Integration of firms resource and capability to implement enterprise CRM: A case study of a retail bank in Korea

Abstract

This chronological in-depth case study describes that, although the integration of functional resources and capabilities including information resource, analytical capability, and operational capability might influence retention process, those are not sufficient to bring the desired performances of acquiring and expanding customer relationships. Find-Equity Bank (a pseudonym) in this case validates that employee satisfaction must be a prerequisite of successful relationship acquisition and expansion processes, both which require employees to have more customer orientation relatively. Thus, this study emphasizes the significance of tripartite resource and capability consisting of technology, process, and people for the successful implementation of an enterprise-wide CRM strategy. (c) 2009 Elsevier B.V. All rights reserved.