銷售人員對CRM系統之接受程度與其績效關係之研究：科技接受模型實證分析

The Degree of CRM Accepted by Salespeople and Their Performance: An Empirical Analysis of Technology Acceptance Model

電子化企業的興起，可說是近十餘年來企業發展的主流。許多企業紛紛導入以資訊科技為基礎的顧客關係管理系統，來了解顧客的需求，增加顧客的忠誠度，進而提升經營績效。然而，由過去研究發現，當企業導入CRM系統時，可能會遭遇到使用人員的抗拒，尤其是服務業的銷售人員。本研究目的是以科技接受模型（technology acceptance model, TAM）為理論基礎，探討服務業導入CRM系統時，銷售人員對CRM的接受程度與其銷售績效之關係。以汽車銷售業與保險業之銷售人員為問卷調查對象，共發放1,100份問卷，有效回收475份，有效回收率為43%。經統計分析發現，不論是汽車銷售業或保險業，銷售人員對CRM知覺有效性會增加銷售人員之滿意度，因而提升銷售人員對CRM之接受程度，進而提高其銷售績效。本研究最後亦針對重要結論探討實務界的管理意涵，並提出建議與後續研究議題。

E-Business has emerged during the past decade as a mainstream business practice with continual advances in Information Technology (IT). Customer Relationship Management(CRM), an enterprise approach that understands customer needs, supports desired customer experience, and builds profitable customer loyalty, is one such increasingly popular IT based solution. However, it is possible to encounter the resistance from the staffs in services industries when introducing new IT. The purpose of this study is to examine the salespersons’ cognition, attitude, tendency toward new IT, and the relationship between external variables and performance based on technology acceptance model (TAM). A sample of 475 respondents took part in this study. The results show that the more system is useful, the more satisfaction will increase; in addition, the satisfaction has a significant effect on acceptance, and in turn the willing to accept will affect salesperson’ performance. The related issues are important to understand the key success factors of implementation of CRM. Finally, the study conducts some applications to practices, and proposes some suggestions for future research.