CRM(고객관계관리)을활용한부동산중개사무소의경영활성화방안에관한연구

Abstract

The purpose of this study was to assess the CRM of the real estate brokerage businesses from customers' perspective and thereupon, analyze the effects of such assessment on customers' commitment from the multi-dimensional perspectives as well as on customers' loyalty to them. For this purpose, the researcher surveyed the real estate customers who were using the real estate brokerage offices and the real estate special websites to analyze how their assessment of CRM used by the offices and websites would affect their desire to maintain their relationship with and loyalty to the offices and websites. In order to test the hypotheses, the researcher sampled those adults aged 30 or older who were using the real estate brokerage offices and the real estate special websites for a questionnaire survey. It was expected that customers' positive assessment of CRM focused on its three assessment points - namely, differential information service, appropriate information service frequency and redundancy of information service - would affect their emotional, sustained and normative commitments positively, but as a result of analyzing the data collected from the questionnaire survey, it was found that the customers responded differently depending on the assessment points. Among the three CRM assessment points, differential information service affected three types of commitments significantly (H1a, H2a, H3a), which suggests that it may be the most important assessment point affecting customers' commitments most significantly. So, in order to make customers feel positive emotionally for real estate brokerage offices and real estate special websites, it is desirable for them to provide their customers with the differential information frequently. Conversely, if they should provide their customers with the same information repeatedly through different media, the customers would have a negative image of them. On the other hand, in order to maintain a long-term relationship with the customers and their loyalty, real estate brokerage offices and real estate special websites should provide them with the same differential information repeatedly through diverse media to make them clearly understand the information rather than increase the frequency of the information service. Lastly, in order to maintain and manage the loyal customers, real estate brokerage offices and real estate special sites should provide them with the information differentiated from that provided by other offices and sites. Namely, they should induce their customers to have a positive emotional image of them by providing the customer with the differential information. In addition, it is desirable to increase the frequency of information service, and in order to maintain a long-term relationship with the customers, it is also desirable to use diverse media for the information service so that the customers can clearly understand the information.