2 00 1-7 CRM : CRM 200 1. 8.
...,,.. ()..,. CRM,., CRM
. CRM, CRM. CRM 2 3. CRM.,,,,.,. 2.. (),. 2001 8
. e-bu siness,. CRM,,. 2., CRM,,,, CRM CRM ( ), CRM. CRM.,, CRM ( ). CRM ( ).
. (CRM) CRM (CRM),,,,,,. CRM,. (), ().,, CRM. e-crmcrm e-crm, e-,,. CRM CRM,.
< 1> CRM Customer Knowledge CRM Data Warehouse DB life style / Risk/Reward C R M, / DB DB DB DB TM ( ) DB,,, (, ).,., CRM, CRM.
< 2> CRM CRM ( ) Customer Relations hip Management CRM.. ( &CTI).... CRM ( ) CRM,
. CRM () (+), CRM <1> CRM <2>. < 4> CRM CRM 31 Var111...Var117 Var121...Var1210 Var131...Var1310 Var141...Var144 < > n <31 CRM X1 p 1 Effi 1 X2 X3 p 2 p 3 Co s t S e rv 2 3 p n S a le 4 Xn < >
<1> CRM CRM (+). <2> CRM () CRM (+). : 1) CRM (7 ), (CRS) (10 ), (10 ), (IT) (4 ) 4 31 2) CRM CRM (8 ), (5 ), (7 ), (5 ) 425 SAS.
. <1> () <2> ( ) <3> () <4> CRMIT () <5> CRM () < 1> CRM (Eigen valu e) (Differen ce) (Prop ortion ) (Cu m u lative) 1 9.60241341 6.60428292 0.2895 0.2895 2 2.99813049 0.60934432 0.0904 0.3799 3 2.38878617 0.54215400 0.0720 0.4519 4 1.84663217 0.47053322 0.0557 0.5075 5 1.37609895 0.16968648 0.0415 0.5490 : 1) Eigenvalues of the Covariance Matrix: Total = 33.1713056 Average = 1.07004212 2) ( )., = / 3) ( ). 2 3 4 5
CRM (). CRM CRM., CRM. CRM, Back office competition (priority).,., CRM.
. CRM,. CRM. CRM2 3,. 1990 CRM. CRM CRM.
. 1. CRM 4 1. 4 2. CRM e-crm 7 3. 24 4. CRM 29. CRM 56 1. CRM 56 2. CRM 67 3. CRM 70. 76 1. 76 2. 83. CRM 92 1. 92 2. 105 3. 125. 130 134 < 1> CRM 138 - i -
< -1> 7 <-2> CRM e-crm 20 <-3> CRM (IDC) 22 <-4> CRM 24 <-5> 53 <-1> CRM 57 <-2> CRM 70 <-3> CRM ( ) 72 <-4> CRM ( ) 73 <-5> CRM ( ) 74 <-6> CRM ( ) 75 <-1> 77 <-2> CRM 86 <-3> CRM 88 <-4> 90 <-1> 97 <-2> ( ) 98 <-3> 99 <-4> CRM 100 <-5> (Com m u nality) 101 <-6> CRM 103 <-7> 107 <-8> 107 <-9> 108 <-10> 108 <-11> 2 110 <-12> 3 113 <-13> 4 116 <-14> 5 120 - ii -
< -15> 125 <-16> CRM 127 < -1> 6 < -2> CRM 8 < -3> 11 < -4>,, 12 < -5> (5%) 13 < -6> CRM 14 < -7> CRM 15 < -8> CRM 16 < -9> e-crm 18 < -10> CRM e-crm 21 < -11> CRM 26 < -12> 31 < -13> CRM 34 < -14> CRM 38 < -15>, 43 < -16> 44 < -17> 49 < -1> CRM ( ) 59 < -2> CRM( ) 62 < -3> CRM 71 < -1> CRM 76 < -2> CRM 79 < -3> CRM 80 < -4> 84 < -1> 106 < -2> 106 - iii -
< -3> 123 < -4> 123 < -5> 124 < -6> 124 - iv -
1. IT (Cu stom er Relationship Managem ent ; CRM ). (). CRM DB, IT. CRM, CRM., CRM CRM. CRM. CRM,.. CRM DB,..,.,
2.,.,,,.., CRM CRM CRM. CRM CRM., CRM (). CRM,, CRM, CRM. CRM.,. CRM CRM. ( ), ( ). SAS. 6. CRM,, CRM. CRM CRM.
3,. CRM, CRM.,.
4. CRM 1.... 1970,.,.. ( ). 1980, (qu ality control) (cu stom er service) (cu stom er satisfaction).,, ( ).,.,, (nich e)., IT DB, 1990.,,,
CRM 5,. 1990,, (individu al m arketing), (one-to-one m arketing), (relationship m arketing),,, CRM.,..,,..,..,, e-crm,,.. (cu stom er relation ship),. < -1>.
6 < -1> (1970) ( ) CS (1980), e-crm ( ) ( ) ( ), DB Marketing (1990) IT CRM (1990 ) : CS - Customer Satisfaction, DB - Database Marketing :, (CRM), CEO information 262,, 2000.9., CRM, 2000.5., pp.15 18.,, (m ass m arketing),.,,, <-1>. CRM,,., CRM.
CRM 7 < -1> - - (inbound) - - - cross-sell, up-sell - - / DB. - -. -, :, CRM, Oracle, 2001. 2. CRM e -CRM. CRM 1) C RM.,,. CRM,,, 4.,,,
8., CRM. CRM,., CRM,., CRM., CRM, (kn ow led ge) (need s),,, (loyalty) (p rofit). < -2> CRM Marketing Service Sales Marketing Service Sales contact point / value chain Segmentation( / ) ( /Sales/Service ) ( /Sales/Service )
CRM 9, CRM (relationship). (relationship)' an interaction betw een tw o p arties (w h o p erceive each other as being relevant) w ith the goal that both sides ben efit from this interaction'., (an interaction betw een tw o p arties), (being relevant). (both sid es benefit from this interaction) 1). CRM.,.,. 2) C RM ) (CS). (CS : Cu stom er Satisfaction) Fortu ne Magazine & Forum Corp oration 2). 5 6. 9 10 1), CRM, Orcle, 2001. 2), Customer Loyalty, CRM,, 2000.
10. (1 0 13%) 20. 90%,. 98%,. ) (CS) (CS).,.., /,,.,.,, < -3>.
CRM 11 < -3> / / - / - / -, : Researched by Fortune Magazine & Forum Coporation, Customer Loyalty, CRM,, 2000., ) (C RM) (CS)CS.,, 90%., 30%, 60 80%.,.,,. (), (), ().,
12 (), CRM. 3) C RM CRM., CRM., CRM. (CS),,. < -4>,, : Kebi R. Bhote, Beyond customer satisfaction to customer loyalty, 1996. &,. < -5>5%, ()35 100%.
CRM 13 5 10., CRM,. < -5> (5%) : &, Customer Loyalty, CRM, 2000.,, CRM,,, (Data Warehou se), (Database),.,,.
14,, (segm entation), CRM,.,,,,. < -6> CRM Customer Knowledge CRM Data Warehouse DB life style / Risk/Reward C R M, / DB DB DB DB TM ( ),,, CRM,., < -7>,. < -7> C RM
CRM 15 (acquisition) (activation) (loyalty) (retention) / (cross/up selling) (reactivation) 4) C RM CRM (Meta grou p)(th e Cu stom er Relation ship Managem ent Ecosystem 1999). CRM (analytical) CRM, (op erational) CRM, (collaborative) CRM., CRM / /,. /,,,,,., CRM CRM, CRM., CRMCRM. ERP (back-end), CRM, ERP (,,, )
16 (front-end).., CRM1990 CRMe-CRM.. e-. < -8> CRM CRM CRM Back office ERP Front office Mobile office Customer Interaction (Web) e-mail Web CRM : ( ), CRM, 2001.1., p.3.. e-crm
CRM 17 1) e -CRM 2000e-,, e-crm.,.,., e-., (Era of the Cu stom er) e-crm. e-crm, e-,,. e-crm. e-crme-m arketin g, e-sales, e-service, e-, Cu stom er Interaction Center, SFA (Sales Force Au tom ation).
18 < -9> e -C RM e-marketing e-crm e-s ale s e-s e rv ic e -, - -, PR, DM Self Service, - - - DB -, Life Cycle, - Service Order, - - - -, - -, - Service Order - Bill Presence &Payment (ebp&p) e-bus ine s s S o lutio n - EC -, - Cus to me r Inte ractio n Ce nte r - Sales Fo rce Auto mation - - Mobile Office : ( ), CRM, 2001.1., p.16. RTC Group, ecrm Solution-Choosing Right ecrm Solution, 2000.9. 2) e -CRM ) e-crm,.
CRM 19 ),.,., e-crm CRM,,,. ) e-crm,. ),., CTI(Com pu ter Telephoney Integration) e-crm.
20. CRM e-crm CRM e-crm (one-to-one m arketing),., CRM e-crm. <-2> CRM e -C RM - -, - - - - e-crm e- CRM., e-crm CRM,. CRM e-crm< -10>.
CRM 21 < -10> CRM e -C RM CRM e-crm Web -, TM, DM, - (,,, inte rnet ) -, -, -,, CTI, - One-to-One Marketing,, - -, - IT, -, :, (CRM), CEO information 262,, 2000.9.6., ecrm/ CRM, 2000.8., p.54.. CRM 1) C RM IT IDC(Internation al Data Corp oration) (2000 ), CRM 22% 2003 1998 2.5., CRM 80%,, e-,.
22 < -3> CRM (IDC) (: US$) 1998 2001 2003 1998-2003 33,182 59,921 89,700 22.0% 17,259 31,794 48,314 22.9% 9,412 16,479 23,897 20.5% :, S/ W (CRM), 2001.2. Gartner Group CRM, 200244%, Forrester Research 1999 CRM US$34 53.9%., AMR Research 2000 US$54, 5 10 2002US$1 2003US$168. 2) C RM 2000 CRM CRM.,., IT 1CRM CRM, CRM. CRM DW CRM.,,, CRM., CRM.,
CRM 23 DW,, CTI.,, CRM,,, (segm entation) (p erson alization). S/ W, CRM 3).,,,. CRM. 1999, <-4> 41% 41,693, 23.8% 23,731, 12.2% 12,160, 9.8% 9,840, 3.1% 3,110. < -4> CRM (: ) EC 1998 620 9,500 15,004-1,100-2,200 4,550 700-300 33,974 1999 3,110 23,731 41,693 20 2,200-9,840 12,160 1,000 2,300 3,600 99,654 2000 1/ 4 5,111 13,130 28,550 3,600 1,435 1,500 7,600 10,910 800-3,900 76,536 :, S/ W (CRM), 2001.2. 3) CRM (http:/ / www.crm.co.kr) CRM CRM., / (27.11%), / (24.71%), / (19.94%), (17.29%). : http:/ / www.crm.co.kr
24 3.. 1).,,., =..,, (, ),.,., () ().,.. (m ass m arketing) (,, )
CRM 25, DB,,,,.,., (),. CRM, CRM. < -11> C RM CRM ( ) Customer Relations hip Management
26. CRM 1) CRM.,,....,.,,.,.,...,
CRM 27 (, ),.,.,,..,,.,,,,.,,,,...
28.., CRM..,,,, DM, TM,.,,,.. 2) C RM (),,, ()., (cross-selling, ).,, CRM.,,.
CRM 29,.,. CRM,.,.,. 4. CRM. (Data Wa re house) 1) (DW) (Data W arehou se). (DW) (electronic w arehou se)..,, (need s)., (up-grade)..
30, (op erational system ) 4),, (d ata m art).,,.,..,,,? < -12>,,. 4) (operational system), (OLTP : online transaction processing). :, CRM, 2001.2., p.41.
CRM 31 < -12> ( ) OLTP - - - Data Warehouse DB :, CRM, 2001.2., p.48. http :/ / www.crm.co.kr,,,,, 5). do,,,.,,,. 5) http :/ / www.crm.co.kr
32..., (CRM),. 2),.,.,,..,.., (end u ser),.,.,,,.
CRM 33 3) (DW) CRM,. CRM, CRM,,,,,. < -13> C RM DB DW,,. DW
34., M arsh Korea,, M arsh Korea e-in su rance., DB. DW (Ca mpa ign Ma na ge me nt) DW.,,, OLAP,.,, DW. 4).,,. - - () - -.
CRM 35 /.. 80%, 20%, 2 0 30%, 70 80%., CRM,,.,,,.. /,. - - / -, -,
36. (Data Mining) 1),..,. CRM.,.. (,,,,, ).,.. OLAP(On Line Analytical Process)
CRM 37 6),.,. 2) CRM, CRM. CRM < -14>,,,,,. < -14 > C RM 6) OLAP(On Line Analytical Process),,.,,,. :, e-crm, 2001.4., p.118.
38, up-sell cross sell (re-marketing) :, e-crm, 2001.4., p.121.., CRM.
CRM 39,.... (capturing)(verifying)(classifying) (sorting)(summarizing&constriction)(calculation) (storin g)(retrieving)(reprodu cing)(com - m unication)..,,,..,.,,
40 CRM.,,,,,,.,. 3) CRM,,., (LTV : Life Tim e Valu e), CRM. CRM.,, 1 1. CRM..
CRM 41,.. ( )., e-crm. e-crm,,. CRM.,, CRM... (We b Ca ll Ma rketing)
42 1) (call center) CRM. IVR(Interactive Voice Resp on se). 80,. ACD (Autom atic Call Distributor ).,.,. CTI (Com puter Telephony Integration softw are). IVR( ),..,, FAX.,,,,,. < -15>,
CRM 43 - - - - - - - - :,, One to One CRM,, p.144., 2001.2.. 2) e-crm,,.,.., (spread m arketing).... < -16>
44 () (, ) (, ) (, ) (, ), - - - -, - - - 3) (w eb-call m arketing) (w eb) (call),.,,,.,.
CRM 45. 1 1 1. 1,. 3),,,,.. < -17> / / DB,.
46, CRM.,.,.,..,.,.,,,..,.,.,.,.,.. (DB Ma rketing)
CRM 47. CRM. 1) ).,.,. (,, ) (,,, ). ),,.. ),, 1,,,.
48 2),.,.,.,..
CRM 49 < -17> -,, -,, ++ +,,,,, - - -,, ( ) -, - 3) e -C RM e-crm.,,. ),.,,
50. e-crm 1 1. ). e-crm1 1., e-crm. ). e-crm,,. ). e-crm.
CRM 51 4) CRM, (CRM),.,.,,.,,,.,.,.,,.,.,,.,,,.. (e-ma il Ma rketing) 1) (e -ma il Ma rketing), PDA e-crm
52 (e-m ail) 1 1.. 2) (e -ma il ma rketing)., (instant). ( ) 2 10.,,...,,,
CRM 53., 40 80%.,,. < -5> -,. -. -,. -. -. -. -. -. - returned mail. -, DB. - DB. -. -,. 3) CRM
54 1 1,,,,,., CRM.,.,.,.,,.,.,..,. 4),.,,.,
CRM 55.,.,.,,,.,.,..,.,,.
56. CRM 1. CRM,, CRM. CRM.. CRM, CRM. CRM,. CRM, <-1>.
CRM 57 < -1> CRM - 1999CRM, 2000 9 - CRM 10-2001 3 5-1998 4 7 1 CRM - 1999 72000 4(DW) - 2000 4 CRM - 2000 92001 3 2 CRM - 1999 10 DB - 2000 2 5 CRMTFT - 2000 8 CRM - 2000 11 CRM - 2001 2 - CRM DB, - 1999 DB,, - 1998 1 DB - 1999 7 CRM - 2001 CRM - 1999CRM, - 1999 9 CRM, 11 - : CRM online,, CRM, 2001.4., http:/ / www.crm.co.kr,,, 2001.7. CRM CRM.
58 (CRM)., CRM/ DW. 1) CRM CRM.,,.,.,.,,., ( ).,,,.,,,, (CRM). 2) CRM < -1>1997 10,,,
CRM 59. < -1> CRM ( ) D W 97.10 98.3 98.7 98.11 99.2, CRM 1997 101998 3. DB DW - - - - 10 - DW DBM, 1998 41998 11 CRM,,. / DB
60 (Data Transform ation) (OLAP) - (2,500 ) - () - - (Data Mining) - (retention) - (scoring) (Perform ance Tunin g), 1998 7 CRM 15,,,. (15) Minin g - - - - CM (Cam p aign Managem ent), CRM 1999 2,.
CRM 61 - DW (2000.3, ) - DW (99.2 5) - DW (99.2 9) - 150GB350GB - 50500 3) CRM., DB CRM, CRM, CRM. CRM., CRM,,,. CRM.,., (Call-Center Agent),.,,.,.,,.
62 < -2> C RM( ) / S c o ring / (CM) OLAP ( : 300) score /score CM Data Mining ( : 90) 4). - (E-DW) - - (EC) -,., Data Mart.,. CRM
CRM 63 CM (Cam p aign Managem ent),,, (, )., (EC).,.,.,,,. 5) CRM (cross selling), (retention). (cross selling). 2, 1. - 2 2
64 WHO MODELS? WHICH MODELS 2? 2 2-2 1 -, 2. <Ex> 2 1.55 () 0.34 (23-35 ) 0.51 ( ) 0.39 ( ) 0.21 ( ) () -, - -,.
CRM 65 <Ex> : : 70xxxx-xxxxxxx ****** 62xxxx-xxxxxxx ****** 83xxxx-xxxxxxx ****** 65xxxx-xxxxxxx ****** 62xxxx-xxxxxxx ****** 74xxxx-xxxxxxx ****** 69xxxx-xxxxxxx ****** 67xxxx-xxxxxxx ****** (retention).,,. -,, <Ex> ( ) / 1-10 3737 527 1985 355 53.12% 67.36% 11-20 3792 513 1883 320 49.66% 62.38% 21-31 6668 786 3214 513 48.20% 65.27% 1-10 9820 901 4668 526 47.54% 58.38% 11-20 11538 894 4769 496 41.33% 55.48% 2 1-3 1 19632 1162 7465 618 38.0 2 % 53.18% -,
66 <Ex> ( ) 20-25 99 558 50 94 50.51% 16.85 % 25-30 1006 2212 490 421 48.71% 18.63% 30-35 1982 1956 906 407 45.71% 20.81% 35-40 2185 1471 957 297 43.80% 20.19% 40-50 2887 1190 1462 265 50.64% 22.27% 50-60 1296 313 650 71 50.15% 22.68% 60 287 61 123 13 42.86% 21.31% -, <Ex> ( ) / 1 / / / 2 0-2 5 24.46% 27.50% 31.58% 13.0 6 % 13.88% 2 5-3 0 24.66% 10.51% 26.16% 14.8 8 % 14.40% 30-35 26.15% 18.75% 20.00% 15.14% 17.46% 35-40 26.78% 13.74% 22.48% 16.34% 19.80% 40-50 26.67% 19.72% 27.68% 19.74% 24.18% 50-60 26.83% 15.00% 32.59% 28.30% 30.11% 60 42.83% 20.41% 40.00% 37.50% 19.23%,. <Ex> - : (),, - : 30, - : 30, /.
CRM 67 2. CRM.. (CRM),.,, CRM., CRM., CRM.., CRM.., 7).,,,,., 7), CRM, 2000.9.
68., TM, DM,.,.,,., ITDB., CRM.,, 8). CRM, (1 ),, CRM. CRM,,,., CRM 9). - - - CRM - CRM 8), CRM Marketing,, 2001.4. 9), CRM, 2000.9.
CRM 69 - CRM CRM,.,..,,,..
70 < -2> C RM CRM - CRM - - - CRM CRM - :, CRM, 2000.9., p.82. 3. CRM CRM., CRM,,. Insight Technology Grou p 10), CRM,,
CRM 71. < -3> C RM 25% 35% 2% 20% 42% : Insight Technology Group ( ), CRM, 2001.1., CRM,.,,., CRM,,.,.. 10) ( ), CRM, 2001.1.
72,,. < -3> CRM ( ) 2 19 66 95 52 2 22 72 95 43 8 19 87 84 36 5 26 91 67 43 5 26 50 109 43, 13 21 65 85 48 16 27 62 73 56 e- 13 26 69 88 37 : 234,. CRM, 1. CRM., CRM,,,,.
CRM 73 < -4> CRM ( ) 13 34 103 52 31 13 39 101 51 29 8 44 125 46 9 13 27 98 71 23 9 37 114 56 15 : 234,. < -3> CRM 20%.. CRM1 1,,. CRM,.
74 < -5> CRM ( ) 3 23 77 90 40 3 27 77 87 38 8 35 121 44 24 7 35 101 58 31 5 15 73 100 40 9 41 122 51 9 4 25 68 99 35 : 234,. CRM.,,,. CRM.
CRM 75 < -6> CRM ( ) 1 15 61 115 41 3 18 73 102 37 1 15 53 118 47 1 11 65 90 66 4 16 58 105 49 : 234,.
76. 1.. CRM () CRM. 1) C RM CRM., CRM CRM (+). < -1> C RM () / / IT CRM /
77 2) C RM,.,. ().. (Field). (Back-office com p etition), (Front-door com p etition). <-1>,,,, 11) CRM
78, 12) CRM.,,, CRM, CRM. CRM,. CRM CRM.,,,,,, /,, e-bu siness,., (,, ),,,,., (loyalty),,,,, 11) (2000.12, ),,. 12) CRM 2 3 CRM.
79,,.,, ( ), (cross-sellin g),. CRM. CRM < -2>. < -2> C RM CRM
80. CRM () (+), CRM <1> CRM <2>. < -3> C RM CRM 31 Var111...Var117 Var121...Var1210 Var131...Var1310 Var141...Var144 < > n<31 CRM X1 p 1 Effi 1 X2 X3 p 2 p 3 Co s t S e rv 2 3 p n S a le 4 Xn < >
81. IM CA = 1 + 1 Eff i + 2 Cost + 3 S erv + 4 S a le Eff i = 2 + 11X 1 + 12X 2 + 13X 3 +... + 1n X n Cost = 3 + 21 X 1 + 22 X 2 + 23 X 3 +... + 2 n X n S erv = 3 + 31 X 1 + 32 X 2 + 33 X 3 +... + 3 n X n S ale = 4 + 4 1 X 1 + 42 X 2 + 43 X 3 +... + 4 n X n, IM CA = Effi = Cost = Serv = Sale = X1, X2, X3,..., Xn : CRM,,. < -3> CRM() CRM CRM. CRM (31 ) (com m on factor : ). (factor analysis) 13). 13) Galton(1988), Spearman(1904),,, (multi- variate),,
82, CRM. (factor score : FS ) ()., CRM,.,, CRM,.. CRM CRM(+). CRM CRM,. CRM CRM. (2, 3, 4, 5 ) CRM ( R 2 )CRM. CRM. :, SAS,, p.1.
83, CRM CRM.. < > CRM CRM (+). < > CRM () CRM (+). < -1> 2CRM CRM (+). < -2> 3CRM 2 CRM (+). < -3> 4CRM 3 CRM (+). < -4> 5CRM 4 CRM (+). 2. (IT)
84 CRM (CRM )... CRM. 1998CRM. CRM,. CRM, CRM(DB Marketing) ( ). ( )( ), (pilot test). < -4> CRM CRM * :31 * :25 (2, 2)
85. 1) CRM 14). CRM, (Supply Chain M an agem ent : SCM) 15). ()CRM CRM,. 5. 2) C RM CRM,, 4 31. <-2>., 7., (CRS) CRM 10., CRM (),, 10, 14). 15),,, 2000.12.
86 (IT), CRM,, 4. < -2> CRM (Cu stom er Data) (Cu stom er Relationship Strategy) (Work Process & Organization Integration) (IT Infra) Var111 Var112 Var113 Var114 Var115 Var116 Var117 Var121 Var122 Var123 Var124 Var125 Var126 Var127 Var128 Var129 Var1210 Var131 Var132 Var133 Var134 Var135 Var136 Var137 Var138 Var139 Var1310 Var141 Var142 Var143 Var144 CRM () () e-mail TM, CM () ( ) CRM (TFT) CRM CRM CRM/ CRM / / / CRM IT CRM IT
87 3) C RM CRM( ),,, 4 25. <-3>.,, 8.,,,,, 5.,,,,, 7., CRM,., CRM, (), (cross-selling) (), 5.
88 < -3> CRM Var211 Var212 Var213 Var214 Var215 Var216 Var217 Var218 / e-bu sin ess Var221 Var222 Var223 Var224 Var225 Var231 Var232 Var233 Var234 Var235 Var236 Var237 Var241 Var242 Var243 Var244 Var245 (, ) (loyalty) ( )
89.. CRM., ( ),,. CRM, (, IT, CRM ) (, ) 16). 2001 6 297 20 17). 7, 7 253, 19234. 16) CRM,. 17) CRM,.
90 < -4> (%) ( ) 9 ( ) 5 112 (109) 141 (125) 44.3 (46.6) 55.7 (53.4) 7 7 152 (138) 101 (96) 60.1 (59.0) 39.9 (41.0) 14 253 (234) 100.0 : 1) ( ). 2).. SAS., Cronbach' s., CRM 18), (factor score) (lin ear com bination) 18) (PCA : Principle Component Analysis). :,,, 1996, pp.59-91.
91,., CRM,., AN OVA T-., (n onconstant variances) (nonlineatity) 19). 19) -(Dubin- Watson), (time-series data)(cross-sectional data).
92. CRM 1.. (factor). (m ultiple com m on factor m od el). m (<p : ) (com m on factor : F1, F2, F3,...,Fm ), Xi, (linear com bination) (sp ecific factor). m -i Xi(1). X i - i = m k = 1 ik F k + i, i = 1,2,...,p...(1) (2). X - = F + (p 1) (p 1) (p m) ( m 1) (p 1)...(2) pm (factor ik p attern). (factor loadin g), i Xi Fk. k m -
CRM 93,.. m, p. F 1, F 2,....., F m. 0 1.. ik F k. i k(factor loadin g). i, i = 1,2,3,...,p. i 0 i... 20). R-., (factor loadin g) (com m un ality).,, 20), R-, Q. :,, SPSS, 1998, p.256.
94., (PCA : Principle Com p on ent Analysis)., 21) (eigenvalu e) 22) (com m unality) 23)., 1, 40%., (factor loading), Varim ax 24). (orthogonal) 21), (Scree graph test),. 22),,. :,,, 1997, p.348. SAS 23). F j. pj j/ p, m m j = 1 j / p. 24),. (orthogonal rotation)(oblique), (varimax rotation).
CRM 95 0. (factor score) (m u lticollin earity).. (reliability). (internal consistency) 25). (constru ct),. CRM CRM 9 26). Cronbach' s 27).. 25) H air, Joseph F., Rolph E. Anderson, Ronald L. Tahtam and William C. Black, Multivariate Data Analysis with Readings(4th ed), Englew ood Cliffs:Prentice Hall, 1995. 26) 5, 4. 27) split-half reliability Cronbach's Alpha.. = 2 k k - 1 ( 1 - i 2 y ), k = 2 i =, 2 y = :, SAS,, 2000, p.240.
96, Cronbach Cronbach 0.62, 4 Cronbach 0.80 0.85 (<-1> ). 0.82 0.87(<-2> ). 0.5, 0.9. 28),. Cronbach. 28),,, 1999, p.70
CRM 97 < -1> Cronbach's Cronbach's Var132 0.835289 Var124 0.789757 Var135 0.825901 Var125 0.771200 Var136 0.838201 Var126 0.745648 Var137 0.838213 Var127 0.760936 Var138 0.818598 Var128 0.748563 Var139 0.844346 Var129 0.767098 Var1310 0.824786 0.795309* 0.852765* Var141 0.77232 Var113 0.812324 Var142 0.739551 Var114 0.797488 IT Var143 0.712210 Var115 0.805037 Var144 0.752561 Var116 0.795029 0.795779* Var117 0.804037 Var123 0.715585 Var121 0.810680 Var133 0.412558 Var122 0.807989 Var134 0.406100 0.827819* 0.624501* : 1) raw data, *. 2) (deleted variable). 3) (56 )Cronbach 0.953668, 0.955007.
98 < -2> ( ) Cronbach's VAR211 0.853216 Cronbach's Var231 0.832994 Var212 0.853818 Var232 0.838551 Var213 0.843327 Var233 0.840456 Var214 0.841203 Var234 0.837795 Var215 0.842569 Var235 0.837820 Var216 0.847484 Var236 0.854278 Var217 0.859170 Var237 0.842698 Var218 0.858986 0.860396* 0.866285* Var241 0.807591 Var221 0.773575 Var242 0.821866 Var222 0.775164 Var243 0.798729 Var223 0.803911 Var244 0.790571 Var224 0.775805 Var245 0.800785 : Var225 0.796005 0.836938* 0.820889*. (validity),. (construct validity)
CRM 99 (criterion-related validity).,.. (eigenvalu e)1.0.. 29). <-3>.. < -3> 1.00000 0.33951* 1.00000 0.36500* 0.46149* 1.00000 IT 0.59139* 0.28178* 0.30840* 1.00000 IT 0.47254* 0.29486* 0.40550* 0.36722* 1.00000 3.15164 3.65751 3.40029 3.46795 3.34970 0.83317 0.67838 0.77930 0.83643 0.91670 : * p<0.01. 29),, pp.62-65.
100 CRM, ()() <-4>. < -4 > CRM (Eigenvalue) (Difference) (Prop ortion) (Cumulative) 1 9.60241341 6.60428292 0.2895 0.2895 2 2.99813049 0.60934432 0.0904 0.3799 3 2.38878617 0.54215400 0.0720 0.4519 4 1.84663217 0.47053322 0.0557 0.5075 5 1.37609895 0.16968648 0.0415 0.5490 : 1) Eigenvalues of the Covariance Matrix: Total = 33.1713056 Average = 1.07004212 2) ( )., = / 3) ( ). 5 (com m unality), < -5>. 0.4. 4 [Var111(0.2076), Var112(0.2866), Var129(0.4237), Var1210(0.2983)] 0.4 5 30). 30).
CRM 101 < -5> (Communa lity) V ar111 V ar112 Var113 Var114 Var115 Var116 Var117 Var121 Var122 Var123 Var124 Var125 Var126 Var127 Var128 V ar129 V ar1210 Var131 Var132 Var133 Var134 Var135 Var136 Var137 Var138 Var139 Var1310 Var141 Var142 Var143 Var144 (Com m u n ial ity ) 0.20786779* 0.28663854 * 0.54115705 0.63024937 0.50759740 0.58930006 0.53869849 0.47950840 0.48831150 0.63730012 0.63973810 0.49867674 0.67203580 0.64300101 0.58181856 0.42372432 * 0.29839780* 0.45037678 0.54717009 0.60119096 0.73745145 0.65554364 0.42830639 0.55311870 0.62397883 0.57540965 0.58080564 0.43499711 0.54801331 0.66705421 0.58002967 (V ariabl e W eights) 0.57135342 0.89167862 0.93701578 1.03036824 0.81721664 0.77106648 1.17015782 0.89583931 0.87168819 1.28058345 1.48000956 1.30956480 1.19215686 1.04744142 1.02199904 1.05920612 1.07460545 1.11573410 1.10009565 1.36284075 1.44318508 1.17254902 1.13161167 1.06948828 1.08632233 1.29564802 1.07230990 0.90109995 0.89564802 1.03529412 1.06752750 : Total Communality: Weighted = 18.212061 Unweighted = 16.647468
102. CRM. CRM (factor loading) < -6> 5 31). <1> <2> 7, <3> 6, <4> 4<5> 3. 5. <1> <1>, CRM, CRM, CRM, CRM, CRM /, CRM/ / /, CRM (cross-functional integration, ). <2> <2>, (),,,, 31) 31 4 <-6>. 31.
CRM 103 < -6> C RM V132 V135 V136 V137 V138 V139 0.66056 CRM 0.61903 CRM 0.59010 CRM 0.71635 0.74183 CRM/ / / 0.51902 V1310 CRM 0.66693 V113 V114 V115 V116 V117, V121 V122 V124 e-m ail V125 / V126 (TM, CM ) V127 (,) V128 V129, V141 V142 V143 V144 V123 V133 V134 CRM IT CRM IT CRM() CRM() TFT CRM (, ) 1 2 3 4 5 0.62281 0.75095 0.68294 0.75094 0.67236 0.50118 0.55687 0.52970 0.62023 0.78325 0.66610 0.62405 0.56225 0.48140 0.66372 0.76205 0.62583 : 1) (factor loading). 2) principal component analysis, Varimax. 0.61081 0.58058 0.78810
104,, ( ). < 3> <3>(DM, TM, CM ), (, ),,,, e-m ail, ( ). <4> CRMIT <4>,, CRM ITCRM IT CRMIT (). <5> CRM <5> CRM (, ), CRM(), CRM() TFT CRM ( ).
CRM 105 2.. CRM CRM(+), CRM CRM, (2, 3, 4, 5 ) CRM. CRM CRM CRM (factor score : FS), CRM (< -1> ). CRM, CRM (< -2> ). (stepw ise).,. SAS. (C. L. Mallow s) Cp 32). 32) Cp Y, p X C p p + 1p Cp. Cp.
106 < -1> X1 : FS1 X2 : FS2 X3 : FS3 X4 : FS4 Y1 (CRM ) < -2> (2 ) FS1*FS2 FS3*FS4 (3 ) FS1*FS2*FS3 FS3*FS4*FS5 (4 ) FS1*FS2*FS3*FS4 FS2*FS3*FS4*FS5 Y1 (CRM1) Y2 Y3 Y4 (5 ) FS1*FS2*FS3 *FS4*FS5 C p = SSE p MSE k - n + 2(p + 1) p : ( ) M SE k ( = SSE k / ( n - k - 1) ): :,, pp.157-158.
CRM 107. ( ) ( ),,, <-7>, <-8>, < -9>, <-10>. <-7> ANOVA t R 2 R F (p-value) (p-value).1091.1047.1803.1762.0954.0909.0833.0787.0063.0013 1 201 1 201 1 201 1 201 1 201 723.12 5904.42 1194.93 5432.61 631.13 5995.41 551.87 6075.67 41.59 6585.95-29.38-27.03-29.83-30.23-32.77 24.62 (.0001) 44.21 (.0001) 21.19 (.0001) 18.26 (.0001) 1.27 (.2612) 4.96 (.0001) 6.65 (.0001) 4.60 (.0001) 4.27 (.0001) 1.13 (.2612) 1.90304 2.42811 1.76526 1.65756 0.45253 <-8> ANOVA t R 2 R F (p-value) (p-value).1521.1479 1 409.09-36.22 6.22 202 2281.20 11.29 (.0001) (.0001) 1.41648.0992.0947 1 266.78-22.24 4.72 202 2423.51 12.00 (.0001) (.0001) 1.14481.0288.0240 1 77.43-5.99 2.45 202 2612.86 12.93 (.0153) (.0153) 0.61648.0623.0576 1 167.49-13.41 3.66 202 2522.80 12.49 (.0003) (.0003) 0.90628.0100.0051 1 26.92-2.04-1.43 202 2663.37 13.19 (.1546) (.1546) -0.36413
108 < -9> ANOVA t R 2 R F (p-value) (p-value).1103.1059.1201.1157.0503.0455.1199.1155.0000 -.0050 1 200 1 200 1 200 1 200 1 200 484.59 3908.14 527.47 3865.26 220.83 4171.91 526.70 3866.04 0.08 4392.65-19.54-19.33-20.86-19.33-21.96 24.80 (.0001) 27.29 (.0001) 10.59 (.0013) 27.51 (.0001) 0.00 (.9525) 4.98 (.0001) 5.22 (.0001) 3.25 (.0013) 5.22 (.0001) -0.06 (.9525) 1.58897 1.62154 1.04854 1.69342-0.01979 <-10> ANOVA t R 2 R F (p-value) (p-value).0486.0439.0561.0515.1206.1162.0503.0456.0007 -.0042 1 201 1 201 1 201 1 201 1 201 115.50 2259.22 133.33 2241.39 286.31 2088.41 119.55 2255.17 1.78 2372.94-11.24-11.15-10.39-11.22-11.81 10.28 (.0016) 11.96 (.0007) 27.56 (.0001) 10.66 (.0013) 0.15 (.6985) 3.21 (.0016) 3.46 (.0007) 5.25 (.0001) 3.26 (.0013) 0.39 (.6985) 0.75274 0.80942 1.18549 0.76687 0.09353,, F(F0) 0.0001<p =0.01. F 1.27,
CRM 109 2.04, 0.00, 0.15., tf p <0.01., ( ) (+)p ositive., (R 2 ) 33),,,,,.,,,,., ( 5) 4(,,, ) 4p ositive,, < >.. 1) 33) R 2 ( ). R 2 (coefficient)., (statistical significance). Damodar N. Gujarati, Basic Econometrics, McGRAW-HILL BOOK COMPANY, 1988. p 186.
110 4 () 2 1,. (stepw ise m eth od). 2,,, <-11>. < -11> 2 * F t C p R 2 R (p-value) (p-value) 5.66 1 FS2 2.45710 107.662 40.42 (.0001) 0.2920 0.2848 (.0001) 7.11 2 FS1 2.01635 67.0863 (.0001) 5.91 1 FS1 1.37640 67.9276 29.76 (.0001) 0.2329 0.2251 (.0001) 5.10 2 FS2 1.15192 39.1547 (.0001) 5.54 1 FS2 1.16993 83.8079 30.46 (.0001) 0.2371 0.2293 (.0001) 5.44 2 FS4 1.67525 49.2006 (.0001) 5.69 1 FS3 1.23773 43.0124 25.27 (.0001) 0.2051 0.1969 (.0001) 4.45 2 FS4 1.01938 23.2157 (.0001) : * FS (factor score). FS1, FS2, FS3, FS4, FS5.. )
CRM 111 (FS2), (FS1). F 40.42 (p <0.0001), 2 (p <0.0001), p ositive(+). Cp 67.0863. 2 28.48% 1 (17.62%, 10.47%) < >. ) (FS1) (FS2). F 29.76(p <0.0001), 2 (p <0.0001), p ositive(+). 2 22.51% 1 (14.79%, 9.47%) < >. Cp 39.1547. ) 2 (FS2), (FS4).
112 F 30.46(p <0.0001), 2 (p <0.0001), p ositive(+). 2 22.93% 1 (11.57%, 11.55%) < >. Cp 49.2006. ) CRM, (FS3) (FS4). F 25.27(p <0.0001). 2 (p <0.0001), 1.23773, 1.01938 p ositive(+). 2 19.69% 1 (11.62%, 4.56%) < >. Cp 23.2157. 2) 5 3, 3,,, <-12>.
CRM 113 < -12> 3 F t C p R 2 R (p-value) (p-value) 1 2 3 1 2 3 1 2 3 1 2 3 FS2 FS1 FS3 FS1 FS2 FS4 FS2 FS4 FS1 FS3 FS4 FS2 0.3834 0.3739 0.3185 0.3080 0.3369 0.3267 0.2577 0.2463 40.42 (.0001) 30.38 (.0001) 33.02 (.0001) 22.57 (.0001) ) 7.63 (.0001) 5.97 (.0001) 5.38 (.0001) 5.91 (.0001) 5.34 (.0001) 4.95 (.0001) 6.06 (.0001) 5.45 (.0001) 5.42 (.0001) 5.89 (.0001) 4.55 (.0001) 3.72 (0.0003) 2.46683 107.662 1.99019 67.0863 1.73513 35.5136 1.30465 67.9276 1.14038 39.1547 1.11513 15.2497 1.65567 83.8079 1.57259 49.2006 1.52887 19.5205 1.24216 43.0124 1.01180 23.2157 0.78481 10.8749 (FS2), (FS1), (FS3). F 40.42 (p <0.0001)
114. 3 (p<0.0001), 2.46638, 1.99019, 1.73513p ositive(+)., Cp 3 35.5136. 3 37.39% 2 28.48% < >. ) (FS1), (FS2), (FS4). F 30.38(p <0.0001), 3 (p <0.0001). 1.30465, 1.14048, 1.11513 p ositive(+). 330.80% 2 (22.51%) < >. Cp 15.2497. ) (FS2), (FS4), (FS1). F(33.02) p <0.0001.
CRM 115 3(p <0.0001), p ositive(+). 3 32.67 2 (22.93) < >. Cp 19.5205. ) CRM, (FS3), (FS4), (FS2). F 22.57(p <0.0001). 3 (p <0.0001), 1.24216, 1.01180, 0.78481 CRM p ositive(+). 3(: R ) 24.63219.69%, ( ) < >. Cp 10.8749 3. 3) 5 4, 4,,, <-13>.
116 < -13> 4 F t C p R 2 R (p-value) (p-value) 1 FS2 8.13 (.0001) 2.44897 107.662 6.03 2 FS1 1.87632 67.0863 42.54 (.0001) 0.4672 0.4563 (.0001) 5.95 3 FS3 1.79095 35.5136 (.0001) 4 FS4 5.53 (.0001) 1.75662 6.7174 1 FS1 6.00 (.0001) 1.29296 67.9276 5.48 2 FS2 1.14391 39.1547 26.50 (.0001) 0.3533 0.3400 (.0001) 5.17 3 FS4 1.13901 15.2497 (.0001) 4 FS3 3.23 (.0001) 0.67335 6.7201 1 FS2 6.33 (.0001) 1.66143 83.8079 5.82 2 FS4 1.61157 49.2006 31.27 (.0001) 0.3920 0.3794 (.0001) 5.57 3 FS1 1.50979 19.5205 (.0001) 4 FS3 4.19 (.0001) 1.09902 4.0321 1 FS3 5.96 (.0001) 1.23196 43.0124 4.44 2 FS4 0.96931 23.2157 19.74 (.0001) 0.2893 0.2747 (.0001) 3.86 3 FS2 0.79942 10.8749 (0.0002) 4 FS1 2.94 (0.0037) 0.62756 4.2855
CRM 117 CRM ( ) (FS1), (FS2), (FS3), (FS4). 34) ) F 42.54 (p <0.0001). 4 (p <0.0001), 2.44897, 1.87632, 1.79095, 1.75662 p ositive(+) 4., Cp 4 6.6174. 4 45.63% 3 37.39% < >. ) F 26.50(p <0.0001), 4 (p <0.0001). 4 p ositive(+). 434.00% 3 < >. Cp 34) 5 4 (CRM ).
118 4 6.7201. ) F(31.27) p <0.0001. 4(p <0.0001), p ositive(+). 4(: R ) 37.94 3 (32.67%) < >. Cp 4.03214. ) F 19.74(p <0.0001). 4 (p <0.01), 1.23196, 0.96931, 0.79942, 0.62756CRM p ositive(+). 4(: R ) 27.27 3, ( ) < >. Cp 4.2855 4. 4) 5
CRM 119 CRM,,, <-14>. CRM ( ) (FS1), (FS2), (FS3), (FS4), (FS5) (+). 35) ) F 34.87 (p <0.0001). 4 (p <0.0001), (FS5) tp0.1009 5%. 5 p ositive(+)., Cp 4 6.61745 6.0000. 5(: R ) 46.1% 4 (45.63%), < >. 35) p0.1090%.
120 < -14> 5 F t C p R 2 R (p-value) (p-value) 1 FS2 8.18 (.0001) 2.45251 107.662 2 FS1 6.07 (.0001) 1.88102 67.0863 34.87 6.00 3 FS3 0.4746 0.4610 (.0001) (.0001) 1.79894 35.5136 4 FS4 5.58 (.0001) 1.76733 6.7174 5 FS5 1.65 (0.1009) 0.49535 6.0000 1 FS1 6.01 (.0001) 1.28970 67.9276 2 FS2 5.50 (.0001) 1.14145 39.1547 21.93 5.16 3 FS4 0.3623 0.3458 (.0001) (.0001) 1.13159 15.2497 4 FS3 3.22 (0.0015) 0.66781 6.7201 5 FS5-1.65 (0.1007) -0.34322 6.0000 1 FS2 6.33 (.0001) 1.66143 83.8079 5.82 2 FS4 1.61157 49.2006 31.27 (.0001) 0.3920 0.3794 (.0001) 5.57 3 FS1 1.50979 19.5205 (.0001) 4 FS3 4.19 (.0001) 1.09902 4.0321 5 1 FS3 5.96 (.0001) 1.23196 43.0124 4.44 2 FS4 0.2893 0.2747 19.74 (.0001) 0.96931 23.2157 (.0001) 3.86 3 FS2 (0.0002) 0.79942 10.8749 4 FS1 2.94 (0.0037) 0.62756 4.2855 5
CRM 121 ) F 21.93(p <0.0001), 4, (FS5) t p0.1007 5%. 4 p ositive(+) negative( )., Cp 4 6.72015 6.0000. 5(: R ) 34.58 4(34.00%) < >. ) 4 4. 5, < >. ) 4 4. 5, < >.
122..,,,. (factor score). (m ulticollinearity) 36). 37).. (n onconstant variance) (nonlin earity). <3> <6>(). 4.. 36) (Variance Inflation Factor : VIF). 37) (Cook) D, DEFITS, DFBETAS.
CRM 123 < -3> < -4>
124 < -5> < -6>
CRM 125. CRM <-15>. 55(). <-15> 2 3 4 5 3. CRM,. CRM. CRM (com p etitive advantage), ().
126 4., CRMCRM,.. 38) CRM (), CRM, CRM CRM,, CRM., CRM,.. CRM. CRM (front-door com p etition), (back-office com p etition)., CRM. CRM. CRM 38),, CRM..
CRM 127 39)., CRM 1. CRM,,.,,.... (, ) 39) 'Stepwise '. (),.
128. < -16> C RM / 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 4CRM, 4 40). CRM 40) CRM (PCA)1 CRM.
CRM 129. CRM. CRM 2 3, CRM., CRM CRM (CRM/ / ). CRM CRM.. 1990 CRM, CRM( ).
130. 90 CRM ' '. CRM. CRM.., CRM. CRM. 52... '',. CRM. CRM,. CRM. CRM. CRM 5
131., (),, ( ),, (),, CRM IT (),, CRM (). CRM. CRM.,,,. CRM. (Meta Grou p) 2001 3 CRM 55~75%. (In sight Technology Group ) 2001 1 256 CRM CRM 41.. CRM. (Gartner Grou p) 2001 3? CRM. CRM?.. CRM.
132,. CRM,,.,. CRM,,.,,.,..,.. CRM. CRM., (), (cross-selling) ( ),. CRM, CRM, (). CRM,.
133 CRM,. CRM,, CRM. 1990 CRM, CRM( ).
134,,, 1999.,, SPSS, 1998.,, 131, 2000.6., SAS,, 1991., SAS,, 1989.,,, 1991., SAS,, 2000., One to On e CRM,, 2001.2., 1 CRM, CRM, 2001, CRM - CRM CRM,, 2001.5., CRM, H an dysoft, 2001.4., CRM,, 2000.11, CRM,, 2000.8., CRM, Oracle, 2001.,, 1 4, 1999. 9.,, SIGMA IN SIGHT GROUP, 1999.,,
135 23, 2000.6., RO I ecrm, Ubiz SYSTEM, 2001.4., SAS,, 1997., CRM,, 2000.10., e-crm,, 2001.4.,,, 1996.,, 12, 1999.3., -,, 2001.1.,, 15 2001, pp.101-134., (CRM), CEO inform ation 262,, 2000.9., CRM Marketing,, 2000.4.,,, 241, 1995, pp.81-109., @.COM,, 2000, SAS,, 1996. ( ), CRM, 2001.1., CRM,, 2001.2. N CR CRM, CRM,, 2001, S/ W
136 (CRM), http :/ / indu.sw.or.kr, 2001.5.,,, 2001.,,, 2000.10.,,, 2001., e-mail(perm ission),, 2001., e-mail(perm ission),, 2001.10.,,, 2000.12.,,, 1999. Coop er, N ew Product Perform ance and Product Innovation Strategy, Research M anagement, M ay-ju ne 1986 Coop er an d E.J. Klein schm idt, What m ake a N ew Product a Winn er : Success factor at th e Project Level, R &D M anagement, Vol. 17, pp 175-189. Cum in s J. David and VanDerh ei Jack, "A n ote on th e relative efficiency of prop erty-liability insurance distribution system ", The Bell Journal of Economics Vol. 10, N o. 2m Autum n 1979. Daniel John L. and Daniel N. Caroline, Global Vision, McGraw -Hill, Inc, 1994. Dam odar N. Gujarati, Basic Econometrics, McGRAW-H ILL BOOK COMPAN Y, 1988. Garven J. R., Electronic Com m erce in the Insurance Industry : Bu sin ess Perceptives, Center f or Risk M anagement and Insurance Research W orking Paper Series N um ber 98-3, April 1998.
137 George G. Ju d ge, W.E. Griffiths, R. Carter Hill, H elm u t Leukep ohl, Ysou ng-ch ao Lee, The Theory and Practice of Econometrics, John W iley an d Son s, 1984. Know ledge Capital Group, Inc., CRM R edef ined : Beyond the Front Office and Out to the Customer, 2000. Korea Exp ert, Large e-bu siness e-service Platform Beyond Personalization, 2001.4. N ew ell Fred erick ( ), CRM.com (:Loyalty.com ) 21, 2000. RTC Group, ecrm Solution-Choosing Right ecrm Solution, 2000.9.
138 < 1> CRM (CRM)?.... () () (. 200 1.6.25 ). (CRM),, (),,,,.!! (02-368-4233/ 4183 / ). 5.
139 * CRM.. CRM (). < -1> 1.. 2.. 3. CRM. 4.,,. 5.. 6. ( ). 7. CRM,. < -2 >
140 1. CRM. 2.. 3. CRM (). 4. e- mail. 5. (,,,, ). 6. DM( ), TM(), CRM. 7. // CRM. 8. CRM. 9.,. 10. CRM ( ).
141 < -3 > 1. CRM (). 2.. 3. CRM TFT. 4. CRM. 5. CRM. 6. CRM (, ). 7. CRM. 8. CRM. 9. CRM///. 10. CRM.
142 < -4 > (IT) 1. CRM. 2., (IT). 3. ///AS. 4. () ( ).. () () < -1> 1. 2. ( ) 3. ( )
143 4. 5. 6. 7. 8. e- < -2 > 1. (, ) 2. (,, ) 3. 4. ( )
144 5. (, ) < -3 > 1. (loyalty) 2. () 3. 4. 5.. 6. 7.
145 < -4 > 1. () 2. () () 3. (cross- selling) () 4. 5.. 1. : 2. : 3. (IT) 4. e- mail : <>
(KID I) 96-1 / 1996.4. 96-2 /, 1997.2. 96-3 96-4, : /,, 1997.3. /, 1997.3. 96-5, /,,, 1997.3. 96-6 96-7 96-8 /, 1997.3. (I) : / 1997.3.,,,,,,, : /,,, 1997.3. 96-9 /,,, 1997.3. 97-1 /,,,, 1997.5. 97-2 98-1 98-2 98-3 98-4 98-5 98-6 : /,,, 1997.11. M&A: M&A /,, 1998.1. /,,, 1998.2. /, 1998.2.,, ( ) : /,, 1998.3. /,,, 1998.3. : /, 1998.3.,
98-7 /,, 1998.6. 98-8 99-1 99-2 99-3 99-4 99-5 99-6 /, 1998.10. ( ) /,, 1999.2. / 1999.3.,, :,,, : /,, 1999.3. /,,,, 1999.3. (Survival Analysis) /,, 1999.3. : /, 1999.7., 99-7 /,, 1999.12. 99-8 /,, 1999.12. 2000-1 /,, 2000.3. 2000-2 ART /, 2000.3. 2000-3 /, 2000.3. 2000-4 /,. 2000.3. 2000-5 /,,, 2000.3. 2000-6 /, 2000.6. 2000-7 /,. 2000.8. 2000-8 /,. 2000.9. 2000-9 10/. 2000.11. 2000-10 /. 2000.12.
2001-1 /,, 20001.1. 2001-2 2001-3 OECD /,,, 2001.1. /,, 2001.1. 2001-4 /,, 2001.3. /,,,, 2001-5 2001.3. /,, 2001-6 2001.4. 96-1 /,, 1996.2. 96-2, 1996.2. 96-3 96-4 / 1996.10. / 1996.12.,,,,,,,,, 96-5 /, 1997.3. 97-1 (IIS) ( 33 ), 1997.7. 97-2 (PIC) ( 18 ), 1997.9. 98-1 ( I ) /,, 1998.2. 98-2 /,,, 1998.3. 98-3 98-4 98-5 /, 1998.3. M&A /,,, 1998.8. MAI /,, 1998.8. 98-6 /,,, 1998.10. 98-7 ( ) : /,, 1998.11.
99-1 ( ) : /, 1999.1. 99-2 /,, 1999.3. 99-3 /, 1999.3. 99-4 /, 1999.6. 99-5 : /,, 1999.7 99-6 /,,,, 1999.7. 99-7 : /, 1999.7. 99-8 /,, 1999.8. 99-9 (Underwriting)/. 1999.11 99-10 /, 2000.2. 2000-1 /, 2000.3. 2000-2 /, 2000.3. 2001-1 /, 2001.1. 2001-2 /, 2001.1 2001-3 /,, 2001.3. 2001-4 /, 2001.3. 2001-5 /,,, 2001.6. 97-1 /,,, 1997.10. 97-2 '98, 1997.11. 98-1 '99, 1998.11. 99-1 2000 1999.11. 99-2 - - /, 1999.12. 2000-1 2001 2000.10. 2001-1 /,, 2001.1.
1 / W. Klein, Martin F. Grace, 1997.6. 2 Harold D. Skipper, Robert / D. Farny,, J. E. Johnson,, 1998.3. 3 1, 1998.11. 4 2, 1999.12. Insurance Business Report 1, 1997.5. 2 OECD /,, 1997.10. 3 /,, 1997.11. 4 /, 1997.12. 5 IMF /, 1998.3. 6 /, 1998.3. 7 /,, 1998.5. :,,, 8 /,,, 1999.2. (IT) : / 9, 1999.3. 10 /, 1999.3. 11 IMF /,, 1999.3 12/,, 1999.10. 13 21 /,, 1999.12, Environment Changes in the Korean Insurance Industry in Recent 1 Years : Institutional Improvement, Deregulation and Liberalization / Hokyung Kim, Sangho Park, 1995.5. 2 Korean Insurance Industry 2000 / Insurance Research Center, 2001.4.
http :/ / w w w.assuranceforu m.com (E-m ail : ckahn@kidi.or.kr) (E-m ail : hw cho@kidi.or.kr) 2001-7 CRM 2001 8 35-4 (02)368-4000 ( ) (02)2268-0676 ISBN 89-88001-76-1 93320 10,000