臺灣博碩士論文加值系統

近來市場競爭激烈，顧客關係管理成為企業的焦點之一，然而儘管顧客關係管理漸趨重要，但對於執行顧客關係管理流程之流程管理能力卻鮮少為學者討論，而顧客關係管理流程管理能力卻為判斷顧客關係管理整體執行成效良窳的指標之一。
然而實證研究顯示出企業執行顧客關係管理之績效評估，普遍而言沒有達到企業事先預期的效果。而顧客關係管理流程為評估執行顧客關係管理執行成效的指標之ㄧ，因此本研究為探究企業普遍存在執行不佳的原因，將探討顧客關係管理流程管理能力對顧客關係管理績效之影響，以了解顧客關係管理流程之管理對顧客關係管理之績效有何種程度之影響，以供業界往後執行顧客關係管理之依據。
再者，亦有許多學者體認到顧客關係管理若欲確實落實則須依賴知識管理的協助。然而雖有學者提出知識管理對於顧客關係管理之重要性，但尚缺乏實證上驗證其是否對顧客關係管理之績效有顯著影響關係，所以本研究將進行實務上的驗證與分析。
因此本研究整理過去影響顧客關係管理績效之相關研究，期望對企業執行顧客關係管理提供決策參考，所以本研究之主要目的為: 一、探討顧客關係管理之各流程管理能力對顧客關係管理績效是否有其差異性。二、探討執行知識管理對顧客關係管理流程管理能力與顧客關係管理之績效是否有顯著之干擾效果。

For the market competition is fierce in recent years, the enterprises in order to keep the competitive advantage, they have to focuses on their customers. For that reason, the customer relationship management becomes very important. However, customer relationship management is a popular issue, there are few literatures discussed about the performance of the processes of customer relationship management, then the practitioners can’t understand how to evaluate the performance of customer relationship management processes.
Moreover, many researchers think that customer relationship management could be implemented well if the data of customers can be used to selected and sorted by knowledge management.
Although many researches suggested that knowledge management has apparent influence on performance of customer relationship management, there are not enough empirical supports to prove knowledge management how to influence the performance of customer relationship management.
In this research, there are two main purposes: (1) empirically investigate the CRM performance consequences of implementing CRM processes, and (2) empirically examine whether knowledge management can influence the customer relationship management process and the performance of customer relationship management. The research questionnaires are sent to the industries in Taiwan and use multi-regression to test this research.

摘要 ii
目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1研究動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討與假設推論 6
2.1 顧客關係管理 6
2.1.1 顧客關係管理的起源與定義 6
2.1.2 顧客關係管理之步驟 9
2.1.3 CRM績效評估 14
2.2 知識管理 18
2.2.1 知識的定義與分類 18
2.2.2 知識管理的起源與定義 20
2.2.3 知識管理之過程 22
2.3 顧客關係管理與知識管理之關係 24
2.4 構面之相關性與假設推導 28
第三章 研究方法 31
3.1 研究架構 31
3.2 研究變數之操作性定義 32
3.2.1 顧客關係管理流程 32
3.2.2 顧客關係管理績效 34
3.2.3 知識管理過程 35
3.3 問卷設計 37
3.4 資料收集 38
3.5 資料分析方法 38
第四章 資料分析結果 41
4.1 樣本結構分析 41
4.2 各構面之統計資料分析 43
4.3 研究構面之因素分析 46
4.4 研究構面之信度、效度分析 49
4.5 相關分析 51
4.6顧客關係管理流程管理能力與顧客關係管理績效之影響分析 53
4.6.1顧客關係管理流程管理能力與顧客關係管理績效之典型相關分析 54
4.6.2 顧客關係管理流程管理能力對顧客關係管理績效影響之檢定 57
4.7 知識管理能力之干擾效果分析 58
4.7.1 知識管理能力在顧客關係管理流程管理能力與有形績效連結之干擾效果 59
4.7.2 知識管理能力在顧客關係管理流程管理能力與顧客忠誠度連結之干擾效果 60
4.7.3 知識管理能力在顧客關係管理流程管理能力與顧客滿意度連結之干擾效果 63
4.8 研究結果討論 65
第伍章 研究結論與建議 69
5.1研究結論 70
5.2 管理意函 73
5.3 研究限制 77
5.4後續研究發展及建議 78
參考文獻 79
附錄 87

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