DOI QR코드

DOI QR Code

Improving Customer Satisfaction Management using the Satisfied Customer Segmentation based on Latent Class Analysis

Latent Class Analysis 기반의 만족 고객 세분화를 이용한 고객만족경영 향상 방안

  • 송기정 (상명대학교 일반대학원 경영공학과) ;
  • 서광규 (상명대학교 경영공학과) ;
  • 안범준 (상명대학교 경영공학과)
  • Received : 2011.08.23
  • Accepted : 2011.10.21
  • Published : 2011.12.28

Abstract

Recently it is difficult to draw an improvement for customer satisfaction because the ratio of satisfied customers increases in customer satisfaction survey. In addition, the effectiveness of practical application of customer satisfaction survey decreases due to its constitution limitation on its data analysis. In order to solve these problems, it is necessary to develop a novel research to identify the strategy meanings and find dissatisfied factors of satisfied customers using the satisfied customers' reclassification. This study focuses on the satisfied customer segmentation based on Latent Class Analysis (LCA). The case study with high-speed internet service customers show that the satisfied customers are divided into three subgroups using LCA and we draw meaning results such as satisfaction and dissatisfaction factors through analyzing each group. This study is expected to play the role as the groundwork for the revitalization of customer satisfaction survey as well as improving customer satisfaction management.

Keywords

Satisfied Customer;Latent Class Analysis;Customer Segmentation;Customer Satisfaction Management

References

  1. 강명주, 안진우, "고객만족의 오해와 진실: 의사만족에서 진실만족까지", 마케팅 연구, 제25권, 제4호, pp.97-123, 2010.
  2. 이유재, "고객만족 연구에 대한 종합적 고찰", 소비자학연구, 제11권, 제2호, pp.139-166, 2000.
  3. 송기정, 서광규, 안범준, "속성복합점수 기반의 만족 고객 재분류를 이용한 고객만족경영 향상 방안", 한국콘텐츠학회논문지, 제11권, 제7호, pp.57-73, 2011. https://doi.org/10.5392/JKCA.2011.11.7.345
  4. 박광호, "인터넷 소매유통업의 RFM 모델 기반 충성고객 관리를 위한 웹서비스 프레임웍", 한국지능정보시스템학회논문지, 제8권, 제1호, pp.41-63, 2002.
  5. B. Hansotia, "Gearing up for CRM: Antecedents to successful implementation," The Journal of Database Marketing, Vol.10, No.2, pp.121-132, 2002. https://doi.org/10.1057/palgrave.jdm.3240103
  6. J. K. Vermunt and J. Magidson, Latent Gold 4.0 Users Guide, Statistical Innovations Inc., 2002.
  7. 양진호, 김철, 황윤섭, "잠재계층분석을 활용한 소비자의 브랜드 선택행동에 관한연구", 생산성논집, 제21권, 제4호, pp.149-170, 2007.
  8. 김소영, 곽영식, 김용준, "Mixture Model을 이용한 공연관람고객의 시장세분화", 광고학연구, 제24권, 제5호, pp.49-73, 2003.
  9. M. Wedel and W. A. Kamakura, Market Segmentation: Conceptual and Methodological Foundatios, Boston; Kluwer Academic Publishers, 2002.
  10. P. Kotler, Kotler on Marketing: How to Create, Win, and Dominate Markets, Free Press, 1999.