• 품질경영학회지
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• 제33권2호
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• pp.32-39
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• 2005

The Customer Satisfaction which effects directly the performance of almost all companies. Therefore, it is very important for a company to reflect totally market environment which can be changed fast and diversely by customer requirements. In spite of many studies on the marketing decision, it has been rarely applied for the quantitative method and result of Customer Satisfaction Index Assessment in the marketing decision process. This study used ANP(Analytic Network Process) approach permitting the interdependent relationship between hierarchy and decision factors in the decision process. Moreover, we propose the method which represents efficiently the Customer Satisfaction Index so that the Suggested Model in this study becomes Customer-Oriented.

• 한국항공운항학회지
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• 제23권2호
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• pp.32-39
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• 2015

Airport is not only a public facility but a place where multiple cultural and ethnic groups are visiting. It has been reported though several researches that the level of emotional labor is more heavier than any other job. The more complex our society become, the more frequently emotional labor has been focused. Emotional labor became recently the issue of integrated studies above. Considering the level of emotional labor of airport employees, this paper believes their emotional labor has not been focused compared to such as tourism and service industry. This paper tried to research empirically the impact of internal marketing on airport employees' customer-oriented attitude based on their emotional labor using SEM (Structural Equation Modeling). According to the SEM results, it was proven that 'Autonomy of Airport Employee', a latent variable of internal marketing has a significant negative effect on employees' outside emotion. The outside emotion has also a significant effect on their customer-oriented attitude. It could be concluded the effort to increase decision making authority of employees should be implemented to provide them with deeper customer oriented insight.

• Asia Marketing Journal
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• 제10권3호
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• pp.81-102
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• 2008

본 사례에서는 마케팅 의사결정을 위한 중요정보를 수집·분석하여 제공하는 국내 마케팅조사 기업 중 선두주자의 하나인 TNS Korea의 경쟁전략을 주요 경쟁력 원천을 중심으로 고찰하였다. 연구결과, TNS Korea의 핵심 경쟁력원천은 '과학적인 전문성'과 '고객지향적 조사컨설팅'임을 발견하였다. 나아가 인적자원의 개발·육성을 통하여 두 핵심 경쟁력원천을 확보하고 강화하고 있었다. 이와 같은 핵심 경쟁력원천의 확보 및 강화를 위한 TNS Korea의 경쟁전략은 마케팅조사 업계를 넘어 다른 산업의 기업들에게도 큰 전략적 시사점을 준다.

• International Journal of Computer Science & Network Security
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• 제24권8호
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• pp.153-158
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• 2024

This paper is an extended paper showing the role of Decision Support Systems (DSS) in other fields of Marketing Management (M.Mgnt). DSS facilitates in decision making many M.Mgnt concepts and Customer Relationship Management (CRM) is one of them and it depends on the firm's tasks for developing and retaining customers while achieving their satisfaction and enhancing the sense of belongingness for their products and services. Profit maximization, the process of customer value, and building strategic values for the firm are the three empirical benefits of CRM that are achieved through analytical, operational, and direction (AOD) capabilities respectively. This research focuses on the application of DSS models of what-if analysis (WIA) for CRM at (AOD) and also shows the dependence on the Information Success model (ISM). Hypothetical data are analyzed for (AOD) by three types of (WIA) to attain CRM and profit maximization and this analytical method can be used by any customer-oriented firm as a general model.

• Asia Marketing Journal
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• 제12권2호
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• pp.111-133
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• 2010

투자상품의 확산, 고령화 등으로 인한 금융니즈 다양화와 자본시장법 시행으로 인한 금융회사간 치열한 경쟁으로 인해 금융산업 내에서 마케팅의 역할이 더욱 중요해지고 있다. 그러나, 지금까지 다른 산업에 비해 금융산업의 마케팅 연구는 상대적으로 부족하였다. 본 연구는 향후 구체적인 금융마케팅 연구들이 진행되기에 앞서 국내 금융마케팅 연구들을 정리하고, 국내 금융회사 마케팅 담당자를 In-depth 인터뷰하여 실제 국내 금융 마케팅 현황을 조사하였다. 이를 통해 향후 금융마케팅 연구에 필요한 시사점을 얻고자 하였다. 분석 결과, 다른 산업의 마케팅과 다른 금융 마케팅만의 고유 특징에 대한 이론적인 연구가 부족하였고, 금융산업 내에서 은행, 증권, 보험, 카드 산업 간의 마케팅 특징 차이에 대한 연구도 부족하였음을 알 수 있었다. 소비자행동 관점에서 금융고객의 의사결정 과정에 관한 연구도 부족하였다. 또한, 우리나라의 금융회사의 마케팅 현황은 외형적으로 어느 정도 성숙 단계에 접어들었다고 볼 수 있으나, 실제 업무는 여전히 과거의 영업지원, 혹은 프로모션 및 CRM 데이터 분석 등 단기적인 부분에 치중되어 있었다. 그리고, 은행, 증권, 보험, 카드 회사 등 각 세부 금융산업별 마케팅 담당자들이 중요하게 생각하는 금융마케팅의 키워드와 문제 인식 정도도 서로 다름을 알 수 있었다. 본 연구는 이러한 분석 결과를 바탕으로 향후 금융마케팅 연구를 위한 시사점과 함께 6가지의 연구명제를 제안하였다.

• 한국병원경영학회지
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• 제5권2호
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• pp.1-21
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• 2000

This study was to examine the degree of market orientated effort by hospital type and size,. and analyzed the moderating effect of environments between market orientation and it's performance. First, there was no significant differences by hospital type, such public hospital, university hospital, and private hospital. However, the orders of market orientation implementation was university hospital. private hospital, and public hospital This finding suggest that university hospital and public hospital, should be market-oriented, or customer-oriented more now, relatively. Second, there were no significant differences in marketing as management policy by hospital types, i.e. public, university or private sector hospitals. However, as to the intensity of the implementation of the market-oriented approach, private hospitals came first, followed by the university hospitals, then the public ones. This finding suggests that university and public hospitals should be more market or customer oriented to compete in the market. Third, only the competitive environment does active moderating roll on hospital performance. The competitive environmental factor forces the organization to be more market oriented. This means the more you are positively situated in the competitive environment, the more you are looking for a market oriented approach. You become more aware of the value of customers and you become more focused on the customer satisfaction and thus become more patient oriented in every facet of decision making. And market oriented hospitals recognize the importance of utilization of high tech medical treatment skills and equipment in patient care. Fourth, according the analysis, market oriented effort gives more influence on hospital performance than the environmental factors. This means that the market oriented effort should become a culture of the hospital which seeks to out distance themselves from its competitors.

• 한국항만학회지
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• 제9권2호
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• pp.9-24
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• 1995

The intensification of the competition among container terminals has led to important affect such as, decision making or aggressive intervention of customers for terminal operation. Therefore, in case of developed ports, the large transition of port operation is composed of the press of terminal customer than decision making of terminal manager. Overall port tariffs for using terminal is made out by the conference of terminal customers than the supreme headquarters of terminal operation, and the related investment of terminal has been made according to requisition or proposal of customers. Therefore, among decision making problems that shippers, shipping companies, and freight forwarder among decision making problems that shippers, shipping companies, and freight forwarder face, the choice of the container terminal is one of the most important problems. So, the decision making of the users seems to have a significant impact on the competitive power of container terminals. The main objective of this study is to design port marketing strategy for strengthening the competitive power of container terminals. The results of this study were found as follows: Firstly, port authority should establish user-oriented operation policy of terminal as the means of activating the opinion window, using terminal monitoring system(TMS). Secondly, terminal planning and development of government should be made to minimize the lead time, to induce the civil capital and to utilize the economies of scale. Thirdly, port authority needs to endeavor to analyze the information of competing foreign terminals as well to promote the concentrated marketing for the terminal on the users, to train the expert and to develop the new port charge system. Fourthly, to improve the competitive power of the container terminal, Port Authority should optimize the subsystems related to port marketing, far more these systems should be joined organically to work effectively. Finally, port authority system should be introduced, Namely, port should have the enterprise inclination as well s the public inclination.

• 경영과학
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• 제31권1호
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• pp.27-40
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• 2014

Tour products have been recognized as a perishable asset. For tour operation companies (TOCs), improving profitability is a core decision problem for their business. Since package tour products, typical products of TOCs, are perishable after the tour was departed, TOCs have been tried to increase their sales before the departure date with various marketing strategies including price discounts. The pricing problem for perishable assets have been studied in Revenue Management for a long time. However, it is hard to find a research on pricing decisions for tour products. In this paper, we focus on a pricing problem for tour products. In particular, we will consider the pricing scheme with customer preference values on purchasing conditions. With conjoint analysis, we can use the part-worth value as a preference value for each level of purchasing conditions. To construct various discount prices, we use an enumeration method and suggest a mathematical optimization model. With experimental analysis for a sample tour package, we will show that our pricing process is very helpful for designing customer-oriented pricing decision.

• 산업경영시스템학회지
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• 제23권54호
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• pp.27-36
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• 2000

The problem of discovering association rules is an emerging research area, whose goal is to extract significant patterns or interesting rules from large databases and several algorithms for mining association rules have been applied to item-oriented sales transaction databases. Data warehouses and OLAP engines are expected to be widely available. OLAP and data mining are complementary; both are important parts of exploiting data. Our study shows that data cube is an efficient structure for mining association rules. OLAP databases are expected to be a major platform for data mining in the future. In this paper, we present an efficient and effective algorithm for mining association rules using data cube. The algorithm can be applicable to enhance the power of competitiveness of business organizations by providing rapid decision support and efficient database marketing through customer segmentation.

• 한국정보시스템학회지:정보시스템연구
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• 제13권1호
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• pp.77-95
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• 2004

According to the increase of organizational complexity and the change of rapid information technology environment, many firms have shifted their information technology(IT) strategy from developing information systems in-house to purchasing application software such as Enterprise Resource Planning(ERP) Systems. Marketing and Sales functions within a Korean automotive part company include developing new assembly products, determining pricing, taking customer's orders, and shipping assembly products to customers. Marketing and Sales Information System(MSIS) in ERP system plays an important role in next Production Planning process. MSIS also makes management reporting and decision making faster and more uniform throughout an organization. MSIS promotes thinking about corporate goals, as opposed to thinking only about the goals of a single department or functional area. This paper intends to design and implement a MSIS in ERP systems for Korean automotive part company using object-oriented methodology In order to accomplish the implementation of MSIS in ERP system, we employed UML as its standard modeling language. In this study, four diagramming techniques such as use case diagram, sequence diagram, class diagram, component diagram among eight modeling techniques are used for analyzing hierarchical business process. In traditional marketing and sales function, a company with an unintegrated information system can have marketing and sales data that is data redundant or inaccurate. MSIS integrated in ERP system can solve the sales forecast problem, which minimizes the total costs of production, inventory, and transportation under constraints of production capacity. Also, the use of UML methodology makes S/W programmers shorten the phase of analysis and design in the implementation of MSIS system, and increase the reuse of software and the interoperability with corporate internal Information system.