(An) economic analysis of customer network externalities on customer relationship management strategy : an agent-based modeling approach고객관계관리 전략에 대한 고객 망외부성의 경제적 분석 : 에이전트 기반 모델링 접근방법

Cited 0 time in webofscience Cited 0 time in scopus
  • Hit : 606
  • Download : 0
With the industry wide interest in generating and maximizing profit, various efforts were made by companies to do so by implementing Customer Relationship Management (CRM) policy. The key strategy in such CRM policy is to serve the profitable few customers and disregard or do not offer services to the rest of the customers who are not profitable for the company. However, such strategy may be beneficial to the company in short term but in the long term it may not be the case. The present CRM policy had not taken into consideration that network externality might exist among customers. Or the fact that customer buying behavior has potential to change over time. The unprofitable customer could become the company’s most profitable customer, if the customer finds more value in the products or services offered by the company over time. In this paper, the existence of network externalities among customers and how it has effect on the profit of companies trying to exploit it or rejecting it is tested, by means of the simulation, implemented by REPAST and the statistical package SAS. For obtaining more realistic implications, the switching cost of customers and the quality or benefit of the product, and finding the optimal level of the customers that would ensure profit should be searched. It is suggested for future research.
Advisors
Lee, Byung-Taeresearcher이병태researcher
Description
한국과학기술원 : 테크노경영전공,
Publisher
한국과학기술원
Issue Date
2003
Identifier
181452/325007 / 020013720
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 테크노경영전공, 2003.2, [ iii, 58 p. ]

Keywords

CRM; Customer Relationship Management; Network Externalities; 전략; 망외부성; 고객관계관리; Strategy

URI
http://hdl.handle.net/10203/53582
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=181452&flag=dissertation
Appears in Collection
KGSM-Theses_Master(석사논문)
Files in This Item
There are no files associated with this item.

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0