• Journal of Digital Convergence
• /
• v.10 no.9
• /
• pp.165-174
• /
• 2012

In recent years, online brand community has become an important means for firms to make, maintain and improve their relationship with the customer. Customers or would-be customers discuss, learn about the products and share passion together. In this paper, we investigate the effects of the online brand community's characteristics and its perception on customer royalty to the community and purchase intention of consumers for the products. Variables of online brand community's characteristics include community reputation, social presence, pleasure, and interactivity. For those of the community's perception, we consider membership, influence, emotional band, and fulfillment of desire. Findings show that the online brand community has indeed positive effects on the brand equity by enhancing the relation between consumers and brand, ultimately providing firms with strategic resources and competitive advantage. Managerial implications are discussed.

• Journal of the Korea Society of Computer and Information
• /
• v.14 no.8
• /
• pp.127-136
• /
• 2009

Voice of the customer(VOC) is a term used in business and information technology(IT) to describe the process of capturing a customer's requirements in enterprises or various organizations. Recently, in order to satisfy customer's needs, enterprises try to utilize VOC at recurrence prevention of problems and their improvement activities, planning and development of product/service by processing, storing, and analyzing VOC. Until now, VOC management systems are introduced around service industries such as hotel business and insurance/financial business, etc. This paper proposes an integrated management scheme of VOC which are captured by various communication channels and describes a case of implementing an integrated VOC management system on the basis of the proposed scheme for the large-scale manufacturing company. By the implemented system, VOC are stored and utilized as the important knowledge assets of enterprises.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.7
• /
• pp.1025-1037
• /
• 2009

This study- 1) identifies the distribution of customer equity in luxury brands, 2) identifies customer equity dimensions of luxury brands, 3) identifies the properties that influence the customer equity of a luxury brand, and 4) compares the differences in the properties of the luxury brands that influence customer equity by brand type and relationship duration. In this research, the survey method was conducted in Seoul and 500 responses were used for analysis. For the data analysis, descriptive statistics (i.e. frequency and percentage), t-test, factor analysis, and multiple-regression analysis were used through the utilization of the SPSS 12.0 program. The results of this study are as follows: First, the distribution of customer equity are found to be 50.8% of the customer equity distributes under 1 million Korean won and 34.8% between 1 million won and 3 million won. Second, the luxury brand dimension consists of 6 factors, 'differentiated brand image', 'personal ties', 'qualitative trust relation', 'rational price value', 'store value', and 'convenience value'. Third, the higher 'differentiated brand image', 'personal ties', 'qualitative trust relation', 'store value', and 'convenience value' were related to a higher customer equity. Fourth, in the case of the consumer group having a long-term relationship, the higher' differentiated brand image', 'personal ties', and 'store value' were related to a higher customer equity. Also, in the case of the consumer group of the traditional luxury brands, the higher 'personal ties', 'differentiated brand image', 'qualitative trust relation', and 'store value' were related to a higher customer equity.

• Proceedings of the Korean Society for Quality Management Conference
• /
• 2007.04a
• /
• pp.174-186
• /
• 2007

최근의 기업 환경은 글로벌화의 진전과 산업문명의 발달, 정보 습득이 용이 등으로 급속도로 소비자 중심의 시장으로 전환되었으며 이로 인해 기업 간의 경쟁은 급격히 가속되고 있는 상황이다. 이러한 상황 아래 고객에게 제공하는 가치가 유사한 기업들은 자사의 제품과 서비스를 차별화하여 기업의 경쟁력을 강화하기 위해 다양한 방법을 시도하고 있다. 이 다양한 방법들 중 대표적인 한 가지가 자사의 브랜드를 강력하게 만들어 관리하는 것이다. 현대의 소비자들은 단지 제품이나 서비스의 품질, 또는 가격들 중 하나로 제품을 선택하는 것이 아니라 종합적 경험으로 자신에게 각인되어 있는 브랜드의 선택을 통하여 제품이나 서비스를 구매하게 된다. 또 하나의 대표적인 방법이 경영혁신 활동이다. 기업은 기존의 업무 방법을 재현해서만은 지속적인 경쟁력을 유지할 수 없다. 변화하는 기업 환경에 맞춰 기업의 가장 중요한 부분을 본질적으로 변화 시켜야만 기업의 경쟁력을 지속적으로 유지, 향상 시킬 수 있다. 이에 본 연구에서는 기존에 연구된 문헌자료를 토대로 이론적 배경을 고찰하고 기업들의 경영혁신 추진 실태 조사와 K기관의 NBCI모델 통하여 산출된 브랜드 경쟁력 지수간의 상관관계를 분석함으로써 경영혁신 활동이 기업의 브랜드 자산 가치에 어떤 영향을 미치고 있는지 살펴보고자 한다.

• Asia Marketing Journal
• /
• v.8 no.3
• /
• pp.101-121
• /
• 2006

This case study explores various marketing strategies of Grundfos Pumps Korea Inc. that has become a front-runner in the industrial pump market of Korea as the enterprise that got into the business later. Grundfos Group, a multinational company with its head office in Denmark, has acknowledged diversity of each country and has granted its subsidiary companies with discretionary power so that they can establish marketing strategies suitable for the market they were competing in. Grundfos Pumps Korea has been very successful in its localization and differentiation of marketing strategies. First, Grundfos Pumps Korea achieved the trust of their customers by its high quality and consistent pricing strategies and has expanded its market very successfully with continuous product innovation and new product ideas. Second, it increased its brand awareness and recognition by brand differentiation along with the product differentiation strategy, which is exceptional in industrial market. It has conducted creative marketing activities and strategies to build brand equity and successful customer relationship management.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.9 no.4
• /
• pp.163-173
• /
• 2014

Since the 1990s, the brand has established itself as an important factor to consumers. Consumers is affected by not only the product's physical properties and functions but also the sensitivity associated with the consumption or the product itself. Thus, Many studies has been very active because of the increased interest to the brand that is recognized as one of the intangible assets that create value for the company. The purpose of this paper is to provide the result of methodical analysis about the relationship among leading variables that affect on brand loyalty. Concretely, by methodically defining the relationship among perceived brand quality, customer satisfaction and brand trust, that is leading variable which affect on brand loyalty, focused on frequently used oil companies, this paper would suggest scientific and practical implications through draw a conclusion that this relationship contributes on brand loyalty. The results of empirical test are as follows. Customer perceived brand quality based on fuel quality, positively influence on customer satisfaction and brand trust. Then, customer satisfaction and brand trust positively influence on brand loyalty. According to the results of this study in the oil market, customer cannot distinguish fuel product quality itself among oil companies. Therefore it is strongly suggested that oil companies build and maintain brand loyalty on the basis of perceived brand quality, customer satisfaction and brand trust.

• Culinary science and hospitality research
• /
• v.17 no.2
• /
• pp.51-73
• /
• 2011

Companies are required to invest in numerous intial marketing costs for establishing brand power, thus, many companies in the foodservice industry are increasing their budgets on communication to strengthen their own brand equity components such as brand recognition, brand royalty, perceived quality and associated image using mass media that has not been used before. For this study, 617 samples were analyzed by such analytic methods as a frequency analysis, cross-tabulation, a factor analysis and a reliability analysis for validity, and a confirmatory factory analysis, a model adequacy evaluation, and a path analysis using AMOS 17.0. The hypothesis verification by the AMOS analysis has revealed that all hypotheses positively influenced contract foodservice brands, and the brand recognition of a university contract foodservice company has an impact on sincerity and refinement. Therefore, positive brand image formation encourages strong brand establishment between a university contract foodservice business and customers, and this study strongly suggests continuous further studies about constructing a positive brand image.

• Journal of the Korean Operations Research and Management Science Society
• /
• v.35 no.1
• /
• pp.1-17
• /
• 2010

This article addresses how an organization's customer relationship management (CRM) process affects customer equity drivers and, in turn, organizational performance. By raising a three-staged model including the CRM processes, customer equity drivers, and organizational performance, the authors assert that the customer equity drivers mediate between the CRM processes and organizational performance. The empirical analysis is based on a composite survey structure that gathers data from different types of informants according to the variables. Findings indicate that the expansion process has positive relationship with all the customer equity drivers. However, the acquisition process significantly influences both perceived value equity and brand equity, and the retention process significantly influences relationship equity only. In addition, the study shows that all the customer equity drivers influence the organizational performance given the existing customers. The relationship equity among the customer equity drivers has the strongest effect on the performance.

• Journal of Global Scholars of Marketing Science
• /
• v.20 no.1
• /
• pp.27-34
• /
• 2010

During the past 10 years, sales of luxury goods increased significantly to more than US$ 130 billion in 2007. In this industry, more than half of the revenue comes from Asia where the average income has risen significantly, and the demand for luxury products is forecast to grow rapidly. Purchasing luxury brands appears to be an intriguing social phenomenon that is profitable for companies in this region. As a newly developed country, Korea is one of the most attractive luxury markets in Asia. Currently, a total of 120 luxury fashion brands have entered the Korean market, primarily in luxury districts in Seoul where the competition is fierce. The purposes of this study are to: (1) identify antecedents of attitude toward luxury brands, (2) examine the effect of attitudes toward luxury brands on customer equity, (3) determine the impact of attitudes toward luxury brands on customer lifetime value, and (4) investigate the influence of customer equity on customer life time value. Previous studies have examined materialism, social need, experiential need, need for uniqueness, conformity, and fashion involvement as antecedents of attitude toward luxury brands. Richins and Dowson (1992) suggested that that materialism influences consumption behavior relative to quantity of goods purchased. Nueno and Quelch (1998) reported that the ownership of luxury brands conveys information related to the owner's social status, communicates an image of success and prestige, and is a determinant of purchase behavior. Experiential need is recognized as an important aspect of consumption, especially for new products developed to meet consumer demand. Since luxury goods, by definition are relatively scarce, ownership of these types of products may fulfill consumers' need for uniqueness. In this study, value equity, relationship equity, and brand equity are examined as drivers of customer equity. The sample (n = 114) was undergraduate and graduate students at two private women's universities in Seoul, Korea. Data collection was conducted using a self-administered questionnaire survey in March, 2009. Data analysis included descriptive statistics, factor analysis, reliability analysis, and regression analysis using SPSS 15.0 software. Data analysis resulted in a number of conclusions. First, experiential need and fashion involvement positively influence participants' attitude toward luxury brands. Second, attitude toward luxury brands positively influences brand equity, followed by value equity and relationship equity. However, there is no significant relationship between attitude toward luxury brand and customer lifetime value. Finally, relationship equity positively influences customer lifetime value. In conclusion, young consumers are an important potential consumer group that tries different brands to discover the ones most suitable for them. Luxury marketers that use effective marketing strategies to attract and engender loyalty among this potentially lucrative consumer group may increase customer equity and lifetime value.

• Culinary science and hospitality research
• /
• v.9 no.4
• /
• pp.163-178
• /
• 2003

The purpose of this study is to find the effect of restaurant brand image upon service quality, price acceptability, and revisit intention, and to propose the importance of brand image to operators and managers who manage restaurants. To accomplish the purpose of this study, sampling was taken among customers who visit six deluxe hotels and six family restaurants in Seoul. Six hundreds questionnaires were distributed to each hotel and restaurant and 487 valid samples were selected for statistical analysis. The questionnaire consists of 77 items about demographical characteristics, brand image, service quality, revisit intention, price acceptability, and spending patterns. SPSS WIN 10.0 was used for statistical analysis. A research model was built up and three null hypotheses were established. Based on theses research model and three null hypotheses, the test was conducted, and the results are as follows. Brand image has an effect upon service quality, and furthermore this can be preceding variable of service quality. Also Service quality has an effect upon price acceptability and revisit intention.