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10) ÀüÅëÀûÀÎ ¸¶ÄÉÆÃ ¹Í½º¿¡¼­´Â 4P'sÀÎ Á¦Ç°(product), °¡°Ý(price), ÃËÁø(promotion), À¯Åë(place) ¸¸À» ¸¶ÄÉÆÃ ¹Í½º·Î º¸¾ÒÀ¸³ª È®ÀåµÈ ¸¶ÄÉÆÃ ¹Í½º¿¡¼­´Â À̿ܿ¡ ¼¼ °¡Áö Ãß°¡ÀûÀÎ ¿ä¼ÒÀÎ ÀÎÀûÀÚ¿ø(people), °úÁ¤(process), °í°´ ¼­ºñ½º Á¦°ø(provision of customer service)ÀÌ Æ÷ÇԵȴÙ.

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99) À¯ÅëÇÐȸ, "À¯Åë½ÃÀå : ¿Ü±¹¾÷üÀÇ ÁøÀÔ°ú ´ç¸é°úÁ¦", ¡¸À¯Å뿬±¸¡¹, Á¦1±Ç 2È£, 1996, p.246.

100) "ÀÎÅͺä: E¸¶Æ® Ȳ°æ±Ô ´ëÇ¥", Áß¾ÓÀϺ¸, 1999³â 2¿ù 4ÀÏÀÚ.

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102) ÇÏÀÌÅ×Å© ÄÁ¼³ÆÃ, ¡¸E¸¶Æ® °í°´¸¸Á·µµ Á¶»ç°á°ú¡¹, 1998.

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104) A. G. Woodside, L. L. Frey & Daiy, loc. cit.

105) M. J. Bitner, loc. cit.

106) ¹Ú±¤´ë¡¤¾È¿ë´ë, "¼­Á¡ÀÇ °í°´¼­ºñ½º ¸¸Á·¿äÀο¡ °üÇÑ Å½»öÀû ¿¬±¸-´ë±¸¡¤°æºÏ Áö¿ªÀÇ ¼­Á¡À» Áß½ÉÀ¸·Î", ¡¸°æ¿µÇבּ¸¡¹, Á¦25±Ç 4È£, 1996, pp.113-132.

107) ÀÓÁظð, Àü°Ô¼­.

108) ÇϼºÈ£, Àü°Ô¼­.

109) ¹é¿î¹è, Àü°Ô¼­.

110) Çѱ¹°³¹ß¿¬±¸¿ø, ¡¸Áß¼Ò±â¾÷ÀÇ ½ÇÅºм®°ú °æÀï·Â °­È­ ¹æ¾È¡¹, 1996, pp.72-73.

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112) ½´ÆÛ¼¾Å¸´Â ¼Ò»ó±Ç ÀÏ¿ëÁ¡ ¸Óõ´ÙÀÌ¡ÀÌ Æ¯Â¡ÀÎ ÇÒÀÎÁ¡À̶ó°í ÇÒ ¼ö ÀÖ´Ù. ½´ÆÛ¼¾ÅÍ´Â Á¾·¡ ÇÒÀÎÁ¡ÀÇ ÆÇ¸Å¹æ½ÄÀÇ ½´ÆÛ¸¶ÄÏÀÇ ÆÇ¸Å¹æ½ÄÀ» Ãß°¡ÇÑ °ÍÀÌ´Ù. ³ë ºê·£µå ǰ¸ñÀÌ Áß½ÉÀÌ°í ¹«¾ùº¸´Ù ¿ø½ºÅé ¼îÇΰú Àú°¡°ÝÀÌ ÃÖ¿ì¼±ÀÌ µÈ´Ù. ƯÈ÷ »ý½Äǰ ǰ¸ñÀ» °­È­ÇÑ °ÍÀÌ Æ¯Â¡ÀÌ µÈ´Ù.