바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

A Effects of IT Process and the organizational characteristics on the CRM Performance

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2007, v.5 no.2, pp.35-53
https://doi.org/https://doi.org/10.15722/jds.5.2.200712.35
Kwon, Young-sik
Lee, Min-kweon
  • Downloaded
  • Viewed

Abstract

Customer relationship management(CRM) is perceived to be failing, and there is an urgent need for some practical ways to address this issue. The research presented in this article demonstrates that the implementation of CRM activities delivers greater profits. The author examine the key drivers and information technology process in implementing CRM using data collected from a diverse sample of firms. The results show that IT processes and top manager's commitment of CRM play a vital role in enchancing an organization's customer relationship performance. The study provides insights into why the use of customer orientation might not always deliver the expected customer relationship performance outcome.

keywords
CRM 성과, 정보기술 프로세스, 조직특성, 고객지향성, 몰입

The Journal of Distribution Science