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Student Number 954201046
Author CHING YI(曾瀞儀)
Author's Email Address No Public.
Statistics This thesis had been viewed 2892 times. Download 1723 times.
Department Business Administration
Year 2007
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title discusses the customer relationship management performance from customer viewpoint-mobile communication industry as the example
Date of Defense 2008-06-20
Page Count 114
Keyword
  • customer loyal.
  • customer relationship
  • customer satisfaction
  • performance evaluation
  • Abstract Enterprises were facing environment of business change rapidly. Enterprises focused on an orientation at a great deal production and scope economic before. Now, they change and focus on an orientation at customization. Business environment is to change quickly. They could not get advantage to follow old-time business model. They must building long-time and close relationship with customers. When we understand need of customer and offer customization goods, it could be raise customer satisfaction and create customer loyal.
    In order to systematic understanding customer, enterprises begin to lead-in concept CRM. They lead in technique of CRM. They collect, arrange and analyze customer data using data warehouse. However, all most of enterprises think to build customer relationship management system being equal to command customer need. In fact, Focusing business of relationship are not interesting in collection complete customer information, because they know that customer need always change.
    So we will research CRM performance at concept of customer. We emphasize that CRM are not only to think at view of enterprise but also to think at view of customer. Did they had positive elevation in sale activity, marketing activity, production and delivery activity, and support of service activity at quality of call center when enterprises executed CRM from customer view? Enterprises always think CRM performance subjective form enterprise view. When we think CRM performance from customer view, we can consider the most next and the most objective.
    we will focus on: (1) Treating mobile communication industry performance at customer relationship management. (2) Treating different in customer relationship management between mobile communication firms. Additionally, this article adopts literature review and questionnaire to collect data. Research the central develop and suggestion of this article:
    1.Entirely our study frame fit acceptable model fitting indices and obtain statistic support. we could use four variables to evaluate CRM performance.
    2.We find only activity of production & delivery and activity of service support has being effected by people at this article. We prove customer satisfaction arising when service formalization.
    3.In the other word, between different mobile communications have different CRM strategy. They have different at sale activity, production & delivery activity, supporting of service activity. At this article prove every mobile communication has different CRM strategy.
    Table of Content 目錄                       頁次
    中文摘要  ………………………………………………  I
    英文摘要  ……………………………………………… II
    誌謝    ……………………………………………… III
    目錄    ……………………………………………… IV
    圖目錄   ……………………………………………… VI
    表目錄   ……………………………………………… VII
    第一章 緒論
    1.1 研究背景 ……………………………………………  1
    1.2 研究動機 ……………………………………………  4
    1.3 研究目的 ……………………………………………  5
    1.4 研究流程 ……………………………………………  6
    1.5 研究範圍 ……………………………………………  6
    1.6 論文架構 ……………………………………………  9
    第二章 文獻探討
    2.1 顧客關係管理 ……………………………………… 11
      2.1.1 顧客關係管理定義 ………………………… 11
      2.1.2 導入顧客關係管理之流程 ………………… 19
      2.1.3 導入顧客關係管理之目的 ………………… 21
      2.1.4 導入顧客關係管理之障礙 ………………… 23
    2.2 顧客關係管理績效評估 …………………………… 24
      2.2.1 顧客關係管理企業面評估指標 …………… 24
      2.2.2 顧客關係管理顧客面評估指標 …………… 26
    2.3 顧客滿意度  ……………………………………… 28
    2.4 顧客忠誠度 ………………………………………… 29
    2.5 顧客關係價值與顧客滿意度、忠誠度之關聯性 … 31
    第三章  行動電信服務產業介紹 ……………………… 34
    3.1 行動通訊服務產業發展介紹 ……………………… 37
    3.2 行動通訊服務產業市場現況 ……………………… 39
    3.3 行動通訊服務業者導入CRM之運用分析…………… 44
    第四章  研究方法
    4.1 研究架構 …………………………………………… 58
    4.2 研究變數與操作性定義 …………………………… 60
    4.3 研究假設 …………………………………………… 64
    4.4 研究對象與問卷收集 ……………………………… 67
    4.5 資料分析方法 ……………………………………… 68
    第五章 資料分析
    5.1 樣本收集 …………………………………………… 71
    5.2 基本資料分析 ……………………………………… 72
    5.3 敘述統計 …………………………………………… 78
    5.4 信度分析 …………………………………………… 80
    5.5 驗證型因素分析 …………………………………… 82
    5.6 結構方程模式分析 ………………………………… 90
    5.7 變異數分析 ………………………………………… 99
    第六章  結論與建議
    6.1 研究結論 …………………………………………… 102
    6.2 管理意涵…………………………………………… 105
    6.3 研究限制 ………………………………………… 106
    6.4 研究貢獻與建議…………………………………… 107
      6.4.1 研究貢獻 …………………………………… 107
      6.4.2 未來研究建議 ……………………………… 108
    參考文獻
    一、中文部分 …………………………………………… 109
    二、英文部分 …………………………………………… 111
    圖目錄
    圖1.1 2003~ 2009年全球顧客關係管理市場規模……… 7
    圖1.2 亞太地區CRM解決方案市場規模…… …………… 7
    圖1.3 台灣地區手機用戶2004年至2007年用戶數……… 8
    圖2.1 顧客關係管理的四步驟 ………………………… 19
    圖2.2 CRM導入循環步驟 ………………………………… 20
    圖2.3 CRM導入五階段…………………………………… 20
    圖2.4 Griffin的購買循環……………………………… 31
    圖2.5 顧客價值模式 …………………………………… 32
    圖3.1 我國電信業分類…………………………………  34
    圖3.2 台灣地區手機用戶數一覽表 …………………… 39
    圖3.3 我國行動通訊用戶分佈圖………………………… 40
    圖3.4 我國行動通訊3G用戶表…………………………… 41
    圖3.5 我國行動通訊上網用戶表………………………… 43
    圖4.1 本研究之研究架構………………………………… 59
    圖4.2 本研究外生潛在變數與外生顯性變數之關聯…… 59
    圖4.3 研究假設…………………………………………… 66
    圖4.4 結構化方程式之流程……………………………… 70
    圖5.1 結構方程式架構…………………………………… 92
    圖5.2 結構方程式架構 ………………………………… 100
    表目錄
    表1.1 我國電信業2004至2007總營業額及成長比率…… 2
    表1.2 行動通訊產業2004至2007總營業額及成長比率……2
    表2.1 顧客關係管理活動內涵…………………………… 15
    表2.2 顧客關係管理的目的 …………………………… 22
    表2.3 CRM績效評估構面與指標 ………………………… 24
    表2.4 顧客關係管理績效指標 ………………………… 25
    表3.1 中華電信至96年客戶數狀況……………………… 45
    表3.2 中華電信行動通訊業務內容 …………………… 46
    表3.3 台灣大哥大行動通訊業務內涵…………………… 47
    表3.4 遠傳電信行動通訊業務內涵……………………… 51
    表3.5 亞太電信行動通訊業務內涵 …………………… 53
    表3.6 威寶電信行動通訊業務內涵……………………… 54
    表 4.1 CRM四成功關鍵活動-銷售活動 ………………… 60
    表4.2 CRM四成功關鍵活動-行銷活動…………………… 61
    表4.3 CRM四成功關鍵活動-產品與交貨活動…………… 62
    表4.4 CRM四成功關鍵活動-服務支援活動……………… 62
    表4.5 顧客滿意度與忠誠度……………………………  63
    表4.6 問卷架構與參考文獻……………………………  67
    表5.1 問卷回收、有效樣本表…………………………  71
    表5.2 使用通訊業者敘述統計次數、百分比分配表…  72
    表5.3 樣本結構-消費者使用行動通訊期間 …………  73
    表 5.4 樣本結構-消費者每月通話費用………………  74
    表5.5 樣本結構-消費者加值服務費用 ………………  74
    表5.6 樣本結構-性別…………………………………  75
    表5.7 樣本結構-職業別………………………………  76
    表5.8 樣本結構-教育程度……………………………  77
    表5.9 變數敘述統計分析 ……………………………  78
    表5.10 CRM四構面量表信度 ……………………………  80
    表5.11 顧客滿意度與忠誠度量表信度………………… 81
    表5.12 驗證型因素分析………………………………… 82
    表5.13 潛在變數的因素負荷及誤差項-個別項目信度分析… 85
    表5.14 信效度分析—CR、AVE…………………………  87
    表5.15 測量模式適合度結果…………………………  88
    表5.16 潛在變數符號 ………………………………  91
    表5.17 顯性變數符號與問項內容……………………  92
    表5.18 結構模式適合度檢定…………………………  93
    表5.19 四構面和顧客滿意度、忠誠度線性結構關係模式估計結果…  97
    表5.20 結構模式之路徑估計…………………………  97
    表5.21 假設檢定結果…………………………………  99
    表5.22 行動通訊別對銷售活動之影響………………… 100
    表5.23 行動通訊別對行銷活動之影響………………… 101
    表5.24 行動通訊別對產品與交貨活動之影響………… 101
    表5.25 行動通訊別對服務支援活動之影響…………… 102
    表5.26 假設檢定結論…………………………………… 102
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  • YING-CHIN HO(何應欽)
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  • approve immediately
    Date of Submission 2008-07-10

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