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CRM 실행이 관계만족과 재무적 성과에 미치는 영향: 욕구 다양성 및 경쟁강도의 조절효과

The Impact of CRM Implementation on Performance: The Moderating Role of Needs Diversity and Competitive Intensity

조용상|최지호|곽동현|김홍영|전승일
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2011.09|상품학연구 (Journal of Product Research)|제29권 제5호|pp. 9-19|DOI 10.36345/kacst.2011.29.5.002

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참고문헌

키워드

CRMintensityfinancial performance고객관계관리재무적 성과관계만족경쟁강도relational satisfactioncompetitive욕구 다양성needs diversity
주제분류경영학

초록

본 연구는 고객관계관리의 실행이 관계만족 및 재무적 성과에 미치는 영향을 실증하였다. 고객관계관리와 성과간의 관계를 분석하는 데 있어 관계만족뿐만 아니라 매출액이나 판매비와 같은 객관적인재무 성과자료가 이용되었다. 또한 고객관계관리 실행과 관계만족과 같은 성과간의 관계가 달라질 수 있는 경계조건으로 소비자의 욕구 다양성과 동일 상권 내 경쟁강도가 고려되었다. 연구모형을 검증하기 위해 국내 가전업체 중에서 고객관계관리를 실행하고 있는 대리점을 대상으로 자료를 수집하였다. 분석결과, 고객관계관리 실행은 관계만족 및 평당 매출액 증가에는 긍정적 영향을 미치며, 판매비 비율의 증가에는 부(-)의 영향관계가 있었다. 고객관계관리 실행과 관계만족간의 관계는 욕구 다양성 및 경쟁강도에 조절되었다.

Abstract

This paper develops and empirically tests a model to evaluate the relationship CRM implementation and performance such as relational satisfaction and financial performance. Also, needs diversity and competitive intensity as boundary conditions to moderate these relationships are considered in research model. Using data collected from the owners of small, exclusive retailers of the largest home appliance manufacturer operating in Korea. the authors test research model. Our results show that CRM implementation has a significant, positive effect on performance. As predicted, need diversity and competitive intensity moderate the relationship between CRM implementation and performance. The authors discuss the implications of the findings for customer relationship management and future research directions.

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