• Korean Business Review
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• v.6
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• pp.135-152
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• 1993

The optional market segmentation pricing policy for rooms of hotels are investigated under the assumption of a linear demand function, and for four different situations: (1) single price market, (2) optimal segmentation of the unused capacity of a single-price-maeket, (3) optimal segmantation for all rooms, and (4) opimal segmentation for infiltration from higher priced to adjacent lower priced segments. The purpose of tis study is th show that with proper pricing policy, it would be possible to increase profits considerably. Such a profit increase might be achived by market segmentation coupled with product differentiation, where the different market segments are identified, sperated, and in each segment a different price per room is called for. The different prices are determined based on the specific price elasticity typical for each market segment and the relavant costs. The pricing model implied in this study is based on basic economic pricing theory and optimization techniques. While somewhat complex in its mathmatical solution, it can be easily programmed for use by practitioners, avoiding the need to cope with the technical aspects of the solution. In section II-1, the optimal single-market Single-price policy is evaluated. The optimal strategy under the constraint that only the previously unutilized rooms are segmented is analysed in section II-2, while the optimal strategy without this constraint is determined in section II-3. In section II-4, the optimal market-segmentation pricing policy is derived for the case in which market seperation is allowed for all the rooms under the assumption of custtomer infiltration from each market segment to the adjacent lower priced segment Finally, some considerations relating to the practicality of the model as a decision support tool and the requirements for its implementation are discussed in section III.

• The Korean Journal of Franchise Management
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• v.12 no.4
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• pp.13-23
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• 2021

Purpose: This study aimed to derive clues for the franchise industry to overcome difficulties such as various legal regulations and social responsibility demands and to continuously develop by analyzing the research trends related to franchises published in Korea. Research design, data and methodology: As a result of searching for 'franchise' in ScienceON, abstracts were collected from papers published in domestic academic journals from 1994 to June 2021. Keywords were extracted from the abstracts of 1,110 valid papers, and after preprocessing, keyword analysis, TF-IDF analysis, and topic modeling using LDA algorithm, along with trend analysis of the top 20 words in TF-IDF by year group was carried out using the R-package. Results: As a result of keyword analysis, it was found that businesses and brands were the subjects of research related to franchises, and interest in service and satisfaction was considerable, and food and coffee were prominently studied as industries. As a result of TF-IDF calculation, it was found that brand, satisfaction, franchisor, and coffee were ranked at the top. As a result of LDA-based topic modeling, a total of 12 topics including "growth strategy" were derived and visualized with LDAvis. On the other hand, the areas of Topic 1 (growth strategy) and Topic 9 (organizational culture), Topic 4 (consumption experience) and Topic 6 (contribution and loyalty), Topic 7 (brand image) and Topic 10 (commercial area) overlap significantly. Finally, the trend analysis results for the top 20 keywords with high TF-IDF showed that 10 keywords such as quality, brand, food, and trust would be more utilized overall. Conclusions: Through the results of this study, the direction of interest in the franchise industry was confirmed, and it was found that it was necessary to find a clue for continuous growth through research in more diverse fields. And it was also considered an important finding to suggest a technique that can supplement the problems of topic trend analysis. Therefore, the results of this study show that researchers will gain significant insights from the perspectives related to the selection of research topics, and practitioners from the perspectives related to future franchise changes.

• Culinary science and hospitality research
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• v.18 no.3
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• pp.1-17
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• 2012

This study was planned for an empirical review of foodservice operation in expressway rest areas for a menu strategy targeting staff and customers. The results were as follows. Main foodservice category included 10-30 items of Korean dishes. The needs for having branded foodservice menu in rest areas were high in fusion/fast foods, snack/ready-made and beverages. Employment of professional cooks in rest areas was low (10-30%), and the most important factor was 'taste' when cooking Korean foods. Foreigners preferred fusion/fast foods and snack/ready-made foods to Korean food, beverages and Japanese/Chinese foods, and most of the foreigners ordered food with 'no question'(55.5%) or 'some questions'(34.8%). Rest area staff prepared some photos/pictures of foods (80-100%) for menu comprehension, but the accuracy of menu transcription was very low. Customers used a rest area once or twice, stayed for 10-20 min(43.6%)/20-30 min(38.6%), visited by car(77.7%) to relax and use toilets(61.6%) on average. Favorite food and snacks were Korean(32.7%) and ready made/snacks(33.0%), and they spent 5,000-10,000 won(51.3%), 3,000-5,000 won(25.8%) on them. Customer satisfaction with rest areas was 'average' regardless of gender, age, education levels and jobs. With this analysis, we should prepare an efficient menu strategy for customer satisfaction and plans for analyzing problems along with alternatives.

• International Commerce and Information Review
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• v.14 no.2
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• pp.55-79
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• 2012

The previous studies based on a resource-based view of firm highlighted the role of resources within a firm in creating and sustaining competitive advantage. Recent research, however, the relational view points to the importance of inter-firm sources(or relational capital) in creating firm competitiveness. In international business field, the studies on born-global firms also states that when firms are lack of ownership-specific advantages in their internationalization process, they resort to the external partners and social networks to complement their resource scarcity. By adopting the relational view and born-global firms concept, a network-based approach needs to be applied to explain the international strategy of Korean service firms. This is because most of Korean service firms own less ownership-specific advantages than global competitors. This study proposes Korean firms' global network building and exploiting strategy to enhance their international stages of development. The network, for example, Global Korean Tourism Network, enables network members access to the valuable resources and capabilities they are lack of when undergoing internationalization process. This study's contribution is along two dimension. First, even global Korean network is emerging as a major issue in recent years, we could not figure out how to build global Korean network for service firms. This studies gives an answer. Second, we derived what benefits can be gained from the network if Global Korean Tourism Network is developed for hotel, tourism, convention firms' internationalization.

• Culinary science and hospitality research
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• v.6 no.1
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• pp.57-78
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• 2000

In the 21st century the size of sales of food service business in Korea will be 30 trillion won which means Food service business in Koreas is a mega market, but it is only quantitative growth and might face the limit of growth. At the same time it is predicted that from the academic world Food service business will develop endlessly after IMF condition. Of course I hope so as a member of national. Al though I propose that quantitative side is important, qualitative side must not be disregarded the present and future customer is needs should be met because the 1st goal of company is to achieve a management goal and pursuit profit. The present situation requires a peculiar and specific strategy of its own which can not be followed by competing hotels so that value can be created and buying intention can be occurred after buying. Until now the goal of marketing campaign has been transacted marketing just for closing a transaction, but it must be related marketing which is seeking mutual interests of customer and company. The strategies to attain these goals are : 1) to change from products and service management-focused to customer management and relationship building-focused. 2) to establish a core strategy which needs to be changed from market occupancy of volume expansion to customer occupancy. 3) to change from one-way communication to two-way communication. 4) to change from large scale marketing by company dimension to small scale marketing by sections. If companies focus on core benefit and augmented service to be sought by customers and make every efforts to create a value customer occupancy will increase automatically, the reduction of marketing cost will be followed, and marketing efforts will be much more efficient. In introducing a new product it is still easier to diffuse through the existing customers, and also important market information can be obtained from customers using this close relationship. If this close relationship maintains well customers will say even a trivial inconvenience and complaint and propose an idea of new product. Kotler divides relationship marketing into 5 stages such as Basic, Reactive, Accountable, Proactive, and Partnership. From the 1st stage to the last stage customer management is absolutely important and also in management strategy. The last stage, Partnership can come into the stage which is actively participated in service development and problem solving by customers. so more loyal customers have more successful performance the company attain.

• Information Systems Review
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• v.19 no.4
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• pp.1-25
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• 2017

Despite high uncertainty on financial return, firms have continuously increased their investment on technologies because they recognize the potential value of technology investment in terms of enhancing operational efficiency and sustaining competitive advantage. Notably, an individual technology investment pattern or strategy within an industry may ultimately lead to significant differences in business performance. Hence, we first categorized technology investment into traditional research and development investment and information technology investment. Afterward, we examined the effects of each pattern with combination of the two types of technology investment on business performance according to firm size and position in the supply chain through fuzzy-set qualitative comparative analysis. Data collected from 562 manufacturing firms in Korea were used in the analysis. Results showed that large-sized firms were slightly affected with microscopic patterns in their technology investments, whereas small firms were highly affected with their technology investment patterns and their positions in the supply chain. The findings implied that a small enterprise requires an appropriate technology investment strategy to achieve successful business outcomes.

• Culinary science and hospitality research
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• v.24 no.3
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• pp.204-214
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• 2018

The study set up research models and hypotheses to examine the influence of HMR selection attributes on satisfaction and repurchase intention by distribution channels(convenience store/large market), verify the research hypothesis through empirical analysis, respectively. The purpose of this study is to investigate the convenience sampling method of HMR purchase from convenience store and large market in Seoul and Gyeonggi area. The survey was conducted from January 8, 2018 to January 26, 2018, and 300 questionnaires were distributed and 289 of them were used as an effective data. For the empirical analysis, SPSS 20.0 was used. The results of the analysis are as follows. First, product quality only has a significant effect on satisfaction among HMR selection attributes at convenience store, and product safety and convenience have no significant effect on satisfaction. Second, only the convenience of HMR selection attributes in the large market has a significant effect on satisfaction, and product safety and product quality have no significant effect on satisfaction. Third, HMR satisfaction in convenience stores and large markets has a significant effect on repurchase intention. The purpose of this study is to investigate the relationships among HMR selection attributes, satisfaction, and repurchase intention, which are important in the existing HMR research, by each distribution channel(convenience store/large market). It is meaningful to help them establish an effective sales strategy for each segment.

• Korean Journal of Community Nutrition
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• v.11 no.1
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• pp.116-123
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• 2006

The purposes of this study were to develop a tool for assessing internal branding performance and to identify the difference of internal branding performance between local and international hotels. The internal branding performance measure was developed through literature studies and face-to-face in-depth interviews with managers in various departments of 5 deluxe hotels. The questionnaires were distributed to 460 employees in food and beverage departments of 11 deluxe hotels in Seoul, and a total of 398 questionnaires were used for analysis ($86.5\%$). The statistical analyses were completed using SPSS Win (12.0) for descriptive analysis, reliability analysis and t-test, and AMOS (5.0) for confirmatory factor analysis. The results of this study showed that the measure developed in this study was reliable and valid for assessing internal branding performances of hotels. In addition, the internal branding performances of hotels were high at understanding of brand dimensions and relatively low at work and organizational culture and human resource management dimensions, and local hotels showed lower levels of performance than international hotels at the dimensions of work and organizational culture (t = -3.801, P < 0.001) and human resource management(t = -5.397, p < 0.001). In conclusion, it is considered that a strong internal branding strategy should be established for successful brand management, and the practical measure for internal branding performance would be a key factor.

• Journal of Distribution Science
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• v.18 no.2
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• pp.29-38
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• 2020

Purpose: Finding out major factors on motivation to purchase Korean products through the analysis of overseas direct purchase in China and through empirical analysis, strategic implications or specific action plans and significance of the overseas direct purchase are investigated out. Research design, data, and methodology: In the process, to make more effective analysis, several analysis tools and analysis programms are used, IBM SPSS Statistics 23.0 and IBM SPSS AMOS 23.0 with 264 questionnaires. Conclusions: Among the factors of the overseas direct purchase, all variables (product diversity, brand image, information validity, convenience, easy payment) are available on satisfaction and repurchase intention. They have affirmative impacts on the satisfaction and repurchase intention. And the satisfaction has a positive impact on the repurchase intention. The brand images and the product diversity of Korean products can induce consumers to visit again and improve managerial performance. In the future, the brand image and ways of purchasing behaviors improve the truthfulness of consumers. Results: The significance of this study is to find out 5 key factors through overseas direct purchase. And we should try to apply the implications drawn from the findings as marketing strategy. So finally we should focus on widening, enlarging and enriching China market gradually.

• Journal of the Korea Society of Computer and Information
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• v.21 no.10
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• pp.143-148
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• 2016

Although various wearable devices applying information technologies are launched, only some of them are forming their own markets, and product which general consumers started to use in their daily life is believed to be smart watch. This study is intended to find factors why such smart watches are selected in terms of individual consumer's characteristics in smart watches whose market is under its early stage. Smart watches are not forming their markets yet and this product is rather closer to a device attached to smart phone. But they would form markets only if their value is approved by themselves. This study looked into a structure under which smart watch forms its preference in terms of individual consumer and consumers are willing to use it. This study has its meaning by looking into factors why smart watch is spreading in market in terms of individual consumer's characteristics. Results from this study are believed to provide fruitful implication to establish market strategy for wearable devices including smart watch that is not much used yet by consumers.