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  • 學位論文

利用資訊科技提升顧客關係管理績效之研究

Impacts of Information Technology on Customer Relationship Management Performance: An Empirical Study

指導教授 : 陳家祥 林博文
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摘要


『顧客關係管理』(Customer Relationship Management, CRM)在現今企業經營中扮演著重要的角色,做好顧客關係,才能使顧客滿意,為公司帶來更多的利潤以及提升市場佔有率。企業體認到企業經營的最終目的不僅是向消費者推銷,而是隨時維持與顧客間的關係,了解顧客的需求,進而掌握顧客終身的消費行為。 本研究欲探討一個完整的顧客關係管理系統必須包含那些實施事項,藉由文獻的收集與整理,以及業界所進行的顧客關係管理系統來歸納,對一個完整週延的顧客關係管理系統做一個詳細的說明。企業導入顧客關係管理時,又能為顧客帶來什麼利益;影響顧客關係管理系統之因素有哪些?一套優良的顧客關係管理系統績效要如何來衡量?這些都是本研究所探討的主題。 在本研究中,藉由文獻探討發展出本研究之研究架構以及研究假設,再針對國內企業進行問卷調查,驗証本研究架構以及研究假設。樣本為國內天下1000大企業,扣除無效問卷,回收112份,回收率為11.2%。 應用複迴歸檢定本研究架構以及假設。根據檢定的結果,本研究的結論為: 1.應用資訊科技進行以市場為導向的跨功能整合,並提升關係品質是顧客關係管理系統的實施事項。 2.透過資訊科技可提供顧客利益,包含心理性、社會性、經濟性以及客製化利益。影響顧客關係管理系統之因素方面,資訊科技、網絡效應以及交易頻率影響關係品質,資訊科技以及資訊分享影響跨功能整合。 3.企業內部企業文化之顧客導向以及競爭導向影響顧客關係管理系統之市場導向。 4.應用資訊科技進行跨功能整合對企業的獲利能力在短期內沒有顯著的影響,企業在決定導入顧客關係管理系統時,應採逐步導入方式進行,以避免因初期投資成本太高卻不見成效所造成的疑慮。 5.企業在導入顧客關係管理系統時,相關部門應充份取得共識,建立起資訊分享的組織文化,並鼓勵消費者提供自己的相關資訊,以強化此系統之實際效用。企業也應充份應用資訊科技來處理顧客資料,不論對企業或是顧客均能增強價值。

並列摘要


The facilitation of Customer Relationship Management(CRM)practices plays an important role in contemporary business environment. Establishing good relationship with customers can gain more and more profits and to promote companies’ market share as well. The majority of companies nowadays are fully aware that the goal of business operations is not only to sell products/services to customers but also need to maintain sounded relationships. Further, to maintain the relationships, companies need to find and match customers’ need and know well the customers’ lifetime consuming behavior. In this study, we proposed a CRM system research model based on a comprehensive literature review process. In this model, we raised a number of research questions for companies to have a clue to start on CRM. These included: (1) what kind of benefits to customers for CRM implementation; (2) what elements will influence the CRM system; and (3) how to evaluate a CRM system with good performance? We developed a research structure and 5 hypotheses. Consequently, questionnaires were mailed to top 1000 companies in Taiwan and the returned effective rate was about 12.2%. Applying the multiple regression analysis to test the research structure and hypotheses, the conclusions of this study were below: 1.Information technology, network effect and transaction frequency would influence relationship quality. Information technology and information sharing would influence cross-functional integration. 2.Companies decided to proceed CRM should choose the stepwise way to implement. Because in the very beginning of proceed CRM would invest much money on appliances, those investment would not make companies gain profit in the short run. 3.Companies should develop a information-sharing culture and inspire their customers to share their own information. Companies would realize what their customers’ needs and behavior. Then companies could offer customers what they really want. Both of companies and customers would get benefits from CRM system.

參考文獻


85.Lewis, H.G. and Lewis, R.D. (1997), ”Give your customers what they want,” Selling on the Net, Executive Book Summaries, 19(3), March, 78-90.
1.Ainscough, T. and Luckett, M.G. (1996), ”The Internet For the Rest of Us: Marketing on the World Wide Web,” The Journal of Consumer Marketing, 13(2), 112-122.
2.Agranoff, M.H. (1993), ”Controlling the Threat to Personal Privacy,” Journal of Information Systems Management, 8(3), 48-52.
3.Alavi, M., Leidner, D. E., (1999), ” Knowledge Management system: a Descriptive Study of Key Issue, Challenges, and Benefits, Communications of the AIS, 1(7).
4.Anderson, E. W.; Fornell, C. and Lehmann, D. R. (1994), ”Customer Satisfaction, Market Share and Profitability: Findings from Sweden,” Journal of Marketing, 58(3), 53-66.

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張文彬(2002)。顧客關係管理的核心活動在企業界應用過程 之探討〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu200200600
李孝先(2010)。國民小學教師資訊科技融入教學能力及態度之研究〔碩士論文,國立虎尾科技大學〕。華藝線上圖書館。https://doi.org/10.6827%2fNFU.2010.00018
楊硯婷(2006)。百貨業顧客知識來源與顧客關係管理活動之研究〔碩士論文,元智大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0009-1707200615330400
李倩(2007)。金融業導入顧客關係管理之績效評估〔碩士論文,國立臺北科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0006-2607200718041700

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