The Study of Taiwanese SMEs Decisions Factors of Implementing Customer Relationship Management System

• Main Authors: YEH, MEI-LING, 葉美吟
• Other Authors: Chang, TIEH-CHUN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7f85vy

碩士 === 朝陽科技大學 === 企業管理系 === 107 === As the customer relationship management (CRM) system has become almost fully developed, numerous studies have explored the decision-making regarding the introduction of the CRM system into medium and large service-providing enterprises. However, few studies have explored factors that influence small and medium enterprises’ decision making regarding whether to purchase (or introduce) the CRM system. Therefore, this study aims to explore this topic. This study summarizes factors that influence decision-making regarding introducing the CRM system as follows: (1) the benefits of introducing the CRM system; (2) the costs of introducing the CRM system; (3) internal factors (e.g., for the purpose of organizational development); (4) external factors (e.g., customers’ requirements, and competition pressure due to peer companies’ introducing the CRM system). In this study, sales representatives of a CRM system supplier are recruited to distribute 126 questionnaires to senior executives employed by their clients. Overall, 112 questionnaires are returned, total of 106 valid questionnaires remain. The research results are summarized in the following: 1. Key factors for small and medium enterprises’ decision making regarding whether to purchase the CRM system are as follows: (1) Regarding purchase methods and reasons, to reduce costs, ensure information security and self-control, and integrate with the enterprise resource planning system, most enterprises choose to buy out the software package and few enterprises choose a project-development or cloud-based leasing method; (2) enterprises introduce the CRM system mainly because of the benefits of doing so and secondly for the purpose of company operation and development. 2. The decision makers for small and medium enterprises’ purchasing the CRM system are business owners (60%), followed by senior executives. Most of small and medium enterprises budget NTD 200,000–500,000 for purchasing the CRM system. The main problem encountered during introducing the system is the attitude of users in the company. 3. When businesses from different industrial sectors purchase the CRM system, they invariably put the benefits that the CRM system can produce in the first place. When businesses from different industrial sectors use the CRM system, the modules they require are mostly for the sales system.