대한안전경영과학회지 (Journal of the Korea Safety Management & Science)

  • 제14권2호
  • /
  • Pages.245-252
  • /
  • 2012
  • /
  • 1229-6783(pISSN)
  • /
  • 2288-1484(eISSN)
대한안전경영과학회 (Korea Safety Management & Science)
권호 표지
DOI QR코드

DOI QR Code

다기준 IP 분석에 의한 고객 세분화 방법에 관한 연구

A Study on the Customer Segmentation Using Multi Criteria Importance-Performance Analysis

  • 양광모 (유한대학교 산업경영과)
  • Yang, Kwang-Mo (Department of Industrial Engineering, Yuhan College)
  • 투고 : 2012.04.20
  • 심사 : 2012.06.11
  • 발행 : 2012.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The biggest difficulty the small and small business currently face is not to have the effective cusomer management system that is the computerization of management. This suggests their will to introduce data marketing in order to differentiate 'Customer Marketing' and 'One to One Marketing'. The potential needs as well as visible needs of customer should be considered in order to research and analyze the customer data. At this point mayor enterprises are paying much attention to Customer Segmentation and their related markets are expanding rapidly. I'll give a brief introduction to the Multi Criteria Importance-Performance Analysis and go into the problems that should be considered and which phase to emphasize when building this system.

키워드

참고문헌

  1. 조용욱, 박명규, 김용범(1999), "로봇선택을 위한 의사결정 모델 개발", 안전경영과학회지 제1권 제1호.
  2. 양광모, 강경식(202), "계층과정분석을 활용한 고객 생애가치 가중치 결정에 관한 연구" 대한안전경영과학회지. 제4권 제3호, pp131-140.
  3. 양광모, 박재현, 강경식(204), "LTV를 적용한 일정계획의 시뮬레이션 분석에 관한 연구", 대한안전경영과학회지, 제6권 제1호, pp219-228.
  4. Barron, H., and Schmidt, C. P.(1988), "Sensitivity Analysis of Additive Multi-attribute Value Models", Operations Research, Vol.36, pp.122-127. https://doi.org/10.1287/opre.36.1.122
  5. Blattberg, Robert C.(1996), "Managing the Firm Using Lifetime-Customer Value" Chain Store Age, pp49-49.
  6. Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas(2001), "Customer Equity: Building and Managing Relationships As Valuable Assets" Harvard Business School Press.
  7. Blattberg, Robert C.(1996), & Deighton, J., "Manage Marketing by the Customer Equity Test", Harvard Business Review, July- August, pp136-144.
  8. Dowling, G.R., & Uncles, M.(1997), "Do customer Loyalty Programs Really Work", Sloan Management Review, Summer, pp 71-82.
  9. J. A. Martilla, and J. C. James(1977), "Importance-Performance Analysis", Journal of Marketing, 41(1), pp.77-79. https://doi.org/10.2307/1250495
  10. Reinartz, W.J., & Kumar, V.(2000), "On the Profitability of Long Lifetime Customers: An Empirical Investigation and Implications for Marketing". Journal of Marketing, Vol. 64, pp17-35.
  11. Reinartz, W.J., & Kumar, V.(2002), "The mismanagement of Customer Loyalty". Harvard Business Review, July, pp86-94.
  12. Wedel & Kamakura(2000), "Market Segmentation : Conceptual methodological & foundations", Kluwer Academic Pub.
  13. Wayne L. Winston(2004), "Operation Research : Applications and Algorithms 4e", Brooks/ Cole Thomson,
  14. Wheaton, P.(2000), "The Life Cycle View of Customers". U.S Banker, June, Vol. 110, pp77-78.
  15. Xavier Dreze, Andre Bonfrer(2002), "Lifetime Value Maximization through Optimal Communication Timing", Singapore Management University. January 3.