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博碩士論文 etd-0724104-181904 詳細資訊
Title page for etd-0724104-181904
論文名稱
Title
台灣服務業電子化顧客關係管理影響績效模式之實證研究
An Empirical Study on the e-CRM Performance Influence Model for Service Sectors in Taiwan
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
76
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2004-07-16
繳交日期
Date of Submission
2004-07-24
關鍵字
Keywords
結構方程模式(SEM)、電子化顧客關係管理、績效影響、科技-組織-環境(TOE)架構
Performance influence, e-CRM, SEM analysis, TOE framework
統計
Statistics
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The thesis/dissertation has been browsed 5812 times, has been downloaded 4641 times.
中文摘要
由於網際網路與網路科技的發達,使得服務業開始重視電子化顧客關係管理。電子化顧客關係管理著重利用網站與顧客互動,不但讓企業可以提供適當的產品和服務來滿足顧客,更是保留顧客忠誠度、提昇顧客獲利率的一個有效方法。本論文的目的在探討影響電子化顧客關係管理績效的因素。本研究利用科技-組織-環境(TOE)的架構建立研究模式,使用問卷調查的方式蒐集資料,並且以結構方程方法來分析驗證模式。
研究結果顯示影響因素中的科技面和組織面對於電子化顧客關係管理的績效有正向的影響,然而推動新科技導入的環境面則不顯著。另外,組織支持面比科技面還重要,顯示企業於維持顧客關係時需多著重人性的關懷。而在組織支持中,人力資產又特別重要,因此組織應重視顧客管理相關人力的知識技能、學習訓練以及績效獎勵衡量。最後,本研究的貢獻在於提供後續電子化顧客關係管理研究的基礎並且提供台灣服務業實施電子化顧客關係管理的重要參考。
Abstract
Electronic customer relationship management (e-CRM) emerges from the Internet and web technology to facilitate the CRM implementation. It focuses on internet- or web-based interaction between companies and their customers. Especially, e-CRM enables service sectors to provide appropriate services and products to satisfy the customers so as to retain customer royalty and enhance customer profitability. This research is to explore the key research issues of e-CRM performance influence. A research model is proposed based on the widely applied technology- organization-environment (TOE) framework. Survey data from the questionnaire are collected to empirically assess our research model.
With the structural equation modeling (SEM) analysis, the results show that e-CRM technology and organizational support are positively related to the e-CRM performance, while environmental pressure, though a drive to e-CRM adoption, does not impact the performance. More interestingly, it is observed that organizational support has a greater impact than e-CRM technology adoption. It is always a good principle to care customers’ relationship more from human nature perspectives than from technology-oriented considerations. Also, in the aspect of organizational support, skilled and knowledgeable e-CRM personnel are the most important impacting factor among others. Finally, the contributions of our research lie in that not only the results can provide researchers a good starting point for e-CRM studies, but also can they provide practitioners of service sectors in Taiwan a good reference.
目次 Table of Contents
TABLE OF CONTENTS

CHAPTER 1. INTRODUCTION.... 1
1.1 Overview...... 1
1.2 Objectives of the Research...... 3
1.3 Research Process and Thesis Organization..3
CHAPTER 2. LITERATURE REVIEW....... 5
2.1 Electronic Customer Relationship Management....... 5
2.2 Performance Measures on CRM..... 10
2.3 Performance-Influence Frameworks....12
CHAPTER 3. RESEARCH MODEL AND METHODOLOGY.....16
3.1 e-CRM Performance Measures...... 16
3.2 Proposed Research Model ...18
3.2.1 Technological context ...20
3.2.2 Organizational context......22
3.2.3 Environmental context ......24
3.2.4 Hypotheses...25
3.3 Research Design......28
3.4 Structural Equation Model....... 32
CHAPTER 4. DATA ANALYSIS AND RESULTS ..34
4.1 Descriptive Statistical Analysis..34
4.2 Validity and Reliability........ 38
4.3 SEM analysis....41
4.3.1 Model formulation.... 42
4.3.2 Model Validation.... 45
4.3.3 Hypothesis tests.... 49
4.4 Research Findings.... 52
CHAPTER 5. CONCLUSIONS.... 56
5.1 Concluding Remarks.... 56
5.2 Managerial Implications..57
5.3 Research Limitations and Future Work.... 58
REFERENCES....60
APPENDIX. QUESTIONNAIRE... 71
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