Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Marketing Mix on Behavior of Authorized Dealers in the Korean CCTV Converging Channels

CCTV융합채널의 마케팅믹스가 대리점 행태에 미치는 영향분석

  • Received : 2014.10.18
  • Accepted : 2015.04.20
  • Published : 2015.04.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study focused on analyzing the effects of characteristics of marketing mix on brand image, perception, switching barrier and loyalty of authorized dealers in the Korean CCTV converging channels. This study formulated a structural equational model, in which characteristics of marketing mix was adapted as an exogenous variable and in which brand image, perception of authorized dealer, switching barrier were included as mediator variables, having influences to the endogenous variable such as loyalty of authorized dealers. In this study, 8 hypotheses were formulated, on which this research models were based, in order to test the significance of mediator effects, suggested in the previous articles, that having high significance. This study collected the effective questionnaires of 191 respondents who were the authorized dealers in nationwide and then analyzed with AMOS20 and SPSS20 to test the hypotheses. This study concluded as follows: Product and price in marketing mix had a significant effect on the brand image but only advertising had some effects on the perception of providing parties.

본 연구는 우리나라 CCTV융합채널 업계에서 마케팅믹스의 특성이 브랜드 이미지, 대리점 지각, 전환장벽과 대리점의 충성도에 미치는 영향을 분석하는데 초점을 두고 있다. 본 연구는 마케팅 믹스요인을 외생요인으로 하고 브랜드 이미지, 대리점 지각, 전환장벽을 매개변인으로 하고, 대리점 충성도를 결과변인으로 하는 구조방정식모형으로 구축하였다. 본 연구에서는 8개의 가설을 설정하고, 전국의 191개 업체를 대상으로 설문조사하여 얻은 자료를 AMOS20과 SPSS20을 이용하여 분석하였다. 그 결과, 마케팅 믹스 중 제품공급과 가격이 브랜드 이미지에 유의한 영향을 미쳤으며, 광고만이 대리점 지각에 영향을 미치고 있음이 나타났다.

Keywords

References

  1. IRS Global, Intelligent CCTV: Core Technology/ Market Prospect and Business Strategy of Domestic and Foreign Firms, Market Report 2013-Vol.1, No.27, 2003.
  2. Kim, Moon-Koo, Myeong-Cheol Park, Dong-Heon Jung, and Jong-Hyeong Park, An Empirical Study on the Adjustment Effect of Switching Barriers on Customer Retention in Mobile Telecommunication Services, The Journal of MIS Research, Vol.13, No.3, pp. 107-130.
  3. Kim, Jae-Yong, Jinchoon Lee, Effects of Characteristics of Product Quality on Brand Image, Perception, Switching Barrier and Loyalty of Authorized Dealers in the Korean CCTV Markets, Journal of Decision Science, Vol. 21, No. 2, pp.91-114, 2013.
  4. Bong, Mi-Hee, Customer Satisfaction about Service Quality Effects on Trust and Repurchsing Intention, Thesis of Master Degree, Kyunghee University, 2006.
  5. Yi, You-Jae, Comprehensive Investigation on Customer Satisfaction, Customer Studies, Vol. 11, No. 2, pp. 139-166. 2000.
  6. Yi, You-Jae, Seon-A La, The Relationship of Customer Satisfaction, Adjusted Expectation and Repurchase Intention: The Moderating Role of Customer Loyalty, Customer Studies, Vol. 13, No.3, pp. 51-78., 2002.
  7. Lee, Jinchoon, Hwang Choi, Effects of Education Quality to School Brand Image, Management Education Research, Vol.49, pp.251-268, 2008.
  8. Joo, Hyung-Ryul, Jinchoon Lee, The Effects of Cellular Phone Service Quality and Switching Barrier to Customer Satisfaction and Loyalty in Korean Mobile Telecommunication Market, Journal of IT Service Society, Vol.8, No.2, pp.1-17, 2009.
  9. American Marketing Association, Dictionary of Marketing Terms, Peter D. Bennett, (ed.)., 1988.
  10. Anderson, Eugene W. and Mary W. Sullivan, The Antecedents and Consequences of Customer Satisfaction for Firms, Marketing Science, Vol. 12, No. 2, pp.125-43, 1993.. https://doi.org/10.1287/mksc.12.2.125
  11. Balachandran, B. V., and Gensch, H. D., Solving the Marketing Mix Problem Using Geometric Programming. Management Science, Vol.21, No.2, pp.160-171, 1974.. https://doi.org/10.1287/mnsc.21.2.160
  12. Beach, L. Image Theory: Decision Making in Personal and Organizational Contexts, Wiley, 1990.
  13. Borden, N., The Concept of Marketing Mix. Journal of Advertising Research, Vol. 2, pp.387-394, 1964..
  14. Bouldig, William, Ajay Kalra, Richard Staelin and Valerie A. Zeithmal, A Dynamic Process Model of Service Quality from Expectations to Behavioral Intentions, Journal of Marketing Research, Vol.30(Frebruary), pp.7-27, 1993. https://doi.org/10.2307/3172510
  15. Carmines, E. G., and J. P. McIver, Analyzing Models with Unobserved Variables", in Social Measurement: Current Issues, G.W. Bohrnstedt and E. F. Borgatta, eds. Beverly Hills: Sage Publications, 1981.
  16. Cronin, J. Jeseph, Jr. and Steven A. Taylor, Measuring Service Quality: a Reexamination and Extensions, Journal of Marketing, Vol. 56(July), pp. 55-68, 1992.
  17. Dick, Alan S. and Kunal Basu, Customer loyalty: Toward an Integrated Conceptual Framework, Journal of the Academy of Marketing Science, Vol.22(winter), pp.99-113, 1994.. https://doi.org/10.1177/0092070394222001
  18. Dekimpe, Mamik G., Jan-Benedict E. M. Steemkamp, Martin Mellens and Piet Vanden Abeele, Decline and Variability in Brand Loyalty, International Journal of Research in Marketing, Vol.14, pp.405-420, 1997.. https://doi.org/10.1016/S0167-8116(97)00020-7
  19. Dudycha, L. W. and J. C. Naylor, Characteristics of the Human Inference Process in Complex Choice Behavior Situations, Organizational Behavior and Human Performance, Vol.1, pp.110-128, 1966.. https://doi.org/10.1016/0030-5073(66)90008-0
  20. Fornell, Clases, A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing, Vol. 56(January), pp.6-21, 1992. https://doi.org/10.2307/1252129
  21. Francoeur, Betsy, Brand image and Walt Disney: A qualitative analysis of Magical Gathering, Journal of Undergraduate Research VII, pp.1-8, 2004..
  22. Haedrich, G, Images and Strategic Corporate and Marketing Planning, Journal of Public Relations Research, Vol. 5, No. 2, pp. 83-93, 1993. https://doi.org/10.1207/s1532754xjprr0502_03
  23. Jones, M. A., Mothersbaugh, D. L., and Beatty, S. E., Switching Barriers and Repurchase Intentions in Services, Journal of Retailing, Vol.76, No.2, pp. 259-274, 2000.. https://doi.org/10.1016/S0022-4359(00)00024-5
  24. Jones, Thomas O. and W. Earl Sasser, Jr., Why Satisfied Customer Defect?, Harvard Business Review, Vol.73(November/December), pp.88-99, 1995.
  25. Keller, K.L, Strategic Brand Management: Building Managing Customer-based Brand Equity, Journal of Marketing, Vol.57, No.1, pp.1-22, 1988.. https://doi.org/10.2307/1252054
  26. Kotler, P., Armstrong, G., Saunders, J., and Wong, V., Principles of Marketing (Second European Edition ed.). Upper Sadle River: Prentice Hall Inc. 1999.
  27. Lee, Richard and Jamie Murphy, From Loyalty to Switching: Exploring the Determinants in the Transition, ANZMAC 2005 Conference: Consumer Behaviour, pp.196-203, 2005..
  28. Morris, Betsy, The Brand's The Thing, Fortune, March 4, 1996.
  29. Narayandas, Narakesari, The Link between Customer Satisfaction and Customer Loyalty: an Empirical Investigation, Working Paper: 97-017, Harvard Business School, 1996..
  30. Oliver, Richard L. Satisfaction : A Behavioral Perspective on the Consumer, McGraw-Hill, 1997..
  31. Oliver, Richard L., Whence consumer loyalty?, Journal of Marketing, Vol.63, pp.33-44, 1999..
  32. Raju, Jagmohan S., Srinivasan, V. and Lal. Rajiv, The Effect of brand Loyalty on Competitive Price Promotional Strategies, Management Science, Vol. 36, No. 3, pp.276-304, 1990. https://doi.org/10.1287/mnsc.36.3.276
  33. Rust, R. T., Zahorick, A. J. and Keiningham, T. L. Return of Quality(ROQ): Making Service Quality Financially Accountable, Journal of Marketing, Vol. 59, pp.58-70, 1995.
  34. Reichheld, F. F., The Loyalty Effect, Boston, MA: Harvard Business School Press, 1996..
  35. Steenkamp, J. B. E. M., Conceptual Model of the Quality Perception Process, Journal of Business Research, Vol. 21, pp.309-333, 1990. https://doi.org/10.1016/0148-2963(90)90019-A
  36. Stewart, Thomas A., A satisfied customer isn't enough, Fortune, Vol. 136(July 21), pp.112-113, 1997.
  37. Thompson, Ronald, W. Cats-Baril, Information Technology and Management, McGraw- Hill, 2002.
  38. Yi, Youjae, A Critical Review of Consumer Satisfaction, Review of Marketing, pp.68-123, 1990.
  39. Zeithmal, V. A., Berry, L. L. and Parasuraman, A. The Behavioral Consequences of Service Quality, Journal of Marketing, Vol.60(April), pp.31-46., 1996.