• 한국프랜차이즈경영연구
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• 제15권3호
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• pp.27-43
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• 2024

Purpose: The purpose of this study is to investigate the effect of customer-based brand equity on brand attitudes and behavioral intentions in the mobile e-coupon service market for foodservice franchises. Research design, data, and methodology: The sample comprised customers who had used a chicken mobile exchange voucher from a foodservice franchise brand, among KakaoTalk gift mobile exchange vouchers, within the last three months. The survey was conducted by distributing an online self-administered questionnaire, in which participants responded directly. The hypotheses were assessed through confirmatory factor analysis and structural equation modeling using the AMOS 22.0 statistical software. Result: The results of the hypotheses are as follows. First, among the sub-dimensions of foodservice franchise customer-based equity, brand awareness, brand image, perceived quality, and brand loyalty were found to have a positive effect on brand attitudes toward foodservice franchise mobile e-coupon services. Second, brand attitude toward the foodservice franchise brand mobile e-coupon service was found to have a positive effect on the intention to use and word-of-mouth. Conclusions: The results suggest that foodservice franchise brands with strong customer-based brand equity also have a competitive advantage in the mobile e-coupon service market.

• 디지털산업정보학회논문지
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• 제7권1호
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• pp.111-125
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• 2011

Smartphone is becoming as a core device of mobile environment. The purpose of this study is to investigate the factors affecting customer's buying decision on smartphone. Based on prior studies and cases, this study identifies network effect, switching cost, function, design, brand, after service, price as affecting factors of customer's buying decision on smartphone. It also aims to investigate the relationship between network effect/switching cost and re-purchasing. Result shows that network effect brand, after service are significantly related to customer's buying decision on smartphone by device types, but switching cost, function, design, price are not. Network effect also was found to be significantly related to the re-purchasing. The result of this study may provide a guideline of supply strategy with smartphone suppliers.

• 한국정보시스템학회지:정보시스템연구
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• 제27권1호
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• pp.21-42
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• 2018

Purpose This study investigates that the routes of psychological ownership in Fanpage and the effect of psycholoigical ownership on customer loyalty based on psychological ownership theory. Fans are customers who clicked 'Like' on the fan page. These fans have a lot of friends on Facebook, so the word-of-mouth is more effective than other online communities. Therefore, it is necessary for fans to have psychological ownership, actively responding to the fan pages, and recommending them to friends. However, previous social network service studies have overlooked the importance of psychological ownership. In this study, we examine what factors can increase psychological ownership and show that customer loyalty can be enhanced through psychological ownership. Design/methodology/approach This study was designed to investigate the structural relationship between Fanpage Familiarity, Interaction(Customer-Brand interaction and Customer-customer interaction), Psychological Ownerhisp, and Customer Loyalty. Structural equation modeling with SmartPLS2.0 was used to analyze the relationships in the research model. Findings The results showed that Fanpage Familiarity and Customer-customer interaction is positively related with Psychological Ownership. However, Customer-Brand interaction did not influence Psychological Ownership. Psychological Ownership has a positive impact on Intention to Continue Using Fanpage and Recommend.

• 유통과학연구
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• 제13권11호
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• pp.15-22
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• 2015

Purpose - This study aims to propose and validate a research model that describes the relationships between customer socialization, customer participation, and customer loyalty in the online service industry. Although customer loyalty is frequently discussed topic in marketing and strategy research, this study takes a novel approach in adopting customer socialization and participation as the antecedents to customer loyalty. Research design, data, and methodology - Based on adopting and modifying measurement items of the constructs from previous studies, this study develops survey regarding the constructs within the proposed research model. Among current registered members of Facebook and DaumKakao, 522 college students and other regular users are selected as the samples for conducting the survey. The collected data is analyzed by structural equation modeling method using SPSS and AMOS. Results Proposed hypotheses of the positive relationships - between customer socialization and customer participation, and between customer participation and customer loyalty are all supported. Conclusions - The results of this study suggest customer participation as an important precursor to customer loyalty in the online service industry. Also, customer socialization is validated as a new strategy to increase customer participation. These results validate the practical importance of communicating mission, purpose, value, and other customer socialization activities that firms undertake.

• 한국정보시스템학회지:정보시스템연구
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• 제28권4호
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• pp.131-153
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• 2019

Purpose This study examines the roles of firm-level IT competence in the relationship between marketing orientation and marketing performance in the context of Chinese SMEs. To achieve this goal, this study presents and empirically tests a model of how competitor orientation and customer orientation can be exploited to positively influence marketing performance through IT competence. Design/methodology/approach The competitor orientation and customer orientation are based on the market orientation construct developed by Trainor et al. (2011). IT competence re based on the market orientation construct developed by Reitz et al. 2018) and the marketing performance are based on the performance construct developed by Hooley et al., (2005). To complete the investigation, we conducted a survey in China from February 2019 to April 2019. Randomly contacted 150 Chinese SMEs, including SMEs of all sizes and types. To test our hypotheses, partial least squares (PLS) method was employed. Findings The findings indicate that customer orientation is antecedent to IT competence, while competitor orientation has no significant relationship with IT competence. This study provides a better understanding of the connection between IT competence and firm performance. So companies should focus on shaping customer-oriented culture and training IT competence.

• 한국정밀공학회지
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• 제18권7호
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• pp.72-84
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• 2001

This paper proposes a design methodology for customer, assembly and disassembly considering recycling. The disign process starts with the identification of customer needs, which are in turn converted into functional requirements. The concepts of Design for Customer(DFC), Design for Assembly(DFA), Design for Variety(DFV) and Design for Disassembly(DFD) are considered in the product design phases in order to decreas production variety and mass customization. And, a new module generation approach is developed for rearranging and clustering parts and subassemblies for disassembly and recycling. Based on the result of the module generation, a new configuration methodology is suggested to minimize the disassembly time or number of disassembly operations for recycling.

• 한국산학기술학회논문지
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• 제5권2호
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• pp.108-113
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• 2004

웹 기반 시스템의 고객 만족도를 증가시키기 위한 다양한 연구가 활발히 진행되고 있다. 또한 근래에는 고객 관점에서 서비스를 지원하는 일대일 마켓팅에 대한 관심이 높아졌으며, 웹 기반 시스템에서도 일대일 마켓팅을 지원하기 위한 연구가 필요하다. 본 논문에서는 일대일 마켓팅을 지원하는 지능형 고객 특화 모듈을 설계하였다. 제안 시스템은 일대일 마켓팅을 지원하기 위해 타겟 셀링, 크로스 셀링, 업 셀링과 같은 데이터 마이닝 기법을 사용하였다. 또한 이러한 고객 특화 모듈의 마이닝 결과를 프로토타입에 직접 적용하여 제안 시스템이 실제 웹 기반 시스템에 적용가능함을 보였다.

• Management Science and Financial Engineering
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• 제3권2호
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• pp.1-27
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• 1997

Designing effective navigation aids for customer interfaces is critical for the success of cyber shopping malls. Navigation aids can be classified into either basic ones which are based on the structure of the malls or add-ons which are not. Add-on navigation aids provide various short-cuts to promote efficient traversal in the cyber shopping malls, but too many of them would increase the complexity of the customer interface. Metaphors have been used widely for the design of add-on navigation aids, but little research evaluates their impact on the processes and outcomes of customers behavior in cyber shopping malls. This paper presents an empirical study that investigates the navigation process of customers and the subjective evaluation of their shopping experience. This research implemented two versions of a test-bed cyber shopping mall according to different metaphors used; one based on a spatial metaphor, and the other based on a non spatial metaphor. The results of the experiment indicate that navigation aids based on the spatial metaphor were used more frequently, which resulted in better understanding about the entire structure of the cyber shopping malls, which in turn led to an increased ease of finding target items and also a more pleasant shopping experience. The benefits of navigation aids based on the spatial metaphor became more evident when customers were looking for ad-hoc category items rather than common items. This paper presents plausible explanations for the results and implications to the design of navigation aids for cyber shopping malls.

• Journal of Mechanical Science and Technology
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• 제19권3호
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• pp.743-755
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• 2005

Human Sensibility Engineering System (HSES) has been applied to product development for customer's satisfaction based on ergonomic technology. The system is composed of three parts such as human sensibility analysis, inference mechanism, and presentation technologies. Inference mechanism translating human sensibility into design elements plays an important role in the HSES. In this paper, we propose a rule-based inference model for HSES. The rule-based inference model is composed of five rules and two inference approaches. Each of these rules reasons the design elements for selected human sensibility words with the decision variables from regression analysis in terms of forward inference. These results are evaluated by means of backward inference. By comparing the evaluation results, the inference model decides on product design elements which are closer to the customer's feeling and emotion. Finally, simulation results are tested statistically in order to ascertain the validity of the model.

• 복식문화연구
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• 제26권6호
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• pp.951-965
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• 2018

The purpose of this study was to investigate the effect of perceived risk, community usage motive, and price sensitivity of customers who purchase children's wear directly from overseas on customer satisfaction. Specifically, this study is aimed at verifying the moderating effect of price sensitivity when perceived risk and community usage motive significantly influence customer satisfaction. A survey was conducted among consumers who experienced directly purchasing children's wear from overseas and engaging in communities. A total of 415 questionnaires were distributed, which 41 responses were insincere and excluded; thus, 374 responses were analyzed. Results of this study are as follows. First, the analysis on how perceived risk and community usage motive influence customer satisfaction reveals the significant influence of economic and social psychological risk on customer satisfaction. Moreover, informational, recreational, and social emotional usage motive have a significant influence on customer satisfaction. Second, the effect of perceived risk and community usage motive on customer satisfaction based on different levels of price sensitivity was verified. As a result, delivery and economic risks affect customer satisfaction for consumers with high price sensitivity. Moreover, recreational usage motive has a significant influence on customer satisfaction for high price sensitive consumers. In conclusion, perceived risk negatively impacts customer satisfaction. Therefore, it is essential to provide a system that can reduce the perceived risk of consumers who purchase children's wear directly from overseas.