顧客關係管理應用類別與認知成效之探討

A Study on CRM Applications and the Perceived Performances

隨著市場競爭日益激烈，企業之經營逐漸從「產品導向」轉為「顧客導向」，利用資訊科技達成顧客關係管理（CRM），是顧客導向的重要管理議題。在研究中，首先探討影響企業顧客關係管理應用之相關因素，顧客關係管理應用之類別與採用情形，以及顧客關係管理應用的認知成效；並且以問卷調查方式蒐集研究資料，研究中共寄發800份問卷，有效樣本的回收率為16.25%。研究結果說明，最高主管的態度與企業的規模是影響企業採用顧客關係管理最主要的因素；而顧客關係管理的應用類別可分為：「交易流程類別」、「顧客服務類別」、「資料分析類別」、「行銷活動類別」四類；並且對已實行顧客關係管理的企業依應用之類別分為：「全方位」、「基本面」與「低層次」三個群組。然而，在應用類別具有差異的三個企業群組，在顧客關係管理總體的認知成效上並無顯著的不同，但若以財物與非財物的認知成效區分，則發現「全方位」與「低層次」應用群則具有顯著的差異。

Due to the increasingly intensive market competition, many businesses are transforming from product-centric to customer-centric operation. In recent years customer relationship management (CRM) is emerging as an important management theme in regard to customer-centric operation. It is now widely accepted as an effective avenue to fulfill various marketing activities. This paper attempts to determine the factors that distinguish the businesses that have adopted CRM mechanisms from those have not. It further categorizes the CRM mechanisms into four application types: transaction process type, customer service type, data analysis type, and marketing activity type. The businesses are grouped into three according to the depth of the application in each CRM application type: the all-around group, the basic-application group, and the low-achievement group. The difference of the overall perceived performance among these three groups is statistically insignificant. However, when separating the perceived performance into financial and non-financial performances, the analysis reveals that the difference in the financial performance between the all-around group and the low-achievement is statistically significant.