, 40 1 2 (2006 6 ) 1) ** **... (NSD) (NPD),,..,.,,.,,. I.. 1990 46.7% 2003 12 73.5%. (Behara, 2000). * **
308, 40 1 2,., (Fitzsimmons, et al., 2000)... (, 1999)., (Behara, 2000)..,....,... (Boone, 2000).,..
309. (NSD) (NPD),, 124. II. OECD 60%,, 70%. 2002 8 63.4%, 2000 57.5%, 1995 51.3%, 1990 48.4% ( ). 1990. 2002 12 71.5% 65.7%. [ 1],,... (de Brentani, 1989). : % 71.7 68.5 68.9 67.7 71.1 70.9 71.5 73.7 : OECD(2002), National Accounts of OECD Countries (2002),, p. 27.
310, 40 1 2 100 90 80 70 71.5 구성비 60 50 40 30 20 10 0 1980 1985 1990 1995 2000 2005 년도 한국미국일본.., (Avlonitis, Papastaopoulou & Gounaris, 2001). (Fitzsimmons, et al., 2000).. (Edgett & Parkinson, 1994; Vermeulen, 2001).,. (Avlonitis et al., 2001)...
311 (Johne et al., 1998).. (Larsen, 2001)... (Vermeulen et al., 2002)., (Meyer et al., 2001).. 60%,.. 3.8 5.4. [ 2]., ()..,.. < 2>.
312, 40 1 2 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 라인계획 전략개발 개념창출 서비스 개념스크린 제조 사업성 분석 개발 시험및타당성분석 제조개발 상품화 NSD NPD 3.8 5.4 -- - - 1.7 2, R&D NPD NSD. NPD NSD. : Griffin(1997). de Brentani(2001),,,. < 3>.
313 NSD NPD. / (me-too)..... NSD NSD : de Brentani(2001) Johne(1998),,. Lovelock(1984)..,,,,
314, 40 1 2.. (Johne et al., 1998). Johne(1998),, (offer). (opportunity analysis)..,.., (Johne et al., 1998)..,,,..........,. (offer) 1)
315 /... (offering).....,.,,,,,. III.. (de Brentani, 2001), 1) offer.,,,.,,, (, 1994).
316, 40 1 2 (Johne et al., 1998).., (Cooper & Kleinschmidt, 1994) (Griffin & Hauser, 1993; Song & Parry, 1997). [ 3]. de Brentani(1989)... (Mahadvan et al.,1998). (Li et al., 1998).. Jaworski Kohli(1993).,. Cooper(1999)...
317 1:. 1-1:. 1-2:. 1-3:. 2:. 2-1:. 2-2:. 2-3:.. Froehle(2000)
318, 40 1 2.,..,. Martin Horne(1993) 16 80.,. (Avlonotis et al., 2001). (Rochford et al., 1997). 3:. 3-1:. 3-2:. 3-3:. 4:. 4-1:. 4-2:. 4-3:. ( ).
319. Martin Horne(1993)... Cooper(1995)... (Moore, 1987). Crawford.,,,,, (Martin & Horne, 1993). (Johnson et al., 2000; Cooper & Kleinschmidt, 1995). (strategic vision). (Fitzsimmons et al., 2000). 5:. 5-1:. 5-2:. 5-3:. 6:. 6-1:.
320, 40 1 2 6-2:. 6-3:. IV.., (, 2001; Heskett et al., 1990). 2003 9 5 6, 2003 9 15 10 15,. 54, 36, 38 128. 4 124.,. Likert 7 (1: 7: ).
321,,, 42 5. < 5>. () Giffin & Hauser(1993) Li & Calantine(1998) Day & Wensley(1992) Li & Calantine(1998) Zeithaml(1998) Sujan, Weitz, & Kumar(1994) Griffin(1997) Cooper & Kleinschmidt(1995) Cohen & Levinthalvl(1990) Lievens & Moenaert(2001) Noori, Munro, Deszca, Cohen(1997) de Brentani(1995)
322, 40 1 2 Noori, Munro, Deszca, Cohen(1997) Cooper & Kleinschmidt(1995) Martin & Horne(1993) Cooper & Kleinschmidt(1995) Page(1993) 3 () () 3 ( ) Griffin(1997) Griffin & Page(1996) Cooper & Kleinschmidt(1995) Cooper(1999) Brown & Eisenhardt(1995) Cooper & Kleinschmidt(1995).,. SPSS ver. 11.0.
323 (61.29%) (38.71%), 10 56.45%, 50 20.16%. < 9>. (%) (%) 76 61.29 23 18.55 48 38.71 25 20.16 5 40 32.26 29 23.39 6-10 30 24.19 4 3.23 11-20 7 5.65 17 13.71 21-30 13 10.48 26 20.97 31-40 6 4.84 20 37 29.84 41-50 3 2.42 30 43 34.68 50 25 20.16 40 29 23.39 49 39.52 50 14 11.30 75 60.49 60 1 0.81 KMO(Kaiser Meyer Olkin) 0.60. Bartlett. ( &, 2003). KMO 0.60, Bartlett 0.05. KMO 0.849
324, 40 1 2 Bartlett 0.000. KMO 0.788 Bartlett 0.000. KMO 0.739 Bartlett 0.000. 0.5.. < 10> < 13>... 0.7 (, 1999). 0.60 0.8. 1 2 3.876.821 10.742.8180.894.865.669.634.630.648.849.769.815.788.862.802.887.878.820.791.640.641 15.821.8209 49.816.8885
325 1 2 3.741.666.866.820.860.783.750.593.886.798.883.837.929.872.859.785.793.686.813.734.928.859.928.903.859.743 22.197.8615 22.880.8724 30.394.9238 1 2 3.766.790.781.691.824.741.604.674.813.752.774.683.814.676.755.666.903.821.828.704.804.663 11.953.7976 24.378.7668 34.447.8522
326, 40 1 2 1 2.884.805.899.830.792.773 ().913.877 ().917.890 ( ).792.661 21.756.8648 58.859.8822. < 15>. < 15> VIF 2.007., t 5.224, t 5.119.. β t R 2 F VIF.139 1.647 1.270 -.171-1.681 0.259 13.95** 1.791.537 5.224** 2.007.093 1.105 1.270 -.079 -.784 0.266 14.49** 1.794.524 5.119** 2.007 * : p 0.10 ** : p 0.05
327. < 16>. < 16> VIF 0.821., t 2.743, t 2.230, t 1.715., t 4.187, t 2.728, t 1.974.. β t R2 F VIF.159 1.715*.756.198 2.230** 0.223 11.50**.821.254 2.743**.755.231 2.728**.756.161 1.974** 0.347 21.21**.821.355 4.187**.755 * : p 0.10; ** : p 0.05. < 17>. < 17> VIF 1.5., t 4.815, t 1.821
328, 40 1 2.,. t 5.327 t 3.099.,,. β t R2 F VIF.171 1.821* 1.500.437 4.815**.296 16.780** 1.080 -.038 -.480 1.405.106 1.185 1.500.462 5.357**.365 22.966** 1.080.234 3.099** 1.405 * : p 0.10; ** : p 0.05 V... < 20>.,.....
329 (5%) 1. 1-1. 1-2. 1-3. 2. 2-1. 2-2. 2-3. 3. 3-1. 3-2. 3-3. 4. 4-1. 4-2. 4-3. 5. 5-1. 5-2. 5-3. 6. 6-1. 6-2. 6-3.,.,..
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334, 40 1 2 Success Factors for New Service Development in Travel Industry 2)Sang-Chul Jung** Myeong-Suk Kim** The purpose of this study is to find the critical factors for successful new service development, and to identify the relationships between NSD success factors and performances in domestic travel industry. In the results, we confirmed the following consequences. First, the study presented the theoretical basis for setting the new service concept and the business strategy for a firm to develop new service by providing relationships of NSD factors and NSD performance. Second, we find that success factors for NSD are market-related, company-related and development process-related. Third, Relations between success factors for New Service Development and performances are clarified. *Professor, College of Economis & Management, Chungnam National University **Part-time lecturer, Chungnam National University/Pai Chai University