• 한국의류학회지
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• 제25권6호
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• pp.1079-1090
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• 2001

This paper suggest the importance of relationship marketing of the apparel store, and proved the relationship between the relationship marketing factors and the relationship quality and performance. In this research, department store is focused, Credence service, contact guest service, and communication service are defined as relationship marketing factors. Satisfaction and trust are defined as relationship quality. And long-term oriented relationship, repeat purchase. and positive word-of-mouth are set to performance. The questionnaire survey was carried out 238 20's & 30's women in the capital region during nov, 2000. SAS package program was used to analyze the gathered data. The investigation of this research reveals some results. First, relationship marketing factor has effects on relationship quality. Second, it is proved that relationship quality has effects on performance. In conclusion, it is proved that relationship marketing of apparel store is very important marketing strategy that make concrete relationship with consumer and give satisfaction and trust to consumer, and then can make partnership with consumer for long-term consideration.

• 보건의료산업학회지
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• 제7권3호
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• pp.45-55
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• 2013

Cosmetic products are high value-added ones, and characterized by short life-cycles and income elasticity. Since most cosmetic products are procured through consults with salespersons, it is necessary to have detailed knowledge about basic cosmetics. In this paper, a possible relationship marketing strategy is suggested using the results of examining the effects of relationship marketing factors and relationship quality in cosmetics industry. The findings of this research can be summarized as follows. In order to examine the effects of relationship marketing factors and relationship quality on satisfaction which is a relationship performance, and the willingness to procure it again, this paper executed multiple regression analysis. The typical findings of this paper are as follows. The higher the specialty is, the better the brand image is, the higher customization and trust with customer are, the higher satisfaction and willingness to buy it again get. The analysis of relative influences of sub-factors revealed that trust was the strongest factor. In this paper, by revealing the effects of relationship marketing factors and relationship quality on relationship performance, empirically suggested the results which show the same findings as those of previous researches. This result can be a method to establish systematic education systems in places selling basic cosmetic products and in cosmetics companies.

• 마케팅과학연구
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• 제18권4호
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• pp.277-306
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• 2008

Knowledge1 is considered to be a key element of understanding how organizations gain and sustain competitive advantages. But very few firms are capable of creating the requisite knowledge and thus, firms should acquire and exploit new knowledge through knowledge transfer processes. The empirical part of this study involves examining relationships among adaptability of knowledge and knowledge transfer and marketing performance and testing the moderating roles of absorptive capacity, socialization and local marketing knowledge. This study is organized as follows: (1) Previous literature on knowledge, knowledge transfer and absorptive capacity is summarized, followed by the development of hypotheses derived from the knowledge-based view and absorptive capacity. (2) The hypotheses are tested with data collected from MNCs' subsidiaries performing marketing activities in Korea.Thestudyisclosedwithfindings,implications,andconclusions. Following six research hypotheses are drawn from literature review in related areas: H1: Adaptability of knowledge transferred from the MNCs' headquarters and other subsidiaries is positively associated with knowledge inflows into the receiving subsidiary. H2: The level of marketing knowledge transferred from the MNCs' headquarters and other subsidiaries is positively associated with marketing performance of the receiving subsidiary. H3: Increases in potential absorptive capacity will enhance the relationship between adaptability of knowledge and the level of marketing knowledge transfer. H4: Increases in realized absorptive capacity will enhance the relationship between the level of knowledge transfer and marketing performance of the receiving subsidiary. H5: Increases in socialization activity among the headquarters and subsidiaries will enhance the relationship between adaptability of knowledge and the level of marketing knowledge transfer. H6: Increases in the level of locally developed marketing knowledge will enhance the relationship between the level of knowledge transfer and marketing performance of the receiving subsidiary. The research framework that illustrates the proposed hypotheses is presented in figure 1. The unit of analysis for this study is knowledge transfer from the MNCs' headquarters and other subsidiaries to their subsidiaries operating in South Korea. The population for this study consists of subsidiaries established either as joint ventures or as wholly-owned subsidiaries. A group of 603 foreign firms were drawn from diverse industry organizations and business societies. After personal contact, telephone, fax, and e-mail to request that the respondents complete the questionnaire, 282 valid questionnaires from 133 initial sample companies were collected. The results of the empirical analyses significantly support all of the proposed hypotheses except hypothesis 3. Adaptability of external knowledge promotes knowledge transfer and the relationship is moderated by a firm's potential knowledge absorptive capacity. On the other hand, knowledge transfer improves a firm's marketing performance and a firm's realized knowledge absorptive capacity and local marketing knowledge moderate the relationship. The theoretical and practical implications of the findings in this study are as follows: (1) firms must take seeking, transferring, sharing and exploiting of external knowledge into serious consideration, while simultaneously creating knowledge to support the necessary business operations, remain competitive, and achieve superior performance. (2) Firms should continuously seek to develop their knowledge absorptive capacity (both potential and realized capacity) to absorb, learn and utilize valuable external knowledge. (3) Firms should emphasize not only absorptive capacity, but also development of local knowledge. Firms with strong absorptive capability and local knowledge can learn and transfer more external knowledge, which can be translated into greater levels of competence and performance.

• 한국의류학회지
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• 제34권9호
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• pp.1538-1545
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• 2010

Relationship marketing can be one of the most efficient strategies that enable a company to achieve business success in the marketing environment of tough competition and the desire of consumers for diverse products. Using relationship marketing instead of mass marketing can help a company increase profits. For. proper research in relationship marketing, it is indispensable to study interactivity. This study investigates the effects of interactivity on relationship marketing. The results are as follow: The enterprise-consumer interactivity had a significantly positive effect on relationship quality (trust, satisfaction, and commitment). Especially enterprise-consumer interactivity appeared as the most positive effect on satisfaction and customization benefit appeared to be the most positive effect on trust. The enterprise-consumer interactivity had a significantly positive effect on relationship performance (long-term relationship orientation, repurchase intention, and word of mouth). Especially, enterprise-consumer interactivity appeared as the most positive effect on long-term relationship orientation. Internet shopping malls should enhance the interaction between the company and customers with the feedback system to share important information, and maintain a reliable technological environment. The company can deal with customer requirements by supplying proper products and content. The findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process.

• Asia Marketing Journal
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• 제11권2호
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• pp.37-51
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• 2009

Although previous studies have made significant progress in adaptive selling behavior (ASB), few studies have considered salesperson's customer orientation (CO) and learning behavior as determinants of effective sales management (ASB and relationship-making efforts), despite the discussion of important roles of these constructs. The authors test not only the relationships of salesperson's CO and market-based learning behavior to ASB and relationship-making efforts, but also the effects of ASB on relationship-making efforts and performance. The results of the study, which is done with samples of salespeople from Korean companies, indicate that salesperson's CO and market-based learning behavior are identified as significant determinants of ASB. Moreover, both salesperson's ASB and relationship-making efforts have significant effects on sales performance. On the other hand, as per salesperson's relationship-making efforts, salesperson's CO has a positive effect, but salesperson's market-based learning behavior and ASB do not influence his or her relationship-making efforts, which suggest a provocative possibility of conceptualization regarding the relationship between ASB and relationship management efforts.

• Asia Marketing Journal
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• 제13권4호
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• pp.105-137
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• 2012

1980년대 마케팅 분야에서 Relationship Marketing이란 새로운 접근방법이 등장한 이후 미국, 유럽 및 아시아 등지에서 다양한 연구가 활발히 이루어져 왔다. 급속한 환경변화와 경쟁의 세계화로 말미암아 기업들은 보다 적극적으로 환경과의 관계를 고려하지 않을 수 없게 된 상황에서 Relationship Marketing은 마케팅뿐만 아니라 전략분야에서도 중추적인 패러다임으로 자리를 잡아가면서 전통적인 마케팅 연구의 한계를 극복하는 동시에 기업의 마케팅 활동에 보다 풍부한 시사점을 제공하고 있다. 그러나 Relationship Marketing의 연구들은 마케팅 시스템의 상적 영역(commercial sector)에서의 관계구조 및 특성에 초점을 맞추는 조직간 관계 중심이 대부분이었다. 역설적으로 Relationship Marketing에 있어서 다시금 소비자 측면을 고려하지 않으면 안 되는 상황이 전개되고 있다. 1990년대 정보통신 기술의 발달과 웹의 상업적 적용이 빠르게 적용되고 있고, 이러한 새로운 기술들은 커뮤니케이션 개념을 변화시키고 있다. 2000년대 뉴미디어와 혁신 기술의 발달로 소비자들은 스스로 확대된 정보 네트워크를 갖추고 활발하게 정보교환을 하면서 생산이나 판매에 참여하고 있다(Kelly 1998: Jenkins 2006). 이러한 기업과 소비자의 변화는 기업과 소비자의 관계를 근본적으로 변화시키고 있는데, 그에 따라 최근 소비현상에서 소비자의 주도적인 역할이 자주 논의되고 있다.(Seybold 2000: Sharma and Sheth 2004: 임종원, 양석준 2006). 디지털 모바일환경에서의 서비스 유통구조인 플랫폼을 통한 새로운 관계 지배구조로서의 공동체(community)가 연구대상이 되고 있고, 행위적 측면에서도 디지털 환경과 맞물린 소비자 참여 역할 변화는 마케팅 시스템에서 커다란 변화를 요구하고 있다. 본 연구는 지금까지의 Relationship Marketing 연구 성과를 (1) 철학적 측면, (2) 구조적 측면, (3) 행동적 측면, (4) 마케팅 성과 측면에서 전통적 마케팅 연구 관점과 비교 검토하는 동시에 21세기의 새로운 현실, 즉 디지털 환경에서 뉴미디어의 보편화와 고객 참여의 고도화에 따른 마케팅 환경과 마케팅 시스템의 변화에 초점을 맞추어 소비자의 조직화라는 관점에서 공동 가치창조를 위한 연결마케팅공동체의 형성 가능성을 제시하고 향후 Relationship Marketing 연구의 방향을 모색해보고자 하였다.

• Journal of Information Technology Applications and Management
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• 제20권4호
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• pp.207-219
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• 2013

The study examined relational marketing in terms of transaction specific satisfaction and cumulative satisfaction in the professional sport industry. The study evaluated the motivation of spectators visiting professional baseball games in 2012 and the satisfaction factors of relationship marketing. In this study, the satisfactions were considered in terms of single satisfaction associated with transaction and gradual satisfaction associated with customer loyalty. The relationship marketing was established considering each factor of marketing strategies, facility, game performance and entertainment. The study categorized the factors for customers to visit games as facility, game performance and entertainment with marketing strategies. The study found out that the customer satisfaction was related with both transaction specific satisfaction and cumulative satisfaction where cumulative one is longer term related. Moreover, cumulative satisfaction will be more related with the long term team financial performance.

• 마케팅과학연구
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• 제11권
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• pp.43-58
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• 2003

본 연구의 목적은 IR 활동과 주주에 대한 관계마케팅간의 관련성을 연구하는 것이다. 본 연구에 사용된 연구모형은 IR과 관계마케팅의 관련분야의 과거연구와 다양한 전문가들과의 인터뷰를 통하여 축적된 자료들을 토대로 하여 구축되었다. 이러한 연구모형은 또한 과거연구와 전문가들과의 인터뷰를 통하여 얻어진 연구가설들을 기반으로 하였다. LISREL 분석기법을 이용하여 자료분석이 시도되었다. 자료분석 결과에 의하면 IR활동들이 투자자의 신뢰와 관계결속에 결정적인 영향을 미치는 것으로 발견되었다. 따라서 IR활동들은 회사의 관계마케팅과 성과에 긍정적인 영향을 미친다는 결론을 도출하였다. 이러한 결론을 바탕으로 IR활동과 관계마케팅의 관련성을 경영에 응용할 수 있는 다양한 마케팅전략이 제시되었다.

• International Journal of Advanced Culture Technology
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• 제7권2호
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• pp.93-102
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• 2019

This study is to examine the effects of business management competency, organizational management competency, relationship formation competency, marketing competency, and entrepreneurship, which are perceived by organizational members of social enterprise, on organizational performance, economic performance and social performance. The results of this study are as follows. First, the business management competency of the executives influencing the economic performance, which is the organization performance of the hypothetical social enterprise, was adopted. In other words, the organizational management competency (H1-1), the relationship formation competency (H1-2), the marketing competency (H1-3), and the entrepreneurship (H1-4), which are executive business management competency, have a positive effect on the organizational performance of the social enterprise respectively. Second, Hypothesis 2 indicates that the business management competency of social enterprise executives has a positive effect on organizational performance, social performance, and Hypothesis 2 has been adopted. In other words, the business management competency of the management on the social performance of the social enterprise is in the order of relationship forming competency (H2-2), marketing competency (H2-3), organizationalmanagement competency (H2-1), entrepreneurship (H2-4) Showed high influence. The higher the relationship formation competency, marketing competency, organizational competency, and entrepreneurship, which are the business management competency of the social enterprise management, the economic social performance of the social enterprise is more improved.

• 무역학회지
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• 제45권5호
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• pp.261-277
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• 2020

The purpose of this study is to analyze whether SMEs' technological capabilities and international marketing capabilities affect the export performance of the SMEs and to empirically test the moderating effect of the CEO's risk propensity on such a relationship. We obtained data from 190 SMEs located in Gwangju and Jeonnam Province in Korea through survey and performed a regression analysis for hypothesis testing based on these data. As a result of the analysis, it was found that SMEs' technological capabilities and international marketing capabilities had a significantly positive (+) effect on export performance, respectively. Also, the CEO's risk propensity was found to reinforce the relationship between technical competence and export performance, and the relationship between marketing capabilities and export performance was also found to be strengthened in the positive (+) direction. These results suggest that it is necessary for SMEs to continuously develop technological capabilities and international marketing capabilities to achieve successful export performance in overseas markets. Also, the CEO's propensity to promote these relationships may be important.