• Title/Summary/Keyword: 마케팅 성과

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Effects of Handbills from the Food-Service Industry on the Marketing Performance - Focusing on Pizza Restaurants - (외식 서비스 기업의 전단 광고가 마케팅 성과에 미치는 영향 : 피자 레스토랑을 중심으로)

  • Lee, Bo-Yeon;Kang, Soak-Woo
    • Culinary science and hospitality research
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    • v.12 no.2 s.29
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    • pp.106-120
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    • 2006
  • This study aimed to analyze the effects of handbills from the food-service industry on the marketing performance. In this study, an independent variable was one of the evaluation factors of handbills while performance variables were general satisfaction of handbills and repurchase intention. For the analysis methods, frequency analysis, descriptive statistics, factor analysis and multiple regression analysis were performed with SPSS 12.0. As a result of analyses, it was revealed that general satisfaction of handbills by advertisement evaluation factors was partly significant. Second, it was found that a product purchase intention by advertisement evaluation factors was not mostly influential. Even though the findings of this study, it is expected that this study, which attempted an exploratory study on handbills of the food-service industry, will be used for future advertisement analyses of the food-service industry and as basic information on the advertisement effect.

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A Study on the Relationship between Market Orientation and Marketing Performance, and Mediators in Food Service Company (외식기업의 시장 지향성과 마케팅 성과 및 매개 변수에 관한 연구)

  • Kim, Ki-Young;Kim, Yi-Su
    • Culinary science and hospitality research
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    • v.11 no.3 s.26
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    • pp.56-69
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    • 2005
  • The world is changing so rapidly and being globalized and competitive. Also, food service companies in Korea have been making a speedy growth. In order that food service companies ran take long-term viability, they should introduce the market-orientation concept. Because market-orientation requires to investigate the factors of ever-diversified market environment on a regular basis, they can build up more detailed, practical and differentiated strategies than before. Thus, this study aimed to establish that the strategy of competitive edges based on the concepts could yield excellent marketing performance.

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Effects of POS System and Its Information Quality on POS Information Use and Marketing Performance (POS 시스템품질 및 정보의 질적 특성이 POS 정보활용과 마케팅성과에 미치는 영향 -슈퍼 체인을 중심으로-)

  • Kim Hyang-Ran;Lim Chae-Kwan
    • Management & Information Systems Review
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    • v.7
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    • pp.187-210
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    • 2001
  • The purpose of this study is to develop an framework for the marketing performance evaluation of POS system by the theoretical model for evaluation of information system and the empirical data of Super-chains. This study were empirically examined an effect of POS system and its information quality on POS information use and another effect of POS information use on marketing performances of firms using POS system. Also, in order to achieve this purpose, a literature survey on MIS and marketing was conducted. In this study, the structural equation model(SEM) was established for verifying the relationship of above variables. And, several hypothesis were established and examined empirically from that SEM. In conclusion POS system and its information quality influenced positively on POS information use, and that information use influenced on marketing performance as the effectiveness of POS system operations.

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A Study on Performances of Brand Differentiation Marketing (Focus on the Investigation of Multi-Chain Family Restaurants in Seoul) (브랜드 차별화 마케팅 성과에 관한 연구 - 서울 지역 체인 패밀리 레스토랑을 중심으로 -)

  • 최수근;전병길
    • Culinary science and hospitality research
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    • v.6 no.1
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    • pp.79-102
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    • 2000
  • This study aims at providing restaurant marketers and decision-makers both the brand differentiation information and the useful clues to achieve the high market share through the various brand differentiation opportunities in multi-chain family restaurants. Sample surveys were conducted to 245 persons who had frequent using multi-chain family restaurants in Seoul. Method of survey used are telephone interviewing. The result of analysis was shown the marketer's performances on differentiation marketing, but that there were a lot of opportunities of differentiating the brand from others. Therefore, restaurant marketers and decision-makers should try to differentiate their brand along the lines of physical attributes, service, food quality, personnel, location, or image, in order to win the guest and then get the succession of their business.

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An Empirical Study on the Effects of e-Mail Marketing : A Focus on the Effects by e-Mail Campaign (이메일 마케팅 성과에 관한 연구 : 캠페인 효과 별 비교를 중심으로)

  • Shin, Sung-Hun;Chung, Soo-Yeon;Park, Choel
    • 한국IT서비스학회:학술대회논문집
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    • 2008.05a
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    • pp.299-304
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    • 2008
  • 이메일은 다른 커뮤니케이션 채널에 비해서 비용이 저렴하며 고객에게 신속하게 접근할 수 있으며 고객과의 쌍방향 커뮤니케이션을 가능하게 하기 때문에 기존 고객 유지와 신규고객 확보 및 신상품 홍보 그리고 판촉활동에 활용되고 있다. 본 연구에서는 이메일마케팅의 특징, 주요 광고매체간 특성 및 타겟마케팅의 채널을 비교하였으며 실증적 사례로 국내 A은행에서 신용카드 회원을 대상으로 실행하였던 이메일마케팅 결과를 분석하여 이메일 개봉율, 반응율 및 이메일마케팅별 순증 이용금액을 분석하였으며 특정 이메일마케팅을 선정하여 프로모션 대상 회원과 반응회원의 특성을 살펴보았다. 본 연구는 실증연구를 토대로 이메일 채널의 효과 제고방안을 제시하고자 한다.

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Cultivation Marketing and Effect Measurement for Improving Sale and Retention of Additional Service Product of A Mobile Telephone Company (이동통신사의 부가서비스 상품 판매와 유지 증대를 위한 Cultivation 마케팅과 성과측정)

  • Chun, Heui-Ju
    • Korean Management Science Review
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    • v.26 no.3
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    • pp.11-21
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    • 2009
  • In this paper, we proposed some valuable analysis results of cultivation campaign marketing in A mobile telephone company. The cultivation campaign marketing is a new outbound TM campaign strategy composed of 4 steps for new subscribers. During the analyses, attrition rate of A mobile company, outbound TM rejection rate, contact rate/call success rate and additional service attrition rate after subscription are measured as an effect of cultivation campaign. The results showed that there were no statistical significance in improving retention rate between customers experienced 4 step cultivation campaign and control group. However, the cultivation campaign had a better effect on improving response rate and success of selling additional service product of mobile company compared to general selling campaign. This is because cultivation campaign group had been taking care of from subscription time. It is suggested that cultivation campaign had better confined customers more likely to buy additional service to outbound TM for the sake of financial efficiency.

The Effect of Environment Uncertainty and Local Infrastructure on the Firm Culture, Operations Performance and Marketing Performance (환경 불확실성과 지역인프라가 기업문화, 운영성과, 마케팅성과에 미치는 영향 : 대구·경북지역 중소기업을 중심으로)

  • Ju, Ki-Jung;Kim, Jang-Ho
    • Korean Management Science Review
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    • v.29 no.3
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    • pp.67-80
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    • 2012
  • This study analyzes the relationship among environment uncertainty, local infrastructure, flexible-open firm culture, operations performance and marketing performance focus on SMEs. This research has revealed that the relation among firm size, firm type, firm culture, operations performance and marketing performance as well. The findings show that firm has its culture which is preparing environment uncertainty and local infrastructure influence on forming firm culture. Change-oriented and leaning-oriented firm cultures affect operations performance and marketing performance. In conclusion, this study suggests implication and limitations for further research.

Encouraging organizational responsibility in web-based activity and evaluation of marketing performance (지식정보화사회에서 요구되는 기업의 웹생산활동과 웹마케팅성과에 관한 연구)

  • Kang, Inwon;Cho, Eunsun;Jung, Hyo-yeon
    • Knowledge Management Research
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    • v.15 no.2
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    • pp.23-41
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    • 2014
  • Firms increasingly utilize Social Networking Service(SNS) to lead user's voluntary behavior. In the web-based environment, users show coexist loyal behavior which is represented by 'web-based pro-organization citizenship behavior' and 'anti-citizenship behavior'. To measure genuine performance of web-activity, we separated degree of compliance based on credibility, 'deep-level' and 'surface-level' to comprehend different behavior after compliance. The analysis result shows that contents credibility is important to enhance deep-level of compliance which has significant influence on web-based pro-organization citizenship behavior. Contrastively, surface-level of compliance has influence on anti-citizenship behavior. Based on the results of these analyses, the directions of web-based activities for the common good and self-interests of the stakeholders of the web-based activities will be proposed.

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Environment, Marketing and Performance: Social Commerce News Content Analysis (환경, 마케팅과 성과: 소셜커머스 기사내용분석)

  • Kang, Sun-Ju;Park, Jun-Gi;Lee, Jungwoo
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.14 no.11
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    • pp.5522-5529
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    • 2013
  • The purpose of this study was to look into the marketing strategies of social commerce companies by analyzing the relationships among the environment, strategy and performance in social commerce. For that, the environment condition and components of marketing strategy were derived based on the marketing mix by analyzing the related contents published in 3,783 articles on newspapers dated from April 2010 to March 2013. UV(Unique Visitor) and PV(Page View) for each social commerce site were used as surrogates for performance. The results of study revealed the relationship of the marketing strategies to the changes in environment conditions towards negative conditions such as the spread of buyer anxiety. In the "strategy-performance" relations, the product element and external sales promotion element had high correlation with the performance. Finally, a difference was found in the marketing strategies of social commerce companies. High correlation was found in all aspects between the UV and PV marketing elements in the case of Coupang, while the correlation with the UV was low and the environment also showed relatively low correlation level in the case of WEmakePRICE. Thus, this study is considered to provide useful basis for the social commerce companies to map out and implement the marketing strategies, and is significant in that it applied the marketing mix to the special market environment such as social marketing.

Development of the Online Activity Index of K-pop Fans

  • Kwak, Young-Sik;Hong, Jae-Won;Nam, Yoon-Jung;Han, Kang-Il;Kim, Mi-Hee;Na, Byeong-Min;Wang, Xue;Song, He-Feng
    • Journal of the Korea Society of Computer and Information
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    • v.26 no.9
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    • pp.201-212
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    • 2021
  • This study aims to empirically measure K-pop fans' content and the extent of online activities. To achieve the purpose of the study, the researchers identify the statistically significant online activities that determine the intensity of fan attachment toward K-pop artists. Further, the research confirms the relative importance of various meaningful online activities. Consequently, we can develop the K-pop Online Activity Index (KOAI) model and apply it to this index model empirically for each respondent. We found that the model consists of five online activities of K-pop fans: whether joining the fan club or not, whether paying per view V live+ or not, whether watching VODs associated with artists or not, the degree of fan club writing, the degree of watching a lot on YouTube to improve the value of my artists. This study has practical significance in that it allows K-pop marketers to improve their marketing performance by providing content that will enable them to more efficiently and effectively allocate marketing resources to various online activities to get fan responses. It allows accumulating academic knowledge to understand the behavior in the field of online behavior for K-pop fans.