CRM 성과에 영향을 미치는 요인에 관한 실증적 연구 : '고객자산가치관리역량' 매개효과 중심으로

목차 (Table of Contents)

• I. 서론
• II. CRM에 관한 이론적 고찰
• 2.1 CRM의 성공요인
• 2.2 고객자산가치관리(CEVM) 역량
• 2.3 CRM의 성과
• III. 연구모형과 가설설정
• 3.1 연구모형
• 3.2 연구가설 설정
• IV. 연구방법
• 4.1 변수의 조작적 정의
• 4.2 자료의 수집방법과 표본 특성
• V. 가설 검증 및 실증분석
• 5.1 변수의 신뢰성 및 타당성 분석
• 5.2 가설 검증
• VI. 결론 및 시사점
• 6.1 연구의 의의 및 시사점
• 6.2 연구의 한계점과 향후 연구방향
• 참고문헌

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