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Organizational Resource Based Perspective on e-CRM Satisfaction and e-CRM SuccessOrganizational Resource Based Perspective on e-CRM Satisfaction and e-CRM Success
- Other Titles
- Organizational Resource Based Perspective on e-CRM Satisfaction and e-CRM Success
- Issue Date
- 2014
- Publisher
- 한국인터넷전자상거래학회
- Keywords
- e-CRM Sucess; Organizational Perspective Resourced-based Perspective
- Citation
- 인터넷전자상거래연구, v.14, no.5, pp 117 - 131
- Pages
- 15
- Indexed
- KCI
- Journal Title
- 인터넷전자상거래연구
- Volume
- 14
- Number
- 5
- Start Page
- 117
- End Page
- 131
- ISSN
- 1598-1983
- Abstract
- The purpose of this study is to examine major factors affecting the e-CRM success. The e-CRM influence factors are identified as organizational perspective(process support, management support, and employee support) and resource-based perspective(customer orientation and technology orientation). This study investigates the relationship between e-CRM influence factors and e-CRM satisfaction and the relationship between e-CRM satisfaction and e-CRM success. We collected 171 questionnaires from e-CRM users, and analyzed the research model by AMOS 18.0. The results of this study are as follows. Firstly, process support, management support, employee support, and technology orientation had a positive effect on the e-CRM satisfaction, but the customer orientation had not an effect on e-CRM satisfaction. Secondly, e-CRM satisfaction positively influenced e-CRM success. This study would provide companies with valuable guidelines for the implementation and introduction of e-CRM systems.
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