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  • 學位論文

顧客關係管理系統採用之縱斷面研究

A Panel Study of the Adoption of Customer Relationship Management System

指導教授 : 林震岩

摘要


本研究由縱斷面來比較國內企業對顧客關係管理(Customer Relationship Management, CRM)系統採用的差異,縱斷面研究之比較基礎為林震岩(2003)國科會研究調查之75家受訪企業,藉此探討國內企業對CRM系統應用的現況分析與演進情形,並分析造成CRM系統採用差異的影響因素。根據研究分析結果,提出本研究之結論如下: 1. CRM系統採用之環境現況與成長趨勢 比較前期與本期的CRM採用資料結果發現,企業對於CRM系統的採用程度與其採用後的績效表現皆有明顯正向成長的趨勢。 2. 產業別造成CRM系統採用差異 本研究依產業特性不同將調查中的六大產業區分為製造業與服務業兩大類,並由研究分析中證實產業特性不同對於CRM系統採用會有顯著差異。 3. 系統操作面之發展與其重要性 CRM系統的三個主要功能即互動面CRM、操作面CRM與分析面CRM為相輔相成的系統,尤其操作面系統在CRM系統功能間更扮演資訊流通與匯集的關鍵角色,故各產業的採用皆穩定成長。 4. 影響因素與CRM系統採用之相關性顯著 研究中發現外部環境因素主要與CRM系統採用程度變動有顯著正相關;而內部企業特性則主要與CRM採用績效變動呈顯著正相關。 5. CRM系統採用程度與採用績效存在因果關係 經由線性結構方程模式發現,無論從橫斷面或縱斷面角度分析皆驗證CRM系統採用程度與CRM採用績效存在著顯著的線性關係。 本研究並根據上述分析結果之資訊,分別針對系統供應商、兩大產業別及CRM系統採用者提出建議,以供企業在採用CRM系統時,能更進一步瞭解執行推動的重點與預期的績效表現。 關鍵字:顧客關係管理、互動面CRM、操作面CRM、分析面CRM、縱斷面、橫斷面、線性結構方程模式。

並列摘要


ABSTRACT This study used longitudinal study to compare the difference of the customer relationship management systems among the domestic enterprises. The basis of the comparison of the longitudinal study depends on the 75 enterprises which investigated by Lin’s research. In regard to discussing the analysis of present condition and the development situation for the CRM system among the domestic enterprises, we found out that some factors result in adoptive difference in terms of CRM system. According to the empirical results, the conclusions are made as followed: 1. The present condition and the growth trend of the adopting CRM system. When compared with the results of the previous and current situation of the adopting CRM, we can find that the adoption level of the CRM system and its performance exhibits obviously positive growth trend. 2. Different industries generate the different adoption in CRM system. This research will divide into six industrial zones from the investigation into the manufacturing and service based on the industrial characteristics, Moreover, According to the analysis outcomes, it can support that the different industrial characteristics will truly lead to significant difference of the adoption in CRM system. 3. The development and its importance for the Operational CRM. The three main functions of the CRM system are Collaborative CRM、Operational CRM and Analytical CRM. The Operational CRM especially plays the crucial role in the information flow and collection between the CRM functions so that the adoption condition in every industry shows steady growth. 4. The related significance of the affecting factors and the adopting of the CRM system. This work find out that there are mainly a significant positive correlation between the external environment factors and the change level of the adoption in CRM system and also between the internal enterprise characteristics and the variation performance of the adoption in CRM system. 5. There exists a cause and effect relationship between the adoption level and the performance of the CRM system. With regard to the liner structural equation modeling, this investigation revealed that there exist a significant liner relationship between the adoption level and the performance of the CRM system no matter from the estimation of the cross-sectional study or longitudinal study. Our research gives some advices to the system suppliers、two mainly industries and the CRM system adopters, respectively. Based on empirical results, we could further understand more about the executed main points and expected performance when the enterprises adopt the CRM system. Key Words:Customer Relationship Management、Collaborative CRM、Operational CRM、Analytical CRM、longitudinal study、cross-sectional study、liner structural equation modeling

參考文獻


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江信毅(2016)。營收績效分析及優化之研究-以I品牌為例〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2016.00958
邱垂宗(2008)。企業導入顧客關係管理系統之績效評估〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu200800051
康宏旭(2010)。雲端運算服務中心的挑戰--以趨勢科技為例〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU.2010.03261
彭健嘉(2009)。客訴管控系統之研究-以A公司為例〔碩士論文,元智大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0009-0807200912243500

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