한국해양대학교

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고객관계관리(CRM)요인이 BSC관점에서 기업성과에 미치는 영향에 대한 연구-컨테이너 정기선사를 대상으로

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dc.contributor.author 박유경 -
dc.date.accessioned 2017-02-22T05:22:50Z -
dc.date.available 2017-02-22T05:22:50Z -
dc.date.issued 2015 -
dc.date.submitted 57069-08-26 -
dc.identifier.uri http://kmou.dcollection.net/jsp/common/DcLoOrgPer.jsp?sItemId=000002174573 ko_KR
dc.identifier.uri http://repository.kmou.ac.kr/handle/2014.oak/8623 -
dc.description.abstract Abstract A Empirical Study on the Effects of the Factors of CRM on the Business Performance of the Container Shipping Companies Based on BSC Perspective Park, You-Kyung Department of Port Logistics Graduate School of Maritime Industrial Studies Korea Maritime University The several shipping research institutes expect that container liner industry will show recovery trend later this year while the recession has been continued since last global financial crisis in 2008 triggered by Lehman Brothers Holding Inc.'s moratorium. In spite of this positive outlook, container shipping companies do not feel better yet. Most container shipping companies had ordered lots of new vessels competitively in boom period to secure the high position in the market without foreseeing the global financial crisis. But vessels were supplied after 2009 due to time lag, and it has caused excess supply in the shipping market. The competition among the liners to gain the shipments have been deepening owing to imbalance between demand and supply. Liners are trying to reduce operational cost by up-sizing vessels and expansion of the global alliance. To realize the economy of scale, the global alliances among the shipping container companies become mandatory trend. Recently, top two global shipping companies, Mearsk and MSC have announced the formation of new alliance called as 2M, and French shipping container lines, CMA-CGM also has announced that they'll compose OCEAN3 alliance with CSCL and UASC. After composition of two new alliances, the four global alliances will lead the market including existing CKYHE(COSCO, K-Line, Yangming, Hanjin Shipping, Evergreen) and G6(Hyundai Merchant Marine, APL. MOL, Hapag-Lloyd, NYK, OOCL). Those four global alliances will compete to survive. The expansion of global alliance means that the shipping service of each carrier become the same quality, the only freight could be an option to be selected by customers. It also means that most carriers will be dropped out from the cost competition except some of mega carriers which are making the profit at this point. Under the this circumstance, liners need to establish customer oriented strategy newly to retain the loyal customers who are willing to pay the freight for the high quality of services. So this study is suggesting that container shipping companies adopt CRM( Customer relationship Management) to develop a differentiated services. The purpose of this study is to find the effect of the factors of CRM on the Business Performance of the Container Shipping Companies Based on BSC Perspective. The survey has been carried out targeting the staff of container shipping companies to measure variable derived from advanced research and analyzed the collected data with Multiple Regression and Factor Analysis of SPSS package. As a result of survey, the three factors (process efficiency/quality of information, customer interaction/participation of end users, securing experts) affect financial and non-financial business performance of the container shipping companies and the factor of utilization of information system affect financial and non-financial business performance partially and the factor of integration of system affect non-financial business performance partially. This study could be a guideline for those companies who are hesitating to adopt CRM at current due to difficulties of validating profitability in a short term. In a long term view, container shipping companies should implement CRM with focusing on those factors. It will be a solution for container shipping companies to survive in the age of limitless competition successfully. -
dc.description.tableofcontents -목차- Abstract 제1장 서 론 제1절 연구의 배경 및 목적 제2절 연구의 방법과 논문의 구성 제2장 컨테이너 정기선 해운의 이론적 배경 및 정기선 해운 시장의 현황 제1절 컨테이너 정기선 해운의 이론적 배경 1. 해운의 정의와 특성 2. 컨테이너 정기선 해운의 정의와 특성 제2절 컨테이너 정기선 해운시장의 현황 1. 세계 경제와 해운 물동량 2. 선박의 대형화 3. 전략적 제휴 및 M&A 제3절 컨테이너 정기선사의 고객관리 필요성 1. 화주의 다양한 선택권 2. 서비스의 평준화 3. 컨테이너 정기선 고객의 특성 제4절 컨테이너 정기선사의 CRM 구축 사례 제3장 CRM(Customer Relationship Management)의 이론적 배경 제1절 CRM (Customer Relationship Management)의 등장 배경 및 필요성 1. 시장의 변화 2. 기술의 변화 3. 고객의 변화 4. 마케팅 커뮤니케이션의 변화 제2절 CRM의 정의 및 특징 제3절 CRM 시스템 분류와 구성요소 1. CRM 시스템 분류 2. CRM 시스템의 구성요소 제4절 CRM의 프로세스의 구축과 전략적 활용 제5절 CRM의 성공요인과 기업 성과에 미치는 영향에 관한 선행 연구 제4장 연구모형과 실증분석 제1절 연구모형 및 가설 1. 연구모형 2. 연구가설 제2절 연구변수의 정의와 측정방법 및 자료 분석 1. 독립변수의 정의와 측정방법 2. 종속변수의 정의와 측정방법 3. 자료수집과 연구대상 4. 자료 분석 방법 제3절 통계분석 결과 1. 빈도분석 2. CRM 요인의 순위 분석을 통한 실태조사 3. 독립변수의 요인분석 4. 독립변수의 신뢰성 분석과 순위검정 5. 가설검정 6. 가설 검정 결과 제5장 결론 제1절 연구결과의 요약 및 시사점 제2절 연구의 기여도 및 한계 참고문헌 부록 -
dc.language kor -
dc.publisher 한국해양대학교 -
dc.title 고객관계관리(CRM)요인이 BSC관점에서 기업성과에 미치는 영향에 대한 연구-컨테이너 정기선사를 대상으로 -
dc.type Thesis -
dc.date.awarded 2015-02 -
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