• 정보관리연구
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• 제35권1호
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• pp.51-69
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• 2004

요즘은 풍부한 고객관련 데이터를 다양한 정보기술을 활용하여 분석함으로써 기업과 고객간의 상호 교류를 관리하는 고객중심의 마케팅적 경영방식인 CRM 기법에 관심이 집중되고 있다. 이러한 CRM 기법을 도서관에 도입함으로써 고객중심의 운영이 궁극적 목표인 도서관은 자관의 특성과 목적에 맞게 CRM을 적용하고 각 채널에 적합한 서비스 계획을 구축할 수 있으며, 도서관 운영 전반을 고객중심으로 변화 시킬 수 있을 것으로 사료된다. 이를 위해 본 연구에서는 문헌조사를 바탕으로 CRM의 도서관 도입의 필요성과 CRM 수행에 필요한 정보기술의 이론적 배경을 고찰하였고, 실제로 경제학분야 전문도서관 한곳을 대상으로 고객중심의 장서관리 방안과 고객 세분화를 통한 고객관리 방안을 제시를 위하여 CRM을 수행하였다. 또한 데이터 마이닝 정보기술을 이용함으로써 대량의 데이터를 효율적으로 분석하고, 예측모형을 통해 객관적인 예측값을 얻고자 하였다. 그 결과로 고객 중심의 장서관리 방안과 고객세분화를 통한 고객관리 방안을 제시하였다.

• 가족자원경영과 정책
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• 제12권3호
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• pp.1-21
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• 2008

Research has emphasized that relationship marketing programs enhance customer satisfaction and reduce switching intentions by building switching barriers. However, the psychological reactance theory demonstrates that building switching barriers can make customers fsel that the alternative not chosen is more attractive, because their freedom of choice has been deprived. It can be hypothesized that a relationship marketing program, which is intended to offer various benefits to customers, may not result in positive customer attitude and behavior. This paper examines the effects of relationship marketing programs on customers' perceptions of switching cost and loss of freedom. The effects of those perceptions on customer satisfaction and switching intentions were identified. In addition, the moderating role of personal reactance was examined. The results of this study suggest that (1) perceived switching cost has significant influence on boosting perceived loss of freedom; (2) perceived loss of freedom has no significant effects on customer satisfaction; (3) perceived loss of freedom enhances customers' switching intentions. Furthermore, psychological reactance has a significant influence on customers' switching intentions. This study concludes that the role of relationship marketing programs should be reconsidered, especially in terms of customers' switching intentions. Customer satisfaction is not the key factor of predicting customers' future behavior.

• 디지털산업정보학회논문지
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• 제19권4호
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• pp.193-203
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• 2023

This study aims to propose a reasonable and effective kiosk operation plan for hotels planning to introduce kiosks by verifying how the quality attributes of hotel kiosks, which have recently been rapidly increasing starting with mid-priced hotels, affect customer satisfaction and relationship continuity intention. An online survey was conducted for customers using hotel kiosks. 300 copies were collected, 61 insincere responses were removed, and 239 copies were verified. As a result of the analysis, first, hotel kiosk quality attributes, display color, device design, internal UI, amount of information, display brightness and response speed were found to have a significant impact on customer satisfaction and were partially adopted. Second, in terms of relationship continuity intention, the display color, internal UI, amount of information, and response speed were found to be significant and were partially adopted. Third, customer satisfaction showed significant results in relationship continuity intention. These research results showed partial differences from previous studies on general kiosk users and restaurant kiosk users, and based on these results, academic and practical implications were derived.

• 경영과정보연구
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• 제25권
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• pp.339-370
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• 2008

As the Internet environment develops, Internet has already been being established as important tool of business marketing and branding. In particular, a brand community where customers interact with other customers who have the same interest in brand provides a variety of benefits to customers as well as companies. The brand community makes it possible for company to build, and retain relationships with customers, and capture new market opportunities. Therefore, this study examines the relationship among service quality of brand community, customer value, customer satisfaction, customer trust, and brand community loyalty in online brand communities. The results of empirical analysis can be summarized by the following: First, service quality of brand community had a significant direct effect on customer value. Second, service quality of brand community had a significant direct effect on customer satisfaction. It had also a positive, significant indirect effect on customer satisfaction through customer value and customer trust. Third, service quality of brand community had a significant indirect effect on brand community loyalty through customer satisfaction, customer value, and customer trust. Therefore, These finding will spawn both academic and practitioner interest in brand community and serve as a foundation for further research in this important area.

• Journal of Information Technology Applications and Management
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• 제14권1호
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• pp.161-178
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• 2007

Nowadays, Customer Relationship Management (CRM) has been a competitive edge of many companies. It is critical for companies to get and maintain profitable customers. For the purpose of sustaining this competitive edge, companies should manage the Customer Information (CI) more effectively The major goais of this research are 1) to identify the activities of the Customer Information Management (CIM) and the factors influencing on the CIM, 2) to show the relationship between the proficiency of the CIM and the CI Quality, and 3) to verify the mediating effects of the proficiency of the CIM Process between the influencing factors and the CI Quality. An empirical study was undertaken to test the hypotheses with data from 65 companies. Multiple regression analysis and ANOVA were employed to test the hypotheses. We found that 1) there are 6 activities in the CIM process and 5 factors affecting the CIM, 2) the proficiency of the CIM process is closely related to the CI Quality, and 3) the proficiency of the CIM process plays the mediator between the influencing factors and the CI Quality.

• 대한안전경영과학회지
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• 제9권3호
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• pp.111-118
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• 2007

What is CRM(Customer Relationship Management) means that planning, executing, and re-accessing the marketing strategy based on the customer character by analyzing the material related to customers. That is CRM is a strategy of customer service on the base of data. In the case of the telecommunications and a newspaper, there are restricted application of CRM, because they are provided services by paying a given amount of money within a given period of time. This paper develops CRM model(chum prediction model) that can apply to a newspaper. For model-building, real data were used which were collected from one of the major a newspaper company in Korea. Also, this paper verifies the efficient result.

• 품질경영학회지
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• 제30권4호
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• pp.120-136
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• 2002

The CRM is the process of integrated customer management to increase the profitability of firm as a maximizing the consumer's value and supplying the high quality product or service. The Post Information Service Headquarter was recognizing the importance of CRM and constructed the customer relationship management system that based on CRM, steadily has made an endeavor for operating to improve the job operation such as posting, banking and insurance. This research analysed the impact of service quality on the customer satisfaction in the Korea Post Office. First of all, we review the existing literature on measurement of service quality and management. As a result of this review and survey of the employer in post office, nineteen factors emerged as important to the service management of The Korea Post Office; Postal Services, Banking Services, Insurance Services. The regression analysis was utilized for analyzing the influence of service quality factors upon the customer satisfaction. Results show that service quality factors have a statistically significant impact on the customer satisfaction of the Korea Post Office.

• 경영과정보연구
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• 제32권2호
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• pp.137-164
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• 2013

본 연구는 서비스마케팅 분야에서 주목받고 있는 고객참여행동과 프렌드십의 관계에 대해 살펴보고, 이들의 관계마케팅 성과에의 영향에 대해 규명한다. 고객참여행동은 서비스접점에서 서비스제공자와의 상호작용과정에 강력한 영향을 미치고 있어 서비스접점은 기능적 요소뿐만 아니라 사회적 요소를 발생시키는 주요한 순간이다. 따라서, 지난 선행연구들에서 밝혀진 고객참여행동의 고객만족 및 서비스 품질 향상에의 기여와 같은 내용에서 벗어나 고객참여행동과 사회적 결속에 따른 관계마케팅적 성과에 대해 살펴보고자 하는 것이다. 연구의 결과, 고객참여행동의 상호작용과정에 미치는 영향과 상호작용과정을 통해 형성되는 프렌드십의 관계는 직접적으로 유의한 긍정적인 영향이 있는 것으로 실증되었다. 또한, 고객참여행동 및 상호작용과정을 통해 형성된 프렌드십은 관계의 질 및 고객충성도와 같은 관계마케팅 성과에도 긍정적인 영향이 있는 것으로 나타났다. 결론적으로, 고객참여행동은 서비스접점에서의 상호작용과정을 풍부하게 하고 이를 통해 고객과 서비스제공자 간의 프렌드십 형성이 가능하며, 이는 궁극적으로 관계적 성과로 이어질 수 있다고 평가할 수 있다.

• 디지털산업정보학회논문지
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• 제10권4호
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• pp.211-224
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• 2014

This study is aimed at considering the relationship between the influential factor in Smartphone purchase and consumer awareness. For this purpose, this study set up the influential factors in Smartphone purchase as advertising effect, brand effect and usability effect and corporate image effect, and considered the relationship between these influential factors and consumer awareness empirically. The research results can be summarized as following 3 parts: First, the four factors suggested as the influential factor in Smartphone purchase were verified to have a significant influence on customer satisfaction and customer loyalty, and thus, it is thought that the bigger the influence of these factors, the more customer satisfaction and customer loyalty will increase. Second, among the factors suggested as influential factors in Smartphone purchase, the biggest factor in influencing customer satisfaction was found to be 'Usability Effect' while the biggest factor in influencing customer loyalty was revealed to be 'Brand Effect.' As a result, this study could learn that it's necessary that 'Usability Effect' should be considered more preferentially than other factors in order to enhance customer satisfaction while 'Brand Effect' should be preferentially considered in orderto raise customer loyalty. Third, it can be judged that in the relationship between customer satisfaction and customer loyalty, the bigger the customer satisfaction, the higher the customer loyalty. It is hoped that such research results could be applied as useful materials in time of establishing the marketing strategy. Nevertheless, this paper makes it clear that due to the constraints in the number of sample areas and samples, there is a limit in objectifying the research results into all areas.

• Asia Marketing Journal
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• 제15권3호
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• pp.141-157
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• 2013

Managing customers based on customer equity (CE) has emerged as the most effective way of doing business because of its ability to foster profitable customer relationship management (CRM) through appropriate marketing activities. Most research studies provide conceptual and empirical evidence of the positive link between CE and firm performance. However, regarding this possibility, it has been suggested by some researchers that this link may not hold true for other firms with different firmographic factors, such as firm growth rate, size, and resources. As previous research emphasizes that marketing managers should implement a strategy based on their unique business environment, our study addresses this issue by extending the framework to a different industry setting to investigate the impact of CE on firm performance. We develop a model for examining the relationship between the firm's estimated CE and firm performance by each time period using a distributed lagged model. Then, we investigate the effect of CE on the firm's profitability using a regression analysis. Finally, even though CRM is in increasing demand and firms are focusing on the customer as an asset, we conclude that there is a limited condition for this positive effect of CE. When the life cycle was divided by growth rate, CE was shown to have a distinctive effect on profit. In the case of a high-growth stage, the effect of CE on profit is positive because of its potential customer base, whereas the effect is not significant in a low-growth stage. That is, when the business environment is saturated and the firms are no longer competing in the market, CRM may not be effective. In other words, a long-term performance orientation may not be as effective as previously believed. This research contributes to the previous literature, providing a counterintuitive suggestion that firm managers should be cautious about implementing a CRM strategy and should allocate resources properly in terms of their resource capabilities and ability depending on their situation.