• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2008년도 춘계학술발표대회 논문집
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• pp.82-85
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• 2008

A cosmetic shop in a department store is the best place in Korea's cosmetic market flow that shows the total image of each brand. The present day departmental cosmetic shops are centered around global brands and comparative brand power is competing with a small number of local brands. It is a fact that not only regarding the brand power of local brands but also the space design of their shops are different than the global brands. And, influenced by a modern society, culture, economic surrounding, the customers are getting original and individual. Their individualistic life style is demanding a shop environment with new concept. Such a sale environment is not for just product sale and a place where exchange economy of sale occurs. It is requisite for communication where total marketing strategy Is used In an active way. We must acknowledge it as a symbolic place being the ultimate site of customer oriented exchange economy showing the image of both product and the company. The aim of this plan is to set up a sale environment that will enhance the brand awareness and product value. We intended to provide purchase comfort and visual effect to the customer simultaneously with an Increase in customer attention by putting in the appropriate design requisites as per the brand specialty and by the application of a distinguished S.I.P (Store Identity Program) for the shop.

• Asia Marketing Journal
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• 제8권3호
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• pp.141-159
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• 2006

2004년 11월 16일 출시된 세계 최초의 유비쿼터스 음악 서비스인 SK Telecom의 멜론은 국내 음악 산업에서 새로운 비즈니스 모델로 성공을 거두었다. 멜론의 성공 배경에는 차별적인 서비스 특징 뿐만 아니라 기술적 측면과 고객 지향적 측면에서 핵심 역량을 갖추고자 한 노력이 있다. 또한, 경쟁사 대비 비교 우위의 마케팅 믹스 활동도 간과할 수 없다. 본 사례에서는 멜론이 출시되기까지의 과정과 많은 사람들이 아직까지 생소해 하는 온라인 음악 서비스에 대해 소개하고, 성공을 향한 멜론의 노력과 이를 통해 달성된 가시적 성과를 설명하였다. 그리고 지금보다 발전된 성과를 도출시키기 위해서 해결해야 할 전략적 과제를 제시하였다.

• 한국건설관리학회논문집
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• 제4권2호
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• pp.82-90
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• 2003

기업은 이윤창출을 위해 사회의 변화와 고객의 요구에 따라 진화되어왔다. 건설산업 역시 시대의 변화에 따라 진화되어오면서 고객에 대한 관계를 관리하게 되었다. 하지만 현재 건설산업에서의 고객관리는 홍보나 광고에 치중된 고객관리를 하고 있어 진정한 고객관리가 이루어지지 못하고 있는 실정이다. 따라서 진정한 고객관리를 위해서는 대상에 대한 관리뿐만 아니라 그 사이에서 형성되는 관계를 관리함으로써 고객의 자료를 정보화하고 이를 활용할 수 있는 방안을 마련하는 것이 필요하다. 본 연구는 고객관계관리를 위한 적극적이고 체계적인 경영전략인 고객관계관리(Customer Relationship Management)의 적용을 위한 건설산업에서의 고객의 정의, 기존 CRM경영전략과 차이점 그리고 지향해야 할 CRM경영전략과 역할에 대한 제안을 통하여 건설산업에서의 CRM적용방안을 제시하고자 한다.

• 한국IT서비스학회지
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• 제16권1호
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• pp.119-138
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• 2017

Mobile easy payment is a term for using mobile devices to facilitate financial transactions. Mobile easy payment is a quickly emerging practice, supported by the dramatic increase of mobile phone or device users around the world. The purpose of this study is to classify user's group of the mobile easy payment service by their lifestyle based on I-VALS type and to investigate differences in usage behavior among the user groups. For empirical study, a questionnaire survey was carried out with users of mobile easy payment services using the Internet from June 7 to 10 in 2016. We conducted factor analysis for I-VALS, usage factors, satisfaction factors. We also performed cluster analysis for group classification, and analysis of variance, cross analysis to compare the different usage behavior among the user groups. In analysis results, first three cluster appeared including "ICT task-oriented group", ICT positive and socialities oriented group", "ICT leader-oriented group". Second, it was found significant differences among the clusters about factor of "easy of use", "securities", "universality", "satisfaction". Third, we showed that there were significant differences in time first used the service. Based on these findings, we provide practical implications. Results of our study can be expected to provide the basis of differentiated marketing strategy of mobile easy payment services.

• 한국의류학회지
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• 제29권6호
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• pp.847-858
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• 2005

The purpose of this study was to examine consumer purchasing behavior of the online shoppers particularly using online clothing shopping mall and to analyze the key factors of both satisfaction and dissatisfaction of their purchase and to compare the both group by lifestyle segmentation in order to provide the e-CRM strategies. Focus group interviews and survey were conducted in December, 2003 with 30 online shoppers who have an experience of online clothing purchasing. The data analysis included the content analysis, descriptive statistics, K-means and factor analysis. Key findings of the study were as follows: First, online shoppers spent average 3.5 hours on internet and usually purchased clothing while surfing the web. Second, consumers were satisfied with reasonable price and customized service but dissatisfied with delayed delivery, limited product availability in both size and color and return policy. Third, according to the lifestyle segmentation, online shoppers could be characterized as 'Luxurious', 'Trendy' and 'Prudent' 'Luxury-oriented consumers', who value fashion, diet and social activity, tended to purchase basic yet high quality products. However, 'Trend-oriented consumers', to whom fashion trend was most important, purchased various latest fashion products with reasonable price and showed generally positive response to emails sent by e-retailers. And lastly 'Prudence-oriented consumers', whose buying decision was based solely on practicality, appeared to be reluctant to purchase clothing online while seeking more credible information and competitive price. In conclusion, this study has its significance in that it helps promote relationships between customers and e-retailers by providing differentiated e-CRM strategies through each customer groups 'lifestyle segmentation and consumer purchasing behavior analysis.

• 유통과학연구
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• 제14권8호
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• pp.77-86
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• 2016

Purpose - The purpose of this study is to measure the effect of reputation in culture oriented market on revisit intention and word of mouth(WOM) effects for Traditional Market. Research design, data, and methodology - 5 point Likert-scale has been adopted for this study designed based on previous study. Used SPSS ver.23, factor analysis & Cronbach's alpha, correlation, regression test were made. 277 samples were used for analysis. Results - Tourist satisfaction as an element that affects on revisit intention and word of mouth effects for traditional Market. Their goods images and impressions from experience of traveling and purchasing keep in mind and be another place and story to talk others. Culture is an important factor that maintains and regenerates cities and cities should be perceived as cultural places instead of simple physical places. Culture was associated with higher revisit and word of mouse intentions for traditional market. The tourists can select a new places and visit the market if it has a special culture and special food which people can like and enjoy even they do not have regional brand image. Conclusions - Tourist satisfaction of users in traditional markets and their revisit intentions and the results indicated that higher customer satisfaction was associated with higher revisit and word of mouse intentions. Culture factors will be the motive to find out peoples a hometown in heart.

• Asia Marketing Journal
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• 제13권4호
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• pp.213-226
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• 2012

성숙기에 접어든 국내 렌터카 시장에서 AJ렌터카는 정체된 경쟁 상황을 타파하고 차별적 경쟁 우위를 확보하여 시장을 선도하기 위하여 2006년에 고객 만족 경영을 기업의 비전으로 선포하고 다양한 서비스 혁신 활동을 통한 고객 만족 경영을 전개해 나가고 있다. 그 결과 현재 서비스 품질 지수, 고객 불만율 등 주요 서비스 관련 지표가 눈에 띄게 호전되고 있으며 향상된 서비스 지표들은 고객 만족 지수와 재이용 의도 등의 고객 만족 지수들에도 직접적인 영향을 미쳐 이 부분에서 경쟁사들을 앞서 나가고 있다. 이런 고객 만족 경영의 성공은 짧은 기간에도 불구하고 기업의 신규 고객 유입 수의 증가와 매출액 증가 등 전반적인 경영 성과 지표에도 직접적으로 반영되고 있다. 본 사례연구에서는 이와 같은 성공의 원동력이 된 AJ렌터카의 서비스 경영 활동을 살펴보고 그 전략을 분석하여 보고자 한다. 보다 구체적으로, AJ렌터카의 서비스 경영 전략, 고객 관리 프로세스, 다양한 고객 만족 경영 활동의 예, 서비스 경영 활동의 성과, 그리고 핵심 성공 요인을 분석해 보고자 한다.

• 한국콘텐츠학회논문지
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• 제16권3호
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• pp.742-759
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• 2016

본 연구는 금융투자회사에서의 서비스진정성과 서비스품질 차원이 고객 만족, 고객충성도에 미치는 영향을 확인하고 고객신뢰의 매개효과를 검증하고자 하였다. 이를 위해 금융투자회사 이용경험이 있는 고객을 대상으로 수집한 자료를 SPSS18.0 및 AMOS18.0 통계패키지를 이용하여 검증하였다. 분석결과는 다음과 같다. 첫째, 서비스 진정성 중 서비스과정진정성은 고객만족과 정의 유의한 관계가 확인되었고, 고객지향진정성은 신뢰를 매개로 고객만족에 유의한 영향을 미쳤다. 둘째, 서비스품질 5개 차원 중 반응성을 제외한 유형성, 신뢰성, 확신성, 공감성은 고객만족에 유의한 영향을 미쳤고, 공감성이 가장 높은 영향력을 보여주었다. 셋째, 고객신뢰, 고객만족, 고객충성도의 관계에서 고객신뢰는 고객만족과, 고객만족은 고객충성도와 유의한 관계를 보였으나, 고객신뢰와 고객충성도간에는 유의한 관계가 없었다. 따라서 금융투자회사는 서비스진정성과 서비스품질 제고를 통해 기존 충성고객과의 관계유지 및 신뢰도 제고를 위한 마케팅전략을 제고해야 할 필요가 있을 것이다.

• 패션비즈니스
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• 제22권5호
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• pp.64-82
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• 2018

As sustainability of fashion brands is becoming more important in the prolonged depression, the fashion market is also seeking ways to create new value through convergence with various fields. In the fashion market, convergence marketing is engaged with diverse technologies combined with advanced technologies and strategies. This study established the conceptual characteristics of convergence and divergence from a market perspective. Convergence can be summarized as Borderless, Compounding, Diversification, Recombination and Affiliation. The conceptual characteristics of the divergence can be summarized as de-fusion, individualization, differentiation, specialization, and segmentation. The characteristics of convergence revealed through the case of fashion market include the expandability of the new category, the expandability of the consumer, the brand experience, and the expandability of time and space. Divergence is the differentiation of brand value, target customer, and product nature. Through this study, we could understand the differentiation of the fashion market and the direction of the marketing strategy by looking at the characteristic of the convergence marketing - oriented research that has the contrary conceptual characteristics from the extended viewpoint. Based on this, it is possible to see the changes and patterns of brand marketing strategies and techniques in recent fashion market. In the future, it is expected that the systematic study of the marketing strategy of the domestic fashion brand based on the convergence and change characteristics of the fashion market proposed in this study will continue.

• 패션비즈니스
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• 제20권6호
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• pp.19-31
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• 2016

Identifying the factors of emotional experience that arouse emotional responses will contribute to determining the relationship between the visual attributes of a salon and the emotional responses of humans, as well as the relationship between service factors and the emotional response of humans. The aim of this study is to examine the effect of the various e motional responses of customers on store preference and to thereby propose marketing strategies for offering an insightful service. The emotionally expressed vocabulary used by customers during their visit is also explored. 300 customers with previous experience of beauty shop services were surveyed and their responses were analyzed using SPSS 20.0 to define the problems. All the emotional experiences at the beauty salon influence the service satisfaction and re-visitation intention. The results showed that, as the customer's level of satisfaction with a service experience increases, the re-visitation intention increases. Of these results, only the service experience influences the recommendation intention. As the effective delivery of positive emotional services influences customers' revisiting intentions, beauty industry workers should be aware of each phase of the customers' emotions and try to provide customer-oriented services to appease these emotions. In addition, workers should strive to create service systems that induce customers' positive emotional responses rather than to offer merely stereotyped services.