• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.9
• /
• pp.1504-1514
• /
• 2010

Relationship marketing can be one of the most efficient strategies to enable a company to achieve business success in the recent marketing environment of tough competition and the diverse desires of consumers for new products. Using relationship marketing instead of mass marketing can help a company increase profits. For proper research in relationship marketing, it is indispensable to study relationship benefits. This study provides specific information in terms of relationship benefits to help develop the marketoriented strategy of a company. The results are as follow. The relationship benefit had a significantly positive effect on relationship quality (trust, satisfaction, and commitment). A relationship benefit was divided into three dimensions: customization benefit, informational benefit, and emotional benefit. Especially, emotional benefit appears as the most positive effect on satisfaction and the customization benefit appeared as the most positive effect on trust and commitment. The customization benefit and emotional benefit had a significantly positive effect on long-term relationship orientation, repurchase intention, and word of mouth. Informational benefit was not a significant influence on repurchase intention and word of mouth. Customization benefit appeared the most positive effect on long-term relationship orientation and word' of mouth. Emotional benefit appeared the most positive effect on repurchase intention. The relationship quality had a significantly positive effect on relationship performance. The findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process.

• Knowledge Management Research
• /
• v.12 no.5
• /
• pp.1-10
• /
• 2011

Forming a network, through Social Network Services (SNS), among a group of people who share the same hobby or interests could increase the information sharing among the members at an exponential rate. Moreover, SNS users' behavior extends beyond the traditional introverted consumption behavior to a proactive behavior by owning or actively sharing product information. For firms, such proactive consumer behavior translates into marketing effects such as the word of mouth (WOM) effect. Therefore, SNSs are accepted not only as a communications channel between firms and consumers but also as marketing channel, suggesting the possibility of a new revenue source. In this context, we will explore into the factors of SNS contents which conserve firms' image and product information, and effects of the factors on consumer attitude and WOM.

• Asia pacific journal of information systems
• /
• v.15 no.3
• /
• pp.111-132
• /
• 2005

Company-wide initiatives mandate understanding the benefits of adopting e-Business. A benefits evaluation may ensure that the company's Web site in integral, rather than supplemental, to its business and revenue goals. Our research is motivated by the goal of extracting anticipated benefits factors of e-Business in Small and Medium-sized Enterprises(SMEs) in Korea. And we examined the impacts of anticipated benefits factors on the extent of assimilation in SMEs. Eight benefits factors emerged from this study: productivity, competitiveness, management, customer relationship, information quality, interorganization, cost down, and marketing. And competitiveness, customer relationship, interorganization, and marketing were influenced assimilation of e-Business in SMEs. But productivity, management, information quality, cost down did not.

• Journal of Internet Computing and Services
• /
• v.3 no.1
• /
• pp.11-16
• /
• 2002

Nowday, Cyber shopping mall increased market size. The Consumer Behavior chainged new trend. This study on the systematic access to establishment of the concept of cyber shopping mall as well as to problems to overall parts of EC service as well is required. The objectives of this study are that how service consumers perceive the quality of EC service, and that what effect the quality makes on their satisfaction and re-purchase intention. This means that the research enables a marketing manager to take the meaning of comparative weight among the components of EC service quality, and to provide very useful information to establish marketing strategies which are close to the consumers.

• Journal of the Korea Institute of Information and Communication Engineering
• /
• v.16 no.10
• /
• pp.2309-2315
• /
• 2012

The objective of this research is to suggest how to keep the continuous customers and how to build business model and marketing strategy. In detail, this research aims to closely examine the relationship among SNS quality(service quality, information quality, system quality) for airline customers, relational benefit(social benefits, psychological benefit, customization benefit, economic benefit) and customer satisfaction. As a result, if SNS quality is getting better, relational benefit better is higher. Specifically service information quality is more impactive to relational benefit than system quality. The effect of psychological customization benefits from SNS quality is the strongest to customer satisfaction of all factors. To conclude, the results of this research can be the guideline when designing marketing strategies for airline customers and for traditional tourism customers who use SNS.

• The Journal of Economics, Marketing and Management
• /
• v.11 no.2
• /
• pp.23-32
• /
• 2023

Purpose: This study examines the effect of full information disclosure on seller profit when there exists information asymmetry between sellers and buyers, focusing on the risk averseness of buyers. By investigating the interaction between product quality and perceived risk through online sales data, we attempt to figure out the incentive structure of full information disclosure specifically when buyers are risk-averse, so that we can suggest more feasible information disclosure strategy to sellers. Research design, data and methodology: Our empirical model analyzes the sales data of collectible goods from a major online seller using Poisson regression. In our model, we have specifically considered risk-averseness of buyers by estimating the interaction effect between the product quality and perceived risk on seller profit, aiming for a more precise empirical analysis on sellers' incentive structure of full disclosure. Results: Our empirical analysis strongly supports the effect of interaction between product quality and perceived risk, showing that the incentive for full disclosure is much stronger when product quality is higher, and vice versa. Therefore, sellers are strongly encouraged to voluntarily reveal product weaknesses when their product quality is higher than average, while it is more profitable to hide any product defects when quality claim is lower than average. Conclusions: This study supports the related literature by confirming economic incentives for full disclosure, and also supplements and strengthens previous studies by presenting that the effect of interaction between product quality and perceived risk strongly affects seller profit. Our unique finding supports both mandatory disclosure and voluntary disclosure arguments and presents practical implications to marketing managers by suggesting that seller's incentive for revealing weaknesses depends on the level of seller's product quality.

• Journal of Global Scholars of Marketing Science
• /
• v.18 no.4
• /
• pp.119-155
• /
• 2008

Customer Relationship Management(CRM) has been a sustainable competitive edge of many companies. CRM analyzes customer data for designing and executing targeted marketing analysing customer behavior in order to make decisions relating to products and services including management information system. It is critical for companies to get and maintain profitable customers. How to manage relationships with customers effectively has become an important issue for both academicians and practitioners in recent years. However, the existing academic literature and the practical applications of customer relationship management(CRM) strategies have been focused on the technical process and organizational structure about the implementation of CRM. These limited focus on CRM lead to the result of numerous reports of failed implementations of various types of CRM projects. Many of these failures are also related to the absence of marketing approach. Identifying successful factors and outcomes focused on marketing concept before introducing a CRM project are a pre-implementation requirements. Many researchers have attempted to find the factors that contribute to the success of CRM. However, these research have some limitations in terms of marketing approach without explaining how the marketing based factors contribute to the CRM success. An understanding of how to manage relationship with crucial customers effectively based marketing approach has become an important topic for both academicians and practitioners. However, the existing papers did not provide a clear antecedent and outcomes factors focused on marketing approach. This paper attempt to validate whether or not such various marketing factors would impact on relational quality and CRM performance in terms of marketing oriented perceptivity. More specifically, marketing oriented factors involving market orientation, customer orientation, customer information orientation, and core customer orientation can influence relationship quality(satisfaction and trust) and CRM outcome(customer retention and customer share). Another major goals of this research are to identify the effect of relationship quality on CRM outcomes consisted of customer retention and share to show the relationship strength between two factors. Based on meta analysis for conventional studies, I can construct the following research model. An empirical study was undertaken to test the hypotheses with data from various companies. Multiple regression analysis and t-test were employed to test the hypotheses. The reliability and validity of our measurements were tested by using Cronbach's alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis. The first key outcome is a theoretically and empirically sound CRM factors(marketing orientation, customer orientation, customer information orientation, and core customer orientation.) in the perceptive of marketing. The intensification of ${\beta}$coefficient among antecedents factors in terms of marketing was not same. In particular, The effects on customer trust of marketing based CRM antecedents were significantly confirmed excluding core customer orientation. It was notable that the direct effects of core customer orientation on customer trust were not exist. This means that customer trust which is firmly formed by long term tasks will not be directly linked to the core customer orientation. the enduring management concerned with this interactions is probably more important for the successful implementation of CRM. The second key result is that the implementation and operation of successful CRM process in terms of marketing approach have a strong positive association with both relationship quality(customer trust/customer satisfaction) and CRM performance(customer retention and customer possession). The final key fact that relationship quality has a strong positive effect on customer retention and customer share confirms that improvements in customer satisfaction and trust improve accessibility to customers, provide more consistent service and ensure value-for-money within the front office which result in growth of customer retention and customer share. Particularly, customer satisfaction and trust which is main components of relationship quality are found to be positively related to the customer retention and customer share. Interactive managements of these main variables play key roles in connecting the successful antecedent of CRM with final outcome involving customer retention and share. Based on research results, This paper suggest managerial implications concerned with constructions and executions of CRM focusing on the marketing perceptivity. I can conclude in general the CRM can be achieved by the recognition of antecedents and outcomes based on marketing concept. The implementation of marketing concept oriented CRM will be connected with finding out about customers' purchasing habits, opinions and preferences profiling individuals and groups to market more effectively and increase sales changing the way you operate to improve customer service and marketing. Benefiting from CRM is not just a question of investing the right software, but adapt CRM users to the concept of marketing including marketing orientation, customer orientation, and customer information orientation. No one deny that CRM is a process or methodology used to develop stronger relationships being composed of many technological components, but thinking about CRM in primarily technological terms is a big mistake. We can infer from this paper that the more useful way to think and implement about CRM is as a process that will help bring together lots of pieces of marketing concept about customers, marketing effectiveness, and market trends. Finally, a real situation we conducted our research may enable academics and practitioners to understand the antecedents and outcomes in the perceptive of marketing more clearly.

• 축산식품과학과 산업
• /
• v.6 no.2
• /
• pp.54-67
• /
• 2017

• Management & Information Systems Review
• /
• v.2
• /
• pp.295-310
• /
• 1998

This exploratory study examines critical quality factors of store that can give access to credit card. The procedures of developing instrument is followed by recommendations on the developing measures of marketing constructs. The results shows that service quality of store available for credit card is divided four dimensions(personal service, payment-approving service, information-providing service, problem responsiveness service). These dimensions and scales are verified through the assessment of reliability and validity. Finally, the importance of personal service is showed to be different across types of industry.

• Culinary science and hospitality research
• /
• v.8 no.2
• /
• pp.37-58
• /
• 2002

Up to these days, hotels are assumed to compete each other. Due to the spread of high quality the hotel restaurants have begun to face an intensive competition. Hotel food at Beverage have become the more competitive along with fund, good price, service, quality food, and management know-how. It causes the hotel restaurants confront with management difficulties. In order to overcome the management difficulties, hotel restaurants have to improve their marketing abilities and especially to improve their service quality. For this, it is necessary fur hotel restaurants to investigate how their service providers and receivers recognize their service quality. In this research, we examined the cognitive three types of cognitive gaps among customers, service providers, and managers both on the service quality and on the positioning of hotel restaurants. Their cognitive gaps proved negatively correlated with hotel's performance. This research suggests the following findings. Firstly, the competitiveness of hotel restaurant depends on the accurate communication and consensus among managers, service providers, and customers. Secondly, using the information about cognitive gaps recognized, each hotel restaurant should develop concrete marketing plans and strategies with a careful consideration about its current competitive position and management condition.