판매원의 감정지능은 고객을 즐겁게 만들 수 있는가?

김상희(Sang Hee Kim) 한국경영학회 2010 經營學硏究 Vol.39 No.6

This study is suggesting salesperson`s emotional intelligence is one of abilities to consider customers and to express positive emotion to customers at service encounter. It is observed about the influence of this emotional intelligence upon salesperson`s selling behavior at the service encounter This study also shows how the salesperson`s this behavior influence the customers emotional response and behavior. In other words, it is examined whether salesperson`s emotional intelligence can make customer happy and promote positive behavior or not. In this purposes it is used empirical analysis to see whether the internal marketing called selection, education, and socialization in salesperson has ultimately the customers` positive response. It is offering an opportunity available for examining the internal marketing and the external marketing from the integrative perspective. The previous researchers have studied independently by separating internal and external marketing. A research with the aim or empirically verifying relevancy to this is insufficient. The prior studies have carried out independently by separating a research of the internal marketing on the influence of salesperson`s propensity, ability, and selling knowledge upon salesperson`s performance. On the other hand research on the external marketing on the influence of several stimuli in a selling situation upon customers recognition, behavior, and evaluation. However, what is important in marketing is to perform external marketing through internal marketing. A reason is that enterprise aims to perform the internal marketing by investigating lots of costs is because of loading to customers` positive responses through this. Accordingly, when salesperson perform service in the process of interacting with customers. the customer recognition on these peoples service needs to be grasp simultaneously. This will just become what properly measure an effect of internal marketing. As this is related to whether the management of employees through selection and education for employees can lead finally to customers` positive responses. The successful external-marketing strategy through the internal marketing will be a part that will need to be considered deeply from the marketing aspect. In this aspect, this study aims to attempt the integrated approach in the internal marketing and external marketing by examining the influence of the salesperson`s emotional intelligence upon the salesperson`s positive emotional expression and pro-social behavior to customer`s emotional response and behavior at the service encounter. The specific objectives of this study are as follows: Firstly, this study elms to examine about the influence of salesperson`s emotional ability upon salesperson`s selling behavior at the service encounter, This study suggests the positive emotional expression and the pro-social behavior to customer as salesperson`s selling behavior. Through this, it aims to examine about the influence of the salesperson`s emotional intelligence upon salesperson`s behavior in the actual selling situation. Second, the aim is to verify the influence of salespereon`s positive emotional expression and pro-social behavior upon customers` emotional response at the service encounter. In other words, the aim is to examine how the salesperson`s behavior influences by emotional intelligence upon customers` emotion at the service encounter. Third. to examine the influence of the customers` emotion, this is formed at the service encounter, upon customers` behavior, This study aims to examine whether salesperson`s emotional intelligence at service encounter has upon the selling behavior and whether this selling behavior has customers` emotion, thereby, possibly leading to resulting finally in customers` positive behavior-this study examine these three aspects. In other words, it aims to suggest a question about whether salesperson`s emotional intelligence makes customer happy and to verify this em

무용관객 개발을 위한 감성마케팅 전략에 관한 연구 -무용축제를 중심으로-

정지윤 ( Ji Yoon Jung ) 대한무용학회 2010 대한무용학회논문집 Vol.65 No.-

The purpose of this study is to explore ways to apply emotional marketing in dance marketing, in order to overcome the limitation of conventional marketing and to switch potential audiences to real audiences in dance. The conventional marketing is only for audiences who are interest in dance, without pursuing profits in dance art. Therefore, this study suggests emotional marketing strategies after researching and analyzing the current condition of dance marketing. This emotional marketing is divided into 3 parts, which are sensitive marketing, cultural marketing, and impressive marketing. Emotional marketing is actively applied in dance festivals, and people use experience marketing in outdoor performances by drawing friendly reaction toward dance performance. Other marketing strategies expect emotional marketing to use posters which are not tried in dance contests, so it is urgent to develop new marketing strategies for ordinary people who will be new audience in dance world, in order to overcome the limitation of performance only for dance majors. Emotional marketing shares an area with art in stimulating people`s emotion. It could display its real worth when it is combined with dance performance. Also, it is necessary to develop a long-term strategy which could enhance more relations with dance art. This does not mean promoting temporary effect, which just includes the elements of the emotional marketing. Rather, this should be related with experience marketing such as dance education. This could influence positively on the development of the arts expressing people`s inner side as well as dance performance.

소규모 피부관리실 운영자들의 감성마케팅 인식도 조사

정해정 한국피부미용향장학회 2014 한국피부미용향장학회지 Vol.9 No.4

In this study, a survey was conducted with managers of small-size skin care salons regarding awareness of emotional marketing, which contributed to booming of the coffee industry, in order to find a way to activate the small-size skin care market. Awareness and importance of emotional marketing and five-sense (sight, smell, hearing, tasting, emotion) marketing was surveyed and compared by 178 managers of skin care salons in Seoul, Daegu, Gwangju, and Jeju, and frequency analysis was performed according to the highest educational attainment, management experience, size of salons, and monthly income. The result shows that, among the five senses in the emotional marketing, visual marketing showed the highest awareness (77%), and emotional marketing had the highest influence on the revenue (83.7%). In terms of awareness of emotional marketing according to the educational background and management experience, subjects with higher education and longer management experienced were more aware of emotional marketing, and people who were more aware of emotional marketing had higher monthly income. Longer management experience and larger size of the salon was correlated to higher awareness of visual marketing. In conclusion, this study suggests that higher awareness of emotional marketing and visual, olfactory, auditory, gustatory, and emotional marketing can improve revenue and generally help the managers of skin care salons. The author hopes that this study will provide solution to problems experienced by small-size skin care salons and foundation to activate the skin care industry.

ASMR MARKETING IN FASHION BRANDS USING EMOTIONAL COMMITMENT AND NOSTALGIA

Minjung Baek,Hyeonju Jang,Heeju Chae 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Recently, as the development of media contents accelerated, auditory-based contents, especially ASMR, has been taking center stage in its field than visual-based contents. They are meaningful in a way that they are alternative contents that suggest a new space and possibility through aural stimulation, getting out from the boundary of excessive visual stimulation of existing media. According to Jang, Park, & Lyou (2016), ASMR is originally the abbreviation of a medical term, ‘Autonomous Sensory Meridian Response’. However in 2010, Jennifer Allen for the first time presented the definition that ‘ASMR is a specific sound that gives pleasure', and recently it is used as a coined word among young people rather than medical terminology (Jang, Park,& Lyou, 2016). Consumers listen to ASMR for stress relief, psychological stabilization, and relaxation through repeated, constant sound triggers (Zhang, 2015). The triggers used in ASMR marketing draw a stronger commitment within the consumers, by accompanying visual stimuli consistent with auditory stimuli (Sim, 2014). As reported by Hong (2017), commitment is a state of sensorial arousal when a person is totally lost in something and among all affective commitment relieves stress and enhances enjoyment; therefore raises quality of life and helps to live a rich life (Hong, 2017). This shows that there is a close relationship between satisfaction and enjoyment about experiences of ASMR content that leads to commitment, and such phenomenon creates a state of immersion that collapses the distinction between consumers’ past, present and future. Throughout the process, consumers meet the chance to recall the familiar sound that they have experienced in the past, and therefore remind of nostalgia on it (Zhang, 2015). Belk (1990), within the view of marketing, referred to the conceptual definition of nostalgia as a kind of longing atmosphere promoted by sensory stimuli such as scene, smell, and music. Zhang (2015) says that one of the important factors that cause nostalgia is sound, and one calls of the past through a specific sound which is an external stimulus – ASMR is included in it. Consumers can acquire prior knowledge of the brand while enjoying ASMR contents, and they can even have indirect experiences without having direct experiences of actually purchasing or wearing products. This helps to inspire the expertise of the product, and also plays a role in shaping positive consumption emotion such as pleasure and sensibility (Yang, 2016). Fashion products, especially, are more sensible than general consumer goods and due to excessive diversity of products, rational and deliberate purchasing rarely happen. Thus, consumers can build positive brand equity through ASMR marketing by learning specialized knowledge about products that could not be obtained from other marketing. In this study, we propose the new compound word ‘ASMR marketing,’ which combines marketing with the definition of ASMR of the coined term. Electronic word of mouth(EWOM) by ASMR marketing is a process in which the consumers communicate about product information and usage in the online community without the intervention of the seller. Through the characteristics of electronic word of mouth and ASMR, it is easy to infiltrate into daily life of the consumers and easily imprint the individuality of the brand to them (Wang, 2015). Although ASMR appears in ads of HeatTech and AIRism of UNIQLO, a fashion brand, ASMR triggers are not used as a background music and narration. In fashion industry, the use of sounds from the production process of fashion products, or the sounds that occur when wearing them, highlights professionalism and stimulates nostalgia by attracting consumers' emotional commitment. In addition, when ASMR marketing is applied to a luxury brand rather than SPA brand, expertise can be emphasized more effectively. ASMR has been spreading like a fashion in recent years, and marketing of ASMR in fashion brands has not yet been researched actively. The purposes of this study are: first, to analyze significant meaning and value of ASMR in auditory sense field in modern days; second, to identify the characteristics of ASMR marketing through emotional commitment and nostalgia; third, to investigate the effect of ASMR marketing on consumers. Although ASMR, therefore, is used only as a mitigation tool in medical field, this study combines media and marketing with ASMR, suggests it as a tool to enhance the profitability and brand equity of fashion brand. This study would help shape the trend of new culture by collaborating ASMR marketing with fashion brand. Furthermore, a cornerstone of related research can be established by presenting a causal relationship that emotional commitment affects nostalgia and brand equity. This study will be able to offer fashion companies diverse ways to establish ASMR marketing strategy.

병원의 문화마케팅이 병원의 성과에 영향을 미치나? : 의료서비스 맥락에서의 문화마케팅의 기업성과에 관한 실증연구

최은정 한국마케팅관리학회 2020 마케팅관리연구 Vol.25 No.3

While cultural marketing has been actively conducted in various forms in hospitals, there is no academic empirical research on the effects of hospitals' cultural marketing. Therefore, this study aimed to explore the effect of hospital culture marketing on hospital performance through empirical studies. In particular, the purpose of this study was to explore the epidemiological relationship of the influence of hospital culture marketing on customer satisfaction with perceived service quality, positive emotions, and relationship commitment (emotional commitment, computational commitment). As a result of collecting and analyzing data from patients and visitors in hospitals that conduct cultural marketing, cultural marketing had a significant positive effect on both perceived service quality, which is a cognitive evaluation, and positive emotion, which is an emotional evaluation. On the other hand, cultural marketing did not directly affect both the emotional and computational commitment of relationship commitment. However, perceived service quality and positive emotions were used to influence the relationship commitment. Ultimately, emotional satisfaction and computational commitment were used to influence customer satisfaction. What is very interesting is that, contrary to theories about cognitive continuity, the results of hospital culture marketing did not show cognitive-emotional continuity patterns, but rather cognitive-emotional cross effects. Perceived service quality, which is a cognitive response of cultural marketing, increased emotional commitment and, conversely, did not affect cognitive response, computational commitment. In addition, positive emotions, which are emotional responses of cultural marketing, did not affect emotional commitment, but rather increased computational commitment, which is a cognitive response. Ultimately, this study is meaningful as the first academic study that revealed the epidemiological relationship that affects customer satisfaction by mediating cognitive and emotional responses and relationship commitment. 병원에서 문화마케팅이 다양한 형태로 왕성하게 진행되고 있는 것에 반해, 병원의 문화마케팅 효과 에 관한 학술적 실증연구는 없다시피 하다. 이에 본 연구는 병원의 문화마케팅이 병원의 기업성과에 미 치는 영향을 실증연구를 통해 파악하는 것을 연구목적으로 하였다. 특히, 병원의 문화마케팅이 고객의 지각된 서비스품질과 긍정적 감정, 관계몰입(감정적 몰입, 계산적 몰입)와 함께 고객만족에 미치는 영 향의 역학적 관계를 파악하고자 하였다. 문화마케팅을 실행하고 있는 병원에서 환자와 방문자 대상으로 자료를 수집하여 분석한 결과, 문화마케팅은 인지적 평가인 지각된 서비스품질과 감정적인 평가인 긍정 적 감정에 모두 유의미한 정(+)의 영향을 미쳤다. 반면, 문화마케팅은 관계몰입의 감정적 몰입과 계산 적 몰입 두 차원 모두에게 직접적으로 유의미한 영향을 미치지 않았다. 그러나 지각된 서비스품질과 긍 정적 감정을 매개로 하여 관계몰입에 영향을 미쳤고, 궁극적으로 감정적 몰입, 계산적 몰입을 매개로 하여 고객만족에도 유의미한 정(+)의 영향을 미쳤다. 매우 흥미로운 점은 인지 연속성에 관한 이론들과 상반되게, 병원 문화마케팅의 성과는 인지-감정 연속성 패턴을 보이지 않고 오히려 인지-감정이 교차 하여 영향을 미치는 결과가 나왔다. 문화마케팅의 인지적 반응인 지각된 서비스품질은 감정적 몰입을 높이고 반대로 인지적 반응인 계산적 몰입은 영향을 미치지 않았다. 또한, 문화마케팅의 감정적 반응인 긍정적 감정은 감정적 몰입은 영향을 미치지 않고 오히려 인지적 반응인 계산적 몰입만을 높였다. 궁극 적으로 본 연구는 병원의 문화마케팅은 인지적, 감정적 양 차원의 반응과 관계몰입을 매개로 하여 고객 만족에 미치는 역학관계를 처음 밝힌 학술연구로서 그 의의가 있다.

대형 카페 공간의 번 슈미트 체험 마케팅 특성 연구

박종환 ( Park Jonghwan ),이찬 ( Lee Chan ) 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.8

(Background and Purpose) The values and lifestyles of modern people are changing rapidly. The ongoing COVID-19 pandemic has led to growing anxiety over infection, causing huge issues that negatively affect society. In addition, the discontinuation of social exchanges caused by “social distancing” restricts the diverse needs of modern people, such as travel and culture. Consequently, people are eager for a spacious and pleasant space due to their desire to escape from the constricted city life. Due to these social changes, the caf□ space is being widened to provide a spacious and pleasant space where the involvement and contact with others are minimized; the larger caf□ is being transformed into a space that reflects the lifestyle of modern people by providing experiences beyond just the coffee drinking space. In addition, large caf□s are enhancing their brand value by utilizing the emotional marketing method, which appeals to emotions instead of rationality and provides positive stimuli. (Method) Based on the general theory and characteristics of emotional marketing, this study aims to analyze large-scale caf□s focusing on the experiential marketing theory of Bernd Schmitt, which encourages experience and values emotional stimulation. The scope of this study is limited to caf□s that have been opened within the last 10 years, including large-scale caf□s with a land area of more than 1,000 square meters. Only 6 out of 22 caf□s were selected for the “National Restaurant Top 50” analyzed in the “2020 Kakao Mobility Report” were selected to analyze the sense, emotion, cognition, behavior, and relation of Bernd Schmitt’s Strategic Experiential Modules (SEMs). (Results) The analysis of 6 large caf□s from the 5 perspectives of SEMs resulted in 22 emotional marketing elements. The “sensory marketing” of large-scale caf□s uses the five senses, such as sight, hearing, smell, taste, and touch. “Emotional marketing” appeals to consumers’ emotions by utilizing comfort, tension, sentimental elements, storytelling, and retrospective spaces. “Cognitive marketing” applies the combination of curiosity inducement, unfamiliarity, identity, and sequence by space, while “behavior marketing” uses cultural consumption activities, lifestyle, free behavior, and deviant experience. Finally, “relationship marketing” provides relational experiences by delivering cultural values, which forms a sense of belonging, a brand community, and a social consensus. (Conclusions) Experience marketing elements of large caf□s can act as a differentiation strategy by forming the image and identity of a caf□ brand. In addition, if the mix of experiential factors leads to a holistic experience, positive effects can be expected for both large caf□s and consumers.

호텔기업의 문화마케팅과 브랜드 자산 간의 감성지능의 조절효과 연구

왕도열 한국호텔관광학회 2018 호텔관광연구 Vol.20 No.2

The purpose of this study is to investigate the effect of emotional intelligence on the relationship between cultural marketing and brand equity. The empirical analysis is based on the hypothesis of research model. Two hypotheses were set around the theoretical background. First, the relationship between cultural marketing and brand equity of a hotel company and the influence of emotional intelligence on the relationship between cultural marketing and brand equity were analyzed. As a result of examining the hypotheses presented through the research model, cultural marketing shows the importance of factors affecting brand equity and explains the effect of cultural marketing and brand equity on emotional intelligence. It was proved that emotional intelligence showed a moderate effect by obtaining a significant regression coefficient for the action term. Therefore, it can be concluded that the hypotheses presented in the present study were adopted through the rationale of previous studies. The implications of this study are as follows. First, the cultural marketing of the hotel company has a significant effect on brand equity. This means that cultural enterprises are positioning themselves as a symbol of a new and unique culture through culture. Cultural firms indirectly link the image of the whole company with the cultural image by differentiating the subdivided product (Han, 2008) and Kim(2006) have a positive effect on the symbolic image and emotional image of the company Support the results of the study. Second, research results show that the relationship between cultural marketing and brand equity of a hotel company has a moderating effect according to emotional intelligence. This implies that the more the customers feel emotional through cultural marketing, the higher the brand equity. Therefore, while doing cultural marketing activities, we should provide cultural premium to customers by providing images and feelings, and create profits through emotions. Also, it is necessary to differentiate into a cultural space instead of selling products or services in a hotel. To improve brand equity.

호텔 기업의 감성 마케팅이 구매의도에 미치는 영향 - 브랜드 이미지의 매개효과 -

이수희,이규태 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.3

This study was conducted to identify the effect of emotional marketing strategy on brand image and purchase intention in hotel industry. Based on the literature review, emotional marketing, brand image, and purchase intention variables have been developed. A total of 301 valid samples, who are domestic guests in ten 5-star hotels, used for data analysis. This data was analyzed by frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and AMOS. The findings of this study include followings. Emotional marketing was divided into 3 components ; visual, auditory, olfactory marketing. Visual, auditory, and olfactory marketing positively affected hotel image and purchase intention. Results also found brand image also had a positive effect on purchase intention. Lastly, this study examines the mediation effect of brand image in the relationship between emotional marketing and purchase intention. In hotel industry, effective emotional marketing can not only lead revenue growth but provide exceptional experiences to guests. It can also improve guest satisfaction and purchase intention to hotels. Therefore, hotels make their efforts to create effective emotional marketing strategies based on guests needs.

디지털 마케팅 성과에 영향을 미치는 제품의 유형과 디지털 채널 선정에 관한 연구

한지영,김완기 한국유통과학회 2015 유통과학연구 Vol.13 No.5

Purpose – This study aims to build a systematic frame for effective marketing performances by prioritizing product type and pertinent channel that are appropriate for digital channel characteristics. FCB grid model was used to define a product type, and Internet communication satisfaction index was considered as a marketing performance measuring tool for digital channel. Research design, data, and methodology – As systematic understanding for Digital marketing is still unfamiliar to even professional marketer, the hypothesis was established based on preliminary research by conducting a qualitative survey of marketing experts who already experienced digital marketing in the fields as well as existing related study literature. Through a preliminary research, the degree for understanding for digital marketing, current digital marketing (including product/channel mix) execution status, and difficulties for marketers who had experienced digital marketing were figured out. Based on preliminary research, the main part of survey was designed to examine which type of product would be effective for digital marketing and which digital channel would be effective to achieve marketing performance in line with marketing objectives. To collect data, the questionnaire survey was conducted for professional marketers who had experienced digital marketing in 10 different fields including FMCG, cosmetics, distribution industry for one month (July, 10, 2014~Aug, 10, 2014). A total of 90 questionnaire were distributed and 66 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analysed using SPSS ver.18.0.Results – The analysis for product type which is pertinent to digital marketing and prioritization for digital channel per digital marketing performance type could be summarized as followings. First, high involvement buying decision type of product and rational purchasing decision type of product in FCB grid are more effective for digital marketing in terms of marketing performance. Therefore, marketers in field would prioritize considering product type before executing digital marketing. Second, factor for sales increase, potential consumer creation and brand awareness was represented respectively 31.25%, 21.9%, and 20.8% as a result of factor analysis in terms of digital marketing channel performance. Third, effective major digital channel per digital marketing performance factor was differently identified as each digital channel has its own peculiarity. For instance, search engine is more effective for increasing sales while social media such as facebook and Kakaotalk is more effective for encouraging consumer participation. Conclusions – As a result of this study, product type and peculiarity which were pertinently fit to digital marketing were identified by using FCB grid model, and also suggested framework for decision making of digital channel selection in line with marketing objectives for effective marketing performance. It also provided insight to professional marketer which type of product could be effective for digital marketing execution as well as which factors should be measured for digital marketing performance.

A Case Study of Art Marketing in Fashion Brand

홍성순,황춘섭 한국유통과학회 2013 유통과학연구 Vol.11 No.11

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies,and social contributions, were based on previous research,brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study’s findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers’ emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers’ emotions.