Journal of the Korean Society of Clothing and Textiles (한국의류학회지)
- Volume 27 Issue 9_10
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- Pages.1060-1071
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- 2003
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- 1225-1151(pISSN)
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- 2234-0793(eISSN)
Customer's Response to CRM of Fashion Business
패션 기업의 CRM에 대한 고객 반응 연구
Abstract
This study was intended to identify customer's response to CRM of fashion business.488 questionnaires were distributed to male and female respondents aged 16 to 55, and then analyzed by descriptive statistics, oneway-ANOVA, chi-square test, and factor analysis. As a result of customer information management, respondents evaluated taste, interest and demographic informations as most valuable. But they did not value personal and credit information. For CRM concept, 4 factors were determined: continuous care and suggestion, particular service to important customer, customer management program development, and customer convenience consideration. For CRM activity, 3 factors were determined: customization, information offering, and programmed service strategies. Respondents were having positive attitude toward CRM concept and activity of fashion business. Among customer loyalty programs, they affected by immediate and direct programs most. The preference of customer contact methods was differentiated by sex and age groups. Males and teenagers preferred e-mail, and females preferred catalog and telephone connection.
Keywords
- CRM(Customer Relationship Management);
- customer loyalty program;
- customer information;
- customization;
- customer contact
- 고객관계관리;
- 고객 애호도 프로그램;
- 고객 정보;
- 개별화;
- 고객 접촉;