Configurational Paths to Generating Knowledge Benefit through Customer Participation

Woojung Chang 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.2

Involving customers in the new product development process has been found to create knowledge benefit for the firm. However, the different roads leading to a firm’s knowledge benefit through configurations of which new product development stage customers are engaged in, a firm’s internal co-creation-related capabilities, and the external environment have yet to be specified. To explore the alternative configurational paths to generating knowledge benefit through customer participation, a state-of-the-art fuzzy set qualitative comparative analysis is applied to a sample of 181 new product development projects. The results reveal six different configurations to generate knowledge benefit in the new product development process and yield useful suggestions for obtaining knowledge benefit through customer participation.

WHEN CAN A TECHNOLOGY-BASED SALESPERSON REPLACE A HUMAN: THE ROLE OF RELATIONSHIP LIFECYCLE

Woojung Chang 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

문화적 차원에 따른 관계 혜택의 차별적 중요성: 메타분석

장우정(Chang, Woojung),이성호(Lee, Sungho),송지희(Song, Ji Hee) 한국마케팅학회 2020 마케팅연구 Vol.35 No.1

기업이 관계마케팅을 보다 효과적으로 실행하기 위해서는 고객이 기업과의 장기적인 관계에서 어떤 관계 혜택들을 얻으며, 이 중 어떤 관계 혜택이 고객과의 관계 성과를 향상시키는 데 보다 효과적인 지를 알아볼 필요가 있다. 기존 연구들은 관계마케팅을 통해 고객이 얻게 되는 관계 혜택을 확신적, 사회적, 특별대우 혜택의 세 가지로 범주화해 왔으나, 각각의 연구가 진행된 상황/환경에 따라 세 가지 관계 혜택의 중요성은 서로 다른 결과들을 보여주었다. 또한 고객과 기업 간의 거래관계가 진행되는 문화에 따라 특정 관계 혜택의 중요성이 증가하거나 감소할 가능성이 제기되었음에도 불구하고 문화 차원에 따라 각 관계 혜택의 효과성이 어떻게 변화하는 지에 관해서는 연구가 진행되지 못했다. 이에 기존 연구들의 서로 다른 결과들을 체계적으로 정리, 통합하고, 문화 차원에 따른 관계 혜택의 차별적 중요성을 알아보고자, 본 연구는 기존의 관계 혜택과 관계 성과의 관계에 관한 54개 표본에서 추출된 261개 효과크기를 통합한 메타 연구를 실시하였다. 메타 연구 결과에 따르면, 확신적 혜택은 문화 차원에 관계없이 기업과의 관계 성과를 높이는 데 가장 강력한 효과를 발휘했으며, 특별대우 혜택은 관계 성과 향상에 기여하지만 문화 차원에 따라 효과성에 유의미한 차이가 존재하였다. 구체적으로 일반적인 고객과 달리 장기적인 관계를 맺어 온 고객에게만 특별한 배려, 서비스를 제공하는 특별대우 혜택은 권력 거리가 높은 문화, 집단주의가 높은 문화, 여성적 문화에 속한 고객들에게 보다 가치 있는 혜택으로 인식되었다. 기업이 고객에게 사회적 혜택을 제공하는 것은 세 가지 관계 혜택 중, 가장 미미한 영향력을 지니며, 심지어 높은 권력 거리, 높은 집단주의 문화에서는 관계 성과에 부정적 영향을 미칠 수 있음이 밝혀졌다. 이러한 연구 결과들은 고객관점에서 관계마케팅의 효과성을 체계적으로 통합할 뿐만 아니라, 관계마케팅을 활용하는 기업들에게 특정 문화 환경 속에서 어떤 종류의 관계 혜택을 강조하는 것이 보다 효과적인지 구체적인 시사점을 제공한다. As many firms have made tremendous relationship marketing efforts, it is critical to examine which type of relational benefits contributes more or less to increasing relational outcomes including customer loyalty toward the firm. Previous research has mainly categorized relational benefits that a customer perceives from the long-term relationship with the firm into three aspects: confidence, social, and special treatment benefits. However, the effectiveness of these three types of relational benefits on relational outcome differs substantially from study to study, depending on the cultural values of the context in which the relational benefit-relational outcome association was investigated. Thus, based on 261 correlations from 54 independent samples, we conducted a structural meta-analysis to study which type of relational benefit on average has more or less influence in promoting relational outcome and which relational benefit is more productive in different cultural contexts. The findings reveal that confidence benefit has a consistent and the strongest positive impact on relational outcomes regardless of cultural value. Although special treatment benefit helps facilitate relational outcome on average, it is much more effective in high power distance, low individualism, and low masculinity cultures. At the aggregate level, social benefit has the least impact on relational outcome. More importantly, providing social benefits to customers actually deteriorates relational outcome in high power distance and low individualism cultures. This meta-analysis makes theoretical contributions by synthesizing existing research on the effectiveness of relational benefits and provides managerial implications about which relational benefit should be emphasized in a specific cultural context.

ICT 시대의 고객-기업 간 가치 공동 창출: Co-creation 다중 사례 분석

장우정 ( Woojung Chang ),송지희 ( Ji Hee Song ),임희종 ( Heejong Lim ),라대식 ( Dae Seek Rha ) 정보통신정책학회 2017 정보통신정책연구 Vol.24 No.1

인터넷 등 정보통신기술(ICT: Information & Communication Technology)의 발달로 고객과 기업 간의 협력적 상호작용을 통한 co-creation 활동이 급속히 증가 하였다. 그러나 기존 연구들이 고객과의 co-creation을 고객과 기업이 서로 협력하여 상호 간의 가치를 공동으로 창조하는 모든 활동으로 폭넓게 정의함으로써, 서로 판이하게 다른 형태의 고객-기업간 co-creation이 등장하고 결국 co-creation의 개념에 대한 혼란이 가중되었다. 이를 해결하기 위해 선행 연구들은 고객-기업 간 co-creation을 co-production과 value-in-use 두 가지로 체계적으로 분류하고, 각 타입을 설명하는 개념적 핵심요소들을 도출하였다. 본 연구는 이론적으로 도출된 co-creation의 분류와 개념적 핵심요소들이 실제 기업-고객 간 cocreation 사례의 패턴을 잘 반영하고 있는지 검증하고자 한다. 이를 위해 6개 실제 기업(MyStarbucksIdea.com, Threadless.com, Quirky.com, Sum of All Thrills, APT CB2, American Girl)의 고객과의 co-creation 사례를 패턴매칭 기법을 활용하여 분석하였다. 사례 분석 결과, 6개 co-creation 사례들은 co-production과 value-in-use로 구분되며 각 타입의 토대를 이루는 개념적 핵심요소들은 현실 사례의 특징을 잘 반영하고 있음을 확인하였다. 본 사례 연구는 최근 제안된 co-creation의 분류와 개념적 핵심요소에 대한 타당성을 제공한다. 또한 향후 고객과의 co-creation을 활용하고자 하는 기업에게 어떻게 co-creation을 할 수 있으며 어떠한 핵심요소가 강조 되어야 하는지에 대한 시사점을 제공한다. The development of information and communication technology (ICT) including the Internet has led to a rapid increase in co-creation between firms and customers. However, since the time researchers defined co-creation with customers broadly as all collaborative activities between firms and customers to create mutual value, different forms of co-creation with customers have emerged, leading to confusion over the concept of co-creation. To resolve the confusion, recent research classified co-creation with customers systematically as either coproduction or value-in-use, and derived conceptual core elements that underlie each type of co-creation. The purpose of this study is to verify whether the theoretical classification of co-creation and the conceptual core elements reflect well the pattern of co-creation cases in practice. To this end, multiple co-creation cases from six firms (i.e., MyStarbucksIdea.com, Threadless.com, Quirky.com, Sum of All Thrills, APT CB2, American Girl) were analyzed using pattern matching techniques. The results show that the six co-creation cases are categorized as co-production or value-in-use, and the conceptual core elements are confirmed to reflect well the characteristics of real-world cases. This case study analysis validates the recently proposed classification of co-creation and the conceptual core elements. Furthermore, this study offers insights to firms aiming to gain leverage through co-creation regarding how to implement cocreation with customers and which elements of co-creation to emphasize.

Chronic Lymphocytic Leukemia in a Dog

Seong-WooJung,EulSooChoi,Jong-BokLee,Cheol-YoungHwang,Hwa-youngYoun,Chang-WooLee,Houng-RyulHan 한국임상수의학회 2002 한국임상수의학회지 Vol.19 No.4

Chronic lymphocytic leukemia is a general disease that evolves over a longer duration and is characterized by more mature and well-differentiated lymphocytes in blood and bone marrow than those seen in acute leukemia. This report presents a 2-year-old mix neutered male dog with seizure, ascites, and transmissible venereal tumor. Diagnostic works-up concluded chronic lymphocytic leukemia. Chemotherapy composed of chlorambucil and prednisolone has been applied to the patient until now. Remission of almost manifestations was achieved, and the quality of life improved.

SAD AVATARS AS BETTER SALES REPRESENTATIVES IN THE METAVERSE? THE ROLE OF SUBCULTURAL APPEAL

Young Seo Yim,Woojung Chang 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

With the infusion of advanced technology, interactions between customers and firms’ representatives take place in brick-and-mortar stores, 2D online sites, and even 3D metaverse environments. In the metaverse, a firm’s sales avatars interact with other users while representing the firm, recommend, and sell virtual items. Previous literature about the effectiveness of sales representatives agrees that a firm representatives’ smiling faces engender customer satisfaction and better interactions. However, it is unclear whether smiling faces of sales avatars will work the same way in the metaverse as they do in the real world. The current research examines whether a firm’s sales avatars with sad facial expression (vs. those with smiling facial expression) stimulate higher user intentions to interact with firm representative avatars, to purchase virtual items from the representative avatars, and to spread positive WOM about their experience in the metaverse. Moreover, focusing on subcultural appeal, we investigate why this unconventional phenomenon happens in the metaverse unlike in real world. We conducted two experiments to manipulate a firm representative avatar’s facial expression (smiling vs. sad) in the metaverse. We newly designed a metaverse place, and participants who put on a virtual reality headset are exposed to either a hat (Experiment 1) or shoes (Experiment 2) store where they can purchase a virtual hat or shoes. Experiments 1 and 2 basically tested the same things repeatedly. However, to improve internal validity and generalizability, Experiment 2 used human-like sales avatars instead of cartoon character-like sales avatars in Experiment 1, changed virtual stores from a hat store to shoes store, and finally controlled for various extraneous variables such as attractiveness, warmth, and competence of sales avatars, and user’s previous experience about metaverse. Sales representatives with a smile are believed to contribute to beneficial consumers’ attitudes and behaviors in offline stores. However, our experiments demonstrate that this well-received belief does not necessarily apply in the metaverse, where subcultural appeal plays a more critical role. In the metaverse, users evaluate sales avatars with sad facial expression (vs. with smiling facial expression) as more unique and cool (i.e., higher subcultural appeal), leading to their higher intention to interact with the sad sales avatar, to purchase a virtual item, and to spread positive WOM about their experiences. Our results imply that previous findings supported in the offline or 2D online sites may not work the same way in the 3D metaverse.

How Can a Firm Promote Customer Participation in the Co-production Process? The Role of Equity Perception

( Ji Hee Song ),( Woojung Chang ) 정보통신정책학회 2019 정보통신정책연구 Vol.26 No.2

Firms actively launch co-production websites as a tool to gain ideas on new product development from customers and also to enhance customers’ engagement. However, firms’ introduction of these websites per se does not guarantee beneficial results from co-production. To achieve success, firms need to identify how to nudge customers to continually participate in and contribute to co-production. Drawing on self-determination theory, this research investigates how firms should manage three features of co-production websites -authority to select a final new product, option to track own submitted ideas, and firms’ response to customers’ submitted ideas-to stimulate customers’ motivation to participate and engage in patronage behaviors, including positive word of mouth and higher purchase intention. Our findings show that when firms cannot grant customers the authority to select a final new product due to the risk of a loss of control, providing an option to track customers’ own submitted ideas or to respond personally to their ideas could promote their participation intentions and patronage behaviors by enhancing their perception that the process is equitable. The findings have theoretical and managerial implications for how firms can strategically design and manage website features to achieve successful co-production.

재난대비훈련시나리오 작성 방안에 대한 연구

고미정(Ko Mee-jung),곽창재(Kwak Chang-jae),서보람(Seo Boram),최우정(Choi Woojung) 한국방재학회 2018 한국방재학회논문집 Vol.18 No.2

재난에 대응하기 위해 시행되는 대표적인 국가재난대비훈련인 안전한국훈련은 총 448개 기관(2016년 기준)이 참여하는 국내 가장 주요한 훈련이다. 효과적인 재난대응을 위해 훈련의 중요성이 높아지면서 훈련체계와 평가제도 개선 등의 다양한 연구가 계속되어 왔다. 재난대비훈련의 전 과정에서 재난의 유형과 상황에 따라 훈련의 내용과 질이 달라지기 때문에 재난 상황 시나리오는 재난대비훈련에 있어 중요하다. 그러나 이 시나리오의 작성 기준과 방법이 규정화된 것이 없어 재난유형 및 기관에 따라 시나리오의 차이가 발생하게 된다. 또한 법률 상 지정된 위기관리매뉴얼과의 연계성이 시나리오에 반영되지 않고 있는 실정이다. 본 연구는 재난대응역량을 강화하기 위한 재난대비훈련의 시나리오 작성의 중요성과 위기관리매뉴얼을 이용한 재난유형별 발생시나리오와 기관별 대응시나리오의 작성 가이드를 제시하는 것이 목적이다. 나아가 본 연구의 결과는 위기관리매뉴얼의 간소화에 활용될 것으로 기대된다. Safety Korea Training of representative national disaster response training implemented to respond to disasters is the domestic most important training in which a total of 448 institutions (2016) participate. The importance of training for effective disaster response has increased, and various studies such as improvement of training system and evaluation system have been continued. The disaster situation scenario is important in disaster response training because the content and quality of training varies depending on the disaster type and situation during the entire process of disaster response training. However, there will be a difference between the types of disasters and the scenarios created by the agency that have not prescribed criteria and methods for creating scenarios of disaster situations. In addition, cooperation with the crisis management manual designated by law is not reflected in this scenario in reality. The purpose of this study is to provide a guide for the preparation of scenarios for disaster preparedness scenarios and crisis scenarios using the crisis management manual. The results of this study are expected to be used to simplify the crisis management manual.

김포시 도서관 중장기 종합발전계획 수립을 위한 인식조사 연구

노영희,장인호,강지혜,신영지,곽우정,Noh, Younghee,Chang, Inho,Kang, Ji-Hei,Shin, Youngji,Kwak, Woojung 한국도서관정보학회 2020 한국도서관정보학회지 Vol.51 No.1

본 연구는 김포시 도서관의 중장기 종합발전계획 수립이라는 목적을 위해 수행되었으며, 김포시 내 지역별로 산재해 있는 도서관의 전체 체계 재정립과 더불어 타 지역과 차별화할 수 있는 김포시 도서관만의 특화된 비전 및 전략을 제시하기 위한 기초연구이다. 이를 위해 김포시 지역주민(도서관 이용자 및 비용자)과 도서관 관계자를 대상으로 설문조사 및 면담조사를 실시하였다. 연구 결과, 첫째, 김포시 모든 도서관이 공공도서관으로써의 자료 수집, 정보서비스, 각종 프로그램 운영 등의 기능 및 역할을 기반으로, 각 도서관만의 차별화된 콘셉트와 주제를 가지고 이용자 중심의 복합문화공간 서비스를 지향해야 할 것으로 나타났다. 둘째, 김포시 도서관 장서와 관련하여 도서관별 이용률이 높은 도서를 우선 수집하여 수요자 중심으로 확충하는 것이 필요하며, 대상별 이용자 요구를 수렴한 장서 개발에 집중하는 것이 필요하다. 셋째, 김포시 도서관의 서비스 제공을 위해 타 지역 도서관 프로그램 또는 서비스 분석으로 서비스 도출 또는 김포시 수요자에 맞춰 시민들이 참여하고, 활용하여 만족감을 높일 수 있는 서비스 개발이 필요할 것으로 보인다. The purpose of this study is to establish a mid-to-long-term comprehensive development plan for the Gimpo library, and to lay out the overall system of the library scattered by region in Gimpo, and to present Gimpo library's unique vision and strategy to differentiate it from other regions. As a research, surveys and interviews were conducted for the residents of Gimpo-si (library users and beneficiaries) and library personnel. As a result, first, all libraries in Gimpo-si have a user-centered multicultural space service with differentiated concepts and themes of each library based on the functions and roles of data collection, information services, and various programs as public libraries. Seems to be oriented. Second, with regard to Gimpo library collections, it is necessary to first collect books with high usage rate by library and expand them to the needs of consumers. Third, in order to provide the services of the Gimpo library, it is necessary to develop a service that can raise satisfaction by using the citizens' participation and utilizing them in order to derive the service by analyzing other local library programs or services.

국가정책연구포털(NKIS) 현황 및 사례 분석을 통한 운영 개선 방안 도출에 관한 연구

노영희,장인호,강지혜,곽우정,Noh, Younghee,Chang, Inho,Kang, Ji Hei,Kwak, Woojung 한국도서관정보학회 2022 한국도서관정보학회지 Vol.53 No.1

In this study, the current status of operation was analyzed with a view to analyze the areas in need of improvement and the status of portals of similar institutions. Based on which, a proposal was made to help improve the function of utilization as well as search the products of studies by and for the research institutes funded by the government having jurisdiction by applying the information service technology developing in line with the fourth industrial revolution for the purposes of aiding and fostering with efficiency toward achieving the goal of establishment for such institutes, while strengthening the utility of NKIS. First, in order to secure the membership, it is necessary to find the targets for policy information and promotion, and it is also necessary to increase the demand for policy information, such as by preparing the people friendly policy reports, infographics, and information delivery in an easy manner. Second, it is necessary to provide customized services in the manner which reinforces reports and policy data on the social issues and education topics, which are among the interests of the primary user base by considering the ratio of visiting occupations. Third, for the diversification and expansion of video data services, it is necessary to prepare alternatives, such as by setting regulations and encouraging the institutions of jurisdiction to upload the video data. Fourth, it will be necessary to improve the overall public relations service. It is also necessary to proceed with the NKIS' publicity webtoon serialization with the latest contents or abolish the current webtoon promotion, while it is necessary to derive the plans for the efficient implementation of the contest, further to the need to discuss the secondary publicity after the contest rather than halting after it.