Marketing Commons^™

행위의도에 영향을 미치는 확장된 서비스 규범개념과 조절변수에 대한 고찰, Sang Hyun Lee, Sang Jun Lee

Asia Marketing Journal

No abstract provided.

A Study Of The Extended Service Norm Constructs Influencing Behavioral Intention And A Moderating Variable In Service Purchasing Situation, Sang Hyun Lee, Sang Jun Lee

Asia Marketing Journal

The purpose of this study is to develop a service norm construct influencing behavioral intention in a service purchasing situation and investigate how the construct is related with other constructs in the theory of planned action model. Furthermore, a moderating variable, self-monitoring concept, in the model is considered.
As a result, the influence of attitude, subjective norm, and perceived control on behavioral intention were all significant. Other consumers" norm was a significant factor affecting behavioral intention. Service provider norm, however, was not significant. In addition, self-monitoring played a moderating role in the model.
The implication of this study is that …

국내 가구기반 통신서비스의 고객접점에 관한 연구, Minhee Son, Kyesook Han, Hyoyeol Lim

Asia Marketing Journal

No abstract provided.

영업사원의 직무성과, 직무스트레스와 이직의도 간의 인과관계에 대한 실증적 연구, Kwang Ho Ahn, Chung Tae Moon, Seong Ho Seong Ho

Asia Marketing Journal

No abstract provided.

A Study On The Mot Of Household Telecommunication Services, Minhee Son, Kyesook Han, Hyoyeol Lim

Asia Marketing Journal

With the intensity of competition and the standardization of technical attributes in telecommunications service market increasing, differentiated activity and customer experience in service encounter is regarded as an important means for creating customer value, however, there is a dearth of good literature examining what MOT activity is composed of according to consumption chain, and how service quality of MOT has influenced customer performance. Especially there exist various services across different phase of Product life cycle(PLC) in household telecommunication service market, customer requirement for MOT might depend on whether its phase is introduction-growth stage or maturity-decline stage, the empirical study is …

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.

기아자동차 Soul의 혁신적인 제품전략, Doo-Hee Lee, Jong-Ho Lee, Ki Heung Jeon

Asia Marketing Journal

The objective of this case study is to analyze how effectively KIA SOUL, which is a leading Crossover Utility Vehicle (CUV) brand, has created a new market space through innovative product strategy. Up until now, most car manufacturers have focused only on the traditional product market segments missing out on the opportunity of the crossover segment market. KIA SOUL found a new market space by identifying the high crossover utility demand and filling the gap between the current product category values and the emerging crossover product category values. This case study illustrates that an innovative product strategy can be effectively …

영업사원과의 관계구축 의도에 영향을 미치는 소비자의 내재적 특성에 관한 연구, Chanwook Park

Asia Marketing Journal

No abstract provided.

은행서비스 산업에서 교차구매 의도의 영향요인에 관한 연구, Jihea Kim, Sanghyeon Kim

Asia Marketing Journal

This study aims to shed light on the new insights on the cross-buying intentions in the banking industry and suggests an integrated model of the cross-buying intentions. Recently with globalization in the financial sector, financial companies are trying to retain current customers and attract new one by developing various financial products. In South Korea, this trend is especially apparent in the banking sector. Cross-selling of various financial products such as beneficiary certificates, bankasurance and etc. is becoming more important in retaining competitive advantage in Korean banking industry. However, there are few studies which are trying to find out the factors …

대한항공의 문화마케팅 전략, Chang Jo Yoo, Kwang Ho Ahn, Dong Hoon Kim

Asia Marketing Journal

In the ever competitive world airline industry, Korean Air has been seeking on the one hand to streamline its operations through cost control and at the same time to boost customer loyalty and retention through a strong service differentiation strategy. As part of their service differentiation strategy, Korean Air has been actively engaging in culture marketing campaign.
Their main activity involves entering into an alliance with the three leading museums of the world. Beginning with the Luvre of France, Korean Air supported the development of voice narration system that included the Korean language.
This case describes the efforts of Korean …

한국 암웨이 대의명분 마케팅, Chang Jo Yoo, Heung Soo Park, Seong Ho Kang, Kwon, Su Jung Bae

Asia Marketing Journal

Social responsibility which a corporation should be aware of is increasing as it plays a more important role in society. Corporate Social Responsibility (CSR) was taken by some huge entrepreneurs in the past. Conversely, CSR is prized one of important business activities for every corporate nowadays. Cause-related marketing draws particularly special attention among various CSRs, because it has a direct and positive effect on purchasing behavior.
Marketing activity of Amway Korea is an excellent example of the cause-related marketing in Korea. Mid 2000s, some multilevel marketing firms had evaded the law, customer had negative attitude towards Amway Korea. Amway Korea, …

제품 리포지셔닝을 통한 유한킴벌리 <하기스 매직팬티>의 성공전략, Heung Soo Park, Sun-Mi Choi, Seong Ho Kang, Kwon

Asia Marketing Journal

Yuhan Kimberly, a joint-venture company of Korean Yuhan Company and American Kimberly-Clark, opened a premium diaper market in Korea by launching Pull-Ups which was pants-typed diapers in 1993. Pull-Ups was imported as finished goods from Kimberly-Clark. However, in spite of its huge market share in United States, it failed to land down in Korean market because of wrong positioning strategy which did not consider domestic customers’ tastes. In 1996, Yuhan-Kimberly brought out a pants-typed diaper, Huggies-Toddler, to Korean market again. This paved the way for the combination of Kimberly-Clark’s production power and Yuhan-Kimberly’s marketing power and led to launch new …

Guiding Tourists To Their Ancestral Homes, Nina M. Ray, Gary Mccain

Marketing Faculty Publications and Presentations

Purpose: This paper introduces measures of the motivation of tourists who travel to their ancestral homes. A set of learning exercises is presented for students and managers to apply understanding of these motives to tourism strategies.

Design/Methodology/Approach: This paper provides a brief review of the literature of heritage tourism and the special segment that travel with genealogical objectives. Survey data on motives to seek out ancestors is provided with learning exercises to link motives to tourism planning.

Findings: Data on the importance of multiple motives is presented with analytical measures of their overall importance levels and of differences between U.S. …

Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar

Faculty Publications

The concept of consumer-based brand equity has been discussed widely in the literature and there are a wide variety of both quantitative and qualitative measures used to assess it. For the most part, previous research has studied the way a brand and product attributes are perceived in a consumer’s mind and the empirical data used in most studies is based on self-reported survey data. In this research, objective data from the largest German Automobile Association, including actual prices, objective quality ratings of product attributes and market share of brands are used to estimate their effect on the actual price set …

Seeking Emotion Enhancement Or Uncertainty Resolution? A Dual-System Approach To Examining Post-Purchase Information Search, Hanwen Hannah Chang, Cecile Cho, Leonard Lee

Research Collection Lee Kong Chian School Of Business

Product information search is typically assumed to follow the recognition of a purchase need and to occur before decision making. Once a sale transaction is completed, searching for information (e.g. price) on the purchased product seems futile and even irrational. Real-life observation and prior research (e.g. Russo and Leclerc 1994), however, suggest that such post-purchase search behavior is pervasive among consumers despite having no apparent consequence.

Retaining Customers With Shopping Convenience, Sabine Moeller, Martin Fassnacht, Andreas Ettinger

Research Collection Lee Kong Chian School Of Business

Our empirical research investigates the impact of dimensions of shopping convenience (decision, access, search, transaction, and after-sales convenience) on customer retention, including customer behavioral loyalty (shares of wallet and visits) and attitudinal loyalty (exit intention). Our findings show that for utilitarian shopping, behavioral and attitudinal loyalty are partly affected by different dimensions. Decision and access convenience, dimensions that come into play prior to the purchase, are most important for share of visits and share of wallet. Apart from decision convenience, exit intention is very much affected by transaction convenience, which is an in-store dimension. Furthermore, comparing our results with results …

Differential Reliance On Feelings In The Present Vs. The Future (Or Past): Affect As A Decision Making System Of The Present, Hanwen Hannah Chang, Michel Tuan Pham

Research Collection Lee Kong Chian School Of Business

We posit that compared to the cognitive system, the affective system of judgment and decision making is relatively more engaged in the present. Specifically, we hypothesize that even if their accessibility is held constant, affective feelings are weighted more heavily in consumer judgments and decisions set in the present than in equivalent judgments and decisions set in the future or in the past. Consistent with this proposition, results from six experiments show that (a) compared to a more distant future, a nearer future increases consumers’ relative preferences for options that are superior in terms of integral affect over options that …

2009 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2009.

Benefits Of Continuing Professional Development In The Visual Communications Sector In Ireland, Con Kennedy

Other resources

This research is concerned with identifying the benefits of Continuous Professional Development for the Visual Communications sector in Ireland, with the aim of establishing what benefits exist for both the employee and employer. Research is undertaken to identify CPD programmes that currently exist in other industries in Ireland for the purpose of establishing commonalities and how this may apply to the Visual Communications sector. This is achieved through a combination of literature review, desk research, surveys of employees and employers in the Visual Communications sector and a number of semi-formal interviews with representatives from various industry sectors with established CPD …

2009 September-October, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from September to October of 2009.

Investigating The Factors Impacting Retailers Evaluations Of Web Solution Providers, Roisin Vize, Aileen Kennedy, Joseph Coughlan, Fiona Ellis-Chadwick

Conference papers

Relationship marketing has emerged as a central tenet in the B2B literature (Athanasopoulou, 2009). Research indicates that firms will be more successful if they build long term, mutually supportive relationships with their business customers (Rauyruen and Miller, 2007). Retailers are responding to ever increasing competitive challenges by building collaborative relationships with customers, suppliers and service providers. Increasingly SME retailers have been adopting third party web services to help them leverage the technical expertise and knowledge required to become more strategic in their e-business ventures (Ray and Ray, 2006). Such arrangements rely on relational exchange characterized by high levels of trust …

The Effect Of Hedonic Motivations, Socialibility And Shyness On The Implusive Buying Tendencies Of The Irish Consumer, Mayank Dhaundiyal, Joseph Coughlan

Conference papers

Previous empirical studies have shown that consumers' hedonic shopping motivations can reliably predict their impulsive buying tendencies (IBT). Impulsivity has been shown to have strong roots in people’s personality (Verplanken and Herabadi 2001). This study extended current research to include two other personality constructs - shyness and sociability - that have not been tested against impulsivity in the literature. A questionnaire comprising of subscales of IBT, hedonic shopping motivations, shyness and sociability as developed by Verplanken and Herabadi (2001), Arnold and Reynolds (2003) and Cheek and Buss (1981) respectively was administered to 194 respondents in two prominent Dublin city centre …

Applying Catholic Social Teachings To Ethical Issues In Marketing, Thomas A. Klein, Gene R. Laczniak

Marketing Faculty Research and Publications

This article updates earlier work by the authors and proposes the social teachings of the Roman Catholic Church to be an encompassing and coherent normative theory, a source of principles that address contemporary issues in marketing, especially when a manager faces ethically charged questions. The authors propose that this application of a tradition in moral theology offers a novel approach for helping resolve contemporary ethical problems in marketing. Their approach to this task pursues two paths. First, the main tenets of Catholic social teaching are presented, along with some discussion of sources. Then, some of the ethical issues associated with …

The Indian Mystique, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

The rise of global business means that Western companies will increasingly encounter Indians as customers, competitors and collaborators. The author profiles how best to collaborate with Indian business leaders.

2009 September, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2009.

Consequences Of Customer Powerlessness: Secondary Control, Matthew Bunker, A. Dwayne Ball

Department of Marketing: Faculty Publications

This research investigated the consequences of powerlessness when consumers experience service failure with a company that has high-exit barriers. The specific consequences investigated were three types of secondary control, which are grudge-holding, avoidance (predictive avoidance), and retaliation desire. These secondary control coping strategies highlight consumers’ ability to control their personal behaviors and thoughts, even when they cannot completely control the outcomes of a situation. A qualitative study, followed by a scenario-based survey and structural equation model, suggest that the primary direct consequences of powerlessness in commercial relationships are grudge-holding and predictive avoidance, and that both predictive avoidance and a desire …

Sugar Creek Creamery Company - Louisville, Kentucky (Sc 1976), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scan (Click on "Additional Files" below) for Manuscripts Small Collection 1976. Letter from Sugar Creek Creamery Company, Louisville, Kentucky, soliciting cream for manufacture of Sugar Creek butter.

Surveyed Consumer Response To Grocery Store Social Networking Websites, Greg Aszman

Agribusiness

This study was undertaken to determine whether or not people would respond favorably to a grocery store setting up a page on a social networking website (i.e. MySpace) and if so, what people would like to see on the page. Self-addressed, self-stamped envelopes containing a survey and a cover letter were passed out to obtain the information. This project used simple means and frequencies to analyze the whole population and sections of the population; social network users and non-social network users. Independent T-Tests and Chi-Square tests were used to compare the two groups. A statistical program, SPSS, was used to …

Aiming For “Brand Bonuses” In Times Of Budget Cuts, Knowledge@Smu

Knowledge@SMU

Branding, perceived by the bean-counters as an expense item, is always among the first to go during recessions. In its place are price cuts and price promotions aimed at delivering value to customers. The common (and predictable) belief is to stimulate demand quickly, so as to sustain production and operations during the trying times. After all, brand equity cannot possibly help close a sale or bring in the cash –- or can it? To answer this question, SMU’s Provost, Rajendra K. Srivastava, examined the financial performance of brands during a downturn in a hunt for the elusive “brand bonus”.

Do Rigid Labor Laws Mean Higher Unemployment In Developing Countries?, Terence Lau

Management and Marketing Faculty Publications

No abstract provided.