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研究生:廖力緯
研究生(外文):Lie - Wei
論文名稱:顧客關係管理的服務方式、關係維持與關係品質之研究
論文名稱(外文):The Study of The Service of Customer Relationship Management, Maintainable Relationship and Relationship Quality
指導教授:盧俊成盧俊成引用關係
指導教授(外文):作者未提供
學位類別:碩士
校院名稱:銘傳大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:82
中文關鍵詞:關係維持顧客關係管理關係品質
外文關鍵詞:Customer Relationship Management(CRM)Maintainable RelationshipRelationship Quality
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  一般提到顧客關係管理,大多會把焦點放在顧客,但實際上「關係」才是企業重要的資產,良好的關係品質不但能增加顧客的忠誠度,更能提升顧客的滿意度,而此關係的良窳是在持續與顧客的互動過程中建立,因此,所提供之服務要如何與顧客建立與維持良好的關係是一個很重要的課題。因此,本研究探討企業在既有的顧客關係管理的服務下,透過關係維持的活動,來達成與顧客良好且長久的關係。
  本研究是以國內實施顧客關係管理的企業為研究對象,首先,提出顧客關係管理的服務方式、關係維持與關係品質之構面與評估問項,透過問卷調查,利用統計分析法進行資料分析,以證實本研究架構之因果關係。
  本研究結果發現,關係維持是一個顧客關係管理對顧客提供服務時,與顧客關係品質之間的中介變數。也就是說,在探討顧客關係管理的服務方式對顧客關係品質的影響時,可以將關係維持的活動作為評估的中間指標,並透過關係維持的改善,達到建立與維持顧客關係品質的目的。因此,企業可以參考此架構,來加強對顧客關係品質有幫助的項目,以取得競爭優勢。
ABSTRACT

In general, people all most foucs on customers when they refer to CRM, but the relationship is assets of most important for the businesses. And the better relationship quality can not only raise customer’s loyalty, but also increase customer’s satisfaction, and this relationhip, which is better or bad, built up by keeping up interactions with customers. Therefore, it is most important topic that the business provides services how to build and maintain better customer’s relationship. Hereby, the current study examines the businesses which have the exist service of CRM come to the better and permanently relationship with customers through maintainable relationhip’s activities.
The research aims at executing CRM’s business in interal. In the beginning, the current study presets factors and evaluative questions among the service of CRM, maintainable relationship and relationship quality to confirm the study’s causal relation through questionnaire survey and utilizing statistics’s analysis.
The study’s result found that maintainable relationship is intermediate effect between CRM and customer’s relationship quality when CRM provides services for customers. In other words, when examining the effect of CRM’s services and customer’s relationship quality, maintainable relationship’s activities can be regarded as the evaluation of intermediate targets. The business could build and maintain relationship quality’s goal throught improvement of maintainable quality. Hence, the business can refer this framework to enhance customer’s relationship quality to take competitive advantages.
目  錄
中文摘要 I
英文摘要 II
誌  謝 III
目  錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒  論 1
第一節  研究動機 1
第二節  研究背景 2
一、顧客關係管理 2
二、關係品質 2
三、價值分析 2
第三節  問題形成原因 4
第四節  研究目的 5
第五節  研究流程 6
第二章 文獻探討 7
第一節  顧客關係管理之相關研究 7
一、顧客關係管理的定義 7
二、顧客關係管理的實施流程 10
三、關係維持的活動與特性 13
第二節  關係品質 16
一、關係品質之內涵 16
二、關係品質構面 17
第三節  虛擬價值鏈 20
一、價值的定義 20
二、價值鏈 20
三、虛擬價值鏈 21
第四節  本章總結 24
第三章 研究架構 25
第一節  研究架構之推導建立 25
一、顧客關係管理的服務方式 25
二、關係維持 26
三、關係品質 28
四、研究架構 29
第二節  研究假說的建立 30
第三節  研究變數之操作性定義 32
第四節  研究設計 33
一、問卷設計 33
二、研究對象及問卷回收 33
三、資料分析方法 33
第肆章 資料分析與假設檢定 35
第一節  基本資料分析 35
第二節  信度與效度分析 37
一、 信度分析 37
二、 效度分析 37
第三節  敘述統計資料分析 38
第四節  相關分析 38
第五節  複迴歸分析 40
一、迴歸模式配適性檢定 40
二、服務方式與關係維持之迴歸分析 44
三、關係維持與關係品質之迴歸分析 49
三、關係維持之中介效果 54
第六節  假說檢定 56
第七節  路徑分析 57
第五節 結論與建議 59
第一節  研究結論 59
第二節  管理意涵 62
第三節  研究限制 64
第四節  後續研究建議 65
參考文獻 66
附錄:研究問卷 71
表目錄
表2-1 顧客關係管理定義 9
表2-2 一對一行銷計劃的行動方案 11
表2-3 顧客關係管理實施流程彙總表 13
表2-4 顧客關係維持彙總表 15
表2-5 關係品質構成要素表 17
表3-1 相關文獻對於顧客關係維持之構面彙總表 26
表3-2 問卷回數發放表 33
表4-1 問卷之基本資料 36
表4-2 問卷各構面之信度檢定 37
表4-3 構面之平均值與標準差統計表 38
表4-4 服務方式與關係維持之Pearson 積差相關分析表 39
表4-5 關係維持與關係品質之Pearson 積差相關分析表 40
表4-6 自變數(服務方式)項間之相關係數 41
表4-7 自變數(關係維持)項間之相關係數 41
表4-8 自變項(服務方式)之變異數波動因素 42
表4-9 自變項(關係維持)之變異數波動因素 42
表4-10 服務方式之共線性診斷 43
表4-11 關係維持之共線性診斷 43
表4-12 殘差值自我相關檢定 44
表4-13 迴歸模式摘要(依變項:差異化的服務) 45
表4-14 迴歸模式變異數摘要(依變項:差異化的服務) 45
表4-15 迴歸係數(依變項:差異化的服務) 46
表4-16 迴歸模式摘要(依變項:服務組合) 47
表4-17 迴歸模式變異數摘要(依變項:服務組合) 47
表4-18 迴歸係數(依變項:服務組合) 48
表4-19 迴歸模式摘要(依變項:適切性的服務) 48
表4-20 迴歸模式變異數摘要(依變項:適切性的服務) 49
表4-21 迴歸係數(依變項:適切性的服務) 49
表4-22 迴歸模式摘要(依變項:信任) 50
表4-23 迴歸模式變異數摘要(依變項:信任) 50
表4-24 迴歸係數(依變項:信任) 51
表4-25 迴歸模式摘要(依變項:滿意) 52
表4-26 迴歸模式變異數摘要(依變項:滿意) 53
表4-27 迴歸係數(依變項:滿意) 53
表4-28 關係維持之中介因素探討 55
表4-29 研究假說驗證結果整理 56
表4-30 路徑分析表 57

圖目錄
圖1-1 研究流程圖 6
圖2-1 一般價值鏈模型 21
圖2-2 價值矩陣-實體價值鏈與虛擬價值鏈的整合與對應 22
圖3-1 顧客關係維持的三個階段 28
圖3-2 本研究之架構 29
圖4-1 標準化殘差常態機率分佈圖 44
圖4-2 路徑圖之實證 58
中文參考文獻:
Jackie Kandell (瑞•麥坎錫) 著,張晉綸譯,究極CRM─以顧客關係管理強化企業獲利潛能,麥格羅希爾,民國90年。
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