Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/35274


Title: Understanding the Technology and Organizational Elements of Customer Relationship Management Systems
Authors: 柯雅芬
Contributors: 尚孝純
柯雅芬
Keywords: 顧客關係管理
系統整合
組織協調
Customer Relationship Management
system integration
organizational alignment
Date: 2005
Issue Date: 2009-09-18 14:36:38 (UTC+8)
Abstract: To build a clear understanding of the management of the technology and organizational elements of CRM systems, this research formed propositions based on literature findings and experts’ experiences to explain (1) the elements of the technology and organizational sides of a CRM system, and (2) how the technology and organizational elements align to create effective CRM operation. The technology elements of an enterprise-wide CRM system can be organized into three parts: communicational CRM that coordinates all channels of customer contacts, execution CRM that consists of all value chain activities that execute customer relationship establishment and maintenance, and intelligent CRM that consolidates business intelligence about customers. The three integrated elements provide a technical infrastructure for customer value-generation activities. The organizational resources including structure, processes, culture, and management abilities are elements that need to be aligned and coordinated with CRM technologies. Management of a CRM system, therefore, can be considered as managing an organism that requires interdependent elements to work together to maintain a continuous capability of creating and sustaining customer relationships.

Through in-depth case study of three telecommunication firms in Taiwan this study confirmed the proposition about the alignment between CRM technological and organizational elements. The results further revealed that a complete integration among CRM elements may not be necessary, and the level of data and process integration should be selective. It is critical that companies should dynamically integrate and align their organizational resources according to the changing environment to establish differentiated capabilities of CRM.
Reference: 1. Al-Mashari, M. and Zairi, M. (2000) The effective application of SAP R/3: a proposed model of best practice, Logistics Information Management, 13, 3, 156-166.
2. Bull, C. (2003) Strategic issues in customer relationship management (CRM) implementation, Business Process Management Journal, 9, 5, 592-602.
3. Burrell, G. and Morgan, G. (1979) Sociological Paradigms and Organisational Analysis, Heinemann, London.
4. Chan, J. (2005) Toward a Unified View of Customer Relationship Management, Journal of American Academy of Business, 6, 1, 32-38.
5. Chen, M. (2003) Factors Affecting the Adoption and Diffusion of XML and Web Services Standards for E-business Systems, International Journal of Human-Computer Studies, 58, 3, 259-279.
6. Chen, J.-S. and Ching, R. K. H. (2004) An empirical study of the relationship of IT intensity and organizational absorptive capacity on CRM performance, Journal of Global Information Management, 12, 1, 1-17.
7. Chen, M. and Liou, I. (2002) Building a Knowledge-Enabled Electronic Commerce Environment, Journal of Computer Information Systems, 42, 5, 95-101.
8. Chen, I. J. and Popovich, K. (2003) Understanding customer relationship management (CRM): People, process and technology, Business Process Management Journal, 9, 5, 672-688.
9. Chen, M. and Shang, S. (2005) Implementing an Enterprise-wide CRM Infrastructure, Proceedings of the Fourth Workshop on e-Business (WEB 2005) -- A Pre-ICIS Workshop AIS, December 10, Las Vegas, NV, USA.
10. Croteau, A.-M. and Li, P. (2003) Critical success factors of CRM technological initiatives, Canadian Journal of Administrative Sciences, 20, 1, 21-34.
11. Davenport, T. H., Harris, J. G. and Kohli, A. K. (2001) How Do They Know Their Customers So Well, MIT Sloan Management Review, 42, 2, 63-73.
12. Day, G. S. (2003) Creating a superior customer-relating capability, MIT Sloan Management Review, 44, 3, 77-82.
13. Deshpande, R. (1999) Developing a Market Orientation, SAGE Publications.
14. Eisenhardt, K. M. (1989) Building Theories From Case Study Research, Academy of Management Review, 14, 4, 532-550.
15. Foss, B., Devonport, C. and McDaid, P. (2002) Chapter 18: Achieving ROI from e-business systems in financial services, in B. Foss and M. Stone (Eds.) CRM in Financial Services: A Practical Guide to Making Customer Relationship Management Work, Kogan Page Limited, London.
16. Gandz, J. (1990) The Employee Empowerment Era, Business Quarterly (1986-1998), 55, 2, 74-79.
17. Gebert, H., Geib, M., Kolbe, L. and Brenner, W. (2003) Knowledge-enabled customer relationship management: Integrating customer relationship management and knowledge management concepts, Journal of Knowledge Management, 7, 5, 107-123.
18. Goodhue, D. L., Wixom, B. H. and Watson, H. J. (2002) Realizing Business Benefits Through CRM: Hitting the Right Target in the Right Way, MISQ Executive, 1, 2, 79-94.
19. Goodhue, D. L., Wybo, M. and Kirsch, L. (1992) The Impact of Data Integration on the Costs and Benefits of Information Systems, MIS Quarterly, 16, 3, 293-311.
20. Herrenkohl, R. C., Judson, G. T., and Heffner, J. A. (1999) Defining and measuring employee empowerment, The Journal of Applied Behavioral Science, 35, 3, 373-389.
21. Homburg, C. and Pflesser, C. (2000) A multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes, JMR, Journal of Marketing Research, 37, 4, 449-462.
22. Hoogervorst, J., Flier, H. v. d. and Koopman, P. (2004) Implicit communication in organisations: The impact of culture, structure and management practices on employee behaviour, Journal of Managerial Psychology, 19, 3, 288-311.
23. Huang, A., Yen, D. C., Chou, D. C. and Xu, Y. (2003) Corporate applications integration: Challenges, opportunities, and implementation strategies, Journal of Business and Management, 9, 2, 137-145.
24. Hyperion, J. (2001) The CRM Lifecycle: Without CRM analytics, your customer won't even know you are there, in SCN Education B.V. (Ed.) Customer Relationship Management, Friedr. Vieweg & Sohn Verlagsgesellschaft mbH, 91-100.
25. Jackson, D. Jr (1994) Relationship selling: the personalization of relationship marketing, Asia-Australia Marketing journal, 2, 1, 45-54.
26. Kalakota, R. and Robinson, M. (2000) E-business: Roadmap for success, Addison-Wesley, Massachusetts.
27. Kling, R. (1999) What is Social Informatics and Why Does it Matter, D-Lib Magazine, 5, 1.
28. Kohli, A. K., Jaworski, B. J., and Kumar, A. (1993) MARKOR: A measure of market orientation, JMR, Journal of Marketing Research, 30, 4, 467-477.
29. Kotorov, R. (2003) Customer relationship management: Strategic lessons and future directions, Business Process Management Journal, 9, 5, 566-571.
30. Levine, J. (1993) Relationship marketing, Forbes, 152, 14, 232-234.
31. Liautaud, B. (2001) e-Business Intelligence, McGraw-Hill, New York.
32. Ling, R. and Yen, D. C. (2001) Customer relationship management: An analysis framework and implementation strategies, The Journal of Computer Information Systems, 41, 3, 82-97.
33. McDonnell, S. (2001) Putting CRM to work, Computerworld, 35, 11, 48-49.
34. Mumford, E. (1997) Assisting Work Restructuring in Complex and Volatile Situations, in J. Neumann, K. Kellner and A. Dawson-Shepard (Eds.) Developing Organizational Consultancy, Routledge, London.
35. Mumford, E. (2000) Socio-Technical Design: An Unfulfilled Promise or a Future Opportunity, in R. Baskerville, J. Stage and J. DeGross (Eds.) The Social and Organizational Perspective on Research and Practice in Information Technology, Chapman-Hall, London.
36. Oracle Corp., Oracle Customer Data Hub, http://www.oracle.com/data_hub/cdh.html
37. Peel, J. (2002) CRM: Redefining Customer Relationship Management, Digital Press, Oxford.
38. Peppard, J. (2000) Customer relationship management (CRM) in financial services, European Management journal, 18, 3, 312-327.
39. Piccoli, G., O'Connor, P., Capaccioli, C., and Alvarez, R. (2003) Customer relationship management-a driver for change in the structure of the U.S. lodging industry, Cornell Hotel and Restaurant Administration Quarterly, 44, 4, 61-73.
40. Plakoyiannaki, E. and Tzokas, N. (2002) Customer relationship management: A capabilities portfolio perspective, Journal of Database Management, 9, 3, 228-237.
41. Reichheld, F.F. (1996a) The Loyalty Effect, Harvard Business School Press, Boston, MA.
42. Reichheld, F.F. (1996b) Learning from customer defections, Harvard Business Review, 74, 2, 56-69.
43. Reinartz, W., Krafft, M. and Hoyer, W. D. (2004) The Customer Relationship Management Process: Its Measurement and Impact on Performance, JMR, Journal of Marketing Research, 41, 3, 293.
44. Rigby, D. K., Reichheld, F. F. and Schefter, P. (2002) Avoid the four perils of CRM, Harvard Business Review, 80, 2, 101-109.
45. Robbins, S.P. (1990) Organization Theory, Prentice-Hall, Englewood Cliffs, NJ.
46. Roland Berger Strategy Consultants (2005) Customer Life Cycle Management, http://www.rolandberger.com/.
47. SAS Institute (2001) Implementing the Customer Relationship Management Foundation – Analytical CRM, in SCN Education B.V. (Ed.) Customer Relationship Management, Friedr. Vieweg & Sohn Verlagsgesellschaft mbH, 37-44.
48. Shang, S. and Lin, J.-S. (2005) A Model for Understanding the Market-orientation Effects of CRM on the Organizational Processes, Proceedings of the Americas Conference on Information Systems (AMCIS 2005), August 11-14, Omaha, NE, USA.
49. Smith, H. and Fingar, P. (2003) IT Doesn't Matter-Business Processes Do: A Critical Analysis of Nicholas Carr's I.T. Article in the Harvard Business Review, Meghan-Kiffer Press, Florida.
50. Starkey, M., Woodcock, N. and Stone, M. (2001) Assessing the quality of customer management in financial services, in SCN Education B.V. (Ed.) Customer Relationship Management, Friedr. Vieweg & Sohn Verlagsgesellschaft mbH, 31-56.
51. Stringfellow, A., Nie, W., and Bowen, D. E. (2004) CRM: Profiting from understanding customer needs, Business Horizons, 47, 5, 45-52.
52. Talburt, J. (2004) Customer-Centric Information Quality Management, MIT Information Quality Management Program, MIT.
53. Tan, X., Yen, D. C. and Fang, X. (2002) Internet integrated customer relationship management: A key success factor for companies in the e-commerce arena, The Journal of Computer Information Systems, 42, 3, 77-86.
54. Williams, R. and Edge, D. (1996) The Social Shaping of Technology, Research Policy, 25, 865-899.
55. Winer, R. S. (2001) A framework for customer relationship management, California Management Review, 43, 4, 89-105.
56. Woodcock, N. and Starkey, M. (2004) A five-year global study of how organisations manage their customers, QCi Assessment Ltd, London.
57. Xu, M. and Walton, J. (2005) Gaining customer knowledge through analytical CRM, Industrial Management and Data Systems, 105, 7, 955-971.
58. Yu, L. (2001) What Really Makes Customers Happy, MIT Sloan Management Review, 42, 4, 19.
Description: 碩士
國立政治大學
資訊管理研究所
92356021
94
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923560211
Data Type: thesis
Appears in Collections:[資訊管理學系] 學位論文

Files in This Item:

File Description SizeFormat
56021101.pdf43KbAdobe PDF970View/Open
56021102.pdf13KbAdobe PDF924View/Open
56021103.pdf13KbAdobe PDF938View/Open
56021104.pdf21KbAdobe PDF971View/Open
56021105.pdf18KbAdobe PDF1634View/Open
56021106.pdf187KbAdobe PDF1515View/Open
56021107.pdf21KbAdobe PDF1544View/Open
56021108.pdf77KbAdobe PDF1043View/Open
56021109.pdf53KbAdobe PDF1150View/Open
56021110.pdf21KbAdobe PDF1401View/Open
56021111.pdf26KbAdobe PDF2697View/Open
56021112.pdf264KbAdobe PDF1144View/Open


All items in 學術集成 are protected by copyright, with all rights reserved.


社群 sharing