• 한국의류학회지
• /
• 제34권9호
• /
• pp.1538-1545
• /
• 2010

Relationship marketing can be one of the most efficient strategies that enable a company to achieve business success in the marketing environment of tough competition and the desire of consumers for diverse products. Using relationship marketing instead of mass marketing can help a company increase profits. For. proper research in relationship marketing, it is indispensable to study interactivity. This study investigates the effects of interactivity on relationship marketing. The results are as follow: The enterprise-consumer interactivity had a significantly positive effect on relationship quality (trust, satisfaction, and commitment). Especially enterprise-consumer interactivity appeared as the most positive effect on satisfaction and customization benefit appeared to be the most positive effect on trust. The enterprise-consumer interactivity had a significantly positive effect on relationship performance (long-term relationship orientation, repurchase intention, and word of mouth). Especially, enterprise-consumer interactivity appeared as the most positive effect on long-term relationship orientation. Internet shopping malls should enhance the interaction between the company and customers with the feedback system to share important information, and maintain a reliable technological environment. The company can deal with customer requirements by supplying proper products and content. The findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process.

• 유통과학연구
• /
• 제21권7호
• /
• pp.105-116
• /
• 2023

Purpose: SMEs are one of the largest contributors to GDP for Indonesia. This study aims to investigate the effect of IT awareness and digital marketing on the performance of SMEs in the city of Makassar through product distribution. Research design, data, and methodology: IT Awareness and Digital Marketing are independent variables in this study, while Product Distribution is an intervening variable in viewing the performance of SMEs in Makassar City. The data is processed using Smart-PLS. The samples used were 381 business units operating in the city of Makassar. Results: From this study it was found that IT Awareness and Digital Marketing had a significant and positive effect on the distribution of products from SMEs in the city of Makassar. However, IT Awareness and Digital Marketing do not directly affect the performance of SMEs in the city of Makassar. So it can be concluded that both IT Awareness and Digital Marketing only affect the performance of SMEs in Makassar City through Product Distribution, not directly. Conclusions: From this study it can be concluded that SMEs in the city of Makassar should start increasing their IT awareness and use digital marketing to increase their product distribution to improve the performance of their SMEs.

• 마케팅과학연구
• /
• 제10권
• /
• pp.45-70
• /
• 2002

The purpose of this study is to obtain more insight into the explanation and prognosis of consumer behavior in real and virtual museums. The analysis focuses on the influence of the museum environment on the museum patrons (rather than on the influence of the art objects). On the basis of the emotional approach to environmental psychology by Mehrabian and Russell (1974), a behavior model has been developed for museums. The model, which is based on the emotional variables pleasure, arousal and dominance (PAD), is also enhanced by cognitive variabies (learning attractiveness, education standard and information demand). The enhancement of the classical model was necessary because cognitive variables play a major role in cultural institutions such as museums: One important objective of museums is the communication of cultural knowledge to visitors. The model is tested empirically using structural equation modeling. 301 visitors were interviewed individually. Two different museum environments were represented using visual stimuli. The theoretical model for museums can be proved empirically. The degree to which the model fits the empirical data was extensively tested. The model showed high compatibility with the data and could be accepted. The study proves that a model can be developed, which explains visitor behavior in museums. The model shows museum designers how museums should be designed to be both emotionally appealing and a learning environment. Based on empirical studies in virtual stores on the Internet, it is discussed whether the research findings in these environments may be applied to virtual museum environments. In order to create an emotionally appealing virtual museum, it is recommended that one uses a 3-dimensional representation to offer various possibilities for interaction and to create a multi-sensual environment that appears highly realistic.

• Asia Marketing Journal
• /
• 제7권3호
• /
• pp.121-141
• /
• 2005

KT는 고객정보를 중심으로 새로운 사업을 개발하고 이를 출범시킴으로써 불모지나 다름없는 국내 데이터베이스 마케팅 산업의 초석을 다지기 위해 노력하였다. 여러 어려움을 극복하고 다양한 마케팅 활동을 통해 200만명의 고객정보를 확보하고 이러한 정보를 이용하고자 하는 기업들의 수요를 찾아냄으로써 국내 시장에 데이터베이스 마케팅 산업의 잠재력이 충분히 존재한다는 것을 보여주었다. 본 사례는 국내 데이터베이스 산업의 활성화를 위해 인프라를 구축하고자 한 KT 소디스 사업의 의미와 마케팅전략을 살펴보고 향후에 해결해야 할 주요 과제들을 제시하고 있다.

• 디자인학연구
• /
• 제19권5호
• /
• pp.303-312
• /
• 2006

이 논문의 목적은 슐츠가 제의한 통합 마케팅 커뮤니케이션(IMC) 이론을 바탕으로, 한국의 실정에 맞는 새로운 접점 분석 모델의 이론적 측면을 제시하는 것이다. 기존에 제시 되었던 접점 선택 모델의 단점을 개선하고 더욱 효과적인 통합 마케팅 커뮤니케이션을 실현하기 위한 이론적 배경을 확립하고자 시도하였다. 이를 위하여 시중에 유통되고 있는 MP3 플레이어X 제품을 직접 선택하여 시장조사를 하였고, 미디어 접점을 4대 매체를 중심으로 분석을 시도하였다. 그 결과 기존 선진 대행사에서의 약점 인 소비자 구매단계 개념에 대한 올바른 인식 그리고 시너지 효과를 보완 할 수 있는 이론적 근거를 마련하였다. 이러한 통합 마케팅 커뮤니케이션을 실현 할 수 있는 이론적 근거를 계속 확립하여 실무적 인 효용성의 기반이 마련되기를 바란다.

• 한국정보컨버전스학회논문지
• /
• 제1권1호
• /
• pp.55-59
• /
• 2008

정보화 사회가 도래됨으로 인하여 우리의 생활과 기업의 마케팅도 다양하게 변화가 되었다. 정보의 획득이 손쉬워 지는 오늘날 소비자들의 욕구는 다양해지고 이에 부흥하기 위한 기업의 변화는 환경과 사회기여도까지 고려하지 않을 수 없게 되었다. 따라서 본 연구는 그린마케팅에 대한 최근의 마케팅 환경과 앞으로의 기업에서의 대응방안에 대해 알아보고자 한다. 경영환경 변화 중에서 그린마케팅이라는 화두는 기업의 경영전략에 큰 변화를 가져왔다. 환경은 기업경영과 무관하게 생각해온 과거의 경영과는 달리 오늘날에는 경영전략에서 필수불가결한 전략 중 하나가 되었는데 그것이 그린마케팅이다. 따라서 본 연구는 정보의 홍수 속에 있는 다양한 욕구를 가진 소비자를 만족시키기 위하여 마케팅의 환경변화와 그린 마케팅의 배경을 알아보고 기업의 자세와 미래를 전망하고자 한다.

• 대한심미치과학회지
• /
• 제23권2호
• /
• pp.95-104
• /
• 2014

This study is about the basis of satisfactions by patients : One is 'what factors of the marketing by dental medical service have an effect on consumers dental clinic' The other is 'what is the most important part when consumers choose the dental medical ser Seoul and Gyeonggi area unintentionally. Finally 446 people were analyzed. 6 general questions, 5 selective form questions when consumers choose the dental service, 11 satisfactions questions after treating and thought of reuse the dental service 6 (Likert scale) questions. Whether the choice of hospital dental marketing by dental analysis, both male and female hospital medical marketing and use of selected highly suggests that it does not respond. The resulting satisfaction analysis using the Hospital Dental Marketing consumer access to medical care, and then, a full explanation, comfort, quality and level, health care costs, treatment management, and symptom improvement were higher satisfaction with the item, select the dental healthcare after the analysis of the marketing of recycled doctors are otherwise subject the person selected from all entries equal to or higher than the average consumer satisfaction showed a higher medical doctor also higher reuse. Consequently, Through the use of marketing to choose the best dental healthcare need to providing quality care.

• Industrial Engineering and Management Systems
• /
• 제12권3호
• /
• pp.234-243
• /
• 2013

In order to point out the best utility of a product (or a service), marketers need to clearly understand and measure the preference of the consumers. Among numerous marketing analysis techniques, the conjoint analysis is one of the popular tools for market research. One of the issues with this tool is the lack of feedback for the respondents. This paper proposes personal stepwise conjoint analysis based on an interactive Web-questionnaire allowing respondents to receive a diagnosis of their evaluation and giving the possibility to reconsider their evaluation. To validate our proposal, experimentation with forty-two respondents is also demonstrated. Experimental results, potential modifications and improvements are detailed in this paper.

• 패션비즈니스
• /
• 제13권5호
• /
• pp.102-109
• /
• 2009

The purpose of this study was to investigate TV home shoppers' compulsive buying, focused on shopping orientation and marketing promotion variables. Four hundred one female home shoppers who have purchased fashion products through TV home shopping. For data analysis, descriptive statistics, factor analysis, t-test, and Cronbach's Alpha were used in this study. The results were as follows: First, approximately 17% of respondents were revealed as compulsive buyers. Second, for shopping orientation instrument, three factors of shopping orientation were found and labeled as 'indifferent', 'hedonic', and 'economic' factors. Third, compared to non-compulsive buyers, compulsive buyers had higher hedonic scores. Finally, compulsive buyers considered marketing promotion variables such as show host, scarcity sales, gift events as important factors for their purchasing than non-compulsive buyers. Based on these results, it would provide TV home shopping marketers efficient and social responsible marketing strategies.

• Asia Marketing Journal
• /
• 제16권1호
• /
• pp.195-214
• /
• 2014

Many oil refinery companies have been proactively carried out marketing activities to survive in highly intensified service station industry. In 2012, SK Energy ranked number one in three customer satisfaction surveys (NCSI, KCSI, and KS-SQI). SK Energy's success is in its differentiated customer satisfaction business strategy. SK Energy has been implementing various marketing activities. As a part of the activities, it issued an affinity credit card with on spot discount privilege for the first time in the oil refinery industry. SK Energy also issued EnClean bonus card for OK Cashbag points that can be used for discounts at the service stations. On top of all, SK Energy generated point value-up with '3K Exclusive Privilege' program. In addition, team 'CS 119' was formed to noticeably improve the service. 'CS 119' visited each service station, diagnosed its CS service level then provided customized field training for improvement. Long-termimplementation of 'ACE Program', a field-base CS monitoring system, regularly checked customer satisfaction level. 'ACE Program' has significantly contributed improving SK Service Station's service quality and customer satisfaction. This case reviews customer satisfaction marketing activities SK Energy carried out. The focus is on distinctive factors that distinguish SK Energy's customer satisfaction marketing activities from competitors.