산업별 고객관계관리의 고객-재무성과 관계

Goals of customer relationship management are to obtain new customers, to retain current customers, and finally to increase revenues and profits of corporations. The purpose of this research comes from two research questions: firstly, do the successful factors of the customer relationship management affect the customer and financial performances of companies implementing the management practice, and secondly, are there any industrial differences in performances of customer relationship management. The researcher has built a conceptual research model in which the successful factors of customer relationship management affect the customer performance and then the customer performance finally affects the corporate financial performance. As assumed, the data fit the model and there were differences in the customer and financial performances between manufacturing and service industries. It was hypothesized that service companies would have stronger relationship between success factors and customer performance and that of customer performance and financial performance. Contrary to the hypothesis, manufacturing companies have shown stronger relationship. It was concluded that manufacturing companies better watch out their customers' interests changes and more seriously recognize the possibility that their risk of losing customers is greater compared with their counterparts in the service industry.