• Journal of Distribution Science
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• v.20 no.5
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• pp.35-47
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• 2022

Purpose: To explain the effect of product quality, price perception, online distribution, and social media promotion on attitudes, customer satisfaction, and local brand love. Research design, data and methodology: The population of this study are Indonesians who have purchased local Indonesian brand products. The size of the sample used was 240 people with purposive sampling method. The analytical technique used is Path Analysis using SEM-PLS. Results: product quality, price perception, online distribution have a positive effect on attitudes, but social media promotion has a positive and insignificant effect on consumer attitudes; product quality, price perception, online distribution, and social media promotion have a positive and significant effect on customer satisfaction, and attitudes have a positive and significant effect on local brand love; and customer satisfaction has a positive effect on brand love for local brands. Conclusion: Therefore, it is important for local brand product businesses to pay attention to product quality, price perception, online distribution, and social media promotion in order to be able to build positive attitudes, customer satisfaction and ultimately have an impact on local brand love. In online distribution, with online distribution, it is easy for marketers to deliver multimedia content through online methods.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.169-180
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• 2019

The purpose of this study was to draw theoretical and practical implications applicable to the field through structural equation modeling of internal marketing, organizational trust, customer orientation and job performance to promote spectators of professional football. In order to achieve the aim of this study, we surveyed 12 S. Korea professional football clubs' employees(216 effective sample). Seven hypotheses were verified using frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, path analysis and structural equation modeling through SPSS and AMOS statistics. The results are as follows. First, internal marketing had a positive effect on customer orientation. Second, internal marketing had a positive effect on job satisfaction. Third, internal marketing had a positive effect on organizational trust. Fourth, organizational trust had a positive effect on customer orientation. Fifth, organizational trust had a positive effect on job satisfaction. Sixth, organizational trust was found to partially mediate relationship between internal marketing and customer orientation. Seventh, organizational trust was found to partially mediate relationship between internal marketing and job satisfaction.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.10 no.1
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• pp.151-157
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• 2009

This project would discuss how to improve the limit and enhance the accuracy and confidence and the improved algorithm path searching engine module shelter's interference limit on spot searching and analysing by using real time path finding technology and USB memo교 RF which is fused to a Tag(u-Card).

• Journal of Distribution Research
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• v.12 no.4
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• pp.79-108
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• 2007

In this study, we measured customers' perception of organization citizenship behaviors of employees which are known as the important factor for improving performance of companies, and examined the path relationship among related variables such as service quality, customer satisfaction, trust, and positive word of mouth. Although there have been many studies of OCB in the marketing field, the majority of these studies measured employee's OCB from the organization's perspective. This study has extended the prior studies by measuring employee's OCB from the customer's perspective. Customers of beauty salons and public houses were researched such that OCB may be applied to more various customer contact situations. The result is as follows. First, employees's OCB had a direct effect on perceived service quality and trust, and had an indirect effect on customer satisfaction. It means that customers evaluate the service quality of employees and trust frontline employees when they observed employees helping other organizational members, orientated customer facilitation beyond the regulated role and showed positive attitudes for their organization. As a result, customers feel more satisfied. Secondly, OCB had an indirect effect on positive word of mouth through mediation of service quality, satisfaction, and trust. Finally, consumer facilitation had the largest effect on consumer attitude among three dimensions of OCB-consumer facilitation, organization involvement, and sportsmanship. We understood the relationship between frontline employee's OCB and customer attitudes, and the necessity of multidimensional approach in measuring employee's OCB from the customer's perspective.

• Journal of Distribution Science
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• v.13 no.11
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• pp.79-92
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• 2015

Purpose - The aim of this study is to develop an empirical model of the effects of traditional market service quality factors on customer value, relationship quality, and behavior. The specific objectives of the study are as follows: 1) to classify study objects into cultural tourism markets and non-cultural tourism markets as well as to verify the differences in service quality among the two markets and, 2) to present practical service marketing methods that fit with the characteristics of the traditional markets by amending the five quality evaluation items of SERVQUAL (a multiple-item scale for measuring service quality)to suit the characteristics of the traditional markets and establish the relationship among customer value, relationship quality, and behavior intention. Research design, data, and methodology - The study methods of empirical investigation are as follows. First, this study selected for a study object the Suwon Paldalmun Gate Market to represent the cultural tourism market, and general traditional markets to represent the non-cultural tourism market. This study also conducted personal interviews in order to increase the response rate and collected a total of 418 responses between March 18, 2014 and April 05, 2014. The total of 418 responses used for this study excluded 14 responses that had either misleading information or missing values. Results - This study verified the perceived differences of service quality based on traditional market specialization through an independent sample t-test. It appeared that the perceived service quality of the cultural tourism market was generally higher than that of the non-cultural tourism market. This study executed a path analysis in order to examine the effects of service quality factors on customer value, relationship quality, and behavior intention. This study also comprehensively analyzed the specialized market and non-specialized market separately. Although there were some differences among the results, the overall results were uniform. It appeared that convenience, reliability, and empathy, among the service quality factors, exerted meaningful effects on customer value. On the other hand, convenience, reliability, responsiveness, and empathy, excluding the tangibles, exerted meaningful effects on the relationship quality. In addition, it appeared that all service quality factors exerted meaningful effects on the customer value, relationship quality, and behavior intention. Therefore, the study verified that all of the hypotheses formulated in the study were generally adopted. Conclusions - The implication of this study may be classified into academic and practical implication as follows. With respect to the academic implication, it seems that this study is among the early studies to verify the differences between the cultural tourism market and the non-cultural tourism market. The practical implication of this study is that the perceived service quality, such as convenience, reliability, responsiveness, and tangibles, excluding empathy, was higher in the cultural tourism market than in the non-cultural tourism market. This means that customer satisfaction is enhanced by governmental aid such as hardware, software, and information and communications technology.

• Journal of Distribution Research
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• v.16 no.2
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• pp.25-56
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• 2011

A shifting of marketing paradigms from transaction to relationship has shown in many studies. Although there are many researches about relationship marketing, few of them focuses on relationship marketing combined with retail mix. This study define and measure customer relationship, and find the antecedents and consequences of the customer relationship. For the research, data were collected from 540 persons who are currently customers of five branches of E-mart and Homeplus in Seoul, Korea. Data analysis was performed under the AMOS 6.0. The results are summarized as following; Firstly, the relationship among elements of retail marketing mix and the relationship quality appears significant except communication program. This finding means that communication effect decreases at some point when communication program is excessive. Secondly, the relationship of customer relationship and three factors (frequent shopping intention, up-buying intention and recommend intention) are significant. Thus, this result supports the reasoning why discount stores make an effort to improve customer relationship. Thirdly, the relationship between share of wallet and two factors (frequent shopping intention and recommend intention) appears insignificant. Fourthly, the relationship between share of wallet and up-buying intention is significant. This result implies that up-buying intention is an important factor for discount stores, because up-buying intention is directly linked to financial performance of discount stores. Finally, the direct path between customer relationship and share of wallet is significant relation. For this reason, customer relationship should be managed consistently by discount stores.

• Culinary science and hospitality research
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• v.18 no.4
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• pp.1-14
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• 2012

The focus of this study is on investigating an appropriate selling strategy for the guests of a fine dining restaurant in deluxe hotels located on seoul. As survey methods, questionnaires were prepared and distributed to the customers who visited the restaurants of five-star hotels in Seoul. The survey was carried out from July 1 to August 30, 2010. Total 223 copies of questionnaire were used for final analysis. Frequency analysis, descriptive statistics, exploration factor analysis, and reliability analysis were conducted through SPSS 18.0 for final analysis, and path analysis was conducted through AMOS 18.0 for verification of hypotheses. The hypothesized relationships among the models were tested simultaneously by using a structure equation model(SEM). The proposed model provided an adequate fit to the date, $X^2$ = 143.934(df=120, p<.001), GFI=0.935. AGFI= 0.907, RMR=0.022, CFI=0.983. The study results are as follows. First, the restaurant employee's adaptive selling strategies consist of persuasion-suggestion, kindness-rapidity. Second, in the result of analysis to understand the influences between customer satisfaction and adaptive selling strategies, customer satisfaction is shown to have an influential relationships with persuasion-suggestion strategy and kindness-rapidity strategy of employee's adaptive selling. Third, all adaptive selling strategies did not affect customer loyalty. Finally, customers who are satisfied with such services have a significant effect on customer loyalty and supports the existing previous studies.

• Asia pacific journal of information systems
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• v.17 no.2
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• pp.1-28
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• 2007

The success of new product development is a key factor for getting competitive advantages. Marketing research has been investigating marketing capability, manufacturing technical capability, cross-functional integration, market knowledge competence, market orientation, and competitive environment as the key success factors of new product development. Recently, the role of IT infrastructure in enhancing new product advantage is assumed in the literature. However, the empirical studies on the role of IT infrastructure are lacking. The purpose of this study is to empirically exam the impacts of IT infrastructure on new product competitive advantage. In this study, IT infrastructure is conceptualized as the flexibility of IT infrastructure. Based on previous research, a conceptual model is established by incorporating the direct impact of IT infrastructure flexibility and its indirect impact through the key success factors on new product development. To empirically test the research model, data are surveyed from a pair of IS department and Marketing department of 92 consumer goods manufacturers. By employing PLS technique, the measurement reliability and reliability of research variables are tested and the path analysis is conducted to do the hypothesis testing. The path analysis shows that IT infrastructure flexibility has no direct effect on new product advantage, However, the indirect effect of IT infrastructure is found, which is mediated by marketing capability, manufacturing technical capability, cross-functional integration, and market orientation respectively. Hence, The flexible IT infrastructure increases cross-functional integration (H1), market orientation (H3), marketing capability (H5), and manufacturing technical capability (H6). All success factors of new product development excepts for competitive environment have a positive association with new product competitive advantages (from H10 to H14). Finally, the path from IT infrastructure flexibility to cross-functional integration, to market orientation, to market knowledge capability, and to new product advantage is found as the strongest path. These results indicate that the flexible IT infrastructure enhances information sharing with multiple departments and collaboration within a distributed innovation environment. The collaboration among departments positively affects the level of customer and competitor intelligence. The ability to obtain knowledge about customers and competitors makes firms to adapt to a changing environment quickly and to respond to customers' demands adequately. The flexible IT infrastructure also enhances the capability of organization to more rapidly respond to the changes in product design resulting in faster product development and reduced costs. In addition to, it enhances marketing capability by the two-way communications with customers and the analyses of various kinds of customer data. In brief, the finding of this study suggests that the flexible IT infrastructure allows many firms to pursue sustained new product competitive advantages. This study advances research on IT infrastructure in two important aspects. First, by Integrating marketing research and IS research, this study develops a conceptual model on the role of IT infrastructure in enhancing new product advantage. Second, it empirically finds the indirect impacts of IT infrastructure on new product advantage, which confirms the potential for the IS field to contribute to new product development research. The limitations of this study are also discussed to provide research directions for future research.

• Journal of the Korean Society of Costume
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• v.60 no.8
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• pp.100-117
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• 2010

The cosmetics industry is executing the experiential marketing strategy, which focuses the brand experiential experience for the connection with consumers and differentiated strategy for the company's brand image, according to the expansion of quality service, which increasingly consume a diverse experience. Among these, the low-priced cosmetics market is trying a variety of experiential marketing to provide positive experience of their product and their brand through a unique service or event to stimulate the motions of young woman, who are changing rapidly, and is actively utilizing the means of marketing to form brand equity for these experiential marketing. Therefore, this study is to find out the effect of customer experiential on the brand equity through a variety of experiential marketing of low-priced cosmetics brand and based on the result, we were able to find out that the experiential marketing is also used as important means of marketing for low-priced cosmetics market to secure the brand equity and to maintain long-term relationship with the customer. This is expected to provide strategic and practical implications to the cosmetic marketing managers for customer management and this will recognize the importance of customer experiential in cosmetic marketing and suggest proper marketing strategy plan. In this study, the multiple regression analysis was mainly uses to find out the influence between the variables for low-cost cosmetic brand but we're hoping to execute a study, which directly and indirectly covers the complete path by using the various parameters, which can be effected on the brand equity.

• The Journal of the Korea Contents Association
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• v.15 no.10
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• pp.535-546
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• 2015

Using mobile bookstore application is increasing in accordance with the proliferation of internet and mobile devices. In this circumstances, the purpose of this study is to explore the factors regarding to mobile bookstore application quality evaluation are effecting to customer satisfaction and reuse intention. Thus information, transaction, design, communication, ubiquitous access, personalization, safety are set as a quality evaluation factor. And it is analyzed the effect of these factors to customer satisfaction and reuse intention with path analysis method. As the result, transaction, ubiquitous access, personalization, safety factors effected customer satisfaction and customer satisfaction effected reuse intention. These results show that user mainly access mobile bookstore application for purchasing book. Thus it is important for mobile bookstore operator to keep the application accessed anytime, and serve personalized information, and simplify transaction process, and intensify security for protecting personal or transaction information.