以服務主導觀點探討ERP系統導入之研究

近年來，因行銷與商業模式上的改變，企業重點轉而投注在無形資源以及強調與顧客之間的關係和共創價值上，服務漸漸取代實際商品成為企業持續發展及競爭策略的來源。本研究以「服務主導邏輯」為基礎，針對ERP顧問的知識和技能(operant資源)與顧客準備度進行共同生產和顧客感知價值之實證性研究與探討。本研究的目的是在了解顧問和顧客於ERP導入過程中，雙方所需具備之條件對共同生產與顧客感知價值之影響，以及顧問和顧客共同生產之程度對顧客感知價值之影響，以做為企業、顧問業者及後續研究者之參考。本研究實驗結果顯示：「顧問投入」和「顧客準備度」對「顧客感知價值」有顯著的影響；且「顧問投入」和「顧客準備度」愈高對顧問和顧客「共同生產」程度也愈高；在不同「時點」情況下，顧問和顧客「共同生產」對「顧客感知價值」是有不同的影響效果。「系統尚未上線」的情況下，顧問和顧客「共同生產」對「顧客感知價值」正面影響的效果較弱。因此，若要系統上線成功，顧問的挑選、顧客涉入以及雙方共同生產程度是不容忽視的。

關鍵字

企業資源規劃系統(ERP) ；顧問；顧客準備度；服務主導邏輯(S-D logic) ；共同生產；顧客感知價值(CPV)

並列摘要

Recently, marketing and business model are changed. Enterprises focus on intangible resources, emphasizing the relationship and co-created value with the customer. Services are gradually replacing the actual goods and become a source of enterprise sustainable development and competitive strategy. In this study, we base on the “Service-dominant logic” discussed the ERP consultants’ knowledge and skills (operant resources), customer readiness to co-production and customer perceived value on empirical research. The purpose of this study is to understand the consultation performance of ERP implementations. We have two purposes for consultation as companies, consultancy companies, as well as future researches. The first is that understand during the ERP implement, both of the consultants and customers should hold the conditions and the influence with co-production and customer perceived value. The second is that consultants and customers’ co-production degree on customer perceived value’s influence. The empirical results in our study reveal that: consultant inputs and customer readiness has a positive influence on customer perceived value. The consultant inputs and customer readiness higher, the degree of the co-production are higher. Consultant and customer co-production have a different effect on customer perceived value in different time. When the system is not yet on line, consultants and customer co-production of a positive impact on customer perceived value is weak. Therefore, consultant selection, customer involvement and degree of the co-production can’t be ignored when the system on line are success.