• Management & Information Systems Review
• /
• 제31권4호
• /
• pp.139-165
• /
• 2012

This paper examine the roles of social rapport and friendship which are the representative variables of strong emotional bonds between customers and firms in service relationship marketing. As results, social rapport and friendship were confirmed as positive moderators between a relational antecedent variable and a relational mediator variable. In other words, emotional bonds, such as social rapport and friendship, stimulated relationship development in service relationship marketing. Meanwhile, customer-firm emotional bonds seemed to be a negative effect on the stage of a relational mediator variable and a relational outcome variable. This meant that relational mediator variable and emotional bond variables(social rapport and friendship) individually had an positive effect on a relational outcome variable. If emotional bonds between customers and firms had already built, they could have positive influence on the relational outcome, regardless of relational mediator variables. Conclusively, firms' relational efforts focus on the building the emotional bonds with customers, not on the process of relational antecedents, mediators, and consequences.

• Journal of Dairy Science and Biotechnology
• /
• 제40권1호
• /
• pp.35-47
• /
• 2022

The taste preference for cheese is primarily dependent on an individual's habitual experience, such as personal memories since childhood. Cheese is not a traditional food in Korea, and therefore, the liking of cheese is acquired mainly through the exposure to European natural cheese by frequent travels rather than habitual experience. Although Korean dairy farms started the production of European style natural cheese because of surplus milk undulation, yet its demand has been consistently increasing in the last decade. Most of the mountain cheese variety in Europe are produced during the summer season on mountain pastures, especially in countries surrounded by the Alps. Nevertheless, not only consumers but also mountain cheese producers cannot comprehensively explain the differences in the nutritional properties of the milk from cows that grazed on mountain pasture and cows that were raised indoors. As the demand for cheese consumption is steadily increasing in Korea, it is necessary to study the effects of providing marketing information regarding the health conditions and rearing system of dairy cows in relation to the nutritional composition of cheese. In addition to the marketing focus on health-promoting unsaturated fatty acid composition of milk and cheese, the relationship between providing the marketing information on the raising environments of cows and the overall liking of mountain cheese were also investigated.

• Asia Marketing Journal
• /
• 제7권2호
• /
• pp.71-92
• /
• 2005

Given the rapid changes in consumer tastes, technology, and competition, companies must develop a steady stream of new products and services. To be a successful product or service and explore the available market, the target market consumers need to be fully acknowledged a new product or service's value or benefit. And at the same time, the presented benefit should satisfy the customer's needs and wants. Therefore, a firm must investigate the target consumers' needs and wants before launching the new product or service. In this paper, we suggest the marketing strategy for newly developed WiBro service in telecommunication industry. We focus on consumer-oriented marketing strategy as well as the technology development process. To explore the customer's value scheme, we employ a self-explicated approach for estimating the customer's part-worth of the different target market in the process of market development stage. And we present the marketing strategy for each market development stages as well.

• Asia Marketing Journal
• /
• 제6권3호
• /
• pp.99-121
• /
• 2004

Using Keller's customer-based brand equity framework, we attempt to understand and analyze marketing efforts that Pigeon has made to build the most valuable brand in the fabric softner marketing over the last 25 years. Our analysis revealed that first, Pigeon has developed and executed its brand system, brand elements, and marketing programs in a consistent and complementary way. Second, Pigeon's dedication to R&D as well as to customer needs has enabled it to offer a series of successful products with high quality and great value. Third, Pigeon has made good use of both scientific and intuitive approaches in the strategic management process. Lastly, the power leadership of the top management and its emphasis on personnel made a significant contribution to the success of Pigeon.

• The Journal of Information Technology
• /
• 제8권4호
• /
• pp.65-74
• /
• 2005

The central purpose of this paper is to examine impulsive buying from home shopping channels and to investigate some stimulating factors of marketing on the customers' impulsive buying. on TV. Survey questionnaires were given to 303 customers who have purchased products through TV home shopping more than once. We report the following findings. First, we find that product stimuli factors exert an effect on impulsive buying of fashion goods, but not of specialty goods. Second, of the two promotion stimuli factors a bonus pack and an extended payment period-the latter is shown to have a great effect. Third, in the case of price stimuli factors, concrete stimuli such as a discount range have a greater influence than abstract stimuli such as a reliable pricing. Finally, in the area of situational stimuli factors, speeches of show hosts have a bigger impact than buying situations such as limit selling. We believe that the current research provides a significant result, theoretically and practically, with respect to customers' behavior in TV home shopping. The methodological limitation involving samples and sampling method and the regional limitation make it difficult to generalize the findings. It should be worthy classifying and managing marketing stimuli. More practical research is in order.

• Journal of the Korean Operations Research and Management Science Society
• /
• 제38권2호
• /
• pp.1-24
• /
• 2013

The research about customer value has developed over the past years in the marketing field. On the other hand, the stream of the idea has not fully been structured yet. It is the purpose of this research to present the process of development together with the intellectual structure in the field of customer value researches using "Author Co-citation Analysis" (ACA). For the purpose of the research, authors chosen were ranked in order of frequency according to their citations which were used for network analysis. Further, it was of advantage in finding the development process for this research from 1996 to 2011. The trend were set into three time-line groups/trends (1996~2000, 2001~2005, and 2006~2011) that were respectively analyzed. In conclusion, the research represents the intellectual structure of customer value in each period. The research having been tried, influenced a variable field in other marketing researches. While still, many researches limit their focus on a "one-way customer value, used by companies in the past and some in the present, many researches now have a wider perspective about the value and relationship of their customer and their company, together with the society at large.

• Journal of Agricultural Extension & Community Development
• /
• 제9권2호
• /
• pp.185-197
• /
• 2002

The supporting system for agricultural workforce and education strategy has been changing both domestically and worldwide range term. To change the fundamental directions, much more needs to be learned about the process of structural adjustment regarding the dynamics of the agricultural and rural sectors. A rural development doctrine must pay more attention to the ongoing problems of population imbalance and the dissolution of the countryside. The focus should be young people prefer to live in cities because there are more opportunities, services, and great personal fulfillment. This paper was described the effective fostering directions of young agricultural workforce and educational program to prepare future and young farmer for teaching careers in agriculture, food, farm management, and marketing. To achieve these goals, the specific approaches are 1) establish the strong partnership between related organizations of agricultural business, 2) strengthen the management and marketing education of products, 3) create the various in-farming or out-fanning incomes including green tourism, 4) enhance the aggressive marketing strategies by Internet, Telephone, and TV etc, 5) make the association among the same items for the effective research and risk management.

• Journal of Korean Library and Information Science Society
• /
• 제40권2호
• /
• pp.207-221
• /
• 2009

Reference services that use e-mail to receive reference questions and provide responses were developed as early digital reference services in the library field. However, librarians and users found that e-mail based reference services had some weak points when compared with traditional face-to-face reference services. As a result, libraries have started to create real-time reference services, which are similar to traditional face-to-face reference services through the use of synchronous chat software. Such chat reference services are focus of this paper. This paper approaches chat reference services as one of the services provided by libraries. Based on the understandings of the unique characteristics of services and the concept of "service quality", this paper tries to suggest appropriate marketing strategies of chat reference services.

• Journal of Distribution Science
• /
• 제18권10호
• /
• pp.89-99
• /
• 2020

Purpose: There has been a growing focus on E-wallet adoption especially in emerging markets as it offers a convenient method for users to conduct cashless transactions. This study examines antecedents influencing the decision of Generation Z to adopt E-wallet. It looks into the effect of determining factors including compatibility, perceived convenience, perceived trust, perceived reputation, perceived usefulness, perceived ease of use and social influence on users' intention to use. The moderator role of social influence is also under examination. Research design, data and methodology: The quantitative method has been adopted to collect data from 170 Generation Z users. SmartPLS 3.0 was applied to examine the constructed hypotheses. Results: The results indicate an indirect effect between Compatibility, Perceived Ease of Use, Perceived Trust and Social Influence toward intention to adopt Electronic wallet, or both of those factors are mediated by Perceived Convenience, Perceived Usefulness, and Reputation. Moreover, research finding highlights the role of Perceived Usefulness as Generation Z's intention determinant to use E-Wallet. Conclusions: This study is substantial as it selected the promising customer segment - Generation Z to examine the factors influencing their decision to adopt Electronic wallet. Marketers can navigate which dimensions should be included in marketing campaigns to encourage Generation Z's adoption.

• Journal of Fashion Business
• /
• 제6권5호
• /
• pp.112-124
• /
• 2002

Japanese apparel industries have deployed the activities of plannings, production & sellings by brand marketings. Owing to it, they satisfied customers and accomplished the goal of corporation objective market advantage. All through this process it is very essential to establish the concept of product Through the analysis of the brand development in Japanese total apparel corporation; 1) it accesses synthetically to acquire sales and target benefit by active marketing based on the analysis of market environment; 2) on relation with customer, it comes close to customer in the process of buying and consuming product and provides a customer satisfaction in the process of those. All the way of the process above and the precedent, it is to complete the goal of corporation. The development of the brand in Japanese apparel corporation depends on the corporate's customeroriented marketing. Due to it, Japanese apparel corporation perceives the differentiation that the consuming pattern of customer is its life style so that Japanese apparel corporation provides the product that can satisfy customer needs.