• 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.

• 품질경영학회지
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• 제32권4호
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• pp.30-47
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• 2004

The tremendous growth of the Internet, particularly world wide web, has resulted in significant changes in commerce environments. Internet has brought significant changes in the economics of marketing channels and has led to a redefinition of industry value chain. E-commerce has become so important that countries and firms unprepared for this new trend would lose competitive advantages in the coming century of digital economy. The purpose of this study is to identify logistic!; service quality elements about internet shopping mall customers and examine the relationship among e-commerce logistics service quality, customer satisfaction, relationship quality and repurchase intentions in the area of internet shopping mall. To do so, prior studies on logistics service quality, customer satisfaction, relationship qualify and repurchase intentions were broadly reviewed and the relationship among those four concepts was empirically tested.

• 한국의류학회지
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• 제48권1호
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• pp.37-49
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• 2024

This study confirmed the relationship between variables developed by qualitative ground theory through quantitative research. The purpose of the study is to explain the effect of core sales tasks on sales services and the mediating effect of organizational member relationships on sales services. The data were collected through a survey of fashion brand salespeople in Gwangju from September to October 2020 with data from 235 responses analyzed using SPSS 27.0 and AMOS 26.0. The validity of the research model verified the confirmatory factor analysis and the research hypothesis was verified through path analysis and multi-mediated analysis of the structural model. The research results were as follows. First, sales management did not directly affect sales services, and customer management affected sales services. Second, a meaningful causal relationship was shown to exist between organizational member relationships and sales management, but organizational member relationships and customer management did not have a significant relationship. Third, the total and individual indirect effects of headquarters relations, colleague relations, and customer management were all statistically significant.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2003년도 추계학술대회 및 정기총회
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• pp.187-190
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• 2003

Since the early 1980s, the concept of relationship management in marketing area has gained its importance. Acquiring and retaining the most profitable customers are serious concerns of a company to perform more targeted marketing campaigns. For effective CRM (Customer Relationship Management), it is important to gather information on customer value. Many researches have been performed to calculate customer value based on CLV (Customer Lifetime Value). It, however, has some limitations. It is difficult to consider the churn of customers, because the previous prediction models have focused mainly on expected future cash flow derived from customers'past profit contribution. In this paper we suggest a CLV model considering past profit contribution, potential benefit, and churn probability of a customer. We also cover a framework for analyzing customer value and segmenting customers based on their value. Customer value is classified into three categories: current value, potential value and customer loyalty. Customers are segmented according to the three categories of customer value. A case study on calculating customer value of a wireless communication company will be illustrated.

• Asia pacific journal of information systems
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• 제16권4호
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• pp.71-101
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• 2006

Modern companies have heavily invested in developing CRM systems without explicitly knowing how the systems improve customer relationship management. Many researchers have attempted to find the factors that contribute to the success of CRM systems. However, most research have investigated the direct relationships between CRM success factors and system success without explaining how the factors contribute to the system success. It seems to be logical to think that success factors enhance the customer equity value management (CEVM) capability of the firms and then these capabilities are the foundation for the success of systems. In this study, we developed a CRM success model that includes CEVM capability as a mediating variable. The research followed the following steps: (1) CRM success factors that have theoretical relationship with CEVM capability are identified and categorized, (2) the theoretical relationship between CEVM capability and CRM performance is established in the perspective of strategic CRM, and (3) the research model is tested with the survey data collected from Korean firms.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2003년도 추계학술대회 및 정기총회
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• pp.67-70
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• 2003

This paper analyzes the causal relationship between customer satisfaction and customer loyalty in Korean High-speed Internet market, where has achieved a rapid development in these days. According to the previous literatures, profitability results from customer loyalty influenced by customer satisfaction. So, we firstly define and analyze their relationships with the survey data from 737 subscribers, by using Factor Analysis and SEM(Structural Equation Model). Secondly, we find and select major cause variables to affect customer loyalty. Finally, we suggest some useful implications to marketers on the basis of the analysis results. As a result, customer loyalty depends on the degree of customer satisfaction on network quality and service quality in high-speed Internet service. Particularly the satisfaction level on network quality affects customer loyalty relatively stronger than one on service quality. Thus it is suggested that marketers invest in improving network quality rather than service quality to enhance customer loyalty.

• 한국산업정보학회논문지
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• 제15권5호
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• pp.79-87
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• 2010

본 논문에서는 현재 대학 한방병원에서 운영하고 있는 통합의료정보시스템의 외래환자 인구학적 정보와 진료기록 정보를 이용하여 고객세분화를 실시하고, 그 결과를 활용하여 외래환자 고객만족도 증진을 위한 고객관계관리 시스템 구축 모형을 제안하였다. 제안된 고객 관계관리 시스템 모형은 최선 정보기술과 인프라를 이용하기 보다는 현재 구축된 병원정보시스템의 부분적 수정을 통해 구축이 가능하므로 즉시 실현이 가능한 실용적인 모델이 될 수 있다. 또한 마케팅 전략에 따라 적절한 변수와 세분화 방법을 활용할 경우, 외래환자 고객만족 증진뿐만 아니라 다양한 형태의 마케팅 전략을 지원할 수 있는 고객관계관리 시스템 구축이 가능할 것이다.

• CRM연구
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• 제1권1호
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• pp.87-108
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• 2006

본 사례는 한국 암웨이의 CRM 구축 사례 분석을 통해 가치와 철학을 공유하는 고객관계관리가 어떻게 기업과 고객을 연결시키며 성과를 제고시켰는지를 보여줌으로써 마케팅 관리상의 여러 시사점을 제공해 주고 있다. 이 사례는 특히 기존 국내 기업들에게 많은 시사점을 제공해 주고 있다. 많은 기업들이 CRM을 시스템 내지 고객관계 관리 프로그램으로 도입하고 있으나 CRM이 전사적 차원에서 통합적으로 추진되어 실행되지 못하고 관련부서를 중심으로 단순하고 획일적으로 운영되는 경우가 많았다. 그 결과 운영성과가 낮게 나타나고, CRM 자체에 대한 회의를 가진 경우가 빈번했다. 그러나 CRM은 단순한 시스템이 아니라 기업 전략의 문제이며, 전략이 성공적으로 실행되기 위해서는 기업 전체의 가치와 철학이 내부적으로 공유되고 더 나아가 고객과 공유하는 것이 중요하다는 것을 이 사례는 시사해 주고 있다. 또한 이 사례에서는 CRM이 어떤 완성된 제품이나 시스템이 아님을 보여주고 있다. 보다 더 고객 중심적으로 나아가기 위한 목표의 변화와 현재까지 진행된 CRM에 대한 철저한 반성을 통해서 끊임없이 진화해 나가는 현재진행형 과제가 되어야 함을 또한 시사해 주고 있다.

• 한국통계학회:학술대회논문집
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• 한국통계학회 2002년도 추계 학술발표회 논문집
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• pp.259-263
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• 2002

CLV(Customer Lifetime Value; 고객생애가치)는 한 고객이 기업의 고객으로 존재하는 전체 기간동안 그 기업에게 제공할 것으로 추정되는 잠재적인 수익의 합계로 정의할 수 있으며, CRM(Customer Relationship Management)이 기업의 경쟁력 강화를 위한 핵심 수단으로 등장하면서 고객가치에 대한 측정 및 분석의 필요성이 증가하고 있다. 본 연구에서는 CLV를 측정하기 위해서 제안된 여러 모형들을 소개, 비교하고 몇 가지 측면에서 기존 모형들의 단점을 보안할 수 있는 모형들을 제안하고자 한다.

• Journal of Information Technology Applications and Management
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• 제10권1호
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• pp.19-34
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• 2003

Identifying customer repurchase intention is very Important for the Internet shopping mall to activate CRM (customer relationship management) in B2C (Business to Customer) eCommerce. In this paper, the experienced buyer's repurchase intention Is analyzed by using the approach of customer segmentation. Total of 979 samples, which had already experience of Internet shopping, are analyzed to demonstrate that the degree of repurchase Intentions differs from each segmented group. The benefit segmentation is performed by identifying private benefits for which consumers can seek among 14 services. The results show that the different group has a significant difference in the repurchase Intention. The results of repurchase intention can lead to practical recommendations for CRM in B2C eCommerce.