员工导向与客户关系管理的整合机制研究——基于华泰证券的案例分析

The Research on Integrated Mechanism between Employee Orientation and Customer Relationship Management:Based on the Case Study of Huatai Securities

以往国内学者对客户关系管理导向的研究大多聚焦于外部导向,而忽略了企业内部员工对于客户关系管理的基础作用。将员工导向镶嵌于企业的组织文化之中,在对员工导向和客户关系管理文献梳理的基础上,通过对我国金融服务业典型企业的客户关系管理实践进行深度分析,系统地探讨了员工导向的影响作用在客户关系管理流程中的实现机制,提出员工导向与客户关系管理的整合模型,为服务型企业客户关系管理的理论实践提出新的启示。

The existing research on customer relationship management（CRM） always focus on the external orientation,and lose sight of the basic influence of external employee on the success of CRM practice.This paper argues that employee orientation（EO） is embedded in organizational culture of firms,by means of the case study on leadership corporation in financial service industry,explores the integrated mechanism of EO and CRM processes,and proposes some managerial theories and implications for service enterprises.