摘要：
本論文研究目的主要是提供企業主能更了解客戶需求、滿足需求並進而提高公司利潤。自1990年起，客戶關係管理一直被廣泛地討論及應用，學術及業界普遍都認為透由有效地客戶關係管理能提高公司收益及競爭力。然而，學術及業界同時也發現大部份的公司即使投注了大量的金額在顧客關係管理的策劃及執行，但大部份的計劃最後還是以失敗收場。
因此，本論文以探討客戶關係管理導向對企業績效之影嚮，以解決為何大部份的顧客關係管理專案無法達到公司預期目標。此客戶關係管理導向是以“動態力”、“運用力”及“敏捷力”所構成。關於客戶關係管理導向的概念及上述三項能力，將在本論文第四章裡完整探討。
由於旅遊產業被視為綠色產業及臺灣政府積極地推廣，因此本論文以旅遊產業做為我們研究目標。本論文首先回顧旅遊產業及客戶關係管理相關文獻，進而引申到客戶關係管理導向的概念及動態力、運用力及敏捷力的討探及應用。最後，我們介紹研究方法及步驟以驗証客戶關係管理導向在臺灣觀光產業執行的成果。
透由一系列的問卷回收及驗証，研究結果顯示我們的客戶關係管理導向是可信賴的模型及旅遊產業有正面的企業績效影嚮。此外，我們的論文結果能提供給任何產業以提高客戶滿意度及企業績效。

The objective of this thesis is to offer enterprises better understanding their customers’ requirements and increasing enterprise profit.
Customer relationship management (CRM) has been widely discussed since it was released in 1990s. Academics and practitioners have assumed that enterprises can take advantage of good CRM execution to increase enterprises revenue and stand a competitive advantage. However, academics and practitioners also find that most of CRM initiatives come to fail even though enterprises invest considerable amount of money in CRM application.
For resolving why most CRM initiatives come to fail, this thesis turn to investigating the effect of CRM orientation (CRMO) implementation on enterprise performance. CRMO is composed of three components: Dynamic capability (DC), Enabling capability (EC), and Agile capability (AC). The concept of CRMO and the three behavioral components will be discussed on chapter four.
In this research, we choose tourism industry as our research target because it is viewed as a green industry and Taiwan government actively promotes it. This research first reviews the literature of tourism industry and CRM, and then the concept of CRMO and its behavioral component implementation aspects. Finally, we introduce the analysis methods to demonstrate the result of CRMO implementation of tourism industry in Taiwan.
Through a series of questionnaire survey, the findings of this study indicated that the CRMO is a reliable and valid model to confirm that CRMO has positive effect on enterprise performance. Furthermore, this thesis can contribute its results to any business industry for increasing customer satisfaction and organizational profit.

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