• The Journal of the Korea institute of electronic communication sciences
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• v.7 no.6
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• pp.1545-1553
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• 2012

Good salespeople are the deciding factors in the success of an organization. In particular, the role of the salesperson takes on a more important role. Accordingly, the first purpose of this study is to understand the personal values of salespeople; secondly, to study the explanation personal values, adaptability, and customer orientation have on salesperson's performance. The third purpose is to understand the structural link among each of the explanatory factors related to salesperson performance. Lastly, with these research results as a foundation, to find the implications regarding management strategy plans of valuable salespeople for marketing researchers and sales managers.

• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.481-494
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• 2015

Recently mobile application providers and telecommunication companies went through a difficult time in a highly competitive mobile and its application market where we've seen a huge trend for diverse mobile applications occurring on smart phone. If there were a time when those of companies need to analyze factors affecting users' intention to download or recommend others applications more than ever, it is now. Based on UTAUT model, this research is to provide them with strategic implications by analyzing those factors according to application types with utilization and hedonic values. As a result, firstly trust and personalization have positive impact on Performance Expectancy and users' intention to use have been significantly affected by Performance Expectancy and Effort Expectancy. Secondly the result of path analysis has a different outcome according to application types with utilization and hedonic values. Therefore it is expected that the research gives practical and strategic implication for application developer, mobile companies and others helping application development, new service launch and marketing implementation.

• Journal of Global Scholars of Marketing Science
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• v.14
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• pp.125-144
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• 2004

The purpose of this study is to classify customer bye-mailing responsiveness on time-series analysis and RFM module and testify the effectiveness of grouping by ROI analysis. RFM (Recency, Frequency, Monetary Value) analysis are used for customer classification that is fundamental process of e-CRM application. ROI analysis were consisted of open, click-through, duration time, conversion rate, personalization and e-mail loyalty index. Major findings are as follows; Customer segmentation were loyal customer, odds customer, dormant customer, secession customer and observation customer by Activity email module. And Loyal, dormant and secession customer are segregated by RFM module. Loyal customer group have higher point of all ROI index than other groups. These results indicated that customer responsiveness of e-mailing and RFM analysis were appropriate methods to grouping the customer. Mid-small Internet Biz adapted marketing strategy by optimization of consumer information.

• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.160-171
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• 2017

This study is intended to study the usage of augmented reality(AR) in the marketing field by classifying them into display and content types and analyzing the typical cases and characteristics. The market for AR has been on the increase and has been a big influence in the marketing field, resulting in the generalization of the term "AR marketing." By analyzing the marketing cases which use AR technology and organizing the frequency of use and characteristics, it is expected to contribute as a basic material for future studies on AR marketing. In this study, AR marketing cases are classified into different categories including display and contents. First, AR display category includes personal computers, mobile, public display, and projection display. AR contents category includes informative content, game contents, virtual experience, and visual effect. While investigating, it was found that the most used type of AR display was mobile, which has the advantage of not being limited by time and place and is also capable of one-on-one marketing with customers. The most used type of AR content was visual effect type, which evokes curiosity and is easily shared among people.

• The Journal of the Korea Contents Association
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• v.8 no.10
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• pp.88-94
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• 2008

This paper is proposed that ontology_based Oriental Medicine Customer Relationship Management system is designed with existing OCS, EMR, ERP system for oriental medicine center of efficient customer information management and analysis. As using ontology technique, we support oriental medicine service at grade according to quality and healthy of the customer. Also we designed 4 kind oriental medicine customer relationship management system frame - customer management, public relations/marketing, service management, statistics/analysis - in the customer management process standardization through a medical expert system.

• Proceedings of the Korea Information Processing Society Conference
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• 2013.11a
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• pp.1218-1221
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• 2013

최근 기업들은 빅데이터 활용을 통해 얻은 분석결과를 고객 마케팅 및 영업 전략 수립에 적극 활용함으로써 수익성 증대 및 비용 절감이라는 기대 효익를 달성하고 있다. 이러한 흐름에 따라 기업 내 시스템 사용자를 고객으로 두고 있는 HRM시스템 역시 인사데이터 분석을 기반으로 사용자의 기호와 요구사항을 반영한 가치 있는 정보를 제공해줌으로써 기존 기업 고객 이외에 잠재적인 고객층을 확보할 수 있는 맞춤형 HRM 시스템으로 진화해야 할 것이다. 본 연구에서는 빅데이터 기반의 인사데이터 분석의 필요성과 국외 인사데이터 분석 활용사례를 살펴보고 이를 기반으로 빅데이터 분석기술을 활용하여 사용자에게 가치 있는 정보를 제공해주는 개인화된 맞춤형 HRM시스템을 제안 및 설계하고자 한다.

• Informatization Policy
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• v.29 no.1
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• pp.38-59
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• 2022

The development of IT technology and the spread of smartphones are having a great impact on businesses and consumers. Consumers have been able to acquire more diverse and larger amounts of information than in the past due to information provided through smartphones and information search on the internet, which has a significant influence on decision-making. Companies have also become sensitive to such changes in consumer behavior patterns, reflected in their marketing. In addition, among the various characteristics of smartphones, location-based technology has become an important factor in providing targeted marketing from a company's point of view. Such technological development and social change have led to the expansion of the mobile advertising market, which promotes products or services based on the location of consumers and provides benefits such as discount coupons. In this study, we have analyzed the influence of consumer characteristics on intention to use in mobile location-based advertising, which has become an important marketing method in the mobile advertising market. The effects of variables of personalization, engagement, coupon proneness, economic efficiency, and irritation on attitude and information privacy concerns were analyzed, and the effects of attitude and information privacy concerns on intention to use were analyzed. The results of this study are deemed to be able to suggest factors to consider when providing mobile location-based advertising to consumers in the future.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.105-115
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• 2021

Many services are provided through big data analysis in various fields such as individuals, private sectors, and governments. There is a growing interest in training data scientists to provide these services. Particularly, interest in big data-based marketing curriculum is high. This study analyzed the domestic and foreign university big data-based marketing-related curriculum to utilize vast and diverse types of information from a marketing perspective in the era of big data. As a result of the analysis of 3,523 subjects related to digital marketing, big data marketing, data analysis, and developers collected according to the analysis criteria, it was analyzed that the specialized curriculum for training data scientists required in the era of the fourth industrial revolution was not appropriate. It is expected that the proposed curriculum in this study will be useful for the development of digital marketing and big data-based marketing curriculum.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.6
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• pp.201-214
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• 2023

This study attempted to analyze the impact of individual entrepreneurial capabilities on entrepreneurial intention targeting small and medium-sized business employees, and sought to confirm the mediating effect of entrepreneurial efficacy and entrepreneurial mentoring between entrepreneurial capabilities and entrepreneurial intention. The sub-variables of entrepreneurship competency were analyzed separately into creativity, problem solving, communication, and marketing. 368 questionnaires collected from employees at small and medium-sized manufacturing companies located across the country were used for empirical analysis. A parallel dual mediation model with no causal relationship between parameters was used for empirical analysis using SPSS v26.0 and PROCESS macro v4.2. As a result of the analysis, first, among the start-up competencies, creativity, communication, and marketing were confirmed to have a significant positive (+) effect on start-up efficacy. Second, among the start-up competencies, creativity, communication, and marketing were tested to have a significant positive influence on start-up mentoring. Third, both startup efficacy and startup mentoring were found to have a significant positive influence on startup intention. Fourth, among start-up capabilities, creativity and marketing were confirmed to have a significant positive (+) effect on start-up intention. Fifth, startup efficacy and startup mentoring were found to have a mediating effect on startup intention except for problem solving among startup competencies. As a result, it was confirmed that in order to strengthen the intention to start a business among small and medium-sized business employees, start-up efficacy and start-up mentoring are important factors, and that marketing and creativity have an important influence among individual start-up capabilities, so education and prior preparation for these are necessary. As follow-up research, it will be necessary to apply multivariate models, analyze time series data, research considering external environmental factors, and test the difference between start-up capabilities and performance considering detailed population characteristics.

• Journal of the Korea Convergence Society
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• v.13 no.2
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• pp.201-214
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• 2022

This study examined the relationship between young adults' personality traits and mobile shopping intention, through mediation effects of privacy concern and perceived value of purchase based oh the mobile devices. For purposes of the study, data were collected from a convenience sample of 204 undergraduate students who participated in introduction to psychology and marketing at a large university in South Korea. To test the research model, this study used a path analysis with a maximum likelihood method and a regression analysis with a parallel mediation using bootstrapping procedures. The study results indicated that privacy concern can mediate the effects of neuroticism and agreeableness on mobile shopping intentions. Also, the relationship between openness and mobile shopping intention was mediated by the perceived value of mobile commerce. From these results, it suggests that mobile marketers should consider personality traits of young adults for customizing the personalized mobile marketing strategies.