한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제30권5호
  • /
  • Pages.663-673
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  • 2006
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지

우리옷 CRM의 성과에 영향을 미치는 마케팅 요인에 관한 연구

A Study on Marketing Factors Influencing on the CRM Performance in Korean Clothes

  • 이병화 (성신여자대학교 생활과학대학 의류학과) ;
  • 심화진 (성신여자대학교 생활과학대학 의류학과)
  • Lee Byoung-Hwa (Dept. of Clothing & Textiles, Sungshin Women's University) ;
  • Shim Hwa-Jin (Dept. of Clothing & Textiles, Sungshin Women's University)
  • 발행 : 2006.05.01
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초록

The purpose of this study is to seek for a plan of marketing strategy in the businesses of Korean clothes, by examining the causality among marketing factors, which have influenced CRM(Customer Relationship Management) performance in Korean clothes. As for the research method, a research model was designed to include routes form 4P's(products, price, promotion, place) through endogenous variables to performance variables, and a questionnaire was developed on the basis of theoretical background. The research participants were male and female adults at their age from 20 to 60. The survey was conducted in March of 2003, and 672 questionnaires were used for the final analysis. In terms of data analysis, we carried out reliability analysis, exploratory and confirmatory factor analysis, correlation analysis, and Structural Equation Modeling by using SPSSWIN 10.0 and AMOS 4.0. As a result 4P's were indicated to have influence upon confidence, satisfaction and commitment of customers. Especially, sales promotion factor was found to have the biggest impact on them. also, the quality of relationship affected CRM performance. as sales promotion factor was identified as one of the integral elements of marketing strategies, a strategy that utilizes a role of salespeople and enhances the quality of service is needed.

키워드

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