3 research outputs found
A Study on the Influence of Emotion and Brand Qualities on Customer Satisfaction and Recommendation Intention
μ§κΈκΉμ§ μλΉμ€ νμ§κ³Ό κ³ κ° λ§μ‘±κ³Όμ κ΄κ³μ λν μ°κ΅¬λ λ§μ΄ μ§νλμ΄ μμΌλ λΈλλ νμ§μ΄λ κ°μ± νμ§μ λν μ°κ΅¬λ κ·Έ μ€μμ±μ λΉν΄ λ§€μ° λ―Έν‘νμλ€. λ°λΌμ λ³Έ μ°κ΅¬λ λΈλλ νμ§κ³Ό κ°μ± νμ§μ΄ κ³ κ° λ§μ‘±κ³Ό μΆμ² μλμ μν₯μ λ―ΈμΉλμ§ νμμ μλλ₯Ό ν¨μΌλ‘μ¨ μλ‘μ΄ μ°κ΅¬ νλ μμν¬μ λν ν΅ν©μ μ κ·Όμ ν΄λ³΄κ³ μ νλ€.
μ΄λ¬ν μ°κ΅¬ λͺ¨λΈμ κ²μ¦μ μν΄ μλͺ¨λ νΌμν½μμ μΆμν λνμ μΈ ν€μ΄ μΌμ΄ μ νμΈ λ €(ε)λ₯Ό λ°νμΌλ‘ νμ¬ 243λͺ
μ μ€μ μ¬μ©μλ₯Ό λμμΌλ‘ μ€λ¬Έμ μμ§ λ° λΆμνμλ€. λΆμ λ°©λ²μ λΈλλ νμ§κ³Ό κ°μ± νμ§μ΄ κ³ κ° λ§μ‘±κ³Ό μΆμ² μλμ λ―ΈμΉλ μν₯μ μ΄μ²΄μ κ΄μ μμ μ΄ν΄λ³΄κ³ μ ꡬ쑰방μ μ λͺ¨νμ μ΄μ©νμ¬ κ²μ¦νμλ€.
μ°κ΅¬ κ²°κ³Ό λΈλλ νμ§μ κ³ κ° λ§μ‘±μ μ (+)μ μν₯μ λ―Έμ³€μΌλ, κ°μ± νμ§μ κ³ κ° λ§μ‘±μ μν₯μ λ―ΈμΉμ§ μμ κ²μΌλ‘ λνλ¬λ€. μ΄λ μμκ³Όλ λ€λ₯Έ κ²°κ³Όλ‘μ κ³ κ° λ§μ‘±μ λν κ°μ± νμ§μ μν₯μ κ΄ν΄ λ€λ₯Έ μκ°μ μ κ³΅ν΄ μ€λ€. κ·Έλ¦¬κ³ κ³ κ° λ§μ‘±μ μΆμ² μλμ λ°μ ν μ°κ΄μ΄ μλ κ²μΌλ‘ λνλ¬λ€. λν, μ°λ Ήλ³λ‘ κ·Έλ£Ήμ λλμ΄ λΉκ΅ λΆμν κ²°κ³Ό μ°λ Ήλ³λ‘ κ°μ± νμ§μ΄ λ§μ‘±μ λ―ΈμΉλ μν₯μ μ°¨μ΄κ° μμμ μ μ μμλ€. λ³Έ λ
Όλ¬Έμ κΈ°μ
μ΄ μ νμ΄λ μλΉμ€ μ 곡 μμ μλΉμκ° μ ννλ μμμ λν΄μ κ°μ±μ μΈ μμλ μ€μνμ§λ§ λΈλλμ μ΄λ―Έμ§κ° μλΉν κΈ°μ¬νλ€λ κ²μ μ μνκ³ μλ€.
λ³Έ μ°κ΅¬λ μν ν맀 λ° μλΉμ€ μ 곡과 κ΄λ ¨νμ¬ μ ν΅μ μΈ νμ§ μμλΏλ§ μλλΌ λΈλλ νμ§κ³Ό κ°μ± νμ§μ ν¬ν¨μμΌ ν΅ν©μ μΈ μ°κ΅¬ λͺ¨νμ μ€μ νκ³ μ΄λ₯Ό μ€μ¦ λΆμνμλ€λ μ μμ μ°κ΅¬μ μμλ₯Ό μ°Ύμ μ μλ€.Many studies have been conducted on the relation between service quality and customer satisfaction so far, but despite its importance, research on brand or emotion quality has been seriously lacking. This study is an attempt to explore the effect of brand and emotion qualities on customer satisfaction and recommendation intention, and thus adopt an integrated approach towards a new research framework.
In verifying this research model, a survey was carried out on 243 actual users of Ryeo, a major hair care product launched by Amore Pacific, and its results were analyzed. The structural equation model was utilized in the verification process to examine the impact of brand and emotion qualities on customer satisfaction and recommendation intention from a general perspective.
Research results showed that although brand quality had a positive (+) effect on customer satisfaction, emotion quality did not have any impact. This unexpected outcome offers a new angle on the effect of emotion quality on customer satisfaction. Additionally, customer satisfaction was found to have a close relation with recom- mendation intention. Furthermore, a comparative analysis of the respondents in age groups demonstrated that the influence of emotion quality on satisfaction varied by age. This paper shows that in regards to products or services provided by companies, although emotional factors are important, brand image plays a more significant role in consumers choice.
The meaning of this study lies in the fact that it establishes an integrated research model, which includes not only the traditional quality factor in the provision of products and services, but also brand and emotion qualities