Customers are very important to all companies. The study shows that organizations spent 6 to 9 times more obtaining new customers than keeping old customers. All companies try to figure out the customers who can bring them high profit and improve customer satisfaction through good customer management. Therefore many companies implement Customer Relationship Management (CRM) system to reach the goals.
However, Gartner Group presents that 32% companies abandon CRM system after completing implementation. It does not mean finish when CRM system rolls out. The company has to know it is a long journey when it decides to implement CRM system. The company A in this study implemented CRM system, Siebel, in 2003. The first phase focused on Sales Force Automation module. CRM team is responsible for adoption mission.
In the beginning, the usage rate was very low and it took long time to get users adopt the system. A company did not give up. It tamed the users through many ways. This study displays the war between CRM team, IT people, and sales representatives who are the most important users to this system. CRM team and IT people play important roles during the process of CRM implementation. For that reason, their feelings and thoughts cannot be ignored.
To explain the user behavior, the study introduces Unified theory of Acceptance and Use of Technology (UTAUT), which was formulated with four core determinants of intention and usage. Although some phenomenon can be elaborated by this theory, the study discovers some points beyond it: the meaning of system to the users is more important than performance expectation and effort expectation in the theory, and adjusting the cooperation of all departments related to system is more effective than improving the system only .
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0804109-111244 |
| Date | 04 August 2009 |
| Creators | Lai, Hua-lin |
| Contributors | Stephen D. Tsai, Min-Hsin Huang, Yue-shan Chang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0804109-111244 |
| Rights | not_available, Copyright information available at source archive |
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