부산대학교 도서관

With the rapid changes in Corporate management environment people began to pay attention to CRM in all the industries to secure the market competitiveness and management achievements. Although they introduce CRM system competitively for more efficient CRM operation, the performance and effectiveness are in doubt. As the expectations on CRM has grown, many researches and studies have been performed regarding CRM. However most of them focused on the definition and conceptual study on CRM or the cause and effects influencing the CRM performance. In this study data mining was used to evaluate CRM performance. The workers in insurance Enterprise which had introduced CRM system were asked to answer the survey using self evaluation. For data processing, SPSS's Answer Tree Version 3.0 statistics package was used for the Decision Tree Analysis. The algorithm used was CHAID analysis and significant level was set as .05.Through these procedures and material analysis, CRM performance of insurance companies was evaluated and the implications of the profit enhancement, the market share increase and CRM performance of each department were discussed.