• 한국유통학회지:유통연구
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• 제9권2호
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• pp.29-43
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• 2004

본 연구에서는 다채널 전략의 의의를 고객관계관리 측면에서 분석하였다. 다채널의 도입으로 기존 고객의 구매빈도와 구매금액, 그리고 구매수량이 유의적으로 증가하였는지를 실증 분석한 결과 구매빈도와 구매금액, 구매수량 모두 유의적으로 증가한 것을 확인하였다. 이러한 결과는 다채널 전략이 고객의 생애가치 (customer lifetime value)를 높이는데 기여했음 것을 시사하고 있다. 다만, 다채널의 도입에도 불구하고 단일채널을 고집하는 고객이 여전히 많은 상황에서 이들이 다채널을 사용하도록 유도하는 전략이 주요 과제로 지적되었다.

• 지식경영연구
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• 제19권4호
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• pp.59-76
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• 2018

With the arrival of the big data era, customer data and data mining analysis have gradually dominated the process of Customer Relationship Management (CRM). This phenomenon indicates that customer data along with the use of information techniques (IT) have become the basis for building a successful CRM strategy. However, some companies can not discover valuable information through a large amount of customer data, which leads to the failure of making appropriate business strategy. Without suitable strategies, the companies may lose the competitive advantage or probably go bankrupt. The purpose of this study is to propose CRM strategies by segmenting customers into VIPs and Non-VIPs and identifying purchase patterns using the the VIPs' transaction data and data mining techniques (K-means clustering and association rules) of online shopping mall in Korea. The results of this paper indicate that 227 customers were segmented into VIPs among 1866 customers. And according to 51,080 transactions data of VIPs, home product and women wear are frequently associated with food, which means that the purchase of home product or women wears mainly affect the purchase of food. Therefore, marketing managers of shopping mall should consider these shopping patterns when they build CRM strategy.

• 한국경영과학회지
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• 제37권3호
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• pp.23-37
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• 2012

As Customer Relationship Management (CRM) strategy is becoming a core competence more recently, many companies want a reliable CRM assessment system which enables measuring and diagnosing corporate customer strategies for building an optimized CRM strategy. However, there has been short of researches on developing the CRM diagnosis methodology that is directly applicable to real practices. Drawing upon the theoretical framework of CRM scorecard, we developed and suggested a corporate CRM diagnosis methodology that can systematically understand and assess the corporate CRM capability and performance, guiding their future directions. Companies can search the important but weak areas among various CRM strategy subjects through the proposed diagnostic procedures. This framework has a hierarchical structure that has four evaluative domains each of which has several evaluative subjects consisting of many evaluative themes: the score of upper factor is the weighted average of its subordinate factor scores. And the score of each evaluative theme is the weighted average of quantitative and qualitative evaluative indexes. Quantitative indexes are calculated by analyzing customer and sales data and qualitative ones are derived from survey data. Each evaluative index has more than one measure and its score can be derived from its own formula consisting of the measures. To prove the concept, we applied this framework to a real company and concluded that it might be appropriate to understand the corporate CRM strategy situation, find the pain points, and resolve them for better CRM implementation.

• Journal of Information Technology Applications and Management
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• 제19권2호
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• pp.97-116
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• 2012

Since 2008 when IPTV service entered the broadcasting market, the competition among interactive broadcasting media has been growing more and more fierce. To make a market strategy under the harsh competition, this study tried to make an IPTV customer segmentation based on the characteristics of interactive broadcasting media. From previous literature, this study drew five characteristics of interactive broadcasting media : ease of use, two-way communications, active control, variety of content, and economic efficiency. Two-step clustering based on these characteristics identified four customer segments. There were statistically significant differences in the five characteristics among the customer segments. This study profiled the customer segments and proposed competitive strategies for each customer segment.

• 한국건설관리학회논문집
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• 제6권4호
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• pp.113-121
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• 2005

프로젝트의 일정 네트워크는 선-후행 관계로 정의된 액티비티들로 구성되어있다. 액티비티를 완료하는데 소요되는 기간은 현재 주택시장은 시장경제 체제 하에서의 수요자 중심으로 시장이 변화되어가고 동시에 예측할 수 없는 경기 변동의 증대가 이어지고 있다 주택 보급률은 3002년에 벌써 $100\%$를 도달 하였으며 출생률은 계속하여 감소하는 추세에 있다. 이러한 악 조건 속에서 주택 건설업체들이 앞으로 신규고객을확보하고 이윤을 창출하기 위하여 더 이상 새로운 시장을 개척해 나가기 보다는 기존의 고객을 관리함으로써 계속해서 자사의 제품을 이용 할 수 있도록 하는 것이 올바른 방향일 것이다. 이에 본 연구에서는 주택건설업 부문에서의 CRM(고객관계관리) 적용방향을 모델하우스를 중심으로 현시점의 문제점을 제시하고 앞으로 후분양제도의 도입에 맞추어 모델하우스에서의 CRM을 대체할 수 있는 방법을 제안 하고자 한다.

• 한국조리학회지
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• 제12권1호
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• pp.51-67
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• 2006

The purpose of this study is to examine the correlation between differentiation strategy of customer’s satisfaction and the effects on performance in family restaurants. Above all, looking into a device to take an internal competitive domination factor of family restaurants is the core purpose of this study. To achieve the purpose, a survey was conducted to 278 customers of family restaurants in Seoul. The result of this survey is as follows. First, the interior of family restaurants and responsibility of their employees had an effect on customer’s satisfaction. Secondly, menu/atmosphere satisfaction and employee’s appearance influenced quality performance of restaurants. In searching information on restaurants, reference group and visiting experience were highly recommended, leading to the importance of word of mouth.

• 한국건설관리학회논문집
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• 제4권2호
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• pp.82-90
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• 2003

기업은 이윤창출을 위해 사회의 변화와 고객의 요구에 따라 진화되어왔다. 건설산업 역시 시대의 변화에 따라 진화되어오면서 고객에 대한 관계를 관리하게 되었다. 하지만 현재 건설산업에서의 고객관리는 홍보나 광고에 치중된 고객관리를 하고 있어 진정한 고객관리가 이루어지지 못하고 있는 실정이다. 따라서 진정한 고객관리를 위해서는 대상에 대한 관리뿐만 아니라 그 사이에서 형성되는 관계를 관리함으로써 고객의 자료를 정보화하고 이를 활용할 수 있는 방안을 마련하는 것이 필요하다. 본 연구는 고객관계관리를 위한 적극적이고 체계적인 경영전략인 고객관계관리(Customer Relationship Management)의 적용을 위한 건설산업에서의 고객의 정의, 기존 CRM경영전략과 차이점 그리고 지향해야 할 CRM경영전략과 역할에 대한 제안을 통하여 건설산업에서의 CRM적용방안을 제시하고자 한다.

• 경영과학
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• 제27권1호
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• pp.33-43
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• 2010

This paper presents a method for the estimation and analysis of the economic value of weather forecasts for CRM decision-making problems in the leisure industry. Value is calculated in terms of the customer's satisfaction returned from the user's decision under the specific payoff structure, which is itself represented by a customer's satisfaction ratio model. The decision is assessed by a modified cost-loss model to consider the customer's satisfaction instead of the loss or cost. Site-specific probability and deterministic forecasts, each of which is provided in Korea and China, are applied to generate and analyze the optimal decisions. The application results demonstrate that probability forecasts have greater value than deterministic forecasts, provided that the users can locate the optimal decision threshold. This paper also presents the optimal decision strategy for specific customers with a variety of satisfaction patterns.

• 경영과학
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• 제26권1호
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• pp.7-20
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• 2009

The framework of "blue ocean strategy (Kim and Mauborgne, 2005)" applies to not only business firm level but also region or regional industry level. The paper suggests an approach of survey-based blue ocean strategy formulation. The result from survey on customer group and non-customer group gives information on positions of value curves for regions on strategy canvas and hints on how to reposition the focal region's value curve for both increases in value for customers and decreases in cost for local government, i.e., value innovation. In the context of rafting industry in Korea, this study shows the process how blue ocean strategy can be formulated with results from the survey on customers and business people in rafting industry. Relative positions of value curves on strategy canvas and importance scores for strategy elements provides the local government in region A with implications on which elements to raise or to reduce to create "blue ocean" in rafting industry under fierce inter-region competition.

• International Journal of Reliability and Applications
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• 제18권1호
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• pp.9-20
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• 2017

In this paper, we consider a renewable repair-replacement warranty strategy with age-dependent minimal repair service and propose an optimal maintenance model during post-warranty period. Such model implements the repair time limit under warranty and follows with a certain form of system maintenance strategy when the warranty expires. The expected cost rate is investigated per unit time during the life period of the system as for the standard for optimality. Based on the cost design defined for each failure of the system, the expected cost rate is derived during the life period of the system, considering that a renewable minimal repair-replacement warranty strategy with the repair time limit is provided to the customer under warranty. When the warranty is finished, the maintenance of the system is the customer's responsibility. The life period of the system is defined and the expected cost rate is developed from the viewpoint of the customer's perspective. We obtain the optimal maintenance strategy during the maintenance period by minimizing such a cost rate after a warranty expires. Numerical examples using field data are shown to exemplify the application of the methodologies proposed in this paper.