CRM中的關係資訊流程、員工準備度與顧客關係學習之研究

Abstract

電子化企業（ｅ-business, EB）已是今日任何企業組織追求目標，其中顧客關係管理（Customer Relationship Management, CRM）與企業資源規劃（Enterprise Resource Planning, ERP）等應用更被企業組織廣泛地採用，而對許多企業而言， CRM以資訊科技（Information Technology, IT）為基礎的解決方案，但其對企業之績效並未如預期。近年來，曾有學者提出其主要失敗的原因在於資訊流程設計不良；另外，過去以來有許多學者提醒到，員工也是影響CRM實行成敗的重要因素。資訊流程與員工是CRM實行的兩大因素，但過去研究未曾共同探討，因此本論文以資訊流程、員工準備度及顧客關係學習三者為主題進行探討。 藉由回顧文獻，並提出一套包含此三者之研究及管理模型，並以台灣最大壽險公司為實例進行研究。利用結構方程式分析工具，從實證結果證實我們提出的管理模型具有符合水準的適配度。在實證正調查中，我們的研究發現如下： 1. 顧客關係導向因素（組織文化因素），會對資訊流程中的資訊互惠，以及員工準備度中的合作與確定性之因素，具有正向影響關係。 2. 顧客為中心的管理系統（組織制度因素），對資訊流程中的資訊互惠、資訊擷取、資訊整合和資訊存取皆有正向影響關係；另外，對於員工準備度的利益、合作和確定性因素也皆有正向影響關係。 3. 資訊流程中的資訊互惠，以及員工準備度的所有因素，包括利益、合作和確定性因素，會進而影響顧客關係學習的活動。 4. 研究中也發現顧客關係學習對於顧客關係績效具有強烈的影響關係。 關鍵字：顧客關係管理、組織學習、關係資訊流程、員工準備度、顧客關係學習、顧客關係績效、結構方程式模型

E-business (EB) has been the goal to any enterprises or organizations. In EB applications, customer relationship management (CRM), Enterprise Resource Planning (ERP) or other applications have been widely used. To many enterprises or organizations, CRM is an IT-based solution. However, the performance of CRM did not meet their expectations. Currently, many researchers have found that the major reason of CRM failure was because of the poor design of information processes. Also, some researchers have emphasized that employees are important in CRM implementation. Information processes and employees are two important factors to CRM, but they had not been jointly discussed. Therefore, in our study, we choose information processes, employee readiness, and customer relationship learning as our topics and discuss the relationship between them. By reviewing the literatures, we proposed a study and research model for information processes, employee readiness, and customer relationship learning. In our study, we also survey the leading insurance company in Taiwan. Using the structural equation modeling analysis, we can prove our research model is qualified for the goodness-of-fit testing. For our empirical study, the research findings are as follows: 1. Information reciprocity categorized as relational information processes factor is positively related to customer relationship orientation (i.e., organizational culture) factor. And collaboration and certainty categorized as employee readiness factors are also positively related to customer relationship orientation.

2. Customer-centric management system (i.e., organizational structure) factor has positive influence on all of the relational information processes (i.e., information reciprocity, information capture, information integration, and information access) and employee readiness (i.e., benefit, collaboration, and certainty) factors. 3. Information reciprocity categorized as relational information processes factor and benefit, collaboration, and certainty categorized as employee readiness factors have positive influence on customer relationship learning activities. 4. Customer relationship learning has great influence in customer relationship performance.