• Journal of Global Scholars of Marketing Science
• /
• v.16 no.3
• /
• pp.107-123
• /
• 2006

This study suggest a model to find out relationships among the servant leadership as a preceding factor, the trust in higher officers as mediating factors, and leader satisfaction, additional efforts as a resulting factor. Then, empirical study testify the relationship among these factors. This study confined the subjects of empirical analysis to the employees in super-deluxe hotels located in Seoul, Gyeongju, Busan, and Daegu areas. In order to clarify the utility of this study, This study took only hotel employees as the subject of measurement because only hotel organization is able to reveal sensitively the behavioral response between the leader and the members of organization. The preceding study has systematized a basic theory on the servant leadership, and provided factor structure in regard to the servant leadership, but this study has searched the factor structure of the servant leadership with the hotel employees as the subjects of study. Also, from the side of the personnel manager of hotel business, this study can be a criterion for clarifying a leadership program. Especially, in order to cultivate their servant leadership, it is necessary to testify morality and pride as sub-behavioral characteristics of new employees. Also to change the mid-managers' leadership for the effective achievement of the object of organization, this study can be utilized for the development of servant leadership.

• Journal of Global Scholars of Marketing Science
• /
• v.17 no.1
• /
• pp.101-122
• /
• 2007

Recently, as internet shopping mall users rapidly, a form of shopping changed from off line to on line. The rapid growth of customers and transaction volume through evolution of new media, internet, brings new problems to internet marketers. It is the most important task that how internet shopping mall operators obtain their customers trust and repeat buying. This empirical research investigates online shoppers for their trust dimensions for online retailers. The study aimed to determine whether e-trust antecedents(perceived reputation, perceived quality, perceived value) influence trust dimension and whether the multidimensional trust contributed differently to perceived risk and willingness to depend on e-retailers. Consequences of the research are as follows: First, it reveals that of reputation, web site quality of the internet shopping mall have influence upon trust dimension. Second, the higher level of trust consumers have, the higher level of willingness to depend and intent to revisit on the retailers they have. But level of perceive risk consumers have not influences on willingness to depend on the retailers. It is necessary for internet shopping mall to development its reputation and familiarity to obtain customer's trust. Accordingly, this research will be helping internet shopping mall insight for marketing strategies, constantly should study about action and mind of consumer.

• Culinary science and hospitality research
• /
• v.17 no.4
• /
• pp.104-120
• /
• 2011

This study is to make an empirical analysis of star marketing used as die means of sales promotion for Christmas cakes regardless of high advertising cos1s, by understanding the influence of attributes of celebrity advertising models for advertisements of bakery companies over die Christmas season on advertising attitude, corporation reputation and reliability which are recognized by consumers. The verification results were judged as important core elements for successful management in bakery industry. Since bakery brands are losing their differentiations in both functional and physical aspects, the study aimed to offer strategic suggestions to bakery industry. The result of study modelling were GFI=0.911, AGFI=0.887, NFI=0.935, CFI=0.979, RMR=.126 at the level of $x^2$=313.294(df-=218, p<0.001). First, model credibility and model attractiveness of advertising models bad a positive(+) influence on advertising attitude. Second, advertising attitude bad a positive(+) influence on corporation reputation and reliability. Third, corporate reputation also bad a positive(+) influence on corporate reliability.

• Journal of Technology Innovation
• /
• v.21 no.1
• /
• pp.279-301
• /
• 2013

This study demonstrates how social network analysis can be used for identifying potential buyers in technology marketing; in such, the methodology and empirical results are proposed. First of all, we derived the three most important 'seed' keywords from 'technology description' sections. The technologies are generated by various types of R&D activities organized by South Korea's public research institutes in the fundamental science fields. Second, some 3, 000 words were collected from websites related to the three 'seed' keywords. Next, three network matrices (i.e., one matrix per seed keyword) were constructed. To explore the technology network structure, each network is analyzed by degree centrality and Euclidean distance. The network analysis suggests 100 potentially demanding companies and identifies seven common companies after comparing results derived from each network. The usefulness of the result is verified by investigating the business area of the firm's homepages. Finally, five out of seven firms were proven to have strong relevance to the target technology. In terms of social network analysis, this study expands its application scope of methodology by combining semantic network analysis and the technology marketing method. From a practical perspective, the empirical study suggests the illustrative framework for exploiting prospective demanding companies on the web, raising possibilities of technology commercialization in the basic research fields. Future research is planned to examine how the efficiency of process and accuracy of result is increased.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.15 no.5
• /
• pp.235-243
• /
• 2020

The more consumers feel the brand as authentic, the better the brand image and the higher the purchase intention, so companies actively seek to build brand authenticity. On the other hand, the quality of products perceived by consumers comprehensively in consideration of various factors such as performance, durability, and materials can affect brand authenticity. The purpose of this study is to present useful implications by building a research model for quality and brand authenticity from a marketing point of view, and empirical analysis. For this, product quality and brand authenticity were theoretically defined, the relationship between them was identified, and ultimately the influence of these concepts on brand image was examined. In detail, a survey was conducted on a total of 286 consumers to find out the quality of the product, authenticity of the brand, and brand image, and the product to be surveyed was S20, the latest mobile phone of S Electronics. As a result of empirical analysis, although quality had a statistically significant positive effect on brand authenticity, the degree was not greater than expected. In addition, quality had a statistically significant positive effect on brand image, and its degree was large, but when quality and brand authenticity were considered together, it was found that the regression coefficient of brand authenticity was larger than that of quality. This means a partial mediating effect of brand authenticity. Therefore, in order to enhance the brand image and purchase intention of SMEs/Venture companies, a strategy that build brand authenticity simultaneously in consideration of the components presented in this study will be more effective than a strategy that focuses only on quality. This study proposes a variety of theoretical and practical implications by empirically examining the relationship between brand authenticity and brand image perceived by consumers through quality from a marketing perspective, based on a research model that was not discussed in previous studies. In particular, this study proposes a plan to build brand authenticity from the perspective of SMEs/Ventures.

• Journal of Distribution Science
• /
• v.11 no.4
• /
• pp.61-72
• /
• 2013

Purpose - It is widely accepted that the process of developing marketing strategy is composed of three steps: market segmentation, target market selection and positioning. However, mass marketing strategy based on cost reduction through economies of scale and standardized products, can be also an effective strategic option. Many marketing scholars including Theodore Levitt emphasize the importance of applying the mass production concept to various industries including service industries. Especially, in times of economic downturn, the capability of providing consumers with low-priced, value products can be an important source of competitive advantage, as well as the ability of providing high-priced premium products. Marketers should decide whether they will implement mass marketing strategy or target marketing strategy. The present study theoretically shows that firms should understand the target customers' price elasticity as well as the firm's cost structure in order to make such a strategic decision. Research design, data, and methodology - Instead of implementing an empirical study, this study provides a theoretical(mathematical) investigation on the effect of consumers' price elasticity on a firm's optimal price level, profit, sales volume, revenue, and cost. The results are mostly deduced from derivative calculations and several graphs are utilized to represent the results on the relationships between the variables under study. Results - The analytical results suggest that it is more profitable for a firm to adopt the segment/target marketing strategy (more specifically the differentiation strategy) when the degree of consumers' heterogeneity is high and the proportion of the fixed cost in the total cost is low. On the other hand, if the degree of consumers' heterogeneity is low and the fixed cost is high, it is better to adopt the mass marketing strategy or the cost leadership strategy. The strategy of concentrating on a single target market will be effective when consumers' needs are highly heterogeneous but the fixed cost is high. Any of the three types of generic strategies proposed my Porter(1980, 1985) can be applied when both the consumers' heterogeneity and the fixed cost are low. This study also proposes the contribution-margin-based method for developing the optimal pricing strategy. Conclusions - One of the primary roles of marketers is to find a proper compromise between the two conflicting goals of maximizing customer satisfaction and minimizing cost. In order to do so, he or she should understand the characteristics of the target customers as well as the cost structure of the firm. In addition to the theoretical analyses, this study discusses several business cases and explains how superior companies find the optimal compromise position between these two goals and dominate the market. One of the radical changes recently taking place in business arena is the reduction of production and distribution costs of both physical goods and information due to the advancement and the wide diffusion of information technology. The cost reduction combined with lowered priced elasticity incurred by customized products and services, will enable many firms to adopt the mass customization strategy.

• Proceedings of the Technology Innovation Conference
• /
• 2004.06a
• /
• pp.170-213
• /
• 2004

생산자 중심에서 소비자 중심으로의 경영 패러다임이 변화함에 따라, 이제 디자인 경영(design management)의 시대가 도래하였다 즉, 제반 기능의 활동이 독립적이고 순차적으로 이루어지는 기존 경영방식(즉, 제품 개발 $\rightarrow$ 제품 디자인 $\rightarrow$ 제조 $\rightarrow$ 마케팅 $\rightarrow$ 판매)과는 달리, 디자인 경영은 디자인을 중심으로 제반 기능간의 통합과 조정을 이룬다. 이 결과, 디자인 경영은 조직간의 커뮤니케이션을 활성화시키며 소비자의 추상적인 욕구가 구체적으로 상품에 표현되도록 노력한다. 이렇게 함으로써, 디자인 경영은 기업 이미지 창조의 역할을 적극적으로 수행하는 것이다. 이와 같은 소비자 중심의 경영은 과거 제품의 판매(sales)지향적이던 기업 활동을 소비자와의 관계(relationship)지향적으로 변화시키고 있다. 본 연구의 분석 목적은 제품 디자인을 품질경쟁력의 결정요인으로서 포함시켜 품질경쟁력의 평가모형을 개발하고 품질경쟁력의 결정요인 및 상관관계와 품질함수를 추정함으로써 제품 디자인 및 디자인 경영의 기능적 역할을 규명하고 디자인 경쟁력 수준을 평가 및 측정할 수 있는 모형을 정립함과 동시에 이를 제고할 수 있는 정책방향을 제시하는 것이다. 이로써, 본 연구는 신상품의 개발과정에서 어떻게 제품 디자인이 연구개발, 제조, 마아케팅, 판매 등의 제반 기능들과 상호 작용하며 이들 기능들의 통합과 조정을 추구할 수 있는가를 보여주는 디자인 경영의 이론적 기초를 제공하고자 함이다. 상기와 같은 연구목적과 분석목표를 위하여, 한국 제조업 부문의 400개 표본기업에 대하여 소정의 설문조사를 통하여 추출된 측정변수들을 기초로 품질경쟁력의 결정요인을 분석하고 품질경쟁력 지수를 도출하여 산업부문별 및 제품유형별로 비교하였으며, 품질함수를 추정하였다. 전술한 분석결과를 토대로, 디자인 경영이론의 기초를 제공하기 위한 시도로서 제품 디자인의 파급효과와 인과관계에 대한 가설검정을 실시하였다. 본 연구의 분석 결과는 다음과 같이 요약될 수 있다. (1) 품질경쟁력의 결정요인으로서 주요 제품들의 기능성, 기본 성능, 제품성과의 기술적 성취도, 제품 수명(내구성), 신뢰성, 핵심 기술력, 사용 편의성, 서비스 편의성, 생산 용이성, 제품 디자인의 우수한 정도가 a=0.01 수준 하에서 유의적으로 추정되었다. 이들 변수들 중에서 품질경쟁력에 가장 큰 영향을 미치는 측정변수는 제품의 기본 성능, 수명(내구성), 신뢰성, 제품 디자인의 순서로 추정되었다. 이것은 한국 제조업이 아직 산업 디자인이 품질경쟁력에 크게 영향을 미치는 성숙단계에 이르지 못하였음을 의미한다. (2) 제품 디자인에게 영향을 끼치는 유의적인 변수는 연구개발력, 연구개발투자 수준, 혁신활동 수준(5S, TPM, 6Sigma 운동, QC 등)이며, 제품 디자인은 우선 품질경쟁력을 높여 간접적으로 고객만족과 고객 충성을 유발하는 것으로 추정되었다. 상기의 분석결과로부터, 본 연구는 다음과 같은 정책적 함의를 도출하였다. 첫째, 신상품 개발과 혁신을 위한 포괄적인 연구개발 프로젝트를 품질 경쟁력의 주요 결정요인(제품의 기본성능, 신뢰성, 수명(내구성) 및 제품 디자인)과 연계하여 추진해야 할 것이다. 둘째, 기업은 디자인 경영 마인드 제고와 디자인 전문인력 양성을, 대학은 디자인 현장 업무를 통하여 창의력 증진과 기획 및 마케팅 능력 교육을, 정부는 디자인 기술개발 및 디자인 교육지원의 강화를 통하여 각각 디자인 경쟁력$\rightarrow$품질경쟁력을 제고시켜야 할 것이다.

• Culinary science and hospitality research
• /
• v.22 no.5
• /
• pp.295-312
• /
• 2016

Thus purpose of this study is to examine the structural relationship among the LOHAS image of hotel restaurants, customer well-being menu preference, emotional responses, customer satisfaction, and customer loyalty. To test the hypotheses, a survey was conducted of luxury hotel customers in Busan and Seoul. Of the 400 questionnaires distributed 341 was used final analysis. For the hypotheses testing, frequency analysis, reliability and validity analyses SPSS was used while AMOS was employed to examine the relationship among the measured concepts. The results of testing are shown as follows: LOHAS image of hotel restaurants does have a positive effect on well-being propensity, as well as on customer emotional responses. The cooking function factor of well-being propensity results in a negative emotional responses, while the attractiveness factor of well-being propensity brings about a positive emotional responses. Emotional responses positively affect customer satisfaction, which then positively influences customer loyalty. The arising concept of LOHAS in the service industry can help to develop new menu items for LOHAS or well-being oriented customers. In particular, well-being menu propensity and emotional responses may become more important considerations in marketing strategy formation. This thesis provides a theoretical background of LOHAS image, well-being menu propensity, and emotional responses.

• Journal of Service Research and Studies
• /
• v.9 no.2
• /
• pp.17-29
• /
• 2019

So far, there has been a lot of research on CSR, however, not much on the relationship between environmental CSR and corporate reputation and authenticity, The purpose of this study is to empirically examine the relation between Environmental CSR, Trust and Corporate Reputation as well as a moderating role of Authenticity between Environmental CSR and Trust. To achieve the purpose of the study, the hypothesis was established based on prior research and theoretical background regarding environmental CSR, trust, corporate reputation, and authenticity. Samples of this study were collected from 479 general consumers respondents across the country and analyzed based on quantative datas using the SPSS and AMOS statistical models. We find that First, Environmental CSR is positively related with both corporate reputation and trust. Secondly, we find that trust play a mediating role in the relationship between environmental CSR and Corporate Reputation, Thirdly, we also find that Authenticity does not moderate the enfluence relationship between environmental CSR and trust. The study will contribute to both CSR research and marketing strategy.

• Management & Information Systems Review
• /
• v.31 no.3
• /
• pp.47-73
• /
• 2012

SNS allowed users to serve not only as the content and message producer but as the consumer, with development into various types of SNS platforms. Instead of a traditional media structure of media-to-many and unspecified users, it also made it possible to achieve one-to-one or one-to-many interactions, regardless of time and space, through SNS platforms. Moreover, according to development of digital communication technology, IT, media contents and communication network have been mutually connected, though they were once separate. The changes in communication environments have caused rapid disorganization and reorganization in popular culture led by specific expert groups. Such trend has a greater influence on marketing strategies of enterprises. In other words, it will lead them to mostly introduce new information technologies, based on consumer market, and to strategically participate in SNS for promotion and marketing for their products and brands. Likewise, SNS has currently appeared as the main media affecting consumers' behaviors. In consideration of the importance of SNS features, which can stimulate responses of other users, analysis of main features affecting SNS user acceptance decision is required, as well as its utilization strategies. Accordingly, this study conducted division of SNS features into openness, quickness, interactiveness and economical efficiency to derive strategies for increasing the usage frequency of SNS and ultimately maximizing the expectation effect, in addition to an empirical analysis of effects of SNS features on usefulness, easiness and pleasure perceived in SNS, and SNS user intention.