• 품질경영학회지
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• 제38권3호
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• pp.340-353
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• 2010

Properly designed and well-executed services enable e-commerce companies to capture the unique needs and preferences of customers, help them build customer loyalty, and thereby, strengthen their competitiveness in the marketplace. An object of this study is the new open-market company and it has only 3 percent of the market share. Therefore, it is needed to raise the market share by improving the service qualities. This article presents a six sigma project for service quality improvement in the open-market company. This study was carried out based on five steps of DMAIC which is six sigma technique. First, a defect rate was defined as unsatisfaction rate. In addition, 50-people data was analyzed and it was shown that the defect level was 2.5 sigma level. In this study, in order to raise the sigma level, novel eight action items were determined based on SIPOC, FDPM, cause and effect diagram, matrix chart, Pareto chart and statistical analysis.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제10권2호
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• pp.684-702
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• 2016

The changes new technologies have brought to banking over the past decade are enormous in their impact on the ways of doing business and providing customer services, most notably in the areas of customer service channels. Banks have been trying to move away from the traditional, branch-based and costly staff-assisted channels toward self-assisted channels, i.e. internet banking and mobile banking, to drive down costs and improve customer loyalty. How internet and mobile have reshaped the user experience of banking service channel? To provide valuable insights for this question, this research investigates and compares customer's channel choice behavior and profit changes from bank's branch closure. Applying the propensity scoring matching method, the results of analysis demonstrates that the mobile channel can be a realistic alternative to conventional branches. Also, the reserch result shows banks can reduce conventional branches while experiencing a positive implications on their profits from the customers. Another significant implication from the research is, to accelerate the shift to digital channels, banks need to put more efforts on developing functions in the mobile channel that will allow friendly interaction with customers and consultation, such as video consultation, interactive chat, and location-based product recommendation.

• Journal of Information Technology Applications and Management
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• 제24권4호
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• pp.93-115
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• 2017

The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers' lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers' preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers' smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2004년도 추계학술대회 및 정기총회
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• pp.463-466
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• 2004

This paper suggests the evaluation method of success factors of CRM implementation using AHP technique, and presents why firms implement CRM, how it could be successfully implemented, and what is the most important factor. For the purpose, this study applies the method to department stores' industry. AHP structure consists of three steps to determine CRM's key success factors. First of all, strengthening loyalty of customers, improvement of service quality, upgrade of intelligence system and advancement of management process are selected as superordinate object (i.e. CRM-implementation goal). The next project factor, technology/data factor and organizational factor were decided as success factor of CRM-implementation. Subordinate criteria of project factor consist of 11 criteria. The experimental results of this study show that department stores think advancement of management process and improvement of service quality as most important purposes for CRM implementation. The results also indicate that among the subordinate success factors, accuracy of customer information, conversion to customer-oriented business model, practical use of experienced consultant, and establishing IT infrastructure for CRM are evaluated as most important success factors for CRM implementation.

• 한국의류학회지
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• 제27권6호
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• pp.654-664
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• 2003

The purpose of this study was to segment consumers based on sales promotion orientation and examine the differences between the consumer segments on shopping styles and demographics. A total of 462 responses collected from a questionnaire survey to subjects aged over 20 were analyzed. Cluster analysis on sales promotion orientation identified four groups including rational group(21%), active group(28%), insensitive group(22.1%), and interest group(28.9%) of sales promotion. MANOVA, ANOVA and $\chi$$^2$-test revealed significant differences among the four groups on shopping styles(high-quality prone, value prone, price prone. brand prone, fashion prone, hedonic shopping prone, and loyalty) and 4 demographic characteristics(i.e., age, marital status. occupation, and education). The rational group showed lower brand proneness than did other groups while the active group showed higher price and brand proneness. The interest group showed high value, brand, and hedonic shopping proneness while the insensitive group was the least engaged in shopping styles. The study developed a profile of each segment and provided marketing implications.

• 한국IT서비스학회지
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• 제21권3호
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• pp.105-116
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• 2022

The purpose of this study is to provide basic data to present the direction of donation collection activities of non-profit organizations after the COVID-19 crisis by examining the perception of donations from the general public's perspective. The researchers conducted a convenience sampling of general citizens in South Korea, and the survey had been taken by sending e-mails for two weeks from November 11 to November 24, 2020. The total number of questionnaires that we send were 397, however 314 questionnaires were used for analysis, excluding 83 questionnaires that seemed insincerely marked. According to analysis result, non-profit organizations need to strengthen their digital capability in response to the changes in the fund-raising methods in the era of digital transformation. In addition, these factors such as transparency, accountability, and the interaction with donors for sustaining and improving their loyalty are turned out to be crucial. We hope that the results of this study will present the direction of the donation collection strategy of non-profit organizations and be used as basic data for further research.

• 한국전자거래학회지
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• 제16권3호
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• pp.47-66
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• 2011

본 연구에서는 초고속 인터넷 서비스에 대한 실증분석을 통하여 선택 만족도의 선행 변수에 관해 알아보았다. 초고속 인터넷 서비스를 대상으로 해당 서비스를 이용하고 있는 481명의 설문데이터를 수집하여 분석한 결과, 선택 상황과 관련된 변수들은 선택 만족도에는 영향을 주지만, 서비스 만족도에는 영향을 주지 않는다는 것이 확인되었다. 선택 만족도는 서비스 만족도와 함께 소비자들의 전환의도에는 중요한 영향을 미치는 것으로 나타났지만, 추천의도에 미치는 영향력은 서비스 만족도 보다 낮은 것으로 나타났다. 또한 본 연구에서는 서비스 만족도와 선택 만족도가 다르게 나타난 소비자 집단에 대해서도 분석하였다. 이러한 결과는 선택 만족도가 서비스 만족도와는 다르게 구별되는 개념이라는 것을 보여준다. 따라서 소비자가 선택 과정이나 선택 결과에 만족하도록 할 수 있다면 마케팅 관리자는 소비자의 충성도를 높일 수 있을 것이다. 마지막으로 이러한 실증분석결과를 토대로 시사점과 향후 연구 방향에 대하여 논의하였다.

• 한국경영과학회지
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• 제35권1호
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• pp.19-45
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• 2010

Virtual Communities, which are formed on the Internet, are expected to serve the needs of members for e-collaboration, e-communication, information and knowledge sharing. The executives of organizations should consider virtual community as a new innovation or knowledge pool since members share knowledge. However, many virtual community have failed due to members' low willingness to engage and furthermore to share knowledge with other members. Thus, there is a need to understand and foster the determinants of members' sense of belonging behavior in virtual community. This study develops an integrated model designed to investigate and explain the relationships between contextual factors, personal perceptions of virtual community, usability, trust and sense of belonging in using a certain virtual community. Empirical data was collected from 201 and tested using structural equation modeling (SEM) to verify the fit of the hypothetical model. The results show that the perceived usability and community trust of members significantly influences sense of belonging in using the virtual community, and information quality, system quality, familiarity on the virtual community are significantly influence the usability but not reputation. And I confirmed that perceived shared vision and responsiveness play the role of determinants in making the member's trust, perceived risk influence the making community trust in directly. The results of the study can be used to identify the motivation underlying members' sense of belonging in a certain virtual community by investigating the impacts of contextual factors and personal perceptions on virtual community, the integrated model better explains behavior than other proposed models. This study might help executives of virtual communities and organizations to manage and promote these determinants of sense of belonging to stimulate members' willingness to engage the community and futhermore enhance their virtual community loyalty.

• 마케팅과학연구
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• 제15권1호
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• pp.61-79
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• 2005

서비스 실패는 고객 충성도를 파괴시키는 잠재력을 가지고 있으므로 기업에서는 서비스 복구에 지대한 관심을 가지고 서비스의 질을 높이려고 노력하고 있다. 이러한 흐름에 따라 본 연구에서는 호텔이라는 특정 서비스 산업에서의 서비스실패와 복구전략에 대해 결정적 사건 기법을 이용하여 알아보았다. Hoffman et al.(1995)의 분류기법에 근거하여 416개의 자료가 분석을 위해 사용되었으며, 연구결과 업그레이드, 무료식사, 할인은 매우 효과적인 복구수단으로 나타났다. 일반적으로 무형적 복구보다는 유형적인 복구수단이 고객만족에 크게 영향을 주는 것으로 나타났다. 즉, 고객들은 보상에 근거한 복구형태를 더욱 선호하며 그들은 보상으로부터 보다 즉각적인 가치를 인식하는 것으로 보인다 하지만 무형적인 복구수단인 정중한 사과는 다른 세 가지의 유형적인 복구보다도 오히려 효과적인 것으로 나타났다. 또한 고객이 경험한 서비스실패의 심각성에 따라 그 고객의 재이용의도를 살펴본 결과, 심각성은 재이용의도에 부정적인 영향을 마치는 것으로 나타났다.

• 아태비즈니스연구
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• 제12권4호
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• pp.271-288
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• 2021

Purpose - The purpose of this study is to identify the critical factors that restaurant management should consider strategically when making a decision after COVID-19 under the digital transformation and non-contact service expansions environment. Design/methodology/approach - The thirty six experts and managers who have 5 years or more experience in restaurant industry in Korea participate this study. The Analytic Hierarchy Process (AHP) and SER-M were used to analyze the experts' opinion Findings - As a result of the analysis, 'management environment' (0.313) showed the highest relative importance priority, followed by 'brand (0.263)', 'management characteristics (0.254)', and 'physical factors (0.17)'. And, as for the sub-factor value, 'lifestyle (0.087)', 'awareness (0.084)', 'consumer desire (0.075)', and 'loyalty (0.068)' were ranked highest among the 19 influencing critical factors. Research implications or Originality - In the case of large restaurant enterprises, it is judged that the subject(CEO, Management) is actively pursuing a strategy to acquire the necessary resources for the given environment of digital transformation and customer demand for non-contact services. On the other hand, in the case of middle and small restaurant enterprises, it seems that they are fully aware of the demand for expansion of non-contact services and the digital transformation required in the post COVID-19 era, but information technology utilization ability, usage experience, technology acceptance ability, and education and training support for this are only available to large enterprises.