CRM 몰입과 조직문화가 CRM 성과에 미치는 영향

Abstract

The purpose of this study is to identify the organizational characteristics that enhance CRM performances of a company. Based on a review of diverse definitions of CRM performance, this study examines the relationships among CRM performance measures and organizational characteristics. A questionnaire survey of 123 CRM managers of Korean companies was conducted to test the proposed research model, and a series of structural equation modeling identified the strong effects of organizational characteristics on CRM performance. It was found that top management commitment to CRM and a firm`s strategic readiness lead to high levels of CRM investment, which, in turn, enhance directly task-related performance and indirectly customer-related performance. This study also confirmed that customer orientation is significantly related to task-related CRM performance and that the variables of CRM commitment and organizational culture may enhance customer- related performance indirectly through their effects on the task-related performance. However, organizational members` resistance to change was found to have no effects on CRM performance. Overall our research broadly supports the role of organizational characteristics revealed in the CRM literature.

Recommended Citation

Park, Tae Hoon and Lim, Young Kyun (2008) "CRM 몰입과 조직문화가 CRM 성과에 미치는 영향," Asia Marketing Journal: Vol. 10 : Iss. 2 , Article 2.
Available at: https://doi.org/10.53728/2765-6500.1213