Journal of Venture Innovation (벤처혁신연구)

Korean Academy of Venture Innovation (한국벤처혁신학회)
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Comparative Analysis of Customer Feedback Metrics for Improving Predictability of Customer Loyalty

고객 충성도 예측력 제고를 위한 측정방법(CFM) 비교연구

  • Received : 2018.10.15
  • Accepted : 2018.12.06
  • Published : 2018.12.31
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Abstract

Many studies have focused on improving the predictability of influential variables in the area of customer services. For a long time, customer satisfaction index(CSI) were the best matrics of customer loyalty. In 2003, net promoter score(NPS) was introduced and in many cases this matrics was more predictive than CSI. In 2010, customer effort score(CES) was introduced and in the service areas this matrics was more predictive than CSI and NPS. This study compared with 3 matrics based on the criteria which composed of basic assumptions, time perspective, measuring items, objectives of matrics, application areas, and limitations of application. The dominant matric which was applied in all functions and industries was not exited. For the purpose of improving predictability, single or compound matrics are useful according to industries and usage.

고객충성도에 영향을 미치는 변인과 이들 변인의 예측력 향상을 위한 노력은 계속되어져 왔다. 고객만족도가 고객 충성도에 가장 큰 영향을 미치는 것으로 간주되어왔으나, 2003년 고객추천지수(NPS)가 나오면서 이 방법의 예측력이 우수하다는 연구 결과도 많이 나왔다. 이후 2010년 고객노력지수(CES)가 등장하면서 서비스 기업의 충성도 예측은 고객노력지수가 우수하다는 주장도 있어왔다. 이에 본 연구에서는 3가지 측정방법을 기본가정, 시간관점, 측정항목, 활용 목적에 따른 유용성, 적용분야, 적용한계라는 6가지 기준으로 비교 분석하였다. 지금까지의 실증 연구결과를 보면 어느 하나의 방법이 모든 산업분야에 걸쳐 예측력이 뛰어나다고 할 수 없으며 산업별, 활용 목적에 따라 측정 방법을 단독 혹은 혼합해서 사용하는 것이 예측력을 보다 제고 할 수 있다.

Keywords

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