서부경남 기업의 경영관리에 관한 고찰

장흥섭 경상대학교 경남문화연구소 1980 慶南文化硏究 Vol.3 No.1

Lately most enterprises of our country are suffering from many difficulties resulting from irrational management and the weaking of uncertain factors of environment. And so I am going to make a research on the business management in West Gyeong-nam District, for I feel the importance of management in business and the importance of West Gyeong-nam District in this community. As the result of the research, I found out that West Gyeong-nam District had some difficulties such as georgaphical disadvantage and the smallness of businesses. And I'd like to suggest the following improvement devices for the above problems. 1. the cooperation enlargement between the same or the similar kinds of business. 2. the quality improvement of managers 3. the exhaustive management of accounts receivable. 4. the regular enforcement of market research. 5. the security of raising funds. 6. the batterment of capital structure. I expect that businesses in West Gyeong-nam District will be able to render many services to its own development, the community and the economical development of our country when they use the above improvement devices as soon as possible.

消費者 不平에 관한 硏究

장흥섭 慶北大學校 師範大學 1986 敎育硏究誌 Vol.28 No.-

Todays, the increasing consumer complaint proportions leads to organizational suppression of the unit receiving the complaints, and which subsequently contributes to a further increase in complaints due to inaction by marketing management. A complaint from a consumer is an overt manifestation of dissatisfaction and may be viewed as a series of related events, from perception or experience of a grievance, to taking some form of action, to resolution for the problem, and also serve as customer feedback about a product, service or company performance, their impact on corporate policy and public relations. A marketing manager's orientation toward the com plant process and ultimately toward how complaints should be handled, may affect utilization of company resources and the resultant level of consumer satisfaction. And so the marketing manager has considerable flexibility in responding to a complaint. Business establishes the formal organizational structures for consumer affairs within firm, This comsumer affairs departments seek to improve relations with the consuming public, and to make firms more responsive to the needs and grievances of consumers.

저개발국 정부의 소비자정책

장흥섭 경북대학교 경제경영연구소 1992 經商論集 Vol.20 No.4

제품평가에 대한 정보단서의 영향과 소비자특성의 조절효과

장흥섭,김광석 한국산업경영학회 2006 한국산업경영학회 발표논문집 Vol.1 No.-

  본 연구의 주요 논점은 소비자가 제품평가시에 정보단서(informational cues)로 활용하는 제품의 가격단서, 상표단서 및 내재적 속성단서를 독립변수로 설정하고, 종속변수로는 제품평가 요소로서 지각된 품질, 지각된 가치 및 구매의도를 설정하여 변수간의 관계를 검증함으로써 제품평가에 있어서 내ㆍ외재적 정보단서의 역할을 조사하고자 하였다. 또한 소비자특성변수로서 제품 지식과 관여를 설정하여 정보단서가 제품평가에 미치는 영향을 조절하는지 여부를 살펴보고자 하였다.<BR>  본 연구의 실증조사는 소비자의 실제구매상황과 가급적 흡사하도록 쇼핑시나리오(shopping scenario) 방식을 이용한 유사실험설계를 이용하였다. 2(상표)×2(가격)×2(내재적 속성) 집단간 배치설계를 이용하여 8가지의 실험상황을 설정하고, 대학생을 대상으로 디지털카메라 제품의 상표, 가격, 내재적 속성을 각각 두 가지 수준으로 나누어 독립변수를 조작화하였다.<BR>  연구결과를 정리하면, 소비자의 제품평가에 있어서 상표, 내재적 속성, 가격 순으로 영향을 미치며, 관여도와 제품지식 수준이 높을수록 품질평가에 상표 단서를 더 적극적으로 활용하며 내재적 속성단서는 더 적게 활용하는 것으로 나타났다.

고객서비스와 호의적 고객관계의 구축

장흥섭 한국마케팅연구원 2000 마케팅 Vol.34 No.7

IPA분석을 활용한 상인최고경영자과정 교육서비스품질 개선에 관한 연구

장흥섭,이형록,우영진 한국경영교육학회 2014 경영교육연구 Vol.29 No.1

This study examined the following four research questions. First, what the important attribute on education service quality of advanced merchant education program and the degree of satisfaction on each attribute is. Second, How the gap of actual satisfaction in comparison with expected importance on each attribute is. Third, whether it shows differences between expected importance and actual satisfaction for attribute on education service quality. fourth, How to calculate educational satisfaction Index of Advanced merchant education Program. And the results of this research can be summarized as following. First, we found that satisfaction is lower than expected importance to 'the exact processing of requirements', 'convincing education' and 'practical education' attributes. Second, IPA matrix of the second quadrant(Concentrate Here) of 'the exact process requirements', 'clarity and understanding of education contents', 'training schedule considering the students' and the location of the items that were focused for this part efforts are needed to improve. third, we calculated that education satisfaction index of advanced merchant education program is 81.65 point. 본 연구는 상인교육의 최상위 교육과정인 상인최고경영자과정의 2013년 수료생(경북대, 호남대)을 대상으로 교육서비스품질에 대한 중요도-만족도 분석을 실시하여 교육서비스품질의 실질적인 개선방안을 모색하고, 나아가 상인최고경영자과정의 교육만족도지수 산출을 통한 교육서비스품질의 객관적인 평가지표를 제시하고자 하였다. 실증분석결과 첫째, 중요도-만족도간 차이검증(t-test)을 통해 ‘확신을 주는 교육내용’, ‘요구사항의 정확한 처리’,‘실직적인 도움이 되는 교육’ 등의 항목은 기대보다 낮은 서비스를 제공하고 있어 보완책 마련이 필요하며, 둘째, 중요도-만족도 분석(IPA Matrix)을 통해 집중 및 개선영역에 속하는 2사분면에 ‘요구사항의 정확한 처리’,‘교육내용의 명확한 전달과 이해’.‘교육생을 고려한 교육일정’등의 항목들이 위치하여, 이러한 부분에 대해서는 집중적인 개선노력이 필요한 것으로 보이며, 셋째, 교육만족도지수 산출결과 교육서비스품질 요인 중 유형성과 반응성이 평균에 비해 상대적으로 만족도 지수가 낮은 것으로 나타나 이러한 요인에 대한 만족도 향상 노력이 필요한 것으로 나타났다. 본 연구 결과는 상인최고경영자과정의 체계적인 관리방안 도출과 교육체계 확립, 교육효과 증진에 기여할 것으로 예상되며, 향후 상인교육 수행에 있어서 유용한 기초자료로 활용될 수 있을 것이라 기대된다.

정보기술의 활용이 마케팅성과에 미치는 영향에 관한 연구

장흥섭,손관호 한국경영교육학회 2000 경영교육연구 Vol.21 No.-

It has been of major concern to use the information technology as a way to raise the productivity of marketing activities of the firm. This trends has been more accelerated as the internet was in active uses in the mid 1990s. Reflected even in the processes of estalblishing and utilizing(implemeting) the marketing information systems, this pheomenon are now changing the characteristics of the marketing information systems. This study clssifies the components of marketing information system into system effectiveness, information effectiveness, market specialization, and strategic alliance, and examines the moderating effects of the environmental characteristics on those relations. The research findings show that the system effectiveness and information effectivemess have a significant effect on the performances of market specialization in the dynamic environment. And the system maturity have a significant influece on the market specialization performances in the heterogeneous and dynamic environment, on the strategic alliance performances in the hostile environments.

환경지향적 소비자의 의사결정과정 프레임으로서의 이미지 이론

장흥섭,구동모 한국전략마케팅학회 1998 마케팅논집 Vol.7 No.2

消費者主義에 관한 理論的 硏究

張興燮 慶北大學校 産業開發硏究所 1984 硏究報告 Vol.12 No.-

The importance of consumerism has been emphasized since long before. Inefficient consumerism can be an important obstacle in achieving economic development and national welfare. While the interest in consumerism has grown up, the study of consumerism (as a science) has not increased accordingly. This article attempts to 1) determine what consumerism is, 2) provide guidelines for corporate and government policy in dealing with consumerism. The contents of this thesis are as follows: Chapter one is introduction of this study Chapter two is consumer and consumerism. Chapter three is general contents of consumerism. Chapter four is relationship between marketing concept and consumerism. What is new today about consumerism is the fact that consumer's concerns are much more directly focused on the human values and environmental consideration involved in today's economic decisions than they are on the more strictly "economic" problems of obtaining the highest quality goods at the lowest possible price. Listed below are titles of studies that should be studied. 1. The present state of consumer dissatisfaction that consumer can accept and the cost of reducing consumer dissatisfaction. 2. The way in which the consumer problem can be solved without any intervention of government. 3. The evaluation of methods that attempt to resolve the consumer problem.

社會마아케팅에 관한 小考

張興燮 慶北大學校 産業開發硏究所 1981 硏究報告 Vol.9 No.-

The purpose of this study is to provide Korean social marketers concerned with some insightes into social marketing. In view of this proposition, I have overviewed the concept and nature of social marketing and the current situation and problems. The concept of "Social Marketing" has gained wide growing recognition in the field of marketing and the application of marketing to the promotion of social causes was proposed a decade ago. In this study, I see that a growing number of cause organizations and government agencies is turning to social marketing. And I foresee that social marketing specialists, combining business marketing skills with additional training in the social sciences, will be working on a wider range of social causes with increasing sophistication. Advances in conceptualizing social marketing problems and in evaluating the impacts of social marketing problems will further enhance their effectiveness.