A Study of Strategic Alignment Impacting On Customer Relationship Management Performance

[[abstract]]多元化與變動性的商業競爭環境下，當企業面臨變化多端的顧客需求不確定性、商業環境動盪不定等問題時，企業如何透過顧客關係管理，來增進企業進行快速決策、提升顧客滿意度、忠誠度等績效，以金融服務產業為主而言，是一門值得深入探討之議題。雖然顧客關係管理課題備受各方關注與重視，從學術或實務上利用策略角度來研究顧客關係管理策略與資訊科技策略配適對顧客關係管理績效的相關文獻仍缺不足，基於此研究不足之處，本研究乃將顧客關係管理策略與資訊科技策略之間，以策略觀點來觀察二者策略配適後是否能夠正向影響顧客關係管理績效。 本研究則提出顧客關係管理策略與資訊科技策略配適對顧客關係管理績效之研究模式，先將顧客關係管理策略區分為四階段：知識發掘(knowledge discovery)、市場規劃(Market Planning)、顧客互動(Customer Interaction)、分析修正(Analysis and Refinement)，同樣亦將資訊科技策略區分為二種：資訊科技環境的審視(IT environment scanning)、資訊科技的使用策略(Strategic use of IT)，最後也採用配適類型之共變觀點(Covariation)，以用來評估二者策略之間配適後是否能夠正向影響顧客關係管理績效。 本研究結果指出，顧客關係管理策略與資訊科技策略配適後能夠正向影響顧客關係管理績效，乃說明不同階段的顧客關係管理策略應搭配適合的資訊科技策略才能夠增進企業的顧客關係管理績效，其最主要意涵則建議當企業經歷顧客關係轉變階段過程時，則應選擇最佳的顧客關係管理策略與合適的資訊科技策略加以輔助企業進行策略實行，進而提升顧客關係管理績效(顧客滿意度、顧客忠誠度、顧客維持率)。[[abstract]]Facing the pluralism and commercial competitive environment questions such as various uncertainty demand of customer and cranky of business environment against the enterprises How the enterprises can promote their performance of strategy strengthening customer satisfaction improvement and loyalty by customer relationship management is a significant topic Although customer relationship management topic which was concerned and got attention from all circles but from academy or the practice relevant documents using strategy way to research customer relationship management strategy alignment with information technology strategy are insufficient Based on this point our research using strategy view to observe if customer relationship management strategy alignment with information technology strategy affect customer relation management performance At the first stage of our study we divided customer relationship management to four stages: knowledge discover、market planning、strategic usage of IT and information technology strategy to two parts: IT environment scanning、strategic usage of IT Before the first stage we use the covariation view of alignment to evaluate that if two parts of alignment will positively affect to customer relationship management performance The result of our study pointed out that if a company can align customer relationship management strategy and information technology strategy that can positively affect to customer relationship management performance which was means that the customer of different stages must match different information technology to improve the customer relationship management of enterprise The most important meaning of research is that when enterprises face changes of different customer relation stages they must chose the best customer relationship management and proper information technology strategy to help to put the strategy into implement and promote customer relationship performanc