원문정보
A Study on the Effects of Organizational Characteristics on CRM Performances and Financial Performances in Casino Companies
초록
영어
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.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 조직 특성
2. CRM에 대한 연구
3. 재무성과
Ⅲ. 연구 설계
1. 조사대상의 선정 및 자료수집
2. 조작적 정의 및 측정
3. 연구모형 및 가설
Ⅳ. 분석결과
1. 조사대상자의 인구통계학적 특성
2. 측정도구의 타당성 및 신뢰도 검증
3. 가설의 검정
Ⅴ. 결론
참고문헌