산업 및 고객 특성에 따른 CRM 효과 차이에 관한 연구 = (The) industrial customer characteristics influencing on the CRM effects

다국어 초록 (Multilingual Abstract)

As competition is getting intensive, companies try to hold their current customers by investing more money and efforts on CRM activities. They provide various benefits for their customer to keep them and increase their loyalty. However, many companies want to know how effective their CRM activities are. In order to investigate how effective the companies’ different CRM activities are, we investigate how customers perceive the different benefits provided by companies and how much they affect on their loyalty.
We categorize the benefits that companies provide for their customer as their CRM activities into four different types of customer benefits such as social customer benefits, psychological customer benefits, economic customer benefits and customization benefits. We investigate into the effects of different customer benefits and we also analyze how different the effects of customer benefits are depending on the types of industries and even on the involvement level, relationship types, and customer’s acceptance level of risks.
The results of study indicated that four types of CRM activities had a positive effect on the perceived relationship investment efforts and CRM outcomes, respectively. Judging from the influence of the four types of activities on the perceived relationship investment efforts, the psychological customer benefits including confidence with sales persons, comfort of service provided, provision of exact products or service were most influencing. Then, as a result of analysis, the order of influence appeared customization customer benefits first, economical customer benefits second, and social customer benefits last. From the aspect of companies, the higher the level of perceived customer management activities increased in terms of the CRM outcomes providing substantial assistance, the more positively it contributed to the outcomes.
Firstly, the effect of four types of CRM activities on the level of perceived relationship investment efforts according to the level of involvement being examined, it was found that they showed no particular difference. But considering the influence of the level of perceived relationship investment efforts on the companies' CRM outcomes, there appeared some differences according to the level of involvement. In case of the products or service of low-level involvement rather than those of highlevel involvement, the level of perceived relationship investment efforts had greater effect on CRM outcomes. Inferring from these results of study, the more the companies providing the products or service of low-level involvement increased the customers' perception of relationship investment efforts through the CRM activities, the more effectively they improved the outcomes.
Secondly, examining the difference in the customer relationship pattern according to the type of transactions, that is, whether one-shot or continuous, the perceived relationship investment efforts were more highly evaluated at the continuous transaction in case of the social customer benefits, while in case of the economical customer benefits the perceived relationship investment efforts were more highly evaluated at the one-shot transaction. Besides, it was found that with regard to the influence of perceived relationship investment efforts on the CRM outcomes, one-shot transaction had greater influence. Therefore, the companies providing oneshot type of products or service could achieve more effective outcome from the economical benefits-based customer management program.
Thirdly, looking closely into the customer's acceptance level of risks, the economical customer benefits which could be obtained from a continuous transaction appeared to have a greater influence on the customers who had a strong inclination to evade dangers which could be incurred in choosing new products or service. But it was found that the CRM outcomes according to the level of perceived relationship investment efforts had a greater effect on those customers who pursued newer things with a motive to improve.
Fourthly, it was classified into four types according to the level of involvement and type of customer relationship to examine the difference of companies' CRM activities in the level of perceived relationship investment efforts and CRM outcomes. In case of the low involvement and one-shot transaction, the social and economical customer benefits had no influence on the perceived relationship investment efforts, while in case of low involvement and continuous transaction, the economical customer benefits were insignificant in the relationship investment efforts.
Finally, we examine the moderator effects among the four CRM benefits and perceived relationship investment efforts depending on the types of industries and personal characteristics. We found that moderator variables are operated by modifying the influence the form of the relationship between the predictor and criterion variables.
These results of study showed that the CRM activities had, in general, a positive effect on the companies' perceived relationship investment efforts and their outcomes as in the previous studies, but the companies should selectively concentrate their CRM activities on the more effective customer benefits considering the involvement level, relationship types, customer’s acceptance level of risks, and moderator effects along with the industry where they belong.

국문 초록 (Abstract)

산업의 경쟁이 치열해짐에 따라 기업에서는 차별화 전략으로 고객관계관리에 많은 비용과 노력을 사용하고 있다. 그러나 이러한 활동들이 과연 고객에게 어떻게 받아들여지고 있으며 궁극적으로 기업의 성과에 어떤 도움이 되는지를 살펴보았다. 연구결과 사회적 편익, 심리적 편익, 경제적 편익, 고객화 편익이 관계투자 노력에 대한 지각에 긍정적인 영향을 미치는 것으로 조사되었으며 관계투자 노력에 대한 지각이 CRM성과에도 긍정적인 영향을 미치는 것으로 나타났다.
이러한 영향관계가 개별 기업이 속한 산업특성과 고객성향에 따라 어떤 차이가 있는지를 살펴보았는데 관여도 수준, 고객과의 관계형태, 위험에 대한 개인성향에 따라 CRM 활동이 기업의 성과에 미치는 영향에 차이가 있는 것으로 조사되었다. 관여도 수준과 고객과의 관계형태에 따라 4가지 산업으로 구분하여 분석한 결과에서도 4가지 CRM편익의 영향 유무와 강도에 차이가 있었다.
마지막으로 산업 및 고객특성에 따라 관계투자노력에 대한 지각과 CRM 편익간의 매개효과 분석에서도 종속변수에 직접적인 영향을 미치는 준매개변수와 독립변수가 종속변수에 미치는 영향의 방향과 크기에만 영향을 미치는 순수매개변수로 매개효과의 유형에 차이가 있었다.
본 연구는 산업 및 고객 특성에 따라 CRM 효과의 영향 요인 및 강도에 어떤 차이가 있는지를 제시하고 있어 좀더 실질적인 연구결과의 활용이 가능할 것으로 판단된다.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 문제제기 = 1
• 제2절 연구목적 = 5
• 제3절 연구의 구성과 범위 = 7
• 제2장 이론적 배경 = 10
• 제1절 CRM 개요 = 10
• 1. CRM 개념 및 필요성 = 10
• 2. CRM 투자 현황 = 13
• 제3절 관계투자노력에 대한 지각 = 20
• 제4절 CRM 성과 = 22
• 1. 프리미엄 지불의사 = 23
• 2. 재구매의도 = 23
• 3.장기적인 관계지향의도 = 24
• 4. 구전의도 = 25
• 제5절 관여도 : 고관여, 저관여 상품 = 26
• 제6절 고객과의 관계형태 : 일회성거래, 지속거래 = 30
• 제7절 위험에 대한 고객성향 : 향상동기, 예방동기 = 32
• 제3장 연구방법 = 35
• 제1절 연구모형 = 35
• 제2절 연구가설 = 36
• 1. CRM 편익과 관계투자노력에 대한 지각 = 36
• 2. 관계투자노력에 대한 지각과 CRM 성과 = 38
• 3. 관여도에 따른 CRM 효과 차이 = 39
• 4. 고객과의 관계형태에 따른 CRM 효과 차이 = 40
• 5. 위험에 대한 고객성향에 따른 CRM 효과 차이 = 41
• 제3절 측정변수의 조작적 정의 = 43
• 제4절 조사설계 = 45
• 1. 설문지 구성 = 45
• 2. 자료분석 방법 = 46
• 제4장 실증분석 = 56
• 제1절 인구통계 분석 = 56
• 제2절 신뢰성 및 타당성 분석 = 57
• 1. 신뢰성 검정 = 57
• 2. 타당성 검정 = 57
• 제3절 상관분석 = 59
• 제4절 연구 가설 검증 = 60
• 1. 연구모형 검증 = 60
• 2. 관여도에 따른 CRM 효과 차이 검증 = 64
• 3. 고객과의 관계형태에 따른 CRM 효과 차이 검증 = 70
• 4. 위험에 대한 고객성향에 따른 CRM 효과 차이 검증 = 76
• 5. 관여도와 고객과의 관계형태에 따른 산업유형간 CRM 효과 차이 검증 = 81
• 6. 매개효과 검증 = 87
• 제5장 결론 및 시사점 = 109
• 제1절 연구요약 및 시사점 = 109
• 제2절 연구의 한계점 및 향후 = 연구과제114
• 참고문헌 = 116
• ABSTRACT = 129
• 설문지 = 134