기업의 고객관계관리 프로세스가 경영성과에 미치는 영향

최두영 건국대학교 경영대학원 2008 국내석사

기업들은 고객들이 갖고 있는 기대와 요구가 다양화되고, 고객의 가치 및 라이프스타일도 시간의 흐름에 따라 급속하게 달라지고 있는데, 그 대표적인 것이 편리성의 추구이다. 이러한 현실에서 끊임없이 변화하는 고객의 기대와 요구에 부응하여 고객과의 관계를 유지하고 적절한 상품과 서비스의 차별화를 통해 장기적으로 기업의 경쟁적 우위를 고수하기 위해 최근 기업들은 앞다투어 CRM을 도입하여 수행하고 있다. 본 연구는 기업의 경영혁신의 일환으로 등장하고 있는 CRM을 도입하여 실행중인 기업들이 전사적인 차원에서 얼마만큼 경영성과를 얻고 있는가에서 논점을 출발하여 효율적인 고객관계관리 구축을 위해 기업의 고객관계관리 프로세스와 경영성과와는 상호 어떠한 관련성을 가지고 있는지와 고객관계관리가 기업의 경영성과에 어떠한 영향을 미치는가를 구명하고자 하는 데 있다. 고객관계관리 프로세스를 구성하고 있는 각 하위변수들(6개 변수)이 재무적 성과에 미치는 영향(회귀분석)과 그리고 고객관계관리 프로세스를 구성하고 있는 각 하위 변인들이 종속변인의 비재무적 성과인(고객 성과)에 미치는 영향 (회귀분석)을 통하여 분석하였다. 또한 분산 분석을 통하여 독립변수(고객관계관리 프로세스 6개의 변수)가 (피조사자의 일반적 사항)가 어떠한 영향을 미치는가를 사전검토 하였다. 본 연구의 분석한 결과를 살펴보면 첫째, 고객정보 수집 및 관리, 고객기대사항 파악, 마케팅 전략수립, 고객관련 통합, 고객관리 프로세스, 고객관리 성과측정의 6개 독립변수에 대한 통계적 유의도를 검증한 결과 유의하게 나타났다. 둘째, 재무적 성과와 비재무적 성과에 있어서 고객정보 수집 및 관리, 마케팅 전략수립, 고객관련통합 등은 재무적 성과인 총자산 이익률, 자기자본 이익률, 영업이익 증가, 매출액 신장, 순이익 증가 등에 강한 영향을 미치는 것으로 나타났다. 셋째, 고객기대사항 파악, 고객관리 프로세스, 고객성과 측정 등은 비재무적 성과인 고객성과 즉, 시장점유율, 새로운 고객증가, 기존고객 유지, 고객 만족도 증가, 고객 수익성 증가에 강한 영향을 미치는 것으로 나타났다. 넷째, 피조사자의 일반적인 사항이 고객관리 프로세스 6개 항목인 고객정보 수집 및 관리, 고객기대사항 파악, 마케팅 전략수립, 고객관련 통합, 고객관리 프로세스, 고객관리 성과측정에 얼마나 영향을 미치는가를 분석한 결과 피조사자의 일반적인 사항 9개 항목 중에서 CRM 도입연한, CRM 전담부서의 유무, CRM 도입목적, 연간 매출액 등은 강한 영향을 미치는 것으로 나타났으며, 반대로 피조사자의 직위, 근무부서, CRM 담당연한, CRM 수행 시 장애요인 등은 실제적으로 아무런 영향을 미치지 못하는 것으로 나타났다. 또한 CRM을 도입하여 수행하는 도입기에는 평균값이 높고 성장기에는 평균값이 낮았다가 성숙기부터는 평균값이 높게 나타나는 현상으로 분석되었다. 따라서 본 연구는 실증분석을 통하여 살펴본 바와 같이 기업의 고객관계관리 프로세스가 경영성과와 상호 연관성을 가지고 있으며, 고객관리프로세스 항목 모두 정(+)의 영향을 미치는 것으로 분석되었다. CRM에 대한 기업의 관심이 높아지고 있는 시점에서 고객관계관리가 기업의 경영성과에 높은 영향을 미치는 것을 입증함으로써, CRM을 도입을 검토하는 기업 및 CRM을 수행하는 기업들에게 유효한 시사점을 제시할 수 있을 것이며, CRM 프로세스가 기업의 경영성과에 영향을 미치는 것에 안주하지 않고 기업의 경영정책 및 비젼 등도 고려하여 측정할 수 있는 지표에 대한 연구가 새롭게 진행되어야 할 것이다. This study started with the point at issue of how far the firms introducing and operating the CRM emerging as part of the firm's business innovation and attempted to identify what interaction there was between the CRM process and business performance of the firm for the efficient construction of CRM and what effect CRM had an effect on the business performance of the firm. That is, an attempt was made to make an empirical analysis of how far six independent variables of customer management process had an effect on the business performance of the firm such as financial performance and customer performance. An attempt was made to set the hypothesis that six items of the sub-variable of CRM process had an effect on business performance. The selection of the population was for the firms which introduced and practiced CRM, and this study was carried out through the survey. An attempt was made to test whether the six independent variables of customer management process had the statistic significance. First, the result showed that it was statistically significant Second, it was found that in financial performance and non-financial performance customer information collection and management, the formulation of a marketing strategy, customer relationship integration had a strong effect on business performance as part of financial performance. 다. Third, it was found that the identification of customer expectation matter, customer management process, customer performance measurement and th like had a strong effect on customer performance as part of non-financial performance. Fourth, it was found that the years of introduction of CRM, presence or absence of the department in charge of CRM, the purpose of introducing CRM, annual sales and the like, of nine general matters, had a strong effect on customer relationship management process. Accordingly, this study showed that the customer relationship management process of the firm had interrelationship to business performance and that all the matters of customer relationship management process had a positive effect. This study was carried out for the domestic firms which introduced and utilized CRM but it was found to have deficiency in objective research because of the small sample and the insufficient understanding of the subject. And it had some limitation in that it was excessively focused on the financial institution and could not be applied to the industry as a whole. The firm introducing and using CRM should be applied to the whole industry, and small-and medium-sized firms and other service firms have not still introduced CRM but not feel the need to employ CRM. Therefore, it is necessary to make more studies on customer relationship management from a perspective of the industry as a whole.

윤리경영이 프랜차이즈 가맹점의 재계약의도에 미치는 영향 : 사례분석을 중심으로

한호남 건국대학교 경영대학원 2014 국내석사

Domestic franchise industry is key industry of being spot-lighted with about 26 trillion won in the sales for 2012 and with 70 trillion won in a sale of franchisees. Franchise system is formed by very interdependent relationship that the relationship between franchiser and franchisee is typically combined with monetary elements and personal elements. However, a number of domestic franchisers have shown a business pattern of focusing on recruiting and opening new franchisees, rather than managing or supporting the existing franchisees, for expanding own company's business scale. The franchisers are forcing franchisees' unnecessary investment in equipment and excessive interior remodelling, are asking them coercively to use the head office's food materials for distribution profits, are demanding joint burden for a marketing cost for store, and are opening plural franchisees within the same marketing area. Thus, its damage is turning to franchisees. As a distrust in franchisers is growing, a case of closing a store or of rejecting re-contract is happening frequently. The absence of this ethical management caused a distrust between franchisers and franchisees in the whole franchise industry, thereby having made even consumers have negative awareness in the whole franchise industry. Due to the aftereffect, the Law of Franchise Agreement is enforced, which was further reinforced, from February 24, 2014. As for the main contents of the enforcement law, a big issue is being highlighted in the whole franchise industry as new bills in, first, accurate prediction of a sale, second, establishment and division of marketing area, third, franchisees' right of collective agreement, and fourth, franchisers' support for cost in 60% when the franchiser progresses remodeling on interior. This regulatory reinforcement in the national dimension is the reason that the damaged franchisees have been created by franchisers of pursuing unethical management in the meantime. The ethical management of franchisers is important between franchisers and franchisees. Nevertheless, a research on this is in the real situation of being inactive. This study examined which influence the ethical management of franchisers has upon satisfaction of franchisees and researched into the influence upon recontract intention through diverse empirical researches and ethical-management cases that were shown in prior research, and into which influence the franchisees' contract term has upon intention of contracting after expiration. Thus, it is emphasizing the ethical management as a part for promoting stable growth and development by continuously maintaining relationship between franchisers and franchisees. As a result, first, the ethical management was indicated to have positive effect on customer satisfaction. Unethical franchiser is led to negative word-of-mouth due to franchisee's dissatisfaction, thereby coming to be seceded even from new franchisee as well as the existing franchisee. Future developmental direction of franchise is ethical management, and can be said to be option for franchiser's long-term survival. Second, the customer satisfaction, which was formed through ethical management, was indicated to have positive effect on recontract intention. In order to supplement negative recognition caused by unethical management such as indiscreet contract for profit of opening, the arrogance against the existing franchisees, and allowing same brand or similar brand to enter by separately making the corporate business operator within the same marketing area in near distance, the domestic franchise industry will need to proceed with expanding ethical management of the franchisers. 국내 프랜차이즈 산업은 2012년 매출 금액이 약 26조 억 원, 가맹점의 매출 70조원으로 각광받는 핵심 산업이다. 프랜차이즈시스템은 전형적으로 가맹본부와 가맹점간의 관계가 금전적 요소와 인적 요소로 결합되어 있는 매우 상호의존적인 관계에 의해 형성된다. 그러나 다수의 국내 프랜차이즈 본사는 자사의 사업규모 확장을 위해 기존 가맹점들에 대한 관리나 지원보다는 신규 가맹점 모집과 개점 중심의 사업행태를 보여 왔다. 가맹본부의 가맹점에 대한 불필요한 시설투자 및 과도한 내부 인테리어 리모델링 강요와 물류수익을 위해 강압적으로 본사식재를 비싸게 사용하도록 하고 있으며 매장에 마케팅비용에 대한 공동부담, 동일 상권 내 복수 가맹점을 오픈하여 그 피해가 가맹점사업자들에게 돌아가고 있으며, 가맹점의 본사에 대한 불신이 늘어감에 따라 폐점 또는 재계약을 거부하는 사례가 빈번히 발생하고 있다. 이러한 윤리경영의 부재는 프랜차이즈산업 전체에 가맹본부, 가맹점간 불신을 야기하여 소비자들에게도 프랜차이즈 산업 전반에 부정적 인식을 갖게 하였다. 그 여파로 인하여 2014년 2월 24일부터 한층 강화된 가맹거래법이 시행된다. 시행법의 주 내용은 첫째, 정확한 매출예측 둘째, 상권의 설정 및 분할 셋째, 가맹점의 단체 협약권 넷째, 본사에서 인테리어에 대한 리모델링을 진행 할 경우 전체 비용의 60%를 본사에서 지원 등이 새로운 법안으로 프랜차이즈 산업 전체에 큰 이슈로 부각되고 있다. 이러한 국가차원에서의 제제 강화는 그동안 비윤리적인 경영을 추구하는 프랜차이즈 본사에 의해 피해 가맹점이 발생이 그 이유이다. 가맹본부의 윤리경영이 프랜차이즈 본사와 가맹점 간 중요성에도 불구하고 이에 대한 연구는 활발하지 않은 실정이다. 본 연구는 프랜차이즈 본사의 윤리경영이 가맹점주의 만족에 어떤 영향을 미치는지 살펴보고, 선행연구에서 나타난 다양한 실증연구 및 윤리경영 사례를 통하여 재계약의도에 미치는 영향과 가맹점의 계약 기간이 만료 후 계약을 하려는 의도에 어떠한 영향을 미치는지 연구하여 프랜차이즈 본사와 가맹점의 관계를 지속적으로 유지하여 안정적인 성장과 발달을 도모하기 위한 일환으로 윤리경영의 실천을 강조하고 있다. 연구결과 첫째, 윤리경영은 고객만족에 긍정적인 영향을 미치는 것으로 나타났다. 비윤리적인 본사는 가맹점주의 불만족으로 인해 부정적 구전으로 연결되어 기존 가맹점은 물론 신규 가맹점까지 이탈되게 된다. 프랜차이즈의 향후 발전방향은 윤리경영이며 프랜차이즈 본사가 장기적으로 생존하기 위한 선택이라 할 수 있다. 둘째, 윤리경영을 통해 형성된 고객만족은 재계약의도에 긍정적이 영향을 미치는 것으로 나타났다. 개설 수익을 위한 무분별한 계약과 기존 가맹점에 대한 횡포, 동일 상권 근거리 내에 동일 브랜드 또는 유사 브랜드를 법인사업자를 따로 만들어 입점 시키는 등의 비윤리적 경영으로 국내 프랜차이즈 산업은 부정적인 인식을 보안하기 위해 가맹본부의 윤리경영을 확대 해나가야 할 것이다.

農協의 顧客滿足經營에 관한 硏究 : 濟州地域을 中心으로

오명수 濟州大學校 經營大學院 1997 국내석사

Domestic financial(banking) facilities should devise survival strategies through reasonable management and competition reinforcement in the rapidly changing financial environment. Therefore they need the positive marketing strategy complying with diversified demands of customers and the customer-oriented & satisfaction management should be propelled as the first assignment in the current management of a company. I strived to grasp the contents and the actual condition of the customer satisfaction management, which is promoted by Agricultural Cooperative, to strengthen the competition in the financial business. I also presented things which should be improved. I applied two following methods to the study : research on theories by documents and data from the inside and outside of the country and positive analysis through research on the actual condition. For this study, I made three customer satisfaction factors such as the products, service, and image of Agricultural Cooperative, then hypothesized the followings : the satisfaction on the products, service, and image of Agricultural Cooperative would be different according to the regular customers, the business period, and the statistical feature of the population. To analyze practically, I gave questionnaires 400 people who is customers of NACF in Cheju and then 344 copies were used for the study except 56 inappropriate copies. As a result of the study, the total average satisfaction degree on Agricultural Cooperative was given 3.388 of 5, the standard degree, and the image on Agricultural Cooperative was given the highest degree, 3.674 in three satisfaction factors. I presented several improvement strategies which was discovered by the dissatisfaction of customers according to the result of the research. Here are strategies : the improvement strategy of the product satisfaction degree, service satisfaction degree, and image satisfaction degree on Agricultural Cooperative. This study, however, has a few problems such as followings : concentrated more on monetary service-oriented management, which is outside customers than employee-oriented management, which is inside customers, and the survey was only completed in Cheju, so there was a limitation in research on opinions of all korean customers. Therefore the study of these two problems should be pursued constantly to analyze customer satisfaction management in detail and find out the way of improving the management.

운임관련 마케팅 의사결정과 경영개선 방안에 관한 연구 : 서울도시철도공사를 중심으로

나열 서울시립대학교 경영대학원 2008 국내석사

郵政事業에 導入되는 마케팅의 有用性과 限界에 관한 硏究

강안식 서울市立大學校 2005 국내석사

In recent years, first reviewing the postal service part, growth of substitutional communication and door to door picking parcel market is existed the factor of opportunity (reinforcement of postal parcel depart) and the factor of threat (decreasing the volume of mails), as increasing the internet and mobile-phone' users on the development of IT-industry. Second reviewing the postal saving part, when the commercial banks is the large-bank by M&A and the general financial-services of bancassurance, financial holding companies are proffered people, Postal financial business that people are loving and trusting stands at the crossroads. To overcome these problems of decreasing the volume of mails and being insufficiently competitive postal financial business in the market - the bad factors - of the growing and developing the Korea postal service business, the Korea Post must to accept aggressive and positive marketing concept This research is 「a Study on Merits & Demerits of Marketing Introduced to Postal Service Business」 that is managed by government. To demonstration this model, we use the actual method first setting these follow hypothesis, second testing the validity of them. 1. There are difference on the usage specification of the Korea Postal Service Marketing depend on their ages and places of work 2. There are difference on the usage specification of the Korea Postal Service Marketing depend on the marketer's abilities and the results of the post office management 3. The usage specification of the Korea Postal Service Marketing give the environment(law, regulation, custom etc.) the negative effect or the marketing mix the positive effect 4. The positive marketer's abilities and the results of the post office management give the usage specification of the Korea Postal Service Marketing the positive effect 5. There are meaningful relationship among the usage specification of the Korea Postal Service Marketing, the environment(supporting mar- keter's marketing activity), the marketing mix Accordingly, this study includes theories and case studies on the review of management environment of the postal business and the model examples of developed countries' postal organizations for bench marking, and analyzes models on service marketing. It also analyzes merits & demerits of marketing introduced to Postal Service business. The results of this study are for using as a device for marketing strategies and skill of Korea Postal Service business to increasing the public interest as non-profit organization..

호텔의 서비스지향성이 종사원만족, 고객지향성 및 경영성과에 미치는 영향에 관한 연구 : 제주도 특급호텔을 중심으로

조희송 濟州大學校 經營大學院 2004 국내석사

The purpose of this study is to investigate the effects of hotel service orientation on the satisfaction of the employees, customer orientation and performance in hotels. To accomplish this purpose, from 17, April, 2004 to the 30, April, 2004, 300 employees of high class tourist hotels in Jeju were given questionnaires of which 232 were returned of which 222 were used for empirical analysis. This study consists of 5 chapters: (1) Introduction (2) Theoretical Backgrounds : Hotel Service, Service Orientation, Employees' Satisfaction, Customer Orientation and Business Performance (3) Methodology (4) Empirical Research (5) Conclusions. Frequency, the T-test, Oneway ANOVA, Factor Analysis, Reliability and Multiple Regression Analysis by a statistical package, SPSS for Windows(Release 10.0), were used to analyze each variable. The results of hypotheses test can be summarized as follows: (1) There is high positive relationship between service orientation and customer orientation. And the major factor for the satisfaction of the employees is service system. (2) There is high positive relationship between service orientation and satisfaction of employees. And the major factor for customer orientation is service encounter while the management of personnel resource is a weak factor for the variable of customer orientation. (3) There is pretty high relationship between service orientation and business performance. And the major factor for the satisfaction of the employees is leadership while the effects of the variables such as the management of personnel resource and service encounter on the performance of hotels are weak relatively. (4) The satisfaction of the employees and performance were different significantly according to demographic variables such as sex, marriage state and age while customer orientation was not different significantly according to demographic variables. The satisfaction of employees, customer orientation and business performance were different significantly according to demographic variables such as working period and the position. In conclusion, service orientation is the most important factor for hotel industry. That is, through the satisfaction of the employees, the service quality by them can be improved, furthermore difference of service orientation, satisfaction of the employees, customer orientation and performance according to demographic variables should be considered for managerial policies. Limitations to this study are as follows; (1) Samples of data were collected from high class hotels in Jeju area, so the results of this study may have the limits of application. (2) In further studies, a variable such as customer orientation can be measured on both sides, customers and employees.

공익성 테마공원의 마케팅에 관한 연구 : 어린이대공원을 중심으로

서유경 서울시립대학교 경영대학원 2008 국내석사

고객관계관리(CRM)를 위한 고객지원센터 구축 사례연구

신범수 서울시립대학교 경영대학원 2008 국내석사

비영리조직의 마케팅에 관한 연구 : 교회마케팅을 중심으로 : Focused on church marketing

성완용 건국대학교 2002 국내석사

Today, non-profit organizations are desperately required to make marketing efforts, and thus theoretical and practical research has been made on the marketing of non-profit organizations since the 1960s. In consequence, the marketing of non-profit organizations has been incorporated into the marketing domain, and marketing management activity has come to a forefront as department management activity for carrying out the organizational objective. The marketing of non-profit organizations can not be justified from a position that objects to any attempt to extend the domain of marketing by limiting it only to meeting simple market transactions and economic needs but it is made possible to introduce the principle and techniques of marketing under the general marketing concept whose range of application is expanded. Unlike corporate marketing, the marketing of non-profit organizations with numerous goals and missions can be subdivided by subject, by product and by market(task), and the marketing approach of non-profit organizations by market can shed light on the both marketing tasks of non-profit organizations such as resource allocation and resource development. The mainstream of the research on the marketing of non-profit organizations is focused on the allocation process of resources to carry out the task, but marketing efforts are needed to concentrated on the resource development market in order to secure the resources indispensable to retain the organization. The indispensable resource of the non-profit organization can be divided into capital and manpower. But since the process of developing necessary capital and manpower is not the one-sided flowing process of values but the process of marketing, the exchange process of values, it can be said to be the process of marketing management made up of the activities of determining, developing/evaluating and revising the design/marketing strategy of the market research/marketing organization. This study attempted to investigate the actual applicability of the recruitment strategy, the marketing program for resource development, through the case of the recruitment strategy of Full Gospel Incheon Church. As a result, it was found that each of its cases made an effort to systematize the process of recruitment as management activity but did not accurately understand it as the marketing process, the exchange of values.

公營都賣市場 再포지셔닝을 通한 都市마케팅 强化 方案 : 서울 可樂市場을 中心으로

손봉희 서울시립대학교 경영대학원 2008 국내석사