?0뫓ꑨ뷗ꓥ랧걁꧓꣼뿄뻷멣압ꯈ몡띎ꯗ뒣ꩀ떦늤꒧곣ꡳꕈꙘ깷꓀ꛦ결꣒ꗸ띾듂뫞뉺뚧꡴곬ꑪ뻇뎯ꮵ럕 -
듂뚧곬ꑪ뻇 ꗸ띾뫞뉺꡴ 뫓ꑨ뷗ꓥ 랧걁꧓꣼뿄뻷멣압ꯈ몡띎ꯗ뒣ꩀ떦늤꒧곣ꡳ -ꕈꙘ깷꓀ꛦ결꣒ Research on Customer Satisfaction Improving Strategy for Financial Institutions Acquiring Bank -Taiwan Cooperative Bank Branch as an Example 뻉뇐뇂ꅇ램뒼뙗 돕ꑨ 곣 ꡳ ꗍꅇ뎯 ꮵ 럕 ꒤뗘ꗁ냪ꑅꑑꑀ꙾꒻ꓫꕼꓩ
듂뚧곬ꑪ뻇ꗸ띾뫞뉺꡴ Department of Business Management Chaoyang University of Technology 뫓ꑨ뷗ꓥ Thesis for the Degree of Master 랧걁꧓꣼뿄뻷멣압ꯈ몡띎ꯗ뒣ꩀ떦늤꒧곣ꡳ -ꕈꙘ깷꓀ꛦ결꣒ Research on Customer Satisfaction Improving Strategy for Financial Institutions Acquiring Bank -Taiwan Cooperative Bank Branch as an Example 뻉뇐뇂ꅇ램뒼뙗돕ꑨ(Jyh-Chau Yang, ) 곣 ꡳ ꗍꅇ뎯 ꮵ 럕(Tzow-Yang Chen) ꒤뗘ꗁ냪ꑅꑑꑀ꙾꒻ꓫꕼꓩ June 4, 2002
멋굮???뿄뻷멣돌띳ꪺ롧샧쇍뛕ꅁꞡ녪뷕ꭄ믹껦쑶ꪧꪺ궫굮꧊ꅁꛓꕈ뒣ꩀꩁ냈ꭾ뷨ꅁ륆꣬ꅵ압ꯈ몡띎ꅶꪺ롧샧ꗘ볐ꅁꑾ꿠쒹녯ꦾ룛ꪺ압ꯈꅁ뒣ꩀꗸ띾꒧쑶ꪧ쁵뛕샲ꝑꑏꅃ?†ꖻ곣ꡳꕈ냪꒺ꙘꝀ깷믈ꛦ맼꓆ꖫ랧걁꧓꣼꓀ꛦꑀ꿫꓀ꛦꙕꑀ깡꒧압ꯈ결볋ꖻ뙩ꛦ냝ꣷ뷕걤ꅁ셠Ꙁ땯ꕘ㌵?ꗷ냝ꣷꅁ맪믚Ꙟꚬꚳ껄볋ꖻ㈳?ꗷꅁꚳ껄Ꙟꚬ뉶㘷?ꅁ곣ꡳ떲ꩇ꙰ꑕꅇ?ㄮ?Ꙙ깷꧓꣼꓀ꛦ압ꯈ맯꧳꧓꣼ꭥꅂꯡ꓀ꛦ꒧ꩁ냈ꭾ뷨몡띎ꯗꪺ뭻ꪾꚳ엣뗛깴늧ꅃ?㈮?Ꙙ깷꧓꣼꓀ꛦ뭐ꑀ꿫꓀ꛦ압ꯈꅁ맯ꩁ냈ꭾ뷨꒧몡띎뭻ꪾꚳ엣뗛깴늧ꅃ?㌮?Ꙙ깷꧓꣼ꑀ꿫꓀ꛦ압ꯈꅁ맯ꩁ냈ꭾ뷨꒧궫뗸뭐몡띎뭻ꪾ꒧뚡ꞡꚳ엣뗛깴늧ꅃ?㐮?압ꯈ맯ꩁ냈ꭾ뷨꒧몡띎ꯗꅁꕈꙘ깷꧓꣼꓀ꛦ돌낪ꅁꑀ꿫꓀ꛦꚸ꒧ꅁ껸럀꓀ꛦ닄ꑔꛬꅃ?㔮?ꖻ곣ꡳ녎16썄ꩁ냈ꭾ뷨썄뚵뙩ꛦꙝ꿀꓀꩒ꅁ뗑꣺결4귓멣궱ꅇꙝ꿀1(ꭏ믙꧊ꭋꝑ꧊)ꅁꙝ꿀2(꒬냊꧊Ꝭꓞ꧊)ꅁꙝ꿀3(ꖿ뵔꧊ꙡꝑ꧊)ꅁꙝ꿀4(믶깥슧뮪)?㘮?Ꙣꑈꑦ닎군엜뚵꒤?⠱?Ꙙ깷꧓꣼꓀ꛦ꒧압ꯈ?Ꙣꩁ냈ꭾ뷨궫뗸땻ꯗꓨ궱ꅇ꧊ꝏꅂ뇐땻ꯗꚳ엣뗛깴늧ꅃ꙾쓖ꅂ꧒녯ꅂꦹ꣓ I
ꚸ볆때엣뗛깴늧ꅃ?Ꙣꩁ냈ꭾ뷨몡띎땻ꯗꓨ궱ꅇ꧊ꝏꚳ엣뗛깴늧ꅃ꙾쓖ꅂ뇐땻ꯗꅂ꧒녯ꅂꦹ꣓ꚸ볆때엣뗛깴늧ꅃ?⠲?Ꙙ깷ꑀ꿫꓀ꛦ꒧압ꯈ?Ꙣꩁ냈ꭾ뷨궫뗸땻ꯗꓨ궱ꅇ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂ꧒녯ꦹ꣓ꚸ볆ꞡ때엣뗛깴늧ꅃ?Ꙣꩁ냈ꭾ뷨몡띎땻ꯗꓨ궱ꅇ꧊ꝏꚳ엣뗛깴늧ꅁ꙾쓖ꅂ뇐땻ꯗꅂ꧒녯ꦹ꣓ꚸ볆ꞡ때엣뗛깴늧ꅃ??ꖻ곣ꡳ끷맯랧걁꧓꣼ꪺ뿄뻷멣압ꯈ몡띎뒣ꩀ떦늤뒣ꕘꕈꑕꯘ쒳ꅇ?ㄮ?뫞뉺삳뽅쁹뎡쓝ꅁ뻰ꗟ압ꯈ뻉Ꙗ꒧ꗸ띾ꓥ꓆ꅃ?㈮?뫞뉺삳ꗎꓟ뻩룑껸럀꓀ꛦ꣣ꚳ꒧쁵뛕ꖻꛦ껖ꓟ꿠ꑏꅁ떲Ꙙ륂ꗎꅁ돐덹압ꯈ몡띎꒬룉꒧ꅵ뫮껄ꅶꅃ?㌮?닄ꑀ뵵귻ꑵ뛇뮼ꪺꩁ냈ꗘ볐ꅁ믝낵꣬ꅵ떴맯엽압ꯈ띎띑꒣꣬ꪺꩁ냈ꅶꅁꕈ뙗뙖압ꯈ꒧듁뇦ꅁ돐덹뽗꽓ꪺ쑶ꪧ쁵뛕ꅃ?㐮?삳ꩠ궫ꑫ꧊압ꯈꪺ몡띎뒣ꩀꅃ?㔮?삳쁈껉뷕뻣압ꯈ몡띎뒣ꩀ떦늤ꅁꕈꙝ삳압ꯈ믝ꡄ쑶ꪧ꒧엜꓆ꅃ?쏶쇤꙲ꅇ랧걁꧓꣼꓀ꛦꅁ껸럀꓀ꛦꅁꑀ꿫꓀ꛦꅁ압ꯈ몡띎ꯗꅃ?? II
ABSTRACT The newest management trend of financial institutions is not to emphasize the importance of price competition but to improve service quality to achieve “customer satisfaction”, for it is a key to gaining customers’ loyalty, competitive advantage, and profitability of an enterprise. The objects of this study are customers of Taiwan Cooperative Bank—an acquiring branch and a common branch in Changhua City. 350 questionnaires were given to customers, and 235 of these were returned. The effective retrieve rate is 67%. Following were the findings: 1. As for customer satisfaction, there was a significant difference between acquiring and acquired branch. 2. As for customer satisfaction perception, there was a significant difference between acquiring branch and common branch. 3. As for caring about service quality and satisfaction perception, there was a significant difference between acquiring branch and common branch. 4. As for the degree of customer satisfaction perception, the acquiring branch won the first, the common branch won the second, and the acquired branch won the third. 5. Four measuring dimensions were extracted by means of factor analysis: Factor 1-- Protection & Convenience Factor 2 --Interaction & Attractiveness Factor 3 -- Accuracy & Location Factor 4 -- Appearance & Etiquette 6. Among demographic variables (1) Customers of the acquiring branch (a) The degree of caring about service quality: Gender and level of education had significant effect on the perception of service quality. In contrast, age, income, and frequencies to the bank had little influence on it. (b) The degree of satisfaction perception of service quality: Gender had significant effect on satisfaction perception of service quality. While age, level of education, income, and frequencies to the bank had little effect on it. (2) Customers of the common branch III
(a) Gender, age, level of education, income, and frequencies to the bank had no significant effect on the perception of service quality. (b) Gender had significant effect on satisfaction perception of service quality. Age, level of education, income, and frequencies to the bank had no influence on it. Following were some suggestions for the acquiring bank to improve the customer satisfaction(CS): 1. Managers should motivate employees to establish customer-oriented corporate culture. 2. Managers should better understand both the strength of the acquired branch and the core competence of the acquiring branch to implement CS “synergy”. 3. The front-line bank employees should try to give “positively outrageous service” beyond customers’ expectation to gain unique competitive advantage. 4. Emphasizing on promoting female CS. 5. Adjusting CS improving strategies to meet customers’ need and the moves of competitors. Keywords: Acquiring branch,Acquired branch, Common branch, Customer Satisfaction (CS) ? IV
ꗘ뿽?닄ꑀ뎹?뫼뷗ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ????닄ꑀ론 곣ꡳ굉뒺뭐냊뻷ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ????닄ꑇ론?곣ꡳꗘꪺꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ????닄ꑔ론?곣ꡳ걹땻ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ???????닄ꑇ뎹?ꓥ쑭놴끑ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ????닄ꑀ론?뿄뻷멣ꪺꥷ롱ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ????닄ꑇ론?뿄뻷멣꒧랧걁꧓꣼ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ????닄ꑔ론?압ꯈ몡띎ꪺ띎롱ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?ㄵ??닄ꕼ론?ꕈ압ꯈ결뻉Ꙗꪺ았냊ꙝ꿀ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㈲??닄꒭론?뿄뻷멣꓀ꛦ꒧ꗴ냈꣤롧샧뉺꧀ꅋꅋꅋꅋꅋꅋ?㌰??닄꒻론?뿄뻷멣믈ꛦꪺꩁ냈쓝꧊ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㌵??닄ꑃ론?做?ꩁ냈ꭾ뷨왛꧀놴끑ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㌹?????닄ꑔ뎹?뒣ꩀ압ꯈ몡띎ꯗ꒧떦늤꓀꩒—ꕈ䍙꓀ꛦ결꣒ꅋꅋ?㐵??닄ꑀ론?랧걁꧓꣼맼꓆ꕼꭈꪺ굉뒺ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㐵??닄ꑇ론?꧓꣼껉南佔꓀꩒ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㐸??닄ꑔ론?꧓꣼ꯡ압ꯈ몡띎뒣ꩀ떦늤ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㔴?????닄ꕼ뎹?곣ꡳꓨꩫꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㘲??닄ꑀ론?곣ꡳ걛멣ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㘲??닄ꑇ론?엜볆뻞Ꝁꮬꥷ롱뭐뿅뙱ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㘳??닄ꑔ론?곣ꡳ낲덝ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㘷??닄ꕼ론?곣ꡳ덝군ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㘸?
닄꒭뎹?곣ꡳ떲ꩇꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㜲??닄ꑀ론?볋ꖻꙞꚬ냲ꖻ룪껆꓀꩒ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㜲??닄ꑇ론?냝ꣷ껄ꯗ뭐ꭈꯗ샋엧ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㜵??닄ꑔ론?곣ꡳ엜뚵꒧뇔굺꧊닎군ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㠰??닄ꕼ론?깴늧꓀꩒ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㠲?????닄꒻뎹?떲뷗뭐ꯘ쒳ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㤰??닄ꑀ론?끑뷗뭐떲뷗ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㤰??닄ꑇ론?뫞뉺띎뉛ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㤳??닄ꑔ론?ꯘ쒳ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㤷??닄ꕼ론?곣ꡳ궭꣮ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㤸??닄꒭론?ꯡ쓲곣ꡳꪺꯘ쒳ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㤹?????냑ꛒꓥ쑭?ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ??뿽?곣ꡳ냝ꣷ??????????????
쇂 뗼 ꙰ꩇꕵꚳꑀꑈ뽗ꛛꧨ륆닗쉉ꅁꚨꕜꦹꦹꚳ뿲뻑ꅁꚨꕜꪺ돌ꑪ돟꺮걏ꅇꑀ롳ꑈ뎭뗛ꝁ뷄ꧨ닗쉉ꅁ돓ꝑꪺꩇ맪ꟳ늢과ꅃ 뿯ꛛStarbucks ꥀ냘ꓽ냪귻ꑵ쁹ꟓ뿽 녱뻇껕늦띾ꑇꑑꑋ꙾ꯡ궫럅껕뛩뻇닟ꗍ뉐ꪺꅵꛑꗍꅶꛓꢥꅁ닗꧳꿠뱧꣬뷗ꓥ돌ꯡ뎹론 쇂뗼ꅁꓟ꒤꒣ꚳꢥ뭹떧뺥쏸ꕈꫭ륆ꪺ꩙돟ꅁꟳ써뗛뉠꓁ꪺ띐꺦놡써ꅃ 궺ꗽꗑ끊띐쇂뻉뇐뇂 램뒼뙗돕ꑨ굀ꓟꪺ뻉뭐썀떦꭪쁹ꅁꓗ꣤Ꙣ싧ꥷ곣ꡳꓨꙖ비륊뉾쁖껉떹꒩쏶쇤꧊ꪺꯘ쒳ꖿꅁ꣏뷗ꓥ꿠뚶ꝑꞹꚨꅃ뷗ꓥꗾꓥ뭘ꑦ룕ꥥ귻꒤뾳ꑪ뻇삳ꗎ롧샙곣ꡳ꧒ 뾽뒺랢뇐뇂룔닓뱦빜꧲ꖿꅁ뾽뇐뇂ꪺ뻉ꢥ슲띎룰ꅂ꙲꙲꽝뽙;ꖻ껕ꗸ뫞곣ꡳ꧒ 걂ꑷ뻈뇐뇂Ꙣꛊꚣ꒤벷꒾뻉ꅁ뒣뫵꺲믢ꅂ썀륀ꑊ료꣏뷗ꓥꟳ뾲뇸뉺뭐뛪뿄ꅃ Ꙑ껉굮띐쇂Ꙑ쑒ꓥꙢ벶뱧뷗ꓥ듁뚡ꅁ꒣ꝛ뒣꣑쑟뙑ꪺꓟ녯ꅆꓥꗾꕓꕈꕌ싗둉ꪺ벶뱧롧엧ꅁ뛇꧓곣ꡳꓨꩫꣃꣳꝕ돌ꯡꪺ뻣뉺ꅆ램뚶ꕓꙢ닎군꓀꩒ꓨ궱릩ꑏ곛ꝕꕈ듁꩑ꅂ믊ꥶ꣢ꛬ꽚ꕎ빁껉ꪺ쏶ꓟ뭐릪쁹ꅃ ꑝ굮띐쇂ꩁ냈뻷쏶 ꙘꝀ깷Ꙑ꒯귌ꅁꗑ꧳ꕌ귌ꪺ릪쁹뭐ꓤ꯹꣏꿠ꚳꙁ뙩귗ꕒ륱ꪺ뻷라ꅁꣃ굮띐쇂맼꓆ꖫ꣢꓀ꛦ때볆꒣꣣ꙗꪺ볶ꓟ압ꯈꅁ뒣꣑쑟뙑ꪺ냝ꣷ룪껆ꅃ 띐쇂멾뾳ꕓ롴ꓥꕓꝕ듧륌ꅵ볆뙱ꓨꩫꅶ껀듁ꅁ꣤ꕌ때ꩫꑀꑀꙃꙗꪺꙐ뻇ꪺ꾡쑲꣏꿠Ꙣꑔ꙾꒺ꞹꚨ뻇띾ꅃ 돌ꯡ싔녎ꖻꓥ쑭떹꒣쑀꣣ꙗꅁꑀ룴ꢫ꣓ꙐꗌꙀ굗ꪺ뫫꾫ꓤ걗뭐산ꓢꅃ 싔꧳ 2002/06/25
ꫭꗘ뿽?ꫭ?????ꕸ왗ꛜꗁ냪㤰꙾꣓결ꖭ꺧뿄ꙍ뻷ꗳꛓꕘ뉻ꪺ뇏샙ꚡꙘ꣖ꅝ랧걁꧓꣼ꅞꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?ㄲ?ꫭ?????ꗁ냪㤰꙾?ꓫꑑ깡ꛦ깷놵ꓢ꒻깡냲뱨뿄뻷멣ꙗ돦ꅋꅋ?ㄳ?ꫭ?????ꙘꝀ깷믈ꛦ㠹꙾ꯗ띾냈뗻껖뚵ꗘ꓀끴ꫭꅋꅋꅋꅋꅋꅋ?㌱?ꫭ?????냪꒺ꕾ뻇맯믈ꛦꩁ냈쓝꧊꒧곣ꡳ떲ꩇꅋꅋꅋꅋꅋꅋꅋꅋ?㌵?ꫭ?????卅剖允?뙱ꫭ멣궱ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㐳?ꫭ?????믈ꛦꩁ냈ꭾ뷨?뚵멣궱뭐㐴뚵냝뚵ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㘳?ꫭ?????ꖻ곣ꡳ냝ꣷ꒧?뚵멣궱뭐ㄶ뚵냝뚵ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㘵?ꫭ?????ꙘꝀ깷䍈ꕈ䍙꓀ꛦ㤰꙾ㄱꓫ꓀ꛦ닕슴ꑈ멛꙳ꅂ꧱듚띾냈랧ꩰꫭꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㘹?ꫭ?????䍙꓀ꛦ냝ꣷ꒧땯꧱Ꙟꚬ놡ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㜳?ꫭ?????䍈꓀ꛦ냝ꣷ꒧땯꧱Ꙟꚬ놡ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㜳?ꫭ?????䍙꓀ꛦ압ꯈ볋ꖻ냲ꖻ룪껆꓀꩒ꫭꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㜴?ꫭ?????䍈꓀ꛦ압ꯈ볋ꖻ냲ꖻ룪껆꓀꩒ꫭꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㜴?ꫭ?????압ꯈ몡띎땻ꯗ썄뚵곛쏶꓀꩒멋굮ꫭꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㜶?ꫭ?????압ꯈ몡띎ꙝ꿀꓀꩒멋굮ꫭꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㜷?ꫭ?????ꙕ곣ꡳ엜뚵꒧ꭈꯗ꓀꩒ꅝ䍲潮扡捨’猠ꍜ귈ꅞꅋꅋꅋꅋꅋꅋꅋ?㜹?ꫭ?????ꙕ멣궱꒧ꖭꞡ볆뭐볐럇깴ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㠱?ꫭ?????꧊ꝏ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ뭐몡띎땻ꯗ꒧뽗ꗟ볋ꖻ?샋ꥷꅋꅋ?㠳?ꫭ????꒣Ꙑ뇐땻ꯗ압ꯈ맯ꩁ냈궫뗸뭐몡띎땻ꯗ꒧엜늧꓀꩒ꅋꅋꅋ?㠵?ꫭ???ㄱ?䍙꓀ꛦ뭐䍈꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ뭐몡띎땻ꯗꚨ맯볋ꖻ닎군꓀꩒ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㠶?ꫭ???ㄲ?䍙꓀ꛦ뭐䍈꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ뭐몡띎땻ꯗꚨ맯볋ꖻ곛쏶샋ꥷꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㠷?ꫭ???ㄳ?䍙꓀ꛦ뭐䍈꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ뭐몡띎땻ꯗꚨ맯볋ꖻ?샋ꥷꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㠷?ꫭ???ㄴ?䍙꓀ꛦ뭐맼꓆ꕼꭈ압ꯈ몡띎땻ꯗꚨ맯볋ꖻ닎군꓀꩒ꅋꅋꅋꅋ?㠸?ꫭ???ㄵ?䍙꓀ꛦ뭐맼꓆ꕼꭈ압ꯈ몡띎땻ꯗꚨ맯볋ꖻ곛쏶샋ꥷꅋꅋꅋꅋ?㠸?ꫭ???ㄶ?䍙꓀ꛦ뭐맼꓆ꕼꭈ압ꯈ몡띎땻ꯗꚨ맯볋ꖻ?샋ꥷꅋꅋꅋꅋꅋ?㠸?ꫭ???ㄷ?䍙꓀ꛦ뭐䍈꓀ꛦ압ꯈ몡띎땻ꯗꚨ맯볋ꖻ닎군꓀꩒ꅋꅋꅋꅋ?㠹?ꫭ???ㄸ?䍙꓀ꛦ뭐䍈꓀ꛦ압ꯈ몡띎땻ꯗꚨ맯볋ꖻ?샋ꥷꅋꅋꅋꅋꅋ?㠹?ꫭ?????ꙕ곣ꡳ엜뚵쏶ꭙ꒧샋ꥷ떲ꩇꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ?㤲?????
닄ꑀ뎹 뫼뷗 닄ꑀ론?곣ꡳ굉뒺뭐냊뻷 Ꙣ1980꙾ꕎꕈꭥꅁꩁ냈띾낪뚥ꕄ뫞Ꙣ뫞뉺Ꝁ결ꑗꅁ룻궫뗸끬ꡄ샧ꚬꚨꕈ뱗ꕛꖫ돵ꕥꚳ뉶궰ꝃꚨꖻꕈ뒣낪ꝑ볭ꅁ꣤ꯡ몥몥놵꣼ꩁ냈띾롧샧띳ꪺ뉺꧀ꅇ뫞뉺뱨곛럭쏶꓁ꪺ걏ꕈ압ꯈ뭐닄ꑀ뵵귻ꑵ결뫞뉺꒤ꓟꅝHeskett et al., 1994ꅞꅃ녱ꩁ냈뉺꧀궲띳ꪺꢤꯗ꣓껸ꯚ압ꯈ믝ꡄ뭐듁뇦꒧뚡ꪺ꿊ꑦꅁ롧샧뙽ꥬ볶ꓟ냑뭐ꅁꕈ뻰ꗟ믢뻉궷껦ꅁꗴꗎ쁵ꡱ귻ꑵꅁ솿ꡄ많뚤ꙘꝀꅁ쑶ꪧꪺꓨꚡ꒣ꙁꕈ믹껦쑶ꪧ결ꕄꅁꛓ녪뷕ꩁ냈ꛦ빐뒣ꩀ압ꯈ몡띎ꯗꅁꙝ결압ꯈꪺ몡띎ꅁꕩ뒣낪압ꯈ맯꒽ꕱꪺꦾ룛ꯗꅁꕈ뱗ꕛ꒽ꕱ샲ꝑ꧊ꅝKotler,1997ꅞꅃꛛ1982꙾끟ꅁ과냪걆ꦲ뭐ꑪꮬꗸ띾덶몥궫뗸압ꯈ몡띎ꅆ1990꙾ꫬꓩꖻꗧ뙽ꥬ뇀냊ꅵ압ꯈ몡띎ꅶ롧샧왛꧀ꅁꟳꙢ1992꙾꣮ꥷ결압ꯈ몡띎CSꅝCustomer Satisfactionꅞ꒸꙾ꅁ꫱꙾ꅁꕸ왗쁈뗛롧뙔ꛛꗑ꓆걆떦ꅁꕾ룪ꗸ띾뭐ꩁ냈띾ꑪ셼뙩ꑊꅁCS왛꧀ꑝ늱ꛦ꧳ꗸ띾곉ꛓ붫ꚨꑀ궷볩ꅝ램ꥶꧺꅁ1998ꅞꅃ ꕸ왗뿄ꖫ돵ꪺ땯깩ꅁꙢ륌ꕨꗑ꧳믈ꛦ꒧덝ꗟ꣼꣬ꩫꕏ쑙껦ꪺ궭꣮ꅁ싂ꚳꛦ깷Ꙣꩫ덗ꪺꭏ앀ꑕꅁ뻖ꚳ낪ꝑ볭ꅂꝃ궷쁉ꪺ맨ꕥ쁵뛕ꅁ꣏녯믈ꛦ롧샧ꣃ꒣꽓ꝏ궫뗸ꩁ냈ꭾ뷨ꅁ놩ꛜꗁ냪ꑃꑑꑋ꙾걆ꦲ귗믈ꛦꩫꅁ꧱뱥믈ꛦ띾ꪺ샧띾뚵ꗘꣃ뙽꧱띳믈ꛦꪺ덝ꗟꅁꙢ뿄ꛛꗑ꓆뭐냪믚꓆ꪺ뙽꧱볩걹ꑕꅁ꣏ꫀ라ꑪ늳뭐ꑵ냓ꗸ띾ꕩ뿯뻜ꪺ뻷라뱗ꕛꅁ뻉교냪꒺뿄ꖫ돵쑶ꪧ띕꣓띕뽅꽐ꅁ믈ꛦ띾Ꙣ늣ꭾ깴늧꧊꒣ꑪ낪ꯗꕩ듀ꕎ꧊ꪺ샴맒ꑕꅁ꣤쑶ꪧꓨꚡꑪ교ꚳꕈꑕꑔ뫘ꅇ (ꑀ) 뙽땯띳뫘뿄냓ꭾ 놩ꙝ냪꒺ꩫꕏ궭꣮ꑈꑾ꿊ꕆꅁꚹ뫘쑶ꪧꓨꚡ엣녯ꝸ쏸궫궫ꅃ (ꑇ) 싇뗛뷕뻣꙳ꅂ꧱듚ꝑ뉶ꕈ믹껦쑶ꪧꝬꓞ압ꯈ 1
†ꙝ믈ꛦꝑ깴ꑷꓩ띕듮ꓖꅁꙢ쑶ꪧꕛ쇘ꪺ샴맒ꑕꅁꚹ뫘믹껦쑶ꪧ뇸ꗳꑷ띕꣓띕꒣엣뗛ꅃ (ꑔ) 떽ꩁ냈ꭾ뷨ꅁ뒣ꩀ압ꯈ몡띎땻ꯗ 믈ꛦꩁ냈ꭾ뷨ꪺꙮ썡꒣뛈뱶암뿄뻷멣ꪺ냓앁뭐압ꯈꪺꦾ룛ꯗꅁꟳ걏ꡍꥷ믈ꛦꪺ롧샧ꚨꖻ뭐샲ꝑ꿠ꑏꪺ쏶쇤ꙝ꿀ꅁꙝ결ꩁ냈ꭾ뷨ꙮꅁ압ꯈ몡띎땻ꯗ낪ꪺ믈ꛦ꒣꿠꽤ꛭ싂압ꯈꅁ듮ꓖ띬ꖢꅁꟳꙝꑦ롏곛뛇ꛓ뱗ꕛ띳압ꯈꅁ돐덹ꝑ녯ꅁꙐ껉ꑝ꿠뒣ꩀ꒺뎡샧륂셚껄ꅁ뱗녪믈ꛦꙢꖫ돵ꑗꪺ쑶ꪧꑏꅃMuller(1991)뭻결뛇닎ꑗ녪뷕늣ꭾꪺ믹껦쁵뛕ꑷ꒣엣뗛ꅁ뻖ꚳ돌Ꙩ압ꯈ몡띎ꪺꗸ띾녎라샲교꯹쓲쑶ꪧ쁵뛕ꅃ ꙝꚹꅁ궱맯뽅꽐ꪺ쑶ꪧ샴맒ꑕꅁ압ꯈ몡띎걏믈ꛦ쑶ꪧꪺꝑ뺹ꅁꑝ걏믈ꛦꗍ꙳ꪺ쏶쇤ꅁꚹ결곣ꡳ냊뻷꒧ꑀꅃ ꕸ왗뿄뻷멣Ꙣꗁ냪ꑋꑑ꙾ꕈ꣓뎰쓲뙽꧱덝ꗟꅁ믈ꛦ띾냈ꅁꓗ꣤걏꧱듚띾냈ꅁ쁈뗛깡볆ꑪ뙱뱗ꕛꛓꝥ뗤셙뉻뙈ꅁꕈ교ꚨ결꧒뿗깡볆륌Ꙩ(Overbanking)ꅂ뻇뫙결륌돑ꪺ늣꿠(Overcapacity)ꪺ냝썄ꅁꛓ뙩ꛦ돎돯ꚡ(Cut Throat)믹껦쑶ꪧ맯ꑪꗸ띾궫뷆뿄룪ꅁ뻉교ꙕ깡믈ꛦ륏듁꧱듚맰돐띳낪ꛓ샲ꝑ궰ꝃꅁ곆ꛜ솫띬ꅃꗁ냪ꑋꑑꑅ꙾꦳뿄뻷멣Ꙙ꣖ꩫꪺ덱륌ꑅꑑ꙾ꑑꓫ뿄놱꒽ꕱꩫꪺ덱륌ꅁ뒣꣑ꑀ귓뿄뻷멣ꪺꖫ돵쑶ꪧ샴맒ꑕꅁ띳ꪺ뷕뻣뭐끨돵뻷꣮ꅁ꣏냪꒺뿄뻷멣녎ꗑꕈꦹꅵꑰꛓꙨꅶꅁ엜ꚨꅵꑪꛓꓖꅶꅁ륷군Ꙣ꣢ꑔ꙾꒺ꅁ믈ꛦ깡볆ꑓ녎Ꙟ둟꣬ꑋꑑ꙾ꕈꭥꪺ놡ꩰꅁ덜ꟳꓖ(ꓽ맅쑒,2001)ꅃꙢꚹ듁뚡ꅁꙘ꣖뭐꧓꣼녎ꚨ결뿄뻷멣ꑪꮬ꓆꒧ꕄ굮덾깼ꅁꓗ꣤걏냲뱨뿄뻷멣ꅁꙢ셽ꝸꪺ뿄샴맒뽅꽐쑶ꪧꑕꅁ뎡꓀뻷멣롧샧땾멁볉앓ꅁꕛꕈꙡꓨ겣꡴꒶ꑊꑈ뿑꒣뭎ꪺ뷄삻ꅁꑛꕈ꣓ꪺ뽮맺ꅁ뻉교쑙궫ꪺ뿄궷볉ꅁ꙰삽ꝉꅂ귋뎬ꙍ뻷ꅁꚳꑀ쒲ꝙ땯꒧뛕ꅁ걆ꦲ결ꢾ녷ꖼ땍ꅁꕄ뻉ꗑ낷ꗾꪺ믈ꛦ랧걁꧓꣼껗ꖲ뱨ꕘ꒣뵡ꅁ꧓꣼ꯡꪺ압ꯈ몡띎ꚨ결랥믝놴끑ꪺ쒳썄ꅁꚹ결곣ꡳ냊뻷 2
꒧ꑇꅃ ꛓ랧걁꧓꣼꓀ꛦꑪ뎣Ꙣ걆ꦲꕄ뻉ꑕꕞꕞ놵뫞ꅁꭄ쓝셠ꛦ떦늤덗릺꧒뱗덝ꪺ꓀ꛦꅁ셁룑꣤압ꯈ몡띎ꯗꕩꝀ결꙳쓲ꅂꙘ꣖꣮결슲꧶꓀ꛦꪺ냑ꛒꅁꚹ결곣ꡳ냊뻷꒧ꑔꅃ ꕴꕾꅁ랧걁꧓꣼ꦹꦹ걏뿄뻷멣ꑪ꣖ꑰꅁ쁵꣖Ꙉꅁ꙰꛳뛇뮼꧓꣼ꯡ뒣ꩀ압ꯈ몡띎ꪺ롧엧Ꝁ결띾ꚳ쏶럭ꞽ꒧냑ꛒꅁꗧ결ꖻ곣ꡳꪺ궫ꓟꅁꚹ결곣ꡳ냊뻷꒧ꕼꅃ ꙘꝀ깷믈ꛦꅁꛛꗁ냪84꙾8ꓫ4ꓩ랧걁꧓꣼맼꓆ꕼꭈꢴ꒵ꑷ꒻꙾빬ꅁSchendel 떥ꑈ뒿끷맯54깡쇊꣖ꪺ꒽ꕱꝀ뷕걤ꅁ땯뉻Ꙙ꣖ꯡ꿠엣뉻신뻷ꪺ껉뚡결Ꙙ꣖ꯡ4ꇣ16꙾ꅁꖭꞡ곹결꙾(Schendel et al., 1976)ꅁ걇꧳ꚹ껉놴끑꧓꣼ꯡ뿄뻷멣꒧압ꯈ몡띎껉뻷ꅝtimingꅞꅁ삳쓝빁럭ꅃ †† ꖻ곣ꡳ끷맯랧걁꧓꣼ꯡꪺꙘꝀ깷CY꓀ꛦꅁ뭐Ꙑꙡ냏ꕴꑀ깡Ꙙ깷ꭄ꧓꣼꒧ꑀ꿫CH꓀ꛦ압ꯈ롳Ꝁ압ꯈ몡띎뉻ꩰ뷕걤ꕈꑆ룑꧓꣼ꯡ꒻꙾Ꙩ꧒낵ꪺ압ꯈ몡띎ꯗ뒣ꩀꅁ압ꯈꪺ몡띎뭻ꪾ뭐ꑀ꿫꓀ꛦꪺ깴늧ꅁꣃꑆ룑꣢꓀ꛦ압ꯈ맯ꙕ뚵ꩁ냈ꭾ뷨멣궱궫뗸뭐몡띎뭻ꪾꪺ깴늧ꅁ귚꣑띾뒣ꩀꩁ냈ꭾ뷨꒧냑ꛒꅃ 낣ꚹ꒧ꕾꅁ맼꓆ꕼꭈꙢꖼ땯ꗍ삽ꝉꭥꭙ냲뱨뿄뻷멣꒤ꪺ볒뵤ꗍꅁꩁ냈ꭾ뷨꿀결맼꓆ꖫꗁ꧒뫙덜ꅁꛓꙘꝀ깷ꭙ꒽샧ꛦ깷ꅁꕸ왗꒽샧믈ꛦꪺꩁ냈ꭾ뷨ꑀꙖ결껸뙏꧒룡꽦ꅁ꫱꙾Ꙣ쑶ꪧ삣ꑏꑕꅁ뎡꓀믈ꛦꑶ땯벫맏녪ꅁꯦ끟ꪽ끬ꅁꖻ곣ꡳꗧ끷맯랧걁꧓꣼꓀ꛦꪺ압ꯈꅁ맯ꭥ맼꓆ꕼꭈ뭐ꗘꭥꙘꝀ깷ꩁ냈몡띎ꯗ뭻ꪾꝀꓱ룻꓀꩒ꅁ귚Ꝁ꧓꣼뻷멣띾뒣ꩀ압ꯈ몡띎꒧냑ꛒꅃ 3
닄ꑇ론?곣ꡳꗘꪺ 껚뻚ꑗ굺ꪺ곣ꡳ굉뒺뭐냊뻷ꅁꖻ곣ꡳ끷맯Ꙙ깷꧓꣼꓀ꛦꑀ꿫꓀ꛦ꒧압ꯈ뙩ꛦ맪ꙡ뷕걤ꅁꕈꑆ룑압ꯈ맯ꩁ냈ꭾ뷨ꪺ듁뇦뭐몡띎땻ꯗꅁꖻ곣ꡳ꒧ꗘꪺ쉫꿇결ꑕꙃ꒭쉉ꅇ 1. 놴끑꧓꣼꓀ꛦꪺ압ꯈꅁ맯랧걁꧓꣼ꭥꯡ꒣Ꙑ뿄뻷멣(맼꓆ꕼꭈꅂꙘ깷)몡띎ꯗꪺ뭻ꪾ뭐ꓱ룻ꅃ 2. 놴끑Ꙑꑀ뿄뻷멣(Ꙙ깷)랧걁꧓꣼ꪺ꓀ꛦ뭐ꑀ꿫꓀ꛦ압ꯈꙢꩁ냈ꭾ뷨ꪺ궫뗸뭐몡띎땻ꯗꪺꪾ쒱ꑗ걏ꝟꚳ꿊ꑦ깴늧꧊꙳Ꙣꅆꣃ셁룑꣢꓀ꛦ압ꯈ몡띎ꯗꪺ뭻ꪾ깴늧땻ꯗꅃ 3. ꓀꩒ꑈꑦ닎군엜뚵맯ꩁ냈ꭾ뷨궫뗸몡띎뭻ꪾꪺ깴늧땻ꯗꅃ 4. ꕈꙘꝀ깷랧걁꧓꣼맼꓆ꕼꭈCY꓀ꛦ결꣒ꅁ뛇뮼꓀ꛦ꧓꣼ꯡ압ꯈ몡띎ꯗ뒣ꩀꪺ롧엧ꕈ꣑띾곉냑ꛒꅃ 5. 뒣ꕘ랧걁꧓꣼뿄뻷멣압ꯈ몡띎ꪺ뒣ꩀ떦늤ꯘ쒳꒩믈ꛦ뫞뉺럭ꞽ냑ꛒꅃ 4
닄ꑔ론?곣ꡳ걹땻 ꖻ곣ꡳꪺ걹땻뷐냑럓맏1-1ꅁ곣ꡳꕄ굮꓀ꚨ꒭귓뚥걱뙩ꛦꅁ닄ꑀ뚥ꗽ뵔뭻곣ꡳ냝썄뭐ꓨꙖꅁꙁ롧륌곛쏶뉺뷗냲슦뭐ꓥ쑭놴끑ꅁ셁룑압ꯈ몡띎ꯗ곛쏶뉺뷗ꩁ냈ꭾ뷨왛꧀꧊볒ꚡꅁ닄ꑇ뚥걱롧ꗑꓥ쑭뭐뉺뷗냲슦ꅁ뇀뻉ꕘ맪뗽곣ꡳ걛멣ꅥꕴ냑ꛒ닄ꑔ뎹닄ꑀ론곣ꡳ걛멣맏ꅝ3-1ꅞꅦꅃ닄ꑔ뚥걱결곣ꡳ덝군뚥걱ꅁꕈ냝ꣷ뷕걤ꓨꚡ뭠뚰ꫬ꿅룪껆ꅃ닄ꕼ뚥걱덺륌닎군ꓨꩫ뭐닎군륱뢣덮엩꓀꩒룪껆ꅃ닄꒭뚥걱ꗑ맪뗽떲ꩇ낵ꚨ떲뷗ꯘ쒳ꅃ 5
뵔ꥷ곣ꡳꕄ썄뭐ꗘꪺ 닄ꑀ뚥걱ꅇ 뉺뷗꧊냲슦멣ꯤ뚥걱 곛쏶뉺뷗ꓥ쑭놴끑꒧뻣뉺 닄ꑇ뚥걱ꅇ 곣ꡳ걛멣ꯘꗟ뚥걱뵔ꥷ맪뗽곣ꡳ걛멣 䍙?냝ꣷ덝군 냝ꣷ덝군 ꓀䍈? ꛦ꓀압ꛦ ꯈ압?귗ꖿ귗ꖿ 륷듺륷듺ꯈ 닄ꑔ뚥걱ꅇ 곣ꡳ덝군뚥걱 냝ꣷ뷕걤 냝ꣷ뷕걤 냝ꣷꙞꚬ 닄ꕼ뚥걱ꅇ 룪껆꓀꩒뚥걱 룪껆닎군 뻣뉺뭐꓀꩒ 닄꒭뚥걱ꅇ 뻉ꕘ떲뷗ꯘ쒳 떲뷗ꯘ쒳 맏??ㄠ?곣ꡳ걹땻맏? 6
닄ꑇ뎹 ꓥ쑭놴끑 닄ꑀ론?뿄뻷멣ꪺꥷ롱 †뿄뻷멣(Financial Institutions)Ꙣ롧샙ꫀ라꒤ꅁꕄ굮ꕜ꿠Ꙣ뒣꣑뿄ꗲ꒶ꩁ냈ꅁ뷕뺯ꙕ롧샙뎡룪꣑믝ꅁ겡떸ꑵ냓땯깩ꣃꭐ뙩룪ꯘ덝ꅁ결롧샙ꫀ라륂Ꝁꪺ볏꿃ꅁ냪ꪺ뿄뻷멣ꑪ교ꕩ꓀결ꅇ ꑀꅂ믈ꛦ뿄뻷멣 믈ꛦ뿄뻷멣ꭄ뛈믈ꛦꩫ꧒뫙꒧ꅵ믈ꛦꅶꑚ걏Ꙗ꒣꽓ꥷꑪ늳ꅁꕈ꙳듚ꭈ끕룪결ꙗ롱Ꝭꚬ룪ꅁꞡ쓝믈ꛦ뿄뻷멣ꅁꙝꚹ믈ꛦꅂꭈ끕룪꒽ꕱꅂꭈꗎꙘꝀꫀ뭐륁몮라ꭈꗎ뎡ꅁꞡꕝ걁Ꙣ꒺ꅃ ꑇꅂꭄ믈ꛦ뿄뻷멣 ꭄꕈ꙳듚결샧띾뚵ꗘ꒧꣤ꕌ뿄뻷멣ꅁ꣒꙰ꅇꭏ쁉꒽ꕱꅂ늼꣩뿄꒽ꕱꅂ쏒꣩꒽ꕱ떥ꅃ ꕴꕾꑀ뫘냏꓀ꓨꚡꭙ뻚꒤ꖡ믈ꛦꡃꓫ뵳Ꙍ꒧ꅵ꒤뗘ꗁ냪ꕸ왗ꙡ냏뿄닎군ꓫ돸ꅶꅁꕈ꿠ꝟ돐덹덦맴결럇ꭨꅁ녎뿄뻷멣릺꓀결덦맴뻷멣뭐꣤ꕌ뿄뻷멣꣤쉫쏾ꓨꩫ꙰ꅝ맏2-1ꅞ 7
꒤ꖡ믈ꛦ 덦맴뻷멣 ꖻ냪ꑀ꿫믈ꛦ ꙳듚덦맴ꕾ냪믈ꛦꙢ뗘꓀ꛦ 뿄뻷꒤ꑰꗸ띾믈ꛦ 멣 륁라ꭈꗎ뎡 몮라ꭈꗎ뎡 뻷 ꭈ끕룪꒽ꕱ 뙬걆쁸뛗띾ꞽ 멣 ꣤ꕌ뿄뻷멣ꑈ맘ꭏ쁉꒽ꕱ 늣ꪫꭏ쁉꒽ꕱ 쏒꣩뿄꒽ꕱ 늼꣩뿄꒽ꕱ 맏???뿄뻷멣뎡릺꓀맏?룪껆꣓랽ꅇ꒤ꖡ믈ꛦ롧샙곣ꡳ덂뵳Ꙍꅝ1997ꅞꅁ꒤뗘ꗁ냪ꕸ왗ꙡ냏뿄닎군ꓫ돸ꅁꑀꓫꅁ ꖻ뷗ꓥ곣ꡳ궫ꓟꅁꙢ꧳Ꝭꚬ꙳듚ꪺ뿄뻷멣랧걁꧓꣼꓀ꛦ압ꯈ몡띎ꯗ놴끑ꅁꙝꚹꖻ뷗ꓥꥷ롱ꪺ뿄뻷멣ꅁꑄ믈ꛦ뿄뻷멣ꝙꖻ냪ꑀ꿫믈ꛦꅁꭈꗎꙘꝀꫀ륁몮라ꭈꗎ뎡ꅁꭄ믈ꛦ뿄뻷멣ꕾ냪믈ꛦꙢ뗘꓀ꛦ꒣ꕝ걁Ꙣ꒺ꅃ 8
닄ꑇ론?뿄뻷멣꒧랧걁꧓꣼ ꑀꅂ랧걁꧓꣼ꪺꥷ롱 †ꅵ랧걁꧓꣼ꅶ뻚ꑋꑑꑅ꙾꦳끝걆뎡뿄ꞽ굞ꓥꪩꅵ뿄뻷멣Ꙙ꣖ꩫꅶ닄ꑑꑋ뇸굞ꓥ쒶결ꅵCategorically Assumes both Assets and Liabilitiesꅶꅝ끝걆뎡뿄ꞽ뫴꾸,2000ꅞꅁ냪ꕾ쏾ꙗ뗼ꚳꅵ쇊뙒뭐꧓꣼ꅶ( Purchase and Assumption),ꭙ과냪셰ꢹ꙳ꭏ꒽ꕱ(FDIC)궱맯롧샧ꖢ뇑믈ꛦ룻녠뇄ꗎꪺ룑ꡍꓨꚡꅁ걏ꕈ꒽뙽볐ꓨꚡꅁꙢꚳ띎쇊뙒ꪺꙘ껦뻷멣꒤ꅁꗑꕘ돌낪볐녯볐ꅁ쇊뙒ꗾ뎡뎡꓀귋뎬뻷멣ꪺ룪ꅁꣃ꧓꣼꣤꙳듚뭐굴뛅ꅃ 랧걁꧓꣼ꭙ둎ꕌꑈ꒧끝늣샧띾랧걁꧓꣼꣤룪늣굴뛅ꅃꛦ결ꕄ엩(귓ꑈꅂꙘ맙ꅂ꒽ꕱ꣤ꕌꩫꑈ)꧳랧걁꧓꣼ꯡ뛈땯ꗍ끝늣샧띾ꑗ꒧엜냊ꅁꣃ꒣돠ꖢ꣤결ꛦ결ꕄ엩꒧룪껦ꅃ ꒽ꕱꙘ꣖ꅁꗑꙘ꣖ꯡ꙳쓲띳ꗟ꒽ꕱꛦ꣏귬결Ꙙ꣖꒧ꙕ룓꒽ꕱꗾ뎡앶ꝑ굴뻡꣤롱냈ꅁꕝ걁ꑈ껦앶Ꙣ꒺ꅁꛜ꧳꙳쓲ꕈꕾ꒧꣤ꕌꙕ꒽ꕱ뿄뻷멣ꅁꭨꞡ쉫꧳껸럀ꅃ 놩ꕸ왗ꕈꛦ깷랧걁꧓꣼ꭈꗎꙘꝀꫀ꒧룪늣ꅁ쇶볈ꕂꭏ꽤랧걁엽뭐꒧ꭈꗎꙘꝀꫀ꒧땮끏놡ꅁ땍꣤ꗘꪺ결륷꽤ꥼꖼ뿬뉺륌ꓡ꒧끝늣ꅁꭋ꧳ꓩꯡ뿬뉺땮끏꒧ꗎꅁꛓꭄ결꣏룓ꙘꝀꫀ녯ꕈ쑾쓲롧샧ꅃ걇꧳ꛦ깷랧걁꧓꣼ꭈꗎꙘꝀꫀ꒧돵Ꙙꅁꯡ곒ꙝꛓ껸럀Ꙑ껸럀(뿄Ꙙ꣖ꙝ삳ꓢꕕ,2001)ꅃ 랧걁꧓꣼ꭙ냪맯꧳롧샧ꙍ뻷ꪺ뿄뻷멣ꑀ뫘꽓ꚳꪺ룑ꡍꓨꚡꅁ과냪셰ꢹ꙳듚ꭏ쁉꒽ꕱ맯꧳때쑾쓲롧샧믹귈ꪺ귋뎬뿄뻷멣ꅁ꣤뇄꣺ꪺ놹걉ꓨꚡꚳ꒻뫘(뛀ꯘ믊,2000) 1.쇊뙒뭐꧓꣼ꗦ꧶(Pruchase & Assumption,P&A) 2.ꪽ놵꙳듚뷟ꕉ(Straight Deposit Payoff) 3.ꭏ썂꒺꙳듚늾신(Insured Deposit Transfer, IDT) 4.륌듧믈ꛦ(Bridge Bank) 5.놵뫞(Conservatorship) 9
6.꓀ꛦ꓀돎(Branch Breakups) ꑇꅂ랧걁꧓꣼ꪺꩫ랽ꪧ쒳 †ꗁ냪84꙾7ꓫ꦳ꅁ맼꓆닄ꕼꭈꗎꙘꝀꫀ썺땯낪뱨ꑈ귻뭒맺ꗳꅁ끝걆뎡결ꖭ꺧ꚹꑀ뛅ꭈꙍ뻷ꅁꗜꙘꝀ깷녪ꛦ랧걁꧓꣼맼꓆ꕼꭈꪺꗾ뎡룪늣ꅁꭙ믈ꛦꩫ닄꒻ꑑꑇ뇸덗ꥷꅁ믈ꛦꙝ띾냈끝냈엣뗛둣꓆ꅁ꒣꿠ꓤꕉ꣤뛅냈ꚳ띬꙳듚ꑈꝑ꽱꒧뢷껉ꅁ꒤ꖡꕄ뫞뻷쏶녯냇ꕏ낱띾ꣃ궭듁뉍뉺ꅁꅵ결꣤ꕌꖲ굮꒧덂롭ꅶ,ꕈ뿄뻷멣뫊뫞놵뫞뿬ꩫ닄ꑑꑀ뇸덗ꥷꅁ뫊뫞ꑈ녯ꣳꝕ꣼뫊뫞뿄뻷멣ꅵ랧걁엽뭐ꗾ뎡뎡꓀띾냈룪늣굴뛅ꅶꅃ 뫊뫞ꅂ놵뫞ꑄ덺륌꒽앶ꑏ꒶ꑊ냝썄뿄뻷멣ꪺ띾냈롧샧ꅁꕈ뻉ꖿ꣤띾냈낾깴ꅁ뽮랥ꗘꪺꚮꙢ뒣뿄뻷멣ꪺ샲ꝑ꿠ꑏꅁ꣏샧륂ꡂꑊꖿ굹ꅆ껸랥ꗘꪺꭨꙢꢾꓮ꣤끝냈ꪬꩰ쑾쓲둣꓆ꅁꣃ맯ꯡ쓲ꪺꙘ꣖ꅂ랧걁꧓꣼Ꝁ띾뙩ꛦ뗻꛴ꅁꕈꭏ믙꙳듚ꑈ앶꽱ꅃ끝걆뎡꧳ꗁ냪84꙾8ꓫ3ꓩꕈꛦ걆덂꓀ꥒꕏꙘꝀ깷랧걁꧓꣼맼꓆ꕼꭈꅁꓞ땯빁ꩫ꧊ꪧ쒳ꅁ꣼덂꓀ꑈ맼꓆ꕼꭈ꒣ꩁꅁ뭻결끝걆뎡덂꓀ꭉ깠꣤끝늣앶뭐ꑵꝀ앶ꅁ둍ꡄꛦ걆뇏샙ꯡꅁꙝ꣤뇑뙄뵔ꥷꅁꛓꕈ뵔ꥷ닗ꞽꝐꡍ빁ꗎꩫ덗륈뻋결뉺ꗑꅁ셮뷐ꑪꩫꥸ룑쓀ꅃꑪꩫꥸ룓ꗓ뷐껗Ꝁꚨ쓀꙲닄ꕼꑋꑋ뢹룑쓀ꅇꕄ뫞뻷쏶맯냝썄뿄뙩ꛦ곛쏶덂꓀ꭥꅁ삳얥꣺ꩆꅂꫀ귻ꅂ롧샧ꝑ깠쏶ꭙꑈ뎯굺띎ꢣꅃꛛ88꙾2ꓫꛦ걆땻Ꟈꩫ꒽ꝇ꒧ꯡꅁ얥뗽땻Ꟈꑷ뢨맪꧳냪ꪺꩫ꣮꒤ꅃ꒣륌얥뗽땻Ꟈꓱ룻뷆싸ꅁ꺣쏸ꕈ끴Ꙙ덂뉺냝썄뿄뻷멣ꪺ껉껄믝ꡄꅝꓽ맅쑒ꅂ뎢러ꅁ2000ꅞꅃ †ꗁ냪89꙾믈ꛦꩫ귗ꅁ꣤꒤닄꒻ꑑꑇ뇸꒧ꑔꅇ결ꭏ믙꙳듚ꑈ앶꽱ꅁꖻ뇸ꧺꥷ뇂앶놵뫞믈ꛦ꧒결꒧ꑕꙃ덂롭ꅁ삳곣샀꣣엩ꓨ껗ꅁ돸롧꒤ꖡꕄ뫞뻷쏶껖귣ꅇ (ꑀ) ꥥ끕꣤ꕌ믈ꛦꅂ뿄뻷멣꒤ꖡ꙳듚ꭏ쁉꒽ꕱ롧샧ꗾ뎡뎡꓀띾냈ꅃ (ꑇ) 뱗룪ꅂ듮룪듮룪ꯡꙁ뱗룪ꅃ (ꑔ) 엽뭐ꗾ뎡뎡꓀샧띾룪늣굴뛅ꅃ 10
(ꕼ) 뭐꣤ꕌ믈ꛦꙘ꣖ꅃ (꒭) ꣤ꕌ롧꒤ꖡꕄ뫞뻷쏶ꥷ꒧궫굮뚵ꅃ †뱳꣼ꪧ쒳ꪺꅵ랧걁꧓꣼ꅶꝙꧺꙃ꧳닄ꑔ듚ꅁ꣺ꕎ뿄뻷멣뫊뫞놵뫞닄ꑑꑀ뇸ꪺ덗ꥷꅁꕈ뒣낪꣤ꩫꯟꛬ뚥ꅁꕈ닅Ꙙꩫꯟꭏ꽤귬ꭨꅃ †ꛓꚹꚸ귗ꖿꅁ맯ꕄ뫞뻷쏶Ꝁꚨ뫊뫞ꅂ놵뫞덂꓀ꭥꅁ삳얥꣺ꩆꫀ귻ꅂ롧샧ꝑ깠쏶ꭙꑈ꒧띎ꢣ뎡꓀ꅁꣃꖼ꒩ꕈ덗뵤ꅃꙝ결Ꙣꕈꦹ껗꣒꒤ꅁ꣼놵뫞뿄뻷멣덑랧걁꧓꣼껉ꅁꦹꦹꑷ돠ꖢ쁶뛅꿠ꑏꅁ곆ꛜꚳ궫ꑪ솫띬ꅁꑀ깡뉢귈결굴볆ꪺ뿄뻷멣ꅁꑷ때ꗴ꛳끝늣ꕩ꣑ꫀ귻꓀끴ꅁ꣤앶ꝑꛛ삳낱ꓮꛦ꣏ꅃꕂ덑랧걁꧓꣼꒧뿄뻷멣ꅁꙨꙝ궫ꑪ맺껗뻉교삽ꝉꙍ뻷ꅁ결뵔ꭏ꙳듚ꑪ늳앶꽱ꅁ쇗ꝋ꡴닎꧊ꙍ뻷땯ꗍꅁ꙰랧걁꧓꣼꒴뚷ꗑ꣼놵뫞뿄뻷멣ꪺꩆꫀ귻ꅝꕎꫭꅞꑪ라ꛦ꣏Ꙑ띎앶ꅁ꺣쏸둸뒤ꙍ뻷덂뉺껉껄ꅝꓽ맅쑒뭐뎢러ꅁꗁ89ꅞꅃ 걇ꚹꚸ믈ꛦꩫ귗ꖿꅁ꣏뿄뻷멣꒧랧걁꧓꣼ꅁ꣺녯ꩫ랽뻚ꅁꖼ꣓ꕩꝋꕨꕄ뫞뻷멣꧓꣼놵뫞뻷멣ꛦ꣏슾앶ꪺꝸ쉚ꅃ ꑔꅂ랧걁꧓꣼쇊뙒뭐꧓꣼꒴결걆ꦲ덂뉺냝썄뿄뻷멣꒧ꕄ굮ꓨꚡ †냪ꩫꯟꑗꕩꕈ뇄ꛦ덂뉺냝썄뿄뻷멣ꪺꓨꚡꚳꑔꅇꪽ놵뷟ꕉꅂ랧걁꧓꣼쇊뙒뭐꧓꣼ꅁ쒴꙰ꅇ꙰ꩇꚳꑀ깡냝썄뿄뻷멣ꅁ뻖ꚳ꙳듚60믵꒸ꅁ륏꧱듚10믵꒸ꅁ뷕뻣ꯡ뉢귈결굴5믵꒸ꅁ꙰ꩇꕈꪽ놵뷟ꕉꓨꚡꅁꑀꑦ껰둎굮ꕉ60믵꒸ꅆ꙰결랧걁꧓꣼ꅁ뛈뚷ꕉ5믵꒸ꅁ굙뇄놵꣼ꖿ녠꧱듚뭐꙳듚ꅁ꒣놵꣼륏듁꧱듚ꪺ쇊뙒뭐꧓꣼ꓨꩫꅁ뗸귓껗놡ꩰ꒣Ꙑꅁ덂뉺뙏ꗎ곹믝10믵꒸ꖪꕫꅃ걇ꕈꅵ랧걁꧓꣼ꅶꅵ쇊뙒뭐꧓꣼ꅶ룻꿠땯뒧냲껄꽱ꅁꕩ덂뉺룻Ꙩ냝썄ꅁꖼ꣓맯냝썄뿄뻷멣ꅁ귬ꭨꑗ꒴ꗑ걆ꦲꕄ뻉룻ꑪꕂ낷ꗾꪺ뿄뻷멣꧓꣼엩뷨룻깴ꪺ룻ꑰ뻷멣ꅃ 뻚뎢럓멡(2000)곣ꡳ뻣뉺ꅁꕸ왗ꛜꑋꑑꑅ꙾꦳ꕈ꣓결ꖭ꺧뿄ꙍ뻷ꗳꛓ뻉교랧걁꧓꣼껗꣒군ꚳ26ꗳꅁ꣤꒤낣ꕀ뗘믈ꛦ꧓꣼뗘릴ꭈ끕ꑀ껗ꕾꅁ꣤빬25ꗳ뎣걏냲뱨뿄뻷멣ꕘ뉻ꙍ뻷ꯡꅁꗑ끝럭ꞽꕈꅵ걆떦ꅶ뻉ꓞ꒶꣤ꕌꅵꙘ 11
빁ꅶꪺ뿄뻷멣놵ꓢ떽ꯡꛓꖭ꺧룓ꗳꅁꫭ2-1ꭙꕸ왗ꛜꗁ냪90꙾꣓땯ꗍ뇏샙ꚡꙘ꣖ꅝ랧걁꧓꣼ꅞ껗ꅃ ꫭ2-1ꅂꕸ왗ꛜ90꙾꣓결ꖭ꺧뿄ꙍ뻷ꗳꛓꕘ뉻ꪺ뇏샙ꚡꙘ꣖ꅱ랧걁꧓꣼ꅲ 껉Ꟈꗳ꙾ꓫ 냝썄뿄뻷멣 떽†ꯡ†랧†ꩰ 01 ꗁ55꙾9ꓫ ꕸꕟ닄ꑋꭈꗎꙘꝀꫀ냇ꕏ낱띾뉍뉺ꅁꯡꖼ둟띾ꅁ꧳69꙾12ꓫ22ꓩꗑ ꕸꕟ닄ꑇꭈꗎꙘꝀꫀꙘ꣖ 02 ꗁ59꙾10ꓫ ꗃꥍꭈꗎꙘꝀꫀ59꙾10ꓫ4ꓩ낱띾뉍뉺ꅁ60꙾1ꓫ8ꓩ꣖ꑊ 뻴ꭈꗎꙘꝀꫀꅁꚨ결ꭈ꒧ꗃꥍ꓀ꫀ 03 ꗁ59꙾11ꓫ ꕸꕟ닄꒻ꭈꗎꙘꝀꫀ 59꙾11ꓫ30ꓩ꣖ꑊꕸꕟ닄ꑑꭈꗎꙘꝀꫀ 04 ꗁ60꙾6ꓫ 맼꓆닄ꑔꭈꗎꙘꝀꫀ 60꙾6ꓫ10ꓩꅁꗑ맼꓆닄꒻ꭈꗎꙘꝀꫀꙘ꣖ 05 ꗁ61꙾4ꓫ ꕸꕟ닄ꕼꭈꗎꙘꝀꫀ 61꙾4ꓫ25ꓩꅁꗑꕸꕟ닄ꑑꭈꗎꙘꝀꫀꙘ꣖ 06 ꗁ63꙾6ꓫ ꕸꕟ닄ꑑꑇꭈꗎꙘꝀꫀ 63꙾6ꓫ15ꓩꅁꗑꕸꕟ닄ꑅꭈꗎꙘꝀꫀꙘ꣖ 07 ꗁ64꙾7ꓫ ꕸꕟ닄ꑑ꒻ꭈꗎꙘꝀꫀ 64꙾7ꓫ26ꓩꅁꗑꕸꕟ닄ꑑꭈꗎꙘꝀꫀꙘ꣖ 08 ꗁ64꙾12ꓫ ꕸ꒤닄ꑑꭈꗎꙘꝀꫀ 64꙾12ꓫ3ꓩꅁꗑꕸ꒤닄ꑅꭈꗎꙘꝀꫀꙘ꣖ 09 ꗁ74꙾2ꓫ ꕸꕟ닄ꑑꭈꗎꙘꝀꫀ 75꙾12ꓫ8ꓩꅁꗑꙘꝀ깷랧걁꧓꣼ 10 ꗁ84꙾8ꓫ 맼꓆닄ꕼꭈꗎꙘꝀꫀ ꗑꙘꝀ깷랧걁꧓꣼ 11 ꗁ84꙾9ꓫ 껧뛩뾤꒤썣륁라 85꙾11ꓫ5ꓩꅁꗑꕸ왗곙륁라랧걁꧓꣼ 12 ꗁ84꙾11ꓫ 뗘릴ꭈ끕룪꒽ꕱ ꗑꕀ뗘냓띾믈ꛦꙘ꣖ 13 ꗁ85꙾5ꓫ ꯌꩆ뾤왑깈륁라 ꗑꯌꩆ뾤륁라랧걁꧓꣼ 14 ꗁ86꙾1ꓫ 띳ꛋ닄ꑇꭈꗎꙘꝀꫀ 86꙾1ꓫ4ꓩꅁꗑ룛껵냓띾믈ꛦ랧걁꧓꣼ 15 ꗁ86꙾9ꓫ 낪뚯닄꒭ꭈꗎꙘꝀꫀ ꗑ릴ꭈꗎꙘꝀꫀ랧걁꧓꣼ 16 ꗁ86꙾10ꓫ 낪뚯닄ꑑꭈꗎꙘꝀꫀ ꗑ꩸냓띾믈ꛦ랧걁꧓꣼ 17 ꗁ86꙾12ꓫ ꕸ꒤닄ꑋꭈꗎꙘꝀꫀ ꗑ룛껵냓띾믈ꛦ랧걁꧓꣼ 18 ꗁ86꙾12ꓫ 띳ꛋ닄꒻ꭈꗎꙘꝀꫀ ꗑ닄ꑃ냓띾믈ꛦ랧걁꧓꣼ 19 ꗁ87꙾12ꓫ ꕸ닄ꑇꭈꗎꙘꝀꫀ ꗑ꒤뾳냓띾믈ꛦ랧걁꧓꣼ 20 ꗁ87꙾1ꓫ ꕸ닄ꑀꭈꗎꙘꝀꫀ ꗑꕸ띳냓띾믈ꛦ랧걁꧓꣼ 21 ꗁ87꙾4ꓫ 멘ꑳꭈꗎꙘꝀꫀ ꗑ낪띳냓띾믈ꛦ랧걁꧓꣼ 22 ꗁ87꙾5ꓫ ꭈꗎꙘꝀꫀ ꗑ뱹싗냓띾믈ꛦ랧걁꧓꣼ 23 ꗁ87꙾7ꓫ 맼꓆닄ꑇꭈꗎꙘꝀꫀ ꗑ닄ꑃ냓띾믈ꛦ랧걁꧓꣼ 24 ꗁ87꙾7ꓫ ꕸꕟ닄ꑃꭈꗎꙘꝀꫀ ꗑꙷ껵냓띾믈ꛦ랧걁꧓꣼ 25 ꗁ88꙾2ꓫ ꕸ꒤닄ꕼꭈꗎꙘꝀꫀ ꗑ꒤뾳냓띾믈ꛦ랧걁꧓꣼ 26 ꗁ88꙾9ꓫ ꯌꩆꩆ들ꭈꗎꙘꝀꫀ ꗑꕸ왗믈ꛦ랧걁꧓꣼ 27 ꗁ90꙾8ꓫ 굝껟ꭈꗎꙘꝀꫀ ꗑ롕껵냓띾믈ꛦ랧걁꧓꣼ 28 ꗁ90꙾9ꓫ 맅롱닄ꑇꭈꗎꙘꝀꫀ ꗑ룛껵냓띾믈ꛦ랧걁꧓꣼ 룪껆꣓랽ꅇ뿄끝냈ꥵꕚ닄5듁(89꙾1ꓫ)ꖻ곣ꡳ뻣뉺 낣ꚹ꒧ꕾꅁ끝걆럭ꞽ결뻣륹룪늣뉢귈ꑶ걏굴볆ꪺ냝썄냲뱨뿄ꅁ꧳90꙾9ꓫꕄ뻉ꑑ깡ꛦ깷놵ꓢ36깡냲뱨뿄뻷멣ꅁ꣤ꙗ돦꙰ꫭ2-2 12
ꫭ2-2 ꗁ냪90꙾9ꓫꑑ깡ꛦ깷놵ꓢ꒻깡냲뱨뿄뻷멣ꙗ돦 믈ꛦ 놵 ꓢ 냲 뱨 뿄 뻷 멣 깡볆 ꕸ믈 곙륁라ꅂꯌꩆ뾤륁라ꅂ띳뛩뙭륁라 3 ꑧ믈 낪뻰뙭륁라ꅂ뙭륁라ꅂꩄ뱤냏륁라ꅂ싗귬ꖫ륁라 4 Ꙙ깷 ꕸ꒤ꑀꭈꅂ꒭ꭈꅂꑅꭈꅂꑑꑀꭈ 4 ꑀ믈 ꑃ뙭륁라ꅂ랣ꛨ뙭륁라ꅂ뇪ꥸ몮라ꅂꩶ뙭륁라ꅂ롕앲냏륁라 5 뗘믈 왛궵뙭륁라ꅂ띳싗뙭륁라ꅂꑰ들냏륁라ꅂꛋꗐ뙭륁라ꅂ꣎ꕖ뙭륁라 5 맼믈 ꫢ뛩뙭륁라ꅂ깈왑뙭륁라ꅂ굢뙭륁라ꅂꩌ쏤뙭륁라ꅂꢮꮰ냏륁라 5 륁믈 ꒻쁴뙭륁라ꅂ꒺뙭륁라ꅂ뎾꩑뙭륁라ꅂ롕꒦뙭륁라ꅂꩄ뱤몮라 5 ꕀ뗘 ꩑ꑳ륁라ꅂꯌꩆꖫ륁라 2 뚧ꭈ 귻ꩌꭈꙘꫀꅂꯌꩆꑇꭈ 2 룛껵 ꦣꑳꭈꙘꫀ 1 룪껆꣓랽ꅇ셰Ꙙ돸22ꪩ ꚹꚸ랧걁꧓꣼뭐ꕈꦹ돌ꑪꪺ꒣Ꙑ걏:냝썄뿄뻷멣Ꙣ롧륌라군깶뭐놵ꚬꛦ깷꓀ꝏ뉍뉺룪ꅂ썡녢꒧ꯡꅁꭙꗑꅵ뿄궫ꯘ냲ꅶ룉ꖭ솫띬꿊ꑦꅁꕈ룉뙋ꛦ깷쇊꣖띬ꖢꅃ ꕼꅂ뿄뻷멣랧걁꧓꣼맯덑꧓꣼뻷멣꙳쓲뻷멣꒧ꝑ맺녯ꖢ 뿄뻷멣랧걁꧓꣼ꅁ맯꧳덗볒룻ꑰꪺ뿄뻷멣ꅁꙘ꣖꧳ꑪꮬ낷ꗾꪺ믈ꛦꅁ ꒣ꕩꕈ뙽돐띳뻷ꅁꑝꕩꕈ쉘ꑪꩁ냈믢냬ꅁꙝꚹꅆ걆ꦲ삳릪쁹ꑰꮬ뿄뻷멣Ꙙ꣖꧳낷ꗾꪺ뿄뻷멣ꅁ덯맯걆ꦲ뿄뻷멣ꅂꗁ늳ꅂ뿄꾴Ꟈ뎣ꚳ닶ꑪꝑ꽱(뎯 깰뷷, 1988)ꅃ 랧걁꧓꣼ꅁꦹꦹ라덹ꚨꑰꮬ뿄뻷멣꧒뿗ꪺ륄뱷궷쁉(moral hazard)ꅇ뭻결걆ꦲ맯냝썄뿄뻷멣ꅁ돌ꯡꞡ라ꚬ걂떽ꯡꅁꙝꚹꙢ롧샧ꑗ뱗ꕛ꣤룪늣닕Ꙙꪺ궷쁉꧊ꅁꦿ늤꒺뎡ꪺ뫊뫞놱꣮ꅃꛓꗑ걆ꦲꥷ꒽샧ꛦ깷놵뫞굴뻡꣤솫띬ꅁꭙ꺳꿇땼ꑈꪺ뿺꣓뇏샙냝썄뿄뻷멣ꅁꓞ끟쇖뷗꒧ꭄ쒳ꅃ 13
ꑀ꿫ꛓꢥꅁ꧓꣼뿄뻷멣돌궫굮ꪺꝑ꽱ꚳꑔ쉉 (ꑀ) ꣳꝕ걆ꦲꖭ꺧뿄궷볉ꅁ뒣낪ꗸ띾뙈ꪾꙗꯗꅁ떽뫉ꑀꗷꗸ띾꒧ꫀ라 (ꑀ) 덤ꗴꅃ (ꑇ) (ꑇ) 뱗ꕛ샧띾뻚쉉ꅁꝑꗎ덑꧓꣼뻷멣꧒돾ꥷꪺ냲슦ꅁ떽ꗎ꣤ꙡ뵴ꑈ꿟쏶ꭙ궰ꝃ뙩ꑊꖫ돵ꪺꑏꅁꟖ덴ꯘꗟ뱳ꑪꛦ빐뫴룴ꅁ맯ꟳꙨꪺꗁ늳뒣꣑뿄ꩁ냈ꅁꕈ녪꓆ꖻꢭ쑶ꪧꑏꅃ (ꑔ) 귻ꑵ빅뻷라뱗ꕛꅇꑪꮬ뿄뻷멣귻ꑵ빅꒣꧶ꅁ꧓꣼ꯡ샧띾뻚쉉뱗ꕛꗧ(ꑀ)믝Ꙑ껉뱗ꕛꕄ뫞뫞뉺띆뎡ꅁꚳꝕ귻ꑵ빅뫞륄멚덱ꅃ (ꕼ) ꗧꚳ꣤굴궱뱶암ꅁ뷑꙰ (ꑀ) 걆ꦲꕄ뻉랧걁꧓꣼ꅁꦹꦹ걏Ꙣ삽ꝉ롧샧ꙍ뻷놡ꩰꑕ뫲ꯦ덂뉺ꅁ꧓꣼믈ꛦ땵듁뚡꒺굮뻣Ꙙ꣢뻷멣꒧룪끔꡴닎ꅂ꣮ꯗꅂꝀ띾걹땻ꑈꑏ룪랽ꭙꑀ셽ꖨꑵ땻ꅁ덹ꚨ압ꯈ꒣ꭋ깉ꯨꦹꦹꙝꛓ뱶암꧓꣼놵뫞믈ꛦ꒧뙈ꅁꕂ꿓뙏ꖨ(썂룪랽ꅃ (ꑇ) 걆ꦲꕄ뻉랧걁꧓꣼ꅁꦹꦹꕈꡄꖭ꺧뿄ꙍ뻷결ꕄꛓ꿊ꕆ떽ꯡ끴깍놹걉ꅁ꣏꧓꣼뿄뻷멣ꣳꝕ걆ꦲ룑낣뿄궷볉ꅁꛓ믝꧓꣼ꗾ뎡맪믚솫띬ꅁꛓ맪믚솫띬ꦹꦹ뙗륌녢궱솫띬ꅃ쒴꙰Ꙙ깷랧걁꧓꣼맼꓆ꕼꭈꅁ꧳ꗁ냪89꙾뉍뫢뻣뉺맪믚솫띬낪륆50믵꒸ꅁ꒤ꖡ믈ꛦ걤껖뭻ꥷ뛈42믵꒸ꅁ믝ꛛ굴8믵빬꒸솫띬ꅆꕸ믈꧓꣼ꩆ들ꭈꗎꙘꝀꫀꗾ뎡룪늣ꅁ뙩ꛦ뉍뉺ꅁꑾ땯뉻맪믚솫띬35믵꒸ꅁꓱ녢궱솫띬썂23믵꒸낪ꕘ덜Ꙩ (ꑵ냓껉돸, 2001) ꅃ (ꑔ) ꙳쓲꧓꣼ꛦ랧걁꧓꣼ꯡ궺ꗽ궱셻ꪺ걏륏꧱ꓱ뉶낪ꅁꭈꗎ뗻ꓱ궰ꝃꅁ맯ꩆ룪ꑈ꒣돗걏늼꧐걲쏄ꅁꕂꙝ꣤ꕌꭄ롧샧ꙝ꿀꙰ꩫꯟ덞껗ꧬꦵ껉ꓩꅁꫀ귻굮ꡄ땯쇙ꕈ뉺뫊ꅂ롧뉺ꑈ귻끝늣덑ꚩꧣ덞껗떥떥ꧬ닖ꅁ맯꙳쓲꧓꣼ꛦ곒ꚳ꒣ꝑ꒧뱶암ꅃ 14
닄ꑔ론?압ꯈ몡띎ꪺ띎롱 ꑀꅂ압ꯈꪺꥷ롱 †뱳롱ꪺ압ꯈꅝCustomerꅞꅁꛦ빐뻇뇐곬껑꒧ꥷ롱걏ꅇ맯꧳귌꧒뒣꣑꒧끝덦돒냈ꚳ믝굮ꅝNeedsꅞꅂ뇽ꡄꅝWantsꅞ뭐믝ꡄꅝDemandsꅞꅁꛓ쑀띎ꕈ뿺ꅂ끝덦뒣꣑돒냈ꕨꗦ뒫ꅝKotler, 1997ꅞꅃ †압ꯈ둎걏꣣ꚳ껸뙏꿠ꑏ뭐껸뙏볧ꑏꪺꑈꅃ맯ꡃꑀ귓ꗸ띾ꛓꢥꅁꅵ압ꯈꅶ둎걏ꢺ라땮쇊뙒ꪺꑈꅆꗑ꧳압ꯈ꙳Ꙣꅁꗸ띾ꑾ녯ꕈꗍ꙳ꅁꙝꚹꗸ띾때꒣ꕦꢬꗾꑏ녎ꕩ륂ꗎꪺ룪랽ꅁ꣒꙰ꑈ귻ꅂ륷뫢ꅂ뱳ꝩ떥ꅁ둘ꕇ뎣ꩠꙢ덯라ꑗ쇊뙒ꪺꑈꢭꑗꅁꕈ듁꿠냷녱꒤샲녯ꝑ볭ꅝ뷃뚧ꅁ1996ꅞꅃ †꒤냪ꑈ녠솿ꪺꅵꕈꯈ결둌ꅶꅂꅵ압ꯈꛜꑗꅶꅁꛨꓨꚳꑀꕹ룜뮡ꅵ굮ꝁꪺ롽뙩압ꯈꪺ빣ꑬ律ꅶ(always put yourself in customer’s shoes)ꅁ곒걏ꗸ띾Ꙣ쁈뗛롧샧샴맒쑶ꪧꓩ쇍뽅꽐ꑕꅁ결ꪧ꣺압ꯈꅂꪾ륄압ꯈ꽵ꖿ믝굮걏꒰믲ꅁꗃ뮷녎ꛛꑶ꧱Ꙣ압ꯈꪺꗟ돵덝띑ꣃ뱗ꕛ압ꯈ몡띎ꯗꪺ뽮랥뫫꾫ꅁ곆ꛜꙢ돌띳륱ꑬ냓냈eꕀꕎ럅ꕀ꒯(2001)ꗧ녪뷕ꅇ덺륌뫴룴놴ꡄ압ꯈ믝ꡄ뭐몡띎(N&SꅇNeeds & Satisfaction)ꪺ늣ꭾ꣬덂ꚳꑈ띭뗛굮ꛓ듀ꕎꕈꭥ곣땯늣ꭾꙁ압ꯈꪺR&D뎡ꅃ과냪L. L. Bean뙬쇊꒽ꕱꙢ뿬꒽ꯇꅁ녩뙋뻀돸릪쁹귻ꑵꝀꙮ압ꯈꩁ냈ꅁ륄ꕘ압ꯈꪺ궫굮꧊귻ꑵꪺꯝꯈ꒧륄ꅃ꿷멋뿽ꅵ압ꯈ걏꒰믲ꅈꅶꅇ귬ꓥ꙰ꑕꅇ 15
귬ꓥꅇ What Is a Customer? A Customer is the most important person ever in this office . . . in person or by mail. A Customer is not dependent on us . . . we are dependent on him. A Customer is not an interruption of our work . . . he is the purpose of it. We are not doing a favor by serving him . . . he is doing us a favor by giving us the opportunity to do so. A Customer is not someone to argue or match wits with. Nobody ever won an argument with a Customer. A Customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves. 룪껆꣓랽ꅇPhilp Kotlerꅝ2000ꅞ, Marketing Management. . ꕴꕾꅁAbell(1980)Ꙣ곉ꥷꗸ띾ꪺꥷ롱ꅵ귌ꪺꗸ띾걏꒰믲ꅶ(What is our Business?)뭻결ꗸ띾ꪺ뫘뫘Ꝁ결ꞡ굮ꓟ쎴압ꯈꅁ꒣ꕩ꺯싷ꅁꣃ녪뷕삳ꕈ껸뙏뻉Ꙗꅁꛓꭄ늣ꭾ뻉Ꙗ꣓ꥷ롱ꗸ띾ꅁꛓꕈꑔ귓멣궱꣓Ꙟ삳ꑗ굺ꪺ냝썄ꅃ 1.ꗸ띾굮몡ꢬ꒰믲ꑈ(꛳뫘압ꯈ롳) 2.압ꯈꚳ꒰믲믝굮몡ꢬ(압ꯈ믝ꡄ꒰믲) 3.ꗸ띾굮꙰꛳몡ꢬ압ꯈ덯믝ꡄ(ꗸ띾뻖ꚳꢺ꿠꽓껭꿠ꑏ) 16
꣤ꗸ띾ꥷ롱걛멣꙰맏2-2 ꗸ띾굮몡ꢬ꒰믲압ꯈ믝굮몡ꢬ꒰ꑈ? 믲? 압ꯈ롳 압ꯈ믝ꡄ ꗸ띾꒧ꥷ롱 ꙰꛳몡ꢬ압ꯈ꒧믝ꡄ? 꽓껭꿠ꑏ 맏2-2 Abellꪺꗸ띾ꥷ롱걛멣맏 룪껆꣓랽ꅇ(Derek F. Abell, Defining the Business: The Starting Point of Strategic Planning(Englewood Cliffs, .:Prentice-Hall, 1980)..) ꑰ떲ꅇꗑꕈꑗꕩꪾꅁ뉻ꕎꗸ띾뫞뉺뻇ꅁꞡꕈ압ꯈ결꒽ꕱ롧샧꒧뻉Ꙗ,뭻결ꗸ띾꧒ꕈ꿠냷꙳겡ꖲ뚷ꗽ꣬압ꯈꝬꓞ압ꯈꑗꅁ셁룑꣤믝ꡄꛓ덝ꩫꕨ몡ꢬꕌ귌ꅁꛓ뒬뇳ꕈꭥꕈꗸ띾결꒤ꓟ늣ꭾ결꒤ꓟꪺ왛꧀ꅁ엜ꚨꕈ압ꯈ결꒤ꓟꪺ샧륂ꯤꛒ볒ꚡꅁꣃ녱닕슴ꅂ걹땻꧒륂ꗎꪺ룪끔곬ꅁꕨ돐띳맯압ꯈꚳ뗛ꟳ낪ꕛ믹귈ꪺꩁ냈ꅁꕈ뒣ꩀ압ꯈꪺ몡띎ꦾ룛ꯗꅃ ꑇꅂ압ꯈ몡띎ꯗ꒧ꥷ롱 †ꛛ녱Cardozoꅝ1965ꅞ궺ꗽ녎압ꯈ몡띎ꪺ랧꧀ꓞ뙩꣬ꛦ빐뻇ꪺ뵤쎥꒧ꯡꅁ뻇맯압ꯈ몡띎ꯗꪺꥷ롱ꅁꚳꕈꑕ꒣Ꙑꪺ곝ꩫꅇ and Shethꅝ1969ꅞ 17
궺ꗽ녎몡띎ꯗ삳ꗎ꧳껸뙏뉺뷗ꑗꅁꕌ귌뭻결압ꯈ몡띎ꯗ걏쇊뙒맯꧳꣤ꙝ쇊뙒걙ꑀ늣ꭾꛓ낵ꪺ쓫겹ꅝ꙰껉뚡ꅂ뿺ꅋꅞ꧒녯꣬ꪺ룉쁶걏ꝟ빁럭ꪺꑀ뫘뭻ꪾꪬ멁ꅃ ꅝ1977ꅞ ?압ꯈ몡띎ꯗꡍꥷ꧳압ꯈ꧒륷듁ꪺ늣ꭾꝑ꽱꒧맪뉻땻ꯗꅁꖦ걍ꕘ륷듁뭐맪믚떲ꩇꪺꑀ교땻ꯗꅃ ꅝ1980ꅞOlson & Doverꅝ1976ꅞ ?껸뙏ꪺ몡띎땻ꯗꅁ걏ꗑ껸뙏ꗽꭥ듁뇦뭐맪믚놵꣼ꩁ냈껉ꪺ뭻ꪾ꒧뚡꧒늣ꗍꪺ깴뙚ꅃ ꅝ1981ꅞ 압ꯈ몡띎ꯗ걏맯쇊뙒늣ꭾ놵꣼ꩁ냈롧엧꒤ꪺ엥돟꧒낵ꪺ뗻믹ꅃ & Surprenantꅝ1982ꅞ 몡띎걏쇊뙒뭐꣏ꗎꪺ떲ꩇꅁꚹ떲ꩇꗑ뙒ꓨꪺ쇊뙒돸륓ꅁ쇊뙒ꚨꖻ뭐듁뇦ꓱ룻ꛓ늣ꗍꪺꅃ , Cadotte and Fenkinsꅝ1983ꅞ 뭻결꙰ꩇ뭻ꪾꪺꫭ뉻뙗륌듁뇦ꪺꫭ뉻ꅁꭨ늣ꗍꖿ궱ꪺ뭻ꪾ깴늧ꅝpositive disconfirmationꅞꅆ꒧굙뭻ꪾꪺꫭ뉻꒣듁뇦ꪺꫭ뉻ꅁꭨ늣ꗍ굴궱ꪺ뭻ꪾ깴늧ꅝnegative disconfirmationꅞꅆ굙꣢ꑀ교ꅁꭨ늣ꗍꑀ교꧊뭻ꪾꅝconfirmationꅞꅁꛓꚹ뫘뭻ꪾꪺ깴늧ꑀ교꧊라뻉교몡띎꒣몡띎ꪺ삳ꅃ ꅝ1984ꅞ 압ꯈ몡띎걏압ꯈꙢ쇊뙒ꯡꅁ뗻꛴Ꙣ쇊뙒ꭥ꒧륷듁뭐쇊뙒ꯡ늣ꭾ맪믚ꫭ뉻늣ꗍ깴뙚껉ꪺꪾ쒱삳ꅃ 18
& Uttalꅝ1989ꅞ 압ꯈ몡띎ꯗ걏압ꯈ륷듁덑맯ꯝ뭐ꕌꪾ쒱덑맯ꯝ꒧뚡ꪺ깴뙚ꅃ & Olsonꅝ1990ꅞ 압ꯈ몡띎ꯗ걏압ꯈ쇊뙒ꭥꪺ륷듁덑맪뉻뙗륌ꪺ땻ꯗꅃ ꅝ1991ꅞ 압ꯈ몡띎걏귓ꑈ맯꧒쇊뙒늣ꭾꪺ뻣엩멁ꯗꅃ ꅝ2000ꅞ 압ꯈ꧒ꪾ쒱늣ꭾꫭ뉻ꅝ떲ꩇꅞ뭐귓ꑈ듁뇦ꪺ깴늧ꅁ늣ꗍ앷둲ꖢ뇦ꪺ띐쒱ꅃꟳ꣣엩ꛓꢥ몡띎ꯗ걏ꪾ쒱ꫭ뉻ꅝperceived performanceꅞ뭐ꭥ듁뇦ꅝexpectationꅞꪺ꣧볆ꅃ 12.뷃뚧(ꗁ90) (1)압ꯈ몡띎ꪺ슲돦ꥷ롱결ꅇꕘ압ꯈꪺ믝굮땍ꯡ몡ꢬꕌꅃ (2)압ꯈ몡띎ꪺ뷆싸ꥷ롱결ꅇ꣏ꗎ돌ꪽ놵뉠ꑊ압ꯈ꒺ꓟꪺꓨꩫꅁꕨꕘ압ꯈꓟ 뉺맯꧳귌ꪺ꒽ꕱꅁ냓ꭾ귻ꑵꪺ듁뇦ꅁꣃꕂꕈ돌Ꟗꅂ돌ꪽ놵ꅂ돌닅Ꙙ압ꯈ띎쑀ꪺꝀꩫꅁꓱ쑶ꪧꟳꚭꕨ륷ꗽ몡ꢬ압ꯈꪺ믝굮ꅄ쇙굮덺륌꣓ꛛ압ꯈꢤꯗꪺ뭻ꪾ뗻꛴ꅁ꒣쉟ꪺ꯹쓲떽덯귓륌땻ꕈ샲녯압ꯈꪺꭈꗴꅁ꣏ꕌ귌ꚨ결닗ꗍ압ꯈ뙩ꛓ륆ꚨꙀ꙳Ꙁ멡ꪺꗘ볐ꅃ (3)압ꯈ몡띎ꪺ뫫뗘ꥷ롱결ꅇꯈ왛ꅂ뉺꧊ꅂ뭻꽵ꅂ맪ꛦꅃ? †뫮Ꙙꕈꑗ뻇맯압ꯈ몡띎ꯗ꧒낵ꪺꥷ롱ꅁꕩꕈ쉫꿇결압ꯈ몡띎ꯗ걏쇊뙒ꯡꛦ결ꪺ띐꣼ꅁꑀ뫘ꭥ륷듁뭐ꯡ띐꣼꣬맪믚ꫭ뉻ꪺ뗻꛴뭐ꓱ룻ꅁ꙰ꩇ띐꣼ꪺ맪믚ꫭ뉻꿠닅Ꙙ뙗뙖ꭥ륷듁ꅁꭨ압ꯈ라띐꣬몡띎ꅆ꒧ꅁ굙ꖼ꿠륆꣬ꭥ륷듁ꅁꭨꚳ꒣몡띎ꪺ띐쒱ꅃ 19
ꑔꅂ압ꯈ몡띎맯ꗸ띾ꪺ궫굮꧊ †압ꯈ몡띎ꪺ왛꧀ꅁꙢ1920꙾ꕎ둎ꑷ롧ꗑꦼ녯ꟹ꧔Ꝋ(Peter Drucker)뒦ꗜꕘ꣓ꅁꕌ뭻결ꅵꗸ띾ꪺꗴ냈ꅁ둎Ꙣ꧳돐덹몡띎ꪺ압ꯈꅁꝑ볭ꣃ꒣걏돌ꯡ궫굮ꪺ놡ꅁꙝ결ꝑ볭ꕵ걏귌엽압ꯈ몡띎꒧ꯡꪺꑀ뫘Ꙟꅶ쁈뗛껸뙏띎쏑ꪺꧯ쁙ꅁ껸뙏ꮬ멁ꪺ엜ꕈ압ꯈ맯꧳ꩁ냈ꭾ뷨ꪺ굮ꡄꟳꕛ쑙굖ꅁꗸ띾굮꿠놵꣼샴맒엜꓆ꪺ걄뻔ꅁ압ꯈ몡띎ꑷꚨ결ꗸ띾끬ꡄꪺ궺굮ꗘ볐ꅁꙝ결뻖ꚳ돌Ꙩ압ꯈ몡띎ꪺꗸ띾ꑾ꿠샲교꯹쓲쑶ꪧ쁵뛕ꅁꑝ걏ꖼ꣓ꗸ띾ꚨꕜꪺ쏶쇤ꙝ꿀ꅁ뻇맯압ꯈ몡띎맯ꗸ띾롧샧ꪺ궫굮뱶암ꅁꕩ쉫꿇꙰ꑕꅇ (ꑀ) 압ꯈ몡띎ꭙꭐꚨꗸ띾ꛦ빐ꚨꕜꪺ궫굮ꙝ꿀 1. Levittꅝ1983ꅞꕘꅁ쁈뗛곬ꓩ쇍뷆싸ꩁ냈띾궫굮꧊ꪺ뒣ꅁ뷦ꓨꪺ롧샧궫ꓟꖲ뚷녱돦꿂ꪺ돐덹ꗦ꧶ꅁ신늾꣬뵔꣏뙒ꓨ띐꣬몡띎ꅁ녱ꛓ돐덹ꕘ때볆ꚸꪺ궫싐ꗦ꧶ꅃ ꅝ1989ꅞ뭻결압ꯈ몡띎ꪽ놵뱶암압ꯈꦾ룛ꯗꅂꑦ롏ꕈ듮ꓖꧪꯨꅃ ꅝ1991ꅞ녪뷕압ꯈ몡띎ꯗ맯ꗸ띾뙈ꚳ닶ꑪ뱶암ꅃ ꅝ1992ꅞꙢ곣ꡳ꒤녪뷕ꅁ압ꯈ몡띎맯ꭾ땐냓앁ꚳꑀꖿ궱껄ꩇꅃ (1993)뭻결압ꯈ몡띎ꯗ뱗ꕛ맯꒽ꕱ돌ꑪꪺꙮ덂걏돐덹ꦾ룛ꪺ압ꯈꅁꣃꕂꗑ꧳쏶ꓟ압ꯈ맯ꭾ뷨ꪺ믝ꡄꛓ쒹녯ꭈ앁ꅃ (2000)뭻결압ꯈ몡띎걏ꭏꚳ압ꯈ꒧쏶쇤ꅁ몡띎ꪺ압ꯈ덱녠라ꅇ뫻꯹룻ꑛꪺꦾ룛ꯗꅂꙢ꒽ꕱꚳ띳늣ꭾ뒣ꩀ귬ꚳ늣ꭾ껉라쇊뙒ꟳꙨꅂꯅ뒭꒽ꕱꪺ늣ꭾꅂ룻ꓖ쏶ꩠ꒽ꕱ쑶ꪧ맯ꓢꭾ땐뱳ꝩꅁ라ꕄ냊뒣꣑꒽ꕱ롧샧쉉ꑬꅝideaꅞꕈꓱꩁ냈띳압ꯈ론곙ꚨꖻꅃ (ꑇ) 압ꯈ몡띎ꕩ뒣ꩀꗸ띾샲ꝑꑏ쑶ꪧ쁵뛕 20
ꅝ1991ꅞ뭻결뛇닎ꑗ녪뷕늣ꭾꪺ믹껦쁵뛕ꑷ꒣엣뗛ꅁ압ꯈ몡띎녎걏냟ꑀꚳ띎롱ꪺ쑶ꪧꝑ뺹ꅁ뻖ꚳ돌Ꙩ압ꯈ몡띎ꪺꗸ띾녎라샲교꯹ꑛ쑶ꪧ쁵뛕ꅃ (1992)ꕘ낪압ꯈ몡띎꿠결ꗸ띾녡꣓ꑃ뚵ꝑ꽱,ꙝꛓ꣏녯ꗸ띾ꪺ룪돸륓뉶뭐압ꯈ몡띎꣢뚡ꪺ쏶ꭙ결ꖿ곛쏶ꅁꚹꑃ뚵ꝑ꽱결ꅇ (1)뒣낪ꗘꭥ압ꯈꪺꦾ룛ꯗ (2)듮ꑰ압ꯈ믹껦뱵꧊ (3)ꢾꓮ압ꯈꙝ쑶ꪧꪺ쑶ꪧ겡냊ꛓ걹ꖢ (4)듮ꓖꗦ꧶ꚨꖻ (5)듮ꓖꝬꓞ띳압ꯈꪺꚨꖻ (6)듮ꓖꖢ뇑ꚨꖻ (7)뒣낪ꗸ띾ꪺꭈ앁 ꅝ1994ꅞ뭻결ꑀ귓압ꯈ뻉Ꙗꪺꗸ띾ꅁꚳꖲ굮ꥷ듁뿅뙱압ꯈ맯ꗸ띾ꪺ몡띎땻ꯗꅁꣃꕂꥷ듁샋끑압ꯈꪺ몡띎ꓴ럇뭐덝ꥷ뙩ꗘ볐ꅁꙝ결압ꯈ몡띎땻ꯗ걏ꗸ띾ꖼ꣓ꝑ볭ꪺ돌꣎볐ꅃ 21
닄ꕼ론?ꕈ압ꯈ결뻉Ꙗꪺ았냊ꙝ꿀 ꑀꅂ과냪뱷ꙻ륁ꑵꑪ뻇뇐뇂Leonard (2000)덺륌던냝왛맮끬시꓀꩒과냪ꑑꕼ깡롧샧ꚨꕜꪺꩁ냈ꗸ띾250ꛬ귻ꑵꪺ곣ꡳ떲ꩇ,뉍랡ꪺ둹굺Ꙣ돒ꑏ녋뚰ꪺꩁ냈띾꙰꛳Ꙣꚨ륌땻꒤꒴꿠꣺녯꯹쓲ꪺꚨꕜꅁꙢ꣤ꅵ놴꿁ꩁ냈왆믮ꅶ(Discovering the Soul of Service)ꑀ껑꒤ꅁ쉫꿇ꕘ9뚵았냊ꪺꙝ꿀꙰맏(2-3)ꅃ 뚰꒤떦 늤땊쉉 뱥ꞻ뭐 ꣴ뙖ꪺ냵 뚮뙱 ꛦ꿠ꑏ 믹귈뻉Ꙗꪺ 믢뻉꒤ꓟ ꭾ땐ꯘꗟ놱꣮ꛛꑶ 뭐냶빩ꪺꥒ륂 ꑰꮬꗸ띾결귻ꑵꪺ꒬곛ꭈ뿠 ꪺ왆겡ꯗ ꚨꕜ룪ꪺ쏶ꭙ 맏2-3?꯹쓲ꚨꕜꗸ띾ꪺ았꣏냊ꑏ 룪껆꣓랽ꅇLeonard L. Berry뗛ꅆꓨ뗘꺦쒶ꅁ2000ꅁꆧ놴꿁ꩁ냈왆믮ꆨꅁ. 22
꿷녎9뚵았냊ꪺꙝ꿀꓀굺꙰ꑕ (ꑀ) 뻖ꚳ믹귈뻉Ꙗꪺ믢뻉꒤ꓟ ꩁ냈띾돌궫굮ꪺ껖ꓟ룪늣걏믹귈ꅁ껖ꓟ믹귈꣓ꛛ믢뻉싇ꗑ뭹ꢥ뭐ꛦ냊뇐뻉ꡃꑀꛬ귻ꑵ믹귈ꪺ궫굮ꅁ꙰꛳뻉ꣃꣳꝕ귻ꑵꙢ궱맯압ꯈꪺꢺꑀ꣨낵ꕘꖿ뵔ꛓ셯ꧺꪺꡍꥷꅁ(ꝙꕟ볚꿨꒽ꕱ셠뗴Jan Carlzon ꧒뮡:쏶쇤껉꣨ꅵMoments of Truthꅶ)ꅁ걏ꡍꥷ뻣귓ꗸ띾Ꙣ압ꯈꓟꗘ꒤ꪺꙌ뙈ꅁꑝ걏ꩁ냈띾돌뙢ꓟꪺ교돓쏶쇤ꅃ (ꑇ) ꥷꑕ떦늤땊쉉ꅁ뻣Ꙙꚨꕜꗘ볐 싪ꥷꗘ볐ꖫ돵ꅁꕈ쁵뙖ꪺꩁ냈떽ꯝ꧒뿯뻜ꪺ압ꯈ롳ꅁ녎땊쉉뻣엩뚰꒤Ꙣ껖ꓟ떦늤ꅁ땯뒧돌낪껄뉶ꅁꕈꙝ삳쑶ꪧꅃ (ꑔ) 뢨맪ꑀ걹ꪺꩁ냈ꭾ뷨 ꩁ냈ꗸ띾ꚨꕜ뭐ꝟꪺ쏶쇤ꅁꦹꦹꙢ꧳떦늤ꪺ냵ꛦ륂Ꝁ걏ꝟ뵔맪ꅁ걏ꝟ꣣돆낪꧳쑶ꪧꪺ꿠ꑏꅁꣃ뚷꒣쉟ꙡ뙩ꩁ냈ꭾ뷨ꅁ뱗뙩ꩁ냈걹땻껄뉶ꅃ (ꕼ) 뻖ꚳ놱꣮ꗸ띾ꛛꥒ륂ꪺ꿠ꑏ 놱꣮ꥒ륂ꞹꗾ꣺ꡍ꧳믢뻉멁ꯗꅁꑀꖹꑕꥷꡍꓟꅁ꒣쉟걄뻔ꛛ뭐둍ꡄ돐띳뫫꾫ꅁꗸ띾ꖲꥷꕩꕈ둸뒤ꛛꑶꪺꥒ륂ꅁ때믝뿠ꝏꑈꅃ (꒭) ꯘꗟ룛ꭈ결냲슦ꪺ쏶ꭙ ꩁ냈ꗸ띾굙띑뭐귻ꑵꅂ압ꯈꅂꙘꝀ맙꛱뫻쎴ꗃꑛꪺ쏶ꭙꅁꭨꭄꚳꅵꭈꗴꅶ덯ꑀ뫘녪ꚳꑏ꒧ꑵ꣣꒣ꕩꅁꕌ귌맯ꗸ띾ꪺꭈꓟ걏ꗸ띾돌궫굮ꪺ룪늣ꅁꑝ걏ꗃ쓲롧샧ꪺꭏ뗽ꅃ (꒻) 룪귻ꑵꅁꙀ돐꣎셚 ꯹쓲ꚨꕜꪺꗸ띾ꅁ뎣ꚳ맯ꓢ귌때ꩫ볒ꗩꪺ쑶ꪧ쁵뛕ꅁꛓꚹ쁵뛕ꅁꖿ걏 23
ꗑ꧳ꕌ귌셠걏떽ꯝ귻ꑵꛓ꣓ꅁꕌ귌꒣ꝛ뛞꧳룪귻ꑵꙢ녍띾ꑗꪺ뻇닟ꅁ뱗뙩귻ꑵꪺꑵꝀ곛쏶꿠꿠뭐ꪾ쏑ꅁ녪꓆귻ꑵꪺꭈꓟ뭐ꚨ둎띐ꅁꣃꙢ끝냈ꑗ떹꒩Ꙙ뉺Ꙟꅃ (ꑃ) ꭏ꯹뮴송땵ꑰꪺ왆겡뱵꧊ ꑰꗸ띾ꑀ꿫꒩ꑈꚳ룻뿋꓁ꅂꚳ껄뉶ꪺꩁ냈Ꙍ뙈ꅆꙝꚹꅁ굙ꑪꮬꩁ냈ꗸ띾녯ꕈꑰꮬ꓆ꅁꕈꭏ꯹귻ꑵ뭐압ꯈꪺꩁ냈뱵꧊ꅁꭨꕩ귝꣣ꑪꗸ띾뭐ꑰꗸ띾ꪺ쁵쉉ꅃ꣤Ꝁꩫꚳꅇ 1. 슲꓆Ꝁ띾걹땻ꅇ꙰룳ꕜ꿠ꑰ닕ꕒ몡ꑈ꧊뭐뱵꧊ꪺꩁ냈ꅁꕈ덺륌룪끔곬ꑵ꣣ꪺ뮲ꝕꅁ꣓ꣳꝕ떽Ꝁ띾걹땻뭐ꩁ냈ꭾ뷨ꅃ 2. ꕈ냏륪꓆ꭏ꯹뱵꧊ꅇ냏륪ꕘ꒽ꕱꭥ20%ꑪꯈꓡꅁꙃ결ꅵ쁵ꗽꩁ냈ꅶ걏ꅵ쁗셣ꗦ꧶ꅶ떥꿅ꪺ압ꯈꅁꕩꕈꚳꢳ덴꒣Ꙑ땻ꯗꪺ쁵둦ꩁ냈ꅃ (ꑋ) ꗾ귻ꯘꗟ뉠꿑ꭾ땐ꪺꙀꙐ띎쏑 †엽귻ꑵ꽵ꖿ쏶ꓟꣃꕂ쑀띎냶듓ꭾ땐ꅁꛓꗾꓟꑊ꧳ꭾ땐롧샧ꅁ꣏ꗸ띾ꙝ뻖ꚳ싗뗍ꪺꭾ땐뉢귈ꛓ꣼꽱귪뉌꯹쓲ꚨꕜꅃ (ꑅ) ꚳ껄뉶ꪺ멂둮 † ꗸ띾ꪺ멂둮뭐볖떽ꙮ걉걏ꩁ냈띾ꚨꕜꪺ꾵녋뺹ꅁ굙ꚳ녪꽐ꪺꫀ라Ꙟꖲ꿠쒹녯껸뙏ꪺꓟꅁꣃ뇒땯뭐릪뭒귻ꑵꙢꑵꝀꑗꗾꑏꕈ굵ꅃ ꑇꅂKotlerꅝ2000ꅞ껚뻚덜Ꙩ곣ꡳ떲ꩇ쉫꿇ꩁ냈뫞뉺ꣴ뙖ꪺ꒽ꕱꞡ꣣ꚳ뗛ꙀꙐ냈맪Ꝁꩫꅃ (ꑀ) 떦늤꧊뉺꧀ꅝStrategic Conceptꅞꅇ ꒽ꕱꗾ엩ꑗꑕꞡꓟ쎴압ꯈꅝcustomer obsessedꅞꅁ맯꧳ꗘ볐압ꯈ꣤믝굮ꅁ 24
ꚳ랥결뉍뒷ꪺ뿫ꝏꑏꅁꣃꕂꕒ꓀륂ꗎ쁵늧ꪺ떦늤ꕨ몡ꢬꕌ귌ꅃ (ꑇ) 낪뱨뫞뉺ꪺ꧓뿕ꅝTop-management Commitmentꅞꅇ ꣴ뙖ꪺꩁ냈ꗸ띾ꅁ낪뱨뫞뉺덺륌낪ꩁ냈ꭾ뷨꧓뿕덥맽맪걉꧳ꭾ뷨ꪺ떽 뭐뒣ꩀꅃ (ꑔ) 낪볐럇ꩁ냈ꅝHigh Standardsꅞꅇ 돌꣎ꪺꩁ냈ꗸ띾ꅁꞡ덝ꥷꓱꙐ띾ꟳ낪ꪺꩁ냈ꭾ뷨볐럇ꅁ쒴꙰ꩁ냈껉껄ꅂ때럥늫뉶ꅂꙷꗾ뉶떥ꅃ (ꕼ) 낻듺꡴닎(Monitoring Systems)ꅇ 뎻꿅ꩁ냈ꗸ띾롧녠낻듺ꛛꑶ쑶ꪧꪺꩁ냈ꫭ뉻ꅁꕌ귌륂ꗎꙕ뫘꒣Ꙑꓨꚡ낻듺ꅇꓱ룻쇊뙒(comparison shopping)ꅂ돬룋쇊ꪫ(ghost shopping)ꅂ띎ꢣ깉ꯨ뷕걤ꅂꩁ냈ꛒ껖ꑰ닕ꅂ뭐돌낪뫞뉺ꪽ놵덱끔걍띎ꢣ떥ꅃ (꒭) 몡ꢬ압ꯈ깉ꯨ(Satisfying Customer Complaints)ꅇ 압ꯈꪺꧪꯨ샲몡띎룑ꡍ맯꒽ꕱꪺꦾ룛ꯗ라뒣낪ꣃ뱗ꕛ궫뷆쇊뙒;ꖭꞡ꣓솿ꅁꑀ귓몡띎ꪺ압ꯈ라ꝩ뙄꣤ꕌꑔꑈꅁ꒣몡띎ꪺ압ꯈ라ꝩꑑꑀꑈꅁ썡ꪺꑦ롏(bad word of mouth)맯꒽ꕱ꣣ꚳ볧Ꙣ뇾뛋ꑏꅁꩁ냈ꣴ뙖ꗸ띾ꞡ릪쁹꒣몡띎ꪺ압ꯈꧪꯨꛓ덝ꩫ껸삱ꅁꕴꕾ뇂앶닄ꑀ뵵귻ꑵ럭돵꒩ꕈ룑ꡍꙝꚹ샲교룻낪샧ꚬ뭐곕빬셚껄ꅃ (꒻) 궫뗸귻ꑵ몡띎(Emphasis on Employee Satisfaction)ꅇ ꣴ뙖ꩁ냈꒽ꕱꞡ뭻결귻ꑵ쏶ꭙ뭐압ꯈ쏶ꭙ녋꒣ꕩ꓀ꅁ뭻결ꗸ띾굮꽵ꖿ꣏압ꯈ몡띎ꅁ꣤궺굮꒧냈걏뒣낪귻ꑵ몡띎ꯗꅁ꒣궫뗸귻ꑵꪺꯝ륊ꅁ뫖ꝑꣃ쏶ꓟ귻ꑵ슾돵ꕾꪺꗍ겡ꅃ 25
ꑔꅂ냪꒺뻇뱂ꑰꫢ(1996)뭻결ꕈꑕꑑꅵCꅶꭙ맘쁉꒽ꕱ륆ꚨ낪ꩁ냈ꭾ뷨꒧ꑑꑪꚨꕜꙝ꿀ꅁ뭐압ꯈ몡띎ꯗ꺧꺧곛쏶ꅁ꙰맏(2-4) ꯈꓡ뻉Ꙗ?궫뗸ꗓ뙄?捵獴潭敲物敮瑡瑩潮 捯浰污楮? ꩁ냈ꭾ뷨꯹쓲꧊ consistency ꒽ꕱ닕슴 귻ꑵꑨ껰 껰꩞ ꒺뎡놱꣮condition climate control 귻ꑵ뉍랡꙰꛳ꩁ냈꒽ꕱ맯ꯈꓡ꧓뿕 clarity commitment ꖫ돵쑶ꪧ꿠ꑏ—귻ꑵ꣣엩뭻ꪾ? Competitiveness (staff-perception) ? 맏???맘쁉꒽ꕱꩁ냈ꑑꑪꚨꕜꙝ꿀?? 룪껆꣓랽ꅇ뱂ꑰꫢ?1996???맘쁉뫞뉺닄ꑅ듁Ⱐ?⸲?? 26
1.꒽ꕱ꒺뎡놱꣮ (Control) (1)ꚨꕜꪺꩁ냈Ꙣ꧳ꅇ꒽ꕱ삳ꗽ녎ꯈꓡ뻉Ꙗ꒧왛꧀덳Ꙑ꣤냓ꭾꅁ맯꒺ꛦ빐떹꣤귻ꑵꅁ귻ꑵ놵꣼ꑆ꒽ꕱ꒧냓ꭾ뭐ꩁ냈왛꧀ꯡꅁ꒽ꕱ맯ꕾ꧒낵꒧ꩁ냈ꭾ뷨꧓뿕ꅁꑾꕩ꿠ꗑ귻ꑵ뒣꣑떹ꯈꓡꅁ륆꣬ꕏ껸뙏몡띎꒧땻ꯗꅃ (2)꒽ꕱ뒣꣑ꙮꪺꩁ냈떹ꯈꓡ꒧ꭥꅁ삳ꗽ덗릺ꞹ떽꒧ꯈꓡ쏶ꭙ뫞뉺걹땻ꅃ 2.귻ꑵ냵ꛦꗴ냈꒧쏶쇤꿠ꑏ( Competency) (1)꒣Ꙑ녞ꛬ꒧ꩁ냈ꑈ귻곒삳꣼륌ꢬ냷꒧녍띾끖뵭ꅁꕒ꓀룪랽끴Ꙙꩁ냈ꯈꓡꅃ (2)ꡃ귓귻ꑵꡃꑀꚸ뭐ꯈꓡ놵쒲뎣ꕎꫭ꒽ꕱꅃ (3)귻ꑵ꒧녍띾끖뵭ꕩꕝ걁: --꒽ꕱꩁ냈뉺꧀ --맘쁉냓ꭾꪾ쏑 --ꩁ냈ꯈꓡ꒧ꖩ --쏶쇤껉꣨꒧덂뉺꿠ꑏ뭐ꖩ --Ꙑ꒯롧엧꒧꓀뭐떲Ꙙ --띳녍띾ꪾ쏑꒧꒣쉟Ꝭꚬ 3.귻ꑵ뉍랡꙰꛳ꩁ냈(Clarity) (1)귻ꑵ뉍랡삳꙰꛳뒣꣑ꩁ냈ꅁꩁ냈꒧돌닗ꗘ볐결쒹녯ꣃꭏꚳꯈꓡꅃ (2)꒽ꕱꗴ꛳겡냊ꅂ떦늤ꞡ삳뒣ꚭꝩꪾ귻ꑵꅁꕏ귻ꑵꚳꓟ뉺럇돆ꅃ 4.꒽ꕱ맯ꯈꓡ꧓뿕(Commitment) (1)꒽ꕱ삳녎ꩁ냈꒧꣏ꥒ뭐귻ꑵ랾덱꣺녯Ꙁ쏑ꅃ (2)귻ꑵꧺ셁꒽ꕱ빐냢냓ꭾ꒧ꩁ냈꧓뿕ꅃ (3)꒽ꕱꕈꚳ껄ꪺ볺쁹꣮ꯗꅁ릪쁹귻ꑵ낵ꙮꩁ냈ꭾ뷨ꅃ 5.ꩁ냈ꭾ뷨꯹쓲꧊(Consistency) 27
(1)뒣꣑ꩁ냈꒧ꑈ귻ꅂꕝ걁ꪽ놵뚡놵꒧귻ꑵ: (a)띾냈ꑈ귻 (b)ꯈꓡ뿔룟ꑈ귻 (c)꒺뎡ꛦ걆ꑈ귻 (d)룪끔덎덝걉ꑈ귻 (2)꒣Ꙑ녞ꛬꓤ뒩귻ꑵ꧒뒣꣑떹ꯈꓡ꒧ꩁ냈ꅁ꒣꓀껉뚡ꅂꙡ쉉삳ꚳꑀ교꒧녍띾ꓴ럇ꅃ 6.귻ꑵꑨ껰(Condition) (1)귻ꑵꚳꙮ꒧ꑵꝀ슾돵ꅃ (2)꒽ꕱ삳뗸귻ꑵ결꒺뎡ꯈꓡꅁꕄ뫞ꕒꗷ둌궫귻ꑵꅂꭈ뿠귻ꑵꅃ 7.꒽ꕱ닕슴껰꩞(Climate) (1)귻ꑵꪺ많뚤뫫꾫ꙮꅁꑵꝀ몡띎ꯗ낪ꅁ꣑떹ꯈꓡꪺꩁ냈ꛛ땍ꙮꅃ (2)맯꒺ꯘꗟꑀ귓ꆧꯈꓡ뻉Ꙗꩁ냈ꆨ꒧ꗸ띾ꓥ꓆ꅃ 8.ꯈꓡ뻉Ꙗ( Customer orientation) (1)ꝑꗎ꙰ꗾ꙾때ꗰ/때꿊ꑦ꒧ꩁ냈뫴꾸ꅁꙖꯈꓡ엣ꗜꗸ띾쏶써뭐ꩁ냈룛띎ꅃ (2)뒣꣑낪륄뱷볐꒧ꩁ냈ꭾ뷨ꅃ 9.ꖫ돵쑶ꪧ꿠ꑏ(Competitiveness) (1)귻ꑵꧺ뻩꒽ꕱꙢ쑶ꪧ샴맒꒤ꅁ녪꓆뭐압ꯈ쏶ꭙ꒧궫굮꧊ꅃ (2)귻ꑵꧺ뻩꒽ꕱ떹꒩꒧녍띾Ꙣꖫ돵꒧꽓ꛢꅃ 10.궫뗸ꗓ뙄(Complaint) (1)ꑀꛬ꒣몡ꯈꓡ꒧ꧪꯨ굙꒣ꝙ껉룑ꡍꅁꕌꕩ꿠신ꝩ8ꇣ10ꑈꅁ꒽ꕱꦹꦹ녯ꕉꑑ 28
궿ꕈꑗ꒧ꓟꑏ삱룉꒧ꅃ (2)Ꝁꙮꯈꓡ몡띎꒧뷕걤ꅆꩁ냈ꭾ뷨걏ꕩ듺뙱ꪺꅁ굙꒣ꪾ륄ꯈꓡ걏ꝟ몡띎ꅁꝙ때뙩꒧뻷라ꅁꯈꓡ맯ꩁ냈ꭾ뷨꒧뭻ꪾ결ꑀ귓ꗸ띾ꚨꕜ꒧궫굮ꙝ꿀ꅃ (3)ꯈꓡ몡띎ꯗ뒣낪ꅁꭨ꣤맯꒽ꕱ꒧ꦾ룛ꯗꗧ뒣낪ꅃ ꑰ떲ꅇ맪ꑗꅁ덯ꚨꕜꪺꩁ냈ꗸ띾ꅁꞡ걏녪뷕ꅵꕈꯈ결둌ꅶꪺ뫫꾫ꅁꛓ꣬ꟳ닓뵯꓆ꪺꩁ냈떦늤ꅁꣃ꣣ꚳꕈꑕꙀꙐ쏶쇤았냊ꙝ꿀ꅃ 1.둸뒤ꗘ볐압ꯈꅁꥷꑕ떦늤땊쉉ꅁ끷맯ꚹ압ꯈ롳뒣꣑ꣴ뙖ꪺꩁ냈ꅁꣃ맯꣤믝ꡄꝀ왆겡뱵꧊ꪺꙞ삳ꅃ 2.낪뱨믢뻉덺륌낪ꭾ뷨ꩁ냈꧓뿕ꅁ덝ꥷꑀ걹ꩁ냈볐럇ꅁ릪쁹ꗾ귻냑뭐ꅁ꣣ꚳꣴ뙖ꪺ냵ꛦ꿠ꑏꅁ륂ꗎꙕ뫘ꑵ꣣쁈껉뫊듺ꖻꢭ뭐쑶ꪧꪺꩁ냈셚껄ꅁ낵샋끑뭐귗ꖿꅃ 3.ꯘꗟꑀ귓압ꯈ뻉Ꙗꩁ냈꒧ꗸ띾ꓥ꓆ꅁ궫뗸압ꯈꗓ뙄뭐ꧪꯨꅁꕒ꓀뇂앶귻ꑵꝙ껉룑ꡍꅃ 4.룪귻ꑵꅂ떽ꯝ귻ꑵꅁ귻ꑵꅂ압ꯈꅂꞡ뗸결뻣엩믹귈꡴닎꒧ꑀ뎡꓀ꅃ 29
닄꒭론? 뿄뻷멣꓀ꛦ꒧ꗴ냈꣤롧샧뉺꧀ ꑀꅂ꓀ꛦꪺꥷ롱 ꓀ꛦꅝBranchꅞꭙ뿄뻷멣ꕄ굮꓀ꓤ뻷멣뭐샧띾뻚쉉ꅁꕈꑃꑪꛦ깷꒧ꑀ맼꓆냓띾믈ꛦ뭐ꙘꝀ깷믈ꛦ결꣒ꅁ맼꓆믈ꛦꙢ89꙾꦳샧띾뻚쉉Ꙙ군ꚳ173깡ꅁ꣤꒤꓀ꛦ둎ꚳ162깡ꅝꕝ걁153깡냪꒺꓀ꛦ9깡냪ꕾ꓀ꛦꅞꅁ꣤빬11깡결뿬덂ꅝ5깡ꅞ냪믚뿄꓀ꛦꅝ1깡ꅞ뭐쏒꣩롧끏냓ꅝ5깡ꅞꅝ맼꓆믈ꛦ꙾돸ꅁ2000ꅞꅆꙘꝀ깷89꙾꦳꓀ꓤ뻷멣군147깡ꅁ꣤꒤꓀ꛦꚳ145깡ꅝꕝ걁144깡냪꒺꓀ꛦ1깡냪ꕾ꓀ꛦꅞꅁꙀ빬결냪ꕾ뿬덂뭐껼ꕾꑬ꒽ꕱꙕ1깡ꅝꙘꝀ깷샧띾돸ꝩ껑ꅁ2000ꅞꅃ ꓀ꛦ꒧샧띾ꭙ껚뻚롧샙뎡뭐끝걆뎡꓀ꝏꕈ셠ꛦ꓀꒽ꕱꙗ롱껖귣땯떹롧샙뎡꒽ꕱ냵럓믈ꛦ샧띾냵럓Ꙣ귣덜꒧띾냈뵤돲샧띾ꅁꭙ믈ꛦ맯ꕾ샧띾뻚쉉ꅃ ꑇꅂ꓀ꛦꪺꗴ냈 ꕈ셠ꛦꪺꗟ돵ꛓꢥꅁ륍ꝇꙢꙕꙡꪺ꓀ꛦꅁꭙ띾냈뇀냊ꪺ쒲ꢤꅁꕈꙘꩫ롧샧ꓨꚡꅝ삳ꢾꓮ륈덗롧샧ꗴ꛳맺뫝땯ꗍꅞꅁ쇈꣺Ꙙ뉺ꪺꝑ볭ꅁꣃ뭐꓀ꛦ꧒Ꙣꙡ압ꯈꅂ뻷쏶ꙡꓨꑈꑨ뫻꯹ꙮ꒬냊쏶ꭙꅁ꓀ꛦ꒧ꕄ굮ꗴ냈ꚳꑔ쉉ꅇ (ꑀ)ꭙ셠ꛦ뇀냊띾냈샲교ꝑ볭꒧냵ꛦ돦ꛬ 믈ꛦ샲ꝑ꣓랽ꅁꕄ굮결꙳ꅂ꧱듚ꝑ깴ꚬꑊꅂꓢ쓲뙏ꚬꑊ뭐꣤ꕌꚬꑊꅁ덯ꚬꑊ뫝뿠꓀ꛦ냵ꛦ뭐뇀냊ꙕ뚵띾냈샲녯ꅁ셠ꛦ결뫊뉺륆ꚨꗾ엩띾냈ꗘ볐ꅁꑪꙨ굱ꚳ꙾ꯗ띾냈뗻껖뿬ꩫꅁ껚뻚ꙕ꓀ꛦ꒧ꙡ냏롧샙샴맒ꅁ쑶ꪧ놡뷡꒩끴꓀ꅁꣃ꓀ꛦ덗볒꓀닕쑶쇉(꙰ꙘꝀ깷89꙾꓀결꒻닕ꅁꡃ닕곹22ꇣ24귓꓀ꛦ)귚Ꝁ결꙾ꯗ꓀ꛦ띾냈ꛒ껖귻ꑵꛒ셚꒧뻚ꅃ셠ꛦꪺ롧샧떦늤띾냈ꗘ볐ꗑ띾냈뗻껖뿬ꩫ곹늤ꕩ곝ꕘ꣓ꅁꕈꙘꝀ깷결꣒ꅁ핵룓ꛦ89꙾띾냈뗻껖볐럇ꅁ띾냈뗻껖뚵ꗘ끴꓀꙰ꫭ2-ꊲꅃ 30
ꫭ2-3ꙘꝀ깷믈ꛦ89꙾ꯗ띾냈뗻껖뚵ꗘ끴꓀ꫭ 띾냈ꝏ 끴꓀ 띾냈ꝏ 끴꓀ ꅝꑀꅞ꙳듚띾냈 120 ꅝ꒭ꅞꭈ끕띾냈 50 ꅝꑇꅞ꧱듚띾냈 200 ꅝ꒻ꅞ륱ꑬ뿄띾냈 100 ꅝꑔꅞ륏듁꧱듚꒧ꢾꓮ뭐뛊ꚬ 150 ꅝꑃꅞ샧띾띬꽱 300 ꅝꕼꅞꕾ뛗띾냈 80 셠꓀1,000 룪껆꣓랽ꅇꙘꝀ깷믈ꛦ89꙾ꯗ띾냈뗻껖뿬ꩫ ꗑꑗꫭꕩꪾꅁ룓ꛦ89꙾ꯗꙕ뚵띾냈ꪺ궫굮땻ꟇꟇ결(1)샧띾띬꽱(2)꧱듚띾냈(3)륏꧱ꢾꓮ뭐뛊ꚬ(4)꙳듚띾냈(5)륱ꑬ뿄띾냈(6)ꕾ뛗띾냈(7)ꭈ끕띾냈 (ꑇ)ꭙꩁ냈ꭾ뷨ꅂꩫ덗뿭둠꒺뎡놱꣮꒧뫞뉺돦ꛬ 셠ꛦ결럾ꭐꙕ샧띾돦ꛬ낷ꗾ꒺뎡뫞뉺ꅁ뒣낪ꩁ냈ꭾ뷨ꅁ뒣쑶ꪧꑏꅁ륂ꗎꙕ뫘ꓨꚡ륆ꚨ뫊럾ꪺꗘꪺꅁꕈꙘꝀ깷결꣒ꅁ꙾ꯗ륻굱ꚳꅵꙕ샧띾돦ꛬ뫞뉺셚껄뗻껖볐럇ꅶ꣤꒤끴꓀돌낪ꭥꑔ뚵꓀ꝏ결ꅇ (1)뵝껖Ꝁ띾셚껄(2)ꩁ냈ꭾ뷨뫞뉺셚껄(3)ꙕ뚵Ꝁ띾뫞뉺셚껄ꅝ꙰뱸ꭈꝀ띾ꅂ 뛊ꚬꝀ띾ꅂꕾ뛗Ꝁ띾ꅂ덳뵵Ꝁ띾ꅂ라군륷뫢놱꣮ꅂ뫝ꖿ걆궷떥)ꅃ (ꑔ) ꓀ꛦ결뽗ꗟꛦ빐많뚤ꅁꭙ꣣엩ꛓ띌ꪺꑀ귓ꩁ냈ꗸ띾닕슴ꅁ삳ꕄ냊깩띾냈 (ꑔ)녴압ꯈ (ꑔ)ꫭ궱ꑗ곝꣓ꅁ꓀ꛦꪺ띾냈뇀냊ꅁ뫞뉺꣤ꕌ겡냊Ꙣ셠ꛦꪺ뫊놱꒧ꑕꅁ맪ꑗꅁ셠ꛦꞡ뇂꒩꓀ꛦ뫞뉺Ꙣ롧샧떦늤ꅂ륷뫢ꑈ떥걙앶궭ꅁ뷑꙰ꅇ뇂ꭈ앶궭ꅂ샧띾뙏ꗎ뙽ꓤ궭썂ꕈ꓀ꛦ꒧ꑈ뷕냊ꛒ셚앶ꅁ꣏롧샧뫞뉺ꟳꚳ껄뉶ꅁ꿠ꙝꙡ꣮ꥹꅁ둍ꡄꝑ냲ꅁꙢ귓ꝏ롧샧뉺꧀ꑗꅁ빁ꯗ땯뒧ꅁꣃ둎꫱뒣꣑ꦹ꣓압ꯈ빁꓁ꪺꩁ냈뫊놱뇂ꭈꓡ궷쁉ꅁꙝ결뫞뉺ꅂ귻ꑵꅂ압ꯈ롧꙾닖ꓫ꒧꒬냊ꅁ덶몥ꚨꙕ꓀ꛦ꣣ꚳꪺ꒣Ꙑꩁ냈궷껦ꗸ띾ꓥ꓆ꅃ 31
ꑔꅂ뿄뻷멣꓀ꛦꪺ압ꯈ몡띎롧샧뉺꧀ †뿄뻷멣꓀ꛦꭙ믈ꛦ녎ꩁ냈ꭾ뷨뛇뮼떹압ꯈꪺ닄ꑀ뵵돵꧒ꅁ압ꯈꪺ몡띎굮덺륌귻ꑵꕈꩁ냈ꪺꓢ걱꣓륆ꚨꅁ덯뫘ꩁ냈걏꽵ꖿ쏶ꓟ압ꯈꪺꩁ냈ꅁ뷃뚧(2001)뭻결압ꯈ몡띎롧샧ꪺ꣣엩Ꝁꩫꚳ꒻쉉. (1)ꓨꩫ:돌ꪽ놵뉠ꑊ압ꯈ꒺ꓟꅂ돌Ꟗꅂ돌ꪽ놵ꅂ돌닅Ꙙ압ꯈ띎쑀ꪺꝀꩫꅃ (2)ꗘ볐:ꕘ압ꯈꓟ료맯꧳귌ꪺ꒽ꕱꅂ냓ꭾ귻ꑵꪺ듁뇦ꅃ (3)쑶ꪧꓨꚡ:ꓱ쑶ꪧꟳꚭꕨ륷ꗽ몡ꢬ압ꯈꪺ믝굮ꅃ (4)떽귗ꖿ:덺륌꣓ꛛ압ꯈꢤꯗꪺ뭻ꪾ뗻꛴ꅁ꒣쉟ꪺ꯹쓲떽덯귓륌땻ꅃ (5)Ᶎ뇦:샲녯압ꯈꭈꗴꅁ꣏ꕌ귌ꚨ결닗ꗍ압ꯈꅃ (6)쑀뒺:압ꯈ뭐귌뎣ꕩꕈꙀ꙳Ꙁ멡ꅃ ꓀ꛦ뒣ꩀ압ꯈ몡띎롧샧ꅁ걏ꑀ뫘뻣엩ꩁ냈꡴닎ꪺ륂Ꝁꅁꖦ꒣ꕵ걏뉻돵ꪺꩁ냈ꑈ귻ꅁ쇙ꚳ덜Ꙩꯡ뛔ꓤ뒩꡴닎뫞뉺ꪺꝀ결녋꓁끴Ꙙꅁꑾ꿠뒣꣑압ꯈ몡띎ꪺꩁ냈ꅇꝙ빁Ꙙ압ꯈ믝ꡄꪺꅂꚳ껄ꪺꅂꝙ껉ꪺꩁ냈ꅁꑕ맏(2-5)결뷃뚧(2001)꒧뻣엩ꩁ냈볒ꚡꅃ 32
ꭥ 돵 ꩁ냈 믢뻉 압ꯈ듁 압ꯈ쇊뙒 ꡴닎꿠ꑏ뭐쇊 뽅쁹뇦뭐뭻 ꪾ깴뙚 뙒뻷라 ꯡ 돵 ꩁ냈압ꯈ몡압ꯈꙁ ꗸ띾롧 ꫭ뉻띎꒣ 쇊띎쑀 샧셚껄 몡띎뗻 굉뒺꽓뱸 뭐ꛦ결 믹ꅁꅁ? 꿠 ꑏ 쑶ꪧ뱴냓 뻇 닟 ꧊ 껦 귻ꑵ 귓엩 멁 ꯗ 믹 귈 왛 ꑵꝀ몡띎 맏2-5?뻣엩ꩁ냈볒ꚡ 룪껆꣓랽ꅇ뷃뚧(2001)ꩁ냈쑶ꪧ쁵뛕,. 33
뷃뚧(2001)뭻결,ꩁ냈꡴닎왛쉉걏ꯘꗟꙢꅵꩁ냈ꫭ뉻녎뱶암압ꯈꪺ몡띎땻ꯗ뗻믹ꅁ압ꯈꪺ몡띎뭐ꝟ뱶암ꙁ쇊띎쑀뭐ꛦ냊ꅁꙁ쇊띎쑀띎뭐ꛦ냊돌ꯡ라뱶암ꗸ띾롧샧셚껄ꅶꅃꫭ뉻ꪺ꒺깥ꕝ걁ꩁ냈꡴닎귻ꑵ귓엩ꅁ뫞뉺ꪺ믢뻉뭐뽅쁹ꅁ꣤꒤ꩁ냈꡴닎ꕝ걁ꭥꅂꯡ돵ꛍ닎덗릺ꅁ귻ꑵ귓엩ꕝ걁굉뒺ꅂ꽓뱸ꅂ꿠ꑏꅂ꧊껦ꅂ뻇닟ꅂ멁ꯗꅂ믹귈왛ꅂꑵꝀ몡띎떥ꅃ 놵뗛,뱶암압ꯈ몡띎뗻믹ꪺꙝ꿀,ꚳ압ꯈꪺ듁뇦뭐맪믚껸뙏꒧뭻ꪾ깴뙚ꕈ쑶ꪧ뱴냓ꅃ 1.압ꯈꪺ듁뇦뭐맪믚껸뙏꒧뭻ꪾ깴뙚 †ꭙ압ꯈ몡띎돌ꚭꪺ꒽ꚡ,압ꯈꪺ듁뇦ꑪ꧳맪믚껸뙏꒧뭻ꪾ,압ꯈ둎꒣몡띎,꒧압ꯈ둎라몡띎ꅃ 2.쑶ꪧ뱴냓 ? ?쑶ꪧ뱴냓ꑝ라뭐귌ꚳꙐ볋ꪺꩁ냈꡴닎볒ꚡꅁꟆ뇦샲녯압ꯈꪺꭃ럽ꅁ꧒ꕈ쑶ꪧꪺꫭ뉻라덺륌ꑦ롏뭐뱳ꝩꅁ뱶암압ꯈ몡띎뗻믹ꙁ쇊띎쑀뭐ꛦ냊ꅃ ꗑꕈꑗ뻣엩ꩁ냈볒ꚡꅁꕩꢣꩁ냈ꫭ뉻꣏압ꯈꪺ띐꣼뭐꣤듁뇦뭻ꪾ깴뙚ꛓꚳ몡띎꒣몡띎ꪺ띐쒱ꅁ몡띎ꪺ압ꯈꚳꙁ쇊띎쑀뭐ꛦ결ꅁꭙ롧샧셚껄ꪺ궫굮꣓랽ꅁꕴꑀ귓뱶암롧샧셚껄ꪺ꣓랽ꅁ둎걏뱴냓쑶ꪧꅁꕌ귌낣ꑆ뱶암압ꯈ몡띎뗻믹ꅁꙁ쇊띎쑀뭐ꛦ냊ꅁꑝ라륂ꗎꙕ뫘쑶ꪧꓢ걱뱶암롧샧셚껄ꅁ꧒ꕈ압ꯈ몡띎뒣ꩀ꒣뛈걏뻣엩꧊ꪺ롧샧ꅁꑝ굮듁교ꑏ꧳ꦾ룛압ꯈꪺ냶빩ꅃ 34
닄꒻론†뿄뻷멣믈ꛦꪺꩁ냈쓝꧊ 뿄뻷멣믈ꛦꪺꩁ냈쓝꧊ꭙ껸뙏ꗎ꣓뗻뙱믈ꛦꩁ냈ꭾ뷨ꓴ럇껉꧒뻚ꪺ쓝꧊ꅁꗧ걏압ꯈ맯꧳뿅뙱믈ꛦ뭻ꪾꩁ냈ꭾ뷨껉뻚ꪺ쓝꧊ꅁꙝꚹꖻ곣ꡳ냑ꛒ냪꒺ꅂꕾ뻇꧒뭻ꥷꪺꩁ냈쓝꧊(꙰ꫭ2-4)뒣ꕘ빁Ꙙ냪꒺믈ꛦꪺꩁ냈쓝꧊ꅁꕈꝀ결ꖻ곣ꡳ엜볆ꥷ롱뭐뿅뙱ꪺ뻚ꅃ ꫭ2-4 냪꒺ꕾ뻇맯믈ꛦꩁ냈쓝꧊꒧곣ꡳ떲ꩇ Ꝁ ꩁ냈쓝꧊ Andersonꅁ Cox & 1.ꩂ뇀싋 9.ꗾꓨꛬꪺꩁ냈 Fulcher(1976) 2.셮뇦 10.낱ꢮ돵 3.ꭈꗎ썂ꯗ 11.샧띾껉뚡 4.뿋꓁떽 12.꙳듚ꝑ꺧 5.ꩁ냈뙏ꗎ 13.맯꙾뮴ꑈ꽓ꝏꩁ냈 6.덦듚ꝑ꺧 14.냼ꑫ꽓ꝏꩁ냈 7.믈ꛦꛬ롭 15.띳뙽ꓡꪺ슧ꪫ 8.ꓤ늼ꑗꪺ쁵ꯝ Durand , Echrich 1.ꕩ샲녯덦듚 6.ꙡ쉉ꛬ롭 & Sprecher (1978) 2.샧띾껉뚡 7.덦듚ꝑ뉶 3.귻ꑵ꿠ꑏ 8.맪엩걛멣 4.뮲ꝕꩁ냈 9.ꚳꓞ뮤ꑏ 5.뙩꧊ 10.ꩁ냈덴ꯗ Riggall(1979) 1~10뚵ꙐDurand et al.(1978) 11.돐띳 12.끝냈낷ꗾ 13.띐꣼앷ꫯ뭐둲Ꟗ Laurent(1979) 1~10뚵ꙐDurand et al.(1978) 11.꒽/Ꙁꡰꑈ꧒ꚳ앶 12.ꩁ냈뵤돲 Laurent(1979) 압ꯈꝑ꽱 1.끝냈뿔룟 4.슧뮪 35
2.ꙷꗾ뭐꾵녋꧊ 5.꒽ꖭ꧊ 3.껄뉶 6.롧샙껄ꩇ 믈ꛦꝑ꽱 1.귻ꑵ셾룪 4.ꓢ쓲뙏 2.ꝑ꺧뙏ꗎ 5.걆ꦲꪺ놱꣮ 3.샲ꝑ꧊ 믈ꛦꙝ꿀 1.꓀ꛦ볆ꗘ 2.룋 3.ꑪꑰ 뛯귬ꚸ궦(1982) ꑀꅂ뻷꿠뒣꣑ 1.냓ꭾ (1)끝냈ꪺ뿯뻜둔ꯗ (2)ꭋꝑ꧊ (3)롧샙꧊ (4)꧶살ꯗ 2.Ꝑ쉟 (1)뮡ꧺ꧊ (2)ꢳ덴꧊ꛦ결 (3)ꑀ덥꧊ 3.띾냈덂뉺 (1)ꙷꗾ꧊ (2)ꖿ뵔꧊ (3)ꢳ덴꧊ (4)꧶살꧊ (5)빁Ꙙ꧊ 4.ꛜ놵꣼뒣꣑뻷꿠결ꓮꪺ껉뚡 (1)셰떸껉뚡 (2)꣓ꦱ껉뚡 5.룪끔뒣꣑ (1)룪끔ꪺ뙱 (2)룪끔ꪺ뷨 (3)룪끔뒣꣑ꪺꓢ걱 ꑇꅂ뮲ꝕ뻷꿠뒣꣑ 1.뭐압ꯈꪺ덳녡띐 (1)ꭈ뿠ꯗ (2)쑾쓲꧊ (3)뿋녋꧊ 2.압ꯈ삳맯 (1)삳맯뭹껰 (2)삳맯멁ꯗ (3)ꚳ쏶룪끔ꪺ뒣꣑ (4)뿋꫱ꯗ 3.쑭 (1)끴끥ꩁ냈ꭾ (2)뭐ꙡ냏ꫀ라ꪺ덳녡띐 4.샴맒 (1)ꙷꗾ꧊ (2)껰꩞ (3)꧶꣏ꗎ HamptonꅁGuy & 1.ꑪꑰ 2.ꓨꭋ꧊ 3.꓀ꛦ볆ꗘ Sinkula(1987) 4.뿋꓁꧊ 5.ꖿ뵔꧊ 6.샧띾껉뚡 36
Parker & Coulter (1987) 1.뒣꣑ꓤ늼녢ꓡ 2.뿋꓁꧊ 3.ꝑ뉶 4.샧띾껉뚡 5.ꕩ샲녯ꪺ덦듚 6.돓ꗴꪺ귻ꑵ 7.냪깡ꪺꭏ쁉 8.ꝋ뙏ꩁ냈 9.ꩁ냈뚵ꗘ 덜ꑨ굸(1988) 1.ꙡ쉉ꓨꭋ꧊ 6.샧띾왕ꪺꝇ롭 2.ꭈ앁 7.뭐믈ꛦꕄ뫞ꪺꡰꑈ쏶ꭙ 3.끴Ꙙꯈꓡꓨꭋ 8.ꓢ쓲슲ꭋ꧊ 4.ꝑ뉶쁵둦땻ꯗ 9.샧띾뚵ꗘꞹꗾ꧊ 5.ꕌꑈ뇀싋 10.ꩁ냈멁ꯗ Javalgiꅁ Belonax & 1.ꙷꗾ꧊ 2.ꙡ쉉ꛬ롭 3.믈ꛦꪺ끝ꑏ Robinson(1990) 4.ꝑ뉶 5.귓ꑈꩁ냈 6.Ꟗ덴ꩁ냈 7.샧띾껉뚡 8.ꩁ냈뿔룟 9.ꝑ꺧뙏ꗎ Belonax & Aaby(1991) 셮앁 ꩁ냈ꭾ뷨 믈ꛦ둹굺 1.뙩꧊ 1.ꭈ뿠ꯗ 1.ꪾꙗꯗ 2.뉻ꕎ꧊ 2.Ꝁ띾뷆싸ꯗ 2.ꑪꑰ 3.뽮랥꧊ 3.껄뉶 3.싗둉ꪺꩁ냈 4.믢뻉 4.껰꩞ 5.믈ꛦꪺ땯깩 Schvaneveldt. ꑀꅂꖿ뵔꧊ꭈ뿠띐 냪ꑴ뚩ꓒ,깣ꑴ뚮ꑶ&곮깸1.ꙷꗾ꧊ 4.룟냝룪껆ꓨꭋ 뚮ꓒ(1991) 2.ꖿ뵔꧊ 5.뛉얥압ꯈꪺ냝썄 3.ꭏ녋꧊ ꑇꅂꭋꝑ꧊ 1.꓀ꦱꛛ냊쉤귻뻷Ꙩ 4.믈ꛦꩁ냈껉뚡 2.ꛛ냊쉤귻뻷ꩁ냈껉뚡 5.믈ꛦ떡ꑦꪺ떥ꯝ껉뚡땵 3.ꛛ냊쉤귻뻷ꪺ떥ꯝ껉뚡땵 ꑔꅂꙮ띐꧊ 1.ꛦ귻ꪺ슧뮪 4.ꛦ귻뮡ꧺ뉍랡ꕂ룛삵 2.믈ꛦꪺ껰꩞ 5.믈ꛦ꒺ꪺ뉍볤뭐덝군 3.ꛦ귻ꪺ믶깥 ꕼꅂꞹ돆꧊ 37
1.끝냈뿔룟 4.믈ꛦꕤꪺꗎ덾 2.ꝉ뒫ꕾ맴ꪺ꓀ꦱ볆 5.ꩁ냈ꕜ꿠ꪺ싗둉꧊ 3.덦듚ꪺ룪 ꒭ꅂ꙳듚뭐뙕듚 1.덦듚ꝑ뉶 3.꙳듚ꝑ뉶뭐ꚳꝑ뇸ꗳ 2.덦듚깥꧶ꯗ 4.ꓢ쓲뙏 ꫱꙾ꅵ냓띾뙧ꕚꅶ맯52깡1.ꫭ돦덝군 9.맯녢돦녈륆껉뚡 냪꒺믈ꛦꩁ냈ꭾ뷨뷕걤꧒2.륱룜ꯈꓡꩁ냈녍뵵 10.꙳멐꒺깥끏뿽 덝군ꑑ꒭귓멣궱ꕛ앶셠3.ꩁ냈멁ꯗ 11.Ꝁ띾껉껄 ꓀ꅁ녯꓀ꚸꟇꝀ꙾ꯗ뇆4.ꯈꓡꧪꯨꪺ덂뉺멁ꯗ 12.ꩁ냈ꑈ귻녍띾ꯗ ꙗ 5.띾냈뱵꧊ 13.돆꣼슧륊둌궫 6.ꕎꚬ듚뚵 14.ꚬ꣺뙏ꗎꪺꙘ뉺꧊ 7.뉺끝ꑵ꣣ꕎ냢뫘쏾 15.셠엩뗻믹 8.뿄ꕤꛛ냊쉤귻뻷룳ꛦ뒣듚신녢 룪껆귬껆:냑ꛒꗸ믈ꥵꕚ닄19ꣷ닄3듁,꿎녒뚯,ꖻ곣ꡳ뻣뉺ꅃ 냲꧳꓀ꛦꭙ뭐압ꯈꪽ놵Ꝁ궱맯궱놵쒲ꪺ닄ꑀ뵵ꩁ냈뻷멣ꅁ꣤ꩁ냈ꭾ뷨ꪽ놵뱶암뻣귓믈ꛦꪺ뙈압ꯈ몡띎ꯗ,ꖻ곣ꡳꝙꕈ냝ꣷ뷕걤ꓨꚡꑆ룑꧓꣼꓀ꛦ뭐ꑀ꿫꓀ꛦꪺꦹ꣓ꯈꓡ맯ꩁ냈ꭾ뷨ꪺ띐꣼몡띎ꯗꅃ 38
닄ꑃ론†PZBꩁ냈ꭾ뷨왛꧀놴끑 ꑀꅂPZBꩁ냈ꭾ뷨왛꧀볒ꚡ ꅵ압ꯈ몡띎ꅶ뭐ꅵꩁ냈ꭾ뷨ꅶ뚡ꪺ쏶ꭙ녠ꙝ뻇곣ꡳꢤꯗ꒣Ꙑꛓꚳ꧒깴늧ꅁꖻ곣ꡳ꧒뇄ꗎꭙ굞냪뱃뻴ꑪ뻇ꑔꛬ뇐뇂ꅁParasuraman, Zeithaml and Berryꅝ1985ꅞꙢ꣤꧒뒣ꪺꩁ냈ꭾ뷨왛꧀볒ꚡ꒤ꅁ뭻결ꩁ냈ꭾ뷨뭐압ꯈ몡띎ꪺ뿅뙱ꓨꚡ걏곛Ꙑꪺꅁ뎣걏ꅵ륷듁뭐셚껄ꓱ룻ꅶꅁꅝꕈꑔꛬ뻇ꪺꙗ꙲ꥒꙗꅁ뫙결PZBꅞꅁ룓볒ꚡ꙰맏(2-6)꧒ꗜꅇ 압ꯈ ꑦ롏 귓ꑈꪺ믝ꡄ 륌ꕨ롧엧 듁뇦ꪺꩁ냈 꿊ꑦꊴ 뭻ꪾꪺꩁ냈 ꩁ냈ꪺ뛇뮼꿊ꑦꊳ 뭐껸뙏ꪺ ꝴ놵쒲ꭥꯡ ꕾ뎡랾덱 ꩁ냈띾 꿊ꑦꊲ 녎ꪾ쒱신엜결 ꩁ냈ꭾ뷨덗껦 꿊ꑦꊱ 꿊ꑦꊰ 뫞뉺맯압ꯈ 듁뇦ꪺꪾ쒱 맏2-6ꅂPZBꩁ냈ꭾ뷨왛꧀볒ꚡ 룪껆꣓랽ꅇ偡牡獵牡浡渠整氮ꅝㄹ㠵ꅞⰠ?瀮㐴? 39
껚뻚ꚹꑀ볒ꚡꅁ때뷗ꗴ꛳ꮬꚡꪺꩁ냈띾ꅁ굮ꞹꗾ몡ꢬ압ꯈꪺ믝ꡄꅁꖲ뚷곰꽽꒭귓ꭾ뷨꿊ꑦꅁꛓ꣤꒤ꕼ귓걏꣓ꛛꩁ냈ꗸ띾ꖻꢭꅁꕵꚳꑀ꿊ꑦ걏꣓ꛛ껸뙏덯ꑀꓨꅁꛓ껸뙏덯ꑀ꿊ꑦꪺꑪꑰꑓ걏ꭥꕼ륄꿊ꑦꪺ꣧볆ꅁ덯꒭륄꿊ꑦ꓀굺꙰ꑕꅇ (ꑀ)꿊ꑦꑀꅇ껸뙏륷듁뭐뫞뉺ꪾ쒱뚡ꪺ꿊ꑦ(Consumer Expectation (ꑀ)꿊ꑦꑀꅇ-Management Perception Gap)ꚹꑀ꿊ꑦ뭆ꙝꩁ냈띾뫞뉺ꣃ꒣ (ꑀ)꿊ꑦꑀꅇ꽵ꖿ셁룑껸뙏꽵ꖿꪺ듁뇦꧒교ꅁ쒴꙰ꅇ싥끼ꪺ뫞뉺럭ꞽꕩ꿠 (ꑀ)꿊ꑦꑀꅇ뭻결꽦녷믝굮룻ꙮꪺ궹ꪫꅁ꽦녷꽵ꖿ듁뇦ꪺ걏앀뉺ꑈ귻ꪺ엩뙋 (ꑀ)꿊ꑦꑀꅇꙞ삳ꅃ (ꑇ)꿊ꑦꑇꅇ뫞뉺ꪾ쒱뭐ꩁ냈ꭾ뷨덗껦뚡ꪺ꿊ꑦ(Management Perception - (ꑀ)꿊ꑦꑀꅇService Quality Specification Gap)ꚹꑀ꿊ꑦ뭆ꙝ뫞뉺뚥뱨ꕩ꿠셁 (ꑀ)꿊ꑦꑀꅇ룑껸뙏꒧믝ꡄꅁ뒣꣑ꪺꩁ냈ꭾ뷨덗껦ꓴ럇꒣ꢬꅃ쒴꙰ꅇ싥끼(ꑀ)꿊ꑦꑀꅇ럭ꞽꕩ꿠럾ꭐ앀뉺ꑈ귻뒣꣑Ꟗ덴ꩁ냈ꩁ냈ꓴ럇궰ꝃꑆꅃ (ꑔ)꿊ꑦꑔꅇꩁ냈ꭾ뷨덗껦뭐ꩁ냈뮼끥뚡ꪺ꿊ꑦ(Service Quality Specification (ꑀ)꿊ꑦꑀꅇ- Service Delivery Gap)ꩁ냈ꑈ귻ꕩ꿠꿊ꕆ끖뵭ꅁ꒣꿠꒣쑀뒣 (ꑀ)꿊ꑦꑀꅇ꣑뫫럇꓆ꮬꚡꪺꩁ냈ꅁ걇띎뒣꣑꒣ꪺꩁ냈ꅁ꣏띾때ꩫ뒣꣑ (ꑀ)꿊ꑦꑀꅇ뫫럇꓆ꪺꩁ냈셚껄ꅁꙝꛓ뱶암압ꯈ맯ꩁ냈ꭾ뷨ꪺ뭻ꪾꅃ (ꕼ)꿊ꑦꕼꅇꩁ냈뮼끥뭐ꕾꙢ랾덱ꪺ꿊ꑦ(Service Delivery - External (ꑀ)꿊ꑦꑀꅇCommunication Gap)꒽ꕱꕎꫭ맯ꕾ꧓뿕뱳ꝩ라뱶암껸뙏맯(ꑀ)꿊ꑦꑀꅇꩁ냈ꪺ듁뇦ꅁ걇륌Ꙩꪺ꧓뿕ꭏ뗽ꅁꙝ땍ꕩꕈ뒣낪압ꯈ껸뙏ꭥꪺ(ꑀ)꿊ꑦꑀꅇ듁뇦ꅁ맪믚놵꣼ꪺꩁ냈굙때ꩫ륆꣬꣤꧒륷듁ꪺꓴ럇껉ꅁꭋ라ꑪ(ꑀ)꿊ꑦꑀꅇꑪ궰ꝃ껸뙏맯ꩁ냈ꭾ뷨ꪺ뭻ꪾꅁ쒴꙰ꅇ싥끼꒶닐ꑰꕕ깩ꗜ걏멽(ꑀ)꿊ꑦꑀꅇꭇꪺ꽦꧐ꅁ꽦녷꣬륆껉곝꣬ꪺ걏슲궮ꅂ샣훟훟ꪺ꧐뚡ꅁꕾꙢ랾(ꑀ)꿊ꑦꑀꅇ덱ꚱꑆ압ꯈꪺ듁뇦ꅃ 40
(꒭)꿊ꑦ꒭ꅇ껸뙏듁뇦ꩁ냈뭐ꪾ쒱ꩁ냈뚡꒧꿊ꑦ(Perceived Service –( Expected Service GapꝙPS-ES)ꚹ륄꿊ꑦꑄ압ꯈ맯ꩁ냈ꪺ듁뇦뭐맪믚놵꣼ꩁ냈ꯡꪺꪾ쒱뚡ꪺ깴늧ꅁ쒴꙰ꅇ싥깶ꕩ꿠결ꫭꗜ쏶써ꛓ맰맰놴뗸꽦녷ꅁ꽦녷ꪺ뭻ꪾꕈ결ꢭ엩꽵ꪺꕘꑆꪬꩰꅃ ꣤꒤듁ꯝꪺꩁ냈ꓴ럇ꑓ꣼ꖻꢭ믝ꡄꅂ귓ꑈ륌ꕨꪺ롧엧ꑦ롏뱶암ꅁ꙰ꩇꅇ1.맪믚ꪾ쒱ꑪ꧳듁뇦ꓴ럇ꅝꝙPS>ESꅞꅁꭨ압ꯈ맯ꩁ냈ꭾ뷨ꪺ띐꣼녎ꑪꑪ뒣 ꩀꅁ쒱녯ꩁ냈ꭾ뷨ꯜ낪ꅁꯜ몡띎ꅃ 2.ꪾ쒱ꪺꩁ냈ꅝPSꅞꇗ듁뇦ꪺꩁ냈ꅝESꅞꅁꭨ압ꯈ쒱녯ꩁ냈ꭾ뷨ꥼꕩꅁ몡띎ꅃ 3.ꪾ쒱ꪺꩁ냈ꅝPSꅞꇕ듁뇦ꪺꩁ냈ꅝESꅞꅁꭨ압ꯈ쒱녯ꩁ냈ꭾ뷨꒣낪ꅁ꒣몡띎ꅃ ꗑꕈꑗꩁ냈ꭾ뷨ꪺ왛꧀걛멣ꥍ꒭륄꿊ꑦꪺ둹굺ꕩꪾꅁ꿊ꑦꑀꛜ꿊ꑦꕼꅁꞡ라뱶암꿊ꑦ꒭ꅁ꿊ꑦ꒭ꕩ뗸결꣤ꕌꕼ뚵꿊ꑦꪺ꣧볆ꅃ 꿊ꑦ꒭ꅇfꅝ꿊ꑦꑀꅁ꿊ꑦꑇꅁ꿊ꑦꑔꅁ꿊ꑦꕼꅞ 뒫ꢥ꒧ꅁ압ꯈꪾ쒱ꪺꩁ냈ꭾ뷨(꿊ꑦ꒭)걏꣼꣬ꭥꕼ뚵꿊ꑦꪺ뱶암ꅁꩁ냈띾뇽뒣압ꯈ몡띎ꯗ둎ꖲ뚷셙ꑰ덯ꕼ귓꿊ꑦꕈ뒣낪압ꯈꪾ쒱ꭾ뷨ꅃ ꑇꅂPZB왛꧀꧊볒ꚡ꒧ꓞꗓ Parasuraman, Zeithaml & Berryꅝ1988ꅞ쑾PZBꅝ1985ꅞ꧒뒣ꅵꩁ냈ꭾ뷨왛꧀볒ꚡꅶꯡꅁ뙩ꑀꡂꕘ삳ꚳꑀꙘ뉺뱳꩸ꪺꙝ꿀닕Ꙙꅁ볧Ꙣ뱶암꿊ꑦꑀꛜ꿊ꑦꕼꕈꕼ륄꿊ꑦꪺ땻ꯗꥍꓨꙖꅆ꧳걏놴끑ꛦ빐ꥍ닕슴ꛦ결ꪺ곛쏶ꓥ쑭ꝑꗎ놴꿁꧊곣ꡳ꧒녯꒧ꥷ꧊룪껆꒩ꕈ뻣Ꙙꅁꛓ땯깩ꕘꅵꩁ냈ꭾ뷨ꓞ볒ꚡꅶꅝ꙰맏2-7ꅞꅁꣃꕈꅵ껸뙏ꪾ쒱ꪺꩁ냈ꭾ뷨ꅝSERVQALꅞ뙱ꫭꅶꅝ꙰맏2-8 41
ꫭ2-5꧒ꗜꅞꅁꝀ결뿅뙱ꩁ냈ꭾ뷨ꪺꑵ꣣ꅃ ꛦ빐곣ꡳ뻉Ꙗ Ꙗꑗ랾덱꿊ꑦꑀ 뫞뉺ꪺ뱨ꚸ 뫞 ꭾ뉺뷨ꪺ맯꧓ꩁ냈뿕 ꗘ볐덝ꥷ꿊ꑦꑇ Ꝁ띾볐럇꓆ ꚳ꧊ꕩꛦ꧊ꪺ뭻ꪾ ꕩ빡꧊ 많뚤ꑵꝀ꿊ꑦ꒭ 삳ꑏ 귻ꪺꑵ끴뭐Ꙙꑵ꧊Ꝁ(ꩁ냈ꭾ뷨) ꭏ믙꧊ 녍Ꙑ뉺ꓟꑵꝀ띾ꪺ끴꿠Ꙙ꧊뭐 뭻ꪾꪺ놱꣮꿊ꑦꑔ 뫊럾놱꣮꡴닎 ꢤꛢ뷄곰 ꢤꛢ볒뵫 ꓴꖭ랾덱 륌ꯗ꧓뿕뛉Ꙗ꿊ꑦꕼ 맏2-7ꅂPZBꩁ냈ꭾ뷨꒧ꓞ볒ꚡ 룪껆꣓랽㩚敩瑨慭氠整??ꅝㄹ㠸ꅞⰠ瀮㐶? 42
군뫢ꡃ귓멣궱ꪺꭙ볆ꕈꡃ귓뚵ꗘ뭐멣궱꣤ꕌ뚵ꗘ뚡ꪺ곛쏶ꭙ볆 Ꝓ낣멣궱꒤뚵ꗘ뚡곛쏶ꭙ볆ꝃꪺ뚵ꗘꅁ꣏녯멣궱ꪺ곛쏶ꭙ볆뒣낪 롧ꗑꙝ꿀꓀꩒꣓뵔ꥷ뻣엩ꓘꯗꪺ멣궱 녎셙듮ꯡꪺ뚵ꗘ궫띳뇆ꙃ꣬띳ꪺ멣궱 맏2-8ꅂ군뫢SERVQUAL꒧싐땻Ꟈ ꫭ2-5ꅂSERVQUAL뙱ꫭ멣궱 ꩁ냈ꭾ뷨멣궱 SERVQUAL뙱ꫭ ꚳ꧊ 1.ꚳ뉻ꕎ꓆ꪺ덝돆 2.룋뽘덝돆Ꝭꓞꑈ 3.귻ꑵ곯뗛뻣믴ꪺꩁ룋 (뒣꣑ꩁ냈ꪺ돵꧒ꅂ덝돆ꑈ귻) 4.ꯅ뛇띾냈ꓢꕕꝬꓞꑈ ꕩ빡꧊ 5.꒽ꕱ라뱩ꛦꙢ걙껉뚡꒺낵ꙮ걙꒧꧓뿕 6.압ꯈ롉꣬냝썄껉ꅁ라ꕈ꽵룛멁ꯗꕨ룑ꡍ 7.Ꙣ닄ꑀꚸꩁ냈압ꯈ껉둎낵맯 (ꕩ빡ꕂ럇뵔뒣꣑꧒꧓뿕ꩁ냈꒧8.Ꙣ꧒꧓뿕ꪺ껉뚡꒺뒣꣑ꩁ냈 꿠ꑏ) 9.냭꯹륳꿊쉉ꪺ끏뿽 삳ꑏ 10.귻ꑵ라ꝩ뙄압ꯈ꛳껉라뒣꣑ꩁ냈 11.귻ꑵ라ꝙ껉ꛓꢳ덴ꪺ뒣꣑ꩁ냈 (맯압ꯈ냝썄ꪺꙞ삳덂뉺꿠 43
ꑏꅂ덴ꯗ뭐ꭾ뷨) 12.귻ꑵ쑀띎산ꝕ압ꯈ 13.귻ꑵ꒣라ꙝ걇때ꩫꗟꝙ뒣꣑ꩁ냈떹압ꯈ ꭏ믙꧊ 14.귻ꑵꪺꛦ결엽압ꯈ덶몥ꭈꗴ 15.엽압ꯈꙢꗦ꧶륌땻꒤띐꣬ꙷꗾ (롧ꗑꩁ냈ꛦ결엽압ꯈ띐꣬ꙷ16.귻ꑵ맯압ꯈꑀꪽꭏ꯹슧뮪ꪺ멁ꯗ ꓟꅂꭈꗴ) 17.귻ꑵꚳꢬ냷ꪺ녍띾ꪾ쏑꣓Ꙟ떪압ꯈ냝썄 Ꙑ뉺ꓟ 18.떹꒩압ꯈ꒣Ꙑꪺꩁ냈 19.샧띾껉뚡꿠ꓨꭋ꣤꧒ꚳꪺ압ꯈ 20.ꚳ녍ꪺ귻ꑵ떹꒩압ꯈ낵귓ꝏꪺ럓압 21.ꗑ끊ꪺ결압ꯈ뿑꣺돌ꑪ꒧뫖ꝑ (꾸Ꙣ압ꯈꪺꗟ돵덝띑냝썄) 22.귻ꑵꪾ륄압ꯈ꽓ꥷꪺ믝ꡄ ꖻ곣ꡳ꒧꓀꩒걛멣ꅁ뇄ꗎPZB꧒땯깩ꪺꩁ냈ꭾ뷨뙱ꫭ꣤귬ꙝꚳꑔ쉉ꅁ뭐닸싹돟ꥍꝤ뱹맘(2000)꧒ꕄ녩ꪺ뉺ꗑ곛Ꙑꅃ 1.ꗑ곛쏶ꓥ쑭곝ꕘꅁPZB볒ꚡ걏뻇녍깡녠꣏ꗎ꣓뿅뙱ꩁ냈ꭾ뷨ꙕꙝ꿀ꪺ볒ꚡꅃ 2.롧ꗑPZB볒ꚡ꧒뿅뙱ꪺꩁ냈ꭾ뷨ꙕ멣궱ꅁ롧륌맪뗽떲ꩇꅁ꧒녯꒧ꭈꯗ껄ꯗꅁꞡꚳꙮꪺꫭ뉻 3. PZB볒ꚡ꧒뉛뭜ꪺ뿅뙱멣궱돌결룔뫉ꥐꦵꅂꕩ셣ꕩ슲ꅁ둘ꕇ녎꧒ꚳꕩ꿠뱶암ꩁ냈ꭾ뷨ꪺ멣궱ꞡ꒩ꕈꛒ뱻뙧꣬ꅁ곣ꡳꕩꕈ녱ꙕ멣궱꓁ꑊꅁꑝꕩ뿅뙱돌ꯡ떲ꩇ꒧멣궱ꅃ 44
닄ꑔ뎹 뒣ꩀ압ꯈ몡띎ꯗ꒧떦늤꓀꩒ —ꕈCY꓀ꛦ결꣒ 닄ꑀ론 랧걁꧓꣼맼꓆ꕼꭈꪺ굉뒺 ꗁ냪84꙾7ꓫ꦳ꅁ맼꓆닄ꕼꭈꗎꙘꝀꫀ썺땯ꕸ왗뿄ꕶꑗ썂돌낪ꪺ삽ꝉꗳꅁꙝꑀ땯꒣ꕩꚬ걂돌ꯡꗑ걆ꦲ덤ꕏꙘꝀ깷랧걁꧓꣼ꅁꚹꗳ맯ꕸ왗ꪺ뿄ꖫ돵뱶암걊뉠ꕂ뮷ꅇꖦ냊띮ꑆꑀ꿫ꑪ늳맯냲뱨뿄ꪺꭈꓟꅁ꣏쑶ꪧ멁뛕ꑗ덂꧳Ꙉ뛕ꪺ냲뱨뿄롧샧ꟳ결셽ꝸꅃ ꑀꅂ맼꓆닄ꕼꭈꗎꙘꝀꫀ슲꒶ 맼꓆ꕼꭈ돐ꗟ꧳ꗁ냪49꙾1ꓫꅁꗑ뉺ꕄ깵쒬꺶뷷(ꗴ슾ꛜ84꙾)떥ꑈ땯끟덝ꗟꅁ51꙾10ꓫ15ꓩꖿꚡ샧띾ꅁꢴꛛ84꙾6ꓫ꦳ꓮ롧샧룪껆(ꕸ왗곙걆ꦲ꒽돸ꅁꗁ냪85꙾)꙰ꑕ (1)샧띾돦ꛬꅇ셠ꫀ쁸뭗뎡6깡꓀ꫀꙀ8귓샧띾돦ꛬ (2)꙳듚ꅇ믵꒸ (3)꧱듚ꅇ145믵꒸ꅝ꙳꧱ꓱ뉶%ꅞ (4)륏듁꧱듚ꅇ믵꒸ꅝ륏꧱ꓱ뉶%ꅞ (5)뉢귈ꅇ10믵꒸ꅝ꣤꒤1믵꒸ꅞꅁꫀ귻ꑈ볆4롕1ꑤ빬ꑈ ꑇꅂ맼꓆ꕼꭈ삽ꝉꗳ (ꑀ)삽ꝉꗳ썺땯귬ꙝ 룓ꫀ셠롧뉺뢭뛇ꓴꅁ꧳78꙾10ꓫꛜ81꙾10ꓫꅁꑔ꙾뚡Ꙣ때꙳돦놡ꑕ뿬뉺뷨귉썂낪륆ꑇꑑꑇ믵ꑅꕡ롕꒸ꅆꚹꕾꅁꕈꖼ뛱ꓩ듁꒧귻ꑵ꣺듚뇸뒣믢뉻뙌ꕡꗮꛊ롕꒸ꅁ꺿ꗎꚳ믹쏒꣩ꗮ믵뙌ꕡ걭ꛊꗮ걂롕꒸ꅁꙘ군꺿ꗎ뙌걂껃믵롶ꕡ뙌ꛊꗮ걂롕꒸ꅁ꣤뚡롧륌Ꙙ깷ꕼꚸ끝걆뎡ꑀꚸ샋걤ꞡꖼ덑땯뉻ꅁꕄ굮ꭙꙝ룓ꫀ셠롧뉺ꛛ59꙾7ꓫ25ꓩ놵ꗴꢴ껗땯ꓩꓮꅁꗴ듁륆25꙾ꅁ 45
듁둸놱뫞뉺앶ꅂꑈ앶ꅁ꒤ꑕ꿅슾귻꧶꣼ꖪꕫ끴Ꙙꅁ룓ꫀ꒺뎡놱꣮걤껖쇶ꚡꑗ덗ꥷ땻Ꟈ냵ꛦꅁꑷꙐ뗪덝ꅁ닡돆ꑀ껦ꅁ뵝껖ꕜ꿠뾺땍때꙳ꅝꕸ왗곙걆ꦲ꒽돸ꅁꗁ냪85꙾ꅞꅃ 뢭뛇ꓴꙝ꽁ꖫ뿄룪Ꝁ꓾ꖢꝑꅁ꺿ꗎ맼꓆ꕼꭈꑇꑑꑋ믵빬꒸ꅁꙝ뭐꣤끝냈쏶ꭙ녋꓁꒧ꓩ싗쏒꣩꒽ꕱ셠롧뉺덜뉍뚶ꗽꯡꖢ시ꅁ맺껗뛇ꕘꅁ롧둃엩돸뻉ꅁꓞ끟꙳ꓡ뫃뱻ꅁ롳ꦹ뒣듚ꅁ륅ꓞ땯삽ꝉꗳꅃ (ꑇ)삽ꝉꗳ면엜ꕄ뫞뻷쏶덂뉺놡 룓ꫀ맺껗꧳ꗁ냪84꙾7ꓫ29ꓩ걐듁꒻ꅁ롧둃엩돸뻉ꅁꓞ끟꙳ꓡ뫃뱻ꅁꝙ땯ꗍ늧녠뒣믢삽ꝉ뉻뙈ꅁ쇶땍롧ꕼꭈ낪뱨랥ꑏ볡뉍ꅁ놩ꙝ뢭셠롧뉺ꢴꖼꕘ궱ꅁ뇇썂꒴결ꖼꪾ볆ꅁ꙳ꓡꪧ곛ꢫꝩꅁꓞ땯7ꓫ31ꓩꛜ8ꓫ1ꓩ삽ꝉ놡ꩰ띕면띕꽐ꅁ룪덑꙳ꓡ뒣믢거뫉ꅃ ꚸꓩ(8ꓫ2ꓩ)ꑗ끝걆뎡Ꙙ깷걤돸떲ꩇꅁ뭻결룓ꫀ롧샧땯ꗍ맺뫝ꅁ륈ꩫꕏ덗ꥷꅁ셠롧뉺쇗꒣ꢣ궱ꅁ뉺뫊ꖼ꿠뒣ꕘꛦ깷꿠놵꣼꒧뫲ꯦ뿄덱ꓨ껗꣣엩ꕩꛦ꒧떽군릺ꅁ엣ꗜ룓ꫀ때ꩫ낷ꗾ롧샧ꅁꣃꚳ띬ꫀ귻꙳듚ꑈ앶꽱꒧뢷ꅁꯅꝇꛛꝙꓩ끟낱띾ꅁꗑ끝걆뎡ꩫꥷ곛쏶뻷쏶ꚨꗟ놵뫞뉍뉺ꑰ닕ꅁ궭듁3귓ꓫ꒺뙩ꛦ뉍뉺ꅃ ꛓ맼꓆ꙡ냏Ꙩ깡ꙘꝀꫀꅁꙝ륌ꕨ롧샧끏뿽ꓭ꣎ꙝ꒣럭뛇ꢥꅁꗧ궱셻납땐껄삳덳싪삽ꝉꅁ곆ꛜꕸ꒤ꙡ냏ꙘꝀꫀ맼꓆뾤꒺볆귓륁라ꞡꚳ삽ꝉ뉻뙈ꅁ뿄궷볉쇴땍ꚳ쉘ꑪ꒧뛕ꅁ끝걆뎡결뫻꯹뿄ꙷꥷꅁ꧳8ꓫ3ꓩꑕꕈꕸ끝뿄닄84728176뢹꣧ꅵ맼꓆ꖫ닄ꕼꭈꗎꙘꝀꫀꛛ끟귣ꗑꙘꝀ깷랧걁꧓꣼ꅁ꯬둟샧띾ꅶꣃ땯ꝇ띳뭄ꅁꕂ꧳8ꓫ4ꓩ헦뇡2껉륱뛇ꅵ랧걁꧓꣼ꅶ꣧꒩끝걆왕ꙘꝀ깷ꅝꕸ왗곙걆ꦲ꒽돸ꅁꗁ냪85꙾ꅞꅃ 46
룓ꓩꙘꝀ깷냵ꛦ랧걁꧓꣼ꅁ놩맼꓆ꕼꭈ꒣꒩끴Ꙙ곛쏶Ꝁ띾ꅝ꙰깷때ꩫ뙽뇒떥ꅞ믢듚ꑈ볩꒴곆ꙨꅁꙘ깷ꑄ뇄꣺꧳ꯈꓡ꒧꙳듚뻌뗽ꅂ꙳돦ꅂ꙳멐ꑗ꒩ꕈ쎱롰뭻뗽ꅁꑈ볩몥끨ꅁ삽ꝉ궷볉ꖭ꺧ꅁꣃ꧳ꚸꓩ(8ꓫ5ꓩ)ꗾ궱꯬둟샧띾ꅃ ???????????????????? 47
닄ꑇ론†꧓꣼껉南佔꓀꩒?SWOT꓀꩒ꅁ끷맯ꑀ귓닕슴ꅁ꒣뫞걏샧ꝑ(꙰ꗸ띾)ꭄ샧ꝑ(꙰걆ꦲ뻷쏶ꅁ ꓥ뇐많엩)ꅁ뗻꛴꣤닕슴ꖻꢭꪺ쁵뛕ꅝStrengthꅞꅁꙈ뛕ꅝWeaknessꅞ꣤꧒덂ꪺꕾ뎡샴맒꧒꙳Ꙣꪺꚳꝑ뻷라ꅝOpportunityꅞ꒣ꝑꯂ꿙ꅝThreatꅞꅃSWOT뒣꣑꓀꩒ꪺ랧꧀뭐ꓨꩫꅁ꣤꓀꩒ꩫ걏떦늤덗릺륌땻랥결궫굮ꪺꑀ샴ꅃ ꕈꑕ걏놵뫞맼꓆ꕼꭈH꓀ꫀ(ꭙCYꙘ깷꓀ꛦꭥꢭ)껉ꅁ맯룓꓀ꫀ압ꯈ몡띎롧샧SWOT꓀꩒ꅃ ꑀꅂ쁵뛕ꅝStrengthꅞ (ꑀ) ꗟꙡ뇸ꗳ맪엩덝걉ꓨ궱 1.ꗟꙡ뇸ꗳ샧띾뻚쉉ꛬ꧳맼꓆ꖫ뛀냓뛩ꅁ뙧쏤ꭙꗾꖫ믈볓ꅂ뫫ꭾꦱꅂ낪꿅ꩁ릢ꦱ뭅뚰꒧ꙡꅁꕂꗾꖫ돌ꑪ뛇닎륳냢ꖫ돵꫱Ꙣ뙧쏤뵤돲꒧꒺ꅃ 2.맪엩덝걉 샧띾ꙡ쉉ꑧꙡ곹200ꅁ샧띾돵꧒ꭙꙡꑗꑀ듉ꑋ뱨ꑪ볓꒧ꙡꑕꯇꑀꇣꑔ뱨ꯘꪫꅁ덝ꚳꕩ깥꿇ꑑ빬ꢮꛬ꒧ꙡꑕ낱ꢮ돵ꅁꕼꇣ꒻뱨ꕘ꾲뗽꣩꒽ꕱꅁꙢꖫ볶떸껉뒿녡떹ꭥꕼꭈ꓀ꫀ곹ꑑ믵꒸ꝃꚨꖻ꒧겡듁꙳듚ꅃ (ꑇ) ꑈꑏ룪랽ꓨ궱 닄ꑀ뵵ꩁ냈ꑈ귻꙾쓖뮴(곹20ꇣ30랳)ꅁꕩ뛬꧊낪ꅁ뫞뉺뚥뱨맯ꩁ냈ꭾ뷨굮ꡄ쑙껦ꅁꖫꗁ맯귻ꑵ슧뮪ꅂ믶깥ꩁ냈껄뉶ꑦ롏ꙮꅃ (ꑔ) ꩁ냈ꭋꝑ꧊압ꯈꙞ삳ꓨ궱 1.쉤ꕸ꣮ꯗꅂ걹땻꒧덝군끷맯압ꯈ꒧ꓨꭋ꧊뺨뙱슲꓆ꅁ룪끔꡴닎결압ꯈ뙱ꢭ굱Ꝁꅁ덜Ꙩ띾냈ꕈꪽ놵ꙃꙌ듀ꕎ압ꯈꛛꛦ뛱뱧ꅁ꙰ꯈꓡꕎꚬ늼뻚ꧺ닓쎯ꕩꝙ껉Ꙍ뭳맯녢ꅁꓤ늼꙳듚ꚳ맯녢꙳멐떥ꅃ 2.둉ꚳꑰꗸ띾왆겡뱵꧊ꩁ냈ꅁ맯압ꯈ굮ꡄꝀꢳ덴Ꙟ삳ꅁꩁ냈뿋꓁ꅂ둉ꑈ꧊꓆ 48
쏶써꧊ꅁ맯꧳ꑀ꿫ꖫ꒫ꑰꗁ압ꯈ몡띎땻ꯗ낪ꅃ (ꕼ) 믹껦ꓨ궱 ?꙳ꅂ꧱듚ꝑ뉶룻ꑀ꿫ꛦ깷땹낪ꅁꣃ꙳듚썂Ꙩ맨끥쏘ꭾꅁ맯ꥷ듁꧊꙳듚압ꯈ몡띎ꯗ낪ꅃ (꒭) ꗸ띾뙈뛬덹ꓨ궱 ꙳ꓡꕩꗓ뷐ꫀ귻ꑊꅁꣃꕩꗓ뷐ꑬꑫ뇐볺뻇ꅁ룓ꫀꣃ맯ꙡꓨꝀ굙ꑺ꒽꽱겡냊ꅇ꙰꺽쑭뇏앀ꢮꅂ꺽듚뾳ꯘ뻇껕뇐ꯇ떥ꅁꕈ뛬덹ꙮꪺꗸ띾뙈ꅃ ꑇꅂꙈ뛕(Weakness) (ꑀ) 맪엩덝걉ꓨ궱 1.낱ꢮ뚡꒣ꢬ ꗑ꧳샧띾뻚쉉걳빆맼꓆냓냩빸냏ꅁ꫱낱ꢮꛬ꒣ꢬꅁꛛꚳꙡꑕ낱ꢮ돵뛈맯ꓖ볆띆뎡압ꯈ뙽꧱ꕈ교꧳ꦹ꣓ꯈꓡ낱ꢮ꒣ꓨꭋꅆꕴꕾ샧띾왕궱뱥꒣ꢬꅁ뻷ꢮꛬꙨ결뗽꣩꒽ꕱ압ꯈꕥꗎꅁꢫ둙띕엣뻖삽ꕂꕘꑊ꒣ꭋꅃ 2.샧띾왕쉤ꕸ덝군꒣ 쉤ꕸ뇄뛇닎ꅵꕙꅶ덝군ꅁ꒩압ꯈ꒧ꕾ왛띐쒱룻결꾿뛃ꕂ뱶암뫞뉺Ꝁ띾걹땻냊뵵ꅆ낣ꚹ꒧ꕾꅁ때ꩁ냈ꕸ덝군꣏압ꯈ뿔룟ꅂ겢뿬띾냈껉띐쒱꒣ꭋꝑꅃ (ꑇ) ꑈꑏ룪랽ꓨ궱 1.꿊ꕆ녍띾롧샧ꑈꑾꕄ냊뙽돐뒣ꩀ압ꯈ몡띎꒧ꗸ맏ꓟ ꕼꭈ맯녱띾ꑈ귻궫ꡫ뮴ꑫ왛꧀뽀ꭰꅁ띆뎡꿅ꑈ귻꿊ꕆ낪뻇뻺ꅂꚳ녍띾꿀빩꒧롧샧ꑈꑾꅁ쒴꙰ꅇꗸ릺ꅂꭈ끕ꅂꕾ뛗ꅂ룪뉺끝꒧ꑈꑾꅁꕂ뒶륍꿊ꕆꕄ냊꯴던ꯈꓡ놵꫱압ꯈꅁꯘꗟ듁ꙮ쏶ꭙ꒧뫫꾫ꅃ 49
2.압ꯈ맯뻷멣뫞뉺꒺놱꿠ꑏ꒧ꭈꓟ꒣ꢬ 낪뱨롧뉺ꑈꪺ꿠ꑏꅂ롧엧ꅂ룛ꭈꯗ꒣ꢬꅁꕛꕈ냲뱨뿄뻷멣맺껗ꅁꑈ뿑꒣뭎놡껉꧒뭄ꅁ압ꯈ맯꙳듚꒧ꭏ믙꧊녈꙳끝ꪫ꒧ꙷꗾ꧊ꭈꓟ꒣ꢬꅃ (ꑔ) 띾냈ꪺꞹ뻣꧊ꓨ궱 ꙘꝀꫀ띾냈ꗑ꧳ꗽꓑꑗ꣼걆ꦲꩫꕏ궭꣮ꅁꑀꙖꕈ뿬뉺뛇닎믈ꛦ띾냈결ꕄꅁꕛꕈ녱띾ꑈ귻뿄녍띾ꪾ쏑곛맯믈ꛦꛓꢥꅁ쑙궫꒣ꢬꅁ귈덂뿄냓ꭾꙨ꒸꓆뿄뻷멣뒶륍덝ꗟꪺꯈ왛샴맒ꅁꕙ엣꣤띾냈ꓭ꿊ꞹ뻣꧊ꅁꑷ꒣볅ꑀ꿫압ꯈꪺ믝ꡄꅁ쒴꙰ꅇ꿊ꕆ껸뙏뿄ꅂꕾ뛗띾냈ꅂ귓ꑈ뉺끝띾냈떥떥ꅃ (ꕼ) 룪끔꓆꿠ꑏꓨ궱 룪끔꓆꿠ꑏ때ꩫ녎띾냈룪껆ꚳ껄ꙡ롧ꗑ륱뢣꓆륌땻ꯘꗟꖿ뵔ꪺ띾냈룪껆깷ꅁꙝꚹ쏸ꕈꧺ뿫껖ꓟ압ꯈꅁꯘꗟ듁ꙮ쏶ꭙꅃ (꒭) ꓀ꛦ뒶륍꧊뭐덱뛗ꅂ신녢ꪺꓨꭋ꧊ꓨ궱 샧띾뻚쉉뛈맼꓆뾤꒺ꑋ깡꓀ꫀꅁ때ꩫ뭐ꑪꮬꛦ깷뻖ꚳ륍ꝇꗾ곙ꑀꛊ빬깡꓀ꓤ뻷멣별ꅁ뛗듚ꕎꚬ늼뻚ꗦ뒫ꅁꭙ뿠ꙘꝀ깷덱뛗뫴Ꝁ덱뛗뉍뫢ꅃ뛗듚ꅂ신녢ꪺꓨꭋ꧊뭐껄뉶꧊ꅁ뭐ꛦ깷곛ꓱ띕엣뮹ꛢꅃ (꒻) 삽ꝉꙍ뻷ꖭ꺧ꅁ랧걁꧓꣼ꫬ듁압ꯈ꒧꒣몡띎ꙝ꿀 랧걁꧓꣼ꫬ듁ꭙ압ꯈ몡띎ꯗ돌결ꝃ뢨껉듁ꅁ꣤ꕄ굮귬ꙝꚳꑕꙃ볆쉉ꅇ 1.압ꯈꙢ삽ꝉꙍ뻷듁뚡ꪺ뽮ꯨ 삽ꝉꓞ끟ꗁ늳ꓟ뉺꺣띗ꅁ꙳ꓡ롳끟꣬믈ꛦꝉ믢뱶암ꯈꓡ꒧Ꝁ꺧롧샙겡냊덹ꚨ랥ꑪ꒧꒣ꭋꅆ꙰믈ꛦ곰땍덑ꯅꝇ낱띾ꅁ꒤ꑰꗸ띾남ꑗ궱셻ꓤ늼끨늼ꅁ때ꩫ땯셾ꦹ꣓맯뙈굮ꡄꕈ뉻ꓤꕉ덦듚떥ꝸ쉚ꛓ교ꗁꯨꅁꕴꕾꅁꙢꚹꑀ듁뚡꒺ꕄ뫞뻷쏶뮡ꩫ뭐낵ꩫ꒣ꑀ교ꪺ덂뉺ꓨꚡ꧶뗻뭐꒣몡ꅁꑚꚹ뫘 50
뫘뽮ꯨꅁ돌꧶Ꙣ꧓꣼ꫬ듁엣뉻ꣃꕈ꧓꣼뻷멣결듨겪맯뙈ꅃ ㈮ꙝ꒣Ꙑ뻷멣꣮ꯗꅁꝀ띾땻Ꟈ륱뢣덂뉺꡴닎곛늧ꅁꓞ끟압ꯈ때꧒빁녱ꛓꯨ셮룼륄ꅁ꿷꓀굺꙰ꑕꅇ ?(1) ꒣Ꙑ륱뢣룪껆덂뉺꡴닎 ꒣Ꙑ믈ꛦ맯룪껆덂뉺둎ꚳ꒣Ꙑꪺ덂뉺ꓨꚡꅁ꛳ꩰ맼꓆ꕼꭈ뭐Ꙙ깷꒣뫞Ꙣ띾냈뫘쏾ꅁ띾냈뵤돲ꩁ냈냏냬ꩁ냈ꪺ맯뙈ꅁꞡꚳ랥ꑪꪺ깴늧ꅁ꙰꛳Ꙣ꒣뱶암샧륂ꪺ놡ꩰꑕꅁ룪껆Ꙣ꒣Ꙑ믈ꛦ뚡뚶ꝑꪺ신뒫걏ꗳ셽ꖨꪺꑵꝀꅁ신뒫ꫬ듁ꦹꦹꚳꛛ냊신녢(꙰ꕎꚩꅂ쎺ꝑ꺧)꒽ꗎ띾뙏ꗎ(꙰ꓴ륱뙏ꅂ륱룜뙏)ꕎꚩꖢ왆ꅁ덹ꚨꯈꓡꝸ쉚뭐꒣ꭋꅁꕴꕾ륱뢣덝돆ꅂꛛ냊뒣듚뻷믝궫띳쇊롭ꅁ꙳멐ꅂꓤ늼ꅂ뿄ꕤꗧ믝끴Ꙙ띳꡴닎궫띳뭳땯ꅁꞡ쓝꿓뙏ꑈꑏꅂꪫꑏ꒧ꑵꝀꅃ ⠲⤠ꙝ꣮ꯗꅂꝀ띾땻Ꟈ꒣Ꙑ ꑪꮬꛦ깷ꅁꓗ꣤걏꒽샧ꛦ깷룻ꩠ궫덗뎹꒺뎡뉯꣮꒧뿭둠ꅆ냲뱨뻷멣결낵ꙮ뱵꧊꒧ꩁ냈ꅁ쇍Ꙗꅵꑈꩶꅶꅁꕈ교꧓꣼ꫬ듁녠교덜Ꙩ압ꯈ꒧꒣몡귻ꑵꪺ때꧒빁녱ꅁꓗ꣤Ꙣ뇂ꭈꓘꯗꓨ궱ꅁ꧓꣼ꛦ뱦껖껉룻ꩠ궫뇂ꭈ5Pꙝ꿀ꅝꝙꑈꅂ귉듚ꗎ덾ꅂ쁶쇙꣓랽ꅂ뛅앶뵔ꭏꅂꖼ꣓깩뇦떥ꙝ꿀ꅞ냲뱨뿄Ꙩꕈꑈꪺꭈꗎꫀ라ꙡꛬꅂ쏶ꭙ꣓끴Ꙙ귉듚ꑈꅃ ꚹꕾꅁ냲뱨뿄맯ꥷ듁꙳듚꒧Ꝭꚬ녠ꕈ쏘ꓩꗎꭾꅝ꙰ꅇ궻ꡭꅂꓺ뭉떥ꅞꓨꚡꅁꣃ덝롭ꫀ귻ꑬꑫ뇐볺뻇떥뫖ꝑꙢ럭껉결꒽샧ꛦ깷꣮ꯗꑗ꒣덑꒹덜ꅃ ㌮ꕄ뫞뻷쏶꒧끴깍놹걉꒣ꢬ ꕄ뫞뻷쏶궫뗸ꪺ걏ꖭ꺧뿄삽ꝉ궷볉ꅁ뫻꯹뿄ꙷꥷꅁꦹꦹꦿ뗸꧓꣼ꯡ꒧ 51
끴깍놹걉ꅁ덹ꚨ꧓꣼ꛦ뷑Ꙩꙝ쉚ꅁ뱶암압ꯈ앶꽱ꅁ쒴꙰ꅇ ⠱⤠Ꙙ깷랧걁꧓꣼맼꓆ꕼꭈ껗ꅁꑀꪽ뿰ꦵꛜ85꙾11ꓫ18ꓩꕸ왗곙쒳라ꥬꙐ띎돆걤ꅁ뙚놵뫞껉ꑷꑀ꙾ꑔ귓Ꙩꓫꅁꚹ듁뚡꒣꧓꣼꓀뻷멣ꙗ롱꒧륷뫢꣼ꅁ뱶암꓀ꛦ덝돆ꟳ띳ꅁꕂꙝꅵꙗ꒣ꖿꅂꢥ꒣뚶ꅶ덹ꚨ압ꯈ꒧뫃뱻뱶암띾냈뇀깩ꩁ냈ꭾ뷨ꅃ ⠲??꧱듚ꧨꧣ앶ꝑ뗽ꧺ껑ꛛ랧걁꧓꣼ꯡ앶ꝑꑈ삳ꟳ결꧓꣼ꛦꅁ놩ꙕꙡ걆뻷쏶 룑쓀꒣Ꙑꅁꢴꛜꕢ꙾ꯡꑾꚳ닎ꑀꝀꩫꅁ꣏귉듚압ꯈꙢ썂ꯗ꒺꒣녯냊ꗎ쇙듚ꯡ꒣꿠뛮빐ꧨꧣ앶ꅁ뱶암압ꯈ앶꽱ꙝꛓ맰비압ꯈ꒣몡띎쒳꒧셮ꅃ 㐮꧓꣼ꫬ듁귬맼꓆ꕼꭈ귻ꑵꑨ껰ꝃ뢨ꅁ뱶암ꩁ냈ꭾ뷨 귬ꕼꭈ귻ꑵꅁ뻺롧삽ꝉ껉듁뫲녩ꚣ롌ꅁꑷꢭꓟ꽨뻎ꅁ꣬꧓꣼껉꒧닕슴엜궲듁뚡ꅁ맯ꯝ륊ꭥ덾꒧꒣뵔ꥷ띐ꅁꕈ띳ꪺ뫞뉺ꓨꚡꅂꝀ띾땻Ꟈꑄꛜ냈뻷뺹뻞Ꝁꓨꚡ꒣보노ꞡ뱶암ꑵꝀꑨ껰ꅁ둎꒣꧶뒣꣑ꣴ뙖ꪺꩁ냈떹압ꯈꅃ 㔮꣤ꕌ뷑Ꙩꙝ꿀뱶암압ꯈ몡띎ꯗ 랧걁꧓꣼구ꗍ덜Ꙩꩫꯟ냝썄ꅁ쒴꙰ꙝ륤썂솫맯귬ꕼꭈ뉺뫊ꅂ롧뉺ꑈ귻굴덳녡덤ꗴꪺ끝늣ꚩꧣꅁ듁덞닖뻉교ꦼ떥맯꧓꣼ꛦ꒧랥ꯗ꒣몡ꅁꫀ귻ꙘꝀꫀꩫꙢ솫띬꒴ꖼ삱룉껉꒣꿠땯쇙교ꫀ귻꒣몡떥ꅃ ꑔꅂ뻷라(Opportunity) 걆ꦲ녪ꑏꕄ뻉ꙘꝀ깷랧걁꧓꣼맼꓆ꕼꭈꅁ삽ꝉꙍ뻷ꢳ덴ꖭ꺧ꅁ꣢뻷멣ꪺ뿄ꙘꅁꙢ샧륂ꑗꭙꗑꙍ뻷엜결신뻷ꅁꙢ압ꯈ몡띎ꯗꗧꕩꙝ꒬룉꧊ꛓ늣ꗍ뫮껄(Synergy)ꪺꮴ뻷ꅁ꣤ꕄ굮뉺ꗑꚳꑕꙃꑔ쉉ꅇ (ꑀ) ꒽샧ꛦ깷ꪺꙷꗾ꧊ꅂꭏ믙꧊ꕛꑗ맼꓆ꕼꭈ뱵꧊왆겡ꪺꩁ냈껄뉶ꅃ (ꑇ) Ꙙ깷뻖ꚳ룻Ꙩ녍띾ꑈꑾꅁꙕ뚵띾냈ꞹ뻣ꅁꓗ꣤ꭥꕼꭈꖼ뿬뉺꒧띳뫘띾냈ꟳꚳ뱥뱳꒧뙽뚡ꅃ 52
(ꑔ) Ꙙ깷ꚳꗾ곙녋뚰ꪺ덱뛗뫴꓀ꓤ뻷멣ꕛꑗꕼꭈ뻖ꚳ맼꓆ꖫ뱳ꑪꪺ압ꯈ롳ꅁꕩꢳ덴ꯘꗟ뱳ꑪꪺ압ꯈꛦ빐뫴떸ꅃ ꕼꅂꯂ꿙(Threat) (ꑀ) 뿄ꖫ돵쑶ꪧꕛ뱀ꅁ압ꯈ몡띎롧샧꒣꧶ ꗁ냪ꑋꑑ꙾ꫬ걆ꦲ뙽꧱뿄ꛛꗑ꓆ꅂ냪믚꓆ꕈ교믈ꛦ깡볆덝ꗟ륌Ꙩ쑶ꪧꕛ뱀ꅁ놵뫞듁빁덻쑶ꪧꗕ볶꓆ꪺ뙽뫝ꅁ압ꯈꙝ뿯뻜뻷라뱗Ꙩꅁ맯믈ꛦꩁ냈ꭾ뷨굮ꡄ뒣낪ꅁꦾ룛ꯗ송깺ꅁ뇽뒣ꩀꩁ냈ꭾ뷨ꅁ뱗ꕛ압ꯈ몡띎ꯗ꧒비륊ꪺ쑶ꪧ뭐걄뻔ꟳ결셽ꖨꅃ (ꑇ) 결뉍뉺꧒꧓꣼꒧꒣룪늣ꅁ구ꗍ맯압ꯈ몡띎롧샧룪랽꒧뇆삽껄삳 ꑋꑑꕼ꙾ꑋꓫꫬ놵뫞껉꓀ꛦ녢궱륏듁꧱듚뛈2ꑤ5ꛊꙨ롕꒸ꅁ놵뫞ꯡ뗻꛴ꅁ꣤꒣룪늣ꑀꑀ꽂ꑗ쉩궱ꅁ썂볉뱗ꛜ6믵2ꑤꙨ롕ꅆ꒣룪늣ꕄꙝꭙ뇂ꭈ뻡ꭏꭾ꒣ꞹ뻣ꧺ엣낪꛴ꅂꑈ쁙ꓡ뙕듚ꅂ뙕듚ꓢ쓲꒣ꞹꗾꑈ뿑꒣뭎떥쏾ꮬ뙕듚ꅃ 낣ꚹ꒧ꕾꅁ냲뱨뿄ꙝ쑶ꪧ뇸ꗳ룻깴ꅁꦹꦹꖲ믝꧓Ꝁ덜Ꙩ궷쁉룻낪ꪺ쏤믚ꯈꓡꅁ덯ꯈꓡꙢ쁈ꯡ볆꙾ꅁꕸ왗ꪺ늣띾쑶ꪧꑏ듮깺ꅁ롧샙뒺껰신썡ꖫꅂ꧐ꖫ떥룪늣믹귈꩷ꩪ꓆껉ꝙ덶몥신엜결쎺꺧ꝸ쏸ꅂ쇙ꖻ꒣ꖿ녠꒧륏듁꧱듚ꅁ꧓꣼꒧맼꓆ꕼꭈ룪늣ꑝ꒣꣒ꕾꅃꙝꚹꕛ뫲뛊ꚬ뉍뉺꒣룪늣ꚨ결꣤ꯡ볆꙾꓀ꛦ롧샧궫ꑪ굴뻡ꅁ덹ꚨ압ꯈ몡띎롧샧룪랽뇆삽껄삳ꅃ (ꑔ) 압ꯈ맯꓀ꛦꖼ꣓꙳뱯꒧뫃뱻 ꧓꣼ꪺꕼꭈ꓀ꫀꙢ맼꓆ꖫꙘ군ꚳ5깡ꅁ꓀ꛦ뚡뙚싷ꓓ꫱ꕂ띾냈궫야ꅁ덗볒ꓓꑰ꒣롧샙ꅁ녎꣓뛕ꖲ굮ꝀꙘ꣖ꅁ꓀ꛦꪺ꙳뱯ꚨ결압ꯈ뱾뱻땓뿝꒣ꭥꦹ꣓ꪺ궫굮귬ꙝꅃ ? 53
?닄ꑔ론ꅂ꧓꣼ꯡ압ꯈ몡띎뒣ꩀ떦늤?䍙꓀ꛦ뒣ꩀ꒧롧샧떦늤ꅁꑪ교ꕩ꓀결꣢귓뚥걱ꅁ꿷꓀굺꙰ꑕꅇ?ꑀꅂ닄ꑀ뚥걱?ꝙ꧓꣼ꫬ듁ꅁꭙ삽ꝉꙍ뻷떲ꟴ꒧떽ꯡ둟귬듁ꅁ䵩瑲潦映⠱㤸㠩뭻ꙮꪺꙍ뻷뫞뉺Ꙣꚹ껉듁삳빁껉룑ꡍ닕슴뭘꣼ꙍ뻷ꪺ꒣ꝑ뱶암ꅁ꓆ꙍ뻷결신뻷ꅃ?†䍙꓀ꛦꙢ꧓꣼ꫬ듁뭻결궺굮ꑵꝀ걏뺨덴꯬둟ꖿ녠샧띾ꅁꙷꥷ압ꯈꭈꓟꕈ덝ꩫ껸ꯚ꧓꣼ꫬ듁압ꯈ꒣몡띎ꙝ꿀ꅁꖻ뚥걱듁뚡삳뺨뙱셙땵ꕈꭋꢳ덴뙩ꑊ뒣ꩀ압ꯈ몡띎뚥걱ꕈꅆ䍙꓀ꛦ꣓뮡ꅁ닄ꑀ뚥걱곹녱꧓꣼놵뫞⠸?꙾?ꓫꫬ?ꛜꙐ⠸㐩꙾ㄲꓫ꦳ꅁꕈꑕ걏䍙꓀ꛦꙢꖻ뚥걱꒧꣣엩Ꝁꩫꅃ??(ꑀ) ꯬둟ꖿ녠샧띾ꅁꙷꥷ압ꯈꭈꓟꓨ궱??ꅂ놵뫞닝ꓩꝙ꯬둟ꖿ녠꙳ꅂ뒣듚ꅁꑀ뙧꒺믈ꛦ꒧ꑀ꿫띾냈
꙰ꕎꚬꅂ뛗ꝉ떥?ꗧ곛쑾꯬둟륂Ꝁꅆ놩꧱듚띾냈ꙝ꽁꒣Ꙑ뇂ꭈ꣮ꯗꕈꙡ걆뻷쏶ꧨꧣ앶ꝑ뗽ꧺ껑엜ꟳꗓ뷐ꥼꖼ놵꣼ꅁꫬ듁뛈Ꝁ꙳돦뷨귉꧱듚ꅃ???ꅂ룪끔꡴닎꧳꧓꣼놵뫞ꑀ귓Ꙩꓫꞹꚨ신뒫놵굹?Ꙙ깷뭐ꕼꭈ꣏ꗎ꒣Ꙑ룪끔꡴닎ꅁ?ꓫꫬꙝꕞꭐ놵뫞ꅁ볈꣏ꗎ귬ꕼꭈ룪끔꡴닎ꅁ놩Ꙙ깷셠ꛦ룪끔ꯇ꧳놵뫞껉ꝙ겣귻닕ꚨ룪끔녍껗ꑰ닕Ꝁ뻣Ꙙ놵굹럇돆ꅁ롧Ꙩꚸ듺룕ꅁ닗꧳ꑟ?ꓫ㈵ꓩꙢ꧓꣼꒣꣬ꑇ귓ꓫ꒺ꞹꚨꅁ뭐ꗾ곙ꛊ빬깡꓀ꛦ덳뵵ꅁꙐ껉ꟳ뒫결Ꙙ깷꒧꙳멐ꅂ꙳돦뿄ꕤ떥ꅁꙷꥷ압ꯈꭈꓟꅃ???ꅂꝑꗎ꧓꣼ꫬ듁띾냈ꝃ볩껉맯ꕼꭈ귻ꑵ맪걉녋뚰Ꙣ슾끖뵭ꅁ뒣ꩀ띾냈Ꝁ띾꒧녍뫫꿠ꑏ??꧓꣼ꫬ듁ꅁ압ꯈ뻺롧삽ꝉ꙰엥ꑽ꒧뎾ꅁ맯걆ꦲꕄ뻉꒧랧걁꧓꣼꒴꙳ꚳ뫃 54
뱻ꅆꕴꕾ맯꧳꧓꣼ꛦ띳ꪺꝀ띾ꓨꚡ꒣꿠빁삳ꅁꦹꦹꚳꑀ걱ꯈꓡꑪ뙱걹ꖢꯡꪺꝃ볩듁ꅃ䍙꓀ꛦꝙ싇ꚹ듁뚡맯ꕼꭈ귻ꑵꝀ녋뚰Ꙣ슾끖뵭ꅁ쒴꙰ꅆ띳뫘띾냈ꅂ덗뎹Ꝁ띾땻Ꟈ솿닟ꅂ뫝ꖽ뻷뻞Ꝁ떥ꅁ꣤꒤ꕈ뷼겣빆꫱꓀ꛦ맪닟롧뫞띾냈ꅁ꙰쉤귻ꅂꩁ냈ꕸꅂ뛗듚ꅂ라군떥ꅁ귻ꑵ뭻결샲꽱돌Ꙩꅁꙝ결ꕩ껸낣맯띳꣮ꯗꅂꝀ띾ꓨꚡ꒧궯ꗍ뭐꺣쓟띐ꅁ뒣ꩀꩁ냈껄뉶ꅃ???ꑇ) 껸낣꧓꣼ꫬ듁압ꯈ꒣몡띎ꓨ궱??ꅂ샧띾왕덝롭ꩁ냈녍귻ꅁꣳꝕꯈꓡ빁삳띳꣮ꯗꅁꕄ뫞띆뎡볶ꓟ냑뭐닄ꑀ뵵ꩁ냈ꅁꕛ녪뭐압ꯈ꒧꒬냊쏶ꭙꅃ?ꩁ냈녍귻뿯꧞맯Ꙙ깷ꙕ뚵띾냈보노꣣ꚳꩁ냈볶ꟕꪺ룪뉠슾귻뻡ꗴꅆꕄ뫞띆뎡녠냑뭐닄ꑀ뵵쉤ꕸꩁ냈ꅁ룑떪ꚳ쏶냝썄ꅁꣃ녠Ꝁꢫ냊ꚡ뫞뉺ꅁꓗ꣤Ꙣ샧띾ꙹ깰껉걱ꅁ뻡ꗴꩁ냈녍귻ꑵꝀꅁꣳꝕ늨룑ꑈ볩ꅁꣃ싇뻷뭻쏑ꯈꓡꅁꕛ녪꒬냊쏶ꭙꅃ???ꅂꕛ녪ꗁ늳ꅂ뻷쏶둃엩꒧ꕾ뎡랾덱ꅃ?ꕛ녪ꯅ뻉랧걁꧓꣼ꪺꙘꩫ꧊놵뫞꒧꒽샧믈ꛦꪺꙷꗾ꧊ꅂ녍띾꧊ꅁ껸낣ꯈꓡ뫃뱻ꅆꖿ냆ꕄ뫞뽮랥Ꙗꑗ꿅걍꧓꣼꒤꧒비륊륌쎪쏸ꛦ꒧ꩫꕏꣃ꯴던ꙕ뻷쏶둃엩ꅁꪧ꣺ꓤ꯹뭐끴Ꙙꅁꕈꝑ슾앶꒧ꛦ꣏ꅃ???ꅂꕛ녪꓀ꛦ꒺뎡랾덱뫖ꝑ놹걉ꅁ뒣낪귻ꑵ몡띎ꯗꅃ?⠱?맯꧳귬맼꓆ꕼꭈ귻ꑵꅁ낣ꙝ꽁맺껗롧ꩫ끼ꝐꙄ뵔ꥷꕾꅁ쑀띎꽤ꗴꗾ뎡ꗴꗎꅁꣃ떹꒩ꛒ룕끖뵭뻷라ꅁ꣺녯꒽샧믈ꛦꗴꗎ룪껦ꅁ뫖ꝑꅂꯝ륊ꓱ럓Ꙙ깷ꅃ?⠲?꒽ꖭ맯ꯝꙘ깷ꅂꕼꭈ귻ꑵꅁ샧덹뿄겢껰꩞ꅁ꣏꣢뻷멣꒧ꗸ띾ꓥ꓆ꛛ땍뿄Ꙙꅁ뒣낪귻ꑵ몡띎ꯗꅃ?뱯낣귬ꭈꗎꙘꝀꫀ맯ꡫꅂꑫ귻ꑵ꒣ꖭ떥꒧ꯝ륊ꅁ꒣꓀Ꙙ깷ꅂꕼꭈꑈ귻뗸? 55
Ꙑꑀ깡ꑈꅁꕄ뫞띆뎡뽮랥냑뭐귻ꑵ꒧녂ꅂ돠ꅂ돟ꅂ뱹겡냊ꣃ녠셼뿬귻ꑵ뭅쁜ꅂ껈륃겡냊ꕈ뺮뭅Ꙗꓟꑏꅁ뒣낪귻ꑵꑨ껰ꅃ??ꑇꅂ닄ꑇ뚥걱?껚뻚ꙘꝀ깷Ꙣꗁ냪㜵꙾뚡랧걁꧓꣼ꕸꕟꑑꭈꪺ롧엧ꅁꗑ꧳셠ꛦ룪랽ꗾꑏ끴Ꙙꕈꑑꑋ깡꧓꣼꓀ꛦꪺꝖꑏ롧샧ꅁ꧒ꚳ맺껗솫띬곹㘳믵꒸ꅁꙢ꒭꙾꒺ꝙꕈ롧샧곕빬삱룉ꅃ쇶땍Ꙣ㠴꙾랧걁꧓꣼맼꓆ꕼꭈ껉ꅁꕸ왗뿄띾꒧쑶ꪧ멁뛕ꕾ뎡샴맒ꑷ뭐ꑑ꙾ꕈꭥ꒣ꕩꙐꓩꛓ뭹ꅁ놩셠ꛦ꒴듁덜Ꙣ돌땵듁뚡꒺신솫결곕ꅁ낪뱨뫞뉺맯꧓꣼꓀ꛦꚳ냭ꥷꪺ꯹쓲롧샧ꡍꓟꅁ셠ꛦ룪랽ꗧꗾꑏ끴Ꙙꅃ?䍙꓀ꛦꙢ냵ꛦ닄ꑀ뚥걱ꅁꕈꙷꥷ압ꯈꭈꓟꅁ껸ꯚ압ꯈ꒣몡띎결ꗘ볐ꪺ떦늤ꯡꅁ뫲놵녱ꗁ냪㠵꙾끟ꝙꕈ뽮랥떽ꩁ냈ꭾ뷨ꅁꕄ뫞ꕄ냊꯴던둍Ꙟ걹ꖢ꒧껖ꓟ압ꯈꅁ뙽띳ꯈ랽ꣃꯘꗟ뭐압ꯈ꒧듁ꙮ쏶ꭙꅁ결닄ꑇ뚥걱떦늤ꗘ볐걏꣏䍙꓀ꛦ꒧압ꯈ몡띎ꯗ꿠뭐ꑀ꿫ꩁ냈ꭾ뷨ꣴ뙖ꪺ꓀ꛦꣃ빲믴았곆ꛜꚳꟳ낪ꪺ몡띎ꯗꅁꕈ샲꯹꯹쓲쑶ꪧꑏꅁ륆ꚨ셠ꛦ뷡뭐꒧ꗴ냈ꅁꕈꑕ걏䍙꓀ꛦꙢ닄ꑇ뚥걱뒣ꩀ압ꯈ몡띎ꯗ꒧떦늤ꅇ?(ꑀ) 뽮랥떽ꩁ냈ꭾ뷨ꓨ궱???맪엩덝돆꒧떽ꩁ냈ꑈ귻믶깥ꅂ슧뮪ꕛ녪ꅃ?꧳ꗁ냪㠷꙾뻣귗샧띾왕ꅁ엜쉤ꕸ덝군ꅁ덝롭ꩁ냈ꕸꅁꕛ녪뽏ꗺ덝돆뿬꒽돃귑꒧ꟳ띳ꅁ군꿓뙏ꑀꑤ빬롕꒸ꅁꕛꑗ깷䍉匨ꗸ띾쏑ꝏ엩꡴?볐뭸꒧끴얨ꅁ듁뇦ꯈꓡꑗꚳ럘땍ꑀ띳꒧띐쒱ꅁꑀ놽삽ꝉꅂ귋뎬꒧ꅵ빠껰ꅶꅃ?†ꚹꕾꅁꩁ룋믶깥ꓨ궱ꅁ낣셠ꛦ덗ꥷ꣮ꩁꕾꅁ꓀ꛦꕴꗑ귻ꑵ뿯뻜뭳Ꝁꑀ깍 56
꒣Ꙑ꣮ꩁꅁ낣걐듁꒭ꛛꗑ곯뗛ꕾꅁꡃꓑꛦ귻곯뗛ꑀ교ꅁꕈꡄ닎ꑀꅁ꣏압ꯈ맯꓀ꛦꚳ뫘ꅵ곶ꯟꅂ뻣볤ꅶꪺꙌ뙈ꅃ?†ꕴꕾꅁ릪쁹ꛦ귻뻇닟ꭥꕼꭈꩁ냈ꑈ귻ꪺꝀ띾껄뉶쏶써압ꯈꪺ띱띾뫫꾫ꅁ꣏압ꯈ맯꧓꣼뻷멣꒧ꩁ냈꒴쑾쓲ꭏꚳꙮꑦ롏ꅃ???뫞뉺싇ꗑ뭹ꢥꅂꛦ냊ꅁꯘꗟꅵ압ꯈ뻉Ꙗꩁ냈ꅶꪺꗸ띾ꓥ꓆ꅁ릪쁹ꗾ귻냑뭐냵ꛦꅃ?궺ꗴ?롧뉺ꅁꭙ냲뱨ꛦ귻ꕘꢭꅁ㠴꙾?ꓫꫬ셻ꙍ뇂ꥒꅁꑟ닄ꑀ뵵뒧귻ꑵꅁꣳꝕꖭ꺧삽ꝉꙍ뻷ꅁ녠싇뚰라돵Ꙙꅁꛕ뒣궱ꥒꩁ냈ꭾ뷨ꪺ궫굮꧊ꅁ결녡냊귻ꑵꩁ냈볶ꟕꅁ녠꧳샧띾ꙹ깰껉걱냑뭐닄ꑀ뵵귻ꑵꩁ냈ꅁ뿋ꛛ결압ꯈ쉉뙲ꅁꕎꚬ늼뻚룑떪냝썄ꅁꣃ녪뷕압ꯈ꒣꓀ꑪꑰꅁ맯꧳꣤믝ꡄ삳ꢳ덴ꝀꙞ삳ꅃꕈ쓩뿩ꅵꑈꙢ낵ꅁꓑꙢ곝ꅶꅂꅵꑀꡂꑀ롽Ꙍꅶ닏맪ꪺ압ꯈ몡띎롧샧ꅃ?㠹꙾?ꓫ꦳닄ꑇꗴ?롧뉺쑾ꗴꅁꋑ롧뉺뒿ꗴ䍙꓀ꛦ냆뉺ꅁ맯꧳꓀ꛦ꒧ꛦ귻ꅂ압ꯈꚳ곛럭땻ꯗ꒧뻩룑ꅁ룓귻ꝑꗎ꒽빬꒴둎얪꧳ꗸ띾뫞뉺곣ꡳ꧒Ꙣ슾꽚ꅁ뽮랥녎꧒뻇뉺뷗삳ꗎ꧳뫞뉺맪냈ꅁꝑꗎꡃ뙧ꑇ뇡라ꗾ엩귻ꑵꩁ냈ꭾ뷨끖뵭껉뚡ꅁ쓩뿩귻ꑵ압ꯈ뻉Ꙗ왛꧀ꅂꗸ띾쑶ꪧ떦늤ꩁ냈ꭾ뷨ꣴ뙖꒽ꕱꪺ냈맪Ꝁꩫꅁ쒴꙰ꅇ䵩捨慥氠偯牴敲꒧쑶ꪧ뉺뷗ꅁꩁ냈ꪺ꣥뵤ꗸ띾꙰꒤ꛨ꿨⡍楤睥獴⁅硰牥獳⁁楲汩湥猩?ꅁ돁럭돒⡍?䑯湬?’猩ꅁ뎣뚺ꦱ?쑙맘ꪺꑵꝀ귵뻇?ꅁ릩껵?ꚨꙗ뛇꥟?䭯瑬敲ꪺꩁ냈뫞뉺뉺뷗…떥떥ꅁꗘꪺꙢ뽅땯귻ꑵꙍ뻷띎쏑돐띳ꩁ냈왛꧀ꅁꕈ듁귻ꑵ꿠궱맯압ꯈꅁ낵ꕘꖿ뵔ꛓ셯ꧺꪺꩁ냈ꅃ? 57
†?낣ꚹ꒧ꕾꅁꣃ쇜뷐뻇ꚳ녍뫫둉뫞뉺롧엧ꪺ압ꯈ결귻ꑵꝀ면솿ꅁ쒴꙰ꅇ뽣ꥭꩫꥸꪺꩫꕏ뿭둠뇐ꅁ뛀ꥭ싥깶ꪺ삣ꑏ뗎룑면솿ꅁꕈꫴ뢳꒧ꑪ뎰ꗸ띾롧샧ꚨꕜ껗꣒꓀ꅁ꒣ꚳ꽱귻ꑵꕂꕩꕛ녪압ꯈ뭐귻ꑵ꒧꒬냊쏶ꭙꅃ?†??ꛜ꧳꣤ꕌꯘꗟꅵ압ꯈ뻉Ꙗꩁ냈ꅶ꒧뫫꾫ꣃꕉ뷑냵ꛦꪺ놹걉ꥼꚳꅇ?⠱?꓀ꛦꙡꑕ낱ꢮ돵귬뛈맯귻ꑵ꽓ꥷꯈꓡ뙽꧱ꅁ결압ꯈ녍쓝낱ꢮ돵ꅁꥷ녍ꑈ뫞뉺ꣃꕛ녪ꯅ뻉ꅁꕴꙢ꓀ꛦ빆꫱앐ꑀꙡ룑ꡍ귻ꑵ낱ꢮ냝썄ꅃ?⠲?ꑀ꿫뿄뻷멣꓀ꛦ꒤꒴쑾쓲샧띾ꅁꙝꚹ귻ꑵ믝꓀뷼걹ꗎ뾯ꅁ닄ꑀ뵵ꩁ냈ꑈ귻듮ꓖꦹꦹ덹ꚨꯈꓡꑛ귔ꅁ䍙꓀ꛦ뇄꣺앶ꥹ놹걉ꅁ닄ꑀ귻ꑵ뒣ꚭꙢㄱ㨵?ꅁ닄ꑇꦵꯡꛜㄲ㨳?ꅁ꒤뚡ꚳ㈰꓀쓁ꗾ귻ꩁ냈ꅁꕈ늨룑ㄲ껉덜꒧ꙹ깰껉걱ꑈ볩ꅃ?⠳?ꭏ꯹ꑰꮬ꓀ꛦ뮴송땵ꑰꪺ왆겡뻷냊ꅁ꣏ꩁ냈ꕒ몡ꑈ꧊뭐뱵꧊ꅃ?䍙꓀ꛦ꒧띾냈덗볒Ꙣꗾꛦꑀꛊ빬깡꓀ꛦ꒤쓝꒤ꮬ꓀ꛦꅁ뫞뉺녎ꖦꥷꛬ꣣ꚳꅵꑰꮬ꓀ꛦꅶ왆겡뻷냊꒧ꩁ냈ꓥ꓆ꣃꕉ뷑냵ꛦꅁ쒴꙰ꅇ귻ꑵꖭꓩ뷼뷕겣끖ꪺ뢨맪?꣏ꗰ낲룉ꛬꙹ깰껉걱꒧ꓤ뒩귻ꑵꅁꕩꕒ꓀돓ꗴꅆꕾ냈ꑈ귻맯껖ꓟ압ꯈꪺ믝ꡄ?꙰귻ꑵ뙽ꓡ맯ꭏꅁꕎꚬ늼뻚ꚬ꣺ꅁ셾룪땯꧱떥?ꅁ삳쁈ꕳ쁈뿬ꅁꣃꕩ끴ꙘꯈꓡꙢ샧띾껉뚡ꕾꩁ냈ꅆ맯꧳압ꯈꪺꧪꯨ띎ꢣ걍ꅁꕄ뫞ꗟꝙ뻩룑껉룑ꡍꅁ곆ꛜ땮꯴던교끥슧ꭾꫭꗜ띐쇂ꅆ맯꧳꧱듚ꝑ뉶ꕾ뛗뛗뉶ꅂꓢ쓲뙏꒧쁵둦ꅁ뇂앶닄ꑀ뵵ꛦ귻Ꙣ꓀ꛦ앶궭꒺ꝙ껉ꡍꥷ…떥ꅃ? 58
†ꕈꑗ뫘뫘Ꝁ결ꅁꞡꙢ룕맏뛬덹ꑀ뫘ꑰꮬ꓀ꛦ뻷냊왆겡ꪺꩁ냈ꗸ띾ꓥ꓆ꅁꕈ둉ꑈ꧊ꅂ뱵꧊ꪺ껄뉶ꩁ냈ꅁ꣏Ꙑꛦ쑶ꪧ쏸ꕈ볒ꗩꅃ??ꑇ) ꕄ뫞ꕾ냈꯴던ꅁ둍Ꙟ걹ꖢ껖ꓟ압ꯈꅁ뙽띳ꯈ랽ꅁꯘꗟ듁ꙮ쏶ꭙꅃ?맼꓆ꙡ냏ꗁ꧊꿂뻫뛔돒ꅁꯝꑈ덂꣣ꚳꑀ냵뗛꒧볶ꟕꅁꩠ궫깡뇚ꅂꩂ쏶ꭙꅁ믈ꛦꕄ뫞뿋ꛛ땮꯴던ꅁ맯걹ꖢꯈꓡꪺꙞ얢ꅁ껄ꩇ곆꣎ꅁꣃ라볶놡꒶닐꣤ꕌ뿋ꦹ꣓ꅁꕈꑕ걏䍙꓀ꛦꕄ뫞ꕾ냈꯴던ꅁꯘꗟ듁ꙮ쏶ꭙꕈ뒣ꩀ압ꯈ몡띎ꯗ꒧떦늤ꅃ??ꅂꯘꗟ껖ꓟ압ꯈ룪껆ꅁꙃꑊ늾ꗦ?껖ꓟꯈꓡꅁ꣤ꛭꝽꅁ꯶뗳륄ꝏ띊뵳ꚨꅵ쁵ꯈꓡ룪껆쎯ꅶꣃ뗹ꧺꯈꓡ꽓꧊덳쎴ꓨꚡꅁꙃꑊ뫞뉺늾ꗦ룪껆ꣃ뽮랥꒶닐쁵ꯈꓡ뭐띆뎡뭻쏑ꕂꚳ녍쓝굴덤꒧ꩁ냈ꑈ귻ꅁꕈꝋꙝ뫞뉺엜냊ꛓ뭐압ꯈꖢꕨ셰쎴ꅃ??ꅂ귉궫귬맼꓆ꕼꭈ뱷낪뇦궫꒧띆뎡ꩁ냈ꫭ뉻쁵꒧귻ꑵ뎭Ꙑ꯴던꒶닐ꅁ꣏놵뫞꓀ꛦꕄ뫞꿠ꢳ덴뭻쏑압ꯈꣃ꧔꫱뭐ꯈꓡ뚡ꪺ뙚싷ꅃ??ꅂ땯끟ꅵ쁵압ꯈꙞ깑깡ꅶ겡냊ꅁ릪쁹귻ꑵ냑뭐ꅃ?맼꓆ꕼꭈꙢꥼꖼ삽ꝉꕈꭥꅁ뻖ꚳ뱳ꑪꪺꯈꓡ롳ꅁ꣤꒤꒣ꕆ쁵꒧껖ꓟ압ꯈꅁ둍Ꙟ걹ꖢ꒧싂압ꯈ꯬둟ꦹ꣓ꓱ뙽땯띳압ꯈ굮곙ꕂ깥꧶녯Ꙩꅁ릪쁹귬ꕼꭈ귻ꑵꅁ뒣꣑ꙝ삽ꝉ걹ꖢꪺ껖ꓟ압ꯈ룪껆ꅁꗑꕄ뫞Ꝁꕾ냈꯴던ꅁ셚껄ꙮꭨ볺쁹귬뒣꣑ꑈ귻ꅁꚹ겡냊꒧껄ꩇ랥꣎ꅃ??ꅂꯅ뻉닅Ꙙ압ꯈꝑ꽱ꪺ꧓꣼ꛦ띾냈껖ꓟꩁ냈뚵ꗘꅁ뒣ꩁ냈믹귈ꅃ?압ꯈ돌ꚳ뾳뷬ꅁꑄ걏뻩룑믈ꛦ꧒꿠뒣꣑ꪺꩁ냈뚵ꗘ꿠ꝟ뱗ꕛꚬ꽱듮 59
ꓖꓤꕘ?샲ꝑ꧊?룻곙껉곙ꑏ?ꭋꝑ꧊?ꅁꕄ뫞삳뻩룑ꖻꛦ꣣ꚳꢺ껖ꓟꩁ냈뚵ꗘꕩ닅Ꙙ압ꯈ샲ꝑꭋꝑꪺ믝ꡄꛓ꒩몡ꢬꅁꚹꗧ결뒣ꩀ압ꯈ몡띎꒧쏶쇤ꙝ꿀ꅃ䍙꓀ꛦ둎끷맯ꖻꛦ꒧띾냈꽓꧊ꕈ맼꓆ꕼꭈꕈꭥꖼ뿬뉺ꪺ띳뫘띾냈랥ꑏꯅ뻉뇀깩ꅁ꙰ꚹ꒣뒣ꩀ압ꯈ몡띎ꅁ꓀ꛦꗧꙝ맯압ꯈꗦꑥꛦ빐⡣牯獳敬汩湧?뱗ꕛ띾냈뙱뭐ꚬ꽱ꅁ돐덹싹쒹껄ꩇꅁ쒴꙰ꅇ?⠱??꒶닐꒽샧ꛦ깷꒧걆떦꧊녍껗ꝃꝑ뙕듚ꅁꣳꝕ닅Ꙙ뇸ꗳ꒧압ꯈꚳ쁵둦ꝑ뉶ꅁ궰ꝃꝑ꺧ꚨꖻꅁ꙰쁵둦쇊ꯎ뙕듚ꅂ늣띾ꩀ꿅뙕듚ꅂ뛇닎늣띾ꝃꝑ뉶뙕듚ꅂ돒ꑵ뙕듚ꅂꭃ꙾돐띾뙕듚떥떥ꅃ?⠲?ꯅ뻉귬맼꓆ꕼꭈ꧒ꖼ뿬뉺ꪺ띳뫘띾냈ꅃ꙰ꕾ뛗띾냈ꅇꯅ뻉꙰꛳덗쇗궷쁉ꅆ귓ꑈ귉듚ꕈꗸ띾ꓡ뇂ꭈꅇꯅ뻉ꗸ띾ꯘꗟ낷ꗾ꒧라군꣮ꯗꅁꕈꝑ꺧ꓤꕘꗑꗸ띾엩굴뻡ꕩ론땼떥ꅃ?⠳?뇐뻉압ꯈ떽ꗎ꧓꣼ꛦ녋뚰ꪺ덱뛗뫴ꭋꝑꪺ신녢ꅁ꙰셰ꛦꕎꚬꕎꕉꅂ륱룜뭹궵신녢ꅂ뫴룴믈ꛦꅂ뿄䕄䤨䕬散瑲潮楣⁄慴愠䥮瑥牣桡湧攩…떥ꅁ꒣신녢ꢳ덴ꣃꕩ론곙뛗듚ꓢ쓲뙏ꅃ??ꅂꕄ뫞ꕾ던압ꯈꅁꕩ싇뻷낻듺ꖻꛦ뭐쑶ꪧ꒧ꩁ냈ꭾ뷨뭐압ꯈ몡띎땻ꯗꅁꝀ결떽ꩁ냈ꭾ뷨뒣ꩀ압ꯈ몡띎ꯗ꒧냑ꛒꅃ?† ꕄ뫞꒧ꕾ던압ꯈꅁ꿠꧳땵듁꒺꧔꫱뭐압ꯈ뚡ꪺ뙚싷ꝙꕸ왗ꑈ꧒뿗ꅵꢣ궱ꑔ꓀놡ꅶꅁ꙰뙩ꑀꡂ꿠냷엽압ꯈ띐꣼꣬뫞뉺랥뇽뒣ꩀꩁ냈ꭾ뷨꒧꧓뿕뭐ꡍꓟꅁ녠꣏녯압ꯈ멚꧒뇽ꢥꅁꛓ뮴꧶샲녯ꕈꑕ궫굮룪끔ꅇ ⠱?압ꯈ믝ꡄ맯ꖻꛦꙕ뚵ꩁ냈ꪺ몡띎ꯗ?⠲?쑶ꪧ뿄띳늣ꭾ룪끔꓀ꛦ꫱ꪺ쑶ꪧ멁뛕? 60
⠳?압ꯈ맯ꖻꛦꪺꧪꯨ뭐꒣몡?⠴?닄ꑀ뵵ꩁ냈ꪺ귻ꑵ귌꧒뛇뮼꒧ꩁ냈ꓴ럇걏ꝟ닅Ꙙ뫞뉺꧓뿕ꖻꛦ꒧굮ꡄ볐럇?ꕄ뫞ꙝ샲녯ꑗ굺룪끔ꅁ맯꧳압ꯈꪺꧪꯨꅂ꒣몡ꕩꝙ껉뮡ꧺꅂ퍖룑ꅁꣃ끷맯꓀ꛦ압ꯈ몡띎뒣ꩀ떦늤쁈껉Ꝁ샋끑뭐귗ꖿꅁ꣏꓀ꛦ꒧ꩁ냈ꭾ뷨ꟳ쇍ꞹ과ꅃ???? 61
닄ꕼ뎹 곣ꡳꓨꩫ 닄ꑀ론?곣ꡳ걛멣 ꖻ곣ꡳ꒧꓀꩒걛멣ꅁ뇄ꗎPZB ꧒땯깩ꪺꩁ냈ꭾ뷨뙱ꫭꅁꕄ굮ꗘꪺ둎걏굮셁룑압ꯈꪺ륷듁ꩁ냈ꭾ뷨ꥍ맪믚놵꣼ꩁ냈껉띐꣼뚡꒧깴늧놡ꩰꅁ걇끷맯꿊ꑦ꒭멣궱꓁ꑊꅁ걇ꖻ곣ꡳ꒧걛멣꙰맏4-1꧒ꗜꅇ ꙝ꿀1 ꭏ믙꧊䍙꓀ꛦ? ꭋꝑ꧊듁뇦ꪺꩁ냈 ?ꝴ맼꓆압ꕼꭈ꿊ꑦ꒭ ꯈꙝ꿀??듁 ꩁ 냈 2 ꒬냊꧊압ꯈ롳뭻ꪾꪺꩁ냈 뇦 뭻ꭾ ꪾ압뷨 ꒧ꯈ 굮Ꝭꓞ꧊ 꿀 몡띎멣 듁뇦ꪺꩁ냈깴 䍈꓀ꛦ 늧 ?궱 ꙝ꿀3 ꖿ뵔꧊압ꯈ롳꿊ꑦ꒭뭻 ꪾ ꙡꝑ꧊뭻ꪾꪺꩁ냈깴 늧 ꙝ꿀4 믶깥믈ꛦ압ꯈ몡 슧뮪땻ꯗ띎뒣ꩀ떦늤 맏??ㄠ곣ꡳ걛멣맏? ꖻ곣ꡳꭙ꓀ꝏ맯Ꙙ깷랧걁꧓꣼꓀ꛦ(CY)뭐ꑀ꿫꓀ꛦ(CH)압ꯈ롳ꅁ놴끑꣤맯ꦹ꣓꓀ꛦ몡띎ꯗꪺ뭻ꪾ땻ꯗꅁꙁꓱ룻덯ꑇ롳압ꯈ맯ꙕꩁ냈ꭾ뷨ꙝ꿀멣궱ꑗ걏ꝟꚳ엣뗛깴늧ꅁ셁룑Ꙣ압ꯈ뭻ꪾꑗꩁ냈ꭾ뷨ꙮꪺ믈ꛦ삳꣣돆꒰믲굮꿀ꅁꕈ뒣꣑띾뒣ꩀ압ꯈ몡띎ꯗ꒧냑ꛒꅃ CH꓀ꛦꭙꙘꝀ깷꧓꣼맼꓆ꕼꭈꕈꭥ맼꓆ꖫ냟ꑀ꒧꓀ꛦꅁ뭐CY꓀ꛦ뛈볆뗳꒧륪ꅁꙝ꣤압ꯈ롳꧒덂샴맒굉뒺뭐CY꓀ꛦ곛Ꙑꅁ걇뿯뻜결놴끑ꓱ룻꓀ꛦꅁꖻ곣ꡳꕴꕈꑈ귻던뷍ꓨꚡꅁꑆ룑CY꧓꣼꓀ꛦ꒻꙾꣓떽ꩁ냈ꭾ뷨ꅁ뒣ꩀ압ꯈ몡띎ꯗ롧샧떦늤ꣃꝀ뇔굺뮡ꧺꅁꕈ뛇꧓꧓꣼꓀ꛦ압ꯈ몡띎롧엧꣑띾냑ꛒꅃ 62
닄ꑇ론?엜볆뻞Ꝁꮬꥷ롱뭐뿅뙱 ꖻ곣ꡳ낣ꑆ닄ꑔ뎹ꅵꙘꝀ깷랧걁꧓꣼맼꓆ꕼꭈ압ꯈ몡띎뒣ꩀ떦늤?ꕈ䍙꓀ꛦ결꣒ꅶ뇄던뷍ꓨꚡꕾꅁꕄ굮ꭙꕈ냝ꣷ뷕걤ꓨꚡ뙩ꛦꅃ?ꖻ곣ꡳ뇄ꗎ냝ꣷ낵결듺뙱ꑵ꣣ꅁꙀ덝군꣏ꗎ꣢ꗷ냝ꣷꅃ냝ꣷꑀꅂꭙ뷕걤CY꧓꣼ꛦ압ꯈ맯ꙕꩁ냈ꭾ뷨뚵ꗘ꒧궫뗸땻ꯗ몡띎땻ꯗꅁ몡띎땻ꯗ꒧뷕걤ꑓ꓀결꧓꣼ꭥ맼꓆ꕼꭈꋖꫀ뭐꧓꣼ꯡꙘꝀ깷CY꓀ꛦ꣢뎡꓀ꅁꕈꑆ룑꧓꣼ꭥꯡ압ꯈ몡띎깴늧놡ꅁ냝ꣷꑇꭙ뷕걤Ꙑꙡ냏ꙘꝀ깷CH꓀ꛦ압ꯈ맯룓꓀ꛦꙕ뚵ꩁ냈ꭾ뷨뚵ꗘ꒧궫뗸땻ꯗ몡띎땻ꯗꅁ결ꭋ꧳뭐CY꓀ꛦꓱ룻꓀꩒ꅁ꣢뫘냝ꣷ꒧ꩁ냈ꭾ뷨냝뚵꒧뚵ꗘ꒺깥ꞡ곛Ꙑꅃ ꑀꅂ냝ꣷ꓀결ꑇꑪ뎡꓀ꅇ (ꑀ) ꩁ냈ꭾ뷨꽓꧊꒧뗻꛴ꅇ ꖻ뎡꓀꒺깥ꭙ뇄ꗎ뱳꣼삳ꗎ꒧PZB(1988)꧒땯깩ꕘSERVQUALꡍꥷꩁ냈ꭾ뷨ꪺ꒭귓멣궱ꝙꚳ꧊ꅂꕩ빡꧊ꅂ삳ꑏꅂꭏ믙꧊ꅂꙐ뉺ꓟꅁꑓꙝ걆ꦲ뙽꧱믈ꛦ덝ꗟꯡꅁ믹껦ꚨ결ꕄ굮쑶ꪧ떦늤꒧ꑀꅁ걇낣ꑗ굺꒭뚵멣궱ꕾꅁꕛꑗ믹껦ꙝ꿀ꅁꚹ6뚵멣궱ꅁꙀ덝군ꑆ44뚵ꩁ냈ꭾ뷨냝썄ꅃ ꫭ ???믈ꛦꩁ냈ꭾ뷨?뚵멣궱뭐㐴뚵냝뚵?ꩁ냈ꭾ뷨멣궱 ꖻ곣ꡳ꒧믈ꛦꩁ냈ꭾ뷨냝뚵 1땐ꅂ꒺뎡룋덝돆뉻ꕎ꓆ꛓꝬꓞꑈ 2꒺뎡띾냈볐ꗜ뉍랡 ꚳ꧊3ꛦ귻곯뗛뻣믴ꅁꚳ슧뮪꣣녍띾뙈 ꅝ맪엩꧊ꅞ4ꯅ뛇껼돸띾냈슲꒶꒺깥뉍랡ꛓꝬꓞꑈ 5쉤ꕸꩁ냈ꑈ귻냷Ꙩ 6샧띾왕곛럭뱥뒯 7ꙡ쉉빁꒤ꅂ낱ꢮꓨꭋ ꕩ빡ꯗ8믈ꛦ룪껆ꙢꝀ띾땻Ꟈ꒤ꗦ꧶끏뿽ꡓꚳ뿹뭾 9ꛛ냊뒣듚뻷ꪺ걇믙뉶ꝃ 63
10Ꙣ꧒꧓뿕ꪺ껉뚡꒺뿬ꙮ압ꯈ꧒끕ꕉꪺ놡 11믈ꛦ뱳ꝩꕾ냈꯴던꧒꧓뿕뭐맪믚ꩁ냈ꪺꓱ룻 12뿬뉺ꙕ뚵띾냈ꢳ덴ꚳ껄뉶 13녈땯덱ꪾ돦맯녢돦ꖿ뵔때뭾 14ꛦ귻꒣라ꙝꓓꚣꛓ꒣뉺압ꯈ 삳ꑏ15럭압ꯈꧪꯨꗍ껰껉ꅁ라ꢳ덴덂뉺뭐ꙷ벾압ꯈ 16ꛦ귻ꕄ냊Ꙗ압ꯈ뒣ꕘ뿄띳늣ꭾ룪끔 17럭꧓뿬ꑈ꒣Ꙣ껉ꅁ꣤ꕌꛦ귻라ꕄ냊ꕎ뉺띾냈 18ꛦ귻맯압ꯈꪺ굮ꡄ꿠ꢳ덴Ꙟ삳 19띾냈꧒믝ꪺ껉뚡꒣라ꓓꅁ꒣라엽ꯈꓡꑛ떥 20ꛦ귻덂뉺띾냈뚶Ꟈ꒽ꖭ 21ꛦ귻ꩁ냈볶ꟕ낪ꅄ멁ꯗ뿋꓁ 22ꛦ귻꒣라ꕈ압ꯈꦹ꣓썂ꪺ낪ꝃ꣓ꡍꥷ맯압ꯈꩁ냈ꪺꙮ썡 23압ꯈ뒣꣑ꪺ띎ꢣꅁꛦ귻꿠뗪ꓟ놵꣼ꣃ쑀띎떽 ꭏ믙꧊24꿠ꭏ믙ꯈꓡꪺ꙳듚꣤ꕌ끝늣ꙷꗾ 25ꛦ귻꣣녍띾ꪾ쏑ꣃ보노Ꝁ띾꒺깥 26맯압ꯈꪺ룪껆ꭏ녋ꣃ궫뗸꣤쇴ꡰ앶 27꙳뒣듚껉뒣꣑ꙷꗾꪺ샴맒 28믈ꛦꭈ앁ꙮꅂ꣣녍띾뙈 29믈ꛦ꿠뒣꣑뿄ꩁ냈띾냈ꞹ뻣 30쉤ꕸ떡ꑦ볆ꗘꢬ냷 31덝ꚳꩁ냈ꕸꕈ꣑압ꯈ룟냝 32뿄띳띾냈꿠몡ꢬ압ꯈ믝ꡄ Ꙑ뉺ꓟ33신녢ꓨꭋꅁꕝ걁륱룜ꅂ뭹궵ꅂ뿄ꕤ떥신녢 34륱룜놵얥덴ꯗꟖ 35샧띾왕꒺ꕾꪺꛛ냊뒣듚뻷볆ꗘꢬ냷 36ꕄ냊뒣꣑썂ꕾꪺꩁ냈ꅁ꙰뉺끝룪끔깹뷍라ꅁꕎ뉺띾냈떥ꅃ 37Ꙣ떥귔껉ꚳꢬ냷ꪺ깹듈ꕚꪫ뒣꣑떹압ꯈ 64
38믈ꛦꪺꗓ뷐ꓢ쓲ꙕ뚵띾냈걏ꝟ슲ꭋ 39ꛛ냊뒣듚뻷ꪺꩁ냈뚵ꗘꕒꢬ 40꿠빁껉뙽땯닅Ꙙ압ꯈ믝ꡄꪺ띳ꩁ냈뚵ꗘ 41ꛦ귻뭻쏑압ꯈꅄꕛ녪뭐압ꯈ꒧뚡ꪺ띐놡 42꙳꧱듚ꝑ뉶Ꙙ뉺 믹껦 43뙕듚썂ꯗꙘ뉺 44겢ꚬ뿬뉺ꙕ뚵띾냈ꪺꓢ쓲뙏Ꙙ뉺 낣ꑆ냑럓ꑗ굺멣궱ꕾꅁꙁ냑ꛒꓥ쑭놴끑,ꣃꕈꚹ냝ꣷ던뷍믈ꛦ띾뭐압ꯈꅁ귗Ꝓ낣띎롱궫뷆룻때ꩫ듺ꪾ껖ꓟ냝썄뚵ꗘ,ꕂꙝ결압ꯈ냝ꣷꙢ샧띾왕럭돵꓄뿯쁈ꝙꚬꙞ,냝뚵ꓓꙨꯈꓡꕩ꿠때굀꧊럇뵔꓄뿯,걇뺨뙱꒩뫫뵯꓆ꅃꑓ믈ꛦꙢ쑶ꪧ뽅꽐샴맒꒤,ꕄ냊뭐압ꯈꯘꗟ듁ꙮ쏶ꭙꓩ엣궫굮,걇뱗ꕛꑆꅵ믈ꛦ라ꕄ냊꯴던ꯈꓡ,뭻쏑ꯈꓡꣃ뭐ꯈꓡꯘꗟ듁ꙮ쏶ꭙꅶꕈꅵ믈ꛦ결뇀깩띾냈,라쏘끥슧ꭾꕈꙞ압ꯈꅶꑇ뚵,냝ꣷꥷ뵚껉Ꙁ군16뚵ꩁ냈ꭾ뷨꽓꧊꙰ꑕꫭ ꫭ4-2ꖻ곣ꡳ냝ꣷ꒧6뚵멣궱뭐16뚵냝뚵 1뱳ꝩ땐ꅂ꒺뎡룋쉤ꕸ덝군뉻ꕎ꓆ꕂꝬꓞꑈ ꚳ꧊ 2ꙡ쉉빁꒤ꅁ낱ꢮꓨꭋ 3믈ꛦ슾귻ꪺ믶깥슧뮪땻ꯗ 4믈ꛦ룪껆Ꝁ띾ꩁ냈ꖿ뵔때뭾 ꕩ빡꧊ 5믈ꛦ라ꕄ냊꯴던압ꯈꅄ뭻쏑ꯈꓡꣃ뭐압ꯈꯘꗟ듁ꙮ쏶ꭙ 6믈ꛦ뱳ꝩꕾ냈꯴던겡냊꒤꧒꧓뿕뭐맪믚꧒뒣꣑ꩁ냈ꪺꓱ룻 7압ꯈ땯ꗍꝸ쏸껉ꅁ믈ꛦ쑀띎ꣳꝕ땻ꯗ 삳ꑏ 8믈ꛦ맯ꯈꓡꧪꯨ꒣몡ꪺ덂뉺멁ꯗꅁ압ꯈ믝ꡄ걏ꝟꢳ덴Ꙟ삳 9믈ꛦꪺꝀ띾덴ꯗ엽압ꯈ떥귔껉뚡 ꭏ믙꧊10믈ꛦ꿠ꭏ믙ꯈꓡ꙳듚꣤ꕌ끝늣ꪺꙷꗾ 11믈ꛦꭈ앁ꙮꅁ믈ꛦꛦ귻꣣ꚳ녍띾ꪾ쏑 65
12믈ꛦꛦ귻꧒뒣꣑뿄ꩁ냈띾냈ꪺꞹ뻣땻ꯗ Ꙑ뉺ꓟ13믈ꛦ신녢ꓨꭋꪺ땻ꯗ(ꕝ걁륱룜뭹궵ꅂ뿄ꕤ신녢떥) 14믈ꛦꪺꗓ뷐ꓢ쓲ꙕ뚵띾냈ꓢ쓲걏ꝟ슲ꭋ 믹껦15믈ꛦꝑ뉶ꓴ럇Ꙙ뉺땻ꯗ(ꕝ걁덦듚,ꕾ뛗꙳듚,ꥷ꙳겡쁸) 16믈ꛦ결뇀깩띾냈,라쏘끥슧ꭾ,ꕈꙞ압ꯈ (ꑇ) ꑈꑦ닎군엜볆(냝ꣷ닄ꑇ뎡꓀) †ꖻ뎡꓀Ꙁꕝ걁5뚵ꑈꑦ닎군엜볆ꅁꚸ결꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅁꖭꞡꓫꚬꑊꡃ귓ꓫꖭꞡ뭐룓꓀ꛦꦹ꣓ꚸ볆ꅃ ꑇꅂ뿅뙱ꓨꩫꅇ 뿅뙱ꓨꩫ걏덺륌압ꯈꙢ냝ꣷ꒤맯믈ꛦꩁ냈쓝꧊ꪺ궫뗸땻ꯗꅂ몡띎땻ꯗꪺꙞ떪뙱ꫭ뇄䱩步牴꒭쉉ꓘꯗ꣓뿅뙱ꅁ꣤꒤ꕈꅵꖿ궱멁ꯗ뭹ꕹꅶ꣓둹굺ꪺ뚵ꗘꅁꝙꅵꭄ녠궫뗸ꅶꅵꭄ녠몡띎ꅶ녯꒭꓀ꅁꅵ궫뗸ꅶꅵ몡띎ꅶ녯ꕼ꓀ꅁ뒶덱녯ꑔ꓀ꅁꛓꅵ굴궱멁ꯗ뭹ꕹꅶꪺ뚵ꗘꅁꝙꅵ꒣궫뗸ꅶꅵ꒣몡띎ꅶ녯ꑇ꓀ꅁꅵꭄ녠꒣궫뗸ꅶꅵꭄ녠꒣몡띎ꅶ뛈녯ꑀ꓀ꅁꙢꙞꚬꚳ껄냝ꣷꕛꕈ닖군띊셠ꛓ녯ꅁꕈ셁룑꧓꣼꓀ꛦꅝꕝ걁맼꓆ꕼꭈꅞ뭐ꑀ꿫꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸몡띎놡ꅃ? 66
닄ꑔ론 곣ꡳ낲덝(Hypothesis) 껚뻚ꖻ곣ꡳ닄ꑀ뎹닄ꑇ론곣ꡳꗘꪺꖻ뎹닄ꑀ론곣ꡳ걛멣ꅁ결뻩룑랧걁꧓꣼뿄뻷멣꓀ꛦ꧓꣼ꭥꯡ압ꯈ몡띎땻ꯗꕈ꧓꣼ꯡ압ꯈ몡띎뒣ꩀ땻ꯗꛓꚨꕈꑕ낲덝ꅇ ꑀꅂ결셁룑꧓꣼ꭥꯡ꓀ꛦ(CY꓀ꛦ뭐맼꓆ꕼꭈ)ꕈꙘ깷꧓꣼꓀ꛦ뭐ꑀ꿫꓀ꛦ 압ꯈ몡띎ꯗ꒧깴늧ꓱ룻ꛓꚨ낲덝1-11-2ꅃ 낲덝1-1ꅇ꧓꣼꓀ꛦ압ꯈ맯꧳꧓꣼ꭥꯡꅝ맼꓆ꕼꭈ뭐CY꓀ꛦꅞ뿄뻷멣Ꙣꩁ냈ꭾ뷨몡띎ꯗꪺ뭻ꪾꚳ깴늧ꅃ 낲덝1-2ꅇ깷꧓꣼꓀ꛦ(CY)뭐ꑀ꿫꓀ꛦ(CH)압ꯈꙢꩁ냈ꭾ뷨몡띎ꯗꪺ뭻ꪾ 낲덝3-4ꅇꚳ깴늧ꅃ ꑇꅂ결셁룑Ꙙ깷꓀ꛦ압ꯈ듁뇦뭐몡띎땻ꯗ걏ꝟꚳ꿊ꑦꛓꚨ낲덝2-12-2 낲덝2-1ꅇꙘ깷꧓꣼꓀ꛦ(CY)압ꯈ맯ꩁ냈ꭾ뷨꒧궫뗸뭐몡띎땻ꯗ꒧뚡꙳Ꙣꚳ뭻 낲덝3-4ꅇꪾ깴늧ꅃ 낲덝2-2ꅇꙘ깷ꑀ꿫꓀ꛦ(CH) 압ꯈ맯ꩁ냈ꭾ뷨꒧궫뗸뭐몡띎땻ꯗ꒧뚡꙳Ꙣꚳ 낲덝3-4ꅇ뭻ꪾ깴늧ꅃ ꑔꅂꛓ압ꯈꪺ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂꚬꑊ놡ꦹ꣓ꚸ볆떥ꑈꑦ닎군엜뚵ꅁ맯꧳ꩁ냈ꭾ뷨궫뗸뭐몡띎땻ꯗ뭻ꪾꅁꗧꙃꑊꖻ곣ꡳ꓀꩒뵤돲ꅁꛓꚨ낲덝3-1ꅂ3-2ꅂ3-33-4ꅃ 낲덝3-1ꅇꙘ깷꧓꣼꓀ꛦ압ꯈꑈꑦ닎군엜뚵ꅁ맯ꩁ냈ꭾ뷨궫뗸땻ꯗꙢ뭻ꪾꑗꚳ 낲덝3-4ꅇ깴늧ꅃ 낲덝3-2ꅇꙘ깷꧓꣼꓀ꛦ압ꯈꑈꑦ닎군엜뚵ꅁ맯ꩁ냈ꭾ뷨몡띎땻ꯗꙢ뭻ꪾꑗꚳ 낲덝3-4ꅇ깴늧ꅃ 낲덝3-3ꅇꙘ깷ꑀ꿫꓀ꛦ압ꯈꑈꑦ닎군엜뚵ꅁ맯ꩁ냈ꭾ뷨궫뗸땻ꯗꙢ뭻ꪾꑗꚳ 낲덝3-4ꅇ깴늧ꅃ 낲덝3-4ꅇꙘ깷ꑀ꿫꓀ꛦ압ꯈꑈꑦ닎군엜뚵ꅁ맯ꩁ냈ꭾ뷨몡띎땻ꯗꙢ뭻ꪾꑗꚳ 깴늧ꅃ 67
닄ꕼ론 곣ꡳ덝군 ꑀꅂ곣ꡳ뵤돲뭐맯뙈 ꖻ곣ꡳ꧒놴끑ꪺ뵤돲맯뙈ꭙꅇ(1)랧걁꧓꣼꓀ꛦ압ꯈꅇꙘꝀ깷맼꓆ꖫCY꓀ꛦ압ꯈ꣤꒤ꕝ걁귬ꕼꭈ Hꫀ(ꝙ껸럀꓀ꛦ)ꦹ꣓싂ꓡ꧓꣼ꯡꅝꝙ꙳쓲꓀ꛦꅞꦹ꣓꒧띳ꓡꕈ(2)ꑀ꿫꓀ꛦ압ꯈꅇꙘꝀ깷맼꓆ꖫCH꓀ꛦ압ꯈꅁ껉뚡ꭙ90꙾12ꓫ 10 ꓩꇣ31ꓩ뚡ꚳꦹ꣓압ꯈꅁ결ꑆ꣏Ꙟꚬ뉶뒣낪ꅁ냝ꣷ뇄뙬녈샧띾왕럭돵뛱뭳꣢뫘ꓨꚡꅁꙢ90꙾12ꓫ뚡녈ꕘ꧒ꚳ냝ꣷꅁꑇ걐듁ꯡ끷맯ꥼꖼꙞꣷ꒧볋ꖻꙁꕈ륱룜뛊ꚬꅁꛓꙢ12ꓫ꦳낱ꓮ꧒ꚳꙞꚬ냊Ꝁꅁ샧띾왕뛱뭳ꕈ럭돵Ꙟꚬ결귬ꭨꅃ ꕈꑕ걏ꙘꝀ깷CHꕈCY꓀ꛦꛜ90꙾11ꓫ꓀ꛦ닕슴ꑈ멛꙳꧱듚띾냈랧ꩰꫭꅁ꙰ꫭ4- 3ꅃ 68
ꫭ4-3 ꙘꝀ깷CHꕈCY꓀ꛦ90꙾11ꓫ꓀ꛦ닕슴ꑈ멛꙳ꅁ꧱듚띾냈랧ꩰꫭ ꙳꧱듚썂돦ꛬ:띳ꕸ맴ꛊ롕꒸ CH꓀ꛦ CY꓀ꛦ ꓀ꛦꚨꗟꓩ듁 ꗁ냪36꙾7ꓫ ꗁ냪84꙾8ꓫ ꓀ꛦ떥꿅 ꑀ떥꓀ꛦ ꑇ떥꓀ꛦ 귻썂끴롭띆뎡9ꑈꅁ슾귻56ꑈ ꅁ 띆뎡5ꑈꅁ슾귻33ꑈꅁ ꑵ귻10ꑈꅁꙘ군75ꑈ ꑵ귻7ꑈꅁꙘ군45ꑈ ꑀ꿫꙳듚겡듁꧊꙳듚4,533 1,962 ꥷ듁꧊꙳듚8,853 6,133 Ꙙ군 13,386 8,095 ꫀ많꙳듚겡듁꧊꙳듚749 ꇐ ꥷ듁꧊꙳듚43,201 ꇐ 셠꙳듚 57,336 8,095 ꑀ꿫꧱듚 6,722 2,577 ꫀ많꧱듚 21 ꇐ 셠꧱듚 6,743 2,577 돌꫱ꑇ꙾띾냈뗻88꙾:닄ꑀ닕(Ꙁ23돦ꛬ)닄11ꙗ 88꙾:닄ꕼ닕(Ꙁ23돦ꛬ)닄2ꙗ 껖뇆ꙗ 89꙾:닄ꑀ닕 (Ꙁ23돦ꛬ)닄21ꙗ 89꙾:닄ꕼ닕(Ꙁ22돦ꛬ)닄6ꙗ 룪껆꣓랽ꅇꙘꝀ깷롧샧룪껆() ꗑꑗꫭꕩꪾꅁCH꓀ꛦ굴ꚬ꣼맼꓆ꖫꭈꗎꙘꝀꫀꕟ맼꓆뾤꒺륁라꒧신꙳듚(ꝙꫀ많꙳듚)ꭙCY꓀ꛦ꧒ꡓꚳ뿬뉺ꪺ띾냈ꅁꚹꕾꅁCH꓀ꛦꭙꕾ뛗ꥷ꒧꓀ꛦꣃ뿬뉺ꭏ뫞뵣띾냈ꅁ띾냈룻결ꞹ뻣ꅃ ꛜ꧳맪엩덝걉ꓨ궱ꅁCH꓀ꛦꭙꗁ냪80꙾ꫬ띳ꯘꅁꙕ뫘덝걉ꞹ뻣꒧ꑑ뱨뿬꒽ꑪ볓ꅁ꣤꒤꣢뱨ꕘ꾲꣢깡쏒꣩꒽ꕱ샧띾ꅁꙡꑕꑇ뱨ꞡꕩ꣑낱ꢮꅁꛦꝽ껇결ꖫꗟ꒽ꚳ낱ꢮ돵ꅆCY꓀ꛦ꒧ꙕ뚵맪엩덝걉(룔ꖻ곣ꡳ닄ꑔ뎹닄ꑇ론)ꞡ룻CH 69
꓀ꛦ뮹ꛢꅃ ꑈꑏ룪랽ꓨ궱ꅁCH꓀ꛦ귻ꑵꑪꙨ볆결귬Ꙙ깷ꑈ귻ꅁꩁ냈꒧ꗸ띾ꓥ꓆룻꣣꒽샧ꅂ꣮ꯗ꓆ꛢ녭ꅁCY꓀ꛦ귻ꑵꭙꙘ깷뭐맼꓆ꕼꭈꙕꑀꕢꅁꗸ띾ꓥ꓆ꩁ냈ꑗ룻둉뱵꧊압ꯈ뻉Ꙗ뫫꾫ꅃ ꑇꅂ룪껆꓀꩒ꓨꩫꅇ †ꖻ냝ꣷ쓝꧳떲멣ꮬꯊ뎬ꚡꪺ냝ꣷ⡓瑲畣瑵牥搠☠䍬潳敤⁑略獴楯湮慩牥?ꅁꝙ걏ꕈꓥ꙲ꗜ떪껗ꅁꙢꚳ궭ꪺ떪껗꒤꓄뿯ꅁꚹꑀ냝ꣷꪺ쏾ꮬ걏Ᶎ뇦Ꙣ녪궢ꪺ놡ꩰ꒤ꅁ둍냝썄ꪺ떪껗ꅁꕈ맯뉻ꩰ낵Ꙙ뉺ꪺ룑쓀ꅁꙢ냝ꣷ룪껆ꚬ뚰ꯡ녎룪껆뵳뵘ꯘ색ꅁ꣏ꗎ卐卓潲⁗楮摯睳?닎군덮엩뙩ꛦ닎군꓀꩒ꅁꙕ곣ꡳ엜뚵꓀ꝏ꣏ꗎ뇔굺꧊닎군꓀꩒ꅂꙝ꿀꓀꩒ꅂꭈ껄ꯗ꓀꩒뭐깴늧꧊꓀꩒떥꓀꩒ꓨꩫꅁ꿷꓀ꝏ뇔굺꙰ꑕꅇ??ꑀ⤠뇔굺꧊닎군꓀꩒?†뇄ꗎ뇔굺꧊닎군꓀꩒볋ꖻ냲ꖻ룪껆ꪺ꽓꧊ꅁ엣ꗜꑈꑦꦹ꣓ꚸ볆엜볆꒧ꚸ볆꓀끴뭐ꓱ꣒꓀ꖬꪬꩰꣃꕂ군뫢ꙕ귓꒣Ꙑ멣궱ꪺꖭꞡ볆ꅂ볐럇깴ꕈ셁룑ꙕ멣궱뚰꒤싷뒲땻ꯗꪬꩰꅃ???ꑇ⤠ꙝ꿀꓀꩒?†ꖻ곣ꡳꙞꚬ맪믚ꚳ껄볋ꖻꙘ군㈳?ꗷ?ꝙ䍙꓀ꛦㄲ?ꗷꕛꑗ䍈꓀ꛦ?ꗷ?궺ꗽ뇄ꗎ놴꿁꧊ꙝ꿀꓀꩒녎곣ꡳ몡띎ꯗ썄뚵ꕄꚨꗷ꓀꩒ꩫꅁꣃꗎ돌ꑪ엜늧뙱ꪽꗦ신ꯡ쉫꿇ꕘꕼ귓ꕄ굮곣ꡳ엜뚵ꅃ???ꑔ⤠ꭈꯗ뭐껄ꯗ샋엧?††Ꙣꭈꯗ꓀꩒ꑗꅁꕈ곛쏶꓀꩒ꩫ뿯ꥷ뚵ꗘꅁꙁ뙩ꛦ䍲潮扡捨’猠a샋ꥷ뙱ꫭ꒺뎡ꑀ교꧊ꅃꙢ껄ꯗ꓀꩒ꑗꭨꝑꗎꙝ꿀꓀꩒꓀ꝏ뿅뙱압ꯈ몡띎땻ꯗ뭐궫뗸땻ꯗ뙱ꫭ꒧껄ꯗꅃ? 70
??ꕼ⤠깴늧꓀꩒?†깴늧꓀꩒꓀ꝏ놴끑ꙕ곣ꡳ엜뚵걏ꝟ라ꙝꑈꑦ엜볆ꦹ꣓ꚸ볆엜볆ꪺ꒣Ꙑꛓ늣ꗍ깴늧ꅃꖻ곣ꡳ꓀결ꑇ닕볋ꖻ꒧꧊ꝏ엜볆ꅁ뇄ꗎ뽗ꗟ볋ꖻ??瑥獴ꅃ맯ꕩ꓀결ꑔ닕ꑔ닕ꕈꑗ볋ꖻ꒧ꑈꑦꦹ꣓ꚸ볆엜볆ꅁꭨ뇄ꗎ뽗ꗟ볋ꖻ돦ꙝꑬ엜늧볆꓀꩒ꅁ꣤냲ꖻ낲덝결왛듺귈꣓ꛛꗀ롳결녠멁ꅁ?닎군뙱꓀ꑬꥍ꓀ꗀ꣣뽗ꗟ꧊ꅁ왛듺귈ꙕ닕볋ꖻꗀ롳엜늧볆곛Ꙑꅃꖻ곣ꡳ궺ꗽ샋엧ꙕ롳닕ꪺ엜늧볆Ꙑ뷨꧊ꅁꙁ䅎佖?샋엧?귈걏ꝟ엣뗛ꅁ굙엣뗛ꭨ뇄ꗎ卣桥晦?ꩫ낵Ꙩ궫ꓱ룻ꅁꚹꩫ빁ꗎ꧳ꙕ닕ꑈ볆꒣Ꙑꪺꓱ룻ꅁꙢꛒ엧ꡃꑀ귓ꖭꞡ볆뵵꧊닕Ꙙꅁꣃ뒣꣑ꓴ럇ꭏ앀ꅁꛓꭄꕵ걏ꛒ엧ꑀ맯ꖭꞡ볆뚡ꪺ깴늧놡ꅃ?†ꛜ꧳믝셁룑䍙꓀ꛦꅁ䍈꓀ꛦ맼꓆ꕼꭈ압ꯈ맯꧳ꙕ뚵ꙝ꿀엜뚵ꪺ궫뗸뭐몡띎깴뙚압ꯈ몡띎땻ꯗꓱ룻ꅁꭨ뇄ꗎ곛볋ꖻ?샋ꥷꅃ???? 71
닄꒭뎹?곣ꡳ떲ꩇ?껚뻚곣ꡳ걛멣뭐곣ꡳ낲덝ꖻ뎹녎곣ꡳ떲ꩇ꓀ꚨꕼ뎡꓀ꅁ닄ꑀ뎡꓀결볋ꖻꙞꚬ냲ꖻ룪껆꓀꩒ꅁ닄ꑇ뎡꓀결냝ꣷ껄ꯗ뭐ꭈꯗ샋엧ꅁ닄ꑔ뎡꓀결ꙕ곣ꡳ엜뚵꒧뇔굺꧊닎군ꅁ닄ꕼ뎡꓀결깴늧꓀꩒ꅃ??닄ꑀ론††볋ꖻꙞꚬ냲ꖻ룪껆꓀꩒?†ꖻ곣ꡳꗽ뉺뷗ꅂꓥ쑭ꙕ멣궱꒧뙱ꫭ썄ꗘ꒩ꕈ뻣뉺ꯡꅁꗽ꣺볋㐲귓볋ꖻꝀ륷룕뻣뉺ꅁꕈ뵔ꥷ썄ꗘꅁ롧ꙁ귗ꖿ냝ꣷ썄ꗘꅁꞹꚨ냝ꣷ덝군ꅃ??ꑀꅂꧢ볋ꓨꩫ뭐볋ꖻ꓀ꝇ?†Ꙣꧢ볋냝ꣷꙞꚬ놡ꓨ궱ꅇ맯꧳䍙䍈꓀ꛦ압ꯈꅁ꓀ꝏ땯㈰?ꗷㄵ?ꗷ냝ꣷꅁ셠군땯ꕘ㌵?ꗷ냝ꣷꅁ䍙꓀ꛦꙨ땯㔰ꗷꪺ귬ꙝꅁꭙꛒ뙱꧓꣼꓀ꛦ뎡꓀꣼듺압ꯈꕩ꿠결꧓꣼ꯡꪺ띳ꯈꓡꅃ???ꑀ?ꧢ볋ꓨꩫꅇ냝ꣷ땯꧱뇄뙬녈샧띾왕럭돵뛱뭳꣢뫘ꓨꚡꅁꧢ볋ꓨꚡ뇄ꭋꝑꧢ볋ꅁ꣤ꕄ굮귬ꙝ결?ㄮ결뒣낪Ꙟꚬ뉶ꅁ뱗ꕛꚳ껄볋ꖻ?㈮ꑈꑏ롧뙏ꪺꛒ뙱???ꑇ?꣢꓀ꛦ냝ꣷ꒧땯꧱뭐Ꙟꚬ놡?ㄮ?䍙꓀ꛦ㈰?ꗷ냝ꣷꗾ볆땯ꕘꅁ군Ꙟꚬㄳ?ꗷꅁ귧낣멼떪ꑀ썄냩뿯꣢귓떪껗ꕈꑗꪺ때껄냝ꣷ?ꗷꅁ맪믚ꚳ껄볋ꖻㄲ?ꗷꅁꚳ껄냝ꣷ뉶?㌥ꅁ꣤꒤꧓꣼ꯡ띳ꦹ꣓압ꯈꚳ㐱ꗷꅁ꧓꣼ꭥꑶꚳꦹ꣓싂ꓡꚳ㠵ꗷꅁꚳ껄볋ꖻꙞꚬ놡꙰ꫭ⠵?ㄩ? 72
?ꫭ??ㄠ䍙꓀ꛦ냝ꣷ꒧땯꧱Ꙟꚬ놡?냝ꣷ꒧땯꧱뭐Ꙟꚬ?ꗷ볆?ꛊ꓀ꓱ뉶?냝ꣷ땯꧱?㈰??〮〰??냝ꣷꙞꚬ?ㄳ??‶㜮〰??때껄냝ꣷ?†??†㐮〰??맪믚ꚳ껄냝ꣷ?ㄲ??‶㌮〰???㈮䍈꓀ꛦㄵ?ꗷ냝ꣷꗧꗾ볆땯ꕘꅁꙞꚬㄱ?ꗷꅁ귧낣때껄냝ꣷ?ꗷꅁꚳ껄냝ꣷ?ꗷꅁꚳ껄냝ꣷ뉶㜲⸶㜥ꅁꚳ껄볋ꖻꙞꚬ놡?꙰ꫭ??㈩??ꫭ??㈠䍈꓀ꛦ냝ꣷ꒧땯꧱뭐Ꙟꚬ놡?냝ꣷ꒧땯꧱뭐Ꙟꚬ?ꗷ볆?ꛊ꓀ꓱ뉶?냝ꣷ땯꧱?ㄵ??〮〰??냝ꣷꙞꚬ?ㄱ??‷㘮〰??때껄냝ꣷ?†??†㌮㌳??맪믚ꚳ껄냝ꣷ???‷㈮㘷????ꑔ⤠귓ꑈ볋ꖻ냲ꖻ룪껆꓀꩒ꓨ궱?†꿷녎Ꙟꚬꚳ껄볋ꖻꪺ귓ꑈ냲ꖻ룪껆꽓꧊꓀ꝇ놡ꅁ결ꝑ꧳룪껆꓀꩒ꅁ녎뎡꓀뚵ꗘꑈ볆룻ꓖ꒩ꕈꙘ꣖ꯡꪺ닕ꝏꫭꙃ?䍙꓀ꛦ볋ꖻꙢꑈꑦ꽓뱸룪껆ꕈꑫ꧊압ꯈꙨꅁ㘰⸳?ꅁ꙾쓖ꕈ㌱ꇣ㐰꙾랳?㌸⸹┩ꕈ㐱ꇣ㔰랳?㌴⸱┩Ꙩꅁ뇐땻ꯗ낪꒤슾ꕈꑕ㔴?ꚳꑀꕢꕈꑗꅁꡃꓫꖭꞡꚬꑊꙕ뚥뱨ꑈ볆믡결ꖭꞡ?꒶꧳㈰⸶?ꇣ㈹⸴?꒧뚡?ꅁꡃꓫ뭐꓀ꛦꦹ꣓ꚸ볆ꕈㄱꚸꕈꑗ돌Ꙩꅁ㐲⸹┨꙰ꫭ??㌩?ㄮ?䍈꓀ꛦ볋ꖻꙢꑈꑦ꽓뱸룪껆ꗧꕈꑫ꧊압ꯈꙨꅁ㘴⸲?ꅁ꙾쓖ꕈ㌱랳ꕈꑗ㔰랳ꕈꑕ결ꕄꅁ뇐땻ꯗꕈ녍곬Ꙩꅁ㐴⸰?ꅁꡃꓫꖭꞡꚬꑊꕈ?ꇣ?롕Ꙩꅁ㐳⸱?ꅁꡃꓫ뭐꓀ꛦꦹ꣓ꚸ볆ꗧꕈㄱꚸꕈꑗ돌Ꙩꅁ㐳⸱┨꙰ꫭ??㐩? 73
ꫭ??㌠䍙꓀ꛦ압ꯈ볋ꖻ냲ꖻ룪껆꓀꩒ꫭ††††††††††††
丽ㄲ㘩?ꑈꑦꦹ꣓엜볆?쏾ꝏ?ꑈ볆?ꛊ꓀ꓱ?꧊ꝏ?ꡫ?㔰??㤮㜥?ꑫ?㜶?㘰⸳??꙾쓖?㌰랳ꕈꑕ?ㄶ?ㄲ⸷??㌱ꇣ㐰랳?㐹?㌸⸹??㐱ꇣ㔰랳?㐳?㌴⸱??㔱랳ꕈꑗ?ㄸ?ㄴ⸳??뇐땻ꯗ?낪꒤슾ꕈꑕ?㘸?㔴⸰??녍곬?㌴?㈷⸰??ꑪ뻇ꕈꑗ?㈴?ㄹ⸰??ꡃꓫꖭꞡꚬꑊ??롕꒸ꕈꑕ?㈶?㈰⸶???ꇣ?롕꒸?㌷?㈹⸴???ꇣ?롕꒸?㈹?㈳⸰???롕꒸ꕈꑗ?㌴?㈷⸰??ꡃꓫ뭐꓀ꛦꦹ꣓ꚸ볆??ꚸꕈꑕ?㌸?㌰⸲???ꇣꚸ?㌴?㈷⸰??ㄱꚸꕈꑗ?㔴?㐲⸹???ꫭ??㐠䍈꓀ꛦ압ꯈ볋ꖻ냲ꖻ룪껆꓀ꫭ††††††††††††††⡎㴱〹??ꑈꑦꦹ꣓엜볆?쏾ꝏ?ꑈ볆?ꛊ꓀ꓱ?꧊ꝏ?ꡫ?㌹?㌵⸸??ꑫ?㜰?㘴⸲??꙾쓖?㌰랳ꕈꑕ?㈸?㈵⸷??㌱ꇣ㐰랳?㌵?㌲⸱??㐱ꇣ㔰랳?㌴?㌱⸲??㔱랳ꕈꑗ?ㄲ?ㄱ⸰??뇐땻ꯗ?낪꒤슾ꕈꑕ?㐳?㌹⸴??녍곬?㐸?㐴⸰??ꑪ뻇ꕈꑗ?ㄸ?ㄶ⸵??ꡃꓫꖭꞡꚬꑊ??롕꒸ꕈꑕ?㌱?㈸⸴???ꇣ?롕꒸?㐷??㌮ㄥ??ꇣ?롕꒸?ㄴ?ㄲ⸸???롕꒸ꕈꑗ?ㄷ?ㄵ⸶??ꡃꓫ뭐꓀ꛦꦹ꣓ꚸ볆??ꚸꕈꑕ?㌵?㌲⸱???ꇣꚸ?㈷?㈴⸸??ㄱꚸꕈꑗ?㐷?㐳⸱??? 74
닄ꑇ론†냝ꣷ껄ꯗ뭐ꭈꯗ샋엧?†ꖻ론ꭙ놴끑압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗꕈ몡띎땻ꯗꙕ뙱ꫭꚳ쏶냝ꣷ껄ꯗ꓀꩒ꅝꕝ걁ꙝ꿀꓀꩒ꅞꭈꯗ꓀꩒ꅁ꿷꓀ꝏ뇔굺꙰ꑕꅇ??ꑀꅂ껄ꯗ꓀꩒??Ꙣ껄ꯗ꓀꩒ꕄ굮놴끑Ꙙ깷䍙䍈꣢꓀ꛦ압ꯈ몡띎ꯗꙕ썄뚵뭐ꙕ꓀뙱ꫭ꒧곛쏶꓀꩒뭐썄뚵꒧ꙝ꿀꓀꩒ꅃ???ꑀ?ꅂ썄뚵꓀꩒?†Ꙣꫭ???ꙕ곣ꡳ엜뚵썄뭐셠꓀뙱ꫭ셠꓀곛쏶ꭙ볆낣ꑆ?귓썄뚵⡓?ꅂ匵ꅂ匹ꅂ匱??곛쏶ꭙ볆룻ꝃꕾꅁ꣤빬ꞡ륆〮?ꕈꑗꅁꕂ륆?ꇕ〮〰?엣뗛곛쏶ꅃ???????????????? 75
ꫭ??㔠압ꯈ몡띎땻ꯗ썄뚵곛쏶꓀꩒멋굮ꫭ?썄뢹?뭐뙱ꫭ셠꓀곛쏶?匱?〮㐲?ꆯꆯꆯ?匲?〮㘷?ꆯꆯꆯ?匳?〮㜹?ꆯꆯꆯ?匴?〮㜲?ꆯꆯꆯ 匵?〮㔱?ꆯꆯꆯ 匶?〮㘶?ꆯꆯꆯ 匷?〮㘵?ꆯꆯꆯ 匸?〮㘸?ꆯꆯꆯ 匹?〮㔰?ꆯꆯꆯ 匱??〮㘹?ꆯꆯꆯ 匱??〮㜴?ꆯꆯꆯ 匱??〮㜰?ꆯꆯꆯ 匱??〮㘳?ꆯꆯꆯ ?ㄴ?〮㔹?ꆯꆯꆯ 匱??〮㘹?ꆯꆯꆯ 匱??〮㘸?ꆯꆯꆯ ꆯ?ꇕ〮〵ꅁꆯꆯ?ꇕ〮〱ꅁꆯꆯꆯ?ꇕ〮〰???ꅝꑇꅞꅂꙝ꿀꓀꩒?†ꖻ곣ꡳꕄ굮ꗘꪺꙢ놴끑랧걁꧓꣼꓀ꛦ뭐ꑀ꿫꓀ꛦ꒧압ꯈ몡띎ꯗꅁꙢꫭ⠠??㘩결ꖻ곣ꡳꕈ䍙䍈꣢꓀ꛦꙕㄶ귓몡띎땻ꯗ썄뚵Ꙙ꣖뙩ꛦꙝ꿀꓀꩒ꪺ신뙢ꯡ볆귈?Ꙑ껉ꝑꗎ䭡獩敲?䵥祥??佬歩渠ꅝ䭍?ꅞ샋ꥷ결〮㠹?ꑪ꧳〮㔨倽〮〰〩ꫭꗜꙘ빁ꙝ꿀꓀꩒ꓨꩫꅃ녎압ꯈ몡띎ㄶ썄냝뚵ꅁꕈꕄꚨ꓀ꩫ꓀꩒ꅁ녎꣺볆귈ꑪ꧳?ꣃꝑꗎ돌ꑪ엜늧볆ꪽꗦ신뙢ꅁ신뙢ꯡꡄ녯?꙰ꫭ??㘩Ꙁ쉫꿇결ꕼ귓ꙝ꿀?ꕩ룑쓀닖뽮엜늧뙱결㘴⸹㌸ꉍꅃ???? 76
ꫭ???압ꯈ몡띎ꙝ꿀꓀꩒멋굮ꫭ?ㄮꭏ믙꧊ꭋꝑ꧊?㈮꒬냊꧊Ꝭꓞ꧊?㌮ꖿ뵔꧊ꙡꝑ꧊?㐮믶깥슧뮪땻ꯗ?썄뢹?ꙝ꿀굴닼뙱?썄뢹?ꙝ꿀굴닼뙱?썄뢹?ꙝ꿀굴닼뙱?썄뢹?ꙝ꿀굴닼뙱?匱??〮㜸????????匱??〮㜶????????匱??〮㜵????????匱??〮㘶????????匱??〮㘲????????匷?〮㔴??????????匱??〮㠱?????????ㄶ?〮㠰????????匶?〮㘱????????匹?〮㔵????????匸?〮㔵????????匵?〮㔲????????匱?〮㐵??????????匴?〮㠰????????匲?〮㜲??????????匳?〮㠵???꽓뱸귈㘮㠱???꽓뱸귈‱⸳㤹??꽓뱸귈ㄮㄷ???꽓뱸귈ㄮ〰???엜늧뙱??엜늧뙱??엜늧뙱??엜늧뙱?㐲⸵㠲??㠮㜴㔥?㜮㌲㈥?㘮㈸㤥??닖뽮엜늧뙱??닖뽮엜늧뙱??닖뽮엜늧뙱??닖뽮엜늧뙱?㐲⸵㠲ꉍ?㔱⸳㈷ꉍ?㔸⸶㐹ꉍ?㘴⸹㌸ꉍ??걇ꖻ곣ꡳ꒧압ꯈ몡띎썄뚵ꙝ꿀꓀꩒ꯡꅁ녎ꙝ꿀꓀결ꕼ뫘ꅁꣃ궫띳ꥒꙗꅃ??ꙝ꿀?ꅁꭏ믙꧊ꭋꝑ꧊ꅇ뉛걁꒻귓썄뚵ꅃ?⠱⥓ㄲ?믈ꛦ꧒뒣꣑뿄ꩁ냈띾냈ꪺꞹ뻣땻ꯗꅃ?⠲⥓ㄳ?믈ꛦ신녢ꓨꭋꪺ땻ꯗꅃ?⠳⥓ㄱ?믈ꛦꭈ앁ꙮꅁꛦ귻꣣ꚳ녍띾ꪾ쏑ꅃ? 77
⠴⥓?믈ꛦ꿠ꭏ믙ꯈꓡ꙳듚꣤ꕌ끝늣ꪺꙷꗾꅃ?⠵⥓ㄴ?믈ꛦꪺꗓ뷐ꓢ쓲ꙕ뚵띾냈ꓢ쓲걏ꝟ슲ꭋꅃ?⠶⥓㜺압ꯈ땯ꗍꝸ쏸껉ꅁ믈ꛦ쑀띎ꣳꝕ땻ꯗꅃ??ꙝ꿀㈠꒬냊꧊Ꝭꓞ꧊?뉛걁ꑃ귓썄뚵?⠱⥓ㄵ?믈ꛦꝑ뉶ꓴ럇Ꙙ뉺땻ꯗ?ꕝ걁뙕듚ꅂꕾ뛗ꅂꥷ꙳겡쁸??⠲⥓ㄶ?믈ꛦ결뇀깩띾냈ꅁ라쏘끥슧ꭾꅁꕈꙞ압ꯈꅃ?⠳⥓㘺믈ꛦꙢ뱳ꝩꕾ냈겡냊꒤꧒Ꝁꪺ꧓뿕Ꙣ맪믚ꩁ냈꿠ꝉ뉻땻ꯗꅃ?⠴⥓㤺믈ꛦꪺꝀ띾덴ꯗ엽압ꯈ떥귔껉뚡ꅃ?⠵⥓㠺믈ꛦ맯꧳압ꯈ굮ꡄ걏ꝟꢳ덴Ꙟ삳ꅃ?⠶⥓㔺믈ꛦ라ꕄ냊꯴던압ꯈꅁ뭻쏑ꯈꓡꣃ뭐압ꯈꯘꗟ듁ꦹ꣓쏶ꭙ?⠷⥓ㄺ뱳ꝩ땐꒺뎡룋쉤ꕸ덝군뉻ꕎ꓆ꕂꝬꓞꑈ??ꙝ꿀?ꅇꖿ뵔꧊ꙡꝑ꧊ꅇ뉛걁ꑇ귓썄뚵?⠱⥓㐺믈ꛦ룪껆Ꝁ띾ꩁ냈ꖿ뵔때뭾ꅃ?⠲⥓㈺ꙡ쉉빁꒤ꅁ낱ꢮꓨꭋ??ꙝ꿀?ꅇ믶깥슧뮪땻ꯗꅇ뛈ꑀ귓썄뚵?⠱⥓㌺믈ꛦ슾귻ꪺ믶깥슧뮪땻ꯗꅃ??ꑇꅂꭈꯗ꓀꩒?†ꫭ‵??꓀ꝏ둎䍙꓀ꛦ?ꕝ걁ꭥ맼꓆ꕼꭈ?䍈꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ몡띎땻ꯗ엜뚵꒺뎡ꑀ교꧊ꭈꯗ꓀꩒귈䍲潮扡捨’猠a?ꅁ낣ꑆꙝ꿀㌨ꖿ뵔꧊ꙡꝑ꧊?ꑀ교꧊룻깴ꕾꅁ꣤빬ꑪ교Ꙣ〮?ꕈꑗ엣ꗜꭈꯗꥼ꣎ꅃꙝ꿀?ꭈꯗ룻깴귬ꙝꕩ꿠걏ꖿ뵔꧊뭐ꙡꝑ꧊꓀쓝룻꒣Ꙑ꧊뷨꒧엜뚵ꅁ압ꯈ곝ꩫ룻결꓀ꟁꅃ?? 78
????ꫭ???ꙕ곣ꡳ엜뚵꒧ꭈꯗ꓀꩒⡃牯湢慣?’猠a귈??䍙꓀ꛦ?䍈꓀ꛦ?곣ꡳ엜뚵?썄볆?압ꯈ궫뗸땻압ꯈ몡띎땻ꭥꕼꭈ몡띎압ꯈ궫뗸땻압ꯈ몡띎땻ꯗ⡎㴱㈶??ꯗ⡎㴱㈶??땻ꯗ⡎㴸㔩?ꯗ⡎㴱〹??ꯗ⡎㴱〹??ꙝ꿀??ꭏ믙꧊ꭋꝑ꧊??〮㠲㤰?〮㠶㐶?〮㤰〶?〮㠷㔰?〮㠵㔴??ꙝ꿀??꒬냊꧊Ꝭꓞ꧊??〮㘳㠵?〮㠱㜰?〮㠴㔹?〮㜴㜶?〮㠴㤰??ꙝ꿀??ꖿ뵔꧊ꙡꝑ꧊??〮㐹㔶?〮㐵㜲?〮㐳㤱?〮㘷㔶〮ㄴ㠹???ꆯ††뗹?곣ꡳ엜뚵ꙝ꿀?ꅁ믶깥슧뮪땻ꯗ뛈ꑀ썄뚵ꅁ걇때꒺뎡ꑀ교꧊꒧냑ꛒ볐ꅃ????? ? 79
닄ꑔ론†곣ꡳ엜뚵꒧뇔굺꧊닎군??†ꫭ???결끷맯ꙕ곣ꡳ엜뚵ꪺꖭꞡ귈ꅂ볐럇깴ꪺ둹굺ꅁꕈ엣ꗜ볋ꖻꙢꙕ멣궱ꪺ뻣엩ꫭ뉻ꪺ땻ꯗꕈꙕ멣궱꒧엜늧놡ꩰꅃ?ꑀꅂ궫뗸땻ꯗ엜뚵ꓨ궱?†䍙꓀ꛦꙕꙝ꿀멣궱꒧볐럇깴ꚸ결㈮㔳㈲ꅂ㈮㠷〵ꅂ〮㤸㌱ꅂ〮㔹㌳ꞡꓱ䍈꓀ꛦ꒧㌮ㄲ㘰ꅂ㌮ㄱ㜰ꅂㄮㄵ㐳ꅂ〮㘶㜴결ꝃꅁ엣ꗜ䍈꓀ꛦ압ꯈꙢ궫뗸땻ꯗꓨ궱곝ꩫ깴늧룻ꑪꅃ?ꑇꅂ몡띎땻ꯗ엜뚵ꓨ궱?†Ꙣ셠엩ꖭꞡ몡띎ꯗꓨ궱ꅁ䍙꓀ꛦꙢꙝ꿀?ꭏ믙꧊ꭋꝑ꧊ꅂꙝ꿀?꒬냊꧊Ꝭꓞ꧊ꙝ꿀㐮믶깥슧뮪땻ꯗꞡꙗꙃ몡띎ꯗ돌낪ꅁ䍈꓀ꛦ뛈Ꙣꙝ꿀㌮ꖿ뵔꧊ꙡꝑ꧊ꓨ궱돌낪ꅁ꣤빬ꞡꙗꙃ닄ꑇꛬꅁ맼꓆ꕼꭈꙢꕼ엜뚵꒤ꞡ띱뎭ꖽ깹ꅃ?ꑔꅂ궫뗸땻ꯗ뭐몡띎땻ꯗ깴늧ꓨ궱?†꒣뷗䍈꓀ꛦꅂ맼꓆ꕼꭈ뭐䍙꓀ꛦꙢꕼ뫘ꙝ꿀멣궱ꪺ궫뗸땻ꯗꞡꓱ몡띎땻ꯗ낪ꅁ엣ꗜ꧒뛇뮼꒧ꩁ냈ꭾ뷨ꚳ꿊ꑦ꙳Ꙣ삳꒴ꚳ떽뚡ꅃ??????????? 80
?ꫭ???ꙕ멣궱꒧ꖭꞡ볆뭐볐럇깴?꓀ꛦꝏ?멣꧀?썄볆?돌ꑰ귈?돌ꑪ귈?ꖭꞡ귈?볐럇깴?꒤뚡쉉?궫?ꙝ꿀???????㌰?㈶⸹㌶??㈮㔳㈲?㈴뗸?ꙝ꿀????㈱????㈸⸸㜳??㈮㠷〵?㈸땻?ꙝ꿀???????㠮㤶〳?〮㤸㌱??䍙꓀ꛦꯗ?ꙝ꿀????????㐮㌳㌳?〮㔹㌳??⡎㴱㈶??몡?ꙝ꿀????ㄶ?㌰?㈴⸷㘱??㌮㈹㐷?㈳띎?ꙝ꿀????㈰?㌵?㈷⸱〳??㌮㜷㔴?㈸땻?ꙝ꿀???????㜮㜶ㄹ?ㄮ㈴㠵??ꯗ?ꙝ꿀????????㐮ㄲ㜰?〮㜱㔴??몡?ꙝ꿀?????㌰?㈱⸶㔸??㌮㤸〸?㈰ꭥ맼꓆ꕼꭈ?띎?ꙝ꿀????ㄴ?㌵?㈵⸳㘴??㌮㠹㜰?㈵⡎㴸㔩?땻?ꙝ꿀???????㜮〲㌵?ㄮㄱ㈴??ꯗ?ꙝ꿀????????㌮㠷〶?〮㜲〳??궫?ꙝ꿀????ㄶ?㌰?㈶⸳ㄱ??㌮ㄲ㘰?㈳뗸?ꙝ꿀????ㄸ?㌵?㈸⸶㌳??㌮ㄱ㜰?㈷땻?ꙝ꿀???????㠮㠹㤱?ㄮㄵ㐳??䍈꓀ꛦ?ꯗ?ꙝ꿀????????㐮㌳〳?〮㘶㜴??⡎㴱〹??몡?ꙝ꿀????ㄶ?㌰?㈳⸶㜸??㌮㌴㘹?㈳띎?ꙝ꿀????ㄷ?㌵?㈵⸷㔲??㌮㤱㘱?㈵땻?ꙝ꿀???????㠮〳㘷?ㄮ〳㔷??ꯗ?ꙝ꿀????????㌮㤶㌳?〮㘶㔶??????????? 81
닄ꕼ론††깴늧꓀꩒??†ꖻ론ꕈ??瑥獴돦ꙝꑬ엜볆샋ꥷ꒣Ꙑꑈꑦꦹ꣓ꚸ볆엜뚵꒧꣼던쏾ꮬꅁ맯ꙕ곣ꡳ엜뚵ꪺ뭻ꪾꚳ때엣뗛깴늧ꅁꕈꟳꑆ룑꣼듺ꖻꢭꪺ꽓뱸꣼듺꧒덂ꪺ샴맒뱶암ꅁꚳ쏶곣ꡳ엜뚵뭐볋ꖻ꽓꧊ꖻ곣ꡳ륂ꗎ뽗ꗟ볋ꖻ?샋ꥷ⡉湤数敮摥湴⁓慭灬敳⁴?瑥獴?뭐돦ꙝꑬ엜볆꓀꩒⡁乏?䄩샋뗸ꙕ닕롳뚡ꪺ깴늧ꪬꩰꅁꚹꕾꣃ륂ꗎꚨ맯볋ꖻ?샋ꥷ⡐慩牥搠卡浰汥猠??瑥獴?샋뗸䍙꓀ꛦ뭐䍈꓀ꛦ궫뗸땻ꯗ뭐몡띎땻ꯗ꒧깴늧ꓱ룻ꅁꕈ䍙꓀ꛦ⹃?꓀ꛦ뭐맼꓆ꕼꭈ몡띎ꯗ꒧ꓱ룻ꅃ?ꑀꅂ뽗ꗟ볋ꖻ?샋ꥷ?†결셁룑압ꯈꙢ꧊ꝏꓨ궱걏ꝟ라Ꙣꙕ곣ꡳ엜뚵꒤꙳Ꙣ엣뗛깴늧ꅁꖻ곣ꡳ뛈ꕈꚳ엣뗛깴늧뎡꓀ꙃꫭꅁ꣏ꗎ뽗ꗟ볋ꖻ?샋ꥷ떲ꩇ꙰ꑕꅇ??ꑀ?Ꙣ꧊ꝏꓨ궱?ㄮ䍙꓀ꛦꓨ궱???⠱?압ꯈ궫뗸땻ꯗꓨ궱?††압ꯈ결ꡫꥍꑫ꧊ꝏꪬꩰ맯ꩁ냈궫뗸땻ꯗꙝ꿀㈨琽㈮ㄵⰠ瀽〮〳㐩ꅁ꙳Ꙣ엣뗛깴늧ꅁꡫ꧊압ꯈ맯꒬냊꧊Ꝭꓞ꧊ꪺ궫뗸땻ꯗꓱꑫ꧊낪ꅁꕩ꿠ꙝ결ꡫ꧊압ꯈ맯믈ꛦꪺꛦ빐ꅂ믹껦ꕈꩁ냈룪끔쏶ꩠ룻Ꙩꅁꕈ교ꚳ룻낪ꪺ궫뗸뭐듁뇦땻ꯗꅃ?⠲?압ꯈ몡띎땻ꯗꓨ궱??†압ꯈ결ꡫꥍꑫꅁ꧊ꝏꪬꩰ맯ꩁ냈몡띎땻ꯗꙝ꿀ㄨ琽㈮㠴Ⱐ瀽〮〰㔩꙳Ꙣ엣뗛깴늧ꅆ맯ꩁ냈몡띎땻ꯗꙝ꿀㈨琽㈮㜶Ⱐ瀽〮〰㜩?꙳Ꙣ엣뗛깴늧ꅆ맯ꩁ냈몡띎땻ꯗꙝ꿀㌨琽㈮㈱Ⱐ瀽〮〲㤩?꙳Ꙣ엣뗛깴늧ꅆꛓꑗ굺ꑔ뫘ꙝ꿀ꑫ꧊꒧몡띎땻ꯗꞡꝃ꧳ꡫ꧊ꅁꕩ꿠ꙝ결ꑫ꧊압ꯈ맯ꩁ냈ꭾ뷨ꪺ굮ꡄ룻낪ꅁꡫ꧊압ꯈ맯?? 82
ꩁ냈ꭾ뷨ꪺ굮ꡄ룻ꅵꑪꛓ꓆꒧ꅶ?꙰ꫭ‵??⁃?꓀ꛦ?ꅃ??㈮䍈꓀ꛦꓨ궱??†압ꯈ결ꡫꥍꑫꅁ꧊ꝏꪬꩰ맯ꩁ냈궫뗸땻ꯗꙕ엜뚵ꙝ꿀ꞡ때엣뗛깴늧ꅁ놩맯ꩁ냈몡띎땻ꯗꙝ꿀㈨琽㈮㔵Ⱐ瀽〮〱㈩꙳Ꙣ엣뗛깴늧ꅁꕈꩁ냈몡띎땻ꯗꙝ꿀㐨琽㈮㤳??瀽〮〴?꙳Ꙣ엣뗛깴늧ꅃꑗ뚵꣢ꙝ꿀꒧몡띎땻ꯗꅁꡫ꧊압ꯈꞡꓱꑫ꧊압ꯈ낪ꅝ꙰ꫭ‵?㤠䍈꓀ꛦꅞꅃ??ꫭ???꧊ꝏ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ뭐몡띎땻ꯗ꒧뽗ꗟ볋ꖻ?샋ꥷ?䍙꓀ꛦ?꧊ꝏ??ꡫ⡮㴵〩?ꑫ⡮㴷㘩?䵥慮⁄楦晥牥湣???귈?엜뚵ꙗ뫙?䵥慮?卄?䵥慮?卄?궫뗸땻ꯗꙝ꿀??㈹⸵??㈮㜶?㈸⸴??㈮㠸?ㄮㄱ?ꆯ㈮ㄵ?몡띎땻ꯗꙝ꿀??㈵⸷??㈮㠰?㈴⸱??㌮㐴?ㄮ㘶?ꆯꆯ㈮㠴?몡띎땻ꯗꙝ꿀??㈸⸲??㌮㔷?㈶⸳??㌮㜴?ㄮ㠵?ꆯꆯ㈮㜶?몡띎땻ꯗꙝ꿀??㠮〶?ㄮㄵ?㜮㔷?ㄮ㈷?〮㐹?ꆯ㈮㈱?뗹??ꆯ?ꇕ〮〵Ⱐꆯꆯ?ꇕ〮〱??ꆯꆯꆯ?ꇕ〮〰ㄬ싹Ꟁ샋ꥷ??䍈꓀ꛦ?꧊ꝏ??ꡫ⡮㴳㤩?ꑫ⡮㴷〩?䵥慮⁄楦晥牥湣???귈?엜뚵ꙗ뫙?䵥慮?卄?䵥慮?卄?몡띎땻ꯗꙝ꿀??㈷⸰??㐮ㄵ?㈵⸰??㌮㘳?ㄮ㤴?ꆯ㈮㔵?몡띎땻ꯗꙝ꿀4 㐮㈱?〮㘱?㌮㠳?〮㘶?〮㌸?ꆯꆯ㈮㤳?뗹??ꆯ?ꇕ〮〵Ⱐꆯꆯ?ꇕ〮〱??ꆯꆯꆯ?ꇕ〮〰ㄬ싹Ꟁ샋ꥷ??ꑇꅂ돦ꙝꑬ엜볆⡁乏噁?꓀꩒?†결셁룑ꑔ닕ꑔ닕ꕈꑗ볋ꖻ꒧ꑈꑦꅝꕝ걁꙾쓖ꅂ뇐땻ꯗꅂꡃꓫꚬꑊꅞ 83
ꦹ꣓ꚸ볆엜볆꒧꒣Ꙑꛓ늣ꗍꪺ깴늧ꅁꖻ곣ꡳꗧꕈꚳ엣뗛깴늧꒧뎡꓀ꙃꫭꅁ꣏ꗎ돦ꙝꑬ엜볆꓀꩒떲ꩇ꙰ꑕꅇ??ꑀ?Ꙣ꙾쓖ꓨ궱?ㄮ䍙꓀ꛦꓨ궱?††압ꯈꙢ꙾쓖ꓨ궱랳볆ꪬꩰ맯ꩁ냈궫뗸땻ꯗ몡띎땻ꯗꙕ뚵ꙝ꿀엜뚵ꞡ때엣뗛깴늧ꅃ?㈮䍈꓀ꛦꓨ궱?††압ꯈꙢ꙾쓖ꓨ궱랳볆ꪬꩰ맯ꩁ냈궫뗸땻ꯗ몡띎땻ꯗꙕ뚵ꙝ꿀엜뚵ꗧ때엣뗛깴늧ꅃ???ꑇ?Ꙣ뇐땻ꯗꓨ궱?†꒣Ꙑ뇐땻ꯗꪺ압ꯈ맯ꩁ냈꒧궫뗸뭐몡띎땻ꯗ롧䅎佖?샋ꥷꚳ엣뗛깴늧ꪺꚳ?ㄮ䍙꓀ꛦ압ꯈ?†?꒣Ꙑ뇐땻ꯗ압ꯈ롳맯ꩁ냈궫뗸땻ꯗꙝ꿀㌨ꖿ뵔꧊ꙡꝑ꧊⥁乏噁샋ꥷ䘽㐮ㄷⱐ㴰⸰ㄸ?꙰ꫭ??⁃?꓀ꛦ⤬걏Ꙣꙕꗀ롳엩엜늧볆꓀꩒샋ꥷ꒤⡌敶敮攠却慴楳瑩挽〮?ㄬ瀽〮㘰㈩Ɒꇖ〮〵ꫭꗜꖼ륈엜늧Ꙑ뷨꧊꒧낲ꥷꅃꙝꚹꝐ쉟?샋ꥷ꙳Ꙣ엣뗛깴늧ꅁꙁ卣桥晦?ꩫ낵Ꙩ궫ꓱ룻ꅁꣃꖼ땯뉻ꚳꗴ꛳꣢닕ꚳ엣뗛깴늧ꅃ??㈮䍈꓀ꛦ압ꯈ?꒣Ꙑ뇐땻ꯗ압ꯈ롳맯ꩁ냈몡띎땻ꯗꙝ꿀ㄨꭏ믙꧊ꭋꝑ꧊⥁乏噁샋ꥷ䘽㐮㈷ⱐ㴰⸰ㄶ?꙰ꫭ??⁃?꓀ꛦ?ꅁ걏Ꙣꙕꗀ롳엩엜늧볆꓀꩒샋ꥷ꒤⡌敶敮攠却慴楳瑩挽㌮㘲ⱐ㴰⸰㌩⁐ꇕ〮〵ꫭꗜ륈엜늧Ꙑ뷨꧊꒧낲ꥷꅃꙝꚹꅁꝐ쉟?샋ꥷ꒣꣣녪뚴꧊ꅁꙁ卣桥晦?ꩫ낵ꓱ룻ꅁ땯뉻뇐땻ꯗꑪ뻇ꕈꑗꪺ압ꯈ맯ꩁ냈몡띎땻ꯗꙝ꿀?ꪺ뭻ꪾꅁꧺ엣낪꧳녍곬낪꒤ꅂ슾ꕈꑕ꒧압 84
ꯈ롳ꅁ결ꑆ룑쇗ꝋ낲덝뇀뷗뿹뭾ꅁ꒴때ꩫ쏒ꧺ꒣Ꙑ뇐땻ꯗ꒧압ꯈꅁ맯ꩁ냈몡띎ꙝ꿀?ꚳ깴늧꙳Ꙣꅃ?ꫭ??꒣Ꙑ뇐땻ꯗ압ꯈ맯ꩁ냈궫뗸뭐몡띎땻ꯗ꒧엜늧꓀꩒?䍙꓀ꛦ?궫뗸땻ꯗꙝ꿀????䵥慮?卄?낪꒤슾ꕈꑕ?‶??㠮㜴?〮㤷?녍곬?″??㤮ㄸ?ㄮ〰?ꑪ뻇ꕈꑗ?′??㤮㈹?〮㠶?셠군?ㄲ??㠮㤶?〮㤸?엜뚵ꙗ뫙?DF 卓?䵓????ꅝ獩?ꅞ?䉥瑷敥??†??†㜮㘷?㌮㠳?㐮???〮〱??坩瑨楮?ㄱ??ㄱ㌮ㄴ?〮㤲???呯瑡??ㄲ??ㄲ〮㠱?????䍈꓀ꛦ?궫뗸땻ꯗꙝ꿀????䵥慮?卄?낪꒤슾ꕈꑕ?‴??㈳⸸??㈮㜳?녍곬?‴??㈲⸸??㌮㐵?ꑪ뻇ꕈꑗ?‱??㈵⸴??㌮㠲?셠군???㈳⸶??㌮㌵?엜뚵ꙗ뫙?DF 卓?䵓????ꅝ獩?ꅞ?䉥瑷敥??†??†㤰⸱??㐵⸰??㐮㈷?〮〱??坩瑨楮???ㄱㄹ⸵??⸵????呯瑡????ㄲ〹⸹??????ꑔ?Ꙣꡃꓫꖭꞡꚬꑊꓨ궱?†꒣뷗䍙꓀ꛦ䍈꓀ꛦ꒧압ꯈꅁꡃꓫꖭꞡꚬꑊ꧒녯낪ꝃ맯ꩁ냈궫뗸뭐몡띎ꯗꞡ때엣뗛깴늧ꅃ???ꕼ?Ꙣꡃꓫꖭꞡꦹ꣓ꚸ볆ꓨ궱?††꒣뷗䍙꓀ꛦ䍈꓀ꛦ꒧압ꯈꅁꡃꓫꖭꞡꦹ꣓ꚸ볆Ꙩ맨맯ꩁ냈궫뗸땻ꯗ뭐몡띎땻ꯗꞡ때엣뗛깴늧ꅃ? 85
ꑔꅂꚨ맯볋ꖻ?샋ꥷ?††결셁룑䍙꓀ꛦ뭐䍈꓀ꛦ꒧압ꯈ롳ꅁ맯꧳ꙕ뚵ꙝ꿀엜뚵꒧궫뗸땻ꯗ뭐몡띎땻ꯗ꒧뭻ꪾ걏ꝟꚳ깴뙚ꅁꕴꕾ놴끑䍙꓀ꛦ뭐맼꓆ꕼꭈꕈ䍙꓀ꛦ뭐䍈꓀ꛦ압ꯈ몡띎ꯗꪺ깴늧뭐ꓱ룻ꅁꖻ곣ꡳꗧꕈꚳ엣뗛뎡ꗷꙃꫭꅁ꣏ꗎꚨ맯볋ꖻ?샋ꥷ떲ꩇ꙰ꑕꅇ??ꑀ??䍙꓀ꛦ뭐䍈꓀ꛦ압ꯈ궫뗸땻ꯗ뭐몡띎땻ꯗ꒧깴늧ꓱ룻꓀꩒?ꗑꫭ-125-13꧒ꪾ䍙꓀ꛦ뭐䍈꓀ꛦ압ꯈ롳ꅁꙢ압ꯈ궫뗸땻ꯗ뭐몡띎땻ꯗ깴늧ꚨ맯볋ꖻ?샋ꥷꅁꞡ륆엣뗛ꓴ럇ꕂ궫뗸땻ꯗꞡꓱ몡띎땻ꯗ낪ꅃꙢꚨ맯볋ꖻ곛쏶꓀꩒꒤ꅁꚨ맯ꊲꖼ륆엣뗛곛쏶ꅁꕩ꿠걏ꖿ뵔꧊뭐ꙡꝑ꧊압ꯈ뭻ꪾ궫뗸땻ꯗꥍ몡띎땻ꯗ룻결꓀ꅁ꣤ꕌ?뚵ꚨ맯ꞡ륆엣뗛곛쏶ꅁꕩꢣ압ꯈ맯꣢꓀ꛦꩁ냈ꭾ뷨꒧궫뗸뭐몡띎뭻ꪾꚳ꿊ꑦ꙳Ꙣꅁꕂ궫뗸땻ꯗꞡꓱ몡띎땻ꯗ낪ꅁꫭꗜ꣢꓀ꛦ꒧ꩁ냈ꭾ뷨꒴ꚳ떽뚡ꅃ?ꫭ??ㄱ⁃?꓀ꛦ뭐䍈꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ뭐몡띎땻ꯗꚨ맯볋ꖻ닎군꓀꩒?꓀ꛦꝏ??ꙝ?꿀?엜?뚵?䵥慮???卄?䵥慮⁄楦晥牥湣??ꚨ맯궫뗸ꙝ꿀??㈶⸹??ㄲ??㈮㔳???몡띎ꙝ꿀??㈴⸷??ㄲ??㌮㈹㈮ㄸ????ꚨ맯궫뗸ꙝ꿀??㈸⸸??ㄲ??㈮㠷?????몡띎ꙝ꿀??㈷⸱??ㄲ??㌮㜸ㄮ㜷??꓀?ꛦꚨ맯궫뗸ꙝ꿀??‸⸹??ㄲ??〮㤸????몡띎ꙝ꿀??‷⸷??ㄲ???ㄮ㈵ㄮ㈰?ꚨ맯궫뗸ꙝ꿀??‴⸳??ㄲ??〮㔹???몡띎ꙝ꿀??‴⸱??ㄲ?㈰??〮㜲〮?ꚨ맯궫뗸ꙝ꿀??㈶⸳????㌮ㄳ???몡띎ꙝ꿀??㈳⸶?????㌮㌵㈮㘳???ꚨ맯궫뗸ꙝ꿀??㈸⸶????㌮ㄲ?????몡띎ꙝ꿀??㈵⸷????㌮㤲㈮㠸??꓀?ꛦꚨ맯궫뗸ꙝ꿀??‸⸹????ㄮㄵ????몡띎ꙝ꿀??‸⸰????ㄮ〴〮㠶??ꚨ맯궫뗸ꙝ꿀??‴⸳????〮㘷???몡띎ꙝ꿀??″⸹????〮㘷〮㌷??? 86
?ꫭ??ㄲ⁃?꓀ꛦ뭐䍈꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ뭐몡띎땻ꯗꚨ맯볋ꖻ곛쏶샋ꥷ?꓀ꛦꝏ??ꙝ?꿀?엜?뚵???䍯牲敬慴楯??獩????ꚨ맯??궫뗸ꙝ꿀ㅖ匮몡띎ꙝ꿀??ㄲ??〮㈹??〮〰????ꚨ맯??궫뗸ꙝ꿀㉖匮몡띎ꙝ꿀??ㄲ??〮㌴??〮〰??꓀?ꚨ맯??궫뗸ꙝ꿀㍖匮몡띎ꙝ꿀??ㄲ??〮〴??〮㘲??ꛦ?ꚨ맯??궫뗸ꙝ꿀㑖匮몡띎ꙝ꿀??ㄲ??〮㈹??〮〰????ꚨ맯??궫뗸ꙝ꿀ㅖ匮몡띎ꙝ꿀????〮㌳??〮〰????ꚨ맯??궫뗸ꙝ꿀㉖匮몡띎ꙝ꿀????〮㌵??〮〰??꓀?ꚨ맯??궫뗸ꙝ꿀㍖匮몡띎ꙝ꿀????〮㐳??〮〰??ꛦ?ꚨ맯??궫뗸ꙝ꿀㑖匮몡띎ꙝ꿀????〮㈳??〮〰???ꫭ??ㄳ⁃?꓀ꛦ뭐䍈꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ뭐몡띎땻ꯗꚨ맯볋ꖻ?샋ꥷ?꓀ꛦꝏ??ꙝ†?꿀†?엜†?뚵?摦?獩木??瑡楬敤???귈???ꚨ맯??궫뗸ꙝ꿀ㄠ噓?몡띎ꙝ꿀??ㄲ??〮〰??㘮㤴ꆯꆯ???ꚨ맯??궫뗸ꙝ꿀㈠噓?몡띎ꙝ꿀??ㄲ??〮〰??㔮ㄲꆯꆯ?꓀?ꚨ맯??궫뗸ꙝ꿀㌠噓?몡띎ꙝ꿀??ㄲ??〮〰??㈮㤶ꆯꆯ?ꛦ?ꚨ맯??궫뗸ꙝ꿀㐠噓?몡띎ꙝ꿀??ㄲ??〮〰??㠮㘵ꆯꆯ???ꚨ맯??궫뗸ꙝ꿀ㄠ噓?몡띎ꙝ꿀????〮〰??㜮㌶ꆯꆯ???ꚨ맯??궫뗸ꙝ꿀㈠噓?몡띎ꙝ꿀????〮〰??㜮㐴ꆯꆯ?꓀?ꚨ맯??궫뗸ꙝ꿀㌠噓?몡띎ꙝ꿀????〮〰??㜮㜲ꆯꆯ?ꛦ?ꚨ맯??궫뗸ꙝ꿀㐠噓?몡띎ꙝ꿀????〮〰??㐮㘵ꆯꆯ?뗹ꅇꆯ值〮〵ꅁ?ꆯꆯ值〮〱ꅁ?ꆯꆯꆯ值〮〰?ꅁ싹Ꟁ샋ꥷ??ꑇ⥃?꓀ꛦ뭐맼꓆ꕼꭈ압ꯈ몡띎땻ꯗꓱ룻꓀꩒?†䍙꓀ꛦ뭐맼꓆ꕼꭈ압ꯈ몡띎땻ꯗꓱ룻ꅁꙢꚨ맯볋ꖻ?샋ꥷꡃꑀ뚵몡띎ꙝ꿀깴늧룻ꞡ륆엣뗛ꓴ럇ꅁ놩Ꙣ곛쏶샋ꥷ꒤ꅁꕵꚳꚨ맯?맯?륆엣뗛곛쏶?꙰ꫭ??ㄴⰵ?ㄵ??ㄶ⥃?꓀ꛦꙝ꿀?ꭏ믙꧊ꭋꝑ꧊몡띎ꯗ샲녯뭻Ꙑ삳걏꒽샧믈ꛦ떹꒩압ꯈꪺꙷꗾ띐륍ꝇꗾ곙덱뛗뫴ꅁ띾냈뚵ꗘ룻ꞹ뻣꒧ꭋꝑ꧊ꅃꙝ꿀?ꖿ뵔꧊ꙡꝑ꧊䍙꓀ꛦ몡띎ꯗ룻낪ꅁꗧ뭐꒽샧ꛦ깷Ꝁ띾룪껆꒧ꖿ뵔꧊ 87
압ꯈ룻ꚳꭈꓟꕈ낱ꢮ덝걉꒧떽뭐ꯅ뻉륆꣬껄ꩇꅃ?ꫭ??ㄴ䍙꓀ꛦ뭐맼꓆ꕼꭈ압ꯈ몡띎땻ꯗꚨ맯볋ꖻ닎군꓀꩒??꓀ꛦꝏ?ꙝ?꿀?엜?뚵?䵥慮???卄?䵥慮⁄楦晥牥湣??ꚨ맯䍙꓀ꛦ?몡띎ꙝ꿀??㈵⸰??㠵?㌮㈳???맼꓆ꕼꭈ?몡띎ꙝ꿀??㈱⸶?㌮㌴??㠵?㌮㤸?ꚨ맯䍙꓀ꛦ?몡띎ꙝ꿀??㈷⸲??㠵?㌮㔴???맼꓆ꕼꭈ?몡띎ꙝ꿀㠹???㈵⸳??㠵?㌮㤰ㄮ?ꚨ맯䍙꓀ꛦ?몡띎ꙝ꿀??‷⸹??㠵?ㄮㄴ???맼꓆ꕼꭈ?몡띎ꙝ꿀??‷⸰??㠵?ㄮㄱ〮㤱??ꚨ맯䍙꓀ꛦ?몡띎ꙝ꿀??‴⸱??㠵?〮㜳???맼꓆ꕼꭈ?몡띎ꙝ꿀??″⸸??㠵?〮㜲〮㈸???ꫭ??ㄵ?䍙꓀ꛦ뭐맼꓆ꕼꭈ압ꯈ몡띎땻ꯗꚨ맯볋ꖻ곛쏶샋ꥷ??꓀††ꛦ††ꝏ?ꙝ†?꿀†?엜†?뚵???䍯牲敬慴楯??獩??ꚨ맯??䍙꓀ꛦ⁖匠맼꓆ꕼꭈ?몡띎ꙝ꿀ㄠ噓몡띎ꙝ꿀??㠵?〮㈴??〮〲??ꚨ맯??䍙꓀ꛦ⁖匠맼꓆ꕼꭈ 몡띎ꙝ꿀㈠噓몡띎ꙝ꿀? 㠵?〮ㄲ??〮㈶??ꚨ맯??䍙꓀ꛦ⁖匠맼꓆ꕼꭈ 몡띎ꙝ꿀㌠噓몡띎ꙝ꿀? 㠵?〮㐰??〮〰??ꚨ맯??䍙꓀ꛦ⁖匠맼꓆ꕼꭈ 몡띎ꙝ꿀㐠噓몡띎ꙝ꿀? 㠵?〮ㄲ??〮㈴???ꫭ??ㄶ?䍙꓀ꛦ뭐맼꓆ꕼꭈ압ꯈ몡띎땻ꯗꚨ맯볋ꖻ?샋ꥷ??꓀††ꛦ††ꝏ?ꙝ†?꿀†?엜†?뚵???䍯牲敬慴楯??獩??ꚨ맯??䍙꓀ꛦ⁖匠맼꓆ꕼꭈ?몡띎ꙝ꿀ㄠ噓몡띎ꙝ꿀??㠴?〮〰??㘮㠹??ꚨ맯??䍙꓀ꛦ⁖匠맼꓆ꕼꭈ 몡띎ꙝ꿀㈠噓몡띎ꙝ꿀? 㠴?〮〰??㌮㔲??ꚨ맯??䍙꓀ꛦ⁖匠맼꓆ꕼꭈ 몡띎ꙝ꿀㌠噓몡띎ꙝ꿀? 㠴?〮〰??㘮㜹??ꚨ맯??䍙꓀ꛦ⁖匠맼꓆ꕼꭈ 몡띎ꙝ꿀㐠噓몡띎ꙝ꿀? 㠴?〮〰??㈮㜲??뗹ꅇꆯ值〮〵ꅁ?ꆯꆯ值〮〱ꅁ?ꆯꆯꆯ值〮〰?ꅁ싹Ꟁ샋ꥷ??ꑔ⥃?꓀ꛦ뭐䍈꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ몡띎땻ꯗꓱ룻꓀꩒?†䍙꓀ꛦ뭐䍈꓀ꛦ궫뗸땻ꯗ뭐몡띎땻ꯗ깴늧ꓱ룻ꅁꙢꚨ맯볋ꖻ?샋ꥷ꒤ꅁ궫뗸땻ꯗꡓꚳꑀ뛱륆엣뗛ꓴ럇ꅁ몡띎땻ꯗꙝ꿀?ꙝ꿀?륆엣뗛ꓴ럇꙰ꫭ??ㄷ??ㄸꅁꛓꙢ곛쏶샋ꥷ꒤꒣뷗궫뗸몡띎땻ꯗꙝ꿀뚡ꞡꖼ륆엣엣뗛ꓴ럇ꅁꕩ꿠걏꣢꓀ꛦ뚡압ꯈ꒧굉뒺뭐꽓꧊ꚳ곛럭꒧냏륪ꅃꛓ䍙꓀ꛦ꣢뚵몡띎땻ꯗꞡ뙗 88
뙖䍈꓀ꛦꅁꕩ꿠걏꧓꣼꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨듁뇦꒣꙰ꑀ꿫꓀ꛦ낪룻꧶륆몡띎뭻ꪾ걏뒣ꩀ떦늤ꮵ껄꧒교ꅃ꙰ꫭ??ㄸ⁃?꓀ꛦ뭐䍈꓀ꛦꚨ맯볋ꖻ닎군꓀꩒?ꫭ??ㄷ⁃?꓀ꛦ뭐䍈꓀ꛦ압ꯈ몡띎땻ꯗꚨ맯볋ꖻ닎군꓀꩒??꓀ꛦꝏ?ꙝ?꿀?엜?뚵?䵥慮???卄?䵥慮⁄楦晥牥湣??ꚨ맯䍙꓀ꛦ?몡띎ꙝ꿀??㈴⸶????㌮ㄷ???䍈꓀ꛦ?몡띎ꙝ꿀??㈳⸶????㌮㌴ㄮ〰??ꚨ맯䍙꓀ꛦ?몡띎ꙝ꿀??㈶⸹????㌮㜳???䍈꓀ꛦ?몡띎ꙝ꿀ㄷ???㈵⸷????㌮㤲ㄮ??ꫭ??ㄸ⁃?꓀ꛦ뭐䍈꓀ꛦ압ꯈ몡띎땻ꯗꚨ맯볋ꖻ?샋ꥷ??꓀††ꛦ††ꝏ?ꙝ†?꿀†?엜†?뚵?摦?卩木??瑡楬敤???귈?ꚨ맯??䍙꓀ꛦ⁖匠䍈꓀ꛦ?몡띎ꙝ꿀ㄠ噓몡띎ꙝ꿀????〮〲??㈮㈹??ꚨ맯??䍙꓀ꛦ⁖匠䍈꓀ꛦ 몡띎ꙝ꿀㈠噓몡띎ꙝ꿀? ??〮〱??㈮㐰??뗹ꅇꆯ值〮〵ꅁ?ꆯꆯ值〮〱ꅁ?ꆯꆯꆯ值〮〰?ꅁ싹Ꟁ샋ꥷ????????????? 89
?닄꒻뎹?떲뷗뭐ꯘ쒳?†ꖻ뎹ꕄ굮뻣뉺ꭥ굺ꪺ곣ꡳ땯뉻ꅁ녎ꚳ쏶낲덝뭐엧뗽띊셠ꅁꣃꖻ곣ꡳ꒧낲덝뭐곣ꡳꗘꪺ걏ꝟ샲녯맪뗽뭐맯뫞뉺ꑗꪺ띎뉛Ꝁ뮡ꧺꅁ돌ꯡ끷맯뒣ꩀ몡띎떦늤뭐ꯡ쓲곣ꡳ뒣꣑ꯘ쒳ꅃ??닄ꑀ론?끑뷗뭐떲뷗?ꖻ곣ꡳ꒧땯뉻롧뻣뉺꙰ꫭ???꧒ꗜꅁꖻ론녎ꭥ굺ꪺ곣ꡳ떲ꩇ뭐땯뉻뻣뉺ꯡ낵ꑀ뫮Ꙙ꧊ꪺ놴끑ꅁ싇ꕈ셁룑ꓱ룻ꑔ꓀ꛦ?Ꙙ깷䍙ꅂ䍈꓀ꛦꅂ맼꓆ꕼꭈ?압ꯈ몡띎땻ꯗꕈꙘ깷꣢꓀ꛦ⡃?ꅂ䍈?압ꯈ롳꓀ꝏ맯ꩁ냈꒧궫뗸땻ꯗ뭐몡띎땻ꯗ뚡깴뙚꒧뭻ꪾꅁꚹꕾ맯꣢꓀ꛦ압ꯈ걏ꝟꙝ꧊ꝏꅂ꙾쓖ꅂ뇐땻ꯗꅂꚬꑊ떥ꑈꑦ닎군엜뚵ꦹ꣓ꚸ볆꒧꒣Ꙑ꣏궫뗸땻ꯗ뭐몡띎땻ꯗꚳ깴늧ꅁ꿷꓀ꚨꑔ귓뎡꓀뇔굺꙰ꑕꅇ?ꑀ?Ꙣ압ꯈ몡띎ꯗ깴늧ꓱ룻ꓨ궱ꪺ곣ꡳ떲ꩇ??ꑀ⤠꧓꣼꓀ꛦ압ꯈ맯꧳꧓꣼ꭥ?맼꓆ꕼꭈ?뭐꧓꣼ꯡ?Ꙙ깷䍙꓀ꛦ?ꪺꩁ냈ꭾ뷨ꪺ몡띎땻ꯗ뭻ꪾꚳ깴늧ꅃ(ꙝ꿀) ?ꑇ⤠Ꙙ깷꧓꣼꓀ꛦ⡃天뭐ꑀ꿫꓀ꛦ⡃䠩압ꯈ맯ꩁ냈ꭾ뷨ꪺ몡띎땻ꯗ뭻ꪾꚳ깴늧ꅃ(ꙝ꿀) ?ꑇ?압ꯈ듁뇦뭐몡띎ꯗ꒧꿊ꑦꓨ궱ꪺ곣ꡳ떲ꩇ?ꅝꑀꅞ?Ꙙ깷꧓꣼⡃天꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨꒧궫뗸뭐몡띎땻ꯗ뚡(ꙝ꿀)꙳Ꙣꚳ뭻ꪾ깴늧ꅃ?ꅝꑇꅞ?Ꙙ깷ꑀ꿫⡃䠩꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨꒧궫뗸뭐몡띎땻ꯗ뚡(ꙝ꿀)꙳Ꙣꚳ뭻ꪾ깴늧ꅃ??ꑔ?압ꯈꙢꑈꑦ닎군엜뚵ꦹ꣓ꚸ볆ꓨ궱ꪺ곣ꡳ떲ꩇ? 90
?ꑀ⤠Ꙙ깷꧓꣼꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗꓨ궱?ꑈꑦ닎군엜뚵꒤ꅁ꙾쓖꧒녯뭐ꦹ꣓ꚸ볆맯ꩁ냈ꭾ뷨궫뗸땻ꯗ때엣뗛깴늧ꅆ꧊ꝏ뻇뻺맯ꩁ냈ꭾ뷨궫뗸땻ꯗ?꧊ꝏꅇꙝ꿀?ꅂ뻇뻺ꅇꙝ꿀㌩ꚳ엣뗛깴늧ꅃ??ꑇ⤠Ꙙ깷꧓꣼꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨몡띎땻ꯗꓨ궱?ꑈꑦ닎군엜뚵꒤꙾쓖ꅂ뻇뻺ꅂ꧒녯ꦹ꣓ꚸ볆맯ꩁ냈ꭾ뷨몡띎땻ꯗ때엣뗛깴늧ꅆ꧊ꝏ맯ꩁ냈ꭾ뷨몡띎땻ꯗ?ꙝ꿀?ꅁ?ꅁ㌩ꚳ엣뗛깴늧ꅃ??ꑔ⤠Ꙙ깷ꑀ꿫꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗꓨ궱?†ꑈꑦ닎군엜뚵꒤ꅁ꧊ꝏꅂ꙾쓖ꅂ뻇뻺ꅂ꧒녯ꦹ꣓ꚸ볆맯ꩁ냈ꭾ뷨궫뗸땻ꯗ때엣뗛깴늧ꅃ??ꕼ⤠Ꙙ깷ꑀ꿫꓀ꛦ압ꯈ맯ꩁ냈ꭾ뷨몡띎땻ꯗꓨ궱?ꑈꑦ닎군엜뚵꒤ꅁ꙾쓖ꅂ뻇뻺ꅂ꧒녯ꦹ꣓ꚸ볆맯ꩁ냈ꭾ뷨몡띎땻ꯗ때엣뗛깴늧ꅆꕵꚳ꧊ꝏ맯ꩁ냈ꭾ뷨몡띎땻ꯗ?ꙝ꿀?ꅁ㐩ꚳ엣뗛깴늧ꅃ?????????????? 91
?ꫭ‶?ㄠꙕ곣ꡳ엜뚵쏶ꭙ꒧샋ꥷ떲ꩇ?곣††††ꡳ††††낲††††덝††††ꗟ?샋ꥷ떲ꩇ?낲덝1-1ꅇꙘ깷꧓꣼꓀ꛦ압ꯈ맯꧳꧓꣼ꭥꯡ(맼꓆ꕼꭈCY꓀ꛦ)뿄뻷멣Ꙣꩁ냈ꭾ뷨몡띎ꯗꚨꗟ?ꙝ꿀ㄬ?ⰳⰴ??ꪺ뭻ꪾꚳ깴늧ꅃ?낲덝1-2ꅇꙘ깷꧓꣼꓀ꛦ(CY)뭐ꑀ꿫꓀ꛦ(CH)압ꯈꙢꩁ냈ꭾ뷨몡띎ꯗꪺ뭻ꪾꚳ깴늧ꅃꚨꗟ?ꙝ꿀ㄬ㈩??낲덝2-1ꅇꙘ깷꧓꣼꓀ꛦ(CY)ꪺ압ꯈ맯ꩁ냈ꭾ뷨궫뗸땻ꯗ뭐몡띎땻Ꟈ꒧뚡꙳Ꙣꚳ뭻ꪾ깴늧ꅃꚨꗟ?ꙝ꿀ㄬ?ⰳⰴ???낲덝2-2ꅇꙘ깷ꑀ꿫꓀ꛦ(Cꋖ)압ꯈ맯ꩁ냈ꭾ뷨꒧궫뗸땻ꯗ뭐몡띎땻ꯗ꒧뚡꙳Ꙣꚳ뭻ꪾ깴늧ꅃꚨꗟ?ꙝ꿀ㄬ?ⰳⰴ???꧊ꝏꅇꚨꗟ?ꙝ꿀㈩?낲덝3-1ꅇꙘ깷꧓꣼꓀ꛦ압ꯈꑈꑦ닎군엜뚵ꅁ맯ꩁ냈꙾쓖ꅇ꒣ꚨꗟ?ꭾ뷨궫뗸땻ꯗꙢ뭻ꪾꑗꚳ깴늧뻇뻺ꅇꚨꗟ?ꙝ꿀㌩??꧒녯ꅇ꒣ꚨꗟ?ꦹ꣓ꚸ볆ꅇ꒣ꚨꗟ?꧊ꝏꅇꚨꗟ?ꙝ꿀ㄬ㈬???낲덝3-2ꅇꙘ깷꧓꣼꓀ꛦ압ꯈꑈꑦ닎군엜뚵ꅁ맯ꩁ냈꙾쓖ꅇ꒣ꚨꗟ?ꭾ뷨몡띎땻ꯗꙢ뭻ꪾꑗꚳ깴늧뻇뻺ꅇ꒣ꚨꗟ??꧒녯ꅇ꒣ꚨꗟ?ꦹ꣓ꚸ볆ꅇ꒣ꚨꗟ?꧊ꝏꅇ꒣ꚨꗟ?낲덝3-3ꅇꙘ깷ꑀ꿫꓀ꛦ압ꯈꑈꑦ닎군엜뚵ꅁ맯ꩁ냈꙾쓖ꅇ꒣ꚨꗟ?ꭾ뷨궫뗸땻ꯗꙢ뭻ꪾꑗꚳ깴늧뻇뻺ꅇ꒣ꚨꗟ??꧒녯ꅇ꒣ꚨꗟ?ꦹ꣓ꚸ볆ꅇ꒣ꚨꗟ?꧊ꝏꅇꚨꗟ?ꙝ꿀㈬㐩?낲덝3-4ꅇꙘ깷ꑀ꿫꓀ꛦ압ꯈꑈꑦ닎군엜뚵ꅁ맯ꩁ냈꙾쓖ꅇ꒣ꚨꗟ?ꭾ뷨몡띎땻ꯗꙢ뭻ꪾꑗꚳ깴늧뻇뻺ꅇ꒣ꚨꗟ??꧒녯ꅇ꒣ꚨꗟ?ꦹ꣓ꚸ볆ꅇ꒣ꚨꗟ??? 92
닄ꑇ론?뫞뉺띎뉛?ꖻ론ꕄ굮끷맯Ꙙ깷꧓꣼꓀ꛦꅂꑀ꿫꓀ꛦ맼꓆ꕼꭈ압ꯈ몡띎ꯗ맪뗽꓀꩒떲ꩇꅂ압ꯈ듁뇦뭐몡띎ꯗ깴늧꓀꩒떲ꩇꕈꑈꑦ닎군엜뚵맯궫뗸ꅂ몡띎땻ꯗ깴늧Ꙣ뫞뉺ꑗꪺ띎롱ꣃ샀ꕘ맯띾곉ꪺ곛쏶ꯘ쒳ꅁꟆ뇦맯꧳랧걁꧓꣼ꪺ뿄뻷멣압ꯈ몡띎ꯗ뒣ꩀꚳ꧒산ꝕꅁꕈꯘ멣꣤쑶ꪧ쁵뛕ꅁ꿷꓀ꝏ맯ꖻ곣ꡳ떲ꩇ꒧뫞뉺띎뉛꓀굺꙰ꑕꅇ ꑀꅂ압ꯈ몡띎땻ꯗꅁ롧맪뗽꓀꩒ꅁ맯꧳ꩁ냈ꭾ뷨압ꯈ몡띎ꯗꅁ꧓꣼꓀ꛦꕼ뚵ꙝ꿀ꞡ낪꧳맼꓆ꕼꭈꅆꑓ꧓꣼꓀ꛦ압ꯈ몡띎?ꙝ꿀ㄮ㈮ꝙꭏ믙꧊ꭋꝑ꧊ꅁ꒬냊꧊Ꝭꓞ꧊?ꗧꓱꑀ꿫꓀ꛦ낪ꅃ???ꑀ?ꅂ맼꓆ꕼꭈꙢꗁ냪㠴꙾ꖼ삽ꝉꕈꭥꅁ뻖ꚳ쁵ꪺꩁ냈셚껄ꩁ냈ꭾ뷨ꑦ롏ꅁꙝ낪뱨ꑈ귻뭒맺ꓞ땯삽ꝉꙍ뻷꣏ꗸ띾뙈꧳ꑀꑩ뚡꽽썡거뫉ꅁ압ꯈ꧒뿹둪ꪺ걏뫞뉺맯ꩁ냈ꭾ뷨ꭈ뭽ꖹꖹꪺ꧓뿕뭐ꭏ뗽ꅁ뎺덳돌냲ꖻ꙳듚꒧ꙷꗾꅂꭏ믙꧊ꞡꕉ뷑싶꙰ꅁꕛꕈ삽ꝉ듁뚡덹ꚨ압ꯈꓟ뉺꺣띗ꅂꗍ겡뿹뛃끝냈뷕ꯗ꒣ꭋ떥ꓞ끟압ꯈ맯ꕼꭈ랥ꯗ띐ꅁꙝꚹꕩ꿠뱶암ꡃꑀ뚵ꩁ냈ꭾ뷨ꙝ꿀꒧몡띎ꯗꅃ佬楶敲뭻결압ꯈ몡띎걏맯놵꣼ꩁ냈롧엧꒤ꪺ엥돟꧒낵ꪺ뗻믹ꅁ맪믚뛇뮼굴궱ꪺꅵ뿹둪ꅶꩁ냈ꗧ라꣏몡띎ꯗ뮼듮ꅁꙝ결뭐듁뇦ꪺꩁ냈곛뙚ꓓꑪꅃ䵵汬敲녪뷕압ꯈ몡띎ꯗ맯ꗸ띾뙈ꚳ닶ꑪ뱶암ꅆꛓ압ꯈ맯ꗸ띾뙈ꪺ뭻ꪾꗧ라ꑪꑪꪺ뱶암꣤몡띎ꯗꅃ?†??ꅝꑇꅞꅂꕸ왗ꪺ뿄ꖫ돵쑶ꪧꓩ띕뽅꽐ꅁ압ꯈꗧꙝ뿄룪끔꣺녯깥꧶ꅁꑶ띕꣓띕ꚨ보ꅁ냲뱨뿄뻷멣ꕈꦹ꣣ꚳꩁ냈곶ꯟ쑙ꧺꅂꭋꝑ꧊ꅂ쏶써꧊떥압ꯈ몡띎쁵뛕ꑶ꒣볅ꯈꓡ꒧믝ꡄꅃ뿄뻷멣ꪺꩁ냈ꭾ뷨ꅁ낣ꑆ偡牡獵牡浡?떥뻇꧒뒣ꕘꡍꥷꩁ냈ꭾ뷨ꪺ꒭뚵ꙝ꿀ꅇ맪엩꧊ꅂꕩ빡꧊ꅂ삳ꑏꅂꭏ믙꧊Ꙑ뉺ꓟꕈꕾꅁꛦ빐뭐룪끔곬ꪺ쑶ꪧꑏꗧꚨ결뒣ꩀ압ꯈ몡띎ꪺ쏶쇤ꚨꕜꙝ꿀뷑꙰ꅇ?ㄮ뿄늣ꭾ귓ꑈ뉺끝룪끔ꪺ뒣꣑? 93
㈮ꕄ뫞ꑈ귻ꕄ냊꯴던ꅁꕛ녪맯ꕾ꒬냊쏶ꭙ?㌮ꞹ떽ꪺ륱ꑬ룪끔덝돆ꅁ꣏껸뙏뿄?꙰ꭈꗎꕤ?ꅂ륱ꑬ뿄ꅝ꙰䕄?ꅂ뫴룴믈ꛦꅞ떥띾냈ꟳꞹ뻣ꅁ껸뙏ꅂ신녢ꟳꭋꝑꅃ?㐮땯깩띳ꪺ룪끔곬Ꝁ압ꯈ꒧뫞뉺?†?ꯘꗟ압ꯈ룪껆깷?䑡瑡⁂慳??륂ꗎ䍒?압ꯈ쏶ꭙ뫞뉺⡃畳瑯浥爠剥污瑩潮獨楰?䵡湡来浥湴?왛꧀ꅁ뒤ꭥ㈰?ꕈ꒺꒧ꗘ볐ꯈꓡꅁ셁룑꣤믝ꡄꅁ륂ꗎ쁵늧ꪺ떦늤ꕨ몡ꢬꕌ귌ꅃ???ꅝꑔꅞꅂꙘ깷ꑀ꿫⡃䠩꓀ꛦꅁꭙ돐ꗟ꧳ꗁ냪㌵꙾ꅵꛑꛓꑪꅶꪺꙘ깷꓀ꛦꅁ뻖ꚳ늳Ꙩꪺꗸ띾귓ꑈꯈꓡꅁꕂ결ꫀ많?ꭈꗎꙘꝀꫀꅂ륁몮라ꭈꗎ뎡?신꙳듚꓀ꛦꙘ깷맼꓆뾤냟ꑀꕾ뛗ꥷ꓀ꛦꅁ꣣띾냈ꞹ뻣꧊ꕂꛦ귻룻둉녍띾꿀빩꒧쁵뛕ꅃ?†?놩ꕈꅵꛑꅶ꓀ꛦ룻쏸쉜닦꒽샧ꛦ깷ꭏꙵꅂ덑냊꒧뽮닟ꅁꅵꑪꅶ꓀ꛦ꒣꧶?궲결뮴송땵ꑰꅂ왆겡뻷냊ꪺꩁ냈뱵꧊ꅃ?ꛜ꧳꧓꣼⡃天꓀ꛦꅁꭙꙘ깷꧳ꗁ냪㠴꙾랧걁꧓꣼맼꓆ꕼꭈ?ꫀꅁ쓝꒣Ꙑ뻷멣떲Ꙙꅵꑰꅶꛓꅵ꙾뮴ꅶꪺ꓀ꛦꅁ꣤ꩁ냈ꭾ뷨꿠샲압ꯈ뭻Ꙑꅁ몡띎ꯗ낪돌궫굮ꚳꑔ귓귬ꙝꅇ??ㄮ닄ꑀ뵵ꩁ냈귻ꑵꑪ뎡꓀결귬맼꓆ꕼꭈꑈ귻ꅁꙨ결맼꓆ꖫꖻꙡꑈꅁ룻셁룑ꖫꗁ꒧믝ꡄ뭐압ꯈꓟ뉺ꣃꙕꛛ뻖ꚳ걙껖ꓟꯈꓡ결ꕌ귌Ꝁ꽓ꝏꪺꩁ냈ꅆ귻ꑵ귓엩귬ꩁ냈맼꓆ꕼꭈꗁ샧ꗸ띾곶ꯟ쑙ꧺꅁꩁ녱꧊낪ꕂ뒿롧뻺삽ꝉꙍ뻷ꅁ뱾녷띎쏑낪ꅁꕛꕈ뫞뉺ꑈ귻빁럭ꪺ믢뻉ꅂ뽅쁹ꯡ돵덗릺꡴닎ꓤ뒩ꅁ걇꿠뽅땯ꕘ쁵ꪺꩁ냈셚껄ꅃ?㈮뫞뉺싇ꗑ뭹ꢥꅂꢭ엩ꑏꛦꅁ뻰ꗟꅵ압ꯈ뻉Ꙗꩁ냈ꅶꪺꗸ띾ꓥ꓆ꅁꣃꕈꅵꑰ꓀ꛦꅶꛛ굮ꡄꩁ냈껄뉶뱵꧊ꅁ꣢ꗴ롧뉺굱ꥷꚳ압ꯈ몡띎뒣ꩀ떦늤ꗘ††††††볐?룔ꖻ곣ꡳ닄ꑔ뎹닄ꑔ론?ꣃꕉ뷑냵ꛦꅁ샲교압ꯈ몡띎쁵셚껄ꅃ? 94
㌮떲Ꙙ덑꧓꣼뻷멣꒧쁵뛕?꙰ꩁ냈껄뉶ꅂꭋꝑ꧊ꅂ쏶써꧊?꧓꣼뻷멣꒧껖ꓟ꿠ꑏ?꙰녍띾꿀빩ꅂꙷꗾ꧊ꅂꭏ믙꧊ꅂ룪끔곬ꞹ떽?ꅆ?ꕛꕈꕄ뫞꿠ꗎꓟ셁룑꓀ꛦ압ꯈꪺ꽓꧊ꅁꣃꕄ냊ꕾ던ꕛ녪꒬냊꧊ꅁꛓ꿠돐덹압ꯈ몡띎꒧뫮껄ꅃ??ꑇꅂ압ꯈ듁뇦뭐몡띎깴늧?꿊ꑦ?ꓨ궱?꒣뷗꧓꣼ꅝ䍙ꅁꕼꭈꅞ꓀ꛦꑀ꿫⡃䠩꓀ꛦ압ꯈꅁ맯꧳ꩁ냈ꭾ뷨ꪺ궫뗸땻ꯗ뭐몡띎땻ꯗꞡꚳ꿊ꑦ깴늧꧊꙳Ꙣꅁꛓꕂꡃꑀ뚵몡띎ꯗ곒ꝃ꧳궫뗸땻ꯗꅁꢬꢣ압ꯈꪺ듁뇦낪꧳맪믚뛇뮼ꩁ냈ꪺ몡띎ꯗꅁꚹ결做?ꩁ냈ꭾ뷨볒ꚡ꿊ꑦ꒭꒧꙳Ꙣꅁꫭꗜ꣢꓀ꛦ맯ꩁ냈ꭾ뷨꒴삳꯹쓲떽ꕈ뒣ꩀ압ꯈ몡띎ꯗꅃ?ꕸ왗ꪺ껸뙏ꅁꙢ뿄ꛛꗑꅂ뙽꧱ꅁ쑶ꪧ엜Ꙩꪺ샴맒ꑕꅁ맯꧳믈ꛦꩁ?냈ꭾ뷨ꪺ굮ꡄꑶ띕꣓띕걄귧ꅁꑅꑑ꙾ꕎ꒤듁ꪺ돁쇭뷕걤엣ꗜꅁꕸ왗껸뙏라ꙝ결뇸ꗳ룻ꙮꅂꩁ냈룻꣎ꟳꓨꭋ떥귬ꙝꅁ신뒫믈ꛦꅃꛜꑅꑑ꙾ꕎꖽ듁ꅁ덜ꙨꑈꙐ껉꣏ꗎꙨ깡믈ꛦꅁꕈ뵔ꭏꛛꑶꙢꡃ귓늣ꭾ뎣녯꣬돌꣎뇸ꗳꅁ㔰?ꕈꑗꪺꯈꓡ꣏ꗎꭈꗎꕤꅂꡔꢮ뙕듚ꅂ꧐ꯎꧨꧣ뙕듚ꅁ뎣꒣쓝꧳ꕄ굮ꦹ꣓믈ꛦ맯믈ꛦꅁꦾ룛ꯗꑷ뾺땍때꙳ꅁꕵꚳ꒣꣬㔥ꪺꯈꓡꫭꗜꅁ라ꙝ귓ꑈ쏶ꭙ듁ꦹ꣓ꪺ뉺ꗑꅁ뿯뻜걙ꑀ깡ꥷ믈ꛦ?골뒵슧ꅂ군뢪ꗍⰱ㤹㤩ꅁꕛꕈ뿄룪끔덺ꧺ꓆ꅁ압ꯈ맯ꩁ냈ꭾ뷨듁뇦낪ꅁ뿄뻷멣압ꯈ몡띎롧샧띕셽ꢯꅃ??ꑔꅂꑈꑦ닎군엜뚵ꓨ궱?Ꙙ깷꧓꣼꓀ꛦꅁꙢ압ꯈ맯ꩁ냈ꭾ뷨ꪺ궫뗸땻ꯗꓨ궱ꅁꡫ꧊맯궫뗸땻?ꯗꙝ꿀?ꅝ꒬냊꧊Ꝭꓞ꧊ꅞꓱꑫ꧊낪ꅆ뇐땻ꯗ띕낪ꅁ맯ꩁ냈ꭾ뷨궫뗸땻ꯗꙝ꿀㌨ꖿ뵔꧊ꙡꝑ꧊?띕낪ꅁꙢꩁ냈ꭾ뷨몡띎땻ꯗꙝ꿀?ꅂ?ꅂ?ꞡꓱꑫ꧊낪ꅁ엣ꢣꑫ꧊압ꯈ맯꧳䍙꓀ꛦꑪ뎡꓀꒧ꩁ냈ꭾ뷨룻ꡫ꧊꒣몡띎ꅃꛜ꧳Ꙙ깷ꑀ꿫꓀ꛦꅁꑈꑦ닎군엜뚵Ꙣꩁ냈ꭾ뷨ꙕ뚵궫뗸땻ꯗꙝ꿀ꅁꞡ때엣뗛깴늧ꅁ몡띎땻ꯗꙝ꿀?ꅂ?ꅁꡫ꧊ꗧꓱꑫ꧊낪ꅃ?ꅝꑀꅞꅂ믈ꛦꑗ꒧압ꯈꑫ꧊꧒ꕥꓱ뉶ꚳ낪쇍뛕ꅁꖻ곣ꡳ꣢뫘냝ꣷꙢ꧊ꝏ닎 95
군엜뚵ꑫ꧊ꞡ㘰?ꕈꑗꅆꗸ띾ꓡꕎꫭ꣬믈ꛦ겢꒽ꪺ끝냈ꅂꛦ걆ꑈ귻ꗧꑪꙨ결ꑫ꧊ꅁ꒣뷗꧓꣼ꑀ꿫꓀ꛦꪺꑫ꧊압ꯈ몡띎땻ꯗꞡ룻ꡫ꧊ꝃꅁꑫ꧊압ꯈ롳꒧몡띎ꯗ뒣결뿄뻷멣랥믝쏶꓁ꪺ쒳썄ꅃ?ꅝꑇꅞꅂ꧓꣼꓀ꛦ꒧압ꯈ롳ꅁꑪ뎣꡴ꩵ얧냲뱨뿄꒧ꯈꓡꅁ꣤ꑈꑦ닎군꽓뱸ꅁꑀ꿫꣓솿ꅁ뻇뻺ꓱꑀ꿫꓀ꛦ땹ꝃꅂ꙾쓖룻낪ꚬꑊ룻꣎ꅁꙢ뒣ꩀ몡띎ꯗꓨ궱ꅁ삳ꓱꑀ꿫꓀ꛦ압ꯈꚳ룻ꑪ뚡ꅃ?ꅝꑔꅞꅂ꧓꣼꓀ꛦ꒧압ꯈꅁꑪ뎣롧뻺삽ꝉꙍ뻷ꅁ맪쏒꓀꩒맯ꙷꗾ꧊ꭏ믙꧊궫뗸꒧땻ꯗꅁ뭐ꑀ꿫꓀ꛦꣃ때꽓ꝏ깴늧ꅁꢬꢣꕸ왗ꡃꚸ뿄뻷멣삽ꝉꙍ뻷ꅁ돌ꯡꞡꗑ걆ꦲꚬ걂떽ꯡꪺꯡ뿲꽧ꅁ압ꯈꕩ꿠꒣라ꗎꓟ뿯뻜롧샧뽷맪ꪺ믈ꛦꦹ꣓ꅁꚹꢬ결ꕸ왗뿄럭ꞽ냑ꛒꅃ ??? 96
닄ꑔ론††?ꯘ쒳?ꖻ론ꭙ껚뻚맪쏒꓀꩒떲ꩇꙢ뫞뉺ꑗꪺ띎롱ꅁ샀ꕘ맯맪냈곉ꪺ곛쏶ꯘ쒳ꅁ귚꣑띾뒣ꩀ압ꯈ몡띎떦늤꒧냑ꛒꅁꕈꑕ걏ꖻ곣ꡳ맯맪냈곉ꪺꯘ쒳ꅇ ꑀꅂꕛ녪꒺뎡뫞뉺ꅁꢾꓮ맺껗땯ꗍꅁꯘꗟꙮꪺꗸ띾뙈ꅃ 뿄뻷멣ꖲ뚷ꚳꑀ깍쑙싔ꪺ꒺뎡놱뫞꣮ꯗꣃꩠ띎낪뱨뫞뉺꒧ꭾ껦뭐뻞ꙵ냝썄ꅁ뒣꣑ꑀ귓꣣ꚳꙷꗾꅂꭏ믙ꪺ샴맒꣏압ꯈ꧱ꓟꅁꭙ뿄뻷멣압ꯈ롧샧ꪺ냲ꖻ뷒썄ꅃ ꑇꅂ?쁈껉뷕뻣압ꯈ몡띎롧샧떦늤ꅁꕈꙝ삳압ꯈ믝ꡄꕈ쑶ꪧ샴맒꒧엜빅ꅃ ꑔꅂ?뫞뉺삳ꕈ뭹ꢥꣃꢭ엩ꑏꛦ뽅쁹뎡쓝ꅁꯘꗟꅵꓟ쎴압ꯈꅂꕈꯈ결둌ꅶꪺꗸ띾ꓥ꓆ꅃ ꕼꅂ?릪쁹ꗾ귻냑뭐ꪺ뻣엩ꩁ냈볒ꚡꅃ ꒭ꅂ?ꭏ꯹뮴송땵ꑰꅂ왆겡뻷냊ꪺ압ꯈꩁ냈뱵꧊뭐껄뉶ꅆ꒺ꅂꕾ뎡샴맒엜꓆굱ꥷ압ꯈ몡띎뒣ꩀ떦늤ꗘ볐ꅁꣃ뵔맪냵ꛦꅃ ꒻ꅂ?뫞뉺뚷ꕒ꓀셁룑덑꧓꣼ꛦ귬ꚳ쁵뛕ꖻꛦ꿠뒣ꩀ압ꯈ몡띎ꯗ꒧껖ꓟ꿠ꑏꅁ떲Ꙙ륂ꗎꅁ땯뒧꒬룉껄꿠ꅁ돐덹압ꯈ몡띎ꪺꅵ뫮껄ꅶꅃ ꑃꅂ?궱맯쑶ꪧ뽅꽐ꪺ샴맒뭐ꦾ룛ꯗꝃꪺ압ꯈꅁ믈ꛦꩁ냈띾결뒣낪압ꯈ몡띎ꯗꦾ룛ꯗꅁ닄ꑀ뵵ꑈ귻뛇뮼ꪺꩁ냈ꓴ럇ꑷꭄ돦꿂몡ꢬ압ꯈ믝ꡄ꒧GSꅝGood Serviceꅇꙮꪺꩁ냈ꅞ꧒꿠샲녯뽗꽓ꅝUniqueꅞ쁵뛕ꅁꛓ삳듂뗛POSꅝPositively Outrageous Serviceꅇ떴맯엽압ꯈ띎띑꒣꣬ꪺꩁ냈ꅞꅁꝖꑏ뉠ꯤ꙰꛳둍ꡄ깴늧꓆ꪺ쑶ꪧꝑ냲ꅁꕈ돐덹뙗륌압ꯈ륷듁꒧몡띎ꅁ꣏쑶ꪧ쏸ꕈ볒ꗩꅃ ꑋꅂ?뿄뻷멣삳끷맯ꑫ꧊띖녋ꅂ띐꧊걄귧ꓟ뉺ꅁꝀ룻쏶써꧊ꪺꛦ빐압ꯈ몡띎뒣ꩀ떦늤ꅁ륷듁ꕩ샲교띎띑꒣꣬ꪺ껄꽱ꅃ 97
닄ꕼ론 곣ꡳ궭꣮ ꖻ곣ꡳ꒧곣ꡳ궭꣮꙰ꑕꅇ ꑀꅂꖻ곣ꡳ꒧궫굮곣ꡳ엜뚵ꩁ냈ꭾ뷨ꅁ압ꯈ몡띎떥ꅁ곒쓝꧳멁ꯗ꧊ꪺ뿅뙱ꅁꑪ뎡ꗷ냲꧳뛱뱧냝ꣷꕄ왛뭻ꪾꅁ꧒뭠뚰룪껆뉠꣼뛱떪꒧냊뻷ꅂ듁뇦ꅂ셻돵놡맒떥ꓟ뉺ꙝ꿀뱶암ꅃ ꑇꅂꖻ곣ꡳꙝ꣼ꑈꑏꅂꪫꑏ껉뚡ꑗꪺ궭꣮ꅁꙢ냝ꣷ뙬녈뎡꓀ꅁꙝ결ꭄꡃꚸꞡ뿋ꛛ꣬돵땯끥냝ꣷꅁ걏ꝟꗑ압ꯈ뿋ꛛ뛱뱧ꗑꕌꑈꕎ떪ꅁ걏ꚹ곣ꡳ때ꩫ놱꣮ꪺꅁ샧띾왕럭돵뛱뭳쏸ꝋꙝ뮰껉뚡꣤ꕌꑈ결ꙝ꿀ꅁ교ꕞꚣꝀ떪ꅁ꒣뒱맯굴궱냝썄ꪽ놵Ꝁ떪ꅁꕩ꿠뱶쉑꣬냝썄ꪺ꽵맪꧊ꅃ ꑔꅂꧢ볋ꓨꩫ뇄꣺ꭋꝑꧢ볋ꅁ쏸ꝋꚳ땯떹룻보노룻녠꯴던꒧꣓ꦹ압ꯈꅁ꣤맯몡띎ꯗ뭻ꪾꕩ꿠룻결ꖿ궱ꅃ ꕼꅂꖻ곣ꡳ뛈맯맼꓆ꖫꙘꝀ깷ꑇ깡꓀ꛦ(ꑀ깡ꭙ랧걁꧓꣼꓀ꛦꅁꕴꑀ깡결ꑀ꿫꓀ꛦ)압ꯈꝀ뷕걤곣ꡳꅁ꧳뇀뷗맼꓆ꖫꙡ냏ꕈꕾ꣤ꕌ믈ꛦ압ꯈ뭻ꪾꅁꚨ굙ꑺ궭꣮ꅃ ꒭ꅂ맯꧳ꭥ맼꓆ꕼꭈ압ꯈ몡띎ꯗ뷕걤ꅁꙝ륪꒻꙾빬ꅁ압ꯈꙝ껉엜꓆끏뻐볒뵫ꅁꕩ꿠뭐맪믚ꪾ쒱ꚳ룻ꑪ뭾깴ꅃ 98
닄꒭론ꯡ쓲곣ꡳꪺꯘ쒳 ꖻ곣ꡳ꣼껉뚡ꅂ뵤쎥떥꣤ꕌ뇸ꗳ꒧궭꣮ꅁꙝꚹ떲Ꙙ곣ꡳ떲ꩇ뭐ꓟ녯맯ꯡ쓲곣ꡳ뒣ꕘꯘ쒳ꅁꕈ듁뇦녎꣓맯ꚹꑀ뵤쎥ꯘꗟꕘ룻ꞹ뻣꒧뉺뷗뻚ꅃ ꖻ곣ꡳ맯ꯡ쓲곣ꡳ뒣ꕘꯘ쒳ꅇ ꑀꅂꖻ곣ꡳꕈꙘ깷랧걁꧓꣼꓀ꛦ뭐ꑀ꿫꓀ꛦ결굉뒺ꅁ놴끑꧓꣼ꭥꯡ꓀ꛦ압ꯈꑀ꿫꓀ꛦ압ꯈ몡띎ꯗ꒧깴늧ꅁꯡ쓲곣ꡳꕩ끷맯꒣Ꙑ뿄뻷멣꧓꣼꓀ꛦ뙩ꛦ곛쏶ꪺ곣ꡳꅃ ꑇꅂꖻ곣ꡳꕈ뻮쉟궱곣ꡳꙘ깷꧓꣼꓀ꛦꅂꕼꭈ뭐ꑀ꿫꓀ꛦꪺ압ꯈ몡띎ꯗ뭻ꪾ놡ꅁꯡ쓲곣ꡳꕩ끷맯랧걁꧓꣼꓀ꛦꪺ셡쉟궱Ꝁ꧓꣼ꭥꯡ꒧ꓱ룻ꅁ끬시꧓꣼ꯡ몡띎ꯗꙢ껉뚡ꑗꪺ엜꓆ꅃ ꑔꅂꖻ곣ꡳ뛈맯做?ꩁ냈ꭾ뷨볒ꚡ꿊ꑦ꒭ꅇ껸뙏듁뇦뭐ꪾ쒱ꩁ냈꒧꿊ꑦꝀ냝ꣷ뷕걤곣ꡳꅁꯡ쓲곣ꡳꕩ끷맯꧓꣼꓀ꛦ뫞뉺ꅂ귻ꑵꝀ듁뇦뭐ꪾ쒱ꩁ냈꿊ꑦ꒧곣ꡳꕈ셁룑뫞뉺ꅁ귻ꑵ뭐껸뙏꒧뭻ꪾ깴늧ꅁ귚Ꝁ압ꯈ몡띎뒣ꩀ떦늤꒧냑ꛒꅃ??ꕼꅂꖻ곣ꡳ맯압ꯈ몡띎꒧뗻뙱ꅁꭝ궭꧳ꩁ냈ꭾ뷨ꑈꑦ닎군ꙝ꿀맯압ꯈ몡띎꒧놴끑ꅁꯡ쓲곣ꡳꕩ뉠ꑊꙁ놴끑꣤ꕌ뱶암압ꯈ몡띎꒧엣뗛ꙝ꿀ꣃꝀꟳ뫫뵔ꪺ뗻뙱ꅃ? 99
냑ꛒꓥ쑭 ꑀꅂ꒤ꓥ뎡ꗷ 1.ꓽ맅쑒ꅵ뿄뻷멣Ꙙ꣖ꩫ뗻꩒ꅶꅁ꒵ꓩꙘ깷317듁ꅁ닄89-90궶(2001)ꅃ 2.ꓽ맅쑒뎢러ꅵ냪맯냝썄뿄뻷멣꒧뭻ꥷ멛ꖻꚸ믈ꛦꩫ띳뱗맯냝썄뿄뻷멣ꙍ뻷덂뉺덗ꥷ랧굺ꅶꅁ꙳듚ꭏ쁉룪끔ꥵꕚ닄ꑑꕼꣷ닄ꑇ듁ꅁ닄109-123궶(2001)ꅃ 3.ꛣ꺦.ꕶ녋뒵뗛,뎢꣘뚲쒶ꅵ엩뙋압ꯈꓟꅶꕸꕟꖫ:냓ꗼꓥ꓆()꒽ꕱ(2001)ꅁIan Smith (1997),”Meeting Customer Needs” 2nd Editionꅃ 4.Ꟶ뛸ꢺꢩ럧뗛ꅁꓨ뗘꺦쒶ꅁꅵ놴꿁ꩁ냈왆믮ꅶꅁ낪쑟냪믚ꚳ궭꒽ꕱ(2000)꙾ꫬꪩꅁ쒶ꛛ. Leonard (1999) “Discovering the Soul of Service :the nine drivers of sustainable business success”ꅃ 5.골뒵슧ꅂ군뢪ꗍ뗛ꅁꡌꗲ쒶ꅁꅵ걷믈ꛦ띳ꕀ곶ꅶꅁ껉돸ꓥ꓆ꕘꪩ()꒽ꕱ(1999)ꅃ 6.ꥐ곮몡ꅂꓽ꣘ꓥ,ꅵ뿄뻷멣Ꙙ꣖꒧셚껄--귓껗꓀꩒ꅶꅁ늣띾뿄닄104듁닄42~54궶(1999)ꅃ 7.몸ꖬ뗜꽓ꅂ룢Ꝋ뗛ꅁ녌쓋뗫쒶ꅁꅵꩁ냈뫞뉺ꅶꅁꩥ롧샧쉏껑ꅁ(1994).ꫬꪩꅁ쒶ꛛKarl Albrecht and Ron Zemke (1985) “Service America!”ꅃ 8.닸싹돟ꅂꝤ뱹맘ꅁꅵꕸ왗ꙡ냏냓띾믈ꛦꩁ냈ꭾ뷨꒧놴끑ꅶꅁꚨꕜꑪ뻇떥ꕄ뿬닄1.ꕼꦡ꣢ꦤ꒤뗘ꓥ꓆뭐롧샧뻇덎곣끑라뷗ꓥ뚰닄ꑀꕕꅁ닄11B-1ꇣ11B-8궶(2000)ꅃ 100
9.뎢ꯤ뗓ꅁꅵ귻ꑵ몡띎ꯗꅂ압ꯈꦾ룛ꯗ뭐꒽ꕱ샲ꝑ꧊쏶ꭙ꒧맪뗽곣ꡳ—ꕈꕸ왗꒧냓띾믈ꛦ결꣒ꅶꅁꦰꑪ뻇뫞뉺뻇끼곣ꡳ꧒뫓ꑨ뷗ꓥ(2000)ꅃ 10.뎯쒣굚ꅁꅵꩁ냈ꭾ뷨뫞뉺ꓢꕕꅶꅁꫬꪩꅁ뮷걹ꕘꪩ띾()꒽ꕱ(1997)ꅃ 11.뎯깰뷷ꅁꅵ믈ꛦ삽ꝉ뭐꙳듚ꭏ쁉—ꕈꕸ왗냲뱨뿄뻷멣결꣒ꅶꅁ냪ꗟ뉍뗘ꑪ10뻇롧샙꧒뫓ꑨ뷗ꓥ(1998)ꅃ 12.뎢럓멡ꅁꅵ뿄뻷멣Ꙙ꣖꒧ꛒ뱻ꙝ꿀꣤맯뙈꒧뿯뻜ꅶꅁ뿄끝냈ꥵꕚ닄꒭듁ꅃ닄1-11궶(2000) 13.뛀띳ꅁꅵꙍ뻷뫞뉺꒧곣ꡳ—녱닕슴뱨궱꣓놴끑ꅶꅁ냪ꗟ걆ꩶꑪ뻇꒽Ꙁꛦ걆10.곣ꡳ꧒뫓ꑨ뷗ꓥ(1992)ꅃ 14.뛀ꯘ믊ꅁꅵ녱과냪뿄ꙍ뻷덂뉺롧엧뷍냪륁라ꭈꗎ뎡궲놹걉ꅶ꙳듚ꭏ쁉10.룪끔ꥵꕚ닄ꑑꕼꣷ닄ꑀ듁ꅁ닄150-166궶(2000) 15.램ꥶꧺꅵ녱ꗾꓨꛬꭾ뷨뫞꣮ꪺꢤꯗ곝믈ꛦ띾ꪺ압ꯈ몡띎ꯗ롧샧ꅶꅁ뿄뫞뉺맪냈뭐귓껗ꅁ띳뎰껑ꞽ()꒽ꕱꅁ닄2-36궶(1998) 16.럅ꕀ꒯ꅁꅵ럅ꕀ꒯왛쉉 띳롧샙ꅂ띳ꑵꝀꅂ띳끝둉ꅶꅁ닄ꑀꪩꅁꓑꑕꓥ꓆껑Ꝼ(2001)ꅃ 17.뷃뚧ꅁꅵꩁ냈쑶ꪧ쁵뛕ꅁ놴꿁ꗃ쓲롧뫞ꪺ뛸꾵ꅶꅁꫬꪩꅁꕸꕟꖫ:냓ꗼꓥ꓆1. ()꒽ꕱ(2001꙾)ꅃ 18.ꑵ냓껉돸ꅁꅵ뗻꛴냝썄뿄뻷멣맪믚솫띬ꅁ돌듆ꓢꅶꅁꗁ냪90꙾8ꓫ10ꓩ. 101
닄ꑇꪩꅃ 19.ꕸ왗곙걆ꦲ꒽돸ꅁꗁ냪85꙾까꙲닄ꑑꕼ듁ꅁ 닄7-24궶ꅃ(1996) 20.ꙘꝀ깷믈ꛦ샧띾돸ꝩ껑ꅁꗁ냪88꙾ꑕꕢ꙾89꙾ꯗꅃ(2000) 21.뿄Ꙙ꣖ꙝ삳ꓢꕕ믈ꛦ귻ꑵ라ꗾ냪셰Ꙙ라ꕘꪩꅁ닄9-10궶(2000)ꅃ 22.맼꓆믈ꛦ꙾돸ꅁꗁ냪89꙾1ꓫ1ꓩꛜ89꙾12ꓫ31ꓩ(2000) (ꅝꅞ 23.냓띾뙧ꕚꅵ2000꙾믈ꛦꩁ냈ꭾ뷨ꑪ뷕걤ꅶꅁ닄106듁ꅃ(2000) 102
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, A., Zeithaml, Valerie A. and Berry., SERVQUAL: A 13. Multiple-Item Scale for Measuring .Perceptions of Servive Quality” Journal of Retailing, Spring, 1988, -37ꅃ , A., Zeithaml Valerie A. and Berry, Leanard L., 13“Delivering Quality Service”, New York; Macmillan lnc, 1990 ꅃ , . and . Olson, “Consumer Behavior and Marketing ” ,Irwin, IL; Homewood Company,1990ꅃ , D., Patton, G., and Riggs, J “Corporate Turnaround Strategy: Study of Profit Decline and Recovery”, Journal of General 3 (Spring 1976):3-11 , ., “Consumer Behavior: Buying, Having and Being” 13Boston; Allyn and Bacon,1991ꅃ , “After the sale is Over.” Harvard Business Review, Sep-Oct , -93 , ., . Cadotte, and . Jenkins(1983), “Modeling Satisfaction Process Using Experience-Based ” ,1Journal of Marketing Research, . August 1983, -304ꅃ ꑔꅂ륱ꑬꓥ쑭뎡ꗷ 1.끝걆뎡뿄ꞽꅵ뿄뻷멣Ꙙ꣖ꩫꅶ,http// 105
Ꝁ 슲 ꒶ ꥭꙗ : 뎯ꮵ럕 쑹덥 : ꕸ왗곙 뾤 뻇뻺 : 듂뚧곬ꑪ뻇ꗸ띾뫞뉺곣ꡳ꧒뫓ꑨ꽚늦띾(ꗁ냪91꙾) 뮲꒯ꑪ뻇롧샙꡴늦띾(ꗁ냪60꙾) 곙ꗟꕸ꒤ꑀ꒤늦띾(ꗁ냪56꙾) 롧뻺 : 뻋Ꝍ212샧닄ꑀ덳뇆 ꙘꝀ깷뿫귻ꅂ믢닕ꅂ솸뉺ꅂ냆뉺ꅂ롧뉺 ꒽겣과냪꿃곹뗘믈ꛦ (Chemical Bank) 곣닟 뻇덎녍 : 뿄뫞뉺ꅂꩁ냈뫞뉺ꅂ믈ꛦꛦ빐뫞뉺 곣ꡳ땯ꫭ : 램뒼뙗ꅂ뎯ꮵ럕(2002)ꇐꅵ랧걁꧓꣼뿄뻷멣압ꯈ몡띎ꯗ뒣ꩀ떦늤꒧곣ꡳꅶꇐꕈꙘ깷꓀ꛦ결꣒뫓ꑨ뷗ꓥꅁ듂뚧곬ꑪ뻇ꗸ띾뫞뉺곣ꡳ꧒ꅃ 엇컫꒸ꅂ뎯ꮵ럕ꅂ쎹땡(2000)ꇐꅵ룳냪ꗸ띾Ꙣ꒤냪ꑪ뎰ꚨꕜꪺ꣥뵤꓀꩒ꅶꅁ닄ꕼꦡ꣢ꦤ꒤뗘ꓥ꓆뭐롧샧뻇덎곣끑라뷗ꓥꅁ냪ꗟꚨꕜꑪ뻇ꗸ띾뫞뉺꡴ꅃ
압?ꯈ?몡?띎?ꯗ?냝?ꣷ 뿋띒ꪺꗽꗍꅂꑰꥪ녺ꙮꅇ ꓩ듁ꅇ90꙾12ꓫ†덯걏ꑀꗷ쏶꧳믈ꛦ압ꯈ몡띎ꯗꪺ곣ꡳ냝ꣷꅁꗘꪺꙢ놴끑ꙘꝀ깷믈ꛦ랧걁꧓꣼꓀ꛦ뭐ꑀ꿫꓀ꛦ압ꯈ맯ꙕ뚵ꩁ냈ꭾ뷨ꪺ궫뗸땻ꯗ몡띎놡ꅁꕈꝀ결압ꯈ몡띎ꯗ뒣ꩀ떦늤꒧냑ꛒꅁ끊ꓟ듁곟녺Ꙣꛊꚣ꒤벷ꕘ껉뚡꣓Ꙟ떪ꅃ냝ꣷꪺ떪껗뛈ꕎꫭ녺귓ꑈꪺ곝ꩫꅁ때쏶맯뿹ꅁ뷐녺ꪺ맪믚띐꣼Ꝁ떪ꅁ귓ꑈ꒧룪껆녎떴맯ꭏ녋ꅁ띱뷐ꙷꓟ뛱뱧(뷐ꕈꖴꆩꎾꆪꓨꚡ꓄뿯)ꅃ 띱꾬 ꢭ엩낷녤 듂뚧곬ꑪ뻇ꗸ띾뫞뉺곣ꡳ꧒ 롕꙰띎 뻉뇐뇂ꅇ램뒼뙗돕ꑨ 곣ꡳꗍꅇ뎯ꮵ럕 띱ꑗ ††††††††††††? ††††††††? ††††††† (1)녺맯ꑕꙃ냝썄 (2)녺맯ꙘꝀ깷ꖻ ꪺ궫뗸땻ꯗ결꛳ ꓀ꛦꪺ몡띎땻ꯗ결꛳ ꭄ ꭄ †닄ꑀ뎡꓀†††††††††?? ꭄ††녠? ?ꭄ ?? 녠†††††††††††††††† †††? 녠†꒣꒣? 녠†꒣꒣? ††††††† †††? 궫궫뒶궫궫? 몡몡뒶몡몡? †††? †† †††? 뗸뗸덱뗸뗸? 띎띎덱띎띎? ꊰ.뱳ꝩ땐ꅂ꒺뎡룋뽘쉤ꕸ덝군뉻ꕎ꓆ꕂꝬꓞꑈꅋꅋ? c c c c c ? ? c c c c c ꊱ.ꙡ쉉빁꒤ꅂ낱ꢮꓨꭋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ c c c c c ? ? c c c c c ꊲ.믈ꛦ슾귻ꪺ믶깥슧뮪땻ꯗꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ? c c c c c ? ? c c c c c ꊳ.믈ꛦ룪껆Ꝁ띾ꩁ냈ꖿ뵔때뭾ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c ꊴ.믈ꛦ라ꕄ냊꯴던압ꯈꅁ뭻쏑ꯈꓡꣃ뭐압ꯈꯘꗟ듁 ꙮ쏶ꭙꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c ꊵ.믈ꛦꙢ뱳ꝩꕾ냈꯴던겡냊꒤꧒Ꝁꪺ꧓뿕Ꙣ맪믚꧒뒣 ꣑ꪺꩁ냈꿠ꝉ뉻ꪺ땻ꯗꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ c c c c c ?? c c c c c ꊶ.압ꯈ땯ꗍꝸ쏸껉ꅁ믈ꛦ쑀띎ꣳꝕ땻ꯗꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c ?ꊷ.믈ꛦ맯꧳압ꯈ굮ꡄ걏ꝟꢳ덴Ꙟ삳ꅋꅋꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c ꊸ.믈ꛦꪺꝀ띾덴ꯗ엽압ꯈ떥귔껉뚡ꅋꅋꅋꅋꅋꅋꅋꅋ ? c c c c c ?? c c c c c ꊰꊯ.믈ꛦ꿠ꭏ믙ꯈꓡ꙳듚꣤ꕌ끝늣ꪺꙷꗾꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c ꊰꊰ.믈ꛦꭈ앁ꙮꅂ믈ꛦꛦ귻꣣ꚳ녍띾ꪾ쏑ꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c ꊰꊱ.믈ꛦ꧒뒣꣑뿄ꩁ냈띾냈ꪺꞹ뻣땻ꯗꅋꅋꅋꅋꅋꅋ c c c c c ?? c c c c c ꊰꊲ.믈ꛦ신녢ꓨꭋꪺ땻ꯗ(ꕝ걁륱룜뭹궵ꅂ뿄ꕤ신녢떥)? c c c c c ?? c c c c c ꊰꊳ.믈ꛦꪺꗓ뷐ꓢ쓲ꙕ뚵띾냈ꓢ쓲걏ꝟ슲ꭋꅋꅋꅋꅋꅋ c c c c c ?? c c c c c ꊰꊴ.믈ꛦꝑ뉶ꓴ럇Ꙙ뉺땻ꯗ(ꕝ걁뙕듚ꅂꕾ뛗꙳듚ꅂꥷ꙳ 겡쁸)ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ c c c c c ?? c c c c c ꊰꊵ.믈ꛦ결뇀깩띾냈ꅁ라쏘끥슧ꭾꅁꕈꙞ압ꯈ ꅋꅋꅋ c c c c c ?? c c c c c 닄ꑇ뎡꓀ 뷐뇐녺귓ꑈꪺ냲ꖻ룪껆ꅁ꿂Ꝁ닎군꓀꩒꒧ꗎꅁ띱뷐ꙷꓟꝀ떪ꅃ ꊰ.꧊ꝏꅇ?c ꡫ?c ꑫ ꊱ.꙾쓖ꅇ?c 30랳ꕈꑕ?c 31~40랳?c 41~50랳?c 51~60랳?c 60랳ꕈꑗ ꊲ.뇐땻ꯗꅇ c 냪(ꫬ)꒤ꕈꑕ?c 낪꒤ꅂ낪슾?c 녍곬 c ꑪ뻇 c 곣ꡳ꧒ꕈꑗ ꊳ.ꡃꓫꖭꞡꚬꑊꅇ c 3롕꒸ꕈꑕ?c 3~5롕꒸?c 5~7롕꒸ c 7~10롕꒸ c 10롕꒸ꕈꑗ ꊴ.ꗘꭥꖭꞡꡃꓫ뭐ꖻ꓀ꛦꦹ꣓ꪺꚸ볆(ꕝ걁믈ꛦꕾ뿄ꕤ뒣듚ꅂ륱룜뭹궵신녢떥ꗦ꧶ꕾ냈ꩁ냈)ꅇ?c 3ꚸꕈꑕ? c 3~5ꚸ?c 6~10ꚸ c 11~15ꚸ c 16ꚸꕈꑗ ꖻ냝ꣷ꣬ꚹꗾ뎡떲ꟴꅁꑑ꓀띐뽅녺ꪺ산ꚣꅉ
압?ꯈ?몡?띎?ꯗ?냝?ꣷ? 뿋띒ꪺꗽꗍꅂꑰꥪ녺ꙮꅇ ꓩ듁ꅇ90꙾12ꓫ †덯걏ꑀꗷ쏶꧳믈ꛦ압ꯈ몡띎ꯗꪺ곣ꡳ냝ꣷꅁꗘꪺꙢ놴끑ꙘꝀ깷믈ꛦ랧걁꧓꣼꓀ꛦ뭐ꑀ꿫꓀ꛦ압ꯈ맯ꙕ뚵ꩁ냈ꭾ뷨ꪺ궫뗸땻ꯗ몡띎놡ꅁꕈꝀ결압ꯈ몡띎ꯗ뒣ꩀ떦늤꒧냑ꛒꅁ끊ꓟ듁곟녺Ꙣꛊꚣ꒤벷ꕘ껉뚡꣓Ꙟ떪ꅃ냝ꣷꪺ떪껗싔ꕎꫭ녺귓ꑈꪺ곝ꩫꅁ때쏶맯뿹ꅁ뷐녺ꪺ맪믚띐꣼Ꝁ떪ꅁ귓ꑈ꒧룪껆녎떴맯ꭏ녋ꅁ띱뷐ꙷꓟ뛱뱧(뷐ꕈꖴꆩꎾꆪꓨꚡ꓄뿯ꅁꖼ뒿뭐ꭥ맼꓆ꕼꭈꦹ꣓꒧압ꯈꝋ뛱(2)쓦)ꅃ 띱꾬 ꢭ엩낷녤 듂뚧곬ꑪ뻇ꗸ띾뫞뉺곣ꡳ꧒ 롕꙰띎 뻉뇐뇂ꅇ램뒼뙗돕ꑨ 곣ꡳꗍꅇ뎯ꮵ럕 ?띱ꑗ (맼샧꓀ꛦ롧뉺)†††††?†††††††††††††††††† ††††††††? ††††††† (1)녺맯ꑕꙃ냝썄 (2)녺맯ꕈꭥ맼꓆ (3)녺맯ꗘꭥꙘꝀ ꪺ궫뗸땻ꯗ결꛳ ꕼꭈꩁ냈ꪺ몡띎 깷ꖻ꓀ꛦꪺ몡 †††††††††? †† ††† 땻ꯗ결꛳†† 띎땻ꯗ결꛳††† ††††††††† ? ꭄ ꭄ ꭄ ?닄ꑀ뎡꓀ †††††††? ꭄ?? 녠†ꭄ†?녠? ꭄ? 녠 ††††††† †††? 녠†꒣꒣†녠†꒣꒣? 녠†꒣꒣ ††††††† †††? 궫궫뒶궫궫†몡몡뒶몡몡? 몡몡뒶몡몡 †††? †† †††? 뗸뗸덱뗸뗸†띎띎덱띎띎? 띎띎덱띎띎 ꊰ.뱳ꝩ땐ꅂ꒺뎡룋뽘쉤ꕸ덝군뉻ꕎ꓆ꕂꝬꓞꑈꅋꅋ? c c c c c ?? c c c c c c c c c c ꊱ.ꙡ쉉빁꒤ꅂ낱ꢮꓨꭋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊲ.믈ꛦ슾귻ꪺ믶깥슧뮪땻ꯗꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊳ.믈ꛦ룪껆Ꝁ띾ꩁ냈ꖿ뵔때뭾ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊴ.믈ꛦ라ꕄ냊꯴던압ꯈꅁ뭻쏑ꯈꓡꣃ뭐압ꯈꯘꗟ듁 ꙮ쏶ꭙꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ c c c c c ?? c c c c c c c c c c ꊵ.믈ꛦꙢ뱳ꝩꕾ냈꯴던겡냊꒤꧒Ꝁꪺ꧓뿕Ꙣ맪믚꧒뒣 ꣑ꪺꩁ냈꿠ꝉ뉻ꪺ땻ꯗꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊶ.압ꯈ땯ꗍꝸ쏸껉ꅁ믈ꛦ쑀띎ꣳꝕ땻ꯗꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊷ.믈ꛦ맯꧳압ꯈ굮ꡄ걏ꝟꢳ덴Ꙟ삳ꅋꅋꅋꅋꅋꅋꅋꅋꅋ c c c c c ?? c c c c c c c c c c ?ꊸ.믈ꛦꪺꝀ띾덴ꯗ엽압ꯈ떥귔껉뚡ꅋꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊰꊯ.믈ꛦ꿠ꭏ믙ꯈꓡ꙳듚꣤ꕌ끝늣ꪺꙷꗾꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊰꊰ.믈ꛦꭈ앁ꙮꅂ믈ꛦꛦ귻꣣ꚳ녍띾ꪾ쏑ꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊰꊱ.믈ꛦ꧒뒣꣑뿄ꩁ냈띾냈ꪺꞹ뻣땻ꯗꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊰꊲ.믈ꛦ신녢ꓨꭋꪺ땻ꯗ(ꕝ걁륱룜뭹궵ꅂ뿄ꕤ신녢떥) ? c c c c c ?? c c c c c c c c c c ꊰꊳ.믈ꛦꪺꗓ뷐ꓢ쓲ꙕ뚵띾냈ꓢ쓲걏ꝟ슲ꭋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊰꊴ.믈ꛦꝑ뉶ꓴ럇Ꙙ뉺땻ꯗ(ꕝ걁뙕듚ꅂꕾ뛗꙳듚ꅂꥷ꙳ 겡쁸)ꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋꅋ? c c c c c ?? c c c c c c c c c c ꊰꊵ.믈ꛦ결뇀깩띾냈ꅁ라쏘끥슧ꭾꅁꕈꙞ압ꯈ ꅋꅋꅋ c c c c c ?? c c c c c c c c c c 닄ꑇ뎡꓀ 뷐뇐녺귓ꑈꪺ냲ꖻ룪껆ꅁ꿂Ꝁ닎군꓀꩒꒧ꗎꅁ띱뷐ꙷꓟꝀ떪ꅃ ꊰ.꧊ꝏꅇ?c ꡫ?c ꑫ ꊱ.꙾쓖ꅇ?c 30랳ꕈꑕ?c 31~40랳?c 41~50랳?c 51~60랳?c 60랳ꕈꑗ ꊲ.뇐땻ꯗꅇ c 냪(ꫬ)꒤ꕈꑕ?c 낪꒤ꅂ낪슾?c 녍곬 c ꑪ뻇 c 곣ꡳ꧒ꕈꑗ ꊳ.ꡃꓫꖭꞡꚬꑊꅇ c 3롕꒸ꕈꑕ?c 3~5롕꒸?c 5~7롕꒸ c 7~10롕꒸ c 10롕꒸ꕈꑗ ꊴ.ꗘꭥꖭꞡꡃꓫ뭐ꖻ꓀ꛦꦹ꣓ꪺꚸ볆(ꕝ걁믈ꛦꕾ뿄ꕤ뒣듚ꅂ륱룜뭹궵신녢떥ꗦ꧶ꕾ냈ꩁ냈)ꅇc 3ꚸꕈꑕ? c 3~5ꚸ?c 6~10ꚸ c 11~15ꚸ c 16ꚸꕈꑗ ꖻ냝ꣷ꣬ꚹꗾ뎡떲ꟴꅁꑑ꓀띐뽅녺ꪺ산ꚣꅉ
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