• Journal of the Korean Operations Research and Management Science Society
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• v.39 no.1
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• pp.29-48
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• 2014

The recent keyword advertising does not reflect the individual customer searching pattern because it is focused on each keyword at the aggregate level. The purpose of this research is to observe processes of customer searching patterns. To be specific, individual deal-proneness is mainly concerned. This study incorporates location as a control variable. This paper examines the relationship between customers' searching patterns and probability of purchase. A customer searching session, which is the collection of sequence of keyword queries, is utilized as the unit of analysis. The degree of deal-proneness is measured using customer behavior which is revealed by customer searching keywords in the session. Deal-proneness measuring function calculates the discount of deal prone keyword leverage in accordance with customer searching order. Location searching specificity function is also calculated by the same logic. The analyzed data is narrowed down to the customer query session which has more than two keyword queries. The number of the data is 218,305 by session, which is derived from Internet advertising agency's (COMAS) advertisement managing data and the travel business advertisement revenue data from advertiser's. As a research result, there are three types of the deal-prone customer. At first, there is an unconditional active deal-proneness customer. It is the customer who has lower deal-proneness which means that he/she utilizes deal-prone keywords in the last phase. He/she starts searching a keyword like general ones and then finally purchased appropriate products by utilizing deal-prone keywords in the last time. Those two types of customers have the similar rates of purchase. However, the last type of the customer has middle deal-proneness; who utilizes deal-prone keywords in the middle of the process. This type of a customer closely gets into the information by employing deal-prone keywords but he/she could not find out appropriate alternative then would modify other keywords to look for other alternatives. That is the reason why the purchase probability in this case would be decreased Also, this research confirmed that there is a loyalty effect using location searching specificity. The customer who has higher trip loyalty for specificity location responds to selected promotion rather than general promotion. So, this customer has a lower probability to purchase.

• CRM연구
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• v.4 no.1
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• pp.55-68
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• 2011

Recently with the development of Web services by utilizing a variety of web content, the studies on user experience and personalization based on web usage has attracted much attention. Majority of personalized analysis are have been carried out based on existing data, primarily using the database and statistical models. These approaches are difficult to reflect in a timely mannerm, and are limited to reflect the true behavioral characteristics because the data itself was just a result of customers' behaviors. However, recent studies and commercial products on web analytics try to track and analyze all of the actions from landing to exit to provide personalized service. In this study, by analyzing the customer's click-stream behaviors, we define U-Score(Usage Score), P-Score (Preference Score), M-Score(Mania Score) to indicate variety of customer preferences. With the devised three indicators, we can identify the customer's preferences more precisely, provide in-depth customer reports and customer relationship management, and utilize personalized recommender services.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.3
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• pp.334-347
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• 2013

This study obtains information required for a comprehensive understanding of the brand-switching behavior by cosmetics consumers and for the establishment of effective strategies to make customers more loyal to the company. The study examines the relationships between customer shopping orientation and brand switching motives with respect to cosmeceuticals. A descriptive survey method using a self-administered questionnaire was employed. The sample consisted of 1,258 females between the ages of 20's and 30's residing in Seoul and the Gyeonggi area who use whitening products, sunscreen, or other anti-aging cosmetics. The results showed that shopping orientation influenced brand-switching motives in regards to purchasing cosmeceuticals. The orientation of depending on information and seeking fashion trend were the major factors to induce brand-switching behavior in purchasing whitening products, sunscreen, and anti-aging treatments. However, there were differences in the type of factors of shopping orientation and in their intensity of affecting brand-switching motives depending on the specific cosmeceuticals. In particular, in the case of sunscreen, as compared to other products, the customer shopping orientation should be considered from more diverse perspectives in order to formulate effective marketing strategies related to brand switching. In light of these results, customer shopping orientation with respect to cosmeceuticals is a variable that influences the cause brand switching. Therefore, differentiated marketing strategies that reflect the different characteristics of shopping orientation according to each item of cosmeceuticals are recommended to improve the satisfaction level of the companies' target market. Current consumer needs for practical benefits and for new products should be simultaneously reflected in the plans for new product development of each type of cosmeceutical.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.16 no.1
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• pp.43-69
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• 2005

Generally, brand is the title for discriminating their own goods and service from other competitive company, brand-image means customer's good and bad affection or loyalty the brand of specific company. Customers often choose the goods according to the value of goods brand. In terms of this viewpoint, the value of company's brand is very important factor to the company's success. Brand-image also effects customers on selling company's goods. Specially, to the hotel business that should ensure lots of customer for a long period with the interest and credit of customers, its brand-image is more significant. What the image is looked upon as a important factor in marketing is due to the difficulty of discrimination against goods standardized in price and quality. Therefore, the company's image acts as a more important marketing factor in the high industrial society. Also it means a lot to the customer's purchasing behavior. When the company's brand-image is recognized or discriminated, customer's memory is longer and customer's reliability is raised than other company's advertisement and public information. Nowadays, most of hotels are perceiving the importance on their own brand-image but in the lack of deep study and systematic strategy in reality. The purpose of this study is to research the effect on customer's purchasing intention of hotel brand-image and choice-attribution. The empirical research has been done from 23April, 2004 to 20May, 2004. Data were collected from general customers who are using hotel located in Taegu. In conclusion, hotel brand-image depends highly on, the service quality of hotel staff and reputation of hotel. Besides, this acts on customer's hotel choice decisively.

• Culinary science and hospitality research
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• v.23 no.6
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• pp.110-117
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• 2017

This study intended to examine transitive relation among customer incivility perceived by deluxe hotel frontline employees, burnout, and deviant workplace behaviors and clarify the moderating effect of employees' stress. A total of 230 employees working in deluxe hotels in Seoul, the capital of Korea, in 2017 comprised the sample in this study. The hypothesized relationships in the model were tested simultaneously by using structural equation modelling (SEM). As results, customer incivility perceived by deluxe hotel frontline employees had significant (p<.001) positive influence on their burnout(${\beta}=.38$, t-value=4.93). Employees' burnout positively influenced their deviant workplace behaviors (${\beta}=.56$, t-value=7.22). In addition, customer incivility was found to positively affect employees' deviant workplace behaviors(${\beta}=.26$, t-value=3.90), and therefore, the moderating role of stress level was not verified. The findings of this study suggested that deluxe hotels are supposed to enhance their frontline service by providing orientation for customers through promotion materials. Limitations and future research directions of this study were also well established and discussed.

• Korean Institute of Interior Design Journal
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• v.17 no.6
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• pp.63-70
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• 2008

The service sector is growing and service is complicated with various customer needs in the competitive markets. Bill Hollins urges that services must be designed. I believe that service experiences must be designed with servicescape as an environment surrounding services. Servicescape is the physical and social environments of service. Service experiences do not depend only on the aesthetic impression of physical servicescape. One of the main characteristics of services is that the most value of services are accomplished from interaction between customer and service encounters. The design of physical servicescape affects the interaction between customer and service encounters and the behavior of both customer and service suppliers' including social factors such as display emotions and the interpersonal distance between customers. Servicescape design should control tangible and intangible area of service events. In addition servicescape design creates customer's good experiences in the servicescape. This research proposes the possibilities and proper design process of servicescape design. Servicescape Design should control the activities including interrelations of participants, efficient service delivery process, and the united images of services for creating the satisfied service experience values.

• Smart Media Journal
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• v.13 no.2
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• pp.122-128
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• 2024

Today, many companies are using CRM as a means to secure sales opportunities, improve sales pipelines, and increase customer satisfaction. CRM like this improves the quality of corporate management by understanding customer behavior patterns and utilizes the process of change in the organization's work procedures and technology for marketing, sales, and customer service. In this study, we designed and implemented a small CRM using IP PBX to enable small and medium-sized businesses to introduce CRM without economic burden and measured its performance. As a result, we found a small customer management system (SOHO CRM) has proven its performance.

• Journal of Distribution Science
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• v.4 no.1
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• pp.27-51
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• 2006

This study is to understand the existing relation-marketing based on a result that social-relationship in market can effect on customer's action with expanding the seller-purchaser relationship, and understanding purchaser-purchaser relationship in the community. The result of this study could be summarized as below: First, the customer-sales person friendly relationship effects respectively on customer satisfaction and loyalty. Second, friendly relationship of customers effects on customer satisfaction and loyalty. Third, customers' satisfaction and trust increases customers loyalty. Considering that they could cause others to re-buy, friendly word of mouth, recommendations, we should know improving customers loyalty about a company(department store) is very important. This study presents not only customers and sales clerks relationship but also developing customer-customer relationship is important as well. From the viewpoint, this study gives the following strategic tactics to companies. First, customer's relationship with sales clerk is not able to be built in a short time unlike discount or gifts. Second, relationship around customers effects on loyalty of the department store, over the relationship of simple customer-sales clerk. Finally, companies, to make a relationship like fabric, should escape a two-level channel, a company to a customer, then recognize a three-level channel, a company to a friendly customer to a neutral or a unfriendly customer. That means a business should use the positive to make the negative or the neutral change their behavior to it.

• Journal of Fashion Business
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• v.1 no.3
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• pp.71-81
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• 1997

The purpose of the study was to identify customer patronage motives of female aged 20 to 29 for fashion specialty stores and purchasing behavior and make comparison of patronage motives and purchasing behavior according to patronage groups as determined by level of patronizing fashion specialty stores. The subjects were females aged 20 to 29, owned at least one fashion speciality store charge card, and resided in Seoul. A questionnaire was developed by the researcher and distributed to 450 females. A sample of 409 females responded to the questionnaire. Frequency count and percentage, factor analysis, Analysis of Variance (ANOVA) and Tukey's test were used for statistical analysis. The respondents were classified into three groups (high, middle, low patronage groups) according to the level of patronizing fashion specialty stores. In patronage motives, the high patronage group rated store attributes, service and merchandise assortment important. The middle patronage group considered merchandise assortment and convenience of shopping and payment important. The low patronage group regarded service important. In buying behavior, the high patronage group showed a strong orientation of planned purchase and impulse buying by merchandise. The middle patronage group had significantly a strong orientation of impulse buying by sales promotion. The low patronage group showed a strong orientation of planned purchase.

• Knowledge Management Research
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• v.12 no.3
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• pp.39-58
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• 2011

As the information from today's knowledge-based society alters the awareness of patients and provides a wider selection of medical institutions, the reality of medical institution management is struggling compared to the past. CRM was introduced to domestic hospitals as marketing strategy to dominate the competition under varying medical environment. Thus, this research invests on CRM activity types used in hospitals and the effects of CRM activities toward loyalty and switching intention. Futhermore, we investigate the mediating role of customer relationship commitment and termination in CRM activities. The subjects in this study included three hundred customers who are using hospital settings or who had experience with using the hospital settings. The researcher collected 262 survey questionnaires from May 23th, 2011 to June first. In order to evaluate the hypothesis in this study, structural equation model was analyzed by using AMOS 18.0.