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品質經營學會誌 = Journal of Korean society for quality management, v.44 no.2, 2016년, pp.425 - 450
정석황 (호남대학교 경영학과) , 장석주 (호남대학교 경영학과)
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Purpose: This study can provide a strategic advantage for the marketing information of CRM of apartment provider microscopically. It is also expected to contribute to policy for public housing supply in the macro. Methods: This study is contained theoretical research on CRM & Residential Satisfactio...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 기업이 CRM 기반으로 얻을 수 있는 이익에는 어떤것이 있는가? | 기업은 CRM을 기반으로 다양한 이익을 얻을 수 있다. 우수 고객의 유지비율을 향상시킬 수 있으며, 고객 이탈로 인한 손실을 최소화할 수 있다. 또한 잠재 고객을 활성화시켜 기업의 이익 증대를 가져올 수 있으며, 과학적 분석을 통하여 마케팅 활동을 효율적으로 수행함으로써 비용절감 효과를 기대할 수 있다. | |
| 고객 관계 관리란? | 이러한 기업의 목적에 따라 출범한 고객 관계 관리(CRM : Customer Relationship Management, 이하 CRM이라 한다)는 20세기 말부터 가시화된 치열한 경쟁 환경 속에서 고객과의 관계 관리의 중요성이 대두되어 등장한 정보시스템이다. | |
| CRM이란 무엇인가? | CRM은 고객의 행동 양식에 대한 이해를 바탕으로 기업 경영의 질을 높이기 위한 전략적 프로세스 및 기술상의 변화과정을 의미(마케팅, 판매, 고객서비스 등)한다. CRM을 구축한다는 것은 고객관리 활동들과 관련된 조직, 업무 프로세스 및 정보기술 인프라 등을 고객 가치 중심으로 재편하는 것을 의미한다. |
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