• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.352-365
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• 2010

Most of studies concerned with on-line Brand community show that it makes users to increase their brand loyalty and brand attachment. But it wouldn't be explained that on-line brand community could be the field of consumer's public complaining in service failure. So, this study tried to focus the dimensions of negative emotions and customer characteristics that may cause relationship dissolutions in on-line brand community. The findings of the present study following as, high relationship quality of on-line brand community user directly effects negative emotions, especially, disappointment and betrayal. second, disappointment and betrayal influences the desire of revenge. Third, customer's negative reactions (for example, negative replies about the brand or public complaining in community) are mediated by customer's desire of revenge. The analysis was held with brand community customers who has been experienced service recently by using SPSS14K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the between emotional factors and negative reactions. In conclusion, this article provides implications into understanding of customer's negative emotions and user's characteristics that cause negative reactions in on-line brand community. thus, this may allow marketers to have managerial insights on handling of on-line brand community independently operated by consumers.

• Information Systems Review
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• v.25 no.1
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• pp.111-128
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• 2023

With the development of artificial intelligence technology, interest in data-based product preference estimation and personalized recommender systems is increasing. However, if the recommendation is not suitable, there is a risk that it may reduce the purchase intention of the customer and even extend to a huge financial loss due to the characteristics of the financial product. Therefore, developing a recommender system that comprehensively reflects customer characteristics and product preferences is very important for business performance creation and response to compliance issues. In the case of financial products, product preference is clearly divided according to individual investment propensity and risk aversion, so it is necessary to provide customized recommendation service by utilizing accumulated customer data. In addition to using these customer behavioral characteristics and transaction history data, we intend to solve the cold-start problem of the recommender system, including customer demographic information, asset information, and stock holding information. Therefore, this study found that the model proposed deep learning-based collaborative filtering by deriving customer latent preferences through characteristic information such as customer investment propensity, transaction history, and financial product information based on customer transaction log records was the best. Based on the customer's financial investment mechanism, this study is meaningful in developing a service that recommends a high-priority group by establishing a recommendation model that derives expected preferences for untraded financial products through financial product transaction data.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.365-371
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• 2007

인터넷 쇼핑 시장의 확산과 함께 소비자들은 이전보다 더욱 다양한 형태의 인터넷 쇼핑몰을 접할 수 있게 되었다. 따라서, 소비자들은 다양한 쇼핑몰의 선택의 기로에 서게 된 반면, 인터넷 쇼핑몰 업체의 입장에서는 고객의 유지가 매우 중요하다. 특히, 오프라인 기반을 갖춘 Brick & Clicks 인터넷 쇼핑몰의 경우에는 오프라인 고객을 온라인상에서도 그대로 유지하길 바랄 것이다. 그러나, 실제로는 많은 고객들이 오프라인 쇼핑몰과 온라인 쇼핑몰을 동일하게 이용하는 Brick & Clicks 쇼핑몰을 선택보다는 인터넷 상의 순수한 Pure-play 쇼핑몰을 선택하기도 한다. 이에 본 연구에서는 소비자가 Brick & Clicks 인터넷 쇼핑몰이나 Pure-play 인터넷 쇼핑몰을 선택하는 행동에 대해 스키마 관점에서 살펴보고자 한다. 본 연구에서는 인터넷 쇼핑몰에 대한 스키마 형성에 신뢰, 구조적 확신, 관계혜택이 영향을 준다고 보고, 총 514여명의 인터넷 쇼핑몰 사용자를 대상으로 실증분석을 하고 결과를 도출하였다. 분석결과 Pure-play 인터넷 쇼핑몰이 고객에게 더 높은 평가를 받는 것으로 나타나 Brick & Clicks 인터넷 쇼핑몰의 특화가 필요한 것으로 판단된다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2012.10a
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• pp.715-717
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• 2012

최근 SNS나 소셜미디어등 온라인을 통해 고객들의 서비스에 대한 정성적인 평가 및 요구사항이 실시간으로 표현되고 있으므로 병원, 은행,회사 등 각 기업에서는 서비스에 대한 부정적인 여론이 확산되기 전에 능동적으로 대응할 수 있는 시스템의 필요성이 요구되고 있다. 기존의 정형화된 설문을 통한 고객 니즈 분석으로는 다양한 온라인 플렛품 상의 소비자 경험, 의견 및 감성을 분석하기가 어렵다. 따라서, 다양한 온라인 플렛폼의 등장 소비자 Life-Style의 변화 등으로 기업이 시장과 고객들의 행동패턴을 파악 및 예측하여 분석, 관리하고 대응할 수 있는 시스템이 필요하다. 본 연구에서는 기업의 마케팅, 홍보, 기획 등 B2C 서비스 기업 활동에 효율적으로 활용할 수 있는 고객 평판분석 관리 시스템을 제안한다. 특히, 제안한 시스템의 효율성 검증을 위해 실제 테스트베드 프로토타입을 개발한다.

• The Journal of the Korea Contents Association
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• v.18 no.7
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• pp.338-349
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• 2018

The purpose of this study was to investigate the effect of local food selection attributes on customer satisfaction and behavioral intention. The purpose of this study was to investigate the effect of local food selection attributes, customer satisfaction, Respectively. The purpose of this study is to investigate the relationship between the variables and the structure of each variable through literature review. The questionnaire survey was conducted on 249 consumers who used specialty food through local food restaurants and local festivals in Gangneung. Respectively. Data were analyzed by frequency, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis using SPSS 20.0 statistical program. The purpose of this study is to identify the factors that select local specialty foods and to provide them as basic data for increasing the number of tourists through local specialty foods and revitalizing the local economy. I would like to present a marketing strategy. In particular, consumers who have used local specialty foods must come up with a marketing strategy that will maximize customer satisfaction, and it is necessary to revitalize the taste, quality, and best service of food.

• Journal of Digital Convergence
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• v.12 no.10
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• pp.223-233
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• 2014

Even though the features of the products are almost identical, customers' reactions to each product are quite different depending on the brand image. The purpose of this study is to verify the effects of smart phone's brand images on customer's satisfaction and loyalty and compare the differences between user groups of the Galaxy and iPhone, two representative brands of smart phone. In order to do this, their brand images were classified into functional, symbolic and experiential brand images, and customer's loyalty was also classified into attitudinal and behavioral ones to empirically confirm the influence of those factors. The findings showed that functional and experiential brand images had a positive effect on their level of satisfaction, while symbolic brand images did not have a significant effect on it. Furthermore, it was found that the satisfaction level had a significant effect on attitudinal and behavioral loyalty, and attitudinal loyalty also had a significant effect on behavioral loyalty. Finally, a multiple group analysis of the user groups of Galaxy and iPhone determined that there was a statistically significant difference in the channel between customer satisfaction and attitudinal loyalty.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.434-444
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• 2010

Hotel should provide customers with trust and satisfaction through a long-term relationship to receive a loyalty from them. In this study, we interviewed resort hotel customers in Je-ju island to find out how an interpersonal trust affects customer's loyalty and repurchase intention. Through this research, we found out the customer's feeling on employees regarding their abilities and similarities has a positive effect on the customer's loyalty and repurchase intention while the consistency of employees has a negative effect. For the customers who're interested in resort area with curiosity and new concerns, consistency is negative affected factor to customer loyalty and repurchase intention.

• Journal of Global Scholars of Marketing Science
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• v.16 no.2
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• pp.27-54
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• 2006

As maintaining customer long term relationship is critical factor for improving to firm value as well as customer lifetime value, the academicians and practitioners have paid attention to customer defection. It is said that service failures are key factors to customer defection or customer switching(Keaveney 1995 etc.). This study examines that the effect on customer defection of service failures is differential according to the various customer-firms relationship characteristics. We consider relationship duration, usage level, decision making influence, industry knowledge and switching cost as customer-firm relationship characteristics based on marketing literature. Predictions are developed and tested using Internet service provider(ISP) user survey data(n=212). Results show that the customer-firms relationship characteristics/above variables) play a moderating roles in the service failures and customer defection links.

• Asia Marketing Journal
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• v.8 no.1
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• pp.19-47
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• 2006

This study explores the effect of the properties of digital infra on customer participation to explain how customers' initiatives impact the marketing process in the digital environment. Also the effect of the accumulated information through customers' information sharing on their initiatives in the marketing activities can be discovered. These effects can be better understood by developing comprehensive model and employing large sample empirical test. Study1 identifies the properties of digital infra which overcomes the limitations of off-line environment in customers' participation - Information openness, connectedness, community interaction and structure clarity - and how these properties activate customers' participation in the marketing process. Study2 shows the process structure of reverse marketing activities in the digital environment. These findings deliver the fact that customers' initiatives in the marketing activities will be accepted generally under the digital environment. Consequently, this study suggests some managerial implications for completely different marketing strategies in response to customers' initiatives in the marketing activities under the digital environment.

• The Journal of the Korea Contents Association
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• v.10 no.10
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• pp.359-367
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• 2010

The purpose of this research is to examine the effect of the recognition on hotel customer's economic environment on attributes of hotel selection and customer loyalty. This research could suggest that the results of this research will help to establish positive strategies in all the processes of decision-making by customers who directly influence the behaviors of hotel customers as data of management of hotel companies. Firstly, detailed verification findings of regression analysis the recognition on economic environment and attributes of hotel selection were suggested as following; Recognition on economic environment influenced on guest room service, front service, food and beverage service, general environment, subsidiary facilities. Secondly, in case of the recognition on economic environment and customer loyalty, outer economy environment and information environment effected on customer loyalty.