• Journal of Korean Society for Quality Management
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• v.47 no.3
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• pp.641-659
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• 2019

Purpose: Recently, the managing customer complaints properly has emerged as key source of competitive advantage in the large distribution industry. Effective customer complaint management helps firms minimize service failures and incense the capability to respond to customer's needs. Despite this importance, the in-depth prior study of a firm's service failures is very limited. Therefore, the actual service failure cases of large discount stores in Korea were analyzed in this study, and the types of service failures that occur at the service interface were identified. Method: Specifically, a total of 48,307 cases of customer complaints that have occurred in the past three years were collected from 1 January 2016 to 31 December 2018. Using 7 dimensions of service marketing mix. we have classified and analyzed systematically the service failure cases collected. Results: Among the cases of service failures, 34,921 (72.3%) cases were involved with the product factor, followed by 6,152 (12.7%) cases with person factor and 5,392 (11.2%) cases with process factor. Conclusion: By linking the main causes of service failure with the service marketing mix variables, this research presented a more systematic analytic model and verified by applying it to large domestic distribution company. Understanding the main factors affecting customer complaints n the large distribution industry can provide managers useful information and insight who want to achieve an effective customer complaint management.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.41-50
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• 2021

All cities have constructed city branding strategically to intensify their competitiveness in global arena. Seoul Metropolitan has launched city brand in policy-level since 2003 and they have struggled to utilize city branding until now. This study explores the changes in Seoul's city brand in order to suggest a future direction for such efforts. The research is grounded in various domestic and foreign theories and case studies are considered from previous studies related to the place marketing, city marketing, and city branding. Relevant data were collected and analyzed, indicating that an unsure city brand requires strategic governance among stakeholders and civic consensus.

• International Journal of Contents
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• v.17 no.1
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• pp.1-10
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• 2021

Visual analytics is an emerging research field that combines the strength of electronic data processing and human intuition-based social background knowledge. This study demonstrates useful visual analytics with Tableau in conjunction with semantic network analysis using examples of sentiment flow and strategic communication strategies via Twitter in a blockchain domain. We comparatively investigated the sentiment flow over time and language usage patterns between companies with a good reputation and firms with a poor reputation. In addition, this study explored the relations between reputation and marketing communication strategies. We found that cryptocurrency firms more actively produced information when there was an increased public demand and increased transactions and when the coins' prices were high. Emotional language strategies on social media did not affect cryptocurrencies' reputations. The pattern in semantic representations of keywords was similar between companies with a good reputation and firms with a poor reputation. However, the reputable firms communicated on a wide range of topics and used more culturally focused strategies, and took more advantages of social media marketing by expanding their outreach to other social media networks. The visual big data analytics provides insights into business intelligence that helps informed policies.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.8
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• pp.123-134
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• 2022

In 2021 One Tambon One Product (OTOP) food products reached $3,447 billion domestically and $200 million internationally. Mirroring Japan's highly successful OVOP (One Village One Product) poverty reduction and rural employment program, Thailand's OTOP program has since become a global model of success as well. From May through June 2022, OTOP snack food vendor entrepreneurs were contacted and asked to contribute their opinions about what factors affected their enterprise's food product quality. Using systematic random sampling across six Thai regions, 311 export entrepreneurs, production managers, and marketing managers participated. The results revealed that product innovation (PDTI), process innovation (PCSI), packaging design (PKD), and the 4P marketing mix (4PMM) all positively influenced OTOP snack food product quality (PDQ), which, when combined, had a total effect R² value of 27%. Also, the latent variable TE values for PDTI, PKD, 4PMM, and PCSI, were 0.38, 0.29, 0.22 and 0.11, respectively. Seven of the nine hypotheses examined were supported, with packaging design (PKD) determined to have the greatest influence on the 4P marketing mix (4PMM).

• The Research Journal of the Costume Culture
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• v.32 no.1
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• pp.1-16
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• 2024

In response to the global trend of making sustainable development an urgent task, luxury fashion brands actively embrace it in their corporate philosophies and management policies. However, despite the widespread consensus in the related industry and the strong will of companies for the sustainable development of luxury brands, there are still few cases of luxury fashion brands successfully implementing sustainable development. This study examined the impact of the types of message framing on the sustainability marketing of luxury fashion brands, focusing on their effects on perceived message effectiveness, sustainable brand image, and brand attitudes. An online survey was administered to 464 Korean consumers in their 20s to 40s to test the hypotheses. The results showed that perceived effectiveness was higher for negatively framed messages (loss) than for their positive counterparts (gain). The types of message framing did not significantly affect sustainable brand messages, and no significant difference in perceived brand image was found, regardless of message type. Perceived message effectiveness exerted a significant positive effect on sustainable brand image, and such an image had a significant positive effect on brand attitudes. The results provide implications for related research and practical implications for the development of competitive sustainability marketing strategies for luxury fashion-an industry still in its infancy.

• East Asian Journal of Business Economics (EAJBE)
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• v.12 no.1
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• pp.13-22
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• 2024

Purpose: The purpose of this study is to investigate impact of smart city awareness on citizen satisfaction and to measure various factors influencing smart city competitiveness that were rarely addressed in previous studies. For the impacts on the competitiveness of smart cities, this study explored the effects of data-driven service, economic impact, social trust through sharing, environmental protection, and sustainable growth. Research design, data and methodology: To collect data, this study employed an online survey conducted by a reputable research organization. Data analysis involved the use of factor analysis, ANOVA, and regression analysis. Results: This study identified key aspects important for enhancing citizen satisfaction. Furthermore, this research unveiled the significant impacts of data-driven service, economic impact, social trust through sharing, environmental protection, and sustainable growth on the competitiveness of smart cities. Conclusions: The results yield valuable managerial and policy implications. The study suggests that enhancing citizen satisfaction through improved awareness of the smart city is crucial for effective city marketing management. Additionally, the results highlight special aspects necessary to improve smart city competitiveness, including the implementation of promotional policies supported by the government, promoting global competitiveness for domestic companies, and fostering citizen participation for effective city marketing management.

• Journal of the Korean Society of Costume
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• v.67 no.2
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• pp.1-16
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• 2017

This study was conducted to investigate how consumer global-mindedness affects global fashion out-of-home (OOH) advertising which global consumer culture positioning applies, and to examine the relations among global fashion brand OOH advertising, perceived fashion brand globalness, perceived quality and brand reputation. Data were collected from 238 general people in 20~30s in seoul and were analyzed by using statistic methods such as frequency analysis, reliability analysis, confirmatory factor analysis and structural d modelling by running both SPSS 18.0 and AMOS 7.0 program. The results of this study were as follows. First of all, it indicated that the fit indexes were satisfied and the overall model of this study showed a favorable goodness of it from the results of confirmatory analysis. Secondly, consumer global-mindedness had a positive impact on preference towards global fashion OOH advertising. Finally, preference towards global fashion brand OOH advertising positively affected perceived fashion brand globalness, perceived quality and fashion brand reputation. The results implies that it is necessary that fashion brands fully understand consumers' tendency and the benefits of marketing can be maximized through global positioning OOH advertising on subways which makes consumers recognize fashion brands as global ones.

• Cartoon and Animation Studies
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• s.40
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• pp.243-260
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• 2015

Being a symbolic image to let traditional 'mother wonlee' contents characters known widely, need to be made in a way that can deliver the powerful message of korea An-dong traditional local contents and the value of regent story. As for the contents character develope methods and the scope of the study, an theoretical study was conducted based on literature review, and, factor plus fiction field surveys, and the legend story and then an effect of character marketing on global contents with original identity. 'mother wonlee' pre-production plaining have been analysis with creative described based on the ancients features and the classification of ancient original characters, and the situation and the concept of An-dong local place. as a results this thesis is show up how to make up a main character develop processing and make a features design processing of the characters who different age and a scenes. as a conclusion is drawing about a 'Wonlee' and 'Eungtea' both main Character plaining processing and graphics; traditional face, all clothes, body proportion, etc. Also we trade to traditional patten with character planing. it will be a high value industry which facilitates a variety of industries in conjunction with marketing traditional source characters in global. Recognizing the value of traditional story main character design and graphics marketing and utilizing the value through various media will create infinite value, enabling the global marketing.

• Journal of The Korea Institute of Healthcare Architecture
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• v.18 no.1
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• pp.7-14
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• 2012

In this study, the status of healthcare infrastructure in foreign countries was investigated for a Korean healthcare business planning to expand its business to these countries. Countries selected and surveyed are China, India, Indonesia, and the Middle East. When the surveyors visited the hospitals, the hospital facilities were investigated and medical professionals were interviewed to scrutinize the healthcare conditions in the hospitals. Also studied are healthcare related laws, trend of healthcare policies, hospital operations, medical staffing, and global healthcare service providers. Korea has expanded their overseas healthcare market only to small-sized hospitals and clinics. In order to keep up with global market expansion in the healthcare domain, strategic marketing is required. Especially, the most important key for overseas marketing is to make a synergizing system among hospitals, construction companies, medical equipment providers and IT solution providers. For the next step, the in-depth study will be conducted through real projects in the target countries per type of business.

• Journal of Technology Innovation
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• v.15 no.2
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• pp.61-81
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• 2007

A typical small firm in consumer goods sectors of developing countries is an OEM supplier to big MNCs. Lacking design and marketing capability, a small firm relies on the MNCs for survival but their long term growth is not guaranteed as the MNCs are always looking for, and ready to relocate to, cheaper production sites. In this light, we can say that there is something like "OEM trap" from which most firms from LDCs find difficult to move out (Lee 2005). In this situation, one way for long term growth and catch-up is to make a transition to the OBM (own brand manufacturer). But, the transition is not easy or even risky. This paper analyzes the cases of three companies in Korea to find out common features in their successful transition to OBM. They are Aurora World (a flush toy maker), Hankook Chinaware (a chinaware maker), and Hanacobi (a plastic-made food container maker with the Lock-and-Lock brand). These firms can be commonly characterized by 1) arranging access to external knowledge base and steady increase of in-house R&D efforts and capabilities leading to acquisition of formal IPRs and their management, and 2) establishment of global production networks with factories in lower-income countries as well as their own independent global marketing network.