The Research of Resource Capabilities and Its Complementaries on Customer Relationship Management in the Financial Institutes

• Main Authors: Vic, 蔡家傑
• Other Authors: 楊一峰
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/56064672531700885039

碩士 === 樹德科技大學 === 經營管理研究所 === 97 === A resource-based theory (RBT) is one of the most widely accepted theoretical perspectives in the strategic management study. Since the study linkage between the dynamic capabilities and a sustainable competitive advantage (SCA) has been placed to one of the most widely interested theoretical aspect in the RBT study, this study intends to build a RBT-grounded framework for explaining the conditions under which firms may achieve a SCA from the capabilities. The new insights suggest that firm resources can be considered as complementarities when one resource enhances the value and effect of another resource, and thus including the complementarities of these capabilities will lead to a more accurate prediction of its CRM performance relative to a SCA objective. The research suggest Human Resource(HR), Information Technology(IT) , and Marketing Knowledge(MK) and complimetaries has influence on Customer Relationship Management (CRM). The sampling frame was obtained from the four banks, which have applied the systems of HR, IT, and MK capability to their CRM performance in Taiwan: Citibank, Chinatrust, Taipei Fubon Bank, and Taiwan HSBC, A total of 400 questionnaires were distributed to the customers of these banks of which 300 were adequately completed. By the SPSS statistics tool as reliable and validity analysis as well as Podsakoff and Organ’s (1986) CMV (Common Method Variance ) for the suggestion of one-factor test method to access whether single source bias existence. The new findings suggest that each resource and complemetaries promote CRM in the financial institute of CRM performance.