• 한국항만경제학회지
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• 제22권1호
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• pp.125-149
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• 2006

The main purpose of this study is to develop new measurement device of the quality of terminal service, applying the existing research output of service marketing to the specific industrial aspect of container terminal. Especially we tried to help marketing managers present the points of effective marketing strategy with each dimension of service quality. To achieve this aim, we defined the service quality demensions of container port as the following three ones; the internal, the external, and the interactive qualities. The applied measuring instruments could be divided into three dimensions by carrying out factor analysis. Additionally, by analyzing the relative effects of the three dimensions of service quality on customer satisfaction, we found that the relative importance are as follows; interaction quality>internal quality> external quality. We confirmed that the three dimensions of service quality could affect customer loyalty and information, through customer satisfaction.

• 식품보건융합연구
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• 제9권3호
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• pp.11-17
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• 2023

This study aims to investigate the effect of the selection attribute of Newtro (New + Retro) product marketing, which is a recent topic in the food industry, on consumer satisfaction. Newtro marketing, also known as Newtro-style marketing, is a marketing strategy that emerged in South Korea, particularly in the food industry. Newtro marketing aims to appeal to consumers' nostalgia for the past while incorporating contemporary elements. As a research method, a survey was conducted on the importance of selection attributes and repurchase intention of Newtro food for consumer groups of various age groups ranging from teenagers to those in their 40s or older. To analyze the demographic content of the sample, frequency analysis of the SPSS statistical package was performed, and structural equation modeling was performed using the AMOS program for confirmatory factor analysis and discriminant validity analysis. The analysis results are as follows. First, Package Design, Perceived Healthiness, and Emotional Taste, optional attributes of Newtro marketing, significantly affected satisfaction. Second, satisfaction was found to have a statistically significant effect on repurchase intention. However, Functional Flavor did not statistically affect satisfaction. This study empirically analyzed the importance of consumers' selection attributes for the recently popular food Newtro marketing and suggested implications.

• 한국조리학회지
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• 제12권3호
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• pp.61-74
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• 2006

The objective of this study are to examine how the factors influence each other by determining the appropriate measurement standard based on the Dining-out Motives, restaurant attribute evaluation, intention of word of mouth and reusing, an effective restaurant marketing strategy on the basis of the analytical results by patrons and market segmentations. The study surveyed 321 subjects and processed the result using SPSS for Win. V. 12.1. For statistical analysis, Frequency, Factor Analysis, and Regression were put into operation. The results showed that dining-out motives and restaurant attribute evaluation had positive effects on the intention of word of mouth and reusing. Furthermore, the restaurant owners or managers will need to understand the existing market and target markets more objectively, and, through this market segmentation, formulate a marketing strategy that is appropriate for diverse desires of customers and different characteristics of restaurants.

• 디지털융복합연구
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• 제19권5호
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• pp.415-421
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• 2021

펨버타이징(Femvertising)은 여성의 권리증진(Empowerment)을 추구하는 광고 캠페인으로 최근 사회의 중요한 의제로 떠오른 페미니즘에 힘입어 국내외를 막론한 다양한 브랜드의 마케팅 전략으로 사용되고 있다. 본 연구는 성별, 연령, 페미니즘에 대한 태도와 같은 소비자의 특성에 따라 펨버타이징에 대한 태도의 차이가 있는지를 살펴보는 것을 목적으로 한다. 연구결과 소비자의 성별에 따라 펨버타이징에 대한 태도에 통계적으로 유의한 차이가 있으나 연령요인은 유의한 차이를 보이지 않았고, 페미니즘에 대한 태도는 펨버타이징에 대한 태도에 유의한 영향력이 있음이 검증되었다. 본 연구를 통해 펨버타이징이 단지 마케팅의 도구가 아닌 중요한 사회의제로 논의되는 발판이 마련될 수 있기를 기대한다.

• 한국의류학회지
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• 제27권7호
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• pp.809-818
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• 2003

The purpose of this study was to identify importance of gender in dynamic relationship structure in fashion internet shopping mall and to provide marketers e-CRM marketing strategy. Out of 473 customers, 470 who had purchased fashion products in fashion Internet shopping mall were surveyed for this study. The data was analyzed by factor analysis, 1-test, correlation analysis, Structural Equation Model(SEM) using AMOS program. As the results, both men and women had ‘relationship maintenance intention’ in e-CRM. However, only women had ‘intention to discontinue relationship’, when shopping mall made mistakes to them. Also, in men's group, ‘service’ only had effect on ‘Trust’, while ‘service’and ‘financial benefit’ had effects on‘Trust’ in women's group. If women would be dissatisfied with a shopping mall, they have a strong intention to disconnect with it. Based on these results, it could be concluded that men have more tolerance for shopping mall's mistakes than women have. Therefore, the results of this study provide e-CRM marketing strategy for fashion internet marketers.

• 유통과학연구
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• 제12권12호
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• pp.65-73
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• 2014

Purpose - Distribution of agricultural products is collapsing due to recent changes in the environment balance between retailers and producers. Further, the increase in the imports of agricultural products due to free trade has caused revenue problems for producers. Agricultural producers are faced with increasing difficulties, and the organized producing center's importance is growing each day. Korean organized producing centers' policies have been conducted since 2000, and have thus been sustained for more than 10 years. Organizing a producing center's business is focused on agricultural cooperative and farming association corporation this has already have been carried out. In addition, it has achieved significant results through these organizations, but it still has many problems. Research design, data, and methodology - Organized producing centers were classified for each type. The survey covered 90 organizations, based on factor analysis, analysis of balance, and logistic regression analysis. The results of the conducted factor analysis are as follows. Production, marketing, human resources management, organizational skills, post management, safety, and scale were classified as the seven kinds of factors. These are the factors that affect the organized producing centers through the variance analysis and logistic regression analysis. The purpose of such research and analysis is to suggest the direction for the future organized producing centers' policies. Result - Results of the analysis of the variance are listed below. Items by type, production, marketing, human resource management, and organizational skills are shown to depict differences between the factors. Organization form results show that production and marketing showed a difference between the factors. The size of the organization, production, and marketing showed the difference between the factors. The factors affect organized producing centers differently depending on the type shown, as seen from the results. In contrast, the logistic regression results of the analysis are as follows. Considering the results by the type of item, and the horticulture type of marketing, human resource management has a (+) influence. Grain type and production showed a (+) influence. New types of income affecting organizational skills have a (+) influence. Considering the results for each type of organization, the agricultural cooperative type of marketing and human resource management have (+) influence. Farming association corporation type of production has a (+) influence. As a result, the size of the organization is as follows. Large organizations are production, expressed in marketing with a (+) impact. Medium-size organizations are expressed with their size factor having a (+) impact. Small organizations are expressed with a safety factor having a (+) impact. Conclusions - The types of factors display different effects. One factor is that the type of a (+) represents the influence of other factors (-) as per factor symptomatology. Therefore, the type of measures to organize a strategy to maximize the benefits of your organization should be pursued. In addition, based on the support for small organizations, improving the quality of the producer organization should be considered.

• Asian Journal of Business Environment
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• 제8권4호
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• pp.5-15
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• 2018

Purpose - The research aimed to reveal real decisional behavioral of management institutes in India for social media marketing usage, and analyses of empirical elements of social media consumption pattern. Research design, data, and methodology - The investigation was based around a research methodology using quantitative analysis with appropriate statistical techniques on random surveys of consumers, detailed exploratory and confirmatory factor analyses are applied to assess the empirical validity of the model and multiple regression employed using R studio edition to validate the reliability of the developed models. Results - A new conceptual framework is proposed - the management institutions decision model, providing a tool for effective and more focused decision-making strategies for developing better utilization techniques for social media. Management institutions have different requirements based upon objectives and resources available. The evidence suggests that the administrators need to be more aware of consumer indicators when targeting and designing social media marketing strategy. Conclusions - The research was based on samples and not the entire population of target consumers, providing limitations. As an inferential statistical method was chosen, the results might be susceptible to inaccuracy. The model developed from different age users, thereby providing rich perspectives into social media usage pattern.

• 유통과학연구
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• 제9권3호
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• pp.55-64
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• 2011

본 연구는 소아비만 치료제 시장에 있어 중요한 마케팅 대상그룹인 구매 타켓, 주부들을 대상으로 한 설문조사를 통해 소아비만 시장에서의 구매의사 결정요인과 유통경로 결정요인 등을 분석해 효과적인 브랜딩 전략을 수립하기 위한 것이다. 최근 비만이 사회적으로 큰 문제로 떠오르고 있고 몇 몇 연구들을 통해 우리나라의 외식문화로부터 사회적 비만문제의 원인을 찾는 경우가 있어 외식프랜차이즈 산업에 있어서도 비만 문제는 관심 있게 바라보고 대처해야 할 관심사라 할 수 있다. 특히 소아비만의 경우 소아비만 환자의 80~85%가 성인비만으로 이어져 평생 비만과 씨름하면서 살아야 하는 심각한 문제를 야기 한다. 따라서 이러한 소아비만 문제는 부모들의 소비행동에 적잖은 영향을 미치고 있다. 이에 본 연구에서는 소아비만 시장의 구매의사 결정요인과 유통경로 결정요인 등을 살펴보고 이를 바탕으로 한 효과적인 브랜딩 전략과 브랜드 마케팅 커뮤니케이션 전략수립 방안을 제시하여 소아비만 치료제 시장 활성화에 기여하고 나아가 소아비만 문제해결에 일조하기 위함이다.

• Journal of Information Technology Applications and Management
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• 제21권1호
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• pp.17-34
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• 2014

As the numbers of Internet users have grown dramatically in recent years due to increased use of mobile devices, businesses using internet are also expanding rapidly. Internet marketing has the advantage of expanding business without any constraint of time and space using the global network which connects tens of thousands of world's computers and mobile devices. In a way of utilizing internet marketing, the present study examines the applicability of Customer Relationship Management (CRM) to the domestic professional baseball industry in Korea. The study focuses on the issue of whether the intangible value of customer satisfaction can create higher profits. We combine both inductive and conductive methods for this study. First, we carry out a random survey of baseball spectators and find that customers are willing to pay more when their satisfaction level is improved. Next, we recognize satisfaction factors that are considered as important by customers through literature survey. Then we use Decision Tree to find which satisfaction factors are most important to each clustered customer group. Finally we estimate how much they would pay more when the most important satisfaction factor improves by each customer group. Therefore, this study demonstrates that CRM implementation to one-to-one internet marketing can improve the profitability of baseball industry. The major contribution of the present study is to show that the introduction of CRM can be used as a profit-generating strategy in various industries for future internet marketing.

• 유통과학연구
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• 제16권2호
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• pp.25-33
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• 2018

Purpose - This study focused on the effect of counter-factual thinking on post-purchase behavior producing consumer regret at HMR selection and purchase. We have analyzed the factors that HMR production and distribution businesses should consider because distribution and marketing strategy reflecting consumers' demand. Research design, data, and methodology - For the purpose of carrying out this research, we conducted a direst structured questionnaire to students at 'J' college. A total of 237 valid questionnaires were collected for students and their parents at 'J' university. For the hypothesis test, exploratory factor analysis, t-test, regression and structure equation path analysis were performed. Results - The consumers who often resented HMR purchase did counter-factual thinking on post-purchase behavior were likely to do switching purchases. Counter-factual thinking on post-purchase behavior had a negative influence upon consumer's satisfaction with HMR safety and marketing characteristics. Conclusions - Consumers who had been satisfied to a certain degree might have cognitive dissonance of minor mistakes of HMR product were likely to have downward counter-factual thinking through contrast effects. Therefore, HMR producer and distribution businesses that had production, distribution and marketing strategy to satisfy consumers by raw material, freshness and safety were likely to switch to another product at one time mistake of selection, purchase and use.