• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.9 no.6
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• pp.153-161
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• 2014

This study is to contribute to the policy decision of cosmetic industry through analyzing marketing mix factors which affects customers' buying intention. For this study, marketing mix factors that impact on cosmetic customers purchasing intention were collected and chi-square independence analysis of SPSS and qualitative analysis technology of Kano & Timko were used. Analysis reached one conclusion, which factors were maximizing customers satisfaction, shows the price discount policy and recommendation from family and colleague. Product's effectiveness, usefulness and skin compatibility were rated as an one-dimensional quality as those factors were linearly affected when customers needs were satisfied. However product's containers, package design, colors, brand reputation, low and middle price, distribution channel and advertising medias were investigated as an indifferent quality and they were rated as low satisfaction/dissatisfaction coefficient of Timko. Therefore they do not need to invest to those factors too much budget for attaining customers' buying intention.

• Journal of Distribution Science
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• v.15 no.7
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• pp.53-59
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• 2017

Purpose - In the airline industry, an airport plays an important role. There are a lot of employees who work at an airport, and most of the workers experience restraints regarding leisure activities. Thus, there is a need for studying the internal marketing in the airport to better serve the worker. Although there is a lack of well-structured research regarding the restrictions and satisfaction factors experienced by the airport employees for their leisure activities, this research studies how the restrictions and satisfaction factors influence each other in relation to the internal marketing in the airport. The purpose of this research is to provide a detailed, real time research method for studying the restrictions and satisfaction factors in relation to the internal marketing that are experienced by the airport employees regarding their leisure activities. Research design, data, and methodology - This survey was conducted for airport employees working in two shifts. The questionnaire is 152 copies. The analysis method was used as SPSS statistical package 21.0 and Netminer 4.0 program. Social networks were analyzed for leisure satisfaction and leisure restrictions. Results - As a result of analyzing the linkage between variables for leisure satisfaction, most of the variables of leisure satisfaction are satisfied with "psychological factor" and "social factor". However, "educational factor" and "environmental factor" are not satisfied. In order to improve the leisure satisfaction of airport workers in the future, it is necessary to have an environment where leisure activities can be performed and related education. As a result of analyzing the linkage between variables of leisure restrictions, most of the variables in leisure restrictions are "personal factors" and "temporal factors". However, there are few restrictions on "cost-efficient" and "environment-friendly". Conclusions - In the future, in order to reduce the leisure restrictions of airport workers, they need to reduce work stress, psychological time and leisure allowance for leisure activities. However, it is difficult to solve these problems due to realistic problems including the specificity of working at the airport. This research presents an interdisciplinary analysis of how the restrictions and satisfaction factors influence each other in order to further advance the understanding of the constraints and satisfaction that are experienced by the airport employees.

• Management & Information Systems Review
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• v.34 no.5
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• pp.149-169
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• 2015

This research is based on internal marketing to explain the effect of retirement education as the strategy for increasing internal customer satisfaction. The analysis was held with employees who work in Ulsan area by using SPSS18K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the relationship among related factors including retirement education factors, job satisfaction, anxiety, motivation and customer orientation. According to the result of this study, retirement education factors have positive effect on the both job satisfaction and anxiety. However, the effect of leisure education is not significant for both job satisfaction and anxiety. Additional IPA was conducted to explain managerial implication of this research. The research has several marketing implication on internal marketing and internal customer satisfaction. For firms, employees' perception of retirement education can generate the tangible and intangible performance in the internal marketing perspectives.

• Korean Journal of Construction Engineering and Management
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• v.16 no.1
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• pp.44-51
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• 2015

In recent years, the domestic construction business is continuously stagnated caused by housing depression, global financial crisis etc. To overcome these difficulties, the construction companies should reinforce the internal marketing like the service business. However, it is not easy to conduct active internal marketing reinforcement since the companies do not directly receive customers under special situation like construction. Therefore, it is necessary to resolve the urgent issue by selecting order of priority among internal marketing factors. To address this issue, the objective of this study is to analyze the internal marking factors by using Analytic Hierarchy Process. As a result, the first and second factor represents the internal communication and working condition and environment respectively. The findings of this study will contribute to apply the internal marketing into construction industry.

• Fashion & Textile Research Journal
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• v.16 no.3
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• pp.386-395
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• 2014

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.439-452
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• 2012

This study is to analyse which tourism marketing communication influences on the tourism destination brand equity. Three factors of advertising, publicity, and the words of mouth of tourism destinations were set as tourism marketing communication in order to understand effects of tourism marketing communication on tourism destination brand equity, and tourism destination brand equity was deducted as three factors of brand awareness, brand image, and brand loyalty in order to understand each influential relationship. As a result of empirical analysis, advertising and publicity of tourism destination have positive influence on brand image and words of mouth about tourism destination has positive influence on all brand awareness and brand image. Brand awareness and brand image both have significant effect on brand loyalty, and it was verified that words of mouth about tourism destination among factors of tourism marketing communication has the highest influence.

• Journal of Service Research and Studies
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• v.5 no.2
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• pp.1-13
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• 2015

This study deduced an effect produced on the export performance of ICT company through precedent study. And the importance of each factor was analyzed, regarding the deduced influencing factors. And influencing factors in the export performance of ICT export companies were presented at a practical level on the basis of analysis results. According to the results of analysis, with regard to the influencing factor in the export performance of ICT company, companies' factors were interpreted as the most important influencing factor among the 1st hierarchical factors. According to the results of analysis after setting 12 factors for the 2nd hierarchical factor, 4 factors including export experience, CEO's market orientation, marketing strategy, and export market attractiveness were interpreted as very important factors. Therefore, it was possible to find that, with regard to the influencing factor in the export performance of ICT company, above all, enterprise internal factors- i.e., companies' factors, marketing factors- were more important influencing factors.

• Journal of Information Technology Applications and Management
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• v.11 no.2
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• pp.125-148
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• 2004

It is quite sure that e-commerce through internet has significant impacts on consumer behavior and marketing activities as well. In this context, the concept of 'Internet Community' has been emerged and highlighted in consumer marketing. Internet community means social relationships and linkages which can be established through continuous and iterative internet-mediated communications among people with homogeneous interests and concerns. It has been a current trend to exchange product information among consumers by forming internet communities, which would affect sales performance directly or indirectly. It, therefore, is necessary to study the community's behavior and its impact on its marketing performance. This article focuses on the following points : ① the structural concept and factors of forming traditional consumer community and internet community : ② the role of trust and commitment as mediating variables between the internet community formation and marketing performance : ③ the performance and implications of the internet community on marketing.

• Proceedings of the Costume Culture Conference
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• 2000.09a
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• pp.3-12
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• 2000

Recently Korean firms are increasingly interested in internet business while the number of internet users reaches more than 10 million in Korea. As e-commerce develop rapidly, customer-oriented marketing for online business becomes very important. The issues of how to achieve customer satisfaction in Internet business and how to plan a marketing strategy for online business faced managers of Internet business. Customer-satisfaction is much more important for internet business than for traditional offline 'brick and mortars'. Marketing activities need to be carried out on customer-orientation to achieve high level of customer satisfaction. This paper will discuss how to develop customer-oriented marketing for online business. It will specifically study the characteristics and success factors of internet business, differences between online marketing-mix strategy for e-business in view of customer-orientation. Finally it will suggest a future direction for online fashion business by applying the customer-oriented marketing of Internet business to the fashion business.

• Culinary science and hospitality research
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• v.12 no.4 s.31
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• pp.170-186
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• 2006

The purpose of this study is to figure out how factors of internal marketing affect service quality. Method of human resource could be indicated to bear fruit of food-industry based on this research. This study conducted documentary study and empirical study. To achieve the purpose, a survey was conducted by 229 staffs of family restaurants in Daegu. The result of this research is as follows. First, the properties of each factor of internal marketing, Service Quality and staff's behavior were extracted from the previous studies. Second, internal marketing was applied as a independent variable, and service Quality as a consequent variable. The result reached through convergent validity came to satisfy all variables. Third, it was strongly maintained the fact that the better internal marketing was applied, the more staff were satisfied and the higher service quality was. It was shown that staffs provided customers with a good service if they were satisfied with internal marketing and their companies.