국내 시중은행 영업점 직원의 eCRM 시스템 활용이 CRM 성과 인식에 미치는 효과에 관한 실증연구

An Empirical Study on the Effects of Domestic Commercial Bank Employees’ eCRM System Use on CRM Performance

Purpose The purpose of this study is to find out how the use of eCRM system by commercial bank employees affects customer orientation(CO) and adaptive sales behavior(ASB), which is the strategic sales behavior of bank employee, and the impact of customer orientation and adaptive sales behavior on CRM performance. Design/Methodology/Approach Survey data was collected for three weeks from 150 employees wo rking at four domestic bank branches in Seoul, Gyeonggi-do, and Gangwon-do, South Korea. Out of 223 responses, 212 were used for analysis. Confirmatory Factor Analysis and Structural Equation M odel were conducted to analyze the data. Findings Results showed the following. First, the use of eCRM by employees of commercial ban k branches has a positive effect on customer orientation and adaptive sales behavior, which represen t sales attitudes towards customers. Second, the use of eCRM has a positive effect on the CRM perf ormance of branch employees. Third, the customer orientation and adaptive sales behavior of emplo yees have a positive effect on CRM performance. Research Implications The results of this study suggest that a comprehensive understanding of usin g an eCRM system in commercial banks refound to customer relationship management performance. Directions for future research are provided.