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This study aims to evaluate user satisfaction and perceptions of the relocatable modular school (RMS) system in South Korea. It seeks to identify key factors for improvement to enhance the performance of this innovative construction method, particularly in the temporary educational sector.

A comprehensive post occupancy evaluation (POE) was conducted, considering functional spaces, aesthetics, indoor environmental quality and technical aspects. This study also includes a comparative analysis with conventional school buildings to provide insights into the efficiency and potential of RMS.

Relocatable modular schools can achieve the equivalent quality of building performance and user satisfaction as those built using traditional construction methods. The satisfaction performance of both methods falls within the “satisfied” level, with mean scores ranging from 3.35 to 3.90. Notably, when compared to ES, RMS exhibits a marginally lower satisfaction level in functional performance but a higher satisfaction level in the areas of aesthetics, IEQ and technical performance. Key factors identified for enhancement include optimizing classroom shape, balancing the window-to-wall ratio, enhancing natural ventilation and addressing floor noise and vibration concerns.

This research is pioneering in evaluating user satisfaction and perceptions of RMS in South Korea, a relatively unexplored area. By taking a holistic approach and incorporating comparative analysis with traditional school buildings, the study provides valuable insights into the practical application and potential of modular construction in educational facilities. The results contribute significantly to the advancement of high-performance modular educational buildings, informing practitioners and stakeholders of user demands and guiding future developments in the field.

Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea.

Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses.

The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea.

By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing.

By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies.

As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.

This study explores the influence of employee empathy on brand love, which subsequently affects customer advocacy, willingness to pay more (WTPM) and tolerance of failure. Additionally, it investigates the mediating role of customer delight and gratitude in connecting employee empathy with brand love and the moderating effect of power distance belief (PDB) between employee empathy and customer delight and gratitude.

A total of 751 usable data were gathered through scenario-based online surveys within a hotel context. The proposed conceptual model used Partial Least Squares - Structural Equation Modeling (PLS-SEM) for testing.

The results affirm the impact of employee empathy on brand love through the pathways of customer delight and gratitude, ultimately influencing positive customer behaviors, such as advocacy, WTPM and tolerance of failure. Moreover, the findings suggest that PDB diminishes the effect of employee empathy on customer gratitude, although it does not affect customer delight.

The study introduces novel insights into the significance of employee empathy as an antecedent of brand love. It contributes to the literature by concurrently conceptualizing customer delight and gratitude as mediators between employee empathy and brand love, consequently leading to favorable consumer behaviors. Furthermore, it advances our theoretical comprehension of an individual customer’s PDB and its psychological impact.