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A Study on Customer Characteristics in B2B Transactions Using Three-dimensional Positioning Map and Web-shape Customer Needs Analysis  

Park, Chan-Ju (Department of Industrial & Systems Engineering, Myongji University)
Park, Yunsun (Department of Industrial & Systems Engineering, Myongji University)
Kim, Chang-Ouk (Department of Computer Science and Industrial Engineering, Yonsei University)
Joo, Sang-ho (Department of Business Administration, Myongji University)
Kim, Sun-il (Department of Computer Science and Industrial Engineering, Yonsei University)
Publication Information
Journal of Korean Institute of Industrial Engineers / v.28, no.3, 2002 , pp. 274-282 More about this Journal
Abstract
This paper discusses a multi-dimensional analysis for Customer Relationship Management (CRM). For this, We propose a decision-making methodology which employs three analysis models. The first model is a three-dimension positioning map to derive a strategy which achieves the Process Value Line (PVL). The second model is the web-shape analysis model to visibly understand the individual based on the customer CSI (Customer Satisfactory Index) data. The third model which supports the web-shape analysis model, is the relative satisfactory analysis model. It considers a satisfaction level after purchasing against before purchasing. Then we perform overall analysis based on the three analysis models to provide marketing strategies to decision makers.
Keywords
three-dimension positioning map; web-shape analysis; relative satisfactory analysis; CRM; process value line (PVL);
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