Knowing Customers or Establishing Relationships: Different Routes to CRM

顧客關係管理的科技應用主要可分為分析式顧客關係管理與營運式顧客關係管理。分析式與營運式顧客關係管理各有其不同之應用範疇，本研究指出，當顧客知識不易取得時，營運式顧客關係管理的表現將優於分析式顧客關係管理。然而，當顧客關係難以建立或不必要建立時，分析式顧客關係管理的表現將優於營運式顧客關係管理。Firms can choose from a variety of CRM technologies to enhance business performance; however, there is a lack of studies or practices addressing the issues of when and how specific CRM technologies should be used. This study empirically surveyed the strategic use and performance outcome of two types of CRM technologies, analytical and operational, by 123 major US firms. The argument that analytical CRM could be used to know customers and improve product quality, whereas operational CRM could be used to establish customer relationships and enhance satisfaction was supported. Implications for the results and future studies are discussed.1. Introduction 6 2. Literature Review 7 2.1 CRM Technologies 7 2.2 Analytical vs. Operational CRM 7 2.3 The Strategic Use of Analytical CRM 7 2.4 The Strategic Use of Operational CRM 8 3. Methodology 10 3.1 Research Framework 10 3.2 Data 10 3.3 Measurement 10 3.4 Sample Characteristics 11 3.5 Hypothesis Testing 12 4. Discussion 15 4.1 The Strategic Use of Analytical CRM 15 4.2 The Strategic Use of Operational CRM 15 4.3 Research Implications 15 4.4 Managerial Implications 16 References 1