台灣金融業顧客關係管理績效之研究

隨著行銷概念的演進，顧客及顧客關係管理備受重視。近年來許多學者認真探討影響顧客關係管理(CRM)之關鍵成功因素及資訊科技在CRM方面之應用。對建立CRM系統的執行成效則較少研究。本研究將應用平衡計分卡來評量台灣金融業執行CRM之績效，並探討知識管理對CRM執行績效的影響。本研究對台灣金融業做問卷調查，並應用平衡計分卡來探討金融業導入顧客關係管理的情況及其執行績效。研究目的計有四項：1.了解金融業目前顧客管理系統之執行情況。2.探討CRM執行三要素對CRM執行績效的影響。3.探討知識管理對CRM執行績效的影響。4.探究平衡計分卡是否能有效衡量金融業執行CRM的績效。經研究結果，獲得下列三項研究結論：(1)金融業在建置CRM系統時，高階主管的支持及資訊科技的建置對金融業者建置CRM系統的意願有正向的影響。(2)CRM執行三要素（高階主管的支持、顧客導向的流程、資訊科技建置）對CRM的執行績效具有正向的影響。(3)利用平衡計分卡能有效衡量CRM的執行績效。

關鍵字

金融機構；顧客關係管理；顧客關係管理系統；績效；平衡計分卡

並列摘要

Along with the evolution of the marketing concepts, customers and customer relationship management have being highly emphasized for business success. The key factors contributing to the successful implementation of CRM and the application of the information technology have been intensively examined by academics in recent years. However, the performance aspects of CRM system are rather being neglected. This study focuses on the performance evaluation for the CRM system by using the Balanced Scorecard measures, in order to increase the chance of successful implementation of the CRM system. In addition, the impact of the knowledge management upon the performance of the system is also investigated. The Questionnaire survey and Balanced Scorecard (BSC) scheme are employed to explore the CRM adoption processes and then evaluate the CRM performance. Through this research, the following findings and suggestions are presented: In constructing a CRM system, the commitment of high-ranking executives and the adequate set-up of the information technology infrastructure are positively related with the performance of the created CRM system. The three key factors of CRM (the commitment of corporate executives, the appropriate set-up of the information technology infrastructure and the customer-orientation business process) are positively related with the CRM performance. Moreover, the Balanced Scorecard (BSC) can be effectively used for evaluation the CRM performance.