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系統識別號 U0002-0706201213545800
中文論文名稱 企業導入CRM可能遭遇問題之研究-以電子通路業S公司為例
英文論文名稱 A Study of Implementing Customer Relationship Management
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士在職專班
系所名稱(英) On-the-Job Graduate Program in Advanced Information Management
學年度 100
學期 2
出版年 101
研究生中文姓名 林景富
研究生英文姓名 Ching-Fu Lin
學號 798630058
學位類別 碩士
語文別 中文
口試日期 2012-05-26
論文頁數 54頁
口試委員 指導教授-黃明達
委員-謝文恭
委員-李孟晃
委員-鄭啟斌
中文關鍵字 CRM  顧客關係管理 
英文關鍵字 CRM  Customer Relationship Management 
學科別分類
中文摘要 顧客是企業的資產也是收益的來源,對企業而言,留住既有客戶比開發新客戶更有利。研究指出開發新客戶的成本要比保持舊客戶的成本高出6到9倍;而且根據80/20法則,企業有80%的獲利來自於20%的客戶。因此,許多企業相繼導入顧客關係管理(CRM, Customer Relationship Management)系統,以求透過資訊化的方式,找出對公司最有利益的客戶並提升顧客滿意度。
然而,導入顧客關係管理的失敗率估計大於65%。降低失敗率和支持資訊系統的成功,是資訊從業人員和研究者的最終目標。以往大多數的研究著重於定義資訊系統成功的相關因素,例如:關鍵成功因素(CSF, Critical Success Factors),較少對於資訊系統導入可能遭遇問題進行研究。
本研究擬藉由個案S公司導入CRM的實務經驗,進行問卷調查與深入訪談,透過相關文獻探討與整理,探討導入CRM可能遭遇的關鍵問題;研究結果顯示,導入CRM可能遭遇問題前三名依序為「使用者參與」不足、「資源投入」不足、「變革管理」不足,期望企業未來導入CRM時,能透過參考本研究降低失敗的機率。
英文摘要 Customers are company's assets and also sources of revenue. Many companies implement Customer Relationship Management (CRM) to find the most profitable customers and improve customers' satisfaction.
However, the failure rate of CRM implementations is estimated to be greater than 65%. Lowering the failure rate and supporting the success of information systems (IS) are the ultimate goals of IS practitioners and researchers. Most previous research in the area has focused on identifying factors such as critical success factors (CSFs) that are correlated with IS success. There has been little research on how IS implementation may encounter problems.
This research is going to do questionnaire surveys and interviews from the experience of implementing CRM of case of company S to discuss the key problems might encounter when implementing CRM. The research's result shows the three most possible problems are inadequate user participation, inadequate resource investment and inadequate change management. We hope companies which are going to implement CRM can refer to this research to lower their possible to fail.
論文目次 目次 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 顧客關係管理定義 4
第二節 導入CRM系統的成功因素 7
第三節 導入CRM系統可能遭遇的問題與挑戰 14
第三章 研究設計 19
第一節 研究架構 19
第二節 研究流程 20
第三節 研究問卷與前測分析 21
第四節 資料分析方法 27
第五節 研究範圍與限制 29
第四章 資料分析與主要發現 30
第一節 個案描述 30
第二節 敘述統計分析 30
第三節 信度及效度檢定 32
第四節 員工屬性與導入CRM可能遭遇問題之分析 34
第五節 問卷結果異同分析 39
第六節 研究主要發現 41
第五章 結論與建議 46
第一節 結論 46
第二節 建議 49
參考文獻 50
附錄 53

表2-1 各學者的CRM定義 5
表2-2 影響企業導入CRM之成功因素 13
表2-3 跨案例分析表 18
表3-1 前測問卷各構面操作化結果 24
表3-2 員工屬性問項及定義 26
表4-1 員工屬性次數分配表 31
表4-2 導入CRM可能遭遇問題排名分析 32
表4-3 問卷信度分析表 33
表4-4 獨立樣本T檢定-性別 34
表4-5 平均數分析-性別 34
表4-6 單因子變異數分析-年齡 35
表4-7 單因子變異數分析-在職年資 36
表4-8 平均數分析-在職年資 36
表4-9 獨立樣本T檢定-部門屬性 37
表4-10 平均數分析-部門屬性 37
表4-11 獨立樣本T檢定-職位層級 38
表4-12 平均數分析-職位層級 38
表4-13 訪談與問卷結果異同分析表 39
表4-14 個案S公司與Kim & Pan (2006)不成功案例比較表 45

圖3-1 研究架構圖 19
圖3-2 研究流程圖 20
圖3-3 問卷操作化程序 23
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[2] 黃奕瑛,《金融業導入顧客關係管理之關鍵成功因素探討》,碩士論文,台北大學企業管理研究所,2001。
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