臺灣博碩士論文加值系統

本研究利用顧客關係管理的觀念，來探討顧客關係管理資源、顧客關係管理作為及顧客關係管理績效間關係之實證分析，並以線性結構方程式模型來驗證顧客關係管理資源(含顧客資料管理、關係銷售行為、文化相容性和吸收能力等構面)、顧客關係管理作為(含客製化和透明度等構面)、及顧客關係管理績效(含顧客自發行為構面)各個構面之間的因果關係。本文利用配額抽樣的問卷調查方式在台灣地區桃園國際機場針對各家國際性航空公司之乘客進行問卷發放。實證結果顯示，本研究的假說大部分是成立的，其主要證實不同的顧客關係管理資源會產生不同的顧客關係管理作為，並且有效地促進公司績效。本研究所獲得的實證結果與管理意涵，盼能提供航空業或相關服務產業，能投資其公司資源，並將之運用在促進顧客服務的活動上，以提昇公司的顧客關係管理績效。

In the recent years, as international airlines have emerged into competitive markets, many airlines have turned to customer relationship management (CRM). Moreover, airline companies also take advantage of customer data management to support them to obtain greater insights into their customer needs. This study investigates CRM resources of companies which have customer data management, relational selling behavior, cultural compatibility, and absorptive capacity to CRM practices including transparency and customization and customer voluntary behavior. Sampling population was taken from international airlines at the Taoyuan International Airport in Taiwan. Empirical results indicate that there are positive relationships on the targeted hypotheses that show that different CRM resources directly influence the practices of companies and improve customers’ voluntary behavior for companies. Our findings can provide the airline organizations to invest in and develop these resources of companies, and apply them toward improving their practices and building their services that can meet the passengers’ expectations and needs.

ACKNOWLEDGMENTS i
ABSTRACT ii
LIST OF TABLES viii
LIST OF FIGURES x
Chapter I Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
1.2.1 Research Objectives 4
1.2.2 Research Expected Results 4
1.3 Research Process and Method 5
1.3.1 Research Process 5
1.4 The Structure of the Thesis 7
CHAPTER II Literature Review 9
2.1 Customer Relationship Management Resources 9
2.1.1 Customer Data Management 9
(Customer Relationship Management Information Capacity) 9
2.1.2 Relational Selling Behavior 11
(Customer Relational Management Hunan Resource Activities) 11
2.1.3 Cultural compatibility 13
2.1.4 Absorptive Capacity 14
2.2 Customer Relationship Practices 16
2.2.1 Transparency 16
2.2.2 Customization 18
2.3 Customer Voluntary Behavior 19
2.3.1 Definition of Customer Voluntary Behavior 19
2.3.2 Constructs of Customer Voluntary Behavior 20
Chapter III Research Design and Methodology 22
3.1 Research Framework 22
3.2 Research Hypothesis 24
3.2.1 Effects of Customer Data Management on transparency and customization 24
3.2.2 Effects of relational selling behavior on transparency and customization 25
3.2.3 Effects of Cultural compatibility on transparency and customization 27
3.2.4 Effects of absorptive capacity on transparency and customization 28
3.2.5 Effects of transparency on Customer Voluntary Behavior 29
3.2.6 Effects of customization on Customer Voluntary Behavior 29
3.3 Measurement and Scale 30
3.3.1 Customer Data Management 31
(Customer Relationship Management Information Capacity) 31
3.3.2 Relational Selling Behavior 32
(Customer Relationship Management Hunan Resource Activities) 32
3.3.3 Cultural compatibility 33
3.3.4 Absorptive Capacity 34
3.3.5 Transparency 35
3.3.6 Customization 35
3.3.7 Customer Voluntary Behavior 36
3.4 Data Collection and Sampling Design 37
3.4.1 Survey Pre-test 37
3.4.2 Survey Method and Questionnaire Design 38
3.5 The Method of Statistic Analysis 40
3.5.1 Reliability Analysis 40
3.5.2 Validity Analysis 41
3.5.3 Descriptive Statistics Analysis 42
3.5.4 Analysis of Variance (ANOVA) 42
3.5.5 Linear Structural Relation Model (LISREL) 43
CHAPTER IV EMPIRICAL RESULTS 45
4.1 Basic Statistics Analysis of Pre-Test 45
4.1.1 Descriptive Statistic Analysis 45
4.1.2 One-Way ANOVA Analysis 46
4.1.3 Reliability Analysis 47
4.2 Basic Statistics Analysis 49
4.2.1 Sample Collection and Sample Characteristics Analysis 49
4.2.2 One-Way ANOVA Analysis 51
4.2.3 Reliability Analysis 52
4.2.4 Validity Analysis 55
4.3 Results of LISREL Analysis 59
4.3.1 The Overall Model Evaluation of the Lisrel Model 59
4.3.2 The Results of the Structure Model 60
4.4 Empirical Analysis of Mediation Effect and Rival Models 63
4.4.1 The Mediation effect 63
4.4.2 Rival Model Analysis 72
4.5 Empirical Analysis of Recursive System 76
4.5.1 Recursive System Analysis 76
4.5.2 The results of Recursive System Analysis 77
4.6 Managerial Implications 82
CHAPTER V DISSCUSSION AND CONCLUSIONS 85
5.1 Research Conclusions and Findings 85
5.1.1 The Conclusion of the Basic Statistics Analysis 86
5.1.2 The Conclusion of the LISREL Model 86
5.2 Research Recommendations 89
5.2.1 Suggestions for international airlines 89
5.2.2 Suggestions for further researchers 89
5.3 Research Limitation 90
REFERENCES 91
APPENDIX 1 97
APPENDIX 2 98
APPENDIX 3 98

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II. In Chinese
1.陳澤義 (民國94年)，「服務管理」，台北市：華泰文化事業股份有限公司。
2. 陳澤義 (民國95年)，「科技管理」，台北市：華泰文化事業股份有限公司。

III. In Website
1.中華民國交通部民用航空局http://www.caa.gov.tw
2.中正國際機場 http://www.cksairport.gov.tw