• 유통과학연구
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• 제16권11호
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• pp.57-64
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• 2018

Purpose - As the importance of salesperson attitudes and behaviors enhancing customer perception and loyalty have increased, many retail companies put emphasis on internal marketing activities. The issue also has captured the interest of academics, but most of the previous research tends to be limited to investigating antecedents of salesperson job satisfaction and commitment. Based on the consumer-brand relationship concepts, this study aims to examine the effects of the salesperson-brand relationships on customers' service evaluation and store loyalty. Research design, data, and methodology - In a structural equation model, it is hypothesized that salesperson brand identification influences salespersons' brand trust and affect, which are the two dimensions of consumer-brand relationships. Salespersons' brand trust and affect are expected to increase salespersons' customer orientation, which in turn influences customers' service evaluations and store loyalty. To test this hypotheses a set of data collected from department stores in Seoul is utilized. Results - First, it was found that salesperson brand identification is a significant antecedent to salespersons' brand trust and affects, the two dimensions of salesperson brand relationships. Second, salespersons' brand trust and affect were found to enhance salespersons' customer-oriented behaviors. Third, salespersons' customer orientation showed a significant effect on customers' service evaluation. When a salesperson makes more effort to provide useful information for fulfilling customer needs, customers evaluate the salesperson's service more positively. Finally, customers' service evaluation had a positive impact on customers' store loyalty. Conclusions - This study provides significant academic and practical implications. First, based on the theory of consumer-brand relationships, the concept of salesperson-brand relationships was introduced and found to be an effective motivator of salespersons' customer oriented attitudes and behaviors. Therefore, the two dimensions of brand relationships, brand trust and affect, should be considered as the critical factors both in developing theoretical research and improving long-term company performance. Also, internal marketing activities should focus on maximizing employees' brand identification. That is, retail companies need to put emphasis on sharing their brand values and personality with internal customers to strengthen the brand relationships with salespersons and to enhance customer responses.

• Asia pacific journal of information systems
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• 제26권1호
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• pp.80-108
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• 2016

Contemporary organizations strive for customer agility through the deployment of digital technologies on customer-focused operations to build enduring customer relationships, with mobile apps being one of its prominent examples. Drawing on prior agility and ECT literature, this study proposes a model to examine customers' view of a firm's customer agility. Our empirical test of conceptual model from data collected in a field study from 128 customers demonstrated that the conceptual model offers good explanation for customers' view of a firm's customer agility through relationships among customer expectations-customer perceived firm's responsiveness-satisfaction. Data were analyzed using PLS, polynomial modeling, and response surface methodology to examine the relationships between customers' digital interactions with the firm, influence of digitized interactions on customer expectations, customers' evaluation of firm's responsiveness, and subsequent customer satisfaction.

• 유통과학연구
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• 제13권11호
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• pp.15-22
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• 2015

Purpose - This study aims to propose and validate a research model that describes the relationships between customer socialization, customer participation, and customer loyalty in the online service industry. Although customer loyalty is frequently discussed topic in marketing and strategy research, this study takes a novel approach in adopting customer socialization and participation as the antecedents to customer loyalty. Research design, data, and methodology - Based on adopting and modifying measurement items of the constructs from previous studies, this study develops survey regarding the constructs within the proposed research model. Among current registered members of Facebook and DaumKakao, 522 college students and other regular users are selected as the samples for conducting the survey. The collected data is analyzed by structural equation modeling method using SPSS and AMOS. Results Proposed hypotheses of the positive relationships - between customer socialization and customer participation, and between customer participation and customer loyalty are all supported. Conclusions - The results of this study suggest customer participation as an important precursor to customer loyalty in the online service industry. Also, customer socialization is validated as a new strategy to increase customer participation. These results validate the practical importance of communicating mission, purpose, value, and other customer socialization activities that firms undertake.

• 지식경영연구
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• 제6권1호
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• pp.1-17
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• 2005

Both knowledge management and BSC practices are in its inception in the tourism field, and the study explores the relationships between knowledge and BSC perspectives using correlations and path analysis. The purpose of this study was to explore the casual relationships among tourist destination knowledge and BSC performance perspectives. The study model added knowledge perspectives to the usual BSC model (with customer, growth and learning, internal process, and financial perspectives), in addition to the modification of the financial perspectives to economic, socio-cultual and physical impact. The study found out that knowledge supports learning and growth perspectives greatly, and less extent, internal processes and customer perspectives. Learning and growth affects internal processes and customer perspectives. Internal process supports customer perspectives. Both customer and, less extent, internal process have impact on the final results. The final analysis results were different by destination type. The study concludes with recommendations for further studies including rational BSC model for tourist destinations and relationships between BSC performance indicators.

• 산경연구논집
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• 제9권2호
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• pp.27-38
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• 2018

Purpose - This study centers on field surveys aimed at deriving the customer satisfaction factors of customer support centers that are positioned between suppliers and consumers in the supply chain. They consists of manufacturing, sales, distribution, consumption and collection, and that are in charge of core functions for suppliers' customer satisfaction management and consumers' satisfaction with consuming activities. Research design, data, and methodology - The customer satisfaction factors of customer support centers were derived through literature review and expert opinion surveys, and a questionnaire was developed through a process of the refinement of variables using pilot tests and 330 questionnaire sheets were distributed. The questionnaire sheets were collected and opinions in them were analyzed using fuzzy AHP methodology. Results - Three factors, which are turnover intentions, motivation, and job satisfaction, were derived as customer satisfaction factors of customer support centers, and the ranking relationships of these three factors were analyzed. In addition, the ranking relationships among six execution variables of turnover intentions, 10 execution variables of motivation, and 10 execution variables of job satisfaction were analyzed using fuzzy AHP methodology to obtain quite significant results. Based on the results of this study, three implications in the three strategic aspects and an implication in the academic aspects are presented. Conclusions - Motivation and job satisfaction, job satisfaction and turnover intentions, and motivation and turnover intentions are not formed by independent or different factors or environments. They are in the same context with each other (maintaining high correlations) and are in the relationships of virtuous circles in which they complement each other.

• 한국의류학회지
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• 제40권3호
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• pp.480-494
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• 2016

This study focuses on influential relationships for consumer's cognition about sponsorship, consumer-brand relationship, brand equity, customer satisfaction and customer loyalty. To accomplish it, a questionnaire survey (answered by 600 males and females over the age of 20) was conducted by an Internet Research Company from October $5^{th}$ to $20^{th}$ in 2011. The results of the analysis were: First, consumer's cognition about sponsorship consisted of sponsorship interest, sponsorship importance, sponsor-sponsorship suitability, and sponsorship expectation. Consumer-brand relation consisted of personal attachment, trustful relationships and commitment relationships. Brand equity for golf wear consisted of three factors (brand awareness, brand image, perceived quality). Customer satisfaction and customer loyalty consisted of one factor. Second, the commitment relationship was influenced by sponsor-sponsorship suitability, sponsorship interest, sponsorship importance and sponsorship expectation. However, personal attachment was influenced by only sponsorship interest and sponsorship expectations. The trustful relationship was influenced by all factors of consumer cognition, except sponsorship interest. Customer loyalty was influenced by consumer's cognition about sponsorship, consumer-brand relationship, brand equity and customer satisfaction. The leverage of consumer-brand relationship and consumer's cognition for sponsorship was notably larger than others.

• 유통과학연구
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• 제17권2호
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• pp.91-100
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• 2019

Purpose - The importance of customer experiences has been increasing in retail industry as wells as theme park industry. The purpose of this research is to investigate relationships among brand experience, customer perceived value and brand support behavior in theme park industry. Furthermore, we tried to examine the moderating effects of interaction with customers in the relationships between brand experience and customer perceived value. Besides, we provided some implications for not only the theme park industry but also other service industries such as retail industry. Research design, data, and methodology - The research model has nine hypotheses, and we examined them empirically in this study. Five hypotheses were about relationships among theme park brand experiences, customer perceived value, and brand support behavior. The other four hypotheses were about the moderating effects of customer interactions in the causal relationship between brand experiences and customer perceived value. A total of 167 samples who had visited the theme park were surveyed and the hypotheses were tested with the statistical package programs such as SPSS 21.0 and AMOS 21.0. Results - The results of this study are as follows. First, it was proved that theme park visitors' sensory experience, emotional experience, and cognitive experience have significant positive effects on perceived value, although the hypothesis about the causal relationship between behavioral experience and perceived value is not supported. Second, the customer perceived value has a positive effect on brand support behavior. Third, customer interaction has a positive moderating effect between brand experiences and perceived value, except for behavioral experience. Conclusions - Based on the results of this study, there can be following significances and implications from both theoretical and practical perspectives. First, we confirmed the importance of experiential marketing in other service industries such as retail industry as well as the theme park industry. The marketing managers in these industries need to design various experience programs considering the various characteristics of experiences such as sensory, emotional, and cognitive experiences. Second, it will be necessary for the theme park managers to encourage active participation of customers, and raise the level of interaction between employees and customers.

• 대한안전경영과학회:학술대회논문집
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• 대한안전경영과학회 2011년도 추계학술대회
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• pp.683-694
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• 2011

This study analysed impact of service quality on customer satisfaction and loyalty in the take-out coffee shop. The switching barrier was also studied as a moderating effect. Particularly, this study focused on relationships between customer loyalty and switching barriers. A lot of previous studies interest only in customers satisfaction. This study also analysed relationships among service quality, customer satisfaction, switching barriers and brand loyalty. Eventually, service quality significantly affects customer satisfaction, moderating effects, brand loyalty and marketing performance. SERVQUAL model which was established by PZB (1988) was used as a service quality factors. The impact on customer satisfaction was analysed using multiple regression analysis. Simple regression analysis was used to find effects of customer satisfaction and customer loyalty. Additional factors of switching barriers was classified based on previous studies. Hierarchical multiple regression analysis was used to find factors of customer loyalty among switching barriers. In the result, we can find that the importance of tangibles, responsiveness in service quality factors and contract cost, search cost and continuous cost in moderating effects.

• 유통과학연구
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• 제16권3호
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• pp.5-12
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• 2018

Purpose - The third place plays an important role in complex society. The more customers participate in the third place, the higher they have loyalty. It is necessary to identify the mediator between customer participation and loyalty. Thus, the purpose of the study is to analyze the relationship between customer participation and loyalty and a mediating role of psychological ownership. Research design, data, and methodology - A structural equation model representing the relationships between customer participation, psychological ownership, and customer loyalty was proposed and four hypotheses were tested using data collected from visitors of Starbucks as the third place. Results - Three hypotheses regarding relationships between customer participation, psychological ownership, and customer loyalty were supported at the significance level of 0.001. The hypothesis regarding a mediating role of psychological ownership between customer participation and customer loyalty was supported by Sobel test. Conclusions - Customer participation positively affects psychological ownership and customer loyalty. Psychological ownership positively affects customer loyalty. Psychological ownership plays a mediating role in the relationship between customer ownership and loyalty. This study contributes to finding the missing link between customer participation and customer loyalty. The research model can be applied to various retail services. Some implications for academics and practitioners were suggested.

• 한국직업건강간호학회지
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• 제20권3호
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• pp.337-345
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• 2011

Purpose: This study was conducted to evaluate the relationships among the service education satisfaction, service involvement, and customer orientation of hospital employees after yearly-planned MOT service education. Methods: The data collection was done through the questionnaire survey in a university hospital located in D city from March 15 to 31, 2010. The statistical analysis was done by SPSS/WIN 18.0 program. Results: The enrolled employees were two hundred and seventy six. Among the characteristics of employees, adequate work load, good payment, reasonable promotion system, suitability of work aptitude and good relationships with staff improved the service education satisfaction, customer orientation, and service involvement of hospital employees. For the customer orientation, old age and lower educational background were positive factors. The correlations among the service education satisfaction, customer orientation, and service involvement of hospital employees were significant. The factors that affect customer orientation and service involvement were found to be age, suitability of work aptitude and service education satisfaction. Conclusion: In conclusion, customer orientation and service involvement were related with the satisfaction of employees for working condition and service education. In terms of good medical service quality, plans for maintaining adequate working environment and systematic service education should be established.