| Summary: | 碩士 === 逢甲大學 === 企業管理學系 === 87 === In Taiwan, the research and development of Database Marketing is just beginning. In facing such a beneficial tool for marketing to handle customer capital, there is no reason why the managers are not interested in it. Lacking of empirical studies about investigating the factors that affect Database Marketing performance, this study reviews the related literatures about resource-based theory applying to IT, and tries to operate Database Marketing. These all are for understanding the important factors which can influence the Database Marketing performance.
This study intends to provide the Service Industry to achieve the best marketing efficiency with the optimal organizational resources when they implementing Database Marketing.
The study uses analysis of correlation, analysis of regression and two way ANOVA to examine the influence and interaction effect of organization resources to Database Marketing performance. It also considers IT-intensive and IT-lagging firms strategic resources. The important conclusions are as follows:
1.In implementing Database Marketing, information technology is a necessary resource, but not a sufficient resource.
2.Database Marketing technology is complementary to human resources, and this makes firms display excellent performance and create competitive advantage that is hard to be imitated.
3.Although IT is not complementary to business resources, the development of business resources is very important to Database Marketing.
4.IT-intensive and IT-lagging firms must consider different fitting resources.
The major contributions are:
1.This is the first empirical research to investigate factors on Database Marketing performance in Taiwan.
2.Providing researchers and practitioners with operational definition of Database Marketing performance to evaluate Database Marketing implement performance.
3.Providing the essential contents of Database Marketing technologies for practitioners.
4.Finding the source of competitive advantage created by Database Marketing.
5.Providing the optimal integration resources and strategic development suggestions for IT-intensive and IT-lagging firms that implement Database Marketing.
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