策略配適對顧客關係管理績效之影響－－以金融服務業為例

A Study of Strategic Alignment Impacting on Customer Relationship Management Performance - based on the Case of Banking

當全球經濟不確定性增加，金融服務產業面臨多變的顧客需求、商業環境動盪不定等問題時，如何透過顧客關係管理來提昇決策品質、顧客滿意度、忠誠度等績效，是一個值得關注的議題。本研究自策略角度來探討顧客關係管理策略與資訊科技策略配適對顧客關係管理績效，並提出一策略配適模式，透過實證分析，驗證二者策略配適後對顧客關係管理績效之影響。本研究結果指出，顧客關係管理策略與資訊科技策略配適後對顧客關係管理績效確實存有正向影響，此乃說明不同階段的顧客關係管理策略應搭配適合的資訊科技策略才能增進企業的顧客關係管理績效，其最主要意涵則建議當企業經歷顧客關係轉變階段過程時，則應選擇最佳的顧客關係管理策略與合適的資訊科技策略加以輔助企業進行策略實行，進而提升顧客關係管理績效。

The global economic environment has become increasingly difficult; today’s financial service industry is faced with rapidly changing customer needs and demands, and dynamic business environment. Enhancing its decision making quality, customer satisfaction, and customer loyalty by implementing customer relationship management (CRM) becomes a critical issue. Accordingly, the focus of this study is to propose a strategic alignment model to examine how the alignment of customer relationship management strategy and information technology (IT) strategy impacts perceived CRM performance. The results of this study verified that the alignments of CRM strategy and IT strategy were positively and significantly associated with CRM performance. This implies that different stages of CRM strategy should be used with the appropriate IT strategy to enhance the CRM performance in financial enterprises.