• 유통과학연구
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• 제20권8호
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• pp.21-31
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• 2022

Purpose: This study aims to enrich the literature related on Patronage intention in the context of omnichannel in Tunisia. It reveals the determinants of Patronage intention in the fashion retailer context by examining the roles of omnichannel integration quality (IQ), omnichannel perceived value (PV), flexibility, operational logistics service quality (OLSQ) and customer satisfaction. Research design and methodology: A quantitative online survey with 400 customers of fashion retailers was executed. A structural equation modeling approach was applied to test the research hypotheses using AMOS 25 and SPSS 25 software. Results: The findings show that the omnichannel integration quality, omnichannel perceived value, and operational logistics service quality affect play crucial roles in customer satisfaction. A positive relationship between flexibility and operational logistics service quality was also highlighted. And it is also found that a higher omnichannel integration quality led to a higher omnichannel perceived value in the omnichannel retailing context. Furthermore, customer satisfaction within omnichannel retailing can enhance patronage intention. Conclusions: This research adds to the body of knowledge in omnichannel retailing and presents a comprehension of the omnichannel system from the customer's point of view. In addition, this study provides practical implications for omnichannel retailers to improve customer satisfaction and patronage intention.

• 융합정보논문지
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• 제10권2호
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• pp.146-153
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• 2020

본 연구는 자연치유 분야와 경영학의 서비스마케팅을 결합한 융합연구로써 자연치유서비스품질이 이를 이용한 고객의 충성도에 미치는 영향을 살펴보고, 두 변인 간에서 서비스 가치와 고객 만족이 매개역할을 하는지 살펴보았다. 이를 통하여 자연치유서비스 분야의 연구에 대한 기초제공과 관련 산업의 발전에 기여 하고자 하였다. 연구를 위해 전국의 20대부터 50대까지를 대상으로 일반적으로 자연치유라고 통용되는 범위를 제시하였으며, 이에 해당하는 경험자를 대상으로 설문조사를 하였다. 자료 분석은 통계프로그램 SPSS 24.0과 변수 간 인과관계를 파악하기 위해 AMOS 24.0 프로그램을 이용하였다. 연구결과 자연치유서비스 품질은 이용고객의 충성도에 긍정적 영향을 미치는 것으로 확인되었으며, 서비스 가치와 고객 만족은 서비스품질과 충성도 사이에 매개역할을 하며 긍정적인 영향을 미치는 것으로 나타났다.

• 한국경영과학회지
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• 제32권1호
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• pp.105-124
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• 2007

CRM (Customer Relationship Management) becomes a crucial paradigm as the environment of the market changes. About the CRM actively maintaining and managing customers that have been already acquired, the research has been done as a plan to lure loyal customers who bring lucrative profits in the long term for the company in order to increase the value to the customers. However, in practice, the focus is on putting spurs to attracting new customers in a short term rather than retaining existing customers who give profitable revenues. If the company puts high emphasis on drawing the new customers, in a CRM's point of view in relation to the value of the customers, it can incur a loss in the long run. The reason is that if the firm conducts discriminative sales promotion, the existing clients with high loyalty will feel relatively treated inappropriately and they will have negative feelings such as being betrayed from the company they prefer. This occurrence of negative emotion can in-crease the possibility of highly profitable clients' secession. In consequence, this paper focusing on the process of the client segmentation at the mobile telecommunication services shows that the sales promotion strategy for the new customer attraction can lead to negative effect on the loyalty of the existing customers.

• 한국컴퓨터정보학회논문지
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• 제18권10호
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• pp.199-205
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• 2013

본 연구에서는 기존에 존재하는 제품을 대체하고 보완하는 기능을 가진 새로운 유형의 컴퓨터가 시장에서 받아들여지지 않아 실패하는 요인을 연구하였다. 제품실패의 원인을 소비자가 제품의 가치를 부정적으로 지각하는 것에 두고, 가치 지각에 영향을 주는 요인들을 소비자가 제품을 사용하여 얻게 되는 혜택과 제품을 사용하는데 소요되는 비용으로 구분하여 영향관계를 파악하였다. 넷북을 대상으로 실증 연구한 결과 소비자가 신제품의 가치에 대해 부정적으로 지각하는 것은 사용의도에 부정적으로 영향을 미치는 것으로 나타났다. 그리고 소비자가 새로운 유형의 컴퓨터에 대해 지각하는 비용은 신제품의 가치를 부정적으로 지각하는데 유의하게 영향을 미치는 것으로 나타났다. 다만 소비자가 새로운 유형의 컴퓨터에 대해 혜택을 부정적으로 지각하더라도 이는 가치를 부정적으로 지각하는데 영향을 미치지 않았다.

• Asia Marketing Journal
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• 제14권1호
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• pp.1-24
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• 2012

본 연구는 고객만족과 기업가치 성과간의 관계를 분석하는 것이 목적이다. 기업가치성과는 주가와 신용등급으로 나눌 수 있는데, 전자는 기업의 시장가치이고 후자는 자금조달비용이라 구분하여 사용되고 있다. 고객만족과 주가와의 관계는 비교적 오래전부터 연구되어 왔으나 신용등급과의 관계는 최근 들어 연구되기 시작하였다. 대표적으로 Anderson and Mansi(2009)의 연구에서는 양자가 긍정적으로 관련된 것으로 밝혀졌으나, 윤상운(2010)이 국내자료를 사용한 연구에서는 그 관계가 입증되지 못하였다. 일치하지 않는 두 연구의 결과에서 아이디어를 얻어 본 연구에서는 고객만족이 신용등급에 긍정적 영향을 미치는 것으로 보고 이를 검증하였다. 두 연구에서 사용한 모델을 참고로 하였고 특히 우리나라 실정에서는 정부지원이 중요한 변수임을 감안하여 이를 포함한 연구모형을 설정하여 검증한 결과 긍정적 관련성이 있는 것으로 나타났다. 추가분석에서 자산규모가 큰 기업보다 작은 기업에서, 제조업보다 서비스업에서 고객만족이 신용등급에 더 유의한 긍정적 영향을 미치는 것으로 나타났다.

• 대한안전경영과학회지
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• 제5권3호
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• pp.107-119
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• 2003

Expectation and interest about e-CRM are rising for more efficient customer management in on-line including electronic commerce. The decision-making tree can be used usefully as the data mining technology for e-CRM. In this paper, the representative decision making techniques, CART, C4.5, CHAID analyzed the differences in personalization point of view with actuality customer data through an experiment. With these analysis data, it is proposed a new decision-making tree system that has big advantage in personalization techniques. Through new system, it can get following advantage. First, it can form superior model more qualitatively in personalization by adding individual's weight value. Second it can supply information personalized more to customer. Third, it can have high position about customer's loyalty than other site of similar types of business. Fourth, it can reduce expense that cost marketing and decision-making. Fifth, it becomes possible that know that customer through smooth communication with customer who use personalized service wants and make from goods or service's quality to more worth thing.

• 대한안전경영과학회지
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• 제8권3호
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• pp.171-187
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• 2006

Modern management considers customer satisfaction as a baseline standard of performance and a possible standard of excellence for any business organization including the college. Quality function deployment(QFD) is a structured approach to seek out voice of customers, understanding their needs, and ensure that their needs are met. The strategy value proposed by Chien et al. combines importance, satisfaction, performance, and ability to enhance decision making effectiveness. But in their model, the correlation among the strategic alternatives isn't considered the decision chain and is therefore eliminated. This paper proposes how to calculate the new weight of columns to consider various strength levels of correlations matrix, representing the correlation among the strategic alternatives, using normalization procedure. The aim of this paper is to present and original customer satisfaction survey conducted in the college. Thus, this paper presents an original customer satisfaction survey in the college and provides to demonstrate the practical usage of the design model to compare this model with Chien's model.

• 한국항만학회지
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• 제13권2호
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• pp.267-278
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• 1999

Since the mid 1980s, the concept of logistics has become more important to the enterprises in strategic sense because it had aggrandized itself to more comprehensive and integrative concept. Therefore study on the service organization of the logistics system for customer’s satisfaction from the management’s point has been focused as one of the major subject in order to improve the logistics quality which would ultimately increase the value of logistics service. This study has been focused on what the port logistics functions and the factors of the port logistics quality are those Korean port managers acknowledge as important factor. And examins these port logistics quality levels and the port logistics value (port productivity, service results) obtained by the results of these activities while reviewing the relation of the custom value which the port managers evaluate in order to evaluate and promote the competitiveness of the Korean port. According to the study results the port logistics function which the Pusan Container Terminal managers recognized as important were customer service management the flexibility of the port facilities and curtailment of the original operation cost of the port. It also indicated that the managers recognized the importance of the customer-oriented terminal management as it showed a close relationship with the port quality level.

• 유통과학연구
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• 제16권12호
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• pp.23-31
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• 2018

Purpose - The purpose of this study was to set brand awareness and brand image as independent variables from Keller's (1993) definition of brand equity and to analyze whether those variables have an influence on customer satisfaction and customer loyalty with perceived quality and value as mediator variables. Research design, data, and methodology - Data is collected through questionnaires from 200 of responders. Survey respondents were young people who use convenience stores. Questionnaires were tested in October 2017. SPSS and AMOS were used for structural equation as an analysis method. Results - The analysis results specified above can be summarized as follows: 1) Brand awareness had statistically significant influence on perceived quality and perceived value; 2) Brand image had a positive (+) influence on perceived quality and had no significant influence on perceived value; 3) Perceived quality and perceived value had a significant influence on customer satisfaction, and customer satisfaction had a statistically significant influence on customers' repurchase intention. Conclusions - Brand awareness and brand image had an influence on young consumers' decision-making process for purchasing PB food products. Convenience stores have to focus on developing food products with brand awareness and brand image more suitable for satisfying consumer preferences.

• Asia pacific journal of information systems
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• 제10권3호
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• pp.159-180
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• 2000

As the importance of electronic commerce(EC) increases, some people argue that traditional commerce(TC) will ultimately give way to EC in the near future. Regardless of the type of commerce, however, it is the value factors of the customer that would formulate the direction of change in the market. This study investigates the influence of those value factors upon the attitude towards the type commerce and the repurchase intention of products and service. It also addresses the impact of the customer's risk disposition and level of confidence. A number of customer's value factors are hypothesized to affect the attitude, and the attitude in turn is expected to be related to the repurchase intention. Based on two hundred and ninety responses from the computer survey, the hypotheses are tested. The convenience, cost reduction, and information satisfaction factors affect EC attitude and repurchase intention. Similarly, the reliability, personal interaction, and shopping enjoyment factors affect TC attitude and repurchase intention. The comparison between EC and TC factors indicates the significant difference in the time saving factor in favor of EC. The personal characteristics such as risk disposition and level of confidence also influence the attitude and repurchase intention. The implications and limitations of this study are discussed. The value factors identified in this study may serve as important checklists for those firms already in EC and those intending to enter the market.