• 경영과학
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• 제32권4호
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• pp.29-43
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• 2015

Word-of-Mouth (WOM), which is the unpaid spread of a positive marketing message from person to person, has been shown to be even more effective in influencing purchase decisions than traditional advertising channels. The effects of WOM might be different by types of persuaders (purchasers vs. non-purchasers), however, the current body of research has not given attention to the differential effects of WOM. This study focuses on whether or not potential customers are influenced by the WOM from non-purchasers as well as from purchasers, and it investigates if the impacts of WOM from non-purchasers are different with those from purchasers. Based on conjoint analyses, it concludes that potential customers are affected by the communication with non-purchasers as well as with purchasers but the impacts of non-purchasers are not greater than those of purchasers.

• 대한산업공학회지
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• 제32권2호
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• pp.153-162
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• 2006

Customer satisfaction is an ever-growing concern of management throughout the world. To find the way to increase customer satisfaction, we must understand customer requirements. Kano distinguishes between three types of product requirements (must-be, one-dimensional, attractive requirement) which influence customer satisfaction in different ways when met. In this paper, potential customer satisfaction improvement (PCSI) index was developed using Kano model and CS coefficient. Timko has developed customer satisfaction (CS) coefficient based on Kano model. The PCSI index represents how much a service feature can increase the degree of customer satisfaction when the service feature is fully fulfilled. In order to explain the meaning of PCSI index, a case syudy of a Family Restaurant is done. It is also discussed how to use the index strategically.

• 한국건설관리학회:학술대회논문집
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• 한국건설관리학회 2003년도 학술대회지
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• pp.333-336
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• 2003

본 연구의 목적은 국내 맞춤주택(아파트)에 있어 주거욕구충족을 위한 주택수요자의 요구사항을 분석하는데 있다. 연구의 진행은 국내 맞춤주택의 현 입주자와 잠재수요자들을 대상으로 설문조사론 실시, 이룰 분석하는 것으로 이루어졌다. 이와 같은 과정을 통하여 도출된 결론을 요약하면 다음과 같다 : 1) 맞춤주택에 있어 수요자가 가장 많이 필요로 하는 사항은 공간과 마감재의 다양한 선택인 것으로 나타났다. 2) 마감재의 경우, 수요자들이 인하는 선택의 최소 폭은 $4\~6$가지 종류인 것으로 나타났다.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.267-273
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• 2020

With the strong growth of social networking sites such as Facebook in recent years, the potential of exploiting customers on Facebook is increasing. Presently, trading activities on Facebook is rapidly developing. Therefore, businesses have become increasingly competitive when selling products on Facebook, so as to retain customers as well as to satisfy customer, which is of paramount importance. This study was conducted to assess the factors affecting the satisfaction of individual customers in Vietnam when buying goods on Facebook. This study uses multivariate analysis techniques (Confirmatory Factor Analysis, Structural Equation Modeling) to determine the factors affecting customer satisfaction when buying goods on Facebook. Research results from 268 individual customers in Vietnam indicated trust and convenience are the two important factors related to customer satisfaction when buying goods on Facebook. Customer satisfaction is the result of consumer experience throughout the different stages of purchase. The more the shopping experience, the more the customers are satisfied when buying products. The price and products do not affect customer satisfaction (prices are easy to compare and products are easily understood on the Internet; hence, these two factors are not considered as determinants of customer satisfaction). Furthermore, this study provides recommendations to improve customer satisfaction.

• 복식문화학회:학술대회논문집
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• 복식문화학회 2004년도 International Conference
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• pp.125-127
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• 2004

• 한국조리학회지
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• 제15권2호
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• pp.282-297
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• 2009

본 연구는 식생활 유형에 따라서 파티에 참여하는 잠재 고객의 공간 연출과 음식에 대한 중요도에 어떠한 차이가 있는가를 밝히고자, 파티 잠재 고객의 시장을 세분화 시키고, 파티 행사의 공간 연출과 음식에 대한 구매 행동의 특징을 파악해 봄으로써, 새로운 파티 행사를 외식시장의 한 분야로 발전할 수 있는 방안을 제시하고자 하였다. 그 결과 분석은 다음과 같다. 파티 행사에 있어서 고객 즉 파티 참가자들의 라이프스타일 중식생활에 따라 음식과 공간 연출의 중요도가 각각의 차이를 보이고 있음을 알 수 있었고, 이를 바탕으로 파티 참가자들의 유형별로 파티의 컨셉에 맞는 음식과 공간을 연출함으로써 파티 행사 참가자들에게 긍정적인 행사가 될 수 있도록 도움을 줄 것이라 생각된다.

• 한국태양에너지학회 논문집
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• 제36권1호
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• pp.39-47
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• 2016

Geographic information system (GIS) based renewable energy resource map including potential analysis can play a crucial role not only to develop the national plan for renewable energy deployment but also to make strategic investment decision in the private sector. Korea Institute of Energy Research (KIER) has been developing domestic maps about several resources such as solar, wind, hydro, biomass, and geothermal, as well as conducting research on methodologies for potential analysis. Furthermore, the institute is trying to transfer related technologies and know-how to foreign countries, recently. In this context, the main purpose of this study is to introduce the business model of renewable energy resource map. From the value chain analysis, we focus on the government-side market in foreign countries, such as the development of the national level renewable energy resource map and the support of the national renewable energy plan. For about 180 countries, we segment the customers according to the consideration of economic capacity, renewable energy resource capacity, existence of renewable resource map, current portion of renewable energy facility capacity, and renewable energy policies, and we conclude that the target customers are non-Organization for Economic Co-operation and Development (non-OECD) countries or some OECD countries, their per capita GDP are under the average among OECD countries, that do not have renewable resource map yet. We segment the target customers into four groups, and suggest different strategies for market positioning and financing strategy based on Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis. This study can help to develop the business strategy about the development of renewable energy resource map in foreign countries.

• 유통과학연구
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• 제21권6호
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• pp.13-20
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• 2023

Purpose: This research explores the development of music business distribution channels to attract potential customers based on the current and prior literature. As a result, the research will provide solutions for practitioners in the music distribution channel how they create effective channel in new industry phase which has experienced significant changes due to technological advancement and consumer behavior. Research design, data, and methodology: To obtain textual data in the literature storage, the author conducted content analysis. Even though there are numerous textual resources, selecting only high-quality text data that is only peer-reviewed journal articles and books consistently indicate a high degree of reliability and validity to keep the advantage form content analysis approach. Results: The present study figured out that there are five strategies to attract potential consumers in the music distribution channel, such as (1) 'Marketing Mix', (2) 'Streaming Platforms and Online Music Stores', (3) 'Brick and Mortar Stores and Concerts, and Events', (4) 'Platforms Exclusives and Limited-Edition Merchandise', and 'Partnerships and collaborations. Conclusions: In sum, the practitioners need to consider include building relationships with the fans, studying and understanding their target market, utilizing multiple available distribution channels, embracing new technologies, and analyzing the effectiveness of the adopted distribution channels.

• 산경연구논집
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• 제14권5호
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• pp.19-29
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• 2023

Purpose: The hospitality sector is vital to economic development, especially in metropolitan regions, where hotels are a pivotal factor in drawing in leisure and corporate visitors. Despite the potential advantages of urban hotels, there is a gap in empirical studies on the impacts of eco-friendly interior design on hotel appeal and guest behavior. Therefore, this study aims to fill out the research gap. Research design, data and methodology: This study employed a review of the literature systematically as its research design. The study's data collection technique involves exploring peer-reviewed journals through electronic databases like Scopus, and Web of Science. The present author double-checked the quality of instrument for all usable dataset. Results: Prior literature has stated a strong linkage between green interior design in urban hotels and customer behavior and hotel attractiveness. Using environmentally conscious methods, hotels can enhance the quality of their indoor atmosphere, preserve energy and water supplies, and establish a favorable public perception that appeals to environmentally aware consumers, thereby improving their overall experience and contentment. Conclusions: This study concludes that creating indoor spaces with environmental factors in mind could lead to a more enjoyable and beneficial atmosphere for hotel visitors and adopting a sustainability-oriented approach to hotel design and operations could attract potential customers.

• 한국건축시공학회지
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• 제8권2호
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• pp.53-61
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• 2008

It is expected that the market of residential facility for retired seniors will be a new investment field for construction firms. This study describes the questionnaire survey analysis results of potential customers' demand for the facility. For comparison purpose, direct construction cost was estimated by estimation experts. In addition, a case analysis was conducted to compare direct cost and indirect project cost with the experts' estimation. According to the questionnaire survey analysis, it is observed that there were significant differences in demand between groups which are classified by the regions, living expenditures, the level of property ownership and the scales of residence. From an investor's perspective, investment decision on residential facility for retired seniors should be made considering bothe the level of returns which can be generated from the investment and the customers' needs.