TY - GEN
T1 - The effect of IT-service capability, marketing service capability, and HR-service capability on e-CRM performance
AU - Ching, Huai Peng
AU - Lin, Chien Huang
AU - Liao, Pei Chun
PY - 2008
Y1 - 2008
N2 - It is strong necessary for this study to extent the literature contributions for the effect of resource-based theory on e-CRM study. Based on the theory perspective, the purpose of this study is to expand and achieve a better understanding of a natural e-CRM phenomenon, namely the interaction effect of HR-service capability, IT-service capability, and KM-servilce capability on its e-CRM process to the performance. A total of 300 questionnaires were distributed in the summer of 2006 to four Taiwanese banks, which have applied the e-CRM system to their customer service operations. Multiple hierarchical/interaction regressions were applied to the results, and it was discovered that when an institution uses e-CRM services with web-based applications to establish and raise the combination levels of HR-service capability, IT-service capability, and MK-service capability, these conjoint effects resulted in a favorable interaction relationship and thus can help the institution achieve the so-called "profit-maximizing portfolio" level. Excluding interaction effect among these three service assets will lead to inaccurate prediction of its e-CRM performance.
AB - It is strong necessary for this study to extent the literature contributions for the effect of resource-based theory on e-CRM study. Based on the theory perspective, the purpose of this study is to expand and achieve a better understanding of a natural e-CRM phenomenon, namely the interaction effect of HR-service capability, IT-service capability, and KM-servilce capability on its e-CRM process to the performance. A total of 300 questionnaires were distributed in the summer of 2006 to four Taiwanese banks, which have applied the e-CRM system to their customer service operations. Multiple hierarchical/interaction regressions were applied to the results, and it was discovered that when an institution uses e-CRM services with web-based applications to establish and raise the combination levels of HR-service capability, IT-service capability, and MK-service capability, these conjoint effects resulted in a favorable interaction relationship and thus can help the institution achieve the so-called "profit-maximizing portfolio" level. Excluding interaction effect among these three service assets will lead to inaccurate prediction of its e-CRM performance.
KW - A resource-based theory
KW - E-CRM performance
KW - Human resource service capability
KW - Information technology service capability
KW - Marketing knowledge service capability
UR - http://www.scopus.com/inward/record.url?scp=58049125739&partnerID=8YFLogxK
U2 - 10.1109/WiCom.2008.2233
DO - 10.1109/WiCom.2008.2233
M3 - 會議論文篇章
AN - SCOPUS:58049125739
SN - 9781424421084
T3 - 2008 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2008
BT - 2008 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2008
T2 - 2008 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2008
Y2 - 12 October 2008 through 14 October 2008
ER -