부동산마케팅에서 가격관리에 관한 연구

조광행(Cho, Kwang-Haeng) 한국부동산정책학회 2015 不動産政策硏究 Vol.16 No.2

In this study I hope to answer the question, “In real estate marketing, how to do price management efficiently. In order to solve the research problem, I have established specific objectives of this study as follows. First, I should explain price and value concept and evaluation method of price in real estate marketing. Second, I should propose the price strategy in terms of finding real price in real estate. I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on marketing in real estate. The findings of this study can suggest the implications as follows. First, the evaluation method of price in real estate marketing is explained. Secondly, the strategy of managing price(especially, in terms of finding real price in real estate) is specifically proposed. They will contribute to theoretical progress of understanding on price in real estate. My study enlarges general marketing to real estate marketing by analyzing price management. However, my implications should be evaluated in the light of certain limitation. Because my study shows the characters of exploring study, the future study of cross-sectional design survey should be conducted so that price management in real estate can be assessed more accurately.

점포충성도에 대한 전환장벽과 고객만족의 영향력에 관한 실증적 연구

조광행(Kwang Haeng Cho),박봉규(Bong Gyu Park) 한국경영학회 1999 經營學硏究 Vol.28 No.1

The extant study on store loyalty has not been comprehensive and has focused on identifying limited variables such as socio-economic characteristics, geographic factors, and store image, that have influence on stare loyalty. Their limited perspectives have frequently yielded empirical studies with fragmented results and contributed to the research model with low explaining power. Furthermore, they have not taken into account customer satisfaction and switching barriers which deter systematic research on store loyalty. This paper thus explores empirically the effects of customer satisfaction and switching barriers, in addition to stare image, an store loyalty. Also we try to answer the question, What is the major reason for the customer to show the store loyalty toward specific retail store? By introducing customer satisfaction and switching barriers as new determinants of store loyalty along with store image, we have introduced a conceptual model with parsimony and higher explanatory adequacy. The results Shaw that customer satisfaction and switching barrier, rather than store image, have direct effect on store loyalty as important factors. Customer satisfaction has been proved to be the most influential one when we regard the effect of the variables upon store loyalty. However, it should be emphasized that it is necessary to build switching barrier, as well as customer satisfaction, to increase store loyalty.

부동산마케팅에서 광고관리에 관한 연구

조광행(Cho, Kwang-Haeng) 한국부동산정책학회 2014 不動産政策硏究 Vol.15 No.2

In this study We hope to answer the question, “In real estate marketing, how to do advertising management efficiently. In order to solve the research problem, we have established specific objectives of this study as follows. First, we should explain advertising concept and marketing communication model in real estate marketing. Second, we should propose the advertising strategy in terms of advertising objective, message, and measurement to advertising effectiveness in real estate. We have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on marketing in real estate. The findings of this study can suggest the implications as follows. First, the advertising concept and marketing communication model in real estate marketing are analyzed. Secondly, the strategy of managing advertising(for example, advertising objective, message, and measurement to advertising effectiveness in real estate) are specifically proposed. They will contribute to theoretical progress of understanding on advertising in real estate. Our study enlarges general marketing to real estate marketing by analyzing advertising management. However, our implications should be evaluated in the light of certain limitation. Because our study shows the characters of exploring study, the future study of cross-sectional design survey should be conducted so that advertising management in real estate can be assessed more accurately.

부동산마케팅에서 소비자 구매의사결정 과정에 대한 이론적 고찰

조광행 (Cho, Kwang Haeng) 한국부동산학회 2009 不動産學報 Vol.39 No.-

1. CONTENTS (1) RESEARCH OBJECTIVES In this study I try to answer the question, “In real estate marketing, what is the steps on purchase decision making process of consumer?” In order to solve the research problem, I have established specific objectives of this study as follows. First, I should propose the purchase decision making process of consumer in real estate marketing. Second, I should analyze specific influential factors on consumer decision making process in real estate. (2) RESEARCH METHOD I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on consumer behavior in real estate and purchase decision making process of consumer. (3) RESEARCH FINDINGS The findings of this study can suggest the implications as follows. As the purchase decision making process of consumer in real estate marketing, problem recognition and information search, alternative evaluation, purchase and postpurchase behavior are specifically proposed. They will contribute to the theoretical progress of understanding on consumer behavior in real estate. 2. RESULTS This study enlarges general marketing to real estate marketing by analyzing specific influential factors on consumer decision making process in real estate. However, the implications should be evaluated in the light of certain limitation. Because this study shows the characters of exploring study, the future study of cross-sectional design should be conducted so that the purchase decision making process of consumer in real estate can be assessed more accurately.

부동산마케팅에서 브랜드관리에 관한 연구

조광행(Cho, Kwang-Haeng),최현일(Choi, Hyun-Il) 한국부동산정책학회 2013 不動産政策硏究 Vol.14 No.2

In this study We hope to answer the question, “In real estate marketing, how to do brand management efficiently. In order to solve the research problem, we have established specific objectives of this study as follows. First, we should analyze the methodology of developing brand name in real estate marketing. Second, we should propose the brand strategy to establish brand equity in real estate. We have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on marketing in real estate. The findings of this study can suggest the implications as follows. First, the methodology of developing brand name and evaluating brand power are analyzed. Secondly, the strategy of managing brand equity are specifically proposed. They will contribute to theoretical progress of understanding on brand in real estate. Our study enlarges general marketing to real estate marketing by analyzing brand power and brand management. However, our implications should be evaluated in the light of certain limitation. Because our study shows the characters of exploring study, the future study of cross-sectional design survey should be conducted so that brand power and brand management in real estate can be assessed more accurately.

기업에 대한 소비자 불평의도의 결정요인에 관한 연구

조광행(Kwang Haeng Cho) 한국마케팅학회 2000 마케팅연구 Vol.15 No.1

구매후 불만족을 느끼는 대부분의 소비자들은. 이를 기업에 대한 불평행동을 통해 기업에게 알리기보다는 구매거부, 부정적 구전과 같이 기업이 파악하기 어려우며 또한 치명적인 영향을 미치는 수단에 주로 의존하고 있다. 그 결과 기업들은 불만족을 초래하는 문제점에 대한 파악이 어려워지게 되며. 이를 개선할 수 있는 기회도 얻지 못하게 된다. 따라서. 구매후 불만족을 경험한 소비자들이 왜, 그리고 어떠한 조건하에서 기업에 대한 불평의도를 갖게 되는가? 에 대한 연구가 필요하다. 즉, 기업에 대한 소비자 불평의도의 결정요인에 대한 연구가 중요한 연구과제라고 하겠다. 그러나 그 동안의 소비자 불평에 관한 연구들은 대부분의 경우 불평행동에 영향을 미치는 개별변수들의 확인에 한정되어 왔다. 그 결과 단편적 연구에 치우쳐 기업에 대한 소비자의 불평에 영향을 미치는 변수들이 어떠한 상호관계를 가지는가에 대해서 통합적으로 다룬 연구는 거의 없는 편이었다. 따라서 본 연구에서는 구매거부, 불평. 애호도 이론에 근거한 변수들에 의해, 기업에 대한 소비자 불평의도의 결정요인 및 그 선행요인을 실증분석을 통해 파악하고자 하였다. 본 연구의 결과 기업에 대한 소비자 불평의도에 관한 간명성이 유지되면서 설명력이 높은 개념적 모형을 도출하였으며, 불평의도의 결정요인으로는 불평에 대한 태도, 불평의 지각된 가치, 불평의 지각된 성공가능성이 영향을 미친다는 점을 밝혔다. 또한 이들 결정요인의 선행변수에 대한 파악을 토대로 이론적인 면과 실무적인 면에 대한 시사점들을 제시하였다.

부동산마케팅에서 포지셔닝과 차별화 전략에 관한 연구

조광행(Cho, Kwang Haeng) 한국부동산학회 2010 不動産學報 Vol.43 No.-

1. CONTENTS (1) RESEARCH OBJECTIVES In this study I hope to answer the question, "In real estate marketing, what is the specific steps on positioning process through differentiation." In order to solve the research problem, I have established specific objectives of this study as follows. First, I should analyze the differentiation strategy in real estate. Second, I should propose specific steps on positioning process thorough differentiation in real estate marketing. (2) RESEARCH METHOD I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on differentiation in real estate and positioning process of real estate firms. (3) RESEARCH FINDINGS The findings of this study can suggest the implications as follows. As the positioning process through differentiation in real estate marketing, the search of consumer need, competitive advantage evaluation, selection of differentiation method, and integrated marketing communication are specifically proposed. They will contribute to the theoretical progress of understanding on positioning in real estate marketing. 2. RESULTS This study enlarges general marketing to real estate marketing by analyzing the differentiation strategy in real estate and proposing specific steps on positioning process through differentiation in real estate marketing. However, the implications should be evaluated in the light of certain limitation. Because this study shows the characters of exploring study, the future study of cross-sectional design should be conducted so that the differentiation strategy and positioning in real estate can be assessed more accruately.

고객만족 및 전환장벽이 점포애호도에 미치는 효과에 관한 연구

조광행(Kwang Haeng Cho),임채운(Chae Un Lim) 한국마케팅학회 1999 마케팅연구 Vol.14 No.1

애호도가 높은 고객집단을 창조·유지하려면, 애호도에 영향을 미치는 중요변수들, 즉 결정요인(determinants)을 파악하는 것이 최우선 과제이나 이에 대해서는 그다지 많은 연구가 이루어지지 않았으며, 특히 점포애호도의 결정요인과 관련된 연구들은 상대적으로 매우 적은 편이었다. 따라서 본 연구에서는, 점포애호도에 관한 기존연구에서 결정변수로 주장되어온 점포이미지를 구체화한 상징적 점포이미지 외에, 점포애호도에 영향을 미치는 중요변수로서 고객만족과 전환장벽을 도입하여, 이들이 점포애호도에 영향을 미치는 지와 이들 각각의 상대적 영향력은 차이가 있는가를 규명하고자 하였다. 또한 상징적 점포이미지, 고객만족, 전환장벽 중에서 점포애호도에 영향을 미치는 변수들에 대해, 선행요인에는 어떠한 것들이 있는가를 실증분석을 통해 파악하고자 하였다. 본 연구의 걸과 점포애호도에 관한 간명성이 유지되면서 설명력이 높아진 개념적 모형을 도출하였으며, 점포애호도의 결정요인으로는 상징적 점포이미지보다는 고객만족과 전환장벽이 영향을 미친다는 점을 밝혔다. 또한 이들 결정변수에 대한 주요 선행요인의 파악을 토대로 점포애호도에 대한 보다 포괄적인 개념틀을 제시하였다.

부동산에서 구매행동 분석과 소비자행동에 영향을 미치는 요인들에 대한 이론적 고찰

조광행(Cho, Kwang Haeng),최현일(Choi, Hyun Il) 한국부동산학회 2010 不動産學報 Vol.40 No.-

1. CONTENTS (1) RESEARCH OBJECTIVES In this study We hope to answer the Question, 'In real estate, what differentiate the purchase behavior of consumers and what is the influential factors on consumer behavior?' In order to solve the research problem, we have established specific objectives of this study as follows. First, we should analyze the purchase behavior of consumers in real estate marketing. Second, we should propose specific influential factors on consumer behavior in real estate. (2) RESEARCH METHOD We have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on consumer behavior in real estate. (3) RESEARCH FINDINGS The findings of this study can suggest the implications as follows. As influential factors on consumer behavior in real estate, personal factors(age and family life cycle), psychological factors(motive, perception, beliefs and attitudes), social factors(small group and family), cultural factors(culture and subculture, social class) are specifically proposed. They will contribute to theoretical progress of understanding on consumer behavior in real estate. 2. RESULTS Our study enlarges general marketing to real estate marketing by analyzing purchase behavior and exploring influential factors on consumer behavior. However. our implications should be evaluated in the light of certain limitation. Because our study shows the characters of exploring study, the future study of cross-sectional design survey should be conducted so that the influential variables on consumer behavior in real estate can be assessed more accurately.

부동산마케팅에서 중개서비스 품질의 측정모형 및 측정척도

조광행(Cho Kwang Haeng) 한국부동산학회 2007 不動産學報 Vol.30 No.-

  1. CONTENTS<BR>  (1) RESEARCH OBJECTIVES<BR>  In this study I hope to answer the question, "For real estate marketing, how to measure brokerage service quality?" In order to solve the problem, I have established specific objectives of this study as follows. First, I should develop measurement model of brokerage service quality in real estate marketing. Second, I should propose specific measurement scale of brokerage service quality in real estate marketing.<BR>  (2) RESEARCH METHOD<BR>  I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches on service quality, measurement model and scale. In addition to that, depth interview and focus group interview are used to answer the research question.<BR>  (3) RESEARCH RESULTS<BR>  By depth interview and focus group interview, I propose RE-SERVQUAL which is 20 measurement items of brokerage service quality in real estate marketing. The antecedents of brokerage service quality are composed of 3 first-dimension qualities. They are physical environment quality, interaction quality, and outcome quality.<BR>  2. RESULTS<BR>  The findings of this study can suggest the implications as follows. First, due to the 100 point scale, the suggested RE-SERVQUAL can be easily used by practitioners and researchers in real estate marketing. Second, by the periodic measurement of RE-SERVQUAL, real estate broker can easily find the necessary area of improvement in service quality. Therefore, RE-SERVQUAL will contribute to establish and develop specific strategies of service quality in real estate marketing.