The Impact of Customer Partnership on CRM Success and New CRM Success: The Role of Relational Systems and Trust

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Journal of Korean Society for Quality Management > Volume 32(1); 2004 > Article

Journal of Korean Society for Quality Management 2004;32(1): 21-.

고객파트너십이 CRM성과에 미치는 영향에 관한 연구 - 관계시스템과 신뢰의 역할 -

이현수¹, 이유진², 서영호³

¹경희사이버대학교 글로벌경영학과
²경희대학교 경영학
³경희대학교 경영학부

The Impact of Customer Partnership on CRM Success and New CRM Success: The Role of Relational Systems and Trust

ABSTRACT

In recent studies, there has been much interest in the relationship between customer partnership and its effect on CRM success. Yet, there is little empirical work on it. This study empirically examines the relationship between customer partnership and CRM success in Korean companies. The findings indicate that the success of the relational systems(information technology and education/reward) is significantly related to trust to customer and customer partnership. The study also provides empirical evidence that trust and customer partnership is positively related to the new CRM success and the traditional CRM success.

Key Words: Customer partnership;Trust, Relational Systems;Traditional CRM success;New CRM success;