• The Korean Journal of Franchise Management
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• v.15 no.3
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• pp.1-15
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• 2024

Purpose: The insurance market is steadily growing, with General Agencies (GA) experiencing rapid sales increases. GAs need marketing strategies to boost contract renewal intentions by effectively managing customer relationships. This study examines the impact of perceived customer orientation and sales orientation on customer trust, identification, and renewal intentions with GA insurance planners. Research design, data, and methodology: The study surveyed customers who subscribe to insurance products from GA-affiliated insurance planners. Out of 615 respondents, 251 valid responses were analyzed using frequency analysis, measurement models, and structural equation modeling (SEM) with SmartPLS 4.0. Result: The study revealed that customer orientation positively affects cognitive trust and sense of identification. In contrast, sales orientation did not significantly impact customer trust or identification. Additionally, customer trust positively influences sense of identification, and both trust and identification positively affect the intention to renew the contract. Conclusions: Implementing a customer-oriented marketing strategy is essential for providing tailored customer management services and maintaining or improving the quality of customer relationships for insurance planners. Given that insurance products require long-term management, it is crucial for planners to build trust, enhance customer identification, and offer continuous customer management to meet customers' needs effectively.

• Journal of Digital Convergence
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• v.11 no.4
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• pp.189-196
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• 2013

The main purpose of this study was to investigate the effect of CSR identity on customer-corporate identification and to explore the effect of customer-corporate identification on consumers' affective commitment and behavioral commitment intention. Indeed, this study investigated the mediating role of affective commitment in linking customer-corporate identification and behavioral commitment intention. Results found CSR identity to be a statistically significant construct that has an impact on consumers' customer-corporate identification. The result also showed that customer-corporate identification had positive effect on customers' affective commitment and behavioral commitment intention. And affective commitment was found to be a statistically non significant mediator that explaining the relationship between customer-corporate identification and behavioral commitment intention.

• Proceedings of the Safety Management and Science Conference
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• 2011.04a
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• pp.185-204
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• 2011

Fast Fashion (fast fashion) is to reflect the latest trends and quickly create an immediate and quick with words related to clothing to distribute immediately reflect the latest fashion design, a relatively low cost, rapid product turnover means to succeed in fashion or business. The popularity of fast fashion is growing in the recent domestic fashion market. In this study, fast-fashion consumers' purchasing behavior recognition for brand identification and brand personality, brand reputation and brand identification, brand attitude, and affect the relationship between customer loyalty will be discussed. The results of this study can be summarized as follows. First, In this study, based on existing studies, brand personality and brand identification through a process that affects customer loyalty reaffirmed. Second, the 5 dimensions of brand personality and brand identification of the factors found by the sophistication and unique. Third, the brand's reputation in the brand identification had a significant impact. Fourth, brand identification, brand attitude and the impact on customer loyalty was significant.

• Korean journal of food and cookery science
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• v.27 no.1
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• pp.33-42
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• 2011

The purposes of this study were to understand the influence of brand personality-self image congruence in quick service restaurants on customer satisfaction and to empirically analyze whether or not customers' brand identification plays a moderating role between brand personality-self image congruence and customer satisfaction. Based on a total of 478 samples obtained from empirical research from June 10 to June 16, 2010, self-administered questionnaires were completed by patrons in a metropolitan area, and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, and hierarchical regression analysis. Results of the study were as follows: From the factor analysis of brand personality and self-image, 5 factors, i.e. sophistication (5 items), competence (5 items), likability (5 items), trendiness (5 items), and ruggedness (5 items) were extracted. The results show that trendiness (${\beta}$=-0.151) among brand personality-self image congruence had a significant positive effect on customer satisfaction. Further, customers' brand identification (${\beta}$=0.645) had a significant positive effect on customer satisfaction. In addition, the effect of brand personality-self image congruence (only, likability ${\times}$ brand identification; ${\beta}$=0.245) in quick service restaurants on customer satisfaction was found to be partially moderated by customers' brand identification. In other words, the findings show that customers wanted to identify with a specific brand because it provides a means to continue transactions with the brand if it corresponds with their self-image or if the overall image of the brand is favorable. Limitations and future research directions are also discussed.

• Journal of Digital Convergence
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• v.15 no.1
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• pp.583-591
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• 2017

The purpose of this study was empirically to reveal the structure relationship between ethical management of ski resort employee, organizational identification and customer orientation. For the research, survey of 200 people working in domestic ski resorts was conducted. The survey was composed of three variables(ethical management, organizational identification and customer orientation). The following results were obtained by confirmatory analysis, reliability analysis, correlation analysis and structural equation model analysis. First, ski resort employee's ethical management had a positive correlation with organizational identification. Second, ski resort employee's ethical management had a positive correlation with customer orientation. Third, ski resort employee's organizational identification had a positive correlation with customer orientation. This study suggested that the ethical management of ski resorts had positive effects on the attitudes and behaviors of the employees who regarded the organization as a common fate and provided high quality service considering the customer's position.

• Fashion & Textile Research Journal
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• v.16 no.5
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• pp.756-765
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• 2014

Customer-company (C-C) identification is the perceived fit between the identities of a consumer and an organization. If a consumer identifies with a company that places a high priority on being socially responsible, a consumer who also values social responsibility may support and patronize that business because of the link between something that is important to both them and the company. Because C-C identification may explain the success of cause-related marketing (CRM) in the fashion industry, we investigated the effect of an image resulting from CRM on ratings of brand attributes (e.g., distinctiveness, credibility, attractiveness), identification with the brand, attitude toward the brand, and customer loyalty. Participants also responded to open-ended questions reflecting their rationale for their ratings of brand attributes. Data were collected from a convenience sample of undergraduates (n = 228) enrolled at Midwestern University in the U.S. Structural equation modeling revealed that as ratings of the social responsibility of the cause-related marketing effort increased so did perceptions of the brand's distinctiveness, credibility, and attractiveness. Participants identified with a brand when they rated the brand as attractive. Participants' identification with a brand had a significant impact on attitudes toward the brand and customer loyalty (e.g., purchase intention, willingness to spread positive word-of-mouth). Content analyses of open-ended responses supported the idea that brand images stemming from CRM exert an important influence on consumer's ratings of brand attributes. Fashion marketers interested in cause-related marketing will find success with efforts that increase customer identification.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.11
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• pp.317-324
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• 2021

This study aims to analyze how to increase the brand loyalty of BPJS Healthcare participants who are Muslim in Indonesia by increasing customer engagement and brand trust. This study is based on the premise that effective customer engagement is the first step toward gaining brand trust and loyalty. The five dimensions of customer engagement, namely enthusiasm, attention, absorption, interaction, and identification, were tested on how they affect brand trust and brand loyalty. This research was conducted by distributing questionnaires to 216 Muslim respondents who were BPJS Health users from six Islamic hospitals in Central Java, Indonesia. Data analysis was performed using a regression test with SPSS. The results showed that the dimensions of customer engagement consisting of enthusiasm, attention, and absorption had a significant effect on brand trust. Meanwhile, the dimensions of customer engagement which consist of interaction and identification, do not affect brand trust. Furthermore, brand loyalty can be influenced by enthusiasm, interaction, and brand trust. Meanwhile, attention, absorption, and identification cannot affect brand loyalty. Thus, the dimensions of customer engagement that can directly affect brand loyalty are enthusiasm and interaction, while those that affect indirectly (through brand trust), are enthusiasm, attention, and absorption.

• Journal of the Korea Convergence Society
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• v.11 no.3
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• pp.219-226
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• 2020

This study set the research model to analyze the effect of customer value on brand identification and loyalty using customers of K Airline. Based on previous researches, this study extracted variables, and built a structural equation model to examine the relationship among variables. The findings of empirical research are as follows. First, it was found that functional value and emotional value of customer value have significant effect on brand identification. Thus, hypothesis 1 was accepted. Second, customers seek emotional aspect in choosing a product or a service. That is, by using an airline brand which they think is identical with their image, value, or lifestyle, they pursue brand identification with the airline. Third, given that functional value and emotional value of customer value do not affect brand loyalty, we can know that customer value strengthens brand loyalty through brand identification. To boost brand loyalty, K Airline needs to pay attention to raise brand identification of customers with consideration of other mediating variables.

• Korean Management Science Review
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• v.31 no.4
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• pp.117-134
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• 2014

Today the concept of corporate social responsibility has become an essential element for coexistence of corporations and the society. In this study the impact of four responsibilities of business organizations proposed by Archie Carroll (economic, legal, ethical, and discretionary) on customer loyalty through the mediating effect of trust and company-consumer identification is analyzed. A questionnaire survey was conducted for four well-known Korean companies (Dong Suh Food, LG Household and Health Care, Samsung Electronics, and Hyundai Motor). After factor analysis, legal and ethical responsibilities were grouped as the same factor, thus three social responsibilities were finally used for hypotheses testing. Major findings were as follows: First, economic responsibilities had positive impact on honesty trust, professionalism trust, favorableness trust, and company-consumer identification, Second, legal/ethical responsibilities were found to have significant effects on honesty trust, favorableness trust, and company-consumer identification. Third, in the case of discretionary responsibilities, professionalism trust, favorableness trust, and company-consumer identification were revealed to have a significant positive relationship. Fourth, only two trust variables (honesty and professionalism) and company-consumer identification had positive influence on the loyalty of customers. These findings are expected to help decision makers to set up corporate objectives and choose action items for corporate social responsibility. At the last part, implications of the study and future research directions were discussed.

• CRM연구
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• v.2 no.2
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• pp.41-51
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• 2009

VIP marketing has recently become the main concern in the field of marketing, which could increase customer loyalty and sales through providing customers in the top 20% with customized services. In this study, some cases of RFID (Radio Frequency Identification) technology based VIP channel management are introduced and analyzed in the technology point of view. As a result of case studies, it has been shown what the companies may consider when applying RFID technology in customer relationship management (CRM) and its general scenario. As one of the AIDC(Automatic Identification and Data Capture) technologies, RFID can enable to identify humans or objects with radio frequency and is being widely used to many industrial areas such as logistics, delivery, inventory management, and so on. If this technology is applied to CRM as a new channel for customer management, it will be possible to provide an individual customer with various types of intelligent services customized to his or her spending habits. RFID for CRM channel management is still in its early stages, but it is sure that RFID technology will be an useful tool to manage customers including especially VIP in many businesses and capture important information applicable to marketing campaign in the near future.