인터넷 스포츠쇼핑몰의 e-CRM 요인이 관계효과에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study was to establish a theoretical basis for relationship marketing exercised in the internet sports shoppingmall and to empirically analyze effect of e-CRM factor on relationship performance. The questionnaire gathering was requested to secure top, a professional internet research organization. 306 questionnaires, collected by a data screening process with the on-line survey for panels satisfying the requirements based on the panel databases, were used for this study. Results from the analysis are as follows.First, according to the test result on the between e-CRM factor and performance of the relationship, e-CRM factor had positive effect on repurchase intention. Sedcond, according to the test result on the between e-CRM factor and performance of the relationship, e-CRM factor had positive effect on relationship maintenance intention.Third, according to the test result on the between e-CRM factor and performance of the relationship, e-CRM factor had positive effect on word of mouth.This paper attempts to e-CRM factor that internet sports shopping mall should make customer relationship performance by recognizing the importance and value of customer-related marketing. Utilizing this relationship, it must establish the marketing strategy which can increase the sales and benefit of the enterprise in a very competitive environment.

참고문헌 (Reference)

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