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A Study on the Factors Affecting the CRM Performance through the Customer Satisfaction and Loyalty  

Cho, Mun-Je (포스코경영연구소 철강연구센터)
Sohn, Young-Woo (포스코경영연구소 철강연구센터)
Publication Information
Korean Management Science Review / v.25, no.1, 2008 , pp. 193-208 More about this Journal
Abstract
While CRM has recently attracted a lot of attention among academics and practitioners, most academic research in this area has focused on consumer markets, but CRM in industry markets is less focused research area so far. Companies in industry market have suspected effects of the relationship between CRM's activities and performance which is related to customer satisfaction and customer loyalty. The main purpose of this research support CRM strategy development. Therefore, this research is focused on as follows; first, defining the concept of CRM and performance second, identifying the customer relationship's characteristics and CRM relational activities in industrial markets third, verifying the relationship between customer satisfaction and customer loyalty in the case of Steel industry which is whether the CRM relational activities have effects on customer loyalty directly, or indirectly through customer satisfaction.
Keywords
CRM; Industry Market; Customer Satisfaction; Customer Loyalty; CRM Performance;
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