• 한국벤처창업학회:학술대회논문집
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• 2022.04a
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• pp.129-134
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• 2022

This research investigates the effect of SMEs' digital transformation (DX) efforts in O2O platforms on customer engagement. Among the three DX stages (i.e., digitization, digitalization, and DX), this study focuses on digitalization, a practically viable DX phase for SMEs using O2O platforms. This study categorizes the DX efforts of SMEs into three: information diversity, responsiveness to customers, and the degree of functional use. To analyze the impact of these efforts on customer engagement, we conduct the zero-inflated negative binomial regression using the dataset of Naver Smartplace, one of the representative O2O platforms in South Korea. The analysis result confirms that all three factors have positive impacts on customer engagement. Therefore, this study demonstrates that employing O2O platforms can be an effective strategy for SMEs lacking resources to achieve successful DX.

• Asia pacific journal of information systems
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• v.32 no.3
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• pp.580-600
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• 2022

The purpose of this study is to investigates the effect of SMEs' digital transformation efforts in O2O platforms on customer engagement. This study focuses on digitalization, which is a practically viable phase for SMEs using O2O platforms among the three digital transformation stages (digitization, digitalization, and digital transformation). This study specifically categorizes digital transformation efforts into three categories: information diversity, responsiveness to customers, and the degree of functional use. To analyze the impact of these efforts on customer engagement, we conducted a zero-inflated negative binomial regression using the dataset provided by Naver SmartPlace, a representative O2O platform in South Korea. The results present that the positive relationship between these aforementioned factors and customer engagement. Thus, this study demonstrates that utilizing O2O platforms can be an effective strategy for SMEs that lack the resources to achieve a successful digital transformation.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.1
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• pp.153-165
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• 2015

The purpose of this research is to verify that how Emotional Labor of surface acting and deep acting influences on work engagement and job burnout, effect on turnover intention, and customer orientation. It studies the effect of reward on manager at support centers for startup. The results of the study are that the surface acting do not influence on work engagement and job burnout and the deep acting has positive influence on work engagement and negative influence on job burnout. The work engagement has negative effect on turnover intention and affirmative effect on customer orientation. The reward can control work engagement and customer orientation of practicians at support centers for startup. This study decribes academic and practical meanings based on these results.

• Asia pacific journal of information systems
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• v.30 no.2
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• pp.284-307
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• 2020

Customer engagement has been the main objective of brand companies in their marketing through social networking sites (SNS). Facebook is the most popular platform for SNS marketing, especially for companies that try to engage with their customers by providing various values through their brand pages (i.e., brand communities). The management of brand pages, therefore, becomes "the means" by which to achieve the result ("the end") of SNS marketing, and visitors to the brand pages (i.e., brand communities) then come to have a favorable attitude toward the brand. Based on a "means-ends" framework, this study examines the development of engagement between customers and brands in terms of brand page engagement as the means objective and brand attitude as the ends objective in the context of Facebook. This study further examines the antecedents and consequences of brand page engagement based on the customer value theory with two-stage data collection. This study contributes to the literature by explaining the roles and effects of brand page engagement in SNS marketing. This study further provides guidance to SNS providers and practitioners on SNS marketing strategies.

• Knowledge Management Research
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• v.24 no.2
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• pp.185-209
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• 2023

The air travel industry, which had shrunk with COVID-19, is gaining wings again. Accordingly, this study investigated whether non-verbal communication factors experienced through interaction with airline flight attendants for passengers who have traveled abroad within the past year through domestic airlines affect customer engagement and brand intimacy. A total of 285 samples were collected, and SPSS 28 and AMOS 26 programs were used to verify the reliability and validity of the research tool, the suitability of the model, and hypotheses. As a result of the empirical study analysis, it was confirmed that Paralanguage and Proxemics in non-verbal communication of flight attendants had a significant effect on customer engagement. Although it is different from the results of previous studies following changes in perspective after COVID-19, it once again confirmed the importance of airline crew communication in providing face-to-face services at the interface with passengers. In order to induce customer engagement, which is a new customer satisfaction management index. In addition, it was confirmed that customer engagement has a significant effect on brand intimacy. These results support the view that it is necessary to establish new customer management indicators of emotion and relationship marketing in the existing marketing centered on price reduction or securing loyalty. It was confirmed that interactions with flight attendants can contribute to customer engagement, and these results have important implications for those working in the air transportation industry.

• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.247-256
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• 2015

This study begins with the importance of customer satisfaction in public sector, social welfare and job enthusiasm and how authentic leadership impacts the job engagement and customer orientation. To analyze and to verify the hypothesis, a Structural Equation Model was constructed, with the genuine leadership as an independent variable, the job engagement as a parameter, customer orientation as a dependent variable. Sample data was collected from 230 employees of social welfare organizations located in Yong-in city. Strong association between authentic leadership perception and costomer oreintation was identified from structural equation model, where job engagement plays significant intermediating role. In conclusion, positive perception toward leadership characteristic influence the job performance through desirable attitude formulation. Job engagement as a mediating variable strengthens the influence of autheneic leadership on the improvement in customer orientation which overcame the opposition, the exhaustion due to emotional labor and job burnout from those who are engaged in welfare facilities.

• The Research Journal of the Costume Culture
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• v.28 no.5
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• pp.621-638
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• 2020

Luxury companies are striving to improve their communication with customers while paying attention to online promotion and marketing activities. As companies interact with customers in luxury brand communities via various channels, they yield consumers higher value throughout the effective consumption process. In addition, this connection enhances customers' understanding of the company, making it easier for companies to acquire empathy from customers. This study aims to analyze the value factors that affect luxury brand community members' purchase intention and brand attitude. This study utilizes online survey results of four hundred prestige brand community users in China. The results reveal the positive effects of customer engagement on customer psychological empowerment and flow, the positive impacts of customer psychological empowerment and flow on community identity and brand attachment, the positive effects of community identity on purchase intentions, and the positive effects of brand attachment on purchase intentions and brand attitude. Furthermore, the results show that community types and fashion involvement partially moderate customer engagement. This study provides theoretical suggestions for relationship marketing in the luxury brand community environment. Last, this study presents practical implications that companies could utilize to create an emotional connection with their community members, resulting in an increase of customer support.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.11
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• pp.67-77
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• 2021

The aim of this study is to investigate the role of employee engagement as a mediator between the High-Performance Work System and the Service-Oriented Organizational Citizenship Behavior (Service-Oriented OCB). Furthermore, work-life balance as a moderator, the impact Service-Oriented OCB on customer satisfaction will be investigated. This study employs a quantitative methodology for which questionnaires were distributed to sixty restaurants in Karachi, and a sample of 418 responses was collected for structural equation modeling analysis. Smart PLS software was used to analyze the structure model. The results show that HPWS has a positive impact on Service-Oriented OCB. It is assumed that the role of work engagement as a mediator between HPWS and Service-Oriented OCB is significant. This study found that Service-Oriented OCB has a positive impact on customer satisfaction. Work-life balance was also found to have a moderating influence. The findings confirmed the black box mechanism and the HPWS procedures in restaurants. This study suggests implementing effective HPWS practices to influence employees' work engagement, which leads to Service-Oriented OCB and employees being able to optimize their performance to influence customer satisfaction. The study contributes to the existing body of knowledge in human resource management.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.5
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• pp.1091-1097
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• 2021

The purpose of this research was to investigate the relationship between employee engagement and individual performance outcomes (including growth, achievement, contribution, and customer satisfaction) in large firms in Thailand, which is rapidly growing as an international business hub. The study took place in Thai offices of multinational corporations, whose performance is both very important for Thailand's overall economy and for the firm's continued presence in Thailand. The study was conducted using a survey methodology. A convenience sample of employees of multinational corporations (n = 423) completed a survey on employee engagement and individual performance outcomes. The data were analyzed using linear regression analysis. The results showed that there was a significant, positive relationship between employee engagement and all four performance outcomes that were targeted. The strongest effect was observed for achievement (β = 0.899), followed by growth (β = 0.887), contribution (β = 0.872), and customer satisfaction (β = .867). These findings indicate that employee engagement is a significant and strong factor that determines the individual performance of employees of multinational corporations. This implies that companies do need to consider how to promote employee engagement. There were some limitations, especially social response bias and the self-reported nature of performance, that limit these findings.

• Journal of Korean Academy of Nursing Administration
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• v.19 no.2
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• pp.187-195
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• 2013

Purpose: The purpose of this study was to identify the relationship among followership, organizational commitment, job satisfaction, turnover intention, and customer orientation in hospital nurses. Methods: The participants in this study were 210 staff nurses in one university hospital. Data were analyzed using frequency, ANOVA, Pearson correlation analysis, and stepwise multiple regression. Results: Followership had positive correlations with organizational commitment (r=.46, p<.001), job satisfaction (r=.41, p<.001), customer orientation (r=.47, p<.001). Followership had negative correlation with turnover intention (r=-.23, p<.001). The factor of followership influencing organizational commitment was active engagement, and this factor accounted for 23.3% of explanatory power. The factor of followership influencing job satisfaction was active engagement (F=45.00, p<.001), and this factor accounted for 17.8% of explanatory power. The factor of followership influencing turnover intention was active engagement (F=19.69, p<.001), and this factor accounted for 17.0% of explanatory power. The factors of followership influencing customer orientation were active engagement (F=51.38, p=.004) and independent, critical thinking (F=24.55, p=.011), and these factors accounted for 22.1% of explanatory power. Conclusion: Findings indicate a need to develop followership to promote organizational commitment, job satisfaction, and customer orientation and to decrease turnover intention in nurses.