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실시간 IoT 데이터를 활용한 고객 관계 관리 방안에 관한 연구

Title
실시간 IoT 데이터를 활용한 고객 관계 관리 방안에 관한 연구
Author
백동현
Keywords
Customer Relationship Management; RFM Analysis; Descriptive Statistical Analysis; Transition Index Analysis; Control Chart
Issue Date
2019-06
Publisher
한국산업경영시스템학회
Citation
산업경영시스템학회지, v. 42, No. 2, Page. 69-77
Abstract
As information technology advances, the penetration of smart devices connected to the Internet, such as smart phone and tablet PC, has rapidly expanded, and as sensor prices have fallen the Internet of Things has begun to be introduced in the industry. Today's industry is rapidly changing and evolving, requiring companies to respond to the new paradigm of business. In this situation, companies need to actively manage and maintain customer relationships in order to acquire loyal customers who bring them a high return. The purpose of this study is to suggest a method to manage customer relationship using real time IoT data including IoT product usage data, customer characteristics and transaction data. This study proposes a method of segmenting customers through RFM analysis and transition index analysis. In addition, a real-time monitoring through control charts is used to identify abnormalities in product use and suggest ways of differentiating marketing for each group. In the study, 44 samples were classified as 9 churn customers, 10 potential customers, and 25 active customers. This study suggested ways to induce active customers by providing after-sales benefit for product reuse to a group of churn customers and to promote the advantages or necessity of using the product by setting the goal of increasing the frequency of use to a group of potential customers. Finally, since the active customer group is a loyal customer, this study proposed an one-on-one marketing to improve product satisfaction.
URI
http://scholar.dkyobobook.co.kr/searchDetail.laf?barcode=4010027265302https://repository.hanyang.ac.kr/handle/20.500.11754/116315
ISSN
2005-0461
Appears in Collections:
COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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