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研究生： 賴冠宇
Kuan-Yu Lai
論文名稱： 顧客關係管理(CRM)系統的使用現況與影響因素之探索性研究
指導教授： 王存國
Tswen-Gwo Wang
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 資訊管理學系
Department of Information Management
畢業學年度： 94
語文別： 中文
論文頁數： 115
中文關鍵詞： 服務業 、影響因素 、CRM系統 、顧客關係管理
外文關鍵詞： customer management relationship, CRM system, organizational factor, service industry
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    • 本研究以服務產業 (一般服務業與金融服務業) 為研究對象，希望能夠了解在服務產業中運用資訊科技的程度。由於服務業與顧客之間的互動是最頻繁的，因此，如何與顧客之間維持緊密的關係，將是公司能否獲得競爭優勢的最關鍵因素，所以，服務業應妥善運用顧客關係管理 (Customer Relationship Management, CRM) 系統來幫助管理與顧客之間的關係。另外，企業在導入與使用CRM系統時，必須有相關的影響因素與之相配合，才能使得CRM系統真正發揮其功用，而於本研究歸納出的影響因素共計有，資訊科技基礎建設、顧客關係導向之企業文化、專注重要顧客、以顧客為中心之組織架構、高階主管支持與CRM為基礎之知識管理能力等六項。
    所以，本研究主要探討在服務產業中，CRM系統與其各功能的使用現況為何，同時也探究服務產業中的一般與金融服務業，於CRM系統與其各功能的運用上是否有所差異；另一方面，亦探討在服務產業中，CRM系統與其影響因素的相關性和影響程度，同樣地，也有針對一般與金融服務業分別探索，以了解兩者是否有差異性存在。
    根據研究結果顯示，服務產業中CRM系統的使用程度普遍不佳，尤其是在資料儲存功能部分，而金融服務業在大部分功能的運用程度都比一般服務業來得優異，唯獨在資料分析功能與儲存企業內外部資料功能方面沒有明顯的差別。另外，在服務產業中，CRM系統與其六大影響因素都具有顯著的正相關，顯示出CRM系統的使用程度確實與該六大影響因素有關，但只有當資訊科技基礎建設做得越好，或高階主管支持的程度越高時，CRM系統的使用程度才會越高，其他四個影響因素則並沒有如此的趨勢；而一般與金融服務業在相關性方面與服務產業雷同，CRM系統與其六大影響因素都具有顯著的正相關。有關更詳細的說明與結論，將於本文中一一闡述。

    This study attempts to understand the usage of information technology for customer relationship management (CRM) in the service industry (including general service industry and finance service industry). Because the interactions between service companies and customers are most frequent, the critical factor that an enterprise can obtain competitive advantage is how to keep a close relationship with its customers. Thus, service companies should properly use the CRM system to help managing their relationships with customers. Besides, when an enterprise initiates and uses the CRM system, there are some correlated impact factors for making the system more useful. These factors are information technology infrastructure, customer-oriented enterprise culture, customer focus, customer-centric organizational structure, top management support, and CRM-based knowledge management capability.
    This research explores how the service industry uses the CRM system and its functions and whether the usage between the general and the finance service industries is different. This research also explores the correlations and the impact extents between the use of the CRM system and its impact factors in the service industries.
    Based on the study results, the extent of the usage of CRM system usually is lower in the general service industry, especially in the function of data storage. The finance service industry in general utilizes the functions of CRM system to a greater extent than the general service industry. But there are two functions that are utilized without significant difference between the general and the finance service industries, which are the functions of data analysis and enterprise data storage. Further, the six impact factors are all positively correlated with the usage of CRM system in the service industry. But only when the factor of IT infrastructure or top management support does better, is the usage of CRM system higher. There are no such relationships between the other factors and the usage of CRM system. Similarly, the six impact factors are all positively correlated with the usage of CRM system in both the general and the finance service industries.

    目錄 I 圖目錄 V 表目錄 VI 第一章 緒論 1 1.1 研究動機 1 1.2 研究目的 3 1.3 研究問題 3 1.4 論文架構與研究程序 4 第二章 文獻探討 7 2.1 顧客關係管理的定義 7 2.2 CRM系統 10 2.2.1 前端應用程式 12 2.2.2 資料庫/資料倉儲 14 2.2.3 後端應用程式 16 2.3 CRM系統影響因素 18 2.3.1 資訊科技基礎建設 19 2.3.2 顧客關係導向之企業文化 20 2.3.3 專注重要顧客 21 2.3.4 以顧客為中心之組織架構 22 2.3.5 高階主管支持 24 2.3.6 CRM為基礎之知識管理能力 24 第三章 研究架構與假說 27 3.1 研究架構 27 3.1.1 CRM系統與其功能 28 3.1.2 CRM系統影響因素 29 3.2 探索性研究之描述 30 3.3 研究假說 31 3.2.1 資訊科技基礎建設對使用CRM系統的影響 31 3.2.2 顧客關係導向之企業文化對使用CRM系統的影響 32 3.2.3 專注重要顧客對使用CRM系統的影響 33 3.2.4 以顧客為中心之組織架構對使用CRM系統的影響 34 3.2.5 高階主管支持對使用CRM系統的影響 34 3.2.6 CRM為基礎之知識管理能力對使用CRM系統的影響 35 第四章 研究方法 37 4.1 研究設計 37 4.2 研究變數的定義與操作化 37 4.2.1 CRM系統與其功能 37 4.2.2 CRM系統影響因素 38 4.3 研究工具 40 4.4 資料分析方法 43 4.4.1 樣本基本資料分析 43 4.4.2 樣本資料穩定度分析 43 4.4.3 研究構念分析 43 4.4.4 效度與信度的檢定 44 4.4.5 CRM系統功能之分析 44 4.4.6 CRM系統影響因素之分析 45 4.4.7 資料分析流程 45 第五章 資料分析 47 5.1 問卷回收 47 5.2 樣本基本資料分析 48 5.3 樣本穩定度檢定 50 5.4 研究構念分析 51 5.4.1 CRM系統功能 51 5.4.2 CRM系統影響因素 54 5.5 信度與效度檢定 56 5.5.1 信度 56 5.5.2 表面效度與內容效度 57 5.5.3 構念效度 57 5.6 CRM系統功能之分析 57 5.6.1 CRM資訊系統 58 5.6.2 銷售功能 59 5.6.3 行銷功能 61 5.6.4 服務功能 62 5.6.5 資料分析功能 63 5.6.6 資料整合與存取功能 64 5.6.7 資料儲存功能 65 5.6.8 小結 69 5.7 CRM系統影響因素之分析 70 5.7.1 皮爾森相關分析 71 5.7.2 複迴歸分析與共線性檢測 74 5.7.3 小結 76 第六章 結論與建議 79 6.1 研究結果 79 6.1.1 CRM系統與各功能的使用現況 79 6.1.2 CRM系統與其影響因素的影響程度與相關性 81 6.2 管理實務建議 83 6.3 研究貢獻 85 6.4 研究限制 85 6.5 未來研究方向 86 參考文獻 88 附錄：研究問卷 97

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