초록

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Abstract ▼ AI-Helper

The purpose of this study is to extract the factors influencing corporate CRM activities, and to conduct exploratory investigations concerning the causal relationships between influencing factors and CRM activities and among the influencing factors. This study was conducted as follows: First, this s...

The purpose of this study is to extract the factors influencing corporate CRM activities, and to conduct exploratory investigations concerning the causal relationships between influencing factors and CRM activities and among the influencing factors. This study was conducted as follows: First, this study, using the literature review, classified both of the influencing factors and the CRM activities. The factors influencing successful CRM implementation are classified into human resources, information technology, and culture/system related factors. And the CRM activities, from the functional perspective based on the closed-loop procedure, are classified into customer database analysis, CRM strategy formation, and CRM campaign implementation. Second, based on the conceptual framework derived, depth interviews were conducted with 78 CRM practitioners. Through the depth interviews, the concrete items for each influencing factor were identified and the causal relationships between influencing items and CRM activities and among the influencing items. This study found that attitude of top management and cultivation of CRM specialists (human resource related items), investment into CRM IT system and customer database quality (information technology related factors), and CRM based evaluation system and organizational culture focusing on short-term revenue (culture/system relation factors) play important roles in the various aspects of successful CRM implementation.

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