Earticle

초록

영어

As managing customer relationship gets more important, companies are strengthening information service using multi-channels to their customers as a part of their customer relationship management (CRM) initiatives.
It means companies are now accepting such information services not as simple information -delivering tools, but as strategic initiatives for acquiring and maintaining customer loyalty. In this paper, we attempt to validate whether or not such various information services would impact on organizational performance in terms of CRM strategy. More specifically, our research objective is to answer the next three questions: first, how to construct the instruments to measure not information quality but information service quality?; second, which attributes of information service quality can influence corporate image and customer loyalty?; finally, does each information service type have unique characteristics compared with others in terms of influencing
corporate image and customer loyalty?
With respect to providing answers to those questions, the previous studies had been limited in that those studies failed to consider the variety of types of information service or restricted the quality of information service to information quality. An appropriate research model answering the above questions should consider the fact that most companies are utilizing multi channels for their information services, and include the recent strategic information service such as customer online community. Moreover, since corporate information service could be regarded as a type of products or services delivered to customer, it is necessary to adopt the criteria for assessing customer’s perceived value when to measure the quality of information service. Therefore, considering both multi-channels and multi-traits may enable us to tell the detailed causal
routes showing which quality attributes of which information service would affect corporate image and customer loyalty.
As information service channels, we include not only homepage and DM (direct mail), which are the most frequently applied information service channels, but also online community, which is getting more strategic importance in recent years. With respect to information service quality, we abstract information quality, convenience of information service, and timeliness of information service through a wide range of relevant literature reviews. As our dependant variables, we consider corporate image and customer loyalty that both of them are the critical determinants of organizational performance, and also attempt to grasp the relationship between the two constructs. We conducted a huge online survey at the homepage of one of representative dairy companies in Korea, and gathered 367 valid samples from 407 customers.
The reliability and validity of our measurements were tested by using Cronbach’s alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis.
The results from data analysis demonstrated that timeliness and convenience of homepage have positive effects on both corporate image and customer loyalty. In terms of DM, its’ information quality was represented to influence both corporate image and customer loyalty, but we found its’ convenience have a positive effect only on corporate image. With respect to online community, we found its timeliness contribute significantly both to corporate image and customer loyalty. Finally, as we expected, corporate image was revealed to provide a great influence to customer loyalty.
This paper provides several academic and practical implications. Firstly, we think our research reinforces CRM literatures by developing the instruments for measuring information service quality. The previous relevant studies have mainly depended on the measurements of information quality or service quality which were developed independently. Secondly, the fact that we conducted our research in a real situation may enable academics and practitioners to understand the effects of information services more clearly. Finally, since our study involved three different types of information service which are most frequently applied in recent
years, the results from our study might provide operational guidelines to the companies that are delivering their customers information by multi-channel. In other words, since we found that, in terms of customer loyalty, the key areas would be different from each other according to the types of information services, our analysis would help to make decisions such as selecting strengthening points or allocating resources by information service channels.

목차

Abstract
 Ⅰ. 서론
 Ⅱ. 이론적 고찰
  2.1 정보서비스의 품질
  2.2 기업이미지와 고객로열티
 Ⅲ. 연구 모형 및 가설
  3.1 연구모형
  3.2 연구가설 설정
 Ⅳ. 연구 방법론
  4.1 변수의 조작적 정의 및 측정방법
  4.2 자료수집과 표본구성
 V. 연구결과
  5.1 기술통계량 및 신뢰성 분석
  5.2 측정도구의 타당성 분석
  5.3 가설검증 및 결과해석
 Ⅵ. 결론
  6.1 연구의 의의 및 시사점
  6.2 연구의 한계 및 향후 연구방향
 참고문헌

저자

• 김형수 [ Hyung-Su Kim | 한국과학기술원 (KAIST) 테크노경영연구소 연구원 ] 교신저자
• 김승하 [ Young-Gul Kim | 한국방송공사 (KBS) 경영본부 대리 ]
• 김영걸 [ Young-Gul Kim | 한국과학기술원 (KAIST) 경영대학 교수 ]

참고문헌