An Empirical Study On The Effect Of CRM On Corporate Performance

Over the last decade, practitioners and academicians have paied great attention to customer relationship management (CRM). But many researches focus on the relationships among variables which are parts of the field. This paper aims to build an integrated theory model, which then will be verified by the empirical study.The paper is divided into six parts, and the details are as following: In the first part,I specify the background and significance of this study.And then I define the objects and contents of this study, and I also make the technology roadmap and study method clear.In the second part,the paper reviews the theoretical foundation and related literatures,including definitions of CRM based on several perspectives, CRM system, CRM capability and measurement of CRM performance etc.In the third part,the paper first explains the foundation of theory model introduced followed.And then it builds concept model and some theoretical hypothesises about relationships among the variables. In the fourth part, this paper introduces the measuing scales of the variables and research methods and the data processing methods, which includes descriptive statistics, reliability analysis, validity analysis, and structural equation model (SEM) analysis.In the fifth part, the paper finishes the data collection, processing and analysis of the questionnaires.Then the framework is to be validated, as well as theoretical hypothesises.The last part of this paper first summarized the whole paper, and gives some suggests on the future study direction. And it also gives some advices on CRM implementation accoding to the current practice of corporates.The paper constructs a theory model between CRM implementation and corporate performance after reviewing lots of related papers. Through empirical study, the paper explores the relationships among organization fit, CRM technology, CRM process and corporate performance, which provides a reference for CRM implementation.