers always provide a service for the customers with a smile, even though they conceal their emotions. The Purpose of this study is to identify theologically the fact of that Sales Workers at Department Stores emotional labor, according to the economization of service, has become to decide the predominance of competition among companies and represents the quality of service ; to confirm that their emotion management is a crucial part of the work; to identify the correlation among job stress and job satisfaction which are experienced in the process of performing display rules required by organization. To practice them, this study deals with the theological consideration of the emotional labor, job stress and job satisfaction. This study proceeded to evaluate how the emotional labor of sales workers at department stores effected on their job stress and satisfaction. The result of this study will be summarized below. First of all, the frequency of emotional display and attentiveness required to display emotions both have a similar effect on the level of job stress. In the case of the emotional dissonance, there isn't a great amount of proof that it effects the job stress. That shows us that the aspect of the latter, they express the feelings on their daily lives less than the former by the public awareness and gaze. so, once they could accept the latter, the effect on the job stress would be vanished. Second, a study was performed to figure out the effect of emotional labor on job stress. As a result, none of them make negative effects on the job satisfaction but the attentiveness to required display rules even have positive effects on it. that means the emotional labor has an indirect effect on the job satisfaction through some intermediation stuff. Third, the role conflict of job stress factors has a negative effect on job satisfaction, Although role ambiguity has a negative effect on that as well, I couldn't find appropriate proof for that. As far as I figured out, job stress can only increase job dissatisfaction. In other hands, the sales workers would have tendencies to have more motivation to work hard rather than reveal their job stress and complain about work. Finally, emotional laborers always work close to job stress. This can maximize service for the customers, but it increases stress of the laborers providing services at the same time. Then, they can not provide high quality service. It is no doubt that we need to begin managing it systematically. In conclusion, the work satisfaction of the sales workers is connected to the service quality for the customers directly.

초록

유통산업의 세계화와 경쟁격화로 유통업체 상표(Private Brand: PB)의 중요성이 부각되면서 유통업체 상표의 구매의도에 영향을 미치는 다양한 선행요인들을 밝히는 연구가 진행되고 있다. 이러한 흐름에 맞춰 본 연구의 목적은 첫째, 유통업체의 이미지가 PB제품을 구매하고자 하는 소비자 태도에 어떠한 영향을 미치는지 확인하였다. 둘째, 소비자의 직업에 따라 PB제품에 대한 지각된 품질에 차이는 어떠한지 확인하였다. 셋째, PB제품을 구매하는 소비자의 직업에 따라 만족도에 차이가 있는지를 살펴보았다. 연구결과를 살펴보면, 첫째, 유통업체의 이미지를 확인하고자 요인분석 결과 윤리성, 신뢰성, 안정성 요인으로 확인되었다. 이러한 요인이 브랜드태도에 미치는 영향을 분석한 결과 윤리성과 안정성은 영향을 미치는 것으로 확인되었다. 그러나 신뢰성은 PB 브랜드태도에 영향을 미치지 않는 것으로 확인되었다. 둘째, 유통업체의 기업이미지가 PB제품에 대한 제품태도에 미치는 영향을 조사한 결과 안정성은 PB 제품태도에 영향을 미쳤으나 윤리성과 신뢰성은 PB 제품태도에 영향을 미치지 않는 것으로 확인되었다. 셋째, 유통업체의 기업이미지가 PB제품에 대한 구매의도에 대한 영향에서는 윤리성은 구매의도에 영향을 미치는 것으로 나타났다. 그러나 신뢰성과 안정성은 영향을 미치지 않는 것으로 나타났다. 넷째, 소비자의 직업에 따른 PB제품의 지각된 품질에 차이가 있는지 확인한 결과 유통업체를 가장 활발하게 이용하는 주부가 가장 높게 나타났으며, 다음으로는 대학생 그리고 직장인 순으로 확인되었다. 다섯째, 소비자의 직업에 따라 PB제품에 대한 만족도를 확인한 결과, PB제품에 대한 만족도에는 유의미한 차이가 나타나지 않았다.

Abstract

In addition to the globalization of the distribution industry and intensified competition, the importance of Private Brands has been emphasized, and thus, many studies that clarify the various preceding factors that affect PB purchase intent are being conducted. Following this trend, the purpose of this study is the following. First, the effect of distributor's corporate image on consumer behavior was verified. Second, the perceived quality difference on PB products according to consumers' job was verified. Third, satisfaction difference for PB products according to consumers' job was examined. Research results were shown as the following. First, factorial analysis, conducted to verify distributor's corporate image, gave out the result of ethicality, reliability, stability factors. Among those factors, ethicality and stability were shown to have an effect on brand attitude. However, reliability was not shown to influence PB brand attitude. Second, through the analysis to see the effect of distributor's corporate image on PB product attitude, it was verified that stability has an effect on PB product attitude but ethicality and reliability do not. Third, the analysis to verify the effect of distributor's corporate image on PB product purchase intent showed that ethicality has an effect on purchase intent, but reliability and stability do not. Fourth, housewives, the most active users of distributors, were shown the highest in the research on whether there is perceived quality difference according to consumers' job. Following the group were college students, and then office workers. Fifth, research on the level of satisfaction according to consumers' job showed that there was not a significant difference. The limitations and suggestions of this research were as the following. First, this study could go over each corporate image according to distributor type and characteristics. Due to the vast development of distribution industry, the companies can be classified according to the various types. Therefore, we propose the corporate image of each distributors to be checked, and furthermore, to verify which image of the different types of distributors has positive influence on consumer attitude. Second, PB products should have various perceived quality. However, in this research, it has not been verified which specific factors among the various perceived quality of PB products has a more meaningful influence on consumer attitude. Therefore, we also would like to propose a need for closer research on the specific factors and on which factor has a more positive influence on consumer attitude.

초록

도시의 얼굴로서 발전하여온 중심시가지와 상점가는 빈점포의 증가, 공터의 증가, 유동인구의 감소 등으로 인하여 대부분의 중심시가지가 쇠퇴의 일로에 있다. 상점가의 이용감소, 주거지의 교외화, 공공시설의 교외 이전, 집객시설의 이전 등으로 인하여 중심지는 더욱 쇠퇴해 지고 있다. 상업자는 상업의 본연의 기능으로서의 매매, 교환의 기능을 가짐은 물론 상업자의 외부성으로서 지역과의 커뮤니티성, 지역의 사회성을 지니고 있다. 상점가는 지역의 생활기반이면서 지역성을 결정짓는 지역의 얼굴이기도 하며 지역문화의 전승, 창조하는 공간이며 지역의 휴식과 지역 주민과의 정보 교류의 장으로서 공공적 역할을 담당하고 있다. 한편으로 지역에 진출하는 대형점이나 체인점들은 대부분 스크랩앤드빌드 및 균질화 매장으로 기능으로 지역에 대한 공헌성이 부족하나 도심 상점가는 지역의 공공적 요소로서 지역에 공헌하는 기능을 갖는다. 궁극의 소매상업자는 결국 상업 본연의 매매, 거래 기능을 가지면서 지역과 공존하여야 하는 사회성도 동시에 지니고 있는 특징을 가진다.

Abstract

With the increasing interest in boosting conventional markets, many authors have paid considerable attention to the roles of shop owners, store image improvement, and how to attract or maintain customers. Nevertheless, it is not easy to find papers related to the relationship between shop owners and their contribution to trading areas, directly or indirectly, in the academic world. Accordingly, research for answering the following question has been initiated: what kind of roles do shopkeepers should play in revitalizing poor conventional markets? Based on the previous studies focusing on enhancing traditional markets, this research was approached from the new insights that have been obtained concerning how to boost conventional markets, that is, from the perspectives of a shop owner and a trader. Therefore, this research aims at identifying some resolutions associated with the roles of shop owners to enhance a shopping district in a specific area, classifying their business roles into a few categories, depending on the degree of their participation in improving the shopping environment. Compared with previous studies focusing on emphasizing the importance of improving customer services from a shopkeeper's perspective, this research provides a new insight as far as how to boost conventional markets. It is, furthermore, necessary to note how market participants, particularly shop owners as they are the key players, can contribute to rebuilding their business area together with their customers. As a research technique for effectively achieving the research goal, the authors adopted a documentation methodology based on a large amount of the existing literature for studying how to rebuild traditional markets. Concerned about the ways to revitalize conventional markets, many authors have proposed a variety of strategies, and have suggested more detailed action plans from a practitioner's perspective. By analyzing these research results, the authors will have accomplished the research aim. Rather than simply identifying the roles of shop owners, the author found that they had to understand their social contribution for enhancing their trading areas, as well as their functional roles, in forming a regional society. The conventional market should be, thus, regarded as the place to share regional culture. Consequently, the authors draw some conclusions from the research results. In order to answer the above question, it was found that the roles of shop owners have been considered as one of the most important ways for revitalizing traditional markets. With respect to their roles, it is evident that their business activities are closely related to the improvement of the trading area in terms of sociality, regional development, and market revitalization, by selling products or services to the customers visiting that area. In a word, this implies that shop owners have to actively take part in boosting conventional markets as a core player. Although the authors have properly achieved the research aim, this study has a limitation, like most other research, in adopting a documentation method. Because the research is based on existing data results provided by the prior research conducted a long time ago, whether the research findings are applicable in a contemporary market should be re-examined in future research from a practitioner's perspective, rather than from an academic's perspective.