資訊系統在顧客關係管理應用的成效

The Performance of Customer Relationship Management through Information Systems Application

顧景昇(Ching-Sheng Ku)

指導教授 ： 范懿文

國立中央大學/管理學院/資訊管理學系/博士(2008年)

摘要

本研究的目的在探索顧客導向的企業如何運用資訊系統影響其顧客管理的績效。面對競爭的環境，各行業都積極思考如何運用資訊系統適時地提供企業所需的相關資訊，以資訊科技提供企業更有效的方式與客人溝通；旅行業很早就以資訊系統作為加強服務品質的工具，以更快的速度及個人化的商品與服務，提升並改善顧客關係。
過去的部分研究中指出，導入新的顧客關係管理系統並不一定獲得預期的成效。本研究針對此現象探討企業在以提升或整合既存系統功能，同時強調涉及顧客導向、流程整合，以及相關的工作人員的連結發展顧客關係管理的觀點，分析資訊系統如何影響企業顧客關係管理績效。
本研究由顧客終生價值與系統成功的觀點，提出顧客關係管理成效的模式；透過郵寄問卷，對旅行業主要負責顧客關係管理的主管施予問卷調查，本研究以隨機抽樣的方式，對交通部觀光局核備的2,677間旅行社，發出1,200份郵寄問卷，有效回收問卷計254份，回收率為21.2%。本研究以結構化方程模式驗證提出的研究假說。
在研究結果上，企業顧客導向的觀念會影響其服務流程整合，並影響其企業績效；對服務導向的旅行業而言，必須注意顧客服務與顧客價值。同時本研究中了解，顧客資訊的品質會影響系統在處理顧客關係工作的效能，進而影響企業績效。然而資訊系統的效能並不影響顧客的回應，同時顧客回應對企業績效沒有直接的影響。研究結果提供企業界思考導入相關系統時，在作業程序及服務品質觀念上新的想法。

關鍵字

顧客關係管理 ； 顧客導向 ； 系統成功

並列摘要

The purpose of this study is to elucidate how information systems affect customer relationship management (CRM) performance. CRM is more than simply providing an information technology solution and building the customer information database; it is an organization process that enables a firm to measure its customer equity and manage customer relationships so as to improve the firm’s profitability. Many travel agents in travel industry are using information systems to improve their service quality.
Previous researches argued that CRM systems promise much but often fail to deliver the expected benefits. This study will explain and explore the performance of CRM implementation with customer-driven, technology-integrated service process management that maximizes relationships and encompasses the entire organization.
In this study, we formulate the CRM performance model from customer lifetime value perspective and information systems success perspective, and a mail survey was conducted for collecting data from randomly selected travel agencies in Taiwan. A randomly selective of sample 1,200 travel agents was surveyed. Among these sample travel agencies, 254 having completed data available for subsequent analysis, yielding an effective response rate of 21.2%.
As the study analysis, customer orientation is positively associated with the service process fit, and related the CRM performance. A customer-focused travel agent will analyze and store their customer requests, and use these data to develop marketing and service strategies. Customer information quality is positively associated with systems efficiency, and systems efficiency will affect the CRM performance. This research finding could help managers and practitioners decide CRM implementation priority, and improve both business processes and competitiveness through the deployment of CRM systems.

並列關鍵字

Customer relationship management ； Customer orientation ； Information systems success.

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