• Korean Management Science Review
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• v.26 no.3
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• pp.185-204
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• 2009

Power bloggers have become one of the most important resources of blog service companies, and only those who attract and secure power bloggers will be able to have competitive edge and profitability in blog related businesses. This study examines the effects of technology acceptance factors and economical factors on the loyalty of power bloggers. The analysis results show that the usefulness, power of social influence and enjoyment positively affect the attitude and intention to continuous use. The relationship between the attitude and intention to continuous use is demonstrated as significant. The economical benefit exhibits weakly positive influence on the attitude to blogging, but not on the intention. This indicates that although many power bloggers receive economic benefits through their blogging activities, such economical benefits do not have big impact on their activities and the intention to use. The blog service providers may use the analysis results when developing new blog services. In particular, the usefulness, which is often considered as one of the most important factors in the success of the blogosphere, is found to have less impact than the enjoyment among power bioggers. This is because blog users, especially power bloggers, use the blog not for a specific purpose or for generating a special product; most of them use the blog to satisfy their own personal desires. When developing blog services, therefore, it is important to cater to the users' enjoyment and their psychological compensation. What is surprising is that the effect of the economical factor is not ad significant as one might have expected. This implies that the new blog services that provide profit sharing or advertising revenue sharing may not be as successful as one would have hoped for in maintaining the loyalty of power bloggers.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.243-253
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• 2010

The competition for telecommunication-broadcasting bundle is under full steam. Even large mobile OS companies like Apple and Google are showing signs of moving into the telecom and broadcasting industry, and it is expected that competition for bundle will become even fiercer. In the light of this situation, this study will show which factors can heighten purchasing intention for bundle and lower expected-discounting rates, seeking its answer in the quality, satisfaction, and brand loyalty to core product. The results of the study show that the brand loyalty to core product affects the customer's purchasing intention positively while lowering expected-discounting rates. This conclusion suggests the importance of a marketing strategy that heightens satisfaction of existing customers who use a single item, which is just as important as strategies to induce switching behavior of the customers of other companies through competitive pricing. Also, the results suggest that rather than appeal to loyal customers through discounts, it is more effective to offer them different benefits or value.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.455-463
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• 2015

As recently increased penetration of smart phones, branded applications(the brand app) via mobile are growing rapidly. Since these brand apps are being used as means of corporate marketing and sales, many consumers have been using them. However, there are few studies about brand apps. And it is also necessary to study about continuous use of brand apps because they are easy and free to download and remove. In this study, we analyzed how a variety of brand experience have impact on the brand apps' continuous use. As a result of this study, sensory, affective, behavioral, and intellectual experience as a brand experience affected brand commitment positively, and then the brand commitment had a positive impact on the degree of brand loyalty and continuous use intention. Eventually the more brand loyalty, the more continuous use intention of brand apps. That is, consumers' experience about a variety of brand apps makes customers' brand commitment and loyalty increase and keep customers using the brand apps consistently. Therefore, if companies let the customers have various experience through brand apps, they will have good marketing performance.

• Journal of Korean Society for Quality Management
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• v.39 no.4
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• pp.486-499
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• 2011

Now, the Korean consumer market enters into the stage of the advanced country type's mature consumption, totally different from the consumption of the past, and among these changes, the quality enhancement and bipolarity of the consumption show clearly the rising trends together with the popularization of the Masstige Brand due to the big expansion of the quantity. Unlike the old luxury brands, available only to the rich people in the past, the Masstige Brands are tagged with reasonable and affordable prices and provide the consumers with the good quality and convenient sensibilities as good as the old famous brands, which have become new high-class brands for the middle-income class. As the middle-come people get more income and are eager to live a better life, the Masstige Brands rise fast. Therefore, the study is aimed at examining the consumer-related factors affecting the purchase of the Masstige Brands on the basis of the fashion brands. In other words, the factors affecting the formation of the positive purchasing intentions of consumers will be verified by examining the influence of such factors, as the consumer value, brand charisma, attitude and loyalty, the variables affecting the purchasing intentions of the Masstige Brands, which are found out through the proceeding researches. As the result of the verification on the assumption, it is found out that the consumer value has a positive influence on the brand charisma. Also, it is found out that the consumer value has a positive influence on the brand attitude. And, it is discovered that the brand charisma has a positive influence on the brand loyalty. It is shown that the brand attitude has a positive influence on the brand loyalty. Lastly, it is indicated that the brand loyalty has a positive influence on the purchasing intention of consumers.

• Journal of Venture Innovation
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• v.7 no.2
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• pp.197-216
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• 2024

With the activation of non-face-to-face services, the use of delivery service platforms has been increasing. At this juncture, this study empirically analyzed the impact of customer experience on customer satisfaction and customer loyalty in the context of delivery service platforms. Specifically, the study segmented customer experience into four sub-factors: product experience, moments of truth, outcome focus, and peace of mind, and analyzed their individual impacts on customer satisfaction and customer loyalty. The independent variables, representing customer experience, were divided into the aforementioned four sub-factors. The mediating variable was customer satisfaction, and the dependent variables were repurchase intention and recommendation intention. A survey was conducted with customers who have used delivery service platforms, and 300 valid responses were utilized for the analysis. The empirical results are as follows: all four sub factors - product experience, moments of truth, outcome focus, and peace of mind - significantly and positively influenced satisfaction with the delivery service platform. Among these, peace of mind had the most substantial impact. Additionally, customer satisfaction was found to mediate the relationships between product experience, moments of truth, outcome focus, peace of mind, and both repurchase intention and recommendation intention. This study is academically significant as it segments and examines customer experience into four distinct factors. Practically, it highlights the importance of providing peace of mind to reassure customers as the most crucial factor in enhancing their satisfaction and loyalty.

• International journal of advanced smart convergence
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• v.13 no.2
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• pp.94-102
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• 2024

This study examines the factors influencing loyalty to cultural arts events using data from the Survey Report on National Culture and Arts Activity in 2022 and 2023. The dependent variable is a binary variable representing the intention to revisit in the future, which serves as a proxy for loyalty. Given that the dependent variable is binary, the logit model specification is employed to estimate the average marginal effects. The estimation results indicate that audience satisfaction exerts the strongest influence on loyalty in both years. It can be observed that participation in cultural arts events is the second most important variable in determining loyalty. This suggests that the government should support the expansion of the scope of these activities and the diversification of programs in order to facilitate greater participation in a wider range of cultural arts activities.

• Journal of Industrial Convergence
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• v.17 no.4
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• pp.59-67
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• 2019

This study examined the effects of corporate social responsibilities on company-consumer identification, Loyalty, purchase intention and trust. Questionnaires were distributed to 300 members of corporations. Of the returned questionnaires, 233 questionnaires were used for empirical study. Analysis of linear structural equation was used to test the model and the hypotheses. The overall adequacy was found to be allowable. Several important findings emerged from this research. First, corporate social responsibilities was related with company-consumer identification. Second, company-consumer identification had positive influences on purchase intention and trust. Third, trust was related with purchase intention. This study provides guidelines to help managers better understanding how to increase company-consumer identification, purchase intention and consumer's trust and make better decisions about procedures, outcomes and interactions for their consumers.

• Journal of Distribution Science
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• v.14 no.10
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• pp.73-79
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• 2016

Purpose - Customer satisfaction has been considered important as a way to retain current customers. Specifically, the retention of current customers through customer satisfaction has been considered important in an industry where competition between companies is fierce. Major Korean airlines have confronted fierce competition with the growth of low cost carriers (LCCs). In order to survive, these airlines need to retain their customers. This research aims to investigate the relationships between customer satisfaction and the customer intention to remain loyal. Moreover, this study examines how the influence of customer satisfaction on customer loyalty is moderated by gender. Research design, data, and methodology - A regression model is developed in which customer satisfaction, gender, and an interaction of satisfaction and gender are predictors and the customer's intention to remain loyal is a dependent variable. To analyze this research model, data were collected from 402 university students taking a marketing class in universities in Seoul, Chung-Cheong province, and Kangwon province. After eliminating data from students who had never flown and data with missing values, a final sample of 201 was analyzed. The hypotheses were tested using SPSS 21.0. Internal reliability was supported by the results of Cronbach's α. Multiple regression was performed. Results - Empirical results showed that customer satisfaction toward the airline's service had a positive influence on the customer intention to remain loyal to the airlines. Moreover, this influence was moderated by gender. More specifically, a male customer's intention to remain loyal was more determined by his satisfaction toward airline service than a female customer's. Conclusions - This research contributes to the aviation service marketing literature by showing how customer satisfaction influences customer intention to remain loyal and how this influence is moderated by gender. More specifically, male customer loyalty is more determined by airline service satisfaction than female customers. These results have manager implications for major Korean airlines in terms of customer satisfaction and gender as ways to enhance customer retention.

• Journal of the Korea Society of Computer and Information
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• v.18 no.10
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• pp.225-234
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• 2013

The purpose of this study is to evaluate the impact of airline's retention equity on customer positive exclusive behavior intention and to minimize customer churn based maintenance is aimed to derive key variables in air transport market. A survey was conducted Incheon and Gimpo airport to use in the national carrier of domestic air travelers. A total of 480 respondents completed a survey. The result reveal that loyalty program, preferential treatment & acknowledgement program, and community program have significantly effect on positive behavior intention. However, preferential treatment & acknowledgement program, and community program have significantly effect on exclusive behavior intention. It showed that they are more influence than loyalty program as a switching barrier of airlines. The academic and practical implication of this study has been identified in the competitive market to maximize customer retention factors of maintaining retention equity to derive empirical strategic priorities.

• Journal of the Korean Operations Research and Management Science Society
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• v.38 no.1
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• pp.183-199
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• 2013

This study investigates customers' different behavior in accumulating and redeeming points and focuses on the moderating effect of usage level. We measure the hedonic accumulation and redemption ratio and usage level using loyalty program transaction data and link them to the survey data of loyalty and satisfaction. By doing so, we examine the effects of hedonic accumulation and redemption ratio on a consumer's loyalty intention and his or her satisfaction and the moderating effect of usage level. The result shows that there is a significant positive effect of hedonic accumulation and redemption ratio on customer loyalty and the mediating role of satisfaction on customer loyalty in both stages. And accumulation and redemption most importantly, we find an interaction effect of usage level on outlet type in point redemption stage while no effect in accumulation stage. That is if customers accumulate and redeem points at a hedonic outlets in both stages, it will give him a feeling of satisfaction and finally it will enhance the loyalty toward the focal loyalty program. And light buyers' loyalty increase more than those of heavy buyers when they redeem points in hedonic outlet. Our findings will help marketing managers of loyalty program to apply the effective segmentation strategy to the reward program which affects the customer's satisfaction and loyalty.