台灣中小企業導入客戶關係管理系統決策影響因素之研究

隨著顧客關係管理(CRM)系統發展的日趨成熟，中大型服務業導入顧客關係管理系統的決策已有較多探討，而中小企業在導入(購買)CRM系統前要的決策評估因素探討則相對較少，因此本研究擬就此一課題加以探究。本研究彙整導入CRM系統之決策影響因素有：1.導入CRM效益、2.導入CRM之成本、3.組織內部因素(組織發展之需要)、4.企業外部因素(客戶的要求採用、因應同業已導入CRM所形成的競爭壓力)等四構面，本研究委請某CRM系統供應商之業務人員請其客戶的高階主管填答問卷。本研究共發放126份問卷，有效問卷回收106份，研究結果如下： 1.中小企業在CRM系統採購決策關鍵因素：(1)在購買方式與購買原因：基於成本、資訊安全、自控性與可和ERP系統整合的考量，企業大多選擇以套裝軟體買斷方式為主，以廠商專案開發或雲端租賃相對較少；(2)企業導入CRM主要是考量系統導入所產生的效益，其次是為滿足公司營運發展的需要。 2.中小企業CRM系統採購時的決策人員，主要是經營者決定(約佔6成)，其次才是高階主管、(2)中小企業之採購預算以20-50萬為最多、(3)導入時遭遇的主要問題為公司內使用者的態度。 3.不同的產業在購買CRM系統時，採購決策因素皆以導入CRM系統時能夠產生之效益為主，不同的產業在使用CRM系統時，所需模組也都是以銷售系統最多。

關鍵字

顧客關係管理；決策影響因素；導入效益；導入成本

並列摘要

As the customer relationship management (CRM) system has become almost fully developed, numerous studies have explored the decision-making regarding the introduction of the CRM system into medium and large service-providing enterprises. However, few studies have explored factors that influence small and medium enterprises’ decision making regarding whether to purchase (or introduce) the CRM system. Therefore, this study aims to explore this topic. This study summarizes factors that influence decision-making regarding introducing the CRM system as follows: (1) the benefits of introducing the CRM system; (2) the costs of introducing the CRM system; (3) internal factors (e.g., for the purpose of organizational development); (4) external factors (e.g., customers’ requirements, and competition pressure due to peer companies’ introducing the CRM system). In this study, sales representatives of a CRM system supplier are recruited to distribute 126 questionnaires to senior executives employed by their clients. Overall, 112 questionnaires are returned, total of 106 valid questionnaires remain. The research results are summarized in the following: 1. Key factors for small and medium enterprises’ decision making regarding whether to purchase the CRM system are as follows: (1) Regarding purchase methods and reasons, to reduce costs, ensure information security and self-control, and integrate with the enterprise resource planning system, most enterprises choose to buy out the software package and few enterprises choose a project-development or cloud-based leasing method; (2) enterprises introduce the CRM system mainly because of the benefits of doing so and secondly for the purpose of company operation and development. 2. The decision makers for small and medium enterprises’ purchasing the CRM system are business owners (60%), followed by senior executives. Most of small and medium enterprises budget NTD 200,000–500,000 for purchasing the CRM system. The main problem encountered during introducing the system is the attitude of users in the company. 3. When businesses from different industrial sectors purchase the CRM system, they invariably put the benefits that the CRM system can produce in the first place. When businesses from different industrial sectors use the CRM system, the modules they require are mostly for the sales system.