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논문 기본 정보

자료유형
학술저널
저자정보
오은지 (건국대학교) Jiwon LEE (HELP University) M. Minsuk Shin (Konkuk University)
저널정보
사람과세계경영학회 Global Business and Finance Review Global Business and Finance Review Vol.25 No.1
발행연도
2020.1
수록면
33 - 47 (15page)

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Purpose: This study analyzes how consumers’ level of ethnocentrism influences their perceived quality on an imported service. Design/methodology/approach: In order to do so, this study firstly utilizes five measurement items to assess consumers’ level of ethnocentrism. Then, SERVQUAL (Tangibles, Reliability, Responsiveness, Assurance, and Empathy) is employed to evaluate consumers’ perceived quality on the imported service. Lastly, consumers’ level of ethnocentrism and their evaluation on the imported service is comparatively analyzed in order to identify the relationship between the ethnocentric customers and their evaluation on the service. Starbucks was used as the sample of an imported service. The data was collected from general Korean consumers and a total of 220 respondents participated in the survey. Findings: As a result, Reliability, Responsiveness, and Empathy factors were empirically proved to have significant relationship between consumer’s ethnocentrism and consumer’s perceived quality of the imported service. Based on the results, this study suggests focusing on localization of Reliability, Responsiveness, and Empathy factors when an international company expands their market to the countries with high tendency of ethnocentrism, such as: South Korea, China and the United States of America. Research limitations/implications: The sample size that was used for this study is rather small and the survey was conducted and analyzed in relatively short time period. Also, if traditional Korean coffee shops can be compared to as Starbucks in the future study, more meaningful result will be drawn. Originality/value: By demonstrating that ethnocentrism influences consumers’ purchase intentions in the decision-making process through Reliability, Responsiveness, and Empathy, this study re-emphasizes the importance of localization when expanding services to countries with high levels of ethnocentrism.
#Consumer Behavior #Imported Retail Service #Consumer Ethnocentrism (CET) #Service Quality #SERVQUAL

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참고문헌 (47)

참고문헌 신청
Omid Asgari / 2015 / Exploring the Antecedents Affecting Attitude, Satisfaction, and Loyalty towards Korean Cosmetic Brands / 유통과학연구 13(6):45~70 dbpia Bramantyo, P. D. / 2017 / The impact of consumer lifestyle, country of origin, and brand equity towards consumer repurchase intention of Starbucks Coffee Surabaya google schola 변효정 / 2016 / Classifying Service Quality Attributes of Low-Cost Carriers and Full-Service Carriers based on An Analytical Kano Model / Global Business and Finance Review 21(2):34~46 dbpia Chen, L. S. L. / 2010 / The impact of perceived risk, intangibility and consumer characteristics on online game playing / Computers in Human Behavior 26(6):1607~1613 google schola Chicu, D. / 2016 / Determinants of customer satisfaction in call centres / European Accounting and Management Review 2(2):20~41 google schola

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