Kihan Chung

The antecedents and consequents of relationship quality in internet shopping

Purpose – The purpose of this paper is to highlight the significance of relationship quality factors (customer satisfaction, e‐trust, and e‐commitment) on positive word of mouth (WOM) in online retailing.Design/methodology/approach – The relative importance of site characteristics in online retailing on customer satisfaction was examined and the relationship among customer satisfaction, trust, and commitment in offline was identified. This paper then proposes a conceptual model of the relationship among site characteristics, relationship quality, and WOM in online retailing. AMOS 5.0 was used to test for the hypothesized relationships.Findings – All of site characteristics in online retailing have a positive influence on customer satisfaction. Communication of site characteristics has a positive effect on customer satisfaction more than the other factors (shopping convenience, site design, informativeness, and security). Customer satisfaction affects positively e‐commitment more than it does e‐trust. E‐co...

The Effects of CSR on Customer Satisfaction and Loyalty in China: The Moderating Role of Corporate Image

 Abstract—In the face of growing worldwide interest in corporate social responsibility (CSR), this paper explores how CSR factors influence customer satisfaction and loyalty and whether the moderating effects of corporate image in the relationships between CSR and customer satisfaction and customer loyalty are or not. There may be the difference of perceptions of CSR between consumers of developing and developed countries. This study used structural equation modeling (SEM) to test the hypotheses. The findings show that CSR positively affects customer satisfaction and loyalty, and customer satisfaction positively affects customer loyalty. The importance order of CSR factors is as follows: consumer protection, philanthropic responsibility, legal responsibility, ethical responsibility, economic responsibility, and environmental contribution. The moderating effect of corporate image in the relationship between CSR and customer satisfaction is identified. Thus, managers should put CSR factors into action in the perspective of consumers, which will encourage customers to perceive the firms more favorably. The conclusion draws implications for marketing practice and future research.

The relationship between destination cues of Asian countries and Korean tourist images

The tourism industry is experiencing a tremendous growth with an everincreasing pressure from a variety of types of competition. The change of tourism market in Asia and the ever‐increasing competitive nature of the tourism industry require tourist destinations to develop an effective marketing plan and strategy. This article identifies the relationship between destination cues of Asian countries and Korean tourist images of destinations, the differences of Korean tourist images on revisiting and recommend intention for destinations, and the differences of demographic factors on destination cues and Korean tourist images and revisiting/recommend intention for destinations.

The Study on the Structural Relationship for Improving Convergency Mobile Public Service : Focused on Mobile App of Integrated Electronic Tax Bill

The purpose of this study is to investigate the relationship among app`s and user`s characteristics, perceived use easiness, use intention, and actual use in mobile app of integrated electronic tax bill. Appropriate measures were developed and this study used structural equation modeling to analyze the relationships among the constructs. The results of 215 taxpayers showed that informativeness, security of app`s characteristics, and innovativeness of user`s characteristics have positive impacts on perceived use easiness but convenience and familiarity have negative impacts on it. Perceived use easiness, convenience, and security have positive impacts on use intention but familiarity has a negative impact on it. Use intention has a positive impact on actual use but perceived use easiness has a negative impact on it. Thus, managers should focus on the app`s and user`s characteristics for effectiveness and efficiency of integrated electronic tax bill.

조직몰입， 시장지향성， 조직학습의 관계에 관한 실증연구

요 약 90년 이후 현재까지 10여년 이상에 걸쳐 마케팅 개념의 구체적인 활동， 이른바 시장지향성과관련개념에 대한 활발한 연구가 진행되어 오고 있다. 시장지향성은 고객지향에 초점을 둔 전사적활동을 통하여 시장정보의 창출， 전파 및 활용과 경쟁자지향으로 요약될 수 있고 수익성에 직접적인 영향을 미치는 중요한 개념이다. 이러한 시장지향적 활동과 직접적인 관련이 있는 조직학습및 조직몰입 역시 시장지향성과 함께 주요 연구대상이다. 본 연구에서는 조직몰입， 시장지향성， 조직학습의 문헌적 고찰을 통해 과거 연구들을 정리하고이를 통해 아직까지 그 구조가 명확히 밝혀지지 많은 시장지향성 및 시장지향성과 조직학습간의영향관계를 실증적으로 분석하였다. 분석 결과 시장지향성은 조직학습의 매우 밀접하게 관련있는 영향요인이며 조직몰입은 이러한 개념들의 선행적인 영향을 미치는 것으로 나타났다.