Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
권호 표지

A Study on Model for the Evaluation of Customer Composition in Internet Shopping Malls

인터넷 쇼핑몰의 고객구성 평가 모델에 관한 연구

  • Park, Kwang-Ho (Dept. of Business Administration, Hanyang University) ;
  • Han, Dong-Seok (Dept. of Business Administration, Hanyang University) ;
  • Kim, Hak-So (Dept. of Business Administration, Hanyang University) ;
  • Baek, Dong-Hyun (Dept. of Business Administration, Hanyang University)
  • 박광호 (한양대학교 경상대학 경영학부) ;
  • 한동석 (한양대학교 경상대학 경영학부) ;
  • 김학소 (한양대학교 경상대학 경영학부) ;
  • 백동현 (한양대학교 경상대학 경영학부)
  • Published : 2006.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Internet shopping mall has become a huge distribution channel with dramatic growth in recent years. The number of consumers has exponentially increased as the scale of shopping mall has been large so that shopping malls with thousands or millions of consumers become a general case. However, it is essential to evaluate whether current assortment of consumers is proper or not in the strategic aspect in order to operate Internet shopping mall effectively and gain profits. That is, it is important to evaluate whether consumer strategy of corporation is proper or not from the corporation. Despite this business importance, consumer assortment has not been evaluated well and related study is not sufficient. This study supposes a framework for consumer assortment evaluation, which evaluates whether consumer assortment of Internet shopping mall is proper or not. In the framework for consumer assortment evaluation, analysis data based on order data and consumer data in database is made. Then, four factors, consumer maintenance rate, consumer profitability, consumer securing rate and consumer conversion are setup, and 22 measurement indexes are drawn. Finally, a consumer assortment evaluation score card is made by integrating them. This study has applied a supposed framework to a domestic typical community based shopping mall, and it is expected that the evaluation result will be used as informant strategic information to operate the shopping mall effectively.

Keywords

References

  1. 강재정, 양은정. '인터넷 쇼핑몰 시스템 만족과 재구매 영향에 요인에 관한 연구', 한국경영경제연구, 1(2) : 19-43, 2001
  2. 고완기, 고석용, '고객관리를 위한 데이터베이스 마케팅정보시스템에 관한 연구', 한국OA학회 논문집, 4(2) : 88-94, 1999
  3. 김창수, 조은석, 'e-CRM에 기반한 온라인 커뮤니티 사이트 활성화 방안에 관한 연구 : 방송사 사례를 중심으로', 한국경영정보학회 2004 춘계학술대회 논문집, pp. 332-341, 2004
  4. 다구치 겐이치, 품질설계를 위한 실험계획법, 한국공업표준협회, 1991
  5. 박광호, '인터넷 쇼매유통업의 RFM 모델 기반 충성고객관리를 위한 웹서비스(WsLCM) 프레임웍', 한국지능정보시스템학회지, 7(1) : 97-121. 2001
  6. 박성현, 통계적품질관리, 민영사, 1989
  7. 박준철, '인터넷 쇼핑몰 이용자의 고객만족이 신뢰, 몰입, 고객충성행위에 미치는 영향', 경영정보학연구, 13(3) : 131-149, 2003
  8. 박철, 전종근, '인터넷 쇼핑몰의 고객관리 방안에 관한 연구', Journal of Information Tech-nology Applications and Management, 9(4) : 127-149, 2002
  9. 신기영, 추교완, 박동진, '인터넷쇼핑몰 이용에 영향을 미치는 요인에 관한 연구', 정보시스템연구, 10 (1) : 279-301, 2001
  10. 여준상, 한국형 마케팅 불변의 법칙 33, 더난출판, 2003
  11. 이정환, 'Study on repurchase intentions with customer segmentation in the internet shopping mall', 한국정보통신대학원, 박사학위논문, 2003
  12. 지선수, '초기공정에서 X-R 통계량을 이용한 신경망 관리도 설계', 산업경영시스템학회지, 24(66): 19-26, 2001
  13. 지성구, 김정연, 정강옥, '인터넷 쇼핑몰의 마케팅 프로그램이 고객 만족과 의도에 미치는 영향', 대한경영학회지, 35 : 91-112, 2003
  14. Hughes, M., Strategic Database Marketing, 2nd Ed., New York: McGraw-Hill, 2000
  15. James L. H., Thomas O. J., Gary L. W., Earl S. J., and Leonard A. S., 'Putting the Service Profit Chain to Work,' Harvard Business Review, March-April. pp. 164-174, 1994
  16. Kaplan, R. S. and Notorn D. P., '가치실현을 위한 통합경영지표 BSC', 한국언론자료간행회, 1998
  17. Kaplan, R. S. and Norton, D. P., 'Using the Balanced Scorecard as a Strategic Management System,' Harvard Business Review, January-February, pp. 75-85, 1996
  18. Sellers, J. and Houghes, M., 'RFM migration analysis a new approach to a proven technology,' Database Marketing Institute, www.dbmarketing.com/articles/ Art123.htm. 2001