• Journal of Korean Society for Quality Management
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• v.47 no.1
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• pp.97-108
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• 2019

Purpose: The purpose of this study is to propose a new Risk Priority Number(RPN) evaluation method which analyzes value of product functions by mining customer opinions in Social Network Service(SNS). Methods: A traditional RPN is measured by three evaluation standards (Severity, Occurrence, Detection) which are analyzed by manufacturing engineers and researchers. On the other hand, these standards are analyzed by customers' viewpoints through SNS opinion mining in this research. In order to extract customer feedbacks from textual data sets, the methodology in this paper implies natural language processing, hereby collecting product related data sets and analyzing the opinions automatically. An emotional polarity of an opinion indicates severity, while the number of negative opinion shows occurrence, and the entire number of customer opinion refers to detection. Results: The results of this study are as follows; As a result of the CRPN evaluation, it is confirmed that the features evaluated as risky are highly likely to be improved in the next series. Therefore, CRPN is an effective risk assessment model that reflects customer feedback. Conclusion: Reflecting customer feedback is a useful tool for risk assessment of the product as well as for developing new products and improving existing products.

• Journal of Korea Entertainment Industry Association
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• v.15 no.3
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• pp.13-26
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• 2021

The purpose of this study is to understand the relationship between the subfactors(economic benefits, customized benefits, psychological benefits) of tourism SNS benefits and the intention to reuse tourism SNS values, and propose measures to revitalize the tourism industry through marketing strategies that can continuously provide differentiated services from customers through long-term relationship formation, increase profits, maintain and secure customers. This study conducted an empirical analysis of 326 people aged 19 or older. The results of the study are as follows. First, in the relationship between tourism SNS benefits(Economic benefits, customized benefits, psychological benefits) and tourism SNS values(economic value, functional value, emotional value), it was confirmed that tourism SNS benefits have a positive impact on all of the tourism SNS values. Second, in the relationship between the sub-factors of tourism SNS values and the intention of reuse, it was analyzed that all sub-factors of SNS values have a positive effect on the intention of reuse. Based on result of this study, developing contents such as mobility apps to strengthen long-term relationships with customers to maximize the value of tourism SNS and tourism SNS will improve the reuse of tourism service.

• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.43-52
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• 2019

Purpose - Many companies use the Internet to conduct their business to maintain and acquire their customers. SNS is used as a site where users can create profiles, build personal networks, and then share and exchange information with others. Not only do people use SNS for their self-promotion, but they also promote their services by creating SNS pages. SNS is recognized as a medium for implementing effective advertising strategies and is being used as an important means of promoting the company. Therefore, in this study, we investigate the effect of SNS marketing characteristics of restaurant franchise firms on utilitarian value and hedonic value and examine their effects on purchase intention. Research design, data, and methodology - The data were collected from 20s-60s respondents who have used SNS for restaurant visit using Google survey. A total of 159 responses were collected and used for final analysis. Smart PLS 3.0 was used for the hypothesis test. Results - As a result of an analysis, it was shown that the influence of the playfulness and affordability of information on the utilitarian value had a significant positive effect. Interaction and up-to-date did not have a positive effect on utilitarian value. Interaction, affordability, and up-to-date have no significant positive effects on hedonic value. The playfulness of information has a positive effect on the hedonic value. Both utilitarian value and hedonic value had positive effects on purchase intention. Conclusions - The findings of this study suggest that the SNS marketers of restaurant franchisors should focus on the playfulness, affordability, and up-to-date rather than the interactivity of SNS. In marketing through SNS, the act of presenting the basis of information and enhancing the provision of information through objective criteria makes it possible to experience the practical value of information. It is necessary to develop differentiated contents which cause customers interest and fun and to induce many customers' purchase intent by providing objective and realistic information. In order to increase the customers' repurchase intentions toward the food service business, customers should maximize the hedonic value and practical value felt through information. It should also focus on providing information that customers are receptive to, rather than providing prompt information.

• Journal of Information Technology Services
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• v.12 no.2
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• pp.185-193
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• 2013

This paper analyzes the effects of i-PIN focusing on the positive value creation rather than the negative loss reduction from the viewpoint of internet company. Empirical tests are run to examine what determines the use of i-PIN and whether i-PIN users participate in e-commerce, communication, and SNS activity. Our findings are as follows. First, the reason for using i-PIN lies in the experience of privacy infringement rather than a high value on privacy protection. Second, i-PIN users tend to participate in the online activity such as e-commerce, communication, SNS. Third, the marginal effect of i-PIN adoption amounts to 2~9% of increase in the online activity. With the results, we expect that i-PIN adoption leads to sales increase and new customer acquisition as well as privacy leakage decrease and it provides logic to solve social underinvestment problem in privacy protection.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.3
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• pp.191-199
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• 2020

This study aims to investigate what selection attributes of customer value are more crucial when consumers choose the dessert at convenience store, which is the fastest growing retail format in Korea recently. Factors considered to be important when customers buy dessert, such as economics, diversity, convenience, and safety were examined and also relationship between customer value and satisfaction was analyzed. The survey was conducted through online (including SNS) from April 6, 2019 to April 30, 2019. A total of 303 questionnaires were used for empirical analysis. Factor analysis was performed to verify the validity and reliability of the measured variables. And the structural equation model (SEM) was used as a statistical method for hypothesis testing. As a result, factors as 'diversity', 'safety' were revealed to significantly affect hedonic customer value, while 'convenience' was shown to affect utilitarian customer value significantly. In addition, the path that customer value leads to satisfaction was also found to be significant. The result of the study suggests that selection attributes of convenience store dessert and providing meaningful implications of related hedonic and utilitarian values when customers purchase dessert at convenience store. This study provided practical implications for managers of the fiercely competitive dessert industry.

• The Korean Journal of Franchise Management
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• v.11 no.3
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• pp.7-18
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• 2020

Purpose: Recently, information on 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' can be obtained through various media such as TV, Internet search, and SNS, and the culture of finding and sharing them has become a trend. Since PZB's SERVQUAL, there have been many studies measuring service quality, leading to hotels, restaurants and coffee shops. These studies of service quality include product quality in the service quality dimension. Hotels, restaurants, and coffee shops are provided with intangible services while customers visit and stay, but 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' often stop by to buy products and return home. Therefore, the study on the effect of quality on customer behavior on 'Delicious Restaurants (Mat-zip)' should consider product quality separately. In this study, we want to study how each quality element affects the perceived value and response of customers by separating product quality and service quality. Research design, data, and methodology: This study tested the structural model of how the quality of products and services of famous bakeries affect customers' perceived value and response. As the quality factors, products, tangible services, and employee services were adopted, and perceived values adopted utilitarian and hedonic values, and customer responses adopted customer satisfaction and behavior intention. For this study, 203 survey data with experience using famous bakeries were analyzed using SPSS 22.0 and AMOS 22.0. Result: The research results are as follows. First, product quality positively influenced utilitarian value, hedonic value, and customer satisfaction, tangible service quality positively influenced utilitarian value, and employee service quality positively influenced hedonic value. Second, utilitarian value had a positive effect on behavioral intention, and hedonic value had a positive effect on customer satisfaction. Conclusions: In a famous bakery, it is basic that product quality should be given priority, and for customer satisfaction, employee service quality is half as important. In addition, for Behavior Intension (revisit by the customer), in addition to product quality, the quality of tangible services and employee services should be maintained at a quarter level.

• The Journal of Information Systems
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• v.24 no.4
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• pp.99-116
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• 2015

Purpose One of the main characteristics of Social Network Service(SNS) is that users in an open space makes posts through voluntary participation and sharing among them. This makes SNS a very attractive channel to companies that need to send their messages to consumers. As a matter of fact, there are many companies doing marketing activities through a platform of Fan Page as a space for corporations and consumers to act together. This study defines the values and types of companies' advertising posts on Facebook, empirically analyzes the results of them, and investigates factors that could enhance the customer engagement. Design/methodology/approach A research model was built to demonstrate which values and types of posts were combined by corporations' posts on Facebook and create their messages and which of those combinations would lead to high results of customer engagement. Findings The results show differences in the values of posts between the group of high customer engagement and the other group on Facebook. This study makes its contribution by conducting elaborate analysis of posts on Facebook and thus proposing marketing strategies that companies, which had difficulties with systematic marketing activities due to cost limitations, could use on Facebook.

• Information Systems Review
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• v.13 no.3
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• pp.1-14
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• 2011

In recent years, SNS (Social Network Service) has spread globally and general corporate' utilization of SNS is gradually increasing. Accordingly, the scope of utilizing SNS is expanding not only as a simple publicity of products and services but also as a communication tool among the company members, the customer service and the product development, etc. This study is examining the related cases classified by the premier activities and the supportive activities of the private companies' viewpoints of utilizing the SNS. Based on this study results, we are proposing the strategic considerations for the private companies' SNS adoption by synthesizing the results of the analytical researches of the SNS cases that support the companies' value chain and the considerations of companies' utilization of the SNS that are proposed by the various private companies' research laboratories.

• The Journal of Information Systems
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• v.29 no.3
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• pp.237-251
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• 2020

Purpose The research was studied the hierarchical Hangul emotion index by organizing all the emotions which SNS users are thinking. As a preliminary study by the researcher, the English-based Plutchick (1980)'s emotional standard was reinterpreted in Korean, and a hashtag with implicit meaning on SNS was studied. To build a multidimensional emotion dictionary and classify three-dimensional emotions, an emotion seed was selected for the composition of seven emotion sets, and an emotion word dictionary was constructed by collecting SNS hashtags derived from each emotion seed. We also want to explore the priority of each Hangul emotion index. Design/methodology/approach In the process of transforming the matrix through the vector process of words constituting the sentence, weights were extracted using TF-IDF (Term Frequency Inverse Document Frequency), and the dimension reduction technique of the matrix in the emotion set was NMF (Nonnegative Matrix Factorization) algorithm. The emotional dimension was solved by using the characteristic value of the emotional word. The cosine distance algorithm was used to measure the distance between vectors by measuring the similarity of emotion words in the emotion set. Findings Customer needs analysis is a force to read changes in emotions, and Korean emotion word research is the customer's needs. In addition, the ranking of the emotion words within the emotion set will be a special criterion for reading the depth of the emotion. The sentiment index study of this research believes that by providing companies with effective information for emotional marketing, new business opportunities will be expanded and valued. In addition, if the emotion dictionary is eventually connected to the emotional DNA of the product, it will be possible to define the "emotional DNA", which is a set of emotions that the product should have.

• Journal of the Korea Society of Computer and Information
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• v.20 no.4
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• pp.131-138
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• 2015

One of the most conspicuous characteristics of a business model that pursues expanding customer relationship is that it tries to lock in customers by encouraging them to repeat purchase in the long-term with the help of "Follow" function in Social Networking Service (SNS), which enables producers to automatically register the customers as potentially important ones and to offer them customized marketing services. In the value chain of the agriculture sector, producers of agricultural products can use SNS functions to provide loyal customers with valuable information and experiences such as the real-time information of their farm and products, hidden stories about the whole process from seeding to harvesting, and the storage and cooking methods of their products. These activities help the producers invoke customers' desire to live in the farm and to grow the products themselves. They also raise the accessibility of the producers' websites as customers are able to share a variety of news and knowledge such as the release of new products. This means that the producers's websites are now functioning to enable the producers to perform sales and promotion related activities. It is a big leap from the traditional e-commerce business model where sales and promotion of a product were separated and could be connected only through outside links. This two-way, viral characteristics of marketing services using SNS facilitate customers to share product information and their purchase experience with each other, which leads to more effective and efficient communication within the customer community.