인터넷 쇼핑몰의 브랜드 파워 및 고객충성도에 대한 고객의 CRM 평가와 가격판촉 민감도의 효과에 관한 연구

The Empirical Study on Effects of Customer's Price Sensitivity and CRM Evaluation on Brand Power and Customer Loyalty in Internet Shopping Industry

The price promotion is the critical method for increasing the sales of internet shopping mall and the customers of internet shopping mall have changed to buy products at discounted price offered by the form as coupon, millage and accumulated point from buying at normal price. So, customers in the internet shopping mall tend to move easily to the stores to buy products at discounted price from their regular store. Internet shopping malls have made a lot of price promotion tools to induce the interest of their customers not to move to the competitors. Increasing promotion activities of internet shopping malls have decreased loyalty of internet customers, so the marketing efforts of internet stores have been less effective. In this study, the effect of price promotion on the customer loyalty is verified by using the concept of price sensitivity derived from the price promotion. The customer loyalty is measured by the concept of buying behavior and cognitive attitude to the very preferred internet shopping mall. In the result, the customer loyalty is differentiated by the strength of likelihood to buy products at discounted price, so it can be said that affluent activities of price promotion in internet shopping industry have changed the loyal customer being switcher looking for cheeper stores. Simultaneously, the impact of CRM evaluation on customer loyalty is examined and it is verified that the customer loyalty is affected by the customer's CRM evaluation. CRM is the critical tool for maintaining the customer loyalty in internet shopping mall and many sites have introduced the CRM solution. But the increasing price sensitivity of internet consumers has weakened the positive impact of CRM on customer loyalty and the correlation between CRM investment and sales is not clear to the decision maker of investment in internet stores. This study also examine the interactive effect of CRM evaluation and price sensitivity on the customer loyalty and it can be verified that the customer loyalty is differentiated by the interactive effect of these two concept. It is not verified where the interactive effect acts to customer loyalty in this study and the additional study is needed to fine the evidence of the direction of this interactive effect.