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Full-Text Articles in Business
Differential Impact Of Customer Equity Drivers On Satisfaction: The Case Of China’S Telecommunications Industry, Haejin Seo, Linlin Fu, Tae Ho Song
Differential Impact Of Customer Equity Drivers On Satisfaction: The Case Of China’S Telecommunications Industry, Haejin Seo, Linlin Fu, Tae Ho Song
Asia Marketing Journal
As the necessity of customer relationship management (CRM) increases, measuring the performance of CRM have been actively discussed. Customer equity (CE) is regarded as an appropriate indicator for evaluating the outcomes of marketing activities. There are three drivers of CE: brand, value, and relationship equity. This study aims to investigate the impact of three drivers on customer satisfaction. Market competition is an environmental factor that affects the effectiveness of CRM. This study divides target firms into leaders and followers. This study found that the differential impact of CE drivers on customer satisfaction depends on the firm’s status (leader or follower). …
Optimality Of Customer Relationship Management, Tae Ho Song, Ji Yoon Kim, Sang Yong Kim
Optimality Of Customer Relationship Management, Tae Ho Song, Ji Yoon Kim, Sang Yong Kim
Asia Marketing Journal
Managing customers based on customer equity (CE) has emerged as the most effective way of doing business because of its ability to foster profitable customer relationship management (CRM) through appropriate marketing activities. Most research studies provide conceptual and empirical evidence of the positive link between CE and firm performance. However, regarding this possibility, it has been suggested by some researchers that this link may not hold true for other firms with different firmographic factors, such as firm growth rate, size, and resources. As previous research emphasizes that marketing managers should implement a strategy based on their unique business environment, our …
The Benefits Of Sales Force Automation Explored, Jeong Eun Park, Betsy Bugg Holloway, Sung Ho Lee
The Benefits Of Sales Force Automation Explored, Jeong Eun Park, Betsy Bugg Holloway, Sung Ho Lee
Asia Marketing Journal
Sales force automation (SFA) technologies are increasingly used to support customer relationship management (CRM) strategies. However, the popular press reports mixed results among companies incorporating SF A. technologies and the previous studies have less interested in relationship quality between sales person and customer as an outcome of SF A. Actually the improved quality of the salesperson-customer relationship may be the most important outcome of SF A usage. This outcome is especially meaningful in today`s marketplace given the increasing focus placed on customer retention and other customer related performance such as customer lifetime value. Therefore, this study seeks to further examine …
Crm 몰입과 조직문화가 Crm 성과에 미치는 영향, Tae Hoon Park, Young Kyun Lim
Crm 몰입과 조직문화가 Crm 성과에 미치는 영향, Tae Hoon Park, Young Kyun Lim
Asia Marketing Journal
The purpose of this study is to identify the organizational characteristics that enhance CRM performances of a company. Based on a review of diverse definitions of CRM performance, this study examines the relationships among CRM performance measures and organizational characteristics. A questionnaire survey of 123 CRM managers of Korean companies was conducted to test the proposed research model, and a series of structural equation modeling identified the strong effects of organizational characteristics on CRM performance. It was found that top management commitment to CRM and a firm`s strategic readiness lead to high levels of CRM investment, which, in turn, enhance …