CM에서 고객만족도에 기반한 추천의향 예측에 관한 연구 = A Study on the Prediction of Referral Intension based on Customer Satisfaction in Construction Management

다국어 초록 (Multilingual Abstract)

The main roots of CM service contracts include existing customer repurchases and those made by new customers by existing ones. The study on customers and loyalty can be factors to strengthen CM's competitiveness. However, there have been little attempt to study customer satisfaction and customer loyalty. Construction Management (CM), the advanced construction management method, was introduced 15 years ago in the mid 1990's in the domestic market. The aim of this research is to build a model that can predict customer loyalty based on how much customers are satisfied with CM service. To measure customer satisfaction and loyalty, this research surveyed 135 decision-makers who have experienced CM services. Customer satisfaction was tested and analyzed according to different phases: planning, designing, procurement, construction, and post construction. Referral intention was tested based on NPS theory. Customer types were divided into detractors, passively satisfied and promoters according to the tested measurement and multinomial logistic regression between the satisfaction by construction phases and customer types. This research resulted to a model that can predict customer types: detractors, passively satisfied and promoters, which were determined according to satisfaction level. The initial planning phase also revealed which factor is most influential for a customer to become promoter. These results can be used to acquire customer loyalty by managing the satisfaction of customers through a project under an Internet-based environment. Such can provide the needed information in quickly exploring positive and negative word-of-mouth feedbacks.

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