Journal of Korea Port Economic Association (한국항만경제학회지)

The Korea Port Economic Association (한국항만경제학회)
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A Study on the Brand Power Enhancement Strategy in Incheon Port

인천항의 브랜드파워 제고 전략에 관한 연구

  • Received : 2011.05.05
  • Accepted : 2011.06.24
  • Published : 2011.06.30
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Abstract

This article aims to reveal the relative influences to the Brand Power and Performance of Factors that comprise the port brand assets in order to control and manage the ports. And also this Paper want to suggest the useful strategies and implications for the improvement of Brand Power by comparing the level of brand competitiveness of Incheon Port with those of other Korean ports that are in competitive relation. In this research we can find out that the components of port brand asset are awareness level, image, service quality, and satisfaction of relation. And among those 4 factors, recognition level and satisfaction of relation are very significant relation factors for the loyalty in Incheon Port. In comparison study between Incheon and Pyungtack Ports, satisfaction of relation is revealed as especially significant factor for the customers that show highly effective management performances and we can find that, in Busan Port, image and service quality are significant as well.

본 연구는 항만당국 및 마케터들로 하여금 실제로 통제하고 관리하기에 쉽도록 항만브랜드자산을 구성하는 요소들이 브랜드파워 및 성과에 어떻게 영향을 미치는지에 대한 상대적인 영향력을 보여주고자 하였다. 또한 인천항과 경쟁관계에 있는 국내항만과의 브랜드경쟁력 수준을 비교하여 인천항의 브랜드파워 증진을 위한 유용한 전략적시사점을 제시하고자 하였다. 연구결과 항만브랜드 자산의 구성요인이 인지도, 이미지, 서비스품질, 관계만족으로 구분됨을 확인하였고, 이들 4차원과 충성도간 영향관계에서 인천항은 인지도 및 관계만족이 매우 유의한 것으로 나타났다. 특히 항만간 비교평가를 통해 인천항과 평택항은 관계만족만이, 부산항은 이미지와 서비스품질에서 경영성과가 높게 나타나는 고객군에 있어 유의하게 영향을 미치는 것으로 나타남을 확인하였다.

Keywords

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