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研究生:洪筱華
研究生(外文):Hsiao-hua Hung
論文名稱:從電腦中介傳播角度談組織溝通與顧客關係管理之相關性研究─以台灣全區行動通訊業者為例
論文名稱(外文):A Study of the Relationship between Computer-Mediated Communication and Customer Relationship Management: The Mobile Phone Industry in Taiwan
指導教授:李秀珠李秀珠引用關係
指導教授(外文):Shu-Chu Sarrina Li
學位類別:碩士
校院名稱:國立交通大學
系所名稱:傳播所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:149
中文關鍵詞:電腦中介傳播組織溝通顧客關係管理行動通訊產業
外文關鍵詞:Computer-Mediated CommunicationCustomer Relationship ManagementOrganization CommunicationMobile Phone Industry
相關次數:
  • 被引用被引用:16
  • 點閱點閱:1747
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:10
本篇研究擬出三個主要研究問題,採個案分析法,針對台灣全區行動通訊產業-台灣大哥大、遠傳電信、和信電訊及中華電信等公司中任職於客服服務部門之客服主管與代表,與十二位受訪者進行面對面深入訪談,旨在釐清在電腦中介傳播環境中,面對更為多元之溝通管道,企業對外組織溝通功能之發揮與顧客關係管理之關聯性,以瞭解管道之選擇與使用者之溝通行為與環境間的互動關係。
研究結果發現,業者面對網路新科技所引發之組織變革皆採取了積極正面的回應與作法,同時業者亦憑藉「一對一」客製化服務議題輔以網路科技系統來維繫與顧客之間良好的互動關係。另一方面,在電腦中介傳播環境中,對於顧客服務方面,提供主動且具整合性之全方位服務管道。企業在電腦中介傳播環境中,適時、適切地運用多元化之媒介管道,以建立更為緊密、良善的顧客關係。
本篇研究認為溝通溝通效能之適切運用與實踐顧客關係管理具有絕對相輔相成的效果。企業對於執行顧客關係管理研究,除了普遍性地從「經營管理」的角度來探究外,若從「組織溝通」的角度來切入,可以看到更為深入之面貌。
「電腦中介傳播」之「組織溝通」與「人際關係之維繫」是人文社會科學研究者共同致力與關注的方向,本研究期望透過本身的努力,希望有更多志同道合的研究者持續共同關心此一面向之探討。
This study adopts computer-mediated communication theories to examine the major strategies and communication channels used by the mobile phone industry to understand how this industry maintains a good relationship with its customers.
Twelve intensive interviews were conducted to collect data for this study. Data analysis shows that the Internet does bring many advantages for this industry, making the management of customer relationship more efficient and personalized. However, the data indicate that the major communication channel for the mobile industry to handle its customer relationship is still using telephone. More detailed findings are discussed in the study.
目 錄
第一章 緒論………………………………………………………………1
第一節 研究背景與緣起…………………………………………………1
一、 網路新科技引發企業組織變革…………………………………1
二、 網路新科技創新顧客關係管理議題……………………………2
第二節 研究動機與目的…………………………………………………4
一、 電腦中介傳播系統之發展現況…………………………………4
二、 人際互動之於電腦中介傳播……………………………………5
三、 電腦中介傳播使得顧客關係管理成為可能……………………7
第三節 問題意識…………………………………………………………8
第四節 研究流程與論文結構……………………………………………9
一、 研究流程…………………………………………………………9
二、 論文結構…………………………………………………………10
第二章 文獻探討…………………………………………………………12
第一節 電腦中介傳播……………………………………………………12
一、 電腦中介傳播定義、特質與應用………………………………12
二、 電腦中介傳播相關理論…………………………………………18
三、 電腦中介傳播之於組織溝通……………………………………28
四、 電腦中介傳播之相關研究探討…………………………………30
第二節 顧客關係管理……………………………………………………34
一、 顧客關係管理之定義與特質……………………………………34
二、 顧客關係管理之管理架構、循環系統與執行步驟……………38
三、 顧客關係管理之相關研究探討…………………………………43
四、 顧客關係管理運用於企業之發展現況…………………………45
第三節 電腦中介傳播情境下之組織溝通與顧客關係管理之相關性…51
第三章 研究架構與研究方法……………………………………………57
第一節 研究方法…………………………………………………………57
第二節 資料蒐集方式……………………………………………………59
一、 電話訪問…………………………………………………………59
二、 正式訪談設計、修正與補充……………………………………61
三、 訪問調查行動通訊產業之客戶服務部門人員…………………62
第三節 企業網站設置網路客服之分析…………………………………65
第四章 資料分析與發現…………………………………………………67
第一節 資料分析…………………………………………………………67
第二節 資料發現…………………………………………………………93
第三節 各家行動通訊業者之客服部門特殊運作概況與網路客服簡要………………………………………………………………………110
第五章 結論與建議…………………………………………………118
第一節 研究發現摘要………………………………………………118
第二節 研究建議……………………………………………………122
一、 對實務界之建議……………………………………………122
二、 對後續研究之建議…………………………………………123
第三節 結語…………………………………………………………124
參考書目………………………………………………………………127
附錄……………………………………………………………………147
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