Moonkyu Lee

Businesses as Buildings: Metrics for the Architectural Quality of Internet Businesses

Metrics for the architectural quality of Internet businesses are essential in gauging the success and failure of e-commerce. This study proposes six dimensions of architectural metrics for Internet businesses:internal stability, external security, information gathering, order processing, system interface, andcommunication interface. The metrics are based on the three constructs that have been used to evaluate buildings in the real world. The structural construct indicates that Internet businesses need to be stable internally and secure externally. The functional construct implies that Internet businesses should provide convenient functions in the information-gathering and order-processing phases. Finally, the representational construct indicates that they need to provide a pleasant interface both to the systemand to those using it. For each of the six metrics, we have constructed questionnaires to measure the perceived level of architectural quality and identified feature lists that may be closely related to the perceived quality level. Large-scale empirical studies were conducted both to validate the proposed metrics and to explore their relevance across four Internet business domains. The validity of the metrics has been obtained in three ways. First, the content validity of the metrics was assured by pretests and pilot survey. Second, the results fromthe confirmatory factor analysis showed that the metrics had high convergent and discriminant validities. Finally, the reliability coefficients were found to be high enough to establish the reliability of the proposed metrics. The relevance of the metrics has been explored in two ways. Structural equation models were used to test the causal relations between the three constructs and user satisfaction, as well as customer loyalty, in four domains. Correlation analyses were used to explore the relations between the perceived architectural quality and objective design features in four domains. This paper ends with the implications and limitations of the study results.

Consumer evaluations of fast‐food services: a cross‐national comparison

A growing number of US fast‐food franchises are expanding operations to overseas markets. Critical to the success of these service firms is an understanding of the way consumers in foreign markets evaluate their services. Reports the findings of a study that examined and compared the expectations and perceptions of US customers with those of South Korean clients about an international fast‐food chain. Reveals several important differences between the two groups of customers. Discusses the implications of the results for US fast‐food companies in international markets.

A contingency approach to marketing high technology products

Little conceptual and empirical effort has been directed toward differentiating high technology from low technology products, and identifying effective strategic alternatives for marketing technology‐based products. The purpose of this paper is to answer such fundamental questions as: what a high technology product is; what dimensions differentiate between high and low technology products and their marketing strategies; and what types of marketing strategies high technology companies should use. These issues are tackled from a contingency theory perspective with the assumption that marketing of high technology products, compared to that of low technology products, is influenced by different industry/market situations, and thus strategies should be designed and used differently. The paper reports the results from a survey of over 100 Australian firms, which examined the environment‐strategy‐performance link for low versus high technology‐based products. It discusses the implication of the results for marketers of high‐tech products.

The Korean versus American marketplace: Consumer reactions to foreign products

The Republic of Korea recently became one of the member countries of the Organization of Economic Cooperation and Development (OECD). Such developed-nation status requires Korea to open its consumer goods and financial markets. As a more open Korean market becomes increasingly attractive to foreign manufacturers and investors, it is critical for foreign marketers to understand how Korean consumers perceive and evaluate imported goods. This study examines how Koreans in comparison with Americans react to foreign-made products. The results of the study show that both Korean and U.S. consumers, in general, relied heavily on specific intrinsic attributes of products as the basis for their evaluations of the product quality. Interestingly, Koreans considered country-of-manufacture information as equally important in this situation. However, when they determined their purchase intentions, neither Koreans nor Americans valued country labels of the products; they again used product attribute information. The implications of the results for foreign marketers in Korea are discussed.

Perceptions of Airline Service Quality Pre and Post 9/11

Marketing managers must be always alert to some kind of brand crisis that can occur unexpectedly. The September 11 terrorist attack dramatically changed the business environment in the United States and elsewhere and had the most pro-found impact on the American airline industry. This article reports the results of a series of longitudinal surveys on consumer perceptions of airline service quality, risks associated with air travel, and satisfaction with airlines before and after the 9/11 crisis. The results show that although the number of trips declined over the course of the research, passengers’ overall satisfaction with the airline industry, airline satisfaction, and intention to repatronize their airline generally did not change in a statistically significant manner. The implications of the results are discussed from a brand management perspective.

Consumer views of service classifications in the USA and France

In the services marketing literature, few service classifications are based on how customers view services, and fewer of these have been validated cross-culturally. To fill this gap, this research presents the results of a study that examined how US and French customers perceived and classified a set of 13 services based on multidimensional scaling. Service classifications were developed on a perceptual space where the actual services were mapped for two countries, the USA and France. The results of the study suggest that there are two underlying dimensions that explain approximately 80 percent of the total variance in service perceptions and classifications. The dimensions and correlations for the classifications and services displayed many consistencies and some differences among American and French consumers. Directions for future academic research and managerial implications are cited and discussed.

Customer perceptions of service dimensions: cross-cultural analysis and perspective

Purpose – The purpose of this paper is to present the results of a study that examined how customers in the USA, France, and Korea perceived and classified a set of 13 services based on multidimensional scaling (MDS). Design/methodology/approach – A MDS framework was used to map service classifications and actual services in the USA, Korea and France. Results from each country were then compared to the other two countries to determine similarities and differences. Findings – Results from this research suggest that there are two underlying dimensions that explain approximately 80 percent of the total variance in service perceptions and classifications. Underlying dimensions of the classifications across the three cultures were virtually identical. Differences among the countries were based on relative positioning of classifications and/or services on the underlying dimensions. Research limitations/implications – Evidence from diverse cultures implies that consumers perceive services in a somewhat simplistic, two-dimensional fashion rather than the complex set of classifications proposed by researchers. Although the complex classifications may be of use to service providers in organizing the delivery of services, the presentation and positioning of those services is along a much simpler framework in the minds of customers. Originality/value – This is the first time consumer-based perceptions of services have been examined systematically across cultures using a MDS approach.

Services extension strategy: a viable basis for growth?

Examines how customers react to service extensions, or the use of an established company name to enter new service categories or classes. Reports the findings of an experiment designed to assess the effectiveness of the extensions. Discusses the managerial implications of the results for service extension strategies in the marketplace.

Benevolence in the importer‐exporter relationship

Purpose – This research aims to test a model that proposes potential antecedents and consequences of an importers benevolence towards its foreign export supplier. The model posits that an importers satisfaction with and commitment to its relationship with a foreign export supplier have a positive impact on its benevolence towards the exporter, which in turn positively influences the performance of the dyadic relationship. The model also suggests that the effect of the importers relationship satisfaction on benevolence is moderated by value similarity and cultural familiarity.Design/methodology/approach – The model was tested through a mail survey of US importers who bought from foreign exporters.Findings – The results largely support the model. The findings of this study also indicate that the importers relationship satisfaction has a significant influence on benevolence only when cultural familiarity is high.Practical implications – Strategic implications for international marketers are discussed.Ori...

Customer perceptions of service dimensions: American and Asian perspectives

This article reports the results of a study that examined how US, Korean and Taiwanese customers perceived and classified a set of 13 services based on multidimensional scaling (MDS). Service classifications were developed on a perceptual space where the actual services were mapped for three countries, US, Korea and Taiwan. The results suggest service perceptions and classifications. The dimensions and correlations for the classifications and services displayed many consistencies and some differences among American, Korean and Taiwanese consumers. Directions for future academic research and managerial implications are cited and discussed.