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论文编号：	3934
作者编号：	1120050910
上传时间：	2011/12/7 20:36:55
中文题目：	顾客关系管理系统价值模型构建
英文题目：	Constructing the Value Model of Customer Relationship Management System
指导老师：	范秀成
中文关键字：	顾客关系管理、顾客价值、质量机能展开
英文关键字：	Customer Relationship Management,Customer Value, Quality Function Development
中文摘要：	网络科技让企业有机会用较低的成本与人力资源，进行一对一的顾客接触、沟通与服务，更突显了顾客关系管理(Customer Relationship Management, CRM)在电子商务的应用的重要性，也使 CRM 成为企业与学术界重要的研究议题。对于企业投资 CRM 系统的决策研究，学者常以创新采用理论进行决策影响因素的相关研究。但是对企业如何衡量CRM 系统对企业的价值，以及如何评估采用各种 CRM 功能的优先序，却缺乏相关的研究成果可以依循。本文从 CRM 对企业的顾客价值以及CRM 对企业的价值等两个不同构面，来建构 CRM 的价值衡量模型(Value Model)。并探讨企业内外部不同特质因素—包括企业规模、国际化程度、信息化程度、客服需求程度、产业竞争程度、组织创新程度等，对此价值衡量模型的影响。在客户价值构面方面，本研究以 keeney(2002)的价值焦点思考方法归纳出八项顾客价值衡量项目。在企业价值构面方面，本研究运用质量机能展开(Quality Function Development,QFD)，将基本顾客服务需求逐步展开为企业应采取的对应措施与流程，并进一步展开出企业对 CRM 系统功能的重要性认知及其权重，最后得到以三阶关系矩阵构成的质量屋(The House of Quality)，并以此为基础发展出十项 CRM 系统企业价值的衡量项目。其中对于 CRM 系统功能项目的选择，系将目前市场上具代表性的 CRM 系统供应厂商所提供的系统功能，包括 Oracle, eGain, ServiceSoft, ServiceWare, Primus, Quintus, AskJeeves,Kana, BrightWare, PeopleSoft, AkuP 等十一家厂商，由三位 CRM 软件市场专家进行分析、分类及归纳。最后汇整归纳出二十一类 CRM 系统功能项目，并以此作为企业价值操作化的问卷题项。透过对于包括企业、系统厂商与市场研究等 CRM 领域等十二位专家的访谈，本研究首先进行研究架构及模型的验证。最后并对国内天下二千大企业及信息经理人协会寄出1348 份问卷，进行实征研究。经由 253份有效样本分析结果确认，透过此价值衡量模型，不同企业的衡量结果与其投资倾向呈现正相关。而企业规模等六项企业内外部特质中，除公司规模及国际化程度外，其余包括信息化程度、客服需求程度、产业竞争程度及组织创新程度等四项则分别对于 CRM 顾客价值及企业价值衡量项目，呈现不同程度的正相关影响。而以顾客价值与企业价值两构面的价值模型，相较于单以顾客价值或企业价值的评估模式，更能够解释并预测企业采用 CRM 系统的意愿。同时经由无母数分析的中位数检定结果显示，不同产业别的企业在采用意愿分配机率上，具有相同的机率分配。而采用意愿与 CRM 的价值衡量，对不同产业的企业均呈现正相关，因此本研究提出的价值衡量模型应对不同产业均适用。本研究的重要贡献在提出一个具体可执行的程序，可作为企业采用 CRM 系统的评估决策参考，同时也可帮助企业评估各项 CRM 系统功能建置的选择及优先序，并作为改善客户接触与服务流程的参考。
英文摘要：	Customer Relationship Management (CRM) has become increasingly important since the emerging of electronic commerce in the past few years. However, most of the current researches that deal with the decision-making problems of CRM system related investments are simply from the perspective of the adoption of organizational innovation. Due to the lack of solid theories and processes, it is very difficult for enterprises to measure the value of CRM systems and the subsequence decision-making on adoption priority of various CRM functions. This paper develops a value measurement model including two dimensions, customer value and business value, for CRM system. This research also explores the factors that affect the value measurement model. The factors are selected from characteristics of six dimensions:size, internationalization, computerization, customer services, competition and innovation of the enterprises. Based on the Value Focus Thinking methodology of keeney(2002) and the literature review of customer value, this paper develops 8 fundamental objectives for the customer value measurement. For the business value measurement, based on the Quality Function Development (QFD) process,this paper develops a multi-layered transformation matrix, and proposes a measurement process that can be driven to a quantified value model. During the process of QFD, 21 CRM functional categories are summarized from 11 CRM system suppliers which including Oracle, eGain, ServiceSoft, Service Ware, Primus, Quintus,AskJeeves, Kana, BrightWare, PeopleSoft and AkuP by 3 CRM market resear chers. 10 fundamental objectives for the business value of CRM are developed through these CRM functions using the methodology of QFD and Value Focus Thinking. In order to verify the effectives and feasibility of the model, 12 CRM experts were interviewed that include senior managers in business management, solution providers, and market researchers. Following the on-site interview, a questionnaire survey was conducted that include the top 1348 firms of Taiwan. After analyzing 253useful samples, the result indicates that the outcome of the proposed value measure model has significant correlation with the investment intension of CRM systems. All the characteristics in the dimensions of computerization, demand of customer service, competition and innovation will affect the value measurement of CRM. The main contribution of this paper is the actionable process to measure the CRM systems value. There are several important potential applications of the proposed model: it can help the firms to evaluate the CRM system investment, and it can be used as a deci sion making tool for adopting priority of various CRM functions as well as for improving the customer management processes.
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