고객자본 기반의 e-CRM 시스템 구현을 위한 전략적 프레임워크 개발에 관한 연구

Nowadays, customer equity is one of the important issues regarding CRM. Generally, it is measured by customer life-time value. The research and project for on-line and off-line CRM still are more considering company's perspective and data mining technology than customer's one and marketing application. * Faculty, Division of MIS․Internet Business, College of Business Administration, Dongeui University To cope with these problems, this paper deals with equilibrium of both customer and company using customer utility based on portfolio of the products as critical mass to calculation of the customer equity. In addition, we more focus on utilizing marketing domain knowledge such as attribute based preference, brand equity, objectively perceived attribute level than new information technologies for data mining. Therefore, we propose a new e-CRM architecture using customer equity based on customer's utility.