• 한국콘텐츠학회논문지
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• 제12권4호
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• pp.225-234
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• 2012

본 연구의 목적은 공연예술 활성화를 위한 CRM(Customer Relationship Management)의 전략적 활용방안을 모색하는 것이다. 국내의 대표적인 공연장인 LG아트센터와 공연기획사인 크레디아를 중심으로 CRM의 사례를 살펴보았다. LG아트센터는 독자적인 공연장운영시스템(Theater Management System : TMS) 운영을 통해 고객중심의 편리한 매표방식과 축적된 고객정보를 바탕으로 한 성공적인 공연프로그램 기획이 가능하였다. 크레디아는 공연관리시스템을 도입하여 도입이전 보다 회원이 많이 증가하였으며 회원관리 전담인력을 구성하여 체계적으로 관리가 가능하게 되었고 웹로그 분석(web-log analysis)으로 고객의 니즈에 부합한 다양한 상품들을 개발하여 공연티켓판매 뿐만 아니라 교차판매를 통한 수익증대와 고객만족을 실천하고 있는 것으로 나타났다. 그러나 회원제도와 포인트제도가 천편일률적인 형태로 운영되고 있어 회원별 등업 제도 실시와 등급별 포인트 적립을 통해 신규관객을 개발하고 우수고객을 유지할 수 있는 CRM의 전략적 적용이 요구된다.

• 지능정보연구
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• 제25권2호
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• pp.1-23
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• 2019

소비자의 니즈가 다양해지면서 데이터 마이닝과 고도화된 고객관계관리(CRM) 기법을 활용한 체계적인 마케팅 서비스를 제공하는 기업이 증가하고 있으며, KB국민카드는 고객의 결제 데이터 등을 활용하여 고객 개개인의 니즈를 충족시키고 소비자의 평생가치를 극대화하기 위한 전략을 강조하고 있다. 실시간으로 고객의 카드이용과 고객 행동, 위치 정보 등을 감지하여 진행하는 고효율 마케팅 운영시스템인 스마트 오퍼링 시스템을 운영하고 있으며, 다양한 앱 등과 결합하여 더욱 정교화된 서비스를 제공하고 있다. KB국민카드는 스마트 오퍼링 시스템의 성공과 지속적인 성장을 위해 고도화되고 있는 ICT 기술과 인재 확보를 위한 투자를 진행해야 하며, 장기적인 관점에서의 수익확보를 위한 전략을 확립하여 체계적인 진행이 필요하다. 특히, 프라이버시 침해와 개인정보 유출 등의 문제가 쟁점이 되는 현재 상황에서 고객 정보를 활용한 마케팅에 대한 고객의 인식을 긍정적으로 유도하고, 보안성을 강조하는 기업 이미지 형성을 위한 노력이 필요하다. 본 연구는 CRM 전략의 변화 과정을 통해 현재 카드사의 실시간 CRM 전략을 KB 국민카드의 빅데이터 활용전략과 마케팅 활동을 통해 확인하고자 한다.

• 경영과정보연구
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• 제23권
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• pp.1-23
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• 2007

Small and Medium Business Associate has supporting small and medium business and private business for establishment business and sales increasing with various policy since 2005. Arousing the interesting on customer relationship management, small and medium business and private business have recognized the necessity of the concept and introduction the CRM. This study suggested the effectiveness of the CRM throughout real cases of the CRM for small and medium business managers in order to rising sales in such an environment. The case of this study tried to figure it out to accomplish manager's ends of small and medium business to get successful business results based on innovative volition and mind trying to change. The owner who has experience 12 years in meat sales was analyzed the results of aptitude test that the business is highly appropriate to him in personality and aptitude. As also saw the strength and opportunity of SWOT analysis, he has an excellent talent for friendship, knowledge of searching Internet and organizing information, and learning ability. This study provided a marketing policy, ideas of customer services and system remodeling to improve relationship with customer, and a division diagnosis of business activities. The owner has an excellent friendship, so that this study suggest to remodel interior inside store clearly and sanitary displaying on products, to introduce aggressive and concentrated marketing strategies, and to recognize the important of public relation.

• 대한안전경영과학회:학술대회논문집
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• 대한안전경영과학회 2001년도 추계학술대회
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• pp.65-71
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• 2001

With ever-change and increasingly competitive business environments, firms strive to employ a variety of marketing strategies and execution in order to survive in the market. Such effects would be paid off in the right way only when management of the firms perform marketing activities focusing on long term effectiveness, which would drive company profits up and keep them for long. Demands of customers are being changed and varied. And in this circumstance, it become a main issue of management that the company should produce and sell products according to the customer demands. With these trends, each company has been concentrating effects on generalization of product development technique and distinction of service lot customer In this result with the advantage of mass marketing and database marketing have been drawing attentions from company. Also the internet connected around the world completely diminished the limit of time and distance and company have enveloped keen competition out of each nation and continent in the world market. To fulfill these demands of customer, they need a concept of eCRM(Web based Customer Relationship Management), and go from selling products and services, or gathering customer requests, up to the phase of solving customer's problem by real time or Previous action. With the help of Internet, the frequency and speed of the problem solving has improved greatly.

• 한국산학기술학회논문지
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• 제10권9호
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• pp.2435-2439
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• 2009

재래시장 활성화를 위한 고객연계관리시스템의 필요성을 제기하고, 성공적인 고객연계관리시스템의 구축을 위해 필요한 주요요인을 분석하였다. 측정변수 22개를 통해 요인분석을 실시한 결과 경영관리, 고객관리, 서비스관리, 시설관리 등 4개 요인이 도출되었다. 각 요인의 특징은 다음과 같다. 경영관리요인은 상품 기획 및 인증관리 활동이 필요한 것으로 나타났다. 또한 고객관리요인은 고객을 우대할 수 있는 정책이 필요한 것으로 나타났다. 그리고 서비스관리요인은 주문, 배달, 반품서비스까지 토털서비스의 필요성이 제기되었다. 마지막으로 시설관리요인은 고객이 재래시장을 활용하기 위해 편리성을 제공할 수 있는 시설의 개선이 요구되었다.

• 대한안전경영과학회지
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• 제3권4호
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• pp.123-133
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• 2001

With ever-change and increasingly competitive business environments, firms strive to employ a variety of marketing strategies and execution in order to survive in the market. Such effects would be paid off in the right way only when management of the firms perform marketing activities focusing on long term effectiveness, which would drive company profits up and keep them for long. Demands of customers are being changed and varied. And in this circumstance, it become a main issue of management that the company should produce and sell products according to the customer demands. With these trends, each company has been concentrating effects on generalization of product development technique and distinction of service for customer. In this result with the advantage of mass marketing and database marketing have been drawing attentions from company. Also the internet connected around the world completely diminished the limit of time and distance and company have enveloped keen competition out of each nation and continent in the world market. To fulfill these demands of customer, they need a concept of eCRM(Web based Customer Relationship Management), and go from selling products and services, or gathering customer requests, up to the phase of solving customer's problem by real time or previous action. With the help of internet, the frequency and speed of the problem solving has improved greatly.

• Asia Marketing Journal
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• 제15권3호
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• pp.141-157
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• 2013

Managing customers based on customer equity (CE) has emerged as the most effective way of doing business because of its ability to foster profitable customer relationship management (CRM) through appropriate marketing activities. Most research studies provide conceptual and empirical evidence of the positive link between CE and firm performance. However, regarding this possibility, it has been suggested by some researchers that this link may not hold true for other firms with different firmographic factors, such as firm growth rate, size, and resources. As previous research emphasizes that marketing managers should implement a strategy based on their unique business environment, our study addresses this issue by extending the framework to a different industry setting to investigate the impact of CE on firm performance. We develop a model for examining the relationship between the firm's estimated CE and firm performance by each time period using a distributed lagged model. Then, we investigate the effect of CE on the firm's profitability using a regression analysis. Finally, even though CRM is in increasing demand and firms are focusing on the customer as an asset, we conclude that there is a limited condition for this positive effect of CE. When the life cycle was divided by growth rate, CE was shown to have a distinctive effect on profit. In the case of a high-growth stage, the effect of CE on profit is positive because of its potential customer base, whereas the effect is not significant in a low-growth stage. That is, when the business environment is saturated and the firms are no longer competing in the market, CRM may not be effective. In other words, a long-term performance orientation may not be as effective as previously believed. This research contributes to the previous literature, providing a counterintuitive suggestion that firm managers should be cautious about implementing a CRM strategy and should allocate resources properly in terms of their resource capabilities and ability depending on their situation.

• 유통과학연구
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• 제10권11호
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• pp.79-88
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• 2012

Purpose - The objective of this paper is to suggest that a company's CRM activities have an effect on customer loyalty in the Korean retail industry. Typically, Korean customers use large local marts with convenience in the absence of any other choice. Therefore, this study aims to shed light on the fact that customers do not break away from their preferred retail stores, either owing to their stringent loyalty (the lie loyalty) or difficulty in turning to alternative choices. Research design, data, methodology - By surveying a sample of 200 hyper-markets through a questionnaire, and excluding dubious and missing responses, I obtained 181 samples to be included in the empirical analysis. The survey was conducted for two weeks during October 2011. AMOS and SPSS18 statistical packages were used for conducting statistical analysis for this study. This paper was developed using the concept of customer equity on CRM, which is known to have a positive impact on customer loyalty through the satisfaction and switching-barrier parameters. The hypothesis of this paper is that customer equity is composed of relationship equity, value equity and brand equity, and that the relationship equity variable has positive effects on the value equity and brand equity amongst other types of customer equity. Moreover, customer equity influences customer loyalty through parameters including customer satisfaction and switching costs in the Korean retail industry. Results - According to the results of the analysis, it was confirmed that relationship value had a positive effect (+) on all variables, including the perceived QoS (Quality of Service), store brand images, economic value, and store convenience. It was also confirmed that the assumption that the perceived QoS (Quality of Service), economic value, and store convenience had a positive effect on customer satisfaction was shown to be statistically significant, with a p-value below 0.05. Only the store brand value variable had an effect on the switching-cost variable with respect to the causal sequence of the variables, including the perceived QoS, store brand value, economic value, and store convenience. The remaining variables did not seem to influence the switching-cost variable. On the other hand, another effect showed that customer satisfaction had a statistically significant influence on the switching-costs variable. Moreover, the customer satisfaction and switching-cost variables also had a statistical influence on customer loyalty. Conclusions - The CRM activities had an influence on various variables (including perceived QoS, perceived economic value, store brand value, and store convenience) pertaining to customer values. Customer satisfaction and switching-cost had some effects on customer loyalty as a parameter. This confirms that stringent loyalty exists with respect to customer loyalty in the retail industry. The fact that the variable had such a statistically significant influence on the switching-cost and store brand equity variables means that consumers react to the reputation of a brand, confidence about the store, and quality confidence. The implications of this study in the retail industry should be further extended to devise strategies for customer retention.

• 아태비즈니스연구
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• 제14권4호
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• pp.289-303
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• 2023

Purpose - The purpose of this study is to investigate the types and forms of various marketing activities actually used in pharmaceutical companies and to empirically analyze the impact of these marketing activities on sales. Design/methodology/approach - This study categorize five years' worth of marketing activity data from a foreign pharmaceutical company 'A' which operates in South Korea into five categories. Multiple regression analysis and interaction effects are employed for data analysis. Findings - First, CRM calls, Detail calls, GP, and Web events have a positive impact on sales, but SoV does not show significant differences. Second, in the comparison between HQ1 and HQ2 based on patent ownership, Detail calls and Web events had a stronger impact on sales in HQ2, where the patent period is still in effect, compared to HQ1. However, SoV showed no difference between HQ1 and HQ2. Research implications or Originality - First, Detail Calls are more effective for drugs with active patents, while CRM Calls work better for drugs with expired patents. This emphasizes the need to customize call strategies based on patent status. Second, the significant impact of Web Events on sales in HQ2 compared to HQ1 suggests that online information access is crucial, indicating that customer receptivity varies based on product nature. Third, these insights, derived from data analysis, call for a shift in pharmaceutical marketing analysis methods away from traditional approaches. Finally, this study holds significance as one of the first empirical analyses using actual marketing data from pharmaceutical companies in South Korea.

• 지능정보연구
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• 제12권4호
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• pp.109-126
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• 2006

성공적인 고객관계관리(CRM : customer relationship management)를 수행하기 위해서는 효과적인 고객 등급화가 필요하다. 일반적으로 고객등급화는 고객별로 LTV를 산정한 다음 일정한 비율로 고객을 분류하여 등급을 정하는 방법이 사용되어 왔다. 그러나 이러한 방법은 등급간의 이질성을 명확하게 반영하지 못하기 때문에 적지 않은 문제점을 내포하고 있다. 본 논문에서는 Holistic Profit을 이용해서 고객을 등급화 하는 방법을 제시하고, A 생명보험회사의 고객자료을 이용해서 이를 검증하였다. Holistic Profit은 신용대출 승인정책에서 승인임계점수(Cutoff Point) 책정에 활용되고 있는 방법들 중의 하나이다. 요약하면, 본 논문의 목적은 Holistic Profit을 활용하여 보다 효과적이고 과학적인 방법으로 고객 등급화 하는 방법의 개발과 검증에 있다. 본 논문에서 제시된 방법을 사용해서 고객을 등급화 함으로써 기업은 보다 효과적인 고객관계관리(CRM)와 마케팅 활동을 수행할 수 있을 것으로 기대된다.