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研究生:陳淑茵
論文名稱:「顧客關係管理之生命週期論」-以百貨服務業為例
論文名稱(外文):The Life Cycle Theory of Customer Relationship Management: A Study in Department Store
指導教授:林晉寬林晉寬引用關係
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:工業管理系
學門:商業及管理學門
學類:其他商業及管理學類
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:92
中文關鍵詞:顧客關係管理關係生命週期關係行銷
外文關鍵詞:customer relationship managementrelationship life cyclerelationship marketing
相關次數:
  • 被引用被引用:4
  • 點閱點閱:672
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
現今市場發展成熟,資源有限的企業,以開發新客源爭取市場機會的競爭模式,效益已明顯低落,且隨著知識環境的轉變,市場中顧客的角色已從被動的觀眾轉變為主動且活躍的新資源,此資源來自他們願意與企業互動,提供他們的知識。因此,思索如何從顧客資訊獲得經營創意是企業極須努力的方向。據此,本研究以企業與顧客雙方關係發展的基礎,提出一創新的管理思考,從關係生命週期概念,探討顧客關係的內涵,再根據雙方關係的深淺,尋找影響關係發展的因素與其差異,並從顧客關係發展的結果,獲得關係的發展在未來會為企業創造哪些效益與價值。本研究基於理論觀點配合適宜發展顧客關係管理的百貨服務業進行實證研究,結果發現顧客關係的發展依其內涵可分為關係初識期、矜持期、成長期、思異期、穩固期,呈現關係生命週期的現象,且其驅動關係發展的影響因子具有明顯的差異性,而關係發展的結果亦存在顯著差異,此結果可提供企業進行顧客關係管理時,發掘對的顧客、給予有效的管理與關係建立方法並獲得可預期之效益之重要參考。本研究結果精煉顧客關係管理之生命週期理論,相信不僅可提供企業發展顧客關係管理實務,更充實了顧客關係管理生命週期理論發展之內涵。
In the current mature markets, marketing strategies that overwhelmingly focus on gaining new customers seem inappropriate and noneffective. In the meantime, consumers shifted, resulting in fundamental change of the dynamics of the marketplace. Therefore, customers become a new resource of competence for corporations. The competence brought in by customers is a function of the knowledge and skill they possess, their willingness to learn and to experiment. Managers should conceive of collecting useful knowledge from customers and creating a new approach to deploy the company’s intellectual assests. In this thesis, the author take a fresh look at customer relationship management. The author develop, establish and maintain a successful relational exchange between customers and enterprises. The results are classified conducted in three area. First, the author examine the nature of relationship management and suggest how the structure of relationship management be conceptualized. Secondly, the author provide a managerial model to threat the stages of relationship life cycle diversity. Finally, the author explore the various outcomes of customer relationship life cycle.
摘 要 I
Abstract II
誌 謝 III
目 錄 IV
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與研究目的 2
第三節 研究範圍與研究假定 3
第二章 文獻探討 5
第一節 顧客關係管理之相關議題 5
第二節 顧客關係對管理的影響 9
第三節 顧客關係之生命週期 12
第四節 關係的驅動因子 17
第五節 關係的結果 21
第三章 研究方法 23
第一節 研究架構與命題 23
第二節 變項與衡量 29
第三節 研究對象 33
第四節 問卷與資料蒐集 37
第五節 抽樣方法 38
第六節 資料分析方法 39
第七節 問卷之信度與效度 40
第四章 研究結果 42
第一節 顧客關係生命週期之實證分析 42
第二節 關係驅動因子對顧客關係發展影響之實證分析 48
第三節 關係發展對企業未來顧客價值影響之實證分析 55
第四節 顧客關係生命週期管理模型之實證分析 58
第五章 結論 59
第五節 研究結論 59
第六節 理論與實務意涵 65
第七節 後續研究之建議 66
參考文獻 68
附錄1 個案公司之顧客關係管理實務介紹 71
附錄2 信任量表 79
附錄3 百貨集團營業比較 80
附錄4 研究問卷 81
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