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A StudyOn the Maximization of Enterprise Equity through Customer Experience Management  

Kin Han-Xin (인하대학교 산업공학)
Kim Young-Min (인하대학교 산업공학과)
Lee Chang-Ho (인하대학교 산업공학과)
Publication Information
Journal of the Korea Safety Management & Science / v.8, no.2, 2006 , pp. 103-114 More about this Journal
Abstract
Today the usage of DB already becomes an important issue for many companies' survival. Especially, the companies which have adopted CRM could not gain the return to be expected because of the lack of understanding about the relationship with customers. Professor Schmitt introduced 'the complete CEM(Customer Experience Management) model', but no specific methodology for analysis was introduced. Therefore, in this study we use HOQ, GA, and ANP to build 'the complete CEM model' and present the integrated CEM model based on the integrated analytic process to help the company's decision about the stage to be begun first out of 5 stages of CEM and the priorities of investment in customer experiences.
Keywords
CEM; HOQ; CRM;
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