An Empirical Study on the e-CRM Performance Influence Model for Service Sectors in Taiwan
Electronic customer relationship management (e-CRM) emerges from the Internet and web technology to facilitate the CRM implementation. It focuses on internet- or web-based interaction between companies and their customers. Especially, e-CRM enables service sectors to provide appropriate services and products to satisfy the customers so as to retain customer royalty and enhance customer profitability. This research is to explore the key research issues of e-CRM performance influence. A research model is proposed based on the widely applied technology- organization-environment (TOE) framework. Survey data from the questionnaire are collected to empirically assess our research model.
With the structural equation modeling (SEM) analysis, the results show that e-CRM technology and organizational support are positively related to the e-CRM performance, while environmental pressure, though a drive to e-CRM adoption, does not impact the performance. More interestingly, it is observed that organizational support has a greater impact than e-CRM technology adoption. It is always a good principle to care customers¡¦ relationship more from human nature perspectives than from technology-oriented considerations. Also, in the aspect of organizational support, skilled and knowledgeable e-CRM personnel are the most important impacting factor among others. Finally, the contributions of our research lie in that not only the results can provide researchers a good starting point for e-CRM studies, but also can they provide practitioners of service sectors in Taiwan a good reference.
Advisor:Tung-Ching Lin; Te-Min Chang; Wen-Feng Hsiao
School:National Sun Yat-Sen University
School Location:China - Taiwan
Source Type:Master's Thesis
Keywords:performance influence e crm sem analysis toe framework
Date of Publication:07/24/2004