金融業導入顧客關係管理之績效評估

The Performance Evaluation of the Financial Industry implement the Customer Relationship Management

李倩(Chien Lee)

指導教授 ： 吳建文

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2007年)

摘要

在現今競爭加劇的市場上，顧客滿意乃成為企業保持競爭力的重要關鍵。能夠有效的掌握顧客想法之企業方能在市場上保持領先之地位，而良好的顧客服務，則成為企業與競爭對手之間最佳的差異化特色。正因如此，使得顧客關係管理(CRM)成為企業與學術界中的重要研究議題。學術界針對導入CRM關鍵成功因素進行諸多探討，而對於企業界更關心之導入後執行績效卻較少著墨。由於金融業是目前我國導入CRM系統比例最高之產業，因此本研究乃以金融業為研究對象，對其導入之績效進行探討。
本研究以已導入CRM之金融業為樣本母體，以網路及郵寄之方式針對「行銷」、「顧客關係管理」、「資訊」、「客服」相關部門主管及員工進行問卷調查。在回收的部份，總計回收了112份問卷，扣除答案一致者及未填寫完畢者，實有效問卷為92份，有效回收率為82.14%，利用SPSS 13進行分析。
本研究的主要發現為：(1) CRM導入之績效會受到導入CRM系統功能之影響，亦即金融業導入CRM系統之功能越完整時，其CRM績效越為顯著。(2)金融業導入CRM系統之企業經營績效越高時，對導入CRM之預期與滿意程度亦為高。而當導入CRM之預期與滿意度越高時，其對企業經營績效越為顯著。(3) 當「CRM績效」愈高時，則對「企業經營績效」及「企業導入CRM預期與滿意成果」的提升有顯著正向的影響。

關鍵字

顧客關係管理 ； 企業經營績效 ； 顧客滿意 ； 金融業

並列摘要

Customer satisfaction is the key for corporate to remain competitive within this tough market. Effective possession of customer mind can keep enterprises ahead in the market, and good customer service is the key differentiator between an enterprise and its competitor. Therefore, Customer Relationship Management (CRM) becomes an important research topic among enterprises and academia. The academia has researched though numerous topics about how to make a CRM-implemented organization successful. However, enterprises put much more emphasis on the after-performance of implementing a CRM system which the academia has not paid enough attention to. Financial industry is by far the most CRM-implemented industry in the country. Therefore, this research of mine focuses on the performance of CRM-implemented financial industry.
This research takes all of the CRM-implemented financial organizations as the sample universe. We have distributed questionnaire for managers and employees from marketing, CRM, information, and customer service-related departments through email and mail. 112 copies of questionnaire have been collected, and 92 of them are considered effective after not taking into consideration those with the same answer to every question and those unfinished. The effective collecting rate is 82.14%, all analyzed by SPSS13.
The main findings of the research are: first, the performance after enterprises implementing CRM is affected by the completeness of the implemented CRM systems; i.e., the more completed of the CRM systems that the enterprises in financial industry are, the better the performance is. Secondly, the greater corporate management performance is after implementing CRM in financial industry, the higher expectation and satisfaction the enterprise has towards CRM implementation. Moreover, when the expectation and satisfaction rises, the corporate management performance is better affected by implementing CRM systems. Finally, while the "CRM Performance" is greater, it helps the rising of "Corporate Management Performance" and "Corporate Expectation and Satisfaction towards CRM Implementation".

並列關鍵字

Customer Relationship Management ； Customer Satisfaction ； Corporate Management Performance ； Financial industry

參考文獻

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