• Journal of Global Scholars of Marketing Science
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• v.19 no.2
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• pp.68-79
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• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.

• Journal of the Korean Society of Food Culture
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• v.30 no.2
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• pp.170-181
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• 2015

The purpose of this study was to categorize and comparatively analyze tourists of different life-style groups who visit Yesan according to their lifestyles as well as their consumption behaviors and attitudes towards local foods or specialty agricultural products in order to understand the various needs, attitudes, and behaviors of consumers in each life-style group. Group 1 had a high percentage of single people in their 20s and those who worked in technology. Group 2 had a high percentage of those in their 30s and 40s who were married and were professionals. Group 3 had a high percentage of men and those in their 40s and 50s, as well as a high percentage of high income, highly educated people. Group 4 had a high percentage of those in their 20s or those in their 60s or higher. Compared to other groups, group 4 had a larger percentage of lower income and less educated people. In verifying the difference between life-style groups in terms of their behaviors and attitudes toward local foods and specialty agricultural products, consumption and experience of regional specialty foods showed high average scores in groups 1, 2, and 3, with significant differences from group 4.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.1
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• pp.321-345
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• 2022

Public libraries have been facing new challenges as the number of channels providing information resources has been increasing due to information and communication technology development. The perception of public libraries of the general public is that they should continue to play a substantial role in information services. However, the libraries' environments are changing, and the public's needs are diversifying, so public libraries also need to differentiate themselves from other organizations that provide similar services. This paper proposes branding as a solution to create differentiation. The study conducted a questionnaire survey with Koreans in their 20s. A series of statistical tests with the survey data showed the impact of the brand association elements on customer satisfaction and brand loyalty and identified unique factors in public libraries. For example, Brand associations such as material-based services, benefits, and attitude affected both dependent variables. On the other hand, the non-product association such as space/place images did not. Based on these findings, we provided implications for introducing branding in public libraries.

• Journal of the Korean Society of Food Culture
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• v.28 no.4
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• pp.348-355
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• 2013

This study intends to provide preliminary data for improving dining experience in the restaurants of Bamboo food village and help draw up guidelines for the improvement of these dining venues by surveying customer perception and satisfaction in 15-restaurants of the food village. The restaurants were surveyed mainly for satisfaction of the menu, especially, on the signature dishes of Damyang, "ddeokgalbi" (grilled short rib balls) and "daetongbab"-the grilled short rib balls and bamboo rice. The two dishes were more liked by people in the the 20- to 29-year age group with a score of 3.92 and 4.11, respectively. Although the 30-49 age group showed the highest satisfaction score on the fixed price menu, there was no statistically significant difference. The age group of 20-29 also showed the highest satisfaction on plating and table setting with a score of 4.09 and 4.04, respectively, and there was significant difference among age groups in this regard (p<0.05). All the age groups surveyed answered "time-honored taste" should be captured when working on menus, which suggests it should be the first choice for the restaurants in the food village when they develop their menus. When it comes to the restaurant environment, satisfaction on sanitary conditions was significantly different among the groups with a score of 4.21 given by 30-49 age group and 3.88 by the 50 and over group (p<0.05). In the category of service satisfaction, the two aforementioned age groups again showed significant difference in catering to customer needs with a score of 3.99 and 3.63, respectively (p<0.05), whereas welcoming customers and serving food was scored without statistical difference by age. Being asked what needs to be done to strengthen competitive advantage of the restaurants, all the age groups answered "taste" would matter the most while the 20 to 29 and 30 to 49 age groups picked "hygiene" and the 50 and over selected "table setting and ambience" next, which was statistically different with a p value of <0.05. Regarding the competitive advantage of the Korean restaurants in Damyang Bamboo food village, the first two younger groups (20 to 29 and 30 to 49) chose "table setting and ambience" and the eldest (50 and over) age group answered "location wise advantage," indicating significant difference by age. More than 80 percent of the people surveyed were willing to revisit the venues, which suggests improving restaurant environment in Bamboo food village and offering customers a better experience are very likely to build a image of culinary tourism for Damyang.

• Knowledge Management Research
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• v.21 no.3
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• pp.249-269
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• 2020

Recently, as the online market has matured, it is facing many problems to prevent the growth. The most common problem is the homogenization of online products, which fails to increase the number of customers any more. Moreover, although the portion of the online market has increased significantly, it now becomes essential to expand offline for further development. In response, many online firms have recently sought to expand their businesses and marketing channels by securing offline spaces that can complement the limitations of online platforms, on top of their existing advantages of online channels. Based on their competitive advantage in terms of analyzing large volumes of customer data utilizing information technologies (e.g., big data and artificial intelligence), they are reinforcing their offline influence as well through this online for offline (O4O) business model. On the other hand, most of the existing research has primarily focused on online to offline (O2O) business model, and there is still a lack of research on O4O business models, which have been actively attempted in various industrial fields in recent years. Since a few of O4O-related studies have been conducted only in an experience marketing setting following a case study method, it is critical to conduct an empirical study on O4O selection attributes and their impact on customer satisfaction and loyalty. Therefore, focusing on China's representative O4O business model, 'Fresh Hema,' this study attempts to identify some key selection attributes specialized for O4O services from the customers' viewpoint and examine the impact of these attributes on customer satisfaction and loyalty. The results of the structural equation modeling (SEM) with 300 O4O (Fresh Hema) experienced customers, reveal that, out of seven O4O selection attributes, four (mobile app quality, mobile payment, product quality, and store facilities) have an impact on customer satisfaction, which also leads to customer loyalty (reuse intention, recommendation intention, and brand attachment). This study would help managers in an O4O area well adapt to rapidly changing customer needs and provide them with some guidelines for enhancing both customer satisfaction and loyalty by allocating more resources to more significant selection attributes, rather than less significant ones.

• Journal of Digital Contents Society
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• v.9 no.2
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• pp.213-223
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• 2008

This study attempted to analyze background and industrial difference of RO and SO. RO was launched for solving a problem of terrestrial broadcasting. After solving a problem of terrestrial broadcasting system, RO has played a roll as a local media. On the other hand, SO was launched by government's policy so SO has been protected and brought up by government. Because market of RO and SO is overlap and competitive, RO has been restricted by government for issuing new license and renewal of permission. Presently, environment of media has been changed very dramatically, so various niche media are needed for various customer's needs. In addition, local media are in trouble of playing a role as a public broadcasting service in Korea. Therefore, RO might be a good solution. In this study for the analysis of the user's needs a survey was conducted. This study shows possibility of RO's roll and function as a local media.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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• pp.487-496
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• 2022

This study attempts to discover a differentiated service strategy for the hotpot restaurant industry from the perspective of Chinese Generation Z customers, as well as to further explore the inner needs of Chinese Generation Z to make practical implications for discovering the method of gaining their satisfaction and loyalty. This paper employs questionnaires to collect analytical data and through a case study to produce company strategies. Smith's Marketing Ethics Sequential System Model (SMESSM) is introduced in this paper for the decision of whether the case study company Haidilao Hot Pot should make a new strategy on service based on Generation Z's consuming behavior. The findings of this study demonstrate that hotpot restaurant must differentiate their services for Generation Z from older generation customers to gain a sustainable development of the hotpot business. Proper differentiated service will not only improve Generation Z's dining experience but also reduce costs. This paper is the first to discuss differentiated service strategy in the hotpot restaurant business from the perspective of Generation Z customers. And a Chinese experience of SMESSM for practical use is introduced in this paper, which enriches the relevant implications for future research on business strategy.

• Journal of Internet of Things and Convergence
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• v.10 no.1
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• pp.59-68
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• 2024

China's huge population and industrial diversification have driven increased demand for IoT, and in a social environment where IoT technology is changing all aspects of personal and family life, including smart shopping, this study was conducted in Changchun, China. The study aimed to find ways to meet the Fashion needs of female college students living in the country and promote the development of the fashion product industry by improving the service quality of Chinese fashion product live commerce. The analysis results are as follows. First, the service quality characteristics of Chinese fashion product live commerce had a positive effect on customer satisfaction. Second, the service quality characteristics of Chinese fashion product live commerce had a positive effect on reuse intention. Third, customer satisfaction had a positive effect on reuse intention. Based on these results, it can be concluded that improving the service quality of live commerce can directly promote product sales and create direct economic benefits. In addition, based on the results of the study, which show that the service quality of fashion product live commerce affects customer satisfaction and reuse intention, it is judged that it will provide useful information in establishing marketing strategies for live commerce platforms by region and target.

• The Journal of Industrial Distribution & Business
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• v.2 no.1
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• pp.5-15
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• 2011

Prior to the introduction of the CRM, we need to analyze the characteristics and the situations of the company, and should establish a clear vision of the CRM. And each company should identify elements and technologies for introducing the most suitable CRM for them, and optimize them, with long-term perspective. In addition, it requires the implementation strategy which integrates the existing company's routine marketing activities with the concept of the CRM. According to the implementation strategy, the company should improve the business process which is the most effective in investment step by step, and the information system strategy, which develops system investment gradually, should harmonize with it. First, we recognized that raising the company value is important by maximizing customer lifetime value (LTV) by understanding customer needs, and achieving the company's goal through customer satisfaction. Second, we understood that adopting the CRM should be accompanied by changes in the structure, business process and customer contact channels, and it can be successfully integrated with business when it gets proper understandings and attentions of the management. Third, the reality is that there are few cases of successful implementation of domestic companies, and some companies that successfully implement the system mean nothing but implement the solution for developing the CRM. Therefore, it needs to be observed for the long haul, and it seems that we need to approach more systematically to implementation cases for each industry about implementation of the CRM. Fourth, the CRM is no longer the preserve of major companies, and it is the time that medium and small sized enterprises also need it. Taking lesson from Switzerland's small size store merchants who successfully adopt right size of the CRM for their business, for domestic medium and small sized enterprises, the necessity to develop business through developing the CRM models which fit their situations and maintaining relationships with customers has been grown. Fifth, for adopting the CRM business processes, changing or converting the CRM system to the model which fits the company's situation is important rather than applying the advanced company's CRM system model. In other words, the CRM solution which can maximize their own strength by developing the CRM program that makes the most of features and characteristics of the company should be adopted.

• International Journal of Contents
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• v.10 no.4
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• pp.83-89
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• 2014

This study suggests an effective online guide for foreign teachers who want to teach English in Korean schools. When designing this guide for overseas applicants, there should be a consistent analysis to reflect the process of the system. Thus, this paper provides an analysis and results for an integrated online guide to increase the efficiency based on the pedagogical framework for analysis of the 'ADDIE' model (Analyze, Design, Development, Implementation, and Evaluation). The number of job applicants who wish to teach English in Korea is growing rapidly because Korea is one of the fastest growing economies in the world and the 'Korean Wave' has especially been experiencing significant changes with the development of social network services and digital technologies. As a result, overseas applicants' expectations regarding Korea when they are seeking information and applying is very high, but the aspects of the procedure provided by the government are somewhat disappointing. The paper presents customer needs and specific recommendation for each step of the application process to improve the guide's effectiveness.