• Journal of Distribution Research
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• v.17 no.2
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• pp.1-28
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• 2012

I. Introduction : The purpose of this study is to test empirically hypothetical causality among constructs used in previous studies to build the model of relational market behavior on customers' participation and consumer-brand relationship after introducing theories of relationship marketing, loyalty program, consumer-brand relationship, customers' participation in service marketing as previous studies with regard to relational market behavior, which Bagozzi(1995) and Peterson(1995) commented on constructs and definition suggested by Sheth and Parvatiyar (1995). For this purpose, loyalty program by the service provider, customers' participation and consumer-brand relationship as preceding variables explain relational market behavior defined by Sheth and Parvatiyar(1995). This study proposes that loyalty program as a tool of relationship marketing will be effective in that consumers' participation in marketing relationship results in a narrow range of choice(Sheth and Parvatiyar, 1995) because consumers think that their participation motive result in benefits(Peterson, 1995). Also, it is proposed that the quality of consumer-brand relationship explain the performance of relationship as well as the intermediary effect because the loyalty program could be evaluated based on relationship with customers. We reviewed the variables with regard to performance of relationship based on relation maintain in marketing literature, and then tested our hypotheses related to several performance variables including loyalty and intention of relation maintain based on the previous studies and constructs(Bendapudi and Berry, 1997 ; Bettencourt, 1997 ; Palmatier, Dant, Grewal and Evans, 2006 ; You Jae Yi and Soo Jin Lee, 2006). II. Study Model : Analyses about hypothetical causality were proceeded. The marketing effect of loyalty program on relational market behavior was empirically tested in study regarding a service provider. The research model in according to the path hypotheses (loyalty program ${\rightarrow}$ customers' participation ${\rightarrow}$ consumer-brand relationship ${\rightarrow}$ relational market behavior and loyalty program ${\rightarrow}$ consumer-brand relationship, and loyalty program ${\rightarrow}$ relational market behavior and customers' participation ${\rightarrow}$ consumer-brand relationship, and customers' participation ${\rightarrow}$ relational market behavior) proceeded as an activity for customer relation management was suggested. The main purpose of study is to see if relational market behavior could be brought as a result of developing relationship between consumers and a corporate into being stronger and more valuable when a corporate or a service provider try aggressively to build the relationship with customers (Bettencourt, 1997; Palmatier, Dant, Grewal and Evans, 2006; Sheth and Parvatiyar, 1995). III. Conclusion : The results of research into the membership fitness club, one of service areas with high level of customer participation (Bitner, Faranda, Hubbert and Zeithaml, 1997; Chase, 1978; Kelley, Donnelly, Jr. and Skinner, 1990) are as follows: First, causalities in according to path hypotheses were tested, after the preceding variables affecting relational market behavior and conceptual frame were suggested. In study, all hypotheses were supported as expected. This result confirms the proposition suggested by Sheth and Parvatiyar(1995), who claimed that intention of consumer and corporate to participate in marketing relationship brings high level of marketing productivity. Also, as a corporate or a service provider try aggressively to build relationship with customers, the relationship between consumers and a corporate can be developed into stronger and more valuable one (Bettencourt, 1997; Palmatier, Dant, Grewal and Evans, 2006). This finding supports the logic of relationship marketing. Second, because the question regarding the path hypothesis of consumer-brand relationship ${\rightarrow}$ relational market behavior are still at issue, the further analyses were conducted. In particular, there existed the mediating effects of consumer-brand relationship toward relational market behavior. Also, multiple regressions were conducted to see if which one strongly influences relational market behavior among specific question items with regard to consumer-brand relationship. As a result, the influence between items composing consumer-brand relationship and ones composing relational market behavior was different. Among items composing consumer-brand relationship, intimacy was an influence of sustaining relationship, word of mouth, and recommendation, intimacy and interdependence were influences of loyalty, intimacy and self-connection were influences of tolerance and advice. Notably, commitment among items measuring consumer-brand relationship had the negative influence with relational market behavior. This means that bringing relational market behavior is not consumer-brand relationship without personal commitment, but effort to build customer relationship like intimacy, interdependence, and self-connection. This finding confirms the results of Breivik and Thorbjornsen(2008). They reported that six variables composing the quality of consumer-brand relationship have higher explanation in regression model directly affecting performance of consumer-brand relationship. As a result of empirical analysis, among the constructs with regard to consumer-brand relationship, intimacy(B=0.512), interdependence(B=0.196), and quality of partner(B=0.153) had the effects on relation maintain. On the contrary, self-connection, love and passion, and commitment had little effect and did not show the statistical significance(p<0.05). On the other hand, intimacy(B=0.668) and interdependence(B=0.181) had the high regression estimates on word of mouth and recommendation. Regarding the effect on loyalty, explanation level of the model was high(R2=0.515), intimacy(0.538), interdependence(0.223), and quality of partner(0.177) showed the statistical significance(p<0.05). Furthermore, intimacy(0.441) had the strong effect as well as self-connection(0.201) and interdependence (0.163) had the effect on tolerance and forgive. And these three variables showed effects even on advice and suggestion, intimacy(0.373), self-connection(0.270), interdependence (0.155) respectively. Third, in study with regard to the positive effect(loyalty program ${\rightarrow}$ customers' participation, loyalty program ${\rightarrow}$ consumer-brand relationship, loyalty program ${\rightarrow}$ relational market behavior, customers' participation ${\rightarrow}$ consumer-brand relationship, customers' participation ${\rightarrow}$ relational market behavior, consumer-brand relationship ${\rightarrow}$ relational market behavior), the path hypothesis of customers' participation ${\rightarrow}$ consumer-brand relationship, was supported. The fact that path hypothesis of customers' participation ${\rightarrow}$ consumer-brand relationship was supported confirms assertion by Bitner(1995), Fournier(1994), Sheth and Parvatiyar(1995) about consumer relationship to participate in marketing relationship.

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.298-307
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• 2022

This study, through the potential research variables constituting smartphine shopping utilization, affects to some extent the social relevance and rapid adaptability of technology according to the cognitive age level perceived by customers. Research hypotheses and research models were established and tested to verify the research results on how they affect brand loyalty within the segmented market to which they belong. The purpose of this study is as follows. First, it was verified through the degree of casual relationship between smartphone shopping usage and potential research variables of innovation, convenience, usefulness, and hedonism that compose it, on the cognitive age level. Second, according to the cognitive age level perceived by customers themselves, it was verified through the degree of casual relationship between the mediators of social relevance and technology quick adaptability. Third, the casual relationship between social relevance, technology quick adaptability, and brand loyalty was verified according to the cognitive age level. Fourth, a theoretical study was conducted on the conceptual and operational definitions of the research variables of the research model of this study.

• Asia Marketing Journal
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• v.13 no.4
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• pp.191-212
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• 2012

With the introduction of the Capital Market Integration Act in 2009, the new competitive scope and paradigm is opened in Korean financial services market. The change of financial industry and institutions will lead to the behavioral change of customers who consume and choose financial services. While researches from the financial perspective have been conducted, works from the marketing or customer oriented approach has long been relatively ignored. The purpose of this study is to investigate influencing factors and process of financial services customers' choice behavior. More specifically, the main theme is how to enhance customer brand loyalty and purchase intention through the perception of overall quality of the service product. An integrated conceptual model including antecedents, mediating variables and consequences is established through comprehensive literature reviews of extant works on environmental change, customer behavioral change and choice behaviors. Hypothesis testing is done with SEM analysis. According to the results, the attractiveness of financial product, the reputation of financial firm, and self-brand image congruence among exogenous variables make a positive effect on perceived overall quality. And perceived overall quality has a significant effect on brand loyalty.

• The Research Journal of the Costume Culture
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• v.26 no.1
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• pp.56-72
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• 2018

In recent years, there has been increasing interest in the senior people in our aging society. This paper will give an account of the current cases of senior shift. The first section of this paper will examine a conceptual approach based on a literature review and analyze case studies of senior shifts by national fashion and beauty brands. It will be helpful for the 'New Senior' consumer group, which in emerging in an aging society. The research methods applied were a literature review and a case study, and a database search was conducted to determine the current situation of global brands. The results of the literature review showed that seniors can be classified into four types based on their physical aging condition and emotional tendency: Prime Senior, Smart Senior, Rational Senior, and Slump Senior. The first thing that needs to be said is that the Prime Senior type is found commonly in as a way to appoint a senior model in order to switch brand image. Cases of the Smart Senior type appeared only in the beauty field, which attempted multilateral approaches such as launching products exclusively for seniors and offering make-up services after improving the usability and functionality in response to senior consumers'needs. However, as no cases of senior shift were found for the Rational Senior and Slump Senior types in either the fashion or beauty field, future studies should explore the market approaches used in those categories.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.23
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• pp.3-38
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• 2004

On-line game business has emerged as the most lucrative entertainment industry, with over 4 million players in China, with more than 45% of the market dominated by Korean on-line games. While the interactive entertainment market continues to expand, with many new Korean on-line game publishers entering the market, relatively little is known about which factors influence online game players' behavioral intentions (i.e., intention to play, brand-identity, word of mouth, flow, etc.) in this area. It appears that in this extremely attractive and growing services segment, academics, as well as practitioners, would benefit from investigating the relationships among the players' intention to play, social norms, word of mouth, flow, and the impacts of several other key game-related constructs. A conceptual framework is proposed and a simultaneous equation model is developed. This paper develops the exploratory LISREL model for identifying the factors affecting the players' intention to play for on-line games. Based on data collected from on-line questionnaire survey in China, the validity of the model has been tested and interesting conclusions have been developed concerning the relationships between the game-related constructs. It is hoped that this result might provide the useful guidelines for developing the successful on-line game contents. With better understanding of the players' behavioral intentions, Korean on-line game developers should be able to penetrate the China market with sustainable advantage over their competition.

• The Research Journal of the Costume Culture
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• v.26 no.3
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• pp.265-281
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• 2018

Government policy supporting the fashion industry in Korea has focused on the future development of rising fashion designer's brands, and as a part of this support, several Fashion Creative Studios are presently operated. The purpose of this study is to identify the meaning of these facilities and suggest development strategies for their effective utilization. This paper presents a conceptual understanding based on a literature review, and deduces the direction of Fashion Creative Studios through an exploratory analysis of various case studies and in-depth interviews with five designers, who have graduated from the Seoul Fashion Creative Studio. The results are as follows. Firstly, fashion educational institutions have to provide sufficient information about the Fashion Creative Studios to students. They can also consider adding short-term residencies to the curriculum in which students prepare collections or portfolios for the studios. Secondly, Fashion Creative Studios are required to intensify business and marketing programs to increase real-world support. It would be helpful to provide 1:1 management programs with several segmented stages for the design brands, or connect them to investors who could provide financial support and business expansion. Thirdly, Fashion Creative Studios need to find a way to strengthen textile differentiation and craft characteristics to increase designer brand competitiveness. Broadening participation with textile designers, connecting with experts and ateliers, and promoting collaboration with artists and artisans in the Arts Creative Studios can be further examined to this end.

• The Research Journal of the Costume Culture
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• v.24 no.3
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• pp.367-384
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• 2016

The aim of this paper is to examine relationship characteristics and the relevance there of in the context of the Chanel collection, between the contemporary fashion show viewed from the artistic side and intermedia on interaction. This study analyzed the relationship characteristics between intermedia and fashion shows by focusing on Chanel fashion shows from 2010 S/S to 2016 F/W as actual case. The results are as follow: First, participational accessibility indicates the experience of a designer and audience in active participation changing into passive participation. Second, audience immersion is represented by the perception of being involved by the audience in the place and acting. Third, conceptual symbolism is sending of messages through the designer's concept manifesting in the specific features of the design. Finally, expandability of media explains trans-boundaries in experimental attempts. It concludes that fashion show is a space where the audience can have visual as well as new knowledge and experience through multi-sensory channels. The Chanel collection which is considered a huge art project at the fashion show, showed a relationship between philosophy and the direction through season concepts and brands. The Chanel collection has brought a new experience through the convergence of communications and cultural media, such as music and art according to traditional brand image.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.1 s.41
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• pp.73-83
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• 1992

This paper examined risk reduction methods utilized by consumers in apparel buying situation in multidimensional conceptual framework, and analyzed the relationships between risk types, consumer demographic variables and preferences of risk reduction methods. Samples of 224 consumers were deliberately selected to include various demographic characteristics such as sex, age, educational level, occupation, income level. The results of the principal axis factor analysis indicated that 26 item risk reduction methods could be summarized into 6 meaningful factors; Marketer-dominated Information Sources Use (MIS), Prepurchase Deliberation / Observation i Dependence on Past Buying Experience (DOE), Independent Information Sources Use (lIS), Interpersonal Information Sources Use (PIS), Brand Loyalty (BL), Label Reading / Guarantee Buying (RG). DOE were used most whereas IIS used least. Correlations of various types of risk perceived with the preference of risk reduction methods were significant especially for positive relationship between psychologi-cal and/or economic risk and DOE, and between social risk and/or fashionability loss and MIS. Results of ANOVA and Duncan test suggested that sex, age, educational level, occupation of consumers can act as ones of determinant variables on making differences in the use of risk reduction methods.

• International Journal of Costume and Fashion
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• v.10 no.2
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• pp.73-88
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• 2010

Study aims to identify customer equity drivers and their relative importance, to represent customer lifetime value (CLV) distribution, and to investigate the effect of customer equity drivers and demographics on CLV when shopping apparels at the four big department stores in Seoul. Recently, Korean department stores marked significant decrease in sales volume and it calls for more focus on customer orientation. Customer equity is a managerial concept which considers customers as a valuable asset for business success. Sustainable competitive advantage is attainable when customer equity drivers and CLV are measured, managed and enhanced. results identified four dimensions of customer equity drivers such as 'retail brand equity: 'relationship equity', 'retail service equity', and 'price value equity'. Among them, 'relationship equity' was proved to be the most influencing factor on the customer's store patronage intention. The CLV distribution represented unique characteristics of each department store. The level of CLV depended on such demographics as age and income. Marital status influenced the relationship between perceived customer equity drivers and CLV. It also analyzed competitive structure of the four big department stores in Seoul and offered managerial suggestions. This study provided conceptual framework for the future study of customer equity related to apparel shopping at the department stores as well as managerial implications.

• Journal of Distribution Science
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• v.17 no.8
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• pp.5-14
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• 2019

Purpose - This study aims to proposes a conceptual framework to segment multi-national products based on a Chinese consumer's perception of multi-national products, to find the role of consumer ethnocentrism (CET) in country of origin (COO) effects for Chinese, and to figure out how different dimension of CET Effects on purchase intention developed market and home country. Research design, data and methodology - This study selected a 2×2×2 factorial design for the hypothesis test based on the product category × combination of manufactured type × Ethnocentrism level. This study distinguishes products between luxury (Burberry) and non-luxury (Nike) products and choose combination of manufactured type (Spain vs India/ Spain vs China) in order to perform comparative studies. A total of 223 Chinese participated in the experiment. After being exposed to each scenario, participants were asked to respond to questions about brand preference and purchase intention Results - Regarding to luxury made in developed country, it is worth that exposing COO information to low level of ethnocentrism consumers. Regarding to non-luxury product made in emerging country, it makes it worse when COO information to high level of ethnocentrism consumers. Lastly, regarding to non-luxury product, patriotic consumers prefer to purchase product made in home country.