고객관계관리(CRM) 시스템 성과에 영향을 미치는 요인
(The) Factors Affecting Customer Relationship Management Systems Performance
고객관계관리 CRM 성과;
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It has been considered as a means of acquiring and sustaining a competitive advantage for companies to build and maintain long-term relationships with customers. Therefore, many companies today are racing to re-establish their connections to new as well as existing customers to boost long-term customer loyalty. Some companies are competing effectively and winning this race through the implementation of relationship marketing principles using strategy and technology-based CRM(Customer Relationship Management) applications. However, successful implementation is elusive to many companies, mostly because they do not understand that CRM requires company-wide, cross-functional, customer-focused business process re-engineering. Although a large portion of CRM is technology, viewing CRM as a technology-only solution is likely to fail. Managing successful CRM implementation requires an integrated and balanced approach to technology, organization, and people. The purpose of this study is to find major factors affecting the CRM systems performance and give a strategical direction to the companies that use CRM systems as a means of acquiring competitive advantage. We also expect to give companies a balanced perspective through considering IT as well as management support and organizational environment as potential impacts on CRM systems performance. In this paper, 11 important factors affecting the CRM systems performance were deduced from the literature reviews on CRM and the questionnaire was developed to measure these factors. The factors are categorized into management support, organizational environment and IT. CRM system usage and impact of CRM system usages on work were used as the measures of CRM systems performance. The theoretical model is tested with the 91 questionnaires from those who use CRM systems or those who are in charge of CRM department. The result of the study is as followed. Firstly, senior management support and user participation among management support characteristics impact on CRM system usage but resources and user support don't impact on CRM system usage. Secondly, customer-oriented mind and knowledge sharing mind which are involved in organizational environment factor impact on CRM system usage. Thirdly, system quality, information quality and data quality among IT characteristics are not factors affecting CRM system usage. However, IT support for accessing and analysing information and IT support for communication with customers impact on CRM system usages. Lastly, CRM system usage impacts on work.