- 學位論文
探討業務人員使用顧客關係管理系統之效益研究
Exploring The Performance Of Sales Use Customer Relationship Management System
摘要
近年來產業競爭激烈，許多企業開始瞭解到顧客的重要性，為了要留住舊顧客開發新顧客，企業們紛紛導入顧客關係管理系統，並將系統與內部業務加以整合，透過系統精準地將資源灌注在最有價值的顧客群中，輕易地找出最正確的顧客群，但是導入CRM並非是一項容易的工程，因此要如何成功地導入顧客關係管理系統將是企業們所面臨的難題之一。 本研究是結合科技接受模式 (Technology Acceptance Model, TAM)與資訊系統成功模式(D&M IS Success Model)為研究架構，探討業務人員對顧客關係管理系統認知中的「資訊品質」、「系統品質」及「服務品質」等構面與系統使用及滿意度之間的關係，並進一步探討業務人員之「系統使用」、「使用者滿意度」及「系統使用效益」間是否相互影響。本研究採用網路問卷調查方式，獲得43份有效問卷，並以SmartPLS 2.0進行資料分析。 研究結果顯示，業務人員對於顧客關係管理系統的資訊品質及系統品質等構面，會對使用者滿意度有顯著影響；則使用者滿意度構面對系統使用效益有顯著影響；系統使用則是透過使用者滿意度間接影響系統使用效益。
並列摘要
Customer Relationship Management (CRM) is an effective information system which can hold existed customer and find potential customer. But it is difficult for manager to implement and maintain CRM system efficiently. It is an important issue to enhance the performance of using CRM. This study combined technology acceptance model (TAM) and DeLone& McLane IS success model (D&M model) to build research model. The information quality, system quality, and service quality will be discussed the relationship between system use and satisfaction. This study used web questionnaire and return 43 samples. The main analysis tools are Excel, SPSS and SmartPLS 2.0. Some of the Hypotheses were supported by this study. There are significant influences from information quality and system quality to user’s satisfaction by salesman; and user’s satisfaction is significant influence to system use performance; and user’s satisfaction is a mediator between system use and system use performance. These conclusions can refer to implement CRM for enterprise in the future, and help firms of CRM to enhance the system and service quality.