小売業者のCRM戦略に関する考察 : 仲介型C&Mビジネスモデルの有効性について

概要

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In this paper, we suggest a brokerage-type clicks and mortar business model of the retailer to realize CRM (customer relationship management) strategy. First, we examining some literatures about CS (customer satisfaction) and CRM, and we find that in order to realize CRM strategy, a retailer must introduce new organizational function and create new organizational form. Second, employing organizational function and organizational form as the axis, we define five types of business model that are conceptualized from retailer. Finally, we select a company as a case of the brokerage-type clicks and mortar business model, describe business process of this company, and contrast the brokerage-type clicks and mortar business model with a traditional retailer. As a result, the brokerage-type clicks and mortar business model reveals the characteristics such as share information and knowledge with customer, and standardization of merchandise and transaction, real-time and tow-way communication, parallel and multi-channel communication. Moreover the business model realizes effectiveness with respect to an increase in customer recognition, customer obtainment, customer extension, and customer up-keeping. In conclusion, the brokerage-type clicks and mortar business model enables retailers to realize their CRM strategy.
名古屋産業大学の論文