문화마케팅 활동이 백화점 서비스 평가에 미치는 영향

Abstract

ABSTRACT

The Effects of the Culture Marketing Activities on the Department Store Service Evaluations

by Lee, Bun-Soon Advisor : Prof. Kim, Jong-Ho, Ph.D. Department of Business Adminstration Graduate School of Business Adminstration Chosun University

More and more attention are being made on culture-related marketing activities of department store but there are still mot enough research done in this field. This research makes an attempt to determine the effects of such culture marketing activities as compared to those of traditional marketing(marketing mix) on Department Store evaluations. First, partial statistical significant meaning resulted between culture marketing activities and service quality of retail stores. This means that the hypothesis which culture activities and lecture courses provided by department store may affect to the evaluation on the service quality of retail stores are partially adopted. Among culture activities, only culture producing company activity affected the evaluation on the service quality of department stores. This is considered as the results of various and active progress of department stores located in K area through the unique and various culture activities and lecture courses. But the other factors didn't show meaningful influence on the service quality. The importance of culture marketing activities is perceived, but local culture marketing activities factors are not firmly implanted. This implies that the development of culture marketing activities in terms of more deep founded rather than basic culture transfer is required. Second, there was a meaningful results at the analysis of casual-effect relationship between traditional marketing activities and service quality of the department stores. This is consistent with previous results of research, and thus the traditional marketing activities such as 4P(price, place, promotion, products) may have positive effects on the performance variables such as consumer's satisfaction and service quality with the improvements of consumers' preferences. Thus the marketers of the department stores may have positive influence on the performance of the department stores utilizing marketing mix strategy with consumer's preference and the image of the department stores. Third, there was a meaningful results between culture marketing activities and traditional marketing activities. This new emerging culture marketing activities may influence to the traditional marketing activities practiced by existing companies. Consumers showed positive attitude on the culture marketing activities implying the effects of culture marketing activities of retail stores. Culture promotion, culture support, and etc. provided by the retail stores resulted positive effects on the traditional marketing activities. This shows important implications that culture marketing activities affect high evaluation on the service quality of the department stores. This may promote the marketers of the department stores on the culture marketing activities.