Organizational Resource Based Perspective on e-CRM Satisfaction and e-CRM Success

초록

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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