Specific Marketing Strategies Research Articles

IT환경에서 온라인쇼핑몰의 브랜드 개성이미지와 쇼핑가치, 고객만족 및 추천의도에 관한 연구

본 연구는 온라인 쇼핑몰의 브랜드 개성이미지요인을 도출하여 브랜드 개성과 쇼핑가치, 고객만족 및 추천의도와의 관련성을 살펴보고자 하였다. 분석결과는 다음과 같다. 첫째, 쇼핑몰의 브랜드 개성은 '활기', '친숙함', '신뢰성', '유능함', '세련성' 등으로 도출되었다. 둘째, 쇼핑가치는 쾌락적 쇼핑가치와 실용적 쇼핑가치로 도출되었다. 셋째, 쇼핑몰의 브랜드 개성은 쇼핑가치에 유의한 영향을 미치는 것으로 나타났다. 그리고 소비자의 쇼핑가치는 고객만족 및 추천의도에 서로 유의한 영향을 미치는 것으로 나타났다. 이러한 연구는 경쟁이 심화되고 있는 국내 온라인 쇼핑몰시장에서 차별화된 마케팅전략을 수립하는 데 있어서 기초적인 정보를 제공할 수 있을 것으로 생각한다. This study attempts to explore the connectivity among brand personality, shopping value, customer satisfaction and recommendation intention by deriving brand personality image factors of online shopping malls. The analysis results are as follows. First, the brand personality of shopping malls were derived as 'vital', 'familiar', 'credible', 'competent', and 'sophisticated.' Second, shopping value was derived as hedonistic and practical shopping values. Third, it was shown that brand personality of shopping malls has significant impacts on shopping value. In addition, customers' shopping value, customer satisfaction and recommendation intention have significant impacts on each other. It is expected that this study can provide basic information for constructing differentiated marketing strategies in the domestic online shopping malls whose competition is heating up.

장애인 체육시설 서비스회복 공정성 지각이 고객만족, 관계품질 및 충성도에 미치는 영향

The purpose of this study was to provide a differentiated marketing strategy for effective sports facilities for people with disabilities to satisfaction the customers by looking through the relationship between perceived service recovery fairness of sports facilities customer satisfaction and realtionship quality and loyalty.The questionnaires were collected from facilities for people with disabilities customers, 6 facilities centers located in Seoul, Gyeonggi area by using convenient sampling method. Total of 286 questionnaires were used as final sample and for data analysis, SPSS Ver. 12.0 was used. And the results are as follows. First, ‘distributive justice’ and ‘interactioal justice’ sub-factors of facilities for people with disabilities had significant influence on satisfaction, trust and loyalty. Second, ‘distributive justice’, ‘procedural justice’ and ‘interactioal justice’ sub-factors of facilities for people with disabilities had significant influence on involvement.

Relationship between Business Intelligence and Supply Chain Management for Marketing Decisions

The companies that apply the concept of business intelligence in their marketing decisions in some of the following ways were included in this study: at the level of the entire system or specific marketing strategy of companies (e.g. marketing department, research development, commercial, etc.), apply business intelligence only in certain marketing processes or projects, used in business from the technology and platform for data warehouse, data mining, OLAP tools, using advanced analytical techniques of simulation and visualization applications. Variables examined were categorized into four groups: business intelligence, supply chain management, information visibility and integration. Factor analysis was used to facilitate the connection of these groups of variables, i.e. reduction of number of variables. Then, we tested the correlation between the newly formed variables. There was a significant statistical correlation between business intelligence, supply chain management, information visibility and integration among the partners in the production chain. ANOVA was conducted to compare differences in the mean values of variables in relation to the activity, size and legal form. This paper will analyze the relationship between business intelligence and supply chain management for strategic and tactic marketing decisions.

Product Smartness and Use-Diffusion of Smart Products: The Mediating Roles of Consumption Values

This study proposes and tests the antecedent effects of product smartness on the consumption values using smart phones. The study also examines the relationship between consumers’ value perception and use-diffusion. Results show that the six smartness dimensions have different impacts on each of the values. Multifunctionality and adaptability are the primary antecedents of functional value perception. Reactivity, humanlike interaction, multifunctionality and adaptability are positively related to perceived emotional value. Both functional and emotional values reinforce higher usage behavior as well as new usage behavior, thereby broadening the applicability of the technology. Consumption values mediate the relationships between some product smartness dimensions and the usage rate. Results also suggest that the smartness features that act as the primary drivers for intense usage are not the same features that drive the decision to use the product in various ways. The findings support the use of differentiated marketing strategies for the use-diffusion of each smart product.

Motivations and expectations associated with attending major sporting events: The case of Melbourne cup

The objective of this study lies in exploring the motivations and expectations associated with attending mega sporting events. Previous empirical studies -albeit relatively scarce- tend to indicate quite different motivations for attending sports events compared to other events. In view of the exploratory nature of this study, qualitative research methods were utilised with local and international students at William Angliss Institute, Melbourne. Results indicate that social festivities along with the party atmosphere constitute key motivations for attending a major sports event. Moreover, key differences between males and females, were identified, highlighting the need for specific marketing programs and strategies.

스포츠센터 이용고객의 전환비용 인식과 재등록의도의 관계에 있어 관계몰입의 매개효과에 관한 연구

The purpose of this study is providing with basic information for differentiated marketing strategy, which can enhance the re-registration intention of sports center users, by verifying the mediating effect of relationship commitment on the switching cost awareness and re-registration intention of sports center users. Sports center users are the population of this study object. During 9 days from May 2nd to 11th of 2013, 1 study surveyor and 2 study assistants explained the purpose and significance of this study and distributed questionnaire survey sheets to the users of 3 sports centers (2 in Seoul and 1 in Gyeonggi-do). The users were asked to answer the questionnaire by self-administrated method. SPSS 21.0 statistics program was used for the analysis in this study. Detail data processing procedure includes frequency analysis, exploratory factor analysis (EFA), reliability analysis and correlation analysis. For the verification of mediating effect, three-step regression was done and the three-step approach method suggested by Baron & Kenny (1986) was tested. The conclusion drawn by the analysis is as following. First, it was found that emotional commitment had partial mediating effect in the impact of switching cost on re-registration intention. Second, continuous commitment had partial mediating effect in the impact of switching cost on re-registration intention.

Student Segmentation in the Process of University Marketing Strategy Formulation

The paper presents an overview and an analysis of literature related to specificity of university marketing, possibilities for market segmentation and main prerequisites for effective marketing strategy formulation. It is concluded that traditional marketing tools and principles aren‘t immediately applicable to respond to the needs of higher education institutions, because they‘re based on seller-consumer models. The role of higher education institutions should be conceptualized through models of partnership and cooperation. It is also important for institutions of higher education to be able to identify the needs of various student sub-groups and respond to those via differentiated marketing strategies. The paper proposes to apply target marketing tools, as they do not require increases in expenditures. Equally, it is important to note that marketing in higher education is a profoundly complex process which needs careful formulation and evaluation, including selection of appropriate evaluation indicators. Only by taking to account all these considerations can an institution of higher education expect to achieve its marketing goals, satisfaction of its stakeholders and their meaningful feedback. Well formulated marketing strategies play an important role in the process of quality assurance, achievement of institutional goals and modernization.

Studying factors influencing repeat visitation of cultural tourists

This study identifies factors determining repeat visitation of cultural tourists, a market particularly motivated by novelty and thus theoretically less loyal to positively experienced destinations. After a conceptual discussion of the potential role of repeat visitation in the cultural tourism context, binary regression analysis, applied to the data collected in a European research project, identifies factors explaining repeat visitation. Differences between domestic and international tourists are also discussed. Results should contribute to a better understanding of the cultural tourist market and to the development of differentiated marketing strategies enhancing repeat visitation within this market.

온라인 쇼핑몰 브랜드 개성에 따른 포지셔닝전략 수립

This study aimed to develop positioning strategies through the preparation of a positioning map by introducing brand personality to online shopping malls. Such a study will be able to furnish useful information for establishing differentiated marketing strategies in the online shopping mall market, which has faced fierce competition. For research subjects, the study was aimed at students who were attending S college in the Busan region. The results of an empirical analysis are as follows. The brand personality of online shopping malls were deduced to be the following factors: competence refinement, vitality, intimateness, and reliability. Then the study prepared a positioning map with these assessment attributes. As a result, there were mutually significant differences among competitive shopping malls in the positioning of consumers. The most differentiated attributes in the perception of the entire group were discovered to be intimateness and vitality, whereas the least differentiated attribute was found to be reliability. In addition, also in terms of the preference and ideal points for online shopping malls in accordance with brand personality between the entire group and segmented groups, there were mutually significant differences.

프로스포츠 관람제약요인과 응원활동, 응원몰입 및 관람만족 관계 검증

A research on professional sports spectatorship constraints has great influence in a sense of clarifying a cause for spectatorship constraints and of offering information on the pro sports spectating activation. The background that professional sports could be continuously developed through competition in good faith with other leisure activities is not only because it offers opportunity of sound leisure activity to people as the spec-tating sport, but also because the phenomenon of cheering commitment through creative, unique and pas-sionate cheering activity peculiar to pro sports is functioning as a detonator of pro sports with highlighting the stadium atmosphere. Accordingly, the purpose of this study is to establish a differentiated marketing strategy in line with pro sports characteristics by analyzing which difference there is in relationship among pro sports spectatorship constraints, cheering activity, cheering commitment and spectating satisfaction. The research subjects were carried out targeting home spectators with 380 people for 「2011 Lotte Card Professional Baseball」, 374 people for 「Hyundai Oil Bank K-League 2011」, 377 people for 「2010-2011 Hyundai Mobis Professional Basketball」, and 378 people for 「2010-2011 NH V-League」. Questionnaire was composed of spectatorship constraint factor, cheering activity factor, cheering commitment factor and spec-tating satisfaction factor. Reliability in each of factors was indicated to be more than .70 in all factors. Data processing was carried out EFA(exploratory factor analysis) by using SPSS 18.0 Window Version. Also, the fit and the individual hypothesis of research model were verified through CFA(Confirmatory factor analysis) and SEM(Structural Equation Model) by utilizing AMOS 16.0. And to secure convergent validity, AVE(average variance extracted) and conceptual reliability were confirmed. Examining the findings, first, the relationship between pro sports spectatorship constraints and cheering commitment was indicated that there is difference among pro baseball, pro basketball, pro football, and pro volleyball. Second, the relationship between pro sports cheering activity and cheering commitment was indicated that there is no difference among pro base-ball, pro football, pro basketball, and pro volleyball. Third, the relationship between pro sports cheering com-mitment and spectating satisfaction was indicated that there after purchase is no difference among pro base-ball, pro football, pro basketball, and pro volleyball. Fourth, the relationship between pro sports spectatorship constraints and spectating satisfaction was indicated that there is difference among pro football, pro baseball, pro basketball, and pro volleyball. Fifth, the relationship between pro sports cheering activity and spectating satisfaction was indicated that there is difference among pro baseball, pro volleyball, pro football, and pro bas-- ketball. Examining the specific results of hypothesis verification, they are as follows. As a result of empirical analysis on Hypothesis 1, the pro baseball and pro basketball were rejected. As a re-sult of empirical analysis on Hypothesis 2, the pro baseball, pro football, pro basketball and pro volleyball were all adopted. As a result of empirical analysis on Hypothesis 3, the pro baseball, pro football, pro basketball and pro volleyball were all adopted. As a result of empirical analysis on Hypothesis 4, the pro football was adopted. Pro baseball, pro basketball and pro volleyball were rejected. As a result of empirical analysis on Hypothesis 5, the pro baseball and pro volleyball were adopted. Pro football and pro basketball were rejected. In light of these findings, the spectating satisfaction is considered to be likely to naturally get higher given solving the spectatorship constraints amid the deepening market competition and allowing the audiences to be committed to cheering based on active cheering activity in order to further develop pro sports.

기능성 화장품 쇼핑성향이 상표전환 동기에 미치는 영향

Abstract This study obtains information required for a comprehensive understanding of the brand-switching beha-vior by cosmetics consumers and for the establishment of effective strategies to make customers more loyalto the company. The study examines the relationships between customer shopping orientation and brandswitching motives with respect to cosmeceuticals. A descriptive survey method using a self-administeredquestionnaire was employed. The sample consisted of 1,258 females between the ages of 20's and 30'sresiding in Seoul and the Gyeonggi area who use whitening products, sunscreen, or other anti-aging cos-metics. The results showed that shopping orientation influenced brand-switching motives in regards topurchasing cosmeceuticals. The orientation of depending on information and seeking fashion trend werethe major factors to induce brand-switching behavior in purchasing whitening products, sunscreen, and anti-aging treatments. However, there were differences in the type of factors of shopping orientation and intheir intensity of affecting brand-switching motives depending on the specific cosmeceuticals. In particular,in the case of sunscreen, as compared to other products, the customer shopping orientation should be con-sidered from more diverse perspectives in order to formulate effective marketing strategies related to brandswitching. In light of these results, customer shopping orientation with respect to cosmeceuticals is a variablethat influences the cause brand switching. Therefore, differentiated marketing strategies that reflect the dif-ferent characteristics of shopping orientation according to each item of cosmeceuticals are recommended toimprove the satisfaction level of the companies' target market. Current consumer needs for practical benefitsand for new products should be simultaneously reflected in the plans for new product development of eachtype of cosmeceutical.Key words: Shopping orientation, Motivation for Brand-Switching, Cosmeceuticals; 쇼핑성향, 상표전환동기, 기능성 화장품

Attributes, consequences, and consumer values

PurposeThe purpose of this study is to identify consumer‐dining values for each restaurant segment (fast food restaurants, casual restaurants, and fine dining restaurants) using a means‐end approach and to suggest useful information for restaurant operators to develop differential marketing strategies for each segment.Design/methodology/approachThis study applied a means‐end chain approach to identify underlying consumer values across three different restaurant segments. The participants responded to questions in a one‐on‐one interview procedure regarding attributes of restaurants, consequences, and values. Based on the responses, hierarchical value maps were developed to better understand consumer value patterns across the three restaurant segments.FindingsThe results suggested that attributes of fast food restaurants were largely associated with convenience, success, and economic values; attributes of casual dining restaurants were related to emotional and belonging values; and attributes provided by fine dining restaurants were linked to emotion and quality life values.Practical implicationsThis research suggested what customers really want from the dining experience so that restaurant operators in each restaurant segment can develop effective marketing strategies, such as advertisements or promotions, which are distinguished from other competitive restaurants.Originality/valueBy using a means‐end chain approach, this study showed a holistic picture of the consumer dining values customers desire when they visit each restaurant segment, which is a unique contribution of this study.

Tourists’ Perception towards Cox’s Bazar Sea Beach in Bangladesh as a Tourist Destination

The study was carried out on Cox’s Bazar sea beach area, the world longest sea beach and the tourist capital of Bangladesh. The purpose of the present study is to investigate the tourists’ perception towards various facilities and services at Cox’s Bazar sea beach as a tourists’ destination. The study was based on primary as well as secondary data; applied quantitative method and 308 questionnaires were used. The factor analysis was conducted to create correlated variable composites from the original attributes. The results of the study stated that tourists’ perception is favorable on  Factor 1, Natural Beauty and Restful Atmosphere, Factor 3, Accommodation and security, Factor 4, Hospitality and information and Factor 6, Shopping and activities and tourists’ perception is unfavorable on Factor 2, Hygiene and Sanitation  and Factor 5, emergency and caring services. The findings of the current research suggest that there are statistically significant differences in tourists’ perception with respects of respondents’ demographic characteristics such as respondents’ gender, age, occupation and education in some services and facilities at Cox’s Bazar. The findings suggest that the tourism market players, managers and policy makers should ensure up to the mark services with unfavorable factors and differentiated marketing strategies should be stressed and executed by the relevant parties. Therefore, the findings of the study also provided theoretical and practical implications for the planners, marketers and tourism authorities of Cox’s Bazaar in formulating strategies to maintain or enhance their competitiveness. JEL Classification Code:  M31

基于体验经济的餐饮营销策略实证研究<br>Food and Beverage Marketing Strategy Based on Experience Economy: An Empirical Study

随着体验经济时代的到来，国内餐饮企业市场竞争日趋激烈。由于消费者更加注重体验消费过程，只有深入了解消费者的个性化需求，才能制定出有竞争力的营销方案，实现餐饮企业的可持续发展。因此，笔者通过收集、整理相关国内外文献，以体验经济、餐饮营销、消费者行为等为理论基础，设计调查问卷，进行统计数据分析，了解消费者的餐饮消费行为。实证了体验经济下餐饮消费者注重更高级别的需求、非理性经济因素成为决策的注重点、喜欢独特的实地体验以及注重归属感的特点。文章通过对某咖啡馆的顾客的实证研究，并根据数据分析结果，提出基于体验经济视角的五种餐饮营销策略，进而针对咖啡馆的经营现状提出了具体的营销对策。 The market competition food and beverage industry is increasingly fierce in mainland China during the experience economy era. As consumers pay more attention to experience the process of con- sumption, in order to develop a competitive marketing program, achieve the sustainable development of the food and beverage companies, we must insight into the individual needs of consumers. The purpose of study is to analyze the different customers’ behaviors of food and beverage by questionnaire. The questionnaire is designed by the literature review of experience economy, food and beverage marketing and consumer behavior. It described that food and beverage consumers focus on higher-level needs, irrational economic factors of decision-making and a sense of belonging. This paper accordance with the empirical study on the cafe and then the data were analyzed. It puts forward five food and beverage marketing strategies based on the results, and thus propose some specific marketing strategies for the cafe.

유소년클럽 관계마케팅 실행요인이 관계품질 및 충성도에 미치는 영향

The purpose of this study was to provide fundamental information for differentiated marketing strategies and effective administration in relation to youth sport clubs by finding out factors influencing the relationship marketing for youth sport club. Five hundred parents in ten youth sport clubs located in the Seoul metropolitan area joined in this study, and four hundred eighty four were collected and utilized. For data analysis, SPSS Ver.12.0 was used for frequency analysis, factor analysis, reliability, correlation relation analysis and multiple regression analysis. The results are as follows. First, it was revealed that the factors of professionalism, marketing usability, customer oriented, and imformativeness, influence customers` trust within the statistically significant level. Secondly, the factors of marketing usability, imfornativeness, professionalism and customer oriented affect customers` satisfaction within the statistically significant level. Third, the factors of marketing usability, professionalism, customer oriented have relationships customers` royalty in the significance level

Antecedents to international student inflows to UK higher education: A comparative analysis

This study explores the antecedents of international student flows into UK higher education and the variations in the antecedents between home countries of origin. The results suggest that home country economic wealth and demographics, historic/linguistic link and UK government preferential policies are the important antecedents for international students from worldwide flows into the UK. However, a comparative analysis shows that a wide variety of economic, social and political factors are all important to the UK international students originally from developing economies, while home country economic wealth and population, and bilateral trade are more important than other factors in determining the students from developed countries studying in the UK. The UK government should formulate effective and flexible policies and UK HEIs should develop specific marketing strategies to attract a growing number of international students in general and from key target countries and regions in particular.

RFMP를 이용한 부동산 회원 분류에 관한 연구

대부분의 기업들은 고객관계관리를 통하여 기존의 고객에 대한 충성도를 향상시켜 기업의 수익성을 극대화하기 위한 노력을 실시하고 있다. 고객관계관리란 고객에 대한 정보를 바탕으로 개인에게 적합한 맞춤형 서비스를 제공함으로서 고객과의 관계를 지속적으로 강화해 나가는 기법을 의미한다. 본 논문에서는 고객관계관리의 여러 가지 기법 중 고객을 세분화할 수 있는 RFM (recency, frequency, monetary) 방법을 적용하고자 하며, 기존의 RFM 모형에서 부동산 광고 구매 기간을 추가한 RFMP 모형을 이용하여 고객 세분화를 실시하고자 한다. 본 연구의 결과로 기존의 최근성, 최빈성, 총구매액 외에 광고 상품의 구매 기간을 고려하여 회원을 세분화함으로서 기존의 RFM 모형보다 더 나은 고객세분화를 이룰 수 있으며, 이를 바탕으로 회원에 대한 차별화된 마케팅 전략을 수립할 수 있을 것이다. Most companies make efforts to maximize their profitability by improving loyalty to existing customers through customer relationship management (CRM). According to the Wikipedia, CRM is a widely implemented strategy for managing a company's interactions with customers, clients and sales prospects. And RFM is a method used for analyzing customer behavior and defining market segments. It is commonly used in database marketing and direct marketing and has received particular attention in retail. In general, one considers recency, frequency, and monetary for customer segmentation in RFM method. In this paper, we apply RFMP method added to the purchase period of advertising items in the traditional RFM model for real estate customer segmentation. We will be able to establish the differentiated marketing strategy by RFMP method.

The “Young” Consumer Perception of Functional Foods in Italy

We analysed the role of acceptance of functional foods (FFs) focusing on the preferences expressed by three distinct groups of young Italian consumers. FFs represent an innovation both in terms of technology and marketing for Italian food companies, and the segment of young consumers would appear especially interested in them. Our results showed that a different cultural education, hence the degree of knowledge cumulated by young consumers, is a key element in the preference for, and perception of FFs. This implies the need to identify differentiated marketing strategies for firms seeking to reach this segment of FF demand in Italy.

A Comparison of Dining Preference between Resident and Non-Resident Groups

This study examined the dining preferences of resident and non-resident groups when selecting a full-service restaurant in South Miami. More specifically, the research objectives were to: (1) examine differences in restaurant dining preferences between resident and non-resident groups using independent samples t-test; and (2) segment resident and non-resident groups on the basis of dining preferences using Classification and Regression Tree analysis. Since Classification and Regression Tree analysis allows the researcher to efficiently locate the targeting group, it is an excellent tool in segmenting resident and non-resident groups. Independent samples t-test results indicated statistically significant differences in two dining preferences between resident and non-resident groups: enough parking spaces and friendly and courteous service. Furthermore, Classification and Regression Tree analysis showed that five factors (enough parking spaces, friendly and courteous service, easy-to-understand menu, prompt service, and convenient location) were most likely to segment resident and non-resident groups when making restaurant choices. Study results will help restaurateurs in formulating differentiated marketing strategies aimed at resident and non-resident groups.

Mitgliedermarketing und Lauterkeitsrecht

Zusammenfassung Bei Genossenschaften besteht ein Bedürfnis nach einem spezifischen, auf die Mitglieder zielenden Marketing durch spezielle Leistungsangebote und eine begleitende werbliche „Außendarstellung“. Hierdurch können der genossenschaftliche Förderauftrag umgesetzt und neue Mitglieder gewonnen werden, sodass die Position am Markt gestärkt wird. Nicht nur andere Genossenschaften, sondern auch nicht genossenschaftlich organisierte Mitbewerber werden derartige Maßnahmen häufig kritisch sehen und versucht sein, sie als „unlauteren Wettbewerb“ zu qualifizieren. Vor allem dem Praktiker soll durch den nachfolgenden Beitrag eine Hilfestellung geleistet werden, einzelne Maßnahmen des Mitgliedermarketings lauterkeitsrechtlich zu beurteilen.