• The Journal of the Korea Contents Association
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• v.6 no.11
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• pp.74-84
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• 2006

It is quite impossible for a service firm to deliver service without failure. The main reason is that service is intangible, perishable and heterogeneous in nature. Every service firm tries its best to recover service failure with understanding that service failure affects customers' evaluation and attitude for the firm. The research finds that customers' satisfaction after recovery affects customers' intentions both service encounter satisfaction and overall firm satisfaction strongly affects positive word-of-month and purchase intentions. The results have implications to researchers and service marketing managers. For researchers, the result will be helpful for them to further develop service failure and recovery framework. For service marketing managers, the result will suggest specific guidelines for establishing service recovery strategies.

• Fashion & Textile Research Journal
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• v.14 no.3
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• pp.381-389
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• 2012

This study presents a marketing communication strategy from the aspect of new consumption orientation. Consumer preference on ads media, on-line ads media, and WOM usage were examined for new consumption orientation groups. This study was executed in a question survey format. A total of 182 questionnaires were obtained and data were analyzed by PASW 18.0 and AMOS 7. The results were as follows. First, 8 types of consumption orientation factors were revealed; 'impulsive purchase', 'promotion oriented', 'social contribution', 'passive conformity', 'innovative', 'conspicuous', 'rational', and 'environmental conservation'. Then 4 groups were formed, 'Rational & Positive', 'Conspicuous Conforming', 'Positive Social Interested' and 'Low Price Oriented'. Second, communication responses were analyzed through consumption orientation groups. The 'Rational & Positive' group responded positively to every type of advertising media (especially new media). The 'Conspicuous Conforming' and 'Positive Social Interested' groups preferred traditional media such as TV, radio, and magazines; in addition, the 'Low Price Oriented' group liked only online banner ads. For WOM preference, the 'Rational & Positive' and 'Positive Social Interested' group preferred verbal consumer information like WOM. In distribution types, the just 'Positive Social Interested' group revealed a significant result for internet shopping malls. The results from this study will help establish marketing communication strategies based on the features of consumption orientation.

• Journal of Digital Convergence
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• v.15 no.1
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• pp.453-459
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• 2017

This study was conducted to review the usage behavior of mobile social network games that are attracting attention as a new growth engine in the game market. To that end, a survey was conducted on 250 male and female university students. The result of the study showed that first, the relationship formation motivation and seeking fun during leisure times in association with mobile social network games had a positive effect on game attitudes. Second, the relationship formation motivation had a positive effect on the continuous use intention. Third, the relationship formation motivation and the fun-seeking motivation had a positive effect on word-of-mouth recommendation, while the relationship formation motivation and advertisement recommendation motivation had a positive effect on the intention to recommendation online formats. Fourth, the attitude towards mobile social network games had a positive effect on the continuous use intention. Lastly, the attitude towards mobile social network games had a positive effect on only the intention to recommendation through word-of-mouth. This study is expected to provide useful and basic data for the development of quality game content that will cater to users' needs.

• The Journal of Information Systems
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• v.21 no.1
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• pp.47-68
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• 2012

The purpose of this study is to investigate two components of commitment(affective commitment and calculative commitment) and relational equity on loyalty. In addition, The authors analyzed the moderating effect of length of relationship on the effects of commitments and relational equity on switching intention. Major findings can be summarized as follows. It was found that affective commitment made a negative impact on switching intentions and a positive impact on w-o-m. Calculative commitment had no effect on switching intention and w-o-m while it made a negative effect on w-o-m in handset side only. Relational equity appears to bolster a negative effect on switching intention and a positive effect on w-o-m. Also length of relationship seems to moderate the effect of relational equity on switching intention.

• Culinary science and hospitality research
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• v.14 no.4
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• pp.398-414
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• 2008

The purpose of this study is to analyze the effect of restaurant atmosphere on its image and customers' emotional responses and behavior. The results of this study indicated that perceived restaurant atmospheres had a significant effect on customers' emotional responses, and these emotional responses greatly influenced the image of a restaurant. Especially, the ambient and cleanliness factors of restaurant atmosphere influenced a restaurant image, and the positive image from those factors had a significant effect on customer behavior. The design and human factors of restaurant atmosphere influenced customer behavior, and the positive image from those factors had a significant effect on customer behavior. Finally, it was verified that the restaurant atmospheric factors affected its image and customers' emotional responses and behavior. Moreover, the better the restaurant atmospheric factors(design, ambient, cleanliness, humanity) are, the better customers' emotional responses and image are, thereby increasing customers' revisiting and word-of-mouth intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.9
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• pp.1538-1545
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• 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.

• Journal of Fashion Business
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• v.17 no.2
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• pp.136-150
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• 2013

This study investigates the effect of customer emotions on customer evaluation and behavior intention. The subjects used in this study were customers of a fashion shop in Sunchon South Korea. The questionnaires were conveniently sampled from July 2010 to August, 2010. Questionnaire data from 335 customers of a national brand were analyzed through a reliability analysis, factor analysis, and multiple regression analysis. The results of this study are as follows. First, emotions of customer were divided into 2 patterns, positive emotion and negative emotion. Second positive emotion have significant (+) influences on the trust and negative emotion have significant (-) influences on the trust. Third positive emotion have significant (+) influences on the customer orientation and negative emotion have significant (-) influences on the customer orientation. Forth, the emotions of customer have a considerable impact on the interaction intention. And the positive emotion have significant (+) influences on the word-of-mouth intention and negative emotion have not a considerable impact on it. Fifth the positive emotion have significant (+) influences on the attitude toward store and repurchase intention, and negative emotion have significant (-) influences on the attitude toward store and repurchase intention.

• Korean Association of Arts Management
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• no.54
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• pp.59-93
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• 2020

The development of digital technology has made consumers more knowledgeable about products than ever before. In this regard, experts have defined consumers in the digital age as knowledge seekers and pointed out that they are proficient in acquiring and sharing product knowledge prior to purchase. For service goods such as musicals, product prior knowledge executes strong effect due to such characteristics as intangibility, inseparabilit y,and heterogeneity. Prior studies in the field of performing arts, including musicals, have revealed that the prior knowledge of the audience has a positive effect on the satisfaction of the audience and WOM(word-of-mouth) intention. However, studies in the marketing field argue that consumers' high prior knowledge may have a negative impact on customer satisfaction and product evaluation depending on conditions, as they are more likely to compare, review, and expect products more closely. Therefore, in this study, we tried to identify under what conditions the musical prior knowledge enhances audience satisfaction and WOM intention. According to the results of previous studies, a mediating effect model was established in which the musical prior knowledge enhances the WOM intention through the mediation of the audience satisfaction. Then, Transportation was introduced as a mediation variable and it was verified whether the level changed the audience satisfaction and WOM intention. The reason for the introduction of the transportation construct reflects the results of previous research that the story is important component of musical. The results showed that the musical prior knowledge has a significant effect on WOM intention through the mediation of audience satisfaction. The moderating effect of transport was also significant on the relationship between musical prior knowledge and audience satisfaction. Lastly, through moderated-mediation analysis, it was confirmed that transportation moderates the mediating effect that prior knowledge affects on the WOM intention through audience satisfaction. Based on the results, we demonstrated that a musical story is fairly important to satisfy audiences with high prior knowledge. This study could contribute to the related filed in that it introduced the transportation construct for the first time, thereby broadening the understanding of the musical audiences in the era of smart consumers.

• Knowledge Management Research
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• v.19 no.2
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• pp.91-108
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• 2018

This study mainly focused on measuring the impact of comments for a particular song on the number of streamings and downloads. We modeled multiple regression equations to perform this analysis. We chose digital music market for the object of analysis because of its inherent characteristics, such as experience goods, high bandwagon effect, and so on. We carefully utilized text mining technique in accordance with the algorithm of Naïve Bayes classifier to distinguish whether a comment for a piece of music be regarded as positive or negative. In addition, we used 'size of agency' and 'existence of hit song' as moderating variables. The reason for usage of those variables is that those are assumed to affect users' decision for selecting particular song especially when downloading or streaming via music sites. We found empirical evidences that positive comments for a particular song increase the number of both downloads and streamings. However, positive comments may decrease the number of downloads when the size of agency of the artist is big. As a result, we were able to say that a positive comment for a particular song functioned as 'word-of-mouth' effect, inducing other users' behavioral response. We also found that other features of an artist such as size of the agency that the artist belongs to functioned as an external factor along with feature of the song itself.

• The Journal of the Korea Contents Association
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• v.16 no.7
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• pp.112-121
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• 2016

The purpose of this research is to examine the effect of storytelling ads. To find out the effect, three different ads were created; one is no storytelling in ads, another is corporate storytelling ads, and the other is client storytelling ads. Each ads was exposed to high school students, and we analyzed their response to the ads such as ads recall, attitude toward ads, emotional response to ads, purchase intention, and the intention of word-of-mouth. The results showed that corporate storytelling ads among three ads was the most effective to recall the ads, and there was significant difference between corporate storytelling ads and no storytelling ads. In terms of attitude toward ads, there was significant difference between client storytelling and no storytelling ads. There were significant difference in positive emotion between client storytelling ads and no storytelling ads and between client storytelling ads and corporate storytelling ads, but no significant between corporate storytelling ads and no storytelling ads. Regarding emotion, students who were exposed to no storytelling ads showed the highest negative emotion, but the lowest negative emotion in client storytelling ads. There was significant difference in purchase intention between client storytelling and no storytelling ads and in the intention of word-of-mouth between corporate storytelling ads and no storytelling ads.