• Journal of Distribution Science
• /
• v.4 no.1
• /
• pp.103-120
• /
• 2006

This study is composed of analyses about whether intensifying the attribute level of alternatives presented to consumers makes the effect of intensifying attributes and there is any significant difference among effects of the intensified attributes. For this, the most favorite alternative is extracted from each group of computers and jeans through conjoint analysis, which is used as a standard alternative during the process of experimentation. In conclusion, this research suggests that in terms of business, by intensifying the latter attribute of products rather than the early attribute, an enterprise acquire distinct and competitive superiority over similar competing products (esp. functional products), and theoretically, by expanding and analyzing decision models it can predict consumers' behaviors more correctly.

• The Korean Journal of Franchise Management
• /
• v.8 no.1
• /
• pp.31-41
• /
• 2017

Purpose - As the domestic coffee market is rapidly growing and competition is intensifying, coffee shops need to establish a marketing strategy that grasps the needs and desires of consumers in order to secure a competitive advantage in terms of survival. From this point of view, this study suggests what choice attributes consumers consider when visiting coffee shops, and analyzes the effect of customer choice attributes on franchise and private coffee shops using fsQCA. Research design, data, and methodology - In the present study, we tried to understand the effect of the combination of choice attribute on satisfaction by the type of coffee shop based on the complex system theory, while studying the existing coffee shop choice attribute focuses on the causal relationship. FsQCA is a complementary analytical method between quantitative and qualitative research, and is a method for effectively analyzing the complex combination of causal variables. Result - The results of the study are as follows. First, cleanliness was found to be the most important factor in determining coffee quality, which is the most important factor affecting customer satisfaction. Second, customers who prefer franchise coffee shops seem to be most concerned about atmosphere, menu, cleanliness and price. On the other hand, customers who prefer private coffee shops consider image the most important. Conclusions - The implications of this study are as follows. Overall, coffee shops should manage cleanliness basically regardless of the type of store, but they should manage the choice attributes differently depending on the type of coffee shop. Franchise coffee shops will be able to increase the level of store satisfaction by systematically managing the store atmosphere, menu, cleanliness, and price according to the manual using the advantages of the franchise system. On the other hand, unlike the franchise coffee shops, private coffee shops can operate autonomous stores, so customers can use various marketing mixes to enhance their store image.

• The Journal of the Korea Contents Association
• /
• v.9 no.8
• /
• pp.333-340
• /
• 2009

The study aims to look into relations between internet portal images and long-term orientation for continuing growth in the internet portal market with intensifying competition. In detail, the study aimed to identify the effect of the Internet portal image on long-term orientation and the relationship between satisfaction and the intention to recommend. As a result of an empirical analysis, the attribute of the image evaluation of the Internet portal sites was deduced to be a factor which included the affordances of information, entertainment and additional services, customer services, and convenience. All the four areas were found to significantly affect long-term orientation. Specifically, the affordances of information and entertainment and additional services were shown to be the most influential. In addition, the finding turned out that long-term orientation affected significantly consumer satisfaction and recommendation intention, and the satisfaction of relative portal had a significant effect on recommendation intention. These research results are supposed to be useful basic data for establishing competitive strategies of differentiated Internet portals in the market.