從連結觀點探討Web2.0和4C策略對顧客關係績效之影響

The Impact of Alignment between 4C Strategy and Web2.0 Application on Customer Relationship Performance

何應立(Ho, YingLi)

指導教授 ： 洪為璽

國立中正大學/管理學院/資訊管理學系/碩士(2012年)

摘要

近年來，由於寬頻的普及率日益增加，以及行動設備的快速成長等因素驅動之下，使網路朝向Web2.0的時代邁進，全球資訊網進入了一個社會化的境界，網路已經和每個人的生活融合在一起，許多企業看到這樣的趨勢，開始將Web2.0導入至企業的流程之中，並發展出更多不同的方式來接近客戶，Web2.0不僅改善了企業內部和外部溝通的效率，並且可以降低企業的溝通成本。在過去有許多文獻提到企業策略與資訊科技之連結對於組織績效會有顯著且正向的影響，因此，若企業策略與Web2.0科技應用能夠有效地進行連結且連結良好時，將能夠明顯的提升組織的績效，提高組織的競爭優勢。回顧過去的文獻中發現，許多文獻皆在探討企業策略與資訊科技之連結，並未針對企業策略與Web2.0科技應用進行驗證，且在過去文獻中，大多在探討組織整體的績效，較少探討連結對組織部份績效之影響。因此，本研究將針對4C策略與Web2.0應用對於顧客關係績效之影響進行探討與驗證，以問卷調查的方式蒐集225間有運用Web2.0技術於顧客關係管理之台灣企業資料，並透過五種連結的觀點來驗證本研究所提出之研究模型。研究結果發現，4C策略與Web2.0應用之連結對於顧客關係績效確實會有顯著且正向的影響。此外，本研究亦探討企業在不同的4C策略目標下，應搭配哪種Web2.0應用才能夠有效的提升顧客關係績效。本研究結果可供企業在了解自身策略目標後，選擇適合的Web2.0應用以提昇績效。

關鍵字

顧客關係管理 ； 連結 ； 企業2.0 ； Web2.0 ； 4C策略

並列摘要

In recent years, because of the increased broadband penetration and rapid growth of use of mobile devices, the use of Web2.0 technologies and utilizing the World Wide Web in a social realm is seen. Such network has been integrated into everyone’s live. Many companies see this trend start using Web2.0 to support business processes, and develop different ways to get touch with customers. Web2.0 has not only improved the efficiency of internal and external communication, but also reduced communication costs for company. In the past, there are many studies mentioning alignment between corporate strategy and information technology and suggest it has impact on organizational performance, particularly a significant and positive impact. Therefore, if the corporate strategy and Web2.0 application can be effectively and perfectly aligned, the organization will be able to significantly enhance the performance and increase organizational competitive advantage.Review of the past literature, we found that many papers explored the alignment between corporate strategy and information technology, and has not verified the alignment between corporate strategy and Web 2.0 technology application. Prior literature treats the performance of the organization as a unified concept. Few explore the details of the performance of the organization. This study focuses on the alignment between 4C strategy and Web 2.0 application and its impact on customer relationship performance. Based on 255 questionnaires, this study tends to verify a proposed research model. The results found that the alignment between 4C strategy and Web 2.0 application does have a significant and positive impact on customer relationship performance. In addition, this study also presents what kind of Web2.0 application a specific 4C strategy should be matched with in order to effectively improve customer relationship performance. Results of this study allow companies to set strategic goals, and can be a reference basis for the choice of Web2.0 applications.

並列關鍵字

Alignment ； Enterprise 2.0 ； Web2.0 ； 4C Strategy ； Customer Relationship Management

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