• Journal of Intelligence and Information Systems
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• v.25 no.2
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• pp.1-23
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• 2019

Big data refers to data that is difficult to store, manage, and analyze by existing software. As the lifestyle changes of consumers increase the size and types of needs that consumers desire, they are investing a lot of time and money to understand the needs of consumers. Companies in various industries utilize Big Data to improve their products and services to meet their needs, analyze unstructured data, and respond to real-time responses to products and services. The financial industry operates a decision support system that uses financial data to develop financial products and manage customer risks. The use of big data by financial institutions can effectively create added value of the value chain, and it is possible to develop a more advanced customer relationship management strategy. Financial institutions can utilize the purchase data and unstructured data generated by the credit card, and it becomes possible to confirm and satisfy the customer's desire. CRM has a granular process that can be measured in real time as it grows with information knowledge systems. With the development of information service and CRM, the platform has change and it has become possible to meet consumer needs in various environments. Recently, as the needs of consumers have diversified, more companies are providing systematic marketing services using data mining and advanced CRM (Customer Relationship Management) techniques. KB Kookmin Card, which started as a credit card business in 1980, introduced early stabilization of processes and computer systems, and actively participated in introducing new technologies and systems. In 2011, the bank and credit card companies separated, leading the 'Hye-dam Card' and 'One Card' markets, which were deviated from the existing concept. In 2017, the total use of domestic credit cards and check cards grew by 5.6% year-on-year to 886 trillion won. In 2018, we received a long-term rating of AA + as a result of our credit card evaluation. We confirmed that our credit rating was at the top of the list through effective marketing strategies and services. At present, Kookmin Card emphasizes strategies to meet the individual needs of customers and to maximize the lifetime value of consumers by utilizing payment data of customers. KB Kookmin Card combines internal and external big data and conducts marketing in real time or builds a system for monitoring. KB Kookmin Card has built a marketing system that detects realtime behavior using big data such as visiting the homepage and purchasing history by using the customer card information. It is designed to enable customers to capture action events in real time and execute marketing by utilizing the stores, locations, amounts, usage pattern, etc. of the card transactions. We have created more than 280 different scenarios based on the customer's life cycle and are conducting marketing plans to accommodate various customer groups in real time. We operate a smart offering system, which is a highly efficient marketing management system that detects customers' card usage, customer behavior, and location information in real time, and provides further refinement services by combining with various apps. This study aims to identify the traditional CRM to the current CRM strategy through the process of changing the CRM strategy. Finally, I will confirm the current CRM strategy through KB Kookmin card's big data utilization strategy and marketing activities and propose a marketing plan for KB Kookmin card's future CRM strategy. KB Kookmin Card should invest in securing ICT technology and human resources, which are becoming more sophisticated for the success and continuous growth of smart offering system. It is necessary to establish a strategy for securing profit from a long-term perspective and systematically proceed. Especially, in the current situation where privacy violation and personal information leakage issues are being addressed, efforts should be made to induce customers' recognition of marketing using customer information and to form corporate image emphasizing security.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.110-122
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• 2010

The emergence of the field of organizational buying behavior in the mid-1960’s with the publication of Industrial Buying and Creative Marketing (1967) set the stage for a new paradigm of thinking about how business was conducted in markets other than those serving ultimate consumers. Whether it is "industrial marketing" or "business-to-business marketing" (B-to-B), organizational buying behavior remains the core differentiating characteristic of this domain of marketing. This paper explores the impact of several dynamic factors that have influenced how organizations relate to one another in a rapidly increasing interdependence, which in turn can impact organizational buying behavior. The paper also raises the question of whether or not the major conceptual models of organizational buying behavior in an interdependent world are still relevant to guide research and managerial thinking, in this dynamic business environment. The paper is structured to explore three questions related to organizational interdependencies: 1. What are the factors and trends driving the emergence of organizational interdependencies? 2. Will the major conceptual models of organizational buying behavior that have developed over the past half century be applicable in a world of interdependent organizations? 3. What are the implications of organizational interdependencies on the research and practice of organizational buying behavior? Consideration of the factors and trends driving organizational interdependencies revealed five critical drivers in the relationships among organizations that can impact their purchasing behavior: Accelerating Globalization, Flattening Networks of Organizations, Disrupting Value Chains, Intensifying Government Involvement, and Continuously Fragmenting Customer Needs. These five interlinked drivers of interdependency and their underlying technological advances can alter the relationships within and among organizations that buy products and services to remain competitive in their markets. Viewed in the context of a customer driven marketing strategy, these forces affect three levels of strategy development: (1) evolving customer needs, (2) the resulting product/service/solution offerings to meet these needs, and (3) the organization competencies and processes required to develop and implement the offerings to meet needs. The five drivers of interdependency among organizations do not necessarily operate independently in their impact on how organizations buy. They can interact with each other and become even more potent in their impact on organizational buying behavior. For example, accelerating globalization may influence the emergence of additional networks that further disrupt traditional value chain relationships, thereby changing how organizations purchase products and services. Increased government involvement in business operations in one country may increase costs of doing business and therefore drive firms to seek low cost sources in emerging markets in other countries. This can reduce employment opportunitiesn one country and increase them in another, further accelerating the pace of globalization. The second major question in the paper is what impact these drivers of interdependencies have had on the core conceptual models of organizational buying behavior. Consider the three enduring conceptual models developed in the Industrial Buying and Creative Marketing and Organizational Buying Behavior books: the organizational buying process, the buying center, and the buying situation. A review of these core models of organizational buying behavior, as originally conceptualized, shows they are still valid and not likely to change with the increasingly intense drivers of interdependency among organizations. What will change however is the way in which buyers and sellers interact under conditions of interdependency. For example, increased interdependencies can lead to increased opportunities for collaboration as well as conflict between buying and selling organizations, thereby changing aspects of the buying process. In addition, the importance of communication processes between and among organizations will increase as the role of trust becomes an important criterion for a successful buying relationship. The third question in the paper explored consequences and implications of these interdependencies on organizational buying behavior for practice and research. The following are considered in the paper: the need to increase understanding of network influences on organizational buying behavior, the need to increase understanding of the role of trust and value among organizational participants, the need to improve understanding of how to manage organizational buying in networked environments, the need to increase understanding of customer needs in the value network, and the need to increase understanding of the impact of emerging new business models on organizational buying behavior. In many ways, these needs deriving from increased organizational interdependencies are an extension of the conceptual tradition in organizational buying behavior. In 1977, Nicosia and Wind suggested a focus on inter-organizational over intra-organizational perspectives, a trend that has received considerable momentum since the 1990's. Likewise for managers to survive in an increasingly interdependent world, they will need to better understand the complexities of how organizations relate to one another. The transition from an inter-organizational to an interdependent perspective has begun, and must continue so as to develop an improved understanding of these important relationships. A shift to such an interdependent network perspective may require many academicians and practitioners to fundamentally challenge and change the mental models underlying their business and organizational buying behavior models. The focus can no longer be only on the dyadic relations of the buying organization and the selling organization but should involve all the related members of the network, including the network of customers, developers, and other suppliers and intermediaries. Consider for example the numerous partner networks initiated by SAP which involves over 9000 companies and over a million participants. This evolving, complex, and uncertain reality of interdependencies and dynamic networks requires reconsideration of how purchase decisions are made; as a result they should be the focus of the next phase of research and theory building among academics and the focus of practical models and experiments undertaken by practitioners. The hope is that such research will take place, not in the isolation of the ivory tower, nor in the confines of the business world, but rather, by increased collaboration of academics and practitioners. In conclusion, the consideration of increased interdependence among organizations revealed the continued relevance of the fundamental models of organizational buying behavior. However to increase the value of these models in an interdependent world, academics and practitioners should improve their understanding of (1) network influences, (2) how to better manage these influences, (3) the role of trust and value among organizational participants, (4) the evolution of customer needs in the value network, and (5) the impact of emerging new business models on organizational buying behavior. To accomplish this, greater collaboration between industry and academia is needed to advance our understanding of organizational buying behavior in an interdependent world.

• Information Systems Review
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• v.17 no.2
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• pp.1-27
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• 2015

Internet shopping has continued to grow rapidly in the past decade. The main cause of this growth was the cheap price and convenience. However, internet shopping is uncertain compared to off-line shopping malls. Consumers don't have a chance to directly see and touch the products they will purchase. Many previous studies have suggested a trust to resolve this uncertainty. For purposes of the study, we examined how trust affects word-of-mouth effect and third-party assurance. Furthermore, using perceived risk and perceived price as moderating effects, we analyzed to see how each group-that is, those with high perceived risk and low perceived risk and those with high perceived price and low perceived price-shows differences in trust building. The results of empirical study found that both two variables of word-of-mouth effect and third-party assurance have significant impacts in trust building of internet shopping malls. It was proven that each group-those with high perceived risk and low perceived risk and those with high perceived price and low perceived price-showed differences in trust building. The results are expected to provide both the researchers of the trust study and hands-on worker with important implications.

• International Commerce and Information Review
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• v.16 no.4
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• pp.3-34
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• 2014

Nowadays to thrive on the intensively competitive environments based on drastic and rapid technical evolutions, exporting manufacturing companies need to keep very stable relationship with suppliers. Thus, analyzing key factors of strengthening relationship with suppliers in a B2B environment is important. In this regard, this study develops a research model to deeply understand key antecedents of relationship strength between B2B companies. Relationship quality was considered as the key factor affecting to the relationship strength. This study considers relationship satisfaction, trust, and relationship commitment as the factors of relationship quality. Moreover, technical service quality and relational service quality were considered to be the antecedents of relationship satisfaction, while communication and information exchange, relationship policies and practices, and opportunistic behavior were regarded as the antecedents of trust. The PLS method was applied for the empirical analysis of 107 companies data. The results indicated that the relationship commitment has a significant impact on relationship strength. Moreover, relationship satisfaction and trust had indirectly impact on relationship strength through relationship commitment. Although the quality of technical service quality had a significant impact on relationship satisfaction, relational service quality did not have a significant impact. While communication and information exchange, relationship policies, and practices had positively significant impacts, opportunistic behavior had a negative impact.

• Journal of Intelligence and Information Systems
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• v.17 no.4
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• pp.293-304
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• 2011

The world of ubiquitous computing is one in which we will be surrounded by an ever-richer set of networked devices and services. Especially, mobile phone now becomes one of the key issues in ubiquitous computing environments. Mobile phones have been infecting our normal lives more thoroughly, and are the fastest technology in human history that has been adapted to people. In Korea, the number of mobile phones registered to the telecom company, is more than the population of the country. Last year, the numbers of mobile phone sold are many times more than the number of personal computer sold. The new advanced technology of mobile phone is now becoming the most concern on every field of technologies. The mix of wireless communication technology (wifi) and mobile phone (smart phone) has made a new world of ubiquitous computing and people can always access to the network anywhere, in high speed, and easily. In such a world, people cannot expect to have available to us specific applications that allow them to accomplish every conceivable combination of information that they might wish. They are willing to have information they want at easy way, and fast way, compared to the world we had before, where we had to have a desktop, cable connection, limited application, and limited speed to achieve what they want. Instead, now people can believe that many of their interactions will be through highly generic tools that allow end-user discovery, configuration, interconnection, and control of the devices around them. Serendipity is an application of the architecture that will help people to solve a concern of achieving their information. The word 'serendipity', introduced to scientific fields in eighteenth century, is the meaning of making new discoveries by accidents and sagacity. By combining to the field of ubiquitous computing and smart phone, it will change the way of achieving the information. Serendipity may enable professional practitioners to function more effectively in the unpredictable, dynamic environment that informs the reality of information seeking. This paper designs the Serendipity Service based on NFC (Near Field Communication) technology. When users of NFC smart phone get information and services by touching the NFC tags, serendipity service will be core services which will give an unexpected but valuable finding. This paper proposes the architecture, scenario and the interface of serendipity service using tag touch data, serendipity cases, serendipity rule base and user profile.

• Journal of Intelligence and Information Systems
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• v.17 no.4
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• pp.75-94
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• 2011

In this paper, we explore the information diffusion mechanism under social network environments by investigating the effect of message characteristics on the volume and speed of retweeting in Twitter, a popular online social media service. To this end, we select eight main keywords (i.e., '무상급식', '반값등록금', '나가수', '평창', '김연아', '박태환', '아이폰', '갤럭시') that have been popular on online social media in recent days. Each keyword represents various social aspects of Korea that recently grab people's attention such as political issues, entertainment, sports celebrities, and the latest digital products, and eventually holds distinctive message characteristics. Analyzing the frequency and velocity of retweeting for each keyword, we find that more than half of the sample messages posted on Twitter contain personal opinions for the certain keyword, but we also find that the tweets which include objective messages with hyperlink are the fastest ones when being retweeted by other followers. In overall, when being retweeted, the group of messages related to the certain keyword present distinctive diffusion patterns and speed according to message characteristics. From academic perspective, the findings in the study broaden our theoretical knowledge of information diffusion mechanism over online social media. For practitioners, the results also provide managerial implications regarding how to strategically utilize online social media for marketing communications with customers.

• Journal of Intelligence and Information Systems
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• v.15 no.3
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• pp.103-118
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• 2009

To face with the fast and ever changing telecommunication environments, we need a real time process management system that can detect abnormal events in real time and warn the suspicious events to operations personnel. Additionally, a real time process management system can be adapted fast to various services that are developed by telecom companies. In this paper we develop a real time process management system to monitor and analyze telecom operations and management processes in real time. Toward this, we design application and database architectures of telecom operations and management processes based on Enhanced Telecom Operations Map (eTOM) that is business process framework in telecommunication operations and management field and recognized as an international standard in ITU-T M.3050. With these application and databasearchitectures we implement eight main functions for the real time process management system based on service oriented architecture. Therefore, new services can be applied to these functions fast. Also, the functions can detect abnormal event fast. Finally, since the functions are developed along with the international standard, the system has the flexibility for the development in various situations. Overall, this research can be a good guideline of developing a process management system regarding the telecom operations and management field or other fields that need to manage the processes in real time.

• Korean Business Review
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• v.19 no.1
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• pp.157-174
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• 2006

In the past, because Korean private venture capital firms could get government support and subsidies, they could be survived in the market without having required management capabilities, advanced venture investment techniques, and professional supporting agencies and institutions. However, business environments have changed a lot recently. Now, only through identifying the optimal financial structures(the ratio of debt to equity), Korean private venture capital firms can minimize investment risks and ensure higher profits. Since Modigliani and Miller(1958) criticized the existence of the optimal financial structure, there have been numerous studies on the optimal financial structure of firms. However, there is no empirical study investigating the financial structure of venture capital firms. The purpose of this article is to analyze the relationship between firm characteristics, financial security indies, and financial profit indices of korean private venture capital firms. We gathered the data from various sources, including the web pages and the financial statements for 2003 and 2004. By using the student's t-test and the correlation analysis, we showed that there are differences in the current ratio and the ratio of net profit to net sales between new and old korean private venture capital firms. Even though it is known that korean private venture capital firms does not have enough knowledge and investment technique to compete with global venture capital firms, our result show that old korean private venture capital firms have already built some knowledge and understanding of venture capital investing.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.5
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• pp.129-143
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• 2020

Recently, Start-ups has been emphasized as part of a career-breaking women returning to society policy. To this Policy, the relationship between the planned happenstance skills and the entrepreneurial intentions of a career-breaking woman was investigated, and the successful role model as an individual environmental factor and the moderating effect of social support forces was verified. The results of the survey analysis of 139 women who have experienced career cut-offs in the metropolitan area and Dae-gu and Gyeong-buk are as follows; First, the planned happenstance skills of career-breaking women affect a positive effect on the entrepreneurial intentions. Second, it was found that the moderating effect of the successful role model does not appear in the relationship between the planned happenstance skills of a career-breaking woman and the entrepreneurial intentions. Third, it was found that there was no moderating effect of the social support forces in the relationship between the planned happenstance skills and the entrepreneurial intentions of a career-breaking woman. Last, It was found that the entrepreneurial intentions, which is a personal psychological characteristic for career-breaking women is more directly affected than personal environments. In order to increase career-breaking women's the entrepreneurial intentions, it is necessary to develop psychological skill-building programs which can enhance the accessibility of start-ups and raise the perception of Start-ups. In addition, it is necessary to continuously expand exposure opportunities such as role models and success stories which succeeded in starting a business after a career break and to expand social support forces that can help with courage, advice, and change management to discover opportunities of start-ups.

• Management & Information Systems Review
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• v.34 no.3
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• pp.101-123
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• 2015

Amidst the growing uncertainty in external environments, securing and retaining superior human resources is becoming emphasized as a key means for organizations to achieve competitive advantages. Particularly, star employees-human resources that are characterized by their ability to create extraordinary performance relative to other peers-are increasingly gaining attention in both academia and industry because of its importance in knowledge-based industries. However, despite the prevailing recognition for star employees, few previous literature have attempted to empirically test the direct relationship between the ratio of star employees in an organization and organizational performance. Considering both the potential for positive and negative influence of star employees on organizations, the relationship between the ratio of star employees and organizational performance can not only be a simple linear relationship but can also exist in a curvilinear form. Building on the existing literature on star employees, this paper establishes competing hypotheses for the two possibilities of curvilinear relationship; as the ratio of star employees increases, marginal effects can either increase (i.e., U-shaped curvilinear relationship) or decrease (i.e., inverted U-shaped curvilinear relationship). Employing an unbalanced panel data of 35 Korean brokerage firms between years 2008 and 2013 with 134 observations, the relationship between the ratio of best analysts (i.e. star employees) as selected by Maeil Business Newspaper and financial performance (i.e. organizational performance) of corresponding brokerage firms is examined. Empirical results indicate that while organizational performance increases as the ratio of star employees increases, its positive effect diminishes over time which provides support for the curvilinear relationship with decreasing marginal effects. Our research findings imply that star employees create value in knowledge-based industries; at the same time, implications are given as results calls for caution for excessive dependence on star employees beyond a certain level.