臺灣博碩士論文加值系統

顧客關係管理過去一直都是學術和實務上關注的議題，然而面對不斷變化的顧客需求與期望，傳統的顧客關係管理策略已無法再滿足廠商。由於資訊科技的進步，社群媒體給予連鎖廠商和顧客一個全新的溝通模式，以及為廠商提供顧客與品牌互動的資料，利於廠商整合行銷決策，回應顧客需求，並與顧客建立更深入的關係，提升企業競爭力。因此連鎖業者該如何利用關鍵的社群顧客關係管理策略變得相當重要。本研究以顧客關係導向、顧客中心管理系統、社群顧客關係管理策略探討其影響連鎖業者績效表現的成功關鍵因素。研究方法採用問卷調查方式，共發放受訪者133位，主要研究方法以複迴歸分析法驗證研究假設。經實證研究發現社群顧客關係管理策略的訊息回應對於連鎖業者的績效表現有正向的影響，而顧客關係導向除了在社群媒體訊息產生上有顯著效果，其餘皆是沒有影響關係，同時顧客中心管理系統的績效表現卻產生負向的影響。相關管理意涵亦在內文有所敘述，此結果將提供連鎖產業社群顧客關係管理經營策略參考依據。

第一章緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第二章文獻回顧 6
第一節 資源基礎理論 6
第二節 顧客關係導向 7
第三節 顧客中心管理系統 9
第四節 社群顧客關係管理策略 12
第五節 組織績效 16
第三章研究方法 18
第一節 研究架構 18
第二節 研究假設 19
第三節 變數衡量 21
第四節 研究設計 25
第五節 調查方法 26
第六節 統計分析方法 27
第四章 實證結果 30
第一節 樣本結構分析 30
第二節 敘述性統計分析 34
第三節 信度分析 38
第四節 效度分析 40
第五節 複迴歸分析 43
第六節 模糊質化比較分析 48
第五章 討論與管理意涵 49
第一節 研究討論 49
第二節 管理意涵 52
第六章 結論與建議 54
第一節 研究結論 54
第二節 研究限制 55
第三節 後續研究建議 55
參考文獻 57
附錄一 61

中文部分
台灣連鎖暨加盟協會（民104年4月22日）。2015台灣連鎖店年鑑。
吳育宏（民104年8月13日）。業務最前線卅顧客關係管理新思維。聯合新聞網。取自http://udn.com/news/index
外文部分
Alqahtani, F. A., & Saba, T. (2013). Impact of Social Networks on Customer Relation Management (CRM) in Prospectus of Business Environment. Journal of American Sciences, 9(7), 480-486.
Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305-316.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
Buzzell, R. D., Gale, B. T., & Sultan, R. G. (1975). Market share-a key to profitability. Harvard business review, 53(1), 97-106.
Chang, W., Park, J. E., & Chaiy, S. (2010). How does CRM technology transform into organizational performance? A mediating role of marketing capability. Journal of Business Research, 63(8), 849-855.
Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM) People, process and technology. Business process management journal, 9(5), 672-688.
Choudhury, M. M., & Harrigan, P. (2014). CRM to social CRM: the integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2), 149-176.
Cooper, M. J., Gwin, C. F., & Wakefield, K. L. (2008). Cross-functional interface and disruption in CRM projects: Is marketing from Venus and information systems from Mars? Journal of Business Research, 61(4), 292-299.
Day. (1994). The capabilities of market-driven organizations. The journal of Marketing, 37-52.
Day. (2003). Creating a superior customer-relating capability. MIT Sloan Management Review.
Day, & Fahey, L. (1988). Valuing market strategies. The journal of Marketing, 45-57.
Deshpandé, R., Farley, J. U., & Webster Jr, F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. The journal of Marketing, 23-37.
Foley, A., & Fahy, J. (2009). Seeing market orientation through a capabilities lens. European Journal of Marketing, 43(1/2), 13-20.
Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California management review, 33(3), 114-135.
Heller Baird, C., & Parasnis, G. (2011). From social media to social customer relationship management. Strategy & Leadership, 39(5), 30-37.
Hooley, G. J., Greenley, G. E., Cadogan, J. W., & Fahy, J. (2005). The performance impact of marketing resources. Journal of Business Research, 58(1), 18-27.
Jayachandran, S., Sharma, S., Kaufman, P., & Raman, P. (2005). The role of relational information processes and technology use in customer relationship management. Journal of marketing, 69(4), 177-192.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Lawrence, A. (2011). Is SCRM really a good social media strategy. Journal of Database Marketing & Customer Strategy Management, 18(3), 149-153.
Moorman, C. (1995). Organizational market information processes: cultural antecedents and new product outcomes. Journal of marketing research, 318-335.
Nadeem, D. (2012). Social customer relationship management (SCRM): how connecting social analytics to business analytics enhances customer care and loyalty? International journal of business and social science, 3(21).
Newbert, S. L. (2007). Empirical research on the resource‐based view of the firm: an assessment and suggestions for future research. Strategic management journal, 28(2), 121-146.
Nunnally, J. (1978). Psychometric methods: New York: McGraw-Hill.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of marketing, 69(4), 167-176.
Peters, L. D., Pressey, A. D., & Greenberg, P. (2010). The impact of CRM 2.0 on customer insight. Journal of Business & Industrial Marketing, 25(6), 410-419.
Ragin, C. C. (2000). Fuzzy-Set Social Science: University of Chicago Press.
Rapp, A., Trainor, K. J., & Agnihotri, R. (2010). Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology. Journal of Business Research, 63(11), 1229-1236.
Rigby, D. K., Reichheld, F. F., & Schefter, P. (2002). Avoid the four perils of CRM. Harvard business review, 80(2), 101-109.
Rodriguez, M., Peterson, R. M., & Ajjan, H. (2015). CRM/social media technology: impact on customer orientation process and organizational sales performance Ideas in Marketing: Finding the New and Polishing the Old (pp. 636-638): Springer.
Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Social media’s influence on business-to-business sales performance. Journal of Personal Selling & Sales Management, 32(3), 365-378.
Rust, R. T., Moorman, C., & Dickson, P. R. (2002). Getting return on quality: revenue expansion, cost reduction, or both? Journal of marketing, 66(4), 7-24.
Ryals, L., & Knox, S. (2001). Cross-functional issues in the implementation of relationship marketing through customer relationship management. European management journal, 19(5), 534-542.
Sin, L. Y., Tse, A. C., & Yim, F. H. (2005). CRM: conceptualization and scale development. European Journal of Marketing, 39(11/12), 1264-1290.
Srinivasan, R., & Moorman, C. (2005). Strategic firm commitments and rewards for customer relationship management in online retailing. Journal of marketing, 69(4), 193-200.
Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. The journal of Marketing, 2-18.
Trainor, K. J. (2012). Relating social media technologies to performance: A capabilities-based perspective. Journal of Personal Selling & Sales Management, 32(3), 317-331.
Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.
Venkatraman, N., & Ramanujam, V. (1986). Measurement of business performance in strategy research: A comparison of approaches. Academy of management review, 11(4), 801-814.
Vorhies, D. W., & Morgan, N. A. (2003). A configuration theory assessment of marketing organization fit with business strategy and its relationship with marketing performance. Journal of marketing, 67(1), 100-115.
Vorhies, D. W., & Morgan, N. A. (2005). Benchmarking marketing capabilities for sustainable competitive advantage. Journal of marketing, 69(1), 80-94.
Woodcock, N., Green, A., & Starkey, M. (2011). Social CRM as a business strategy. Journal of Database Marketing & Customer Strategy Management, 18(1), 50-64.