• Journal of Industrial Convergence
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• v.22 no.2
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• pp.33-43
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• 2024

This study aims to test the relationship between brand embeddedness and cross-selling intention, as well as how customer satisfaction affects as mediator its relationship. The data set includes 258 consumers using a specific smartphone brand and we gather the data by conducting a survey. We use structural equation modeling to verify hypotheses and do nonparametric bootstrap approach for additional analysis of the mediating role of customer satisfaction. The results of analysis are as follows. First, it has been shown that barnd embeddedness positively affects customer satisfaction and cross-buying intention. Second, customer satisfaction is found to have a positive effect on cross-buying. By combining these results and additional analysis, we confirm that the direct effect of brand embeddedness is more effective for cross-buying intention than the indirect effect of customer satisfaction. The results of this empirical analysis show the academic value that brand embeddedness as social capital can be a antecedent for cross-buying intention. In addition, this study suggests the need for brand practitioners to increase the embeddedness of customers related to the brand and consider the mediating role of customer satisfaction together in order to increase cross-buying.

• Asia Marketing Journal
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• v.11 no.3
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• pp.57-89
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• 2009

This study aims to shed light on the new insights on the cross-buying intentions in the banking industry and suggests an integrated model of the cross-buying intentions. Recently with globalization in the financial sector, financial companies are trying to retain current customers and attract new one by developing various financial products. In South Korea, this trend is especially apparent in the banking sector. Cross-selling of various financial products such as beneficiary certificates, bankasurance and etc. is becoming more important in retaining competitive advantage in Korean banking industry. However, there are few studies which are trying to find out the factors affecting cross-buying intentions and explain their interrelationships comprehensively. Based upon the previous studies, this study finds out the factors affecting cross-buying intentions and classifies them into two dimensions: affective and instrumental. Affective dimension includes trust, satisfaction and commitment. Instrumental dimension includes the factors such as geological convenience, one-stop convenience, professionality, and direct mail. The results from this study are as follow. All the factors in the affective dimension(trust, satisfaction and commitment) have significant impacts on cross-buying intentions. Also all the factors in the instrumental dimension(geological convenience, one-stop convenience, professionality, and DM) significantly affect cross-buying intentions. Some implications of this dissertation are as follow; First, this study identifies the antecedents of cross-buying intentions comprehensively. Second, this paper provides practical guidelines for the banks attempting to intensify cross-selling activities. Third, banks need to develop sophisticated plans which can consolidate the emotional ties with customers through positive service experiences as the affective dimension is important in influencing cross-buying intentions. Finally, regarding the instrumental dimesnion, the implications are: 1) Developing various new financial products in addition to traditional product such as deposits and installment savings for improving customer convenience, 2) Enhancing the professionality of employees by strengthening education programs on numbers of financial products, 3) Increasing cross-buying intentions through the DM.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.3
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• pp.95-107
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• 2017

This Study Categorized Service Quality of Banks into Interaction Quality, Physical Environment Quality, and Outcome Quality, and Proposed a Structural Model for Each Dimension of Service Quality on Customer Satisfaction, Persistence Intention and Cross-buying Intention, and Conducted an Empirical Analysis on the Customers who Use Banks. First, it was Confirmed that Three Dimensions of Service Quality Physical Environment Quality, Interaction Quality and Outcome Quality are One of the Sources that Form the Customer Satisfaction for Banks. Second, the Higher the Perceived Bank's Interactive Product Quality, Outcome Quality, and Physical Environment Quality Perceived by Customers Using Bank, it's Shown to have more Positive Effect on Customer Satisfaction, and the Effect Size was Shown in Order of Interaction Quality, Physical Environment Quality, and Outcome Quality. Third, Customer Satisfaction on Bank Services was Shown to have a Positive Effect on Relationship Intention and Cross-buying Intention. Finally, Based on the Results of this Analysis, the Implications of this Study and Future Research Directions were Presented.

• Journal of Distribution Research
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• v.11 no.2
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• pp.1-27
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• 2006

The purpose of this research is to investigate effects of perceived attributes of a salesperson on the customer s satisfaction with the salesperson. cross-buying intentions, and intentions to recommend the retailer, in the context of consumer durable goods. The data for analysis was obtained from 252 consumers who experienced buying consumer durable goods in a metropolitan area. Our results show as following: first, the effects of perceived attributes of the salesperson such as expertise, trustworthiness, likability, and customer orientation, have a significant influence on customer's satisfaction with salesperson; second perceived customer-orientation of salesperson affects customer's satisfaction with the retailer; third, a customer s satisfaction with salesperson not only plays a mediating role between perceived attributes of the salesperson and the customer's satisfaction with retailer but also between perceived attributes of salesperson and cross-buying intentions and intentions to recommend the retailer; and fourth customer's satisfaction with retailers performs a mediating role between perceived attributes of the salesperson and cross-buying intentions or recommendation intentions of retailers. In addition, managerial implications are suggested for industry practitioners.

• The Journal of the Korea Contents Association
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• v.9 no.6
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• pp.134-144
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• 2009

The purpose of this study was to verify the relationship of laptop purchasing behaviors based of Theory of Planned Behavior. The data collected from the 240 experience to that who used laptop computer, but was analyzed. With the collected data, factor analysis, K-Means analysis, correlation analysis, crosstabs analysis, and structural equation model analysis was performed by SPSSWIN 15.0 and AMOS 7.0. Factor and cluster analyses were used to segment the sample into four clusters. After analyzing the results, various relationships between attitudes, subjective norms, perceived behavioral control, behavioral intention were determined for the different groups.

• Information Systems Review
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• v.10 no.2
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• pp.137-158
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• 2008

Rapid development of various information technologies creates new opportunities in online and offline markets. In this changing market environment, customers have various demands on new products and services. Therefore, their power and influence on the markets grow stronger each year. Companies have paid great attention to customer relationship management. Especially, personalized product recommendation systems, which recommend products and services based on customer's private information or purchasing behaviors in stores, is an important asset to most companies. CRM is one of the important business processes where reliable information is mined from customer database. Data mining techniques such as artificial intelligence are popular tools used to extract useful information and knowledge from these customer databases. In this research, we propose a recommendation system that predicts customer's purchase intention. Then, customer's purchasing intention of specific product is predicted by using data mining techniques using receipt data set. The performance of this suggested method is compared with that of other data mining technologies.

• Journal of the Korea Society of Computer and Information
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• v.27 no.3
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• pp.157-164
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• 2022

This study was to analyze consumer confidence, satisfaction and repurchase intention after categorizing food-related lifestyle among 488 consumers who had experience purchasing convenience store lunch boxes. The data were analyzed with PASW 18.0 using frequency analysis, k-means cluster analysis, crosstabs analysis and one-way ANOVA. According to findings, first of all, types of food-related lifestyle are divided into 4 groups: a type of eating out(11.7%), a type of convenience seeking(18.3%), a type of food indifference(15%), a type of dietary interest(55%). Secondly, the types of food-related lifestyle showed statistically significant difference gender, age, marital status, education, monthly average household income, monthly average allowance, job, monthly average number of lunch box buying, lunch box purchase time zone and average one cost of lunch box buying of socio-economic variables. Thirdly, convenience seeking and dietary interest type showed the highest in consumer confidence and dietary interest type showed the highest level of satisfaction and repurchase intention.

• Management & Information Systems Review
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• v.30 no.2
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• pp.185-210
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• 2011

For many firms, customers are their most valuable assets. This is a shift in the interest of managers and researchers from a traditional focus on product management to a more recent focus on customer management. And they manage their customers with relationship marketing. Despite the recent academic interest in the study of customer equity, prior research has focused on brand equity and limited relationship mediated variate such as satisfaction, commitment and trust. This paper suggests customer equity drives with mediated variate and examines how relationship marketing can generate drives of customer equity and influence on customer behaviors. The results are like this. First, customer equity drives include value, brand and relationship equity and they mediate between relationship marketing activities and customer behaviors. Second, financial, social and structural activities have significant impact on repurchase, positive word of mouth, and cross purchase through customer equity drives. Third, this study tried to organize literature on customer equity systematically. It will become the foundation of follow-up studies.