• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.509-514
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• 2007

Most of the IS continuance research has assumed that IS use is activated by an intention to use, which in turn is determined by the evaluation of IS usage. Perceived usefulness is one of the evaluation variables most widely used. Typically, the past studies adopt this perceived usefulness because it views continuance as an extension of acceptance behavior. However, the literature on interpersonal relationships suggests that individuals are motivated to maintain relationships either because they genuinely want to or they believe they have no other option. The former is referred to as dedication-based relationship maintenance and the latter as constraint-based relationship maintenance. The IS continuance can be considered as the relationship maintenance situation with the existing IS that the user is currently using. The belief constructs previously used in IS continuance researches fall into the category of dedication-based ones. Additional constraint-based belief constructs are needed to explain the IS continuance behavior. In this regard, switching cost represents an important avenue for better understanding and predicting customer retention in that it can be regarded as the constraint-based motivation for relationship maintenance or IS use continuance. For an empirical exploration, 275 samples were collected from the users of a web portal site. Data analysis using Structural Equation Modeling (SEM) shows that perceived usefulness shows a significant direct effect on continuance intention while perceived switching cost significantly affects continuance usage.

• The Research Journal of the Costume Culture
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• v.10 no.5
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• pp.504-517
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• 2002

The purposes of this study were to analyze the lifestyle of women in their 50's and 60's and to provide the basis fur the efficient strategy of silver market by classifying women in their 50's and 60's according to lifestyle types and investigating the effect of consumers' lifestyle and demographic characteristics on consumers' clothing evaluation criteria and buying place. In this study, a selfㆍadministered questionnaire was distributed to women in their 50's and 60's. 226 questionnaires of 350 were used in the following analysis. The data were analyzed with the SPSS package. The results of this study were as follows. First, lifestyle were analyzed to find out the underlying factors, and then the subjects were grouped according to factor scores by the cluster analysis. Four lifestyle types were defined. They were the traditional family-oriented, the ostentatious purchase, the economical material-oriented, the active economics-oriented type. Second, a consumer's clothing evaluation criteria were classified according to three characteristics - aesthetic, practical and ostentatious. A consumer's clothing evaluation criteria were significantly different depending on the consumer's lifestyle and demographic characteristics. All lifestyle types except ostentatious purchase type considered practical characteristic like easiness of washing/care, harmony with other clothing, quality and price. The higher education, income and clothing expense, the more a customer considered ostentatious characteristic like fashionability and reputation of brand in selection of clothing.

• Journal of Distribution Science
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• v.13 no.11
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• pp.93-100
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• 2015

Purpose - The objective of this research is to investigate whether national culture influences consumers' service evaluations. The services industry is receiving increasing attention from academia and practitioners as its position grows in global markets. Standardization or localization is a traditional managerial decision in global business. As the boundaries of services expand across national borders, firms are required to decide whether to standardize services or adjust to local needs. Though it is imperative to reflect global perspectives in marketing theories, these perspectives are mostly based on Western conceptualization of the world. Through a comparison of consumer groups from two culturally remote countries, service quality evaluation mechanisms are examined based on similar stimuli. The study tries to expand service marketing perspectives across national borders. Research design, data, and methodology - Eastern and Western countries are known to be culturally distinct. One Eastern and one Western country were chosen: an Anglo-Saxon country (the U.S., England, and Australia) and South Korea. In Hofstede's cultural dimensions, the differences between the two are pronounced. The Anglo-Saxon based countries share many similarities. Samples of the same sites are targeted. Questionnaires using a service quality scale (SERVQUAL) and a customer satisfaction scale were distributed. Utilizing Hofstede's typology of culture, the service evaluation mechanisms of the respondents from the two groups are evaluated. Three hypotheses are proposed from the review of the literature. These are service evaluation habits, importance of service quality dimensions for the individualistic/collectivistic countries, and strong/weak uncertainty avoidance cultures. Consumers from the individualistic countries are considered to care about themselves and demand a higher level of responsiveness and assurance. On the other hand, consumers from high uncertainty avoidance cultures are assumed to rely more on tangible questions of service quality, as these are the only predictable service quality indicators. A t-test and regression analysis are applied to validate the constructs. Results - The respondents from the Anglo-Saxon countries are more generous on service evaluations than Koreans. Researchers have indicated that Americans tend to give higher service evolution scores than European, Mexican, and Korean counterparts. The tendency is the same here. The sample from Anglo-Saxon countries demonstrated higher service evaluation scores on every dimension of SERVQUAL. For the second hypothesis, the respondents from the collectivistic culture rely less on core service dimensions (assurance and responsiveness) due to their tendency to place more value on group harmony than individual interest. However, the third hypothesis was not validated. Conclusions - The study attempted to expand the scope of service marketing to reflect cross-national perspectives. Service quality is known to have a strong influence on customer satisfaction and loyalty behavior. However, this research demonstrated that individuals from different cultural territories respond heterogeneously to the same stimuli. Scholars argue that national cultures are main factors in such deviated behavior. Scholars and global managers should be aware of differences in consumer value judgment mechanisms such as satisfaction, expectations, and perceptions.

• Korean Journal of Community Nutrition
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• v.18 no.2
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• pp.154-164
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• 2013

The objectives of this study were to assign reasonability to importance of weight selection issue in key performance indicator for performance evaluation of Centers for Child-care Foodservice Management (CCFSM) developed by using Balanced Scorecard (BSC), to draw key performance indicator (KPI) by perspective and to analyze differences in recognition on importance. From September 25 to October 9, 2012, we conducted a questionnaire-based study via e-mail, targeting chiefs and team leaders of nationwide 21 CCFSMs (43 persons), officials of local governments where CCFSM was established (21 persons), officials of Korea Food and Drug Administration (2 persons) and foodservice management experts (27 persons) in order to estimate the relative importance on 4 perspectives and 14 KPIs and analyzed its results by using 61 collected data. The results showed that relative importance of perspectives was estimated in order of importance as follows: business performance (0.3519), customer (0.3393), resource (0.1557), learning and growth (0.1531). Relative importance of KPIs was in order of importance as follows: Evaluation of sanitary management level in child-care foodservice facilities (0.1327), Level of customer recognition and behavior improvement (0.1153), performances of round visiting inspection on foodservice, sanitary, safety management, and foodservice consulting (0.0913). Our results showed that the recognition differences exist on the relative importance of perspectives and KPIs between officials of CCFSM, KFDA, local government and foodservice management experts. These observations will form the basis for developing evaluation systems, and it is considered that performance indicators developed on this basis will suggest direction of operation which CCFSM will have to perform.

• Asia Marketing Journal
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• v.10 no.2
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• pp.99-123
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• 2008

Consumer satisfaction/dissatisfaction is key determinant of brand loyalty and store patronage behavior. But the results of many customer satisfaction surveys implemented by department stores show that consumer satisfactions do not predict the actual patronage behaviors well. The main reason of these surprising results would be that the consumer satisfaction indexes do not include some important determinants of consumer satisfaction. Many customer satisfaction surveys mainly focus on the evaluation of functional benefits including product assortments, merchandise prices and locational convenience. Recent studies indicate that emotional/hedonic benefits strongly influence the consumer satisfaction, intention to repurchase and intention to revisit. Our study suggests that both functional values and hedonic values should be included in developing the index of consumer satisfactions. The purpose of our study is to investigate the relationship between shopping value and consumer satisfaction, and actual patronage behavior. Shopping values is defined as the difference between total benefits and total shopping costs. Total benefits include the dimensions of product quality, service quality, and hedonic benefits. Total costs are classified as the monetary costs and non-monetary cost. The conceptual framework developed for this empirical study is as follows.

• Journal of the Korean Society of Food Culture
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• v.21 no.5
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• pp.507-515
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• 2006

This study was to analyse the eating out behaviors of customers who visit a Koran restaurant especially focused on CNR(cold noodle: naengmyun restaurant) and to find out the marketing promotion points. Through the snowball sampling, 423 customers data were surveyed in summer and winter as respects of seasonal variation. The collecting data were analysed descriptive data and statistical different using the Statistical Package for the Social Science(SPSS version 10.0). The results were as follows; The participants of the study were composed of 209 man(49.4%) and 204 woman(50.6%). Most customers were 30's(36.2%), office worker(27.5%) and spend 5,000${\sim}$10,000 won(46.3%) for eating out. The consumer more preferred a specialty restaurant, the reason was to expect better taste(37.1%). In visiting CNR, the customer frequently ordered complement menu(90.1%) with cold noodle, complement menu should be developed periodically. The important factor to visiting CNR was the accessing convenience for the shop and desirable taking time was within 15 minutes. The buckwheat noodle in broth(mulnaengmyun) was the most favorite selecting menu. And the noodle texture was key evaluation factor in all types of cold noodle and the other factor was different according to the types of cold noodle. The visiting frequencies of CNR were not significantly different according to seasonal variation and sociodemographic variable. Above the half of customers visited at CNR with his/her family. This study find out the suggestion that consumer eating concepts about CNR was family eating therefore the cold noodle. specialty restaurant should be create more delight atmosphere and developed menu for families' eating out place.

• Journal of Intelligence and Information Systems
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• v.25 no.2
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• pp.1-23
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• 2019

Big data refers to data that is difficult to store, manage, and analyze by existing software. As the lifestyle changes of consumers increase the size and types of needs that consumers desire, they are investing a lot of time and money to understand the needs of consumers. Companies in various industries utilize Big Data to improve their products and services to meet their needs, analyze unstructured data, and respond to real-time responses to products and services. The financial industry operates a decision support system that uses financial data to develop financial products and manage customer risks. The use of big data by financial institutions can effectively create added value of the value chain, and it is possible to develop a more advanced customer relationship management strategy. Financial institutions can utilize the purchase data and unstructured data generated by the credit card, and it becomes possible to confirm and satisfy the customer's desire. CRM has a granular process that can be measured in real time as it grows with information knowledge systems. With the development of information service and CRM, the platform has change and it has become possible to meet consumer needs in various environments. Recently, as the needs of consumers have diversified, more companies are providing systematic marketing services using data mining and advanced CRM (Customer Relationship Management) techniques. KB Kookmin Card, which started as a credit card business in 1980, introduced early stabilization of processes and computer systems, and actively participated in introducing new technologies and systems. In 2011, the bank and credit card companies separated, leading the 'Hye-dam Card' and 'One Card' markets, which were deviated from the existing concept. In 2017, the total use of domestic credit cards and check cards grew by 5.6% year-on-year to 886 trillion won. In 2018, we received a long-term rating of AA + as a result of our credit card evaluation. We confirmed that our credit rating was at the top of the list through effective marketing strategies and services. At present, Kookmin Card emphasizes strategies to meet the individual needs of customers and to maximize the lifetime value of consumers by utilizing payment data of customers. KB Kookmin Card combines internal and external big data and conducts marketing in real time or builds a system for monitoring. KB Kookmin Card has built a marketing system that detects realtime behavior using big data such as visiting the homepage and purchasing history by using the customer card information. It is designed to enable customers to capture action events in real time and execute marketing by utilizing the stores, locations, amounts, usage pattern, etc. of the card transactions. We have created more than 280 different scenarios based on the customer's life cycle and are conducting marketing plans to accommodate various customer groups in real time. We operate a smart offering system, which is a highly efficient marketing management system that detects customers' card usage, customer behavior, and location information in real time, and provides further refinement services by combining with various apps. This study aims to identify the traditional CRM to the current CRM strategy through the process of changing the CRM strategy. Finally, I will confirm the current CRM strategy through KB Kookmin card's big data utilization strategy and marketing activities and propose a marketing plan for KB Kookmin card's future CRM strategy. KB Kookmin Card should invest in securing ICT technology and human resources, which are becoming more sophisticated for the success and continuous growth of smart offering system. It is necessary to establish a strategy for securing profit from a long-term perspective and systematically proceed. Especially, in the current situation where privacy violation and personal information leakage issues are being addressed, efforts should be made to induce customers' recognition of marketing using customer information and to form corporate image emphasizing security.

• Journal of the Korean Society of Food Culture
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• v.15 no.1
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• pp.51-58
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• 2000

This study is designed to 1) understand customers' choice behavior and preference of foodservices in campus and 2) provide recommendation on management strategies for university foodservice manager. Individual interview and focus group interview were used to identify important selection attributes. The questionnaire was developed and distributed to 480 Yonsei university students and statistical data analysis was completed using SPSS WIN/7.5 for descriptive analysis, multidimensional scaling and conjoint analysis. The results of this study were summarized as follows: Students evaluated four foodservices in different ways, and strength/weakness points could be identified from the evaluation patterns. Most students(51.1%) were frequently used 'A' foodservice, though they preferred other foodservices, and cost, mainly, caused the difference. Perceptual map from multidimensional scaling showed that preference and patronage were close with different attributes. Cost was most relatively important attribute to select foodservice in campus from conjoint analysis. Therefore, relative importance of attributes should be considered in customer preference survey for constructing management plan.

• International Journal of Contents
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• v.15 no.4
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• pp.50-58
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• 2019

Baotu Spring Park, a must-visit place in Jinan, China, has been rated as the country's highest-level scenic spot by the Chinese government. However, social media that highly reflects public opinions tends to express a lower evaluation of Baotu Spring Park. Thus, this paper employs service design thinking methods to identify the problems of Baotu Spring Park and provide solutions from the perspective of visitors. Based on desk research, tourist behavior tracking, contextual interviews, and a customer journey map, it was found that the service gap of Baotu Spring Park lacks a unified and effective instruction system. Also, the activities, parking, and high-quality tourist souvenirs are deficient, and there is no online information delivery platform. Finally, five suggestions are made,-respectively:,- redesign the sign system, enhance the participation of tourists, redesign the tourist souvenirs and display space, offer parking areas and shuttle buses, as well as set up a dedicated application.

• Journal of the Korean Institute of Illuminating and Electrical Installation Engineers
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• v.29 no.4
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• pp.37-46
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• 2015

Lighting in a fashion shop has an effect on customers, highlights the products on the shelf, and has become more important. Even though lighting has a significant effect on customers, the studies on fashion shop lighting have primarily focused on how to create lighting which can influence customers' purchase behavior, and their awareness and expectation. On the contrary, it's been hard to find a study on a quantified fashion shop lighting plan considering customer confidence. In a current fashion shop lighting plan, display lighting is planned indiscreetly. Therefore, this study conducted an investigation of the light environment of the current fashion shop and museum exhibits lighting. Through such processes, the possibility of applying fashion store display lighting environments was investigated. Finally, for the assessment of museum exhibitions lighting applying fashion store display lighting environments, a subjective evaluation method using light simulation was proposed.