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研究生:吳品宏
研究生(外文):Pin-Hong Wu
論文名稱:顧客知識、知識鏈與顧客關係管理對服務品質的影響
論文名稱(外文):The Impact of Customer Knowledge, Knowledge Chain and Customer Relationship Management on Service Quality
指導教授:曾淑美曾淑美引用關係
指導教授(外文):Shu-Mei Tseng
學位類別:碩士
校院名稱:義守大學
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:2011
畢業學年度:99
語文別:中文
論文頁數:81
中文關鍵詞:知識鏈顧客知識顧客關係管理服務品質
外文關鍵詞:Customer KnowledgeKnowledge ChainCustomer Relationship ManagementService Quality
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台灣經濟的發展,已由過去製造業為主的產品時代,跨入了服務經濟的時代。因此,許多公司為了增加自身的競爭力,紛紛將過去以產品為導向的生產方式轉變為以顧客為導向。同時,企業經營者也深深體會到唯有不斷提升服務品質,才能提高顧客的滿意度。再者,由於現今企業所必須面對的顧客資訊,遠比過去來得多。因此,企業必須建立有效獲取顧客知識的管道,才能為顧客打造個人化的服務,進而增進企業與顧客的關係。由此可知,顧客知識是企業創造價值時不可或缺的要素。然而,為了建立、發展與維繫企業最重要的資產—顧客,並與顧客建立強化緊密的關係,以有效的利用這些顧客知識來提升服務品質,並非想像中得容易。因此,本研究擬探討企業如何應用知識鏈來獲取顧客知識,以發展並維繫企業與顧客的關係,進而提升企業服務品質。本研究透過問卷調查的方式,以台灣的製造業、服務業與金融業為研究對象,蒐集了117份企業內部主管、員工以及相關人員所提供的資料來驗證本研究的研究假說,而資料分析結果顯示顧客知識對知識鏈、顧客關係管理與服務品質有顯著的影響。這表示企業若能更清楚掌握顧客的動態,將有助於知識鏈的運作與顧客關係的增進,進而提升企業整體的服務品質。同時。研究結果亦顯示知識鏈與顧客關係管理對顧客知識與服務品質之間具有顯著的部分中介效果。這表示企業應活絡知識鏈的活動,以獲取並即時更新顧客知識,了解顧客的需求,進而與顧客建立與維持長期性的關係,以提升企業的服務品質,進而留住真正能為企業創造利潤的顧客。
Taiwan has transformed its economy from being product manufacturer into the era of service economy. Therefore, companies strive for enhancing their competitiveness and gradually transform from product-oriented into customer-oriented production method. Simultaneously, business managers realize that a high level of customer satisfaction can only be achieved by enhancing service quality. Furthermore, due to the fact that the amount of customer information has tremendously increased, enterprises should establish effective channels to acquire customer knowledge so that they can provide customized service in order to enhance the customer relationship and service quality. Hence, customer knowledge is an irreplaceable element in creating corporate value. However, it is not easy to develop and maintain the customer relationship by means of customer knowledge and eventally enhance service quality. Therefore, this research investigates on how enterprise apply knowledge chain to acquires customer knowledge so that it is possible to initiate and maintain customer relationship, as well as enhances service quality and corporate competitive advantage. The questionnaire and statistical analytical techniques are used to test the hypotheses. Samples are restricted to a list in 2009 CommonWealth Magazine consisting of manufactures, service providers, and financial service providers. Among them, 117 are valid. This research shows that customer knowledge has positive influence on knowledge chain, customer relationship management, and service quality. Moreover, the research results shows that knowledge chain and customer relationship management are the partial intervening variable between customer knowledge and service quality. It means that enterprise must acquire the most important customer knowledge and through the primary activities of knowledge chain to establish long-term customer relationship, as well as to enhance their service quality.
第一章 緒論1
第一節 研究背景1
第二節 研究動機2
第三節 研究目的3
第二章 文獻探討4
第一節 顧客知識(Customer Knowledge)4
第二節 知識鏈(Knowledge Chain)6
第三節 顧客關係管理(Customer Relationship Management)9
第四節 服務品質(Service Quality)12
第三章 研究方法15
第一節 研究架構15
第二節 研究假說16
第三節 研究變數定義18
第四節 問項設計21
第五節 資料分析方法24
第四章 資料分析26
第一節 研究對象與資料收集26
第二節 敘述統計分析26
第三節 信度與效度檢定28
第四節 相關分析37
第五節 迴歸分析45
第五章 結論與建議57
第一節 研究結論57
第二節 研究貢獻59
第三節 未來研究與建議61
參考文獻62
附錄71
表目錄
表3.1 變數衡量定義表20
表3.2 顧客知識問項21
表3.3 知識鏈問項22
表3.4 顧客關係管理問項22
表3.5 服務品質問項23
表4.1 研究樣本之基本資料(N=117)27
表4.2 顧客知識之項目總和統計量28
表4.3 知識鏈之項目總和統計量29
表4.4 顧客關係管理之項目總和統計量30
表4.5 服務品質量表之項目總和統計量31
表4.6 KMO與BARTLETT的檢定結果33
表4.7 修改後各構面之信效度值35
表4.8 顧客知識對服務品質之相關分析38
表4.9 顧客知識對知識鏈之相關分析39
表4.10 知識鏈對服務品質之相關分析41
表4.11 顧客知識對顧客關係管理之相關分析42
表4.12 顧客關係管理對服務品質之相關分析44
表4.13 顧客知識、知識鏈、顧客關係管理與服務品質之相關分析44
表4.14 顧客知識對服務品質之簡單迴歸45
表4.15 產品品質與服務、行銷專員與溝通、社會責任對服務品質之複迴歸46
表4.16 知識鏈對顧客知識與服務品質間之迴歸分析47
表4.17 顧客知識對知識鏈之簡單迴歸49
表4.18 顧客知識與知識鏈對服務品質之複迴歸49
表4.19 知識鏈對顧客知識與服務品質間的迴歸標準化係數51
表4.20 顧客知識對顧客關管理之簡單迴歸52
表4.21 顧客知識與顧客關係管理對服務品質之複迴歸53
表4.22 顧客關係管理對顧客知識與服務品質間的迴歸標準化係數54
表4.23 研究假說整理56
圖目錄
圖2.1 企業價值鏈(Porter, 1985)6
圖2.2 知識價值鏈(Lee and Yang, 2000)7
圖2.3 企業知識鏈(Holsapple and Singh, 2001)8
圖2.4 服務品質模型(Grönroos, 1984)12
圖2.5 SERVQUAL模型(Parasuraman Zeithaml and Berry, 1988)13
圖2.6 服務品質模型(Brady and Cronin, 2001)14
圖3.1 研究架構15
圖4.1 顧客知識對服務品質之散佈圖37
圖4.2 顧客知識對知識鏈之散佈圖39
圖4.3 知識鏈對服務品質之散佈圖40
圖4.4 顧客知識對顧客關係管理之散佈圖42
圖4.5 顧客關係管理對服務品質之散佈圖43
圖4.6 知識鏈為調節變數之迴歸圖48
圖4.7 知識鏈為中介變數之迴歸路徑圖49
圖4.8 知識鏈子構面為中介變數之迴歸分析圖51
圖4.9 顧客關係管理為中介變數之迴歸路徑圖53
圖4.10 顧客關係管理子構面為中介變數之迴歸路徑圖54
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