The critical successful factors of Customer Relationship Management- The View of Resource-Based Theory and Value Creation

• Main Authors: Fu-Lin Chien, 簡富臨
• Other Authors: 方世榮
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/77499043396563932021

碩士 === 中興大學 === 高階經理人碩士在職專班 === 95 === Under the dynamic competitive environment with complex uncertainties, any business advantages based on the good quality of products or service are only temporary. Building long-term and stable relationships with customers is the most important issue. This has been proved by the tendency of marketing strategies changing from Mass Marketing and Direct Marketing to Relationship Marketing, which has attracted attention since 1990s. Therefore, with the development of Information Technology, customer relationships become sustainable interactions through high-technology. The value of Customer Relationship Management has been increasing in the business community. However, quite a few corporations have an unrealistic realization of CRM. They focus on the purchase of good CRM system software but neglect the problems caused by the implementation of the system. Many corporations feel confused when they face a series of organization adjustments, the integration of departments, designs required for the conduct, the rebuilding of customer service procedures, the changes of staff’s attitudes and behaviors besides the construction of information technology. Due to these problems, CRM is usually on the wrong track and can not achieve the preset rate of return on investment. This research has used qualitative analysis and a quantitative validation method. Subjects who were interviewed are from 9 corporations which have implemented CRM system. This survey has involved 30 issues which fall into 5 categories. All the data collected from the interviewees were analyzed qualitatively. We have found the key to success in implementing CRM, which gives meaning in management practice. Furthermore, this research aims to cover two aspects: Resource-Based Theory and Value Creation, trying to understand the crucial factors in success in CRM implementation. The result of this research indicates that the most important key to success in implementing CRM system is to construct strategic concepts, not only to buy software or hardware. The other important factors, such as organization, staff, and communication, also play important roles to push corporations to achieve “Creating Customer Value” and “Creating Business Value” win-win target.