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Effects of Fashion Goods Promotion Strategy to CRM (Customer Relationship Management)

이병화|심화진
한국패션비즈니스학회|2004.07|패션 비즈니스 (Journal of Fashion Business)|제8권 제3호|pp. 34-48

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참고문헌

주제분류생활과학

초록

Abstract

This study aims to determine any possible causation between identifying which major factors affect CRM(Customer Relationship Management) in terms of promotion strategies for fashion goods and classifying customers into several categories, so that it can seek reasonable strategic measures based on CRM. This study suggested a model by selecting several variables meeting its goals, and used total 672 sheets of questionnaire for final analysis. In addition, a structural equation model was analyzed As a result, it was found that pricing flexibility had more or less influential relationships with trust, satisfaction and commitment in CRM, although having a negative relationship with commitment. Salesperson's role was also significantly correlated with trust, satisfaction and commitment in CRM, and especially, there were more influential relationships with satisfaction than any other factor. Service quality had relatively high influential relationships with trust, satisfaction and commitment in CRM.Retained customers showed more or less influential relationships with trust, satisfaction and commitment, while loyal customers did so with satisfaction and commitment, except for trust.

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관련 논문AI추천

The Effects of Various Sales Promotions on Sales Promotion Attitudes in Fashion Stores이승희, 이은옥한국패션비즈니스학회 · 패션 비즈니스2006 · 제10권 제3호한복제품의 마케팅 전략이 CRM의 질과 효익에 미치는 영향 연구심화진, 이병화한복문화학회 · 한복문화2005 · 제8권 제1호An Analysis on Cases of Fashion Collaboration Strategy장은영한국패션비즈니스학회 · 패션 비즈니스2006 · 제10권 제6호Research about The Effect of Customer-Brand Relationship of Fashion Social Brand on Brand Equity나윤규한국의상디자인학회 · 한국의상디자인학회지2016 · 제18권 제2호대형할인점에서의 패션 제품 CRM에 관한 연구 (제1보)- 관계형성 과정을 중심으로 -박수경, 이승희한국패션비즈니스학회 · 패션 비즈니스2007 · 제11권 제1호백화점의 성공적인 CRM을 위한 전략적 접근방법에 관한 연구김동남, 조재립한국품질경영학회 · 품질경영학회지2002 · 제30권 제2호

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