• Korean Business Review
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• v.18 no.1
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• pp.81-108
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• 2005

Recent market environment shows a new relationship between customer and company, which you could not observe in the past. Customers now are used to various benefits through the participation of marketing process. It is no wonder that customers visit company web site, gather a lot of information about the product on the website, and express their satisfaction and opinions about the product. Furthermore, these activities are being made ubiquitously. Despite the fact there are a lot of customer participation in the Internet environment, Customers Participation has been given little attention in the academic literature. This study explores the effect of the properties of Internet infra on customers participation. The implications of this study are as follows. First, by reviewing the literature on the performance and process of customers participation in the marketing activities, this study identifies why customers did not participate in the marketing activities under non-Internet environment. Second, this study identifies the properties of Internet infra influencing customers informative participation. Third, we suggest some managerial strategies for enhancing the performance of a company by customer participation. Consequently, we suggest managerial implications for completely different marketing strategies in response to customers participation in the marketing activities under the digital environment.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.204-226
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• 2023

One of the most important types of Customer Empowerment Strategy (CES) is select empowerment, where firms allow customers to vote on a product to be marketed. However, there is limited research on the advantages and disadvantages of select empowerment. In particular, there are few studies on the composition of a voting system. This study analyzes customer participation behavior, such as willingness to vote and strategic voting (i.e., voting for candidates not based on utility orders), under the different voting systems: 1) the number of votes per customer (single or multiple), and 2) the number of final choices (single or multiple). Uncertainty is proposed as a mediator that links the voting system difference and customer participation. Two research hypotheses are tested using multiple linear regression analysis and a natural effects model based on data from two online experiments. As a result, the multiple voting system (i.e., multiple winners are selected by customer votes) shows a direct positive effect on willingness to vote and strategic voting behavior. In addition, the result shows that uncertainty insignificantly mediates the relationship between the voting system and customer participation. Academic and managerial contributions are discussed with several future research directions.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.117-126
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• 2019

This research examined whether and how prior customer participation and the relationship commitment of the brand enhance experiential behaviors of offline stores such as Apple, Huawei, MI, Oppo, Samsung, Vivo. A structured self-report questionnaire was administered to collected 258 survey responses and structural equation modeling was applied using SPSS and AMOS. The results of this study are as follows: First, customer participation increased normative commitment, emotional commitment, and persistent commitment. Second, the relationship commitment of consumers enhanced various experiential behaviors such as entertainment experience, educational experience, escapist experience, and aesthetic experience. Third, consumers with high brand fanship reported more positive aesthetic and escapist experience. The results of this study are expected to provide effective marketing strategies for companies setting up offline experience stores by understanding customer participation and involvement that should be considered for consumers targeted.

• Asia Marketing Journal
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• v.8 no.1
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• pp.19-47
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• 2006

This study explores the effect of the properties of digital infra on customer participation to explain how customers' initiatives impact the marketing process in the digital environment. Also the effect of the accumulated information through customers' information sharing on their initiatives in the marketing activities can be discovered. These effects can be better understood by developing comprehensive model and employing large sample empirical test. Study1 identifies the properties of digital infra which overcomes the limitations of off-line environment in customers' participation - Information openness, connectedness, community interaction and structure clarity - and how these properties activate customers' participation in the marketing process. Study2 shows the process structure of reverse marketing activities in the digital environment. These findings deliver the fact that customers' initiatives in the marketing activities will be accepted generally under the digital environment. Consequently, this study suggests some managerial implications for completely different marketing strategies in response to customers' initiatives in the marketing activities under the digital environment.

• Journal of the Korean Applied Science and Technology
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• v.40 no.6
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• pp.1322-1329
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• 2023

This study attempted to verify how the selection attribute affects customer satisfaction and participation intention to provide basic data for the efficient operation strategy of domestic futsal fields. Therefore, people who used domestic futsal fields were selected as samples, and convenience sampling methods were used. The final analysis used 271 copies of data. The data processing was conducted with the SPSS (ver. 21.0) program, which conducted frequency analysis, factor analysis and reliability analysis, correlation analysis, simple and multiple regression analysis. First, the results of the study showed that domestic futsal field selection attributes had a significant impact on customer satisfaction in the order of service, convenience, price, and facility. Second, customer satisfaction had a significant effect on participation intention. Third, the optional attributes had a significant impact on participation intention in the order of facility, service, convenience, and price. Summarizing the above results, it is believed that domestic futsal courts need to provide facilities and services that allow consumers to enjoy futsal games more conveniently and safely.

• Culinary science and hospitality research
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• v.22 no.6
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• pp.120-131
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• 2016

The purpose of this study was to examine the structural relationship between customers' perception of authenticity, justice, customer commitment, and customer behavior in franchise coffee shops. To test the hypotheses of the study, a total of 428 customers in Korea were considered in an empirical analysis using a two-step structural equation model (SEM) approach. In particular, employees' authenticity had relatively great influence on customers' continuous and affective commitment and their justice had greater influence on customers' normative commitment. Also, customers' continuous commitment, normative commitment, and affective commitment significantly influence customer participation behavior, while normative commitment and affective commitment have a significant effect customer citizenship behavior. Research thus far divided justice and authenticity into separate concepts and examined relation with customer commitment or behaviors but the present study put cognitive process of justice and emotional process of authenticity on the same line and evaluated their different influence on customer commitment and behaviors, thereby verifying that not justice perceived by customers induced desirable customer behaviors but authenticity they felt with their heart played a more superior role in customer commitment or behaviors. This means that authentic services rather than justice induce customers' positive behaviors.

• Journal of the Korean Society of Food Culture
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• v.38 no.4
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• pp.239-245
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• 2023

The objective of this study was to explore how different types of rewards affect customers' inclinations to engage in environmental activities promoted through restaurant social media platforms. In addition, we investigated the potential moderating role of customer level of participation within the social media community. A total of 202 valid responses obtained by distributing a self-administered survey among restaurant patrons were subjected to hierarchical regression analysis to examine relationships between variables. The findings underscored the significant influence of economic and social rewards on shaping customer intent to participate in environmental initiatives promoted within restaurant social media communities. Furthermore, the study revealed that the extent of customer participation within the social media community moderated the relationship between rewards and their likelihood to partake in environmentally conscious behaviors. These results have meaningful implications for restaurant managers seeking to promote environmental initiatives effectively through social media platforms and within their establishments.

• Management & Information Systems Review
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• v.31 no.4
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• pp.445-467
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• 2012

Service is delivered to customers through interactions between service personnel and customer that will influence encounter outcomes. During service encounter, physical, psychological, emotional elements will be put into the service delivery. Thus, the purpose of this paper was to understand the rapport in hospitality & service encounter and examine the relationship between service provider's interaction, customer's participation and relationship belief. The research findings indicated that service provider's interaction and customer's participation were positively related to rapport. Furthermore, rapport which a customer feels from employee was found to contribute greatly to successful relationship beliefs with customers.

• Journal of Industrial Convergence
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• v.1 no.2
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• pp.107-124
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• 2003

With rapid growth and competition of electronic commerce through internet, various buying types and business models are being appeared. In this paper, we studied group buying which is new business model to consumer and factors affecting on trust and participation of group buying. The followings are the regression result of this study. First, familiarity factor, customer service factor, seal of security and product value factor made a significant effect on trust. Second, familiarity factor, perceived reputation factor, customer service factor, seal of security and product value factor made a significant effect on participation of group buying. Third, trust of group buying made a significant effect on participation of group buying. In this study, modeling and empirical test were implemented about structure of trust and participation of group buying. We can know where our group buying strategies should focus and which factor we should improve.

• Journal of the Korean Applied Science and Technology
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• v.39 no.5
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• pp.666-673
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• 2022

This study attempted to provide basic data on the operation plan by investigating how the servicescape of domestic water sports facilities affects customer satisfaction and participation behavior. Therefore, participants in their 20s or older were selected as samples among those who experienced water sports facilities. The survey was conducted non-face-to-face from April 25 to July 15, 2022, and a total of 243 copies of data were used for the final analysis. For data processing, frequency analysis, exploratory factor analysis, item consistency, correlation analysis, simple and multiple regression analysis were performed using the SPSS (ver. 21.0) program. As a result of this study, first, it was found that the water sports facility servicescape affects the value in the order of convenience, empathy, and facility environment. Second, it was found that customer satisfaction at water sports facilities had an effect on participation behavior. Third, it was found that the water sports facility servicescape affects participation behavior in the order of facility environment, service, convenience, and empathy.