Chiehyeon Lim, Min-Jun Kim, Ki-Hun Kim, Kwang-Jae Kim and Paul Maglio
The proliferation of customer-related data provides companies with numerous service opportunities to create customer value. The purpose of this study is to develop a framework to…
Abstract
Purpose
The proliferation of customer-related data provides companies with numerous service opportunities to create customer value. The purpose of this study is to develop a framework to use this data to provide services.
Design/methodology/approach
This study conducted four action research projects on the use of customer-related data for service design with industry and government. Based on these projects, a practical framework was designed, applied, and validated, and was further refined by analyzing relevant service cases and incorporating the service and operations management literature.
Findings
The proposed customer process management (CPM) framework suggests steps a service provider can take when providing information to its customers to improve their processes and create more value-in-use by using data related to their processes. The applicability of this framework is illustrated using real examples from the action research projects and relevant literature.
Originality/value
“Using data to advance service” is a critical and timely research topic in the service literature. This study develops an original, specific framework for a company’s use of customer-related data to advance its services and create customer value. Moreover, the four projects with industry and government are early CPM case studies with real data.
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Chiehyeon Lim, Min-Jun Kim, Ki-Hun Kim, Kwang-Jae Kim and Paul P. Maglio
The proliferation of (big) data provides numerous opportunities for service advances in practice, yet research on using data to advance service is at a nascent stage in the…
Abstract
Purpose
The proliferation of (big) data provides numerous opportunities for service advances in practice, yet research on using data to advance service is at a nascent stage in the literature. Many studies have discussed phenomenological benefits of data to service. However, limited research describes managerial issues behind such benefits, although a holistic understanding of the issues is essential in using data to advance service in practice and provides a basis for future research. The purpose of this paper is to address this research gap.
Design/methodology/approach
“Using data to advance service” is about change in organizations. Thus, this study uses action research methods of creating real change in organizations together with practitioners, thereby adding to scientific knowledge about practice. The authors participated in five service design projects with industry and government that used different data sets to design new services.
Findings
Drawing on lessons learned from the five projects, this study empirically identifies 11 managerial issues that should be considered in data-use for advancing service. In addition, by integrating the issues and relevant literature, this study offers theoretical implications for future research.
Originality/value
“Using data to advance service” is a research topic that emerged originally from practice. Action research or case studies on this topic are valuable in understanding practice and in identifying research priorities by discovering the gap between theory and practice. This study used action research over many years to observe real-world challenges and to make academic research relevant to the challenges. The authors believe that the empirical findings will help improve service practices of data-use and stimulate future research.
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Jungkeun Kim, Jooyoung Park, Seongseop (Sam) Kim, Hector Gonzalez-Jimenez, Jae-Eun Kim, Rouxelle De Villiers, Jacob C. Lee and Marilyn Giroux
This research aims to examine the role of perceived threat (i.e. COVID-19) on people’s preferences for destination logo designs. In addition, it investigates the influence of…
Abstract
Purpose
This research aims to examine the role of perceived threat (i.e. COVID-19) on people’s preferences for destination logo designs. In addition, it investigates the influence of childhood socioeconomic status (SES) and sensation seeking on the aforementioned effect.
Design/methodology/approach
Five experiments are used. Studies 1 A and 1B examine the impact of the threat of COVID-19 on visiting intentions as influenced by different destination logos. Study 2 replicates the previous studies and tests for evidence of mediation by the perceived risk. Studies 3 and 4 investigate the moderating role of childhood SES and sensation seeking.
Findings
The results show that a salient threat of COVID-19 leads people to display higher visiting intentions when presented with simpler (vs complex) destination logo designs. The perceived risk mediates this effect as well. This preference is evident only for people with low (vs high) childhood SES and only for relatively low sensation seekers.
Research limitations/implications
This study contributes to the branding literature by investigating how situational factors can influence affective reactions to brand logos and to the tourism literature by further investigating the impact of logos on visiting intentions.
Practical implications
This study provides actionable insights for tourism marketers and logo designers, allowing them to select or create positively perceived destination logos during a potential global crisis.
Originality/value
This research offers the first evidence that pandemic-related threat perceptions influence people’s visiting intentions when presented with different destination logos, and that these effects are influenced by individual characteristics such as childhood SES or sensation seeking. In doing so, the current study offers a more sophisticated understanding of the potential boundary conditions driving people’s brand logo evaluation.
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Jae Kyeong Kim, Hyun Sil Moon, Byong Ju An and Il Young Choi
Many off-line retailers have experienced a slump in sales and have the potential risk of overstock or understock. To overcome these problems, retailers have applied data mining…
Abstract
Purpose
Many off-line retailers have experienced a slump in sales and have the potential risk of overstock or understock. To overcome these problems, retailers have applied data mining techniques, such as association rule mining or sequential association rule mining, to increase sales and predict product demand. However, because these techniques cannot generate shopper-centric rules, many off-line shoppers are often inconvenienced after writing their shopping lists carefully and comprehensively. Therefore, the purpose of this paper is to propose a personalized recommendation methodology for off-line grocery shoppers.
Design/methodology/approach
This paper employs a Markov chain model to generate recommendations for the shopper’s next shopping basket. The proposed methodology is based on the knowledge of both purchased products and purchase sequences. This paper compares the proposed methodology with a traditional collaborative filtering (CF)-based system, a bestseller-based system and a Markov-chain-based system as benchmark systems.
Findings
The proposed methodology achieves improvements of 15.87, 14.06 and 37.74 percent with respect to the CF-, Markov chain-, and best-seller-based benchmark systems, respectively, meaning that not only the purchased products but also the purchase sequences are important elements in the personalization of grocery recommendations.
Originality/value
Most of the previous studies on this topic have proposed on-line recommendation methodologies. However, because off-line stores collect transaction data from point-of-sale devices, this research proposes a methodology based on purchased products and purchase patterns for off-line grocery recommendations. In practice, this study implies that both purchased products and purchase sequences are viable elements in off-line grocery recommendations.
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Jungkeun Kim, Jaehoon Lee and Jae-Eun Kim
Integrating conceptual perspectives from social exclusion, thinking style and context effects, this study aims to examine how different types of social exclusion influence…
Abstract
Purpose
Integrating conceptual perspectives from social exclusion, thinking style and context effects, this study aims to examine how different types of social exclusion influence attraction and compromise effects.
Design/methodology/approach
Eight studies were conducted. To establish the causal relationship between social exclusion types and context effects, this study uses experimental designs in all studies.
Findings
The attraction effect is stronger when consumers feel rejected than ignored, whereas the compromise effect is stronger when they feel ignored than rejected. Consumers who feel rejected increase their propensity to think holistically, which in turn leads to their choice preferences for asymmetrically dominant options. Conversely, those who feel ignored increase their propensity to think analytically, which in turn leads to their choice preferences for compromise options.
Research limitations/implications
The findings show that consumer preferences for one option over the other alternatives in choice contexts are susceptible to subtle differences in the manner that exclusion is communicated. The studies are limited to recall tasks and scenarios that previous research has shown to be effective. Future research may use actual exclusion to corroborate this study’s findings.
Practical implications
Marketing practitioners may benefit from this study’s findings when it comes to an increase in the relative share of their target brand against their competitor brands by introducing a third option.
Originality/value
To the best of the authors’ knowledge, this research is the first to provide evidence that exclusion communicated in an explicit manner produces the attraction effect, whereas exclusion communicated in an implicit manner produces the compromise effect. Given that threatening situations often influence individuals’ preferences and choices, how social exclusion shapes cognitive processes is an empirical question worthy of investigation.
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This paper reviews Korean intergovernmental relations in the 1990s with an emphasis on fiscal relations among the different levels of the government. In the 1990s, Korea…
Abstract
This paper reviews Korean intergovernmental relations in the 1990s with an emphasis on fiscal relations among the different levels of the government. In the 1990s, Korea reinvigorated its system of local autonomy first established in the sixties. A major issue in the implementation of this system is the presence of vertical and horizontal disparities in local fiscal capacity. Although some efforts have been made to transfer tax sources from central government to local governments or establish local transfer (block grants), fiscal autonomy still remains below expectation, jeopardizing the realization of full local autonomy. This paper is an effort to look into these issues and search for solutions.
We examine the argument of the Financial Supervisory Service that the behavior of the Individual Investors to buy an out-of-the-money option is excessively speculative. The FSS…
Abstract
We examine the argument of the Financial Supervisory Service that the behavior of the Individual Investors to buy an out-of-the-money option is excessively speculative. The FSS reported that the individual investors incurred huge losses in the trading of KOSPI200 index options for the years 2002 and 2003. But since the sample period is relatively short, the argument does not seem fully convincing. Using a longer period data from July 1997 to December 2003, we reconfirm the huge losses of the Individual investors and also find that a tendency of individual investors losing money in association with option trading perSisted during the longer period. The individual investors chose out-of-the money options with short time to maturity, that are cheap and thus are expected to make huge profits with very low probabilities. Finally, we tind that out-ot-the money options with short time to maturity turn out to be in general priced higher than what the Korea Stock Exchange model suggests.
The practice of purchasing out-of-the-money options for the reason of cheap prices and huge profit possibilities can be regarded as being excessively speculative. Due to overpricing, the individual investors persistently incurred some losses.
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Jungkeun Kim, Jae-Eun Kim and Roger Marshall
This research aims to examine the moderating role of consumers’ persuasion knowledge (PK) on the persuasive effect of combined advertising and publicity within the same medium…
Abstract
Purpose
This research aims to examine the moderating role of consumers’ persuasion knowledge (PK) on the persuasive effect of combined advertising and publicity within the same medium. The synergistic effect experienced when two messages are thus combined is reversed for readers with high PK who are first exposed to publicity then to advertising. Believability of the message is found to be a mediator within this context.
Design/methodology/approach
Based on a review of the appropriate literatures on PK and integrated marketing communication (IMC), this paper tests the hypotheses using two experimental studies.
Findings
The results of two experiments show that publicity-then-advertising yields poorer persuasion than advertising-then-publicity, especially under a high PK condition. The reduced synergistic effect of combinations of advertising and publicity is found especially when consumers activate temporary PK and/or when they have chronically high PK. A mediator for a decrease in the synergistic effect of combinations of advertising and publicity, believability, is examined.
Practical implications
This study contains significant managerial implications for marketing communicators about how to most effectively combine and coordinate publicity and advertising in the implementation of an IMC strategy.
Originality/value
Other than making a contribution to the IMCs’ literature, this research extends understanding of the power of PK within an IMC framework. The research contributes yet another extension to the original PK model of Friestad and Wright (1994) by suggesting an underlying theoretical mechanism to explain how PK works in the IMC domain.
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Sungkon Moon, Namhyuk Ham, Sungjin Kim, Lei Hou, Ju-Hyung Kim and Jae-Jun Kim
This study, a research project, aims to examine the distinct characteristics of the Fourth Industrial Revolution (4IR), with a focus on construction. Following this examination…
Abstract
Purpose
This study, a research project, aims to examine the distinct characteristics of the Fourth Industrial Revolution (4IR), with a focus on construction. Following this examination, the paper presents a field study to evaluate the impact of the 4IR on the construction process.
Design/methodology/approach
The first half of this project is dedicated to defining the 4IR by reviewing existing literature. The other half of the project presents a case study to demonstrate the concept of the 4IR and measure the effect of its application. To validate the defined concept of the 4IR, the study focuses on the following: autonomous system for producing drawings and robotics in construction.
Findings
The intensive literature review revealed three unequivocal features of the 4IR: defined tasks, undefined tasks and improvement possibilities. The following case study showed that the incorporation of the three 4IR features resulted in improved productivity and efficiency during the construction of the podium for the Lotte World Tower. For example, the macro-based autonomous system achieved 5.52 shop drawings per hour, highlighting the potential impact of independent, autonomous machinery.
Originality/value
The originality of this project stems from its attempt to quantify the effectiveness of applying autonomous technologies to a practical project. While previous works in this field have focused on system development and improvement, this paper presents an autonomous system at work in an actual project, in which junior engineers were able to be entirely replaced. The system was successful in independently creating numerous required shop drawings. The value of this analysis is to generate scientific evidence to evaluate the efficacy of the adoption of 4IR-oriented technologies.
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Jae-Eun Kim, Stephen Lloyd, Keji Adebeshin and Ju-Young M. Kang
The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising.
Abstract
Purpose
The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising.
Design/methodology/approach
This research employs a semiotic analysis of masstige brand advertising to discover those messages and themes that emerge and that communicate masstige values.
Findings
The research identifies identitary values that are exclusive to masstige brands, and those they share with luxury brands.
Research limitations/implications
The purpose of this research is not to make generalizations; rather, its purpose is to offer insights into those themes that define luxury and masstige brand identitary values.
Practical implications
The research provides insights into the key identifiers, which may inspire further research and provide marketing insights for the operation management in luxury fashion.
Originality/value
The research contributes to luxury and masstige retail brand research by identifying the symbolic meaning of luxury advertising.