| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 93 === Abstract:
Customer Relationship Management (CRM) is one of the most important business issues in achieving sustainable competitiveness. It is a customer-centric strategy to acquire and retain customers through information technology (IT) for making profits. Reports shows that government sector will benefit from adopting CRM.
The questionnaire, based on CRM readiness (organizational change, top-level support, and project teamwork), IT management (CRM solution vendor’s expertise and IT infrastructure), and customer governance (CRM awareness, empowerment, value consensus, and information disclosure) influence CRM process (relationship initiation, retention, and termination), is mailed to 764 e-Government service managers in the awarded government agencies of website design and service excellence, and other active agencies. It also surveys the current status on CRM initiatives, including perception, objectives, project schedule, applications scope, where to begin, etc.
The number of valid responses is 203 with a valid response rate of 26.5%. This survey is shown that 47% of the respondents view the CRM as a way of life. 25% of them realize that CRM initiatives are the stepping stone to service excellence, 14% agressively implement CRM information systems (e-CRM), and 22% are evaluating e-CRM adoptions. It is obviously that government officials are being aware of CRM benefits, but lack of involvement/rewards is a key roadblock.
The study indicates that (1) CRM readiness, vendor’s expertise, empowerment, value consensus, and information disclosure affect CRM process significantly; (2) CRM readiness, vendor’s expertise, and the combination of CRM readiness and vendor’s expertise have positive relationship with customer governance; (3) the scope of e-CRM applications affects CRM process significantly; (4) CRM value consensus has positive relationship with the e-CRM adoption; (5) the variable of customer governance is a part of medium variables in our research framework.
In summary, organizational CRM readiness, empowerment, value consensus, information disclosure, involvement/rewards, and solution vendor’s expertise are the CRM drivers. Enforcing the drivers are beneficial to adopt CRM in e-Government.
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