AN EMPIRICAL EXPLORATION TO THE EFFECT OF BUSINESS TYPE OVER CRM CONSTRUCTS : A CASE STUDY CONTRASTING MANUFACTURING AND SERVICE ORGANIZATIONS
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
|---|---|
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | Labib, Ashraf (Author) |
| المجلد/العدد: | ع2 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2011
|
| الصفحات: | 1 - 23 |
| ISSN: |
2636-2562 |
| رقم MD: | 664564 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
11
| المستخلص: |
This research build on previous studies that identified theoretically that people, process and technology are three main CRM constructs. However, there seems to be little empirical evidence on how to weigh the three constructs with in different organizational settings. Hence it deemed appropriate to extend previous literature by investigating the effect of the business type on CRM constructs. In addition, this research aims to identify whether CRM success factors will differ from organization to another according to the business type. An exploratory case research deemed appropriate to investigate the research argument. Reliability Test using the Cronbach's Alpha was employed to validate that the data is adequate to examine the research hypothesis. Multivariate analysis of variance (MANOVA) confirmed that the main effect due to the three types of constructs differs between the two groups. Non parametric tests were then adopted indicating that seven success factors differ significantly between manufacturing and service organizations. The research results validated empirically that CRM constructs, and the associated success factors, vary in importance from one. organization to another. Furthermore, the research results identified the CRM factors that differ from the manufacturing and the service organizations. |
|---|---|
| ISSN: |
2636-2562 |
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