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BSC를 적용한 CRM성과 관리모형 연구 - 보험회사를 중심으로 -

A Study on BSC application to CRM performance measurement- Focused of the Insurance company-

이현복|조영빈
한국무역보험학회 (The Korean Academy for Trade Credit Insurance)|2013.03|무역금융보험연구 (Journal of International Trade and Insurance)|제14권 제1호|pp. 178-199

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참고문헌

키워드

Insurance Company보험사CRM(Customer relationship management)BSC(Balance score card)

초록

본 연구는 보험회사의 고객관계관리(CRM : Customer Relationship Management) 의 영향요인이 무엇인지를 살펴보고, CRM의 성과를 향상시키기 위한 관리 모형을 BSC(Balance score card)를 적용하여 제시하고자 설문조사 결과를 바탕으로 실증분석을 진행하였다. 연구결과 CRM 성과와 관련 있는 고객이해, 정보시스템 인프라, 고객 성장 단계별 관리, 고객만족 그리고 고객가치의 요인들은 BSC의 4가지 관점인 재무관점(Financial Perspective), 고객관점(Customer Perspective), 내부 프로세스 관점(Internal Process Perspective), 학습 및 성장관점(Learning and Growth Perspective)으로 분류가 가능하고 모두 통계적으로 유의하게 영향이 있었다. 따라서 보험회사의 CRM 성과를 높이기 위한 방법으로 고객을 이해하고 정보시스템 인프라를 확보하여 고객 성장 단계별 관리의 필요성이 크다고 할 수 있고 이를 통하여 고객만족을 극대화 하여 고객가치를 높일 수 있을 것이다.

Abstract

This study aims to find out what Key Performance Index(KPIs) is and which factors affect CRM(Customer relationship management) performance measurement by applying the BSC(Balance score card) model in the insurance field. Findings of this study are : CRM performance factors(Customer understanding, Information systems, Step-by-step management, Customer satisfaction, Customer value) can be categorized in BSC's four perspectives(Financial Perspective, Customer Perspective, Internal Process Perspective, Learning and Growth Perspective) and CRM performance factors are statistically and significantly connected to each other. So, this study argues that CRM performance of insurance companies is improved by building Infrastructure and information systems, by ensuring customer understanding, and by establishing step-by-step management of customer growth. As a result of that it will be able to increase customer value and maximize customer satisfaction.

참고문헌 (41)

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관련 논문AI추천

고객관계관리(CRM) 시스템이 경영성과에 미치는 영향 -균형성과표(BSC)를 활용한 성과측정-이재식대한경영정보학회 · 경영과 정보연구2010 · 제29권 제3호보험회사의 유형별 CRM성공요인에 관한 실증적 연구김도관, 김주안, 진찬용한국상업경영학회 · 상업경영연구2008 · 제19권 중소기업의 BSC 성과측정치간 관계에 관한 연구박종원, 최선구, 최용길한국상업경영학회 · 상업경영연구2008 · 제19권 우리나라 기업에 적합한 균형성과표 적용방안 개발김미정한국전산회계학회 · 전산회계연구2010 · 제8권 제1호BSC의 비재무적 성과 측정의 구조적 관계권오돈, 권태환한국산업경영학회 · 경영연구2004 · 제19권 제2호생명보험산업에 대한 BSC성과지표들의 상충관계 분석오상훈, 이성욱, 정요섭한국리스크관리학회 · 리스크관리연구2007 · 제18권 제1호

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