從已推行數十年的客戶關係管理衍生而來的客戶關係管理導向是一種策略型的觀念，本研究旨在驗證及探討客戶關係管理導向模式是由動態能力、賦予能力及敏捷能力所組成。目前有很多實證上的研究探討關係行銷、行銷導向及客戶導向對公司績效的影響，但關於客戶關係管理導向對公司績效的影響卻少有研究，尤其是在這種與客戶相關聯性很高且環境變化急遽的金融服務業。

本研究採用問卷方式將500份分散發佈於台灣6,181家金融服務機構，共回收362份，回收率高達72.4%。信度與效度經本研究驗證後均顯示在台灣金融服務業裡，客戶關係管理導向與公司績效有正向關聯，若能將此模式運用在各行各業各領域，期能由被動式的客戶關係管理改善為積極式的客戶關係管理導向，進而提升公司績效。

Customer relationship management orientation (CRMO) is a strategic mindset derived from customer relationship management (CRM) which has almost been adopted for few decades. This research is aimed to verify the model consisted of three sub-constructs, namely dynamic capability, enabling capability and agile capability. Up to date, there are many empirical studies about the association on relationship marketing, marketing orientation and customer orientation toward business performance, but no clear literature about the effects on business performance influenced by CRMO especially in financial services industry. This industry, however, is highly applicable in CRMO field due to its highly customer-related interactions and unceasingly changing environment.

By conducting a survey of 500 questionnaires to 6,181 financial services institutions in Taiwan, 362 copies are collected with 72.4% returned rate. Results of reliability and validity show that there is a positive correlation between CRMO and business performance. In other words, there is a difference in the performance of financial services industry in Taiwan. Practically, we believe that companies can implement CRMO is different areas of business to improve existing passive way of CRM into proactive way of CRM orientation.

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