A Model of Market-Orientation Effects of Customer Relationship Management on Organizational Processes
學年 99
學期 2
出版（發表）日期 2011-03-01
作品名稱 A Model of Market-Orientation Effects of Customer Relationship Management on Organizational Processes
作品名稱（其他語言）
著者 Shang, Shari S.C.; Wu, Ya-ling
單位
出版者
著錄名稱、卷期、頁數 Asia pacific management review 16(1), p.83-104
摘要 This study constructes a model of CRM (Customer Relationship Management) effects on work practice, value-creation processes, and organizational performance. Through iterative literature review and content analysis, this study builds a preliminary understanding of the possible effects and consequences of CRM use on the overall organizational behaviors and processes. The study then conducts case studies on five credit card companies in Taiwan to gain in-depth knowledge of the chain effects of CRM use. Based on the case studies, five propositions are formed: (a) the greater the use of CRM systems, the greater the market-oriented behaviour; (b) the greater the market-oriented behavior, the greater the impact on value-creation processes; (c) the greater the behavioral changes in value-creation processes, the higher the market performance; (d) the greater the market-oriented behavior, the higher the market performance; and (e) the effect of top management initiatives is greater on market-oriented behaviors in the cases of a greater use of CRM than in the cases of a lower use. This research finding provides a base for enhanced understanding of the potential of CRM in different organizational processes and performances. It is hoped that managers of CRM can benefit from the insights presented and implement more effective management of CRM use.
關鍵字 Customer relationship management;organizational behaviors;organizational processes;market-orientation
語言 zh_TW
ISSN
期刊性質 國內
收錄於
產學合作
通訊作者
審稿制度 否
國別 TWN
公開徵稿
出版型式 ,電子版,紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/109485 )