Earticle

초록

영어

The purpose of this study was to figure out the process that organizational characteristics for corporate marketing are connected to the corporate performances through the real project process, by examining the effect of organizational characteristics of CRM activities on performances in casino companies and the role of CRM performances and financial performances in casino companies. First, the effect of organizational characteristics on CRM performances in casino companies showed that concern and support of top management, customer- and information-oriented corporate culture, appraisal and reward system have a statistically significant positive effect on the CRM performances. Second, the effect of organizational characteristics on financial performances in casino companies showed that concern and support of top management, and cooperation between departments have a statistically significant positive effect on the financial performances. Third, the mediating role of CRM performances in the relationship between independent variables, organizational characteristics and dependent variables, financial performances in casino companies showed that the CRM performances are partially mediated in the relationship between concern and support of top management, cooperation between departments, and financial performances by sub-factors of organizational characteristics. And the CRM performances are completely mediated in the relationship between customer- and information-oriented corporate culture, professional manpower, appraisal and reward system.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 조직 특성
  2. CRM에 대한 연구
  3. 재무성과
 Ⅲ. 연구 설계
  1. 조사대상의 선정 및 자료수집
  2. 조작적 정의 및 측정
  3. 연구모형 및 가설
 Ⅳ. 분석결과
  1. 조사대상자의 인구통계학적 특성
  2. 측정도구의 타당성 및 신뢰도 검증
  3. 가설의 검정
 Ⅴ. 결론
 참고문헌

키워드

저자

• 모미현 [ Meehyun Mo | (주)강원랜드 카지노본부 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338