Min-Sook Kim

Global On-line Marketing Quality of US Service Industry from a Co-opetition Perspective

Global service firms such as hotels, travel agencies, and convention companies compete in local area with the same market and similar or complementary service. Simultaneously, they need to collaborate through a horizontal marketing network in order to attract more tourists. The image of a firm as an autonomous entity is transformed into a member working together in community to develop and increase the competitiveness. The development of Internet now offers new opportunities for collaboratively marketing tourism destination. Global service firms in a tourist destination play a role as a service portal that delivers comprehensive information to online customers to draw an overall image of the location. In addition, service firms attract online customers through customized service and stable online environment to promote their own products and service. Global tourists choose among different goods and services provided by firms in close proximity to each other. Timely and accurate information that meets online customers can lead successful online marketing. The purpose of this study is to develop a new framework, named as a co-opetition perspective, for analyzing the determinant factors of online marketing quality of service firms. To accomplish this, four concepts that are considered important factors influencing online marketing quality of service firms are proposed: global web community network, e-servicescape, Internet service encounter, and online system quality.

Quality Determinants of Online Shopping Mall and Users’Characteristics as a Moderating Effect

Chinese government has introduced various policies to promote the use of the Internet. Online shopping mall market in China has developed at a remarkable speed and the scale of transactions is increasing every year. The popularity of online shopping mall has been increasing due to its various advantages such as reduction of consumer’s transaction cost, enlargement of choice and improvement of consumer convenience. It is very important for online shopping mall companies performing Internet marketing to predict and analyze the purchasing behavior of shopping mall users, and the need for related research literature is also increasing. In this context, this study attempts to analyze the determinants that affect the purchasing intention of online shopping mall users. This study focuses on analyzing the determinants of service quality of online shopping mall while examining the difference in user s innovativeness and frequency of internet Received (March 10, 2017), Review Result (March 24, 2017) Accepted (March 31, 2017), Published (May 31, 2017) 1095 Dept. of International Trade, Graduate School, Keimyung Univ., Daegu 42601, Korea. email: gdhong@daehan.ac.kr 2 (Corresponding Author) 1095 Faculty of International Economics and Commerce, Keimyung Univ., Daegu 42601, Korea. email: kms@gw.kmu.ac.kr Quality Determinants of Online Shopping Mall and Users’ Characteristics as a Moderating Effect Copyright c 2017 HSST 666 use. Empirical analysis revealed that site characteristics such as reliability and convenience were found to be important determinants of consumer purchase intention, and product quality was an important determinant in heavy Internet users group.

The Effect of Service Quality and Experiential Value on Customer Satisfaction

This research aims to find out how service quality in food and beverage service industry affects experiential value and customer satisfaction. The westernization of food and beverage service industry in China has been accelerating rapidly due to market liberalization and improvement in living standards. With the increase in Chinas population and per capita income, the coffee shop is changing from just a coffee purchasing place to a space where various experiential values are provided. Therefore, this research presents a theoretical research of service quality factors, experiential value, and satisfaction. For the purpose of the empirical study, the questionnaire survey has been conducted of Chinese customers in coffee shops. To summarize the results of the multiple regression analysis, the customer’s contextual experience has a positive effect on experiential value. Also, experiential value(functional value, economic value, service value) has a positive effect on customer satisfaction except hedonic value.

Internet Marketing Mix for the Internationalization of Service Industries

전체 경제에서 차지하는 서비스산업의 비중이 높은 것에 비해 볼 때, 서비스산업의 국제화를 추진하는데 도움을 줄 수 있는 연구는 드물다. 제조업의 국제화를 설명하는 경제학적 접근법은 서비스산업의 국제화를 설명하는데 한계가 있다. 서비스의 고유한 속성을 고려한 새로운 접근법이 개발되어야 할 것이다. 본 연구는 이러한 관점에서 최근 중요성이 증가하고 있는 인터넷 마케팅을 통해, 서비스 산업의 국제화를 촉진시키기 위한 인터넷 마케팅 믹스(internet marketing mix)를 개발하는데 그 목적이 있다. 따라서 본 연구는, (1) 인터넷 마케팅의 장점이 유형재 보다는 무형재를 생산하는 서비스 산업에서 더욱 두드러지게 나타나는 이유에 대해 설명하고, (2) 서비스기업이 보유한 인터넷 마케팅의 핵심역량이 증가 할수록 국제화 수준이 높아질 것이라는 전제하에, 인터넷 마케팅의 핵심역량을 측정할 수 있는 마케팅 믹스를 개발하는데 그 목적이 있다.