earticle

영어

Skincare and beauty business is expected as a high value-added industry with prospects of future growth, but as with its continuous growth, the market becomes fiercely competitive. So, it became imperative to make greater efforts for maintaining existing customers as well as securing new customers. In this context, a Customer Relationship Management (CRM) program has been issued to satisfy existing customers for building a lasting relationship. The purpose of this study is on the influence of introduction factor, management factor, and outcome factor on Skincare customer relationship management (CRM) program awareness in order to provide a basic data to suggest an efficient management method to be a competitive skincare shop in skin care and beauty business. As a result of this study, the introduction factor, management factor, and outcome factor are shown to be statistically significant in Skin-care customer relationship management (CRM) program awareness. In other words, the understanding about the process of Customer Relationship Management (CRM) program influences significantly on the introduction, management, and outcome of CRM program.