카지노기업의 조직특성이 CRM성과와 재무성과에 미치는 영향에 관한 연구

The purpose of this study was to figure out the process that organizational characteristics for corporate marketing are connected to the corporate performances through the real project process, by examining the effect of organizational characteristics of CRM activities on performances in casino companies and the role of CRM performances and financial performances in casino companies. First, the effect of organizational characteristics on CRM performances in casino companies showed that concern and support of top management, customer- and information-oriented corporate culture, appraisal and reward system have a statistically significant positive effect on the CRM performances. Second, the effect of organizational characteristics on financial performances in casino companies showed that concern and support of top management, and cooperation between departments have a statistically significant positive effect on the financial performances. Third, the mediating role of CRM performances in the relationship between independent variables, organizational characteristics and dependent variables, financial performances in casino companies showed that the CRM performances are partially mediated in the relationship between concern and support of top management, cooperation between departments, and financial performances by sub-factors of organizational characteristics. And the CRM performances are completely mediated in the relationship between customer- and information-oriented corporate culture, professional manpower, appraisal and reward system.