• Korean journal of communication and information
• /
• v.45
• /
• pp.341-383
• /
• 2009

Customer Relationship Management (CRM) in the media field is a specialcustomer-centered management method based on the information technology in order to build a long-term relationship with customers, users or subscripted people of media services. The purpose of this study is to examine and compare the various strategies and the characteristics of customer relationship managements of domestic media corporations in the era of the digital convergence. The data is analyzed by in-depth interviews with the CRM managements of newspapers, cable & satellite broadcasters and telecommunication corporations. The result of the study shows that the practicing CRM in the media field has an influence on the management performance and the management's support influences the practice of CRM. CRM is practiced differently according to the scale of the media corporations and revenue. Also the study presents that media corporations which wanted to improve CRM are going through trials and errors caused by the lack of experience of the CRM market in Korea. Therefore this study would provide CRM strategy for CRM marketers in Korea. Furthermore, this study presents concepts to media corporations which do not apply to CRM yet, and theoretical backgrounds which do. Finally, the implication of the study, limitations and problems are explained and discussed.

• Information Systems Review
• /
• v.9 no.3
• /
• pp.99-132
• /
• 2007

As customer management rises by important issue in electronic commerce, virtue study about CRM have proceeded much. However, because existent researches were positive researches of most statistical base, There are some limitation that does not show dynamic change with CRM flow by flowing of time, and can not forecast propriety and future result about CRM strategy. Therefore, in order to overcome existent limitation on these CRM study, this study designed dynamic model which draws factors that compose CRM strategy of on-line shopping mall, and do based on technique in system dynamics so that can analyze dynamic change between these factors. Concretely, atomized customer focuses in the on-line shopping mall and does based on Permission marketing theory, and applied CRM of different level to atomized customers and know change of customer satisfaction measurement and discomfort degree accordingly. According to the result of Simulation practice, situation that achieve CRM strategy of different level by atomize customer more increase the customer satisfaction than situation that is not so. Dynamic pattern that presented in this study is expected that can verify validity about CRM achievement strategy of different level at each CRM point of contact & how Internet enterprise including on-line shopping mall is establishing CRM strategy reasonably.

• International Commerce and Information Review
• /
• v.3 no.1
• /
• pp.157-176
• /
• 2001

국내외 마케팅에 있어서 경쟁의 심화로 말미암아 새로운 고객의 획득에 따른 비용-효과보다 기존고객과의 관계유지를 위하여 고객의 평생가치를 높이도록 노력하는 것이 오히려 효과적인 경우가 많아졌다. 이러한 관계마케팅의 개념은 최근 마케팅을 포함한 기업경영 전반에 적용되는 고객관계관리(CRM)로 확장되고 있다. 또한 인터넷 기반의 e CRM이 고객행동의 분석도구를 거의 정확하고도 실시간으로 파악할 수 있게 함으로써 통합적 CRM의 아키텍쳐와 솔루션이 개발, 적용되고 있다. 통합 CRM에서의 고객은 B2B이든 B2C이든 간에 개별(개인) 고객을 가리키며, 개별 고객의 니즈와 요구를 적절하게 충족시킬 수 있도록 개인화 시스템을 구축하여 관리하는 것이 중요하다. 따라서 본 논문에서는 통합 CRM의 기본 틀과 시스템을 비롯하여 개인화 설계를 어떻게 할 것인가에 관한 사례 및 실증분석에 앞서 그 배경 지식을 정리하고자 이론적 탐구를 하였다.

• 한국경영정보학회:학술대회논문집
• /
• 2007.06a
• /
• pp.147-153
• /
• 2007

모바일 정보통신 사용자들에게 있어서 모바일 상거래는 기존에 존재하던 정보에 대한 통신 및 네트워크 접속 등 이용상의 제약을 뛰어넘어 정보이용의 활성화에 있어 주요한 전환점을 가져오고 있다. 모바일과 같은 정보통신기술의 발달로 금융정보화 투자가 촉진되어 금융중개기관의 경영전략 사무합리화 업무효율화 및 고객과의 관계 등과 같은 부분에서 여러 가지 변화가 일어나게 되었다. 금융산업계에서는 고객들의 금융 서비스 욕구가 다양해지고, 고객 중심의 금융시장으로의 전이로 인해 고객을 최우선으로 하고 고객과의 관계를 효과적으로 구축하기 위한 경쟁이 치열하다. 그 노력의 일환으로 IT기술을 활용한 CRM(Customer Relationship Management)을 금융산업의 중요한 전략 중 하나로 추진하고 있다. 하지만, 모바일 환경을 고려한 CRM 성공요소들이 CRM 성과에 미치는 영향에 대한 연구는 여전히 부족한 편이다. 따라서 본 연구의 주목적은 모바일 기술의 대표적 특성인 이동성과 편재성이 CRM 성공요소(최고경영자지원, 고객지향 조직문화, 부서간 상호작용, 고객정보 통합성)와 CRM 성과 사이에서 어떤 영향을 미치는지에 대해 실증적으로 규명하고자 하는데 그 목적이 있다.

• Proceedings of the Korean Operations and Management Science Society Conference
• /
• 2006.05a
• /
• pp.1819-1824
• /
• 2006

고객과의 지속적 관계를 통하여 기업 이익을 극대화시키는 CRM (Custom Relationship Management) 시스템은 국내에서는 고객 정보를 분석하여 마케팅 전략을 수립하는 분석 CRM 중심으로 구축되었다. 하지만 인터넷 및 모바일 기술의 발전으로 고객과의 접점이 다양한 채널을 통해서 이루어지고 있으나, 채널별 고객 정보가 체계적으로 관리되지 못하며, 고객에 즉시 대응할 수 있는 체계가 미흡하여 고객이 원하는 시점에 고객을 만족시켜 주지 못하고 있는 실정이다. 따라서 오프라인 중심의 분석 CRM 보다는 운영 CRM이나 협업 CRM 측면을 고려한 실시간(real-time) CRM을 목표로 하며, 다양한 기관과 다양한 채널로 구성된 고객 접점을 체계화하여 고객이 원하는 시점에 고객을 만족시킬 수 있는 CRM 모델을 도출하고자 한다. 본 논문에서는 이러한 모델을 근거로 새로운 관점의 정보기술 아키텍처를 제안한다. 이 아키텍처는 이질적인 유무선 환경을 위하여 XML 기반의 데이터인터페이스를 제시하고, 비즈니스 규칙(rule) 시스템과 데이터마이닝(data mining) 시스템을 포함하고 있다.

• Journal of Korean Society for Quality Management
• /
• v.32 no.1
• /
• pp.21-39
• /
• 2004

In recent studies, there has been much interest in the relationship between customer partnership and its effect on CRM success. Yet, there is little empirical work on it. This study empirically examines the relationship between customer partnership and CRM success in Korean companies. The findings indicate that the success of the relational systems(information technology and education/reward) is significantly related to trust to customer and customer partnership. The study also provides empirical evidence that trust and customer partnership is positively related to the new CRM success and the traditional CRM success.

• Journal of Korean Society for Quality Management
• /
• v.30 no.2
• /
• pp.60-71
• /
• 2002

The business's paradigm is rapidly changing from product-out to market-in due to Open-door, intensive competitiveness, the variety of the customer's need. Starting from this needs of the times, CRM based on the understanding which company's value coming from the customers is in everyone's mouth. But it can said that it stay in the Immature level at the understanding of this Importance, strategic approach Therefore, the basic objective of this study is to grope the strategic approach that can stand out basic competitive power of department store during the construction of CRM in department store. To achieve the objective of this study, first, we will find out the general error which companies commit during the construction of CRM, second, we will consider the grafting possibility with e-CRM in the case of the CRM's construction in department store. Finally, we will exhibit the conceptual model of department store's CRM which apply the membership card for effectiveness of the Customer Relationship Management.

• Management & Information Systems Review
• /
• v.21
• /
• pp.1-27
• /
• 2007

government is rising interest about CRM gradually. At this of time presenting visible effect, this study grasped success factors through the concept arrangement and the existing literature about CRM. The capacity of CRM and the result of CRM (interest of local department which is a variable, a specialty manpower, business cooperation between department, evaluation and compensation, system integration level that is special variable, possibility of system extension, ease of system use) analyzed to local government employee how affects through actual proof analysis.

• Journal of Korea Society of Industrial Information Systems
• /
• v.12 no.4
• /
• pp.131-137
• /
• 2007

The development of logical and systematical oriental hospital system is very important because most of oriental hospitals are taking pain of the competition's of the hospital and the medical market open. The setup of oriental medical is to enhance medical services and to maximize the efficiency of the management of the hospital. This paper develop the oriental hospital CRM based wire and wireless for digital oriental hospital mixed oriental hospital area and IT technology to maximize the profit the hospital

• Journal of the Korean Society of Clothing and Textiles
• /
• v.28 no.8
• /
• pp.1186-1195
• /
• 2004

The purposes of this study were to investigate the factors of CRM activity and the difference in CRM activities of department stores and to analyze the effect of CRM activities on customer satisfaction and loyalty. Investigators interviewed the buyers of three department stores in Daejeon area and surveyed 468 people aged over 20 who did shopping those stores. The data were analyzed with factorial analysis, multiple regression analysis, path analysis, ANOVA, Scheffe Test, etc., using the SPSS 10.0. The results of this study were: 1) Six factors were identified: ＇benefit ＆ information＇, ＇service＇, ＇customer invitation＇, ＇customer contact＇, ＇special management＇, and ＇purchase-related help＇; 2) CRM activities of three department stores were different, and department store buyers and customers were different in perception on CRM activities; and 3) Customer satisfaction was affected by the CRM factors like ＇service＇, ＇customer invitation＇, ＇purchase-related help＇, ＇benefit ＆ information＇, and ＇customer contact＇ Customer loyalty were affected directly by customer satisfaction, ＇benefit ＆ information＇ and ＇service＇, and indirectly by ＇customer invitation＇, ＇purchase-related help＇, ＇customer contact＇ through customer satisfaction.