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題名 | 顧客關係管理整備度對組織衝突管理之探討=An Exploratory Study on Managing Organizational Conflicts from Reviewing Customer Relationship Management Readiness |
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作 者 | 劉漢榆; 黃上晏; | 書刊名 | 商業現代化學刊 |
卷期 | 6:2 2011.09[民100.09] |
頁次 | 頁171-193 |
分類號 | 496.7 |
關鍵詞 | 顧客關係管理; 整備度; 組織衝突; Customer relationship management; CRM; Readiness; Organizational conflict; |
語文 | 中文(Chinese) |
中文摘要 | 顧客關係管理(CRM)已成為企業最重視的經營議題之一,然CRM的推展涉及變革,常導致組織衝突的發生,致使未蒙其利先受其害。本研究從CRM整備度的觀點,探討其與關係衝突、任務衝突、程序衝突之關聯性,以期透過導入前的檢視與因應,管理導入的衝突並降低CRM的推展風險。研究結果顯示,CRM整備度可從營運整備、變革整備、人力整備、流程整備與IT整備等五個面向檢視,其中流程整備及IT整備與CRM推展產生的衝突最具負相關,變革整備則與任務衝突及程序衝突有正相關。組織可積極培養流程整合能力與IT成熟度,透過變革整備作業,營造一個自我改革的CRM運作環境。此外,產業別、組織規模、職級、與CRM推展進程等變數會干擾CRM整備度與組織衝突間的關聯效果,尤其以成員對CRM推展進程的認知最具影響性;因此,組織應努力提升相關資訊的透明度才能增加變革的動能。 |
英文摘要 | Customer relationship management (CRM) has been an issue of primary concern in business management, but that implementation involves innovation change to result in organizational conflict and end in failure constantly. Therefore, the well intentions of CRM implementation were repaid by disappointed results. This study focuses on a viewpoint of CRM readiness to explore a relationship between CRM readiness and organizational conflict including relationship conflict, task conflict and process conflict. To expect the risk of innovation change or uncertainty could be slowed down through the reviews and preparations for CRM implementation.The results show that CRM readiness can be reflected five dimensions including blueprint readiness, change readiness, human readiness, process readiness and IT readiness. Process readiness and IT readiness can lead the negative conflict of CRM implementation significantly. Change readiness can lead the positive task and process conflict to enhance the implementation quality for CRM. Furthermore, the samples' attributes including industry, size, position and CRM state understanding would moderate a relationship between CRM readiness and organizational conflict, especially in CRM state understanding. Hence, organizations can exploit the information disclosure of CRM state to increase the change energy for CRM implementation. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。