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研究生:蘇彥明
研究生(外文):Su Yen-Ming
論文名稱:顧客關係管理對企業經營績效之影響:整合科技與管理觀點
論文名稱(外文):The Impact of Customer Relationship Management on Business Performance: Integrating the Perspectives of Technology and Management
指導教授:黃明蕙黃明蕙引用關係
指導教授(外文):Huang Ming-Hui
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:115
中文關鍵詞:資訊科技顧客關係管理企業經營績效企業特質
外文關鍵詞:Information TechnologyCustomer Relationship ManagementPerformanceEnterprise Characteristic
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資訊科技與網際網路的發展,讓企業有機會用較低的成本與人力資源,進行一對一的顧客接觸、溝通與服務,如此更突顯了顧客關係管理(Customer Relationship Management, CRM)在電子商務的應用之重要性,也使CRM 成為企業與學術界重要的研究議題。本研究的目的係以資訊科技為主要的觀點,來分析企業IT特質與CRM系統特性,兩者對CRM執行績效會產生怎麼樣的影響;而且進一步地探討顧客關係管理對企業經營績效的影響;並針對CRM績效的衡量來發展一份日後可供學術界與實務界使用的量表。
本研究以天下雜誌所公佈的一千大企業光碟名錄為樣本母體,以電話配合傳真的方式針對「行銷」、「資訊」、「顧客服務」或「專案企劃」相關部門主管共發放了1189份問卷,其中以有效問卷回收184份進行分析。
本研究的主要發現為:(1)顧客關係管理的績效受到企業IT特質所影響,其中IT應用領先型企業在CRM各績效構面(獲取與增進顧客貢獻度、維持具有價值的顧客、協助市場規劃與分析)皆顯著高於IT應用強調作業導向型企業與IT應用落型企業;而IT應用強調顧客導向型企業則在「獲取與增進顧客貢獻度」此部份的績效顯著高於IT應用落型企業。(2)顧客關係管理的績效受到其系統特性所影響,本研究經由統計圖發現,當企業在CRM系統所導入建置之資訊科技較完善,則其CRM績效有較高的趨式存在。(3)顧客關係管理有助於提升企業經營績效,其中「獲取與增進顧客貢獻度」對企業收益的增加、成本的精減以及競爭力的提升均有顯著正向的影響;「維持具有價值的顧客」亦對企業收益的增加、成本的精減以及競爭力的提升有顯著正向的影響;而「協助市場規劃與分析」則對企業成本的精減有顯著正向的影響。(4)而在CRM績效衡量部份,本研究發展出信度與效度均十分良好的績效量表。
Customer Relationship Management (CRM) has become increasingly important since the emerging of electronic commerce in the past few years. The purpose of this research is adopting information technology perspective to investigate the effects of the characteristics of enterprise and CRM system on the performance of CRM implementation, and whose impact on the enterprise operation performance. Furthermore, this study also wants to develop a scale of CRM performance evaluation for both researchers and practitioners.
The sample of this study includes the top 1000 firms of Taiwan. There were totally 1189 pieces of questionnaires issued in this study, and the study was proceeded by data analysis containing 184 pieces of valid questionnaires retrieved, and concluded the following results: (1) The performance of CRM is affected by the characteristics of enterprise. The results clearly indicate that the IT-leader firms have a higher-level performance of CRM (customer acquisition and profitability, customer retention, and market planning and analyzing) compared to IT-enabled operations focus and IT-laggard firms. And IT-enabled customer focus firms have a higher-level performance of customer acquisition and profitability compared to IT-laggard firms. (2) The performance of CRM is affected by the characteristics of CRM system. The results indicate that more completely IT is built or installed in CRM system; the higher trend of CRM performance exists. (3) Customer relationship management can enhance enterprise operation performance. Customer acquisition, profitability, and retention can increase business revenues, competitive capability, and reduce costs. Furthermore, market planning and analyzing can reduce the costs of marketing, operations, and customer services. (4) Finally, this study has developed a scale of CRM performance evaluation that has fine reliability and validity.
第一章 緒論……………………………………………………………..1
第一節 研究背景………………….…………………………………….1
第二節 研究動機………………………………….…………………….3
第三節 概念性架構與研究目的…………………………………….….7
第二章 文獻探討與假設發展…………………………………………..9
第一節 顧客關係管理定義……………………………………………..9
第二節 顧客關係管理績效…………………………………………...13
第三節 企業IT特質與CRM績效之關係………..…………..………….17
一、企業IT特質…..……………………………………………………...17
二、企業IT特質與CRM績效之關係…………….……..…………….....20
第四節 CRM系統特性與CRM績效之關係…………………………………23
一、CRM系統特性………………………….……...……...…………...23
二、CRM系統特性與CRM績效之關係…….….....……………………….27
第五節 CRM績效與企業經營績效之關係….…..………………………31
一、關係行銷的觀點……………………………………………………...31
二、CRM系統的觀點…………………………...…..………………..….32
三、CRM各績效構面與企業經營績效之關係…….……………..……...34
第三章 研究架構與研究方法……………………….…………………39
第一節 研究架構………………………………………………...……39
第二節 變數操作……………………………………………………...40
一、企業IT特質..…………………………………………….…………..40
二、CRM系統特性……………..………………………………..………..41
三、CRM績效…………………..…………...…………….……………..41
四、企業經營績效…...…………..……………………………………..43
第三節 研究假設……………………………………………………...44
一、企業IT特質VS CRM績效……...………………....…………………44
二、CRM系統特性VS CRM績效…...….……………………...………...44
三、CRM績效VS 企業經營績效………….…...………………..……….45
第四節 問卷架構與設計……………………………………..……….46第五節 研究對象與問卷收集………………………………..……….47
第六節 資料分析方法………………………………………………...49
第四章 結果與討論…………………………………….………………51
第一節 企業基本資料…………………………………………...…..51
第二節 研究之構面因素………………………………………….…..57
第三節 研究構面整體性分析…………………………….…………..62
一、各構面整體性之均值分析………………………………….………..62
二、資訊科技在企業之應用現況分析…………………………….……..63
第四節 企業IT特質與CRM績效之關係..………………………......65
一、四種不同IT類型企業……………………………..………………….65
二、四類型企業分類法之合適性………………………………………...66
三、各產業在四種不同IT類型企業之分佈概況………..……………….67
四、四類型企業在CRM績效構面之變異數分析……………....…………68
第五節 CRM系統特性與CRM績效之關係………….……………….…..72
第六節 CRM績效與企業經營績效之關係……………………………...76
一、CRM績效與企業收益增加之關係……..…………………………....76
二、CRM績效與企業成本精減之關係……………..…………………....77
三、CRM績效與企業競爭力提升之關係………..……………………....78
四、維持既有顧客更甚於取得新顧客…………………………………...78
第五章 結論與建議…………………………………………………….80
第一節 研究結論與意涵……...………………………………………80
一、CRM績效受到企業IT特質所影響…………………………….….....80
二、CRM績效受到其系統特性所影響………………..………………....82
三、利用資訊科技提升顧客關係管理的績效…………………………...83
四、顧客關係管理有助於企業經營績效的提升………………………...84
第二節 研究貢獻……………………………………………………….86
第三節 研究限制……………………………………………………….88
第四節 未來研究建議………………………………………………...89
參考文獻
網站部份……………….…………………………………………...…...91
中文部份……………….…………………………………………...…...91
西文部份………….………………………………………………...…...92
附錄
附錄一 顧客關係管理相關的資訊科技……………………………...97
附錄二 研究問卷………………………….……………..………...110
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CNT台灣國際電子商務中心(2002),http://www.nii.org.tw/cnt/
EC網路商業應用資源中心(2002),http://www.ec.org.tw/
MIC資策會資訊市場情報中心(2002),http://mic.iii.org.tw/
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果芸(2000)。「引領電子商務起飛的Call Center」。資訊與電腦第期。3月,頁38-40。
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陳曉開(1999)。「整理McKinsey & Company, Inc.董事John Ott於台灣第一屆顧客關係管理研討會之專題演講:成功地發展及執行持續性的關係行銷」。電子化企業:經理人報告。第3期,1月。頁26-30。
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遠擎企業管理公司(1999)。「電子化顧客關係管理」。電子化企業經理人報告。第3期11月。
劉玉萍(2000)。整理NCR公司助理副總裁Ronald S. Swift於遠擎智慧企業部舉辦2000「一對一行銷」研討會中之專題演講:運用「一對一行銷」執行顧客關係管理以提升企業利潤。電子化企業:經理人報告。第11期,7月,頁7-10。
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