글로벌 품질보증 경영 전략에 관한 연구: 브랜드 명성 및 제조 국가 이미지를 중심으로 A Study on the Global Management Strategy for Product Quality Assurance Based on Brand Power and Country of Origin Effect원문보기
Purpose - Numerous studies have tried to assess the role of a warranty as an explanatory instrument for product quality. While one study argued that manufacturers signal their superior quality to consumers by extending the duration of a warranty, quality is not necessarily related to warranty and a ...
Purpose - Numerous studies have tried to assess the role of a warranty as an explanatory instrument for product quality. While one study argued that manufacturers signal their superior quality to consumers by extending the duration of a warranty, quality is not necessarily related to warranty and a warranty for a short duration is a sign of high product quality. However, there are limitations to measuring product quality in terms of a single variable such as a warranty. Some other studies have evaluated the influence of brand power or value and price on the supposed quality of a product while the influence of warranty was found to be insignificant. Research design, data, methodology - The study analyzes the influence of brand power and the country of origin effect on consumers' perception of product quality in line with warranty and establishes a priority strategy. Especially, consumer experience has a significant influence on state of the art technology products like applied home electronics as these goods are generally quite expensive and consumers expend significant energy in purchasing them, so the associated warranty and brand can have a critical role in the decision making process. The price of the product was excluded in this discussion as it continually varies with the market share of the product. Results - The results of the analysis are as follows: First, each of the factors such as the standard of the warranty, brand power, and country of origin effect influences the degree of satisfaction of an individual. Second, the factors brand power and quality of the warranty interact both complementarily and synergistically at a time, depending on the brand power. As brand power is more significant, the degree of satisfaction is greater in case of products with low quality warranty compared to those with high quality warranty. Third, the brand power and country of origin effect present a complementary interaction. Fourth, the country of origin effect and quality of a warranty interact synergistically. Conclusions - Thus, the higher the quality of warranty, greater is the increment in the degree of satisfaction. The comprehensive study on the effect of the country of origin on the purchase decision process and the degree of satisfaction compared to the other elements shows that in case of Japanese and Korean markets the brand power of a company is desirable in sustaining the quality of warranty to the industrial average. Also, there is no significant improvement in the perceived quality of the product when the quality of the warranty is lowered. Therefore, the warranty effect diminishes when the value of the brand is known, while it perishes when both the brand power and the country of origin effect are strong enough.
Purpose - Numerous studies have tried to assess the role of a warranty as an explanatory instrument for product quality. While one study argued that manufacturers signal their superior quality to consumers by extending the duration of a warranty, quality is not necessarily related to warranty and a warranty for a short duration is a sign of high product quality. However, there are limitations to measuring product quality in terms of a single variable such as a warranty. Some other studies have evaluated the influence of brand power or value and price on the supposed quality of a product while the influence of warranty was found to be insignificant. Research design, data, methodology - The study analyzes the influence of brand power and the country of origin effect on consumers' perception of product quality in line with warranty and establishes a priority strategy. Especially, consumer experience has a significant influence on state of the art technology products like applied home electronics as these goods are generally quite expensive and consumers expend significant energy in purchasing them, so the associated warranty and brand can have a critical role in the decision making process. The price of the product was excluded in this discussion as it continually varies with the market share of the product. Results - The results of the analysis are as follows: First, each of the factors such as the standard of the warranty, brand power, and country of origin effect influences the degree of satisfaction of an individual. Second, the factors brand power and quality of the warranty interact both complementarily and synergistically at a time, depending on the brand power. As brand power is more significant, the degree of satisfaction is greater in case of products with low quality warranty compared to those with high quality warranty. Third, the brand power and country of origin effect present a complementary interaction. Fourth, the country of origin effect and quality of a warranty interact synergistically. Conclusions - Thus, the higher the quality of warranty, greater is the increment in the degree of satisfaction. The comprehensive study on the effect of the country of origin on the purchase decision process and the degree of satisfaction compared to the other elements shows that in case of Japanese and Korean markets the brand power of a company is desirable in sustaining the quality of warranty to the industrial average. Also, there is no significant improvement in the perceived quality of the product when the quality of the warranty is lowered. Therefore, the warranty effect diminishes when the value of the brand is known, while it perishes when both the brand power and the country of origin effect are strong enough.
글로벌 기업이 품질보증과 관련하여 복잡한 의사결정을 하여야 할 경우가 많은 이유를 예를 들어 설명하시오.
왜냐하면, 브랜드명성이 높은 글로벌 기업이더라도 제조된 원산지의 국가 이미지가 부정적일 경우 그렇지 않은 경우보다 브랜드에 대한 신뢰, 품질에 대한 지각, 구매의도 등에 있어서 부정적인 영향력이 크게 나타나므로 (Ara & Karab, 2012) 이를 만회할 수단으로서 유통과정에서 품질보증 전략을 택하게 된다. 예를 들어, 스마트폰 생산업체는 전세계인의 취향에 맞는 신제품을 개발하되, 가격과 출시시기는 시장별로 차별화한다. 그러나, 본사의 제품과 비교하여 품질, 서비스 수준을 동일하게 유지함으로써 품질보증에 대한 고객의 만족수준을 높이려고 한다.
품질보증 조건이 소비자에게 미치는 영향을 분석하기 위해서 무엇을 고려해야하는가?
품질보증 조건이 소비자에게 미치는 영향을 분석하기 위해 브랜드 명성(제조업체의 명성), 즉 Reputation (Brand value) 요소와 제조국가의 이미지(제품 개발․생산국가의 명성), 즉 Country of origin effect 요소를 고려하여야 한다. 특히, 전자제품의 경우 브랜드 명성도와 제조국가이미지가 소비자의 제품선택과 품질인식에 영향을 미치는데, 이러한 두 가지 요소는 판매가격과는 달리, 단기간에 변동시키기가 어렵기 때문에 전체적인 마케팅 전략을 세우기에 앞서 각 기업은 자신들에게 적합한 품질 보증수준 수준을 정해야 한다.
제품의 품질보증의 역할은?
제품의 품질보증(Warranty)은 제품의 품질에 대한 불만을 보상해 주는 역할을 해 주기 때문에 소비자는 위험을 낮출 수 있고 제품이 낮은 품질이 아니라는 확신을 주는 신호 (Signal)로서 역할을 한다. 기존의 연구경향 중의 하나가 제품의 품질을 설명하는 도구로서 품질보증의 역할을 신호모형의 관점에서 해결하려고 하는 것이었다.
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