기업 Selling process 성과에 영향을 미치는 정보 시스템 사용성에 관한 연구

Abstract

With the rapid development of information technology, industrial environments are changing to the era of digitalization. Companies are putting their emphasis on Customer Relationship Management (CRM) in the competition with others, establishing firm interaction with consumers based on customer information system. In other words, businesses are attempting to occupy competitive advantages by establishing, maintaining and improving the long-term relationship with customers through CRM. In result, CRM has become the core process of an organization (Srivastava, Shervani, and Fahey 1999). CRM has been being developed on the basis of customer information system, and it has its importance especially in sales department, where customer relationship is mattered. The effective usage of information system that provides objective customer information could lead to the improvement of business performance, or, to the enhanced performance of selling process. In this thesis, by reviewing previous studies, we study the effect of information system usage on the performance of selling process. We also find factors that have effect on the usage of information system. Following are the outline of this study: Based on existing studies, we derived influence factors and questionnaire items for each of the three infrastructures capabilities (Structure Infra, Human Infra, and IT Infra) that have effects on the usage of information system. Then, we carried out an empirical survey among industries with large proportion of sales department. The factors from the survey were categorized into 6 significant groups through factor analysis. The 6 factor groups were tested to find whether each of them has positive effect on the information system usage. The effect of the interaction between the factor groups and information system usage on the performance of selling process was also tested. Consequently, we found final factors that have positive effect on the performance of selling process: individual HR support, organizational HR support, and the support of IT convenience. The conclusion of this study is that, in terms of the improvement of the performance of selling process through enhanced usage of information system, the activation of individual HR support, organizational HR support, and the support of IT use convenience could lead to the improvement of general performance of selling process.