- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
An Effects of the Distribution Information Technology Application on the Communication strategies and CRM performance
Abstract
Customer Relationship Management(CRM) paradigm has emerged that suggests organizations will be more successfully if they concentrate on obtaining and maintaining a share of each customer rather than a share of the entire market, with information technology(IT) being the enabling factor. This paper presents five key elements that provide the necessary steps that allow and organization to position its people, business process, and information system to establish and take advantage of this paradigm. The key elements are : (1) IT investment, (2) Website application, (3) IT System application, (4) Communication strategies, (5) CRM Performance. The results show that IT investment, IT system application, and Website application play a vital role in enhancing an Organizational Communication. Also, the results show that IT investment, IT system application, Website application, and Organizational Communication play a vital role in enhancing an organization's performance of customer relationship management. Further, this paper discusses the importance of integrating these four elements for achieving effective customer interaction. The author provides academical and managerial implication for business strategies.
- keywords
- CRM 성과, 유통정보기술, IT 기술투자, IT 시스템 활용, Website 활용, 커뮤니케이션
Reference
Adrian, Payne & Frow, Pennie (2005)," A Strategic Framework for Customer Relationship Management,",Journal of Marketing, 69 (October), 167-176.
Adrian, Payne & Frow, Pennie (2006), "Customer Relationship Management : from Strategy to Implementation," Journal of Marketing Management, 22, 135-168.
Anderson, Erin & Weitz, Barton (1992)," The Use of Pledges to Build and Sustain Commitment in Distribution Channels, " Journal of Marketing Research, 29 (February), 18-34.
Allard, C.R., Riel, V., Liljander, V. & Jurriens, Petra (2001)," Exploring consumer evaluations of e-services : a portal site", International Journal of Service Industry Management, 12 (4), 359-377.
Ambler, Tim (2002), Marketing and the Bottom Line, 2nd Ed. London : Financial Times/Prentice Hall.
Belanger, F., Hiller, J. S. & Smith, W.J. (2002)," Trustworthiness in Electronic Commerce : The Role of Privacy, Security, and Site Attribute," Journal of Strategic Information Systems, 11 (December), 245-70.
Boslet, M (2007), "CRM: The Promise, The Peril, The Eye-Popping Price,"The Industry Standard, 6 (13), 61-65.
Buttle, Francis A. (2001),"The CRM Value Chain," Marketing Business, (February), 52-55.
Day, George S. (2000),"Capabilities for Forging Customer Relationships," Report : Marketing Science Institute, 118.
Day, G. S. & Bulter, Van den (2002), Superiority in Customer relationship management: Consequence for competitive advantage and performance. working paper, Wharton School of Economics, University of Pennsylvania.
Ernst, N. & Consulting, Young (2000),"Growing Profitability through CRM." Ernst & Young Consulting (Mar).
Gartner Group (2007), “Customer Relationship Management : The Gartner Perspective," Inside Gartner Group.
Greenberg, Paul (2001), CRM at the Speed of Light. Berkeley, CA: Osborne, McGraw-Hill.
Guiltinan, J., Rejab, I. & Rodgers, William (1980)," Factors Influencing Coordinationin a Franchise Channel," Journal of Retailing, 56 (Fall), 41-58.
Gummesson, E. (2002), "Practical Value of Adequate Marketing Management Theory," European Journal of Marketing, 36 (3), 325-349.
Gummesson, E. (2004), "Return On Relationships (ROR) : The Value of Relationship Marketing and CRM in Business-to-Business Contexts," Journal of Business & Industrial Marketing, 19, 136-148.
Gupta, S., Lehmann, D. R. & Stuart, J. A. (2004),"Valuing Customers," Journal of marketing research, 41 (1), 7-18.
Heskett, James L., Jones, Thomas O., Loveman, Gary W., Sasser Jr.,Earl W. & Schlesingr, Leonard A. (1994),"Putting the Service-Profit Chain to Work," Harvard Business Review, 82 (March-April), 164-174.
Imhoff, C. & Gentry, J. (2000),"CRM Building an Environment for the Future," Technology Guide
Jharkharia, S. & Shankar, R. (2005),"IT-enablement of supply chains : Understanding the barriers,"Journal of Enterprise Information Management, 18 (1), 11-27.
Jayachandran, Satish, Sharma, Subhash, Kaufman, P. & Raman, Pushkala (2005),"The Role of Relational Information Processes and Technology Use in Customer Relationship Management,"Journal of Marketing, 69 (October), 177-192.
Julta, D., Craig, J. & Bodoril, P. (2001),"Enabling and Measuring Electronic Customer Relationship Management Readiness," Proceeding of the 34 th Hawaii International Conference on System Sciences.
Kumar, Nirmalya, Scheer, Lisa K. & Steenkamp, Jan-Benedit E.M. (1995a)," The Effects of Supplier Fairness on Vulnerable Resellers," Journal of Marketing Research, 32 (August), 54-65.
Kumar, Nirmalya, Scheer, Lisa K. & Steenkamp, Jan-Benedit E.M. (1995b), "The Effects of Perceived Interdependence on Dealer Attitudes, Journal of Marketing Research, 32 (August), 348-356.
Lawrence, Ang & Buttle, Francis (2006),"CRM software applications and business performance", Database Marketing & Customer Strategy Management 14, 4-16.
Loveman, Gary W. (1998),"Employee Satisfaction, Customer Loyalty and Financial Performance," Journal of Service Research, 1 (August), 18-31.
McConell, S. (1996), Rapid Development Microsoft Press, WA.
Milis, K. & Mercken, R. (2002),"Success Implementation of ICT Investment Project," International Journal of Production Economics, 80 (1), 105-117.
Novak, T., Hoffman, D.,& Yung, Y. (2000),"Measuring the customer experience in online environments : A structural modeling approach, Marketing Science, 19 (1), 22-42.
Nunnally, J. C. (1978), Psychometric Theory, McGraw-Hill.
Palmer, Jonathan W. (2002),"Web Site Usability, Design, and Performance Metrics," Information Systems Research, 13 (2), 151-167.
Peppers, Don, Rogers, M. & Dorf, Bob (1999), "Is Your Company Ready for One-to-One Marketing?," Harvard Business Review, 77 (January-February), 151-60.
Rayport,J.F. & Sviokla, J.J. (1995), "Exploiting the virtual value chain",Harvard Business Review, (Nov-Dec), 75-85.
Reichheld, F. F. (1993), "Loyalty Based Management," Harvard Business Review, 17 (March-April), 64-73.
Reinartz, Werner, Krafft, Manfred & Hoyer, Wayne D. (2004a), "The CRM Process : Its Measurement and on Performance,"Forthcoming at Journal of Marketing Research. Teradata Center for CRM at Duke University.
Reinartz, Werner, Krafft, Manfred & Hoyer, Wayne D. (2004b), "The Customer Relationship Management Process: Its Measurement and Impact on Performance," Journal of Marketing Research, 41 (August), 293-305.
Saeed, Khawaja A., Hwang, Yujong & Grover, Varun (2003),"Investigating the Impact of Web Site Value and", International Journal of Electronic Commerce, Winter (3), 7 (2), 119-141.
Shankar V., Smith, A. & Rangaswamy, A. (2003), " Customer satisfaction and loyalty in online and offline environments," International Journal of Research in Marketing, 20 (2), 153-176.
Singh, Deepali & Agrawal, D. P. (2003), "CRM Practices in Indian Industries," International Journal of Customer Relationship, 5 (Dec-Jan), 241-257.
Trepper, C. (2000), "CRM: Customer care goes end-to-end," Information Week, May. Webster,
Frederick Jr. (1992), "The Changing Role of Marketing in the Corporation," Journal of Marketing, 56 (October), 1-17.
Xu, Y., Yen, D. C., Lin, B. & Chou, C. D. (2002), "Adopting Customer Relationship Management Technology," Industrial Management and Data System, 102 (8), 442-452.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations