Study On Factor Affecting The Result Of Crm Implementation In The Angle Of Organization Change

Since1999, Gartner Group Inc. first created the definition of CRM. There have been an increasing number of companies which have accepted the concept of ’Customer oriented’as the company’s core value in the last decade. A large number of enterprises have set up its own CRM system to peruse better performance.However, the market has been telling a quite different story as people expected. On one hand, more and more companies have realized the strategy of’customer oriented’is the key to be dominant in the over-heated market. They have been utilizing CRM system in order to integrate its sales, marketing and customer service process in terms of’360customer view’. On the other hand, these year have seen too many failed CRM cases which led to the tremendous investment loss as well as the user’s complaint regarding the user unfriendliness of the system.The utilization of CRM is a symptom of organization innovation. This article is aimed to analysis the key factor of the successful CRM implementation in the angle of organization change.The article is divided into6chapters. The research background, objects, propose and method are described and elaborated in the first chapter.The second chapter is the theoretical foundation of this paper. I retrospect and analyses the previous studies on CRM, Organization change and development, Culture change, User participation and Top management support, which helps to set up a solid foundation for the latter research.The third chapter is focused on the concept mode and theoretical hypnosis based on the theoretical foundation made in chapter2. The hypnoses based on the individual positive relationship between ’Top management support’&’The result of CRM implementation’,’User participation’&’The result of CRM implementation’, and’Culture change’&’The result of CRM implementation’are made in this chapter.The forth chapter is focused on the research methodology. Object definition, study method and criteria of each variable are described and elaborated in this chapter.The fifth chapter is aimed to provide the analysis on the research result in terms of sample analysis, testing of reliability and validity. It also explains the findings of this study based on the regression analysis result.The last chapter provides the summary of the research finding. It points out the inadequacy and prospect of this study with the suggestion for potential CRM industrial users.’The CRM implementation key factor’concept mode, based on organization change theory was introduced in order to investigate the relationship between ’Top management support’&’The result of CRM implementation’,’User participation’&’The result of CRM implementation’, and’Culture change’&’The result of CRM implementation’. The findings provides valuable suggestions for potential industrial CRM users.