전통시장의 고객관계관리 전략(CRM)에 대한 효율성 분석

김순홍,유병국 한국유통과학회 2013 유통과학연구 Vol.11 No.5

Purpose - The purpose of this study is to analyze the effectiveness of customer relationship management (CRM) support policies for facilitating traditional markets, especially with respect to customer acquisition and maintenance, and to investigate the factors affecting CRM. Research design, data, and methodology - We analyzed the CRM efficiency of traditional markets in 16 cities and provinces in Korea on the basis of DEA analysis and Malmquist productivity analysis. The DEA model calculates a ratio of the weighted mean of various inputs to the weighted mean of various outputs and measures the efficiency of a specific decision making unit (DMU), which is compared to the reference group that has a similar input-output structure. The input variables are coupon, event, parcel service, premiums, while is the number of customers per day. Further, through regression analysis, we analyzed CRM-related factors affecting traditional markets’ customer appeal and revenue growth. Results - We obtained the results of the efficiency of traditional markets in 16 provinces. The traditional markets in Seoul, Busan, and Jeju were found to be efficient in a model CCR that used the number of customers per day as an output variable, while Chungbuk, Jeonbuk Province, and According to the results of the DEA analysis and Malmquist productivity analysis, large cities such as Seoul, Busan, and Jeju showed efficiency in CRM-related investment businesses in traditional markets for attracting customers. The Malmquist analysis results confirmed that the productivity of traditional markets increased from 2008 to 2010. The results of the regression analysis revealed that the “customer acquisition/maintenance factor” and the “offering of customer convenience facility factor” were significant to the daily average number of customers, which is a dependent variable. The results of the test with the mediating variable, “number of customers,” and the final dependent variable, “sales revenue,” were rejected. However, the variable “customer acquisition /maintenance” was found to affect sales revenue positively. Conclusions - It is necessary to enhance the business not only for promotional activities to attract customers, but also to strengthen customer relationships among CRM businesses, such as through the management of key customers. The regression analysis results showed that CRM businesses have yet to produce an increase in sales revenues in traditional markets. Therefore, to help customers who visit traditional markets to keep buying products, it is necessary to prepare various investment methods and provide support to improve “customer loyalty.” This study has a limitation in terms of CRM-related statistics. Therefore, in the future, it is necessary to conduct a survey of customers who use traditional markets to analyze the markets by type and size as well as the CRM-related factors. Based on the analysis, we will try to perform a variety of statistical analyses, including structural equations.

서비스 품질차원과 고객충성도 간 효과크기와 영향력에 관한 메타경로분석

이용민,김윤옥,배병렬 대한경영학회 2023 大韓經營學會誌 Vol.36 No.3

The purpose of this study was to comprehensively and scientifically verify the impact of relationship among three-dimensional service quality factors, relationship quality, and customer loyalty by utilizing meta-analytic path analysis. For this purpose, the verification was carried out in three stages: First, physical environment quality, interaction quality, outcome quality, customer satisfaction, customer trust, customer loyalty (re-purchase intention, recommendation intention, and behavioral intention) that are treated as major variables were extracted and the theoretical research model was established based on the relationship between each variable. Second, meta-analysis was conducted based on the number of correlations among the variables included in the established research model after collecting and organizing master’s and doctorate degree papers and academic research materials published in Korea. A total of 120 papers were included in the analysis, and 1,148 correlation numbers were included in the analysis as a result of extracting correlation numbers between major variables. Third, the path analysis for the research model was performed after the average correlation coefficient between each variable calculated through meta-analysis was organized in a correlation matrix. The results of the verification indicated an acceptable level for the suitability of the research model. Looking at the path between specific variables, the higher the level of physical environmental quality, interaction quality, and outcome quality, the higher the level of three-dimensional service quality composition, the higher the customer satisfaction and customer trust, which are related quality factors. In addition, the higher the customer satisfaction and customer trust, the higher the customer loyalty. However, physical environmental quality, interaction quality, and outcome quality, which are the dimensions of three-dimensional service quality composition, were found to have no direct impact on customer loyalty, and indirectly affected by the medium of customer satisfaction and customer trust, which are related quality. Finally, based on the results of the research, the implications of this study and suggestions on future research directions were described.

A Hybrid Approach Based on Multi-Criteria Satisfaction Analysis (MUSA) and a Network Data Envelopment Analysis (NDEA) to Evaluate Efficiency of Customer Services in Bank Branches

Khalili-Damghani, Kaveh,Taghavi-Fard, Mohammad,Karbaschi, Kiaras Korean Institute of Industrial Engineers 2015 Industrial Engineeering & Management Systems Vol.14 No.4

A hybrid procedure based on multi-Criteria Satisfaction Analysis (MUSA) and a Network Data Envelopment Analysis (NDEA) is proposed to evaluate the relative efficiency of customer services in bank branches. First, a three-stage process including sub-processes such as customer expectations, customer satisfaction, and customer loyalty, is defined to model the banking customer services. Then, fulfillment of customer expectations, customer loyalty level, and the customer satisfaction degree are measured and quantified through a multi-dimensional questionnaire based on customers' perceptions analysis and MUSA method, respectively. The customer services scores and the other criteria such as mean of employee evaluation score, operation costs, assets, deposits, loans, number of accounts are considered in network three-stage DEA model. The proposed NDEA model is formed based on multipliers perspective, output-oriented, and constant return to scale assumptions. The proposed NDEA model quantifies and assesses the total efficiency of main process and assigns the efficiency to customer expectations, customer satisfactions, and customer loyalties sub-processes in bank branches. The whole procedure is applied on 30 bank branches in IRAN. The proposed approach can be used in other organizations such as airports, airline agencies, urban transportation systems, railway organizations, chain stores, chain restaurants, public libraries, and entertainment centers.

A Hybrid Approach Based on Multi-Criteria Satisfaction Analysis (MUSA) and a Network Data Envelopment Analysis (NDEA) to Evaluate Efficiency of Customer Services in Bank Branches

Kaveh Khalili-Damghani,Mohammad Taghavi-Fard,Kiaras Karbaschi 대한산업공학회 2015 Industrial Engineeering & Management Systems Vol.14 No.4

A hybrid procedure based on multi-Criteria Satisfaction Analysis (MUSA) and a Network Data Envelopment Analysis (NDEA) is proposed to evaluate the relative efficiency of customer services in bank branches. First, a three-stage process including sub-processes such as customer expectations, customer satisfaction, and customer loyalty, is defined to model the banking customer services. Then, fulfillment of customer expectations, customer loyalty level, and the customer satisfaction degree are measured and quantified through a multi-dimensional questionnaire based on customers’ perceptions analysis and MUSA method, respectively. The customer services scores and the other criteria such as mean of employee evaluation score, operation costs, assets, deposits, loans, number of accounts are considered in network three-stage DEA model. The proposed NDEA model is formed based on multipliers perspective, outputoriented, and constant return to scale assumptions. The proposed NDEA model quantifies and assesses the total efficiency of main process and assigns the efficiency to customer expectations, customer satisfactions, and customer loyalties sub-processes in bank branches. The whole procedure is applied on 30 bank branches in IRAN. The proposed approach can be used in other organizations such as airports, airline agencies, urban transportation systems, railway organizations, chain stores, chain restaurants, public libraries, and entertainment centers.

유통업 Big Data를 이용한 고객 행태 분석에 대한 연구

서현지(Hyeon Ji Seo),고승곤(Seoung Gon Ko) 피터드러커 소사이어티 2020 창조와 혁신 Vol.13 No.3

IT 산업과 데이터 저장 기술의 발전은 대규모 데이터에 대한 생성과 수집을 가능하게 하였고 이를 활용한 다양한 통계 분석은 관심 현상에 대한 실시간 의사 결정을 가능하게 하였다. 이러한 추세는 사회, 경제, 정치, 문화 등의 분야로 확대되고 있다. 최근 유통업에서도 역시 다양한 시장과 채널에서 수집되는 고객 관련 데이터를 이용하여 고객 중심의 제품/서비스를 제공하기 위하여 노력하고 있다. 이러한 노력 중의 하나로 가맹점의 고객 멤버십 그리고/또는 다양한 상품 군에 대한 거래관련 Big Data를 기업 경영에 적용하고자 시도 하고 있다. 본 논문은 기존의 고객관계 경영(Customer Relationship Management)과 이러한 Big Data 분석의 기초가 되는 새로운 고객 세분화 기준과 고객 정보 활용 프로세스에 대하여 고찰해보고자 한다. 이를 위하여 소매 유통업의 고객/거래 관련 데이터의 수집 구조를 파악하고 단일 고객 관점(Single Customer View)에서의 고객 지표의 생성, 이를 이용한 고객 세분화 방법과 적용 가능한 통계 분석을 제안해 보고자 한다. The advancement of diverse industries and improvement of data storage technology enabled creation and collection of data on large scale. The trend presents new standard of real time decision making centered on statistical analysis. The trend is applied extensively in order to properly explain and predict multifaceted phenomena in areas of politics, social studies, economics, and culture studies. Today’s distribution industry spends significant efforts in collecting customer data through various channels in order to identify customer preferences and provide customized products and services. Understanding and analyzing membership and/or transaction data of individual customer will yield meaningful customer data that can be applied to management practices of organizations. This thesis studies the utility of the Big Data, innovative tool based on Customer Relationship Management, in order to maintain proper collection and analysis of customer data which is fundamental to substantiality of organizations. For the purpose listed above, the thesis prepares steps to comprehend customer/transaction related data collection structure in distribution industry in order to create customer index focused on Single Customer View. New customer index will be used in systemic statistical analysis and customer segmentation. Suggested method is applied to the 30TB of G distribution industry data collected from multiple channels within specific period of 2016. The result is presented alongside the method.

패밀리레스토랑의 잠재고객 집단에서 신규고객유치를 위한 서비스품질의 각 차원이 고객만족에 미치는 영향: PLS 다중집단분석을 이용한 성별의 조절효과

김중인,최용주 한국마케팅관리학회 2013 마케팅관리연구 Vol.18 No.1

Marketing strategy can be divided into customer acquisition and customer retention strategies. The relative effects of service quality dimensions on potential customer’s satisfaction can provide valuable information for the customer acquisition strategy. However, most of the previous research in service marketing focused on existing customers. It seems that the extant literature overlooked potential customers and customer acquisition strategy. Especially, there is no research on the potential customers in family restaurants. Also, most of the research on the moderating effect of gender focused on existing customers, whereas gender differences may exist in potential customers. On the other hand, covariance structure model for structural equation modeling strictly requires sufficient theoretical backgrounds or prior research because it is suitable for confirmatory research rather than exploratory research. Therefore this paper uses PLS (Partial Least Square) multi-group analysis which is suitable for the exploratory research or small sample size since there is no studies of the gender differences in the potential customers for family restaurants. In addition, most of the previous research on multi-group analysis used covariance structure models. It is hard to find the research using PLS multi-group analysis for the domestic consumers. Thus, this paper conducts the following empirical studies using PLS multi-group analysis and Brady and Cronin(2001)’s three-dimensional service quality model (i.e. outcome quality, physical environment quality and interaction quality) in family restaurants: 1) statistical significance of the direct effects of service quality dimensions on customer satisfaction between male and female potential customers, 2) difference of the relative effects of service quality dimensions on customer satisfaction between male and female potential customers, 3) if different, how they are different and whether the differences are significant or not, 4) strategic implications for customer acquisition strategy. The result shows that the relative orders are "outcome quality > physical environment quality > interaction quality" and the effects of interaction quality are insignificant for both male and female potential customers. However, there is no gender differences in the path coefficients from service quality dimensions to customer satisfaction. Therefore, it is useful to enhance restaurant images by improving outcome quality and physical environment quality rather than interaction quality for the customer acquisition. 마케팅전략은 크게 신규고객 확보전략과 기존고객 유지전략으로 구분될 수 있으며, 잠재고객 집단에서 서비스품질의 각 차원이 고객만족에 미치는 상대적 영향력에 대한 비교는 신규고객 확보전략에 중요한 정보를 제공할 수 있다. 그러나 서비스마케팅 분야에서 거의 대부분의 국내외 선행연구들은 기존고객만을 대상으로 연구하거나 표본의 기존고객과 잠재고객 구분에 대해 언급하지 않고 있는 등, 잠재고객과 잠재고객 유치 전략에 대해서는 간과하고 있는 것으로 보인다. 특히 패밀리레스토랑에 관한 연구들에서는 잠재고객을 대상으로 한 연구들이 없는 것으로 보인다. 또한 성별의 조절효과에 관한 연구들도 모두 기존고객만을 대상으로 하고 있다. 즉 그 필요성에도 불구하고 지금까지 잠재고객 내 성별의 조절효과에 관한 연구는 없는 것으로 보인다. 한편, 공분산구조모형 기반의 구조방정식모형은 탐색적 연구보다는 확인적 연구에 보다 적합하기 때문에 충분한 이론적인 기반이나 선행연구가 엄격하게 필요하다. 그러나 본 연구의 주제인 서비스품질 차원과 고객만족과의 인과관계에서 잠재고객 내 성별의 조절효과에 대한 선행연구들이 아직까지 없기 때문에, 이론적인 기반이나 선행연구가 부족한 탐색적 연구모형에도 적합하고 표본크기가 적은 경우에도 가능한 PLS 구조방정식모형 기반의 다중집단분석을 사용하였다. 다중집단분석에 관한 선행연구들에서는 대부분 공분산구조모형을 사용하고 있는 반면에, PLS 다중집단분석을 사용한 국내 소비자 대상의 연구는 찾아보기가 쉽지 않다. 따라서 본 연구에서는 국내 패밀리레스토랑의 잠재고객을 대상으로 상호작용품질, 물리적 환경품질, 결과품질로 구성된 Brady and Cronin(2001)의 3차원 서비스품질 측정모형과 PLS 다중집단분석을 사용하여, 1) 패밀리레스토랑 서비스품질의 각 차원이 고객만족에 미치는 영향력이 남성 잠재고객과 여성 잠재고객에서 유의한지, 2) 각 차원의 상대적 영향력이 남성과 여성 간에 차이가 있는지, 3) 만일 차이가 있다면 어떻게 다르고 그 차이는 유의한지를 실증분석 하고, 4) 신규고객 유치를 위한 전략적인 시사점을 제시하였다.

ESG경영이 직원 및 고객의 만족에 미치는 영향: KCGS/KEJI의 ESG 데이터 및 내·외부고객 양자적 데이터의 통합적 활용

허종호(Huh, Jongho),이가은(Lee, Gaeun),박민하(Park, Minha),정은제(Jeong, Eunjae) 한국경영학회 2023 한국경영학회 통합학술발표논문집 Vol.2023 No.8

주주와 함께 직원 및 고객은 기업의 1차 이해관계자로, 이들의 욕구와 기대 충족은 기업의 이익과 손실에 직·간접적인 영향을 미치므로 매우 중요하다. 특히, 기업의 무형자산 중 인적자본과 고객자산의 기반이 되는 직원과 고객의 만족은 ESG경영과 재무성과간의 관계를 이해하는 데 중요한 정보를 제공할 수 있다. 이에 본 연구에서는 기업의 ESG경영에 대한 내·외부고객의 인식을 확인하기 위해 빅데이터 분석기법인 텍스트마이닝분석(Text Mining)을 하였으며, 그 결과를 바탕으로 한국기업지배구조원(KCGS)의 ESG등급 데이터와 경제정의실천시민연합에서 개발한 사회적책임 평가지표인 경제정의지수(KEJI) 데이터를 통합적으로 이용하여 기업의 ESG경영 및 ESG경영의 각 하위활동이 직원 및 고객의 만족에 각각 어떤 영향을 미치는지 종합적으로 분석하였다. 본 연구의 주요 분석결과는 다음과 같다. <연구 1>에서는 ‘ESG와 직원’, ‘ESG와 고객’을 키워드로 빅카인즈(BIGKinds)를 활용하여 뉴스기사 텍스트마이닝분석(키워드 트렌드분석, 빈도분석, 연관어분석)을 하였다. 그 결과, ESG경영이 기업의 내·외부고객인 직원 및 고객의 만족과 관련이 있음을 확인하였다. <연구 1>에서 확인한 결과를 바탕으로, <연구 2>에서는 KCGS의 ESG등급과 잡플래닛의 직원만족도, 한국능률협회컨설팅(KMAC)의 고객만족지수(KCSI) 데이터를 각각 ESG경영과 직원만족, 고객만족의 대체변수로 사용하여 기업의 ESG경영이 직원 및 고객의 만족에 미치는 영향에 대해 회귀분석을 하였다. 그 결과, ESG경영은 직원 및 고객의 만족 모두에 유의한 정(+)의 영향을 미친 것으로 나타났다. 이어서, 경제정의실천시민연합의 KEJI 데이터를 각각 ESG경영의 하위활동(환경경영, 사회공헌도, 공정성 항목)과 직원 및 고객만족(직원만족, 소비자보호 항목)의 대체변수로 사용하여 KCGS의 ESG 데이터를 활용한 분석결과의 강건성을 확인하고, ESG경영의 하위활동이 직원 및 고객의 만족에 미치는 영향을 추가 분석하기 위해 위계적 회귀분석을 하였다. 그 결과, 환경활동이 직원 및 고객의 만족 모두에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 그러나 지배구조활동은 고객만족에만 유의한 정(+)의 영향을 미쳤으며, 사회활동은 직원 및 고객의 만족 모두에 긍정적인 영향을 미치지 않았다. 본 연구결과는 ESG경영에 관심이 조직인사 및 마케팅분야의 연구자 및 ESG 관련 기업실무자에게 유용한 시사점을 제공해 준다. Employees and customers, along with shareholders, are the primary stakeholders of the company, and meeting their needs and expectations is very important because it directly or indirectly affects the companys profits and losses. In particular, the satisfaction of employees and customers who underlie human capital and customer assets among an entitys intangible assets can provide important information for understanding the relationship between ESG and financial performance. In order to confirm internal and external customers perceptions of corporate ESG management, this study conducted Text Mining analysis, a big data analysis technique, and based on the results, a comprehensive analysis of corporate and external activities was conducted ESG management. The main analysis results of this study are as follows. <Study 1> conducted text mining analysis(keyword trend analysis, frequency analysis, and associated word analysis) of news articles using BigKinds under the keywords ESG and employees(internal customers) and ESG and customers(external customers). As a result, it was confirmed that ESG management were related to the satisfaction of employees and customers who are internal and external customers of the company. Based on the results confirmed in <Study 1>, <Study 2> conducted a regression analysis on the impact of corporate ESG management on internal and external customer satisfaction by using KCGS ESG rating, Job Planets employee satisfaction, and KMACs customer satisfaction index(KCSI) data as alternatives. As a result, it was found that ESG management had a significant positive(+) effect on the satisfaction of both internal and external customers. Subsequently, KEJI data was used as alternative variables for each sub-activity of ESG management(environmental management, social contribution, fairness items) and internal and external customer satisfaction(employee satisfaction, consumer protection items), and hierarchical regression analysis was conducted to further analyze the impact of each sub-activity of ESG management on internal and external customer satisfaction. As a result, it was found that environmental activities had a significant positive(+) effect on the satisfaction of both internal and external customers. However, governance improvement activities had a significant positive(+) effect only on customer satisfaction, which is an external customer, and social responsibility activities did not have a positive effect on both internal and external customers. The results of this study provide useful implications for researchers in organizational personnel and marketing fields and ESG-related corporate practitioners.

공단 고객 응대 근로자의 스트레스 현황과 개선을 위한 인식도 조사

김승한,김규범,현우진 대한안전경영과학회 2022 대한안전경영과학회지 Vol.24 No.4

Today’s customer service providers, who have the greatest impact on customer satisfaction, are experiencing severe stress and job burnout due to various causes. Unlike general companies, the corporation has a relatively high level of dissatisfaction with customer service since there is a large conflict between the provision of kindness and the reasonable handling of civil complaints according to laws and regulations. In order to analyze the environment of the NPS’ customer service providers, 5.583 branch employees working at the National Pension Service and 407 call center employees were surveyed online using the questionnaire function of the Enterprise resource planning system. The contents of the survey consisted of a survey on customer-facing employees, the level of awareness of customer-facing workers protection measures, and opinions on improvement and supplementation related to customer-facing workers protection measures. As a result of the survey, 72.8% of the total respondents experienced grievance complaints, and the proportion of call center employees was even higher at 89.0%. In addition, both the branch and the call center had the largest share of complaints about obstruction of business, unreasonable demands, abusive language, and verbal abuse. More than 40% of call center employees in their 20s and 30s experienced the highest frequency of complaints 13 or more times a year. The most difficult thing in the process of responding to complaints was that both branch offices and call centers had insufficient psychological recovery time, lack of space, and lack of help from colleagues and superiors. Based on the survey analysis, it is suggested to establish a countermeasure through case analysis rather than the right to suspend work for civil complaints that cannot be handled, such as customized manuals and action strategies for the age group with high grievance complaints.

Diagnosing Product Quality Attributes by Analyzing Online Customer Reviews: A Method Based on Sentiment Analysis and Importance-Performance Analysis

채준언,정욱 한국품질경영학회 2022 한국품질경영학회 학술대회 Vol.2022 No.1

Customer reviews play a vital role in the success of a product. Companies should identify the strengths and weaknesses of their products to improve customer satisfaction. In the digital age of the Internet, online customer review mining is increasingly becoming a major part of investigating customer reviews, attracting considerable attention. To this end, using text mining methods, this paper extracts related keywords and constructs a dictionary of product quality attributes through customer evaluations and performs frequency and sentiment analysis to obtain customers' expectations and perceptions of each attribute of the product. In the end, a visual importance-performance analysis is conducted to reveal the gap between customers' perceptions and expectations of each attribute. This study collected 2,380 reviews on the Best Buy website about the Google Nest Mini smart speaker for analysis. The results show that the perceptions and expectations extracted from the customer reviews show the strengths and weaknesses of the product attributes.

고객가치와 시장세분화

김영찬(Young Chan Kim) 한국경영학회 2004 經營學硏究 Vol.33 No.6

The markets in which organizations compete for customers have changed dramatically in the past decade. Driven by more demanding customers, competition is becoming increasingly global and intense, which has expanded the choices available to customers. Customers, in turn, are becoming more sophisticated in choosing among a larger variety of offerings. Both competitors and customers are having to cope with slower growth economies. In many areas of the world, these forces combine to make customers ever more demanding as they seek higher value in satisfying their needs. Organizations that do not change to meet these dynamic market conditions will struggle at best. Even such leading-edge companies are finding that the old ways of operating are not working, and they are having difficulty achieving the levels of performance that formerly made them great. Past attempts have largely looked internally within the organization for improvement, such as reflected by quality management, reengineering, down-sizing, and restructuring. The next major source for competitive advantage likely will come from more outward orientation toward customers, as indicated by the many calls for organizations to compete on superior customer value delivery. To practitioner and researcher alike, therefore, customer values play an important role in understanding behavior in the marketplace. Managers have been implored to consider their customers when determining which improvements are needed, and customer satisfaction measurement has emerged to bring the “voice of customers”into quality efforts. However, application of customer satisfaction measurement has fallen short of its promise for several reasons. First, many organization have responded by setting customer satisfaction goals and strategies, but only a few have rigorously measured their customers’satisfaction. Second, even those companies that measure satisfaction may not act on the results. If customer satisfaction measurement is not backed up with indepth learning about customer value and related problems that underlie their evaluations, it may not provide enough of the customer's voice to guide managers in how to respond.If organizations are to become better at competing on superior customer value delivery, they will need a corresponding set of “tools of customer value”. Thus, to understand and find the tools for customer value mechanism, marketers and market researchers devote much attention to understanding why customers buy certain products and brands. In marketing research it’s often assumed that products and services can be characterized by a set of product attributes. Each brand or product is perceived to have a certain level of performance on each of these attributes. The customer ascribes an overall value to a specific product based on how the product is perceived to perform on the various attributes and based on how important these attributes are.In this paper, the author discuss means-end chain analysis as a method to understand why consumers buy certain products or brands. Means-end chain analysis identifies links between product attributes, consequences, and ultimate consumer values. This allows marketers to deal with a broad set of marketing problems, including new product development, brand positioning, advertising strategy, and market segmentation. The author discuss the managerial relevance of the data analysis technique and provide illustration of empirical study, with a special focus on value-based market segmentation.