초록 열기/닫기 버튼
The purpose of this study is to analyze major issues related to adopt Public Customer Relationship Management(PCRM) successfully in Korea local governments. PCRM can be conceived as a technical, managerial, and service innovation to accomplish customer satisfaction. Because the Customer Relationship Management(CRM) is originated from private sectors, first of all, there is need to confirm its theoretical feasibility and desirability to transforming public sector. Additionally, the case study of Busan city which introduced PCRM in the first place submitted not only important politic issues confronted in planning stage also potential problems which will occur in implementation step. The result shows that PCRM can be expected considerable effects to improve public service in quality, but simultaneously it contains difficulties and obstacles to establish successful innovation. For successful settlement and diffusion of PCRM as an innovation instrument, local governments should investigate these factors in advance and establish their own PCRM model to adjust their organizations. In addition, to reduce side effect of PCRM execution and to develop new innovation way, it is necessary to rearrange existing local government capacities.
키워드열기/닫기 버튼
PCRM(Public Customer Relationship Management), CRM, innovation, CS(Customer Satisfaction), customer segmentation
