• Asia Marketing Journal
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• 제22권3호
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• pp.1-28
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• 2020

With the development of information and communication technology and spread of smart devices, online information exchange has become a daily routine. Accordingly, the management and utilization of online word of mouth (WOM) has become an important issue for companies. Numerous studies have examined the impact of online WOM on firm performance. This study analyzes the impact of negative word of mouth (NWOM) on firm value, considering the influence of corporate social responsibility (CSR) activity and research and development (R&D) investment. Using a hierarchical linear model, we find that 1) NWOM has a negative impact on firm value, 2) CSR activities do not significantly influence this impact, and 3) R&D investment reduces this negative impact. This study contributes by demonstrating the effect of NWOM on firm value, examining the influence of CSR activities and R&D investment on the impact of NWOM, and confirming that the hierarchical linear model can be applied effectively to panel data in empirical studies. As a practical implication, companies must prevent and manage NWOM, whose impact, when caused by an unavoidable incident, can be alleviated by proactively announcing that the company is striving for competitiveness, for instance, by investing in R&D.

• Asia Marketing Journal
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• 제17권1호
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• pp.1-26
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• 2015

In the 21^st century, green consumer behavior, playing one of the core roles of sustainability, is still an important issue to green-related stakeholders. Because one of the major objectives of green-consumer research is an improvement of behaviors aligned with greening, this paper revisited socio-demographic variables and shed light on segmenting and profiling green consumers based on their connectedness between socio-demographic variables and green behaviors. Using correlations, factor analysis, analysis of variance, k-means cluster analysis and χ²-tests, this paper shows that socio-demographic variables differentially impact green-consumer behaviors. In order to profile green consumers, this paper additionally attempts to segment green-consumer groups. The results also coincide with former findings that socio-demographic variables relate significantly with segmented green-consumer group behaviors. General findings are summarized as: 1) older people used green practices more strongly than younger people, 2) females demonstrated better energy-saving and recycling practices compared to males, 3) marital status also significantly influenced green-related behaviors, 4) subjective social class had a significant influence on green-related behaviors, 5) education level and income, however, weakly influenced or showed no impact on green-related behaviors, and 6) a green consumer was classified as an 'active green consumer,' 'utilitarian green consumer,' or 'inactivated green consumer.' The utilitarian green consumer group distinctively behaved more strongly in energy-saving and recycling practices compared to the inactivated green consumer group, whereas active green consumers behaved more strongly on the whole, when compared to those in the inactivated green consumer group.

• 기술경영경제학회:학술대회논문집
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• 기술경영경제학회 1999년도 제16회 동계학술발표회 논문집
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• pp.348-371
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• 1999

The tremendous growth of the Internet, particularly World Wide Web, has bought significant changes in the economics of marketing channels and has led to a redefinition of industry value chain. While electronic commerce has become as an important issue with the growth of the Internet, there are insufficient empirical research efforts concerning its status in Korea. The study findings suggest that contextual problems need to be solved before electronic commerce provides real benefits for consumers and businesses. The suggestions and strategies are provided at both a firm level and a consumer level. The objective of this research investigates TQM's the key quality factors and Customer's Using Satisfaction of Internet shopping mall in Korea. In addition, we tried U find out what factors discourage consumers from using electronic purchasing methods, as well as how perceived quality factors and customer satisfaction when consumers are exposed to the purchase process on the Internet shopping mall business.

• 한국유기농업학회지
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• 제19권spc호
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• pp.115-118
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• 2011

Most of European countries have certain support measures of small holder organic producers in their policy system but they need to be more positive with this issue. Recent EU regulations and any other governmental organic farming measures are hardly emphasising on small holders' issues except a few measures. In order to secure small producer organic farming, the extensive efforts are needed. Developing new logos and differential support system for small producer organic at every aspects from production, marketing and public procurement level will become more positive actions to take, for example.

• 유통과학연구
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• 제13권11호
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• pp.47-58
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• 2015

Purpose - This study aims to seek determinants of department store sales commission rates under consignment contracts based on transaction cost theory, the power-dependence view, and the resource-based view. A consignment contract is a unique contract where the retailer, over a given period, takes possession of goods owned by a supplier, promotes the sales of these goods, and receives a profit share from their sales. Under this contract, the supplier owns the goods until they are sold. In department stores in South Korea, over 70% of overall sales comes through consignment contracts. In other words, this is the most popular contract agreement between large retailers and vendors in South Korea. Consignment contracts yield high profits to department stores with minimal sales uncertainty, stock cost, and marketing investment. Many suppliers believe the consignment contract commission rates are too high. However, department stores disagree. They state that the commissions are not high as they generate new value for the suppliers by accumulating up-to-date merchandise and supporting various marketing programs on their behalf. Recently, consignment contracts have been critically examined and scrutinized by politicians, mass media, and the public of Korea. This study further intends to derive implications reflecting both buyer and seller perspectives as well as offer insights to policy makers in making appropriate decisions. Research design, data, and methodology - To verify the proposed research model and test hypotheses, the authors selected 164 suppliers, which currently have relationships with department stores. This study carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed model. The data were analyzed using SPSS 18.0 and AMOS structural equation modeling program Results - For the transaction cost theory and the power-dependence view, the results indicated that product diversity and demand volatility had a positive impact on the sales dependence on a department store. Dependence in turn had a positive effect on the sales commission under the consignment contract. Based on the resource-based view, the department store's marketing capability, the supplier's perception toward merchandising, and supporting activities could enhance the department store's channel leadership in the buyer-seller relationship. Subsequently, the channel leadership had a positive effect on the sales commission. However, product complexity had no relationship with department store dependence. Conclusions - This is the first empirical research that investigates the determinants of sales commissions under consignment contracts in the domestic retail industry. This study reveals several theoretical and practical implications for both marketing scholars and marketers. In terms of theoretical implication, this study integrated and enlarged certain theoretical background, such as transaction cost theory, the power-dependence view, and the resource-based view, to explain the determinants of sales commissions under consignment contracts that include sales revenue. From a business management viewpoint, this research offers useful insights for policy makers by applying two different perspectives, both the manufacturer and the retailer, in terms of the sales commission issue under a consignment contract.

• 마케팅과학연구
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• 제18권4호
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• pp.119-155
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• 2008

최근 많은 기업들이 치열한 경쟁에서 생존하기 위해 개별 고객들에게 초점을 맞춘 전사적이고 체계적인 고객관계관리에 전력을 기울이고 있다. 수익성 높은 대부분 기업들의 성공비결은 복합적이겠지만, 고객지향적 사고에의 신속한 적응이 중요한 부분을 차지하고 있다. 고객관계관리 기법 및 운용철학은 고객을 올바르게 이해하는데서 그치지 않고 고객행동을 사전적으로 예측하여 고객요구에 부응한 제품과 서비스를 제공하는 것만이 치열한 경쟁환경에서 생존함과 동시에 거듭된 성장을 이루는 유일한 해결책임을 강조한다. 고객관계관리는 데이터베이스마케팅과 같은 조직내 실무자 중심의 관점과 접근이 아니라 최고경영자의 마케팅 관점의 경영철학 구현을 통한 전사적이고 조직적인 참여가 이루어져야 한다. 그럼에도 불구하고 많은 기업들이 고객관계관리 기법을 도입하고 구축하는 과정에서 이러한 점을 간과해 왔으며 그 결과, 고객관계관리를 통해 수익성을 높인 기업이 있는 반면에 고객관계관리에 엄청난 비용만을 투입하고 별다른 성과를 거두지 못한 기업들도 다수이다. 본 연구는 CRM구축 및 실행과정에서의 성공요인을 기존 연구와 달리 마케팅적 관점에서 발견해 내고 있다. 시장지향성과 고객지향성이라는 마케팅 철학에서부터 고객정 보지향성과 핵심고객지향이라는 실무적 개념까지 포함해서 마케팅적인 관점에서의 성공적 CRM구축을 위한 선행요인을 발견하고, 이러한 요인들이 마케팅관점의 관계품질과 실무적인 CRM성과에 어떤 영향을 미치는지를 분석함과 동시에 관계품질과 CRM성과 간의 관계의 강도까지 실증적으로 분석해 보았다. 경험적 분석 결과 본 연구에서 구축한 마케팅관점의 CRM선행요인들 중에서 일부 요인을 제외하고는 대체적으로 관계품질 및 CRM성과를 높이는데 상당한 기여를 하고 있음이 확인되었으며, 영향관계의 정도에는 어느 정도 차이가 있음이 확인되었다. 또한 관계품질과 CRM성과 및 세부적 개념구성요인들 간에 매우 높은 정(+)의 관계가 존재함을 확인했다. 이는 CRM의 최종 성과를 달성하기 위해서 CRM구축 및 실행이후에 고객만족과 고객신뢰라는 개념적 연결고리를 강화함과 동시에 이러한 관계품질이 고객유지와 고객점유 정도의 향상으로 이어지도록 하는 창조적 전술개발이 요구됨을 의미한다. CRM을 구축 및 실행하는 대부분의 기업들이 조급하게 재무적인 성과를 기대하는 경향이 있는데, CRM은 마케팅철학을 포함하는 장기적인 경영활동임을 주지해야 한다. 기존의 많은 연구들이 취하고 있는 연구맥락에 근거해서 기술적인 시스템만을 갖추었다고 하여 단기적인 성과를 바라는 것은 오히려 비용의 낭비만을 초래 할 수 있음에 주목해야 한다. 본 연구결과를 바탕으로 CRM의 성공적 구축을 통해 관계품질을 강화하는 것에 대한 전략적 통찰을 제공함과 동시에 실질적인 CRM성과를 달성하기 위한 마케팅 관점의 연결구조를 어떻게 효율적으로 강화할 수 있을 것인가에 대한 학술적이고 실무적인 시사점을 도출했다.

• 한국문헌정보학회지
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• 제55권1호
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• pp.305-321
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• 2021

본 연구는 영리기업에 주로 적용되는 VIP 마케팅 전략을 참고하여 공공도서관의 우수이용자에 대한 우대서비스를 제안하였다. 서비스 개발을 위해 20대 대학생 210명을 대상으로 '도서대출 권수 확대', '전용 라운지 제공', '신착도서 목록 전송', '기념품 제공', '특별회원증 발급', '문화프로그램 참여 우대', '대출정지 면제 쿠폰 제공', '지역사회 문화공간 할인권 제공'에 대해 기대하고 있는 신뢰성과 공감성, 전반적 유용성을 측정하였다. 분석 결과 '특별회원증 발급', '전용 라운지 제공', '도서 대출 권수 증가'는 3개 측정항목에 공통으로 유의한 영향을 미치고 있었으므로 이들을 우대서비스의 핵심 서비스로 제안하였다. 또한 '문화프로그램 참여 우대', '대출정지 면제 쿠폰 제공'은 3개 측정항목에 공통적으로 영향을 미치고 있지는 않으나 유의미한 요인이므로 부가서비스로 제안하였다. 이 연구는 향후 공공도서관이 우수이용자를 대상으로 우대서비스를 시도할 때 참고할 수 있는 실용적인 연구가 되고자 하였다.

• 문화기술의 융합
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• 제6권1호
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• pp.31-36
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• 2020

기업 문화마케팅은 기업의 문화적 이미지를 제고하거나 문화를 통해 기업의 이미지를 전달하는 마케팅 수단이다. 문화소비자 가치 분석은 개인의 소비 행동에 담긴 삶의 가치 및 추구를 확인하고, 문화소비자의 선택 행동을 설명하는데 중요한 예측 데이터이며, 의사결정의 기준이 된다. 연구 방법은 빅데이터의 텍스트 마이닝과 오피니언 마이닝 기법으로 연관어, 긍정어, 부정어, 중립어를 추출했다. 분석 대상은 국내 소비자 대상인 현대카드 '슈퍼콘서트'와 해외 소비자 대상인 CJ ENM 'KCON'에서 콘서트를 참여하는 문화소비자들이다. 기업 문화마케팅의 문화소비자 가치 요소에서 '가치 일치성'은 기본 조건이며, '공감대 소통(감수성 표현)', '참여성 공유(VIP 소속감)', '사회적 변화 이슈', '서비스의 차별화', '가격 할인 혜택', '장소의 품격'으로 도출되었다. 앞으로 예술경영 기획, 문화 투자, 문화 유통, 복합문화공간 운영, 기업문화, CSR, Kpop 마케팅, 체험마케팅 등의 소비자 참여 분야에서 기업의 이익 추구와 브랜드 가치 제고를 할 수 있는 '문화기술마케터' 양성과 실무적인 적용 방법이 필요하겠다.

• Asia Marketing Journal
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• 제15권4호
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• pp.51-60
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• 2014

Previous research on loyalty program has verified the factors that influence redemption behavior and the understanding of the mechanism of redemption behavior with academic and practical implications. However, these research has not proven boundary conditions in which the phenomena can be strengthened or weakened- that is, the moderating effect remains unclear. The inclusion of moderating variables can provide a more extensive understanding of the mechanism of this behavior from academic and managerial perspectives alike. Therefore, this current research proposes regulatory focus as a moderating variable, which has received scarce attention in the study of loyalty program behavior, especially individual characteristic variables that, in turn, affect the consumers' purchasing behavior in various ways. Previous research on consumer decision making investigates the differential role of regulatory focus as a series of stages. Regulatory focus theory posits that people depend on the two types of regulatory focus when pursuing goals: promotion focus vs. prevention focus. The former induces tendencies to recognize a goal as a hope and ideal, as something that satisfies the need for accomplishment, and to be sensitive to the presence of a positive outcome of the match and to match the pursuit of goals. On the other hand, the latter tends to regard a goal as the responsibility or obligation to achieve the goal, has a tendency to avoid failure to meet a target, and is sensitive to the presence of the negative consequences that do not reach the target. The following propositions are suggested: 1) The effect of higher accumulation effort level on delaying point redemption speed will be relatively more pronounced for customers with prevention focus. 2) The effect of higher accumulation effort level on large redemption unit size will be relatively more pronounced for customers with prevention focus. 3) The effect of higher accumulation effort level on hedonic redemption ratio will be relatively more pronounced for customers with promotion focus. Therefore, this research provides a moderating variable that has the potential to be used as a reference for market segmentation and affects the relationship between point accumulation effort and three sides of point redemption behavior. On this basis, the direction for the future research on this issue is recommended. Future research could verify these propositions conducting a survey of customers' propensity of regulatory focus in conjunction with the history of the loyalty program of data. This would provide a more realistic effect on the usage behavior of loyalty program consumers by providing useful implications for both marketing practitioners and researchers.

• 유통과학연구
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• 제16권11호
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• pp.57-64
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• 2018

Purpose - As the importance of salesperson attitudes and behaviors enhancing customer perception and loyalty have increased, many retail companies put emphasis on internal marketing activities. The issue also has captured the interest of academics, but most of the previous research tends to be limited to investigating antecedents of salesperson job satisfaction and commitment. Based on the consumer-brand relationship concepts, this study aims to examine the effects of the salesperson-brand relationships on customers' service evaluation and store loyalty. Research design, data, and methodology - In a structural equation model, it is hypothesized that salesperson brand identification influences salespersons' brand trust and affect, which are the two dimensions of consumer-brand relationships. Salespersons' brand trust and affect are expected to increase salespersons' customer orientation, which in turn influences customers' service evaluations and store loyalty. To test this hypotheses a set of data collected from department stores in Seoul is utilized. Results - First, it was found that salesperson brand identification is a significant antecedent to salespersons' brand trust and affects, the two dimensions of salesperson brand relationships. Second, salespersons' brand trust and affect were found to enhance salespersons' customer-oriented behaviors. Third, salespersons' customer orientation showed a significant effect on customers' service evaluation. When a salesperson makes more effort to provide useful information for fulfilling customer needs, customers evaluate the salesperson's service more positively. Finally, customers' service evaluation had a positive impact on customers' store loyalty. Conclusions - This study provides significant academic and practical implications. First, based on the theory of consumer-brand relationships, the concept of salesperson-brand relationships was introduced and found to be an effective motivator of salespersons' customer oriented attitudes and behaviors. Therefore, the two dimensions of brand relationships, brand trust and affect, should be considered as the critical factors both in developing theoretical research and improving long-term company performance. Also, internal marketing activities should focus on maximizing employees' brand identification. That is, retail companies need to put emphasis on sharing their brand values and personality with internal customers to strengthen the brand relationships with salespersons and to enhance customer responses.