earticle

영어

In the light of the financial environment it is required to induce more progressive concept for bank services. The prosumer concept suggested by Alvin Toffler is to accord with this requirement. The core subject matters of this concept are that "customer satisfaction is prior to all other things" and "customer is the nucleus of new product devision", That is to say, customer satisfactioon is prior to organization profit and new product idea originated with customer. The purpose of this paper is to suggest the basically important points for prosumer concept-based product development in Korean banks. In the context of the financial situation today this purpose is worthy of study. This paper carries out both theoretical approach and empirical approach simultaneously. The result of empirical study is that Korean banks do not adopt the prosumer concept for the purpose to originate and appraise product idea in new product development. This paper suggests the cardinal points for prosumer concept-based product development in Korean banks as in the followings : (1) establishment of customer-oriented organization climate. Prosumer concept does adopt customer satisfaction as a ultimate object and customer participation as a strategic tool. That is why customer-oriented organization climate has to be established for inducing prosumer concept in Korean banks. (2) establishment of companywide customer panel. The essences of prosumer concept are that customer satisfaction is prior to all other things and customer is the nucleus of new product devision. That is why companywide customer panels have to be established for inducing prosumer concept in Korean banks. (3) inducement of reengineering in devising new product idea. There is a thread of connection between prosumer concept and reengineering in that both these management concepts take customer satisfaction into the highest priority. Applying reengineering principles to the origination and appraisal of product idea, Korean banks would practise efficiently the prosumer concept in developing new product. (4) establishment of panel-oriented information system Prosumer concept adopts customer participation as a strategic tool. Therefore customer panel-oriented information system has to be esbablished for inducing prosumer concept in Korean banks.