본 연구는 필라테스 지도자와 고객 간의 라포형성이 장기적 관계 지향성에 미치는 영향 관계를 밝히고자 2024년 4월 8일~7월 21까지 커플자료 56팀(112명 : 지도자 56명, 고객 56명)를 수집하였으며, 상호의존모형(actor and partner interdependent model : APIM)를 적용하여 다음과 같이 분석하였다. 또 한, 자료처리 방법은 SPSS와 AMOS 25.0를 이용하였다. 첫째, 자기효과는 지도자가 인식하는 라포형성은 고객과의 장기적 관계 지향성에 관계가 있음을 알 수 있다. 하지만, 상대방효과는 영향력을 미치지 못하고 있다는 것을 알 수 있다. 둘째, 고객이 인식하는 라포형성은 지도자와의 장기적 관계 지향성에 영향을 미치 는 것으로 나타났다. 따라서 장기적 관계 지향성을 유지하기 위한 필수적인 선행요소가 신뢰이며, 이것이 바탕이 된다면 지도자와의 관계뿐만 아니라 필라테스 센터의 경영성과 역시 시사해 볼 수 있다.

빅데이터 고객차별의 본질적인 문제는 플랫폼에 의한 사용자 정보의 과도한 수집 과 알고리즘을 부당하게 사용하여 소비자에게 차별화된 가격 전략을 구현하는 것이 다. 이것은 소비자의 합법적인 권익 침해 문제와 관련이 있다. 중국 정부는 소비자의 개인 정보 보호와 플랫폼 업체의 차별화된 가격 책정 금지 전략을 중심으로 관련 법 규를 제정했다. 하지만 2024년 5월 현재까지 빅데이터 고객차별에 대한 관련 행정처 벌 사례가 없고 소송으로 소비자가 승소한 사례도 없다. 따라서 현행법은 실제 실천 에 있어 많은 문제점이 있다. 본 연구는 소비자 정보 보호 및 빅데이터 고객차별과 관련된 현행 법률 및 규정의 단점을 분석하고 법적 수준에서 빅데이터 고객차별을 효과적으로 규제하기 위한 관련 정책 방안을 제안하였다.

With the buzzword "conversational marketing", especially in the course of a further technological upgrade of marketing management via chatbots, messaging apps etc., the central idea of dialogue-oriented marketing, as has been required since the late 1970s/early 1980s, has received a significant upgrade. However, mostly with a quite narrow focus on the management of transactions and in the sense of a customer-centric and dialogue-driven approach for driving customer engagement, improving customer experience along a very narrowly interpreted customer journey, and growing revenue. There is no question that the consistent use of all available technological options to optimize the exchange processes with customers represents an important challenge. However, conversational marketing should not be interpreted too narrowly. On the one hand, it is important to expand this approach with reference to all stakeholders and not only to refer to 1:1 interactions, but also to explicitly include complex exchange processes within and between relevant stakeholder groups in the consideration. On the other hand, the focus should not be solely on the management of transactions. At the same time, targeted relationship and reputation management as well as consistent context management must be explicitly included in the consideration. This is not least because firstly Marketing measures always tend to have corresponding effects in all three areas, i.e. possible transaction, relationship and reputation as well as context effects must be taken into account and controlled in a targeted manner. Secondly, the developments in market and society are increasingly contributing to the fact that the demands on companies are constantly increasing. On the one hand, this affects the expectations of all stakeholders that companies make significant contributions to the sustainable development of society as a whole through not only the economically successful handling of all their business processes but also consistently pursuing ecological, social and cultural goals. In order to meet these demands, companies must also try to exert a targeted influence on the relevant framework conditions in the market and society and their further development. The range here is extraordinarily large and colorful: from the creation of infrastructural conditions for smart problem solutions (e.g. smart mobility) up to ensuring the sustainable development of social value systems. The latter found its expression, e.g. in various approaches of brand activism ("black lives matter", "everyone is awesome" or the conveyance of a new self-understanding of men in the case of Gillette’s “we believe” campaign).

Digitalization and the emergence of online video platforms changed the way people communicate and made new marketing opportunities. As mobile short-form video has unique characteristics, more people tend to consume and produce diverse content in the digital environment. The purpose of this study aims to better understand the influence of short-form videos from a fashion marketing standpoint and delineate the driving factors through story types. Specifically, by adopting common traits of short-form video content and story types based on Greimas’ narrative theory, this study explores customers’ intention toward fashion purchases and electronic word of mouth. In this context, this paper contributes to activating short-form video content as a tool to promote fashion brands and products but also opening up the possibility to further study short-form videos.

This study empirically verified the endorsement effect of a restaurant platform as a reliable third-party organization on changes in customers’ attitudes toward restaurants by measuring big data-based consumption values using customers’ reviews and applying difference-in-differences. The results indicated that endorsement effects are effective when specific cues are provided and under unusual circumstances such as the pandemic.

Today, the ability to engage customers is a key factor of brand competitiveness in global markets. Not surprising, marketers are scrambling to figure how to utilize social media and other digital platforms to motivate customer engagement (CE), defined as brand-focused behavioral manifestations, other than purchases, resulting from individual and group motivational drivers. In this study we adopt consumer investment in trademarks perspective, suggesting that consumers proactively use global brand’s signs to express themselves, affirm values, communicate, and experience pleasure in digital platforms. The brand owners deploy trademarks to protect the symbols, which can distinguish the goods or services of a brand owner from those of other enterprises. We hypothesize that by registering trademarked signs in the host markets, global brands may facilitate CE and achieve superior performance. We empirically test these proposition using data for 125 global brands and trademark finings these brands in the twenty largest economies. The results of model confirm expectations that both trademarking in the host markets and consistency in using protected signs positively affected brand’s market share. The study provides managerial, theoretical, and policy insights in context of global brand protection.

Many retailers and food service providers offer programs as part of their loyalty programs in which customers are given stamps for each purchase of a qualifying product or service and redeemed for a reward once a certain number of stamps have been accumulated. We identify which stimuli in such goal-directed motivational promotions induce customers to participate in the program.

As the popularity of gaming has increased, the importance and effectiveness of in-game advertisements have become more relevant to marketers. However, despite this development, both marketing academics and practitioners do not fully comprehend how consumers respond to in-game advertisements. This study focuses on the dynamics associated with in-game advertisements, considering the privacy concerns and ad relevance expectations of consumers/gamers.

Coffee has become one of the most popular beverages since the 1960s. These days, coffee is more about pleasure, experience, success, lifestyle, high concentration, and social status. Bhumiratana et al. (2014) state that individuals consume coffee with the intention of eliciting positive high-energy emotions, which can help in reducing fatigue, increasing alertness, improving work performance, and promoting a focused mental state, such as feeling motivated, productive, in-control, or clear-minded. Aguirre (2016) and Bhumiratana et al. (2014) also suggest that people drink coffee to stay awake. As coffee has popularized, café has become important as a place for people meetings. However, customers may tend to evaluate coffee as a service product depending on what service encounter they faced. They might perceive the taste and quality of coffee differently by following their mindset and stereotypes about perfect coffee. Customers pay attention to many factors in consuming coffee depending on service encounters. They may pay less for coffee prepared by robots and evaluate coffee prepared by humans as more precious. Therefore, this study proposes a specific factor theoretical framework of customers’ mindset about coffee prepared by human baristas and robot-barista. The study aims to determine how customers evaluate coffee prepared by baristas and robot-barista. Specifically, to which characteristics they pay attention in barista or robot-barista cases. Then, the study examines relationship between expected and perceived coffee characteristics and intentions to revisit café. Finally, the study compares customers' expectations about coffee depending on contact (barista) or untact (robot-barista) service.

The outbreak of COVID-19 has brought significant changes to today’s life. Human contact is regarded as a source of risk. Thus, the low-contact services provided by service robots have gained more attention in the hospitality industry. However, a relatively smaller proportion of empirical research exists about service robots on the consumer side. Moreover, technology acceptance theories were mostly used in the adoption of new technology products, but the psychological aspects of consumers were rarely explored. Therefore, the stimulus- organism-response model (SOR model) was applied to explore consumers’ acceptance of adopting service robots and to understand what factors will successfully stimulate consumers’ subsequent value and behavioral responses. Furthermore, we investigated the relationship among stimulus (coolness and affinity), organism (utilitarian value and hedonic value) and response (intention to use and word-of-mouth recommendation). This study used convenience sampling and tested the hypotheses with SPSS and Smart PLS.

이 논문은 한국산업경영시스템학회 연구윤리위원회 심의(2024.7.3.)결과, 중복게재가 확인되어 게재가 철회된 논문임. This study is to identify the maintenance service quality of eco-friendly cars, which are rapidly increasing recently. Research is conducted by synthesizing research from the perspectives of internal employees and external customers by using the service profit chain model. Specifically, it is to study the overall structural relationship between internal customer satisfaction, physical quality, interaction quality, outcome quality, external customer satisfaction and long-term orientation. For the study, 202 questionnaires were collected from internal employees and 204 questionnaires from external customers. The results of testing the research hypotheses targeting the internal employee group are as follows. As a result of testing hypothesis 1, internal customer satisfaction has a significant positive (+) effect on physical quality and interaction quality. As a result of testing hypothesis 2, the service quality of eco-friendly car maintenance has a significant positive (+) effect on each other. As a result of testing hypothesis 3, physical quality and outcome quality have a significant positive (+) effect on external customer satisfaction. The results of testing the research hypotheses targeting an external customer group are as follows. As a result of testing hypothesis 2, in the relationship between eco-friendly car maintenance service quality, physical quality has a significant positive (+) effect on interaction quality, and interaction quality has a significant positive (+) effect on outcome quality. As a result of testing hypothesis 3, interaction quality and outcome quality have a significant positive (+) effect on external customer satisfaction. As a result of testing Hypothesis 4, external customer satisfaction has a significant positive (+) effect only on intention to reuse. Finally, as a result of examining the difference in perception between the internal employee group and the external customer group in eco-friendly car maintenance service quality and external customer satisfaction, it was verified that there was a significant difference only in outcome quality and external customer satisfaction.

This study compares and analyzes changes in users’ perceptions of industrial catering food service quality before and after COVID-19. The survey enrolled 226 subjects at five industrial catering establishments in Seoul and Gyeonggi Province; a total of 204 customers with complete data were included in the final analysis. Factor analysis was conducted to verify convergence validity and construct reliability; results pertaining to ‘service and environmental hygiene’ and ‘quality of food’ were extracted. Among the general variables of food service quality, differences were obtained in the user’s perceptions of food service qualities according to gender, education, and marital status. Our results revealed that women, low education, and married people perceived significant differences in all attributes before and after COVID-19. Additionally, varied altered perceptions were determined for service quality according to the occupations of the subjects. However, no differences were obtained for pleasant dining environment in the ‘service and environmental hygiene factor’ and variety of desserts in the ‘food quality factor’.