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研究生: 阮文鄰
研究生(外文): Nguyen Van Lan
論文名稱: A Study Users’ Acceptance for SSoft CRM System Applying in VNPT Nam Dinh Province, Vietnam
論文名稱(外文): A Study Users’ Acceptance for SSoft CRM System Applying in VNPT Nam Dinh Province, Vietnam
指導教授: 蕭銘雄
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 資訊管理系碩士班
論文出版年: 100
畢業學年度: 99
語文別: 英文
論文頁數: 62
中文關鍵詞: SSOFT CRM systemCRMTAMVNPT Nam Dinh
外文關鍵詞: SSOFT CRM systemCRMTAMVNPT Nam Dinh
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The growth and rapid economic development, participation of many countries on the new industrial world market increases competition. Competition among enterprises is mainly the distribution and positioning in the market and gain more market share. Customers are all subjects that need to buy products for their daily needs. Customers are the business objects that enterprises serve as determinants of success or failure of your business. The role of customers is becoming more important.
The competition on the market is increasing domestically as well as globally. In order to reach success, Enterprises must find new long-term competitive advantages. It is not enough to rely on high quality and advanced technology, because your competitors will have reached the same level soon. The solutions must be changed after the customers'' specific wants and needs, with the purpose to increase the customers'' experienced value of the product or service.
Currently, the Telecommunications market appeared the competition among domestic and foreign enterprises. Vietnam Posts and Telecommunications market has many participating businesses provide a variety of competing services such as fixed telephone, mobile phone, press releases, transfers, postal parcels, postal savings, flower power and the internet service provider. VNPT Nam dinh realize application of customer relationship management system for business is needed, which is obvious.
Therefore, this study is to study users’ acceptance for SSOFT CRM System applying in VNPT Nam dinh Province, Viet Nam. Developing and testing hypotheses by using survey data from officers come from 5 braches in VNPT Nam dinh, Vietnam. This study employed SPSS 17.0 to analyze the collected data to test the relationships among factors and all items require seven-point Likert-scale. The results indicate the positive relationships among Perceived Usefulness, Perceived ease of use, attitude towards Using, Behavioral Intention to use and Usage of SSOFT CRM system.

The growth and rapid economic development, participation of many countries on the new industrial world market increases competition. Competition among enterprises is mainly the distribution and positioning in the market and gain more market share. Customers are all subjects that need to buy products for their daily needs. Customers are the business objects that enterprises serve as determinants of success or failure of your business. The role of customers is becoming more important.
The competition on the market is increasing domestically as well as globally. In order to reach success, Enterprises must find new long-term competitive advantages. It is not enough to rely on high quality and advanced technology, because your competitors will have reached the same level soon. The solutions must be changed after the customers'' specific wants and needs, with the purpose to increase the customers'' experienced value of the product or service.
Currently, the Telecommunications market appeared the competition among domestic and foreign enterprises. Vietnam Posts and Telecommunications market has many participating businesses provide a variety of competing services such as fixed telephone, mobile phone, press releases, transfers, postal parcels, postal savings, flower power and the internet service provider. VNPT Nam dinh realize application of customer relationship management system for business is needed, which is obvious.
Therefore, this study is to study users’ acceptance for SSOFT CRM System applying in VNPT Nam dinh Province, Viet Nam. Developing and testing hypotheses by using survey data from officers come from 5 braches in VNPT Nam dinh, Vietnam. This study employed SPSS 17.0 to analyze the collected data to test the relationships among factors and all items require seven-point Likert-scale. The results indicate the positive relationships among Perceived Usefulness, Perceived ease of use, attitude towards Using, Behavioral Intention to use and Usage of SSOFT CRM system.

Abstract  i
Acknowledgements  iii
Table of Contents  v
List of Tables  vi
List of Figures  vii
Chapter 1 Introduction  1
1.1. Research Background  1
1.2. Research Motive  5
1.3. Research Purposes  6
1.4. Research Procedure  6
Chapter 2 Literature Review  8
2.1. Customer Relationship Management (CRM)  8
2.1.1 CRM  8
2.1.2 Benetfits of CRM  9
2.2. Ssoft CRM System  11
2.2.1 Introduction and Background.  11
2.2.2 The Basic Features  12
2.2.3 The Modules of Ssoft CRM System  14
2.3. The Technology Acceptance Model (TAM)  15
2.3.1 Model Development.  17
2.3.2 Research in Context  29
Chapter 3 Research Methodology  30
3.1. Research Model  30
3.2. Research Hypotheses  31
3.3. Data Collection  31
3.4. Measurement of Variables  33
Chapter 4 Data Analysis and Results  34
4.1. Descriptive and Analysis of Sample Demographics.  34
4.2. Reliability Analysis  36
4.3. Factor Analysis  36
4.4. Regression Analysis  40
4.4.1 Linear Regression Analysis for Hypothesis 1, Hypothesis 2.  40
4.4.2 Linear Regression Analysis for Hypothesis 3, Hypothesis 4  41
4.4.3 Linear Regression Analysis for Hypothesis 5.  42
Chapter 5 Research Conclusions  45
5.1. Research Findings  45
5.2. Research Iimplications  46
5.3. Limitation  46
5.4. Futher Study  47
References  48
Appendix 1 Research Questionnaire in English  54
Appendix 2 Research Questionnaire in Vietnamese  58

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