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인터넷 산업의 고객 만족 경영의 새로운 패러다임 : 인터넷 고객로열티(Loyalty) 경영 : A New Paradigm of Customer Satisfaction Management of Internet Business: Internet Customer Loyalty Management
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- Authors
- Issue Date
- 2001-09
- Publisher
- 서울대학교 경영연구소
- Citation
- 경영논집, Vol.35 No.2/3, pp. 469-486
- Abstract
- Recently Korean firms are increasingly interested in internet business while the number of
Internet users reaches more than 10 million in Korea. As e-commerce develops rapidly,
customer satisfaction management of internet business becomes very important. However,
the current practice of customer satisfaction management has many problems. With a focus
on attracting new customers, it does not help raise profitability of the business but worsen the
problem of low profitability of the internet business. Thus, the paper suggests internet
customer loyalty management as a new direction of customer satisfaction management of the
internet business. The issues of how to apply customer loyalty to and achieve it in internet
business are discussed in detail.
Customer loyalty management is much more important for Internet businesses than
traditional customer satisfaction management focusing on attracting new customers. The
main objectives of internet customer loyalty management are to maintain customer and raise
customer loyalty through the use of internet. Raising loyalty of existing customers to internet
site is more effective in improving profitability of the internet site than customer satisfaction
of new customers. Many techniques including e-CRM need to be carried out on internet to
achieve high level of customer loyalty. There are three stages of e-CRM: first stage is provide financial incentives for repeat purchases or participation in online commerce. The second
stage is to provide online community for members of the internet site, which will work as a
online forum or meeting place of the members. This will produce strong relationships
among members. The final stage is for the internet business to have structural ties with
customers, through which the internet business help the customers process order, manage
inventory or fix some problems on line. The very successful case of internet customer loyalty
management is found in Dell computer, which have used internet to maintain and raise
loyalty of customers purchasing computers or servers on line.
- ISSN
- 1229-0491
- Language
- Korean
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