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ISSN : 1738-3110

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Early Access e-Submission

Vol.7 No.2

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A Study on the establishment of VOC system in compliance with the shift in customer trend

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2009, v.7 no.2, pp.89-119
https://doi.org/https://doi.org/10.15722/jds.7.2.200906.89
Lee, Soo-Yeul
Kim, Young-Ei
Lee,, S. , & Kim,, Y. (2009). A Study on the establishment of VOC system in compliance with the shift in customer trend. The Journal of Distribution Science, 7(2), 89-119, https://doi.org/https://doi.org/10.15722/jds.7.2.200906.89

Abstract

The purpose of this research is showing an appropriate way of maximizing customer service and establishing VOC system by analyzing different voices from complaining customers as well as loyal customers. This research is also aimed at figuring out how companies can implement effective service marketing methods in the field complying with customers' needs and how they can survive in the competition. The range of research is confined to 5 marketing companies and their web-sites on which customers can get logged and directly post their claims. These web-sites showed how those 5 companies cope with customer claims. A questionnaire research was made in A's store to evaluate customer satisfaction. These are conclusions drawn by this research. First, prompt reactions of sincerity to customers' claims contribute to building favorable corporate images. Second, the preference to VOC channels varies with age and sex. Marketers should implement respectively different channels for customers under age 30 and those over age 40. Women have a tendency to prefer instant phone conversations and want to have their claims well listened to. Third, a series of shift in customer trend drives companies into establishing their own interactive VOC systems based on customers' preferences. Customer-oriented management has become a key factor for survival in recent intensely competitive market situation, as the web-based e-commerce market has been rapidly growing accompanied with a dramatic advance of network marketing methods. This research suggests some practical methods to establish a customer-oriented VOC system that can be easily adopted in the field.

keywords
소비자트렌드, VOC시스템

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