LG 전자의 고객만족 실현을 위한 소비자중심경영(CCM) 사례연구

Abstract

Consumer-Centered Management(CCM) has become the keyword referring to the strategy that numerous companies have adopted today to maximize customer satisfaction. Customer satisfaction is a key requirement for enhancing a company’s competitiveness. Whether a company subscribes to, and realizes, the ideal of CCM can be confirmed by the CCM certification system. The CCMcertification systemmay prove to be effective in aiding companies’ attempts at innovation and struggles to go over and beyond merely satisfying consumer’ needs. Consumer expect safety and reliability in the products and services they consume. The CCM certification system can provide important pre-purchase information for consumers, while also serving as a guarantee of immediate after-sales services and management. This study looks closely into the factors contributing to LG Electronics’ introduction of CCM and the exemplar cases in which the management strategy has proven to be handy. The goal is to draw implications from this case study the measures for promoting the CCM certification system and ensuring its consolidation on the consumer market. Analyzing the factors and outcomes of LG Electronics’ adoption of the CCM certification system, this study draws the following implications. First, the company needs to make greater efforts to advertise its CCM certification system and increase the public’s awareness of it. To be emphasized in those advertisements is the authority of the Fair Trade Commission and the Korea Consumer Agency that are administering the system. Second, CCM-certified companies should indicate on the labels of their products the fact. Consumers need to process various types of information about products before they make a purchase. CCM labels can serve an important function akin to the product labels or brands consumers trust. Third, consumers need to be given multifaceted education on the CCM certification system. It is important to ensure their understanding of what benefits CCM-certified products and services can bring them. Consumer education customized to different types of consumers can further motivate consumerism. Fourth, the CCM certification system needs to be strengthened further. Company members need to recognize how CCM certificates contribute to the management and success of their company, and pay due attention to the matter. Companies need to assign adequate physical and human resources to CCM-related departments and expand the roles they play.