• 지식경영연구
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• 제12권1호
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• pp.53-76
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• 2011

This study aims to examine the effects of on premium convergence products buying behavior. This paper analyzed the positive attitude formation using the basic and extended TAM and also revealed how the positive premium convergence product attitude relate to relationship purchasing intention and word of mouth intention. The samples of 562 consumer indicate that the antecedents are consist of four dimension(perceived usefulness, perceived ease of use, social value) and attitude is developed into buying intention and word of mouth intention. We have reached the following conclusion about the antecedents and outcomes factors of customer attitude for the launch of premium convergence product. First, perceived usefulness, perceived delight, and social value had a positive effect on customer attitude but perceived ease of use did not. Second, we found that customer attitude had a positive effect on purchase intention and word-of mouth intention. Finally, interaction effect of perceived usefulness/perceived delight and social value had a positive effect on customer attitude. Our findings suggested that adoptian and diffusion of premium convergence product is influenced by several behavior factors. Managerially, our result emphasize that premium convergence products must satisfy not only the perceived usefulness/delight but also social value that consumers are seeking in order to be successful in the market. The theoretical and practical implications of these findings are discussed as well.

• 지식경영연구
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• 제16권4호
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• pp.17-34
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• 2015

본 연구는 모바일 캐주얼 게임의 이용자가 모바일 캐주얼 게임에 몰입할 때 주로 어떠한 특성들에 의해 영향을 받는지 파악하고, 그 결과 이용자의 만족도와 충성도에 어떤 영향을 미치는지 실증적으로 검증하였다. 선행연구를 바탕으로 재미, 기술 숙련도, 이용 용이성, 즉시접속성, 도전감을 몰입의 중요 특성으로 선정하였으며, 몰입이 이용자의 만족도와 충성도에 미치는 영향을 설문조사를 통해 실증 분석하였다. 분석 결과, 재미, 이용 용이성, 도전감이 몰입에 영향을 미쳤고, 몰입은 만족도에만 영향을 미쳤으며, 만족도는 충성도에 영향을 미쳤다.

• 지식경영연구
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• 제12권3호
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• pp.73-96
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• 2011

Recent market saturation makes the local retailers consider an attempt to innovate the market with the retailer's brand. This is the retailers' efforts to expand the market control through the enhancement of private brands. As the competition among manufacturers extends to the competition between manufacturers and retailers, the marketing knowledges of manufacturers need to be diversified to the ones that can be applied to the manufacturers and retailers due to their bilateral competition. This research concentrates on the customer acquisition strategy (attack strategy) and customer retention strategy (defense strategy) in the place of both sides of manufacturers and retailers. Also this research targets to develop the differential marketing strategies for target market's National Brand(NB)/Private Brand(PB) purchase by analyzing individual customer's purchase probability on repurchase and switch-purchase of NB and PB. This study is based on the data of frequently consumed product, tomato ketchup on scanner panel from the ERIM data of University of Chicago, USA. This study compares and analyzes the NB and PB repurchases and switch-purchase of 4 types. The comparisons provide the informations that which factors should be managed for the attack strategy, the defense strategy, and the differential marketing strategies both for manufacturers and retailers. This research is expected to contribute on cumulating the industrial knowledges of retailers' and manufacturers' survival strategy, expecially focusing on the effect of marketing factors and consumer-characteristic factors.

• 한국의류학회지
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• 제30권1호
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• pp.1-11
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• 2006

The purpose of this study was to analyze the current CRM situation in Korean apparel industry. Specifically, research purposes were 1) to examine the concepts and benefits of CRM, 2) to examine CRM strategies, 3) to analyze CRM system(i.e., customer relationship management service, customer segmentation criteria, DB management system), and 4) to analyze the potential problems and CRM adoption plan. The subjects for this research were thirty CRM managers in Korean apparel firms classified by the company type(woman's wear, man's wear, casual wear, children's wear, retailer) interviewed from December 2003 to March 1004. The results of this study were as follows: First, the concept of CRM represented the prime customer relationship, continuous consideration, and customer management system. The benefits of CRM reflected re-sales, improvement of profit share, and acquisition of customer's data base. Second, concerning the CRM strategies, most companies focused on persistent customer management through mileage program, membership cards and also implemented product strategies such as demand forecasting, customization based on customer data analysis. We also found that industry preferred to use pricing strategies, for example, segmentation of customer through discrepancies of price in which customers are provided by discount and gift voucher services. Regarding distribution strategy, channel diversification, localized service, and convenient delivery system were used. As promotion strategies, they chose celebrating customers' personal events and promoting cultural events and issuing coupons. Third, regarding CRM system, information service was the most frequently adopted, important and highly beneficial category. Also POS/web-POS, homepage were main sources of information. RFM is the mostly commonly used customer segmentation criteria. Fourth, potential problems in CRM adoption were lack of CRM knowledge and performance measurement of CRM. Future CRM adoption plan included CRM education and development of CRM performance measures.

• 지식경영연구
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• 제20권2호
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• pp.25-42
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• 2019

AI speakers which are wireless speakers with smart features have released from many manufacturers and adopted by many customers. Though smart features including voice recognition, controlling connected devices and providing information are embedded in many mobile phones, AI speakers are sitting in home and has a role of the central en-tertainment and information provider. Many surveys have investigated the important factors to adopt AI speakers and influ-encing factors on satisfaction. Though most surveys on AI speakers are cross sectional, we can track customer attitude toward AI speakers longitudinally by analyzing customer reviews on AI speakers. However, there is not much research on the change of customer attitude toward AI speaker. Therefore, in this study, we try to grasp how the attitude of AI speaker changes with time by applying text mining-based analysis. We collected the customer reviews on Amazon Echo which has the highest share of AI speakers in the global market from Amazon.com. Since Amazon Echo already have two generations, we can analyze the characteristics of reviews and compare the attitude ac-cording to the adoption time. We identified all sub topics of customer reviews and specified the topics for smart features. And we analyzed how the share of topics varied with time and analyzed diverse meta data for comparisons. The proportions of the topics for general satisfaction and satisfaction on music were increasing while the proportions of the topics for music quality, speakers and wireless speakers were decreasing over time. Though the proportions of topics for smart fea-tures were similar according to time, the share of the topics in positive reviews and importance metrics were reduced in the 2nd generation of Amazon Echo. Even though smart features were mentioned similarly in the reviews, the influential effect on satisfac-tion were reduced over time and especially in the 2nd generation of Amazon Echo.

• Journal of Information Technology Applications and Management
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• 제27권1호
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• pp.97-109
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• 2020

It is expected that the Fourth Industrial Revolution will have a great impact on the manufacturing industry, especially as it will cause big changes in industry, economy as well as socio-cultural. To cope with this situation, each country is promoting the policy of cultivating its manufacturing. This study derives the effect of the fourth industrial revolution on product lifecycle management for smart manufacturing through expert's cognitive analysis. The knowledge area of product lifecycle management is divided into Project Portfolio Management, Collaborative Product Design, Customer Needs Management, Direct Material Sourcing, Product Data Management, Digital Manufacturing & Engineering, R&D Foundation, New Product Development through academic research. The expert survey was conducted in five different perspectives: Importance, Insufficiency. Then, using the results of the survey and the academic research the implication about Product Lifecycle Management were derived. The significance of this study is that it derives the change areas and factors of the product life cycle management knowledge domain in preparation for the fourth industrial revolution according to the perspective of importance and insufficiency.

• 디지털융복합연구
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• 제7권2호
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• pp.51-62
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• 2009

Most studies of organizational effectiveness previously done, have measured financial performance such as productivity, efficiency or subjective performance such as a commitment, satisfaction, and turnover intention of employees. However, these measurements have limitations to evaluate a organizational effectiveness in recent knowledge information era because evaluation of organizational effectiveness in knowledge-based society needs measurements in various aspects such as financial, customer, internal business process, and learning and growth. The purpose of this study is to overcome these problems and to introduce an appropriate system for evaluation of organizational effectiveness under knowledge management paradigm. In this paper, we suggest a Balanced Scorecard(BSC) as a new measurement standard of organizational effectiveness in a knowledge information era. The balanced scorecard is designed to help firms that have historically overemphasized short-term financial performance. When measuring organizational effectiveness through Balanced Scorecard(BSC) suggested by Kaplan and Norton[31], it is to present the measurement indices that can cover the limitation of the past evaluation indices of organizational effectiveness.

• 지식경영연구
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• 제24권3호
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• pp.95-125
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• 2023

항공산업의 급격한 성장으로 인해 많은 항공사가 생기면서 고객들이 항공사를 선택할 때 고려하는 요소가 늘어나고 있다. 이에 따라 항공사는 고품질의 서비스와 차별화된 경험적 가치를 제공하여 고객가치를 높이고 있다. 초기 고객가치 연구는 제품 및 서비스에 대한 효용성의 관점에서 비용과 편익 간의 상충관계로 간주하고 실용적 가치 중심으로 이루어졌지만, 최근에는 경험적 측면의 가치의 중요성이 주목받았다. 그러나 경험적 측면의 가치는 제품이나 서비스 상황에 따라 고객가치를 구성하는 요소가 변화되기 때문에 제품이나 서비스에 대한 고객의 선호도를 충분히 나타내는 특정 맥락에서 조사해야 한다. 또한, 고객가치는 고객이 의사결정을 내릴 때 큰 영향을 미치므로 항공사는 고객가치를 구성하는 요소를 정확하게 이해하는 것이 필요하다. 따라서 본 연구에서는 항공 전문 웹사이트인 스카이트랙스(Skytrax)에서 고객이 작성한 리뷰와 평점을 수집하고 BERTopic 모델을 활용하여 고객가치에 대한 요소를 도출하였다. 분석 결과, 항공사에서 고객가치를 구성하는 9가지 요소를 파악하였으며 이 중 6가지 요소가 고객 만족도와 영향을 미침을 확인하였다. 이를 통해 본 연구는 고객가치의 세분화된 파악을 가능하게 하는 새로운 방법론을 제안하고, 항공사에 구체적인 서비스 품질 향상을 위한 방향을 제시한다는 의의와 시사점을 가진다.

• The Journal of Asian Finance, Economics and Business
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• 제8권11호
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• pp.67-77
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• 2021

The aim of this study is to investigate the role of employee engagement as a mediator between the High-Performance Work System and the Service-Oriented Organizational Citizenship Behavior (Service-Oriented OCB). Furthermore, work-life balance as a moderator, the impact Service-Oriented OCB on customer satisfaction will be investigated. This study employs a quantitative methodology for which questionnaires were distributed to sixty restaurants in Karachi, and a sample of 418 responses was collected for structural equation modeling analysis. Smart PLS software was used to analyze the structure model. The results show that HPWS has a positive impact on Service-Oriented OCB. It is assumed that the role of work engagement as a mediator between HPWS and Service-Oriented OCB is significant. This study found that Service-Oriented OCB has a positive impact on customer satisfaction. Work-life balance was also found to have a moderating influence. The findings confirmed the black box mechanism and the HPWS procedures in restaurants. This study suggests implementing effective HPWS practices to influence employees' work engagement, which leads to Service-Oriented OCB and employees being able to optimize their performance to influence customer satisfaction. The study contributes to the existing body of knowledge in human resource management.

• 지식경영연구
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• 제24권4호
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• pp.153-176
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• 2023

최근 생성형 AI, 특히 ChatGPT와 같은 대화형 인공지능이 고객 서비스를 자동화하는 기술적 대안으로 주목받고 있다. 그러나 고객 서비스 자동화에 있어 현재의 생성형 AI 기술이 기존 인간 관리자를 효과적으로 대체할 수 있는지, 조건이나 환경에 따라 어떤 상황에서는 유리하고 다른 상황에서는 불리한지에 대한 연구는 아직 충분히 이루어지지 않은 상태이다. 이러한 배경에서 본 연구는 "고객 서비스 활동과 관련하여 생성형 AI가 인간 관리자를 대체할 수 있는가?"라는 질문에 답하기 위해, 음식 배달 플랫폼의 고객 온라인 리뷰에 대한 실험과 설문조사를 수행하였다. 또한 고객의 온라인 리뷰가 긍정적일 때와 부정적일 때에 따라 차이가 있는지 정교화 가능성 모델의 관점을 적용하여 가설을 도출하고 해당 가설이 지지되는지를 분석을 통해 확인하였다. 분석 결과, 긍정적인 리뷰에 대해서는 생성형 AI가 인간 관리자를 효과적으로 대체할 수 있지만, 부정적인 리뷰에 대해서는 완벽한 대체가 어려워 인간 관리자의 개입이 더 바람직한 것으로 확인되었다. 이러한 본 연구의 결과는 생성형 AI를 이용하여 고객 서비스 자동화하고자 하는 기업들에게 유의미한 실무적인 통찰을 제공해 줄 수 있을 것이다.