• 한국실내디자인학회논문집
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• 제18권6호
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• pp.20-27
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• 2009

This study aims to understand the consumer consciousness of the interior design by experiencing the interior space of the model house provided by the construction company. For this, the author investigated the spatial images about the apartment interior design and the satisfaction level depending on the experiential elements. Survey questionnaires were distributed to people who visited six model houses. Subjects were asked about the experience about the interior space of the model house. Their response to the experiential elements was analyzed with 5-point Likert scale and was computed as frequencies, percentages, and means. For the spatial image characteristics, adjectives were substituted for the image scales. As a result, the author found out the following: First, the interior space was commonly directed to the soft image, which was mixed with modern, noble, decent, dynamic and natural styles depending on the companies. The trend of each interior design basically had static, soft and vague images, and partially had two kinds of tendencies: the one was mild and natural, and the other was modern and elegant. Second, as the strategic modules of the experiential marketing, five experiential elements were investigated to find the satisfaction level through the model house interior space. The emotional element got the highest point followed by the cognitive element and the active element, while the sensible element and the relative element got the lowest point. Third, consumer response was generally positive toward the model house interior design provided by the construction company. It is necessary to make up for the design that can give an aesthetic pleasure with familiar images, rather than give a firm recognition about the design.

• 문화기술의 융합
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• 제6권3호
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• pp.111-116
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• 2020

2021년 10월 5일 스티브 잡스 사망 10주년을 추모하는 기업 문화마케팅 사례 연구이다. 기업 문화마케팅은 스티브 잡스의 팬덤을 통해 문화소비자 가치를 도출하고, 기업의 브랜드 이미지 제고와 수익을 달성하고자 한다. 빅데이터에 따르면, 스티브 잡스의 브랜드 이미지는 '혁신', '최초', '창의성', '변화', '디자인'이 도출되었다. 그래서 스티브잡스의 브랜드 이미지와 연관성이 높은 슈피겐코리아의 융복합문화공간 '슈피겐홀'과 전 애플 CEO 스티브 잡스의 소재로 제작된 디지털 오페라 <스티브 잡스의 혁명>의 연관성을 빅데이터로 분석하고, 문화콘텐츠 전문가의 의견을 수렴했다. 슈피겐코리아와 디지털 오페라 <스티브 잡스의 혁명>은 스티브 잡스의 희로애락 스토리, 슈피겐코리아의 VIP 회원의 프리미엄 서비스 제공, 언론홍보는 '국내 최초', 유명 연예인 공연장소와 문화예술 장소로 적합한 강남의 '슈피겐홀', 공연 티켓의 수익은 기부로 기획했다. 본 연구는 남성 CEO만의 인생 스토리 연구와 문화 도시 계획에 적합한 연구이다. 연구의 한계점은 장르별 다양한 작품의 분석과 업종에 따른 소비자 가치 분석 시도가 필요하겠다.

• KIEAE Journal
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• 제14권4호
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• pp.5-10
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• 2014

Since construction work is an indispensable part of daily lives, complaints of noise are unavoidable. Noise control in construction sites is normally known as a regulation by a government and self-motivated noise controls rarely occur. In this paper, a marketing strategy is proposed to provide a potential value of noise control for real estate developer. First, people's perception to construction noise was examined in means of collecting and analyzing media reports between 2005 to 2011. Then decibel test was done in order to test noise generated by different devices in a construction site in various distances. According to the theory of core competency, a conceptual model was raised to illustrate profit and loss situation of the real estate developers in the case they invest more in noise control. The construction noise is discussed that it will ruin people's perception to the company's brand image and reputation. Also, the investment in the creation of silent site is discussed that it will not only bring benefit to the brand image work but also have value of profit in the market.

• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.419-430
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• 2021

The study aims to analyze the factors that shape patient loyalty, namely, by involving the service quality factor (SERVQUAL), hospital image, patient value, and patient satisfaction in private hospitals. This study was conducted in Makassar City, Indonesia, with a sample of 296 eligible samples from private hospitals. The sample criteria were patients with outpatient and hospitalization status. Then, this study developed 23 hypotheses to test the statistical relationship between direct, intervening and multiple-effect models. Problem-solving and research focus are carried out using a quantitative method approach with a PLS-SEM-based testing tool. The bootstrapping method is being used with the constant bootstrapping step to demonstrate the results of hypothesis testing; we find that the overall hypothesis has a positive and significant effect. The combination of testing models involving several variables shows that a patient's loyalty can be formed if a patient's satisfaction has been realized. Satisfaction can be realized if the value-customer has been felt by the patients. Therefore, the hospital image must be directly proportional to service quality. Service quality is the essence of service that directly affects customers; service quality is also the reason that shapes consumer perceptions in increasing rationalization and solid customer (patient's) decision-making.

• 한국실내디자인학회논문집
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• 제20권1호
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• pp.109-116
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• 2011

As urbanization has evolved, a number of cities have been engaged in building creative power through branding. Cities contain much creative space and creative space within cities develops them. Cities are connected with space, which have a great influence each other, in particular, in cities of culture and art. Space contents in cities have various forms and types and work as important factors for branding of cities. In this high-touch generation, cities of culture and art have special meaning in that design of emotional generation, and cultural meaning of tangible and intangible assets in cities are their competitive power and sources of high added value. The cities of culture and art are oriented toward creative future globally and nationally. In cities of culture which seek for urban development by excavating artistic meaning and value through artistic and cultural development, their cultural meaning itself can become a brand, which effectively leads to building creative cities and marketing of urban brands. This study aims to analyse cases of cities developed through discovering or reactivating art and cultural meaning and value of urban space based on urban space contents. Then it analyses through what urban image, brands and marketing space contents were developed and suggests necessity of space contents development in small and middle sized cities. Therefore, based on the cases of art and cultural cities developed depending on space contents, it analyses and differentiate their various types and contents, aiming to show that any cities can be based on art and culture and creativity depending on creation, regeneration and development of space contents.

• 동아시아식생활학회지
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• 제20권5호
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• pp.785-793
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• 2010

This study aimed to identify particular foods that would be most appropriate as representatives foods of Daejeon, as well as the key factors affecting the branding of image of those foods. To achieve these aims we carried out a survey amongst 1,600 citizens and visitors. The Daejeon representative foods were determined to be Gujeuk Dotorimuk (Gu-jeuk acorn jelly), Hanbat Seolleongtang, Dolsotbap (stone pot mixed rice), Sutgol naengmyeon (Sutgol Cold Noodles), Daecheongho Minmulmaeuntang (Daecheong lake freshwater spicy fish soup) and Samgyetang (casserole of spatchcock with ginseng). These six dishes were designated as representative foods in 2001. Findings from the survey indicated the lowest level of brand! dish awareness was 11.6% generally and the top two preferences for the representative foods were ranked as, Samgyetang (24.8%) and Dolsotbap (23.6%). According to an awareness survey age differences played a significant role. Adults displayed a much higher awareness than younger generations. The survey also found that Daejeon city was strongly associated with images of science and technology, particularly areas such as Expo and the Daedeok Valley. This study's results suggests that developing a menu and marketing strategy based upon associated regional images may increase awareness for local foods among young consumers.

• 한국산학기술학회논문지
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• 제14권10호
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• pp.5097-5104
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• 2013

중국여성들의 한류(韓流)에 대한 인식도를 기준으로 '고집단'과 '저집단'으로 나누어 한국 화장품에 대한 품질인식과 구매행동을 분석함으로써, 중국내 마케팅 전략수립을 위한 시사점을 도출하고자 하였다. 중국 광저우시에 거주하는 중국 여성을 대상으로 한 설문조사 결과를 k-평균 군집분석, 독립표본 T 검정, 요인분석 등의 연구방법으로 분석하였다. 한류가 품질에 대한 인식과 브랜드이미지 제고에 미치는 긍정적 효과는 저집단보다 '고집단'에게 훨씬 더 강력하였고, 사용 후 만족도와 구매 추천 의향으로까지 연결되는 것으로 나타났다. 두 집단 간 품질 인식과 구매행동 등에 있어 큰 차이를 보여, 지역별 계층별 한류 인지도의 차이에 따라 마케팅 전략을 차별화할 필요가 있음을 시사한다. 다만, 두 집단 모두에게 저렴한 가격이 가장 중요한 구매 동기로 나타나, 한류의 확산과 함께 한국 화장품의 품질과 브랜드의 고급 이미지를 강화하기 위한 노력이 절실하게 필요한 것으로 사료된다.

• 한국의류산업학회지
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• 제14권2호
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• pp.251-260
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• 2012

Nowadays, global wedding dress companies are interested in the Chinese wedding market because of expectations in consumption patterns of the post 80's generation. Therefore, wedding behavior, selection criteria for wedding dresses, and favored image by segmented groups targeting 20's to 30's Chinese women were studied to help the Korean wedding dress industry to establish their business in China. The survey was conducted in Shanghai city and three neighboring cities-Wuxi, Zhengziang, and Hangzhou-, and the primary data were analyzed using the SPSS program. As results, Chinese women thought that the wedding ceremony should be elegant and dignified, and they wanted to choose their favorite style rather than a recommended style. The criteria of selection were classified into four factors. Overall image and well fitting with their face and body were the most important factors in the selection of wedding dress. The most favored image was unique/novel image. Several favored images for their wedding dress were significantly different by occasion (ceremony day and photo shoot day) and education level. People of higher education level preferred more luxurious and classic image during the ceremony, and a classic and gorgeous image on the photo shoot day. A white dress and a colored dress for weddings were favored more than the Chinese traditional dress on both occasions. There was also a significant difference between general consumers and the wedding business employees in the quantity of wanted wedding dress.

• 한국의류산업학회지
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• 제11권6호
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• pp.878-886
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• 2009

The purpose of this study was to identify clothing shopping orientation of university students and brand loyalty in Jinju, Korea. In addition, the effect of consumer's shopping orientation and brand equity factors on brand loyalty were analyzed. A self-administrated questionnaire was developed based on previous studies. A total of 257 useful data were analyzed by SPSS 13.0 program. About 64.6% were female with the mean age of 22.2 years old. The results of this study were as follows. First, clothing shopping orientation was classified into 6 factors: hedonic, store patronage, planned, brand-pursued, economic, and convenience shopping orientation. Second, brand equity was identified into two factors, brand image and brand-consumer relationship. Third, store patronage and hedonic orientation were significant predictors of brand loyalty($R^2$=.275). Brand image and brand-consumer relationship showed significant effects on brand loyalty($R^2$=.541). Findings of this study were expected to contribute to understand young consumers in a typical trading area and to develop marketing strategy for casual brands to increase and maintain brand loyalty.

• 유통과학연구
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• 제19권5호
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• pp.61-68
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• 2021

Purpose: Retailing is one of the fastest-growing sectors in Vietnam. In the sight of foreign investors, the Vietnamese retailing market is very prospective. However, the current competition is very intensive, and retailers are keen on gaining new customers. Hence, Vietnamese retailers have paid more attention to customer loyalty. Saigon Co.op is one of the largest retailers in Vietnam, but its consumers have more choices over a retailer. As a result, Saigon Co.op has realized the significance of customer loyalty. This study aims to determine the factors impacting customer loyalty of Saigon Co.op supermarket in Vietnam. Research design, data and methodology: this study applied the multiple regression analysis with 250 samples collected from Saigon Co.op customers. The questionnaire is provided to respondents via Google Form, and the link is sent to the fan page of Co.op mart on Facebook. Two hundred eighty-seven samples were collected, but 37 samples were removed due to missing values. Exploratory Factor Analysis (EFA) and regression analysis are used for data analysis on SPSS software version 20. Results: The findings show all four determinants of Saigon Co.op's customer loyalty, including Product Quality, Brand Image, Price Strategy and Service Quality. Conclusions: managerial recommendations are provided for supermarkets to improve their customer loyalty in Vietnam and other emerging markets. Limitations and suggestions for further research are also discussed.