Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Organizational Characteristics Affecting the Performance of CRM

고객관계관리의 성과에 영향을 미치는 조직적 특성에 관한 연구

  • 고창배 (경동대학교 컴퓨터미디어공학부) ;
  • 윤종수 (강남대학교 경영학부) ;
  • 이영식 (경동대학교 컴퓨터미디어공학부) ;
  • 조재완 (경동대학교 경영학부) ;
  • 차대규 (경동대학교 경영학부)
  • Published : 2004.06.30
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Abstract

Due to the rapid development of Information Technology and the Internet, e-business has bloomed and prevailed recently. As the result of this phenomenon, enterprises introduce CRM as a new process accessible to customers. The purpose of this study is to examine the factors affecting the performance of CRM based on precedent theoretical studies. So, the empirical test is conducted to various hypotheses related to the research model. 206 questionnaires for this study are collected. The result of how the organizational characteristics influence on the performance of CRM shows that they have a positively significant effect on it in order of expert security, top management's support and customer information-centric culture, and department collaboration. Evaluation and compensation system don't influence on the performance of CRM directly.

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