옴니채널 유통환경에서의 고객서비스전략 - 롯데백화점 사례

초록

A lot of changes are being made in the global retail industry and many retailers are trying to conduct new customer service strategy. This research is a case study which is trying to investigate new customer service strategy of Lotte department store of Korea in the new omni-channel retail environment. Lotte is conducting new CRM(customer relationship management) program, emotional labor management program for the employees, and technology-based chat-bot service. Lotte department store is trying new customer service programs including employee satisfaction program, digital-based new communication system with customers, and social responsibility activities. New customer service programs are explained in detail and managerial implications of these activities are also discussed.

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