서비스기업의 고객만족투자, 고객관계관리, 경영성과 간 동태적 영향관계에 관한 연구

Abstract

As most of the service companies have adopted customer satisfaction management at the priority, customer satisfaction issue is not special but essential. Under such a demanding market situations the customer satisfaction is the most important single issue for the service firms to survive. To find out and manage the level of customer satisfaction many service organizations have seen the measures from the customer satisfaction index like Korean Customer Satisfaction Index (KCSI). Thanks to these measures, customer satisfaction to service companies has been considered improved during the last decade. Most of the service companies invest much of resources to improve customer satisfaction and business performance. Employee training and welfare expenditure have been major investments in customer relationship management(CRM) in service companies. The business performance can be explained intangibles and tangibles, which is divided in two: brand power and financial performance. This study tried to investigate that expenditure strategy for customer satisfaction and financial performance. And to examine the dynamic effect of marketing costs spent to promote customer satisfaction and CRM on business performance in service company using multivariate latent growth model(LGM). The relationships in the most of the previous studies have tended to be mixed; and the methodology of them have been based on cross-sectional data. This study is devoted to evaluating the general relationship between investment strategy for customer satisfaction, CRM and annual financial performance of service companies from the perspective of longitudinal data analysis. Specifically, latent growth modeling was employed to identify an overall pattern of relationships among the study constructs. This model here referred to that incorporate forward-looking behaviors in which decision makers take into account the future states when making decisions. For this study, education & training cost, employee benefits, advertisement cost and sales promotion cost are used as the independent variables and proxy of expenditure for customer satisfaction. Korean Customer Satisfaction Index (KCSI) that employed as a proxy of customer satisfaction and Korean Brand Power Index (K-BPI) that employed as a proxy of brand satisfaction are used as the mediating variables and proxy of CRM; and ROA is used as the dependent variables and proxy of business performance in service company. Through a comprehensive review of the service companies, 150 service companies have been available and relevant for analysis. The sampled companies should have audited reports and financial statement during 3 years of 2011~2013. The sample was constructed from KIS-VALUE database, covering the time period 2011 through 2013. The major findings are summarized as following. First, all variables's change that stay out longer as time passes is significant. Thus, this study modeling was statistically fitting to investigate the interrelationship among the investment strategy, CRM, and business performance. Second, the slope factor of LGM identified a positive influence on each relationship between the investment strategy and K-BPI, between the investment strategy and ROA, between the investment strategy and K-BPI. This indicated that investment for customer satisfaction in service companies were executed inefficiently and unsystematically and do not contribute to improvement of business performance. Whereas, between KCSI and ROA showed negative significant relation. This was thought to be that the increase to investment in the customer satisfaction lead to higher level of customer satisfaction, and brought about the decrease of business performance. Third, CRM was not significant mediating variables between investment strategy for customer satisfaction and business performance of service companies. And also first and second period's investment have positive effect on the t period's customer satisfaction index. Although all hypotheses have not been supported, this study showed the dynamic effects of Customer Satisfaction Investment and Customer Relationship Management on Business Performance in Service Company. From managerial perspective, this study revealed that the service companies needed to investigate the improvement of business performance on CRM.