• The Korean Journal of Franchise Management
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• v.2 no.2
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• pp.111-133
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• 2011

Marketing trend made change quickly to meet consumers' characteristics in the era of rapid change. This study examined characteristics of storytelling by using literature and material that was thought to be important, and inspected not only effects of storytelling upon brand images of enterprises but also success factors of storytelling marketing. And, the study investigated actual use of the factors by case study at home and abroad to give directions of storytelling marketing of successful catering franchise.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2006.11a
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• pp.545-559
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• 2006

The function of product design has been an important part for success on new product development We deeply studied 'Chocolate-Phone' case which is considered as a representative of adopting design-oriented new product development strategy. According to this study, we found three contextual factors and nine key success factors for design-oriented new product development. The contextual factors consist of the strong needs for innovative product development, customer's needs for the emotional value, competitive situation for the new product launching. The key success factors consist of design, development marketing, overall sides. The key success factors of design side are to select talented designers and take an insight for market and communication skill. The key success factors of development side are to possess high technological abilities, to do divergence with removing or giving up some function management's strong support. The key success factors of marketing side are to bring core marketers from outside, capacity to gather ideas from outside. The key success factors of overall side are to share design-oriented principle with other parts and to change member's mind from engineer-oriented to market-oriented.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.1
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• pp.399-408
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• 2022

This paper aims to evaluate the effects of Critical work factors on Work Motivation and Job Satisfaction of young Vietnamese employees. The four most essential work aspects were consisting of the Work environment, Employee empowerment, Salary, and Promotion opportunities. To empirically evaluate the proposed research model, the authors assemble data through conducting questionnaire interviews with young employees working in Vietnamese firms. A sample of 216 respondents was constructed using the PLS-SEM program to highlight the testing of thirteen hypotheses. The testing results indicate that four Critical work factors positively impact the job motivation of young employees, especially two factors as Salary and Promotion opportunities. Surprisingly, the hypothesis regarding the positive direct relationship between Promotion opportunities and Job satisfaction is not supported. Meanwhile, the rest influence factors have a significant connection with the Vietnamese worker's job satisfaction. The mediation role of Work motivation was also tested by examining the indirect positive relationship between four Critical work factors and Job satisfaction. This paper is the first study that focuses on young employees; hence, these research findings provide Vietnamese human resource managers some suggestions for reference, which can be considered the dynamic factors on the young Vietnamese employees.

• Asia Marketing Journal
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• v.12 no.2
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• pp.111-133
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• 2010

Marketing financial services used to be easier. Today, the competition in financial services is fierce. Not only has the competition become more intense, financial services have also changed structurally. In an environment with various customer needs and severe competitions, the marketing in financial services industry is getting more difficult and more important than before. However, there are still not enough studies on financial services marketing in Korea whereas lots of research papers have been published frequently in some international journals. The purpose of this paper is (1)to review the literature on financial services marketing, (2)to investigate current marketing activities based on in-depth interview with financial marketing managers in Korea, and (3)to suggest some implications for future research on the financial services marketing. Financial products are not consumer products. In fact, they are not products at all in the way product marketing is usually described. Nor are they altogether like services. The financial industry operates in a unique way, and its marketing tasks are correspondingly complex. However, the literature review shows that there has been a lack of basic studies which dealt with inherent characteristics of financial services marketing compared to the research on marketing in other industries. Many studies in domestic marketing journals have so far focused only on the general customer behaviors and the special issues in some financial industries. However, for more effective financial services marketing, we have to answer following questions. Is there any difference between financial service marketing and consumer packaged goods marketing? What are the differences between the financial services marketing and other services marketing such as education and health services? Are there different ways of marketing among banks, securities firms, insurance firms, and credit card companies? In other words, we need more detailed research as well as basic studies about the financial services marketing. For example, we need concrete definitions of financial services marketing, bank marketing, securities firm marketing, and etc. It is also required to compare the characteristics of each marketing within the financial services industry. The products sold in each market have different characteristics such as duration and degree of risk-taking. It means that there are sub-categories in financial services marketing. We have to consider them in the future research on the financial services marketing. It is also necessary to study customer decision making process in the financial markets. There have been little research on how customers search and process information, compare alternatives, make final decision, and repeat their choices. Because financial services have some unique characteristics, we need different understandings in the customer behaviors compared to the behaviors in other service markets. And also considering the rapid growth in financial markets and upcoming severe competition between domestic and global financial companies, it is time to start more systematic and detailed research on financial services marketing in Korea. In the second part of this paper, I analyzed the results of in-depth interview with 20 marketing managers of financial services companies in Korea. As a result, I found that the role of marketing departments in Korean financial companies are mainly focused on the short-term activities such as sales support, promotion, and CRM data analysis although the size and history of marketing departments to some extent show a sign of maturity. Most companies established official marketing departments before 2001. Average number of employees in a marketing department is about 58. However, marketing managers in eight companies(40% of the sample) still think that the purpose of marketing is only to support and manage general sales activities. It shows that some companies have sales-oriented concept rather than marketing-oriented concept. I also found three key words which marketing managers think importantly in financial services markets. They are (1)Trust in customer relationship, (2)Brand differentiation, and (3)Rapid response to customer needs. 50% of the sample support that "Trust" is the most important key word in the financial services marketing. It is interesting that 80% of banks and securities companies think that "Trust" is the most important thing, whereas managers in credit card companies consider "Rapid response to customer needs" as the most important key word in their market. In addition, there are different problems recognition of marketing managers depending on the types of financial industries they belong to. For example, in the case of banks and insurance companies, marketing managers consider "a lack of communication with other departments" as the most serious problem. On the other hand, in the case of securities firms, "a lack of utilization of customer data" is the most serious problem. These results imply that there are different important factors for the customer satisfaction depending on the types of financial industries, and managers have to consider them when marketing financial products in more effective ways. For example, It will be necessary for marketing managers to study different important factors which affect customer satisfaction, repeat purchase, degree of risk-taking, and possibility of cross-selling according to the types of financial industries. I also suggested six hypothetical propositions for the future research.

• East Asian Journal of Business Economics (EAJBE)
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• v.8 no.2
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• pp.43-56
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• 2020

Purpose - This study is regarding customer service environment in casino marketing under a study on the factors affecting casino tourist satisfaction based on casino tourists' various needs. Research design and methodology - The study of casino tourism policy factors is proceeded by interviewing tourists of Macao casino. A total of 220 copies were distributed and 193 copies were collected, but 13 copies were not conceded due to insincere responses, and a total of 180 cases were analyzed for this study. Based on the analysis results, the casino tourism policy factors were derived through satisfaction level of casino tourist service as follows. Results - Firstly, the casino tourist satisfaction is a positive influence on casino visits, so efforts should be made to enhance tourist satisfaction when establishing cultural experience programs and casino marketing strategies. Casino culture for tourist should be matured to develop casino tour. In order to increase the satisfaction level of revisiting casino resorts, various cultural products such as clean environment should be developed to enhance the satisfaction level of casino visitors in the future. Secondly, a positive impact of cultural, experiential visits and psychological motivations affect to tourists' psychological stability through cultural experiences as well as casino games. Thirdly, casino tourist satisfaction has been shown to provide a positive impact on behavior intention. Conclusions - Based on the results of this research, the marketing of casino tour is to identify tourists' needs and increase satisfaction.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.119-131
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• 2016

With the increasing popularity of nonprofit thrift shopping, new marketing strategies are needed to respond to accelerated competition in the secondhand market. To help guide the development of marketing strategies for nonprofit thrift stores, this study aims to identify factors impacting consumers' buying behavior for secondhand fashion items sold in nonprofit thrift stores. Specifically, this study investigated 1) the effects of secondhand fashion selection criteria (i.e., design, brand name, lower price) and personal factors (i.e., gender, household income, beliefs about environment) on the secondhand fashion consumption experience in nonprofit thrift stores and 2) the moderating effects of point of purchase (POP) messages (i.e., "50% Off Sale," "New Arrivals," "Helping Others") on the relationships between purchase intention and impulsive buying in nonprofit thrift stores. An online survey was used to collect the data, and a total of 197 usable responses were received. The results showed that 1) gender, household income, beliefs about environment, and brand name affected the secondhand fashion consumption experience and 2) the POP message "Helping Others" negatively moderated the relationship between purchase intention and impulsive buying in nonprofit thrift stores. These results can help nonprofit thrift stores' managers to develop effective marketing strategies to increase their profits, which can be used to accomplish their mission of addressing social issues.

• The Research Journal of the Costume Culture
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• v.13 no.3 s.56
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• pp.452-468
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• 2005

The major aim of this study was to find factors that effectively improve the satisfaction of apparel firms' employees who are the internal customer and how these factors affect customer satisfaction. The subjects of the study was salespeople working at major women's apparel retail outlets and their customers located in Seoul. A data from 192 questionnaire were used for the final analysis. Descriptive statistics, factorial analysis, Cronbach's a, Person's correlation coefficient, and multiple regression were conducted. The results indicated that factors influenced by internal marketing were recruitmenteducation training, power endorsement, internal communication, CEO's management style and human resource management Regression analysis results indicated that recruitmenteducation training and power endorsement significantly influenced internal performance of the organization (employee's commitment to and satisfaction with the organization). Employee's commitment significantly influenced external performance of the organization, consumer satisfaction where as employees' satisfaction with the organization did not have significant effect.

• Journal of Distribution Science
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• v.18 no.10
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• pp.89-99
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• 2020

Purpose: There has been a growing focus on E-wallet adoption especially in emerging markets as it offers a convenient method for users to conduct cashless transactions. This study examines antecedents influencing the decision of Generation Z to adopt E-wallet. It looks into the effect of determining factors including compatibility, perceived convenience, perceived trust, perceived reputation, perceived usefulness, perceived ease of use and social influence on users' intention to use. The moderator role of social influence is also under examination. Research design, data and methodology: The quantitative method has been adopted to collect data from 170 Generation Z users. SmartPLS 3.0 was applied to examine the constructed hypotheses. Results: The results indicate an indirect effect between Compatibility, Perceived Ease of Use, Perceived Trust and Social Influence toward intention to adopt Electronic wallet, or both of those factors are mediated by Perceived Convenience, Perceived Usefulness, and Reputation. Moreover, research finding highlights the role of Perceived Usefulness as Generation Z's intention determinant to use E-Wallet. Conclusions: This study is substantial as it selected the promising customer segment - Generation Z to examine the factors influencing their decision to adopt Electronic wallet. Marketers can navigate which dimensions should be included in marketing campaigns to encourage Generation Z's adoption.

• Journal of Korean Society for Quality Management
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• v.46 no.1
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• pp.153-168
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• 2018

Purpose: The balanced scorecard (BSC) has been adopted to evaluate factors affecting performances in organizational dealer marketing in Chinese cosmetics market. Four performance measures in BSC: learning & growth, internal business processes, customer performance, and financial performance are employed in our empirical study. Methods: We conducted surveys of dealers in a Chinese cosmetics company and used total 463 samples for analysis. Confirmatory factor analysis and structural equation model analysis were employed using AMOS 20.0. Results: This study found that internal business process had a positive relation with customer performance and learning and growth. Also, customer performance and learning & growth positively affected financial performances. Conclusion: This study has some academic and practical contributions in that the revised BSC model reflects the special aspects of Chinese cosmetics market and it can be used as a guide for companies in the Chinese cosmetics market to understand which factors are affecting performances.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.927-937
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• 2020

Global warming awareness through energy conservation is growing due to the regulatory policies issued by governments and voluntary organization that established carbon emission limits. Transportation is one of the major contributors to carbon emissions. Bike will be simultaneously saving money, getting fit and helping to reduce global warming. Web design has been identified as a key factor for the acceptance and success of the websites and electronic commerce. The purpose of this research is to investigate the effective implementation of the proposed Analytic Hierarchy Process (AHP) technique on a bike case study whose company (Bike Company) is involved in web design for a critical component in the demonstration. Survey research used a variety of data collection methods, with the most common being questionnaires and interviews of some exporters. The research results reveal that the top five key success factors are Good reputation, Transaction security, Ease of use, Promotion, and Diversified choices, which provide the guidelines and directions for decision-makers to design effective websites in the current competitive business scenario. The major findings of this study are suggesting that Internet marketing channels are securing the company's relevance, together with paving the way for methods to increase web traffic.