• Asian Journal of Business Environment
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• v.13 no.1
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• pp.9-19
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• 2023

Purpose: The purpose of this research paper is to explore what factors that affect customer purchase decisions in the online environment, particularly after the COVID-19 pandemic in the case of Vietnamese customers. Research Design, Data and Methodology: To clarify which factor has the most significant impacts on online purchasing decision-making process, this study proposed a research model including factors such as customer trust, proposensity to trust, system assurance, the quality of website design, attitude, and customer satisfaction. This study collected the data via online survey. Data analysis was conducted by AMOS 25.0 using the Structural Equation Modeling (SEM) method. Result: The results of this study shows that the purchase decisions were positively affected by customers' attitude, satisfaction, trust, and the quality of websites design. Additionally, factors such as perceived size and reputation and system assurance, have impacts on buyers' trust, while the propensity to trust has no significant impact. Conclusion: This study provides managerial implications. The results provide which factors should be improved to foster trust, attitude, customer satisfaction, and purchase decision in the online environment. The results also provide managerial implication on marketing strategies how to enhance better relationships with customers and to consider environmental issues in the era of post COVID-19.

• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.113-145
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• 2008

Marketing for the distribution industry is making an ongoing progress in the changes of customers, the competitive environment, and the internal marketing environment. Integrated marketing communication activities are required for the enhancement of efficiency in the market.oriented activities. In this study, IMC is defined as "a notion that a market oriented business integrated marketing communication means, conducting and evaluating marketing activities with consistent messages in order to communicate with customers based on databases." In this study, an IMC planning model for the improvement of marketing efficiency in the distribution industry was derived from a pilot study. This model may be broken down into the following phases: IMC goals setting, situational analysis (customer analysis, competition analysis and company analysis), customer data analysis, contact management, budgeting, the establishment of an IMC strategy, the IMC mix and execution, an evaluation system, and feedback. In consideration of the characteristics of the distribution industry, this study was accompanied by a vocational study on IMC means employed by, in particular, department stores and other distributors such as: advertising, sales promotion, sales promotion advertising, direct marketing, public relations, personal selling, the Internet, mobile, visual merchandising, words of mouth. In addition, this study also covered the correlation among variables such as IMC activities of distributors, the process of forming customer's brand attitudes, brand loyalty and repurchase intention. This research would enhance the utilization of IMC. The analysis on customer's brand attitudes toward the IMC activities of distributors requires the simultaneous consideration of how they are linked to purchase as well as their attitudes toward both distributors and stores. The formation of brand loyalty and repurchase intention is related to the integration of marketing communication and the maintenance of consistency in contents, which requires integrated brand communication (IBC) strategies. IBC is a concept of using IMC means to manage the brand in a continuing and consistent manner and measuring their effect, which is a process to establish enterprise.level brand identity and maximize brand loyalty and repurchase intention by integrating IMC means. For an empirical analysis in this study, an online questionnaire survey was conducted among those department store customers from 20's to 50's who reside either in the Seoul and Gyeonggi areas and have made purchase at department stores. In this study, the research model consisted of four theoretical variables: IMC activities, IMC attitudes, brand loyalty, and repurchase intention, on which variables a pilot study was conducted. A number of hypotheses were constructed on the relations between IMC activities and IMC attitudes, between IMC attitudes and repurchase intention, and between brand loyalty and repurchase intention. The test of the hypotheses may be summarized as follows: Firstly, the test of the hypothesis concerning the relation between IMC attitudes and IMC activities - advertising, sales promotion, direct marketing, public relations, personal selling, the Web, mobile, visual merchandising, and word of mouth - indicates that advertising, sales promotion, direct marketing, public relations, personal selling, mobile, visual merchandising, and word of mouth have significant impact on IMC activities. In addition to the result similar to those of previous studies that such marketing communication means as word of mouth, advertising, personal selling and sales promotion, in particular, play very important roles, a notable finding of this study is that visual merchandising performed by department stores is shown to have very significant impact on IMC activities. On a separate note, it is also noteworthy that Internet marketing activities engaged by department stores are not shown to have significant impact on IMC attitudes. Secondly, the test of the hypothesis on the relation between IMC attitudes and brand loyalty attests that IMC attitudes for the distribution industry significantly affect brand loyalty. Thirdly, the test of the hypothesis concerning the relation between IMC attitudes and repurchase intention confirms that IMC attitudes for the distribution industry significantly affect repurchase intention. Fourthly, the test of the hypothesis concerning the relation between brand loyalty and repurchase intention indicates that brand loyalty significantly affect repurchase intention. A comprehensive view of these findings points to the conclusion that the IMC activities for the distribution industry do affect IMC attitudes, brand loyalty, and repurchase intention.

• Culinary science and hospitality research
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• v.6 no.1
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• pp.197-224
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• 2000

The ballyhoo surrounding internet continues to intensify. This study was made to determine how the hotel food & beverage goods is using this potentially revolutionary marketing and management tool by taking an exploratory look at the internet and at worldwide-web hotel sites. The type of hotel-related sites that exist on the web was examined. To have a successful web site and realize the potential of that tool, one must make some plans carefully Also, being on the internet requires a full marketing strategy, and one must know his own personal goals. The goals are to increase worldwide visibility, upgrade public relations and publicity, develop sales, and include new technology in internal communication. The internet also has a communication function for internal management takes. hotel companies have established themselves on the Web with their own web sites or via a link from a third party. Using the evidence from many of these sites this study reveals the current strengths and weaknesses of the use of the internet as a business and marketing tool by hotel food & beverage goods.

• Journal of Family Resource Management and Policy Review
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• v.9 no.2
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• pp.93-110
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• 2005

Improving the quality and level of the research of institutional household management is one of major issues in the field of study on family resource management and human ecology In this context the purposes of this study were to develop the scheme for the theoretical reconstruction of the subsystem in the institutional household management and to present the applicational contents focused on the marketing management. This study reached a conclusion that the marketing management has to include more practical contents such as PR(public relations), the development and management of supporters and volunteers in order to enhance the useful community resources.

• Proceedings of the Korea Database Society Conference
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• 2008.05a
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• pp.253-261
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• 2008

Many SME have difficulties in marketing activities from early product and technology development because of lack of internal marketing abilities. This paper presents the strategy for the public information service providing so that the marketing oriented information system should provide appropriate information in every step of production from raw material procurement, processing, outsourcing, sales to collaboration. A prototype of marketing information system is implemented in terms of product information, market information, technology information and enterprise information.

• Korean Journal of Organic Agriculture
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• v.11 no.4
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• pp.15-37
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• 2003

Recently, production-consumption quantity and market size of environment-friendly agricultural products(EFAP) have been increased. Consumers have demanded food safety and nutrition of EFAP, but in the near future they will need many kinds of item, relatively low price and high quality. So producers have to make an effort for down-cost, increasing items and developing technical know-how, which can be attained by producer/region organization. Correlation coefficient between the recognition degree for certification system and purchasing amounts at a time is higher than other ones. Therefore public information works using the TV and newspaper must be promoted all the more about certification system. And if the consumer’s satisfaction level of EFAP purchased gets higher, the quantity demanded will be increased more. And consumer’s trust on EFAP is derived from certification system or close relation between producers and consumers. Thus the most important thing of marketing strategies for EFAP is continuously to focus on explanation and information works on certification system by region in metropolitan area. Also, it necessary to introduce green marketing principles and apply to strategies item type. Namely those need to establish target market segmentation And marketing strategy stages according to the green degrees of market And commodity.

• Journal of Distribution Science
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• v.19 no.1
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• pp.5-15
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• 2021

Purpose: This study explores the types of relational benefits that generate loyalty to room-sharing services among Chinese customers based on the relationship marketing literature. The study also examines the moderating effect of alternative attractiveness on this relationship. Research design, data and methodology: Based on research hypotheses, questionnaires with items measuring the proposed constructs in three dimensions, including relational benefits, alternative attractiveness, and customer loyalty, were designed to test the hypotheses. Data were collected via an online questionnaire of 220 room-sharing service customers in China. Results: Results verify the effects of relational benefits on customers' loyalty to room-sharing services and the mediating effect of alternative attractiveness. More specifically, confidence, social, and safety benefits positively affect customer loyalty to room-sharing services, and alternative attractiveness moderates only the effect of social benefits. Conclusions: The results suggest that room-sharing service providers should concentrate on providing confidence, social, and safety benefits to maintain long-term relationships with customers. This study also provides practical implication for building relationships between channel members in service distribution channels. The study concludes that without customer relationships marketing for managing collaborative and social communication channels, the entire distribution channel might lose out eventually.

• Korean Journal of Organic Agriculture
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• v.18 no.4
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• pp.463-487
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• 2010

This work is described as an early effort to study organic products marketing. Discusses the characteristics, barriers and vitalization strategies of developing new markets in an environment of increasing consumer awareness and marketability of organic products. Barriers to developing new markets for organic products include lack of basic information or poor understanding among farmers of sustainable techniques and practices, poor access to markets, high start-up costs, lack of understanding the developing market, uncertainty in marketing and pricing, consumer habits, inadequate financing, including resistance to paying premium prices, misinformation and misapprehension concerning the production of organic products. Recommends strategies for implementing sustainable systems, e.g., involve government agencies, educating and organizing both farmers, processors, and consumers developing marketing and distribution programs. Examines business strategies that have successfully targeted markets, such as advertising, labeling, public relations and communications, gaining consumer trust, partnerships, and diversifying operations.

• Korean Business Review
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• v.12
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• pp.1-27
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• 1999

The author focus on the role of IMC(integrated marketing communication)that is important for increase of relationship equity value, stress on the integration of IMC and PR in relationship marketing. This paper present as follow. The first, marketing thought have evolved through market competition situation at a market segmentation level perspective, and the concept of relationship equity is necessary to individual marketing or relationship marketing. The second, firm should identify profitable customer, build strong relationship for relationship equity, based on customer equity and life time value in customer market. The third, IMC needs integration with PR for relationship building of stakeholder including customer market at a point of view of corporate equity. Finally, this article offer discussion about implications of integration IMC and PR for future study.

• Journal of the Korean Society for Library and Information Science
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• v.38 no.3
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• pp.23-43
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• 2004

The purpose of the present study Is to suggest strategies for Improving cultural services provided by public libraries. First of all. it reviews missions of public Itbraries as well as meanings of these services for both the libraries and the communities they serve. It also reviews the current status of cultural services with the example of Kyonggi-Do. finally, five strategies for Improving cultural services are presented' differentiating library services from those provided by other types of cultural institutions such as museums and performing centers, as well as specifying the services In response to characteristics of the community they belong; utilizing community analysis and National Cultural Enjoyment Survey data; establishing national and regional support system; creating and Implementing library staff development programs in regards of cultural services; and finally, adopting marketing techniques in designing library cultural services.