QFD의 활용을 통한 효율적 CRM에 관한 연구 = A Study on Efficient CRM by Using QFD

다국어 초록 (Multilingual Abstract)

Modem companies have noticed that they can make a large profit by actively defining customers, understanding the behavior pattern of customers and using it strategically. The fact that the ratio of cost to profit of managing existing customers is higher than that of managing new customers apparently shows this. In conclusion, managing customers starts from correct understanding of customer needs. We can correctly understand customer behavior from the data related to customers, information from transactions. And we can predict it correctly. We can keep our initiative customers and get high profitability from those customers by understanding customers' behavior pattern since we can have the basis for maintaining customers by this way. Of course, customers can be understood as one group but the application and method of Customer Relationship Management should be changed dependent on which industry the customer is related with. Also, existing Customer Relationship Management tools are being slowly diversified, for instance, financing-related industry, mobile communication industry, etc.
Therefore, the objective of this study is to reveal how we can correctly understand Customer Relationship Management. Also we will cover the correct understanding of customers and application method of Customer Relationship Management to specified industry. In addition, we can develop the model to understand customers' needs and behavior efficiently using QFD.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론
• Ⅱ. CRM과 QFD
• 2.1 CRM
• 2.2 QFD
• 2.3 연구절차
• Ⅲ. 대상의 선정 및 설문조사
• 3.1 대상의 선정
• 3.2 설문조사
• Ⅳ. 고객만족요소의 추출과 우선순위산정
• 4.1 고객만족요소의 추출
• 4.2 고객만족요소의 우선순위 산정
• 4.2.1 VOC 선정
• 4.2.2 VOC에 대한 가중치의 산정
• 4.3 고객만족요소의 우선순위 산정
• Ⅴ. 결론