• 디지털산업정보학회논문지
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• 제8권4호
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• pp.245-261
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• 2012

This study thus set out to empirically analyze connections between the success factors of marketing and management performance in the silver industry. For that purpose, the investigator analyzed relations between independent variables, which include such success factors of marketing as market segmentation, product mix, customer relational management, brand asset, price strategy, and marketing information system, and dependent ones, which include financial and non-financial management performance. Those results partially support the hypothesis that the six success factors of marketing set in the study have effects on financial and non-financial management performance in the silver industry. Customer relational management had the biggest influence, being followed by brand asset and price strategy in the order. Those results indicate that companies need to consider customer relational management, brand asset, and price strategy before other success factors of marketing to achieve financial and non-financial management performance in the silver industry.

• 한국IT서비스학회지
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• 제10권4호
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• pp.149-169
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• 2011

As the number of smart phone users increases, many organizations begin to adopt social media rapidly to diversify communication channels with customers. Specifically, twitter, which supports instant and two-way communications between users and between organizations and users, has been adopted by many organizations as an efficient way not only to identify new customers but also to retain existing customers. However, little attention has been given to the issue on how organizations can effectively use twitter to improve customer satisfaction. To explore the issue, this study proposes two major dimensions, customer participation and organization resource utilization, which should be considered in building a utilization strategy for twitter in organizations. We then develop four different combinations along with these dimensions-follow, mention, retweet, and review types. Based on case studies of 27 organizations that use twitter, we evaluate the degrees of customer participation, resource utilization, and customer satisfaction, and examine matching or mismatching of the adoption purpose of twitter and its actual utilization. The study results reveal that organizations in the matching group show higher customer satisfaction that those in the mismatching group. This study sheds new light on twitter research by developing a new conceptual framework and using a case study approach to explore the relationship between the utilization strategy of twitter and customer satisfaction.

• 한국컴퓨터정보학회논문지
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• 제16권1호
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• pp.211-218
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• 2011

고객관계 관리는 일련의 과정 및 특정고객과 장기적인 관계를 정립하여 이윤을 추구하는 영업전략 지원 시스템으로 구성되었다. 성공적인CRM 전략은 예외 없이 고객자료 및 정보통신 기술에 기반 하여 형성된다. 최근들어 인터넷이 생활화되고, IT기술이 급속히 발달하면서 고객관계관리가 인터넷상에서 이루어지는 e-CRM이 등장하게 되었다. 이 연구를 통해 e-쇼핑몰에서의 e-CRM의 가 구성요소들이 소비자의 고객만족과 충성도에 어떠한 영향관계를 미치는지 조사한다. 그리고 e-CRM구성요소들을 통한 고객의 만족이 인터넷을 통한 구전효과나 구매선택에 어떠한 영향을 미치는지 알아보았다.

• 한국항공운항학회지
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• 제23권4호
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• pp.109-116
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• 2015

The more advanced IT and mobile technologies get, the smarter customers become in the use of airline services. Using an airline, passengers are expecting more value than what airline're willing to provide them. Therefore this paper tries to find out the effect of airline staff's perception of airline's service management strategies to realize passengers' value based on previous oversea's research results. First of all, this paper provides t-test analysis results between passengers and airline staff regarding the perception of airline's service management strategy and customer orientation. Moreover, it was analyzed how the staff's understanding of the upper management's decision on service strategies would results in meeting customer's expecting values through such mediating variables as job satisfaction and customer orientation. It was proven the perception of service management strategies by staff played a very important role to realize customer's value.

• 유통과학연구
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• 제19권5호
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• pp.61-68
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• 2021

Purpose: Retailing is one of the fastest-growing sectors in Vietnam. In the sight of foreign investors, the Vietnamese retailing market is very prospective. However, the current competition is very intensive, and retailers are keen on gaining new customers. Hence, Vietnamese retailers have paid more attention to customer loyalty. Saigon Co.op is one of the largest retailers in Vietnam, but its consumers have more choices over a retailer. As a result, Saigon Co.op has realized the significance of customer loyalty. This study aims to determine the factors impacting customer loyalty of Saigon Co.op supermarket in Vietnam. Research design, data and methodology: this study applied the multiple regression analysis with 250 samples collected from Saigon Co.op customers. The questionnaire is provided to respondents via Google Form, and the link is sent to the fan page of Co.op mart on Facebook. Two hundred eighty-seven samples were collected, but 37 samples were removed due to missing values. Exploratory Factor Analysis (EFA) and regression analysis are used for data analysis on SPSS software version 20. Results: The findings show all four determinants of Saigon Co.op's customer loyalty, including Product Quality, Brand Image, Price Strategy and Service Quality. Conclusions: managerial recommendations are provided for supermarkets to improve their customer loyalty in Vietnam and other emerging markets. Limitations and suggestions for further research are also discussed.

• 산업공학
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• 제19권2호
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• pp.140-152
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• 2006

Today, many companies realize that the effort to develop new products / services faster that customers want and continue to purchase is crucial for their survival. As the service sector is rapidly growing, one of the challenges faced by the service industries is the lack of effective methodologies for new service development. This paper proposes a systematic framework for developing new service concepts, with an emphasis on generating innovative, convergence-type service concepts from the customer‘s perspective. The framework consists of three phases-identification of customer needs (Phase I), extraction of new service opportunities (Phase II), and generation of new service concepts (Phase III). The proposed framework is demonstrated through a case study in the telecommunications industry. In the case study, a survey was conducted on ten customers to identify the latent customer needs; 61 new service opportunities were extracted; and 129 new service concepts were generated.

• Asia Marketing Journal
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• 제10권3호
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• pp.127-146
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• 2008

본 사례는 대표적인 B2B 기업인 삼성석유화학이 토털마케팅 활동을 통하여 어떻게 고객 가치를 창출하고 있는지를 분석하고 있다. B2B 산업의 많은 기업들은 상대적으로 마케팅의 역할을 과소평가하고 있으며, 마케팅적 접근을 투자가 아니라 비용개념으로 인식하고 있다. 그러나 삼성석유화학의 사례는 B2B 산업에서도 브랜드 마케팅을 정점으로 한 토털 마케팅의 도입이 고객 가치를 창출하는 데 매우 효과적임을 보여주고 있다. 본 사례는 삼성석유화학의 마케팅 전략을 크게 브랜드 마케팅과 이를 실현하기 위한 SPC 모델(서비스-제품-고객)의 두 가지 축으로 제시하고 있다. 삼성석유화학의 토털 마케팅 사례는 적극적인 마케팅 활동을 고려하고 있는 많은 B2B 기업에게 의미 있는 시사점을 제공할 것으로 기대된다.

• 한국의상디자인학회지
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• 제10권2호
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• pp.163-178
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• 2008

The purpose of this study is to search the characteristics and strategy of sales promotion in on-line fashion SOHO (Small Office Home Office) shopping malls. 87 of these shopping malls have been selected through a ranking service called 100HOT (http://www.100hot.co.kr), and 906 cases of sales promotion activities have been executed on web-sites of these shopping malls. The cases have been analyzed by descriptive statistics and chi-square analysis. The results are as follows: First, on-line fashion SOHO shopping malls have frequently used sales promotion tactics such as demonstration, display, viral marketing, sale, event, customer compensation, community marketing, experimental marketing, coupon, premium, reserve fund and delivery service. Second, there are significant differences between shopping malls for men and women in sales promotion tactics such as demonstration, viral marketing, sale, and community marketing, but there is no significant difference in tactics such as demonstration, event, and customer compensation. Third, the shopping malls have used various sales promotion strategies such as maximizing the sales, characterizing product features, procuring new customers, preserving existing customers, enhancing customer loyalty, improving customer relationship and controlling returns.

• 유통과학연구
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• 제20권12호
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• pp.71-79
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• 2022

Purpose: This study aimed to apply factors of successful online marketing strategy for food distribution SMEs and the effects of these successful strategies to achieve higher performances. Research design, data, and methodology: Questionnaires were used to collect data from 400 samples of SMEs in Thailand. We employed structural Equation Modeling techniques for data analysis. Results: The results revealed that distribution strategies directly affected the success of business operations, as follows: 1) Customer communication channels, product variety, preserved privacy, and personal service had direct positive effects on the distribution success in terms of financial perspective, customer perspective, internal process perspective, and earning and growth perspectives; 2) Ability to learn a competitor had a positive direct relationship with the distribution success in terms of financial perspective and learning and growth perspectives, excluding customer perspective and internal process perspective; and 3) Responses to market on time had a positive and direct influence on distribution success in terms of customer, internal process perspective and learning and growth perspectives excluding financial perspective. Conclusions: This research has made an essential contribution to SMEs that they should focus on and adopt these 6ODS+4BSC concepts as development guidelines for food distribution SMEs to be more efficient and effective.

• Journal of Information Technology Applications and Management
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• 제17권1호
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• pp.127-139
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• 2010

Customer behavior pattern discovery is the fundament for conducting customer oriented services and the services management. But, the composition, need, interest and experience of customers may be continuously changing, thereof lead to the difficulty in refining a stable description of their consistent behavior pattern. This paper presented a new method for the behavior pattern discovery from a changing collection of customers. It was originally inspired from the swarm intelligence of ant colony. By the adaptive clustering, some typical behavior patterns which reflect the characteristics of related customer clusters can extracted dynamically and adaptively.