• 한국컴퓨터정보학회논문지
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• 제14권5호
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• pp.195-200
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• 2009

본 연구는 마케팅 믹스에 의한 사회복지시설 후원자 개발에 관한 연구를 하고자 한다. 오늘날 사회복지 현장에서도 경제논리의 시대에 도래하였다. 2008년 7월 노인장기요양보험제도가 시행되면서 그동안 정부 재원에 의지한 많은 사회복지시설들이 다양한 자원 획득을 위해 경쟁이 이루어지고 있으나, 여전히 대부분의 사회복지시설들은 매우 심각한 재정난을 겪고 있다. 이러한 부족한 재원에 대한 보완적인 방법으로 사회복지시설의 실정에 맞는 후원자를 개발하고 관리하는 방법을 체계화하여 재원을 확보할 수 있는 방안을 모색하여야 한다. 이러한 측면에서 마케팅 믹스에 의한 사회복지시설 후원자 개발을 위해 Fine(1992)의 7P모델 제품(Product), 가격(Price), 홍보(Promotion), 장소(Place), 생산자(Producer), 구매자(Purchaser), 조사(Probing) 등 7개 요인으로 후원자 개발을 위한 전략적 방안을 제시해 보고자 한다.

• 디지털융복합연구
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• 제17권11호
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• pp.201-206
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• 2019

온라인에서 보험 정보를 찾는 이용자들이 많은 반면, 보험사 웹 사이트 콘텐츠 추천 연구 사례는 많지 않았으므로 본 연구에서는 보험사 웹 사이트의 페이지 방문 이력을 활용하여 사용자에게 선호 가능성이 높은 페이지 추천 시스템을 제안하였다. 데이터는 웹 브라우저 이용 시 발생하는 클라이언트 사이트 스토리지(Client-side storage)를 활용하여 수집하였으며, 추천 기술로는 협업 필터링(Collaborative filtering)을 연구에 적용하였다. 실험을 실시한 결과 방문여부를 의미하는 이진화된 데이터를 사용한 자카드 인덱스(Jaccard index) 기반의 아이템 기반 협업 필터링(Item-based collaborative, IBCF)에서 좋은 성능을 나타내었다. 향후에는 아이템에 가중치를 부여한 추천 기술을 연구하여, 기업에서 사용 시 마케팅 전략에 부합하는 콘텐츠 추천 시스템을 구현할 수 있을 것이다.

• 한국병원경영학회지
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• 제7권4호
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• pp.57-101
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• 2002

These days, the environment of hospital marketing is changing rapidly. The level of expectation and demand of patients have become greater and more diversified, and patients have more alternatives in selecting hospitals. The standard of hospital selection and the type of using hospital have been changed, and competition among hospitals has been accelerated due to the opening of the medical market through globalization. Accordingly, differentiation strategies are critical in hospital marketing. The quality of medical service oriented toward patient satisfaction becomes a strong strategic weapon to secure a hospital's competitive advantage. Therefore, marketing and communication strategies should be focused on patient-oriented, rather than hospital-oriented. Considering the changes in the hospital environment and the increase in the patients' expectation level, this study categorizes doctors' communication styles into four different ones: trust-type, professional-type, cooperation-type, and control-type. The effects of these communication styles on patient satisfaction were empirically examined. The moderating roles of the patient's characteristics and clinical characteristics between the doctors' communication styles and patient satisfaction were also investigated to find out managerial implications for hospital management. To achieve such goals, data were collected from patients of 12 general hospitals in Busan. The data were analyzed to test research hypotheses that examine 1) the relationships between doctors' communication styles and patient satisfaction, 2) the moderating roles of the patient characteristics and clinical characteristics in the research model, and 3) the impact of patient satisfaction on positive word-of-mouth and repurchase. The following summarizes the major results of this research. First, the data showed that patient satisfaction varied across doctors' communication styles. Trust-type style had the strongest impact on patient satisfaction while control-type style had the weakest influence on patient satisfaction. Professional-type style and cooperation-type style also had positive effects on patient satisfaction but the impact of the two are not statistically different. Second, significant differences in terms of patient satisfaction were found depending upon demographic variables such as gender, marital status, age, occupation, and education. Patient satisfaction, however, was consistent across varying income groups. Third, patients' medical insurance types were also related to patient satisfaction. It implies that a doctor may need to use different communication styles depending on a patient's medical insurance type. Fourth, out-patient and in-patient showed a different level of satisfaction with varying communication styles. Fifth, highly professional knowledge and strong control can influence patient satisfaction depending on the characteristics of the patient treatment field. Sixth, patient satisfaction were proved to have significantly positive effects on word-of-mouth and repurchase. The implications drawn from this study must be tempered by its limitations. First of all, the subjects used in this study were patients in Busan and small- and medium-size hospitals were excluded from the research. Therefore, future research should examine the research model by using a variety of hospitals and clinics throughout Korea. Another research agenda has to do with finding more determinant and moderating variables which will increase an explanatory power of the model. In short, this study may be the first empirical research that investigates the effects of doctors' communication styles on patient satisfaction. Interestingly enough, the results showed that each communication style had a unique impact on patient satisfaction. The findings from this research can be very useful in developing hospital marketing strategies.

• 벤처창업연구
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• 제11권6호
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• pp.51-59
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• 2016

현대 기업조직은 거대화되어 다양한 조직 구성원을 채용, 운용하는 현상이 상시화 되었으며, 이들 내부 조직구성원에 대한 내부마케팅은 기업성과 제고를 위한 필수적인 활동 중의 하나이지만 다양한 인적구성을 대상으로 획일적으로 추진하는 것은 부적절 할 수 있다. 본 연구는 인구특성에 따른 종업원 그룹별에 보다 효과적인 내부마케팅 수단을 분석하기 위하여 종업원의 직장만족에 영향을 미치는 요인을 손해사정회사의 종업원을 인구통계특성에 따라 남녀 2그룹, 연령대 3그룹, 근무기간 3그룹으로 나누어 실증적으로 분석하였다. 연구결과 심리요인이 전체 8개 그룹에서 종업원의 직장만족에 통계적으로 유의하게 영향을 미치는 것으로 나타났으며, 그 중 7개 그룹에서는 가장 높은 영향을 미치는 것으로 나타났고, 다른 요인들은 각 그룹별로 차별적으로 유의하게 나타났다.

• 서비스연구
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• 제8권1호
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• pp.123-143
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• 2018

본 연구는 금융서비스 산업에서 고객의 신뢰를 중시하는 보험회사에서의 서비스 품질 및 사회적 책임(CSR) 활동과 고객 행동의도 간의 관계에서 고객신뢰와 고객-기업 동일시(CCID)의 역할에 대하여 실증 조사하고자 하는 것이다. 본 연구의 표본은 전국 보험가입자들을 대상으로 설문조사 실시하였고 이들 설문자료를 바탕으로 AMOS 통계기법을 이용하여 분석하였다. 분석결과, 첫째, 보험회사의 CSR활동은 고객신뢰 및 고객-기업 동일시와 모두 정(+)의 유의한 관계가 존재하였으며, 단 서비스품질은 고객신뢰와는 유의한 관계가 있었으나 고객-기업동일시에는 유의한 영향을 주지 못했다. 둘째, 신뢰 및 고객-기업동일시(CCID)는 고객 행동의도와 정(+)의 유의한 관계를 가지고 있음을 발견하였다. 셋째, 서비스품질 및 CSR과 고객 행동의도 간의 상호관계에서 고객 신뢰 및 고객-기업 동일시(CCID)가 매개효과를 나타내고 있음을 알 수 있었다. 본 연구 결과는 보험회사의 서비스 품질 및 CSR 활동이 고객신뢰 및 고객-기업동일시를 증대시키며 또한 이러한 서비스 품질 및 CSR 활동이 고객 신뢰와 고객-기업 동일시(CCID)에 의하여 매개되어 질 때 재구매, 긍정적인 구전활동 등의 고객행동에로 연결되어짐을 나타내 보여주고 있다. 또한 본 연구는 향후 서비스 마케팅과 CSR 관련 문헌 연구 및 향후 보험회사의 마케팅 전략수립에 기여할 것이다.

• 약학회지
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• 제57권3호
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• pp.213-218
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• 2013

This study examines factors associated with fixed budgets for pharmaceuticals and clawback system for pharmaceutical industry in European countries. We used information from a survey held in 2005~2006 by Austrian Health Institute. Several information including pharmaceutical pricing policies, marketing conditions for pharmaceutical industry and patient' choice of drugs was collected. Five out of twenty five countries in EU were considered as countries with fixed budgets for pharmaceuticals and remaining 20 countries were considered as countries without fixed budget system. Comparisons were made for each information. Countries with fixed budgets for pharmaceuticals were more likely to have internal (or external) reference pricing system and other pricing mechanisms. In addition, they were more likely to permit pharmaceutical industry to be engaged in public advertising and information provision towards patients. They guaranteed patient participation in drug choice decisions. The countries with fixed budgets for pharmaceuticals were more likely to have conditions that enable the fixed budget system to work better compared to those without fixed budget system. Therefore, the study results imply that we need to check whether we have similar conditions to the countries that already have fixed budgets for pharmaceuticals when we want to introduce fixed budget mechanism for pharmaceuticals in Korea in the future.

• International Journal of Advanced Culture Technology
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• 제2권1호
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• pp.20-24
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• 2014

As the standards organization under ISO responsible for the development of all international financial services standards, ISO/TC 68 plays a key role in the development and adoption of new technologies in the banking, brokerage and insurance industries. In this paper many of its current work projects are introduced for developing ecommerce standards. We need to discuss the recommendations on XML conversion with ISO and other international standard organizations. Each country try to adopt the international standards even though domestic technical standards and barriers. To solve this problem of interworking between these standards, harmonization activities are nedded. For development and distribution of electronic documents to be conformed to international standards, it is enough to have the role of international activities continue to supply part of the domestic industry and the trends in participation and international standard.Our principal focus is on facilitating national and international trade, through the simplification and harmonization of processes, procedures and information flows, and so contributing to the growth of global commerce.

• 경영과정보연구
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• 제23권
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• pp.25-40
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• 2007

In the highly competitive and divers world of financial market, customer is the single most important factor to company's survival. Especially, creating a relationship with valued customers is a key to success. CRM provides the mean to retain high value customers. It takes a prospect of what customers expect. Utilizing those knowledge can help the products and service meet the customers' needs, thereby maximizing customer satisfaction and company's profit. In this report, I am going to suggest a few ways to develop successful CRM in the life insurance industry. First, CRM should innovate the way of communication to keep pace with Web 2.0 era. In other words, the customer's needs should be caught by real-time communication than traditional off-line market research. Thus, the functionality and specification of products can be decided by customer's direct choice so that the customers are able to purchase the understanding and experience of the products. Second, CRM project should consider whether the initial strategy plan can promise the stable growth of customer at the first step. When planning strategy, the project needs to identify what customer wants and how to fulfill the needs with stable growth of the customer. In addition, the CRM should be developed by realizing that customer centric benefits ultimately guarantee the growth of the organization. Third, CRM systems should enhance the organization's ability to take the customer's insight in a 360 degree view and to capture the voice of the customer directly. In order to develop the best matched product package, more precise customer segmentation should be ahead of market segmentation strategy. Forth, the biggest reward from CRM will be a customer royalty program. Many successful banks are already planning and practicing customer royalty strategy. A comprehensive analysis of customers and their behavior allow organization to identify high value potential customers' needs and determine a strategy required to meet those needs. Even life insurance companies such as Prudential Korea are developing products designed for royal customers. Fifth, understanding and managing the experience of customer called Customer Experience Management also can increase customer satisfaction. Measuring only customers' experience and adapting it to marketing strategy make products position in the gap between the customers' expectation and experience not required by market. A key component of CEM is its application across all organizational functions. At last, the direction of change and development of CRM can be defined from the conceptualization of information technology represented by Ubiquitous and Web 2.0. Instead of just managing customer information, companies should take the initiative in personalized system with customer oriented strategy. Furthermore, with the regular communication between CRM stakeholders (Sales-Marketing-IT), customer's demand should be directly reflected to enterprise strategy in real time.

• 보건행정학회지
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• 제28권1호
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• pp.23-34
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• 2018

Background: This study aims to conduct curriculum analysis on health management schools focusing on relationship with licence and certification in Republic of Korea. Methods: Possible employment field, licence and certification as well as curriculum were collected from the home page of 30 health management schools. The subjects and credits of curriculum were analyzed using descriptive statistics. Main subjects by areas were drew using categorization and ranking within qualitative methods. Comparative analysis was conducted for checking relationship between main subject and possible employment field, licence and certification. Results: First, major employment fields after graduation were public health officer, general hospital and clinic, and National Health Insurance Service. Possible licence and certificate were hospital administrator, medical recorder, health education specialist, and medical insurance specialist. Second, total graduate credits were 133.9 including 79.0 for major education, 30.5 for of general education, and 30.5 for elective courses. Third, main subjects were reviewed by areas including basic medicine, health management, hospital business & management, medical records & information, insurance billing & assessment, healthcare marketing & tourism, and health education. There were highest number of subjects on health education area among 8 categories. By subjects, many health management schools open health law, medical terminology, introduction to public health, and biostatistics. Relationship between main subjects and possible employment field, licence and certification in health management schools was strong. Conclusion: It is necessary to review curriculum and for improving educational quality in health management schools. Also, development of curriculum standards for courses in health administration and introduction of accreditation system can be considered.

• International journal of advanced smart convergence
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• 제2권2호
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• pp.40-42
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• 2013

Recent medical industry is an aging society and the application of national health insurance, with state-of-the-art research and development, including the pharmaceutical market is greatly increased. The nation's health care industry through new support expansion and improve the quality of life for the research and development will be needed. In addition, systemic administration of basic medical supplies, or drugs are needed, the drug at the same time managing how systematic analysis of pharmaceutical ingredients, based on data through the purchase of new medicines and pharmaceutical ingredients automatically classified by analyzing the statistics of drug purchases and the future a system that can predict a patient is needed. In this study, the drugs to the patient according to the component analysis and predictions for future research techniques, k-means clustering and k-NN (Nearest Neighbor) Comparative studies through experiments using the techniques employ a more efficient method to study how to proceed. In this study, the effects of the drugs according to the respective components in time according to the number of pieces in accordance with the patient by analyzing the statistics by predicting future patient better medical industry can be built.