• Asia Marketing Journal
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• v.11 no.3
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• pp.205-224
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• 2009

Social responsibility which a corporation should be aware of is increasing as it plays a more important role in society. Corporate Social Responsibility (CSR) was taken by some huge entrepreneurs in the past. Conversely, CSR is prized one of important business activities for every corporate nowadays. Cause-related marketing draws particularly special attention among various CSRs, because it has a direct and positive effect on purchasing behavior. Marketing activity of Amway Korea is an excellent example of the cause-related marketing in Korea. Mid 2000s, some multilevel marketing firms had evaded the law, customer had negative attitude towards Amway Korea. Amway Korea, however, has overcome the difficulties by cause-related marketing, which is called campaign for Nutrilite's kid health. Present case examines the cause-related marketing, which Amway Korea has been doing for 10 years. Especially, we investigate specific factors, which differentiated CSR of Amway Korea from one of other firms. Lastly, we discuss a future action for Amway Korea's cause-related marketing and implications.

• Asia Marketing Journal
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• v.11 no.4
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• pp.1-19
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• 2010

The role of customers in product, service production and delivery is getting more important. Especially, customers' progressive participation in service circumstance bring to success of service delivery and improve service quality. Recently, the studies related to Customer Citizenship Behavior (CCB) which leaves to the discretion of customer is conducting in marketing area. However, the prior study concentrates on antecedents of CCB but it mixed antecedents of CCB and customer participation behavior. Also, there is insufficient related to the consequence of CCB in long-term relationship between service organization and customer. This study examines the effect of customer citizenship behavior on long-term orientation between service organization and customer. The results show that significant effects of citizenship behavior of customer. First, the relationship between customer's perception of justice and CCB was significant. Second, the relationship between customer's perception of support from service organization and CCB was significant. Third, the relationship between customer's perception of value and CCB was significant. Lastly, CCB significantly affect on Long-Term Orientation between service organization and customer.

• Asia Marketing Journal
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• v.8 no.3
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• pp.75-99
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• 2006

Inje University, a nonprofit-oriented educational institution, was ranked second in the nation and first in all the local universities in the 2001 Comprehensive Evaluation of the Universities in 25 years since it was founded. In order to find out the reason for this high reputation, we had an interview with the chairman and an in-depth interview with other school authorities, interviewed the students and the residents in the community, and collected related data for the second time. We revealed that Inje University had been performing public marketing in the areas of its management philosophy, function, form, and performance. Our interview with the chairman confirmed that Inje University's management philosophy is the frontier spirits that 'contribute to the moor, attracting nobody's attention, in the name of public interest.' It was also revealed that this management philosophy made the function of the university differ from that of the others. Inje University had been focusing on forming a public network for its community, the nation, and the world, not just for its students. Furthermore, we also found out that the university had its unique separate organizations to take care of this business. An excellent on-campus network for the student and the school, a network between off-campus industries, and an international Inje exchange network had been formed. We have concluded that Inje University is a strong nonprofit-oriented hidden champion. The healing art, easily ignored but essential to human beings, and its commitment to education with all its property invested have contributed to Inje University's social status, reputation, and achievements today.

• Journal of Venture Innovation
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• v.6 no.3
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• pp.165-184
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• 2023

Since municipal welfare institutions operate for different purposes from general companies or public enterprises, ESG practice items and model construction should be conducted through various and comprehensive social welfare studies. Since there are not many studies available in domestic welfare institutions yet and there are no suitable ESG management utilization indicators, the Cheonan Welfare Foundation's strategy and management strategy system were established to spread the model to other welfare institutions and become a leading foundation through education and training. The foundation and front-line welfare institutions selected issues identification and key issues through the foundation's empirical analysis and criticality analysis, focusing on understanding ESG management and ways to establish a practice model that positively affects institutional image and business performance. Based on this, the promotion system was examined by establishing a performance management plan after deriving appropriate strategies and establishing a strategic system for social welfare institutions. Environmental and social responsibility, transparent management, safety management system establishment, emergency and prevention, user (customer) satisfaction system establishment, anti-corruption prevention and integrity ethics monitoring and evaluation, responsible supply chains, and community contribution programs. This study attempted to specifically present efforts to settle ESG management through the consideration of the Cheonan Welfare Foundation. Therefore, it is considered to be useful data for developing ESG management by referring to the systematic development process of the Cheonan City Restoration Foundation to develop ESG measurement indicators.

• Journal of Intelligence and Information Systems
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• v.29 no.4
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• pp.325-345
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• 2023

In the rapidly evolving domain of e-commerce, our study presents a cohesive approach to enhance customer satisfaction prediction from online reviews, aligning methodological innovation with practical insights. We integrate the RFE-SHAP feature selection with LDA topic modeling to streamline predictive analytics in e-commerce. This integration facilitates the identification of key features-specifically, narrowing down from an initial set of 28 to an optimal subset of 14 features for the Random Forest algorithm. Our approach strategically mitigates the common issue of overfitting in models with an excess of features, leading to an improved accuracy rate of 84% in our Random Forest model. Central to our analysis is the understanding that certain aspects in review content, such as quality, fit, and durability, play a pivotal role in influencing customer satisfaction, especially in the clothing sector. We delve into explaining how each of these selected features impacts customer satisfaction, providing a comprehensive view of the elements most appreciated by customers. Our research makes significant contributions in two key areas. First, it enhances predictive modeling within the realm of e-commerce analytics by introducing a streamlined, feature-centric approach. This refinement in methodology not only bolsters the accuracy of customer satisfaction predictions but also sets a new standard for handling feature selection in predictive models. Second, the study provides actionable insights for e-commerce platforms, especially those in the clothing sector. By highlighting which aspects of customer reviews-like quality, fit, and durability-most influence satisfaction, we offer a strategic direction for businesses to tailor their products and services.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.2
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• pp.81-93
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• 2023

Under the digital economy, companies are facing a new business environment. Previous studies with a traditional perspectives on start-ups explained they are at a disadvantaged compared to large companies in mobilizing resources and building new relationships. However, recent researches on the digital economy and platform ecosystems have suggested that digital platforms can be an efficient means of overcoming the liabilities of smallness and newness for start-up companies. Through platforms start-ups can secure routes to mobilize resources, collect and analyze market information. Especially as various platorms are established within categorized industry or market, unique characteristics and market awareness regarding an individual startup company have been formed. Accordingly there is also an advantage that startup companies have umbrella effect by participating in the platform. From this point of view, this study describes the process by which a start-up company effectively utilizes a platform to overcome the liabilities of newness and smallness through the case the study of 'Genie the Bottle'. The results suggest that platforms play a crucial role for start-ups to secure awareness and legitimacy and grow the market in the beauty industry in which high consumer involvement is dominant.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.493-498
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• 2024

With the rapid advancement of generative artificial intelligence technology, there is growing interest in how to utilize it in practical applications. Additionally, the importance of prompt engineering to generate results that meet user demands is being newly highlighted. Exploring the new possibilities of generative AI can hold significant value. This study aims to utilize ChatGPT 4.0, a leading generative AI, to propose an effective method for evaluating user experience through the analysis of online customer review data. The user experience evaluation method was based on the six-layer elements of user experience: 'functionality', 'reliability', 'usability', 'convenience', 'emotion', and 'significance'. For this study, a literature review was conducted to enhance the understanding of prompt engineering and to grasp the clear concept of the user experience hierarchy. Based on this, prompts were crafted, and experiments for the user experience evaluation method were carried out using the analysis of collected online customer review data. In this study, we reveal that when provided with accurate definitions and descriptions of the classification processes for user experience factors, ChatGPT demonstrated excellent performance in evaluating user experience. However, it was also found that due to time constraints, there were limitations in analyzing large volumes of data. By introducing and proposing a method to utilize ChatGPT 4.0 for user experience evaluation, we expect to contribute to the advancement of the UX field.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.89-96
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• 2024

Signboard plays a pivotal role in crafting the initial impression of a storefront and contributing to the overall aesthetics of the local environment. Since 2012, the South Korean government has been annually implementing signboard improvement projects as part of its commitment to enhance urban landscapes and invigorate local business districts. Particularly noteworthy in recent years is the government's emphasis on creating signborad that aligns with the characteristics of the cities. This study aimed to investigate the impact on stores and the local area when incorporating local characteristics into signboard, with a focus on the mediating roles of informativeness, entertainment, and irritation. A survey was conducted among 150 undergraduate and graduate students who had experience visiting areas with improved signboard. The findings indicate that local fit of signboards has a positive impact on intention to visit store and area by mediating informativeness and entertainment. On the other hand, irritation does not exert a significant influence within this structural relationship. The results of this study contribute to broadening the scholarly understanding of signboards and signboard improvement, highlighting the importance of incorporating local characteristics into signboard to small business owners and local government practitioners.

• Information Systems Review
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• v.23 no.3
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• pp.159-176
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• 2021

Obviating user churn is a prominent strategy to capitalize on online games, eluding the initial investments required for the development of another. Extant literature has examined factors that may induce user churn, mainly from perspectives of motives to play and game as a virtual society. However, such works largely dismiss the service aspects of online games. Dissatisfaction of user needs constitutes a crucial aspect for user churn, especially with online services where users expect a continuous improvement in service quality via software updates. Hence, we examine the relationship between a game's quality management and its user base. With text mining and survival analysis, we identify complaint factors that act as key predictors of user churn. Additionally, we find that enjoyment-related factors are greater threats to user base than usability-related ones. Furthermore, subsequent quasi-experiment shows that improvements in the complaint factors (i.e., via game patches) curb churn and foster user retention. Our results shed light on the responsive role of developers in retaining the user base of online games. Moreover, we provide practical insights for game operators, i.e., to identify and prioritize more perilous complaint factors in planning successive game patches.

• Information Systems Review
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• v.24 no.4
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• pp.23-40
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• 2022

Although Support Vector Machine(SVM) has been used in various fields such as bankruptcy prediction model, the hyperplane learned by SVM in class imbalance problem can be severely skewed toward minority class and has a negative impact on performance because the area of majority class is expanded while the area of minority class is invaded. This study proposed optimized uneven margin SVM(OPT-UMSVM) combining threshold moving or post scaling method with UMSVM to cope with the limitation of the traditional even margin SVM(EMSVM) in class imbalance problem. OPT-UMSVM readjusted the skewed hyperplane to the majority class and had better generation ability than EMSVM improving the sensitivity of minority class and calculating the optimized performance. To validate OPT-UMSVM, 10-fold cross validations were performed on five sub-datasets with different imbalance ratio values. Empirical results showed two main findings. First, UMSVM had a weak effect on improving the performance of EMSVM in balanced datasets, but it greatly outperformed EMSVM in severely imbalanced datasets. Second, compared to EMSVM and conventional UMSVM, OPT-UMSVM had better performance in both balanced and imbalanced datasets and showed a significant difference performance especially in severely imbalanced datasets.