• 산업공학
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• 제19권1호
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• pp.86-96
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• 2006

Some customer data of manufacturing industries have a large number of incomplete data set due to the customer's infrequent purchasing behavior and the limitation of customer profile data gathered from sales representatives. So that, most sophisticated data analysis methods may not be applied directly. This paper proposes a heuristic data analysis method to classify customers in household appliances industries. The proposed PD (percent of difference) method can be used for the discriminant analysis of incomplete customer data with simple mathematical calculations. The method is composed of variable distribution estimation step, PD measure and cluster score evaluation steps, variable impact construction step, and segment assignment step. A real example is also presented.

• 한국엔터테인먼트산업학회논문지
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• 제13권8호
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• pp.93-106
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• 2019

이 연구는 호텔 브랜드자산이 마케팅 성과 변수로서의 기업신뢰와 고객시민행동에 미치는 영향을 분석하였다. 이를 위해 호텔 브랜드자산이 기업신뢰에 미치는 영향을, 호텔 브랜드자산이 고객시민행동에 미치는 영향을, 기업신뢰가 고객시민행동에 미치는 영향을 다중회귀 분석하였다. 호텔 브랜드자산은 지각된 품질, 브랜드 이미지와 브랜드 인지도를, 기업신뢰는 신용도와 전문성을, 고객시민행동은 고객애호도와 고객협조를 하위요소로 구성하였다. 분석 결과, 호텔 브랜드자산 중 지각된 품질은 기업신뢰와 고객시민행동에 긍정적인 영향을 미치며, 브랜드 자산 관리에 있어 고객의 호텔 서비스 품질 지각 수준이 기업신뢰와 고객시민행동이라는 마케팅 성과에 매우 중요한 요소임을 입증하였다. 브랜드 이미지는 기업 신뢰 중 전문성에만 긍정적 영향을 미쳐 기업신뢰에 부분적 영향을 미치는 것으로 나타난 반면, 고객시민 행동의 고객애호도와 고객협조에는 모두 긍정적 영향을 미치고 있다. 브랜드 인지도는 기업신뢰의 신용도와 전문성 모두에 긍정적 영향을 미치는 데 비하여, 고객시민행동의 고객애호도와 고객협조 모두에 영향을 미치지 않았다. 기업신뢰 중 기업신용도는 고객애호도와 고객협조 모두에 긍정적 영향이 있음을, 기업전문성은 고객협조에만 유의한 영향을 보였다.

• 간호행정학회지
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• 제12권1호
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• pp.94-103
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• 2006

Purpose: This study was conducted to evaluate customer satisfaction of general health examination service and to determine how the customer satisfaction affected to revisiting intention, their change of health belief, self-efficacy, and health promoting behavior. Method: Data were collected with questionnaires from 92 customers, who took general health examination at G University Medical Hospital having symptoms of hypertension, diabetes, high blood cholesterol, and obesity. Data were analyzed by the SPSS for windows 10.0 program. Result: Level of customer satisfaction were closely related to one of revisiting intention (r=.791, p=.000). 2) Through multiple regression analysis, factors that affect the customer' revisiting intention were found to be satisfaction in consultation of results (F=126.166, p=.000), examination environment (F=77.490, p=.001), and examination process (F=55.932, p=.024). It could explain 64.4% of customers' revisiting intention. Group displaying higher level of satisfaction showed highly increase in health belief following the examination, and the difference was statistically significant (t=-2.035, p=.045). They also showed a more improved health promoting behavior following the examination, and the difference was statistically significant (t=-2.316, p=.023). Conclusion: Health belief and health promoting behavior was improved following the general health examination. In addition, these changes were more significant in customers who displayed in a higher level of customer satisfaction.

• 대한가정학회지
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• 제44권5호
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• pp.21-33
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• 2006

The purpose of this study were 1) to analyze customer relationship management(CRM) based on the online customer experiences by product types (i.e., men's, women's, casual, sports wear), 2) to analyze CRM based on the off-line customer experiences by product type, and 3) to examine customer purchase behavior of fashion products and internet usage behavior by product types. Survey and 1:1 interview were conducted from January 13th to May 16th, 2005. Six consumers from each brand (i.e., 3 loyal customers and 3 general customers) in a total of 24 customers were selected from each product type. For the data analysis, content analysis and descriptive statistics (i.e. frequency) were used. Among the key study findings first, as a result of the on-line CRM experience, the customers of men's wear preferred receiving customized information through e-mail or SMS service. The customers of sports wear preferred receiving a different level of information and participating in customized product service. Second, as a result of the off-line CRM experience, the customers of men's wear need to be encouraged to join a membership at a sales encounter and the customers of women's wear preferred receiving quick information of new products and participating in a design development planning of the merchandising process. Third, the purchasing behavior of the customers of women's wear are influenced mostly by the salesperson and the store atmosphere when they purchase clothes and the customers of men's wear are price-sensitive. The results of this study can be used when fashion brands perform strategic planning and decision making on CRM.

• 한국의류학회지
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• 제30권9_10호
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• pp.1389-1399
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• 2006

The purpose of this study was to measure customer equity, to identify customer equity dimensions reflecting characteristics of fashion products, and to understand dimensions that influence customer equity of fashion product. As for this research, an exit poll was conducted at 6 department stores located in Seoul and total 406 responses were used for the analysis. For the data analysis, descriptive statistics(i. e. frequency, percent, $X^{2}$), factor analysis, multiple-regression were used by utilizing SPSS 10.0 program. The results of this study were as follows: First, 35.5% of fashion product customer equity distributes between 1 million and 3 million won, 32.8% between 100,000 won and 1 million won in present. Second, as a result of factor analysis, dimensions of fashion product customer equity consists of 6 factors, including 'personalized relationship', 'discriminative brand image', 'cognitive value', 'beneficial value', 'constant brand image', and 'credible relationship' Third, the effect of fashion product factors on consumer equity, the higher 'personalized relationship', 'unique brand image', and 'trust relationship' are, the higher customer equity is. In conclusion, this study has significance in that it helps measure customer equity by predicting consumer's future purchase behavior in money and to understand influencing factors for fashion product customer equity.

• 경영과학
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• 제26권1호
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• pp.183-196
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• 2009

Customer retention has been a pressing issue for companies to get and maintain the loyal customers in the competing environment. Lots of researchers make effort to seek the characteristics of the churning customers and the loyal customers using the data mining techniques such as decision tree. However, such existing researches don't consider relationships among customers. Social network analysis has been used to search relationships among social entities such as genetics network, traffic network, organization network and so on. In this study, a customer network is proposed to investigate the differences of network characteristics of churning customers and loyal customers. The customer networks are constructed by analyzing the real purchase data collected from a Korean cosmetic provider. We investigated whether the churning customers and the loyal customers have different degree centralities and densities of the customer networks. In addition, we compared products purchased by the churning customers and those by the loyal customers. Our data analysis results indicate that degree centrality and density of the churning customer network are higher than those of the loyal customer network, and the various products are purchased by churning customers rather than by the loyal customers. We expect that the suggested social network analysis is used to as a complementary analysis methodology with existing statistical analysis and data mining analysis.

• Journal of Korea Trade
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• 제27권1호
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• pp.119-138
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• 2023

Purpose - This research is to empirically explore the differences in apparel consumption among male and female teenagers and college students in Korea and China. By conducting a survey to understand customers' needs and behaviors, fashion businesses will be able to improve their customer satisfaction and avoid redundancy, inventory, and the waste of resources, effort and money. Design/methodology - The research design considers the consumption patterns of male and female high school and college students in Korea and China. To analyze the data, the study employs decision trees, a type of machine learning algorithm. A decision tree model was developed to examine the relationship between the explanatory and response variables, which can be either quantitative or qualitative in nature. Findings - The main findings of this study indicate that there are differences in shopping behavior among different customer segments. The results show that men have a simpler shopping behavior compared to women. Additionally, cultural factors and the difference in fashion needs between students and non-students have a significant impact on the shopping choices of Chinese and Korean individuals. Originality/value - Existing studies often assume that the shopping behavior of high school and university students is similar and that there are no significant differences in clothing purchases between men and women across countries. The results provide valuable insights into the unique shopping behavior of different customer segments, and can inform fashion businesses in their efforts to meet the needs of their customers.

• Journal of the Korean Data and Information Science Society
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• 제16권2호
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• pp.301-311
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• 2005

This study has conducted to measure the internet banking customer satisfaction using structured equation model. Data was collected by e-mail system. Among survey panel who had experience of using Hanwha-Bank internet banking service, final samples were 2,848 respondents. The results showed that usage convenience and economy factor was most correlated with customer satisfaction. And we found that word-of-mouth behavior was affected customer satisfaction.

• 디자인융복합연구
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• 제16권6호
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• pp.43-58
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• 2017

최근 다양한 서비스 분야에서 역기능적 소비자 행동으로 인한 서비스 실패 사례가 관찰되고 있다. '진상 손님'이라고 통칭되는 이 소비자는 주변 소비자의 서비스 경험에 악영향을 미치고 이상적인 서비스 이용을 방해할 소지가 있다. 따라서 서비스 디자인 관점에서 역기능적 소비자에 대해 고려할 필요가 커졌으며, 퍼소나를 통해 이러한 소비자 성향을 모델링하는 것이 유용하다고 생각된다. 이를 위해 '사악한 퍼소나'라는 개념을 제시하고, 역기능적 소비자 행동과 관련된 문헌 연구와 Q방법론을 활용하여 디자이너가 역기능적 소비자의 행동을 예측할 수 있는 성격 특성 진술문을 찾고자 하였다. 연구 결과 서비스 특성에 따라 역기능적 소비자 행동이 다른 형태로 표출되고, 다른 성격 특성 진술문의 조합에 의해 예측될 수 있음을 확인하였다. 이를 통해 서비스 형태에 따라 역기능적 소비자의 성격 특성을 달리 제시하여 서비스 디자인 과정에서 더 정확한 소비자 정보를 제공할 수 있다고 판단되었다. '사악한 퍼소나'는 서비스 디자인이 그 영역을 확대하고 있는 상황에서 취약성 및 한계 등 아이디어 검증을 위한 기준으로 활용할 수 있다는 점에서 효용이 크다고 생각된다.

• 한국조리학회지
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• 제15권2호
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• pp.136-149
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• 2009

본 연구는 선행 연구를 토대로 하는 문헌고찰과 실증조사 분석을 통해 외식기업에서 발생할 수 있는 서비스 실패 상황에서 발생할 수 있는 소비자의 부정적 감정과 서비스 실패 유형을 구체화시키고 그러한 소비자의 부정적 감정이 향후 소비자의 행동에 미치는 영향관계를 확인하고자 한다. 본 연구의 목적을 달성하기 위해 부산지역 대학생을 대상으로 2008년 9월 15일부터 30일까지 설문지를 통해 유효한 261부의 설문 자료를 수집하였으며, 수집한 자료를 활용하여 연구 목적을 달성하기 위해 상관관계(correlation analysis) 및 요인분석(factor analysis)을 실시하였고, 구성 개념간의 인과관계 및 영향력의 차이를 확인하기 위해 공분산구조분석(covariance structure analysis)을 실시하였다. 통계자료분석은 SPSS 12.0 버전과 AMOS 4.0을 이용하였다. 분석 결과 4가지 서비스 실패 유형(서비스 신뢰성 실패 서비스 유형성 실패 서비스 반응성 실패 서비스 공감성의 실패)을 확인하였으며, 이러한 서비스 실패 유형이 이용 소비자의 부정적 감정인 후회감과 실망감에 영향을 미친다는 것을 확인하였다. 뿐만 아니라 소비자의 부정적 감정이 부정 행동과 브랜드 전환, 그리고 부정적 구전 등 부정 행동에 영향을 미침을 확인하였다.