인터넷 쇼핑몰의 효과적인 e-CRM 구축

Abstract

The paradigm of modern management has so rapidly changed that it emphasizes customer relationship. Therefore, keen mutual relationship between enterprise and customer becomes more important; e-CRM focusing on collecting and using customer's information through increased community with customers by using Internet rose up. This study aims to verify the building elements of effective e-CRM which realizes customer-based management. As a model for this, we examined if e-Marketing, e-Service, e-System, and e-Security elements are satisfied, and if customers are satisfied, what influence does it have on re-purchase effect and transmitting effect by word of mouth. We performed survey for the public and students, and used 223 copies of effective survey on verifying research model. For empirical analysis, we used SPSS 12.0 for Window Statistics Package Program and verified research model through LISREL. As we verified e-CRM's elements, the hypotheses of this study were proved to have meaningful effect. The reason why e-CRM's elements: e-Marketing, e-Service, e-System, and e-Security have meaningful effects on customer's satisfaction is that a customer should be satisfied with the system upon visiting a website by enterprise's marketing activity and making a deal, and the customer would have re-purchase and transmitting effect by word of mouth only with strict customer management for the service and security. This study gives a suggestion to Internet shopping mall enterprises that they should build perfect e-CRM in every aspect to secure as many new customers and to maintain existing customers as customer's satisfaction is directly linked to enterprise's revenue.