시장지향성, 마케팅성과, CRM성과의 관계에 대한 연구: 고객자산가치의 조절효과를 중심으로 = Relationships among Market Orientation, Marketing Performance, and CRM Performance: Focused on the Modulating Effects of Customer Asses Value

국문 초록 (Abstract)

본 연구는 CRM을 구축하고 있는 기업이 CRM성과를 향상시키기 위한 출발점을 시장지향성(market orientation)으로 보고, 시장지향성 연구의 두 축을 형성해 온 Kohli와 Jaworski(1990) 그리고 Narver와 Slater(1990)의 시장지향성 개념화 모두를 활용하고, 이들 개념이 마케팅성과에 어떤 영향을 미치며 궁극적으로 고객유지율과 고객점유율을 포함하는 CRM성과에 어떤 영향을 미치는지를 규명하고자 하였다. 또한 CRM운용 기업의 마케팅성과가 CRM성과로 이어지는 과정에서 고객자산가치가 핵심적인 조절역할을 수행한다는 점을 포착하여 그 구체적인 영향정도를 도출해 내고자 하였다. 선행연구 및 실무적 관점에서 설정한 본 연구모형의 실증분석 결과, 대체적으로 시장지향성이 마케팅성과에 영향을 미치는 것으로 나타났지만, N&S의 세부 척도 중에서 경쟁자 지향성이 마케팅성과에 미치는 정(+)의 영향관계가 확인되지 않았다. 또한 고객신뢰와 고객만족으로 구성된 마케팅성과는 CRM성과 전반에 매우 유의한 정(+)의 영향을 미치는 것으로 확인되었을 뿐만 아니라, 그 과정에서 고객자산가치가 중요한 조절적 관계를 수행하고 있음이 경험적으로 확인되었다. 본 연구는 마케팅전략과 철학에서 핵심적이면서도 개별적으로 다루어져 온 시장지향성(market orientation)과 고객관계관리(CRM)의 상호 긴밀한 관계성과 연결고리를 확인시켜 전반적인 마케팅성과와 CRM성과를 높일 수 있는 전략적 함의를 제시했을 뿐만 아니라, 고객자산가치라는 개념의 조절적역할을 발굴하여 구체적이고 세부적인 시장지향 고객관계전술을 구사할 수 있는 가능성을 보다 높였다는 점에서 실무적, 학술적 가치를 평가받을 수 있을 것이다. 또한 시장지향성 구축의 핵심을 이루는 K&J 척도와 N&S 척도를 동시에 마케팅성과의 외생변수로 활용하여 유의적 관계를 규명하고 있다는 점에서 실무적 활용 가치와 CRM 세부전략 도출에 적잖은 기여를 할 수 있을 것이다.

다국어 초록 (Multilingual Abstract)

Market Orientation and Customer Relationship Management have been a sustainable competitive advantage of many customer oriented companies. These are critical for companies to get and maintain profitable customers. The purpose of this study is to examine the relationship among market orientation, marketing performance, and CRM performance in service companies. Though the extant studies have been examined the relationship between CRM system and CRM performance, little studies have been performed about the context concerned with market orientation in the formation process of CRM. To fill these researches and fields gap, this study tries to examine the relationship between marketing and CRM performance which is based on the market orientation approach. Based upon the extant theoretical and empirical study five hypotheses have been suggested including the modulation hypothesis about customer asses value. Hypotheses testing using SPSS 15.0 are conducted for 78 managers form Busan and Gyeongnam during August and September, 2012. The results show that almost market orientation factors significantly influence to marketing performance except competitor orientation and all marketing performances are very significantly influence to CRM performance being consisted of customer retention and share. In addition, the modulation effect of customer asset value is confirmed about relationship between marketing performance and CRM performance. A real situation we conducted our research may enable academics and practitioners to understand the antecedents and outcomes of CRM implementation in terms of market orientation. The practical suggestions and limitation of this study are presented in end.

참고문헌 (Reference)

• 1 윤상은, "호텔기업의 BSC 측정 요인간 인과관계 분석" 제주대학교 대학원 2004
• 2 이지현, "패션제품의 e-CRM에 관한 연구: 신뢰와 관계몰입을 중심으로" 27 (27): 685-695, 2003
• 3 김용태, "패션 브랜드 홈페이지의 e-CRM에 관한 연구: 신뢰, 몰입, 관계유지의도를 중심으로" 18 (18): 49-60, 2005
• 4 원태연, "통계조사분석" 한나래 2007
• 5 배일현, "택배기업의 시장지향성이 고객지향성, 종업원만족, 고객유지, 기업성과에 미치는 영향 - A 택배를 중심으로 -" 한국물류학회 17 (17): 101-129, 2007
• 6 최정환, "죽은 CRM 살아있는 CRM" 한언 2001
• 7 변경원, "스키리조트 CRM과 관계혜택, 고객만족, 신뢰, 관계몰입 및 고객충성도와의 관계" 한국체육학회 45 (45): 495-514, 2006
• 8 유동근, "서비스기업의 시장지향성과 성과: 벤치마킹, 서비스품질 및 고객만족의 인과적 역할" 13 (13): 1-26, 1998
• 9 김용준, "서비스기업의 시장지향성, 고객만족도, 기업성과에 관한 모델선정과 실증 연구" 1996
• 10 김용덕, "보험회사 부문별 및 산업별 CRM 성공요인에 관한 실증연구" 한국리스크관리학회 13 (13): 121-153, 2002
• 11 이승범, "기업성과에 영향을 미치는 CRM 성공요인에 관한 연구" 한국외국어대학교 경영정보대학원 2002
• 12 Mithas, Sunil, "Why do Customer Relationship Management Applications Affect Customer Satisfaction?" 69 (69): 201-209, 2005
• 13 Jaworski, Bernard J., "Toward a Theory of Marketing Control: Environmental Context, Control Types, and Consequences" 52 (52): 23-39, 1988
• 14 Bolton, R, "The Theoretical Underpinnings of Customer Asset Management : A Framework and Propositions for Future Research" 32 (32): 271-292, 2004
• 15 Cheng Colin C., "The Role of Service Innovation in the Market Orientation: New Service Performance Linkage" 32 (32): 487-497, 2012
• 16 Kumar, Nirmalya, "The Power of Trust in Manufacturer-Retailer Relationships" 74 (74): 92-106, 1996
• 17 Baron, R. M., "The Moderator-Mediator Variable Distinction in Cocial Psychological Research: Conceptual, Strategic, and Statistical Considerations" 51 (51): 1173-1182, 1986
• 18 Wrenn, B., "The Market Orientation Construct: Measurement and Scaling Issues" 5 (5): 31-54, 1997
• 19 Sheth, J. N., "The Evolution of Relationship Marketing" 4 : 397-418, 1995
• 20 Narver, J. C., "The Effect of a Market Orientation on Business Profitability" 54 (54): 20-35, 1990
• 21 DeLone, W. H., "The DeLone and McLean Model of Information Systems Success: A Ten-Year Update" 19 (19): 9-30, 2003
• 22 Reinartz, W. J., "The Customer Relationship Management Process: Its Measurement and Impact on Performance" 41 : 293-305, 2004
• 23 Morgan, R. M., "The Commitment-Trust Theory of Relationship Marketing" 58 (58): 20-38, 1994
• 24 Srinivasan, R., "Strategic Firm Commitments and Rewards for Customer Relationship Management in Online Retailing" 69 (69): 193-200, 2005
• 25 Czepiel, John A., "Service Encounters and Service Relationships: Implications for Research" 20 : 13-21, 1990
• 26 Rust, R. T., "Return on Marketing: Using Customer Equity to Focus Marketing Strategy" 68 (68): 109-127, 2004
• 27 Foster B. D., "Relationship Selling and Customer Loyalty: An Empirical Investigation" 18 (18): 185-199, 2000
• 28 Sin , L., "Relationship Marketing Orientation: Scale Development and Cross-Cultural Validation" 58 : 185-194, 2005
• 29 Gruen, Thomas W., "Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations" 64 : 34-49, 2000
• 30 Shankar, V., "Online Trust: A Stakeholder Perspective, Concepts, Implications, and Future Directions" 11 : 325-344, 2002
• 31 Reinartz and Kumar, V., "On the Profitability of Long-Life Customers in a Non contractual Setting: An Empirical Investigation and Implications for Marketing" 64 (64): 17-35, 2000
• 32 Hair, Jr., J. F, "Multivariate Data Analysis" Pearson-Prentice Hall 2006
• 33 Siguaw J. A., "Measuring Market Orientation: Some Evidence on Narver and Slater’ Three-Component scale" 3 : 77-88, 1995
• 34 Kohli A. K., "Markor: A Measure of Market Orientation" 30 (30): 467-477, 1993
• 35 Philip, Kotler, "Marketing Management" Prentice Hall 2000
• 36 Berger, Paul D., "Marketing Assets and the Value of Customer Assets. A Framework for Customer Asset Management" 5 (5): 39-54, 2002
• 37 Kohli, A. K., "Market Orientation: The Construct, Research Propositions, and Managerial Implications" 54 (54): 1-18, 1990
• 38 Jaworski, B. J., "Market Orientation: Antecedents and Consequences" 57 (57): 53-70, 1993
• 39 Sin, L., "Market Orientation, Relationship Marketing Orientation, and Business Performance: The Moderating Effects of Economic Ideology and Industry Type" 13 (13): 36-57, 2005
• 40 Slater, Stanley F., "Market Orientation and the Learning Organization" 59 (59): 63-74, 1995
• 41 Bradshaw, D., "Managing Customer Relationships in the e-business World : How to Personalize Computer Relationships for Increased Profitability" 29 (29): 520-529, 2001
• 42 Hogan, J. E., "Linking Customer Assets to Financial Performance" 5 (5): 26-38, 2002
• 43 Lewis, M., "Incorporating Strategic Consumer Behavior into Customer Valuation" 69 (69): 230-238, 2005
• 44 Thomas, J. S., "Getting the Most Out of All Your Customers" 82 (82): 116-123, 2004
• 45 Wilson, H., "Factors for Success in Customer Relationship Management(CRM) Systems" 18 : 193-219, 2002
• 46 Moorman, C., "Factors Affecting Trust in Market Research Relationships" 57 (57): 81-101, 1993
• 47 Bradley R. Barnes, "Exploring the Linkage between Internal Marketing, Relationship Marketing and Service Quality" 13 (13): 593-601, 2004
• 48 Fornell, C., "Evaluating Structural Equation Models With Unobservable Variables and Measurement Error" 18 (18): 39-50, 1981
• 49 Rust, R. T., "Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy" Free Pres 2000
• 50 Oczkowski, E., "Discriminating Between Measurement Scales Using Nonnested Tests and Two Stage Least Squares Estimators: The Case of Market Orientation" 15 : 349-366, 1998
• 51 Robert, J. H., "Developing New Rules for New Markets" 28 (28): 31-44, 2000
• 52 Gupta, S., "Customers as Assets" 17 (17): 9-24, 2003
• 53 Woodruff, R. B., "Customer Value: The Next Source of Competitive Advantage" 25 (25): 139-153, 1997
• 54 Morris B. Holbrook, "Customer Value: A Framework for Analysis and Research" 23 : 138-147, 1996
• 55 Ryals, L., "Customer Relationship Management in Financial Services: Towards Information-Enabled Relationship Marketing" 9 : 3-27, 2001
• 56 Ngai, E. W. T., "Customer Relationship Management Research(1992-2002): An Academic Literature Review and Classification" 23 (23): 582-605, 2005
• 57 Reynolds, Kristy E., "Customer Loyalty to the Salesperson and the Store: Examining Relationship Customers in an Upscale Retail Context" 20 (20): 89-98, 2000
• 58 Berger, Paul D., "Customer Lifetime Value: Marketing Models and Applications" 12 : 17-30, 1998
• 59 Blattberg, R. C, "Customer Equity : Building and Managing Relationships as Valuable Assets" Harvard School Press 2001
• 60 Negocia, L. T., "Creating Customer Value: Bridging Theory and Practice" 10 (10): 13-23, 2004
• 61 Campbell, A. J., "Creating Customer Knowledge Competence: Managing Customer Relationship Management Programs Strategically" 32 : 375-383, 2003
• 62 Parvatiyar, A., "Conceptual Framework of Customer Relationship Management, In Customer Relationship Management: Emerging Concepts, Tools and Applications" Tata McGraw-Hill 3-25, 2001
• 63 Gustafsson, Anders, "Competing in a Service Economy: How to Create a Competitive Advantage Through Service Development and Innovation" Jossey-Bass 2003
• 64 김진강, "CRM시스템 운용이 호텔기업의 경영성과 및 고객애호도에 미치는 영향" 동아대학교 대학원 2003
• 65 Sin, Leo Y. M., "CRM: Conceptualization and Scale Development" 39 (39): 1264-1290, 2005
• 66 고창배, "CRM 주요성공요인과 성과간의 관련성에 대한 실증적 연구" 7 (7): 83-102, 2004
• 67 조문제, "CRM 성과에 영향을 미치는 요인에 있어서 고객자산가치관리역량의 매개적 역할에 관한 이론적 연구" 6 (6): 65-95, 2006
• 68 조문제, "CRM 성과에 영향을 미치는 요인에 관한 실증적 연구 -「고객자산가치관리역량」 매개효과 중심으로" 한국경영정보학회 734-741, 2006
• 69 Gartner Group, "CRM Success Is in Strategy and Implementation, Not Software"
• 70 김정희, "CRM (Customer Relationship Management) 성장 발전 단계 모델 개발에 관한 연구" 이화여자대학교 대학원 2003
• 71 Vorhies, D. W., "Benchmarking Marketing Capabilities for Sustainable Competitive Advantage" 69 : 80-94, 2005
• 72 Reinartz, W. J., "Balancing Acquisition and Retention Resources to Maximize Customer Profitability" 69 (69): 63-79, 2005
• 73 Kamakura, Wagner A., "Assessing the Service Profit Chain" 21 (21): 294-317, 2002
• 74 Allen, D. R., "Analysis of Customer Satisfaction Data" ASQ Quality Press 2000
• 75 Doney, Patricia M., "An Examination of the Nature of Trust in Buyer-Seller Relationships" 61 : 35-51, 1997
• 76 Zablah, A. R., "An Evaluation of Divergent Perspectives on Customer Relationship Management : Towards a Common Understanding of an Emerging Phenomenon" 33 : 475-489, 2004
• 77 Farrell M. A, "An Analysis of the MKTOR and MARKOR Measures of Market Orientation: An Australian Perspective" 8 : 30-40, 1997
• 78 김계수, "AMOS구조방정식모형분석" SPSS아카데미 2003
• 79 Payne, Adrian, "A Strategic Framework for Customer Relationship Management" 69 (69): 167-176, 2005
• 80 Pelham, A. M., "A Longitudinal Study of the Impact of Market Structure, Strategy, and Market Orientation on Small-Firm Performance" 24 (24): 27-44, 1996
• 81 Lee, M., "A Cost/Benefit Approach to Understanding Service Loyalty" 15 (15): 113-130, 2001