AHP를 활용한 CRM 문제점 분석에 관한 연구

서지정보

ㆍ발행기관 : 한국산업경영시스템학회 ㆍ수록지정보 : 한국산업경영시스템학회 학술대회
ㆍ저자명 : 양광모, 오동진, 강경식

목차

Abstract
1. 서론
2. CRM의 문제점
3. AHP를 활용한 CRM 문제점 분석
4. 결론 및 향후 연구과제
참고문헌

영어 초록

Recently, companies are currently focusing on making huge investments in both time and money on CRM by which they can generate profits through establishing long term relationship with customers while understanding customers" propositions by gathering and analyzing information on customers. But, CRM has many problems that make companies confused. Yet, this phenomenon can be regarded as an interim one. In fact, some cases that successfully introduced CRM show that CRM is migrating from small scale which is typical when introduced to larger scale through various tests. Therefore, this study tries to grasp common problems which most companies utilizing CRM are facing and present solutions to such problems in utilizing CRM. For these purposes, we try to determine the most important and most urgent factors in CRM utilization by using AHP, one of the Multi-criteria decision-making methods proposed by Satty. AHP is widely used for determining relative magnitude per evaluation item, i. e. priority on problems and is expected to make more systematic and objective evaluations than conventional methods do. Even in the present situation where any general criterion on CRM dose not exist, utilization of CRM is expected to be actively continued, which will cause many problems. In this regard, evaluating CRM counts. This study also tries to present a model applicable to such CRM evaluations.

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