공공부문의 고객관계관리(CRM) 도입에 관한 연구

Abstract

A Study on the Introduction of Customer Relationship Management(CRM) to Pubic Sectors - Focusing on Activation of Communication -

Kim, Seong Ho Advisor : Prof. Park, Hwie Seo. PH.D. Department of Public Administration Graduate School, Chosun University

Current administration is facing a need of change in recognition of its concept. This indicates that as the government should not ignore the need of improvement in service quality and productivity for the people like private business, it has to change their system to meet the external need for improvement of public service and productivity. Therefore, this study is to speculate factors that affect application of the Customer Relationship Management for public sectors, which is attracting enthusiastic attentions to secure clients' satisfaction through a positive analysis. The questions to be resolved for this study are presented as follows: First, what factors that affect application of the Customer Relationship Management for public sectors are there? Second, what level do the factors affecting application of the Customer Relationship Management for public sectors have? Third, when the Customer Relationship Management for public sectors is to be applied, what relations are there between the factors? Based on the questions above, this study examines the concept, developmental process, necessity and effect of the CRM, centering on discussion of the CRM in private sectors, and analyses structural relations of the factors. It aims to present a reasonable and organized direction of its application in our country. For this, this study establishes the concept of the CRM, and prepares a theoretical background for positive studies by examining related bibliography. And it prepares an analytical model by collecting successful factors and those that produce intended results from previous results on the CRM. This study selects a total of five factors: the participation and support of the top management, and client-based organizational culture as its basic factors, and information system service level, utility of information and communication technology, activation of communication between members and the community people as practical factors. Then, this study presents research hypotheses, focusing on an analysis of structural relations between factors. For a positive analysis, this study develops a questionnaire with 5-point base, targeting six local governments in Gwangju city. The data collected are statistically analysed. First, reliability and factor analyses are conducted for demonstration of measuring tools. And basic and practical factors of the CRM, and structural relations between the factors are demonstrated, and the useful results are obtained. According to general results of the analyses, it is once more demonstrated that participation and intention of the top management, and client-oriented organizational culture are essential factors for successful development of the CRM. That is, the above factors have significant relations with information system service level, utility of information and communication technology, and activation of communication between organizational members and community people. In respect to practical factors of the CRM, it is demonstrated that the information system service level significantly influences utility of information and communication technology, and the utility significantly influences activation of communication. Through the positive analyses, the following suggestions on policy are obtained: First, if the most basic value of the CRM is client-oriented, the most important thing to be considered for successful introduction of the CRM is innovation in consciousness of public officers who are in charge of administrative management and the top managers. Second, Korean public sectors need establishment of client-oriented organizational culture in which the CRM is effectively implemented. Third, we have to prepare a strategy of a gradual application for application of new private techniques for administration. And, it is expected that there will be further studies on properties of public organizations that affect application of the CRM to public sectors, properties of public officers, and more factors that are not mentioned in this study.