信息质量与顾客关系管理在金融业之应用研究

信息质量与顾客关系管理在金融业之应用研究

对「适当的顾客群」，透过「适当的通路」，在「适当的时机」，提供「适当的服务」；『适

当』即练粹最有质量之信息与知识，以调整组织机能，创新并创造组织与顾客价值。本研究以科

技接受模型（TAM）为理论基础，推论探讨『信息质量』对金融业者引进CRM 系统时重要因素，

与实际运作对企业组织所产生的影响。研究分两阶段：(1) 深入探讨与归纳目前台湾金融、电讯

等行业进行CRM 系统之规划，对组织管理影响，发展研究模式架构；(2)以问卷调查进行数据分

析，了解金融业者对CRM 的认知与实际应用，作为修正研究模式之依据。目的在深入探讨金融

业应用CRM 与信息质量等在实质营运帮助与影响。研究发现，金融业者对于信息质量的认知与

了解程度会影响CRM 系统的有用性与易用性认知；系统的有用性与易用性会影响CRM 系统采

用的适用性。

关键词：顾客关系管理、数据质量、数据仓储、数据采撷

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