• Information Systems Review
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• v.4 no.2
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• pp.155-168
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• 2002

This paper examines whether the functions of eCRM solutions affect the site visit and purchase by customers. The functions of eCRM solutions are extracted and classified into three categories of c-marketing, e-sales, and e-service. E-marketing includes campaign/event marketing, e-mail marketing, and questionnaire marketing; e-sales consists of recommendation system and incentive/discount promotion.; e-service is composed of e-mail call center and web call center. From the online survey, 146 responses are collected and analyzed. The analysis shows that the level of experience in campaign/event marketing, e-mail marketing, e-mail call center, and web call center significantly affect the website visit by customers and that the level of experience in all eCRM functions except e-mail marketing significantly affect the purchase by customers. The effects of those functions in eCRM on the website visit are moderate, while the effects of the functions on the purchase are low. The results from this study imply that eCRM needs to strengthen the effect on the purchase with more thorough analysis of the customer profile.

• Journal of the Korea society of information convergence
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• v.8 no.1
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• pp.1-11
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• 2015

Today in modern Marketing CRM and environment of Marketing of Marketing need a various strategy. Modern Marketing needs more than merchandise and service to survive. The understanding of market's trend is the most important thing in various environments. The flow of market is to make the reliable relationships between comsumer and CRM then Marketing is creating the value of the customer. According this study gives a basic establishment of marketing strategy about various customership and makes use of analytic data.

• Journal of the Korea Society of Computer and Information
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• v.7 no.2
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• pp.179-186
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• 2002

In the web, the Personalization considering individual's habits and tastes is attracting the internet service companies and internet users in order to realize a custom-oriented e-CRM. that is, the Personalization is leaping the new competitive strategy of e-business. In this thesis, first I studies on the Personalization which is the base of e-CRM emphasized the custom relationship in the internet. second, I researched the ways of marketing strategy to realize the Personalization using the e-CRM as well as the problems of Personalization based on the current one-to-one marketing. finally, I showed the new Personalization adopting permission marketing of Seth Godin the vice-chairman of marketing department in yahoo.com for the better e-CRM.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.119-155
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• 2008

Customer Relationship Management(CRM) has been a sustainable competitive edge of many companies. CRM analyzes customer data for designing and executing targeted marketing analysing customer behavior in order to make decisions relating to products and services including management information system. It is critical for companies to get and maintain profitable customers. How to manage relationships with customers effectively has become an important issue for both academicians and practitioners in recent years. However, the existing academic literature and the practical applications of customer relationship management(CRM) strategies have been focused on the technical process and organizational structure about the implementation of CRM. These limited focus on CRM lead to the result of numerous reports of failed implementations of various types of CRM projects. Many of these failures are also related to the absence of marketing approach. Identifying successful factors and outcomes focused on marketing concept before introducing a CRM project are a pre-implementation requirements. Many researchers have attempted to find the factors that contribute to the success of CRM. However, these research have some limitations in terms of marketing approach without explaining how the marketing based factors contribute to the CRM success. An understanding of how to manage relationship with crucial customers effectively based marketing approach has become an important topic for both academicians and practitioners. However, the existing papers did not provide a clear antecedent and outcomes factors focused on marketing approach. This paper attempt to validate whether or not such various marketing factors would impact on relational quality and CRM performance in terms of marketing oriented perceptivity. More specifically, marketing oriented factors involving market orientation, customer orientation, customer information orientation, and core customer orientation can influence relationship quality(satisfaction and trust) and CRM outcome(customer retention and customer share). Another major goals of this research are to identify the effect of relationship quality on CRM outcomes consisted of customer retention and share to show the relationship strength between two factors. Based on meta analysis for conventional studies, I can construct the following research model. An empirical study was undertaken to test the hypotheses with data from various companies. Multiple regression analysis and t-test were employed to test the hypotheses. The reliability and validity of our measurements were tested by using Cronbach's alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis. The first key outcome is a theoretically and empirically sound CRM factors(marketing orientation, customer orientation, customer information orientation, and core customer orientation.) in the perceptive of marketing. The intensification of ${\beta}$coefficient among antecedents factors in terms of marketing was not same. In particular, The effects on customer trust of marketing based CRM antecedents were significantly confirmed excluding core customer orientation. It was notable that the direct effects of core customer orientation on customer trust were not exist. This means that customer trust which is firmly formed by long term tasks will not be directly linked to the core customer orientation. the enduring management concerned with this interactions is probably more important for the successful implementation of CRM. The second key result is that the implementation and operation of successful CRM process in terms of marketing approach have a strong positive association with both relationship quality(customer trust/customer satisfaction) and CRM performance(customer retention and customer possession). The final key fact that relationship quality has a strong positive effect on customer retention and customer share confirms that improvements in customer satisfaction and trust improve accessibility to customers, provide more consistent service and ensure value-for-money within the front office which result in growth of customer retention and customer share. Particularly, customer satisfaction and trust which is main components of relationship quality are found to be positively related to the customer retention and customer share. Interactive managements of these main variables play key roles in connecting the successful antecedent of CRM with final outcome involving customer retention and share. Based on research results, This paper suggest managerial implications concerned with constructions and executions of CRM focusing on the marketing perceptivity. I can conclude in general the CRM can be achieved by the recognition of antecedents and outcomes based on marketing concept. The implementation of marketing concept oriented CRM will be connected with finding out about customers' purchasing habits, opinions and preferences profiling individuals and groups to market more effectively and increase sales changing the way you operate to improve customer service and marketing. Benefiting from CRM is not just a question of investing the right software, but adapt CRM users to the concept of marketing including marketing orientation, customer orientation, and customer information orientation. No one deny that CRM is a process or methodology used to develop stronger relationships being composed of many technological components, but thinking about CRM in primarily technological terms is a big mistake. We can infer from this paper that the more useful way to think and implement about CRM is as a process that will help bring together lots of pieces of marketing concept about customers, marketing effectiveness, and market trends. Finally, a real situation we conducted our research may enable academics and practitioners to understand the antecedents and outcomes in the perceptive of marketing more clearly.

• The Journal of Information Systems
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• v.15 no.3
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• pp.87-106
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• 2006

The customer-focused enterprise is interested in integrating every record of an interaction with a customer. This study is to investigate the structural relationship of data integration customer analysis capability, marketing & sales capability, customer service capability, and CRM performance. 205 survey data were collected from the company which implemented the CRM package. SEM analysis shows that data integration has influence on the CRM performance through the improvement of customer analysis capability, marketing 8t sales capability, and customer service capability. The revised model for further goodness-fitting model shows that data integration has influence on the improvement of customer analysis capability, marketing & sales capability, and customer service capability. but customer analysis capability has indirect influence on CRM performance through the improvement of marketing & sales capability, customer service capability.

• Journal of Digital Convergence
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• v.10 no.3
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• pp.79-92
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• 2012

The purpose of this study are to examine the difference between the recognition and the satisfaction of CRM marketing's order of priority based on consumers type, and to define how both employees' recognition of priority and the performance influence on industry's financial and non-financial effect. As a result, a subjected industry turned out that the recognition of priority and satisfaction based on consumers type were different from each other, and employees' recognition of CRM marketing's of priority was different but it showed the both party's priority were same. The compared result between consumers' satisfaction and employees' recognition of performance is that employee's evaluation is overrated in proportion to consumers' satisfaction. Furthermore, among CRM marketing's priority, differentiating and sustainability of customers influenced on financial and non-financial appraisal but customers satisfaction did not.

• Journal of the Korean Home Economics Association
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• v.43 no.3 s.205
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• pp.1-10
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• 2005

The purpose of this study was to investigate the enforcement strategy for Consumer Service marketing of an e-Commerce shopping mall. An e-CRM for a Cosmetic e-Commerce shopping mall, Data Warehousing(DW) component, analysis of data mining of the DW, and web applications and strategies had to developed for marketing of consumer service satisfaction. The major findings were as follows: An RFM analysis was used for consumer classification, which is a fundamental process of e-CRM application. The components of the DW were web sales data and consumer data fields. The visual process of consumer segmentations (superior consumer class) for e-CRM solutions is presented. The association analysis algorithm of data mining to up-selling and cross-selling indicates an association rule. These e-CRM results apply web DB marketing and operating principles to a shopping mall. Therefore, the system applications of e-CRM to Consumer services indicate a marketing strategy for consumer-oriented management.

• The Journal of the Convergence on Culture Technology
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• v.7 no.1
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• pp.383-396
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• 2021

This study attempts to verify the effect of e-CRM on reuse intetnion of e-learning and to determine whether the presense mediates the relationship between e-CRM and reuse intetnion of e-learning through empirical analysis. The results of the study are as follows. First, The effect of e-CRM(e-marketing, e-service, e-communication) on the intention of reuse for e-learning services was significant. Second, it was found that the effect of e-CRM(e-marketing, e-service) on reuse intention of e-learning was significantly mediated by the teaching presence. Third, it was found that the effect of e-CRM(e-marketing, e-service, e-communication) on reuse intention of e-learning was significantly mediated by the cognitive presence. Finally, it was found that the effect of e-CRM(e-marketing) on reuse intention of e-learning was significantly mediated by the social presence.

• CRM연구
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• v.2 no.1
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• pp.1-13
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• 2009

Because of today's intensive competitive environment, companies are taking new avenues to make inroads into or maintain their existing customers. Also many researchers have been studying areas of CRM in different perspectives. In this study, we review the previous studies critically and synthesize the concept and types of CRM from different points of view. Based on the consensus about the definition of CRM, this study propose some issues for the future study while suggesting some advices for the CRM managers. This paper review the most papers in major marketing journals after 1990 and consist of three parts (past, present and future of CRM) and its research issues.

• The Journal of the Korea Contents Association
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• v.7 no.7
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• pp.153-160
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• 2007

Be new, and various service is created through Ubiquitous Computing and Ubiquitous networks. Specially, recognize a situation of the object like a person and things, and Ubiquitous Location Based Services(u-LBS) to provide service to be useful to early bases is coming wherever to the front by important service when. This papers developed eCRM Mobile Marketing System. This Mobile Marketing System for the eCRM which they developed used location based in order companies currently used eCRM, and to more efficiently do customer Marketing.