企业CRM系统使用对一线员工服务绩效的影响与其影响机制分析.pdfVIP

Abstract How to personalize the service to satisfy individual customers need is one of the hot topics in relationship marketing research. The customer relationship management (CRM) system has been touted as a primary tool for supporting frontline employees’ personalized services tasks. However, while numbers of companies have invested huge amounts of money in CRM systems implementation, pervious research on the effect of using CRM systems on individual employees’ performance seems to present mixed results. In order to fill this research gap, this study focuses on the IT-driven adaptive behavior of frontline employees in service context. I conducted a field study in a telecommunication service organization in China and gathered multi-sourced data from both employees’ self-reported as well as manager-reported surveys. The results suggest that the deep usage of CRM systems has positive impacts on employees’ interpersonal and offering adaptive behavior, which in turn, enhance service performance. The results of this study highlight the importance of adaptive behavior in mediating the relationship between CRM systems usage and service performance. Keywords: IS adoption CRM Usage Interpersonal Adaptive Behavior Offering Adaptive Behavior Personalization II 目录 中文摘要 I Abstract II 目录III 1 绪论 1 1.1 研究背景和问题提出 1 1.2 研究目的 2 1.3 研究主要内容与创新点 3 1.3.1 研究的主要内容3 1.3.2 研究创新点3 2 文献回顾 5 2.1 顾客关系管理 5 2.1.1 顾客关系管理的内涵5 2.1.2 顾客关系管理的绩效影响6 2.1.3 顾客关系管理中的情境因素8 2.2 员工适应行为 8 2.2.1 个性化服务8 2.2.2 员工适应行为概念9 2.2.3