- 學位論文
以科技接受模型探討企業導入CRM系統之績效評估
The Performance Evaluation of Customer Relationship Management System By Technology Acceptance Model
摘要
中文摘要 隨著經濟的發展，服務的概念日漸受到重視，業者如何提供優質的服務，強化與顧客的關係成為研究的重點。顧客關係管理（CRM）系統已成為各行業最受矚目的焦點。企業如何有效的導入CRM系統，如何使CRM系統發揮最大績效，成為企業經營者所面臨的重要課題。金融業是目前我國導入CRM系統最多的產業，因此本研究乃以金融業為研究對象。 科技接受模型（Technology Accepted Model, TAM）是根據使用者的認知、態度、意向及外部變數間的關聯，而設計出的模型，並以該模型來觀察及解釋使用者對科技的使用行為與接受度，科技接受模型（TAM）主要有兩個概念：1.認知到新科技具有用性（perceived usefulness, PU）。2.認知到新科技具易用性（perceived ease of use, PEOU）。本研究擬以科技接受模型發展出CRM系統之接受模型，進而探討如何以CRM系統提昇企業績效。 本研究分為兩階段進行，第一階段針對目前台灣金融業規劃及導入CRM系統在認知有用性、認知易用性方面，受企業內部的影響變數有哪些，及引申出CRM使用者的滿意和CRM系統的接受度之模式架構；第二階段以問卷調查進行資料分析，探討構面間的相關程度，找出導入CRM系統績效的影響因素，讓金融業管理者能正確引進CRM系統。
並列摘要
Abstract Along with economy developing , the construct of service becomes more important.How a business provide high quality servicr and get more relationship with customers is the priority to research. Today, CRM system has been the emphasis business put on.The important problem a manager will face is how to implement CRM system effectively. Because financial company has greatest proportion implementing CRM system in Taiwan, it is the object of this study. The technology accepted model had been designed ,which was according to the relationship between the perceive, attitudes, and intentions of the user and the outer variables. Then we use the TAM model to observe and explain the behaviors of users to deal with technologies. The major goal of this model is to investigate the acceptability and the behavior model for each technology user.There are two main concepts with TAM：1. perceived usefulness, PU. 2. perceived ease of use, PEOU. In this research, we will develop the acceptable model of CRM system which was based on the TAM then to study how to manipulate CRM system to improve the evaluation of enterprise This study will be divided into two sections. The first section, we aim at financial companies implementing CRM system, and finding variables about two aspects, perceived usefulness and perceived ease of use impacting by business. Therefore, the model structures of the user satisfaction of CRM system and the acceptability of CRM system, could be extended. The second section, we analyzed the data from questionnaire investigation, and study the relationship between phases, then find out the factors impacting CRM system’s performance. In this way, to ensure that financial managers could implement CRM systems, correctly.