Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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Dynamic Analysis of CRM Strategy for Online Shopping-mall

온라인쇼핑몰의 CRM 전략에 관한 동태적 분석: System Dynamics 기법을 활용한 고객만족도 분석을 중심으로

  • Kang, Jae-Won (Dept. of Management Information Systems, Graduate School, Ajou University) ;
  • Lim, Jay-Ick (Division of e-business, School of Business Administration, Ajou University) ;
  • Lee, Sang-Gun (Division of e-business, School of Business Administration, Ajou University)
  • 강재원 (아주대학교 일반대학원 경영정보학과) ;
  • 임재익 (아주대학교 경영대학 e-business학부) ;
  • 이상근 (아주대학교 경영대학 e-business학부)
  • Published : 2007.12.31
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Abstract

As customer management rises by important issue in electronic commerce, virtue study about CRM have proceeded much. However, because existent researches were positive researches of most statistical base, There are some limitation that does not show dynamic change with CRM flow by flowing of time, and can not forecast propriety and future result about CRM strategy. Therefore, in order to overcome existent limitation on these CRM study, this study designed dynamic model which draws factors that compose CRM strategy of on-line shopping mall, and do based on technique in system dynamics so that can analyze dynamic change between these factors. Concretely, atomized customer focuses in the on-line shopping mall and does based on Permission marketing theory, and applied CRM of different level to atomized customers and know change of customer satisfaction measurement and discomfort degree accordingly. According to the result of Simulation practice, situation that achieve CRM strategy of different level by atomize customer more increase the customer satisfaction than situation that is not so. Dynamic pattern that presented in this study is expected that can verify validity about CRM achievement strategy of different level at each CRM point of contact & how Internet enterprise including on-line shopping mall is establishing CRM strategy reasonably.

전자상거래에서 고객관리가 중요한 이슈로 떠오르면서 CRM에 대한 선행연구가 많이 진행되어왔다. 하지만 대부분 통계기반의 실증연구들이어서 시간의 흐름에 따른 CRM 결과의 동태적 변화를 보여주지 못하며, CRM 전략에 대한 타당성과 미래성과를 예측 할 수 없는 한계점을 가지고 있었다. 따라서 본 연구는 이러한 한계점을 보완하고자, 온라인쇼핑몰의 CRM 구성요소들을 도출하고 이들간의 동태적 변화를 분석하기 위해 시스템다이내믹스기법을 기반으로 한 동태적 모델을 설계하였다. 구체적으로, 온라인쇼핑몰에 초점을 맞추고 퍼미션마케팅 이론에 기반하여 고객을 세분화하였으며, 기대이론 등을 바탕으로 세분화된 고객들에게 서로 다른 수준의 CRM을 적용하여 그에 따른 고객만족도와 불편도의 변화에 대한 명제(Proposition)을 설정하였다. 시뮬레이션 실행 결과, 세분화된 고객별로 CRM의 긍정적 효과로 인한 고객만족 및 유입보다 부정적 효과로 인한 불만족 및 이탈이 더 많은 것으로 나타났으며, 이는 본 연구에서 설정한 명제의 타당성을 검증하고 있다. 위와 같이, 본 연구에서 설계한 동태적 모델은 기존의 기대이론을 바탕으로 한 고객만족도 및 불만족도가 고객유입과 이탈에 미치는 영향에 대한 근거를 제시하였으며, 향후 븐 연구를 기반으로 실제 쇼핑몰사례를 접목시킨 실증 연구가 이루어진다면 현업의 CRM 전략수립에 명확한 기준을 제시할 수 있을 것으로 기대된다.

Keywords

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