Determinants in Adopting Information Technology：The Case of Customer Relationship Management in Banking Industry
Dr. Chih-Young Hung
|關鍵字:||顧客關係管理;資訊系統導入;層級分析法;Customer Relationship Management;Adopting Information Technology;Analytic Hierarchy Process|
|摘要:||近年來，由於商業銀行的競爭激烈，迫使許多銀行得不斷持續引進資訊科技來強化他們的競爭力與利益，其中尤其以顧客關係管理(Customer Relationship Management，CRM) 最受到眾人矚目。然而，資訊科技的導入的確可以帶給銀行業者新契機，但導入前的評估分析與評估準則間的輕重緩急等問題，都是重大的挑戰。
Currently, because of fierce competition among commercial banks, numerous banks have resolved to the adoption of information technologies to enhance their profitability. One of the hottest information technologies has been the customer relationship management (CRM). However, the adoption of information technologies into a well established bank presents not only an opportunity but also a threat to the status quo. What factors need to be considered before a specific item of information technology is brought into a bank is something that deserves attention. This study proposes an evaluation model for banks that are contemplating the adoption of CRM. The model is derived by the use of the analytic hierarchy process (AHP). Focus group discussion was first conducted by a selected group of professionals from various banks to come up with an extensive list of factors. Questionnaires were devised and then distributed to another group of professionals. Based on the judgments of these professionals, weight to each factor is calculated and assigned. The study found that in adopting the CRM, the most important factor to be concerned of is the operating efficiency of the system (weight 0.13054), while the next important factor is the cost of conversion into the new system (weight 0.10106). We also found that evaluators with information technology background place their emphasis more on the managerial aspects of the CRM (weights 0.63636) than on the technical aspect of the CRM (weight 0.36363). But evaluators with managerial capacity place their emphasis more on technical aspects of the CRM (weight 0.53) than on the managerial aspect of the CRM (0.47).
|Appears in Collections:||Thesis|