• 한국시뮬레이션학회논문지
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• 제13권1호
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• pp.41-50
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• 2004

The purpose of this paper is to analyse the manager's policy to maximize the profit in a multiple-server queueing facility with a limited queue capacity. We assume that the level of advertizing effects on the arrival rate of customers to the facility. The model without ‘word of mouth effect’ is assumed that the arrival rate is independent on the qualify of service level. We estimate the service quality by the balking rate of customers from system. We extend this to the model with ‘word of mouth effect’. To achieve the maximum profit, the most important factor is the considerably high utilization of facility for both models. Given service rate, we should maintain an effective arrival rate to some extent. To this end, among the available options, an increase of advertizing effort is more desirable than reducing the fee if the service value of customers remains unchanged. We also investigate whether the variability of service time has a significant impact on determining the optimal policy. The cost of service variability is not so expensive as that in a single server model due to the reduced variability of service times in a multiple-server model.

• 한국문헌정보학회지
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• 제48권3호
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• pp.217-235
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• 2014

본 연구는 대학도서관 근로경험에 따른 도서관 마케팅효과에 대한 연구(최윤희 2012)의 후속 연구로서, 대학도서관의 근로학생 운영 특성을 조직구조와 조직커뮤니케이션의 특성으로 구분하였을 때, 각 집단에 속한 근로경험자의 충성도 차이를 확인하였다. 또한 근로학생의 행동적 충성도로 나타나는 구전마케팅 효과를 파악하기 위해 근로경험자 지인의 충성도를 통계적으로 분석하였다. 이를 토대로, 대학도서관의 근로학생 운영이 대학 내 학생집단 전체를 대상으로 한 마케팅 활동으로서 가지는 의의를 논의하였다.

• 한국정보시스템학회지:정보시스템연구
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• 제32권2호
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• pp.1-24
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• 2023

Purpose The aim of this study is to investigate how system quality, privacy concerns, and usefulness impact user satisfaction and word-of-mouth intention towards smart order services among Chinese consumers. The study also seeks to provide both theoretical and practical implications based on the findings. Design/methodology/approach This study conducted an empirical study on Chinese consumers through an online survey on 274 users of smart order service in China. To analyze the data, frequency analysis, reliability analysis, and confirmatory factor analysis were performed using SPSS 26.0 and AMOS 26.0 statistical programs, and structural equation model was used for hypothesis testing. Findings The study results are as follows. First, system quality was found to have a positive effect on usefulness and user satisfaction. Second, privacy concerns were found to have a positive effect on user satisfaction, but not on usefulness. Third, user satisfaction was found to have a positive effect on consumers' word-of-mouth intention of the smart order service. Finally, mediating effects were found between system quality and user satisfaction through usefulness, as well as between system quality, perceived privacy concern, and usefulness through user satisfaction.

• 유통과학연구
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• 제15권2호
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• pp.69-78
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• 2017

Purpose - As recently social contributions of firms are positioned as key strategic actions, it is demanding to review the effects of social contributions on overall corporate management. The research aims to effects of social contributions on social values and word of mouth in firm level and product level. Further roles of consumer identification with firm and product eco-friendliness are also analyzed. Research design, data, and methodology - The paper conducted a survey in which two scenarios are used for manipulating the degree of corporate social contributions. The survey sample consist of 165 undergraduate and graduate students in a university, located in Seoul. For analyzing data, analysis of variance is applied, in conjunction with analysis of moderating effects, through version 23 of SPSS statistical package. Results - In the firm level, social contributions by firms have a positive effect on social values of firms. Consumer identification showed a moderating role in the effect. Social value of the firm with passive social contribution perceived by respondents with a high degree of identification was higher than social value of the firm with active social contribution perceived by respondents with a low degree of identification. Corporate social value has positive effect on word-of-mouth of firms. In the product level, social contributions by firms has a positive effect on social values of product. Product eco-friendliness showed a moderating role in the effect. For eco-friendly product, social values are higher in the firm with active social contributions than in the firm with passive social contributions. However, for non eco-friendly product, the difference in social values between the two firms does not exist. Product social values has positive effect on intention for WOM of products. WOM of eco-friendly products with low social value showed no difference with WOM of non eco-friendly products with high social value. Conclusions - These results imply that firms should enhance consumer identification with firm in making social contributions for optimizing corporate social value and enhancing word-of-mouth(WOM). Managerial implications of the results suggest it would be more effective to improve social value of product by active social contributions for increasing word-of-mouth(WOM) of product.

• International Journal of Quality Innovation
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• 제6권2호
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• pp.17-30
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• 2005

The Internet can provide benefits obtained from changing the structure of a business, such as emphasizing the importance of different types of personnel. In addition, the Internet alters the process for business activity, both within and outside the organization. Using structural equation modeling, I empirically test a number of hypothesized relationship based on a sample of 126 Internet Community users. The results are as follows: loyalty is significantly influenced by trust and relationship, repeat purchase is significantly influenced bye-loyalty. In addition, word of mouth is significantly influenced by e-loyalty.

• 한국의류산업학회지
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• 제26권1호
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• pp.88-98
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• 2024

With the growing preference among Chinese consumers for purchasing beauty products through social media networks (SNS), influencer marketing has recently emerged as a crucial strategy for maximizing word-of-mouth effects. This study aims to ascertain the impact of SNS beauty influencers' characteristics on trustworthiness and consumers' intentions to engage in word-of-mouth promotion. Furthermore, the study seeks to explore the moderating role of consumer involvement in the relationship between SNS beauty influencer characteristics and the trust consumers place in them. As part of an empirical analysis, an online survey was administered to 259 Chinese female consumers who had previously purchased beauty products through influencers on SNS. The data gathered were scrutinized by conducting multiple and hierarchical regression analysis to test the proposed hypotheses. The findings indicated that the attributes of "expertise,"' "intimacy," and "homogeneity" in SNS beauty influencers significantly affect influencer trust, whereas "charm" does not have a significant impact. Moreover, consumer involvement was found to moderate the relationship between SNS beauty influencer characteristics (expertise, intimacy, charm, and homogeneity) and influencer trust. Additionally, influencer trust positively influenced the intention to engage in word-of-mouth activities. These findings signify that leveraging influencers possessing qualities such as expertise, intimacy, and homogeneity can help enhance product exposure, popularity, and sales of the beauty industry. This study contributes valuable insights into the strategic utilization of influencer characteristics in the beauty industry and digital marketing, highlighting their pivotalrole in consumer engagement and the success of marketing strategies.

• 한국조리학회지
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• 제21권3호
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• pp.181-197
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• 2015

본 연구를 수행하기 위하여 호텔 조리사들의 아열대 채소에 대한 인지된 가치, 품질, 가격에 대한 인식을 조사하여 조리사들의 아열대 채소에 대한 신뢰와 이용의도, 구전의도 등을 조사하였다. 이 연구를 수행하기 위하여 서울 시내에 있는 호텔 조리사 중 아열대 채소를 경험해본 조리사들을 대상으로 연구를 진행하였다. 2014년 10월 1일부터 20까지 총 20일 동안 380부의 설문을 배포하여 불성실한 응답을 제외하고 총 353개의 설문을 분석에 이용하였다. 353개의 설문을 가지고, 빈도분석, 요인분석, 상관관계분석, 회귀분석을 실시하였다. 분석결과, 아열대 채소의 지각된 가치, 지각된 품질, 합리적 가격요인은 신뢰에 긍정적인 영향을 주었고, 신뢰는 구매의도와 구전의도에 긍정적인 영향을 주었다. 마지막으로 구매 의도는 구전에 긍정적인 영향을 주었다. 그러므로 아열대 채소의 품질을 높이고, 가격을 합리적인 수준으로 생산량을 늘리고, 제품에 대한 영양적, 기능적 연구에 노력하여 좋은 식재료가 될 수 있도록 노력해야 한다.

• 유통과학연구
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• 제9권3호
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• pp.15-23
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• 2011

본 연구는 교육서비스 관련 상품 판매 요인이 교육서비스 만족에 미치는 영향을 파악하고, 이러한 만족이 재등록과 구전효과에 미치는 영향에 관하여 분석하였다. 입시학원에 수강 중인 학생들과 학부모들을 대상으로 실증분석 한 결과 교육서비스 관련 상품판매요인인 교육프로그램과 강사요인에 관한 가설들은 지지되었다. 그러나 물리적환경과 수강료가 교육서비스 만족에 미치는 영향에 대한 가설은 기각되었다. 또한 교육서비스 만족은 재등록과 구전효과에 미치는 영향에 관한 가설은 지지되었다. 이상의 연구결과를 종합해볼 때 교육서비스 만족에 미치는 영향에 있어 교육프로그램과 강사요인이 중요한 역할을 하며 물리적 환경과 수강료는 교육서비스 만족에 있어 중요한 요인이 아니다라는 결론이 도출되었다. 또한 교육서비스 만족은 재등록과 긍정적인 구전형성에 긍정적인 영향을 미친다는 결론이 도출되었다.

• 서비스연구
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• 제14권2호
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• pp.1-17
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• 2024

온라인 배너 광고 산업에서는 일반적으로 복수의 배너 대안이 제작된다. 이때 중요한 의사결정은 어떤 광고 배너 대안을 선택해서 고객에게 노출하느냐 하는 것이다. 각 배너 대안을 고객이 클릭할 확률을 미리 알 수 없기 때문에 경영자는 실험적으로 여러 대안을 노출한 후, 고객의 클릭 여부에 따라 각 대안의 클릭 확률을 추정하며 최적의 대안을 찾아야 하고 이것은 온라인 광고와 관련된 강화학습 프로세스이다. 이 과정에서의 주요 의사결정 문제는 축적된 추정 클릭 확률 지식을 이용해서 최적의 대안을 노출하는 활용 전략과, 잠재적으로 더 우수한 대안을 찾기 위해 새로운 대안을 시도해보는 탐색 전략의 최적 균형점을 찾는 것이다. 본 연구는 구전효과와 대안의 수가 이러한 최적 탐색-활용 전략에 미치는 영향을 분석하였다. 이는 고객이 노출된 배너를 클릭하는 경우 관련 제품을 주위에 홍보하는 과정을 통해 광고 배너의 클릭률이 높아지는 구전효과를 온라인 광고 관련 강화학습에 추가하여 구현한 것이다. 분석을 위해 Multi-Armed Bandit 모형을 이용한 시뮬레이션 기법을 사용하였다. 분석 결과, 구전효과의 크기가 커지고 배너 대안의 수가 적을수록 광고 강화학습의 최적 탐색 수준이 높아지는 것이 관측되었다. 이는 구전효과에 의해 고객이 광고 배너를 클릭할 확률이 증가함에 따라 기존에 축적했던 추정 클릭률 지식의 가치가 낮아지고, 따라서 새로운 대안을 탐색하는 것의 가치가 증가하기 때문으로 분석되었다. 또한 광고 대안의 수가 작을 경우에는 구전효과 크기가 커질 때 최적 탐색 수준이 더 큰 폭으로 증가하는 경향을 발견하였다. 최근 온라인 구전으로 인해 구전효과의 영향이 커지는 시점에서 본 연구는 의미 있는 시사점을 제공한다.

• 한국프랜차이즈경영연구
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• 제12권2호
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• pp.7-21
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• 2021

Purpose: One of the characteristics of service companies such as foodservice franchise is that it is easy to imitate, so many brands can imitate the menu that is popular with consumers. Therefore, foodservice franchise company should develop a brand that customers can identify from other brands in order differentiate it from its competitors. In order make the foodservice franchise company identifiable from other brands, it is possible through communication with customers. Therefore, this study proposes a new research model to analyze customer loyalty through online advertising and online word of mouth trust and immersion. Online was provided to customers through a mixture of advertisements and word of mouth, but previous studies have only considered online advertisements or online word of mouth. In addition, we want to verify the difference according to gender, which is an important variable in researching the online information processing behavior of customers. Research design, data, and methodology: The questionnaire of this study was surveyed on 20 years of age or older who have visited the restaurant franchise store within the last 3 months among the foodservice franchise companies operating SNS. During the survey period, 400 surveys were surveyed for a total of 20 days from April 1 to April 20, 2020. Result: The research results are as follows. First, in this study, the effect of online advertisement and online word of mouth on trust and immersion was studied. Second, this study verified the social influence theory in online advertising and online word of mouth. Third, the effect of online advertising and online word of mouth on loyalty according to gender was verified. Fourth, compared to existing advertisements, online advertisements are suitable for marketing by foodservice franchise companies because they can interact with consumers, modify advertisements immediately, execute extensive advertisements at low cost, segment the market, and measure advertisement effectiveness. The recent online expansion has been expanded to mobile-based, allowing foodservice franchisees to provide new communication services such as SMS (Short Message Service), multimedia messaging services, and location-based services. Fifth, a foodservice franchise company can increase brand awareness through online marketing or induce the use of offline stores. Sixth, franchisor can grow into a sustainable company only when they use resources efficiently. Conclusions: Trust is important in foodservice franchise information. This trust has a significant impact on customer commitment and loyalty.