• Journal of Distribution Science
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• v.9 no.2
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• pp.31-36
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• 2011

I conducted empirical analyses of what happens when an offline channel expands to an online channel and whether the pre-existing offline channel's competitive assets (e.g. brand reputation and level of service satisfaction) can be linked to online channel preference. I found that an offline channel's brand reputation and level of service satisfaction can have a direct influence on offline channel preference and a second-hand influence on online channel preference. Thus, if the competitiveness of the online channel is strong enough and its customers have a higher preference for the offline channel, they will be committed and loyal to the company. The resultant enhanced competitiveness of the offline channel will present opportunities for both present and future success. The main results are the following. First, the management of the distribution channel service quality is more important than that of the brand reputation. Customers' experiences of service and subjective evaluations are not important only as the leading factors in the long-term brand reputation management but also as influential factors in channel preference. SoThus, given that the service quality of the pre-existing channel is not the customers' main concern, a strategy of improving the level of service satisfaction aimed at present customers is more valuable than a wide brand positioning strategy aimed at general and new customers. Second, when an offline channel company establishes an internet shopping mall on an online channel, it is highly likely that the preference and subjective evaluation of the present customers will influence the online channel. This applies not only to the special case of an expansion from an offline intermediary channel to an online one, but also to an online channel acting as an expansion of the business model of a conventional manufacturing or service company: both cases are vertical integrations of marketing channels in an expansion of the distribution channel. My theory applies to a wide range of contexts. Third and finally, any business strategy can grasp the meaning of 'channel expansion. Fundamentally, it is an expansion of the sales activity channel and marketing activity. However, it is also a way of enhancing marketing and sales competitiveness through an expansion to an online or offline channel. The expansion of an offline company to an online channel could be seen not as improvement but as an innovation of the business process by which two goals are achieved with one technique. The former is expected to increase the sales of the offline company, and the latter is also expected to increase sales while also contributing to cost reduction.

• The KIPS Transactions:PartD
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• v.12D no.3 s.99
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• pp.417-428
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• 2005

Today, IT organizations perform projects with vision related to marketing and financial profit. The objective of realizing the vision is to improve the project performing ability in terms of QCD. Organizations have made a lot of efforts to achieve this objective through process improvement. Large companies such as IBM, Ford, and GE have made over $80\%$ of success through business process re-engineering using information technology instead of business improvement effect by computers. It is important to collect, analyze and manage the data on performed projects to achieve the objective, but quantitative measurement is difficult as software is invisible and the effect and efficiency caused by process change are not visibly identified. Therefore, it is not easy to extract the strategy of improvement. This paper measures and analyzes the project performance, focusing on organizations' external effectiveness and internal efficiency (Qualify, Delivery, Cycle time, and Waste). Based on the measured project performance scores, an OT (Opportunity Tree) model was designed for optimizing the project performance. The process of design is as follows. First, meta data are derived from projects and analyzed by quantitative GQM(Goal-Question-Metric) questionnaire. Then, the project performance model is designed with the data obtained from the quantitative GQM questionnaire and organization's performance score for each area is calculated. The value is revised by integrating the measured scores by area vision weights from all stakeholders (CEO, middle-class managers, developer, investor, and custom). Through this, routes for improvement are presented and an optimized improvement method is suggested. Existing methods to improve software process have been highly effective in division of processes' but somewhat unsatisfactory in structural function to develop and systemically manage strategies by applying the processes to Projects. The proposed OT model provides a solution to this problem. The OT model is useful to provide an optimal improvement method in line with organization's goals and can reduce risks which may occur in the course of improving process if it is applied with proposed methods. In addition, satisfaction about the improvement strategy can be improved by obtaining input about vision weight from all stakeholders through the qualitative questionnaire and by reflecting it to the calculation. The OT is also useful to optimize the expansion of market and financial performance by controlling the ability of Quality, Delivery, Cycle time, and Waste.

• Proceedings of the CALSEC Conference
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• 2002.01a
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• pp.86-106
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• 2002

Informatization is a process that corporation's external environmental factors and internal environmental factors influence as complex. is a phenomenon that appears via this process. To evaluate that informatization was propeled well or informatization level is high can be dangerous work extremely by only once-over-lightly some factors, organization information ability is superior or infrastructure is constructed well. Therefore, an evaluation for industrial information systems that consider corporation's external environment and internal environment configurationally and objective estimation through this is required in national dimension. This research sorted types of business using types of business classification of 2001 EIII(Evaluation Indices of Industrial Informatization) laying stress on corporation's product and product production process for reflecting various industrial classification. And we are dividing whole our country corporations by manufacture industry, the construction industry, distribution industry, service industry, banking industry 5 types of business. To see such classed types industry classification from consistent viewpoint, we saw them within new framework, purchase, operation, physical distribution, marketing and sale. service etc. laying stress on primary businesses except support businesses of planning, financial management etc. To draw special quality of business center from primary business of each types of business, we draw industry classification Key Capability that centers when plans corporation's corporate strategy and information strategy. And we deducted industrial classification key production business connected with industry classification Key Capability. After drawing an evaluation items for industrial information systems in informatization analysis viewpoint laying stress on drawn businesses. Finally we did Case Study by making out an evaluation for industrial information systems questionnaire that considers special quality of manufacturing industry. Through EIII that consider the industrial classification, we could know that it explains the corporation's purchase, production, distribution in general and detail.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.5
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• pp.103-118
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• 2018

This study would provide the basic data informative for establishing a VMD strategy, covering design and marketing for business owners and prospective entrepreneurs, including the persons concerned with the food and beverage industries by investigating the relationships of the impacts of several factors in the cognitive dimension factors of VMD in food and beverage stores on consumers' emotional response and behavior intention and the mediating effect of emotional responses, applying the concept of VMD to the food and beverage industries. To check this research purpose, data were collected through a survey, conducted with various consumers in their 20s through 60s who have experienced the use of food and beverage stores. The period of the survey was from September 20 through October 10, 2017, 202 copies of questionnaires were collected without missing values and used as data for the final analysis. As for the analysis of the data, using SPSS statistical software, frequency analysis and descriptive statistics, analysis of reliability and validity, correlation analysis, single and multiple regression analysis were conducted. According to the results of this study, first, the relationship of the impact between the VMD cognitive dimension of food and beverage stores and customers' emotional responses was statistically significant. In concrete, all factors of VMD cognitive dimension, including the factors of suitability and daily escape had positive (+) impacts on positive emotions. Second, as a result of an analysis of the impact of emotional responses felt in the process of visiting the food and beverage stores on customers' behavior intention, it turned out that positive emotions had a positive (+) impacts on visit intention and recommendation intention while negative emotions did not have any impacts on visit intention and recommendation intention. Third, as a result of an analysis of the impact of VMD cognitive dimension on behavior intention, the suitability and balance of the VMD cognitive dimension had positive (+) impacts on visit intention while daily escape and functionality had positive (+) impacts on recommendation intention. Fourth, as a result of checking if emotional responses had a mediating effect in the relationship between the VMD cognitive dimension and behavior intention, positive emotions had a full mediating effect while there was no mediating effect of negative emotions between the VMD cognitive dimension and behavior intention. In conclusion, this study found that the VMD cognitive dimension of food and beverage stores affected consumers' emotional responses and that emotional responses were a factor affecting behavior intention and proved that consumers' emotional responses differed depending on the factors in the cognitive dimension. Thus, in food and beverage stores, it would be necessary to make effective designs of the stores and differentiate the presentation of them through utilizing detailed factors of the cognitive dimension of VMD. Also, the results of this study could be utilized as the appropriate marketing tools for customers in food and beverage stores and as the basic data for establishing the strategy.

• Journal of Service Research and Studies
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• v.10 no.1
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• pp.33-53
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• 2020

The purpose of this study is to empirically examine the causal relationship of CSR activities, customer trust and CCID, customer behavior intention(B.I) in the relationship between CSR activities and customer behavior intention(B.I) in the insurance industry, thereby enable top management of insurance company to take it in their consideration that CSR activity help link to customer behavioral intention by customer trust in them and CCID. To achieve the purpose of the study, the hypothesis was established based on preceding research and theoretical background regarding CSR, trust, CCID, behavioral intention(B.I). And this study conducted AMOS statistical analysis based on effective 526 survey data collected from insurance customers across country through online research company. The result of this empirical study is as follows. First, insurance company's CSR activity has a positive impact on customer's trust and CCID, but it did not have a direct significant effect on the customer's behavioral intention(B.I). Second, both customer's trust and CCID have a positive and significant effect on customer's behavioral intention. Third, we have also found that both Trust and CCID played a mediating role between CSR activity and B,I. Fourth, it was found that authenticity did not moderate the enfluence relationship between CSR activity and Trust, CCID. The result of this study shows that insurance company's active CSR activity increase customer trust, thereby create a sense of unity between the customer and the company, In addition, it shows that when CSR activities are mediated by customer trust and CCID, it could lead to customer behavioral intention(B.I) such as repurchasing and positive word-of-mouth activities. to others. The result of this study will contribute to the future research on CSR literature and the marketing strategy of insurance companies.

• Journal of Intelligence and Information Systems
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• v.16 no.4
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• pp.85-97
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• 2010

Internet communities are a typical space for knowledge creation and use on the Internet as people discuss their common interests within the internet communities. When we define 'Knowledge Communities' as internet communities that are related to knowledge creation and use, they are categorized into 4 different types such as 'Search Engine,' 'Open Communities,' 'Specialty Communities,' and 'Activity Communities.' Each type of knowledge community does not remain the same, for example. Rather, it changes with time and is also affected by the external business environment. Therefore, it is critical to develop processes for practical use of such changeable knowledge communities. Yet there is little research regarding a strategic framework for knowledge communities as a source of knowledge creation and use. The purposes of this study are (1) to find factors that can affect knowledge creation and use for each type of knowledge community and (2) to develop a strategic framework for practical use of the knowledge communities. Based on previous research, we found 7 factors that have considerable impacts on knowledge creation and use. They were 'Fitness,' 'Reliability,' 'Systemicity,' 'Richness,' 'Similarity,' 'Feedback,' and 'Understanding.' We created 30 different questions from each type of knowledge community. The questions included common sense, IT, business and hobbies, and were uniformly selected from various knowledge communities. Instead of using survey, we used these questions to ask users of the 4 representative web sites such as Google from Search Engine, NAVER Knowledge iN from Open Communities, SLRClub from Specialty Communities, and Wikipedia from Activity Communities. These 4 representative web sites were selected based on popularity (i.e., the 4 most popular sites in Korea). They were also among the 4 most frequently mentioned sitesin previous research. The answers of the 30 knowledge questions were collected and evaluated by the 11 IT experts who have been working for IT companies more than 3 years. When evaluating, the 11 experts used the above 7 knowledge factors as criteria. Using a stepwise linear regression for the evaluation of the 7 knowledge factors, we found that each factors affects differently knowledge creation and use for each type of knowledge community. The results of the stepwise linear regression analysis showed the relationship between 'Understanding' and other knowledge factors. The relationship was different regarding the type of knowledge community. The results indicated that 'Understanding' was significantly related to 'Reliability' at 'Search Engine type', to 'Fitness' at 'Open Community type', to 'Reliability' and 'Similarity' at 'Specialty Community type', and to 'Richness' and 'Similarity' at 'Activity Community type'. A strategic framework was created from the results of this study and such framework can be useful for knowledge communities that are not stable with time. For the success of knowledge community, the results of this study suggest that it is essential to ensure there are factors that can influence knowledge communities. It is also vital to reinforce each factor has its unique influence on related knowledge community. Thus, these changeable knowledge communities should be transformed into an adequate type with proper business strategies and objectives. They also should be progressed into a type that covers varioustypes of knowledge communities. For example, DCInside started from a small specialty community focusing on digital camera hardware and camerawork and then was transformed to an open community focusing on social issues through well-known photo galleries. NAVER started from a typical search engine and now covers an open community and a special community through additional web services such as NAVER knowledge iN, NAVER Cafe, and NAVER Blog. NAVER is currently competing withan activity community such as Wikipedia through the NAVER encyclopedia that provides similar services with NAVER encyclopedia's users as Wikipedia does. Finally, the results of this study provide meaningfully practical guidance for practitioners in that which type of knowledge community is most appropriate to the fluctuated business environment as knowledge community itself evolves with time.

• Journal of the East Asian Society of Dietary Life
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• v.22 no.1
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• pp.133-146
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• 2012

University dining services have received less attention than commercial food services or other institutional food services. Marketing practitioners and researchers recognize the major impact that perceived value has on consumer behavior. The mediating role of value has not been verified in relation to satisfaction in university dining establishments, including Korea. This study intends to investigate the relationships among value, satisfaction and revisit intention of university dining attributes. This study also examines whether university dining service attributes dimensions influence value. Further, this study verifies the role of value as a mediator in the formation of customer satisfaction and revisit intention. Structural Equation Modeling has been applied to the collected data from students of three universities in Korea. The study resulted in that university dining attributes, such as food, menu and convenience, positively affected value of the university dining services. Further analysis with examination of indirect effects confirmed the positive impact of value on satisfaction in university dining services. This study verified the mediating role of value on satisfaction as student's satisfaction is enhanced through the elevation of value of university food services. Enhanced satisfaction via value also led to improvement in revisit intention. This study contributes to the academia by verifying the mediating role of value in the formation of customer satisfaction in a university dining context. This study also offers practical implications to the industry, such as suggestions on developing strategies for value-added products and services to the university dining establishments. This value research for university dining services is also meaningful by triggering future research on market segmentation, product differentiation and positioning policies. In the long run, improving value and satisfaction with university dining services need to be realized to enhance overall college experiences and other competitive advantages, such as student recruitment and enrollment, student academic evaluations, and university reputation.

• Archives of design research
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• v.18 no.3 s.61
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• pp.129-138
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• 2005

It has been assumed that the clarification of a message is a necessary element for successful communication. However, in the today's complicated and changing environment of business marketing media, it is shown that the clarification of the message of advertisement may inhibit the effectiveness of communication. This study was to examine what was effective communication in advertisement when the company, provoking the people's negative emotional response, needs to establish new identities such as the goals and the special fields of business. In particular, the study was to investigate what effect the advertising strategy of strategically emitting ambiguous messages makes on the consumer's recognition, emotional attitude, reliability, and attitude towards the company. It was hypothesized that an ambiguous message in an advertisement has an effect on the consumer's recognition, emotional attitude, reliability, and attitude towards the company. Three texts from the 'Imagination Praises' campaign of KT&G which has been in process since 2003 were systematically sampled and the survey was performed by the means of questionnaires made on the sample The results showed that the ambiguous message of advertising texts gained better responses on the consumer's attention, good impression, affirmation, memory, sympathy than the dear message and that the ambiguous message had an effect on the consumer's attitude towards the advertisement itself. Thus, it could be tentatively concluded that the ambiguous message could be more effective in recognition and recall to promote the changes of identities of the company having the people's unfavorable emotion. But there wasn't any evidence that an ambiguous message in an advertisement was more effective in terms of the consumer's emotional response, reliability, and attitude towards the company. From this, it could be inferred that the receiver had an uncomfortable, doubtful and negative attitude about the implicit expressive code contained in the message. In the future deeper qualitative studies can compensate for the limited explanation of this empirical study focused on statistical analyses.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.6
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• pp.1-14
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• 2018

As interest and consumption of luxury goods have become more popular, luxury goods market is growing rapidly. Consumers can acquire psychological satisfaction with material abundance by purchasing and using luxury goods. Also, from the view of corporations, luxury goods have price inelastic characteristics, so they can enjoy price premium and it is good to produce good performance. That is the reason why they should pay much attention to securing luxuriousness. This study examined the establishment of brands luxuriousness in Korean SMEs. First, it examined the world market of luxury goods industry and the present condition of Korean market. Then it identified the constituents of luxuriousness by examining the prior studies and related literatures, and designed a research model based on the theoretical grounds to suggest the methods of brand luxuriousness building of Korean SMEs. Luxuriousness can be defined as the attribute of product that distinguishes luxury goods from other products by consumers' perceptions, and the factor that provides situational benefits that motivate consumers' purchasing behavior. In this study, I identified the sub-dimensions of luxuriousness according to whether there are product related attributes and consumers' benefit in consideration of the problems of existing studies. Product related luxuriousness are classified into superiority(functional benefit) and scarcity(experiential benefit), while non-product related luxuriousness are classified into differentiation(symbolic benefit) and traditionality(exclusive benefit). The following are the ways to build brand luxuriousness. First, company can use product factors. High quality, excellent design, high recognized brand with strong, favorable and unique images can enhance the luxuriousness of brand. Second, company can use price factors. Consumers tend to perceive luxury goods as high-priced items, so lowering the price of product can undermine the luxuriousness of product. Third, company can use distribution factors. It is effective for making consumers to perceive the differentiation and scarcity of luxuriousness through limited distribution channel. In addition, store atmosphere suitable for luxury brands should be created. Fourth, company can use promotion factors. The more consumers are exposed to advertisements, the more positive attitudes toward luxury brands are made, and consumers recognize luxuriousness higher. Price promotion negatively affects consumers' perception of luxuriousness. Fifth, company can use corporate factors. Consumer evaluations of products are influenced not only by the product attributes but also by the corporate association and corporate image surrounding the product. Considering the existing researches, it is possible to enhance the brand luxuriousness through high corporate competence and good corporate reputation. In order to increase the competence of the enterprise, it is useful to approach multidimensionally in relation with the knowledge creation capability. In corporate reputation, the external stakeholders' reputation is important, but the internal members' reputation is also important. Korean SMEs will be able to build brand luxuriousness by establishing marketing strategies as above and/or mix(integrate) them according to the situation.

• Korean Journal of Labor Studies
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• v.24 no.3
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• pp.143-178
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• 2018

This study is aimed at empirically examining the Korean unionists' solidarity using the survey of 476 full-time workers employed at the unionized workplace. It also questions the determinants affecting the unionist' willingness to be united with the contingent workers. The Korean unionism has faced the biggest challenge, that is, the crisis-in-worker solidarity. Although prior literature has noted the crisis in Korean unionism, it lacks a solid investigation of individual workers' perception of solidarity which may play a key role in building up worker-solidarity in the union movement. This study first examines the three sources of solidarity allowing for the historical and theoretical approach to the modern solidarity; economic interests, worker-identification and empathy, which provide an emprical framework for this study. The empirical evidences shows dynamic aspects as of how the full-timers perceive solidarity with the non-regular workers in the three terms of solidarity. First, full-time unionists share rare willingness to be united with contingent workers in terms of economic solidarity. In addition, the KCTU (Korean Confederation of Trade Unions) with social reformative orientation has little influence on increasing their member's orientation towards solidarity. Second, it is found that full-time unionists have more willingness to identify themselves with the non-regular workers as a member of the labor class. The KTCU is also positively associated with their member's will of identification with contingent workers. Third, the unionists, however, show little empathy toward non-regular workers, which is contrast to the willingness to worker identification. No causality is also found between the KTCU and their members' empathy for the others.