信息質量與顧客關系管理在金融業之應用研究

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對「適當的顧客群」，透過「適當的通路」，在「適當的時機」，提供「適當的服務」；『適

當』即練粹最有質量之信息與知識，以調整組織機能，創新并創造組織與顧客價值。本研究以科

技接受模型（TAM）為理論基礎，推論探討『信息質量』對金融業者引進CRM 系統時重要因素，

與實際運作對企業組織所產生的影響。研究分兩階段：(1) 深入探討與歸納目前臺灣金融、電訊

等行業進行CRM 系統之規劃，對組織管理影響，發展研究模式架構；(2)以問卷調查進行數據分

析，了解金融業者對CRM 的認知與實際應用，作為修正研究模式之依據。目的在深入探討金融

業應用CRM 與信息質量等在實質營運幫助與影響。研究發現，金融業者對于信息質量的認知與

了解程度會影響CRM 系統的有用性與易用性認知；系統的有用性與易用性會影響CRM 系統采

用的適用性。

關鍵詞：顧客關系管理、數據質量、數據倉儲、數據采擷

Abstract

Customer relationship management (CRM) is becoming outmoded almost as quickly as it rose to

prominence because with buyers having so many options from which to choose, it is the customer who

is managing the relationship. The purpose of this study is to explore the effects of IT and information

quality on the CRM：（1）The research survey indicates that financial organizations are especially

focused on improving customer satisfaction and are especially concerned with the use of IT to control

and communicate high quality information.（2）Best practices are identified toward which financial

institutions must move to provide the predictable, responsive world-class service that a growing global

customer base demands. The results of this study were the perception and degree of grasp of financial

organization influence the perceived ease of use and perceived usefulness of CRM in the companies.

Keywords： CRM, Data Quality, Data Warehousing, Data Mining