資訊科技及網際網路的發展使得企業間的競爭日益激烈。由於透過網路及資訊科技，顧客可以選擇各種不同的廠商、產品或交易通路，而不受限於空間的障礙。因此，顧客的選擇性開始多樣化，企業了解到顧客在交易關係中已扮演愈見重要的角色，且對於企業的價值日益重要，而紛紛以顧客為導向來進行各種決策。在如此背景下，顧客關係管理(Customer Relationship Management)便由然而生，企業開始追求如何長久維持與顧客的關係，而資訊科技如資料倉儲系統便是企業的最佳助手，顧客關係管理系統也成為企業提昇與顧客關係的最佳利器。本研究以鼎新電腦股份有限公司、世華聯合商業銀行及研華有限公司為個案研究對象，進行多次深度訪談，旨在探討企業如何建置顧客關係管理系統，其動機、建置的系統內容及效益為何，了解目前企業的系統建置過程及如何應用此系統來提供顧客服務並經營與顧客的關係，並透過探討影響因素，分析企業其CRM的決策過程。

Nowadays customers have more varieties of similar products from different companies around the world through the Internet. Internet brings customers power but loyalty than before. In order to maintain customers’ loyalty, companies have learned to keep good relationship with customers, and IT is the best media for the task. Therefore, Customer Relationship Management (CRM) System is expected to help companies to manage their customer relationship. The research used multiple case studies method and chose United World Chinese Commercial Bank (UWCCB), Data Systems Company (DSC), and Adavantec Company to study how enterprise implements CRM system. The research results would illustrate why the enterprise needs CRM, what CRM is, how enterprise implements CRM, and what kinds of benefit they can get from CRM.

中文摘要 1
英文摘要 1
第一章 緒論 7
第一節 研究背景與動機 7
第二節 研究目的 8
第三節 研究步驟 9
第四節 論文結構 10
第二章 文獻探討 12
第一節 顧客關係管理 12
第二節 服務品質 23
第三章 研究方法 26
第一節 研究方法選擇 26
第二節 個案選擇及訪談 26
第三節 訪談設計 27
第四節 資料整理 28
第四章 個案敘述 30
第一節 鼎新電腦 31
第二節 世華銀行 39
第三節 研華科技 57
第五章 個案比較 64
第一節 建置目的比較 64
第二節 建置內容比較 65
第三節 建置過程比較 67
第四節 建置效益比較 70
第六章 結論與建議 73
第一節 結論 73
第二節 研究限制與未來研究方向 75
參考文獻 77

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