Earticle

초록

영어

As the numbers of Internet users have grown dramatically in recent years due to increased use of mobile devices, businesses using internet are also expanding rapidly. Internet marketing has the advantage of expanding business without any constraint of time and space using the global network which connects tens of thousands of world’s computers and mobile devices. In a way of utilizing internet marketing, the present study examines the applicability of Customer Relationship Management (CRM) to the domestic professional baseball industry in Korea. The study focuses on the issue of whether the intangible value of customer satisfaction can create higher profits. We combine both inductive and conductive methods for this study. First, we carry out a random survey of baseball spectators and find that customers are willing to pay more when their satisfaction level is improved. Next, we recognize satisfaction factors that are considered as important by customers through literature survey. Then we use Decision Tree to find which satisfaction factors are most important to each clustered customer group. Finally we estimate how much they would pay more when the most important satisfaction factor improves by each customer group. Therefore, this study demonstrates that CRM implementation to one-to-one internet marketing can improve the profitability of baseball industry. The major contribution of the present study is to show that the introduction of CRM can be used as a profit-generating strategy in various industries for future internet marketing.

목차

Abstract
 1. 서론
 2. 문헌연구
  2.1 CRM
  2.2 인터넷마케팅
  2.3 스포츠산업
 3. 연구 방법
  3.1 표본
  3.2 측정도구
  3.3 분석도구
  3.4 통계학적 검증결과
  3.5 CRM 알고리즘 분석 결과
  3.6 수익성 증가효과 측정
 4. 결론
 5. 한계 및 제언
 참고문헌

키워드

저자

• 곽청이 [ Chunglee Gwak | 건국대학교 정보통신경영학과 박사과정 ] 주저자
• 함유근 [ Yu-Kun Hahm | 건국대학교 경영대학 경영정보전공 교수 ] 공저자
• 이미영 [ Miyoung Lee | 건국대학교 경영대학 경영정보전공 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005