CRM 활동의 선행변수 및 결과변수에 관한 구조적 모형의 검증 = 금융기관에서 CRM 시스템 사용자의 평가를 중심으로

국문 초록 (Abstract)

본 연구는 CRM 활동이 기대한 성과를 내기 위해 CRM 시스템 사용자의 만족도를 높일 필요가 있다고 인식하고, 사용자 만족도를 중심으로 한 CRM 성과모형을 제시했다. 이를 위해 본 연구는 CRM 성과와 관련된 선행연구 결과들과 최근 정채봉, 유창조, 전승우(2008)가 제시한 심층 인터뷰 결과를 종합하여 CRM 시스템의 사용자 만족도에 영향을 미치는 CRM 특징요인(데이터 통합, 시스템 성능, 업무 프로세스 개선)을 개발한 후, 이를 중심으로 CRM 활동의 선행변수와 결과변수에 관한 구조적인 모형을 제시했다. 연구모형에서 선행변수로 CRM 시스템 특징에 영향을 미치는 조직적 요인(CEO의 지원, 사용자 참여, 고객관계 지향성)이 설정되었고, 사용자 만족도의 결과변수로 고객관리활동의 성과가 설정되었다. 본 연구는 이러한 모형을 검증하기 위해 실제 CRM 시스템을 사용하고 있는 은행 관리자들로부터 자료를 수집하였고, 이를 구조모형분석을 통해 검증했다. 그 결과 사용자 만족도는 고객관리와 관련된 CRM 성과에 유의한 영향을 미치고, 데이터 통합, 시스템 성능, 업무 프로세스 개선과 같은 시스템 특징들이 사용자 만족도에 유의한 영향을 미치고 있음을 확인했다. 또한, 바람직한 CRM 시스템 특징이 갖춰지기 위해서는 CEO의 지원, 사용자 참여 및 고객관계 지향적인 기업문화가 필요함이 확인되었다. 마지막으로 본 연구는 이러한 연구결과들이 CRM 관리자들에게 제공하는 시사점들을 사용자 만족도 제고 측면에서 논의하였고, 본 연구가 갖은 연구의 기여도와 한계점을 연구모형 설정과 자료수집 측면에서 점검했으며, 이러한 한계점들을 극복하기 위한 향후 연구과제들을 제시했다.

다국어 초록 (Multilingual Abstract)

CRM has been defined as a management approach that enables organizations to identify, attract and increase the retention of profitable customers by managing relationships with customers. It involves using existing customer information in order to improve company profitability and customer service. Over the past years, many companies had developed the CRM system that contains information about customers, and had focused on applying information technology(IT) in implementing relationship marketing strategies and CRM technology had been incorrectly equated with CRM. However, the evaluations of the CRM system in an ROI perspective have been in question. It has been noted that a key reason for the CRM failure over the past years is viewing CRM as a technology initiative and ignoring the CRM system users` perspectives. The technology oriented CRM system provided more customer information to system users; however, sales personnel did not need more information, but need better information about the customers at the time of contact. Users also want a convenient and simple system to reformulate the needed data. Recognizing these too much puts an emphases on technology. This study emphasizes cross-functional processes and interactions between technicians and users in providing services to customers. This emphasis led us to view CRM as a holistic approach to managing customer relationships. We believe that the past CRM system incorporated only an engineers` perspective. A CRM system needs to be designed to increase user satisfaction to produce an expected performance from CRM activities. Thus, we suggest a structural model about CRM performances based on user satisfaction. After synthesizing the results of prior research about CRM performances and the results of in-depth interviews by Cheng, Yoo, and Chun (2008), this study developed system characteristics (data integration, system features, and the incorporation of the job process) that may affect CRM outcomes directly or indirectly through user satisfaction, and developed a structural model about antecedents and consequences of system characteristics and user satisfaction. This study specified a CEO commitment, user participation, and customer relationship orientation as antecedents and performances on customer relationship management as consequences. This study collected survey data from CRM system users in bank industries to test the hypothesized structural model about CRM performance. On the basis of interviews and pretests prior to the main surveys, we identified sales people at customer service departments as main users about customer information provided by the CRM system. Also we included only banks that had implemented CRM systems. Gifts of approximately $10 in value were used in ad incentives for participation. Six hundred and sixty sales people at seven different banks agreed to participate, where they completed self-administered questionnaires. We developed measurement scales for key constructs such as antecedents, CRM system characteristics, user satisfaction, and CRM outcomes by following procedures observed in the marketing literature. On the basis of a review of the literature on CRM performance and preliminary interviews with CRM users, we developed a list of indicators to measure constructs. We employed the adaptation of a two-step approach to structural equation modeling. First, we estimated a confirmatory factor analyses and confirmed the validity and reliability of each construct. Second, we estimated pre-specified structural model. Overall fits of the model were acceptable. Following the hypothesized model, we first addressed the links between the antecedents and the CRM system characteristics. Consistent with H1 and H3 supports from the CEO and customer relationship orientation significantly affected data integration, system performance and an incorporation of the job process. Consistent with H2-1, user participation significantly affected data integration. However

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