CRM 시스템과 기업의 마케팅성과간의 관계에 대한 연구

The purpose of this study is to examine the relationship among CRM system, customer program, CRM characteristics, and marketing performance in hotels. Though the extant studies have been examined the relationship between CRM system and performance, the scope was limited. To fill this cap this study tries to examine the relationship among CRM system, customer program, CRM characteristics, and its marketing performance. Based upon the extant theoretical and empirical study four hypotheses have been suggested. Hypotheses testing using AMOS are conducted for 241 employees form Busan and Seoul five-star hotels during July 2003 periods. The results show that CRM system significantly influenced to CRM characteristics, but did not significantly influenced to CRM management program. The statistically significant determinants of marketing performance are CRM management program and CRM characteristics. The limitation and suggestions of this study are presented.