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http://dx.doi.org/10.11627/jkise.2020.43.1.050

A Study for Analysing Key Factors for Establishing the Omni-Channel Customer System in a Financial Enterprise Using ANP  

Hwang, Hyun-Cheon (Public Policy and Information Technology, Seoul National University of Science & Technology)
Kim, Woo-Je (Public Policy and Information Technology, Seoul National University of Science & Technology)
Publication Information
Journal of Korean Society of Industrial and Systems Engineering / v.43, no.1, 2020 , pp. 50-60 More about this Journal
Abstract
The omni-channel customer system is the communication system between enterprise and customer via multiple channels such as mail, email, SMS, and mobile. The omni-channel customer system complements each other channel through the integration of each channel. The purpose of this research is to derive key factors and calculate the weights that a financial enterprise considers when adopting the omni-channel customer system. For this research, we analyzed the request for proposal documents used for the omni-channel customer system implementation projects in the financial enterprise. Also, we derived, classified, and stratified the key factors to be considered for the introduction of the omni-channel customer system in the financial enterprise. As a result of analyzing the key factors, customer experience, operations, and security were identified as the components of the top category in introducing the omni-channel customer system in the financial sector. Furthermore, the weight for each key factor was calculated by using ANP. As a result of ANP, operations, customer experience, and security were important in order. Also, the degree of easiness for connecting with other systems and the various abilities for representing the contents of the omni-channels were derived as the important key factors.
Keywords
Omni-Channel; Customer Experience; Financial Enterprise; ANP;
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Times Cited By KSCI : 2  (Citation Analysis)
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