CRM 구현 이후 변화관리의 중요성 : 조직시민행동과 혁신저항 관점
The Importance of Change Management after CRM Implementation: Organizational Citizenship Behavior and IS Innovation Resistance
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초록
CRM(Customer Relationship Management) 도입은 전사수준에서 업무절차와 직무책임의 변화를 수반하기 때문에 도입 기업은 조직내에 고객정보가 원활하게 흐르게 하기 위해 비즈니스 프로세스 를 재설계한다. 따라서 CRM 도입 이후, 효과적인 변화관리활동을 하지 않는다면 투자하면서 기대 했던 효과는 얻을 수 없을 것이다. 본 연구에서는 CRM 도입 이후 기업이 기대했던 효과를 얻기 위해 변화관리의 중요성이 강조된 모델을 제시하였다. 독립변수로 의사소통, 관계자산, 사용자 IT 역량을 설정하였고, 매개변수는 조 직시민행동과 IS 혁신저항으로 하고, 종속변수로 변화관리 효과를 설정하였다. 실증분석결과, CRM 도입에 따른 변화관리효과를 제고시키기 위해서는 조직시민행동을 제고하는 한편, IS 혁신저항을 감소시켜야 하는 것으로 나타났다. 다시 조직시민행동에는 사용자 IT 역량과 관계자산, 의사소통이 유의한 영향을 미치는 것으로 나타났고, 의사소통은 IS 혁신저항에 유의한 영향을 미치는 것으로 나타났다. 그러나 IS 혁신저항과 관계자산간에는 유의한 관계가 없었다. CRM 도입 이후의 변화관리 효과가 제고시키기 위해서는 조직구성원들의 자발적 행위인 조직시 민행동과 IS 혁신저항을 최소화해야 하는 통합적인 접근이 필요하다. 이를 위해서는 사용자 IT 역 량, 관계자산, 의사소통과 같은 변화준비가 선결되어야 한다는 것을 시사해주고 있다.
Abstract
This research proposes a conceptual framework to highlight the importance of change management after firms implement CRM(Customer Relationship Management) systems. With CRM, firms need to rework their business processes to make information flow smoothly within organizations. Firms cannot realize expected returns from CRM investments unless changes are effectively managed after CRM systems are put into operation. The research model is empirically tested using data collected from over 205 bank branch that had used CRM systems at least for more than one year. Our analysis reveals that the eventual success of CRM systems depends on effective change management after CRM implementation, supporting the existence of the 'valley of despair.
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