• Journal of Information Technology Applications and Management
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• v.14 no.1
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• pp.99-116
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• 2007

This study intends to examine the effects of CRM on the customer loyalty. Service quality, customer satisfaction, and organizational committment have been tested as mediating factors between the customers' perceived relational efforts and their loyalty. From 236 customers of insurance firms survey data have been collected and analyzed based on the structural equation modeling. The results show that firms' relational efforts have positive impacts on service quality and customer loyalty. Also, this study shows that service quality can play an important mediating role between CRM activities and customer satisfaction as well as organizational commitment, which have shown positive impacts on customer loyalty Consequently, firms need to design their CRM activities paying more attentions to the service qualify attributes, rather than asking too much from the target customers.

• The Journal of Society for e-Business Studies
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• v.9 no.3
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• pp.191-205
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• 2004

In banking industry, as competition of retail finance is intensive, there appeared eCRM which is a kind of marketing strategy, not only screening good customers but also doing one-to-one marketing for improving customer royalty and satisfaction of goods and service of bank. The strategic importance of eCRM is increasing more and more. We studied bank to use the advantage of expert system and eCRM. The expert system is used as a tool to analyze eCRM. In this paper, first, we presented an eCRM system architecture using expert systems in banking business. Secondly, a bank financial goods recommendation system using expert system is designed and developed. Customers will receive the good quality financial services from the expert system and banks also will acquire the good quality customer data from the expert system.

• Journal of Distribution Research
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• v.11 no.4
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• pp.49-70
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• 2006

This study aims to identify the effect of information quality of CRM and salespersons' adaptive selling behavior(ASB) on their performance. For this research goal, the authors established research model and hypotheses which focus to the mediating role of quality of customer relationship. The results of empirical analysis show that information quality of CRM has no direct effect on salesperson performance and just indirectly influence to it via quality of customer relationship. Compared to this result, ASB directly and indirectly affects on performance. These results suggest that the most important thing to enhance salesperson performance is the maintenance of good relationship with customers.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.10a
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• pp.463-466
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• 2004

This paper suggests the evaluation method of success factors of CRM implementation using AHP technique, and presents why firms implement CRM, how it could be successfully implemented, and what is the most important factor. For the purpose, this study applies the method to department stores' industry. AHP structure consists of three steps to determine CRM's key success factors. First of all, strengthening loyalty of customers, improvement of service quality, upgrade of intelligence system and advancement of management process are selected as superordinate object (i.e. CRM-implementation goal). The next project factor, technology/data factor and organizational factor were decided as success factor of CRM-implementation. Subordinate criteria of project factor consist of 11 criteria. The experimental results of this study show that department stores think advancement of management process and improvement of service quality as most important purposes for CRM implementation. The results also indicate that among the subordinate success factors, accuracy of customer information, conversion to customer-oriented business model, practical use of experienced consultant, and establishing IT infrastructure for CRM are evaluated as most important success factors for CRM implementation.

• Journal of Fashion Business
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• v.8 no.3
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• pp.34-48
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• 2004

This study aims to determine any possible causation between identifying which major factors affect CRM(Customer Relationship Management) in terms of promotion strategies for fashion goods and classifying customers into several categories, so that it can seek reasonable strategic measures based on CRM. This study suggested a model by selecting several variables meeting its goals, and used total 672 sheets of questionnaire for final analysis. In addition, a structural equation model was analyzed As a result, it was found that pricing flexibility had more or less influential relationships with trust, satisfaction and commitment in CRM, although having a negative relationship with commitment. Salesperson's role was also significantly correlated with trust, satisfaction and commitment in CRM, and especially, there were more influential relationships with satisfaction than any other factor. Service quality had relatively high influential relationships with trust, satisfaction and commitment in CRM. Retained customers showed more or less influential relationships with trust, satisfaction and commitment, while loyal customers did so with satisfaction and commitment, except for trust.

• Journal of Korean Society for Quality Management
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• v.44 no.2
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• pp.425-450
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• 2016

Purpose: This study can provide a strategic advantage for the marketing information of CRM of apartment provider microscopically. It is also expected to contribute to policy for public housing supply in the macro. Methods: This study is contained theoretical research on CRM & Residential Satisfaction & the brand of Apartments with the search for prior literature. Establish a research model to derive a hypothesis. It performs measurements aimed at an apartment tenant. After the test the hypothesis proposes a conclusion. Results: CRM activity of the housing construction companies is confirmed that a significant positive influence on residential satisfaction and brand value. Conclusion: Housing construction companies through improved residential satisfaction have on the growth strategy that takes the brand value in regardless of environmental factors. it is necessary to focus on CRM activities.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.119-155
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• 2008

Customer Relationship Management(CRM) has been a sustainable competitive edge of many companies. CRM analyzes customer data for designing and executing targeted marketing analysing customer behavior in order to make decisions relating to products and services including management information system. It is critical for companies to get and maintain profitable customers. How to manage relationships with customers effectively has become an important issue for both academicians and practitioners in recent years. However, the existing academic literature and the practical applications of customer relationship management(CRM) strategies have been focused on the technical process and organizational structure about the implementation of CRM. These limited focus on CRM lead to the result of numerous reports of failed implementations of various types of CRM projects. Many of these failures are also related to the absence of marketing approach. Identifying successful factors and outcomes focused on marketing concept before introducing a CRM project are a pre-implementation requirements. Many researchers have attempted to find the factors that contribute to the success of CRM. However, these research have some limitations in terms of marketing approach without explaining how the marketing based factors contribute to the CRM success. An understanding of how to manage relationship with crucial customers effectively based marketing approach has become an important topic for both academicians and practitioners. However, the existing papers did not provide a clear antecedent and outcomes factors focused on marketing approach. This paper attempt to validate whether or not such various marketing factors would impact on relational quality and CRM performance in terms of marketing oriented perceptivity. More specifically, marketing oriented factors involving market orientation, customer orientation, customer information orientation, and core customer orientation can influence relationship quality(satisfaction and trust) and CRM outcome(customer retention and customer share). Another major goals of this research are to identify the effect of relationship quality on CRM outcomes consisted of customer retention and share to show the relationship strength between two factors. Based on meta analysis for conventional studies, I can construct the following research model. An empirical study was undertaken to test the hypotheses with data from various companies. Multiple regression analysis and t-test were employed to test the hypotheses. The reliability and validity of our measurements were tested by using Cronbach's alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis. The first key outcome is a theoretically and empirically sound CRM factors(marketing orientation, customer orientation, customer information orientation, and core customer orientation.) in the perceptive of marketing. The intensification of ${\beta}$coefficient among antecedents factors in terms of marketing was not same. In particular, The effects on customer trust of marketing based CRM antecedents were significantly confirmed excluding core customer orientation. It was notable that the direct effects of core customer orientation on customer trust were not exist. This means that customer trust which is firmly formed by long term tasks will not be directly linked to the core customer orientation. the enduring management concerned with this interactions is probably more important for the successful implementation of CRM. The second key result is that the implementation and operation of successful CRM process in terms of marketing approach have a strong positive association with both relationship quality(customer trust/customer satisfaction) and CRM performance(customer retention and customer possession). The final key fact that relationship quality has a strong positive effect on customer retention and customer share confirms that improvements in customer satisfaction and trust improve accessibility to customers, provide more consistent service and ensure value-for-money within the front office which result in growth of customer retention and customer share. Particularly, customer satisfaction and trust which is main components of relationship quality are found to be positively related to the customer retention and customer share. Interactive managements of these main variables play key roles in connecting the successful antecedent of CRM with final outcome involving customer retention and share. Based on research results, This paper suggest managerial implications concerned with constructions and executions of CRM focusing on the marketing perceptivity. I can conclude in general the CRM can be achieved by the recognition of antecedents and outcomes based on marketing concept. The implementation of marketing concept oriented CRM will be connected with finding out about customers' purchasing habits, opinions and preferences profiling individuals and groups to market more effectively and increase sales changing the way you operate to improve customer service and marketing. Benefiting from CRM is not just a question of investing the right software, but adapt CRM users to the concept of marketing including marketing orientation, customer orientation, and customer information orientation. No one deny that CRM is a process or methodology used to develop stronger relationships being composed of many technological components, but thinking about CRM in primarily technological terms is a big mistake. We can infer from this paper that the more useful way to think and implement about CRM is as a process that will help bring together lots of pieces of marketing concept about customers, marketing effectiveness, and market trends. Finally, a real situation we conducted our research may enable academics and practitioners to understand the antecedents and outcomes in the perceptive of marketing more clearly.

• The Journal of Society for e-Business Studies
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• v.8 no.3
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• pp.117-130
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• 2003

It is not unusual to observe that there Is a great amount of redundant or inconsistent data even within an e-business system such as CRM(Customer Relationship Management) system. This problem becomes aggravate when we construct a system of which information are gathered from different sources. Data quality management is indeed needed to avoid any possible redundant or inconsistent data in such information system. A data quality process, in general, consists of three phases: data cleaning (scrubbing), matching, and integration phase. In this paper, we introduce and categorize data quality operators for each phase. Then, we describe our distance function used in the matching phase, and present a matching algorithm PRIMAL (a PRactical Matching Algorithm). And finally, we present a related work and future research.

• Journal of Korean Society for Quality Management
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• v.32 no.1
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• pp.75-91
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• 2004

The Internet has produced a great variety of VOC data. However, they are hardly helpful for CRM because they are not integrated with VOC data of the related businesses yet. This paper has set up a system for the said VOC data to actually become helpful for CRM The system has two aspects. From the aspect of products, the customers' needs for products will be analyzed to produce what they actually want. From the aspect of customers, on the other hand, decent relationships with them shall be maintained constantly by thoroughly analyzing all the related data. The analyses on both of these aspects have the advantage of maximizing customer satisfaction by active CRM that makes us recognize what customers prefer, or complain of in advance and then provide them with tailor-made service.

• Proceedings of the Korean Society for Quality Management Conference
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• 2004.04a
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• pp.576-582
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• 2004

This research addresses the customers' reaction on enterprise CRM(customer relationship management) activities. Most of companies adopt CRM solution expecting revenue generation through customers' repurchasing, while customers accept to provide their personal information expecting some benefit from companies. Previous studies pointed out that many commercial organizations had difficulties yet to meet their goal of CRM due to lack of internal strategies. Moreover, the researches were focused only on companys' point of view. However, this paper finds the reason why companies' expectation does not fit and suggests the way to reduce mutual gap of expectation for successful CRM.