行銷硏究 : Marketing research

체험마케팅(Experiential Marketing)의 오해와 진실

In many developed economies, changing demographics and economic conditions have given rise to increasingly competitive labour markets, where competition for good employees is strong. Consequently, strategic investments
in attracting suitably qualified and skilled employees are recommended. One such strategy is employer branding. Employer branding in the context of recruitment is the package of psychological, economic, and functional benefits
that potential employees associate with employment with a particular company. Knowledge of these perceptions can help organisations to create an attractive and competitive employer brand. Utilising information economics and signalling theory, we examine the nature and consequences of employer branding. Depth interviews reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers’ brand signals; perceptions of the employers’ brand investments; and perceptions of the employers’ product or service brand portfolio.

Employer branding : strategic implications for staffrecruitment

Rapidly increasing global competition, emergence of new markets, and technological advancements make today’s marketplace a highly dynamic and challenging environment for companies. Effective marketing is therefore crucial for organizations to survive and prosper in such an environment. Marketing is the process through which organizations develop and distribute products and services that satisfy the needs of customers. Customer satisfaction is critical to the profitable operations and growth of organizations and, as such, an integral component of modern-day marketing.

고객과 지식 Marketing

https://cronfa.swan.ac.uk/Record/cronfa40424/Download/0040424-25052018142223.pdf

What determines success of an e-government service? Validation of an integrative model of e-filing continuance usage

Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty

To ensure the success of online business, it is important for the retailers to understand their targeted customers. The aim of this study examines the significance of attitude toward online shopping. The objectives of the study are two fold. The first section seeks to determine relationship between attitude towards online shopping with shopping orientations and perceived benefits scales. The second section investigates factors that influence peoples’ attitudes towards online shopping. A five-level Likert scale was used to determine students’ attitudes towards online shopping. A self-administered questionnaire, based on prior literature, was developed and a total of 370 post graduate students were selected by random sampling. The regression analysis demonstrated the determinants of consumers’ attitudes towards online shopping. Additionally, utilitarian orientations, convenience, price, wider selection influenced consumers’ attitudes towards online shopping.

	 

	Key words: Electronic commerce, internet, shopping, consumer attitude.

Factors affecting students attitude toward online shopping

The higher education services industry in Malaysia has been given a boost in the 1990s by the Government's policy liberalization and quite ironically, the Asian financial crisis. More students are now opting to study locally instead of going abroad. However, with the myriad of institutions and courses around, it is very difficult to understand how students select colleges of their choice.
This study seeks to explore the criteria with which students select their tertiary institutions. In essence, we would try to establish the ranking of variables thought to be important for college selection. Also, the degree of influence by external sources on students' decisions would also be gauged.
A total of 210 respondents from the Klang Valley were surveyed in this study. They comprised first-year undergraduate students from four public universities and four private establishments. The data collected from the survey was analyzed using the SPSS programme. A series of analyses, including descriptive and factor analysis were conducted on the data.
The results validated three of the four hypotheses of the research. It confirms that student selection of colleges actually depends on several criteria, including academic quality, facilities, campus surroundings, and personal characteristics. It also validates the contention that income affects the choice of students along the public-private education divide.

An Exploratory Study of Factors Influencing the College Choice Decision of Undergraduate Students in Malaysia

The purpose of this paper is to examine the overall perceptions of Malays, Chinese, and Indian consumers towards advertising by celebrities, and the influence of celebrity advertising towards customer purchasing behavior. The results showed that the Malays and Chinese were most familiar with certain celebrities than others. There were also significant differences between the Malays, Chinese, and Indian consumers on their attitudes towards advertising by celebrities, consumers' perceptions of product endorsement by celebrities. the celebrity's credibility, and brand selection. Overall, the respondents agreed that advertising by celebrities influenced them in making decisions to purchase a product. The implications of the research are discussed.

Perceptions of Advertising and Celebrity Endorsement in Malaysia

Like many other service organizations, higher education institutions may want to review their marketing strategies in order to complete in the increasingly competitive market. It is crucial that higher learning institutions understand the perceptions and expectations of students and translate them into marketing activities that would attract and retain students. The objective of the research is to explore student view on important criteria in selecting higher education institutions. Personal interviews with 210 student from both public and private higher learning institutions in Malaysia were carried out. Variables used include: academic programme, academic staff, facilities, pricing, and promotion. Data were analysed using Factor Analysis and Comparison of Means. Based on the study, students consider personal factors (job opportunities, availability of
course, time required for completion, entry requirements, availability of part-time studies, marketability
of degree); academic quality and facilities (quality of teaching, library collection, institution's
reputation, facilities, programme structure); campus (campus size and layout, campus attractiveness, number of students); socialization (extra curricular activities, opportunity to meet friends); and financial aid & procedures (scholarship/financial aid, procedures and policies) as important criteria in selecting a higher learning institution. Based on Comparison of Means, rankings of variables influencing college choice decision by importance are as follows: quality of teaching, institution's
reputation, marketability of degree, job opportunities, tuition fees, programme structure, time required for completion, facilities, availability of courses, and entry requirements.

/pdf/marketing-analysis-of-the-higher-education-service-sector-in-1jrcb266ed.pdf

Samsinar Sidin

Papers

Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty

Factors affecting students attitude toward online shopping

An Exploratory Study of Factors Influencing the College Choice Decision of Undergraduate Students in Malaysia

Perceptions of Advertising and Celebrity Endorsement in Malaysia

Marketing Analysis of the Higher Education Service Sector in Malaysia: Consumer Perspective