• 한국의류산업학회지
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• 제16권5호
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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.

• 패션비즈니스
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• 제21권2호
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• pp.16-29
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• 2017

This study examines the effects of body image and the hedonic shopping orientation of female consumers on using fashion information to purchase skinny jeans. For this purpose, an online survey was carried out during the recent year targeting female consumers who had purchased skinny jeans. A total of 464 responses were analyzed in this study. The SPSS 22.0 program was used to perform frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The results are as follows. First, interest in appearance and apparel had a significant influence on every factor of the hedonic shopping orientation, except for the relational shopping orientation, and interest in body weight had a significant effect on the enjoying, relational, and impulsive shopping orientations. Additionally, body satisfaction, except for the impulsive shopping orientation, had a significant influence on the enjoying, brand, loyalty, and relational shopping orientations; body dissatisfaction affected the brand, loyalty, relational, and impulsive shopping orientations. Second, the enjoying shopping orientation significantly influenced every factor of fashion information, and the brand shopping orientation had a positive effect on mass media information, but a negative effect on street information. Furthermore, the loyalty shopping orientation had a significant influence only on store information, the relational shopping orientation had a significant effect on both mass media and verbal information, and the impulsive shopping orientation did not exert any influence on any factors of fashion information.

• 한국콘텐츠학회논문지
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• 제20권1호
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• pp.202-216
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• 2020

본 연구에서는 대리운전업종에서 고객과의 관계를 강화하기 위한 전략으로의 마일리지프로그램에 대한 고객들의 효용과 가치를 연구하였다. 이를 위해 대리운전업을 20여년 운영해온 D사를 중심으로 1회 이상 서비스를 이용한 고객 1000명을 대상으로 설문을 진행하였으며, 성실한 설문 응답자 309명을 대상으로 분석을 실시하였다. 연구를 위해 마일리지 이용특성을 다섯 가지(정서적 혜택, 이용편리성, 경제적 유용성, 취득노력, 혜택의 다양성). 매개변수 두 가지(브랜드태도, 브랜드충성도)로 설정하였으며, 종속변수는 재이용의도로 설정하였다. 가설 검정 결과 정서적 혜택과 이용편리성, 경제적 유용성은 매개변수인 브랜드태도와 브랜드 충성도에 유의미한 결과를 보였고, 취득노력과 혜택의 다양성은 유의미한 결과를 나타내지 못하였다. 본 연구의 결과는 대리운전업에서는 고객과의 관계강화 전략을 위하여 고객들에게 정서적 혜택, 이용 편리성, 경제적 유용성을 강화하기 위해 노력해야 함을 밝혔다.

• 대한지역사회영양학회지
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• 제14권6호
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• pp.807-816
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• 2009

This day's research analyzed the difference between brand personality, self - image congruity, job satisfaction and their influences towards employees of family restaurants in order to suggest a plan which would induce researcher's interest as well as influencing diversification of management strategies toward dining-out business. The purpose of this research is to analyse the difference between brand personality, self - image congruity, job satisfaction and their influences towards employees of family restaurants. The survey questionnaires were distributed to 300 employees of family restaurants in Seoul from August 1th until August 30th 2009, and 257 of them were used for analysis. The top seven company's were chosen by base on data from 2009 Annual Dinner of the Korea. Statistics handling of this research used SPSS WIN 17.0 statistics package program, which performed frequency analysis, factor analysis, regrssion anlysis. The research result shows, first of all, the relationship between company's brand personality and personal self - image congruity, it shows that the company's brand personality has higher on 'ability/capability, loyalty/fidelity, and strong' the personal self - image congruity appeared higher. The relationship between company's brand personality and social self-image congruity, it shows that the company's brand personality has higher on 'ability/capability and loyalty/fidelity' the social self-image congruity appeared higher. Second of all, in a relation between the self-image congruity and job satisfaction, the personal self-image congruity has shown positive impact on job satisfaction. Third of all, in a relationship between the company's brand personality and job satisfaction, if 'interest or loyalty/fidelity' shows higher on brand personality, than job satisfaction has shown higher.

• 정보관리연구
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• 제43권2호
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• pp.151-168
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• 2012

구전홍보는 여러 분야에 있어서 효율적인 마케팅 수단으로 활용되어오고 있다. 본 논문에서는 과학기술자 커뮤니티 사이트(www.kosen21.org)의 운영에 구전홍보 전략을 적용해보았다. 회원들이 손쉽게 홍보메일을 발송하고 홍보 브로셔를 배포할 수 있도록 프로그램을 개발하였으며, 구전홍보에 적극 참여한 회원들에 대한 보상책을 마련하였다. 분석 결과 회원들은 마일리지 적립, 상품권 제공과 같은 보상 전략에 긍정적으로 반응하며, 충성회원이 구전홍보에도 적극적으로 참여한다는 것을 알 수 있었다. 단기적이며 즉각적인 반응을 위해서는 이벤트 실시가 효과적이며, 장기적이며 지속적인 반응을 위해서는 충성회원 관리가 효과적이라는 것도 알 수 있었다. 본 논문의 구전홍보 전략과 분석결과는 인터넷 서비스의 운영과 전략 수립에 활용될 수 있으리라 기대된다.

• 국제지역연구
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• 제16권3호
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• pp.159-180
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• 2012

본 연구는 중국의 베이징, 상하이, 칭다오 등에 거주하면서 최근 3개월 이내에 인터넷쇼핑몰 구매 경험자를 대상으로 서비스제공자에 대한 중국 고객의 구매 후 행동의도에 대한 영향을 밝혀내고, 웹사이트 요인들, 신뢰 및 만족과 고객의 구매 후 행동의도와의 관계를 검토하는 것에 초점을 두었다. 총 500부의 설문지 중 448부를 최종분석에 사용하였으며, 본 분석에 앞서 기초분석으로 표본의 특성을 위한 빈도분석을 행하였고, Cronbach's ${\alpha}$값으로 신뢰도를 검증하였고, 탐색적 및 확인적 요인분석을 통해 타당성분석을 행하였으며, 그 결과를 바탕으로 AMOS를 이용하여 가설을 검증하였다. 가설검증 결과, 웹사이트 요인 즉 커뮤니케이션 요인, 거래요인, 관계요인은 신뢰와 만족에 정의 영향을, 신뢰는 만족에 정의 영향을, 그리고 신뢰와 만족은 구매 후 행동의도 즉 충성도, 관계유지의도 및 구전의도에 정의 영향을 미치는 것으로 나타났다. 따라서 중국의 인터넷쇼핑몰 운영자들은 세 가지 기능을 만족시키고 신뢰를 구축함으로써 고객의 충성도, 관계유지 및 타인에 대한 구전 효과를 높일 수 있을 것이다. 그리고 본 연구의 시사점 및 한계점과 미래 연구방향을 제시하였다.

• 경영과학
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• 제32권4호
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• pp.209-236
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• 2015

This study focuses on the network externality effect related to the platform supplementary services. This study designs the network externality of platform and suggests a supplementary service adoption model. Additionally, this study examines the moderating effect of demand forecasting for the platform. Using AMOS program, a structural equation modeling has been used to analyze the research model. The findings can be summarized as follows : First, we find out the structural relationship among the factors (usefulness, perceived value, purchase intention) affecting adoption of the supplementary services. Second, positive perception of platform flow can promote the platform interaction. Third, positive perception of present users based on platform can arouse friendly evaluation in the platform interaction. Fourth, loyalty to the platform brand can improve the perceived usefulness of supplementary services, but cannot lessen the resistance to supplementary service cost. In addition, the moderating effects of demand forecasting for the platform in the path leading from platform factors to supplementary service factors were identified. In conclusion, traditional brand strategy may be effective in platform marketing activities but the extent of performance in the strategy can appear to be quite different. Therefore, taking the relationship with network externality into consideration should be involved in the marketing strategy in platform.

• 한국프랜차이즈경영연구
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• 제14권4호
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• pp.17-33
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• 2023

Purpose: This study divides choice attributes that can help strengthen the competitiveness of traditional markets into product, price, personnel, and physical evidence. This study also examines which choice attributes affect customer value perception, satisfaction, and loyalty. Research design, data, and methodology: The data were collected from 542 traditional customers aged 20 or older who frequently visit traditional markets across the country and analyzed using the Smart PLS 4.0 program. The survey was conducted with the help of an online survey company for a total of 14 days from April 7, 2023 to April 20, 2023. Result: First, product, price, and employee quality have a positive impact on utilitarian and hedonic value, but physical evidence does not. Second, product, price, and employee quality have a positive impact on hedonic and hedonic value. Second, utilitarian value has a positive impact on satisfaction and revisit intention. Third, hedonic value has a positive impact on satisfaction, but does not on revisit intention. Lastly, satisfaction has a positive impact on revisit intention. Conclusions: Based on the S-O-R model and the theory of consumption value, this study proposed and examined an integrated framework in which satisfaction leads to revisit intention through selection attributes acting on perceived value.

• 디지털융복합연구
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• 제11권11호
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• pp.397-407
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• 2013

본 연구의 목적은 유비쿼터스 생활영어체험학습장의 서비스품질, 만족도 및 충성도를 설명할 수 있는 종합모델을 구안하여 유비쿼터스 생활영어체험학습장에 참여한 초등학교 학생들의 서비스품질이 만족도에 미치는 영향을 분석하는 데 있었다. 선행연구들에서 유비쿼터스 생활영어체험학습장의 서비스품질, 만족도, 충성도와 관련된 변인들을 추출하고, 각 변인들간의 관련성을 검토하였다. 본 연구는 유비쿼터스 생활영어체험학습장에 참여한 학생 262명에 대한 설문조사를 바탕으로 확인적 요인분석을 통한 변인의 타당성과 구조방정식을 사용하여 변인들간의 인과관계 및 영향력 정도를 검증하였다. 초등학교 학생들의 유비쿼터스 생활영어체험학습장 관련 변인들간의 인과관계를 경험적으로 밝혀낸 이 연구의 결과를 토대로 시사점을 정리하면, 첫째, 유비쿼터스 생활영어체험학습장을 보다 확대하고 효율적으로 진행하기 위해서는 생활영어와 관련된 프로그램을 효율적으로 운영을 하여야 한다. 유비쿼터스 생활영어체험학습장은 생활영어와 관련된 프로그램의 발굴과 개발, 그리고 프로그램의 사용방법을 충분히 학생들에게 안내하는 교육도 중요함을 알 수 있었다. 둘째, 유비쿼터스 생활영어체험학습장에 대한 교육적 성과와 만족도는 매우 큰 것으로 나타났으며, 학교차원에서도 유비쿼터스 생활영어체험학습장 프로그램 참여를 적극 권장할 필요가 있음을 알 수 있었다.

• Journal of Sport and Applied Science
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• 제6권2호
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• pp.9-18
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• 2022

Purpose: This research aims to analyze the relationship marketing between football club organizations, players, and the fans club community. Research design, data, and methodology: An ethnographic approach was used to observe for eight months in the community, interviews, and documents analysis in Bonek Mania community fans club and Persebaya, a football club management in Surabaya, Indonesia. Results: The results show that the management of the football club has maintained the football high-end brand image in the national league. Stakeholders have endeavored to build the values and shared meaning with the public and cohesively with Bonek Mania. The struggles and achievements are intended to maintain the local collective memory of Surabaya's patriotism as the "city of heroes." Sustainable relationships were built by professional football club managers, players, and the fans club to foster the spirit, economic resources, and sustainable development. Conclusions: This research implies that it can provide direction for the management of football clubs by paying attention to relationship marketing, developing unique local values to build the customers' loyalty. Further implications were discussed.