• 디지털정책학회지
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• 제3권2호
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• pp.1-14
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• 2024

본 연구의 목적은 헤어뷰티산업의 SNS 마케팅 특성이 헤어샵 이미지 형성과 방문의도에 미치는 영향을 분석하는 것이다. SNS 마케팅은 현대의 소셜 미디어 플랫폼을 활용하여 고객과의 상호 작용, 정보 제공, 정보 신뢰, 유쾌함을 통해 마케팅 활동을 수행하는 전략입니다. 이러한 SNS 마케팅의 특성이 헤어뷰티 업계에서 헤어샵 이미지 형성과 고객 방문의도에 어떤 영향을 미치는지 분석하고자 하였다. 연구를 위해 헤어 관련 SNS 이용 경험이 있는 총 307명의 고객을 대상으로 설문조사를 실시하였다. 설문지에는 SNS 마케팅 특성, 헤어숍 이미지, 방문의도 관련 항목이 포함되어 있으며, 수집된 자료는 SPSS 26.0을 이용하여 통계분석하였다. 연구문제의 결과는 빈도분석, 요인분석, 신뢰도 분석, 상관분석, 단순회귀분석, 다중회귀분석, 매개회귀분석 등의 분석기법을 적용하여 도출하였다. 연구 결과, SNS 마케팅의 특징인 정보제공, 정보신뢰성, 유쾌함, 상호작용이 헤어샵 이미지 형성에 긍정적인 영향을 미치는 것으로 나타났다. 또한 헤어샵 이미지가 방문의도에 긍정적인 영향을 미치는 것으로 확인되었으며, 헤어숍 이미지는 SNS 마케팅 특성과 방문의도 사이에서 매개 역할을 하는 것으로 나타났다. 이는 SNS 마케팅을 통해 헤어 뷰티 업계의 이미지 형성과 고객 방문 의도를 향상시킬 수 있는 중요한 인사이트를 제공합니다.

• 한국식생활문화학회지
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• 제32권6호
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• pp.549-557
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• 2017

As many companies are performing brand management as a marketing strategy to establish long-term relationships with their customers, consumers decide the actual purchasing behavior by understanding the brand attributes of the relevant company based on an evaluation standard of the products. This paper provides the basic data for improving the competitiveness of the coffee shop market continuously, and analyzes the influential relationships between each variable by limiting the brand attributes of the coffee shop and the price fairness factor that would be expected to affect the consumers' purchasing behavior as the cause variables. The results showed that the-out of brand attribute factors of the coffee shop, the brand awareness and perceived quality had significant effects on the price fairness while the influence of the shop image on the price fairness was not verified. In addition, all the brand awareness, shop image, and perceived quality had significant effects on the purchasing behavior while the statistical significance between price fairness and purchasing behavior was verified. The rationality of the price presented by the coffee shop could be judged depending on the quality perceived by the consumers. Similarly, once consumers classified the propriety of price and then perceived that a suitable price had been set up regarding the quality and service provided by the coffee shop, it was highly possible for them to include it in their actual purchasing behavior, despite the higher price than other brands'. Further research on the psychological variables affecting the purchasing behavior by securing more diverse consumers to understand their purchasing behavior for a wide range of research subjects and the generalization of research results, will provide useful data for establishing marketing measures necessary to form strong relationships between consumers and brand in the currently-saturated coffee shop market.

• 한국실내디자인학회논문집
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• 제27권1호
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• pp.48-57
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• 2018

Recently, cosmetic shops are facing a complicate economy situation and a great number of brands are attempting two-way communication with customers, not one-way communication. 'Brand' equity is important to deliver virtual brand mark as visual image. We have 4 steps for brand identity structure, and this study is about the first 'brand-awareness' and the second step 'brand-image'. We investigated the correlation between brand-awareness and brand-image after searching which spatial elements are highly effective to both steps as we designated 5 cosmetic shops. We already organized the means of spatial analysis and we separated into two elements, constructive and decorative. For constructive element, a shop needs a distinct ceiling and wall design, and for decorative element, strong brand image communication is required through showcase design. We proved that brand awareness and brand image have the correlation, which also can be in direct proportion, by regression analysis. The result of this study shows that improving brand awareness as the primary element for cosmetic road shop can be an effective way to enhance brand image.

• 한국콘텐츠학회논문지
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• 제13권12호
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• pp.428-438
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• 2013

국내 커피 시장에서 커피 전문점들간 경쟁이 치열해지고 있으며, 각 커피 전문점들은 높은 수준의 서비스 품질을 통해 고객 충성도를 제고하고자 노력하고 있다. 이런 맥락에서 본 연구에서는 커피 전문점의 주 고객층인 여대생들의 커피 전문점 서비스 품질의 인지 정도를 살펴보고, 각 서비스 품질이 의사 결정에 미치는 영향을 살펴보고자 한다. 특히, 본 연구에서는 기존 문헌들에서 고려된 커피 전문점 서비스 품질들을 서비스 품질의 유형성, 서비스 환경, 서비스 제품, 서비스 전달로 구분하여, 각 서비스 품질 요인이 고객 만족과 브랜드 이미지에 미치는 영향을 분석하였다. 또한 고객 충성도를 재 구매 의도와 추천 의도로 구별하여, 고객 만족과 브랜드 이미지가 재 구매 의도와 추천 의도에 미치는 영향을 살펴보았다. 제안한 연구모형은 커피 전문점을 자주 방문하는 여대생 206명을 통해 검증되었다. 본 연구 결과 서비스 제품과 서비스 전달은 고객 만족과 브랜드 이미지에 모두 유의한 영향을 미쳤지만, 서비스 품질의 유형성과 서비스 환경은 유의한 영향을 미치지 못하였다. 고객 만족과 브랜드 이미지는 재 구매 의도와 추천 의도 형성에 중요한 역할을 담당하였다.

• 패션비즈니스
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• 제12권6호
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• pp.138-151
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• 2008

This study aims at providing comprehensive data which would be helpful to establish a web shopping mall by analyzing the structure of web fashion star shops which have recently emerged as a result of advances in digital technology and communication. For the purpose of analyzing VMD strategy used in web fashion star shop, we adopt both of the documental and empirical research methods, based on which we examine the concept of E-commerce and current business situation of web fashion star shop industry, and then analyze the main page, product category page and product detail page in a star shop featured by a male pop star within a web shopping mall. According to our analysis of the structure of web fashion star shop, in case of open market, a banner with star's image on it leads to star shop when people click on the link of the banner, and in case of independent mall, they show each star's unique style in the main page. Product category page is linked to each product detail page which presents items of various fashion coordinates, satisfying needs of consumers to follow star's trendy fashion sense.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2008년도 춘계학술발표대회 논문집
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• pp.82-85
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• 2008

A cosmetic shop in a department store is the best place in Korea's cosmetic market flow that shows the total image of each brand. The present day departmental cosmetic shops are centered around global brands and comparative brand power is competing with a small number of local brands. It is a fact that not only regarding the brand power of local brands but also the space design of their shops are different than the global brands. And, influenced by a modern society, culture, economic surrounding, the customers are getting original and individual. Their individualistic life style is demanding a shop environment with new concept. Such a sale environment is not for just product sale and a place where exchange economy of sale occurs. It is requisite for communication where total marketing strategy Is used In an active way. We must acknowledge it as a symbolic place being the ultimate site of customer oriented exchange economy showing the image of both product and the company. The aim of this plan is to set up a sale environment that will enhance the brand awareness and product value. We intended to provide purchase comfort and visual effect to the customer simultaneously with an Increase in customer attention by putting in the appropriate design requisites as per the brand specialty and by the application of a distinguished S.I.P (Store Identity Program) for the shop.

• 디자인학연구
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• 제19권6호
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• pp.15-20
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• 2006

SKM 면세점은 서울 강남구 삼성동에 위치하여 훌륭한 지리적 조건과 유리한 주변환경, 넓은 매장 등 여러가지 장점을 지녔음에도 불구하고 [그림 2]의 'SKM Dutyfree' 구 심볼은 낮은 브랜드 인지도와 위치정보의 비효율적 전달이 가장 큰 문제로 드러났다. 이에 첫째, 면세점브랜드 'SKM Dutyfree'를 상대적으로 브랜드 인지도가 높은 'COEX'의 사용허가를 취득하여 'COEX Dutyfree'로 브랜드 네임을 변경하였으며 둘째, 도시적 이미지와 위치정보의 효율적 전달을 위한 시각적 이미지를 개발하였다. 따라서 비주얼 아이덴티티 디자인의 컨셉은 첫째, 기존 COEX의 이미지와 도시 구조물 이미지 전달. 둘째, 코엑스몰 호텔 백화점 전시장 공항터미널 등을 아우르는 국제적이고 도시적인 이미지와 위치정보의 조합. 셋째, 타 면세점 보다 젊고 다이나믹한 이미지 전달을 목표로 하여 [그림 1]의 새로운 아이덴티티디자인으로 개발되었다.

• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.159-173
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• 2022

This study examines the impact of CSR and its authenticity on customer loyalty through the brand image in the chain coffee shop industry. Using qualitative and quantitative methods, 601 survey questionnaires were distributed, of which 491 were analyzed. The results show that CSR has a positive impact on brand image and customer loyalty. In addition, authenticity does not moderate the impact of CSR on brand image and loyalty, as it is difficult for customers to verify the authenticity of CSR action programs. This study emphasizes the importance of CSR action programs and authenticity for businesses to sustainably enhance their distinctive brand image and customer loyalty. Therefore, for sustainable development in the future, managers of coffee shop chains need to focus on the following issues. First, the most important thing is the right awareness of businesses regarding CSR and CSR authenticity. Third, businesses should strengthen the transparency of CSR action programs in various media so that consumers can easily verify authenticity, to increase brand image and improve customer loyalty.

• 한국콘텐츠학회논문지
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• 제18권9호
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• pp.482-497
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• 2018

본 연구는 커피전문점 기업의 메세나 활동이 동일시, 기업이미지, 러브마크, 충성도에 미치는 영향을 살펴보고자 하였다. 표본추출을 위하여 커피전문점에 직접 방문한 조사원이 고객들에게 설문조사를 실시하였고, 2018년 5월 23일부터 6월 2일까지 11일간 800부를 배포하여 회수된 설문지중 불성실한 설문지를 제외한 711부를 최종분석에 사용하였다. 분석결과, 사회공헌, 순수성, 공익성, 호감도가 높아질수록 동일시가 높아지는 것으로 나타났고, 사회공헌, 공익성, 호감도가 높아질수록 기업이미지도 높아지는 것으로 나타났다. 반면, 순수성은 기업이미지에 부(-)의 영향을 미치는 것으로 나타났다. 순수성과 호감도는 러브마크에 긍정적 영향을 미치는 것으로 나타났지만, 사회공헌은 영향을 미치지 않았고, 공익성은 부(-)의 영향을 미치는 것으로 나타났다. 동일시는 기업이미지에 긍정적 영향을 미치는 것으로 나타났고, 동일시와 기업이미지는 러브마크에 긍정적 영향을 미치는 것으로 나타났으며, 동일시, 기업이미지, 러브마크는 충성도에 긍정적 영향을 미치는 것으로 나타났다. 이러한 연구결과는 향후 커피전문점 기업의 마케팅 기법에 실무적 시사점을 제공할 것으로 기대되며, 나아가 커피전문점 기업의 메세나 활동을 경험하는 소비자들의 삶의 질에 긍정적 역할을 하게 될 것으로 사료된다.

• 한국프랜차이즈경영연구
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• 제8권1호
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• pp.31-41
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• 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.