• Asia Marketing Journal
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• v.6 no.2
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• pp.69-87
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• 2004

This study introduces the marketing case of KT NESPOT, the new product marketing strategy of hi-tech communication services. Hi-tech products have different characteristics and the marketing strategy from introduction to growth stage is particularly important for the success of such products. This case explored the characteristics of hi-tech products, analyzed the marketing environments, and suggested how such new products can succeed in marketing.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2007.05a
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• pp.176-179
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• 2007

Every individual uses, appraises and interacts with products on a daily basis. It is evident from current trends and theories associated with product design, that these products that are a part of our everyday lives, satisfy our needs in two ways, functionally and psychologically. While a product's usability or the service it provides may satisfy our functional needs, it is often the case that when given a choice, we may select one product from the other, even though they are functionally alike. Why do we make these choices, and more importantly, how? When users are satisfied with a product's performance, they seek a stronger emotional involvement with them(Lewalski, 1988). Are emotions responsible for our choices, likes and dislikes of products? What is the nature of this emotional involvement, what are these emotions, and how, if possible, can we design to generate specific emotions? This research proposes to develop into these questions. It is an effort to formulate the underpinnings of "design for emotions" and uncover the possibilities of a design process that places "emotion" as an equally important concern for the design of objects, as functionality or aesthetic appeal. The literature review will include a systematic study of human and product attributes, theoretical and empirical studies of emotion, and the interaction of humans and products is discussed. This project examines what product characteristics lead to an emotional experience, when people interact with them, and suggests a methodology or design guidelines that may allow designers to enhance or specifically modify the emotions experienced by people, while using the products that are a part of their everyday lives.

• Journal of the Korean Crystal Growth and Crystal Technology
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• v.27 no.4
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• pp.186-190
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• 2017

When a product is designed, user's requirements should be well analyzed and applied to the design so that the psychological and aesthetic factors of a product can be accurately conveyed to consumers. The essence of product development is to analyze the changes in the purchasing tendency of consumers and the needs of times, find out user experiences to apply to a design, and establish the objective of product development that well considers those. Designing should be recognized as one that designs even the sensitivity and experience created in the relationship with users, beyond the conventional notion of design that it draws the physical form of a product. As the subjects that design should consider have expanded like this, it has become important that today's design provides a new experience as well as simply develops formative elements based on the functions of an object. As a result, it becomes impossible to accomplish such objective only with the traditional design process that existing designers have stuck to so far. In this respect, this study is aimed to draw out a system and methodology for a user-oriented design process so that design can provide expanded experience to users from product form, applied material, and service.

• Asia Marketing Journal
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• v.11 no.3
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• pp.151-165
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• 2009

The objective of this case study is to analyze how effectively KIA SOUL, which is a leading Crossover Utility Vehicle (CUV) brand, has created a new market space through innovative product strategy. Up until now, most car manufacturers have focused only on the traditional product market segments missing out on the opportunity of the crossover segment market. KIA SOUL found a new market space by identifying the high crossover utility demand and filling the gap between the current product category values and the emerging crossover product category values. This case study illustrates that an innovative product strategy can be effectively employed to create a new market space in the saturated car manufacturing industry. The case summarizes that the innovative product strategy of KIA SOUL is comprised of four primary pillars: design innovation, market frontier in CUV, the first company to launch customizing service brand-TUON, and functional innovation. The KIA SOUL case study provides valuable insights and implications for many other companies that are planning to find "blue oceans" for their own business.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.2
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• pp.77-90
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• 2012

As the influence of service industry into domestic economy is increasing, it also has been influenced more powerfully at the domestic GDP(Gross Domestic Product) relative importance and employment relative importance continuously. By means of these reason, the Korean government announced the synthetic countermeasure for strengthening the competitive power of service industry in December, 2006. After then, it announced phase I of 'service industry advancing plan' which is concrete execution plan in April, 2008. Also, it is announced to announce phase II plans in september, 2008 and phase III plan in December, 2008 additionally. Service quality is the most powerful competitive means at service marketing and a key point for improving service productivity. The improvement of service quality has considerable influence on survival and profitability of service industry. Therefore, the study of objective service quality measurement in service industry is very important issue. The purpose of this study is to suggest a measurement model of service quality using fuzzy theory and AHP which measuring service quality objectively in subjective environment. It is expected that this study will help the improvement of competition power of service industry as well as establishment of effective decision-making.

• Journal of Service Research and Studies
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• v.2 no.1
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• pp.69-80
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• 2012

The process and product types of the service business are various. Though the communication and sharing for learning about experience and knowledge are very important, but up to the present, the academic and systemic research have not been activated in this field. Recently, the demand and supply in the service business are growing rapidly, the related researches by the scientific and systemic approach are required. In this study, based on the research of Ostrom's team (2010) which described the category and suggestions on the service innovation issues, in the service implementation area, some research theme candidates, research trends, and examples are introduced. In service implementation area, three theme are introduced such as Effectively branding and selling services, Enhancing the service experience through co-creation, Measuring and optimizing the value of service. Finally to the service strategy, development and implementation planning scopes, the theme of leveraging technology to advance service can be applied commonly.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.11
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• pp.151-157
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• 2017

Recently, the retail industry has created efficient store operations, and has differentiated customer service through the future store. The intelligence of these stores is being applied by using technologies such as the Internet of Things (IoT), and the business process is being improved through this. The process also focuses on efficient store operations and service developments to provide customers with shopping convenience. The change in trends in the industry means that domestic distribution has already reached maturity. Even in countries where retail industries are mature, such as the U.S. and Europe, recent trends are moving toward maximizing operational efficiency and customer service. The reason is that many retailers have already reached saturation and survived the competition. This paper is a study of a drive-through service for automation and efficiency in receiving service after ordering by a customer of the distribution store. When ordering a product being purchased by a customer, the product picking process is done in a timely fashion through a picking scheduling agent. When the customer enters the store parking lot, a service supports the entry of information and finding a parking place so the customer can quickly pick up the goods. The proposed service can be applied to a retail store drive-through system, the distribution store's delivery system, the digital picking system, and indoor/outdoor large parking management systems, and it is possible to provide one-dimensional customer service through the application of IoT technology.

• The Journal of Industrial Distribution & Business
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• v.9 no.12
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• pp.31-43
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• 2018

Purpose - Smartphone shopping malls provide customers with a variety of tangible and intangible services including web sites, web design, use convenience, information for products and shopping and various after services. Accordingly, it is needed to expand and classify service qualities based on the various services provided by smartphone shopping malls, and then analyze path structures of smartphone shopping malls' qualities → customer satisfaction → behavioral intention. The purpose of this study is to categorize the qualities of smartphone shopping mall users based on the e-SERVQUAL by Lee(2002) and the SERVQUAL by Parasuraman et al.(1988, 2005), the smartphone shopping malls' service qualities based on service quality of smartphone shopping malls used in the previous use studies, and the Website quality factors of service industry and to analyze path structure of smartphone shopping mall's qualities → customer satisfaction → behavioral intention on college students in order to confirm the system of smartphone shopping malls' qualities. Research design, data, and methodology - This study's survey was carried out on the college students of university located in northeastern of Seoul. It was from December 7 - 15, 2017, and a total of 240 questionnaires were distributed, with 228 collected. Of them, effective questionnaires used in the final study were a total of 201 except 27 that couldn't be used. In this study, empirical analysis was done with factor analysis, correlation analysis, multiple regression analysis, simple multiple regression analysis and moderating regression analysis by using Statistics Package SPSS18.0. Results - The study results are as follows: First, smartphone shopping malls' qualities were classified into six categories like customer system quality, Web design quality, convenience quality, information-offering quality, service quality, and product quality. Second, it showed that system quality, Web design quality, and information-offering quality had a positive impact on customer satisfaction, respectively. Third, it suggested that quality factors of smartphone shopping mall users had a positive impact on customer satisfaction in the order of quality, information-offering quality, system quality and Web design quality. Finally, it showed that customer service quality, product quality, and convenience quality did not have a positive impact on customer satisfaction. In addition, it said that customer satisfaction of smartphone shopping mall users had a positive impact on behavioral intention and thereby, the higher the customer satisfaction was, the higher the relations between reuse intention and recommendation intention were. Meanwhile, moderating regression analysis showed that trust did not have moderating effect in the relations between customer satisfaction and behavioral intention. The above study revealed that smartphone shopping malls' qualities were classified into six categories and it was possible to generalize after empirical analysis was made in the path structure. Conclusions - Smartphone shopping mall users consider usefulness of obtaining shopping information and quality on quick and abundant shopping information more important than access environment of smartphone shopping malls and kind services of smartphone shopping mall managers. Thereby, smartphone shopping mall marketers need to take service qualities like system quality and information-offering quality into more consideration.

• The Journal of the Korea Contents Association
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• v.14 no.12
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• pp.924-934
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• 2014

In the last 10 years the digital music contents market has grown rapidly. However digital music contents product and services are not managed with product planning and price policy considered customer attitude and digital music contents values. This study is to define the value properties of digital music contents services based on streaming and download as genre, price, sound quality, and usage appliance, and suggest the strategic market price and service composition of digital music contents service by customer attitudes about the value properties. The research used the conjoint analysis methodology based on the hedonic price model and collected 405 questionaries by users of Korean digital music contents services to the analysis. Hence 'sound quality' in download platform, and 'appliance' in streaming platform were the elements to evaluate the customer attitude. The results present the music contents productions and companies have to provide the differentiated services and price by the value properties of user preference in the market.

• The Journal of Society for e-Business Studies
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• v.11 no.4
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• pp.87-106
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• 2006

Today as the scale of e-commerce constantly expands, the number and the amount of the consumer frauds are also increasing very rapidly, without sufficient levels of systematic support to prevent them. Internet Escrow service is one of the promising payment mechanisms, which guarantees secure electronic trades and payments. Especially, if the real-time product delivery information is available via RFID-based track-and-trace environment, the security and efficiency of the Internet Escrow services would be improved a lot. In this research, proposed a novel approach to integrate EPCglobal Network, which is a de-facto standard for RFID-based information network model, with Internet Escrow services. The proposed service model was implemented in the form of "Integrated Financial Platform", which supports the contracts among trading partners and the payment via Escrow services by being fully integrated with bank systems. Using the implemented EPCglobal Network-based Escrow service system, we would be able not only to shorten the money-flow cycle and to develop new kinds of loan services, but also to overcome the problems of existing Escrow services including the lack of product-related information and the delay of purchasing decisions.