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研究生:許筑菱
研究生(外文):Chu-Ling Hsu
論文名稱:全面顧客關係管理
論文名稱(外文):Total Customer Relationship Management
指導教授:蘇俊憲蘇俊憲引用關係
學位類別:碩士
校院名稱:長榮大學
系所名稱:企業管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:94
語文別:英文
論文頁數:78
中文關鍵詞:顧客關係管理全面顧客關係管理ISO9001:2000
外文關鍵詞:Customer Relationship Management (CRM)Total Customer Relationship Management (TCRM)ISO9001:2000
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以往相關於顧客關係管理(Customer Relationship Management-CRM)領域的研究,通常都偏向某單一方面的探討,如資料探勘(data mining)、一對一行銷( one-on-one marketing)、或顧客忠誠(customer loyalty)等議題。本研究計畫擬針對顧客關係管理這一主題,提出一項全面性的概念-「全面顧客關係管理」,這個概念基礎,乃基於顧客關係管理並非專屬於組織內務部門,應該屬於是全體組織所有人員的共同責任。本研究將以文獻探討的方法對此主題進行研究,並加入ISO 9001:2000的概念為出發架構,整合所有CRM相關的活動,使其成為具整合性之完整系統---TCRM,以便將所有相關於此一主題之議題做一全面整合。
From reviewing literature pertaining to customer relationship management (CRM), most literature always focused partially issues, such as profitable customers, customer segmentation, information technology, or value creation. A comprehensive viewpoint coming out in this study is going to propose a concept of “total customer relationship management(TCRM)”, which intends to describe that CRM is not a responsibility solely belonging to a department of an organization. In this research, the quality management system model of ISO 9001:2000 is introduced as the framework companying CRM issues from reviewed literature and written documents. Since the integration of the total quality assurance system and CRM issues, CRM becomes a mission covering all members, resource, processes, and endeavor of an organization to form the TCRM conception.
致謝 iv
摘要 vi
Abstract vii
Contents viii
List of Table x
List of Figures xi
Chapter 1  Introduction 1
1.1 Background and Motivation 1
1.2 Objective 4
1.3 Research Procedure 4
Chapter 2 Literature Review 5
2.1 Definition for CRM 5
2.2 Purpose in CRM 7
2.3 CRM Model 9
Chapter 3 Methodology 13
3.1 Research Design 13
3.2 Research Methodology 14
Chapter 4 Analysis and Discuss 17
4.1 Customer Relationship Management 17
4.2 ISO 9001:2000 25
4.3 Customer Orientation 26
4.3.1 Loyalty 26
4.3.2 Customer satisfaction 27
4.3.3 Trust 28
4.3.4 Repurchase 29
4.4 Management responsibility 30
4.4.1 Responsibility 30
4.4.2 CRM strategy 30
4.4.3 Communication/ Decode Center 32
4.5 Resource management 33
4.5.1 Customer Knowledge Management 33
4.5.2 Customer Knowledge Competence 35
4.5.3 CRM human resource 36
4.5.4 Contact Points 36
4.5.5 IT Support 37
4.5.6 CRM Environment or Culture 40
4.6 Product or service realization 41
4.6.1 Quality 41
4.6.2 Flexibility 41
4.6.3 CRM processes and methods 41
4.6.4 E-business 44
4.7 Measurement, analysis and improvement 45
4.7.1 Satisfaction 45
4.7.2 Customer profitability 46
4.7.3 Loyalty 46
4.7.4 Customer Interaction 48
4.8 Conception of TCRM:Integration of ISO9001:2000 and CRM 49
Chapter 5 Conclusion 52
5.1 Conclusion 52
5.2 Research limitation 53
5.3 Future research 53
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