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기업의 규모와 CRM 성과의 관계에 관한 연구

A Study on the Relations of Firm's Size and CRM Performance

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초록

The purpose of this study is to identify the organizational characteristics that enhance CRM performances of a company dipend on firm's size. Based on a review of diverse definitions of CRM performance, this study examines the relationships among CRM performance measures and organizational characteristics. A questionnaire survey of 140 CRM managers of Korean companies was conducted to test the proposed research model, and a series of structural equation modeling identified the strong effects of organizational characteristics on CRM performance. This study confirmed that firm's size is very important element of CRM performance. And organizational members' resistance to change was found to have no effects on CRM performance.

Abstract

The purpose of this study is to identify the organizational characteristics that enhance CRM performances of a company dipend on firm's size. Based on a review of diverse definitions of CRM performance, this study examines the relationships among CRM performance measures and organizational characteristics. A questionnaire survey of 140 CRM managers of Korean companies was conducted to test the proposed research model, and a series of structural equation modeling identified the strong effects of organizational characteristics on CRM performance. This study confirmed that firm's size is very important element of CRM performance. And organizational members' resistance to change was found to have no effects on CRM performance.

참고문헌 (41)

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