전자제품유통업에서 고객관계관리의 결정요인의 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

In today's increasingly competitive business environment, successful implementation of customer relationship management (CRM) is recognized as an important requisite for achieving organizations' competitiveness. This study tried to investigate the relationships between organizational characteristics and performance of customer relationship management. Research variables of the study were not only organizational characteristics such as customer oriented characteristics, organizational characteristics, human resource characteristics and customer information characteristics, but also CRM characteristics like customer analysis capability, marketing capability and customer service capability. The data were sampled from the domestic distribution systems of electronic goods and analyzed with SAS. The results showed that the top management support and the evaluation system had significant relationships with CRM characteristics. However, the other independent variables had a partially significant relationship to CRM characteristics. The results of this study found the reason why companies expectations do not fit with customers' and suggested a way to reduce mutual gaps for CRM implementation.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법론
• Ⅳ. 결과분석
• Ⅴ. 결론
• 참고문헌

참고문헌 (Reference)

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