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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/30229


    Title: 顧客型態及顧客資本與CRM關係之個案研究
    Authors: 侯亞君
    Contributors: 王文英
    侯亞君
    Keywords: 顧客資本
    顧客關係管理
    顧客型態差異
    Date: 2007
    Issue Date: 2009-09-11 17:29:45 (UTC+8)
    Abstract: 為因應激烈之市場競爭，企業需提供更優質之服務以滿足顧客需求，而CRM及顧客資本為一有效工具，能協助企業提升競爭力。惟面對不同之顧客型態，可能亦應發展出不同之顧客資本累積及CRM活動設計，以滿足顧客真實需求。故本研究在了解因顧客型態不同所導致之顧客資本及CRM活動重點各為何及是否有所差異。
    本研究藉由深度訪談個案公司熟知行銷相關活動之高階主管，了解其針對不同型態顧客所設計之顧客資本指標重點及主要CRM活動，分析其異同做一探討，並輔以問卷發放，做為個案公司相關人員對於顧客資本指標的重要性認知之佐證。
    研究結果驗證：(1)企業面對不同顧客型態所共同重視之顧客資本有八個因素構面，然其重要性程度略有差異，因素構面重要性程度達顯著差異者有三項。(2)企業所關注之顧客資本重點不同，會進一步影響其CRM活動重點及資源投入程度，而產生差異。
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    Description: 碩士
    國立政治大學
    會計研究所
    95353033
    96
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095353033
    Data Type: thesis
    Appears in Collections:[Department of Accounting] Theses

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