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首页> 外文期刊>International Journal of Innovative Computing Information and Control >COMPLEMENTARITY ROLE OF INFORMATION TECHNOLOGY APPLICATION ON CUSTOMER RELATIONSHIP MANAGEMENT IN THE BANKING SERVICE
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COMPLEMENTARITY ROLE OF INFORMATION TECHNOLOGY APPLICATION ON CUSTOMER RELATIONSHIP MANAGEMENT IN THE BANKING SERVICE

机译：信息技术在银行服务客户关系管理中的互补作用

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摘要

This study explores the impact of human resource (HR) capability and information technology (IT) application, and their potential complementarity effect on the development of customer relationship management (CRM) performance in the banking industry. The empirical analysis was carried out with two samples, the sales personnel and the customers, and the multiple interaction regression analysis was implemented to test and validate the complementarity effect on CRM performance. The findings suggest that firm's two service capabilities in the service context are considered as complementarities when one capability enhances the value and effect of another capability. In addition to three direct influences of the resources, the main result is in the direction of investigating the complementarity effect of these capabilities, which leads to the predictions of its CRM advantage.
机译：本研究探讨了人力资源（HR）能力和信息技术（IT）应用的影响，以及它们对银行业客户关系管理（CRM）绩效发展的潜在互补效应。对销售人员和客户两个样本进行了实证分析，并进行了多元交互回归分析，以检验和验证互补性对CRM绩效的影响。研究结果表明，当一种能力增强另一种能力的价值和效果时，企业在服务环境中的两种服务能力被视为互补。除了对资源的三个直接影响之外，主要结果是在研究这些功能的互补效应的方向，从而可以预测其CRM优势。

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