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Give A Man A Fish Or Teach Him To Fish, Seo Young Kim, Youjae Yi Jul 2016

Give A Man A Fish Or Teach Him To Fish, Seo Young Kim, Youjae Yi

Asia Marketing Journal

People receive support from others to solve problems that are difficult to solve on their own. During service encounters, customers also receive help from other customers. Inter-customer helping is a type of Customer Citizenship Behavior (CCB), which has become more prevalent with increased use of self-service technologies (SSTs). However, not all helps are created equal. The current research investigates the effects of the two types of help, autonomy- and dependency-oriented help during service encounters. Autonomy-oriented help refers to a partial hint to the problem, whereas dependency-oriented help refers to the full solution to the problem. Through experimental studies, we provide …

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Solving The Mystery Of Consistent Negative/Low Net Promoter Score (Nps) In Cross-Cultural Marketing Research, Sanjay Seth, Don Scott, Chad Svihel, Shigematsu Jan 2016

Solving The Mystery Of Consistent Negative/Low Net Promoter Score (Nps) In Cross-Cultural Marketing Research, Sanjay Seth, Don Scott, Chad Svihel, Shigematsu

Asia Marketing Journal

This paper has identified some theoretical reasons and empirical evidence for negative scores that occur in Japan and Korea or unstable NPS scores that can be experienced. A psychological analysis of NPS results sheds light on the validity of the negative NPS scores that are often found in Japan and Korea. Usually customer experience surveys utilize a “single stimulus” such as the “company” or the “company’s products / services.” However, in the case of the “recommendation to friend” question of the NPS system there are two stimuli namely the “company product/service” and the influence of “friends.” Hence, the survey outcomes …

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삼성석유화학의 토털 마케팅을 통한 고객 가치 창출, You Jae Yi, Sun A La, Ki Wan Park, Lee Oct 2008

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 …

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기업의 수익성과 가치에 미치는 고객만족의 동태적 영향, You Jae Yi, Kyoung Cheon Cha, Cheong Lim Lee Apr 2008