Study and analysis of the data quality problems that influence CRM system

• Main Authors: CHIH-CHUN CHIU, 邱志鈞
• Other Authors: Su-Houn Liu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/p4m5nm

碩士 === 中原大學 === 資訊管理研究所 === 98 === Most of the enterprises face the competition both from inside the industry and outside the world in recent years. How to maintain and deepen the interaction with customers under this highly competitive pressure is getting more and more important. For an enterprise, to catch every customer's thingking and needs is as important as the promotion of its products. Therefore most business owners choose to implement customer relationship management system to get more business and maintain a longer relationship with customers. When so many enterprises proceed with the implementation of CRM system, they often ignore the reliability and the completeness of the data in this system which brings this research to study on the factors that influence the data quality. This research is based on a local IT company with a complete implementation of the CRM system. The purpose is to find out the factors which affact data quality after implementing CRM system and how to overcome these influences. The factors which affact data quality are as follows: 1.Qulity of the data with the key factor on the control method of the user. 2.High quality data comes from the user's identification with company's management concept. 3.When the IT infrastructure is more complete, it is easier for the user to use the system which helps to upgrade the data quality.