Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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An Empirical Study on Selling Process Reengineering Success Model

판매 프로세스 혁신의 성공모형에 대한 실증연구

  • Kim, Gyeung-Min (Information Systems College of Business Administration Ewha Womans University) ;
  • Bang, So-Yeon (Business Analyst Deloitte Consulting Korea)
  • 김경민 (이화여자대학교 경영대학 경영정보시스템) ;
  • 방소연 (Deloitte 컨설팅)
  • Published : 2008.04.30
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Abstract

One of the major applications of CRM systems is to integrate and automate selling processes. CRM systems provide sales people with tools and data sources they need to reengineer their selling processes. In the industry where sales are traditionally based on personal relationships and the use of the CRM systems is voluntary, the installation of technical solutions does not guarantee Selling Process Reengineering (SPR). The objective of this study is to investigate (1) organizational factors that influence CRM use by sales personnel; and (2) the mediation effect of CRM system use on SPR success when system use and process reengineering are voluntary rather than institutional. Understanding the determinants of voluntary CRM system use and SPR success provide valuable guidance for managers. Managers can benefit from this study by focusing on improving the factors that affect voluntary CRM system use and SPR success.

본 연구는 영업조직에서 CRM 시스템에 대한 투자가 판매 프로세스 혁신이라는 성과를 이루기 위해서는 영업사원의 CRM 시스템 사용이 중요하다는 데 착안하여, CRM 시스템 사용에 영향을 미치는 조직 및 시스템 차원의 변수를 조사하였다. 또한 CRM 시스템 사용을 매개 변수로 보고 이들 변수와 판매프로세스 혁신과의 관계를 실증함으로써, 향후 기업들이 CRM 시스템 구축을 통해 판매 프로세스혁신을 이루고자 할 때 그 목표를 더욱 효과적으로 달성할 수 있게 한다는 데 본 연구의 의의가 있다.

Keywords

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