The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

The Effect of CRM Factors in Supply Chain Management of Fashion Apparel Company

패션기업의 SCM환경에서 관계구축에 영향을 미치는 CRM요인

  • Son, Jin Ah (Dept. of Fashion Design, Soongeui Women's College)
  • 손진아 (숭의여자대학교 패션디자인전공)
  • Received : 2017.08.22
  • Accepted : 2017.10.24
  • Published : 2017.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to examine the effectiveness of Customer Relationship Management (CRM) factors in the Supply Chain Management (SCM) context focusing on ashion apparel company. Especially, this study reveals whether a long term relationship is beneficial for all businesses regardless of negotiation power leverage. To this end, the mixed research methods that combined qualitative and quantitative approaches were conducted. The findings of this study are as follows: First, the research model which is CRMs for interactive relationship building were developed. Second, cause-and-effect relationships in the proposed model were partially supported depending on CRMs. The most effective CRMs offered are a guarantee of sales and a special discount. Customized products and quality, convenience, competitive pricing, and development of a product/system/service were effective to ultimately increase a switching cost.

본 연구의 목적은 패션기업의 SCM(Supply Chain Management) 환경에서 B2B 관계 구축에 영향을 미치는 CRM(Customer Relationshio Management)요소들을 밝히는 것이다. 특히 이러한 CRM 요소들이 기업간 권력구조와 관계없이 비즈니스의 모든 영역에서 유의한 효과가 있는지 탐색적으로 살펴보고자 한다. 이를 위해 질적연구방법과 양적연구방법을 병행한 통합적 접근법을 이용하여 탐색적 연구가 진행되었다. 패션기업에 근무하는 전문가 5명을 대상으로 하여 심층면접을 실시하였으며 이를 통해 연구모형을 구성하였다. 그리고 설문지를 통하여 이러한 모델을 실증적으로 검증하기 위한 양적연구를 진행하였다. 그 결과 첫째, 패션기업 간 거래유형에 따라 장기지향적 관계/충성도, 전환 비용에 영향을 미치는 CRM의 모형이 구성되었다. 둘째, 구성된 연구모형을 양적으로 검증한 결과 변수 간 인과관계는 부분적으로 지지되었다. 구체적으로 기업간 관계구축에 가장 큰 영향을 미치는 CRM요인은 매출보장과 특별할인이었다. 또한 고객화된 제품과 품질, 편의성, 경쟁력 있는 가격, 제품/시스템/서비스 개발과 같은 요소들이 관계 구축 및 전환비용 상승에 영향을 미칠 것으로 나타났다.

Keywords

References

  1. Choi, S, Park, H., Son, M., Jeon, Y. (2015). 21C Fashion Marketing. Seoul: Changjisa.
  2. Coelho, P., & Henseler, J. (2012). Creating customer loyalty through service customization. European journal of Marketing. 46, 331-356. https://doi.org/10.1108/03090561211202503
  3. Wel, C. A. B. C., & Bojei, J. (2009). Determining relationship marketing instruments [dagger]. IUP Journal of Marketing Management, 8(3/4), 25-41.
  4. Gummesson, E. (2004). Return on relationships (ROR): the value of relationship marketing and CRM in business-to-business contexts. Journal of Business & Industrial Marketing, 19(2), 136-148. https://doi.org/10.1108/08858620410524016
  5. Hamid & Akhir (2013). Beyond technology-based customer relationship management: It is total customer experience management. Research in Business & Economics Journal, 8, 1-15.
  6. Payne, A. & Frow, P. (2010) Customer Relationship Management: from Strategy to Implementation. Journal of Marketing Management, 22(1-2), 135-168. https://doi.org/10.1362/026725706776022272
  7. Levy, M., & Weitz, B. A. (2001). Retailing Management. The McGraw-Hill/Irwin series in marketing.
  8. Pelton, L. E., Strutton, D., & Lumpkin, J. R. (1997) Marketing Channels: A Relationship Management Approach, Boston : McGraw-Hill/Irwin
  9. Boyd, H. W. Jr., Walker, O. C. Jr., Larreche, J. (1998), Marketing Management: A Strategic Approach with a Global Orientation, Irwin McGrew-Hill, Boston.
  10. Huff, D. (2005). Business-to-business loyalty marketing: how to stop your most profitable accounts from deserting. Retrieved from http://www.marketingsherpa.com/ article/how-to/businesstobusiness-loyalty-marketing-how-to#
  11. Kakeeto-Aelen, T. N., & Dalen, J. C. (2011). Relationship Marketing: The Mediating Role of Customer Experiences. Maastricht School of Management, working paper No. 2011/8
  12. Nelson, B. (2007). B2B Loyalty Programs, Customer Think. Retrieved from http://customerthink.com/b2b-loyalty-programs/
  13. MJA Associates. (2011). Mistakes in B2B Loyalty Marketing. Retrieved from http://www.mjaassociates.com/articles/10/mistakes-in-b2b-loyalty-marketing/
  14. Tashakkori, A. & Teddile, C. (1998). Mixed methodology: combining qualitative and quantitative approaches. CA: Sage Publication
  15. Yoo, Y. S. (2000). The role of apparel merchandisers in Korea. Journal of the Korean Society of Clothing and Textiles, 24(7), 995-1003.
  16. Lee, Y. (2004). Fashion and basic apparel goods in merchandising process(part1) - concept of fashion and basic apparel goods-. Journal of the Society of Clothing and Textiles, 28(2), 280-291.
  17. Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd ed). CA: Sage publications Inc.
  18. Porter, M. E. (1985). Competitive advantage: creating and sustaining superior performance. NY: Free Press.
  19. Thompson, J. D. (1967). Organizations in Action, NY: McGraw-Hill.
  20. Lee, E., Seo, C., & Choi, B. (2006). An empirical study on the relationship between the components of intellectual capital. Journal of Korean Academic of Human Resources Management, 13(2), 135-154.
  21. Doma, A., & Shaimaa, S. B. (2013). Relationship quality as predictor of B2B customer loyalty. Journal of Systemics, Cybernetics & Informatics, 11(1), 72-78.
  22. Kangal, A. (2012). Identifying the Dominant Perspective on Customer Relationship Management in the Last Decade 2000-2010. Journal of Business Research-Turk, 4(4), 45-61.
  23. Verhoef, P. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67, 30-45. https://doi.org/10.1509/jmkg.67.4.30.18685
  24. Dick, A. S. & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
  25. Jones, M., Mothersbaugh, D., & Beatty, S. (2002). Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of Business Research. 55, 441-450. https://doi.org/10.1016/S0148-2963(00)00168-5
  26. Yang, Z. & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822. https://doi.org/10.1002/mar.20030