한복제품의 마케팅 전략이 CRM의 질과 효익에 미치는 영향 연구
A Study on the Effect of Hanbok Marketing Strategy of Relationship quality and Benefits
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Abstract
The study was intended to investigate the impact factors of marketing-mix strategy in Hanbok (Korean Traditional Costume) business to customer satisfaction and the cause-effect relation influencing on sales growth. Following the setting of variables associated with the study goal, study questions and a study model were presented. A Total of 672 finished copies of questionnaire were analyzed with structured equations, using SPSSWIN 10.0 and AMOS 4.0. It turned out that all variables, that is, goods, price, sales promotion, and distribution type are the impacting factors to CRM quality. Of them, sales promotion and distribution acceptance type gave more impact than other variables. the CRM quality had an impact relation with sales promotion rate growth. In conclusion, sales promotion factor is the most important element in making a marketing strategy for CRM, and This CRM marketing leads to sales rate growth.
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