Title page for 92421054


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Student Number 92421054
Author Jhih-Cyun Wang(王智群)
Author's Email Address No Public.
Statistics This thesis had been viewed 2961 times. Download 2133 times.
Department Business Administration
Year 2004
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title 顧客關係管理績效評估
Date of Defense 2005-06-30
Page Count 97
Keyword
  • 績效評估
  • 顧客關係管理
  • Abstract 摘 要
    顧客至上的時代已經來臨,企業主無不想要討好他們的顧客,因此拼命的猜想什麼樣的產品才可使他們的顧客更滿意、顧客的需求到底是什麼,為了解答這個疑惑,業界開始了顧客關係管理的活動。所謂顧客關係管理(CRM)是指由人、流程、科技所構成,而且CRM必須在公司整體策略、跨功能整合、顧客導向式流程及技術導向式流程下運作,但是導入CRM (Customer Relationship Management) 並非是一個容易的工程,因此,在學術界許多學者也如火如荼進行關於CRM導入的關鍵成功因素的研究,而當導入完成後,接下來所要關心就是執行績效的問題。因此,本研究將探討CRM執行三要素-人、流程、科技與CRM執行績效間的關係,其中人、流程、科技三要素根據文獻探討,分別由高階主管支持、顧客導向式流程、資訊科技建置程度代替。
    本研究受訪企業名單是根據天下雜誌2004年五月所出版的一千大製造業、五百大服務業、一百大金融業排行榜,問卷則是利用郵寄、電子郵件和本人親自送達的方式交付給各公司顧客關係管理相關部門主管。在回收的狀況部分,總計回收123份問卷,其中有14份因漏填問項而視其為無效問卷,因此有效問卷回收為109份利用STATISTICA 6.0進行分析。
    本研究發現為: (1) CRM執行三要素(高階主管支持、顧客導向式流程、資訊科技建置)確實會影響CRM執行績效(獲取可能購買顧客、增進現有顧客貢獻度、維持具有價值顧客、協助市場規劃與分析)。(2)高階主管支持程度越高,CRM執行績效越高。(3)顧客導向式流程程度越高,CRM執行績效越高。(4)資訊科技建置程度越高,CRM執行績效越高。(5)企業特質對CRM績效的影響並不顯著。
    Table of Content 第一章 緒論1
    1.1 前言1
    1.2 研究背景與動機3
    1.3 研究目的4
    1.4 研究流程4
    第二章 文獻回顧6
    2.1 文獻探討與假設發展6
    2.1.1顧客關係管理的定義6
    2.1.2顧客關係管理系統的架構與功能10
    2.2 高階主管支持11
    2.3 流程12
    2.4 資訊科技14
    2.4.1顧客關係管理系統的建置步驟20
    2.4.2顧客關係管理系統建置的挑戰與關鍵成功因素21
    2.5 CRM執行績效23
    2.6 顧客關係管理產業現況與趨勢28
    第三章 研究方法33
    3.1 研究架構33
    3.2 操作變數35
    3.2.1高階主管支持35
    3.2.2流程35
    3.2.3資訊科技36
    3.2.4 CRM執行績效36
    3.3 研究假設38
    3.4 研究對象與問卷收集40
    3.4.1問卷架構40
    3.4.2研究對象與問卷收集41
    3.5 資料分析方法42
    3.5.1敘述統計分析42
    3.5.2信度分析42
    3.5.3因素分析42
    3.5.4群集分析42
    3.5.5變異數分析42
    3.5.6線性結構關係模式(Linear Variable Relation)43
    第四章 研究結果44
    4.1 企業資本資料分析44
    4.1.1產業別44
    4.1.2上市及外商比率45
    4.1.3資本額45
    4.1.4營業額46
    4.1.5員工人數46
    4.1.6成立年資47
    4.1.7目前CRM系統建置狀況47
    4.1.8是否有獨立顧客關係管理部門48
    4.1.9填答者的職位48
    4.2 信度與效度分析49
    4.2.1信度分析49
    4.2.2效度分析49
    4.3 因素分析與群集分析50
    4.3.1高級主管支持之因素分析50
    4.3.2高級主管支持的群集分析51
    4.3.3顧客導向式流程因素分析53
    4.3.4顧客導向式流程的群集分析54
    4.3.5資訊科技建置因素分析56
    4.3.6資訊科技建置的群集分析57
    4.3.7CRM執行績效的因素分析58
    4.4 CRM執行三要素對CRM執行績效的影響62
    4.4.1高級主管支持程度對CRM執行績效的影響62
    4.4.2顧客導向式流程程度對CRM執行績效的影響65
    4.4.3資訊科技建置程度對CRM執行績效的影響68
    4.5 企業特質對CRM績效的影響72
    4.6 線性結構關係模式分析74
    4.7 本章總結74
    第五章 結論與建議77
    5.1 結論77
    5.2 研究限制78
    5.3 研究貢獻與建議80
    5.3.1研究貢獻80
    5.3.2未來研究建議80
    參考文獻81
    一:中文部分81
    二:英文部分82
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    Advisor
  • Ying-Chin Ho(何應欽)
  • Files
  • 92421054.pdf
  • approve immediately
    Date of Submission 2005-07-06

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