Earticle

초록

영어

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.

목차

I. 서론
 II. CRM에 관한 이론적 고찰
  2.1 CRM의 성공요인
  2.2 고객자산가치관리(CEVM) 역량
  2.3 CRM의 성과
 III. 연구모형과 가설설정
  3.1 연구모형
  3.2 연구가설 설정
 IV. 연구방법
  4.1 변수의 조작적 정의
  4.2 자료의 수집방법과 표본 특성
 V. 가설 검증 및 실증분석
  5.1 변수의 신뢰성 및 타당성 분석
  5.2 가설 검증
 VI. 결론 및 시사점
  6.1 연구의 의의 및 시사점
  6.2 연구의 한계점과 향후 연구방향
 참고문헌

저자

• 조문제 [ Mun-Je Cho | 포스코경영연구소, 한국외국어대학교 ] 교신저자
• 정윤 [ Yoon Chung | 한국외국어대학교 경영학과 정교수 ]

참고문헌