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고객 접점에서의 CRM 활동이 관계혜택을 매개로 행동의도에 미치는 영향
장원용(Yuanrong Zhang),강승철(Seung Chul Kang),민대환(Daihwan Min) 한국IT서비스학회 2011 한국IT서비스학회지 Vol.10 No.2
After ten years from the introduction of CRM systems, many companies reevaluate CRM from the perspective of customers. This paper classifies CRM activities at the contact points with customers and investigates the effect of CRM activities on perceived benefits and the effect of perceived benefits on behavioral intention in the Korean cosmetic industry. The result showed that contact management and complaint handling affected social benefits and that customers perceived confidence benefits from contact management, complaint handling, and churn management. Special treatment benefits were affected by all CRM activities including compensation management. Finally, all kinds of benefits had effects on behavioral intention such as recommendation intention and repurchase intention.