Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24413
標題: 顧客關係管理之關鍵成功因素研究 -資源基礎與價值創造的觀點
The critical successful factors of Customer Relationship Management - The View of Resource-Based Theory and Value Creation
作者: 簡富臨
Chien, Fu-Lin
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2107200701012000
顧客關係管理
顧客滿意度
顧客忠誠度
資源基礎
顧客價值
價值創造
出版社: 高階經理人碩士在職專班
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摘要: 以現今多變的競爭環境看來,任何建立在產品或服務創新上的企業優勢都是短暫的,唯有與顧客建立長期而穩定的關係,才是企業在市場上致勝的關鍵。因此行銷策略的趨勢從過去的大眾行銷到直效行銷,然後一直到1990年代才逐漸被重視的關係行銷,都在證明此一論點,因此,隨著資訊科技(IT)快速的發展,透過科技技術可以使顧客關係發展成持續性的互動,因此顧客關係管理(Customer Relationship Management)就逐漸受到業界的重視。然而,相當比例的企業對於顧客關係管理(CRM)仍抱有不實際的認知,只注重如何採購顧客關係管理系統,卻忽略了導入系統時所帶來的種種問題。 然而,在建構各種以資訊技術為基礎的思考外,面對組織因應的調整、各部門系統需求的設計與整合、客戶服務流程重新設計、推動員工心態及行為改變等議題時企業常顯得手足無措,導致整體CRM的專案管理脫離了正軌,進而無法達到原始設定的投資報酬率。本研究採用質性分析與量化印證的研究方法,總共訪談九個已經導入CRM系統的個案公司,將所有訪談資料進行質性分析,並從訪問受訪者的回答中,規劃出問卷調查的題項,總共五個構面三十個題項,之後進行線上調查,共收回208份問卷,再進行統計作業,應用敘述性分析、因素分析及迴歸分析,印證質性分析的結果,得知影響企業導入CRM的成功關鍵因素並將結果轉為管理實務的意涵。 另外,本研究從兩個面向-資源基礎理論(Resource-Based Theory)與價值創造(Value Creation)為基本觀點,來分析導入CRM系統時企業所掌握的成功關鍵因素,說明CRM系統的成功首重在策略性的理念架構,而非軟硬體的建置,更要配合其它因素(組織、人員、溝通),最終才能達成在經營上以「創造顧客價值」和「創造企業價值」的雙贏目標。
Under the dynamic competitive environment with complex uncertainties, any business advantages based on the good quality of products or service are only temporary. Building long-term and stable relationships with customers is the most important issue. This has been proved by the tendency of marketing strategies changing from Mass Marketing and Direct Marketing to Relationship Marketing, which has attracted attention since 1990s. Therefore, with the development of Information Technology, customer relationships become sustainable interactions through high-technology. The value of Customer Relationship Management has been increasing in the business community. However, quite a few corporations have an unrealistic realization of CRM. They focus on the purchase of good CRM system software but neglect the problems caused by the implementation of the system. Many corporations feel confused when they face a series of organization adjustments, the integration of departments, designs required for the conduct, the rebuilding of customer service procedures, the changes of staff's attitudes and behaviors besides the construction of information technology. Due to these problems, CRM is usually on the wrong track and can not achieve the preset rate of return on investment. This research has used qualitative analysis and a quantitative validation method. Subjects who were interviewed are from 9 corporations which have implemented CRM system. This survey has involved 30 issues which fall into 5 categories. All the data collected from the interviewees were analyzed qualitatively. We have found the key to success in implementing CRM, which gives meaning in management practice. Furthermore, this research aims to cover two aspects: Resource-Based Theory and Value Creation, trying to understand the crucial factors in success in CRM implementation. The result of this research indicates that the most important key to success in implementing CRM system is to construct strategic concepts, not only to buy software or hardware. The other important factors, such as organization, staff, and communication, also play important roles to push corporations to achieve “Creating Customer Value” and “Creating Business Value” win-win target.
URI: http://hdl.handle.net/11455/24413
其他識別: U0005-2107200701012000
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