기업 문화마케팅 동기와 e-글로벌 전략 요인이 고객관계성과에 미치는 영향관계에 대한 실증 연구

초록

This paper examines the relationship of between Corporate's cultural marketing, e-global strategies factor and customer relationship performance. Based on the analysis of one hundred thirty three cases in corporate's cultural marketing through structural equation model, the following results were found. First, competitive orientated initiative positively affects global standard strategy and local response strategy. Second, philanthropy oriented initiative negatively affects global standard strategy. Lastly but not least, there was a positive relationship between local response strategy and customer relationship performance. This paper attempts to reveal the relationships between cultural marketing initiative factors, global marketing strategies and Customer relationship performance. However, there were limitations that this study did not consider corporate's industry nature and business type(B2B, B2C). Hereafter, this study can lead another attempt to reveal the relationship cultural marketing initiatives in terms of industry nature, customer type, global marketing strategy and corporate's performance.

키워드