金融业顾客关系管理系统建置跟影响因素跟绩效.docVIP

金融業顧客關係管理系統建置之影響因素與績效 Factors and Performance of Implementing Customer Relationship Management Systems for the Financial Industry 郭信智 陶幼慧 洪建志 義守大學醫管系 義守大學資管系 義守大學管研所 摘要 本研究以金融業為例，探討企業特性與資訊系統特性兩者對於顧客關係管理系統 (customer relationship management, CRM) 建置之影響，以及顧客關係管理系統建置對績效之影響。問卷調查共寄出258份給國內銀行與證券公司之行銷主管，有效回收率為17.44%。回收之樣本於資本額、員工人數與營業額差異甚大。此外，網際網路應用之普及率甚高，顧客關係管理系統僅近三分之一企業開發，企業資源規劃系統也僅近兩成，而供應鏈管理系統之普及率則低於10%。研究結果顯示，企業特性中之高階主管認知顯著影響顧客關係管理之基礎系統建置，而員工人數則顯著影響顧客關係管理之應用系統建置。其次，資訊供應商之基本能力對於顧客關係管理之基礎與應用系統建置兩方面皆有顯著影響，資訊供應商之整合能力中僅有資料庫整合能力顯著地影響顧客關係管理之應用系統建置。最後，顧客關係管理系統建置對績效之影響中，基礎系統建置僅顯著影響銷售自動化，而應用系統建置僅顯著影響行銷自動化。 關鍵字：企業特性、資訊系統特性、顧客關係管理系統、績效、金融業 ABSTRACT From the characteristics of entrepreneur and information system (IS), this research explored the factors affecting the implementing of customer relationship management (CRM) systems, and the impacts of CRM system implementation on the CRM system performance. A survey was conducted to 258 marketing managers in Taiwan’s banks and securities companies with a 17.44% valid rate of return. High variations exists among those sample companies in the corporate asset, employee size and business income. On the information technology (IT) implementations, only Internet has a highly populated rate while CRM system is nearly one third, enterprise resource planning system is lower than 20%, and supply chain management system is less than 10% implemented. Survey results showed that in entrepreneur characteristic, only the cognition of executive management affected implementing the base CRM system, and only the employee size affected the applications of CRM system implementation. In the characteristic of IT suppliers, their basic capabilities affected both the base and applications of CRM system implementations, while only the database integrated capability affected the applications of CRM system implementations. Finally, in the performance aspects, the base CRM system affected sales automation while the CRM application systems affected only the mar