市場導向對顧客關係管理實施與績效之影響

The Impacts of Market Orientation on Customer Relationship Management Practices and Performance

顧客關係管理是近年來相當熱門的一個研究課題，其著重於顧客關係維持與發展，進而帶動企業獲利。許多學者從不同的角度切入對顧客關係管理做相關探討，惟目前文獻對於顧客關係管理與市場導向之關聯，以及應用顧客資訊與資訊科技於當今顧客關係管理之做法等，尚缺乏較深入之討論與實證。因此，本研究擬從市場導向層面來探討其對於顧客關係管理實施與績效之影響，進而探討顧客關係管理之實施是否對於市場導向與顧客利益與企業績效具有中介效果。我們將顧客關係管理實施要素分為關係活動、顧客資訊與資訊科技應用，並提出一研究架構與相關假設，以實證方式驗證各變數間之關係。本研究之探討對象為台灣金融機構，共郵寄556封問卷，有效問卷共168份，回收率約為30%。從研究結果發現：市場導向為顧客關係管理之重要前置因素，並需藉由顧客關係管理得提升顧客利益並為企業帶來正向的績效。相關管理意涵在文內亦有所敘述。

The concept of Customer Relationship Management (CRM) has been widely studied among academician and industries in recent years. CRM issues have been studied from a various perspectives, however, only few of them discussed the relationship of market orientation and CRM practices especially when customer information and information technology are explicitly discussed. Thus, in this paper, the impacts of market orientation on CRM practices and performance are studied where CRM elements are defined as relationship activities, customer information, and information technology applications. An empirical survey was carried out with samples from a list of 542 financial service institutions. There were 161 returned mails with response rate near to 30%. From the statistical analysis results, five tests of hypotheses were verified and managerial implications were also discussed.