Earticle

초록

영어

The purpose of this treatise was to propose a survival strategy for commercial banks in the era of globalization, market opening and diversification of customer's needs after IMF foreign currency crisis in Korea.In this treatise, we established a identification model of customers left and prediction model of deposit records. Based on those models presented above, we put out lifetime values of customers and intended to provide commercial banks with a strategic direction by lifetime values and customers segmentation depending on their lifestyles. Customers segmentation based on the lifetime value score and lifestyle of customers is very meaningful to commercial banks. Because it provides commercial banks with proper answer about which customer do we have to focus on our marketing ability and more fruitful for our bank in the aspect of marketing efficiency.Specific study subjects can be put in order as follows. Firstly, we investigated outline of CRM which is a methodology of this treatise we intended to provide. Second was a understanding of the present situation of retail finance in Korea. Lastly, based on the two research, presented above, we intended to make a positive study on the establishment method of CRM model in retail finance area of commercial banks. We used integrated study method by using references related to this study and questionnaire method for the positive approach to the establishment of CRM model.

목차

I. 서론
  1. 문제제기 및 연구목적
  2. 연구범위와 접근방법
 II. CRM 의 등장배경과 생산성향상
  1. 생산성향상을 위한 CRM 도입
  2. CRM 모델구축의 구성요소
 III. CRM 모텔구축 기법에 관한 실증분석
  1. 연구의 모형
  2. 가설설정
  3. 실증연구
  4. 생산성향상울 위한 세분고객별 차별화 마케팅
 IV. 결론 및 제언
 참고문헌
 Abstract

키워드

저자

• 김성수 [ Sung-Soo Kim | 경희대학교 국제경영학부 교수. ]
• 이종구 [ Jong-Gu Lee | 경희대학교 취업정보실 겸임교수. ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]

• 간기

  격월간

• pISSN

  1225-3553

• 수록기간

  1987~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330