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한복제품의 마케팅 전략이 CRM의 질과 효익에 미치는 영향 연구
이병화(Lee Byoung-hwa),심화진(Shim Wha-jin) 한복문화학회 2005 韓服文化 Vol.8 No.1
The study was intended to investigate the impact factors of marketing-mix strategy in Hanbok (Korean Traditional Costume) business to customer satisfaction and the cause-effect relation influencing on sales growth. Following the setting of variables associated with the study goal, study questions and a study model were presented.<br/> A Total of 672 finished copies of questionnaire were analyzed with structured equations, using SPSSWIN 10.0 and AMOS 4.0.<br/> It turned out that all variables, that is, goods, price, sales promotion, and distribution type are the impacting factors to CRM quality. Of them, sales promotion and distribution acceptance type gave more impact than other variables. the CRM quality had an impact relation with sales promotion rate growth. In conclusion, sales promotion factor is the most important element in making a marketing strategy for CRM, and This CRM marketing leads to sales rate growth.
한복제품의 점포내 서비스가 고객관계와 점포충성도에 미치는 영향 연구
이병학(Lee Byoung-Hwa),심화진(Shim Wha-Jin) 한복문화학회 2005 韓服文化 Vol.8 No.2
The purpose of this study was to examine how services provided by Hanbok stores affected customer relationship and customer store royalty in an effort to help Hanbok stores offer better services.<br/> After relevant theories were reviewed, hypotheses were formulated. The subjects in this study were male and female adults who were in their 20s and up. An online survey was conducted with questionnaires prepared in this study, and the answer sheets from 672 people were analyzed.<br/> For data handling, SPSSWIN 10.0 and AMOS 4.0 were utilized, and reliability analysis and structural equation model were employed. Besides, exploratory and confirmatory factor analysis was implemented.<br/> The findings of the study were as follows:<br/> The characteristics of sales persons and service quality exercised an influence on the confidence, satisfaction and commitment of the customers, which belonged to customer relationship. Specifically, service quality had a bigger impact than the characteristics of sales associates. Those who put more confidence in service offered by Hanbok stores, who were more satisfied with it or who were more committed to it expressed a stronger store royalty. Accordingly, all the hypotheses formulated in this study were accepted, which attached importance to store services.