• Title, Summary, Keyword: benefit strategy

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A Consumer-Oriented Study of Price Increases and Downsizing : Focused on Roles of Competitor's Pricing Strategy and Risk-Aversion (가격인상과 용량감소에 관한 소비자 관점의 비교 연구 : 경쟁사 가격전략과 위험회피성향을 중심으로)

  • Kim, Hye Young;Kang, Yeong Seon
    • Korean Management Science Review
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    • v.32 no.3
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    • pp.55-70
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    • 2015
  • The main objective of this study is to investigate the moderating roles of the competitor's pricing strategy and the degree of consumer's risk-aversion on perceived risk and perceived benefit in responding to price increases and package downsizing. Based on Prospect Theory, several prior researches find that consumers perceive increased price as more loss than package downsizing and perceive package downsizing as more benefit than increased price. We extend these behavioral economics approach using the reference effect of competitor's pricing strategy. We focus on consumer heterogeneity on risk-aversion, measure the degree of consumer's risk-aversion, and divide the consumers into two groups of high levels of risk-aversion vs. low levels of risk-aversion. We find that the firm's pricing strategies of both price increases and package downsizing do not significantly influence the perceived benefit for relatively low risk-aversion consumers. We find that when the firm reduce the package size, relatively high risk-aversion consumers perceived more benefit and had higher purchase intention compared to price increases. We also find that the competitor's pricing strategies do not significantly influence the consumer's response for relatively low risk-aversion consumers. For relatively high risk-aversion consumers, they perceived more loss when the firm has different pricing strategy from the competitor's.

The Causal Relationship between Perceived Service Recovery Justice, and Relationship Benefit, Relationship Satisfaction and Long-tenn Relationship Orientation (외식산업 서비스회복공정성 지각과 관계혜택, 관계만족 및 장기관계지향성간의 인과관계 연구)

  • Kim, Dong-Soo;Son, Byong-Mo
    • Culinary science and hospitality research
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    • v.17 no.2
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    • pp.168-181
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    • 2011
  • The purpose of this study is to establish an effective marketing strategy as the marketing management strategy by inquiring into the effect of service recovery justice on relationship benefit, relationship satisfaction and long-tenn relationship orientation in food service industry with food service customers. This study showed that the service recovery justice has a positive effect on the relationship benefit according to procedural, interactional and distributive justice, and the customer satisfaction is maximized through the relationship benefit, continuing the relationship as long-tenn friendship customers. That means that despite service companies' many efforts, including the establishment of a goal related to service, as their service failures happen frequently by various internal or external factors, active work is needed through the fair relationship benefit as the service recovery strategy to deal with these service failures positively and keep the customer satisfaction and long-tenn relationship orientation.

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Architecture Evaluation Utilizing CBAM and AHP (CBAM과 AHP를 이용한 아키텍처 평가)

  • Lee, Ji-Hyun;Kang, Sung-Won;Cho, Jin-Hee;Kim, Jin-Sam
    • The KIPS Transactions:PartD
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    • v.13D no.5
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    • pp.683-690
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    • 2006
  • The CBAM (Cost Benefit Analysis Method) provides a method for deciding the best architectural strategy by considering cost, schedule, and risks as well as the benefits of the architectural strategy. But many parts of the CBAM do not Present quantitative evidence explicitly on whether it is the best architectural strategy among others because it depends on the stakeholders' consensus, vote, and/or intuition. In this study, we apply the AHP (Analytic Hierarchy Process) to CBAM to provide explicit quantitative evidence and to reduce the possibility of subjective decision-making errors that may occur in the CBAM.

The Benefit Segmentation of Outdoor Wear Consumers and Purchasing Behavior

  • Kim, Sang-Mi;Won, Myung-Sim;Han, Ki-Hyang
    • International Journal of Costume and Fashion
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    • v.15 no.2
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    • pp.19-36
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    • 2015
  • The purpose of this study is to research the purchasing behavior according to the pursuit benefit for outdoor wear and to present a direction to outdoor wear. Questionnaire survey was administered to 533 male and female adults in their 30s to 40s living in Seoul and Gyeonggido from May 1 to 15, 2014. Concerning the statistic treatment for data analysis, SPSS for Window 18.0 was used to carry out frequency analysis, factor analysis, reliability test, cluster analysis, ANOVA and Duncan test as post-test. Benefit was drawn out as 4 elements including 'showing off & brand benefit sought', 'fashion benefits sought', 'functionality benefits sought' and 'economic benefits sought'. Group analysis according to benefit showed that it was materialized to 'multiple benefit sought group', 'unconcern group', 'showing off & brand benefit sought group' and 'utility benefit sought group'. There is an academic significance in that this research found out the level of benefit in purchasing outdoor wear and the difference of purchasing behavior by consumer groups according to benefit. This result might be used efficiently by marketers in outdoor clothing industry in classifying consumers and establishing the marketing strategy to deal with it.

Business Strategy of TV VOD through High-speed Internet (초고속 인터넷을 이용한 TV VOD 사업 전략)

  • 이찬구
    • Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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    • pp.31-34
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    • 2003
  • In recent, the rapid convergence of telecommunication and broadcasting has been considered as one of the hot issues in the IT industry. This convergence will provide telecom operators with both opportunities and threatens. This is because that telecom operators can enter the broadcasting industry, whereas broadcasters will also have a chance to provide telecom services. This work aims to discuss the business strategy for telecom operators to provide a TV VOD service, one of the convergence services between telecommunication and broadcasting, through the high-speed internet which is so much served in Korea. It seems that this service will achieve two business goals, namely "to minimise an additional investment" and "to find out a new benefit source", by fully utilising a current high-speed internet infrastructure. Finally, this paper mainly contains the market overview of in telecom and broadcasting service, the definition of TV VOD service and the necessity for this service, a market forecasting and the provision strategy of major telecom operators, and key success factors and a benefit model.

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Development Strategy on the Risk Rating Method for Nationwide Emerging IT Infrastructure (국가단위 신규 IT인프라의 위험도 등급화 기법 개발 방향 연구)

  • Kim, Sangkyun
    • Journal of Industrial Technology
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    • v.30 no.B
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    • pp.11-16
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    • 2010
  • To provide a development strategy on the method which assesses a potential risk of nationwide emerging IT infrastructure in planning and design phase, and to classify the assessment result into 5 levels is the goal of this research. The development strategy provided in this paper could improve a benefit-cost-ratio of investments on emerging IT infrastructure. With a premature assessment of the potential risks of a nationwide emerging IT infrastructure which needs astronomical amount of public funds, it could show a way of systematic investments on security systems and improve a benefit-cost-ratio of investments on emerging IT infrastructure. Also, this approach might improve the safety of nationwide IT infrastructure. It could identify and provide an optimized solution for the potential risks of nationwide IT infrastructure.

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The Effect Factors on the Purchase Intension of Smart Car as of High Innovative Technology and Product; Consumer's Individual Attributes, Perceived Benefit and Switching Cost

  • Ahn, Yeon S.
    • Journal of the Korea Society of Computer and Information
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    • v.21 no.9
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    • pp.113-119
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    • 2016
  • In this paper, a research model is proved empirically which includes factors related on the purchase intention of smart car as high innovative product in advance of commercialization. As one of relating to consumer's expectation benefit factors, individual attribute factor includes product knowledge, individual innovativeness, and sociality. Consumer's expectation benefit factor includes perceived ease-of-use, usefulness, and enjoyment. As of switching cost variables, there are financial, uncertainty, relational and psychological switching costs factors. Analysis were performed using data from the 257 respondents as random sampling among potential consumers. Purchase intention were affected by individual innovativeness mediated by perceived enjoyment, and individual sociality by perceived ease-of-use and enjoyment also. Relational switching costs factor was only a significant control variable between purchase intention with consumer's expectation benefit factor. This result presents some implications for making the new smart car's detail concept and marketing strategy related to targeting the consumer as high innovative product and technology firms including smart car makers.

The Effect of Relationship Benefit on Relationship Quality and Performance in Internet Apparel Products Shopping (인터넷 쇼핑몰의 의류제품 쇼핑 시 관계혜택이 관계의 질과 관계성과에 미치는 영향)

  • Bae, Kang-Mi;Park, Jae-Ok
    • Journal of the Korean Society of Clothing and Textiles
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    • v.34 no.9
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    • pp.1504-1514
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    • 2010
  • Relationship marketing can be one of the most efficient strategies to enable a company to achieve business success in the recent marketing environment of tough competition and the diverse desires of consumers for new 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 relationship benefits. This study provides specific information in terms of relationship benefits to help develop the marketoriented strategy of a company. The results are as follow. The relationship benefit had a significantly positive effect on relationship quality (trust, satisfaction, and commitment). A relationship benefit was divided into three dimensions: customization benefit, informational benefit, and emotional benefit. Especially, emotional benefit appears as the most positive effect on satisfaction and the customization benefit appeared as the most positive effect on trust and commitment. The customization benefit and emotional benefit had a significantly positive effect on long-term relationship orientation, repurchase intention, and word of mouth. Informational benefit was not a significant influence on repurchase intention and word of mouth. Customization benefit appeared the most positive effect on long-term relationship orientation and word' of mouth. Emotional benefit appeared the most positive effect on repurchase intention. The relationship quality had a significantly positive effect on relationship performance. The findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process.

Evaluation and Analysis on the Image Decision Factors of Food Service Industry - Focused on Jeonju Local Food Service Industry - (외식업체 서비스 이미지 결정 요인 평가 분석 - 전주 지역 외식업체 중심으로 -)

  • Yang, Man-Kyu
    • Culinary science and hospitality research
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    • v.16 no.2
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    • pp.1-14
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    • 2010
  • This study is focused on the image benefit cost criterion value and the pure image benefit figure of the local food service industries, V, T, and O based on the theory and factor-analyses of food service industry. To accomplish the aim of this study, theoretical and positive research methods have been applied. The steps of food service image decision projects for the activating of identification on food service have been examined through theories and positive analyses. As the results, 'the image of menu service' appears to be the most effectual factor on the pure image benefit score, which is the priority order of the project planning for the food service image marketing of Jeonju area. As for the image benefit cost criterion value, 'the image of managemental service system', 'the image of approachability', and 'the service of internal surroundings' have been proved to be the most effectual factor in V, T, O respectively. On the other hand, this study shows that V manages its image of food service most effectually with 1.7 billion won, T with 96 million won, O with 7.2 million won for the image marketing strategy.

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Buyer-Supplier Collaboration and Benefit-Sharing Strategy in a Supply Chain (공급망 상생협력 활동과 성과 공유 전략)

  • Yoo, Seung-Ho
    • Journal of the Korean Operations Research and Management Science Society
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    • v.36 no.1
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    • pp.69-84
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    • 2011
  • In this study, based on the principal-agent paradigm, we investigate a joint cost reduction activity in a buyer-supplier supply chain where a buyer motivates its operations department and a supplier to reduce the supply chain's production cost. We construct a benefit-sharing model based on the target cost scheme, a basic philosophy in practice which has not been explored in previous studies. The model also incorporates various supply chain issues such as the cooperation of multiple agents, the opportunity loss, and the degree of strategic relationship between the buyer and the supplier. Based on the analysis of the principal-agent model, we investigate the benefit-sharing rule to control agents' actions, and we also provide important managerial implications into supply chain practices via extensive comparative static analyses.