• Asia Marketing Journal
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• 제12권2호
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• pp.111-133
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• 2010

투자상품의 확산, 고령화 등으로 인한 금융니즈 다양화와 자본시장법 시행으로 인한 금융회사간 치열한 경쟁으로 인해 금융산업 내에서 마케팅의 역할이 더욱 중요해지고 있다. 그러나, 지금까지 다른 산업에 비해 금융산업의 마케팅 연구는 상대적으로 부족하였다. 본 연구는 향후 구체적인 금융마케팅 연구들이 진행되기에 앞서 국내 금융마케팅 연구들을 정리하고, 국내 금융회사 마케팅 담당자를 In-depth 인터뷰하여 실제 국내 금융 마케팅 현황을 조사하였다. 이를 통해 향후 금융마케팅 연구에 필요한 시사점을 얻고자 하였다. 분석 결과, 다른 산업의 마케팅과 다른 금융 마케팅만의 고유 특징에 대한 이론적인 연구가 부족하였고, 금융산업 내에서 은행, 증권, 보험, 카드 산업 간의 마케팅 특징 차이에 대한 연구도 부족하였음을 알 수 있었다. 소비자행동 관점에서 금융고객의 의사결정 과정에 관한 연구도 부족하였다. 또한, 우리나라의 금융회사의 마케팅 현황은 외형적으로 어느 정도 성숙 단계에 접어들었다고 볼 수 있으나, 실제 업무는 여전히 과거의 영업지원, 혹은 프로모션 및 CRM 데이터 분석 등 단기적인 부분에 치중되어 있었다. 그리고, 은행, 증권, 보험, 카드 회사 등 각 세부 금융산업별 마케팅 담당자들이 중요하게 생각하는 금융마케팅의 키워드와 문제 인식 정도도 서로 다름을 알 수 있었다. 본 연구는 이러한 분석 결과를 바탕으로 향후 금융마케팅 연구를 위한 시사점과 함께 6가지의 연구명제를 제안하였다.

• 한국IT서비스학회지
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• 제13권3호
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• pp.257-274
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• 2014

Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring to researches done on e-mail viral marketing, this paper operationizes SNS viral marketing effectiveness to accurately reflect marketing success in SNS environment, and tries to identify its affecting factors. As potential affecting factors, fan size, advertisement type, existence of engagement elicitation and incentive are identified. By sampling real advertisement postings on Facebook, we showed that fan size, advertisement type, and engagement elicitation are factors affecting SNS viral marketing success. This research expanded the conventional model of viral marketing into SNS settings to improve understanding on SNS viral marketing. Motivation is discussed as an important factor, and this research showed that viral campaign can be more successful when it triggers internal motivation to engage, but not the external motivation. This research could also be a guide for practitioners on how to post a successful advertisement in SNSs.

• 유통과학연구
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• 제17권12호
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• pp.33-42
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• 2019

Purpose: This study seeks to identify whether internal marketing factors have a statistically significant positive effect on the flow of services to customers of bank service employees. Specifically, the purpose of this study is to confirm the importance of internal marketing in the employees' services immersion to customers. In addition, the study seeks to identify whether employees' perceived organizational support recognition mediates between internal marketing factors and the employee's immersion in services to customers. Research design, data and methodology: This study distributed 100 questionnaires to employees working at banks to obtain data. Finally, the study conducted a statistical analysis on a questionnaire of 94 employees. For regression, factor analysis, and reliability analysis, the 24 version of the SPSS was used. For the mediation analysis, the SPSS macro developed by Hayes was used. Results: This study seeks to statistically verify which factors of internal marketing have a greater impact on employee immersion in services. Conclusions: Research verification has shown that all elements of internal marketing affect the employee's immersion in services to customers. It was also shown that the employee's recognition of organizational support mediated the relationship between factors of internal marketing and the employee's immersion in services to customers.

• 한국경영과학회지
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• 제36권4호
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• pp.125-141
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• 2011

There have been some research papers on financial services marketing, but there are only few exploratory studies that analyze characteristics of financial consumers in Korea. This study examines, based on FGI and web survey results, which factors consumers consider more important when choosing their financial services. I found that 'product profitability' is the most important factor when consumers choose their financial services, followed by 'relational benefits', 'convenience', 'product diversity', 'company stability', 'branch satisfaction', and 'social responsibility' in order of importance. The study also showed that there are differences in perception of these important factors depending on the types of consumers such as gender, age, size of financial assets, degree of risk-taking, and main financial company they are using. This study hopefully provide implications to marketing managers in financial services that they could decide which factors they have to focus on more when planning marketing strategies. Another objective of this study is to provide useful insights to the future researchers in financial services marketing.

• 간호행정학회지
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• 제5권1호
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• pp.63-76
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• 1999

The main objective of this study was to develop a concept of service marketing promotion in nursing that is derived from the concepts of service marketing theory. This research was a descriptive study, at the factor isolation level. The principle of concept derivation suggested by Walker and Avant (1988) and the Hybrid model suggested by Schwarz-Barcott and Kim (1993) were employed as the research method. The data were collected from December, 1997 to April. 1998 at a large general hospital located in Seoul. The procedures of this study were as follows: First. at the theoretical phase: the meaning, attributes, and definition of service marketing promotion were identified through an extensive review of the literature. Second, at the empirical phase: fieldwork was done to identify the promotional activities and events in nursing. Top nurse managers from 4 units (Director of Nursing, Head nurses of inpatient nursing unit, outpatient nursing unit. and home care nursing unit) were interviewed and the content of the interview was analyzed to identify the meaning and attributes of promotion in nursing. Other methods such as brochures and other audio-visual materials which were relevant to nursing promotion were used to supplement the interviews. Finally, the results of the theoretical and empirical analyses were intergrated to develop a concept of service marketing in nursing practice. A final definition of service marketing promotion in nursing was identified as follows. 1. Promotion as a marketing function in nursing service is concerned with communication to target markets on all information related to nursing service in order to satisfy the objectives of both a nursing service organization and the target markets. 2. The goals of nursing service promotion include: 1) increasing visibility of nursing services and delivering the information on nursing services, 2) affirming the value of nursing services, so it can contribute to formulation of reimbursement policy for nursing services. 3) advancing the general image of the nursing profession and nursing services. 4) achieving and attaining a desirable positioning for nurses among health care professionals. and 5) creating and stimulating the demand for nursing services. 3. In order to obtain these goals it is necessary to provide information on nursing services, to persuade target markets. to remind them about nursing services. and to establish a collaborative relationship with related departments. 4. The tools used to carry out the above functions of promotion in nursing are the providing nursing services, public relations and publicity. QA of nursing, advertising, and sales promotion. 5. The target markets of nursing service include the nursing customer markets. the internal markets, the influence markets. the recruitment markets. the supplier markets. and the nursing referral markets. In conclusion, the concept of promotion in other service marketing areas can be applied to the promotion of nursing service marketing. The promotion of nursing service is more than just effective communication in nursing service. it is the effective use of the concepts of service marketing promotion. Promotion of nursing service will contribute to create and expand nursing services.

• 예술인문사회 융합 멀티미디어 논문지
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• 제8권10호
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• pp.71-79
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• 2018

사물인터넷은 하드웨어와 소프트웨어로 구성된 사물이 인터넷에 연결을 통해 서로 정보를 주고받는 것을 가능하게 하는 기술로써 사물의 서비스화를 촉진시키고 있다. 최근 IoT 디바이스와 웹 서비스로 구성된 IoT 서비스는 마케팅 분야에 적용되어 고객의 니즈를 충족시킬 수 있는 수단으로 활용되기 시작했다. 하지만, IoT 서비스에 적절한 마케팅 요소를 적용하는 것은 쉽지 않다. 따라서 IoT 서비스에 마케팅 요소를 적절하게 적용하기 위한 분석 도구가 요구된다. 이에 본 연구는 IoT 서비스의 마케팅 평가를 위한 분석 모델을 구축하는 것을 목적으로 한다. 본 연구는 문헌 연구를 통해 IoT의 기술 요소 및 마케팅 요소를 도출하고, 이를 통해 서비스 청사진 기법을 기반으로 각 요소 간의 관계성 조사를 통해 IoT 서비스의 마케팅 평가를 위한 분석 모델을 구축했다. 또한 구축된 분석 모델의 검증을 위해 실제 사례를 적용했다. 본 연구는 IoT 서비스를 평가하기 위한 도구 개발에 공헌할 것으로 기대된다.

• 한국정보시스템학회지:정보시스템연구
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• 제16권4호
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• pp.269-286
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• 2007

Business Incubators(BI) guide starting-up firms through their growth process and as such constitute a strong instrument to promote innovation and entrepreneurship. This study classified the incubating services into communication, physical facilities, human resources, marketing, financial, legal, technology, and networking services. The research problem was tested with data from 103 BI centers and 561 starting-up firms in BI. The results from the survey are as follows: First, incubating services to important for the BI's performance are networking, communication, human resources, physical facilities, and marketing services. Second, the incubating services to satisfy on the firms in the BI are financial, human resources, marketing, communication, networking, and physical facilities services. Third, there are the differences between BI center and the firms in the BI by each incubating service except communication service. Finally, the results of MSEM(Multi-group Structured Equation Modeling) indicate the communication and networking services are more strongly affected to the performance at the BI centers. Vice versa, the marketing and financial services are more strongly affected to the satisfaction at the firms in the BI centers. Starting-up firms in business incubators showed strong desire to receive better support in such fields as marketing and financial services. BI needs to recognize such demand and provide improved services in such areas. Starting-up firms did not recognize the utility and importance of services in networking with other firms and supporting human resources. BI needs to promote services in such areas. Concerning communication services and physical facility support service, both BI and starting-up firms showed satisfactory levels of services.

• 복식문화연구
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• 제29권5호
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• pp.706-718
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• 2021

The purpose of this study is to identify the relationship between experience marketing using makeup services and theme park users' satisfaction, loyalty, and revisit intention. This is because it can identify the usefulness of makeup services and provide implications for effective field marketing strategies. In order to achieve the purpose, 668 users of the theme park were surveyed after convenience screening as research participants. The main theme was the makeup service for visitors to Lotte world, Everland, and Hapcheon Ghost theme park. this study reviewed previous studies and applied them to the makeup service. Based on this, the research model and the hypothesis were established, and as part of the empirical research, the hypothesis was verified through analysis methods such as frequency analysis, reliability verification, factor analysis, and structural equation modeling. The summary of the research results based on empirical analysis is as follows. First, as a result of analyzing experience marketing using makeup services has a positive impact on the satisfaction of customers using theme parks. Second, experience marketing using makeup services has a positive effect on customer loyalty. Third, experience marketing using makeup services has a positive effect on intention to return. Fourth, satisfaction and loyalty were found to affect the intention to return. Based on this research, we hope that the makeup service as experiential marketing can be effectively applied in various fields, and that the research can be used as basic data to make the makeup service into the representative cultural contents marketing.

• 한국IT서비스학회지
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• 제7권1호
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• pp.45-62
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• 2008

This review examines the rapid growth of qualitative and quantitative of telecommunication industry for past couple of years from customer's viewpoint. Most of the telecommunication products were positioned in the market by the businesses and government's support, but the entity of telecommunication products were never interpreted from the user's viewpoint. Even though, various kinds of telecommunication services have been actively discussed by businesses, government, and IT professionals, it has not been sufficiently discussed by the marketing academia where they need to focus a lot on customer's utility. For the purpose of providing an insight of the telecommunication service marketing strategy, this study looked over old and new directions of growth, failure and evolution of services by focusing on two main pillar of communication business, which is high-speed internet and mobile phone service. Additionally, the research explains and mentions the limit and trend of the telecommunication service marketing, and the future research task that needs to be solved.

• 한국도서관정보학회지
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• 제23권
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• pp.147-182
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• 1995

Marketing technique is used as effective management tool in library. The small size of the user group in special libraries provides good condition for marketing. Special libraries can accomplish the goals and objectives with using marketing technique. The purpose of this study is to examine key concepts and activity procedures of marketing, and marketing mix 4'P, and to suggest the information services which can be used in developing marketing strategies of special libraries. The conclusions are summarized as follows. 1. The key concepts and activity procedure of marketing for libraries consist of market segmentation, positioning, consumer analysis, marketing program and marketing audit. 2. The marketing mix 4P's that can be used in special libraries are examined. 3. The information services which can be used in marketing strategies are suggested.