조직특성, IS 기반, IS 기획능력 및 IS 품질이 CRM 성과에 미치는 영향

The Impact of the Organizational Characteristics, IS Basis, IS Planning Capability and IS Quality on the CRM Performance

The purpose of this study was to test various variables that affect CRM performance in order to evaluate CRM performance. The results of the proposed research hypotheses are as follows; First, the IS based factors perform more important roles on system and information quality compared to organizational factors. Second, the variables of IS and planning capability play a role as a parameter. Third, among organizational factors, non-structural factors such as degrees of acceptance of business transition, support of CEO, and customer-orientation perform more important roles on CRM. Fourth, IS based factors have bigger impact on information quality than system quality. Fifth, it was proven that IS quality, proposed as a parameter and as a dependant variable, and CRM have significant relations.