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CRM orientation: conceptualization and scale development.

Frederick Hong-kit Yim. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 90-108). / Abstracts in English and Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.iii / ACKNOWLEDGEMENTS --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.vii / LIST OF FIGURES --- p.viii / Chapter CHAPTER ONE --- INTRODUCTION --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Research Objectives --- p.4 / Chapter 1.3 --- Outline of This Study --- p.4 / Chapter CHPATER TWO --- BACKGROUND AND PREVIOUS RESEARCH --- p.5 / Chapter 2.1 --- Reasons for the Prominence of Relationship Marketing --- p.5 / Chapter 2.1.1 --- The Growth of the Service Economy --- p.5 / Chapter 2.1.2 --- The Heightening of Competitive Intensity --- p.6 / Chapter 2.1.3 --- The Building of Customer Relationships to Gain a Competitive Advantage --- p.7 / Chapter 2.2 --- "Relationship Marketing, CRM and CRM Orientation" --- p.8 / Chapter 2.3 --- Two Major Confusions concerning CRM identified in the Literature --- p.11 / Chapter 2.3.1 --- Obsessive Emphasis on the Technology Component --- p.11 / Chapter 2.3.2 --- The Distinction between CRM Orientation and Market Orientation --- p.11 / Chapter CHAPTER THREE --- CONCEPTUALIZATION: CRM ORIENTATION --- p.13 / Chapter 3.1 --- Support for our Conceptualization --- p.14 / Chapter 3.2 --- The Components of the CRM Orientation --- p.16 / Chapter 3.2.1 --- Focusing on Key Customers --- p.17 / Chapter 3.2.1.1 --- Customer-centric Marketing --- p.18 / Chapter 3.2.1.2 --- Key Customer Lifetime Value Identification --- p.20 / Chapter 3.2.1.3 --- Personalization --- p.22 / Chapter 3.2.1.4 --- Interactive Cocreation Marketing --- p.24 / Chapter 3.2.2 --- Organizing around CRM --- p.26 / Chapter 3.2.2.1 --- Organizational Structure --- p.26 / Chapter 3.2.2.2 --- Organization-wide Commitment of Resources --- p.28 / Chapter 3.2.2.3 --- Human Resources Management --- p.28 / Chapter 3.2.2.3.1 --- Market Training and Education --- p.29 / Chapter 3.2.2.3.2 --- Internal Communication --- p.30 / Chapter 3.2.2.3.3 --- Reward Systems --- p.31 / Chapter 3.2.2.3.4 --- Employee Involvement --- p.31 / Chapter 3.2.3 --- Knowledge Management --- p.32 / Chapter 3.2.3.1 --- Knowledge Learning and Generation --- p.34 / Chapter 3.2.3.2 --- Knowledge Dissemination and Sharing --- p.36 / Chapter 3.2.3.3 --- Knowledge Responsiveness --- p.37 / Chapter 3.2.4 --- Technology-based CRM --- p.38 / Chapter CHAPTER FOUR --- RESEARCH METHODOLOGY --- p.41 / Chapter 4.1 --- Overview --- p.41 / Chapter 4.2 --- Item Generation and Content Validity --- p.41 / Chapter 4.3 --- Instrument Pretest --- p.44 / Chapter 4.4 --- Sample and Data Collection --- p.47 / Chapter 4.5 --- Identification of the Underlying Factor Structure --- p.56 / Chapter 4.6 --- Item Analysis and Reliability Assessment --- p.58 / Chapter 4.7 --- Validity Assessment --- p.60 / Chapter 4.7.1 --- Convergent Validity --- p.60 / Chapter 4.7.2 --- Discriminant Validty --- p.63 / Chapter 4.7.3 --- Nomological Validity --- p.66 / Chapter 4.8 --- The Relative Impacts of CRM Orientation and Market Orientation on Business Performance --- p.72 / Chapter CHAPTER FIVE --- DISCUSSION --- p.77 / Chapter 5.1 --- Academic and Managerial Contributions --- p.77 / Chapter 5.2 --- Implications --- p.78 / Chapter 5.3 --- Limitations --- p.81 / Chapter 5.4 --- Directions for Future Research --- p.81 / APPENDICES --- p.85 / APPENDIX I. QUESTIONNAIRE --- p.85 / APPENDIX II. CUSTOMER RELATIONSHIP MANAGEMENT ORIENTATION SCALE ITEMS (AFTER PURIFICATION) --- p.88 / REFERENCES --- p.90

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_324097
Date January 2002
ContributorsYim, Frederick Hong-kit., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Source SetsThe Chinese University of Hong Kong
LanguageEnglish, Chinese
Detected LanguageEnglish
TypeText, bibliography
Formatprint, viii, 108 leaves : ill. ; 30 cm.
RightsUse of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)

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