• Information Systems Review
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• v.12 no.2
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• pp.75-88
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• 2010

This paper proposed a method that segmented customers utilizing SOM(Self-organizing Map) and predicted the customers' response of a marketing promotion for each customer's segments. Our proposed method focused on predicting the response of customers dividing into customers' segment whereas most studies have predicted the response of customers all at once. We deployed logistic regression, neural networks, and support vector machines to predict customers' response that is a kind of dichotomous classification while the integrated approach was utilized to improve the performance of the prediction model. Sample data including 45 variables regarding demographic data about 600 customers, transaction data, and promotion activities were applied to the proposed method presenting classification matrix and the comparative analyses of each data mining techniques. We could draw some significant promotion strategies for segmented customers applying our proposed method to sample data.

• Korean Journal of Construction Engineering and Management
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• v.17 no.4
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• pp.28-39
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• 2016

The multi-mixed complex medical care facility consisting of mainly hospital and other associated facilities such as retail, office, accommodation, healthcare services, and so on, is currently recognized as a new segment in the real estate market. This study intends to identify the customer choice criteria for the development of multi-mixed complex medical care facility. Based on literature review and expert consultation, the 3 criteria with 12 sub-criteria for customer choice have been defined. And the AHP methodology has been implemented for the development of relative weight of those criteria depending on the type of facility including 'medical facility', 'supporting facility', 'healthcare service facility' and 'other ancillary facility'. Research findings indicated the implication for the optimal combination of facility development based on the customer choice criteria controlled by facility. Accordingly, this research intends to provide the guidance toward the development of multi-mixed complex medical care facility.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.32 no.4
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• pp.135-159
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• 2021

This study aims to analyze communication and experiences between public libraries and to identify these factors affect user satisfaction. Customer experience management (CEM), which is currently used in various fields of management and marketing, was applied to segment and analyze user experiences. After reviewing CEM research in marketing and management to derive user experience points, set physical environment, human factors, communication, and service as independent variables, emotional pleasure as parameters, and user satisfaction as dependent variables. Based on this, questionnaire items were constructed. The survey method was conducted in two ways, online and offline (face-to-face), and statistical analysis was performed based on a total of 60 questionnaires collected. The results indicate the higher the user's experience with the physical environment and convenience, the higher the satisfaction level, but library accessibility had no significant effect. In addition, library staff attitude and problem-solving ability had a great influence on user satisfaction, and problem-solving ability had a more important influence than kindness and emotional pleasure was found to have an mediating effect.

• Asia Marketing Journal
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• v.15 no.1
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• pp.23-42
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• 2013

To overcome the profitability challenge these days, many global banks are increasingly focusing on cost efficiency through more efficient banking processes, such as online and mobile banking, whereas a number of other banks choose to differentiate their services for retaining and attracting the most valuable customer segment (Deloitte, 2011). While global banks in the retail banking industry are adopting either of these two business models as a strategic choice for their long-term growth, KB Kookmin Bank, one of the leading retail banks in South Korea, has begun to operate 'KB Rockstar' as a strategic channel, particularly designed to target college students in the youth market. The new marketing strategy has resulted in a positive impact on its brand image in customers' perception as well as a drastic increase in the number of youth customers. In this study, we analyze the case of 'KB Rockstar' and summarize the key factors for its success from a marketing perspective. First, 'KB Rockstar' is not simply a good channel strategy, but an innovative marketing strategy that aligns place, product and promotion together in order to create a synergy effect, resulting in the successful implementation of the bank's targeting strategy. Second, the strategy effectively establishes 'KB Rockstar' as a brand targeted to youth customers while also competently strengthening the image of the corporate brand, KB Kookmin Bank. The skillful implementation of organically combined marketing mix strategies has enabled the successful launch of the bank's sub-brand. Third, the strategy considers a retail bank branch as not only the place that makes sales transactions in order to generate short-term profits, but also the place that builds a long-term relationship with customers in order to maximize their lifetime values in the long run.

• Culinary science and hospitality research
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• v.16 no.1
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• pp.254-268
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• 2010

The purpose of this study is to determine the relative importance of restaurant attributes, preference in choosing a restaurant and to find out differences between segments. The web survey was conducted among 400 customers(aged from 20~39 years old) who lived in Seoul and Kyunggi, Incheon Province, from the period of August 23 to September 4, 2009. The statistical data analyses were performed using SPSS/WIN 12.0 for the conjoint analysis. The main results of this study were as follows : according to the analysis on the attributes and the levels of restaurants, the relative importance of restaurant attributes was assessed in taste (43.46%), price(27.62%), restaurant type(18.49%) and atmosphere(10.44%). Differences were found among three segments by the cluster analysis. Relative importance of restaurant attributes was assessed in price (45.96%), restaurant type(40.00%), taste(11.93%) and atmosphere(2.11%) in segment 1, taste(50.93%), price (33.37%), restaurant type(10.75%) and atmosphere(4.95%) in segment 2 and taste(56.24%), restaurant type (22.60%), price(14.06%) and atmosphere(7.10%) in segment 3. The results of the conjoint analysis indicated that customers preferred a restaurant with 'tasty food & various menu items', 'food priced 10,000~20,000 won', 'calm atmosphere' and 'the type of family restaurant'. The customers in segment 1 preferred a restaurant with 'not tasty food & simple menu', 'food priced more than 20,000 won', 'calm atmosphere' and 'the type of fine-dining restaurant'. The customers in segments 2 preferred a restaurant with 'tasty food & various menu items', 'food priced less than 10,000 won', 'exciting atmosphere' and 'the type of fine-dining restaurant' and the customers in segments 3 preferred a restaurant with 'tasty food & various menu items', 'food priced 10,000~20,000 won', 'calm atmosphere' and 'the type of family restaurant'.

• Culinary science and hospitality research
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• v.22 no.1
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• pp.87-95
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• 2016

The purpose of current study is to develop and estimate a proposed model that explains the potential relationships among food quality, experiential value, price fairness, image, satisfaction, and behavioral intention in context of water park. In addition, the study will verify how these factors link to each other. Results show that food quality is a significant antecedent of experience value, price fairness, water park image. Also, the experiential value and water park image influence on visitors' satisfaction. Last, the satisfaction is critical predictor of behavioral intention. These findings will contribute to understand the consumers' perception about water park, and how derives the customer satisfaction and behavioral intention. In sum, present study will serve insights for industry marketers and managers in water park segment.

• Culinary science and hospitality research
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• v.7 no.1
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• pp.203-227
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• 2001

The purpose of this study is to be groped promotion plan of internet marketing of Family Restaurant to get the motive, which is target market of Family Restaurant in Korea, and segment market of Internet users shows identity. Internet is observed as new marketing tool to understand customized needs of customer and to provide service to them in form of the customization. Based on the case study of Homepage of Family Restaurant in Korea, I would propose promotion plan as follow. First, enhance the function of the database marketing through the two-way communication. Second, enforce the e-commerce through the corporate-marketing in which same target market in cyber space. Third, develop the management skill for the Internet marketing in homepage as like specialty of contents.

• The Korean Fashion and Textile Research Journal
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• v.3 no.2
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• pp.148-155
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• 2001

The purpose of this study was to segment the clothing customers of new traditional market according to shopping orientation and to clarify the different clothing behaviors among segmented groups. This study may be useful for new traditional marketer to make proper marketing strategies. The subjects for the final analysis were 400 customers who visited Namdaemoon and Dongdaemoon new traditional markets. The statistics used for analysis were factor analysis, cluster analysis, Cronbach-${\alpha}$, one-way ANOVA, LSD multiple range test and chi-square by the SPSS program. The results of this study were as follows: 1. The customers of new traditional market were segmented to 5 groups (Diffidence Group, Confidence/Information Group, Active Group, Shop/Brand Loyalty Group and Planned Purchasing Group); 2. The five segmented groups were significantly different in clothing evaluation standards, shop evaluation standards, satisfaction and demographic variables such as sex, age, education and monthly spending money.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2018.10a
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• pp.590-592
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• 2018

Taxis that are illegally parked on the road to catch customer can cause traffic congestion and sometimes cause traffic accidents. Stop position of taxis is determined by the long term experience of taxi drivers. In this study, We provide information to taxi drivers and customer who visit in first time through finding stop position of taxis by time. To do this, we used the Internet of Vehicle (IoV) data collected from sensors installed in 40 taxis. Previous studies attempted by forming a cluster around a taxi. Since this method is centered on a taxi, the position of the cluster changes depending on the location of the taxi. In this study, we use a road segmentation algorithm to solve these problems. Unlike the previous studies, since the cluster is formed around the road, the position of the cluster is fixed and it is not affected by the number of taxis, so it is possible to grasp the stop position in real time. The road segmentation is made up of 30m units, and map the taxi location data divided into hourly, weekday, and weekend to the nearest point. As a result of the mapping, it was difficult to see a big difference in the time of week because there were few taxis to operate on weekends, but in case of weekdays, the difference of stop position between the commute time zone and the night time zone was confirmed. The results of this study suggest that it will be possible to propose the prevention of taxi illegally driving taxi and the location of the taxi stand.

• Korea Journal of Hospital Management
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• v.17 no.2
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• pp.21-33
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• 2012

Purpose : This study aims to suggest application of patients DB to hospital marketing by performing market segmentation and selecting target market. Consequently help to establish suited strategy of marketing. Method : 14,072 patients hospitalized in a University Medical Center were recruited into this study. In order to classify the customer groups, cluster analysis was used with RFM(Recency, Frequency, Monetary) model, and 1-way ANOVA verified the differences among groups. And then, sociodemographical status, healthcare utilization and diagnosis(ICD-10) of each group were compared to draw a marketing strategy. Results : Four groups were classified through clustering analysis, and'high use and high profit' and'low use and high profit' groups were selected as a target market. The features of target market were as follows, the female proportion was high; used a private room; hospitalized through the emergency room; had operation; length of stay was long; had many comorbidity and cooperative treatment. There was difference in each feature of target market: as for the'high use and high profit' group, many patients were diagnosed with 'certain infectious and parasitic diseases'; and as for the'low use and high profit'group, the proportion of patients who purchased'industrial accident compensation insurance'and'auto insurance'was relatively high; many patients were diagnosed with'Injury, poisoning and certain other consequences of external causes'. Conclusion : It is needed to establish'positioning' strategy by monitoring and communicating with'high use and high profit' group. And for the case of'low use and high profit' group, it is necessary to make a follow-up management and lead them to have a medical check-up.