• International Commerce and Information Review
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• v.16 no.2
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• pp.297-318
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• 2014

The study has try to analyze firm-level marketing strategy for making inroads into United Arab Emirate(UAE) in the Middle East Rrgion. Korea's pharmaceutical medicine industry can overcome that growth limit by strategically advancing into the world market even the its market share is slight as of 2013. The results of Marketing Mix strategies to enter the UAE pharmaceutical medicine market are as follows: STP strategy and Marketing Mix strategy based on the findings of this study, the practical implications of the following. First of all, domestic pharmaceutical industries in Korea due to the domestic market, growth in the various institutional devices have limits on the expansion. On the other hand, supports the Government's active policy of UAE health care industry is booming. UAE Government medical facilities and health care in the health care industry in 2010 to improve the level of 80 billion dollars of investment. The UAE's medical sector is equipped with independent regulatory regime by the Emirates. The UAE is a foreign worker influx has been showing a high population growth rate, over the last 30 years, UAE resident population has increased about 7 times. The UAE Government to improve the quality of medical services, the private sector and the public to encourage the signing of partnership (PPP) can also be found in the regulation of foreign direct investment. The results of this study would play a role in analyzing a marketing strategy to make inroads into UAE pharmaceutical medicine market.

• Journal of Digital Convergence
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• v.15 no.4
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• pp.549-554
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• 2017

This study conducted a survey on 319 Chinese women in their 20s to 50s living in three large cities in China, with an aim to analyze the influence on the purchasing behavior and satisfaction for Korean cosmetics depending on their complex purchasing tendencies. According to the research, the rational tendency was higher when the subjects were over 40 years old and married, and the impulsive tendency was the highest in those in their 30s. There was no huge difference in regions depending on the two tendencies, while there were statistically significant differences in purchasing period, times and costs when buying cosmetics. In addition, purchasing satisfaction for cosmetics had a positive correlation with purchasing tendencies. The subjects pursued convenience in purchasing as their rational tendency was higher, while they sought the trends as their impulsive tendency was higher. Based on the results, it is expected to maximize purchasing satisfaction of Chinese female consumers depending on their purchasing tendencies, if the Korean cosmetics makers provide reliable quality assurance, product exchange and customer management services. It is also expected to help revitalize the beauty market for China as well as Southeast Asia, if the Korean cosmetics companies implement differentiated marketing strategies targeting the customers in the age group with the impulsive consumption tendency.

• Management & Information Systems Review
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• v.31 no.4
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• pp.109-137
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• 2012

This Research focuses on the effect of location-based mobile advertisement considering both of product involvement and advertising expression. The product involvement is classified as high and low involvement and forms of text and picture advertising, which are commonly used in mobile advertising, are chose in this research. To verify the advertising effect for location-based mobile advertisement, advertising attitude, brand attitude, and purchase intention are assessed by conducting survey experiment, which is stimulated for the location-based mobile advertisement including product involvement and advertising expressions. The results presented in this research indicate that the low-involvement product shows lower advertising effect rather than high-involvement product, because consumers recognize the mobile advertisement with low-involvement. The Second finding is that the effect of picture mobile advertising is more effective than that of text mobile advertising and this result is consistent with previous researchers. Finally, the favorable effects for location-based mobile advertisement is more effective than that of non-location-based mobile advertisement, because location-based mobile advertising can cause the immediate response for consumer to react with given advertising.

• Culinary science and hospitality research
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• v.21 no.1
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• pp.42-57
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• 2015

When a customer chooses a coffee shop, different factors can influence his/her purchase. These factors can include tangible as well as intangible elements such as the coffee shop's atmosphere, layout, and interior. Thus, many coffee brands strive to serve not only a diverse menu, but also a unique quality of environment. This study aimed to investigate the influence of physical environment on customer satisfaction and loyalty in the coffee shop and evaluate the influential power of the physical environment factors using hierarchical regression analysis. Data was collected from customers of coffee shops in Texas, the U.S. The study found that the coffee shops' physical environment influenced the customer's satisfaction and loyalty. Particularly, the coffee shop's physical environment including ambient and interior design greatly influenced the customers' satisfaction. However, a broad range of physical environment factors such as temperature, aroma, lighting, color, and interior furnishings should be provided to increase the customer loyalty. The results may have a broader application to provide effective managerial and marketing information to Korean coffee entrepreneur brand in the U.S. and beyond.

• Culinary science and hospitality research
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• v.21 no.1
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• pp.191-209
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• 2015

The purpose of this study is to identify whether franchisee-perceived franchisor's proactiveness, innovativeness and risk-taking affect franchisee-perceived affective commitment with franchisor, and the affective commitment affects franchisee-perceived external representation and service delivery. Based on total 280 samples obtained from owners or managers of franchise fast-food restaurants in located in Yeongnam province, the research findings are as follows. Firstly, the innovativeness and risk-taking positively affect the affective commitment. Secondly, the affective commitment positively affects external representation and service delivery. But proactiveness does not affect the affective commitment significantly. These findings imply that firstly, franchisor should investigate consumer trends periodically and develop new successful menus and services more than competitors do, and implement new marketing techniques innovatively towards these menus and services. Secondly, franchisor had better adopt high return/risk strategies because of deepened competition and do bold decisions of price change etc. Also, in order to increase proactiveness, franchisor needs to launch new menus and services earlier than competitors and occupy market in advance, which strengthens affective commitment with franchisees. Thirdly, in order to increase affective commitment with franchisees, franchisor needs to match franchisor's value with franchisee's value and same value means same objective. Lastly, limitations and further research directions are also discussed.

• Culinary science and hospitality research
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• v.21 no.5
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• pp.38-49
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• 2015

The purpose of this study was to investigate tangible clues influence on perceived risk and overall satisfaction of customers at family restaurant in South Korea. In this research overall CFA and SEM were employed to analyze the data. Tangible clues were divided to 3 factors and perceived risk to 6 factors. Tangible clue 1 'physical evidence', had negative(-) influence on financial risk(p<0.01), performance risk(p<0.01) and psychological risk(p<0.001). Tangible clue 2 'employee' affected negatively(-) time risk(p<0.001), performance risk(p<0.001), psychological risk(p<0.01) and social risk(p<0.001). And tangible clue 3 'service process' influenced negatively(-) physical risk(p<0.01), time risk(p<0.05), financial risk (p<0.001) and performance risk(p<0.01). And among customer's perceived risks, 3 factors(time risk~p<0.001, performance risk~p<0.001, social risk~p<0.001) influenced negatively(-) their overall satisfaction. Through these results, it appears that customers perceive various tangible clues and risks at family restaurants. And they are likely to satisfy or dissatisfy according to their perceived risks. As a result, food service companies need to research various customers' perceived risks as important marketing strategy, and reduce them for increase and induction of customers' satisfaction.

• CRM연구
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• v.2 no.2
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• pp.21-40
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• 2009

This study conducted to examine how consumer's perception of COO(Country of (Brand) Origin) image affects brand association knowledge, how coo image and brand association knowledge affect buying intention, how these relationship differs in hedonic and utilitarian products and the moderating effect of consumer's ethnocentrism in the influence of brand association to buying intension. The results indicated the followings: First, it was significant COO Image affect brand association knowledge, more strong significant in Hedonic products than in utilitarian products. But it was not supported COO Image affect buying intension significantly. Second, Brand association knowledge affected buying intention significantly. And the last, consumer's ethnocentrism mediated between brand association knowledge and buying intention strong significantly.

• Journal of Convergence for Information Technology
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• v.7 no.6
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• pp.259-265
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• 2017

This study reviewed the existing studies in order to set up a strategy that can achieve the trust and business performance of the franchisers, who are actually operating franchised business, breaking from the research trend centered around franchise headquarters and added the factors of the franchise headquarters' strategy for expanding franchises, including word-of-mouth communication and advertising & publicity and added the exercise of recruitment agency outsourcing, flagship store, recently utilized often as preceding variables to verify the causal relation between the trust of the franchiser and the business performance of the franchise. The implications of this study, it can be concluded that the government authority for the attraction of healthy franchises can continuously attract franchises and enter the market can continuously attract franchises by increasing the trust of the franchises, and powerfully investing and managing them for the effort through word-of-mouth marketing. It is expected that this study will be helpful in the establishment of a business strategy for forming a continuous relationship as well as the franchise head office's strategy for the recruitment of new franchises.

• Journal of Korean Society of Forest Science
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• v.99 no.4
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• pp.517-527
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• 2010

The purpose of this study was to investigate the causal relationship among perceived value, satisfaction and revisit intention for visitors of the Korea National Arboretum. Three hundred respondents were selected by quota sampling, and well-known measurement scales utilized in marketing field were adopted in order to measure three variables with some modification to apply for arboretum visitors. Results of structural equation model showed that perceived value affected visitors' satisfaction, which in turn influenced revisit intention. Specifically, "emotional value" had the most significant influence on satisfaction, followed by "value for money" and "novelty value"; however, "social value" was not an influential construct. Based on calibration results, several strategies were suggested for the effective management. Authors advised that (a)improvement of measurement scale of value, (b)inclusion of self-congruity as antecedent variable to satisfaction, (c)changing revisit intention to word-of-mouth communication as a post-purchase behavioral intention, and (d)implementation of market segmentation should be considered for future research.

• The Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.9 no.1
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• pp.90-99
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• 2016

The present study investigates the realization of tourism culture welfare by using Confucian heritage. From June 13 to November 7, 2014, site surveys and interviews were conducted for hyanggo (hyanggo: Confucian temple and school to teach students in Joseon Dynasty period), seowon (seowon: a memorial hall for Confucianist services to honor distinguished scholars and statesmen) and nujung (nujung: outdoor pavilion or gazebo) located in Youngwol -gun. Questionnaire pertaining to site survey and in-depth interviews for the building owners and managers was used to collect necessary data and scientific investigation was performed for analysis. As a result, the historical background was found to be culturally valuable asset for both region's tourism and culture welfare. Secondly, hyanggyo and seowon were found to exhibit traditional Confucius cultural form, while nujung exhibited a rare architectural trait. Hence it seems necessary to develop a different social tourism resource specialized for nujung. Thirdly, the rendering of Confucius heritages to tourism culture welfare resources thus far seems to be insufficient; hence, development and operation of marketing programs will be necessary. The implications of the present study require succession and modern reinterpretation of Confucian heritages for further development into digital tourism that will encompass Confucian culture and today's culture. Furthermore, studies of the tourism culture welfare policies that will promote the co-existence with the region will be needed.