- 學位論文
資訊品質、系統品質對業務人員CRM使用、滿意度影響之研究—以人壽公司為例—
THE INFLUENCE OF INFORMATION QUALITY AND SYSTEM QUALITY ON CRM USE AND SATISFATION -AN EXAMPLE OF INSURANCE CORPORATION
摘要
跨入二十一世紀，資訊科技日益發達，市場競爭亦漸趨白熱化，顧客的要求亦愈來愈高。對所有的企業來說，其存在的主要目的之一即是「獲利」，而獲利營收的來源與對象，則是所謂的「顧客」，不管是企業顧客或是個人消費者顧客。 國內壽險業在顧客關係管理的策略應用上，已開始發展，要運用資訊科技做好顧客關係管理(CRM)；21世紀是e時代的世紀，資訊科技自然是發展的利器，而顧客關係管理(CRM)與資訊科技(IT)，必須和公司的經營策略相結合，新資訊科技（Web、Internet、EC、Data Warehouse、Data Mining、IA等）已成熟，利用互動式自動化及IT來達到一對一最深層次的CRM，以達到競爭優勢。最終目標是透過最優勢的顧客關係在市場上凸顯出公司，以達獲利。 本研究希望了解在目前的商業應用環境下，企業對於業務人員為服務客戶需求狀況所提供顧客關係管理系統，並試圖針對這顧客關係管理系統建立一個評估的模型並用深度訪談人壽公司的方式找出更多了解系統品質、資訊品質、系統使用程度會影響CRM系統滿意的因素，各自與CRM系統滿意關係為何？其影響原因為何？ 本研究歸納出研究發現與分析如下： 一、 系統品質是會影響業務人員對系統使用、系統滿意度。 二、 資訊品質是會影響業務人員對系統使用、系統滿意度。 三、 業務人員個人背景因素也會影響業務人員對系統使用、系統滿意度。 四、 系統使用程度是會影響業務人員對系統滿意度。 並可利用本研究結果以供其他壽險公司在更新、開發或引進資訊系統之參考，也可與資訊業界合作設計開發更合適的壽險公司資訊系統。
並列摘要
Stepping into the 21st century, Information Technology has reached a new era, and its market competition has become hotter than ever due to the request for higher standards. To all corporations, their means of survival is profits. The source for profits are customers; may it be business clients or individual consumers. Domestic insurance industry’s tactic on customer relationship has developed into using IT as a tool for Customer Relationship Management. 21st century is (e世代), naturally, the information technology is advancing into a powerful tool, but the merging of the (CRM) and (IT) has to first unify the company’s business strategies for it to be successful. New Information Technologies such as the Web、Internet、EC、Data Warehouse、Data Mining and IA has matured. They rely on strong interaction with the consumers to gain an edgy on the competition with other forms of communication. The goal of the company is to use the advantages that the IT provides so that it will stand out from the crowds. The aim of this research is to understanding the present commercial environment, for the enterprise to monitor the customer's demands regarding to the service, and the personnel's ability to provide the customers with necessary informations. it also attempts to create a modle to evaluate the quality of the system. It lets the company to understand why CRM went wronk, and how satisfied the customers are regarding to the system. The research concludes: -The system quality can affect the service personnels on the system useage and the system degree of satisfaction. -The information quality can affect the service personnels on the system useage and system degree of satisfaction -The service personnel's personal background factor?can also affect the service personnels on the system use and the system degree of satisfaction. -The degree of system useage can affect the service personnels on the degree of system satisfaction these findings may be used to supply other life insurance companies in the renewal, the development or reference to introduction of information system, they may also develop more appropriate insurance company information system with the information cooperation design