홈페이지 우수 농가의 고객만족경영 사례 연구
(A) Case Study on the Customer Satisfaction Management of Famers with High Home Page Literacy
홈페이지 우수농가 고객만족경영;
- 원문 URL
This study attempts to ascertain how farmers in Korea achieve the Customer Satisfaction Managements through the use of internet home page. Chapter I briefly summarizes the necessity, the purpose and the boundary of this study. Chapter II deals with the Customer Satisfaction Management and the Relationship Marketing in the internet: Firstly, this chapter observes the concept and the necessity of the customer satisfaction management. It also points out why the customer satisfaction management should be done. Then, it deals with the concept and the types of the Relationship Marketing as a means of realizing the customer satisfaction in an actual basis. Chapter III of this study investigates on the peculiarity and the current situation of agricultural products e-trading. On the basis of these findings, chapter IV positively analyses the cases of the Customer Satisfaction Management through the use of internet homepage achieved by farmers with a high home page literacy. The analysis finds that those farmers with the high homepage literacy, in designing and managing their home pages, define their main customers and organize homepage in accordance with their propensities. The payment systems of the homepage are also customer friendly and they take into account of the convenience of customers adequately. The management of homepage is also customer friendly in that all the farmers agree on the necessity of upgrading homepage: 42.1% of the farmers actually upgrade their homepage in every 6 month and 94.7% (18 households) are endeavor to achieve more active use of homepage notice boards among customers. In establishing continuing relationships with new consumers, 89.5% of the farmers have designed profit returning schemes to their customers, such as milage and cashback offers in order to induce re-purchase from the new customers. Furthermore, in order to lead their new customers to re-consumption, 31.6% of the farmers take precise measures for appropriate delivery confirmation and 57.9% of the farmers maintain continuous relationships with their customers through e-mails and telephone calls as part of their service. However, the findings reveal that many farmers do not understand the precise concept of the Relationship Marketing although they agree on its necessity and the survey shows that the farmers are in a low level in establishing proper customer database and its efficient use in spite of the core importance of them for the Relationship Marketing In dealing with customer dissatisfactions, the farmers have taken very adequate and strategic approaches. A typical example for this is that 68.4% of the farmers surveyed answer that 'it is important to listen to the customer dissatisfactions.' and 26.3% answer that 'a product competitiveness can be improved by accommodating the customer dissatisfactions because they reflect the needs of customers'. Despite of this, it is an undeniable impression from the survey that the farmers assume that the Customer Satisfaction Management is mainly about doing well in dealing with customer dissatisfactions as is indicated in the survey that the most of them(94.7%) are simply willing to fulfill their customers' dissatisfactions if possible. In this regard, the farmers should define their customers more precisely and categorize their grades. Then, they should take more consistent positions in dealing with customer dissatisfactions and apply more elaborate approaches. In conclusion, the study reveals that the farmers surveyed in this study have a firm intention towards the customer satisfaction management and many of the farmers successfully perform the customer satisfaction management. However, it is considered that the farmers should take more scientific and statistical approaches for customer maintenance including the Relationship Marketing.