臺灣博碩士論文加值系統

補習班是一種專門提供加速課程並且以考試目的的服務機構。這些教育機構在台灣的教育界是一個重要的成分。在過去的幾年中，由於競爭對手增加與少子化的原因，補習班的的營業難以維持。研究顯示，為了保持在市場上的競爭力，企業需要在客戶關係管理（CRM）的過程中管理與和鞏固與客戶的關係。本研究深入探討了CRM的核心要素並且瞭解社交CRM實施到補習班業務及其可能產生的後果。本研究所提倡的社交CRM程序將會設計成一個線上學習平台，並且包括了可以與顧客維持關係使用的工具。收集到的數據將是至關重要的因為它將有助於補習班經營者和管理人員了解家長的心態與需求，以便有效地分配珍貴的企業資源提供給客戶最有效率的服務。獲取的數據將採用層次分析法加以分析。這種分析方法的特色是它能夠進行多種條件的比較，達到艱難的決定，並確定實用性，分析問題的重要性和有效性。
該研究表明，父母不尋求也不需要從補習學校的工作人員得到額外的關注。相反的，家長更重視補習班協助他們的孩子和學習的功效。

Cram schools are service establishments which specialize in teaching learners highly accelerated curriculums for the purpose of taking examinations. These tutelage institutions are a vital component in the educational system of Taiwan and are relatively rife. Over the past few years, due to reasons such as low birth rate and heightening competition, difficulty in maintaining the operation of cram schools is increasing. Researchers have asserted that in order to remain competitive in the marketplace, businesses are required to fortify relations with customers. Customer Relationship Management (CRM) is the process of managing relationships with customers. This study delves into the core elements of CRM and reveals its functions and purpose to those oblivious to its essence. Furthermore, it examines the implementation of Social CRM into cram school operations and its probable consequences. The Social CRM process is structured in the form of an Internet Learning Platform which consists of tools which can be utilized to sustain relations with patrons. The data collected will be vital in the sense that it would help cram school operators and executives understand the mindset of parents and employees in order to efficiently allocate precious corporate resources to essential and purposeful efforts. The garnered data will be analyzed with the use of AHP. The unique features of this analytical method are that it allows users to make comparisons between multiple criteria as well as alternatives, reach difficult decisions and determine the practicality, importance and effectiveness of problems for analysis. This study reveals that parents do not seek nor do they require a great deal of additional personal attention from cram school staff. Rather, emphasis on the efficacy of schools’ to assist their children in acquiring academic prosperity and focus on the learners is of more significance.

Table of Contents
Acknowledgements……………………………………………...………………………….…..i
Abstract…………………………………………………………..…………………….…...….ii
Contents……………………………………………………….…………………………….....v
Tables………………………………………………………………………………….….…..vii
Diagrams………………………………………………………………………..……....….....vii

Chapter One Introduction

1.1 Background to the Study…………………………..……………………….………………1
1.2 Problem Statement…………………………………..………………………….………….6
1.3 Goal………………………………………………..………………………….……………7
1.4 Research 1.5 Questions……………………………………………………….……………9
1.6 Research Methods………………………………………………………..………….……..9
1.7 Research Procedures…………………………………………..…………………………...9
1.8 Scope of the Research……………………………………………..………….…………..11
1.9 Limitations…………………………………………..……………………………………11

Chapter Two Literature Review

2.1 The Purpose of CRM…...………………………………………..……………………….12
2.2 Social CRM………………………………………………………..……………….……..18
2.3 Social CRM Tools……………………………………………………………...…………20
2.4 Social CRM for Cram Schools ……………...……………………..…………….…..…..23

Chapter Three Research Methodology

3.1 Target Research Group………..………………………………………………….……….25
3.2 Teachers………………………...…………………………………………................……27
3.3 Questionnaire……………………………………………………………………….…….28
3.4 Website Components…………………………………………………………….………..29
3.5 Method of Analysis…..…………………………………………………………….……..33
3.6 Consistency Ratio………………………………………………………………………...39

Chapter Four Research Findings

4.1 Results………………………………..…………………………………………….……..41
4.2 Analysis Results of the Teachers’ Group……………………………………….………....41
4.2.1 Online learning………………………………………………………................……….42
4.2.2 Customer service, support and FAQs…………………………………………….……..42
4.2.3 Online meetings………………………………………………………………………...43
4.2.4 Remaining features……………………………………………………………………..44
4.3 Analysis Results of the Parents’ Group…………………………………………….……..46
4.3.1 Online learning………...……………………………………………………….……….46
4.3.2 Video...………………………………………………………………………….………47
4.3.3 Resource sharing…………...…………………………………………………….……..47
4.3.4 Social networking tools…...……………………………………………………….……48
4.3.5 Customer services, online meetings and calendar event………….………….…………49
4.4 Respondent Demography………………………..…………………………………….….51
4.5 Opinions on Functionality, User-Friendliness and Practicality…………………….……..55

Chapter Five
Conclusion and Suggestions

5.1 Findings……………………………………………………………………………….…..56
5.2 Limitations………………………………………………………………………….…….57
5.3 Suggestions for Future Research………………………………………………….………58

References…………………………………………………………………………….………59

Questionnaires…………………………………………………………………….…………..66

1.Acker, Olaf, et al. "Social CRM: How companies can link into the social web of consumers." Journal of Direct, Data and Digital Marketing Practice 13.1 (2011): 3-10.

2.Andriole, S. J. (2010). Business impact of Web 2.0 technologies. Communications of the ACM, 53(12), 67-79.

3.Ariely, D., & Norton, M. I. (2008). How actions create–not just reveal–preferences. Trends in cognitive sciences, 12(1), 13-16.

4.Baines, T. S., Lightfoot, H. W., Benedettini, O., & Kay, J. M. (2009). The servitization of manufacturing: a review of literature and reflection on future challenges. Journal of Manufacturing Technology Management, 20(5), 547-567.

5.Baird, C. H., & Parasnis, G. (2011). From social media to social customer relationship management. Strategy & Leadership, 39(5), 30-37.

6.Bernard, et al (2004). How does distance education compare with classroom instruction? A meta-analysis of the empirical literature. Review of Educational Research 74, 379-439.

7.Bickart, B. & Schindler, R. M. (2001), Internet forums as influential sources of consumer information. J. Interactive Mark., 15: 31–40. doi: 10.1002/dir.1014

8.Bodin, L., & Gass, S. I. (2003). On teaching the analytic hierarchy process. Computers & Operations Research, 30(10), 1487-1497.

9.Bunruamkaew, K. (March 1, 2012). University of Tsukuba. In Division of Spatial Environmental Sciences. Retrieved March 15, 2013, from http://giswin.geo.tsukuba.ac.jp/sis/gis_seminar/How%20to%20do%20AHP%20analysis%20in%20Excel.pdf.

10.Buttle, F. (2012). Customer relationship management. Routledge.


11.Chatterjee, P. (2001). Online reviews: do consumers use them?. Advances in consumer research, 28, 129-133.

12.Cho, Y. G., & Cho, K. T. (2008). A loss function approach to group preference aggregation in the AHP. Computers & Operations Research, 35(3), 884-892.

13.Chui, M., Miller, A., & Roberts, R. P. (2009). Six ways to make Web 2.0 work. McKinsey Quarterly, 1, 2-7.

14.Cooper, L. (1999). Anatomy of an Online Course. The Journal, 26(7), 49-51.

15.Croteau, A. M. & Li, P. (2003), Critical Success Factors of CRM Technological Initiatives. CAN J ADM SCI, 20: 21–34.doi: 10.1111/j.1936-4490.2003.tb00303.x

16.Dellarocas, C. (2006). Strategic manipulation of Internet opinion forums: Implications for consumers and firms. Management Science, 52(10), 1577-1593.

17.Fan, Y. (2005) Ethical branding and corporate reputation, Corporate Communications: An International Journal, 10(4), pp.341 – 350

18.Freeman, L. M., Trower, C. A., Tan, R. J., & Terkla, D. G. (2009). Comparison of attitudes between Generation X and Baby Boomer veterinary faculty and residents. Journal of veterinary medical education, 36(1), 128-134.

19.García-Crespo, Á., Colomo-Palacios, R., Gómez-Berbís, J. M., & Ruiz-Mezcua, B. (2010). SEMO: A framework for customer social networks analysis based on semantics. Journal of Information Technology, 25(2), 178-188.

20.Gilmore, J. H., & Pine II, B. J. (2002). Customer experience places: the new offering frontier. Strategy & Leadership, 30(4), 4-11.

21.Greenberg, P., & Foreword By-Sullivan, P. (2001). CRM at the speed of light: Capturing and keeping customers in Internet real time. McGraw-Hill Professional.

22.Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of marketing, 210-218.

23.Haas, R. & Meixner, O. (n.d.). NOAA Fisheries. In Alaska Fisheries. Retrieved February 4, 2013, from http://alaskafisheries.noaa.gov/sustainablefisheries/sslmc/july-06/ahptutorial.pdf.

24.Harrison-Walker, L. J. (2001). E-complaining: a content analysis of an internet complaint forum. Journal of Services Marketing, 15(5), 397-412.

25.Hiltz, S. R. (1998). Collaborative Learning in Asynchronous Learning Networks: Building Learning Communities.

26.Johnson, D. W., & Johnson, R. T. (1990). Cooperative learning. Blackwell Publishing Ltd.
27.Katsioloudes, M., Grant, J., & McKechnie, D. S. (2007). Social marketing: strengthening company-customer bonds. Journal of business strategy, 28(3), 56-64.

28.Kumar, V. (2010). Customer relationship management. John Wiley & Sons, Ltd.

29.Kilduff, M., & Tsai, W. (2003). Social networks and organizations. SAGE Publications Limited.

30.Kwiesielewicz, M., & van Uden, E. (2004). Inconsistent and contradictory judgements in pairwise comparison method in the AHP. Computers & Operations Research, 31(5), 713-719.

31.Langerak, F., & Verhoef, P. C. (2003). Strategically embedding CRM. Business Strategy Review, 14(4), 73-80.

32.Lindström, M. (2005). Brand Sense: How to build powerful brands through touch, taste, smell, sight & sound. Kogan Page Publishers.

33.Lu, H. P., Lin, J. C. C., Hsiao, K. L., & Cheng, L. T. (2010). Information sharing behavior on blogs in Taiwan: effects of interactivities and gender differences. Journal of Information Science, 36(3), 401-416.

34.Madhukar, A. G., Nataraajan, R., & Jahera Jr, J. S. (1999) Service quality in the banking industry: an assessment in a developing economy, International Journal of Bank Marketing, 17(3), pp.116 – 125

35.Mangold, W. G., Faulds, D. J. (2009), Social media: The new hybrid element of the promotion mix, Business Horizons, Volume 52, Issue 4, 357-365.

36.Mattila, A. S., & Mount, D. J. (2003). The impact of selected customer characteristics and response time on e-complaint satisfaction and return intent. International Journal of Hospitality Management, 22(2), 135-145.

37.Means, Barbara, Toyama, Yukie, Murphy, Robert, Bakia, Marianne, Jones & Karla (2010) Evaluation of Evidence-Based Practices in Online Learning: A Meta-Analysis and Review of Online Learning Studies. Technical Report. U.S. Department of Education, Washington, D.C.

38.Mittal, B. & Lassar, W. M.(1996), The role of personalization in service encounters, Journal of Retailing, 72(1), 95-109.

39.Nantel, J., & Weeks, W, A. (1996) Marketing ethics: is there more to it than the utilitarian approach?, European Journal of Marketing, 30(5), pp.9 – 19

40.Ojasalo, J. (2001). Managing customer expectations in professional services. Managing Service Quality, 11(3), 200-212.

41.O’Reilly, T. (2005). Web 2.0: compact definition. Message posted to http://radar. oreilly. com/archives/2005/10/web_20_compact_definition. html

42.Petouhoff, N. (2006). The scientific reason for CRM failure. CRM Magazine, 10(4), 48.

43.Qureshi, I., Fang, Y., Ramsey, P., Ibbotson, P. & Compeau, D., (2009), Understanding online customer repurchasing intention and the mediating role of trust - an empirical investigation in two developed countries. Eur J Inf Syst. 2009/07/07/online. 18. 3. 205. 222. Palgrave Macmillan. 0960-085X. http://dx.doi.org/10.1057/ejis.2009.15

44.Rigby, D. K., Reichheld, F. F., & Schefter, P. (2002). Avoid the four perils of CRM. Harvard business review, 80(2), 101-109.

45.Rossler, P. E., & Hirsz, A. B. (1996). Purchasing''s Interaction with Customers: The Effects on Customer Satisfaction—A Case Study. Journal of Supply Chain Management, 32(1), 37-43.

46.Rowley, J. (2004) Online branding, Online Information Review, 28(2), pp.131 – 138

47.Saaty, T. L. (2004). Decision making—the analytic hierarchy and network processes (AHP/ANP). Journal of systems science and systems engineering, 13(1), 1-35.

48.Saaty, T. L. (1990). How to make a decision: the analytic hierarchy process. European journal of operational research, 48(1), 9-26.

49.Saaty, T. L. (1988). What is the analytic hierarchy process? 109-121. Springer Berlin Heidelberg.

50.Schneider, I. (1993). Customer Service.

51.Singh, R. P., & Singh, L. O. (2008). Blogs: Emerging knowledge management tools for entrepreneurs to enhance marketing efforts. Journal of Internet Commerce, 7(4), 470-484.


52.Smith, D., Menon, S. & Sivakumar, K. (2005), Online peer and editorial recommendations, trust, and choice in virtual markets. J. Interactive Mark., 19: 15–37. doi: 10.1002/dir.20041

53.Sterne, J. (1996), Customer Service on the Internet: Customer Support, Direct Marketing, and Up-Selling (1st ed.). John Wiley & Sons, Inc., New York, NY, USA.

54.Teknomo, K. (2007). Kardi Teknomo''s Homepage. In Kardi Teknomo''s Tutorials. Retrieved February 2, 2013, from http://people.revoledu.com/kardi/tutorial/index.html.

55.Thomas, M. J. (2002). Learning within incoherent structures: the space of online discussion forums. Journal of Computer Assisted Learning, 18(3), 351-366.

56.Thompson, B. (2004). Successful CRM: Turning Customer Loyalty into Profitability. RighNow Technologies Publication.

57.Tracy, B. (1996). Advanced Selling Strategies: The Proven System of Sales Ideas, Methods, and Techniques Used by Top Salespeople. Simon and Schuster.

58.Traditionalists, Baby Boomers, Generation X, Generation Y (and Generation Z). Working together. (2012). Retrieved May 10, 2013, from http://www.un.org/staffdevelopment/pdf/Designing%20Recruitment,%20Selection%20&%20Talent%20Management%20Model%20tailored%20to%20meet%20UNJSPF%27s%20Business%20Development%20Needs.pdf

59.Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of marketing, 73(5), 90-102.


60.Uzoka, F. M. E. (2009). Examining the Effects of TAM Constructs on Organizational Software Acquisition Decision. Information Resources Management Journal (IRMJ), 22(3), 40-58.)

61.Wagner, C., & Majchrzak, A. (2007). Enabling customer-centricity using wikis and the wiki way. Journal of management information systems, 23(3), 17-43.

62.Whitty, M. T. (2002), Liar, liar! An examination of how open, supportive and honest people are in chat rooms, Computers in Human Behavior, 18(4), 343-352.


63.Wilson, S. (2001). Corporate Criticism on the Internet: The Fine Line Between Anonymous Speech and Cybersmear. Pepp. L. Rev., 29, 533.

64.Woodcock, N., Green, A. and Starkey, M. (2011) "Social CRM as a business strategy." Journal of Database Marketing & Customer Strategy Management 18.1: 50-64.

65.Yuan, Y. (2003), The use of chat rooms in an ESL setting, Computers and Composition, Volume 20, Issue 2, June 2003, 194-206.

66.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1991). Understanding customer expectations of service. Sloan Management Review, 32(3), 42.