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인터넷 환경에서 기업 생산성 향상을 위한 고객 참여의 방향성 관리 방안에 관한 연구
A Study on Managing Direction of Customer Participation to Improve Productivity of Company on Internet Environment
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- 발행기관
- 한국생산성학회 바로가기
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- 간행물
- 생산성연구: 국제융합학술지 KCI 등재 바로가기
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- 통권
- 제21권 제4호 (2007.12)바로가기
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- 페이지
- pp.55-77
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- 저자
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- 언어
- 한국어(KOR)
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- URL
- https://www.earticle.net/Article/A316512
※ 원문제공기관과의 협약기간이 종료되어 열람이 제한될 수 있습니다.
원문정보
초록
- 영어
- There is a growing concern about customer participation as a way of improving the productivity of company that based on internet environment. More and more ustomers have wanted to participate in marketing activities of companies. Many scholars have studied these phenomenons with favor. But participating customer not always help the productivity of company. Sometimes customers bother the marketing policy of company with customer participation. Customer participation is a kind of double-edged sword to a company. We need to find how to manage customer participation to help to improve productivity of company. However, little Marketing research has examined the ambilaterality of customer participation. In the research ambilateral intentions of customer articipation are suggested: negative-direction customer participation and positive-direction customer participation. The antecedents' variables and mediators in internet environments were investigated. The finding summarized as follows. The proposed two determinants, fairness and rewards, were significant antecedents to customer participation and the relationships between antecedents and direction of customer participation are mediated by community commitment and product commitment. Especially two mediators, community commitment and product commitment, have found that they have different influence to customer participation. Product commitment have positive influence on helping productivity of company through reducing negative-direction customer participation and increasing positive-direction customer participation but community commitment have ambilateral influence. Community commitment increases positive-direction customer participation but it also increases negative-direction customer participation. Implications of this study are discussed for researchers and managers.
목차
I. 서론
II. 이론적 배경 및 가설 설정
III. 연구 방법 및 가설 검증
IV. 연구의 종합 및 토의
참고문헌
Abstract
키워드
Customer participation The direction of participation Internet marketing Marketing productivity.저자
간행물 정보
발행기관
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- 발행기관명
- 한국생산성학회 [Korea Productivity Association]
- 설립연도
- 1985
- 분야
- 사회과학>경제학
- 소개
- 본 학회는 생산성에 관련된 학술연구의 진흥과 회원상호간의 친목을 도모함을 목적으로 한다. 그리고 다음의 사항에 주력한다. - 생산성에 관련된 학술연구의 진흥 - 생산성 향상을 위한 산학연계의 확립 - 회원상호간의 친교 및 정보교환 강화
간행물
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- 간행물명
- 생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]
- 간기
- 격월간
- pISSN
- 1225-3553
- 수록기간
- 1987~2025
- 등재여부
- KCI 등재
- 십진분류
- KDC 325 DDC 330
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