信息質(zhì)量與顧客關(guān)系管理在金融業(yè)之應用研究

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對「適當?shù)念櫩腿骸?，透過「適當?shù)耐贰梗凇高m當?shù)臅r機」，提供「適當?shù)姆铡?；『適

當』即練粹最有質(zhì)量之信息與知識，以調(diào)整組織機能，創(chuàng)新并創(chuàng)造組織與顧客價值。本研究以科

技接受模型（TAM）為理論基礎，推論探討『信息質(zhì)量』對金融業(yè)者引進CRM 系統(tǒng)時重要因素，

與實際運作對企業(yè)組織所產(chǎn)生的影響。研究分兩階段：(1) 深入探討與歸納目前臺灣金融、電訊

等行業(yè)進行CRM 系統(tǒng)之規(guī)劃，對組織管理影響，發(fā)展研究模式架構(gòu)；(2)以問卷調(diào)查進行數(shù)據(jù)分

析，了解金融業(yè)者對CRM 的認知與實際應用，作為修正研究模式之依據(jù)。目的在深入探討金融

業(yè)應用CRM 與信息質(zhì)量等在實質(zhì)營運幫助與影響。研究發(fā)現(xiàn)，金融業(yè)者對于信息質(zhì)量的認知與

了解程度會影響CRM 系統(tǒng)的有用性與易用性認知；系統(tǒng)的有用性與易用性會影響CRM 系統(tǒng)采

用的適用性。

關(guān)鍵詞：顧客關(guān)系管理、數(shù)據(jù)質(zhì)量、數(shù)據(jù)倉儲、數(shù)據(jù)采擷

Abstract

Customer relationship management (CRM) is becoming outmoded almost as quickly as it rose to

prominence because with buyers having so many options from which to choose, it is the customer who

is managing the relationship. The purpose of this study is to explore the effects of IT and information

quality on the CRM：（1）The research survey indicates that financial organizations are especially

focused on improving customer satisfaction and are especially concerned with the use of IT to control

and communicate high quality information.（2）Best practices are identified toward which financial

institutions must move to provide the predictable, responsive world-class service that a growing global

customer base demands. The results of this study were the perception and degree of grasp of financial

organization influence the perceived ease of use and perceived usefulness of CRM in the companies.

Keywords： CRM, Data Quality, Data Warehousing, Data Mining