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研究生:林炘照
研究生(外文):Sin-Jhao, Lin
論文名稱:以CRM探討五金日常用品業如何提昇顧客忠誠度相關影響程度分析-以台中地區中小學採購單位為例
論文名稱(外文):Study of CRM Activity to Hardware Industry Customer Loyalty
指導教授:施能義施能義引用關係張庭彰張庭彰引用關係
指導教授(外文):Neng-Yi ShinTin-Chang Chang
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系碩士在職專班
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:2009
畢業學年度:97
語文別:中文
論文頁數:66
中文關鍵詞:顧客忠誠度顧客關係管理五金日常用品產業
外文關鍵詞:Customer loyaltycustomer relationship managementday-to-day hardware supplies industry
相關次數:
  • 被引用被引用:1
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  • 收藏至我的研究室書目清單書目收藏:1
二十一世紀隨著產業環境競爭的國際化、開放化與競爭化,速度已不再是唯一的關鍵因素,各界企業努力的方向是追求全方面的顧客滿意度,全方面滿足顧客的需求,因此,強調服務品質與顧客滿意度的經營理念,已成為業者追求的首要目標,加上企業要如何有效地掌握市場、產品、及顧客,以訂立出最適切利於企業之策略,以減少資源浪費並增加營業績效,進而提昇企業之競爭力等,已是企業經營上重要的課題。
本研究的主要目的可以簡述為下列二項:一、探討國中小學總務採購單位對於五金日常用品產業所提供之顧客關係管理活動與顧客滿意度、服務品質間之關係。二、探討國中小學總務採購單位對於五金日常用品產業之顧客滿意度、服務品質、與顧客忠誠度之關係。
由研究結果可知,顧客關係管理與顧客滿意度、服務品質與顧客忠誠度因素間之相關關係已達顯著水準且呈正向相關。顯示實行CRM功能方案會正面影響到服務品質與顧客滿意度,顧客對於實行CRM功能方案所提供服務品質與所產生的滿意度會正向影響顧客忠誠度,顧客對於實行CRM功能方案會正向影響顧客忠誠度。
As the twenty-first century industry to compete on the international, open and competitive, speed is no longer the only key factor, the direction of the efforts of various enterprises is the pursuit of all aspects of customer satisfaction, all aspects to meet customer demand, therefore, emphasis on service quality and customer satisfaction of business philosophy, has become the primary target, how to add companies to effectively market, Products and customers, to make the most suitable for business strategy, reduce the waste of resources and to increase business performance, to enhance the competitiveness of enterprises, is an important business issue.
The main purpose of this study can be summarized by the following two: First, primary and secondary schools to explore the procurement unit of the General supplies for the metal industry to provide day-to-day customer relationship management activities and customer satisfaction, the relationship between quality of service. Second, primary and secondary schools to explore the procurement unit of the General day-to-day supplies for the metal industry, customer satisfaction, service quality, and the relationship between customer loyalty.
By the study results, customer Relationship Management and Customer Satisfaction, service quality and customer loyalty the correlation between the standard and has a significant positive correlation. CRM functional show that the implementation of the program will affect the service quality and customer satisfaction, customers regarding the implementation of CRM functional program the provision of service quality and satisfaction generated will affect the customer loyalty, customers regarding the implementation of CRM will affect customer loyalty.
中文摘要 I
英文摘要 II
目錄 III
表目錄 IV
圖目錄 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 顧客關係管理 6
第二節 服務品質 13
第三節 顧客滿意度之定義 17
第四節 顧客忠誠度 20
第五節 CRM如何影響顧客忠誠度 22
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假設 26
第三節 資料處理方法 27
第四節 研究變數之操作定義 28
第五節 問卷實施過程 29
第六節 因素分析 31
第四章 資料與個案分析 35
第一節 基本資料分析 35
第二節 基本資料與各構面之分析 37
第三節 CRM、品質、滿意度及忠誠度之相關分析 42
第五章 結論與建議 43
第一節 研究結論 43
第二節 建議 44
參考文獻 45
五金日常用品業CRM提升顧客忠誠度之研究 55
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