• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 International Conference
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• pp.141-146
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• 2007

The importance of the net-based customer service in delivering supplementary after-sale services associated with product has been well documented. The strategic advantages of a well-implemented the net-based customer service are enhanced customer loyalty and higher lock-in of customers, and the resulting reduction in competition and the consequent increase in profits. However, not all customers utilize such the net-based customer service. This is partly due to the e-commerce divide, and partly due to privacy and security concerns of the customer for sharing personal information with firms. The limited level of customer adoption of the net-based customer service affects the firm profits and the customers' welfare. We use a game-theoretic model in which we model the net-based customer service system as a mechanism to enhance customers' loyalty. We find that an increase in adoption of the net-based customer service by the customer base is not always desirable for firms. and that customers who utilize such services are better off only when the overall adoption is limited.

• Asia pacific journal of information systems
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• 제17권2호
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• pp.123-137
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• 2007

The advent of the Internet and related Web technologies has created an easily accessible link between a firm and its customers, and has provided opportunities to a firm to use information technology to support supplementary after-sale services associated with a product or service. It has been widely recognized that supplementary services are an important source of customer value and of competitive advantage as the characteristics of the product itself. Many of these supplementary services are information-based and need not be co-located with the product, so more and more companies are delivering these services electronically. Net-based customer service, which is defined as an Internet-based computerized information system that delivers services to a customer, therefore, is the core infrastructure for supplementary service provision. The importance of net-based customer service in delivering supplementary after-sale services associated with product has been well documented. The strategic advantages of well-implemented net-based customer service are enhanced customer loyalty and higher lock-in of customers, and a resulting reduction in competition and the consequent increase in profits. However, not all customers utilize such net-based customer service. The digital divide is the phenomenon in our society that captures the observation that not all customers have equal access to computers. Socioeconomic factors such as race, gender, and education level are strongly related to Internet accessibility and ability to use. This is due to the differences in the ability to bear the cost of a computer, and the differences in self-efficacy in the use of a technology, among other reasons. This concept, applied to e-commerce, has been called the "e-commerce divide." High Internet penetration is not eradicating the digital divide and e-commerce divide as one would hope. Besides, to accommodate personalized support, a customer must often provide personal information to the firm. This personal information includes not only name and address, but also preferences information and perhaps valuation information. However, many recent studies show that consumers may not be willing to share information about themselves due to concerns about privacy online. Due to the e-commerce divide, and due to privacy and security concerns of the customer for sharing personal information with firms, limited numbers of customers adopt net-based customer service. The limited level of customer adoption of net-based customer service affects the firm profits and the customers' welfare. We use a game-theoretic model in which we model the net-based customer service system as a mechanism to enhance customers' loyalty. We model a market entry scenario where a firm (the incumbent) uses the net-based customer service system in inducing loyalty in its customer base. The firm sells one product through the traditional retailing channels and at a price set for these channels. Another firm (the entrant) enters the market, and having observed the price of the incumbent firm (and after deducing the loyalty levels in the customer base), chooses its price. The profits of the firms and the surplus of the two customers segments (the segment that utilizes net-based customer service and the segment that does not) are analyzed in the Stackelberg leader-follower model of competition between the firms. We find that an increase in adoption of net-based customer service by the customer base is not always desirable for firms. With low effectiveness in enhancing customer loyalty, firms prefer a high level of customer adoption of net-based customer service, because an increase in adoption rate decreases competition and increases profits. A firm in an industry where net-based customer service is highly effective loyalty mechanism, on the other hand, prefers a low level of adoption by customers.

• 한국콘텐츠학회논문지
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• 제2권4호
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• pp.51-58
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• 2002

전자상거래 사용자의 폭발적인 증가는 전자상거래 시스템의 급격한 로드 증가와 네트워크 트래픽을 증가시키고 있다. 또한 전자상거래 시스템에서 동영상을 포함한 자료가 점차 늘어나고 있고 이에 따라 인터넷 서비스 제공업자들은 시스템의 관리와 회선의 유지를 위해 막대한 비용을 지불하고 있다. 이러한 시스템의 로드와 네트워크의 트래픽 증가는 웹 고객의 서비스 요청에 대한 응답 속도의 지연을 가져오게 되며 이는 고객만족도를 감소시켜 e-비지니스 기업의 경쟁력을 떨어뜨리는 중대한 요인으로 작용하고 있다. 본 연구에서는 마이크로소프트사의 최신 버전인 닷넷을 기반으로 한 전자상거래 시스템에서, 응답 지연 속도를 개선한 전자상거래 시스템을 설계하고 실험을 통해 성능을 분석하였다. 실험 결과 제안한 시스템은 웹 고객의 다양한 요구에 대해 개선된 응답 속도와 빠른 적응성을 가질 수 있으며, 특히 전자상거래 시스템에 대해 동시에 발생하는 다수의 다중 사용자의 요구로 인해 발생되는 응답 속도의 지연을 막을 수 있을 것으로 기대된다.

• 한국산학기술학회논문지
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• 제21권11호
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• pp.125-138
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• 2020

현재 한국의 전자상거래 시장은 급성장 중이고 특히 온라인 상거래에서는 SNS를 통한 거래가 지속적으로 증가하는 추세입니다. 본 연구는 정보시스템 성공 모델을 적용하고 이를 SERVQUAL의 수정과 결합함으로써 고객의 관점으로 전자상거래 상황에서 SNS 기반 상거래에 대한 서비스 품질 결정 요인의 영향에 대해 조사합니다. 본 논문은 누적 샘플링 기술을 사용하여 진행한 온라인 설문 조사에서 총 216개의 표본을 분석했습니다. 독립변수로 확신성, 공감성, 반응성, 신뢰성, 자각된 유용성 및 고객만족을 사용하였습니다. 종속변수로는 자각된 유용성, 고객만족 그리고 순이익으로 설정하였습니다. SPSS 25 통계 프로그램을 통해 빈도 분석, 요인분석&신뢰도분석, 회귀분석을 진행하였습니다. 이로써 총 11개의 가설에 대한 결과를 도출하였습니다. 결과는 확신성(Assurance), 공감성(Empathy), 반응성(responsiveness) 그리고 신뢰성(Realiability)은 자각된 유용성(Perceived Usefulness)과 고객만족(Customer Satisfaction)에 중요한 영향을 미친다는 것을 보여줍니다. 또한 SNS기반의 상거래에서 자각된 유용성, 고객 만족도 및 순이익 간의 긍정적인 유의미한 관계를 보여주고 있습니다. 이러한 유의미한 결과를 토대로 향후 관련된 후속 연구에 도움이 될 것이라 기대합니다.

• 벤처혁신연구
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• 제1권2호
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• pp.61-73
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• 2018

고객충성도에 영향을 미치는 변인과 이들 변인의 예측력 향상을 위한 노력은 계속되어져 왔다. 고객만족도가 고객 충성도에 가장 큰 영향을 미치는 것으로 간주되어왔으나, 2003년 고객추천지수(NPS)가 나오면서 이 방법의 예측력이 우수하다는 연구 결과도 많이 나왔다. 이후 2010년 고객노력지수(CES)가 등장하면서 서비스 기업의 충성도 예측은 고객노력지수가 우수하다는 주장도 있어왔다. 이에 본 연구에서는 3가지 측정방법을 기본가정, 시간관점, 측정항목, 활용 목적에 따른 유용성, 적용분야, 적용한계라는 6가지 기준으로 비교 분석하였다. 지금까지의 실증 연구결과를 보면 어느 하나의 방법이 모든 산업분야에 걸쳐 예측력이 뛰어나다고 할 수 없으며 산업별, 활용 목적에 따라 측정 방법을 단독 혹은 혼합해서 사용하는 것이 예측력을 보다 제고 할 수 있다.

• Asia Marketing Journal
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• 제17권4호
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• pp.43-61
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• 2016

This paper has identified some theoretical reasons and empirical evidence for negative scores that occur in Japan and Korea or unstable NPS scores that can be experienced. A psychological analysis of NPS results sheds light on the validity of the negative NPS scores that are often found in Japan and Korea. Usually customer experience surveys utilize a "single stimulus" such as the "company" or the "company's products / services." However, in the case of the "recommendation to friend" question of the NPS system there are two stimuli namely the "company product/service" and the influence of "friends." Hence, the survey outcomes from this question can be very different when compared with other single stimulus questions such as "overall satisfaction" or "repurchase." Japanese and Korean people may have a positive attitude towards the company but they will provide low NPS scores because they are reflecting that they would not run the risk of ruining their relationships with their friends by making a recommendation. As a result, in the NPS system these people will be labeled as "detractors" when in fact they are "ambivalent customers." Using several Japanese and Korean based marketing research industry examples and case studies, different strategies are proposed to address the issue of negative scores in the NPS system in Japan and Korea. The Customers Psyche appears to be the key determinant factors for both types of behavioural items (items with a single stimulus as well as items with two stimuli).

• 한국건설관리학회논문집
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• 제11권6호
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• pp.100-110
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• 2010

CM의 특성상 기존고객에 의한 재구매나 기존고객의 추천에 의한 신규고객 유입이 CM서비스의 주요 수주경로라고 볼 때 고객만족과 고객충성도에 대한 연구는 CM기업의 경쟁력을 강화시키는 요인으로 볼 수 있다. 그럼에도 현재 CM이 도입된 지 15년이 지났지만, 그동안 CM분야에서 고객만족도와 고객충성도에 관한 연구는 미미하였다. 본 연구의 목적은 CM서비스에 대한 고객만족도를 기반으로 하여 충성고객을 예측할 수 있는 모델을 구축하는 것이다. 이를 위해 CM서비스를 경험한 135명의 의사결정자를 대상으로 CM서비스에 대한 고객만족도와 고객충성도를 측정하였다. 고객만족도는 건설단계별로 기획단계, 설계단계, 조달단계, 시공단계 및 준공후단계별로 세분화하여 측정하였다. 고객충성도는 NPS(Net Promoter Score, 순고객추천지수) 이론에 근거하여 고객의 추천의향을 측정하였으며 측정결과에 따라 비추천고객, 중립고객, 추천고객으로 분류하여 건설단계별 만족도와 다항 로지스틱 회귀분석을 실시하였다. 연구결과 고객만족도 수준에 따라 비추천고객, 중립고객, 추천고객을 예측할 수 있는 모델을 구축하였다. 또한 프로젝트 초기단계인 기획단계 만족도가 추천고객을 형성하는 데 가장 큰 영향력 있는 요인으로 나타났다. 이와 같은 연구결과는 인터넷 등 정보의 발달로 고객의 긍정적 또는 부정적인 구전이 급속도로 노출되는 환경에서 프로젝트 진행과정에서 고객의 만족도를 관리함으로써 충성고객을 확보하는데 사전 예측자료로 활용될 수 있다.

• 한국경영과학회지
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• 제35권3호
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• pp.45-58
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• 2010

Due to rapid developments of IT technologies, convergence services like IPTV (Internet protocol television) are shown up. Even though expert and customer had great expectations for this innovative service, commercialization was delayed for years by the legal dispute between industry players. One of the biggest problems was that whether internet backbone providers have to share their internet network backbone with IPTV service providers (which don't have network backbone) or not. As other countries, Korean government set the rules that ISP have to offer indiscriminate access to other IPTV service provider. At the same time, internet backbone providers can charge access charge based on cost by way of compensation. Thus access charge is very critical to the IPTV industry players. The objective of this paper is to provide model that can calculate the reasonable access charge by system dynamics, based upon real data in Korean telecommunication industry.

• 디지털산업정보학회논문지
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• 제19권3호
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• pp.245-251
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• 2023

Facial expression recognition plays a significant role in understanding human emotional states. With the advancement of AI and computer vision technologies, extensive research has been conducted in various fields, including improving customer service, medical diagnosis, and assessing learners' understanding in education. In this study, we develop a model that can infer emotions in real-time from a webcam using transfer learning with TensorFlow.js and MobileNet. While existing studies focus on achieving high accuracy using deep learning models, these models often require substantial resources due to their complex structure and computational demands. Consequently, there is a growing interest in developing lightweight deep learning models and transfer learning methods for restricted environments such as web browsers and edge devices. By employing MobileNet as the base model and performing transfer learning, our study develops a deep learning transfer model utilizing JavaScript-based TensorFlow.js, which can predict emotions in real-time using facial input from a webcam. This transfer model provides a foundation for implementing facial expression recognition in resource-constrained environments such as web and mobile applications, enabling its application in various industries.

• 유통과학연구
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• 제13권7호
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• pp.85-90
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• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.