臺灣博碩士論文加值系統

中文摘要
全球化使得企業之間的競爭越來越激烈，為了因應此全球化競爭及滿足顧客需求，再加上資訊科技與電子商務的蓬勃發展，企業體認到要在這競爭激烈的環境生存，一定要維持良好的顧客關係，因此，企業紛紛導入了顧客關係管理(Customer relationship management, CRM)系統。良好顧客關係的提升，已成為電子商務時代的生存關鍵，透過顧客關係管理系統，企業得以鞏固現有顧客、獲取新顧客，並增加顧客的利潤貢獻度，藉此建立長期互利的關係。
但是企業在導入顧客關係管理系統時，企業內部成員對於導入顧客關係管理系統的使用效益往往缺乏足夠的認知，因而造成顧客關係管理系統無法發揮最佳效用。為了讓顧客關係管理系統發揮它應有的效益，企業在導入顧客關係管理系統時，如何透過不同的組織制度及規範影響員工對顧客關係管理系統的認知及使用行為便相當重要。所以，本研究以Scott(1995)提出的組織制度理論做為參考，來探討企業導入顧客關係管理系統時，是否能藉由制度理論中的正式規定、認知及規範，讓顧客關係管理系統制度化，藉由制度化的過程進一步讓員工對顧客關係管理系統的價值觀及使用行為產生影響。
本研究結果顯示，企業中的制度規範及認知，會影響到顧客關係管理系統制度化的程度；另外，顧客關係管理系統的制度化程度越高，使用者使用系統的頻率、多樣性也就越高；而隨著使用者使用顧客關係管理系統的使用行為增加，企業的績效也會呈現正面的成長。所以，企業必須要重視組織中對顧客關係管理系統的規定，以及使用者對系統的認知及規範所帶來的影響，因為這些制度規範，不僅會影響到使用者對系統的接受度，更會對組織績效產生莫大的影響。
關鍵詞：顧客關係管理系統、制度、制度化過程、使用行為

Abstract
For responding this globalization competition, satisfy customer need, and the advent of E-Commerce, the enterprise realizes maintaining good customer relationship in this kind of environments. Consequently, customer relationship management system has become the important issue of enterprises. CRM systems help enterprises maintain their customers, and understand customers need which in turn produce high profits.
During the implementation of CRM system, the insufficient understanding of CRM system usage of employees makes the CRM cannot be elaborated of its best effort. In order to make CRM system shows its effect, it is important to shape the knowledge and usage behavior of employees via different organizational institutions. Therefore, this research refers to theory of institutions provided by Scott (1995), exploring the relationship between organizational institutions and user’s usage behavior of CRM system.
Our research reveals that the organizational regulations and cognitions will affect the degree of institutionalization of CRM system. Besides, the higher degree of CRM system institutionalization resulted in higher use frequency and use diversity of users, which in turn lead to better organization performance. The research results show the importance of organizational institutions in CRM implementation. These organizational institutions not only affect the user acceptance of CRM system, but also affect greatly to the organization benefits.

Key Words: Customer Relationship Management System, Institution, Institutionalization, Usage Behavior

目錄
中文摘要 ................................III
Abstract ........................IV
目錄 ................................VI
圖目錄 ................................IX
表目錄 ................................X
第一章、 緒論 ........................1
1.1 研究背景及動機 ................1
1.2 研究目的 ........................2
1.3 研究問題 ........................3
第二章、 文獻探討 ........................6
2.1 顧客關係管理 ................6
2.1.1 顧客關係及顧客關係管理的定義 6
2.1.2 顧客關係管理架構與流程 ........8
2.1.4 顧客關係管理系統的核心 ........12
2.2 組織制度 ........................16
2.2.1 正式規定(Regulation) ........17
2.2.2 認知(Cognition) ................18
2.2.3 規範(Norms) ................18
2.3 資訊技術創新的制度化過程 ........20
2.3.1 制度化 ........................20
2.3.2 創新擴散 ........................20
2.3.3 程序例行化及價值內化 ........22
2.4 使用者行為 ................24
第三章、 研究模型 ........................26
3.1 研究架構 ........................26
3.2 研究假說 ........................28
3.2.1 正式規定與程序例行化 ........28
3.2.2 認知與價值內化 ................29
3.2.3 規範與價值內化 ................30
3.2.4 程序例行化與價值內化 ........31
3.2.5 程序例行化與使用行為 ........31
3.2.6 價值內化與使用行為 ................32
3.2.7 價值內化與組織績效 ................33
3.2.8 使用行為與組織績效 ................34
第四章、 研究設計 ........................35
4.1 研究設計 ........................35
4.2 操作化定義 ................35
4.2.2 問項-規範 ................37
4.2.3 問項-認知 ................38
4.2.4 問項-程序例行化 ................39
4.2.5 問項-價值內化 ................40
4.2.6 問項-使用行為 ................41
4.2.7 問項-組織績效 ................42
4.3 研究工具 ........................43
4.4 資料分析方法 ................45
4.4.1 樣本之基本資料說明 ................45
4.4.2 信度與效度的檢定 ................45
4.4.4 資料分析流程 ................46
第五章、 資料分析 ........................47
5.1 問卷回收 ........................47
5.2 基本資料分析 ................47
5.3 顧客關係管理系統資料分析 ........50
5.4.1 題項分析 ........................54
5.4.2 信效度分析 ................57
5.4.3 區別效度檢定 ................57
5.5 研究假說檢定 ................59
5.5.1 直接影響效果 ................59
5.5.2 間接影響效果 ................60
5.6 檢定結果整理 ................65
第六章、 結論 ........................67
6.1 研究發現與結論 ................67
6.2 管理意涵 ........................69
6.3 研究限制 ........................70
6.4 未來研究方向 ................71
參考文獻 ................................72
中文部分 ................................72
英文部分 ................................74
附錄1 因素負荷量 ........................80
附錄2 研究問卷 ........................82


圖目錄
圖1-1 研究步驟 ........................5
圖2-1 顧客關係管理循環過程 ................9
圖2-2 管理顧客關係階段 ................10
圖2-3 IT與企業組織的互動關係 ........16
圖2-4 制度三支柱間的影響 ................19
圖2-5 S型創新擴散採用曲線 ................22
圖2-6 個人採用過程 ................23
圖2-7在強制環境下，資訊系統使用模型 ........25
圖3-1 研究架構 ........................26
圖4-1 問卷設計流程 ................44
圖4-2 資料分析流程 ................46
圖5-1 研究架構的路徑分析 ................60


表目錄
表4-1 正式規定測量問項 ................36
表4-2 規範測量問項 ................37
表4-3 認知測量問項 ................38
表4-4 程序例行化測量問項 ................39
表4-5 價值內化測量問項 ................40
表4-6 使用行為測量問項 ................41
表4-7 組織績效測量問項 ................42
表4-8 問卷架構與參考來源 ................43
表5-1 回收問卷基本資料分析 ................48
表5-2 顧客關係管理系統資料分析 ........50
表5-3 導入系統功能之比例 ................52
表5-4 使用系統功能情形 ................53
表5-5測量變項之因素負荷量 ................55
表5-6本研究各構念信度統計量 ........57
表5-7構面尺度相關係數矩陣 ................58
表5-8迴歸係數ß值 ........................59
表5-9正式規定透過程序例行化對使用頻率、使用多樣性、價值內化的間接影響效果 ................................61
表5-10認知、規範、程序例行化透過價值內化對使用頻率、使用多樣性、組織績效的間接影響效果 ................................62
表5-11程序例行化、價值內化透過使用頻率、使用多樣性對組織績效的間接影響效果 ................................63
表5-12研究假說結果檢定 ................65

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