ABSTRACT
A Study on the Relationship Building through Consumer Community
Yang, Suk-Joon
Department of Business Administration
The Graduate School of Seoul National University
We have seen the focus of marketing study shifted from the group to the individual. More Precisely, today's marketing is discussed on the assumption that individual has his/her unique needs such as one to one marketing with numerous database operation.
In the past the marketing was production-oriented for homogeneous market and then market-oriented for segmented market. But recently we can see new trend to place much emphasis on the community and the social responsibility in the individuals behavior pattern.
There is incessant flow in marketing concept for the individuals privilege and value, but the way to pursue these supreme goals is changing. More individuals are going to achieve their needs through the community and finally these come true with the development of information technology and transportation.
Consumers are changing ways to satisfy their needs and so the concept of community is to be introduced to the marketing study. Electronic community plays very important roles in the marketing at the virtual circumstances developing at high speed these days. And also in the real circumstances consumers are likely to constitute new communities to make their own value come true.
Consumers association in Korea has played their roles against the company. But consumer community developed under neo-individualism is going to cooperate with the company for its own value accomplishment. In doing so, the company can designate consumers needs exactly and lead them to its loyalty.
In this study I made survey for the community to transact organic agricultural products to ascertain how the consumer community makes relationships with the company and how the company manages to make long-term cooperative relationship with the community. And also which advantages the company secures in the relationship with the community over the individual consumer.
Major results in this study are as follows.
1. Higher the consumers mechanical solidarity in the community, higher the reliability in the transaction with the company.
2. Higher the trust in the transaction with the company, higher the consumers participation in the production.
3. Higher the consumers interaction in the community, higher the consumers participation in the production.
4. Higher the consumers emotional connection in the community, higher the consumers participation in the production.
5. Higher the consumers organic solidarity with the company, higher the consumers participation in the production.
6. Higher the consumers participation in the production, higher the consumers loyalty for the product.
7. Higher the consumers participation in the production, higher the consumers commitment to the company.
This study let us know the following.
1. The participation of the consumer community in the production has direct influence on the company's fruit. Therefore, the companies opportunities-making for the participation is going to make robust stepping stone to raise its profit through the build-up of loyalty and compliance.
2. Consumers participation in the production is influenced by the relationship with the consumer community rather than the company. So, the companies effort to induce the consumers participation in the production through cooperation with existing community of build-up of new community rather than with the individual consumer.
3. Cooperating with the existing community, the company can construct trust with the consumer community more easily in the circumstances of strong organic solidarity; Playing some roles in the consumer community, the company can easily cooperate with it.
Key Words : consumer community, customer relationship, relationship marketing, relationship marketing community, customer success
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