Structural equation model for effective CRM of information infrastructure industry in Korea

Authors:
Sun Young Shin;Tae Hee Moon;So Young Sohn
Affiliations:
IT Infrastructure Division, National Information Society Agency, NIA bldg 77, Mygyo-dong, Jung-gu, Seoul 100-775, Republic of Korea;Department of Information & Industrial Engineering, Yonsei University, 134 Shinchon-dong, Sudaemoo-ku, Seoul 120-749, Republic of Korea;Department of Information & Industrial Engineering, Yonsei University, 134 Shinchon-dong, Sudaemoo-ku, Seoul 120-749, Republic of Korea
Venue:
Expert Systems with Applications: An International Journal
Year:
2009

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Abstract

In Korea, information infrastructure industry has been expanding its business. However, service level of information infrastructure has not reached the expected level of customers in the context of CRM (Customer Relationship Management) yet. In this paper, we develop a structural equation model for Customer Satisfaction Index (CSI) to measure the quality level of information infrastructure reflecting the aspects of information infrastructure industry. Then, we compare the KII (Korea Information Infrastructure) satisfaction Indices from various customer groups using the structural equation model (SEM). It is expected that the results of our study suggest helpful strategies to increase the satisfaction level of KII customers.