금융기관에서의 CRM 성과에 영향을 미치는 요인 : 모바일 기술특성의 조절효과를 중심으로 (A Study on the Factors Affecting the CRM Capability and Mobile Technology Characteristics in the Financial Institutions)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 8권 / 4호 / 67 ~ 90페이지
· 저자명 : 이상희, 이동만

초록

Modern financial institutions have heavily invested in developing CRM systems without explicitly knowing how the systems improve customer relationship management. Many researchers have attempted to find the factors that contribute to the success of CRM systems. However, most research have investigated the direct relationships between CRM success factors and system success without explaining how the factors contribute to the system success.
As managing customer relationship gets more important, financial industries are strengthening information service using ubiquitous technology to their customer as a part of their customer relationship management(CRM) initiatives. It means financial industries are now accepting such information services not as simple information-delivering tools, but as strategic initiatives for acquiring and maintaining customer loyalty. In this paper, we attempt to validate ubiquitous technology would impact on the performance of CRM in the financial industry. And our develop models which is design to select CRM success factors in financial institution. Our study provides several academic and practical implications. Firstly, we think our research reinforces CRM literatures by developing the instruments for measuring information technology characteristics. The previous relevant studies have mainly depended on the investigate research of CRM performances. Secondly, the fact that we conducted our research in a real situation may enable academics and practitioners to understand the effects of CRM systems more cleary. In other words, since we found that, in terms of customer loyalty, the key areas would be different from each other according to the types of using the ubiquitous technology on the CRM services. Our analysis would help to make decisions such as selecting strengthen points or allocating resources by CRM systems based mobile technology characteristics.

영어초록

Modern financial institutions have heavily invested in developing CRM systems without explicitly knowing how the systems improve customer relationship management. Many researchers have attempted to find the factors that contribute to the success of CRM systems. However, most research have investigated the direct relationships between CRM success factors and system success without explaining how the factors contribute to the system success.
As managing customer relationship gets more important, financial industries are strengthening information service using ubiquitous technology to their customer as a part of their customer relationship management(CRM) initiatives. It means financial industries are now accepting such information services not as simple information-delivering tools, but as strategic initiatives for acquiring and maintaining customer loyalty. In this paper, we attempt to validate ubiquitous technology would impact on the performance of CRM in the financial industry. And our develop models which is design to select CRM success factors in financial institution. Our study provides several academic and practical implications. Firstly, we think our research reinforces CRM literatures by developing the instruments for measuring information technology characteristics. The previous relevant studies have mainly depended on the investigate research of CRM performances. Secondly, the fact that we conducted our research in a real situation may enable academics and practitioners to understand the effects of CRM systems more cleary. In other words, since we found that, in terms of customer loyalty, the key areas would be different from each other according to the types of using the ubiquitous technology on the CRM services. Our analysis would help to make decisions such as selecting strengthen points or allocating resources by CRM systems based mobile technology characteristics.

참고자료

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