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고객만족이 기업의 신용평가에 미치는 영향, In Soo Jeon, Myung Hoon Chun, Jung Su Yu Apr 2012

고객만족이 기업의 신용평가에 미치는 영향, In Soo Jeon, Myung Hoon Chun, Jung Su Yu

Asia Marketing Journal

Nowadays, customer satisfaction has been one of company`s major objectives, and the index to measure and communicate customer satisfaction has been generally accepted among business practices. The major issues of CSI (customer satisfaction index) are three questions, as follows: (a) what level of customer satisfaction is tolerable, (b) whether customer satisfaction and company performance has positive causality, and (c) what to do to improve customer satisfaction. Among these, the second issue is recently attracting academic research in several perspectives. On this study, the second issue will be addressed. Many researchers including Anderson have regarded customer satisfaction as core competencies, such …

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서비스 수익 체인 실현을 위한 내부마케팅 전략: 현대해상화재보험, Youjae Yi, Jun Youb Lee, Jin Young Sirh Oct 2009

서비스 수익 체인 실현을 위한 내부마케팅 전략: 현대해상화재보험, Youjae Yi, Jun Youb Lee, Jin Young Sirh

Asia Marketing Journal

Hyundai Marine & Fire Insurance has achieved its goal of revenue growth while most of insurance companies have failed. It is because Hyundai Marine & Fire Insurance continued to make sincere efforts to increase employee satisfaction. The service-profit chain posits that employee satisfaction is linked to customer satisfaction and to revenue growth. The case shows how Hyundai Marine & Fire Insurance put the service-profit chain to work and how different its internal marketing strategy is.

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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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쇼핑가치가 고객만족과 구매행동에 미치는 영향에 관한 연구, 광호 안, 병훈 임, 선태 정 Jul 2008

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 …

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