| Summary: | 碩士 === 元智大學 === 企業管理學系 === 91 === With the emergence of e-commerce, many business organizations are finding themselves placed in highly competitive consumer-driven markets. Customer relationship management (CRM) offers organizations an information technology (IT)- enabled means to manage and learn from their customers such that many companies are dedicated many efforts to implement CRM practices. As a formidable strategic weapon, CRM tunes the organization into listening to its customers, and allows organization to develop customized products and services that cannot be easily duplicated, substituted or imitated by their competitors, and consequently more precisely fit their needs. However, implementing CRM is not an overnight project. It takes time and a lot of efforts on investing IT systems and manpower, changing management practices, and justifying organization climate. Further, a number of issues have to be addressed including whether and how implementing CRM practices can benefit the organization and how to evaluate CRM effectiveness. Solutions and directions of these issues are with great interests to corporate managers. Therefore, we conduct a thorough study on CRM. First, we use confirmatory factor analysis (CFA) to assess discriminant validity and convergent validity. And then we estimated the structural equation model by LESREL 8.3, using the maximum likelihood estimation method. Finally, we estimated the impact of CRM effectiveness to financial data and moderator of CRM practices to CRM effectiveness by SPSS 12.0, using OLS. In the results, we find IT investment, absorptive capacity and strategic alignment have positive relationships on CRM practices separately. But the effects of IT investment will be mediated by absorptive capacity and strategic alignment in the whole model analysis. By this reason, we propose a modification model to explain it. In our study, we also prove CRM practices has positive influence on CRM effectiveness, and according to real financial data and survey data, we find CRM effectiveness have positive influence on firm performance. With conscientious analysis and careful discussion, we hope can make contribution to both academics and industries.
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