• 한국프랜차이즈경영연구
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• 제9권2호
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• pp.31-38
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• 2018

Purpose - In recent years, many companies include franchises have acquire customers by making an online stores and they are carrying out permission marketing activities with e-mail and SMS. Permission marketing requires voluntary customer approval for receiving commercial messages such as cross-selling and upselling. Therefore, it is necessary for the business to induce the customer's acceptance. The purpose of this study is to examine which type of different messages can affect higher in consumer persuasion. Thus, we investigated the impact of descriptive norm message on intention of reception in an online store context, and its interaction with chronic regulatory focus. Research design, data, and methodology - This study hypothesized that the descriptive norm message would affect positive influences to consumers' intension of reception. Specially, this study inquired into whether the interaction effect between descriptive norm and regulatory focus. To verify the hypothesis, we conducted 2 × 2 between-subject factorial design with message type (general message and descriptive norm message) and regulatory focus(promotion focus and prevention focus) as independent variables. Participants of the experiment were assigned to one of 2 kind experimental situations randomly according to characteristics of message type. A total of 131 participants (descriptive norm message: 65, general message: 66) responded for this study. The data were analyzed using frequency analysis, exploratory factor analysis, and two-way ANOVA. Result - The results of the study are as follows. First, we found main effects of the descriptive norm message. The intention of reception were significantly higher in the descriptive norm message rather than general message as in previous researches. Second, interaction effect between the descriptive norm message and regulatory focus was significant. The prevention focus (vs. promotion focus) were hight in a positive behavior intention when the descriptive norm message was given. Conclusions - This study verifies the main effect and interaction effect of descriptive norm message and regulatory focus on the consumers' intention of reception in permission marketing, and persuasive message in the online store context. The results of this study will provide various advantages to companies that want to establish long lasting relationship with customers by carrying out permission marketing in the future.

• 아태비즈니스연구
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• 제9권2호
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• pp.123-136
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• 2018

The purpose of this study is to investigate the effects of six factors (accuracy, perceived usefulness, perceived ease of use, security, instant accessibility, and ease of use) on re-use intention; and then to help to establish future marketing strategy. In order to achieve the study's objectives, this study conducted an online questionnaire on the Internet, Wenjuanxing. The total of 270 copies through APP-Wechat (Wicket), and 245 were used for analysis. For statistical processing, SPSS22.0 is used to analyze the influence relationship amongst factors for mobile tourism information service, a variety of analysis, such as factor analysis, reliability analysis, mass regression analysis, simple regression analysis were employed. The results of this study are summarized as follows. As a result of analyzing the factors affecting the satisfaction of consumers using chinese Ctrip mobile app, the perceived usefulness and perceived ease of use of mobile tourism information service attributes have a significant effect on user satisfaction. The accuracy of mobile information service were found to have no significant effect on satisfaction. The security, immediacy of access, and usability of the payment service of mobile APP were found to have a significant effect on satisfaction. And customer satisfaction has a significant effect on re-use intention.

• Nutrition Research and Practice
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• 제10권1호
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• pp.108-114
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• 2016

BACKGROUND/OBJECTIVES: Sustainable practices in foodservice organizations including commercial and noncommercial ones are critical to ensure the protection of the environment for the future. With the rapid growth of the foodservice industry, wiser usage of input sources such as food, utilities, and single use packaging should be reconsidered for future generations. Therefore, this study aims to investigate the customer's perceptions on sustainable practices and to identify the relationship among sustainable practices, social contribution and purchase intention. SUBJECTS/METHODS: The study was conducted using content analyses by reviewing articles on sustainable food service practices published domestically and abroad. Thereafter, data were collected with a face-to-face survey using a questionnaire and analyzed with factor analyses and multiple regressions. RESULTS: Sustainable practices classified with factor analysis consisted of 6 dimensions of green food material procurement, sustainable food preparation, green packaging, preservation of energy, waste management, and public relations on green activity, with a total of 25 green activities in foodservice operations. Consumers were not very familiar with the green activities implemented in the foodservice unit, with the lowest awareness of "green food material procurement (2.46 out of 5 points)", and the highest awareness of "green packaging (3.74)" and "waste management (3.28). The factors influencing the perception of social contribution by foodservice organizations among 6 sustainable practice dimensions were found to be public relations on green activity (${\beta}=0.154$), waste management (${\beta}=0.204$) and sustainable food preparation (${\beta}=0.183$). Green packaging (${\beta}=0.107$) and the social contribution of the foodservice organization (${\beta}=0.761$) had strong relationships with the image of the organization. The purchase intentions of customers was affected only by the foodservice image (${\beta}=0.775$). CONCLUSIONS: The results of this study suggest that sustainable practices by foodservice organization present a good image to customers and increase the awareness of valuable contributions that benefit the customer as well as the community.

• 벤처창업연구
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• 제14권4호
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• pp.161-178
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• 2019

본 연구는 전문 쇼핑몰 사이트가 갖추어야 할 특성 요인과 온라인 서비스에서 요구되는 서비스 품질 요인이 키덜트 전문 쇼핑몰의 신뢰와 재구매 의도에 미치는 영향에 관해 분석하고자 하였다. 이를 통해 지속적으로 확산되고 있는 키덜트 전문 쇼핑몰이 성장하기 위한 주요 대고객 서비스 및 운영 관리 전략을 제시함으로써 발전 방향에 대한 시사점을 제시하고자 한다. 이를 위해 전문 쇼핑몰로서 갖추어야 할 쇼핑몰 사이트의 특성 요인으로 전문성, 다양성, 유희성, 개인화 요인과 함께 Parasuraman et al.(2005)이 제시한 E-S-QUAL 및 E-Rec-S-QUAL 요인을 독립 변인으로 하고, 사이트 신뢰를 매개 변인으로, 재구매 의도를 종속 변인으로 하여 그 관계를 분석하였다. 분석을 위해 국내 키덜트 전문 쇼핑몰 이용자 200명을 대상으로 구조화된 설문지를 이용하였으며, 주요 분석 결과는 다음과 같다. 첫째, 키덜트 사이트 특성 요인에서 전문성과 개인화, 서비스 품질 요인이 신뢰에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 키덜트 사이트 특성 요인에서 유희성과 개인화, 서비스 품질 요인이 재구매 의도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 신뢰는 재구매 의도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 신뢰는 예측 변인(독립 변인)과 종속 변인과의 관계를 매개하는 것으로 나타났다. 이상의 결과는 전문 쇼핑몰이 기본적으로 온라인 서비스 품질을 갖추되, 서비스의 전문성을 강화한 사이트를 통해 개인화를 이룬다면, 사이트에 대한 신뢰를 형성할 수 있으며, 나아가 지속적인 관계 구축을 기대할 수 있다. 또한, 향후 주요 대고객 서비스 및 운영 관리 전략에 하나의 시사점을 제시할 수 있을 것으로 보인다.

• 유통과학연구
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• 제12권8호
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• pp.17-29
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• 2014

Purpose - The use of corporate social activities to implement the concept of corporate social responsibility enhances brand equity and attitude, and strengthens economic competitiveness. In areas such as mobile communications, companies take the responsibility of protecting customers and enhance the quality of the mobile communication service, helping to make an effort to obey the regulations of the public trade order and fair trade agreement, enabling a healthy society through communication with elderly living alone or youths without parents, and enhancing marketing strategies. Research design, data, and methodology - To test the hypothesis, a survey was conducted. The surveyed population includes people who use the big three mobile communication services. The survey was conducted from October 4th to October 14th, 2013. A total of 500 survey questionnaires were circulated and 483 were collected; out of these, 32 were excluded due to missing or incomprehensible information. The data was analyzed with SPSS 18.0 via frequency analysis, trust analysis, search factor analysis, relationship analysis, confirmation factor analysis using AMOS 18.0, and structural equation model analysis. Results - Research on corporate social responsibility has been frequently conducted recently. Companies are perceived as social constituents satisfying the social desires of people in addition to customer needs. Further, companies are returning profits to society to satisfy community needs, because there is greater emphasis on the social responsibilities of companies. Companies' social responsibilities should include marketing strategies and the identification of customer needs. This study shows that social service activities influence brand value, which influences customer attitudes; therefore, social service activities indirectly influence customer attitudes. In order to increase customers' purchasing intention, it is essential to improve brand image via social services and provide a distinctive quality of service. Conclusions - This research has used the purposive selection method in the empirical analysis to identify the effect of social services on brand value and customer attitude. Therefore, this study revealed that businesses, whose ultimate objective is to improve customers' purchasing intention, should promote their brand equity through corporate social responsibility activities and offer a distinct service quality. Limitations in the progress of research were found and future indications to overcome these limitations are suggested as follows. First, survey responders had a limited understanding of social responsibilities; therefore, this concept needs to be explained to people first. Second, the research was done on people who live in Daejeon; thus, it is not representative of the entire country. The research has to be repeated with people in other cities. Third, there is a limitation in the study because the purposive selection method was used on Daejeon customers. In the future, a more precise selection of the population is needed. Fourth, Daejeon has unique geographical and size characteristics. Thus, customers in Seoul and other areas may display different characteristics and research on them may reveal different findings. Therefore, again, this study has to be repeated in other areas.

• Asia pacific journal of information systems
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• 제18권4호
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• pp.105-130
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• 2008

Consumers of e-learning market differ from those of other markets in that they are replaced in a specific time scale. For example, e-learning contents aimed at highschool senior students cannot be consumed by a specific consumer over the designated period of time. Hence e-learning service providers need to attract new groups of students every year. Due to lack of information on products designed for continuously emerging consumers, the consumers face difficulties in making rational decisions in a short time period. Increased uncertainty of product purchase leads customers to herding behaviors to obtain information of the product from others and imitate them. Taking into consideration of these features of e-learning market, this study will focus on the online herding behavior in purchasing e-learning contents. There is no definite concept for e-learning. However, it is being discussed in a wide range of perspectives from educational engineering to management to e-business etc. Based upon the existing studies, we identify two main view-points regarding e-learning. The first defines e-learning as a concept that includes existing terminologies, such as CBT (Computer Based Training), WBT (Web Based Training), and IBT (Internet Based Training). In this view, e-learning utilizes IT in order to support professors and a part of or entire education systems. In the second perspective, e-learning is defined as the usage of Internet technology to deliver diverse intelligence and achievement enhancing solutions. In other words, only the educations that are done through the Internet and network can be classified as e-learning. We take the second definition of e-learning for our working definition. The main goal of this study is to investigate what factors affect consumer intention to purchase e-learning contents and to identify the differential impact of the factors between consumers with purchase experience and those without the experience. To accomplish the goal of this study, it focuses on herding behavior and perceived usefulness as antecedents to behavioral intention. The proposed research model in the study extends the Technology Acceptance Model by adding herding behavior and usability to take into account the unique characteristics of e-learning content market and e-learning systems use, respectively. The current study also includes consumer experience with e-learning content purchase because the previous experience is believed to affect purchasing intention when consumers buy experience goods or services. Previous studies on e-learning did not consider the characteristics of e-learning contents market and the differential impact of consumer experience on the relationship between the antecedents and behavioral intention, which is the target of this study. This study employs a survey method to empirically test the proposed research model. A survey questionnaire was developed and distributed to 629 informants. 528 responses were collected, which consist of potential customer group (n = 133) and experienced customer group (n = 395). The data were analyzed using PLS method, a structural equation modeling method. Overall, both herding behavior and perceived usefulness influence consumer intention to purchase e-learning contents. In detail, in the case of potential customer group, herding behavior has stronger effect on purchase intention than does perceived usefulness. However, in the case of shopping-experienced customer group, perceived usefulness has stronger effect than does herding behavior. In sum, the results of the analysis show that with regard to purchasing experience, perceived usefulness and herding behavior had differential effects upon the purchase of e-learning contents. As a follow-up analysis, the interaction effects of the number of purchase transaction and herding behavior/perceived usefulness on purchase intention were investigated. The results show that there are no interaction effects. This study contributes to the literature in a couple of ways. From a theoretical perspective, this study examined and showed evidence that the characteristics of e-learning market such as continuous renewal of consumers and thus high uncertainty and individual experiences are important factors to be considered when the purchase intention of e-learning content is studied. This study can be used as a basis for future studies on e-learning success. From a practical perspective, this study provides several important implications on what types of marketing strategies e-learning companies need to build. The bottom lines of these strategies include target group attraction, word-of-mouth management, enhancement of web site usability quality, etc. The limitations of this study are also discussed for future studies.

• 경영과정보연구
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• 제38권1호
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• pp.103-120
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• 2019

최근 모바일뱅킹은 모바일을 포함한 정보기술 인프라를 통해 소비자의 수요에 맞춰 즉각적으로 고객이 원하는 개별 맞춤 서비스를 가능하게 함으로써 기존 오프라인 은행의 전략까지 변화시키는 혁신적인 서비스이다. 하지만 모바일뱅킹서비스는 기대와는 오프라인 뱅킹을 대체할 수 있을 수준으로 사용범위가 확대 되지는 못하고 있다. 이에 본 연구에서는 기존 오프라인 뱅킹과는 다른 혁신적인 모바일뱅킹 서비스를 대상으로 고객들이 어떠한 요인에 영향을 받아 모바일뱅킹 서비스를 활용하는 지를 파악하고자 한다. 구체적으로 모바일뱅킹 사용의도에 영향을 미치는 동인으로 개인 사용자 측면에서의 개인-혁신 적합성과 긍정적 심리자본을, 그리고 객관적인 정보기술 서비스 특성으로써 모바일뱅킹의 서비스품질 요인을 각각 영향요인으로 연구모형에 포함시켜 향후 모바일뱅킹 서비스 사용의도에 미치는 영향을 분석하고자 한다. 모바일뱅킹 사용자 195명의 데이터를 구조방정식 모형을 이용하여 실증적 분석을 한 결과, 사용자의 능력적합성 및 가치적합성, 그리고 긍정적 심리자본은 사용자의 향후 모바일뱅킹 사용의도 및 실제 사용성에 긍정적인 영향을 미침을 알 수 있었다. 또한 모바일뱅킹 목적(뱅킹업무와 온라인 주식거래)에 따라 긍정적 심리자본과 사용의도 간 관계가 달라질 수 있다는 조절효과 또한 확인할 수 있었다. 본 연구는 모바일뱅킹 서비스를 이용하는 고객의 사용능력과 모바일뱅킹을 통해 추구하는 가치와 목적을 반영한 뱅킹서비스 개발에 주력할 필요가 있음을 제안한다.

• 한국조리학회지
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• 제6권1호
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• pp.57-78
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• 2000

In the 21st century the size of sales of food service business in Korea will be 30 trillion won which means Food service business in Koreas is a mega market, but it is only quantitative growth and might face the limit of growth. At the same time it is predicted that from the academic world Food service business will develop endlessly after IMF condition. Of course I hope so as a member of national. Al though I propose that quantitative side is important, qualitative side must not be disregarded the present and future customer is needs should be met because the 1st goal of company is to achieve a management goal and pursuit profit. The present situation requires a peculiar and specific strategy of its own which can not be followed by competing hotels so that value can be created and buying intention can be occurred after buying. Until now the goal of marketing campaign has been transacted marketing just for closing a transaction, but it must be related marketing which is seeking mutual interests of customer and company. The strategies to attain these goals are : 1) to change from products and service management-focused to customer management and relationship building-focused. 2) to establish a core strategy which needs to be changed from market occupancy of volume expansion to customer occupancy. 3) to change from one-way communication to two-way communication. 4) to change from large scale marketing by company dimension to small scale marketing by sections. If companies focus on core benefit and augmented service to be sought by customers and make every efforts to create a value customer occupancy will increase automatically, the reduction of marketing cost will be followed, and marketing efforts will be much more efficient. In introducing a new product it is still easier to diffuse through the existing customers, and also important market information can be obtained from customers using this close relationship. If this close relationship maintains well customers will say even a trivial inconvenience and complaint and propose an idea of new product. Kotler divides relationship marketing into 5 stages such as Basic, Reactive, Accountable, Proactive, and Partnership. From the 1st stage to the last stage customer management is absolutely important and also in management strategy. The last stage, Partnership can come into the stage which is actively participated in service development and problem solving by customers. so more loyal customers have more successful performance the company attain.

• 마케팅과학연구
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• 제11권
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• pp.147-163
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• 2003

최근 들어 호텔 기업은 환경변화에 신속히 대처하고 경쟁우위 제고를 위해서 기업 겸영에 정보기술을 도입하는 것이 필수적인 부분이 되었다. 이에 따라 많은 호텔 기업들은 정보기술을 전략적으로 활용하기 위한 노력의 일환으로써, CRM(고객관계관리 ; customer relationship management)시스템을 구축하고 있다. CRM 시스템 도입이 호텔기업의 핵심적인 전략시스템으로 자리를 잡아가고, 도입에 따른 고객성과를 밝히기 위해서 본 논문에서는 CRM 시스템 구축이 고객성과에 미치는 영향을 규명하는 연구를 시도하였다. 본 연구를 위하여 CRM 시스템 구축요인과 고객성과에 대한 기존의 연구 결과를 토대로 문제해결을위한 가설을 설정하였으며, 이를 실증적으로 검증하기 위하여 현재 CRM 시스템을 운용하고 있는 특급호텔의 CRM 시스템 구축과 관련이 있는 종사자들을 대상으로 설문조사를 실시하였다. 본 연구의 결과들을 요약하면 첫째, CRM 구축 요인이 CRM 고객 성과에 영향을 미치는 것으로 조사되었다. 즉, 조직적 특성 요인, 경영환경 요인, 정보지향성 및 기술적 요인이 CRM 고객 성과에 영향을 미치는 것으로 나타났다. 본 연구를 시행하면서 나타난 한계점과 향후 연구과제는 다음과 같다. 첫째, CRM의 고객성과에 영향을 미치는 요인들은 기존의 선행연구를 검토하여 추출하였으나, 추가적인 변수들에 대한 고려가 필요하다고 판단된다. 둘째, CRM 시스템이 국내 기업들에 보급된 지 불과 2-3년 밖에 지나지 않아 선행연구들이 지극히 부족한 상태이고, 실증적 분석 연구 또한 부족하여 본 연구의 통계분석 결과를 기존 연구와 비교하여 해석하기에는 한계가 있다. 특히 호텔산업을 중심으로 한 선행연구가 전무한 상태여서 여러 가지 CRM 시스템의 고객 성과에 대한 선행 변수를 조사해 보았으나, 아직까지 선행연구의 부족으로 차후에 그 측정수단에 대한 연구가 앞으로 계속적으로 이루어져야 할 것이다. 향후 연구에서는 이런 문제점을 고려하여 보다 정밀한 이론적 검토와, 우리 나라 전 지역의 호텔을 대상으로 CRM 시스템의 구축현황과 문제점에 대해서 좀 더 세밀히 고찰하는 것이 필요할 것이다.

• 품질경영학회지
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• 제47권4호
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• pp.795-806
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• 2019

Purpose: The purpose of this study was to propose useful suggestions by analyzing the causal relationship between technology-based self-service for smart airport and intention to use. Methods: The data was collected by using the structured questionnaires. The proposed research model is tested using 231 valid questionnaires by R.3.2.1 plspm package. Results: The results of this study are as follows; the effecting factors of technology based self service for introducing smart airport, it was found that the effects of personal innovativeness and enjoyment and responsiveness, social impact were significant for acceptance and personal innovativeness was not significant on perceived usefulness. This study suggests significant factors on the implementation of smart airports and technology-based self-service. It also introduced new technologies in the future by looking at various characteristic factors that affect the intention of using technology-based self-service to promote smart airports. Conclusion: Airports and aviation industries need to have easy access to the airport's technology-based self-services to build a successful smart airport and create an environment that can be used appropriately at the time the customer wants. Also when customers use technology-based self-service devices, they should consider to maximize the positive emotions (emotional values such as pleasure or fun) that customers feel.