• International Journal of Advanced Culture Technology
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• v.11 no.3
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• pp.338-345
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• 2023

Nowadays, many companies are striving to turn customer value into business value. Customer Relationship Management is a management system that develops effective and efficient marketing strategies by classifying customers in detail based on their information, i.e. databases, and consists of various information technologies. To implement this management system, a customer integration database must be established, and customer characteristics (buying behavior, preferences, etc.) must be analyzed with the databases established and the behavior of each customer must be predicted. This study aims to systematically manage a large amount of customer data generated by companies that apply Customer Relationship Management, in order to develop data design and data governance strategies that should be considered to increase customer value and even company value. We mainly looked at the characteristics of customer relationship management and data governance, and then explored the link between the field of customer relationship management and data governance. In addition, we have developed a data strategy that companies need to perform data governance for customer relationship management.

• Journal of Korean Institute of Industrial Engineers
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• v.33 no.3
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• pp.339-348
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• 2007

Since the 1980s, the marketing paradigm has rapidly changed from product-driven marketing to customer-driven marketing. Recently, due to an increase in the amount of information, customer-differentiation strategies have been emphasized more than product-differentiation strategies. This paper suggests a methodology for new customer segmentation and purchase forecasting using changes in customer behavior. This methodology includes a segmentation method for new customers using existing customer's characteristics and a purchase-forecasting system using the purchase-behavior patterns of existing customers. The proposed methodology not only provides differential services from a segmentation system but also recommends differential items from the purchase forecasting system for new and existing customers.

• Journal of Distribution Science
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• v.17 no.2
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• pp.91-100
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• 2019

Purpose - The importance of customer experiences has been increasing in retail industry as wells as theme park industry. The purpose of this research is to investigate relationships among brand experience, customer perceived value and brand support behavior in theme park industry. Furthermore, we tried to examine the moderating effects of interaction with customers in the relationships between brand experience and customer perceived value. Besides, we provided some implications for not only the theme park industry but also other service industries such as retail industry. Research design, data, and methodology - The research model has nine hypotheses, and we examined them empirically in this study. Five hypotheses were about relationships among theme park brand experiences, customer perceived value, and brand support behavior. The other four hypotheses were about the moderating effects of customer interactions in the causal relationship between brand experiences and customer perceived value. A total of 167 samples who had visited the theme park were surveyed and the hypotheses were tested with the statistical package programs such as SPSS 21.0 and AMOS 21.0. Results - The results of this study are as follows. First, it was proved that theme park visitors' sensory experience, emotional experience, and cognitive experience have significant positive effects on perceived value, although the hypothesis about the causal relationship between behavioral experience and perceived value is not supported. Second, the customer perceived value has a positive effect on brand support behavior. Third, customer interaction has a positive moderating effect between brand experiences and perceived value, except for behavioral experience. Conclusions - Based on the results of this study, there can be following significances and implications from both theoretical and practical perspectives. First, we confirmed the importance of experiential marketing in other service industries such as retail industry as well as the theme park industry. The marketing managers in these industries need to design various experience programs considering the various characteristics of experiences such as sensory, emotional, and cognitive experiences. Second, it will be necessary for the theme park managers to encourage active participation of customers, and raise the level of interaction between employees and customers.

• Asia Marketing Journal
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• v.11 no.4
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• pp.1-19
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• 2010

The role of customers in product, service production and delivery is getting more important. Especially, customers' progressive participation in service circumstance bring to success of service delivery and improve service quality. Recently, the studies related to Customer Citizenship Behavior (CCB) which leaves to the discretion of customer is conducting in marketing area. However, the prior study concentrates on antecedents of CCB but it mixed antecedents of CCB and customer participation behavior. Also, there is insufficient related to the consequence of CCB in long-term relationship between service organization and customer. This study examines the effect of customer citizenship behavior on long-term orientation between service organization and customer. The results show that significant effects of citizenship behavior of customer. First, the relationship between customer's perception of justice and CCB was significant. Second, the relationship between customer's perception of support from service organization and CCB was significant. Third, the relationship between customer's perception of value and CCB was significant. Lastly, CCB significantly affect on Long-Term Orientation between service organization and customer.

• Journal of the Korean Operations Research and Management Science Society
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• v.38 no.1
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• pp.69-87
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• 2013

Recently a large number of people have been using social networking and microblogging services such as Facebook and Twitter. These mediums play a pivotal communication channel in a business-to-customer (B2C) relationship. Given its importance in today's business, companies have invested in the strategic application of social network services to reach out to customers. This study provides a blueprint for mechanisms for successful execution of social network services in the context of developing an effective B2C relationship, such as customer participation behavior. The S-O-R(Stimulus-Organism-Response) framework lays out the foundation for developing our research model and provides a structured view for understanding customer participation behavior on brand loyalty. For the methodology, this study employed a mixed-method approach. Additionally, in order to provide empirical evidences, a total of 121 respondents have completed the survey. All the data were compiled and analyzed through structural equation modeling and were implemented in partial least square (PLS). To sum up, this study presented theoretical and practical implications by providing the effect of customer participation behavior on brand loyalty through B2C microblogging.

• Journal of Distribution Science
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• v.22 no.2
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• pp.95-102
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• 2024

Purpose: This study systematically examined the concept of digital selling readiness of salespeople. Additionally, this study empirically confirms the sequential mediating roles of digital literacy and salesperson self-efficacy in the impact of digital selling readiness on customer-oriented behavior. Research design, data, and methodology: We collected data from salespeople at a Bank and Financial Service firm in South Korea. A total of 254 salespeople were invited to participate, with 154 surveys returned. After removing the questionnaires with missing values, 150 complete surveys were employed for the analysis. Results: The empirical analysis indicates that digital selling readiness positively affects digital literacy. Digital literacy, in turn, is positively associated with self-efficacy, leading to increased customer-oriented behaviors among salespersons. This study also confirms the sequential mediating effects of digital literacy and self-efficacy in the impact of salespeople's digital selling readiness on customer-oriented behavior. Conclusions: Our research deepens the understanding of how digital selling readiness fosters customer-oriented behavior through the sequential mediating effects of digital literacy and self-efficacy. This study extends the previous model by sequentially involving digital literacy and self-efficacy to better understand the psychological processes of digital selling. The results highlight the role of digital selling readiness in preparing salespeople for digital sales.

• The Journal of the Korea Contents Association
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• v.12 no.3
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• pp.322-334
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• 2012

The purpose of this paper is to explain and identify how service trust about enterprise of internal employees influence on management performance by investigating relationships between service trust in internal organization of enterprise, job commitment, customer service behavior, management performance. A survey study was conducted to collect the data with sales forces of at domestic major pharmaceutical companies. Analysis of structural equation modeling with AMOS 18.0 was performed to test the research hypothesis. The results of the study are as follows: service trust in internal organization of enterprise are positively associated on both job commitment and management performance, but it was negatively associated on customer service behavior. Job commitment was positively associated on customer service behavior but it was not influences on management performance. And customer service behavior was positively associated on management performance. Therefore, service trust in internal organization of enterprise was direct influences on management performance and it was also effects on through job commitment and customer service behavior. To sum up, if employees are devote themselves in work of their organization, service behavior on their customer of employees will be higher, and then management performance will be achievement. So, it have to reinforce job commitment on employees in order to achievement high performance of management through sales.

• Journal of Distribution Science
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• v.14 no.9
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• pp.133-147
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• 2016

Purpose - The Purpose of this study is to observe the value of LOHAS as an exhibition that is perceived to be a specialized local exhibition with good fame and differentiated advantage as well as the spectators' will to visit the exhibition coming from the future behavior intention of visitors. Research design, data, and methodology - In order to achieve the purpose of this study, This study organized questionnaire after setting a hypothesis based on the theoretical background from the parameters. verification of the hypothesis by statistically analyzing the answers for questionnaire follows. Finally, the implication of this study is drawn through comprehensive discussion while This study indicated from the limits of the study and future direction for research. This study set up a model to research the influence on the structuring factors in LOHAS exhibition in forming perceived value, customer satisfaction and future behavior intention. Frequency analysis was used for getting demographic characteristics, verification of plausibility, reliability of measured parameters and factors analysis. This study have performed verification of difference at selection property level based on multiple regression analysis and demographic nature. Results - To summarize the study result, through the verification of hypothesis about meaningful influence among structuring factors in LOHAS exhibition, perceived value and customer satisfaction shows some noticeable points to focus on. That is, it is established things that partial adoption and meaning relationship of partial influence. The perceived value affected both customer satisfaction and future behavior intention meaningfully. Conclusions - This study could note that in the structuring factors of LOHAS exhibition, perceived value for visitors and customer satisfaction play their roles positively on the future behavior intention. In conclusion, this study implies that strategic measures are necessary to fulfill the structuring factors of LOHAS exhibition as they would make positive impact on acknowledged value, customer satisfaction and future behavior intention to contribute to the growth and development of LOHAS exhibition. Also it suggests that the method to join each other with activities is necessary to strengthen the properties of the exhibition and position well to be a solid local exhibition.

• Journal of Digital Convergence
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• v.11 no.11
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• pp.603-611
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• 2013

This study examines the impact of job stress on customer-oriented boundary-spanning behavior with the mediating effects of organizational commitment. The survey data was collected from 147 employees working at a hospital and analyzed statistically by using SPSS 18.0 and AMOS 18.0. The result of this study are as follows. Hypothesis 1, Job stress has a negative influence on organizational commitment. Hypothesis 2, Organizational commitment has a positive influence on customer-oriented boundary-spanning behavior. Hypothesis 3, Job stress has a negatively significant impact on customer-oriented boundary-spanning behavior. Accordingly, Organizational commitment has the role of partially mediating the effect between job stress and customer-oriented boundary-spanning behavior. This means that employees working at the point of meeting customers must reduce their job stress in order to improve the service quality of a hospital and creating solutions to reduce job stress of hospital employees can increase customer-oriented boundary-spanning behavior.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.208-221
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• 2012

The purpose of this study is to investigate the antecedent variables of customer citizenship behavior selected by a social exchange point of view on the Boryeong Mud Festival. Of all the questionnaires collected, 239 were included in the analysis which was performed using SPSS. Date analysis method used to frequency analysis, factor analysis, reliability analysis and canonical correlation analysis. As the results of the canonical correlation analysis between the customer citizenship behavior and the social exchange point of view, there was a significant relationship between the attributes of customer citizenship behavior - loyalty, cooperation, Participation and social exchange point of view - customer satisfaction, customer confidence, perceived support of customers, justice perception. Therefore, marketing practitioner should recognize the importance of customer's perception in the service circumstance and make a managerial effort to offer the best service to customer. The result of this paper may help local festival planner and marketers for festival marketing strategy.