Leadership Effect as a Moderating Variable to the Performance of CRM (UMN Case Study)

Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia Pub Date : 1900-01-01 DOI:10.4108/eai.1-10-2020.2305644

Arief H, Y. Susanto, P. Winarno

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Abstract

. By studying the influence of Leadership as a moderating variable in CRM implementation, can be concluded the Effect of Leadership as a Moderating Variable on Performance CRM providing successful implementation results. A study was conducted on CRM at UMN with a population and a sample of CRM users at UMN. The results showed that: Data and Information variables had a positive influence on the CRM performance variables at UMN, with R2 of 0.532; Process variables have a positive influence with R2 of 0.555; Technology variables have a positive influence with R2 of 0.498; The Human Resources variable has a positive influence with R2 of 0.570. Meanwhile, the Leadership variable as a Moderator Variable has increased the R Square for each variable.The results is the variable that has the most decisive influence on CRM performance is the Variable of Human Resources; for this, it needs special attention when implementing CRM.

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领导效应对客户关系管理绩效的调节作用(UMN案例研究)

．通过研究领导力作为调节变量对CRM实施的影响，可以得出领导力作为调节变量对绩效CRM提供成功实施结果的影响。在UMN进行了一项关于客户关系管理的研究，其中包括UMN的人口和客户关系管理用户样本。结果表明:数据变量和信息变量对UMN的CRM绩效变量有正向影响，R2为0.532;工艺变量正向影响，R2为0.555;技术变量正向影响，R2为0.498;人力资源变量具有正影响，R2为0.570。同时，领导力变量作为调节变量增加了每个变量的R平方。结果表明:对CRM绩效影响最大的变量是人力资源变量;为此，在实施CRM时需要特别注意。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia

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