한ㆍ중국의 소매유통업 비교 분석 - 대형 마트와 전통시장을 중심으로

김순홍,조민,심진 동중앙아시아경상학회 2012 한몽경상학회 학술대회 Vol.2012 No.3

통권 17호를 내면서

김순홍 한국사회조사연구소 2009 사회연구 Vol.- No.17

소비자 구매패턴 및 상권 적정규모 분석을 통한 지역 유통산업의 발전 방안

김순홍 한국유통학회 1998 한국유통학회 학술대회 발표논문집 Vol.- No.-

고객가치가 고객충성도에 미치는 영향에 관한 연구: 고객만족과 전환장벽을 매개변수로

김순홍 한국유통과학회 2012 유통과학연구 Vol.10 No.11

Purpose - The objective of this paper is to suggest that a company's CRM activities have an effect on customer loyalty in the Korean retail industry. Typically, Korean customers use large local marts with convenience in the absence of any other choice. Therefore, this study aims to shed light on the fact that customers do not break away from their preferred retail stores, either owing to their stringent loyalty (the lie loyalty) or difficulty in turning to alternative choices. Research design, data, methodology - By surveying a sample of 200 hyper-markets through a questionnaire, and excluding dubious and missing responses, I obtained 181 samples to be included in the empirical analysis. The survey was conducted for two weeks during October 2011. AMOS and SPSS18 statistical packages were used for conducting statistical analysis for this study. This paper was developed using the concept of customer equity on CRM, which is known to have a positive impact on customer loyalty through the satisfaction and switching-barrier parameters. The hypothesis of this paper is that customer equity is composed of relationship equity, value equity and brand equity, and that the relationship equity variable has positive effects on the value equity and brand equity amongst other types of customer equity. Moreover, customer equity influences customer loyalty through parameters including customer satisfaction and switching costs in the Korean retail industry. Results - According to the results of the analysis, it was confirmed that relationship value had a positive effect (+) on all variables, including the perceived QoS (Quality of Service), store brand images, economic value, and store convenience. It was also confirmed that the assumption that the perceived QoS (Quality of Service), economic value,and store convenience had a positive effect on customer satisfaction was shown to be statistically significant, with a p-value below 0.05. Only the store brand value variable had an effect on the switching-cost variable with respect to the causal sequence of the variables,including the perceived QoS, store brand value, economic value, and store convenience. The remaining variables did not seem to influence the switching-cost variable. On the other hand, another effect showed that customer satisfaction had a statistically significant influence on the switching-costs variable. Moreover, the customer satisfaction and switching-cost variables also had a statistical influence on customer loyalty. Conclusions - The CRM activities had an influence on various variables (including perceived QoS, perceived economic value, store brand value, and store convenience) pertaining to customer values. Customer satisfaction and switching-cost had some effects on customer loyalty as a parameter. This confirms that stringent loyalty exists with respect to customer loyalty in the retail industry. The fact that the variable had such a statistically significant influence on the switching-cost and store brand equity variables means that consumers react to the reputation of a brand, confidence about the store, and quality confidence. The implications of this study in the retail industry should be further extended to devise strategies for customer retention.

체인 패밀리 레스토랑의 고객 만족 및 고객 충성도에 미치는 요인 분석

김순홍,유병국 한국유통과학회 2015 유통과학연구 Vol.13 No.5

Purpose – When it comes to first impressions of family restaurants, people basically think of the following factors: cozy, a refreshing space, indoor lighting, atmospheric music, the best-quality service through mutual interactions with employees, birthday events, follow-up customer management, brand image, and many others. Focusing on such family restaurants characteristics, with consumption experience and customer satisfaction determined as mediator variables, this study looks into the selection factors that affect customer loyalty when choosing a family restaurant. Subsequently, the study conducts an empirical analysis of these selection factors with the greatest influence. Research design, data, and methodology – This study analyzed 200 total surveys of family restaurant customers including college students, workers, housewives, and others. The survey was conducted over two weeks in May 2014. For statistical processing, SPSS 21 was used for factor analysis and reliability analysis as well as AMOS for structural equation analysis. In terms of a variable that would influence either consumption experience or customer satisfaction at the restaurants, the study introduced the concept of customer equity. The study designed a model based on a hypothesis developed using the following factors: customer encounter service value, customer convenience value, brand equity, relationship equity, and other factors defined as components of customer equity by Rust et al. (2000) determined as independent variables as well as with customer experience and customer satisfaction set as mediator variables. The hypothesis, after all, assumed that customer loyalty would be positively (+) influenced. Results – The analysis results from the study reported that brand value, customer encounter service value, and relationship value have positive (+) effects on consumption experience and customer satisfaction. However, as for customer convenience value, this turned out not to have a statistically significant influence on consumption experience and customer satisfaction. In regard to a relation between consumption experience and customer satisfaction, the results showed that the former affects the latter, and in terms of intervening variables, both of these appeared to have a positive (+) effect on customer loyalty. Conclusions – This study suggests that family restaurants should look for strategies that focus on how to promote customer relationships. For example, restaurants could try birthday events or discount events to achieve this goal. Since the study ended up realizing relatively low levels of suitability and statistical significance, the path of the study changed. After all, in order to increase suitability and statistical significance, the study had to eliminate factors such as service quality and others and for this reason the study was unable to conduct the analysis as initially planned. In addition, the data samples of the research were mainly gathered from students, which made it hard to say that the analysis was carried out on samples from every different group. Future research should analyze the characteristics of each group of customers for factors affecting customer satisfaction and customer loyalty in the family restaurant chain.

친환경상품에 대한 소비자 구매 실태와 고객만족도와 재 구매 의도와의 관계 분석

김순홍,지영일 한국유통학회 2010 한국유통학회 학술대회 발표논문집 Vol.2010 No.11

디지털 경제가 유통업체 성과에 미치는 영향

김순홍 한국유통과학회 2019 한국유통과학회 학술대회 논문집 Vol.2019 No.-

코카콜라가 진입 국 음료산업에 미치는 영향

김순홍,장기 동중앙아시아경상학회 2012 한몽경상학회 학술대회 Vol.2012 No.3

DEA 모형을 이용한 TV홈쇼핑기업의 상대적 효율성 연구

김순홍,안영효,오승철 한국유통과학회 2014 유통과학연구 Vol.12 No.8

Purpose - The method of TV home shopping is a kind of retail method that provides the viewer with information about products and, further, sells the products to consumers through the media of television. The domestic home-shopping industry has been expanding since 1995, and there are six companies in this arena as of 2012. In this study, we evaluate the management efficiency of TV home-shopping companies and provide suggestions for improving efficiency, using the DEA (data envelopment analysis) model. Hence, we expect to contribute to the progress of the companies’ efficiency and the development of the TV home-shopping industry, where deepening competition is inevitable because it is experiencing the maturing market stage in its life cycle. Research design, data, and methodology - Efficiency is the ratio of the quantity of input to the quantity of output of a product or service. It is necessary to estimate aggregate inputs and aggregate outputs, which are calculated by applying a weighting to a number of input and output factors, to measure the efficiency. The DEA model is divided into the CCR model and the BCC model. The CCR model is a basic model that assumed constant returns to scale (CRS), and the BCC model extends the CCR model to accommodate technologies exhibiting variable returns to scale (VRS), and concerns only the technical efficiency without considering the efficiency of returns to scale. In this study, we consider six companies each year from 2008 to 2012 as a DMU (Decision Making Unit) and analyze the differences in efficiency for each company in each year. Furthermore, we evaluate the operating characteristics of TV home-shopping companies, using three models, in accordance with the overall performance, profitability, and marketability of the business. Results - The result of the analysis, using DEA models, shows that Hyundai Home Shopping (2009, 2010, 2011), GS Home Shopping (2011), NS Home Shopping (2011) and CJ O Shopping (2012) possess MPSS (most productive scale size), with a score 1.0 in CCR, BCC, and scale efficiency. Particularly, Hyundai Home Shopping is shown to be the most efficient in terms of overall business performance, marketability, and profitability. The overall efficiency of the home shopping industry has displayed an increasing trend since 2008, even though it decreased marginally in 2012; further, we can observe that home shopping companies operate with increasing efficiency with the passage of time. Conclusions - Home shopping companies have focused on market expansion rather than profits, as they displayed better efficiency in marketability than increase in profitability during the period 2008-2012. In addition, the main reason for the increased efficiency in the home shopping industry is the market expansion through the revenue increase of each home shopping company. This study can be used as a reference when home shopping companies attempt to devise future strategies, as it suggests efficiency benchmarks and development levels for each home shopping company.

전통시장의 고객관계관리 전략(CRM)에 대한 효율성 분석

김순홍,유병국 한국유통과학회 2013 유통과학연구 Vol.11 No.5

Purpose - The purpose of this study is to analyze the effectiveness of customer relationship management (CRM) support policies for facilitating traditional markets, especially with respect to customer acquisition and maintenance, and to investigate the factors affecting CRM. Research design, data, and methodology - We analyzed the CRM efficiency of traditional markets in 16 cities and provinces in Korea on the basis of DEA analysis and Malmquist productivity analysis. The DEA model calculates a ratio of the weighted mean of various inputs to the weighted mean of various outputs and measures the efficiency of a specific decision making unit (DMU), which is compared to the reference group that has a similar input-output structure. The input variables are coupon, event, parcel service, premiums, while is the number of customers per day. Further, through regression analysis, we analyzed CRM-related factors affecting traditional markets’ customer appeal and revenue growth. Results - We obtained the results of the efficiency of traditional markets in 16 provinces. The traditional markets in Seoul, Busan, and Jeju were found to be efficient in a model CCR that used the number of customers per day as an output variable, while Chungbuk, Jeonbuk Province, and According to the results of the DEA analysis and Malmquist productivity analysis, large cities such as Seoul, Busan, and Jeju showed efficiency in CRM-related investment businesses in traditional markets for attracting customers. The Malmquist analysis results confirmed that the productivity of traditional markets increased from 2008 to 2010. The results of the regression analysis revealed that the “customer acquisition/maintenance factor” and the “offering of customer convenience facility factor” were significant to the daily average number of customers, which is a dependent variable. The results of the test with the mediating variable, “number of customers,” and the final dependent variable, “sales revenue,” were rejected. However, the variable “customer acquisition /maintenance” was found to affect sales revenue positively. Conclusions - It is necessary to enhance the business not only for promotional activities to attract customers, but also to strengthen customer relationships among CRM businesses, such as through the management of key customers. The regression analysis results showed that CRM businesses have yet to produce an increase in sales revenues in traditional markets. Therefore, to help customers who visit traditional markets to keep buying products, it is necessary to prepare various investment methods and provide support to improve “customer loyalty.” This study has a limitation in terms of CRM-related statistics. Therefore, in the future, it is necessary to conduct a survey of customers who use traditional markets to analyze the markets by type and size as well as the CRM-related factors. Based on the analysis, we will try to perform a variety of statistical analyses, including structural equations.