• Journal of Electrical Engineering and Technology
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• 제9권3호
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• pp.789-795
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• 2014

In a demand response (DR) market run by independent system operators (ISOs), load aggregators are important market participants who aggregate small retail customers through various DR programs. A load aggregator can minimize the allocation cost by efficiently allocating its demand response resources (DRRs) considering retail customers' characteristics. However, the uncertain response behaviors of retail customers can influence the allocation strategy of its DRRs, increasing the economic risk of DRR allocation. This paper presents a risk-based DRR allocation method for the load aggregator that takes into account not only the physical characteristics of retail customers but also the risk due to the associated response uncertainties. In the paper, a conditional value-at-risk (CVaR) is applied to deal with the risk due to response uncertainties. Numerical results are presented to illustrate the effectiveness of the proposed method.

• 한국콘텐츠학회논문지
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• 제8권6호
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• pp.222-231
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• 2008

서비스 실패는 서비스 상품의 본질적인 특성 때문에 불가피하게 일어나게 마련이다. 서비스 기업들은 고객의 불만족을 초래하는 서비스 실패를 관리하기 위하여 서비스회복의 다각적인 노력을 하고 있다. 본 연구는 고객 개개인이 갖고 있는 가치 성향에 따라서 서비스 실패를 허용하는 수준이 다를 것이라고 가정하고 연구를 진행하였다. 실증적 연구를 통하여 밝혀낸 결과는 서로 다른 개인들의 가치 성향이 서비스 실패에 대하여 용인하는 정도에 차이가 있으며 이로 인하여 불만족의 수준도 달라진다는 것이다. 따라서 고객 성향의 효과적인 파악은 고객만족의 수준을 높이거나 최소한 고객 불만족의 수준을 낮출 수 있을 것이다.

• 유통과학연구
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• 제12권9호
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• pp.65-72
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• 2014

Purpose - This study aims to provide a brief understanding of usability and its extended models with TAM as well as identifying additional determinants that had been suggested in previous studies on mobile services. Research design, data, and methodology - Empirical data were collected by conducting a field survey of potential mobile application service users. The call for participation was also made in mobile related application issues, which were widely discussed. Result - The ease of use and usefulness had a significantly positive influence on attitude and intention. It also was revealed that added value services can offer practical value to customers. Thus, positive attitudes toward the adoption of services by customers are present when they perceive higher usefulness and ease of use of mobile application services. Conclusion - It was indicated that customers who are more inclined to try new products or who have a higher demand for new things tend to think about those functionalities and added value mobile application services from the perspective of usefulness and ease of use and operation.

• 한국경영과학회지
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• 제32권1호
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• pp.105-124
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• 2007

CRM (Customer Relationship Management) becomes a crucial paradigm as the environment of the market changes. About the CRM actively maintaining and managing customers that have been already acquired, the research has been done as a plan to lure loyal customers who bring lucrative profits in the long term for the company in order to increase the value to the customers. However, in practice, the focus is on putting spurs to attracting new customers in a short term rather than retaining existing customers who give profitable revenues. If the company puts high emphasis on drawing the new customers, in a CRM's point of view in relation to the value of the customers, it can incur a loss in the long run. The reason is that if the firm conducts discriminative sales promotion, the existing clients with high loyalty will feel relatively treated inappropriately and they will have negative feelings such as being betrayed from the company they prefer. This occurrence of negative emotion can in-crease the possibility of highly profitable clients' secession. In consequence, this paper focusing on the process of the client segmentation at the mobile telecommunication services shows that the sales promotion strategy for the new customer attraction can lead to negative effect on the loyalty of the existing customers.

• 동아시아식생활학회지
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• 제17권6호
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• pp.919-925
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• 2007

The purpose of this study was to investigate the influence of customers' perceived risks on their perception of value at family restaurants in Seoul. Frequency analysis, reliability analysis, factor analysis, multiple-regression analysis were employed to analyze the data. The customers' perceived risk were divided into 6 factors. Three of the perceived risk factors(financial, time, performance risk) negatively(-) influenced the perception of value. In particular, 'financial risk' was the most negative. However, 3 factors(physical risk, psychological risk, social risk) didn't have significant influence on perceived risk. As a result, customers of family restaurants appear to perceive various risks, and these risks have significant impacts on their perception of value. Therefore, food-service corporations need to reduce customers' perceived risks, possibly by various and efficient pricing-policies, discount, price-bundling, using coupon, effective physical evidence and offering unique compensation.

• 경영과정보연구
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• 제25권
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• pp.339-370
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• 2008

As the Internet environment develops, Internet has already been being established as important tool of business marketing and branding. In particular, a brand community where customers interact with other customers who have the same interest in brand provides a variety of benefits to customers as well as companies. The brand community makes it possible for company to build, and retain relationships with customers, and capture new market opportunities. Therefore, this study examines the relationship among service quality of brand community, customer value, customer satisfaction, customer trust, and brand community loyalty in online brand communities. The results of empirical analysis can be summarized by the following: First, service quality of brand community had a significant direct effect on customer value. Second, service quality of brand community had a significant direct effect on customer satisfaction. It had also a positive, significant indirect effect on customer satisfaction through customer value and customer trust. Third, service quality of brand community had a significant indirect effect on brand community loyalty through customer satisfaction, customer value, and customer trust. Therefore, These finding will spawn both academic and practitioner interest in brand community and serve as a foundation for further research in this important area.

• Asia Marketing Journal
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• 제16권1호
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• pp.149-168
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• 2014

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate the negative impact of perceived risk. The Findings show that customers who perceive SNSs to be risky are more likely to have a negative attitude toward SNSs. However, the negative impact of perceived risk on their attitude toward SNSs is alleviated in customers with high hedonic value. Similarly, the negative impact of perceived risk on their attitude toward SNS is weaker with customers in interdependent self-construal. This paper presents effective segmentation variables, such as consumer's motivation (hedonic value) and psychological variable (self-construal), which mitigate the risk perception of customers. Therefore, it provides practical guidelines for the marketing managers in terms of who to target and what kind of strategies to implement in terms of these segmentation variables to approach consumers more efficiently.

• Asia pacific journal of information systems
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• 제33권2호
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• pp.342-366
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• 2023

This study attempts to extend the customer value - customer satisfaction - customer loyalty framework by introducing key constructs of scarcity messages as a major environmental stimulus and the urge to buy impulsively as its response in the context of group-buying social commerce, across countries including Korea and China. More specifically, this study proposes that scarcity messages influence customers' value perception (i.e., utilitarian value and hedonic value) and thereby influencing customer satisfaction and further customer loyalty. Moreover, the study suggests that scarcity messages and utilitarian and hedonic values arouse the urge to buy impulsively. In the Korean sample, the results show that scarcity messages increase both utilitarian and hedonic values as well as the urge to buy impulsively, which in turn leads to customers' satisfaction and further loyalty. Besides, customer satisfaction is determined by utilitarian value, not hedonic value. In the Chinese sample, utilitarian value-related relationships are insignificant. More specifically, scarcity messages only influence hedonic value which increases the urge to buy impulsively. Besides, customer satisfaction is determined by both utilitarian and hedonic values, but not by the urge to buy impulsively.

• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.43-52
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• 2019

Purpose - Many companies use the Internet to conduct their business to maintain and acquire their customers. SNS is used as a site where users can create profiles, build personal networks, and then share and exchange information with others. Not only do people use SNS for their self-promotion, but they also promote their services by creating SNS pages. SNS is recognized as a medium for implementing effective advertising strategies and is being used as an important means of promoting the company. Therefore, in this study, we investigate the effect of SNS marketing characteristics of restaurant franchise firms on utilitarian value and hedonic value and examine their effects on purchase intention. Research design, data, and methodology - The data were collected from 20s-60s respondents who have used SNS for restaurant visit using Google survey. A total of 159 responses were collected and used for final analysis. Smart PLS 3.0 was used for the hypothesis test. Results - As a result of an analysis, it was shown that the influence of the playfulness and affordability of information on the utilitarian value had a significant positive effect. Interaction and up-to-date did not have a positive effect on utilitarian value. Interaction, affordability, and up-to-date have no significant positive effects on hedonic value. The playfulness of information has a positive effect on the hedonic value. Both utilitarian value and hedonic value had positive effects on purchase intention. Conclusions - The findings of this study suggest that the SNS marketers of restaurant franchisors should focus on the playfulness, affordability, and up-to-date rather than the interactivity of SNS. In marketing through SNS, the act of presenting the basis of information and enhancing the provision of information through objective criteria makes it possible to experience the practical value of information. It is necessary to develop differentiated contents which cause customers interest and fun and to induce many customers' purchase intent by providing objective and realistic information. In order to increase the customers' repurchase intentions toward the food service business, customers should maximize the hedonic value and practical value felt through information. It should also focus on providing information that customers are receptive to, rather than providing prompt information.

• 한국식생활문화학회지
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• 제32권5호
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• pp.403-411
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• 2017

When purchasing products or services, consumers tend to purchase multiple value attributes through the acquisition of a product rather than physical characteristics. This study empirically analyzed the relations between consumption value, brand attitude, and purchase intention of customers purchasing fair-trade coffee, by dividing consumption values that would have significant effects on consumers' actual purchase behavior into five levels. Among the consumption value factors of customers purchasing fair-trade coffee, the functional value, social value, emotional value, and rare value all had significant effects on brand attitude and purchase intention while the influence of situational value on brand attitude and purchase intention was not verified. These finding are partially concordant with those of preceding studies, and the consumption value of consumers purchasing fair-trade coffee has positive effects on purchase behavior; therefore, it would be necessary for companies selling fair-trade products to understand consumers' specific values. Moreover, analysis of the influence of brand attitude on purchase intention of customers purchasing fair-trade coffee revealed that purchase intention increased when brand attitude was higher. These finding indicate that it is necessary to identify measures to increase purchase intention by targeting consumer groups with high brand attitude with intensive promotions.