• 지능정보연구
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• 제26권4호
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• pp.111-126
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• 2020

CRM의 하위 연구 분야로 진행되었던 고객이탈예측은 최근 비즈니스 머신러닝 기술의 발전으로 인해 빅데이터 기반의 퍼포먼스 마케팅 주제로 더욱 그 중요도가 높아지고 있다. 그러나, 기존의 관련 연구는 예측 모형 자체의 성능을 개선시키는 것이 주요 목적이었으며, 전체적인 고객이탈예측 프로세스를 개선하고자 하는 연구는 상대적으로 부족했다. 본 연구는 성공적인 고객이탈관리가 모형 자체의 성능보다는 전체 프로세스의 개선을 통해 더 잘 이루어질 수 있다는 가정하에, 이차원 고객충성도 세그먼트 기반의 고객이탈예측 프로세스 (CCP/2DL: Customer Churn Prediction based on Two-Dimensional Loyalty segmentation)를 제안한다. CCP/2DL은 양방향, 즉 양적 및 질적 로열티 기반의 고객세분화를 시행하고, 고객세그먼트들을 이탈패턴에 따라 2차 그룹핑을 실시한 뒤, 이탈패턴 그룹별 이질적인 이탈예측 모형을 독립적으로 적용하는 일련의 이탈예측 프로세스이다. 제안한 이탈예측 프로세스의 상대적 우수성을 평가하기 위해 기존의 범용이탈예측 프로세스와 클러스터링 기반 이탈예측 프로세스와의 성능 비교를 수행하였다. 글로벌 NGO 단체인 A사의 협력으로 후원자 데이터를 활용한 분석과 검증을 수행했으며, 제안한 CCP/2DL의 성능이 다른 이탈예측 방법론보다 우수한 성능을 보이는 것으로 나타났다. 이러한 이탈예측 프로세스는 이탈예측에도 효과적일 뿐만 아니라, 다양한 고객통찰력을 확보하고, 관련된 다른 퍼포먼스 마케팅 활동을 수행할 수 있는 전략적 기반이 될 수 있다는 점에서 연구의 의의를 찾을 수 있다.

• 정보관리연구
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• 제40권1호
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• pp.183-197
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• 2009

With development of the internet, internet shopping is taking its place as one of digitalization industries transcending time and space beyond the scope of commercial activities as the means of goods sales and purchase. We studied about the relations of customer value, environment of internet shopping mall, customer satisfaction and loyalty. Customer value is customers' subjective evaluation, which is formed after their purchasing and consuming. Customer satisfaction can be characterized as post-purchase evaluation of product quality given pre-purchase expectations. Customer loyalty is a potentiality or ensure of durative relationship between customer and enterprises. Customer satisfaction functions as an antecedent of customer loyalty, while customer value does customer satisfaction. It prevents customer churn and consolidates retention, thereby constituting an important cause of customer loyalty. This study shows that customer value, environment of internet shopping mall and customer satisfaction are each found to have a direct effect on customer loyalty. The results provide empirical support for relation between customer satisfaction and loyalty. To increase customer satisfaction and customer loyalty in internet shopping mall is the primary purpose of this study. We believe that only high quality based customer programs accompanied by well designed loyalty programs can be effective in increasing customer retention.

• 한국의류학회지
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• 제37권7호
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• pp.935-951
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• 2013

The recent entry and heated competition of numerous fashion brands in the luxury fashion market have all compelled luxury businesses to change. The issue of brand equity has emerged as one of the most critical areas for luxury marketing management. Despite strong interest in the subject, there is little evidence of how brand equity is created by marketing activities and what their effects are. This study identifies the effects of luxury marketing activities on the brand equity of luxury items, utilizing Keller's (2001) 'CBBE (Customer Based Brand Equity) Model' as a theoretical framework. Based on literature review, a conceptual model for brand signature, heritage, premium price, controlled distribution, and promotion on customers' view on brand equity was tested. To test the hypothesized building paths of luxury brand equity, statistical analysis were performed with an AMOS 7.0 program using a confirmatory factor analysis and structural equation model. The results were: First, luxury brand equity was defined in terms of four components (brand awareness/association, customer judgment, customer feeling, and customer-brand resonance). Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller's CBBE model to conceptualize the building process of luxury brand equity; subsequently, marketers should develop core elements to position a brand strategy to create a competitive advantage.

• 경영과학
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• 제20권2호
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• pp.135-149
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• 2003

Developing a proper program for customer evaluation is one of the most imminent tasks to implement CRM (Customer Relationship Management). Design of the Customer Value model is an important key to the customer evaluation progrgm. This paper proposes two models for estimating Customer Value. The first one is a Description Model for Customer Value based on customer CSI (Customer Satisfaction Index) data. This model represents as quantitative numbers what customers feel from the company or the service. The second one is a Prediction Model which employs factor analysis and regression to predict customer value. This paper exploits the two models to evaluate Customer Value as well as for customer behavior prediction.

• 유통과학연구
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• 제16권1호
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• pp.29-36
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• 2018

Purpose - The purpose of the research is to further explore the understanding of the nature of the brand distribution service (i.e., service brand) by undertaking a quantitative investigation. We focus on the role of customer's perception of service brand on the customer value creation process. Research design, data, and methodology - This study used single cross-sectional design and 137 airline passengers as respondents using a convenience random sampling. We distributed the online questionnaires by email address. The empirical setting for this research is airline service in Indonesia with a consideration that airline service has the useful context for this research as the service delivery process involve extensive customer interactions with the airline and its employees. We then analyzed the data using multiple regression (step-wise) method to fulfill the research objectives. Results - Using the step-wise regression method, the result shows that the influential factors to create customer value are cost and company image. The result suggests a company to improve its costs components and its company image in order to increase the customer value. Conclusions - The research shows that costs play a critical role, and completed with the company image to form the customer value variable. This shows that mostly customer formed their value based on costs they sacrificed. Mainly, this evaluation is monetary cost based, while Indonesian customers tend to have a high value for money demands.

• 산업경영시스템학회지
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• 제32권2호
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• pp.66-75
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• 2009

As the population of the silver generation is increasing, the importance and effects of the market for the silver generation are also growing. We segments the categories of the silver generation into six sub-segments using based on the factors like life style, life stage, or performing role from the point of view in communication industry. After segmenting those categories, we observed the experience of each segmented group in detail. Likewise, we executed both FGD(Focused Group Discussion) and participants' observations together to effectively collect the expressed and/or potential needs. Customer's experience was collected along the touch points and customer corridors after dividing the customer's experience world into two groups; communication styles in usual life (life log) and direct contact channels. The effects of delivering an affirmative customer's experience would be empowered by eliminating negative experiences or complementing affirmative experiences. For this purpose, this paper presents the improvement points for the better customer's experience based on the observed customer's experience. This paper presented a sample way of customer-centric approach to design the services or products in the communication industry. In addition to that, the analyzed results of this paper will be useful to find out an effective approach to the market of silver generation.

• 한국컴퓨터정보학회논문지
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• 제21권2호
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• pp.131-136
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• 2016

This study aims to present suggestions on the causes and effects between internal marketing and customer-oriented trends of social welfare halls based on the issue that internal marketing should be activated based on previous studies on the relationship between internal marketing and customer-oriented trends. For this purpose, as a result of analysing the research hypothesis through a questionnaire, this study has meaning in that it supported the results of previous studies on internal marketing and customer-oriented trends as theoretical suggestions and analysed the relationship between internal marketing and customer-oriented trends. It was politically suggested and emphasized that internal marketing is needed in social welfare halls and to encourage social welfare workers to be customer-oriented, components of internal marketing should be established in an organic and systematic manner.

• 지식경영연구
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• 제20권3호
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• pp.17-38
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• 2019

Rrecently, companies have made great efforts to satisfy various needs and heightened expectations of customers, and the importance of customer center as customer contact department for customer relationship management is increasing. In the knowledge ecosystem, corporate customer centers are emerging as a new alternative to acquiring corporate competitiveness by increasing sales and increasing market share by improving marketing support activities and customer relationship management at customer contact points. As a result, the interest in the customer center has increased rapidly because it provides the opportunity to contact with the customer. In addition, in the era of the fourth industrial revolution, the customer center, which is a collection of information and communication technologies, has a big databased voice recognition technology to elaborate customer service, thereby enhancing customer satisfaction and contributing to marketing through continuous interaction with customers. Of course, we have the opportunity to transform into the frontline business intelligence front for customer knowledge. This study is a comparative case study on how the customer center of K Life Insurance that takes the lead in the customer center industry has successfully renewed and established their key information systems to improve customer services and reinforce marketing support competencies. Based on the above, this study will present factors affecting successful implementation and settlement of the customer service information systems of customer centers by independently analyzing two individual cases.

• International Journal of Advanced Culture Technology
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• 제11권3호
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• pp.338-345
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• 2023

Nowadays, many companies are striving to turn customer value into business value. Customer Relationship Management is a management system that develops effective and efficient marketing strategies by classifying customers in detail based on their information, i.e. databases, and consists of various information technologies. To implement this management system, a customer integration database must be established, and customer characteristics (buying behavior, preferences, etc.) must be analyzed with the databases established and the behavior of each customer must be predicted. This study aims to systematically manage a large amount of customer data generated by companies that apply Customer Relationship Management, in order to develop data design and data governance strategies that should be considered to increase customer value and even company value. We mainly looked at the characteristics of customer relationship management and data governance, and then explored the link between the field of customer relationship management and data governance. In addition, we have developed a data strategy that companies need to perform data governance for customer relationship management.

• 유통과학연구
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• 제13권11호
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• pp.15-22
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• 2015

Purpose - This study aims to propose and validate a research model that describes the relationships between customer socialization, customer participation, and customer loyalty in the online service industry. Although customer loyalty is frequently discussed topic in marketing and strategy research, this study takes a novel approach in adopting customer socialization and participation as the antecedents to customer loyalty. Research design, data, and methodology - Based on adopting and modifying measurement items of the constructs from previous studies, this study develops survey regarding the constructs within the proposed research model. Among current registered members of Facebook and DaumKakao, 522 college students and other regular users are selected as the samples for conducting the survey. The collected data is analyzed by structural equation modeling method using SPSS and AMOS. Results Proposed hypotheses of the positive relationships - between customer socialization and customer participation, and between customer participation and customer loyalty are all supported. Conclusions - The results of this study suggest customer participation as an important precursor to customer loyalty in the online service industry. Also, customer socialization is validated as a new strategy to increase customer participation. These results validate the practical importance of communicating mission, purpose, value, and other customer socialization activities that firms undertake.