Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
권호 표지

A Study on the Factors Affecting the CRM Performance through the Customer Satisfaction and Loyalty

CRM 성과에 영향을 미치는 요인에 관한 실증적 연구 : 고객만족도와 고객충성도 중심으로

  • 조문제 (포스코경영연구소 철강연구센터) ;
  • 손영우 (포스코경영연구소 철강연구센터)
  • Published : 2008.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

While CRM has recently attracted a lot of attention among academics and practitioners, most academic research in this area has focused on consumer markets, but CRM in industry markets is less focused research area so far. Companies in industry market have suspected effects of the relationship between CRM's activities and performance which is related to customer satisfaction and customer loyalty. The main purpose of this research support CRM strategy development. Therefore, this research is focused on as follows; first, defining the concept of CRM and performance second, identifying the customer relationship's characteristics and CRM relational activities in industrial markets third, verifying the relationship between customer satisfaction and customer loyalty in the case of Steel industry which is whether the CRM relational activities have effects on customer loyalty directly, or indirectly through customer satisfaction.

Keywords

References

  1. 김계수, AMOS 구조방정식 모형분석, SPSS 아카데미, 2001
  2. 정충영, 최이규, SPSSWIN을 이용한 통계분석, 4판, 무역경영사, 2001
  3. Anderson, E.W., C. Fornell, D.R. Lehmann, "Customer Satisfaction, Market Share, and Profitability : Finding from Sweden," Journal of Marketing, (1994), pp.53-66
  4. Banting, P.M., "Customer Service in Industrial Marketing : A Comparative Study," Europe Journal of Marketing, (1984), pp.136-145
  5. Baron, R.M., D.A. Kenny, "The Moderate-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations," Journal of Personality and Social Psychology, Vol.51(1986), pp.1173-1182 https://doi.org/10.1037/0022-3514.51.6.1173
  6. Bitner, M.J., "Building Service Relationships： Its all about Promises," Journal of the Academy of Marketing Science, Vol. 23(1995), pp.246-251 https://doi.org/10.1177/009207039502300403
  7. Bollen, K.A., "Structural Equations with Latent Variables," New York：Wiley, 1989
  8. Bose, R., "Customer Relationship Management： Key components for IT success," Industrial Management and Data Systems, Vol.102, No.2(2002), pp.89-97 https://doi.org/10.1108/02635570210419636
  9. Cardozo, R.N., "An Experimental Study of Customer Effort, Expectation and Satisfaction," Journal of Marketing Research, (1965), pp.244-249
  10. Chen, I.J. and K. Popovich, "Understanding Customer Relationship Management : People, Processes and Technology," Business Process Management Journal, Vol.9, No.5 (2003), pp.672-688 https://doi.org/10.1108/14637150310496758
  11. Cohen, M.A. and H.L. Lee, "Out of Touch with Customer Needs?," Slogan Management Review, (1990), pp.55-66
  12. Cronin, B.H., "Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments," Journal of Retailing, Vol.76(2000), pp.193-218 https://doi.org/10.1016/S0022-4359(00)00028-2
  13. Davenport, T.H. and M.C. Beers, "Managing information about processes," Journal of Management Information Systems, Vol. 12(1995), pp.57-80 https://doi.org/10.1080/07421222.1995.11518070
  14. Dick, A.S. and K. Basu, "Customer Loyalty : Toward an Integrated Conceptual Framework," Journal of The Academy of Marketing Science, Vol.22(1994), pp.99-113 https://doi.org/10.1177/0092070394222001
  15. Gronroos, C., "From Marketing Mix to Relationship Marketing : Towards a Paradigm Shift in Marketing," Management Decision, Vol.32, No.2(1994), pp.4-20
  16. Gummesson, E., "Broadening and Specifying Relationship Marketing," Asia-Australia Marketing Journal, Vol.2(1994), pp.31-43 https://doi.org/10.1016/S1320-1646(94)70276-8
  17. Hallowell, R., "The Relationships of Customer Satisfaction, Customer Loyalty, Profitability : An Empirical Study," International Journal of Service Industry Management, Vol.7, No.4(1996), pp.27-42 https://doi.org/10.1108/09564239610129931
  18. Hasan, M., "Ensure Success of CRM with a Change in Mindset," Marketing Management, Vol.37, No.8(2003), pp.16-29
  19. Henrikki, T. and K. Alajoutsijarvi, "The Concept of Satisfaction in Industrial Markets : A Conceptual Perspective and a Case Study from the Software Industry," Industrial Marketing Management, Vol.29(2000), pp.373-386 https://doi.org/10.1016/S0019-8501(00)00114-0
  20. Homburg, C. and B. Garbe, "Towards an Improved Understanding of Industrial Services: Quality Dimensions and their Impact on Buyer-Supplier Relationships," Journal of Business to Business Marketing, (1999), pp.483-496
  21. Homburg, C. and B. Rudolph, "Customer Satisfaction in Industrial Markets : Dimensional and Multiple Role Issues," Journal Business Research, Vol.52(2001), pp.15-33 https://doi.org/10.1016/S0148-2963(99)00101-0
  22. Hoover, E.A. and C.L. Hoover, "What you see ahead," Family Business Magazine, Vol.11, No.4(1999), p.31
  23. Hutt, M.D. and T.W. Speh, "Business Marketing Management：A Strategic View of Industrial and Organizational Markets," The Dryden Press, (1992), pp.223-239
  24. Johnson, M.D. and F. Selnes, "Customer Portfolio Management : Toward a Dynamic Theory of Exchange Relationships," Journal of Marketing, Vol.68(2004), pp.1-17
  25. Jones, T.O. and W.E. Sasser, "Why Satisfied Customers Defect," Harvard Business Review, Vol.73(1995), pp.88-99
  26. Kellen, V., "CRM Measurement Frameworks," E-Commerce DePaul University Chicago, IL, U.S.A., (2002), pp.1-37
  27. Khalifa, M., V. Liu, "Satisfaction with Internet-Based Services : The Role of Expectations and Desires," International Journal of Electronic Commerce, Vol.7, No.2(2002), pp.31-49 https://doi.org/10.1080/10864415.2002.11044267
  28. Kirkby, J. and T.F. Buytendijk, "Getting the Best Out of CRM Performance Metrics," Gartner Research, Vol.13(2001), pp. 1-7
  29. Lee, D.Y., "The Effects of Product Quality and Service Quality on Customer Satisfaction and Loyalty-A Study of Gas Station," National Cheng Chi University, Taiwan, (1998), pp.387-393
  30. Mack, O., M.C. Mayo, and A. Khare, "A Strategic for Successful CRM : A European Perspective," Problems and Perspectives in Management, (2005), pp.98-106
  31. Maritan, C.A., "Capital Investments as Investing in Organizational Capabilities : An Empirically Grounded Process Model," Academy of Management Journal, Vol.44, No.3(2001), pp.513-531 https://doi.org/10.2307/3069367
  32. Mithas, S., M.S. Krishnan, and C. Fornell, "Why do Customer Relationship Management Applications affect Customer Satisfaction?," Journal of Marketing, Vol.69 (2005), pp.201-209 https://doi.org/10.1509/jmkg.2005.69.4.201
  33. Morwitz, V., "Why Consumers don't always accurately Predict their own future behavior," Marketing Letters, Vol.8, No.1 (1997), pp.57-70 https://doi.org/10.1023/A:1007937327719
  34. Murphy, J.A., "Retail Banking in Relationship Marketing：Theory and Practice," Paul Chapman, 1996
  35. Noordewier, T.G., G. John, and J.R. Nevin, "Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Realtionships," Journal of Marketing, Vol. 54(1990), pp.80-93 https://doi.org/10.2307/1251761
  36. Oliver, R.L., "Satisfaction-A Behavioral Perspective on the Consumer," NY : Mc-Graw-Hill, (1997), pp.460-507
  37. Oliver, R.L., "Whence Consumer Loyalty?," Journal of Marketing, Vol.63(1999), pp.33-44
  38. Paradise, C.A., "Management Effectiveness, Service Quality, and Organizational Performance in Banks," Human Resource Planning, Vol.14(1991), p.129
  39. Parvatiyar, A. and J.N. Sheth, "Conceptual Framework of Customer Relationship Management," in Customer Relationship Management-Emerging Concepts, Tools and Applications, New Delhi, India : Tata/Mc-Graw-Hill, (2001), pp.3-25
  40. Payne, A. and P. Frow, "A Strategic Framework for Customer Relationship Management," Journal of Marketing, Vol.69(2005), pp.167-176 https://doi.org/10.1509/jmkg.2005.69.4.167
  41. Peppers, D. and M. Rogers, "Enterprise One-to-One : Tools for Competing in the Interactive Age," New York : Doubleday, 1999
  42. Piccoli, G., L. Applegate, "Wyndham International : Fostering High-Touch with Hightech," Harvard Business School, Case Study No.9-803-092, 2003
  43. Reibstein, D.J., "What attracts customers to online stores, and What keeps them coming back?," Journal of the Academy of Marketing Science, Vol.30(2002), pp.465-473 https://doi.org/10.1177/009207002236918
  44. Reichheld, F.F. and W.E. Sasser, "Zero Defections : Quality comes to Services," Harvard Business Review, Vol.68(1990), pp.105-111
  45. Reinartz, W. and V. Kumar, "The Impact of Customer Relationship Characteristics on Profitability Lifetime Duration," Journal of Marketing, Vol.67(2003), pp.77-99 https://doi.org/10.1509/jmkg.67.1.77.18589
  46. Reinartz, W., J.S. Thomas, and V. Kumar, "Balancing Acquisition and Retention Resources to MaximizeCustomer Profitability," Journal of Marketing, Vol.69(2005), pp.63-79 https://doi.org/10.1509/jmkg.69.1.63.55511
  47. Rigby, D.K., F.F. Reichheld, P. Schefter, "Avoid the Four Perils of CRM," Harvard Business Review, (2002), pp.101-109
  48. Rogg, K.L. and D.B. Schmidt, "Human Resource Practices, Organizational Climate, and Customer Satisfaction," Journal of Management, (2001), pp.421-449
  49. Russel, K.H. and J.S. Chen, "An Empirical Study of the Relationship of IT Intensity and Organizational Absorptive Capacity on CRM Performance," Journal of global information management, Vol.12, No.1(2004), pp.1-17
  50. Ryals, L., "Making Customers Pay : Measuring and Managing Customer Risk and Returns," Journal of Strategic marketing, Vol.11(2003), pp.165-175 https://doi.org/10.1080/0965254032000133476
  51. Saxe, R. and B.A. Weitz, "The SOCO Scale : A Measurement of the Customer Orientation of Salespeople," Journal of Marketing Research, Vol.19(1982), pp.343-351 https://doi.org/10.2307/3151568
  52. Shapiro, B.P. and V.K. Rangan, "Staple Yourself to an Order," Harvard Business Review, Vol.70(1992), pp.113-122
  53. Singh, J., "Understanding the Structure of Consumer Satisfaction Evaluations of Service Delivery," Journal of The Academy Marketing Science, Vol.19(1991), pp.223-244 https://doi.org/10.1007/BF02726498
  54. Swift, R.S., "Accelerating Customer Relationships: Using CRM and Relationship Technologies," Upper Saddle River, NJ : Prentice Hall, 2000
  55. Verhoef, P.C., Donkers, B., "Predicting Customer Potential Value : An Application in the Insurance Industry," Decision Support Systems, Vol.32, No.2(2001), pp. 189-199 https://doi.org/10.1016/S0167-9236(01)00110-5
  56. Westbrook, R.A., "Source of Customer Satisfaction with Retail Outlet," Journal of Retailing, Vol.57(1981), pp.68-72
  57. Zablah, A.R., D.N. Bellenger, and W.J. Johnston, "An Evaluation of Divergent Perspectives on Customer Relationship Management : Towards a Common Understanding of an Emerging Phenomenon," Industrial Marketing Management, Vol.33 (2004), pp.475-489 https://doi.org/10.1016/j.indmarman.2004.01.006
  58. Zeithaml, V.A., L.L. Berry, A. Parasuraman, "The Behavioral Consequences of Service Quality," Journal of Marketing, Vol. 60, No.1(1996), pp.31-46