• 가족자원경영과 정책
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• 제12권3호
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• pp.1-21
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• 2008

Research has emphasized that relationship marketing programs enhance customer satisfaction and reduce switching intentions by building switching barriers. However, the psychological reactance theory demonstrates that building switching barriers can make customers fsel that the alternative not chosen is more attractive, because their freedom of choice has been deprived. It can be hypothesized that a relationship marketing program, which is intended to offer various benefits to customers, may not result in positive customer attitude and behavior. This paper examines the effects of relationship marketing programs on customers' perceptions of switching cost and loss of freedom. The effects of those perceptions on customer satisfaction and switching intentions were identified. In addition, the moderating role of personal reactance was examined. The results of this study suggest that (1) perceived switching cost has significant influence on boosting perceived loss of freedom; (2) perceived loss of freedom has no significant effects on customer satisfaction; (3) perceived loss of freedom enhances customers' switching intentions. Furthermore, psychological reactance has a significant influence on customers' switching intentions. This study concludes that the role of relationship marketing programs should be reconsidered, especially in terms of customers' switching intentions. Customer satisfaction is not the key factor of predicting customers' future behavior.

• The International Journal of Costume Culture
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• 제12권1호
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• pp.52-70
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• 2009

Department store has actively expanded cultural center services by providing a series of educational courses in order to increase customer visits, enhance customer satisfaction, and ultimately increase sales. In this study, cultural center members' shopping behaviors and image building of the department store were explored through focus group interviews. Results generated from a total of 7 focus group interviews with female cultural center members in their 30's through 60's are as follows. First, the consumer group who attends courses for their own purpose is 45 to 55 year-old female customers who are actively involved in consumption at the department store for their own clothing, food and restaurant. They are not often engaged in impulsive either group shopping for clothing. They are satisfied with class quality compared to low tuition whereas dissatisfied with busy schedule of a lecture room and lack of special discount benefits for members. Second, the other consumer group who attends courses for their children is consumers in their 30's. They are charged in shopping for clothing for their husbands, children, and themselves. They are suffering time poverty due to nurturing their children, therefore, they want to shop more in the department store on the day of class. However, expensive kids-care facilities are barriers to do it. Convenience, familiarity and center of culture are important images of the department store, developed through frequent visits of these customers. Eight implications for marketing strategies were generated based on study results.

• International Journal of Contents
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• 제18권2호
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• pp.32-46
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• 2022

In recent years, large-scale and high-density use of LED on facades has exposed some disadvantages, such as light pollution, high energy consumption, unsustainability, and poor interactivity. Because of the development of smartphones and augmented reality (AR), AR has emerged as a new technology available to users to interact with the media façade. As an augmented reality app for public space, the AR map app can superimpose virtual images on the surface of a building to form an AR media façade, which can be applied in the fields of navigation, advertising, interactive public art, smart retail, etc. This study establishes the variables influencing usage intention and the consequent outcomes of Huawei AR map app and uses the technology acceptance model (TAM) to discuss their relationship. Results show that consumer innovativeness, information quality, and design quality have a strong influence on perceived ease of use. Information quality has a positive impact on perceived usefulness, but design quality has a weak influence. Also, the design quality of Huawei AR map app and consumer innovativeness have a higher effect on perceived enjoyment than information quality. Users' usage attitude and perceived usefulness when using Huawei AR map app are key factors determining their usage intention. This study inspires city planners, architects, developers, and designers of AR apps that augmented reality can partly replace media façade, and that investment in augmented reality will achieve significant sustainable economic and social benefits.

• Asia Marketing Journal
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• 제20권4호
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• pp.1-19
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• 2019

This paper reports a case study of SevenBräu, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBräu analyzed its consumers, competition, and environment to set its target market and successfully positioned itself to explore new markets in Korea. The company accomplished this through a mixture of marketing strategies with differentiated products and consumer benefits. SevenBräu has been growing fast and establishing its image as a "high-quality craft beer locally produced in a traditional way" and a "beer with regional characteristics," with young consumers (aged 20 to 35) as the main target. Such remarkable growth of SevenBräu can be attributed to factors such as: (1) product differentiation to satisfy the needs of consumers for taste, flavor, diversity, and freshness, (2) developing brands with regional characteristics and actively communicating its strategy through earned and owned media, and (3) sustainable management, considering both social value creation and environmental performance. Lastly, this case study presents challenges in the areas of brand management, value delivery network, and communication that SevenBräu needs to address in the beer market that faces increasing competition.

• 한국정보시스템학회지:정보시스템연구
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• 제32권3호
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• pp.117-132
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• 2023

Purpose The purpose of this study is to analyze the impact of policy changes in Busan's local currency, Dong Baek Jeon, on the use of Dong Baek Jeon. In particular, this study tried to investigate consumption changes due to changes in local currency policy depending on the region, industry, and consumer characteristics. Design/methodology/approach This study used the transaction data of Dong Baek Jeon franchise for analysis. Specifically, the data from January 2022 to December 2022 were used to analyze the current status of the use of Dong Baek Jeon and changes in consumption before and after policy changes. Findings As a result of the analysis, the consumption of Dong Baek Jeon tended to be concentrated in specific regions, industries, and ages. In most regions and ages, the top consumption industries were similar. The use of Dong Baek Jeon showed a clear change in the pattern of use depending on policy changes. Specifically, when the benefits were revised downward, the use of Dong Baek Jeon decreased, and when it was revised upward, it increased. Depending on the policy change, the rate of increase and decrease by region and consumer characteristics was relatively similar, but it was confirmed that there was a difference in the rate of increase and decrease depending on the industry.

• International Journal of Computer Science & Network Security
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• 제23권10호
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• pp.21-29
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• 2023

Recently there has been an increase in interest and competition in sharing economy platforms. The success stories of many companies have spread in this field, such as Uber, but on the other hand, there are many other companies that have failed. We studied and analyzed the factors that affect the user's participation in the sharing economy platforms as an essential part of this system, and how to maintain the consumer's intention of use without compromising consumer satisfaction, as it has become an issue of great importance on the path to the success of the sharing platforms. Relying on the expanded valence framework and expectation confirmation theory as a basis, we constructed hypotheses that influence intention to participate in participatory platforms. Results show that system quality, trust, perceived benefits, and satisfaction are important factors that positively influence intention to continue to participate. This research is expected to help researchers move forward with research related to the future and help business managers understand user insights and integrate them with their business model to help the success, development and expansion of their business in the Kingdom of Saudi Arabia.

• 유통과학연구
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• 제12권10호
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• pp.123-128
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• 2014

Purpose - The purpose of the study is to reexamine the price fairness as practiced by low cost airlines, as a consumer has to experience such inconveniences as inferior airport transportation, extra fees on in-flight meals, and non-negotiable seats, and consumers evaluate such experiences keeping in mind their total costs. This evaluation includes price fairness and allows a reasonable and overall consideration of factors of low cost airlines. It tries to set up a measurement of the indicators consumers' perceptions of price fairness academically as it adapts price fairness to airline services which are renowned for price volatility. Research design, data, and methodology - The research proposes an alternative pricing strategy for the long term profit of low cost airlines after going over conflicts between the traditional theory of consumers' price perception mechanism and flexible fair policy of low cost airlines. It was meaningful when it relates to the early stage of the business, while it enhances the risks relating to the long term survival of low cost airlines. In addition, it is significant as it highlights the negative influences on consumers' perceptions of price fairness, as low cost airlines run on extremely low cost perspectives. Results - The results of the research provide insight into four perspectives, as consumers' perceptions of price fairness are influenced by the frequency and range of price changes and services. The first perspective is that it would lead to positive price evaluation when a low cost airline cuts prices frequently with little changes than one big change. It also would lead to the same result when it comes to necessary services. The second perspective is that one big increase of price would rather undermine the negative aspects of price changes than those of several smaller ones. The third perspective is that additional services would be good to consumers' perceptions of price fairness as compared to discount benefits with respect to the cost. Finally, a low cost airline should consider that consumers will change airlines or defer their flight schedule if the flight fares increase beyond their limits. Conclusions - Low cost airlines should reconsider their pricing policies for services that were provided free earlier. A consumer would not like discount benefits when made to pay for services that were, for long, free of charge. If a low cost airline can provide services with no charge, it should improve volumes if the costs are standardized and, moreover, should consider the charging fees. Alternatively, a consumer can choose between services and fair discount. Low cost airlines are implementing sales promotion strategies, as the competition is more intense than it used to be. In these days, they should regard services over sales promotion, as consumers may prefer to spend money on good premium services. Some differentiation in services could create a good market position for the airlines and, hence, good financial performance.

• 의료법학
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• 제16권2호
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• pp.227-261
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• 2015

협동조합은 조합원의 권익을 향상시키고 지역사회에 공헌하는 것을 목적으로 만들어진 조직을 의미하는 것으로 실제로 지역사회에 많은 기여를 하고 있다. 그리고 이중에서 특히 소비자들이 상부상조의 정신에 입각하여 공동의 복리향상을 도모하기 위하여 자발적으로 설립한 조직이 소비자생활협동조합이다. 한편, 의료법에 의하면 비영리법인에게 의료기관을 개설할 자격을 부여하고 있으므로 소비자생활협동조합이나 협동조합기본법에 따라 설립된 비영리법인인 협동조합은 의료기관을 개설할 자격이 있다. 그런데 애초 사회적 약자인 구성원들의 공동의 이익을 위해 조직되어야 할 협동조합이 의료기관 개설자격을 부여받기 위한 탈법적인 수단으로 악용되는 사례가 증가하였다. 특히 국민건강보험공단이 의료법상 의료기관을 개설할 수 없는 자가 의료인을 고용하여 의료기관을 개설하는 이른바 사무장병원에 대한 조사와 부당이득징수가 강화되자, 이에 따른 우회적인 회피수단으로 의료협동조합을 설립하여 의료기관을 개설하는 수가 급증하였다. 따라서 본 고에서는 우선 의료협동조합의 개설을 규율하고 있는 이원화된 현행 규범체계를 소개하고, 이를 통해 상대적으로 취약한 부분 내지 제도개선이 이루어져야 할 부분을 살펴보고자 한다. 그리고 의료협동조합의 개설 운영, 폐업 현황 및 법령위반 내용 등을 체적으로 확인함으로써 현행 의료협동조합개설 운영에 대한 규범적 제도적 개선방안을 제시하고자 한다.

• 한국생활과학회지
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• 제19권1호
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• pp.127-136
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• 2010

This research subdivided the groups of baby clothes purchasers by consumer value factors in order to study clothing behavior by the value group of baby clothes purchasers and to examine differences in shopping propensity, pursuit benefits, evaluation criteria, and utilization of information sources depending on the value groups 1. A total of three factors - the pursuit of a stable life, the pursuit of achievement, and the pursuit of pleasure - were derived by conducting a factor analysis on the value dimensions of baby clothes purchasers. The value types of baby clothes purchasers were classified into three groups - the group of the pursuit of achievement, the group of the pursuit of stability and pleasure, and the passive group as the result of conducting cluster analysis on the basis of three types of personal value factors. 2. In the difference of shopping propensity by the value group, the group of the pursuit of achievement and the group of the pursuit of stability and pleasure were found to be the group having economical shopping propensity. In the difference of pursuit benefits by the value group, the passive group appeared to be the group in pursuit of fashion, and it could be seen that the group of the pursuit of achievement and the group of the pursuit of stability and pleasure were highly interested in the pursuit of individuality and practicality. 3. In the evaluation criteria of clothes by the value group of baby clothes purchasers, the group of the pursuit of achievement was found to consider physical criteria as important evaluation criteria, and the group of the pursuit of stability and pleasure was found to consider aesthetic criteria as important evaluation criteria. In the utilization of information sources by the value group of baby clothes purchasers, the passive group was found to be influenced most by market-oriented information sources.

• 가족자원경영과 정책
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• 제22권1호
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• pp.79-98
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• 2018

The purpose of this study was to analyze the influence of a married adult on child-toparent and on parent-to-child financial supports. The data, derived from Korean General Social Survey(KGSS) was obtained from the Survey Research Center at Sung Kyun Kwan University. The samples included 367 married adult children who had more than one living parent. Multiple regression analysis was used to analyze the research model. The findings from the analysis showed that monthly household income had no significant impact on the financial supports that adult children provided to their parents or that the parents provided to their child. The expectation of financial supports from their parents in the future was a important factor that affected the level of female and male children's financial supports that they received from their parents. The level of instrumental supports from their parents and their parents-in-law did influence the level of financial transfers between them. These results showed that financial transfers between married adult children and their parents differed based on the children's attitude towards the supporting parents, and whether or not the children or parents had alternative resources available to them for financial supports. Moreover, the variation in financial supports and benefits showed complex differences based on the gender of the children, and based on whether the financial support was coming from the respondent's parents or their partner's parents.