• 지능정보연구
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• 제17권4호
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• pp.95-108
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• 2011

인터넷 비즈니스의 활성화에 따라서 기업은 고객의 인물정보 및 거래정보를 활용하여 보다 맞춤화된 개인화 서비스를 제공하고 있다. 기존의 고객군별 예측기법은 유사한 고객들을 군집화하여 고객군별로 예측모델을 수립하는 것으로, 구매가 많고 충성도가 높은 핵심고객에게 요구되는 일대일 서비스를 제공하는 데는 한계가 있다. 반면 일대일 고객별 예측기법은 각 고객에게 고도로 맞춤화된 서비스를 제공하지만, 과거 구매이력이 많지 않은 고객 이나 신규 고객에게는 정확한 개인화 서비스를 제공하지 못한다. 본 연구는 고객의 구매빈도에 따라서 유사 고객들과의 군집화 수준을 동적으로 조정하는 새로운 지능형 개인화 시스템을 제안한다. 제안된 시스템은 과거 구매가 많은 고객들에 대해서는 일대일 예측모델을 수립하지만, 구매 빈도가 낮은 고객의 경우 다른 고객들과의 최적화된 군집화를 통해 예측모델을 수립한다. 본 기법을 Neilsen의 음료수 구매 데이터셋에 적용하여 고객의 일회 구매금액 및 구매품목을 예측한 결과, 기존 두 예측기법들에 비하여 적정한 계산비용(computational cost)으로 더욱 정확한 개안화 서비스를 제공할 수 있음을 확인하였다.

• 한국콘텐츠학회논문지
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• 제10권9호
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• pp.455-468
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• 2010

국내 회원제 골프장이 운영하고 있는 예탁금회원제의 효과적인 관리 운영을 위하여 기존고객의 골프 회원권에 대한 인식과 소비문화를 진단하는 것은 매우 의미 있는 작업으로 판단된다. 이 연구는 골프 회원권의 긍정적 가치 상승과 구매 지속요인의 중심에는 관계마케팅의 구축에 있다고 보고, 그 핵심 요인으로서 서비스 품질을 설정하였다. 이와 관련하여 회원권 가치, 고객 만족과 고객 충성도의 관계를 설정하고, 서비스 품질의 특성을 전제로 어떠한 차원의 서비스 품질이 회원권 가치 및 고객 만족에 유의적인 영향을 미치며, 회원권 가치 및 고객 만족은 고객 충성도에 어떠한 영향을 미치는가를 분석하여 관리적 차원에서의 활용을 위하여 이 연구를 수행하게 되었다. 이와 같은 영향관계를 파악함으로써 기존 골프장 서비스 품질과 회원권 가치 및 고객 만족과 고객 충성도 연구와 관련된 선행 연구에 대한 학문적 이해의 확장과 발전의 폭을 넓히는 것은 물론, 골프장 회원권의 지속적인 경쟁력 제고와 효율적인 마케팅 전략을 마련함으로써 골프 산업과 관련된 또 다른 연구의 전기를 마련하고자 한다. 이의 실증적 검증을 위해 골프 회원권을 소유한 골프회원을 모집단으로 설정한 후, 설문조사를 실시하여 500명을 표집 하였으며, 설문에 불응답 하였거나 불성실한 응답자 15명을 제외한 유효 표본은 총 485명으로 한정하였다. 연구도구로는 선행연구에서 사용된 문항을 기초로 하여 이 연구에 맞게 수정 보완한 후 사용하였으며, 회수된 조사 자료는 SPSS 12.0프로그램 및 AMOS 7.0을 이용하여 통계 처리한 결과, 다음과 같은 결론을 얻었다. 첫째, 골프리조트 서비스 품질은 회원권 가치에 긍정적인 영향을 미쳤다. 둘째, 골프리조트 서비스 품질은 고객 만족에 긍정적인 영향을 미쳤다. 셋째, 회원권 가치는 고객 만족에 긍정적인 영향을 미쳤다. 넷째, 회원권 가치는 고객 충성도에 유의한 영향을 미치지 않았다. 다섯째, 고객 만족은 고객 충성도에 긍정적인 영향을 미쳤다.

• Asia pacific journal of information systems
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• 제17권2호
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• pp.123-137
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• 2007

The advent of the Internet and related Web technologies has created an easily accessible link between a firm and its customers, and has provided opportunities to a firm to use information technology to support supplementary after-sale services associated with a product or service. It has been widely recognized that supplementary services are an important source of customer value and of competitive advantage as the characteristics of the product itself. Many of these supplementary services are information-based and need not be co-located with the product, so more and more companies are delivering these services electronically. Net-based customer service, which is defined as an Internet-based computerized information system that delivers services to a customer, therefore, is the core infrastructure for supplementary service provision. The importance of net-based customer service in delivering supplementary after-sale services associated with product has been well documented. The strategic advantages of well-implemented net-based customer service are enhanced customer loyalty and higher lock-in of customers, and a resulting reduction in competition and the consequent increase in profits. However, not all customers utilize such net-based customer service. The digital divide is the phenomenon in our society that captures the observation that not all customers have equal access to computers. Socioeconomic factors such as race, gender, and education level are strongly related to Internet accessibility and ability to use. This is due to the differences in the ability to bear the cost of a computer, and the differences in self-efficacy in the use of a technology, among other reasons. This concept, applied to e-commerce, has been called the "e-commerce divide." High Internet penetration is not eradicating the digital divide and e-commerce divide as one would hope. Besides, to accommodate personalized support, a customer must often provide personal information to the firm. This personal information includes not only name and address, but also preferences information and perhaps valuation information. However, many recent studies show that consumers may not be willing to share information about themselves due to concerns about privacy online. Due to the e-commerce divide, and due to privacy and security concerns of the customer for sharing personal information with firms, limited numbers of customers adopt net-based customer service. The limited level of customer adoption of net-based customer service affects the firm profits and the customers' welfare. We use a game-theoretic model in which we model the net-based customer service system as a mechanism to enhance customers' loyalty. We model a market entry scenario where a firm (the incumbent) uses the net-based customer service system in inducing loyalty in its customer base. The firm sells one product through the traditional retailing channels and at a price set for these channels. Another firm (the entrant) enters the market, and having observed the price of the incumbent firm (and after deducing the loyalty levels in the customer base), chooses its price. The profits of the firms and the surplus of the two customers segments (the segment that utilizes net-based customer service and the segment that does not) are analyzed in the Stackelberg leader-follower model of competition between the firms. We find that an increase in adoption of net-based customer service by the customer base is not always desirable for firms. With low effectiveness in enhancing customer loyalty, firms prefer a high level of customer adoption of net-based customer service, because an increase in adoption rate decreases competition and increases profits. A firm in an industry where net-based customer service is highly effective loyalty mechanism, on the other hand, prefers a low level of adoption by customers.

• 유통과학연구
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• 제13권5호
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• pp.103-111
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• 2015

Purpose - When it comes to first impressions of family restaurants, people basically think of the following factors: cozy, a refreshing space, indoor lighting, atmospheric music, the best-quality service through mutual interactions with employees, birthday events, follow-up customer management, brand image, and many others. Focusing on such family restaurants characteristics, with consumption experience and customer satisfaction determined as mediator variables, this study looks into the selection factors that affect customer loyalty when choosing a family restaurant. Subsequently, the study conducts an empirical analysis of these selection factors with the greatest influence. Research design, data, and methodology - This study analyzed 200 total surveys of family restaurant customers including college students, workers, housewives, and others. The survey was conducted over two weeks in May 2014. For statistical processing, SPSS 21 was used for factor analysis and reliability analysis as well as AMOS for structural equation analysis. In terms of a variable that would influence either consumption experience or customer satisfaction at the restaurants, the study introduced the concept of customer equity. The study designed a model based on a hypothesis developed using the following factors: customer encounter service value, customer convenience value, brand equity, relationship equity, and other factors defined as components of customer equity by Rust et al. (2000) determined as independent variables as well as with customer experience and customer satisfaction set as mediator variables. The hypothesis, after all, assumed that customer loyalty would be positively (+) influenced. Results - The analysis results from the study reported that brand value, customer encounter service value, and relationship value have positive (+) effects on consumption experience and customer satisfaction. However, as for customer convenience value, this turned out not to have a statistically significant influence on consumption experience and customer satisfaction. In regard to a relation between consumption experience and customer satisfaction, the results showed that the former affects the latter, and in terms of intervening variables, both of these appeared to have a positive (+) effect on customer loyalty. Conclusions - This study suggests that family restaurants should look for strategies that focus on how to promote customer relationships. For example, restaurants could try birthday events or discount events to achieve this goal. Since the study ended up realizing relatively low levels of suitability and statistical significance, the path of the study changed. After all, in order to increase suitability and statistical significance, the study had to eliminate factors such as service quality and others and for this reason the study was unable to conduct the analysis as initially planned. In addition, the data samples of the research were mainly gathered from students, which made it hard to say that the analysis was carried out on samples from every different group. Future research should analyze the characteristics of each group of customers for factors affecting customer satisfaction and customer loyalty in the family restaurant chain.

• Journal of the Korean Data and Information Science Society
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• 제16권4호
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• pp.781-790
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• 2005

Nowaday, statistical data with coherence, accuracy and timeliness are necessary to government, company and research center for decision making or research. In other words, the importance of statistical data quality is steadily increasing. Thus, in this paper, we suggest necessity of measuring customer satisfaction with NSO products for enhancing quality. And we construct measurement scale for measuring customer satisfaction based on the statistical quality indicators. Also we advise use of structural equation model in relation analysis for statistic quality elevation.

• 대한전기학회:학술대회논문집
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• 대한전기학회 2015년도 제46회 하계학술대회
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• pp.1461-1462
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• 2015

Based on the Kepco's standard supply terms, the customer should pay for installation the regulating device or protective device which are granted by Kepco in case the customer hinder other customer's electricity usage or it may cause the interruption because of harmonics or waveform distortion. It is necessary to consider the phase angle of voltage, current for harmonics so we can set up the measure of harmonic damages.

• 한국관광식음료학회지:관광식음료경영연구
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• 제15권1호
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• pp.57-80
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• 2004

Resort Hotel Rate System was first introduced as an official guideline after Tourism Promotion Act, which enables the secretary of transportation to rate resort hotel by its facility and accommodation, was enacted on January 18, 1971. And the system was modified time to time to what we currently have after numerous revisions. However, the system has made a slow progress compare to the other countries system and have shown many potential problems that need to be improved. There is a problem that it is not even clear whether the act is as effective to apply it to rate any resort hotel in reality. The hotel rate system was first introduced in 1970's and changed ever since, and it also changed the private organizations to audit the decision. However, unlike the hotels in other countries, our hotel rating system is not focus on the customer's service and informations. It focus on the hotel's quality so that cause the problem whether the hotel is for customer or not In other different countries, they have some specific standard for evaluation of customer service based on customers' reference or needs. However, there is no evaluation part concerning on customer service in Korea. Also, even the hotel rating system is not based on the hotel waitress or waiter's service part. It means the system is almost focus on the hotel's qualities. Therefore, customer who needs hotel service, can not trust whether they can choose the hotels which gives the right informations and good quality services. Although hotel's physical layout is important, the service part is also important for evaluating the hotel entirely. There are a lot of things to develop and to be changed in order to develop tourism industry in the process of decision about Hotel's level in Korea Thus, this research will summarize some problems which are revised through the former research of hotel's level. And it will compare the system of hotel's level between Korea and developed countries in hotel industry Additionally, I will show current tourism industry in Korea. Finally, I suggest the improvement proposal for the level system of hotel in Korea and process of this system in the future.

• 마케팅과학연구
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• 제14권
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• pp.125-144
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• 2004

본 연구는 중소규모의 인터넷 전자상거래쇼핑몰의 소비자정보 최적화를 위한 마케팅모듈의 적용에 관한 연구이다. 본 연구에서 적용한 마케팅모듈은 e-CRM 의 RFM 모듈과 이메일에 대한 장기적인 고객반응도를 분석한 이메일 반응모듈이며, 이 두 가지 분석방법으로 분류된 소비자그룹에 대한 이메일발송을 통한 ROI 분석을 통해 마케팅모듈에 대한 타당성을 검증하고자 하였다. 연구결과 두 가지 모듈에 의해 분류된 각 그룹에 대한 ROI 분석결과 매출에 대한 기여도인 전환율, 개인화요소 및 이메일반응점수인 충성도지수 모두 우수고객이 타 고객에 비해 높은 것으로 나타났으며, 이메일 기초반응도인 오픈율, 인지율, 클릭율에서도 접수가 높은 것으로 나타났다. 따라서 자본, 인원의 제약이 따르는 중소 인터넷기업은 저비용, 고효율의 타겟 마케팅 전략으로서 유효DB를 확보해야 하며, 기업의 DB구조 및 특성에 따라 RFM 및 이메일반응 모듈과 같은 타당한 마케팅모듈을 채택하여 고객서비스 및 기업수익을 강화할 수 있을 것이다.

• 디지털산업정보학회논문지
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• 제10권4호
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• pp.211-224
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• 2014

This study is aimed at considering the relationship between the influential factor in Smartphone purchase and consumer awareness. For this purpose, this study set up the influential factors in Smartphone purchase as advertising effect, brand effect and usability effect and corporate image effect, and considered the relationship between these influential factors and consumer awareness empirically. The research results can be summarized as following 3 parts: First, the four factors suggested as the influential factor in Smartphone purchase were verified to have a significant influence on customer satisfaction and customer loyalty, and thus, it is thought that the bigger the influence of these factors, the more customer satisfaction and customer loyalty will increase. Second, among the factors suggested as influential factors in Smartphone purchase, the biggest factor in influencing customer satisfaction was found to be 'Usability Effect' while the biggest factor in influencing customer loyalty was revealed to be 'Brand Effect.' As a result, this study could learn that it's necessary that 'Usability Effect' should be considered more preferentially than other factors in order to enhance customer satisfaction while 'Brand Effect' should be preferentially considered in orderto raise customer loyalty. Third, it can be judged that in the relationship between customer satisfaction and customer loyalty, the bigger the customer satisfaction, the higher the customer loyalty. It is hoped that such research results could be applied as useful materials in time of establishing the marketing strategy. Nevertheless, this paper makes it clear that due to the constraints in the number of sample areas and samples, there is a limit in objectifying the research results into all areas.

• 산업공학
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• 제12권4호
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• pp.487-495
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• 1999

Mobile telecommunication service is one of the most competitive and rapidly growing industries in Korea. In competitive environments, it is essential to measure and improve customer satisfaction(CS) levels. However, there are a few problems in existing methods of CS measurement. First, sacrifice such as price is not included properly. Thus, the CS is not expanded into the value concept which is important to customer's behavioral intention. Second, CS measurements are not benchmarked with other competitive companies and CS index cannot reflex it properly. AT&T experienced these problems and suggested customer value added (CVA) for CS measurement. In this study, we try to introduce the CVA concept into our mobile telecom services. CS attributes were constructed, an survey was conducted for 5 mobile telecom companies, CS survey results were presented, and the validity of CVA concept was discussed.