顧客關係管理(CRM)系統的使用現況與影響因素之探索性研究

賴冠宇(Kuan-Yu Lai)

指導教授 ： 王存國

國立中央大學/管理學院/資訊管理學系/碩士(2006年)

摘要

本研究以服務產業 (一般服務業與金融服務業) 為研究對象，希望能夠了解在服務產業中運用資訊科技的程度。由於服務業與顧客之間的互動是最頻繁的，因此，如何與顧客之間維持緊密的關係，將是公司能否獲得競爭優勢的最關鍵因素，所以，服務業應妥善運用顧客關係管理 (Customer Relationship Management, CRM) 系統來幫助管理與顧客之間的關係。另外，企業在導入與使用CRM系統時，必須有相關的影響因素與之相配合，才能使得CRM系統真正發揮其功用，而於本研究歸納出的影響因素共計有，資訊科技基礎建設、顧客關係導向之企業文化、專注重要顧客、以顧客為中心之組織架構、高階主管支持與CRM為基礎之知識管理能力等六項。
所以，本研究主要探討在服務產業中，CRM系統與其各功能的使用現況為何，同時也探究服務產業中的一般與金融服務業，於CRM系統與其各功能的運用上是否有所差異；另一方面，亦探討在服務產業中，CRM系統與其影響因素的相關性和影響程度，同樣地，也有針對一般與金融服務業分別探索，以了解兩者是否有差異性存在。
根據研究結果顯示，服務產業中CRM系統的使用程度普遍不佳，尤其是在資料儲存功能部分，而金融服務業在大部分功能的運用程度都比一般服務業來得優異，唯獨在資料分析功能與儲存企業內外部資料功能方面沒有明顯的差別。另外，在服務產業中，CRM系統與其六大影響因素都具有顯著的正相關，顯示出CRM系統的使用程度確實與該六大影響因素有關，但只有當資訊科技基礎建設做得越好，或高階主管支持的程度越高時，CRM系統的使用程度才會越高，其他四個影響因素則並沒有如此的趨勢；而一般與金融服務業在相關性方面與服務產業雷同，CRM系統與其六大影響因素都具有顯著的正相關。有關更詳細的說明與結論，將於本文中一一闡述。

關鍵字

服務業 ； 影響因素 ； CRM系統 ； 顧客關係管理

並列摘要

This study attempts to understand the usage of information technology for customer relationship management (CRM) in the service industry (including general service industry and finance service industry). Because the interactions between service companies and customers are most frequent, the critical factor that an enterprise can obtain competitive advantage is how to keep a close relationship with its customers. Thus, service companies should properly use the CRM system to help managing their relationships with customers. Besides, when an enterprise initiates and uses the CRM system, there are some correlated impact factors for making the system more useful. These factors are information technology infrastructure, customer-oriented enterprise culture, customer focus, customer-centric organizational structure, top management support, and CRM-based knowledge management capability.
This research explores how the service industry uses the CRM system and its functions and whether the usage between the general and the finance service industries is different. This research also explores the correlations and the impact extents between the use of the CRM system and its impact factors in the service industries.
Based on the study results, the extent of the usage of CRM system usually is lower in the general service industry, especially in the function of data storage. The finance service industry in general utilizes the functions of CRM system to a greater extent than the general service industry. But there are two functions that are utilized without significant difference between the general and the finance service industries, which are the functions of data analysis and enterprise data storage. Further, the six impact factors are all positively correlated with the usage of CRM system in the service industry. But only when the factor of IT infrastructure or top management support does better, is the usage of CRM system higher. There are no such relationships between the other factors and the usage of CRM system. Similarly, the six impact factors are all positively correlated with the usage of CRM system in both the general and the finance service industries.

並列關鍵字

customer management relationship ； CRM system ； organizational factor ； service industry

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