파트너관계관리 성공요인의 중요도 분석

Abstract

Partner relationship management (PRM) refers to processes and methodologies associated with managing the relationship between corporations and their partners. Recently, the importance of PRM has been increasingly emphasized, and it is considered as a core competitive factor for firms whose sales heavily rely on the intermediate distributor. In this paper, we identify key success factors for PRM system based on literature review on CRM system and interviews with domain experts, and prioritize them from two different perspectives, firms and partners, based on analytical hierarchy process. Partners responded that trust-building between firms and partners, quality of system, and satisfaction level for information system have high priorities, while firms responded that quality of system, information share, and trust building between firms and partners. Identified factors and evaluated priorities can provide a strategic guideline when planning the PRM system building.