A Study of Relational Information Processes, Employee Readiness, and Customer Relationship Learning in CRM
Date Issued
2007
Date
2007
Author(s)
Chang, Jie-Yang
DOI
en-US
Abstract
E-business (EB) has been the goal to any enterprises or organizations. In EB applications, customer relationship management (CRM), Enterprise Resource Planning (ERP) or other applications have been widely used. To many enterprises or organizations, CRM is an IT-based solution. However, the performance of CRM did not meet their expectations. Currently, many researchers have found that the major reason of CRM failure was because of the poor design of information processes. Also, some researchers have emphasized that employees are important in CRM implementation. Information processes and employees are two important factors to CRM, but they had not been jointly discussed. Therefore, in our study, we choose information processes, employee readiness, and customer relationship learning as our topics and discuss the relationship between them.
By reviewing the literatures, we proposed a study and research model for information processes, employee readiness, and customer relationship learning. In our study, we also survey the leading insurance company in Taiwan. Using the structural equation modeling analysis, we can prove our research model is qualified for the goodness-of-fit testing. For our empirical study, the research findings are as follows:
1. Information reciprocity categorized as relational information processes factor is positively related to customer relationship orientation (i.e., organizational culture) factor. And collaboration and certainty categorized as employee readiness factors are also positively related to customer relationship orientation.
2. Customer-centric management system (i.e., organizational structure) factor has positive influence on all of the relational information processes (i.e., information reciprocity, information capture, information integration, and information access) and employee readiness (i.e., benefit, collaboration, and certainty) factors.
3. Information reciprocity categorized as relational information processes factor and benefit, collaboration, and certainty categorized as employee readiness factors have positive influence on customer relationship learning activities.
4. Customer relationship learning has great influence in customer relationship performance.
Subjects
顧客關係管理
組織學習
員工準備度
顧客關係學習
顧客關係績效
結構方程式模型
Organizational Learning
Relational Information Processes
Employee Readiness
Customer Relationship Learning
Customer Relationship Performance
Structural Equation Modeling
Type
other
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