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Developments in the global economy have changed the traditional balance between customer and supplier. New communications and computing technology, and the establishment of reasonably open global trading regimes, mean that customers have more choices, variegated customer needs can find expression, and supply alternatives are more transparent. Business models are therefore fundamentally linked with the technological innovation, yet the business model construct is essentially separable from technology. This new ecosystem for developing business model has amplified the need for more customer-centric to capture value from providing new products, technologies and services. The objective of this journal is to bring together research contributions on the design, specification, and implementation of architectures, protocols, and algorithms for current and future organizational strategy and business models.


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    The Relationship between Physical Environment and Recommendation Intention: The Moderating Effect of University Image
    Volume 1, No. 1, September 2020 | 8 pages| http//dx.doi.org/10.46410/jbtm.2020.1.1.01


    Seung-Wan Ju1, Department of Business Administration of Tongmyong University, Busan, Korea
    Chae-Kwan Lim, Department of Distribution Management of Tongmyong University, Busan, Korea
    Joung-Sil Lee, Department of Tourism Management of Tongmyong University, Busan, Korea
    Soon-Bok Hong, Department of Business Administration of Tong-Myong University, Busan, Korea


    Most of the existing studies related to education services of universities have been limited to satisfaction with education services and academic achievement. It is time to increase the competitiveness of universities through the behavior intention of positive recommendations by encouraging students as beneficiaries of educational services to take positive actions and psychology and promoting their image of universities. This study to understand the influence of the educational environment that affects the positive recommendation intention of the students, the relationship between the university image and the recommendation intention is examined in terms of the facility-centered educational environment factors from the perspective of the student who is the beneficiary of the educational service. To achieve the purpose of this study, a survey was conducted on 300 university students studying in Busan, South Korea. The sample obtained through the questionnaire was refined and then analyses were conducted on demographic analysis, validity analysis, reliability analysis, correlation analysis, multiple regression analysis, and moderating regression analysis by using SPSS Version 21. The results of this study are as follows. The physical educational environment factors of universities including indoor environment, external environment, operation management, and convenience were found to have a relevant effect on the recommendation intention. Therefore, hypothesis 1-1, hypothesis 1-2, hypothesis 1-3, and hypothesis 1-4 were all supported; therefore, hypothesis 1 was adopted. This study examined the moderating effect of university image verified in the relationship between physical education environment and recommendation intention. The university image had a significant moderating effect on the relationship between indoor environment, external environment, convenience, and recommendation intention which are sub-variables of the physical environment of education. So, hypothesis 2-1, hypothesis 2-2, and hypothesis 2-4 were supported. However, since the operation management did not show significant influence, hypothesis 2-3 was rejected. So, hypothesis 2 was partially supported. In the follow-up study, if the study is conducted through samples from more various regions, the results of the study can be generalized.


    University, Education Environment, Educational Service Quality, University Image, Recommendation Intention reasonably common within the subject discipline


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    Ju, S. W., Lim, C.K., & Hong, S.B. (2020). The Relationship between Physical Environment and Recommendation Intention: The Moderating Effect of University Image. Journal of Business and Technology Management (JBTM), HolyKnight, vol. 1, 1-8. doi.org/10.46410/jbtm.2020.1.1.01.

    Ju, Seung-Wan, et al “The Relationship between Physical Environment and Recommendation Intention: The Moderating Effect of University Image.” Journal of Business and Technology Management, HolyKnight, vol. 1, 2020, pp 1-8. JBTM, https://holyknight.co.uk/journals/jbtm/Vol1-1/1.html.

    [1] S. W. Ju, C. K. Lim, and M, S. B. Hong, “The Relationship between Physical Environment and Recommendation Intention: The Moderating Effect of University Image.” Journal of Business and Technology Management (JBTM), HolyKnight, vol. 1, pp. 1-8. September 2020.