Title: An exploratory study of CRM implementation in Taiwan's banking industry

Authors: Cho-Pu Lin, Yann-Haur Huang, Chien-Ting Chen, Hsing-Yun Chang

Addresses: No.1052, Zhongzheng Rd., Wufeng Shiang, Taichung County 41344, Taiwan. ' 47671 Westinghouse Dr., Fremont, CA 95439, USA. ' 40 Hsin-yi Rd., Ta Liao Hsiang, Kaohsiung Country, Taiwan. ' 35 Poncetta Dr. #314, Daly City, CA 94015, USA

Abstract: The research done with the present study has uncovered a number of factors which can be used to guide companies for a successful CRM implementation. These factors include discovering customers| needs, keeping employee|s longevity, maintaining employee|s morale, conducting a decision support system, customising CRM functions/modules and empowering employees with decision-making. If the major goal of implementing a CRM system is to improve operational efficiency, the management in Taiwan|s banking industry should then emphasise three of these factors: conducting a decision support system, discovering customer|s needs and customising CRM functions/modules.

Keywords: customer relationship management; CRM; Taiwan; banking industry; business strategies; enterprise information systems; business innovation; information technology; employee retention; employee morale; decision support systems; DSS; employee empowerment; decision making; customer needs.

DOI: 10.1504/IJBIR.2010.029540

International Journal of Business Innovation and Research, 2010 Vol.4 No.1/2, pp.48 - 64

Published online: 30 Nov 2009 *

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