Examining the Impact of Organizational Institutions on Customer Relationship Management Usage

• Main Authors: Shih-Ning Yang, 楊世寧
• Other Authors: H.F. Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/08507256625668868636

碩士 === 國立暨南國際大學 === 資訊管理學系 === 96 === Abstract For responding this globalization competition, satisfy customer need, and the advent of E-Commerce, the enterprise realizes maintaining good customer relationship in this kind of environments. Consequently, customer relationship management system has become the important issue of enterprises. CRM systems help enterprises maintain their customers, and understand customers need which in turn produce high profits. During the implementation of CRM system, the insufficient understanding of CRM system usage of employees makes the CRM cannot be elaborated of its best effort. In order to make CRM system shows its effect, it is important to shape the knowledge and usage behavior of employees via different organizational institutions. Therefore, this research refers to theory of institutions provided by Scott (1995), exploring the relationship between organizational institutions and user’s usage behavior of CRM system. Our research reveals that the organizational regulations and cognitions will affect the degree of institutionalization of CRM system. Besides, the higher degree of CRM system institutionalization resulted in higher use frequency and use diversity of users, which in turn lead to better organization performance. The research results show the importance of organizational institutions in CRM implementation. These organizational institutions not only affect the user acceptance of CRM system, but also affect greatly to the organization benefits. Key Words: Customer Relationship Management System, Institution, Institutionalization, Usage Behavior