서지주요정보
e-비즈니스 디마케팅의 성공요인 분석 : 사례연구를 중심으로 = Demarketing success factors on e-busineess : case studies
서명 / 저자 e-비즈니스 디마케팅의 성공요인 분석 : 사례연구를 중심으로 = Demarketing success factors on e-busineess : case studies / 박근일.
발행사항 [대전 : 한국과학기술원, 2004].
Online Access 비공개원문

소장정보

등록번호

8015337

소장위치/청구기호

학술문화관(문화관) 보존서고

MGSM 04039

휴대폰 전송

도서상태

이용가능(대출불가)

사유안내

반납예정일

등록번호

9009680

소장위치/청구기호

서울 학위논문 서가

MGSM 04039

휴대폰 전송

도서상태

이용가능(대출불가)

사유안내

반납예정일

리뷰정보

초록정보

One of the most significant demarketing issues in e-business is “charged Internet services.” Although, many e-business firms boast their large number of subscribers, this cannot ensure profit for them because e-business firms have offered “free Internet services.” The point of this campaign is making as many customers pay for their service as possible. As a result, the goal of e-business demarketing is not destructing customer’s needs, but increasing a company’s profit. This study analyzed successful demarketing case of Internet auction, Internet game and mobile telecommunication firms. The purpose of this study is to suggest guideline for e-business firms which consider demarketing campaign. To achieve this research objective, the factors - reputation of the service provider, service substitutability, easy of using the service and usefulness of the service and switching barriers - are analyzed through case study. The findings are summarized as follows: First, the reputation of the service provider, service substitutability and usefulness of the service has significant impacts on the switch barrier. Second, if customers recognize switch barrier high, they would have difficulties in switching service despite the service cost increased or the service benefit decreased.

서지기타정보

서지기타정보
청구기호 {MGSM 04039
형태사항 vi, 80 p. : 삽화 ; 26 cm
언어 한국어
일반주기 저자명의 영문표기 : Keun-Il Park
지도교수의 한글표기 : 이재규
지도교수의 영문표기 : Jae-Kyu Lee
학위논문 학위논문(석사) - 한국과학기술원 : 경영정보전공,
서지주기 참고문헌 : p. 75-78
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