• Culinary science and hospitality research
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• v.18 no.4
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• pp.84-99
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• 2012

This paper investigated the effects of employee's personality on organizational citizenship behavior(OCB) and customer orientation in service business. Based on the literature search about personality, OCB and customer orientation, this study conducted a survey to total 207 service employees who engage in food service business. The findings of the research are as follows. First, service employee's personality consists of neuroticism, extroversion, agreeableness, conscientiousness and intelligence. Second, service employee's OCB is affected by intelligence, agreeableness, conscientiousness and extroversion of a service employee. Third, service employee's extroversion, agreeableness, conscientiousness and intelligence positively affect service employee's customer orientation, and service employee's neuroticism negatively affect service employee's customer orientation. Fourth, service employee's customer orientation is affected by employee's OCB. The findings of this research shows that service employee's personality affects OCB and customer orientation.

• Journal of Distribution Science
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• v.16 no.3
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• pp.69-77
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• 2018

Purpose - As more low cost carriers are introduced, the competition between the low cost carriers to become the nation's leading low cost carrier is also being intensified. The purpose of this study is to select various choice attributes for low cost carrier and figure out important factors that customers take into account for low cost carrier selection. The study also involves in establishing the relationship between perceived value, customer satisfaction, and customer behavior Intention, in an effort to identify choice attributes that are important to customers' low cost carrier. Research design, data, and methodology - To examine these research models, samples were collected from 247 peoples who visited In-Cheon international Airport during June, 2017. Results - The results of the study showed that, 'reservation service', 'airport service', 'in-flight service', and 'price' services have a significant effect on the perceived value of the choice attributes. While 'reservation service', 'airport service', 'in-flight service', and 'flight operation service' have a significant effect on the customer satisfaction of the choice attributes, perceived value has a significant effect on customer satisfaction. Perceived value has a significant effect on customer behavior intention. Finally, customer satisfaction has a significant effect on customer behavior intention. Conclusions - Flight operation service has no significant effect on perceived value of the choice attributes of low cost carriers, which indicates that the low cost carriers have not yet been well-established in the flight operation service sector. It seems likely that low cost carrier will be able to gain a competitive advantage over other companies if they expand their routes and improve the convenience of flight connections. In addition, the results show that the price service does not have a significant effect on customer satisfaction of the choice attributes of low cost carriers. From this, we may assume that the airline ticket prices of low cost carriers are already low, and the price cannot be a deciding factor in the competitive advantage of low cost carriers. To achieve higher customer satisfaction of the choice attributes, companies should strengthen the competitiveness of 'reservation service', 'airport service', 'in-flight service', and 'flight operation service'.

• Asia pacific journal of information systems
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• v.22 no.4
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• pp.51-73
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• 2012

Social network services based on openness, connectedness, and mass participation are reshaping many aspects of how companies conduct business and create value for their customers. For instance, Facebook and Twitter are expected to play a pivotal role as a new communication channel through which companies-forge close relationships with their customers for co-creation of value for mutual benefits. Given the potential of social network services, it is not surprising that many companies have strategically invested in social network services to reach out to customers. Despite the growing interest in social network services as a platform to connect companies and their customers, few guidelines exist about how managers can effectively utilize social network services in forging relationships with their customers. As such, scholars should pay greater attention to how firms can successfully develop relationships with their customers on social network services. In particular, this study employs the S-O-R (stimulus-organism-response) framework as a theoretical lens to develop a research model that explains customers' participation in the value co-creation platform that companies opened on Twitter. According to the S-O-R framework, certain types of individuals' behaviors can be best understood based on a causal link from environmental stimulus to organism, and response. We apply the S-O-R framework to understand how ubiquitous connectivity (stimuli) can influence customers' experience (organism) with companies on Twitter, which in turn influence their participation behavior (response). Two steps have been undertaken to empirically test the research model. First, we conducted a content analysis of tweets written by customers who follow companies on Twitter. As a result, we found event/promotion participation, company support, and giving feedback as three specific types of customer participation behavior. Second, we conducted a web-based survey to test research hypotheses in the research model. Participations in the survey were solicited to customers who followed companies on Twitter. As a result, a total of 115 respondents have completed the survey. Data were analyzed using the partial least square (PLS) technique. The results of data analysis suggest that ubiquitous connectivity (stimuli) had strong positive effects on perceive usefulness, perceived enjoyment, and perceived intimacy (organism). Perceived intimacy showed positive effects on customer participation behavior (response), such as event participation, company support, and giving feedback. Perceived enjoyment was found to have strong positive effects on company support and giving feedback. On the other hand, perceived usefulness did not have significant impacts on the three types of customer participation behavior.

• Journal of Distribution Science
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• v.19 no.1
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• pp.89-103
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• 2021

Purpose: This study is to explore how Netflix Customers' Engagement was influenced by Instagram Content, Perceived Price, Exclusivity, and Motivation in the context of Media Streaming and the role of Willingness to Subscribe as the mediating variable. This study underlines millennial's willingness to engage and the form of engagement. Research design, data, and methodology: The data for this research were collected from 100 Netflix's Millennials subscribers who follow @netflixid Instagram. All the results were analyzed and verified using SEM-PLS. Results: Research findings indicated that Willingness to Subscribe, Exclusivity, Motivation, and Instagram Content positively influenced Customer Engagement among Netflix millennials' subscribers. In contrast, Perceived Price had a negative effect on Customer Engagement. Conclusions: As a consequence, the exclusivity that Netflix offers to its audience by a recommendation algorithm has been proven to increase the engagement. This study also disclosed that the most definite form of positive engagement shown by Netflix millennials' subscribers is a behavioral aspect, where they positively recommend Netflix (word of mouth). The study findings can be a reference for the media streaming industry in their efforts to strengthen the engagement with their customers, especially the millennials, and provide knowledge about consumer behavior in digital technology.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.27 no.1
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• pp.38-46
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• 2004

To be successful in increasingly competitive Internet marketplace, it is essential to capture customer loyalty. This paper deals with an intelligent agent approach to incorporate customer's sensibility into an one-to-one recommendation service in on-line shopping mall. In this paper the focus of interest is on-line recommendation service algorithm for development of Human Sensibility based web agent system. The recommendation agent system composed of seven services including specialized algorithm. The on-line recommendation service algorithm use human sensibility ergonomics and on-line preference matching technologies to tailor to the customer the suggestion of goods and the description of store catalog. Customizing the system's behavior requires the parallel execution of several tasks during the interaction (e.g., identifying the customer's emotional preference and dynamically generating the pages of the store catalog). Most of the present shopping malls go through the catalog of goods, but the future shopping malls will have the form of intelligent shopping malls by applying the on-line recommendation service algorithm.

• Management & Information Systems Review
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• v.23
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• pp.25-40
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• 2007

In the highly competitive and divers world of financial market, customer is the single most important factor to company's survival. Especially, creating a relationship with valued customers is a key to success. CRM provides the mean to retain high value customers. It takes a prospect of what customers expect. Utilizing those knowledge can help the products and service meet the customers' needs, thereby maximizing customer satisfaction and company's profit. In this report, I am going to suggest a few ways to develop successful CRM in the life insurance industry. First, CRM should innovate the way of communication to keep pace with Web 2.0 era. In other words, the customer's needs should be caught by real-time communication than traditional off-line market research. Thus, the functionality and specification of products can be decided by customer's direct choice so that the customers are able to purchase the understanding and experience of the products. Second, CRM project should consider whether the initial strategy plan can promise the stable growth of customer at the first step. When planning strategy, the project needs to identify what customer wants and how to fulfill the needs with stable growth of the customer. In addition, the CRM should be developed by realizing that customer centric benefits ultimately guarantee the growth of the organization. Third, CRM systems should enhance the organization's ability to take the customer's insight in a 360 degree view and to capture the voice of the customer directly. In order to develop the best matched product package, more precise customer segmentation should be ahead of market segmentation strategy. Forth, the biggest reward from CRM will be a customer royalty program. Many successful banks are already planning and practicing customer royalty strategy. A comprehensive analysis of customers and their behavior allow organization to identify high value potential customers' needs and determine a strategy required to meet those needs. Even life insurance companies such as Prudential Korea are developing products designed for royal customers. Fifth, understanding and managing the experience of customer called Customer Experience Management also can increase customer satisfaction. Measuring only customers' experience and adapting it to marketing strategy make products position in the gap between the customers' expectation and experience not required by market. A key component of CEM is its application across all organizational functions. At last, the direction of change and development of CRM can be defined from the conceptualization of information technology represented by Ubiquitous and Web 2.0. Instead of just managing customer information, companies should take the initiative in personalized system with customer oriented strategy. Furthermore, with the regular communication between CRM stakeholders (Sales-Marketing-IT), customer's demand should be directly reflected to enterprise strategy in real time.

• Journal of the Korea Society of Computer and Information
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• v.29 no.4
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• pp.177-182
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• 2024

A consumer's decisions are made by affection of product. Affection has types: evaluation, mood, emotion and sensibility that means unconscious changes. Previous researches have clarified weather factors affect to sensibility that means weather factors may have causal effects to consumer's decision making. This research utilize weather information from KMA(Korea Meteorological Administration) and SNS geographical information and text to make weather sensibility model, and clarify the model shows significant change to online shop customer's purchase behavior(purchase frequency) by merging customer's address information and geometric information of the model for apply weather model. As a result, a model utilize daily precipitation, sunshine hours, average ground temperature, and average relative humidity makes significant result to e-commerce purchase behavior frequency.

• Journal of the Korea Convergence Society
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• v.12 no.10
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• pp.287-294
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• 2021

This research is a research on the convergence of beauty marketing businesses to find out the impact of omnichannel in the beauty industry on consumer behavior. The target was 299 copies of the self-answer questionnaire for male and female in their 20s-30s living in Seoul, using the SPSS21.0 program to analyze frequency, explore factors, correlation, and multiple regression analysis. According to the study, Omnichannels were related to consumer behavior, and the sub factors of Omni channels could be divided into exposure, benefits, review, reservation, and convenience. All sub-elements of Omni channels, except exposure, have a positive impact on customer satisfaction during consumer behavior, and all sub-elements of Omni channels have a positive impact on reuse intent during consumer behavior. Customer satisfaction has been shown to have a positive impact on reuse intentions. Therefore, it will provide good feedback for revitalizing the beauty industry. Therefore, research on omnichannel marketing strategies and activation of beauty platform are needed.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.10
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• pp.109-138
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• 1999

The hotel does not sell one-time services, and the customer has many choices, especially today. And hotel is vulnerable to new competition. Most customers likes to try a new place and new product. The questions are 1) offering competitive products that are meaningful to customers 2) solving customers problems 3) offering a competitive products that are difficult for competitors to duplicate. This report is for studying about the relationship between the results of National Customer Satisfaction Index(NCSI) and the hotels' revenue. And explore the ways to identify opportunities for creating the desired image that differentiates from the competition and for serving the target market better than anyone else. For the about objectives, the following items are reviewed: 1) Customer behavior and customers' needs and wants 2) Customer decisions 3) Integrated marketing 4) Customer satisfaction 5) Major factors of the hotel customers satisfaction 6) Moment of truty Market positioning is to creat a distinctive place in the minds of potential customer. To position successfully requires recognizing the marketplaces. the competition, value for money and customers' perceptions. Finally, internal marketing efforts can be used to examine one's own position to see if it is perceived by it's customers. It means that the benefits exist in the mind of the customer and are determinable only by asking the customer. These kinds of efforts are essential to proper positioning analysis and long term relationship marketing.

• Asia Marketing Journal
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• v.8 no.3
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• pp.13-40
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• 2006

The purpose of this study was to investigate the determinants of customers' information engagement, the behavior pattern from WOM to cooperation, and the moderator in the behavior pattern. The proposed three determinants, boundary personnel's citizenship behavior, satisfaction, and commitment were significant antecedents to WOM, but not to cooperation. The path coefficient from WOM to cooperation was significant and hereby the voluntary level of cooperation was found as a higher level of voluntary behavior than WOM. Additionally, the path from WOM to cooperation was moderated by customer involvement, as the path coefficients from WOM to cooperation varied by the level of involvement.