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삼성석유화학의 토털 마케팅을 통한 고객 가치 창출, You Jae Yi, Sun A La, Ki Wan Park, Lee
삼성석유화학의 토털 마케팅을 통한 고객 가치 창출, You Jae Yi, Sun A La, Ki Wan Park, Lee
Asia Marketing Journal
The objective of the present case study is to analyze how effectively Samsung Petrochemical, which is a representative business-to-business corporation, has created customer value through total marketing strategy. Many business-to-business companies often underestimate or even denigrate the roles played by marketing within organizations and consider marketing investments as costs. However, the current case illustrates that total marketing strategy including brand marketing and others can be effectively employed to maximize customer value even in business-to-business sectors. The case summarizes that total marketing strategy of Samsung Petrochemical is comprised of two primary pillars: brand marketing and the SPC model as an implementation …
쇼핑가치가 고객만족과 구매행동에 미치는 영향에 관한 연구, 광호 안, 병훈 임, 선태 정
쇼핑가치가 고객만족과 구매행동에 미치는 영향에 관한 연구, 광호 안, 병훈 임, 선태 정
Asia Marketing Journal
Consumer satisfaction/dissatisfaction is key determinant of brand loyalty and store patronage behavior. But the results of many customer satisfaction surveys implemented by department stores show that consumer satisfactions do not predict the actual patronage behaviors well. The main reason of these surprising results would be that the consumer satisfaction indexes do not include some important determinants of consumer satisfaction. Many customer satisfaction surveys mainly focus on the evaluation of functional benefits including product assortments, merchandise prices and locational convenience. Recent studies indicate that emotional/hedonic benefits strongly influence the consumer satisfaction, intention to repurchase and intention to revisit. Our study suggests …
기업의 수익성과 가치에 미치는 고객만족의 동태적 영향, You Jae Yi, Kyoung Cheon Cha, Cheong Lim Lee
기업의 수익성과 가치에 미치는 고객만족의 동태적 영향, You Jae Yi, Kyoung Cheon Cha, Cheong Lim Lee
Asia Marketing Journal
No abstract provided.