• 복식문화연구
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• 제24권5호
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• pp.697-708
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• 2016

The term used to describe consumer's valuation of a brand is brand equity. One concept that can be managed and may impact valuation of a prestige brand is "luxuriousness." As the concept of "luxuriousness" appears to be a key factor contributing to the equity of a prestige brand, the purpose of this study was to examine how luxuriousness is related to the brand equity utilizing a model developed by Yoo, Donthu, and Lee (2000). Yoo et al. (2000) identified three dimensions [brand association with awareness (BA), perceived quality (PQ), brand loyalty (BL)] accounted for the equity (OBE) of a brand. We speculated that the five dimensions of luxuriousness (i.e., quality, extended self, hedonism, accessibility, and tradition) would selectively influence the two dimensions of brand equity (BA, PQ) and that loyalty would mediate the relationship between the two dimensions of brand equity (BA, PQ) and overall brand equity. A total of 502 participants aged from 18 to 74 were surveyed in USA. Using AMOS 18, the path analysis was conducted with the maximum-likelihood estimation procedure. The model exhibited a good fit with the data and all hypotheses were supported except one. Quality, accessibility, and hedonism dimensions of luxuriousness affected perceived quality of the equity of a brand. Hedonism and extended self dimensions affected brand association with awareness. However, tradition dimension did not significantly influence brand association with awareness. Overall, this research expands understanding of brand equity as it documents the contributions of luxuriousness, a component that can be controlled by brand managers.

• Asia Marketing Journal
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• 제7권1호
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• pp.91-112
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• 2005

백화점 화장품 채널에서 중간 순위에 위치한 LG생활건강 오휘 브랜드는 자사의 약한 브랜드 파워를 고객관계전략을 통해 상쇄함으로써 고객충성도 및 매출, 시장점유율 등의 시장성과를 제고시킬 수 있었다. 오휘는 자사의 CRM 활동에 대한 체계적인 리뷰를 통해 문제점을 파악하고, 이를 개선하기 위한 구체적인 전략들을 선정하였다. 선두 기업이 되기 위한 기반인 Critical Mass의 고객을 확보하고, 맞춤형 충성도 프로그램을 개발하여 고객충성도를 증가시켰다. 또한 전략의 실행력을 높이기 위해서 현장의 직원들이 실제 고객들을 판별해서 편익 프로그램을 구현할 수 있도록 고객 등급을 단순화시켰다. 마지막으로 CRM 활동이 전사적으로 자리 잡을 수 있도록 성공사례 공유를 통한 지식 확산과 더불어 성과보상 체계(KPI)를 CRM에 연결시켰다. 이러한 일련의 활동을 통해 오휘 브랜드는 시장점유율의 상승 및 경쟁사보다 높은 매출 성장률, 고객만족도 제고를 이루었다.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2008년도 춘계 종합학술대회 논문집
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• pp.426-430
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• 2008

본 연구는 기업이미지, 전환비용 고객충성도간의 통합적인 관계를 모형화하고 이를 실증 분석하는 것이다. 따라서 본 연구결과는 날로 격해지고 있는 국내산업 시장의 경쟁상황하에서 차별적 마케팅 전략 방향을 제시하고, 기업이미지와 고객충성도를 높이고 이에 따른 기존 고객의 유지 및 유인할 수 있는 효율적이고 차별적인 세부 전략을 수립할 수 있다. 또한 본 연구는 마케팅 관점에서 학문적, 전략적으로 중요하게 다루어진 고객충성도, 기업이미지와 전환비용의 개념을 중심으로 연구 개념의 관계적 유의성과 경로를 연구함으로써 학문적 연구의 확장은 물론 실무적 관점에서의 활용을 제고시킬 수 있다.

• 유통과학연구
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• 제15권2호
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• pp.59-68
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• 2017

Purpose - The year 2016 marks 20 years since the opening of Korean distribution market in 1996. After this opening, the domestic market expanded and modernized, and has grown to become an advanced distribution market with a greater range of consumer choices. On the other hand, traditional markets have waned and their management has become worse. However, traditional markets do not have economic value alone. This study examines the effects of social value in traditional market such as the value of Cultural Tourism and the value of Sharing Community with Traditional Market on Satisfaction, Loyalty and Place Attachment of the residents. Research design, data and methodology - A questionnaire was organized for this study after a hypothesis was set based on theoretical background. Verification of the hypothesis was undertaken by statistically analyzing questionnaire responses. Personal interviews were performed for this study, and a total of 300 responses were collected, of which 228 responses (76%) were from women. The survey coverage was divided into 10 regions ranging from metropolitan areas to the provincial level, and the age groups were divided into 30s to 60s to ensure diversity of the area and age. Results - To summarize the study results, through verification of the hypothesis in terms of meaningful influence, it appears the values of Cultural Tourism to Satisfaction and Loyalty are supported. On the other hand, the value of Sharing Community is only supported for Satisfaction. It appears that Satisfaction to Loyalty and Loyalty to Place Attachment are meaningful effects. The mediator effect was also reconciled through satisfaction and loyalty. Loyalty was analyzed in terms of mediating the effect of satisfaction on place attachment. Conclusions - It is noted in this study that government support is required to preserve traditional markets and renewal program. Community requires multilateral communication and the formation of effective relationships. In contrast to the economic value emphasized by large retailers, the empirical analysis of the non-economic effects of traditional markets has presented the significance of socio-cultural values in traditional markets. In the future, socio-cultural values and economic values should be integrated into more empirical studies through mutual comparison. Investigating the increase and decrease of social value in traditional markets will help the future formulation in government policy.

• 한국조리학회지
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• 제16권5호
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• pp.178-192
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• 2010

본 연구는 부산 지역의 패밀리 레스토랑 이용 경험이 있는 외식 소비자들의 외식업체에 대한 브랜드 에쿼티가 만족도 및 브랜드 충성도에 어떠한 영향을 미치는지 분석하고자 하였다. 실증분석을 위하여 자기기입식(self-administered) 방법을 사용하여 총 250부의 설문지를 배포 235부(94%)의 설문지를 회수하였으며, 최종적으로 223부(89%)의 설문지가 분석에 사용되었다. 자료처리는 SPSS WIN Version 12.0 통계패키지 프로그램을 사용하여 빈도분석, 신뢰도분석, 요인분석을 실시하였으며, 가설 검증은 회귀분석을 통하여 검증하였다. 연구결과 "브랜드 에쿼티(지각된 품질, 브랜드 이미지, 브랜드 인지도, 브랜드 태도)는 만족도에 유의한 영향을 미칠 것이다"의 가설에서는 지각된 품질, 브랜드 이미지, 브랜드 인지도는 만족도에 유의한 영향을 미치는 것으로 나타났으며, "만족도는 브랜드 충성도에 유의한 영향을 미칠 것이다"의 가설에서는 만족도가 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났다. "브랜드 에쿼티(지각된 품질, 브랜드 이미지, 브랜드 인지도, 브랜드 태도)는 브랜드 충성도에 유의한 영향을 미칠 것이다"의 가설에서는 지각된 품질, 브랜드 인지도, 브랜드 태도는 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났다. 본 연구 결과를 토대로 외식기업의 경쟁력 있는 브랜드 구축을 위해서는 체계적으로 브랜드를 관리하여 소비자에게 자사의 브랜드를 상기시킬 수 있는 전략을 마련하고 브랜드 에쿼티를 효과적으로 강화시키는데 주력해야 할 것이다.

• 한국프랜차이즈경영연구
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• 제10권4호
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• pp.19-29
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• 2019

Purpose: In beauty industry, service quality is very critical, because it impacts on the customer's positive attitude and behavior to the beauty salon or beauty brand. Thus, this research examines the effects of service attributes on customer satisfaction and loyalty in beauty salon. This research suggests the guidelines for how beauty salons should manage their physical environment, price policy, professional skills, and employees that improve management and business performance. Research design, data, and methodology: This study examines the structural relationship between service attributes, customer satisfaction, and loyalty. Service attributes divide into four sub-dimensions such as servicescape, price service, technical service, and employee service. In order to test the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and examined in previous studies. A total of 160 questionnaires were distributed and collected, and 150 were used for analysis except 10 that were unresponsive or unfaithful. The data were analyzed using SPSS 22.0 and SmartPLS 3.0 statistical package program. Result: The results of this research are as follows. First, all sub-dimensions of service attributes such as servicescape, price service, technical service, and employee service have significant positive impacts on satisfaction. Second, customer satisfaction have significant impact on loyalty. Conclusions: This study suggests an integrated model of the relationship that the characteristics of beauty salon service attributes affect customer loyalty through satisfaction, and suggests how to manage and allocate limited resources in the beauty industry. The findings of this research indicate that the level of customer satisfaction is shown to be increased by servicescape, technical characteristics, value of money, and human attributes. Thus, beauty salon management should focus on the relationship with their customers how to improve customer loyalty through satisfaction. The quality of beauty service influences customer's attitudes and behaviors toward beauty salon. Considering the beauty business, where the quality and customer satisfaction of beauty services are determined by the hairdresser's beauty skills,, the beauty salons must find ways to improve their skills and new trend of hair style. If beauty salon customers perceive the high quality of beauty service, they revisit beauty salon and recommend it to others.

• 한국프랜차이즈경영연구
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• 제8권2호
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• pp.37-47
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• 2017

Purpose - Recently, the food service franchise market is experiencing rapid growth and competition is intensifying. Therefore, consumer choice has expanded, and reputation management has become important as a strategy for survival of corporations. Based on previous studies, this research proposed the theoretical framework about the structural relationships among reputation, trust(cognitive trust, affective trust), and loyalty. Research design, data, and methodology - This study examined the structural relationship between reputation, trust, and loyalty from the customer's perspective. Based on comprehensive validation procedures across nine food service Franchise firm types, This study found support for a five-dimensional scale with the following dimensions: Customer Orientation, Employer Brand, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In order to verify the research purposes, research model and hypotheses were developed. The data were collected from 227 food service franchise consumers through online survey. The data was analyzed with SPSS 24.0 and Amos 23.0 statistical program. Result - The results of the study are as follows. First, customer orientation, reliable·financially strong company and product·service quality have significant impact on corporate cognitive trust. And employer brand, product/service quality and social·environmental responsibility have significant impact on corporate affective trust. Second, cognitive trust and affective trust have significant impacts on consumer loyalty. Conclusions - The implications of this study are following as: From the theoretical perspective, this study considers trust as two dimensions such as cognitive and affective, not a single dimension, and identify what dimensions of franchise firms affect consumers' reputation perception and in turn lead cognitive and affective trust, and loyalty. This study also provides several managerial implications. In the franchise market where competition is intensifying, it is very important to analyze the attitudes of consumers in order to gain an advantage in competition with other competitors. In this study, it is meaningful that the study was conducted on consumers who have experience using a restaurant franchise company. Also, reputation is necessary to pay attention to the company because it is an important variable that strengthens with customer through confidence in food service franchise business, and leads loyalty and consumer consumption. Therefore, marketers should develop marketing strategies considering various reputation factors.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2005년도 추계학술대회 및 정기총회
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• pp.371-387
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• 2005

From early 1999 years, the Mobile Telecommunication Companies have introduced the Mobile Telecommunication Membership Program to attract more customers. However, the severe competition in the Mobile Telecommunication market has made the Mobile Telecommunication Membership Program to be faced with the matured Mobile Telecommunication market and the Mobile Number portability. Main focus of this study is to find what are the core elements of service quality of the Mobile Telecommunication Membership Program. To achieve research objective, we conceptualized the service quality of Mobile Telecommunication Membership Program. We also derived hypotheses regarding the relationships between service quality of the program, customer satisfaction, and customer loyalty and examined it by using the empirical research methodology. We suggest new marketing strategies of the Mobile Telecommunication Membership Program which can be applied to improve the corporate competitiveness.

• 유통과학연구
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• 제21권6호
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• pp.1-11
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• 2023

Purpose: As a modern distribution channel, the growth of e-commerce has brought more competitive pressures on e-marketplace, making trust and loyalty become top priority. As one of many sources of trust and loyalty issues, understanding the effect of careless marketing communications on consumers' perception is critical. This study examines the effect of careless marketing communications (e.g. misspellings, incomplete information) in website on consumers' trust toward and confidence in purchasing a product from an e-commerce. Research design and methodology: An experimental research design (with two experimental studies) was used in to test the hypotheses. Study 1 employs a single-factor design and study 2 employs a 2x2, full-factorial, between-subjects design. Results: Results of the two experimental studies (Study 1, n = 60; Study 2, n = 140) demonstrate that simple mistakes significantly decrease consumers' trust toward an e-commerce and their confidence to purchase from the e-commerce. The effect is found to be significant in the case of high-involvement products; whereas no effect is found in low-involvement products. Conclusions: E-commerce relies heavily on carefully crafted marketing communications to establish consumers' trust and confidence. These studies confirm the equal importance of distribution and communication in maintaining consumers' trust and sustainability of the business.

• 한국경영과학회지
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• 제34권1호
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• pp.1-10
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• 2009

Consumers earn a number of points for every purchase and then they can exchange a specified number of points for a desired reward in a typical loyalty program. The immediate payoff of their effort given as points is not the real reward they actually care about. It is merely an instrument (or medium) which has no value in itself. In a real world, consumers frequently choose the option with a bigger medium even though the economic value of the option is not changed by the medium. We call it 'medium effect.' In this study we explored if the size of medium affects consumers' preferences. For this we controlled the reward options with three types of medium (small, medium, big) and measured the magnitude of preference difference among the three types of reward options. In addition, we manipulated comparability of reward options with wine and gas discount coupon. We confirmed that choosing one of two wines was easier than that of the two gas coupons. 123 respondents were allocated into three experimental groups. In three experimental grounds, the ratios of the focused reward option's medium to the compared reward option's medium were different. For example, the focused reward option has 10 million points whereas the compared reward option has 10 million points for 1 million won purchase amount in the first group. Then each respondent was asked to choose one of two loyalty programs (focused program vs. compared program) in two different conditions (comparability between reward options. easiness vs. difficulty). To compare the medium effects among the experiment conditions we used chi-squares tests. The empirical results show consumer preference increases and then decreases as reward mile-ages/points given according to purchase amount increase. Additionally, they let us know that comparability of alter natives affects change of consumer preference by reward mileages/points.