원문정보
초록
영어
In recent years, the adoption of mobile CRM has become an efficient alternative in maintaining and improving performance at the firm level. This study focuses on system, service, and organizational characteristics and develops a research model based on an existing model of successful CRM development. The study hypothesizes about relationships between a number of m-CRM characteristic factors and m-CRM performance. These factors include the infrastructure readiness, system integration, location awareness, service accessibility, sector knowledge, and organizational learning. The results have important theoretical and practical implications, and the limitations of the study provide interesting avenues for future research.
목차
Abstract
1. Introduction
2. Theoretical Background
2.1. Concept of m-CRM
2.2. CRM Characteristics
2.3. CRME
2.4. CRM Performance
3. Research Model and Hypotheses
3.1. Research Model
3.2. Research Hypotheses
4. Research Methods
4.1. Research Construct
4.2. Data Collection
5. Empirical Analysis
5.1. Respondent Characteristics
5.2. Measurement Model
5.3. Hypothesis Testing
5.4 Analysis Results for Moderating Effects of the M-CRM Operating Period
6. Conclusions and Implications
6.1. Summary
6.2. Theoretical Implications
6.3. Practical Implications
6.4 Limitations and Future Research
7. References
1. Introduction
2. Theoretical Background
2.1. Concept of m-CRM
2.2. CRM Characteristics
2.3. CRME
2.4. CRM Performance
3. Research Model and Hypotheses
3.1. Research Model
3.2. Research Hypotheses
4. Research Methods
4.1. Research Construct
4.2. Data Collection
5. Empirical Analysis
5.1. Respondent Characteristics
5.2. Measurement Model
5.3. Hypothesis Testing
5.4 Analysis Results for Moderating Effects of the M-CRM Operating Period
6. Conclusions and Implications
6.1. Summary
6.2. Theoretical Implications
6.3. Practical Implications
6.4 Limitations and Future Research
7. References