• Title/Summary/Keyword: Service Marketing

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A Study of the Service Quality Determinants in Relationship Marketing: Based on Marketer's Role in Telecommunication Services (관계마케팅의 서비스품질 결정요인에 관한 연구: 통신서비스 마케터의 역할을 중심으로)

  • 최은희;황규승
    • Korean Management Science Review
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    • v.18 no.2
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    • pp.11-24
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    • 2001
  • To cope with the rapid emergence of competition, communication service providers are assigning marketers for the purpose of relationship marketing. However, the efficiency of relationship marketing has yet to be examined. This paper investigates the service quality determinants In relationship marketing through the telecommunication service marketers. By considering the specificity of the marketer´s role, the quality dimensions in SERVQUAL research have been modified. A survey has been conducted for the hypothesized seven quality dimensions. The results of the factor analysis show that the service quality determinants of relationship marketing are in fact four dimensions : empathy, reliability, image and tangibles. Here, the empathy dimension entails cost factor, and the reliability dimension includes responsiveness and assurance. The results also support the proposition, reported in SIRVPIRF research, that the quality of service should be measured only by the perceived achievement of the customer. This study provides useful insights into developing the strategy for effective relationship marketing.

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The Relationship among Internal Marketing, Service Orientation, and Hospital Image: The Moderating Effect of Self-Efficacy (내부마케팅, 서비스지향성, 병원이미지간의 관계: 자기효능감의 조절효과)

  • Shin, Seung-Hee;Chung, Ki-Han
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.18 no.5
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    • pp.524-530
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    • 2017
  • There has recently been increased recognition of the significance of internal marketing activity towards hospitals; however, few studies have investigated internal marketing towards hospitals. Therefore, this study was conducted to examine the impacts of internal marketing and service orientation on hospital image and to focus on the moderating effect of self-efficacy. The main results were as follows. First, empowerment, education training, and leadership of internal marketing positively affect service orientation, with leadership having the greatest influence. Conversely, internal communication and reward do not affect service orientation. Second, service orientation positively affects hospital image, indicating that an influencing relationship between the two factors is formed. Third, the moderating effects of self-efficacy towards the relationship between internal marketing and service orientation is not significant an alpha level of 0.05. However, overall internal marketing in the high group of self-efficacy has a greater effect on service orientation than that in the low group. Thus, the managers should enhance internal marketing and service orientation to increase hospital image, and motivate employees to have self-efficacy.

Characteristics of Marketing Strategies and Methods in CM Service Commodity (CM서비스 상품 관리 전략 및 방법의 특징에 관한 연구)

  • Song, Yeon-Joo;Park, Ji-Chul;Kim, Han-Soo
    • Proceedings of the Korean Institute Of Construction Engineering and Management
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    • 2007.11a
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    • pp.487-490
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    • 2007
  • Even though the domestic CM market has expanded in size continually since 2000, concerns of obstacles for vitalizing CM market have risen. A critical concern is clients' low recognition and motivation to make use of CM services. In this situation, it is important for CM firms to actively promote their marketing activities. The objective of this paper is to identify major characteristics of CM firms' marketing strategies and methods in relation to the management of CM service as a commodity.

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A Study on Marketing for Information Service Organizations (1) (정보(情報)서비스조직(組織) 마케팅에 관한 연구(硏究) (1))

  • Han, Du-Oan
    • Journal of Information Management
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    • v.20 no.1
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    • pp.30-65
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    • 1989
  • The field of marketing is increasingly developing and transferring its theory and application to the non-profit sectors of our society. These days we are beginning to see the impact of the marketing field on the administration of information service organizations. Marketing methods can assist information service organizations in doing a better job of allocating scarce resources and attracting new ones. Therefore this article describes principles of marketing, marketing for non-profit organizations and marketing for information service organizations.

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Analysis of research trends in healthcare service marketing (의료서비스 마케팅 국내 연구동향 분석)

  • Kim, Woojin;Kim, Ji Man;Shin, Jaeyong;Kim, Tae Hyun;Lee, Sang Gyu
    • Korea Journal of Hospital Management
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    • v.24 no.1
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    • pp.21-35
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    • 2019
  • Purposes: This study examines academic research trends and the change of patterns by analyzing researches related to healthcare service marketing from 1988 to 2016. Methodology: As research subjects, a total of 486 published articles were selected. It's to analyze them by dividing into research topics, methods and data by classifying the period into 1988-1999, 2000-2009, 2010-2016. Findings: From 1988 to 2016, 486 research articles on healthcare service marketing were published in academic journals. Research on healthcare service marketing has steadily increased. Most of the articles were about service quality, satisfaction, revisitation, and reuse. 452 research articles were quantitative research. Generally questionnaire surveys were used. Practical Implications: We suggest future research directions on the basis of the status of research on healthcare service marketing for the last 30 years.

A Study on the Influence of the Perception Employees of Contract Foodservice Management Companies have of Internal Marketing on Service Quality (단체급식업체 내부마케팅에 대한 종사원의 지각과 서비스 제공수준의 영향관계 연구)

  • Lee, Yeon-Jung;Lee, Chun-Yong
    • Journal of the Korean Society of Food Culture
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    • v.24 no.1
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    • pp.58-68
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    • 2009
  • This study examines the impact of the perception that employees of contract foodservice management companies have of internal marketing on service quality. Questionnaires were delivered to 291 employees employed in foodservice management companies. High perception item of internal marketing was 'value of formula education program' (3.36 points), whereas 'adequate allowance disbursement' (2.62 points) and 'various vacation benefits' (2.66 points) scored low. High service quality items for customers were 'kindness to customers' (3.89 points) and 'willingness to help customers' (3.89 points), whereas 'comprehension of customers' special requests' (3.63 point) and ['meeting customer expectations'] (3.64 points) scored low. The internal marketing conceived by employees of contract foodservice management companies has a positive influence on service quality. The most influential internal marketing variable to affect service quality was 'communication' followed by 'education/environment' and 'fringe benefits/[decisive] delegation'.

A Study on Social Media Marketing Strategies for Digital Libraries (디지털도서관의 소셜미디어 마케팅 전략에 관한 연구)

  • Hwang, Jae-Young;Koo, Chan-Mi
    • Journal of Information Management
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    • v.42 no.4
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    • pp.225-242
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    • 2011
  • With the development of the IT and internet, companies try to use Blogs, Twitter, Facebook, smart phone for their marketing and customer relationship management. What is called social media marketing appear and it lead to new value creation to the company. However, until now most of libraries in Korea didn't have much interest in marketing and PR. In recent, libraries are starting to be interested in marketing and social network service. Library try to use social network service for marketing. This research introduces the various cases and status of using social network service for marketing in Korea and international library field, analyzes these cases from a marketing perspective. Finally, this research suggests the considerations and successful strategy for using social media marketing in library field.

The Antecedent and Consequences of Internal Service Quality (내부서비스품질과 관련 변수들과의 관계에 관한 연구)

  • Kang, Gi-Du
    • Journal of Korean Society for Quality Management
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    • v.33 no.3
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    • pp.1-18
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    • 2005
  • Internal marketing has been suggested as the approach for service organizations to be service-and customer-oriented; and the issues of internal service quality has been one of topics widely discussed in the internal marketing literature. The purpose of the current study is to examine the antecedents and consequences of internal service quality which is believed to increase such organizational performances as customer satisfaction, retention and revenue. In consistent with the previous studies in service marketing literatures, the current study identifies several constructs as the antecedents and consequences of internal service quality: management commitment to service quality, employee satisfaction, self-efficacy, and adaptability. The empirical study testing the causal relationships' among the constructs verifies the proposed relationships among the constructs suggested in the current study.

The Effect of Relationship Marketing on Service Quality and Customer Loyalty: An Empirical Study in Indonesia

  • MAMUSUNG, Robby Tanod;NIMRAN, Umar;SUHARYONO, Suharyono;KUSUMAWATI, Andriani
    • The Journal of Asian Finance, Economics and Business
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    • v.8 no.7
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    • pp.533-543
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    • 2021
  • The purpose of this research is to examine and analyze the effect of Relationship Marketing on service quality and customer loyalty, especially in the context of the retail industry. In retail industry, Relationship Marketing is the key to increase and maintain a large pool of customers. This research was conducted in North Sulawesi Province with a sample size of 155 supermarket customers. The sampling technique used for the study is the purposive sampling. Data was analyzed using SEM based on GeSCA components. The results showed that Relationship Marketing had a significant positive effect both on service quality and customer loyalty. The commitment, communication, conflict handling, and competence play an important role in improving service quality which ultimately makes customers loyal. In addition, the relationship between service quality and customer loyalty, also has significant positive findings. These findings are in line with the concept of SERVQUAL and The Commitment-Trust Theory. The implication of the managerial research is that supermarket managers in North Sulawesi must focus and emphasize more on the Relationship Marketing dimension especially in terms of commitment, communication, conflict handling, and competence. Once these factors can be met, the quality of service will increase, and it causes an increase in customer loyalty to shop more at the supermarket.

A Study on Freight Forwarders' Perceptions of Shipping Service Quality (복합운송업자의 해상운송서비스 질 인식에 관한 연구 - 우리나라 해상화물운송주선인을 중심으로 -)

  • 신한원;김성국
    • Journal of the Korean Institute of Navigation
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    • v.22 no.2
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    • pp.65-79
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    • 1998
  • The purpose of this study was to explorei the nature of the relationship between several factors representing shipping service quality enumerated in the service marketing literature and the adaptability to the marketing strategy of container shipping firm. An empirical study was carried out to examine not only the determinants of shipping service quality but also ists implications to the service marketing strategy. The data investigating the deteminants of shipping service quality were collected from Korean Multimodal Company , Shipping Freight Forwarders. Exploratory Factor analysis was carried out to analyze the data.

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