Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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A Study on the Factors Affecting the Customer Equity Value Management and CRM Capability

CRM 성과에 영향을 미치는 요인에 관한 실증적 연구 : '고객자산가치관리역량' 매개효과 중심으로

  • 조문제 (포스코경영연구소, 한국외국어대학교) ;
  • 정윤 (한국외국어대학교 경영학과)
  • Published : 2006.12.31
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Abstract

Modern companies have heavily invested in developing CRM systems without explicitly knowing how the systems improve customer relationship management. Many researchers have attempted to find the factors that contribute to the success of CRM systems. However, most research have investigated the direct relationships between CRM success factors and system success without explaining how the factors contribute to the system success. It seems to be logical to think that success factors enhance the customer equity value management (CEVM) capability of the firms and then these capabilities are the foundation for the success of systems. In this study, we developed a CRM success model that includes CEVM capability as a mediating variable. The research followed the following steps: (1) CRM success factors that have theoretical relationship with CEVM capability are identified and categorized, (2) the theoretical relationship between CEVM capability and CRM performance is established in the perspective of strategic CRM, and (3) the research model is tested with the survey data collected from Korean firms.

Keywords

References

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