• Asia Marketing Journal
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• v.9 no.3
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• pp.151-166
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• 2007

본 사례는 국내 렌터카 시장에서 시장점유율과 매출액에서 최고의 위치에 있는 금호렌터카의 성공요인에 대해 분석하였다. 금호렌터카가 렌터카 시장에서 대표기업으로 부상한 주요 성공요인은 고객만족을 중시하는 경영에 있음에 주목하여 금호렌터카의 고객만족 경영방식을 상세히 고찰하고 시사점을 제시하였다. 분석을 위해 금호렌터카의 고객만족 경영을 첫째, 고객의 욕구를 파악하는 것을 중심으로 하는 고객관계관리 측면과, 둘째 서비스 품질통제를 위한 서비스 프로세스 관리의 측면으로 나누어 살펴보았다.

• Proceedings of the Korean DIstribution Association Conference
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• 2005.02a
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• pp.51-67
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• 2005

점포선택에 영향을 미치는 선행변수들을 규명한 기존 연구들은 주로 점포 방문행동에 초점을 두고 진행되어 왔으나, 이러한 점포 방문행동이 과연 실제 구매행동으로까지 이어질 것인가에 대한 연구는 매우 제한적으로 이루어져 왔다. 본 연구에서는 관찰 자료를 이용하여 점포선택의 단계를 점포방문행동과 실제 구매 행동으로 분류한 후, 이들 각 단계에 영향을 미치는 요인들을 탐색적으로 실증하는데 그 목적이 있다. 소매점포를 대상으로 수집된 관찰 자료를 이용하여 분석한 결과, 경쟁점포의 수를 제외한 유동인구, 소매점포의 시계성과 같은 소매점포의 입지요인과 점포의 크기, 가판대 설치, 판촉 행사와 같은 소매점포의 마케팅 요인이 점포방문행동에 유의한 영향을 미치고 있는 것으로 나타났다. 또한 점포방문행동이 실제 구매동향에 미치는 영향력은 주효과뿐만 아니라 상품구색과 같은 점포내부요인과의 상호작용효과가 존재하는 것으로 밝혀졌다. 끝으로 이러한 결과의 이론적 및 실무적 시사점이 논의되고, 연구의 한계점과 미래의 연구방향이 제시되었다.

• Proceedings of the Korea Technology Innovation Society Conference
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• 2017.05a
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• pp.647-647
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• 2017

본 연구의 목적은 정부의 R&D 지원사업에 참여하는 유형별 중소기업들의 R&D참여 요인에 관한 연구이다. 각 정부부처별 R&D 지원사업이 지역전략산업별, 뿌리기술전문기업, 부품소재기업등 특수 산업분야별, 다양한 형태로 운영되고 있으며, 각 기업에 보조금, 지원금 및 마케팅, 기획, 교육등의 다양한 지원이 이루어지고 있고 각 기업들 또한 이에 참여하게 된다. 따라서 본 연구는 이와 같은 정부 R&D지원사업의 참여요인 즉, 다양한 유형의 중소기업이 정부 R&D과제 참여에 긍정적인 영향을 미치는 지에 대한 가설을 검증한다. 또한 기술적 성과인 R&D 참여강화와 기술역량 강화에 영향을 미치는지에 대한 가설을 검증한다. 이 분석결과를 통한 연구결과, 중소기업의 연구개발투자에 영향을 미치는 요인중 지역전략산업별, 뿌리기술전문기업, 부품소재기업등 특수 산업분야별등 기업유형에 따라 정(+)의 영향을 미치고 있다는 결과를 바탕으로 정부지원사업에 참여하는 유형별 중소기업들의 전략적 R&D참여를 위한 방향설정에 도움이 될 것이다.

• 한국벤처창업학회:학술대회논문집
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• 2018.11a
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• pp.127-133
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• 2018

본 연구는 빠르게 확대되고 있는 온라인 시장에서 농식품 경영체들이 온라인 판매 후 성과에 미치는 요인 분석을 위해 판매촉진, 인지도 제고, 고객확보, 마케팅 능력 향상에 긍정적 영향을 미치는 요인에 대한 분석을 시행하였다. 주요 분석 결과로써 네 가지 항목에 대한 긍정적 영향을 미치는 요인으로서는 홍보 콘텐츠의 정기적 업데이트, 소포장 판매, 오랜 판매경력 등이 긍정적 영향을 미치고 있었으며 또한 판매채널로서는 소셜커머스를 통한 판매 시 성과에 미치는 요인이 가장 큰 것으로 분석되었다. 따라서 본 연구의 성과는 온라인 판매 성과에 대한 요인 분석 및 시사점 도출을 통해 온라인 판매 경영체의 판매 전략 수립에 기여할 것으로 사료된다.

• Journal of Global Scholars of Marketing Science
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• v.15 no.2
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• pp.27-48
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• 2005

This study analyzed the structural elements of transformational leadership on hotel employees job satisfaction and organizational identification, and inquired into how moderating variables such as demographical characteristics and the features of hotels affect transformational leadership. The ultimate purpose of this study was to provide managerial implications to hotel business operators and hotel employees. The main results of this study are as follows; According to the result of factor analysis on transformational leadership and hotel employees job satisfaction, 18 variables were derived as two factors 'obliging leadership' & 'vision leadership' factor in the area of transformational leadership, and 31 variables were derived as four factors 'welfare and work environment', 'ability display and job stability', 'colleague relationship and job performance' and 'company policy' factor. Second, stepwise regression analysis on whether the type of transformational leadership at hotels has a significant effect on employees job satisfaction & organizational identification, 'vision leadership' and job satisfaction and the both 'vision leadership' & 'obliging leadership' among the types of transformational leadership appeared to have a significant effect on hotel employees organizational identification. Third, One-Way ANOVA and t-test in order to examine significant difference in the type of transformational leadership according to demographical characteristics and general characteristics, statistically significant difference was found according to income level, the current position, work experience, the type of hotel operation and the experience of job change.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.1
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• pp.99-110
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• 2016

This study examined the factors affecting the team identification of professional baseball fans. The factors were divided into the fan factor, game factors, and other factors. For the analysis, two investigators visited stadium three times in total and a total number of 297 spectators were sampled using a convenience sampling method from three baseball teams. For the fan factor, a fan who began supporting his/her team from childhood or after childhood was used as a dummy variable. The interaction effects between the fan factor and other variables were investigated to offer a stereoscopic understanding about the role of kids marketing. In addition, three game factors and four non-game factors were analyzed. The results regarding fan variable and interaction effects were obtained. Fans from their childhood have much stronger team identification, and show interaction effects with the players. Regression analysis revealed player, promotion and fan service, price, and regional connection to have positive relations with team identification. This study is especially meaningful in a sense that it has proposed positive results regarding marketing to children, and the results will contribute to both the academic field and the industry.

• Korea Science and Art Forum
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• v.20
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• pp.147-158
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• 2015

This study made an approach to the industrial exhibition space, which is a medium of marketing communication, from the position of an enterprise and consumers through the output of Space Design, and conducted it with focus on B2B transactions among specialized exhibitions. In addition, this study inquired into what factors should be considered along with space design by interpreting the purpose of participating in the exhibition and space design of the enterprise which supply capital goods, elements, related technologies and materials, etc. This study aimed at drawing the direct/indirect effect, produced by space design, on the marketing by analyzing correlation between space design and participating enterprises' marketing. Despite the marketing effect of the exhibition, which was proved by preceding research results, the reality is that exhibition-participating expenses work as considerable burden on enterprises. Particularly, booth design, which is forming the most proportion among the participating expenses, was found to have insufficient influence on visitors due to the decline in its importance among diverse factors influencing visitor's decision to visit a booth. Regardless of the business category of participating enterprises in the exhibition, the standard of exhibits was ranked as the most important consideration factor in visiting a booth. Even by business category, the standard of booth design rarely had an influence on booth visit. Booth design had an affirmative influence on participating enterprise's preference, but its influence on product purchase or business talk & contact with a participating enterprise or price was found to be extremely low. It's difficult to judge marketing success or failure of an exhibition by the form and standard of booth design. Preferably, this study infers that it's necessary to put much weight on qualitative excellence of an exhibition, which consists of participation of an enterprise in possession of excellent technologies, exhibits with higher standards and high-quality visitors with purchasing power. This study suggests that it's more effective to set up the plan for expansion of participation in exhibition by optimally regulating the proportion of space design in participating expense to increase marketing effectiveness of an exhibition. The limitations of this study, analysis of which based on the visitors to an exhibition only, requires supplementation through the follow-up research work on participating enterprises in the exhibition.

• Proceedings of the Korea Technology Innovation Society Conference
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• 2013.10a
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• pp.608-628
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• 2013

• Management & Information Systems Review
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• v.29 no.4
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• pp.123-142
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• 2010

This study suggest that firms can use online brand communities as an IMC tool to achieve high brand loyalty through marketer-controlled or loyal customer-controlled brand contacts. In this perspective, the online brand community as a marketing communication tool can help the firm in eliciting favorable responses from customers. This study finds that an online brand community, as a critical marketing promotion tool, helps a firm elicit favorable relationship with customers and build strong brand loyalty. In particular, this study suggests several important theoretical and managerial implications. First, this study confirm that "advertising usefulness" is the most powerful and important factor that affects cgerial 's positive emotionomehile "sales promotion usefulness" impacmehin "interactivity" but dies not impacmhin "cgerial iexperience"ltyevent usefulness" impacmehin "cgerial iexperience"but dies not impacmhin "interactivity." In addition, "cgerial iexperience" signifn "itly impacmehin "cgerial -to-cgerial iinteractivity." This indicates that online environment provides participapacmwith a fun and exciting environment. In that sense, enhancing the online brand community experiencemwould be a critical factor for building strong brand. Thi", mword of mouth can play a riclly important role in making many cgerial s to trust brand and to enhance online brand community loyalty. Web users are becoming web authoore owning and creating content limited only by their imaginations.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.87-106
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• 2006

Importance of on-line community has been increased and also on-line community has been used as an important marketing tool. Fashion companies also considered that on-line community provides opportunities to develop customer relationship and to improve customer loyalty. The purpose of this study is 1) to identify the characteristics of fashion on-line community, 2) to investigate the differences of factors affecting brand loyalty among fashion lifestyle groups. For data collection, on-line survey was conducted for fashion on-line community members in Daum portal site and total 404 subjects were used for this study. Factor analysis, cluster analysis, and regression analysis were used for data analysis. The results of this study were as follow: first, characteristics of fashion on-line community were classified as three factors: 'interactivity', 'information provision' and 'interest provision'. Second, the impact of fashion on-line community characteristics on brand loyalty were found to be significantly different among lifestyle groups. The results from this empirical study provide basic information for strategic planning about fashion on-line community by analyzing characteristics of on-line community users.