顧客關係管理信息系統成功評價

Pao Yue-kong Library Electronic Theses Database

顧客關係管理信息系統成功評價

 

Author: 吳唯寧
Wu, Weining
Title: 顧客關係管理信息系統成功評價
Gu ke guan xi guan li xin xi xi tong cheng gong ping jia
The success of customer relationship management systems
Degree: D.Mgt.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Customer relations -- Management.
Management information systems.
Department: Graduate School of Business
Pages: xiii, 143 leaves : ill. ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2257257
URI: http://theses.lib.polyu.edu.hk/handle/200/4880
Abstract: Customers have been recognized as one of the most important and valuable resources for modern companies. Customer relationship management ( CRM ) is the advanced business strategy to acquire and retain the most valuable resource, the customers. Cultivating and maintaining good customer relationships requires a customer-centric business philosophy and culture that supports effective marketing, sales, and service processes. Towards this end, CRM information systems have been proposed as the enabling technologies that help businesses to implement CRM strategies. Despite the enormous investment in CRM systems worldwide, most of these initiatives have failed to achieve the expected benefits. Evaluation of the success of CRM systems is of great significance. The main purpose of CRM systems implementation is to develop and maintain customer relationship for achieving customer satisfaction. However, none of the extant IS success models focuses on customer satisfaction as a critical measure for evaluation. Drawing on DeLone & McLean's (2003 ) revised IS success model, this study proposes a theoretical framework to evaluate the success of CRM systems in the organizational context. The model was tested with empirical data collected from China Mobile. The data scope includes ( 1) survey responses from two hundred and thirty eight service employees in the call center and two hundred and forty six service employees in retail stores, (2) telephone interviews with seven customers that an employee had recently served, to obtain their feedback on the service offered by the employee, and( 3) individual employees' performance evaluation data, as measured by the organization. The model was tested using structural equation modeling with AMOS 6.0. The results suggest that information quality and system quality affected CRM user satisfaction in both the call center and the retail stores. Service quality of IS department had no effect in the call center and only marginally affected user satisfaction in retail stores. Across both the call center and the retail stores, although CRM user satisfaction exerted no impact on employees' overall individual performance, satisfaction did impact some dimensions of employee performance. In the call center, user satisfaction had positive effect on phone service quality and negative impact on individual service capability. In retail stores, user satisfaction marginally influenced the number of customers who opt to participate in the company's mobile services. Consistent with most marketing literature, customers' satisfaction with the service offered by China Mobile's service employees was determined by customer's confirmation of expectation. Moreover, in the case of the call center, employees' satisfaction with their CRM usage positively affected their customers' confirmation of expectation. On the other hand, there was no salient relationship between employees' CRM usage satisfaction and customers' confirmation of expectation in the context of the retail stores. The research has both theoretical and practical significance in the area of information systems and marketing. This dissertation enriches research of IS success models and extends it to the field of CRM. More importantly, this is one of the first research efforts that identifies the relationship between IS user satisfaction and customer satisfaction. For practitioners, findings of this study offer useful insights that managers can implement to enhance employees' satisfaction with their CRM usage, increase employees' service performance, and eventually achieve higher customer satisfaction.

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