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http://dx.doi.org/10.17703/JCCT.2017.3.4.137

The Effect of CRM Factors in Supply Chain Management of Fashion Apparel Company  

Son, Jin Ah (Dept. of Fashion Design, Soongeui Women's College)
Publication Information
The Journal of the Convergence on Culture Technology / v.3, no.4, 2017 , pp. 137-144 More about this Journal
Abstract
The purpose of this study is to examine the effectiveness of Customer Relationship Management (CRM) factors in the Supply Chain Management (SCM) context focusing on ashion apparel company. Especially, this study reveals whether a long term relationship is beneficial for all businesses regardless of negotiation power leverage. To this end, the mixed research methods that combined qualitative and quantitative approaches were conducted. The findings of this study are as follows: First, the research model which is CRMs for interactive relationship building were developed. Second, cause-and-effect relationships in the proposed model were partially supported depending on CRMs. The most effective CRMs offered are a guarantee of sales and a special discount. Customized products and quality, convenience, competitive pricing, and development of a product/system/service were effective to ultimately increase a switching cost.
Keywords
Customer Relationship Management; Long Term Relationship; Supply Chain Management; Switching Cost;
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