온라인 쇼핑몰의 고객관계관리(CRM)를 위한 소비자 구매행태 분석에 관한 연구 = A Study on Analysis of Consumer Purchase Behavior for CRM Devolopment in Online Shopping Malls

다국어 초록 (Multilingual Abstract)

The development of information technology has enabled closer relationship between the internet users and companies. Accordingly the need for an enterprise to analyze the dispositions of the internet customers has become more important as the recognition that the value of an enterprise depends upon customers.
Therefore, this study investigated the purchase types of customers for the development of CRM in the online shopping mall. A Questionnaire was conducted to workers and students of the ages of 20s to 30s according to the classes who use the internet most as well as are good consumers.
The results of this research is as follows: First, decide the target user classes of the online shopping mall. Second, make positive advertisements of the site. advertise to females through female portal sites. Third, make the site to have the design and function that every one can easily use. Fourth, recommend the products suitable for each class, good quality products for workers and low price products for students. Lastly, provide positive services.
Not only provide good after-sale-service for customers dissatisfaction about any product but also always check the buy satisfaction degree in the online shopping mall as well as the buy process to see whether or not there is any problem. And find the customers who want to do shopping online shopping malls and making positive marketing to them.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 고객관계관리에 대한 고찰
• Ⅲ. 소비자의 제품 구매 행태에 대한 조사
• Ⅳ. 결론
• 참고문헌
• ABSTRACT