How the Application of Customer Relationship Systems in Commercial Bank Affect Service Innovation-Based on Employee Perspective

Yaoyao Peng

《International Journal of Social Science and Education Research》 5卷12期 (2022/12) Pp. 176-188

https://doi.org/10.6918/IJOSSER.202212_5(12).0028

摘要

With the rapid development of information technology, customer relationship management systems (CRMS) have been adopted by banks and played a vital role for customer development, maintenance, and retention. How to extendedly and creatively use CRMS is an essential issue at present. The role of customers' orientation in employees' CRMS usage is understudied. Thus, based on the information systems diffusion model, a research model is proposed and empirically tested. The results show that extended usage of CRMS (namely, CRMS use for exploitation and exploration) can positively affect employees' service performance. Besides, significant effects of customers' orientation are discussed in CRMS usage.

關鍵字

Customer orientation ； CRMS use for exploitation ； CRMS use for exploration ； Employees' service performance

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