• 유통과학연구
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• 제19권2호
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• pp.15-24
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• 2021

Purpose: The research is to find out the perception of consumers for the convenience store (c - store) image in an emerging market, with a sample from Ho Chi Minh City. Research design, data, and methodology: Data were collected using a 24 - item structured questionnaire into six factors, namely: store atmospheric, merchandise, supplementary service, customer convenience, sales personnel, promotion. Five hundred consumers shopped at the different c - stores were collected for a multidimensional scaling technique that creates a perceptual map illustrating of c - store image. Results: The results point out that consumers' perception of a different c - store is different. The trend of c- stores are focusing on the dimensions of the function aspect. The customers also put their attention on the psychological dimension, which, in this case, is customer convenience with a sharp point. Almost all stores are bad on store atmospheric in customer- based. Conclusions: The modern retail store chains need to focus on elements to create a store image positioning and improve the perceptions of the consumers towards the store. Besides, customers not only visit the stores, not due to its convenient location, mass media or shopping experience, but also a strong identity for the store's brand image.

• 한국컴퓨터정보학회논문지
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• 제23권12호
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• pp.227-232
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• 2018

The purpose of this study is to empirically measure the consumer response to mobile phone price changes in small and medium cities that have been alienated from Chinese marketing research. To do this, we measured price response through consumer survey based on conjoint analysis. The results of this study are as follows. First, it show a typical pattern in which the part-worth decreases as the price increases. This suggests that there is room for improvement in profitability through pricing strategy for small and medium cities. Second, the decrease of the utility value according to the price increase was different for each city. This implies that difference of price response by city should be used strategically when planning price tactics. This study has contributed to understanding the expansion of research subjects from large cities to small cities and the price response phenomenon of small cities. And it will provide basic data on price response to mobile phone marketers of small and medium cities.

• 대한지리학회지
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• 제43권6호
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• pp.951-960
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• 2008

본 연구에서는 쓰시마시의 아리랑 축제를 사례로, 쓰시마시는 어떠한 과정을 거천 아리랑 축제를 한국인을 겨냥한 장소마케팅의 수단으로 이용해 왔는지, 아리랑 축제의 역사를 통한 민과 관의 활동에 착안하여 고찰하였다. 쓰시마시는 기존의 축제에 조선통신사 행렬과 아리랑 축제의 타이틀을 추가함으로써, 한국인 관광객을 유치하려고 노력하여 왔으나, 독도문제 등으로 인한 일부 주민들의 항의에 부딪혔다. 이에 시는 협의회를 거쳐, 지역 활성화를 위해 축제를 중지할 필요는 없지만, 2007년부터는 아리랑 축제를 서브타이틀로 사용할 것에 합의하였다. 이처럼 지역주민들은 때로는 아리랑 축제의 개최를 둘러싸고 관과 첨예하게 의견대립을 보이는 경우도 있었지만, 한편으로 그들은 축제의 운영에서 프로그램의 공연에 이르기까지 적극적으로 참가하고 있어, 쓰시마시의 아리랑 축제는 지역주민의 아이덴티티에 기초한 그들의 축제이면서 동시에 장소마케팅의 수단으로 이용되고 있음을 알 수 있고, 그 과정은 민과 관이 함께 만들어 가는 지역 만들기의 과정이라고 할 수 있다.

• 한국식생활문화학회지
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• 제21권4호
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• pp.388-395
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• 2006

The purpose of this study was to analyze the current operating management practices and tourist royalty of restaurants at the tourism provinces in Donghae city. Forty restaurants were surveyed for sales status, customer management, menu management, advertising, marketing strategy and seventy seven tourists replied to the attitudinal and behavioral aspects of customer royalty for regular visiting restaurant. Statistical data analyses were completed using the SPSS/WIN pact(age program for descriptive analysis, paired difference test, t-test, ANOVA, and pearson correlation. The results of quantitative analysis indicated that the average sales per day on a high-demand season were 1,571 thousand won and one on a slack season were 614 thousand won. The average check on a high-demand season(109 persons) and a slack season(38 persons) were significant difference(t=6.834, p<.001). A total of 93.5% of the restaurateurs answered that menu pricing was decided by the owner and 21.7% of the subjects used the only restaurant homepage in the advertising method. A total of 40.6% of the restaurants utilized the only kind service for regular customers and 35.1% of the subjects had no method for them. The results suggest that systematic management policies and marketing strafes for regular customer is very necessary. Also, the correlation between tourists' attitudinal and behavioral aspects of customer royalty for regular visiting restaurant was found out. High correlation was existed between the overall tourists' satisfaction on regular visiting restaurant, the intention to revisit(BCL 1, p<.001), the intention to recommend(BCL 2, p<.001), and indicators of customer royalty. Finally, restaurateurs at the tourism provinces should focus on marketing strategy to keep and improve current customer to rise the tourist royalty.

• 한국직업건강간호학회지
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• 제21권3호
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• pp.299-307
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• 2012

Purpose: This descriptive study attempted to identify the influence of internal marketing perception, empowerment, and job satisfaction on customer orientation of clinical nurses. Methods: The subjects were 411 nurses with over one year working experience in a university hospital, located in I-city. The data were collected from April 20 to 30, 2012. using a self-report questionnaire. The data were analyzed using hierarchical multiple regression with the SPSS/WIN 17.0 program. Results: There were significant differences in customer orientation depending on general characteristics(age, marital status, education, position, clinical experience, and department). Internal marketing perception, empowerment, and job satisfaction correlated with customer orientation. As the results of hierarchical multiple regression analysis for impact factors on nurses' customer orientation show, factors are the outpatient department in working places(${\beta}$=.10), education and training in internal marketing perception(${\beta}$=.12) and empowerment(${\beta}$=.44), which accounted for 31.1% of customer orientation. Conclusion: Therefore, nurse managers should identify the needs to perceive nurses as internal customers, and the internal marketing strategy should be performed to empower nurses. Also, it is needed to place nurses with high customer orientation at the outpatient department.

• 한국콘텐츠학회논문지
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• 제11권2호
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• pp.276-286
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• 2011

최근 지자체 및 정부 기관에서 소외지역 생활환경 개선 및 문화 복지를 위한 도시 재생사업의 일환으로 공공미술 프로젝트를 시행하고 있다. 따라서, 공공미술 프로젝트는 공공미술 자체의 담론에만 빠져있을 것이 아니라 도시 재개발 속에서의 그 의미를 생각해야 한다. 즉, 공공미슬 프로젝트를 통해 소외지역에 문화 예술을 입히는 것이 궁극적으로는 지역 주민들의 경제를 활성화할 수 있는 장소마케팅의 목적으로 시행될 필요가 있다. 본 논문은 과연 최근 5년간 진행된 부산의 공공미술 프로젝트들이 그 목적성을 달성했고, 장소마케팅 관점에서 성공적이었는지, 공공미술의 성격과 전체 마을의 설립 양상이 비판적으로 재검토될 필요는 없는지에 대한 의문에서 출발하였다. 먼저, 공공미술의 개념 및 공공미술 프로젝트의 효과와 장소마케팅의 개념 및 전략에 대해 이론적 내용을 문헌을 통해 고찰한다. 이를 바탕으로 분석틀을 도출하고 부산시의 최근 5년간 진행된 대표적인 공공 미술 프로젝트 사례를 공공미술적 차원의 요건과 장소마케팅 차원에서의 실효성에 대해 분석하였다. 분석결과를 토의함으로써 공공미술 프로젝트의 실질적이고 궁극적인 목표이어야 하는 장소마케팅 차원에서 향후 공공미술 프로젝트의 나가야 할 방향에 대해 시사점을 제시하였다.

• The Journal of Asian Finance, Economics and Business
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• 제8권4호
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• pp.423-431
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• 2021

This paper examines the impact of university social responsibility on brand image and student satisfaction. Social responsibility impact on consumer behavior has been studied extensively. But the same impact has not been rigorously tested to the same extend in the education sector. Firstly, we analyze the perception of university social responsibility (USR) and its components, including (1) the quality of teaching programs, facilities, and academic staff; (2) supporting learning activities; and (3) human resource policies. Secondly, we investigate the relationship between university social responsibility, brand image, and student satisfaction. The study examined these relationships through a proposed economic model based on answers from a survey of 298 students at the University of Food Industry Ho Chi Minh City. From the above survey data, the author proceeds to quantify variables and, based on Cronbach's Alpha reliability coefficient, EFA factor analysis, and linear regression, to measure the impact of each social responsibility factor on business of the university and student satisfaction. The results show that university social responsibility actually affects the university's brand image and student satisfaction. Our findings suggest that universities should develop an appropriate marketing strategy to reinforce brand image and student satisfaction through the university social responsibility model.

• 한국가구학회지
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• 제16권1호
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• pp.71-80
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• 2005

A joint brand of furniture companies named Gaboro has been officially launched in the form of a juridical foundation. It was invested by Seoul City and the union members for regenerating the furniture companies in Seoul on August 1, 2003. However, Gaboro still has a few problems to overcome for successful business from joint marketing. Firstly, Gaboro must create a R&D post in order to lead the member companies through consistent production of furniture in addition to engraving its brand. Secondly, the head office of Gaboro must be authorized to prevent each union member from manufacturing the furniture products not well suited to the fresh brand. In addition, the member companies justly need to regulate the product items, and simultaneously to accept the new image concepts. Lastly, Gaboro needs to launch unique items to discriminate its design from other competitive companies.

• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.33-42
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• 2019

Purpose - Since the number of cafés operated by using cultural marketing in Jeju Special Self-Governing Province is increasing, this study emphasizes the necessity of cultural marketing, which is a different strategy of specialty coffee shops, focusing on Jeju Island. The purpose of this study is to investigate the effect of positive effects of service quality and brand image on customer satisfaction through cultural marketing. Research design, data, and methodology - It emphasizes the necessity of cultural marketing of specialty coffee shops, and how the positive effects of service quality and brand image brought through cultural promotion, culture support, cultural support, cultural enterprise influence customer satisfaction. The results of this study are as follows. In order to verify the research hypothesis of this study, Jeju residents who have experience using cultural marketing conducted in coffee shops in Jeju Island are targeted. The cafe in Jeju area, which runs from April 4 to April 14, 2018. A total of 110 copies of the questionnaire were distributed, and the final 100 copies were used as final empirical analysis data. Result - The results of the study are as follows. First, promotion and culture business activities have positive influence on brand image. Second, production and cultural business activities had positive effects. Third, brand image has a positive effect on customer satisfaction. Fourth, service quality has a positive effect on customer satisfaction. Conclusions - The implications of this study are following as: First, if you want to grow into a cultural enterprise in the province by enhancing your brand image, you need to prioritize cultural direction and business direction for cultural companies among sub-factors of cultural marketing. Second, it is necessary to improve the customer satisfaction through the improvement of the brand image considering the composition of the stores in the city, the facilities and the atmosphere, and the consumer tendency such as product and customer age.

• 한국식생활문화학회지
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• 제36권5호
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• pp.421-429
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• 2021

Local non-timber forest products can be easily accessed by tourists. These also provide opportunities for tourists to experience the local culture. Many local governments are paying constant attention to the development of non-timber forest product brands to revitalize the local economy and increase the profits of local farmers. Although there are many forest products and tourism resources in each region of Korea, there is no local specialized strategy to sell non-timber forest products and promote consumers' purchase intentions. In this study, we aimed to explore the consumers' perceived creating shared value (CSV) and its association with purchasing behavior of non-timber forest products in Jeongeup city, Korea. Data were collected from 1,066 consumers who had purchased non-timber forest products. Purchasing patterns of local specialty products differed depending on consumers' perceived CSV levels. In addition, consumers with higher levels of perceived CSV showed higher awareness and familiarity with Jeongeup city and experienced Jeongeup city's non-timber forest products. Our findings suggest that improving consumer perception towards CSV of non-timber forest products can be used as a marketing strategy for local non-timber forest products to revitalize the local economy.