• 한국경영과학회지
• /
• 제38권1호
• /
• pp.69-87
• /
• 2013

Recently a large number of people have been using social networking and microblogging services such as Facebook and Twitter. These mediums play a pivotal communication channel in a business-to-customer (B2C) relationship. Given its importance in today's business, companies have invested in the strategic application of social network services to reach out to customers. This study provides a blueprint for mechanisms for successful execution of social network services in the context of developing an effective B2C relationship, such as customer participation behavior. The S-O-R(Stimulus-Organism-Response) framework lays out the foundation for developing our research model and provides a structured view for understanding customer participation behavior on brand loyalty. For the methodology, this study employed a mixed-method approach. Additionally, in order to provide empirical evidences, a total of 121 respondents have completed the survey. All the data were compiled and analyzed through structural equation modeling and were implemented in partial least square (PLS). To sum up, this study presented theoretical and practical implications by providing the effect of customer participation behavior on brand loyalty through B2C microblogging.

• 한국정보시스템학회지:정보시스템연구
• /
• 제25권1호
• /
• pp.75-104
• /
• 2016

Purpose The business ecosystem perspective offers a new lens in which to view customers. Customers as the member of business ecosystems influence firms by participating in both the firm level activities and the business ecosystem level activities. For example, customers participate in the business ecosystems by forming interest groups, allowing their voice to be heard the within business ecosystems. Customers can also, turn public opinion around and foster the business ecosystems favorable to firms. On the other hand, as an extreme case of customer participation, customers can engage in community activities to boycott the purchase of products or services from certain firms or business ecosystems. Design/methodology/approach This study views content creation and feedback activities as customer participation in the firm level. On the other hand, word-of-mouth (WOM) and boycott activities are considered as customer participation in the business ecosystem level. This study presents a research model regarding the relationships among customer socialization, customer participation, and psychological ownership. The proposed model is validated through an empirical analysis on online platform business ecosystems. Findings When the two business ecosystems are compared, different results were drawn. In the Facebook ecosystem, boycott and psychological ownership did not have a significant relationship. However, in the Kakao ecosystem, the two had a significant positive relationship. The mediating effect of the business ecosystem type sheds a light on the mission, purpose, vision, and other values associated with the theory of the business on the customer-firm relationship. Further implications for theory and practice were discussed in this study.

• Asia Marketing Journal
• /
• 제12권3호
• /
• pp.25-41
• /
• 2010

기업의 신제품 개발과정에서 고객참여는 중요한 전략적 역할을 한다. 본 연구는 고객참여를 고객공동개발 (customer co-development) 과 계약개발 (contract development) 로 구분하고, 고객참여 발표가 기업 가치에 미치는 영향을 이벤트 연구를 통해 분석한다. 바이오 및 제약 산업에 대한 분석을 통해, 본 연구는 계약개발 대비 고객공동 개발이 기업 가치에 미치는 영향은 기업 및 관계 변수에 의해 조절됨을 밝힌다. 특히, 본 연구는 연구개발 협력경험이 많을 때 또는 지분투자를 동반할 때, 고객공동개발이 계약개발에 비해 기업 가치에 양의 영향을 미침을 보여준다.

• 디지털융복합연구
• /
• 제12권3호
• /
• pp.117-126
• /
• 2014

본 연구는 선호명확성과 고객참여수준이 맞춤서비스의 적합성 평가에 미치는 영향을 살펴보고, 이러한 요인과 상호작용하여 맞춤서비스 평가에 차이를 보일 수 있는 문화권의 차이로 한국과 중국을 설정하여 $2{\times}2{\times}2$ 집단간 실험설계를 통한 ANCOVA분석을 실시하였다. 한국인과 중국인 각각200명을 대상으로 실험을 실시한 결과, 선호가 명확한 경우, 참여수준이 높은 경우, 한국소비자의 경우에 각각 맞춤서비스에 대한 적합성을 높게 지각하는 것으로 나타났다. 그리고 한국소비자들은 참여수준이 높아질수록 적합성이 높다고 평가하지만, 중국소비자들은 참여수준이 높을 때 오히려 적합성 평가가 낮아지고 있었다. 또한 선호명확성이 높은 경우에 참여를 많이 할수록 적합성 평가가 높아지지만, 중국의 경우에는 한국과 달리 참여수준에 따른 적합성 평가 향상이 나타나지 않았다.

• 한국디자인학회:학술대회논문집
• /
• 한국디자인학회 2001년도 디자인학연구 2001 봄 학술발표회 논문집
• /
• pp.86-87
• /
• 2001

• 디지털산업정보학회논문지
• /
• 제8권4호
• /
• pp.231-244
• /
• 2012

The purpose of this study was to substantially analyze the relation between the success factors of quality management and performance. For this purpose, the success factors of quality management - CEO's leadership, customer-centeredness, process management, training, full participation of employees, and relationship with vendors - were identified as independent variables and performance was identified as dependent variable to substantially analyze the automotive parts industry. In result, the findings can be summarized into the following: First, for the relation between the success factors of quality management and financial performance, CEO's leadership, customer-centeredness, training, and full participation of employees were statistically significant, but process management and relationship with vendors were not statistically significant. Second, for the relation between the success factors of quality management and non-financial performance, CEO's leadership, customer-centeredness, full participation of employees, and relationship with vendors were statistically significant, but process management and training were not statistically significant. Third, it was also found that, among the success factors of quality management, CEO's leadership, customer-centeredness, full participation of employee should be considered more than any other variables to achieve performance. Based on the above findings, it was concluded that 'CEO's leadership' and 'customer-centeredness' had an influence on both financial and non-financial performances and were relatively more influential than other individual factors.

• 한국IT서비스학회지
• /
• 제10권4호
• /
• pp.149-169
• /
• 2011

As the number of smart phone users increases, many organizations begin to adopt social media rapidly to diversify communication channels with customers. Specifically, twitter, which supports instant and two-way communications between users and between organizations and users, has been adopted by many organizations as an efficient way not only to identify new customers but also to retain existing customers. However, little attention has been given to the issue on how organizations can effectively use twitter to improve customer satisfaction. To explore the issue, this study proposes two major dimensions, customer participation and organization resource utilization, which should be considered in building a utilization strategy for twitter in organizations. We then develop four different combinations along with these dimensions-follow, mention, retweet, and review types. Based on case studies of 27 organizations that use twitter, we evaluate the degrees of customer participation, resource utilization, and customer satisfaction, and examine matching or mismatching of the adoption purpose of twitter and its actual utilization. The study results reveal that organizations in the matching group show higher customer satisfaction that those in the mismatching group. This study sheds new light on twitter research by developing a new conceptual framework and using a case study approach to explore the relationship between the utilization strategy of twitter and customer satisfaction.

• 한국정보시스템학회지:정보시스템연구
• /
• 제24권3호
• /
• pp.47-74
• /
• 2015

Purpose By participating in the business ecosystems, customers make both positive and negative impacts in the ecosystem. In particular, users of platform businesses participate in the business ecosystem as partial employees who voluntarily create and manage content. According to the organizational behavior literature, employees' psychological ownership toward the organization has an influence on the organizational competitiveness. Thus, with an assumption that customers gain psychological ownership toward the business that they participate in, it is important to analyze the process and the factors that influence their psychological ownership. This study proposes a research model that describes the process: customers undertake customer socialization, which then lead them to participate in the business-level and the business ecosystem-level activities. Through the participation, customers gain psychological ownership toward the business. Design/methodology/approach Based on a structural equation model, this study analyzes the data regarding the factors in the research model. Data was collected by surveying college students who represent themselves as Facebook and DaumKakao users. By analyzing the collected data, the relationships are validated between customer socialization and customer participations (i.e., both business-level and business ecosystem-level participation), and between the participations and customers' psychological ownership. Findings Based on the validation, this study confirms the importance of managing customers' psychological ownership and offers customers' participation by their socialization as a solution for increasing customers' psychological ownership. Also, this study proposes the business ecosystem research model as the general research framework for future research and expands the scope of strategic management from the individual level strategy to the business ecosystem wide perspective.

• 한국콘텐츠학회논문지
• /
• 제11권3호
• /
• pp.167-178
• /
• 2011

본 연구는 3D 입체 영화의 만족에 영향을 미치는 요인들에 대한 탐색적 연구이다. 본 연구 방법은 기존 선행연구를 바탕으로 3D 입체 영화에 영향을 미치는 요인들로 인물, 스토리, 대사, 음악, 3D 기술적 요인을 도출하고 이러한 요인들이 3D 입체 영화의 만족에 어떠한 영향을 미치는 지에 대하여 분석해보고자 하였다. 또한 영화에 대한 관여도에 따라 3D 입체 영화의 만족에 어떠한 요인이 영향을 미치는지에 대하여 연구해 보고자 하였다. 이에 본 연구의 결과는 크게 다음과 같이 요약된다. 첫째, 3D 입체 영화의 만족에 높은 영향을 주는 영화의 속성은 스토리와 3D 기술적 요인으로 나타났다. 둘째, 영화의 관여도에 따라 3D 입체 영화의 만족에 영향을 주는 요인을 분석해 본 결과 저관여 집단에게서 3D 입체 기술적 요인이 높은 상관관계를 나타냈다. 반면 고관여 집단에서는 3D 입체 기술적 요인과 스토리가 영화의 만족도에 높은 영향을 나타냈다. 이러한 연구결과는 향후 3D 입체 영화에 대한 연구에 있어 변수의 선정에 유용한 시사점을 제공해 줄 것으로 기대된다.

• Asia pacific journal of information systems
• /
• 제22권4호
• /
• pp.51-73
• /
• 2012

Social network services based on openness, connectedness, and mass participation are reshaping many aspects of how companies conduct business and create value for their customers. For instance, Facebook and Twitter are expected to play a pivotal role as a new communication channel through which companies-forge close relationships with their customers for co-creation of value for mutual benefits. Given the potential of social network services, it is not surprising that many companies have strategically invested in social network services to reach out to customers. Despite the growing interest in social network services as a platform to connect companies and their customers, few guidelines exist about how managers can effectively utilize social network services in forging relationships with their customers. As such, scholars should pay greater attention to how firms can successfully develop relationships with their customers on social network services. In particular, this study employs the S-O-R (stimulus-organism-response) framework as a theoretical lens to develop a research model that explains customers' participation in the value co-creation platform that companies opened on Twitter. According to the S-O-R framework, certain types of individuals' behaviors can be best understood based on a causal link from environmental stimulus to organism, and response. We apply the S-O-R framework to understand how ubiquitous connectivity (stimuli) can influence customers' experience (organism) with companies on Twitter, which in turn influence their participation behavior (response). Two steps have been undertaken to empirically test the research model. First, we conducted a content analysis of tweets written by customers who follow companies on Twitter. As a result, we found event/promotion participation, company support, and giving feedback as three specific types of customer participation behavior. Second, we conducted a web-based survey to test research hypotheses in the research model. Participations in the survey were solicited to customers who followed companies on Twitter. As a result, a total of 115 respondents have completed the survey. Data were analyzed using the partial least square (PLS) technique. The results of data analysis suggest that ubiquitous connectivity (stimuli) had strong positive effects on perceive usefulness, perceived enjoyment, and perceived intimacy (organism). Perceived intimacy showed positive effects on customer participation behavior (response), such as event participation, company support, and giving feedback. Perceived enjoyment was found to have strong positive effects on company support and giving feedback. On the other hand, perceived usefulness did not have significant impacts on the three types of customer participation behavior.