• Journal of Intelligence and Information Systems
• /
• v.25 no.2
• /
• pp.1-23
• /
• 2019

Big data refers to data that is difficult to store, manage, and analyze by existing software. As the lifestyle changes of consumers increase the size and types of needs that consumers desire, they are investing a lot of time and money to understand the needs of consumers. Companies in various industries utilize Big Data to improve their products and services to meet their needs, analyze unstructured data, and respond to real-time responses to products and services. The financial industry operates a decision support system that uses financial data to develop financial products and manage customer risks. The use of big data by financial institutions can effectively create added value of the value chain, and it is possible to develop a more advanced customer relationship management strategy. Financial institutions can utilize the purchase data and unstructured data generated by the credit card, and it becomes possible to confirm and satisfy the customer's desire. CRM has a granular process that can be measured in real time as it grows with information knowledge systems. With the development of information service and CRM, the platform has change and it has become possible to meet consumer needs in various environments. Recently, as the needs of consumers have diversified, more companies are providing systematic marketing services using data mining and advanced CRM (Customer Relationship Management) techniques. KB Kookmin Card, which started as a credit card business in 1980, introduced early stabilization of processes and computer systems, and actively participated in introducing new technologies and systems. In 2011, the bank and credit card companies separated, leading the 'Hye-dam Card' and 'One Card' markets, which were deviated from the existing concept. In 2017, the total use of domestic credit cards and check cards grew by 5.6% year-on-year to 886 trillion won. In 2018, we received a long-term rating of AA + as a result of our credit card evaluation. We confirmed that our credit rating was at the top of the list through effective marketing strategies and services. At present, Kookmin Card emphasizes strategies to meet the individual needs of customers and to maximize the lifetime value of consumers by utilizing payment data of customers. KB Kookmin Card combines internal and external big data and conducts marketing in real time or builds a system for monitoring. KB Kookmin Card has built a marketing system that detects realtime behavior using big data such as visiting the homepage and purchasing history by using the customer card information. It is designed to enable customers to capture action events in real time and execute marketing by utilizing the stores, locations, amounts, usage pattern, etc. of the card transactions. We have created more than 280 different scenarios based on the customer's life cycle and are conducting marketing plans to accommodate various customer groups in real time. We operate a smart offering system, which is a highly efficient marketing management system that detects customers' card usage, customer behavior, and location information in real time, and provides further refinement services by combining with various apps. This study aims to identify the traditional CRM to the current CRM strategy through the process of changing the CRM strategy. Finally, I will confirm the current CRM strategy through KB Kookmin card's big data utilization strategy and marketing activities and propose a marketing plan for KB Kookmin card's future CRM strategy. KB Kookmin Card should invest in securing ICT technology and human resources, which are becoming more sophisticated for the success and continuous growth of smart offering system. It is necessary to establish a strategy for securing profit from a long-term perspective and systematically proceed. Especially, in the current situation where privacy violation and personal information leakage issues are being addressed, efforts should be made to induce customers' recognition of marketing using customer information and to form corporate image emphasizing security.

• Journal of Korea Society of Industrial Information Systems
• /
• v.25 no.4
• /
• pp.101-115
• /
• 2020

It is very important for companies to form a strong brand resonance to maximize profits, attract new customers, and prevent them from leaving existing customers. In this study, we examined the relationship between brand awareness factors and brand attachment leading to brand identity cognition, brand performance, and brand emotion, and verified how brand attachment plays a role in shaping brand resonance. As a result, it was confirmed that brand emotion among brand awareness factors is a key factor affecting brand attachment and forming brand resonance. In addition, if the perception of brand identity is established until the true brand resonance of consumers is established, they will experience the true value of the brand through differential performance on the brand, and further increase the emotional response of consumers. This led to deep solidarity with the brand and consumers through attachment to the brand, interacting with the brand and showing high brand empathy behavior.

• Fashion & Textile Research Journal
• /
• v.17 no.3
• /
• pp.405-420
• /
• 2015

The purpose of this study is to identify the differences between clothing size satisfaction and clothing sizing systems of Korean and foreign SPA (specialty retailer of private label apparel) brands according to height group, and provide foundation material that can be used to establish product strategy from the perspective of Korean SPA brand clothing sizes in order to secure competitiveness in the international market. Satisfaction of tall women in their twenties with the clothing sizes of SPA brands was researched, and t-test was conducted to examine differences between clothing size satisfaction of Korean and foreign SPA brands between the two height groups. Then, differences in the size minimum and maximum values, size ranges, size intervals and size numbers between clothing sizing systems of Korean and foreign SPA brands were researched and comparatively analyzed. Existing clothing sizes need to make improvements considering the lengths and shoulder width of tall consumers. And Korean SPA brands need to diversify the range and number of sizes in the clothing sizing system, and set a separate tall-size group, or apply the relationship between vertical and horizontal sizes of clothing to establish a clothing sizing system. A product strategy that applies the results of this study will solve the clothing size dissatisfaction of tall female consumers and stimulate sales of Korean SPA brand clothing products. The study has value in that it extracted realistic problems by researching clothing sizing systems of products that are actually sold.

• Journal of Distribution Science
• /
• v.14 no.12
• /
• pp.107-118
• /
• 2016

Purpose - In today's markets, new technologies such as social network systems and user generated contents have provided consumers with access to unlimited amounts of information and an ability to communicate with other consumers in the world. Specially, the massive of the internet and the development of online communities and interactive platforms offer the potential to cocreate with a large number of consumers. Significant changes in marketplace suggest that simply being consumer oriented is not enough, so firms must learn from and collaborate with consumers to create values that meet their individual and dynamic needs. In these sense, emergent perspectives in marketing highlight new opportunities for co-opting consumers as a means to define and cocreate value through their engagement. Although the importance of consumer co-creation with firms, the current literature lacks the respond to two questions: (1) who are the most competent consumers for creating the values with firm? and (2) what are the stimulaters to help the consumers engage for co-creation? To this answer the question, this research investigate how to structure consumer motivations to encourage consumers to be more engaged for co-creation and what drives a consumer to get involved to respond to a call for co-creation. Research design, data, and methodology - To empirically test the hypotheses, a survey was conducted among consumers who had experienced the co-creation including upstream, downstream, autonomous, and sponsored co-creation with the firms. We collected a total of 343 responses. After we excluded 37 questionnaire because of incomplete responses, a total of 306 questionnaire remained. Working with a sample of 306 responses in Seoul and Kwangju, hierarchical moderated regression is employed to test research hypotheses. Results - The results indicated that consumer creativity and emergent nature are positively related to engagement in co-creation including upstream, downstream, autonomous, and sponsored co-creation. Also, the relationships between consumer creativity/emergent nature and engagement in co-creation were moderated by intrinsic motivation in case of upstream and downstream co-creation. Finally, interaction effects between consumer creativity/emergent nature and extrinsic motivation were not significant. Conclusions - These results suggest that marketing managers have to consider the consumer personality such as creativity and emergent nature and stimulate the intrinsic motivation of consumer to achieve the co-creation project successfully.

• Journal of Korean Society of Industrial and Systems Engineering
• /
• v.42 no.1
• /
• pp.21-32
• /
• 2019

The flow of the $4^{th}$ Industrial Revolution calls for the innovation of the traditional business models of the manufacturers. Servitization is a corporate strategy to respond to changes in the business environment. These days, the value that the market demands can be created on the basis of the product-service integration. Thus the manufacturers must pursue the fundamental innovation of the current strategy and business models. It is necessary to create common values with customers through providing product-service integrated offerings beyond the development, production, and delivery. The purpose of this study is to develop the evaluation indicators for selecting suppliers when the manufacturer who offers the value of product-service integration needs to obtain the resources from outside. The case company in this study is the manufacture firm conducting the retail IoT business as a new business. The Delphi method is used to develop the evaluation indicators for selecting suppliers. This study suggests the academic implications providing the perspective of Servitizaiton by using Delphi method, and the practical implications applying the creating value method of Servitization by collecting the opinions from both value providers and value consumers in the process of developing the evaluation indicators.

• Journal of Korean Society of Industrial and Systems Engineering
• /
• v.40 no.1
• /
• pp.105-113
• /
• 2017

Network externality can be defined as the effect that one user of a good or service has on the value of that product to other people. When a network externality is present, the value of a product or service is dependent on the number of others using it. There exist asymmetries in network externalities between the online and traditional offline marketing channels. Technological capabilities such as interactivity and real-time communications enable the creation of virtual communities. These user communities generate significant direct as well as indirect network externalities by creating added value through user ratings, reviews and feedback, which contributes to eliminate consumers' concern for buying products without the experience of 'touch and feel'. The offline channel offers much less scope for such community building, and consequently, almost no possibility for the creation of network externality. In this study, we analyze the effect of network externality on the competition between online and conventional offline marketing channels using game theory. To do this, we first set up a two-period game model to represent the competition between online and offline marketing channels under network externalities. Numerical analysis of the Nash equilibrium solutions of the game showed that the pricing strategies of online and offline channels heavily depend not only on the strength of network externality but on the relative efficiency of online channel. When the relative efficiency of online channel is high, the online channel can greatly benefit by the network externality. On the other hand, if the relative efficiency of online channel is low, the online channel may not benefit at all by the network externality.

• The Korean Journal of Franchise Management
• /
• v.9 no.4
• /
• pp.7-19
• /
• 2018

Purpose - Recently, global management in Korea franchise industry is becoming an important keyword. As an important branch market, Chinese market plays a major role not only by making experience of the competitiveness among global brands which offers a foothold to become a top global brand, but also by actualizing an economies of scale in production, sales, etc. Therefore, it is necessary to identify key successful factor influencing customer evaluation and responses of Korean franchise restaurant targeting Chinese consumers in China context. The purpose of this study is to examine the effects for Korean franchise restaurant selection attributes on perceived value, customer satisfaction and customer loyalty in Chinese context with SmartPLS 3 and Artifical Neural Network(ANN). Research design, data, and methodology - For these purposes, the authors developed several hypotheses. A questionnaire survey was conducted on the panel of online survey companies for Chinese consumers who have visited Korean franchise restaurants. A total of 404 data were analyzed using structural equation modeling(SEM) and artifical neural network(ANN) with SPSS 22.0 and SmartPLS 3.0. Result - The findings of this study are as follows: First, the alternative model findings show that facilities & atmosphere, employee service, and menu influenced on utilitarian value, customer satisfaction, and customer loyalty directly. Second, employee service influenced on customer satisfaction. Third, menu influenced on hedonic value. Fourth, brand reputation influenced on utilitarian value. Fifth, hedonic value increase customer satisfaction and customer loyalty. Sixth, hedonic value increase customer loyalty. Seventh, customer increase customer loyalty. And, the ANN analysis shows that utilitarian value is the first most important factor influencing customer satisfaction, followed by hedonic value, facilities & atmosphere, menu and employee service. However, the ANN analysis shows that customer satisfaction is the first most important factor influencing customer loyalty, followed by utilitarian value, hedonic value, brand reputation, menu, and employee service. Conclusions - This study provides practical implications for enhancing customer satisfaction and customer loyalty by applying the ANN technique that complements the limitations of the linear structural relationship analysis using the proposed model and the alternative model. In other words, the SEM-ANN model provides guidelines on how Korean franchise restaurants should formulate facilities & atmosphere, employee service, and menu mix strategies in China. In addition, ANN 's analysis shows that restaurant brand reputation plays a pivotal role in increasing customer loyalty. The fact suggests that Korean franchise companies should establish their domestic brand reputation prior to their entry into overseas markets such as China.

• Journal of Korean Society of Industrial and Systems Engineering
• /
• v.29 no.1
• /
• pp.26-33
• /
• 2006

The potential needs as well as visible needs of customer should be considered in order to research and analyze of the customer data. The methods to analyze customer data is classified into customer segmentation, clustering analysis model, forecasting customer response probability model, analysis of the customer break rate model and new customer analysis model by the purpose. In this study, we developed the CW-CLV (Correlation Weight Customer Lifetime Value)method that used AHP(Analytic Hierarchy Process)rule for enhance the reliability of customer data and quantitative analysis of the customer segmentation, based on CLV(Customer Lifetime Value). We suggest to new variables and methodology from determined CW-CLV coefficients, because all of companies respect to the diversified customers classification and complexity of consumers needs. Finally, we unfolded any company's scheduling added new methodology using simulation and leaded conclusion about the new methodology.

• KIPS Transactions on Computer and Communication Systems
• /
• v.2 no.1
• /
• pp.27-34
• /
• 2013

IT has been receiving increasing attention for cloud computing services. However, despite a lot of attention, there are limitations of existing research on cloud computing services. There are researches respectively about the benefits and costs that would occur if you choose a cloud computing services. However, in real life, consumers should be considered about the benefits and costs at the same time if they choose and use a cloud computing service. Therefore, this study examines the interaction effect of benefits and costs on cloud computing service. The findings demonstrate that three independent variables(usefulness, social influence, and innovativeness) positively(+) affect the perceived value. However, showed the benefits and costs of interaction effects analysis, usefulness and innovation on the cost influence the perceived value in statistics. The interaction of the usefulness & cost shows negative(-) effect and the interaction of the innovativeness & cost has positve(+) effect on the perceived value. In conclusion, this study provide that consumers need to consider costs with benefits when they use a cloud computing service.

• Journal of Internet Computing and Services
• /
• v.25 no.1
• /
• pp.69-78
• /
• 2024

Recently, consumers have shown an increasing tendency to seek information related to environmental, social, and governance (ESG) aspects in order to choose products with higher social value and environmental friendliness. In this paper, we proposes a product recommendation system applying ESG indicators tailored to the recent consumer trend of value-based consumption, utilizing a model called MultiSAGE that combines GraphSAGE and GAT. To achieve this, ESG rating data for 1,033 companies in 2022 collected from the Korea ESG Standard Institute and actual product data from N companies were transformed into a Heterogeneous Graph format through a data processing pipeline. The MultiSAGE model was then applied in machine learning to implement a recommendation system that, given a specific product, suggests eco-friendly alternatives. The implementation results indicate that consumers can easily compare and purchase products with ESG indicators applied, and it is anticipated that this system will be utilized in recommending products with social value and environmental friendliness.