시장지향성, 마케팅성과, CRM성과의 관계에 대한 연구: 고객자산가치의 조절효과를 중심으로 = Relationships among Market Orientation, Marketing Performance, and CRM Performance: Focused on the Modulating Effects of Customer Asses Value

다국어 초록 (Multilingual Abstract)

Market Orientation and Customer Relationship Management have been a sustainable competitive advantage of many customer oriented companies. These are critical for companies to get and maintain profitable customers. The purpose of this study is to examine the relationship among market orientation, marketing performance, and CRM performance in service companies. Though the extant studies have been examined the relationship between CRM system and CRM performance, little studies have been performed about the context concerned with market orientation in the formation process of CRM. To fill these researches and fields gap, this study tries to examine the relationship between marketing and CRM performance which is based on the market orientation approach. Based upon the extant theoretical and empirical study five hypotheses have been suggested including the modulation hypothesis about customer asses value. Hypotheses testing using SPSS 15.0 are conducted for 78 managers form Busan and Gyeongnam during August and September, 2012. The results show that almost market orientation factors significantly influence to marketing performance except competitor orientation and all marketing performances are very significantly influence to CRM performance being consisted of customer retention and share. In addition, the modulation effect of customer asset value is confirmed about relationship between marketing performance and CRM performance. A real situation we conducted our research may enable academics and practitioners to understand the antecedents and outcomes of CRM implementation in terms of market orientation. The practical suggestions and limitation of this study are presented in end.

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