| 백화점 CRM에 의한 관계불편이 고객불만족에 미치는 영향 -패션뷰티고객을 중심으로- |
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박선희, 양리나 |
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| Research Paper : The Effects of Relationship Inconvenience by Department Store CRM on Customer Dissatisfaction |
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Sun Hee Park, Lee Na Yang |
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| Abstract |
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Until now studies on CRM from a marketing viewpoint have been mostly focused on the analysis of positive effects such as relational benefit and customer satisfaction. These studies, however, have a limit on maximizing CRM. This study tries to analyze inconvenience and dissatisfaction experienced by customers that are caused by department stores`` CRM efforts, and to investigate the causal relationship of variations such as CRM, relational inconvenience and customer dissatisfaction. As for the research method, questionnaires are used for both male and female consumers in their 20s~50s who shop in department stores. And final 650 questionnaires in total were analyzed statistically using the SPSS 21.0 program. The results are as follows: First, 7 subfactors were analyzed as CRM factors. Second, 4 subfactors were analyzed for the effect of CRM on relational inconvenience. Third, 5 out of 7 CRM factors revealed to have a significant impact on the relational inconvenience. Fourth, as for the influence of CRM and relational inconvenience on customer dissatisfaction, 2 of CRM factors have negative influence while 3 factors of relational inconvenience showed negative effect. Based on such results, it is considered that CRM effect should be maximized using marketing strategies minimizing consumers` inconvenience and dissatisfaction, the by-products of department stores` CRM efforts. Furthermore, this study provides an important suggestion for the development of loyalty programs to prevent customer churn and to obtain loyal consumers, and expects the department store CRM model to develop into a more sophisticated model. |
| Key Words:
CRM, Relationship inconvenience, Customer dissatisfaction, Department store |
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