• International Journal of Advanced Culture Technology
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• 제11권3호
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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.

• 대한산업공학회지
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• 제33권3호
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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.

• 유통과학연구
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• 제17권2호
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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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• 제11권4호
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• pp.1-19
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• 2010

마케팅 과정에 있어서 최근 고객의 참여 및 역할에 대한 관심과 중요성이 점점 커지고 있다. 이러한 흐름 속에서 본 연구는 고객시민행동과 이에 대한 선행요인과 결과 변수들에 대한 문헌연구를 통하여 고객시민행동의 개념을 정리하였다. 고객시민행동은, 고객이 서비스를 제공받기 위해서 수행하는 참여행동을 초월하여, 서비스 제공자에게 협조하고 서비스 조직에 건의사항을 제공하며 다른 고객을 도와주는 등의 행동을 통해서 궁극적으로 서비스 품질 향상에 기여하는 행동을 의미한다. 본 연구는 이러한 고객시민행동에 영향을 미치는 주요 선행요인을 규명하였다. 나아가 고객시민행동의 결과인 기업과 고객 간의 장기지향성에 미치는 고객시민행동의 영향에 관한 개념화를 바탕으로 실증연구를 실시하였다. 연구결과에 의하면 고객은 서비스 상황에서 자신이 타인과 비교하여 공정하게 대우받았다고 지각할 때, 그리고 고객이 기업으로부터 정서적·수단적 지원을 많이 받았다고 지각할수록 고객시민행동을 적극적으로 하는 것으로 나타났다. 또한 고객이 기업이 제공하는 서비스에 대한 가치를 높게 지각할수록 기업에게 긍정적으로 기여하는 고객시민행동을 하는 것으로 나타났다. 마지막으로 고객이 기업에 공헌하는 고객시민행동을 통해 해당 기업과의 관계에 있어서 장기지향성을 보인다는 가설 또한 지지되었다. 본 연구는 고객시민행동에 대한 개념화와 실증분석을 통하여 고객시민행동의 주요 선행변수와 결과에 관한 통합적 모델을 제시함으로써 이 분야의 연구가 나아갈 방향의 기초를 제공하였다는 점에서 그 의의를 찾을 수 있다.

• 한국경영과학회지
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• 제38권1호
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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.

• 유통과학연구
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• 제22권2호
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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.

• 한국콘텐츠학회논문지
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• 제12권3호
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• pp.322-334
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• 2012

본 연구는 기업 내 서비스신뢰, 직무몰입, 고객서비스행동, 경영성과 간의 관계를 검증함으로써 종업원의 기업에 대한 신뢰가 어떻게 경영성과에 영향을 미치는가를 확인하고 설명하는데 있다. 본 조사의 설문은 국내 주요 제약사의 판매원으로부터 자료를 수집하였으며, AMOS 18.0을 이용하여 구조방정식모형분석으로 제기된 연구가설을 검증하였다. 분석결과, 기업 내 서비스신뢰는 직무몰입과 경영성과에 긍정적인 영향을 미친 반면, 고객서비스행동에는 부정적인 영향을 주었다. 그리고 고객서비스행동은 경영성과에 긍정적인 영향을 미치는 것으로 나타났다. 따라서 기업 내 서비스신뢰는 경영성과에 직접적인 영향을 주었고, 또한 직무몰입과 고객서비스행동을 통해 유의한 영향을 주었다. 결론적으로 정리하면, 종업원이 자신이 속한 조직에서 직무에 헌신할 때 고객에 대한 서비스행동이 높아지며 경영성과도 성취될 수 있음을 확인하였다. 따라서 판매를 통한 높은 수준의 경영성과를 성취하기 위해서는 종업원의 직무에 대한 몰입을 강화해야 할 것이다.

• 유통과학연구
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• 제14권9호
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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.

• 디지털융복합연구
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• 제11권11호
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• pp.603-611
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• 2013

본 연구는 병원종사자를 대상으로 직무스트레스, 조직몰입, 고객지향영역초월행동에 미치는 구조적 관계를 알아보고자 하였다. 서울 및 경기에 근무하는 병원종사자를 대상으로 2013년 4월1일부터 4월30일까지 배포하여 최종적으로 147부의 설문을 SPSS 18.0와 AMOS 18.0프로그램을 이용하여 실증 분석하는데 사용하였다. 분석결과, 가설 1의 병원종사자들의 직무스트레스가 조직몰입에 부(-)적인 영향을 미치는 것으로 나타났다. 가설 2의 병원종사자들의 조직몰입은 고객지향영역초월행동에 정(+)적인 영향을 미치는 것으로 나타났다. 가설 3의 병원종사자들의 직무스트레스가 고객지향영역초월행동에 부(-)적인 영향을 주는 것으로 나타났다. 따라서 병원종사자들의 조직몰입은 직무스트레스와 고객지향영역초월행동 간의 관계에서 부분적 매개역할을 하는 것을 알 수 있었다. 병원이 경쟁력을 가지기 위해서는 서비스품질을 향상시켜야 한다. 따라서 가장 중추적인 역할을 하는 병원종사자들의 스트레스를 줄이는 방안을 마련함으로써 조직몰입을 증가시킬 수 있으며 고객과의 접점에 있는 종사자들의 고객지향초월영역행동을 높일 수 있을 것이라는 점을 시사한다.

• 한국콘텐츠학회논문지
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• 제12권2호
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• pp.208-221
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• 2012

본 연구는 관광산업의 대표인 지역축제 참가자를 대상으로 고객시민행동 요인과 사회교환관점 요인들 간에 어떠한 관계가 있는지 실증적으로 조사하여 지역축제의 활성화에 기여하고자 하는데 중요성이 있다. 사회교환관점의 요인으로는 고객만족, 고객신뢰, 공정성지각, 지각된 고객지원을 선택하였고 고객시민행동의 측정도구로는 고객애호도, 고객협조, 고객참여를 사용하였다. 본 연구를 수행함에 있어서 조사대상의 모집단은 보령머드축제 참가자 239명을 대상으로 진행하였으며 수집된 자료는 SPSS/PC+ WIN 13.0을 이용하여 분석하였다. 분석결과 유의적으로 도출된 정준함수1에서 사회교환관점 활동인 고객만족, 고객신뢰, 고객지원, 공정성지각은 고객시민행동인 고객애호도, 고객참여도, 고객협조에 기여하는 상대적 설명력이 높은 것으로 나타났다. 정준함수2에서는 사회교환관점 활동인 공정성지각, 고객지원은 고객시민행동인 고객참여도에 기여하는 상대적 설명력이 높은 것으로 나타났다. 따라서 본 연구의 분석결과 연구가설의 사회교환관점 활동과 고객행동은 유의한 관계를 갖고 있다는 가설은 부분적으로 유의함을 할 수 있다. 결론적으로 고객시민행동의 구현은 서비스 상황에서 관광객의 지각에 달려 있다는 점을 제시하고 있다.