• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.341-346
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• 2022

With the recent paradigm shift towards 'sustainable management', corporate social responsibility is recognized as an important factor for the continuous and long-term growth of a company. This study examines how the perception of CRM performing companies and NGOs affect attitude toward donation. In addition, it was empirically investigates how the perception of donation affects the SNS word of mouth intention. In this study, a total of 180 usable responses were obtained for analysis, and SPSS and AMOS 26.0 were used to verify the validity and hypothesis of the study. As a result of the study, it was found that validity and reliability were secured. As a result of the hypothesis testing, all the hypotheses were supported, but the effect of the perception of the company implementing CRM on the donation attitude was very weakly supported. This study suggests that raising a positive awareness of CRM-performing companies and NGOs collaborating with them is an effective strategy to increase donation attitudes and SNS word-of-mouth intentions for CRM.

• Asia Marketing Journal
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• v.9 no.2
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• pp.49-95
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• 2007

The "cause-related marketing (CRM)," generally defined as a mutually beneficial relationship between a company and a non-profit relationship or a social cause, which is perhaps the most progressive outgrowth of marketing trend. This paper contributes to, and looks at the practical issues of CRM and its effect on the brand attitude of the customer. To do so, following three broad research questions have been addressed. Which cause-related orientation is effective on customer's attitude of the brand? Which type of cause-related message provides crucial impact on customer's attitude of the brand? How product category acts upon and brings about different consequences on CRM? To address these questions, a causal model has been developed incorporating message type, product relevance, social significance, and brand attitude. The study model was tested with survey data collected from 400 career professionals and students in Seoul and statistically processed the 176 valid ones. The results of the study considerably supported the conceptual model. The analysis also revealed that the study population was not able to detect the differences in CRM strategies but tend to conceptualize them as a whole.

• Proceedings of the Korea Information Processing Society Conference
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• 2004.05a
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• pp.69-72
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• 2004

기업간의 경쟁이 심화되고 정보의 중요성에 대한 인식이 확대되어 가는 상황에서 다량의 데이터로부터 가치 있는 데이터를 추출하는 CRM 데이터 마이닝은 중대한 관심사가 아닐 수 없다. 본 연구는 데이터마이닝의 여러 활용 분야 중 고객세분화를 위해 최근 많이 사용되고 있는 데이터마이닝 기법인 로지스틱 회귀분석, 의사결정나무, 신경망 알고리즘 기법들을 비교하며, 이를 실제 아파트 고객의 데이터를 이용하여 검증하고자 한다. 따라서, 아파트 고객 세분화를 위한 데이터마이닝 수행시 기법 선택의 기준과 비교 평가의 기준을 제시하는 데 연구목적 있다.

• Proceedings of the Korea Society of Information Technology Applications Conference
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• 2006.06a
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• pp.345-354
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• 2006

고객관계관리는 많은 기업들에게 경영자와 차별화할 수 있는 부문으로서 인식되어 왔다. 수익성 높은 고객을 확보하고 유지하는 것이 매우 중요하기 때문이다. 기업의 핵심역량으로서 고객관계관리를 강화하기 위해서는 고객정보를 더욱 효과적으로 관리해야 한다. 본 연구는 고객정보관리 활동들과 그에 영향을 마치는 영향요인들을 살펴보고, 고객정보 관리 충실도와 고객정보 품질 간의 관계를 보인다. 또한, 고객정보관리 활동에 영향을 미치는 영향요인과 고객정보 품질 사이에서 고객정보관리 프로세스 충실도가 매개효과를 나타냄을 증명한다. 설문을 통해 얻은 65개 기업의 자료를 바탕으로 다중회귀분석과 ANOVA를 실시해 가설에 대한 실증 분석을 하였다. 분석 결과 6개의 고객정보관리 활동들과 이러한 고개정보관리 프로세스에 대한 5개의 영향요인을 발견하였다. 고객정보관리 프로세스의 충실도는 고객정보 품질과 밀접한 관계를 보였고, 영향요인과 고객정보 품질 사이에서 고객정보관리 프로세스의 충실도가 매개 역할을 수행함을 밝혀내었다. 마지막으로 본 연구의 의의와 결론, 향후 연구방향을 제시하였다.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• autumn
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• pp.458-461
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• 2001

The whole of industry sectors are getting achieved BPR(Business process Reencountering) which innovate the inefficient product organization through examined the value chain. Besides, they try to integrate ERP, CRM, and SCM which is based on value chain. Construction Industry, however, not only is not regularized it but is not inadequacy about information mind. Nowadays Korean government lead the construction CALS, only some large company Innovate and restructure the organization and product structure. It Is necessary to efficient manage the project information and historical data and develop CIC/PMIS to transfer from the function based information-flow to the project based information-flow. The purpose of the Information management system's success In Korea, therefore, this paper analyzes the information-intensive problems and proves the device to achieve the Information Management System through the Standardization, Synchronization, Centralization for Construction Company.