Contents

Investigating Employee and Customer Perceptions on ICT Utilization: CRM and Policy Implications

Yu, Eun Hye / Cho, Yoon Cheong

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Abstract

Purpose: The purpose of this study is to analyze factors affected by the ICT utilization with perspectives of employees (Study 1) and customers (Study 2) that are rarely approached in previous studies. In particular, this study examined how proposed factors on ICT utilization affect employee satisfaction, organization performance, customer satisfaction, and purchasing decision making.
Research design, data and methodology: This study conducted an online survey to measure the effects. Cronbach’s alpha was applied to test reliability and factor analysis was applied to check validity. Multiple regression analysis and ANOVA were applied to test hypotheses. Results: The results of this study found that the effects of self-development and organizational innovation on employee satisfaction were significant for study 1, while the effects of product satisfaction, promotional offers, and customer communication on purchase decision making were significant for study 2. Conclusions:This study provides managerial and policy implications. At the management level, it is necessary to make specific strategies to improve employee and customer satisfaction and organization performance associated with the utilization of ICT. The results of this study suggest that better policy should be prepared by government to foster utilization of ICT infrastructure and to enhance better relationships with employees and customers.

Issue Date
2022-02
Publisher
한국유통과학회
Keywords(Author)
ICT; Employee Satisfaction; Organizational Performance; Customer Satisfaction; Purchase Decision Making
URL
https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002814937
DOI
10.13106/jidb.2022.vol13.no2.17
Journal Title
산경연구논집
Start Page
17
End Page
31
ISSN
2233-4165
Language
English
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