公部門導入顧客關係管理系統之個案研究

A Case Study of Public Sectors Customer Relationship Management System

韓國峰

指導教授 ： 黃人傑

國立臺灣師範大學/教育學院/政治學研究所在職進修碩士班/碩士(2011年)

摘要

網際網路與全球化公共管理風潮的興起，帶動政府的改造，由往昔以「統治」為主的治理型政府，走向為「以民為主，顧客導向」的服務型政府。顧客關係管理(CRM)，是永續經營的一種價值定位與策略，也是資訊科技(IT)的應用(即e-CRM)，其基本理念與政府所需相契合，各級政府若能以企業為師，效法企業已經成功運用的方法與工具，改善自身的運作模式，應可提升施政的績效，貼近顧客需求以及提高服務品質。
總統府為國家權力中樞所在，極具政治象徵意義，自1980年代以來，總統府歷經政治解嚴、二次政黨輪替及電子化政府的推動後，角色業由單純的「管理者」，漸次轉變為「以顧客為導向」的「服務者」，其功能與組織結構均有必要因應調整。本研究分為五大部分：第一部分先就顧客關係管理系統相關理論進行文獻探討；第二部分為研究設計及實施訪談；第三部分是研析外國政府導入顧客關係管理系統案例；第四部分則以我國總統府為個案，進行實證研究；第五部分提出本研究之結論。
本研究歸納發現，企業及地方政府所採用之CRM系統並不適合導入總統府，總統府將以「協同型」及「分析型」CRM系統為重點，並提出導入CRM系統的預期效益與六項關鍵成功因素，盼望能作為個案機關日後持續推動的方向與參考。

關鍵字

顧客 ； 顧客關係管理 ； 關係行銷

並列摘要

The rising of the internet and the globalizing trend for public management brought the reform of a government that was transformed from what was known as the primary “dominion” to a “prioritizing the people, customer-oriented” service model. The Customer Relationship Management (CRM) is not only a sustainable operation with its values-positioned and strategy, but also a practice (e-CRM) of Information Technology (IT). Its fundamental beliefs match the requirements of the government. The government performance should be upgraded to better fulfill the needs of its customers and raise the service quality to a condition that all levels of government may follow the enterprise and make use of its successful ways and tools to improve the government’s function.
The Presidential Office is the main power of the country and signifies political
meaning. Since 1980s, after it passed the lift of martial law, two political party changes, and pushed for an emerging e-government system, the role of the government has gradually transformed from being purely “management" to provide “customer- oriented service.” It is necessary to adjust its function and structure of the organization accordingly. This study is divided into five parts as follows: first, to research documents in regard to the relevant theory of the CRM; secondly, to research and plan with interviews; third, to analyze and introduce the foreign governments as a case study of the CRM; fourth, to prove the empirical study and take the Presidential Office as an individual case; lastly, to make a conclusion of this study.
In closing , there is a finding in this study ; however , the private sectors and local
government adopted the CRM system that is not suitable for the Presidential Office. The CRM system in the Presidential Office will focus on a “coordination model” and an “analysis model” which will raise the anticipated benefits and six successful factors of the CRM system. It is our hope that this system will provide guidance and references to individual organizations in the future.

並列關鍵字

Customer , ； The Customer Relationship anagement ； Relationship marketing

參考文獻

司徒達賢（1998），《為管理定位》，台北，天下。

丘昌泰（2000），《公共管理－理論與實務手冊》，臺北：元照。

余致力（2000），＜公私管理之異同：美國傑出公共行政與企業管理碩士學程之比

呂松青（2005），《古蹟再利用修繕維護採用現代工法材料技術之探討—以總統府修繕工程為例》，臺灣大學土木工程學研究所碩士論文（未出版）。

吳冠賢（2005），《顧客關係管理之績效評估系統─以網路拍賣業為例》，崑山科技大學企業管理研究所碩士論文（未出版）。