CRM 성공요인들이 CRM 성과에 이르는 최적 경로모형 탐색

다국어 초록 (Multilingual Abstract)

The goal of this paper is to search an effective path model showing how various CRM success factors are connected toward CRM performance. Through careful review of published papers, a prototype path model was presented including nine meaningful factors from three areas; organization, system and use. The fitness of proposed model was examined by use of modification index(MI) and expected parameter change(EPC). An optimal model was derived after four revision processes, adding meaningful paths one by one. The result shows that some factors may influence the CRM performance directly or/and indirectly, and others may not. Further, some factors show strong effect than others. This model is expected to indicate some guidelines for top management and CRM managers seeking CRM success.