로열티 프로그램을 통한 CRM 강화 방안에 관한 연구 : 코레일 멤버십 운영을 중심으로

다국어 초록 (Multilingual Abstract)

ABSTRACT

A study on CRM enhancement plan through
loyalty program
- Focused on the KORAIL Membergship mangement -



Kim, min-Gyu




Department of Business Administration, Graduate School Chungnam National University
Daejeon, Korea


(Supervised by Professor Kim, Hyung-Jun)




With the opening of the Suseo High Speed Railway in 2016, the high-speed railway, which has been operating for a long time, has entered the era of competition. The Suseo High Speed Rail (SRT) is 10% cheaper than KTX, has a 10 minute operating time and threatens KORAIL with 10 differentiated services. Unlike in the monopolistic era, it is difficult to get a good selection of customers in the competitive age. Therefore, to minimize the churn of customers and to gain new competitive advantage, effective customer management that can utilize 12 million members' information and long accumulated performance data And how to provide customer service.

In this study, the competition environment of high-speed railway was introduced in earnest, and the analysis of the member operation case of the domestic railway institution and the voice of the customer were analyzed comprehensively, and an effective management of the KORAIL membership and a CRM program were suggested through the loyalty program.
First, I propose ways to secure new members according to management goals and targets, to maintain existing members, and to minimize dormant and departing members by managing the members in detail.
Also, the key suggestion factor is differentiation. The first is a differentiation between members and non-members, providing a differentiated service only for members who are not available to non-members, suggesting a strategy to maintain long-term relationship with existing members. Secondly, we adopted the RFM method which can classify the KORAIL membership so that the members with high contribution to sales can provide differentiated service compared to the members with differentiated membership by differentiating between members.
In addition, we have tried to propose a strategy that can keep existing members in the long term and apply them to practical tasks such as campaigns to induce the re-use of departing members or dormant membership management programs. In terms of services, And suggest an alternative that can be easily implemented. Finally, I propose that the membership activities, which are currently focused on the management task, will gradually expand the scope and scope of work starting with small ones.

This study is meaningful in suggesting the management plan of KORAIL membership according to the introduction of the competition system of KTX.
First, in analyzing the behavior of KORAIL member, it is limited to represent total KORAIL membership by analyzing about 270,000 members who are not 5 million members for one year.
In addition, it is considered that the subdivision of membership through RFM analysis, which is widely used, is not suitable for KORAIL customer management. This is because, in the case of a ticket, the characteristics of the purchase decision process are different from those of general consumer goods, and the results of use differ In spite of the high sales volume, KORAIL can not be considered as a suitable method of subdivision because the rating may be lowered because it has not been used recently.
Therefore, it is necessary to develop a new model to classify or predict the KORAIL membership level in the future.

This study is not based on the long-term planning of the KORAIL membership system, but rather the short-term response to the Suseo high-speed railway opened in December 2016. Possible options were suggested. Therefore, future research suggests establishing a master plan in the long-term of the membership system.

목차 (Table of Contents)

• 목 차
• 제 1장 서론 1
• 제 1절 연구의 목적 1
• 제 2절 연구의 범위 및 방법 4
• 제 2장 코레일과 SRT 멤버십 운영현황 6
• 제 1절 코레일 멤버십 운영 현황 6
• 1. 코레일 멤버십 변천사 6
• 2. 코레일 멤버십 운영현황 9
• 3. 코레일 멤버십의 매출 기여도 분석 16
• 제 2절 경쟁사의 운영전략 분석 17
• 1. 회원모집 22
• 2. 회원등급 23
• 3. 회원혜택 24
• 4. 회원관리 26
• 5. 양사 회원운영 비교 27
• 제 3절 코레일 멤버십 운영 상 문제점 28
• 1. 고객의 소리 분석 28
• 2. 코레일 멤버십 서비스 만족도 선행연구 34
• 3. 코레일 멤버십 운영 상 문제점 도출 41
• (1) 고객 측면 41
• 1) 회원과 비회원의 서비스가 차별화되어 미흡 41
• 2) 회원 세분화를 통한 회원 간 차별화 미흡 42
• 3) 회원 로그인 및 승차권 예매서비스 이용 어려움 42
• (2) 코레일 측면 42
• 1) 기존회원 유지 및 신규 회원 확보 노력 부족 42
• 2) 회원 데이터베이스 구축 및 활용이 필요 42
• 제 3장 이론적 배경 43
• 제 1절 로열티 프로그램의 개념과 유형 43
• 1. 관계마케팅 전략수단으로써의 로열티 프로그램 43
• 2. 로열티 프로그램의 개념 45
• 3. 로열티 프로그램의 활용영역과 유형 47
• 4. 로열티 프로그램의 효과 50
• 제 2절 멤버십 서비스의 패러다임 변화 52
• 1. 멤버십 서비스의 유형 52
• 2. 멤버십 서비스의 패러다임 변화 54
• 제 4장 코레일 멤버십 열차이용 패턴 분석 57
• 제 1절 연구 추진 방법 57
• 1. 자료출처 및 수집방법 57
• 2. 자료 분석 프레임 57
• 제 2절 열차이용 패턴분석 59
• 1. 회원의 구매 및 이용 특성 주요 변수 59
• 2. 열차이용패턴 분석방법 60
• 3. 열차이용패턴 분석 결과 - 일반특성 60
• 4. 열차이용패턴 분석 결과 84
• 제 5장 경쟁 환경에 따른 코레일 멤버십 운영방안 106
• 제 1절 코레일 멤버십 관리방안 106
• 1. 일반고객 확보 및 관리방안 107
• 2. 충성회원 가치극대화 방안 117
• 제 2절 열차이용 패턴분석 120
• 1. IT 기술 적용 서비스 121
• 2. 고객의 새로운 Needs충족 서비스 124
• 3. 전략적 제휴를 통한 시장 확대 서비스 125
• 제 6장 결론 127
• 제 1절 요약 및 결론 127
• 제 2절 정책적 제언 및 연구의 한계 131
• <참고 문헌> 133
• <Abstract> 138