• Journal of the Korean Society of Costume
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• v.26
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• pp.211-220
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• 1995

The purpose of this study was to examine the relationships between the interest of apparel ad-vertising direct mail(DM) and the consumers' characteristics ; like their marital state, age, educational level, expenses on clothing purchase, and rigidity. Samples were 243 women(24∼35 years of age) in the Seoul, Korea. The data were analyzed using t-test, one-way ANOVA, Duncan's multiple range test, and discriminant analysis. The results of the study were the followings. 1. The department store sent out the most ap-parel advertising DM and the most common dis-tribution method was carrying the DM with the newspapers, 2/3 consumers paid attention to the contents of the apparel advertising DM with 'some interests'. 2. Jackets and pants were the most purchased items after seeing the apparel advertising DM. 3. The interest in the contents of the apparel advertising DM varied according to the consumers' marital state ad the expenses on cloth-ing purchase. 4. Rigidity, age, educational level, and the clothing purchase expenses contributed to discriminant the interesting or uninteresting group in DM. The accuracy rate of the predicting the groups by the 4 variables was 60.91%.

• Journal of Internet Computing and Services
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• v.9 no.2
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• pp.139-145
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• 2008

CRM(Customer Relationship Management) improves the competitiveness of small companies to large enterprises. E-mail, SMS (Short Message Service), telephony service, DM (Direct Mail) are used for customer response in many companies. In order to improve company's profit, business diversification is in progress with protecting the succession of existing customers, and the only of new customers. Futhermore, BPR (Business Process Re-engineering) and BPM (Business Process Management) of the CRM can be easily found in many companies, because it is the first contact point to the company at the customer's view. This paper discusses the development of CRM, and proposes a call object routing agent that is the main engine of the CRM. Result of performance evaluation of proposed method show that the system is effective and powerful enough to use at the multi-channel environment.

• Journal of Internet Computing and Services
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• v.9 no.3
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• pp.103-117
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• 2008

General customer uses internet, SMS(Short Message Service), ATM(Automated Teller Machine), DM(Direct Mail), and telephony services, etc, for service of big businesses and small and medium enterprises, securities, financial institutions, bank. In particular, the case of Fire insurance & Securities, financial institutions, banks must meet Real-Time constrain control through QoS(Quality of Service) ensure. In this paper, we design and implement a system model about Fault-Tolerance IVR(Interactive Voice Response) of Multi Channel Service based on CRM(Customer Relationship Management) environment for the first inbound position of customer. The proposed model can be widely used in Large-scale Customer Response service.

• Fashion & Textile Research Journal
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• v.9 no.4
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• pp.431-440
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• 2007

The study of the awareness on DM, the degree of satisfaction, and intention of word-of-mouth has found that when the confidence factor is stressed, intention of word-of-mouth is seen to rise, and when the perception factor is placed emphasis on, intention of word-of-mouth is also seen to be on the rise. The 790 questionnaires collected were analyzed by frequency, factor analysis, confidence degree, and regression analysis. This means that the higher the degree of satisfaction by means of the recognition, attention, trust of DM advertisement, the relationship reenforcement of DM advertisement and transmission of information is, the higher intention of word-of-mouth is. Beauty art business is characteristic of visits being connected with sales. The awareness has an effect on the degree satisfaction, and it affects intention of word-of-mouth. Therefore, it is thought that Beauty art business requires systematic, analytic and unique DM advertisement.

• Journal of the Korean Home Economics Association
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• v.42 no.7
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• pp.73-88
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• 2004

The purpose of this study was to understand how consumers perceive the costs of couponing by coupon types and to suggest ways in which coupons should be developed to contribute to consumers' welfare. Costs/benefits of coupons as the most close antecedent variable included the following 8 constructs: searching costs, clipping costs, storing costs, extra expenses, substitution costs, pressure of holding, uncomfortable feelings, and regrets. Since it was hypothesized that the cost of couponing differs by coupon type, four coupon-types were examined: homepage coupon, E-mail coupon, DM coupon, and newspaper/magazine coupon. Data for this research were collected through 732 responses to a self-administered survey of consumers who had used all four types of coupons requesting participation from members of Internet survey firm. The conclusions of this research can be summarized as follows: (1) Women preferred off-line coupons but men preferred on-line coupons. In addition, consumers in Seoul were more familiar and satisfied with on-line coupons than consumers in other regions. (2) Among constructs of costs, consumers perceived regrets, pressure of holding, and substitution costs highly. Differently from previous studies, consumers perceived searching costs and clipping costs to be less important than other costs. (3) Storing costs, pressure of holding, and uncomfortable feelings were higher in off-line coupons, whereas clipping costs, extra expenses, and substitution costs were higher in on-line coupons. (4) In general, most constructs of costs in using homepage and newspaper/magazine coupons were higher than those of E-mail and DM coupons. (5) Cost perception was negatively related to coupon satisfaction at coupon, except newspaper/magazine coupon which was the least satisfactory coupon, regardless of costs (6) Consumers were more satisfied with direct-distribution coupons such as E-mail and DM coupons than public-distribution coupons such as homepage and newspaper/magazine coupons.

• Electronics and Telecommunications Trends
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• v.25 no.4
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• pp.83-92
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• 2010

인터넷과 모바일의 활성화로 지속적으로 우편물량이 감소하고 있는 현 상황에서 우편 사업자들은 새로운 수요를 창출하고자 많은 노력을 하고 있다. 신규 시장을 만들기 위한 노력의 일환으로 고객의 주소를 보유하고 있는 선진 해외 우정사업자들은 상품 또는 서비스의 판매를 위한 기업의 전통적인 마케팅 방법인 Direct Mail(DM)에 지리정보(GIS) 기반의 고객관리기법(gCRM)을 접목한 홍보우편 서비스를 도입하고 있다. 본 고에서는 홍보우편을 위한 one-stop 서비스를 제공하고 있는 미국, 캐나다, 독일의 홍보우편 서비스 동향을 살펴보고, 국내 우정사업에 적용하고자 하는 홍보우편 마케팅 기법과 고객주소, GIS, gCRM 등이 결합된 홍보우편 서비스 시스템을 위한 요소기술들을 살펴보고자 한다.

• Journal of KIISE:Computing Practices and Letters
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• v.13 no.7
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• pp.520-533
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• 2007

The CRM(Customer Relationship Management) is the business strategy model for higher profits and competitive power of the enterprise in a new business environment. The large-scale customer response service technique uses internet, e-mail, SMS (Short Message Service), Telephony service, DM(Direct Mail) by customer channel point. Recently, business model diversify for new contract and retaining existing customer to the effort for a profitable model of business. This paper is based on Avaya PDS(Predictive Dialing System) model for CRM bond center. If the number of "available" agents are less than the number of inbound channels, then there may be real-time response problems in PDS system implemented. The Organization cannot afford to have many agents in available mode because of the high cost of manpower. This paper provides two contributions to the study. First, we present Call Object Management Mechanism of Customer Channel integration for reduce outbound consulting and reduce CallBack data in the PDS. Second, we design and implement the proposed system. Our simulation results show analysis of old model and proposed model. The proposed model can be efficiently used in Large-scale CRM.

• Asia Marketing Journal
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• v.11 no.3
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• pp.57-89
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• 2009

This study aims to shed light on the new insights on the cross-buying intentions in the banking industry and suggests an integrated model of the cross-buying intentions. Recently with globalization in the financial sector, financial companies are trying to retain current customers and attract new one by developing various financial products. In South Korea, this trend is especially apparent in the banking sector. Cross-selling of various financial products such as beneficiary certificates, bankasurance and etc. is becoming more important in retaining competitive advantage in Korean banking industry. However, there are few studies which are trying to find out the factors affecting cross-buying intentions and explain their interrelationships comprehensively. Based upon the previous studies, this study finds out the factors affecting cross-buying intentions and classifies them into two dimensions: affective and instrumental. Affective dimension includes trust, satisfaction and commitment. Instrumental dimension includes the factors such as geological convenience, one-stop convenience, professionality, and direct mail. The results from this study are as follow. All the factors in the affective dimension(trust, satisfaction and commitment) have significant impacts on cross-buying intentions. Also all the factors in the instrumental dimension(geological convenience, one-stop convenience, professionality, and DM) significantly affect cross-buying intentions. Some implications of this dissertation are as follow; First, this study identifies the antecedents of cross-buying intentions comprehensively. Second, this paper provides practical guidelines for the banks attempting to intensify cross-selling activities. Third, banks need to develop sophisticated plans which can consolidate the emotional ties with customers through positive service experiences as the affective dimension is important in influencing cross-buying intentions. Finally, regarding the instrumental dimesnion, the implications are: 1) Developing various new financial products in addition to traditional product such as deposits and installment savings for improving customer convenience, 2) Enhancing the professionality of employees by strengthening education programs on numbers of financial products, 3) Increasing cross-buying intentions through the DM.

• Journal of Fashion Business
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• v.6 no.4
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• pp.1-16
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• 2002

The purpose of this study is to investigate any differences in perception of fashion brand positioning between a manufacturer and a consumer. So this can provide theoretical suggestions for the development of brand positioning strategy for fashion brand. For this study, three brands, (MINE, TELEGRAPH, and MICHAA,) were selected by the criteria. The data were collected via a selfadministered questionnaire and analysed by the statistical method. The results of investigation were as follows: 1. The consumers had good attitudes in the order following: MINE, MICHAA, and TELEGRAPH in the factors1). In the case of purchasing the goods, the result of the research showed presented that the consumer had better attitudes than in the case of unpurchasing the goods. Contrary to our expectation, TELEGRAPH has the best attitude in personality, one of the factors. 2. In the image positioning map between the manufacturer and the consumer, the consumer had the same perception about the manufacturer. However, there is a gap on the degree of agreement for positioning map. In the case of purchasing the goods, the result of the research represents that the consumers are similar to the manufacturer in perception of the image positioning. 3. In the results of forming attitudes and recognizing brand by the consumer, there is a difference in brand positioning. The display and the shop appearance are very important means of attractions very to the consumers but salesmen‘s service or direct mail (DM) do not appeal to the consumer.

• Asia pacific journal of information systems
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• v.18 no.1
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• pp.1-23
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• 2008

As managing customer relationship gets more important, companies are strengthening information service using multi-channels to their customers as a part of their customer relationship management (CRM) initiatives. It means companies are now accepting such information services not as simple information -delivering tools, but as strategic initiatives for acquiring and maintaining customer loyalty. In this paper, we attempt to validate whether or not such various information services would impact on organizational performance in terms of CRM strategy. More specifically, our research objective is to answer the next three questions: first, how to construct the instruments to measure not information quality but information service quality?; second, which attributes of information service quality can influence corporate image and customer loyalty?; finally, does each information service type have unique characteristics compared with others in terms of influencing corporate image and customer loyalty? With respect to providing answers to those questions, the previous studies had been limited in that those studies failed to consider the variety of types of information service or restricted the quality of information service to information quality. An appropriate research model answering the above questions should consider the fact that most companies are utilizing multi channels for their information services, and include the recent strategic information service such as customer online community. Moreover, since corporate information service could be regarded as a type of products or services delivered to customer, it is necessary to adopt the criteria for assessing customer's perceived value when to measure the quality of information service. Therefore, considering both multi-channels and multi-traits may enable us to tell the detailed causal routes showing which quality attributes of which information service would affect corporate image and customer loyalty. As information service channels, we include not only homepage and DM (direct mail), which are the most frequently applied information service channels, but also online community, which is getting more strategic importance in recent years. With respect to information service quality, we abstract information quality, convenience of information service, and timeliness of information service through a wide range of relevant literature reviews. As our dependant variables, we consider corporate image and customer loyalty that both of them are the critical determinants of organizational performance, and also attempt to grasp the relationship between the two constructs. We conducted a huge online survey at the homepage of one of representative dairy companies in Korea, and gathered 367 valid samples from 407 customers. 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 results from data analysis demonstrated that timeliness and convenience of homepage have positive effects on both corporate image and customer loyalty. In terms of DM, its' information quality was represented to influence both corporate image and customer loyalty, but we found its' convenience have a positive effect only on corporate image. With respect to online community, we found its timeliness contribute significantly both to corporate image and customer loyalty. Finally, as we expected, corporate image was revealed to provide a great influence to customer loyalty. This paper provides several academic and practical implications. Firstly, we think our research reinforces CRM literatures by developing the instruments for measuring information service quality. The previous relevant studies have mainly depended on the measurements of information quality or service quality which were developed independently. Secondly, the fact that we conducted our research in a real situation may enable academics and practitioners to understand the effects of information services more clearly. Finally, since our study involved three different types of information service which are most frequently applied in recent years, the results from our study might provide operational guidelines to the companies that are delivering their customers information by multi-channel. In other words, since we found that, in terms of customer loyalty, the key areas would be different from each other according to the types of information services, our analysis would help to make decisions such as selecting strengthening points or allocating resources by information service channels.